What Works - What Doesn't

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.

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?

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.

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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.

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.

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company.

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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.

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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.

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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.

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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.

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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.

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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.

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.

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.

50 amazing facts about Amazon.com to inspire your company


Amazon.com facts are especially relevant now; with Amazon making some of the most expensive company acquisitions in the most unlikely industries, there is lots of speculation as to why and what is really going on. Here are 50 amazing Amazon.com facts to inspire your company.

Social media employee advocacy is the heartbeat of your company


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.

Does Innovation Make a Company Innovative?

Type A Communications

January 18, 2018 by Carla Johnson I have a client that’s proud of his new innovation center. It’s well thought out. He’s hired the best-of-the-best across the board. Design thinking is core to their innovation discipline.

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


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.

Naming brands – the unsubtle (Trump) and the subtle (drug companies)


Pharmaceutical companies use this process of sound symbolism extensively, since they recognize that for physicians and end users, the harder the tonality, the more efficacious the product is perceived. Many drug companies combine this sound symbolism with other linguistic connotations. The post Naming brands – the unsubtle (Trump) and the subtle (drug companies) appeared first on Biznology.

5 Tech Companies that Mastered the Art of Content Marketing

Marketing Insider Group

The post 5 Tech Companies that Mastered the Art of Content Marketing appeared first on Marketing Insider Group. [Editor’s Note: A version of this article appeared previously at Technical.ly Philly.] The best way to sell in 2017 is to stop selling. Stop pushing your product or service on people. They’ll buy when they’re good and ready, and when they believe that you have their best interests at heart. In other words, they don’t […].

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.

Warning: You’re ignoring your company’s best salesperson — and it just might be killing your business


And yet, if you’re like most companies, you’re probably doing this every single day. You may have guessed that your company’s best salesperson is, of course, your website. smart companies) invest heavily in content marketing to help answer those customer questions.

Should Your B2B Company Be On Instagram?

KoMarketing Associates

For many companies, posting once a week is doable, so start with that goal then scale up to multiple times per week if you feel like you have more content to share. This example from a designer at a marketing company works well in this context: So happy we were able to accommodate and print these banners for Lee University for their 100 year celebration!!! This is the approach we are using at my company: Millennials are taking over. Company Culture.

Top Link Building Techniques for B2B Companies (Infographic)


Conference sponsorship – While this can an expensive route to take, this technique not only helps you earn quality backlinks to your site but also opens up the opportunity to form a long-term partnership with companies within your industry. Guest post by Harris Myers.

Vidyard Named One of Deloitte’s Technology Fast 50™ Companies


The Fast 50 program honours the 50 Canadian technology companies with the highest revenue-growth percentage over the past four years. The Deloitte Technology Fast 50 program winners are made up of public and private companies in the technology sector that have transformed the industry.

How to Build a Productive Company Culture


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.

9 Companies That Make Content Marketing Execution Simple

Marketing Insider Group

The post 9 Companies That Make Content Marketing Execution Simple appeared first on Marketing Insider Group. Execution is arguably the most difficult part of content marketing. Don’t get me wrong; a solid content strategy is critical.

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?

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Five Videos Every Company Needs


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.

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One Company | One City | One 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.

How a B2B Technology Company Evolved Their Content Purpose

Type A Communications

This company sells different software. December 14, 2017 by Carla Johnson In Silicon Valley there’s a large B2B software firm (yes, there are a lots of them…this is the point). read more.

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.

15 best Big Data companies and why they stand out


Only 18% of companies believe they have the skills necessary to gather and use insights effectively. Only 19% of companies are confident that their insights-gathering processes contribute directly to sales effectiveness. Best Big Data companies with the biggest revenue .

2016’s Most Prospected Companies By State


No matter our company or our role, I think I can safely say we ALL receive numerous prospecting emails and calls every day. Your company announces new funding or new hiring initiatives? The Most Prospected To Companies” By State During the 2nd Half of 2016.

Marketing Performance Benchmarks for Software/SaaS Companies


Today, for marketers at Software/SaaS companies, we compiled some key statistics from both reports, creating a one-stop shop of critical insights for two important digital marketing channels. This is especially true for companies that are using ABM strategies.

How to improve company culture


Last year, glassdoor published a list of the top 25 companies for culture and values. These same names, you will notice, also top the list of companies ranked by market valuation. The implication is clear: many of the companies with the best cultures are also the most successful.

13 Customer Loyalty Best Practices for B2B Companies


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?