What Works - What Doesn't

Five Ways Storytelling Goes Bad

What Works - What Doesn't

Consider these two audio spots I heard within ten minutes the other day on NPR: The first described allegations that drug companies vastly overstate the cost of drug development to justify higher drug prices and greater profits. Which drive more positive views of the drug company?

What We’re Doing Wrong in Blockchain Marketing

What Works - What Doesn't

To understand where we’re going wrong, check out one company’s response to the successful hacking of its peer to peer platform for initial coin offerings. One of the best pieces of advice I ever got was “ always explain what you’re talking about.

Trending Sources

15 Ideas to Jump Start a Blockchain Blog  

What Works - What Doesn't

What changes to laws and contract terms will individuals and companies need to safely rely on blockchain transactions? Emin Gün Sirer of Cornell University tells the MIT conference how to build blockchains right.

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

The appeal of the Tetra Pak story is that it is an attempt to “transform” an even more old-style manufacturing company through the smart use of data, and in a fundamental and permanent way. The recent 2017 MIT Sloan CIO Symposium in Cambridge, Mass.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Clearly, a lot of though and work went into the site – but when you’re dealing with software that can make or break a company’s profit, and you’re talking to people whose jobs rely on its working well, that effort shows you’re serious about the subject

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. His goal, he says, is “to drill down within the company and the industry to find the stories that too often go untold.

Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

What Works - What Doesn't

Ending maintenance agreement might mean an end to technical support as well, but that’s less of an issue for companies with years of experience maintaining a mature application.

Time to Kill the Press Release?

What Works - What Doesn't

Because the more I thought, the less reason I could find for a company to issue a traditional “press release.”     What with the long decline of the trade press, there is less “press” out there to “release” information to.

PR 2

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

For example:   Reason Two, that social media causes companies to “Focus on the Wrong Metrics.” I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

In short, it looks and feels much like the glossy corporate publications companies did when they had fatter marketing budgets, and customers had more time to read.

Real Editors Don't Just Retweet

What Works - What Doesn't

“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.

RSS 2

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work. Recent survey data indicates these are the top three hurdles to companies adopting MA software. Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling.

PR 2

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

What can we in smaller companies learn from giant SAP? I recently helped “cover” a customer summit for a multinational services company and was amazed by the amount, quality, and candor of the interchange among customers. SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine. Not only did it focus on getting customers to talk to each other, (VS.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

PR 2

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf.

PR 2

Are Companies Ignoring Their Best Source for Buyer Insights?

Type A Communications

August 17, 2017 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. The rise of data analytics. read more.

12 Noteworthy Examples of B2B Companies on Instagram

KoMarketing Associates

So, what does this mean for B2B companies? This is the key element I am referring to: Instagram allows companies to tell their story without any interruption. Why It’s Noteworthy: Hootsuite’s Instagram exposes their followers to the company culture and core values.

Five Videos Every Company Needs

Act-On

What comes to mind when you think about companies using video? Many companies also use video to sell. But video can do even more for your company. Here are five videos every company needs in 2016. For many people, the Dollar Shave Club video is high on the list.

Video 84

Social media employee advocacy is the heartbeat of your company

Biznology

Employee advocacy is the heartbeat of your company. Does a company even have a heartbeat? For too many companies, their goal is to keep employees happy enough to keep that money flowing in. But that’s not your company.

How to Build a Productive Company Culture

Hubspot

Every company has a culture, much like every individual has a personality. And like a personality , a company’s culture can develop organically over time. Fostering a Productive Company Culture. A club, for instance, or a company or a country.

How do you persuade big company executives that digital marketing is important?

Biznology

Many of you no longer face this problem within your company, which is great. Some B2C companies spend the lion’s share of their marketing budget on traditional marketing, even though the digital is highly effective, and so should get a bigger slice of the pie.

One Company | One City | One Lattice

Lattice

Let’s start from the beginning – I had five months to find an awesome city with an amazing venue to pull off this awesome event that our company had never experienced before. Every great company kick-off needs to have an inspirational theme.

Is Marketing Automation Right for Every Company?

The Point

Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even at mid-size companies ($20 Million – $500 Million), the figure is only 10 percent.

5 Common Marketing Challenges Agencies (and Companies) Face

Act-On

Over the past 15 years in business we’ve encountered many obstacles that are common to most companies, and we’ve learned a few ways to overcome them. Note: This article is written from an agency perspective, but the issues apply to most companies at one time or another.

Agency 101

13 Customer Loyalty Best Practices for B2B Companies

Act-On

Existing customers interact with several departments in your company. An example of a survey that is probably trying to access the company’s Net Promoter Score. The Harvard Business Review suggests “Credit card companies would waive late fees for customers who were on vacation when the payment was due… Airlines and hotels would renew status levels for customers who took a hiatus from traveling when they had a baby or were between jobs.”. What could your company do?

For B2B Companies, Selling Better is Not the Answer

Great B2B Marketing

The post For B2B Companies, Selling Better is Not the Answer appeared first on Great B2B Marketing. When challenged, we humans have a tendency to resort to the known and familiar path (not taking “the road less […].

6 Branding Mistakes Undermining Your Company's Image

Hubspot

At the time, the growing ready-to-eat meals market seemed like a great space for an already-successful company like Colgate to expand their presence. Colgate had spent years branding themselves as a toothpaste company, and the new product just wasn't consistent with their existing brand image.

How Your SMB Company Can Adopt ABM Tactics

Act-On

We keep hearing that ABM is recommended for mid-sized companies and above, or rising brands with high lead volume. You just need to be laser-focused on accounts that matter to your company.

SMB 89

Are You Building a Company or Just Laying “Marketing Brick”?

ViewPoint

Are you building a business with your lead generation efforts that drive sales or are you spending the company’s money on tactics that have tepid responses? And while they could have sold other products in the company, they instead started selling more and more of our division’s products.

Digital Transformation Works — So Why Are Companies Struggling to Transform?

Marketing Insider Group

To be successful, your company needs to be customer-centric, have the right team, and develop a digital framework. The post Digital Transformation Works — So Why Are Companies Struggling to Transform?

Work 100

Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

He considered marketing emails to be nothing more than […] The post Email Marketing for Manufacturers and Industrial Companies by Achinta Mitra appeared first on Industrial Marketing Today.

Are Companies Ignoring Their Best Source For Buyer Insights?

Tony Zambito

Through natural laws of inertia, companies can become insular because of data. An over-reliance on data and even in recent developments related to machine learning and artificial intelligence can cause companies to miss the all-important social context. Illustration by Aneeque Ahmed.

Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Industrial Marketing Today

80 percent of marketers agree […] The post Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies by Achinta Mitra appeared first on Industrial Marketing Today.

How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today.

5 Tips To Promote Your Company Blog

Marketing Insider Group

The post 5 Tips To Promote Your Company Blog appeared first on Marketing Insider Group. The competition is fierce out there. There are 58.6 million new blog posts each month on WordPress alone. Everybody, in other words, has clued into this content marketing thing.

The Economic Value of Your Company Brand

Great B2B Marketing

When people talk about a company brand, it is often expressed as sort of an abstract concept – we feel good about our brand — or perhaps not so good. For instance, it can be a boon to the stock price, making the entire company more valuable.

Marketing Services for Technology Companies

KEO Marketing

While many of today’s tech companies have amazing technology products and services, some are not quite sure how to market their solutions effectively. So what do tech companies need to know about SEO?

5 Keys to Becoming a Sales First Company

ViewPoint

We don’t want to become a sales first company, we are a customer first company. Being a customer first company is absolutely the right goal; however, in order to truly be a customer first company, you must initially become a sales first company.