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  • ACT-ON  |  FRIDAY, APRIL 29, 2016
    [Companies] An A to Z of Content Marketing Best Practices
    And then there’s Google Drive, which some companies use instead of Microsoft Office. How MarketingSherpa survey respondents answered the question, “In which of the following ways, if any, would you prefer companies to communicate with you? Their needs (and how consistently you meet them across channels and stages) should shape every aspect of your marketing and your company. If doing one on your own seems too hard, consider partnering with another company for a co-webinar.
    [Companies] Deconstructing a Quota
    by Fergus Gloster The best time to start discussing quota and pipeline with a salesperson is at the interview stage, not after the salesperson has started in the company. In smaller companies it tends to be higher, but in larger companies it may be lower because big companies are more likely to have a strategy to saturate the territory with salespeople.
    [Companies] Survey: B2B Marketers to Invest More of Their Budget in Branding Initiatives
    About 12 percent stated that their company’s financial investment in brand initiatives has been steady. As B2B marketers realize the importance of their organization’s brand, they are investing more of their budget in branding initiatives. The B2B Brand Strategy” white paper from Spencer Brenneman recently showcased survey results of 150 B2B marketing executives to learn more about their brand strategies. Statistics showed that over the past five years, 86.7
    [Companies] 6 Ways to Get More Leads With Mobile Marketing
    Whether that’s opening an app, searching for a company, or simply texting a friend, they are much more action-oriented when on their phone versus a tablet or desktop computer where they can casually browse. While I was once a prospect simply in the store because of my mother, the company’s text message campaign converted me into a lead and, soon after, a customer. This post is an excerpt from our ebook How to Generate Leads with Mobile Marketing.
    [Companies] Is Social Media Really Living Up to Expectations?
    I took this question to Sergio Balegno, Director of Research for M ECLABS , the parent company of InTouch. Mzinga is one company leading the way with its OmniSocial platform, the study will review more.”. Over the holidays, I had some time to really dive into the LinkedIn B2B LeadGen Roundtable discussions. One started by Ann Thornley-Brown , President & CEO, Executive Oasis International, Toronto, caught my attention.
    [Companies] 5 tips to build more relevant and engaging lead nurturing emails
    I receive emails often from companies that “know” me, but their emails certainly don’t show it. Industry vertical: Industry information will more than likely tell you what pains your prospects are experiencing, while company size will give you a hint as to the resources they have available to tackle these challenges.
    [Companies] Don’t Play Politics with Your Planning
    During periods of change and uncertainty, it makes sense that companies work hard to understand the implications of the results for several scenarios. Be Strategic: Choose the best strategy that will generate value for your company and industry. As marketers we need to take the macro-environment into consideration when we’re creating any plan. With the election looming, there is a constant barrage of headlines suggesting that the U.S.
    [Companies] 4 Effective Methods to Increase Your Survey Response Rates
    If you’re a company looking to market a new brew to a niche audience, use survey logic to send those who select “Never or almost never” to a set of questions tailored to their answer choice. Author: Audra Sorman If you build it, they will come…right? When it comes to surveys, not necessarily. Like many of today’s savvy marketers, you’re probably looking for creative ways to bring in new leads or contacts and learn more about them, surveys being one of them.
    [Companies] Content: The Show That Never Ends
    I was visiting with a mid-sized company this week. I had a similar experience recently with another large company. That’s right – this company was actually planning for uncoordinated, disjointed content experiences. To create them as true (long-term) assets, the company needed to address – during their planning – questions like this: If this microsite is successful, who will keep it going? Welcome back my friends to the show that never ends .
    [Companies] 9 Crippling Mistakes B2B Search Marketers Make
    Your corporate site matches your brand or company name and it lets someone know what site they are going for. “Paid search is slowly failing B2B marketers.” ” I never expected to say that. For years paid search has been one of the most cost-effective media channels for B2B lead generation. But over the last year, I have seen or heard case after case of B2B marketers struggling to make paid search, and Google AdWords in particular, cost-effective.
    [Companies] Do you use your website search to help your SEO?
    Expect searchers to use fewer of your brand names (and especially not your company name) when they are on your website–it already sets that context. I do lots of SEO projects. Not so typically, I also do a lot of website search projects. But I hardly ever do them for the same clients. One reason is that IT people typically run website search while marketers typically manage SEO.
    [Companies] 17 Silly Missed Lead Generation Opportunities
    In Lead Nurturing Campaigns: Companies leveraging marketing automation tools to efficiently deploy lead nurturing campaigns are known to generate awesome results. In fact, Forrester Research reports that companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Whether it's within your company's description, on your profile image, or in your Twitter account's background , use this space wisely and strategically to support lead gen.
    [Companies] When in Doubt – Start Marketing
    There is certainly cause to be concerned if you spend precious company resources without achieving decent results. Companies that market aggressively now are likely to do so in the future and those that sit on their hands are likely to continue to do so. Some companies work hard to generate leads and others place less emphasis on this. So go build some awareness, generate leads and support your company’s revenue goals.
    [Companies] 107+ Blog Post Ideas for a Rocket Start
    Share Your Company Story. What are your company’s rituals? What are the great things you do as a company? Share your company know-how. There are specific things that you or your company excel at. Showcase the benefits of doing business with your company. Tell Them About Your Company. With this ultimate list of ideas, you’ll never run out of things to write about. Use our list to get some inspiration, and get writing! Blog Post Ideas by Post Type.
    [Companies] What You Need to Know This Morning: June 5, 2013
    Uber and Airbnb both get blasted as being “illegal,” but the real reason people hate on them is because both companies are disrupting decrepit business models -- taxis in the case of Uber, and hotels in the case of Airbnb. That’s the real issue here, and it’s the one companies of any size should focus on." Happy Wednesday, marketers. Thanks to your overwhelmingly positive response yesterday , we''re going to keep this post theme going.
  • HUBSPOT  |  THURSDAY, APRIL 17, 2014
    [Companies] Google's New +Post Ads Now Available to Brands With 1K+ Followers
    Why Your Company Might Want to Try +Post Ads. Back in December, we reported that Google was testing out +Post ads with a handful of big brands. Post ads promote a brand''s Google+ post across the roughly two million sites in Google''s Display Network using AdWords targeting data. That means if you went on a site like Elle , you could see a brand''s fully interactive Google+ post in place of a traditional banner ad. Well get ready to celebrate, marketers.
    [Companies] Your Pricing Is Wrong: One Critical Mistake Most Agencies Make
    Fundamentally, the marketing spend a company has is tied to growth the company expects (often marketing spend is a % of revenue this year for a growth rate next year). Recently one of HubSpot''s very best partners decided to redo their well-regarded pricing page, saying "That model of ''here''s everything for $X'' is broken, and has been either un-qualifying us when we should be qualified or setting us up for failure.".
    [Companies] How to Have More Productive Group Brainstorms: 10 Tips to Get Everyone Involved
    What the most creative companies do is tell the members of the group to come up with lists of ideas before they come to the brainstorming session. Create a kit that can be used whenever someone at your company holds a brainstorm. How many times have you uttered the phrase, "I wish I'd thought of that"? It often seems that certain people have the power to formulate creative, inspired ideas, but the truth is, you and I are just as capable as the next person.
    [Companies] Why Lead Scoring is the New Opportunity Stage
    Additionally, she probably works for a company that is of a size that can afford your product. He reads your emails, learns about your company through webinars and the website. by Dan Pecoraro | Tweet this Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a “feel” for them, and happily sell ‘em an yellow Oldsmobile? For better or worse, those days are over. The scenario today is far more complex.
    [Companies] What PR Pros Can Learn from The Huffington Post
    While other companies were out there following Newsweek-era PR practices – that is, adhering to the old-school method of trying to be the news (translation: “Look at how awesome we are!”) – we instead seized an opportunity to climb aboard what was already happening: the major development in the EU. by Joe Chernov | Tweet this The Huffington Post built a media empire on the back of the digital zeitgeist.
    [Companies] Increasing Customer Engagement …Do You Matter to Your Prospects and Customers?
    So we have studies that tell us “ Customer engagement is the top concern keeping CMOs up at night” (new study by executive recruiting company Korn/Ferry International mentioned in B2B Magazine ). Don’t worry about how many new links have been posted to your company’s Facebook wall or how many times your latest promotion has been Tweeted and Re-Tweeted or how many Pins and Re-Pins your latest product photos are attracting.
    [Companies] 7 Ebooks to Write ASAP to Generate More Leads
    Learn From The Best: [Insert Number] [Insert Industry/Topic] Experts Share Insights - Your company is an industry expert, but it is not the only one. Pick a handful of industry experts and have them contribute their ideas and recommendations to an ebook that is created and promoted by your company. Content creation is an important part of inbound marketing success. Content generates leads, educates customers, and shortens the sales cycle.
  • 6SENSE  |  WEDNESDAY, APRIL 13, 2016
    [Companies] New Gartner Report Examines Why Predictive Intelligence Is a Must Have for B2B Marketers
    She can get a sense of her counterparts experiences at other companies by looking at product review sites and can even have her questions answered by peers on community boards. Companies have discovered the fallacy of this approach and many have implemented new metrics like sales accepted leads (SAL) or have simply moved to focusing on revenue growth as an indicator of marketing success.
    [Companies] How to Write Good Instagram Captions: 8 Tips for Perfecting Your Copy
    Here's an example of an enticing, front-loaded caption from coffee-based skincare company Frank Body: 3) Include a call-to-action. For example, if you're a food company, you might post entire recipes in your captions -- and that's OK, as long as you're front-loading the caption with the most important information (like the name of the recipe) so it doesn't get cut off. At the end of the day, Instagram is all about the visuals.
    [Companies] Master These 10 Content Marketing Skills to Become an All-Star
    Companies with a documented content strategy are much more likely to be very or extremely effective (36 percent) than those without a documented strategy (11 percent).” – LinkedIn Technology Marketing Community. Each year, typically during a weekend in mid-February, the NBA’s best players flock to a designated city for NBA All-Star Weekend.
    [Companies] Marketing to Kids? Mind the New Children’s Online Privacy Protection Act (COPPA) Provisions
    Offer companies a streamlined, voluntary and transparent approval process for new ways of getting parental consent; Close a loophole that allowed kid-directed apps and websites to permit third parties to collect personal information from children through plug-ins without parental notice and consent.
    [Companies] Committing to Your Customer: The Secret to Making Every Customer’s Experience Amazing
    What makes InsideView such a fantastic company is that we are fully committed to ensuring that our customers are successful. I have never seen a company more interested in taking customer suggestions and doing something about it. Through leadership change alerts, custom Watch Lists, and relevant, up-to-date news on companies and people, not only will we help you avoid surprises, we’ll also help you grow your accounts and increase retention.
  • LATTICE  |  MONDAY, MAY 2, 2016
    [Companies] Marketing Nerds Take Over MME16
    Marketers are trying to better understand ABM processes and tactics, and are using conferences as a way to learn best practices and get introductions to technology companies to help them get started. The company saw a 75 percent increase in close rates among its enterprise accounts and a 72 percent increase in ASP among its advertising accounts. Are you thinking about implementing ABM in your company?
    [Companies] How to Work With a Developer: 6 Tips for Improving Your Relationship
    Either way, you're growing your company and that's exciting. While each company is made up of its own unique individuals, we've found that this approach has helped our team get on the same page when it comes time to execute a project. You did it. You just hired your first developer. or maybe it was your 100th. But before you start putting work on their plate, you should know that developers are a special breed of people. (I I am one, so I can totally say that.)
  • SNAPAPP  |  FRIDAY, AUGUST 12, 2016
    [Companies] How to Design a SnapApp Without a Graphic Designer: 4 Easy Steps
    This likely sounds familiar, because unless you’re a designer, you’re probably a few steps removed from the most recent version of your company’s style guide. You can install these tools directly to your browser, load your company’s home page, and grab all the fonts and colors you’ll need to create a fully branded SnapApp. We’ve heard it many times before. My design team is totally slammed. I’m not a designer myself, so where should I start?
  • SNAPAPP  |  TUESDAY, APRIL 5, 2016
    [Companies] 7 Powerful Ways to Conduct B2B Buyer Research
    Well-made lead form fields give you the essentials on each lead: name, email, company name, and job title. Even with just a company name and job title, you can discern a lot about the person: their field of interest, their company size, and their ranking within an organization. Is there anything that these companies are doing poorly or extremely well? .
    [Companies] 3 Ways to Break Through the Noise at a Trade Show
    For example, at the show we just attended there was a locker company directly across from our booth. You never know what will happen even if you’re at a show that seems to miss the mark for your company, or that feels slow. We recently attended and exhibited at a retail trade show in Las Vegas.
    [Companies] How Wattpad Became the Hottest New Influencer Marketing Platform
    Companies can work with Wattpad Stars (the site’s most popular writers), track data through Wattpad Insights, and even adapt their stories for television through Wattpad Presents. Companies can sponsor a curated reading list or commission a writer to work on a branded story, but that’s particularly interesting about Wattpad is the freedom it gives its creators, which is unusual in the world of influencer marketing.
  • CONTENTLY  |  FRIDAY, JULY 8, 2016
    [Companies] The Impact of Facebook’s Algorithm Change, in 5 Charts
    some more numbers on what Facebook is paying media companies/celebs/athletes to do FB Live [link] Last week, Facebook dropped a stink bomb in the media locker room when it announced that its algorithm would start prioritizing the posts of friends and family in the News Feed over those of publishers. Folks started to panic, with good reason— over 40 percent of publisher traffic comes from Facebook.
    [Companies] How To Excel at Four Primary Types of Social Media Content
    There is a big challenge for companies and marketers to stay engaging and relevant. Let’s kick off with some sobering statistics. We all know that content is being churned out constantly, but have you ever considered how much of it there really is? Every single minute , social media sees: 2.4 million pieces of content shared on Facebook. 277,000 tweets sent on Twitter. 216,000 new photos posted on Instagram. 347,222 photos shared on WhatsApp.
    [Companies] Marketing Tools and Technology – How Does A Marketer Decide?
    Scott Brinker is President & CTO of ion interactive , a company that delivers post-click marketing software and services. Mike Volpe is CMO at inbound marketing software company Hubspot. Much of marketing today is all about using new technologies to drive better decisions, more effective campaigns and more efficient customer support. Technology is becoming critical for marketers to remaining competitive. .
    [Companies] Rapid Pace of Change Driving Business Velocity, Revenue Growth
    We booked our first real revenue just 3 months after starting the company. Whether it’s the real-time supply chain that now gets my new iPad from Shenzhen China to Palo Alto in just four days, or the remarkably rapid growth of the web sensation Groupon (ranked by Forbes, CNBC and just about every other media organization as the fastest growing company ever ), velocity is now the sine qua non of competitive, winning business.
    [Companies] Now, Go and Do: Create standardized, well-understood metrics for your organization
    National Instruments, a global B2B company with a customer base of 30,000 companies in 91 countries, developed a drip email campaign around its signature product. Tweet Last week’s MarketingSherpa Email Newsletter case study – Marketing Analytics: How a drip email campaign transformed National Instruments’ data management – covered an issue that affects many marketers in the digital marketing world: drowning in data that is potentially inaccurate.
    [Companies] How Does Social Media Leave A Footprint On Your Business?
    Take note: Blogs are still necessary in your marketing campaign, as 57% of companies continue to find new customers through blog posts. As you know, B2B leaders must reassess their marketing campaigns to include social media. But do you really understand the impact social media has on your bottom line? In this infographic by somemto , research has been compiled to reveal the power social media has over your B2B business.
    [Companies] Content Marketing Tips from Computer Games
    He swears that his online gaming is market research for his company , but I don’t buy it.) Companies will begin to harness the power of consumer engagement through use of games and gaming dynamics. What can we learn from online computer games about content marketing for business? A lot, apparently. If you write content designed to trigger action in readers, pay attention to this.
    [Companies] What is a "Full Path" Marketing Attribution Model?
    Cross-company contact engagement is the most influential metric used to gauge progress. A full path attribution model is the most extensive method for attribution modeling. Reason being -- it’s detailed, comprehensive, and requires a significant amount of data tracking. However, the more complex a system, the more useful and impactful it tends to be. So not only is full path attribution highly technical, it’s also highly effective. What is a Full Path Marketing Attribution Model?
  • HUBSPOT  |  TUESDAY, AUGUST 30, 2011
    [Companies] The Ultimate Google+ Cheat Sheet
    This infographic (larger version here ) show that students are major early users, but it also shows many of the companies represented on Google+. Google+ is growing like crazy. In fact, it is the fastest growing social network ever. Just as with any other social network, marketers have a lot to learn and do. So we thought we would invest some time into making your life easier. In this post, we've compiled the best content about Google+ from all across the web.
    [Companies] Amazon Echo vs. Google Home: 5 Important Distinctions
    That changes the way it execute searches -- after all, it was created by a company known best for its search engine -- and can integrate with the technology you might already use for day-to-day management. After all, we use Google Calendar here at HubSpot, and we’re a company of over 1,500. It's official. We live in an era when we can speak commands to machines -- without the push of a button -- and, most of the time, they will acquiesce.
  • BUZZSUMO  |  THURSDAY, JUNE 25, 2015
    [Companies] LinkedIn: The Heavyweight of B2B Content Marketing
    In a 2013 survey over 65% of companies surveyed said they had acquired a customer or customers from LinkedIn. LinkedIn has become the heavyweight B2B content marketing platform. The platform’s acquisition of Slideshare and the development of its Pulse platform for long form content, shows it is taking content marketing seriously. I decided to take a look at what the data tells us about the state of content marketing on LinkedIn and the content that works best. The Power of LinkedIn.
    [Companies] What the US Marines Can Teach Your B2B Firm about Marketing and Sales
    B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. Every Employee a Sales Rep” should be fully ingrained across a company’s work force, from the front desk to the corner office. Every Marine a Rifleman. Every Marine a Rifleman” is a basic tenet of the US Marine Corps.
    [Companies] Unleash Your Inner.Ninja: New Generic Top Level Domains.Review
    At emagine we work with B2B companies so I went ahead and pulled domains that could be useful in the B2B space: REVIEW.TECH.TECHNOLOGY.MARKETS.ENERGY.HOSTING.DIGITAL.REVIEWS.EVENTS.SOCIAL.MANAGEMENT.TRAINING.DOWNLOAD.NETWORK.SUPPORT. In a recent blog post of mine we saw how the Internet Corporation for Assigned Names and Numbers (ICANN) started to roll out new generic top-level domains (gTLDs) back in 2013.
    [Companies] Marketing with Videos: What’s Wrong with the Script?
    They assume the viewer knows what their company does, and use insider jargon and terms. I was shocked to read some sample scripts for video commercials being filmed at the studios of iMotionVideo last week in Orlando. People are still confusing features and benefits in their marketing messages. Some videos are great to watch, even if you’re not interested in what they’re selling. But others…OMG, it’s just sad.
    [Companies] What To Do When You’ve Run Out Of Testing Ideas
    Invite peers from other departments in the company to offer up some test ideas — you’ll be surprised what they may notice! If you’re running a testing program to optimize your customers’ experience, you’re already doing things right. Gaining valuable insights through testing will set you apart from your competitors and give you an edge on satisfying your audience.
    [Companies] Is social media all the market research you need?
    I have seen companies eliminate brand tracking and customer loyalty studies because they believe they can find out what they need online. Photo credit: Wikipedia. In Mike Moran’s recent post, he pointed out that digital marketing is more about understanding marketing than it is about being a technology expert. I could not agree more. One certainly needs to understand the basics of marketing to be successful in digital marketing.
    [Companies] Six SEO Tips for UX Designers
    For example, About (Company Name) is better than About Us. Guest post by Alex Berg. Understanding the aspects of design, technology, and content that affect search engine optimization (SEO) is an essential skill for any web team, but they are particularly important when undertaking a major website redesign effort. Image credit: Bambi Corro III. During a redesign, there’s a lot that can go wrong from technical issues and audience reaction to traffic loss and falling revenue.
    [Companies] Chart: The Summer of the Small Business Social Boom
    There may be a few things: Smaller companies tend to be more flexible in deciding what types of campaigns to run. by Egan Cheung | Tweet this This summer, traffic from social websites stayed fairly constant for many of our customers, but not for one very specific segment.
    [Companies] Persona: More Than A Movie
    Analyze the list of best customers by searching for common traits: company size, location, the buyer’s role, industry, existing technology, and possibly problems faced are all examples of potential common characteristics. As an example, one of Act-On’s’ customers analyzed their own data and discovered that most of their best customers were companies of a certain size using a particular CRM technology. “Persona” is a term that’s gotten very popular in marketing in the last few years.
  • HUBSPOT  |  TUESDAY, MAY 12, 2015
    [Companies] How to Write a Cold Email That'll Actually Get a Response
    I wanted to talk to you about my company because.” Since launching The Growth Show in February, we've been fortunate to land interviews with some really busy people, including executives of billion-dollar businesses and founders on the cusp of building the next big thing. For some of them, we had an "in." Somebody knew somebody else and happily made the introduction. But we weren't so lucky with some of the other guests. We wanted to get in touch, but didn't have mutual connections.
    [Companies] The Death of Cold Calling – Ending the Debate
    So when a company finally does “get some love” from a prospect, the tools have to be in place to make every opportunity count, to have the highest chance to contact and close the deal. Even marketing automation companies like Marketo see the value in leveraging social media for sales. Much faster than most companies can adjust. Cold calling is the process of approaching prospective customers or clients, typically via telephone, who were not expecting such an interaction.
    [Companies] Live Blog DF 12: Content and Social Marketing Secrets from Copyblogger and Marketo
    Marketo’s Thursday session shares more than just best practices as Jon Miller, VP of Marketing Content and Strategy at Marketo, and Brian Clark, CEO of Copyblogger Media share how both companies have become pioneers in 2 very hot topics–content marketing and social media. With inbound marketing, companies must now build their own audience and attract their own attention. Think like a media company. by Dayna Rothman What a whirlwind Dreamforce has been!
    [Companies] 8 Off the Beaten Path Vegas Attractions to Check out During MME15
    Even if you don’t have a car, you can take a tour with one of the tour companies in town like Pink Jeep. Editor’s Note: Today’s post is a special treat, a compilation of recommended Las Vegas attractions recommended by city resident and travel enthusiast, Heather Foeh , Head of Culture and Customer Advocacy at Lattice Engines.
  • HUBSPOT  |  TUESDAY, JUNE 4, 2013
    [Companies] Timeless, Not at All Offensive Snippets From a 1964 Marketing Textbook
    Or, "A company''s marketing effort should start and end with the customers." 2) "For a fee, there are now companies that will balance your budget, baby-sit your philodendron, wake you up in the morning, drive you to work, or find you a new home, job, car, wife, clairvoyant, cat feeder, or gypsy violinist. Why am I reading a marketing textbook from 1964? Let me explain. My co-worker Mike Lemire came bounding gleefully to my desk the other day, fresh off a lovely weekend in the sun.
    [Companies] There’s nothing in the middle of the road but yellow stripes and dead armadillos
    Maybe you’ve become so good at being that corporate chameleon that you’re personally so “professional,” that you would never dare ever talk politics or religion in polite company. Well, business is not polite company — not anymore. Will taking a side and taking a stand benefit your business and brand or will it destroy you? Of course it depends on your client base. Do you make artisanal kim chi-making kits on Etsy ?
    [Companies] The Contently Interview: Scott Brinker on the Pitfalls and Promise of Martech
    Brinker—the founding editor of Chief Martec, program chair of the MarTech Conference, and co-founder of his own martech company, ion interactive—has been a leading voice in the space since 2008. Marketing isn’t just about running campaigns independent of the rest of the company. Increasingly, marketing gets built into these new kinds of products and services that companies are offering.
    [Companies] More Stakeholders and Business Involvement Driving Longer IT Decision Cycles and Discounting
    Consulting, “Organizations are afraid of making the wrong purchase decision, and as a result, we expect the number of decision makers and influencers to only increase in 2014, driving further complexity into the decision making process and making it harder for companies selling IT products and services to achieve their goals.” Earlier this year, the global management-consulting firm L.E.K. Consulting conducted an in-depth review of US IT purchasing trends.
    [Companies] The Pros & Cons of 7 Popular Organizational Structures [Diagrams]
    Choosing the best organizational structure for your company, division, or team is a lot like picking out a new car. We''ll also highlight the benefits and drawbacks of different structure types so you can evaluate which is the best option for your company, division, or team. Want to see some real-world examples of marketing team org structures from companies including Zendesk, GitHub, and Rue La La?
    [Companies] Marketing’s Broken Foundation: Measurement
    For many B2B companies, marketing’s key contribution may be qualified leads. Data is the foundation for analytics. Analytics is the foundation for marketing driven by data and insights. When you start with bad data, you get erroneous insights and your marketing goes in the wrong direction. A recent research result from ITSMA and Vision Edge Marketing is eye opening.
  • HUBSPOT  |  FRIDAY, JULY 11, 2014
    [Companies] 20 Conversation Starters to Help Break the Ice at Networking Events
    14) Are you or anyone at your company speaking at this event? I''m going to the Sales 2.0 conference on Monday with my colleague Emma. I''ve never been to a conference with her before, so we were talking about whether we each like networking (or whether we dread it). Personally, I don''t mind it if I''m in the right frame of mind -- feeling outgoing, in a good mood, have a sense of purpose at the event, that sort of thing. But if I''m not in that frame of mind?
    [Companies] The 8 Most Common Sales Mistakes
    Often very often, commercial companies focus their training efforts only on the product and its features. I often talk here about the need for better alignment between marketing and sales. In fact, it is often cited as the biggest challenge for B2B marketers. It is because of this that I like to reach out to some of my friends in B2B Sales AND Marketing to provide their perspective.
    [Companies] 30-Day Blog Challenge Tip #15: Join the Blogging Community
    Participating companies should submit their blog URLs on this page to enter the challenge. From January 2-31, we are challenging everyone to blog more to see firsthand the results that blogging can generate. Winner(s) will receive a complimentary ticket to INBOUND 2014 and be featured on the HubSpot Inbound Marketing blog. Today''s blogging tip is brought to you by David Berkowitz , Chief Marketing Officer at MRY : "Take part in the blogging community.
    [Companies] Adblock Plus Will Roll Out Another Counterattack to Facebook’s ‘Ad-Blocker Blocker’
    In an interview at the dmexco conference in Cologne this morning, Adblock Plus co-founder and chairman Tim Schumacher told me that his company would counter Facebook’s latest move to stop its popular ad blocker within the next couple of days. “We would not have thought [this would come] from Facebook, because Facebook actually is a company that cares about usability a lot,” he said. The ceasefire between Facebook and Adblock Plus is about to end.
    [Companies] How to Get More Blog Traffic – Real World Data
    The lesson for companies is to feature your blog prominently on your corporate website, as that can be a rich source of visits. Every blogger wants more traffic. How to get it? The key is a balanced strategy of search engine optimization (SEO), social media, syndication and guest posting. So where does blog traffic come from, and how does this change over time? Looking at data from the Webbiquity blog, several trends are apparent.
  • ACT-ON  |  FRIDAY, JUNE 3, 2016
    [Companies] How a Baker’s Dozen Years Changed Email & Deliverability
    The Internet (transport layer) was composed of companies laying large amounts of fiber to build the networks and doing so in a way that was independent of established rules of the telecom markets. Wrong, you can (and many companies do) continue to send legally compliant email to folks who don’t want to receive the message, essentially sending legal spam. Services companies have also been acquired and others have established themselves as replacements.
    [Companies] 7 Ways To Get Customers To Love Your Brand
    How do customers describe your company to their family and friends? Does your product just meet a need, or are they really in love with your brand? Your brand should be bigger, and more tangible than your product alone. For example, Old Spice does not merely manufacture deodorant, they also make some of the funniest commercials. Nordstrom does not merely offer a high-end clothing and accessories, they offer dedicated customer service.
    [Companies] Wearable content: The X-factor that makes a social media plan soar
    Doesn’t this present a huge obstacle to success for companies trying to create a financial benefit to themselves through their content instead of an emotional benefit to their readers? Doesn''t this present a huge obstacle to success for companies trying to create a financial benefit to themselves through their content instead of an emotional benefit to their readers? Most of the value created on the social web every day is non-economic.
    [Companies] Marketing Lessons From The Super Bowl: 4 Ways To Win The Digital Game
    Share a snippet of your next blog post that’s launching in a few days or a behind-the-scenes look of a big project your company is working on. Ahhh, it’s our favorite time of the year – Super Bowl time! The big game is this weekend and we can’t wait to sit back, relax and watch the New England Patriots kick some you-know-what. Oh, and let’s not forget about the main attraction – the commercials!
    [Companies] New Features Added to B2B Marketing Zone and Social Media Informer
    Both of these sites bring together content from leading experts and companies like Brian Carroll , Paul Dunay , Ambal Balakrishnan , Harry Hoover , Gini Dietrich –really too many to list. Several great new features were recently added to the B2B Marketing Zone and Social Media Informer by co-founder Tony Karrer. One of the most obvious is that posts now include images, making the sites more visually appealing than the former text-only design.
    [Companies] Podcast: Getting Personal with Video in an Impersonal World
    When you add a personalized element, including the recipient’s name or company name or job title in that personalized thumbnail image in the email itself, the click-through rates skyrocket through the roof. 5000 company looking to help buyers find marketing automation software , CRM systems, and more. The B2B Nation Podcast is made up of expert opinions and advice on the most important topics in B2B sales and marketing today.
    [Companies] Twitter Introduces 'Negative Keyword Targeting,' and Other Marketing Stories of the Week
    To learn exactly how to run a PPC campaign to give your company a boost this holiday season, you can read the full article here. As 2013 rolls around, it’s important to think about the future of marketing, and the agility of your own company to quickly pick up and adapt to new features, functions, or best practices. Happy Sunday, marketers! Get ready! We’re about to take you on a little journey through today’s latest marketing updates, which will carry you into 2013 and beyond.
    [Companies] Email Copywriting: 3 tactics for delivering value over perceived cost
    Marketing Automation: IT company boosts leads 59%, generates $1.5 Tweet Optimizing your email copy is a big key to tipping the value exchange fulcrum with your prospects. In sum, good copywriting is about recognizing perceived costs in the mind of a prospect and delivering enough value to overcome those costs.
    [Companies] The $168k Gift Bag: An Inside Look at the Celebrity Gifting Industry
    For his Mother’s Day in Hollywood bag, a company who represents a rental property in the Hamptons wanted to offer a $10,000 discount to the celebrity moms. If the companies know how to utilize their PR and social media, they can really make it effective,” Feinstein said. Even with a few impressive stunts under its belt -- the company’s Phantom quadcopter had been outfitted with a GoPro and flown into a volcano -- they had spent little to market itself in the United States.
  • TONY ZAMBITO  |  SUNDAY, JULY 10, 2011
    [Companies] The Future of Buyer Personas is Social - Part 2
      Training programs still continue to be focused on finding, probing, presenting, and the likes all aimed at persuading a buyer to hear what a company has to say.  Image by daniel_iversen via Flickr. In part 1 of this reflection on the future of buyer personas, I focused on how it is important to leave some of the major misconceptions about buyer personas behind in order to peer into the future. 
    [Companies] Using Data in Holiday Planning and Other Data News
    This infographic from Pixel Road Designs (the company of our Chief Social Media Strategist, Brent Csutoras) shows you how to supercharge your marketing and improve your sales this holiday. Welcome back to The Friday Five , your weekly five-part curated content This weeks topic: Data. A Guide to Data-Driven Holiday Marketing Strategies. The holiday season is upon us! For digital marketing professionals—whether you’re an SEO, social media marketer, web dev, etc.—this
  • HUBSPOT  |  FRIDAY, AUGUST 10, 2012
    [Companies] 13 Ways to Spice Up Your Marketing Content With Data
    In the following example from our article, " 8 Ways to Boost Ecommerce Shopping Cart Conversions ," we pulled in some data about a couple of ecommerce companies' successes with creating visually interesting product pages. If you're not a company that has access to original data, consider partnering with a research company to commission a study that uncovers some interesting original data that your audience would find compelling and helpful.
  • HUBSPOT  |  MONDAY, JUNE 6, 2016
    [Companies] How to Find Great Writers: 6 Places to Start Your Search
    You also want to keep in mind anyone who has mentioned your company in a great piece of content before. How do you find guest bloggers for your company? Most content managers are always on the lookout for new guest bloggers -- especially those struggling internal bandwidth. Oppositely, those dealing with a packed editorial calendar can still benefit from making room for a fresh perspective every now and then. In short: Working with guest contributors can deliver a ton of benefits.
  • FATHOM  |  FRIDAY, MARCH 20, 2015
    [Companies] 5 Tips for Successful Marketing Automation Integration
    In the last few years marketing automation has been a buzzword used more often when manufacturing companies are laying out their marketing plan for the next year, and years to come. There is no denying that the digital area is not just a phase, it’s here to stay and companies need to have a digital presence to engage their customers, grow their business, and stay ahead of the competition.
  • HUBSPOT  |  TUESDAY, JUNE 9, 2015
    [Companies] 5 Things Custom Manufacturing Websites Must Have
    If you just groaned because you have been putting off updating your website for years, don’t worry, you’re in good company. Each and every day design engineers and procurement managers across the world search for new suppliers. What have you done to position yourself to have a shot at all of this business? Most likely, your first opportunity will happen without you knowing about it. That’s right - the first place these folks are looking is your website.
  • HUBSPOT  |  THURSDAY, JULY 9, 2015
    [Companies] How 90+ Cellars Became the Fastest-Growing Wine Brand in the U.S. [Podcast]
    Lessons Kevin learned from failures at his two previous beverage companies. One of the fasting-growing wine brands in the U.S. doesn't own any vineyards. They don’t plant any grapes. They don’t even own any wineries. Instead, they buy and re-sell premium wines. It all began during the last recession. 90+ Cellars President Kevin Mehra saw some big inefficiencies in the wine market, so he came up with a plan to flip the industry on its head.
    [Companies] 9 Simple & Powerful Copywriting Tips
    Even if you’re selling the same product a dozen other e-tailers are selling, your product or company is different. Image source. My name is Karri, and I am a consumer. Every day, wherever I turn, someone is trying to sell me something. Most of the time I just scroll on by, but occasionally something catches my eye and makes me click or call. That something is what professional copywriters strive for in everything they write.
  • 6SENSE  |  TUESDAY, NOVEMBER 3, 2015
    [Companies] Demystifying Predictive Intelligence: Letters from the Front Lines
    How are companies using predictive intelligence? What kinds of results are companies seeing from predictive intelligence? Predictive intelligence is giving B2B companies better visibility into their buyers. Within in their own ecosystem, companies can mine their own databases to uncover in-market buyers and route those leads directly to sales bypassing their traditional lead qualification process.
  • HUBSPOT  |  MONDAY, MAY 12, 2014
    [Companies] How Much Content Is the Wrong Question
    Additionally, the aforementioned CMI study shows that less than 45% of companies have a defined content marketing strategy and only 42% of marketers say they are effective at content marketing. How much content do I need to “fuel” my marketing automation system? This was a question that was asked of me recently as I spoke at an industry event. The question is a compelling one as more and more, marketers are putting time, money, and energy into the content creation process.
    [Companies] 4 Ways to Reach Your Target Audience Using Social
    Mid-size or enterprise companies? What types of people are you looking to target based on company size, industry, job level, day-to-day responsibilities, pain points, etc.? Social media is not a one-size-fits-all marketing strategy , and it requires constant vigilance to maintain. Think I’m joking? We may write (and think and speak) in 140 characters or less, but ask any social media manager and they will tell you executing a good strategy goes beyond penning a few witty tweets.
    [Companies] Publish or Perish and What It Means For CMOs
    How does a company go about rectifying this for this is problematic to say the least for any size organization? A staggering 93% of CMOs believe they need to become publishers. They hold this belief because " well organized and high quality content has become the fuel that runs modern digital, mobile and social marketing systems" according to a Forbes research paper entitled Publish or Perish.
    [Companies] Journalism and English Degrees Are Not Dead: The Rise of the Content Marketer
    Businesses (start-ups and Fortune 2000 companies alike) are embracing the digital trend and must create thoughtful content to keep up. Author: Stephen Frapart Finals are over. Graduation is right around the corner. Families and friends celebrate your awesome achievements. Woot woot! Life is good! Then reality sets in. You’re a Journalism or English major. You need a job. A Mixed Job Market. Traditional broadcast and print journalism aren’t hiring with the same velocity as they once did.
    [Companies] THE HACKIES: Full-path ROI — aligning attribution models with the buyer’s journey
    An engineer may read your blog post via organic search, sign up for your newsletter and get nurtured via email, while a CFO from the same company may click your display ad on a trade related web site and call a sales rep. First touch and last touch attribution models may work well for campaigns with short sales cycles, but few B2B companies have this luxury. This article is a guest post by Eric Ramos of BusinessOnline.
    [Companies] 4 Content Marketing Blogs That Can Help You Improve Your Writing
    Designed to teach people how to “create killer online content” as opposed to “bland corporate crap to fill up a company webpage,” Copyblogger serves up 5-6 new articles a week about what’s currently working in online marketing.
    [Companies] How Digital Marketing is Reshaping Financial Services
    However, there are some trends that Financial Services companies are ignoring at their own peril. Online Video has been gaining popularity with Financial Services companies in the last few years, but there is a problem. Author: Fab Capodicasa Consumer technology is moving at a hectic pace. In stark contrast, the Financial Services industry has been extremely slow in modernizing their marketing in step with changing consumer behavior.
    [Companies] Obey Facebook’s Rules of Engagement (Or Else)
    I see companies violate that last one all the time. They publish a landing page to a Facebook app tab on their company page, and the only interactive element on the page is a button that takes you to the company website when you click it. Complying with all of these rules gets really complicated, really fast, if you are a global company, because the laws differ from country to country.
    [Companies] 4 Ways to Make Your Mobile Marketing Stand Out
    For instance, in email marketing, a company may send emails that they believe their recipients will be interested in, and then the recipients can choose whether to read it or ignore. Author: Koustubha Deshpande Getting users to download your app is easy. Okay, I might have stretched the truth there. It’s not easy at all, but it is the easiest step towards gaining a strong and loyal user base. Getting users to continuously use your app is an ongoing battle.
  • HG DATA  |  TUESDAY, AUGUST 23, 2016
    [Companies] Once Upon a Time: How to Boost Your Selling Through Storytelling
    And if you’re a startup or early-stage company with a relatively unknown brand, storytelling helps prospects mitigate their sense of risk in decision making when buying from an unknown entity. With the right story, you can prove the credibility of you, your company and your services and gives prospects the justification they need to trust you with a PO. There’s a saying in sales: People buy you first, then your company and then your product.
  • HUBSPOT  |  TUESDAY, APRIL 22, 2014
    [Companies] The Day Your Refrigerator Asks You for a Donation
    In the first post of this series I explained what cause marketing is, why it’s so popular with companies, and how nonprofits can get started with businesses. Jude Children’s Research Hospital, Children’s Miracle Network) have great brands that are magnets for money -- and not just from companies. People ask me all the time how they can raise more money from companies. They include companies like Uber, Warby Parker, Chegg, and The Motley Fool, to name a few.
    [Companies] If It Isn’t Fun, It isn’t Selling!!!
    A few ideas to focus on: Build Belief: make sure your sales teams believe in your company, products/services and each other. If It Isn’t Fun, It isn’t Selling!!! Last week I was in Arizona speaking at a conference, during my program I used the phrase: If it isn’t fun, it isn’t selling!, and the reaction I received was interesting. Most of the comments seemed surprised or somewhat taken aback as I discussed the topic, others were curious as to how to have fun during the sales cycle.
    [Companies] How AI and blockchain will change business organization
    There are good reasons why work is organized around closed, self-contained organizations called “companies” and “corporations” Nobel prize-winning economist Ronald Coase showed in his theory of the firm that there are three costs in the economy: the cost of finding talent, resources and information to create value (cost of search); the cost of getting people to work together in an.
    [Companies] Forrester : Marketing : Robots, AI Will Replace 7% Of US Jobs By 2025
    A new report details the emerging best practices for augmenting “cubicle work” (which represents 89 million US jobs) with cognitive solutions and how companies can adapt for the changing workforce. Read the original article: – Forrester forecasts that cognitive technologies such as robots, artificial intelligence (AI), machine learning, and automation will replace 7% of US jobs by 2025.
    [Companies] The age of analytics: Competing in a data-driven world
    Taking full advantage means companies must incorporate analytics into their strategic vision and use it to make better, faster decisions. Big data’s potential just keeps growing. Is big data all hype? To the contrary: earlier research may have given only a partial view of the ultimate impact. A new report from the McKinsey Global Institute (MGI), The age of analytics: Competing in. The post The age of analytics: Competing in a data-driven world appeared first on Opentopic.
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