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    [Customer] How to improve company culture
    But because Southwest’s culture was so strong, its customers trusted it enough to overcome these misgivings. . Southwest’s mission is to make the customer experience its first priority.This is a memorable, clear vision that everyone in the company can work towards, from the CEO, to the pilots, to the check-in counter agents. That’s because employees feel a sense of accomplishment when they realize exactly how their efforts directly impact their customers.
  • HUBSPOT  |  MONDAY, JULY 27, 2015
    [Customer] Plain Text vs. HTML Emails: Which Is Better? [New Data]
    For the click rate, we dove into data from over half a billion marketing emails sent from HubSpot customers. These customers vary in type of business, and have different segments, list sizes, and list compositions. In the world of email marketing, opens and clicks are everything, which means email marketers are always testing ways to improve these metrics. We'll tweak subject lines, calls-to-action, images, headers, layout, link positioning, copy, length, tone, content.
    [Customer] Ensighten Completes Impressive Q2; Now Has Contracts With 6 of the Top 10 Most Valuable Brands in the World – Opentopic
    Opentopic blog >> Customer Data Leader Lands McDonald’s, tronc (Tribune Publishing), Samsung Electronics UK and Other High-Profile Brands, While Securing Exclusive Data Partnership With IBM SAN JOSE, CA–(Marketwired – Jul 20, 2016) – Ensighten, the leading customer data platform for the world’s top brands, today announced that it has closed another impressive quarter as demand for the company’s leading.
    [Customer] 6 Things to Update Before Starting Your Next Job Search
    Start with the big stories, the home runs, and the campaigns that actually moved the needle for your team, your customers, or your company. HubSpot customers: Click here to learn how to set up your email signature in HubSpot's CRM.). She made a great point in her post: To ensure you get a customized recommendation, prompt the person you ask with a few specific topics or questions. Starting a job search is a daunting task.
  • FATHOM  |  WEDNESDAY, JUNE 11, 2014
    [Customer] Giving the Manufacturing Industry an Image Makeover
    But the strategy isn’t just about attracting customers; it’s also about attracting potential employees with eye-catching content. To the average person not working in the field of manufacturing, the industry can seem dark, dirty and not “cool” at all. But after spending a number of years writing for the manufacturing industry, I know that this isn’t true at all. In fact, there are a lot of really cool things happening in the industry that people just don’t know about.
    [Customer] Top Three Takeaways from Sales 2.0 – San Francisco #S20C
    how collaboration can promote productivity and enhance the customer experience. The Sales 2.0 Conference billed itself as “the number one industry event devoted to excellence in leveraging SaaS technologies.” Attendees were promised they would learn: how to create a sales process ruled by metrics and measurement. ways to leverage technology to empower your team.
    [Customer] A Content Marketing Strategy Using Paid, Owned, and Earned Media
    At every step, there is a deliberate social strategy put into play – in the channels your existing customers and best prospects spend their time. Don’t spend your time blazing new channels if your customers won’t be there. It’s good for awareness, good for validating a soft decision, and good for rallying advocacy and encouraging post-sales customer growth. Meet your customers wherever they are in the funnel, with the same messages.
    [Customer] Using Webinar Metrics to Blast CRM Data to the Next Level
    Webinars are a highly popular component of the digital marketing toolbox, but harnessing the rich customer data they yield is still a missed opportunity. Frequently, companies distill this vital information into a simple e-mail-harvesting exercise, with customer details folded into an automated email routine, missing out on gaining value from webinar metrics. Webinars are a valuable means for sales and marketing teams to engage a motivated audience of potential customers.
    [Customer] New Facebook Algorithm Update Dings Text Updates From Businesses
    In Facebook''s status update box (or in HubSpot''s Social Inbox compose box for customers), all you need to do is add a link into the box and let the metadata populate. Updates to the Facebook algorithm always seem to induce the butterfly effect: One little change suddenly has a huge effect on your entire strategy on that platform. Today is no different.
  • FATHOM  |  MONDAY, JUNE 2, 2014
    [Customer] A Few Good Reasons Manufacturers Should Use PPC
    PPC will force your company to think about how easy (or hard) you’re making it for customers to convert, on all website pages. Once you’re driving all of these new potential customers to the website through your PPC campaign, remember you only get a few seconds to keep them! There are a multitude of variables that can be used when creating PPC campaigns to target specific customer personas or behaviors.
    [Customer] How to Hit Your Sales Target Every Time (The Ready, Aim, Fire Method)
    ” The customer already knows they have a problem. by Shawn Cook | Tweet this With the 2012 Olympics in full force, and because The Hunger Games is still lingering in my mind, I’ve been hooked on archery. The archery competition proved to be a hot competition at the Olympics. Italy won its first gold medal in the sport, winning by a single point. At that point, I started thinking about how similar archery is to sales.
    [Customer] 54 Content Marketing Stats to Guide Your 2018 Strategy
    Takeaway : The modern B2B customer is a digital one--and content plays a large part in the buyer’s journey. Sixty three percent of marketers create content by buyer persona; 38 percent by vertical; 30 percent by geography; and 30 percent by account or customer - Curata. . . Check out some of our customer case studies for inspiration on writing your own. . . #23. Takeaway : Personalization makes content marketing messages feel more customized to the individual.
    [Customer] Jesse Noyes: Brand Journalist or Brand Reporter?
    It’s to draw people in, to provide some form of value that will establish a level of credibility and intelligence that will create a stronger relationship with the brand’s customers and potential customers. If this is what happens, I see it as both beneficial for the brand and the brand’s customers. Jesse Noyes. For the past week or so, in the wake of Paul Conley’s skeptical assessment , I’ve been mulling over the future of brand journalism, aka content marketing.
    [Customer] Why It’s Time To Hire An Influence Marketer
    Thanks to social media, customer ratings and views have been given megaphones, through which they voice their opinions, both good and bad. Engaging more with their customers in different ways than ever before, on platforms that didn’t even exist. When the customer voice is defining your brand, how can marketers manage this powerful voice? Should you hire an influence marketer?
    [Customer] The True Detective Approach to Content Marketing
    Commission a piece of research that’s important to your customers. If you’re like me, you spent the bulk of this winter obsessing over True Detective on HBO. More specifically, Rust Cohle (i.e., Matthew McConaughey), one of two homicide detectives tasked with investigating a series of murders along the Louisiana Gulf Coast over a period of 17 years. Note to those of you waiting for the first season to come out on Netflix: no spoilers, I promise.).
  • 6SENSE  |  WEDNESDAY, AUGUST 3, 2016
    [Customer] The 5 Priorities of the Data-Driven CMO
    Marketing is charged with delivering a relevant and timely experience to customers and prospects alike throughout the entirety of their engagement with a business. Our own websites and products are constantly generating information on the behaviors of our prospects and customers. That’s why CMO’s are beginning to prioritize data by: Hiring a data officer who can build a team that will bring the right skillsets into marketing to understand customer data.
    [Customer] Demand Generation Strategy Rules NOT to be Broken
    Learn your market, your customers and your competition. Talk to customers. Talk to your own sales people who speak with prospects and customers on a daily basis. I’ll be the first to say that rules are meant to be broken. However, when it comes to Demand Generation Strategy there are a few rules that if not followed, will lead to poor results, wasted money and effort, and a frustrated marketer. Do Your Homework. Do the research.
    [Customer] How Food and Beverage Brands Can Sink Their Teeth into Digital Content Creation
    Starbucks’ online pub is a perfect example of the idea that if you sell a customer a thing, he has a thing; but if you teach a customer why that thing makes him a better person or improves his life, he is connected to that thing. Make your customers feel part of something bigger than the products you sell. Cook’s Illustrated magazine, where I once worked, is wildly successful. And it’s not just because of its painstakingly tested recipes.
    [Customer] What Marketing Org Charts Tell You About The Business
    A recent article in Harvard Business Review magazine argues that the marketing function hasn’t changed much in the past 40 years and makes the case for marketing reorganization. In the past decade, what marketers do to engage customers has changed almost beyond recognition . Organizational charts are an interesting thing. Every company has an official one and also a few “unofficial” charts.
    [Customer] Why Buyers Buy
    Ultimate benefits resonate with your prospects’ or customers’ professional desires. Abraham Harold Maslow (April 1, 1908 – June 8, 1970) was an American psychologist who was best known for creating Maslow's hierarchy of needs, a theory of psychological health predicated on fulfilling innate human needs in priority, culminating in self-actualization. In 1943 Maslow stated that people are motivated to achieve certain needs and that some needs take precedence over others.
  • FATHOM  |  MONDAY, JULY 7, 2014
    [Customer] Laws of Marketing Power: Action Over Argument
    What is more compelling, stating that customers use your product in x and y ways, or giving actual customer words in text or the visual presentation of a video? How about a case study that captures the key points of how a product helped a customer accomplish a given goal? By speaking the language of the customer and being user-friendly. As a result, be sure to truthfully demonstrate the power of your offering(s) on your website in the language of your customers.
    [Customer] Content Marketing Lessons Learned, from the Content Marketing Institute
    It’s smart to weave your story onto multiple platforms…(b)ut there is another way…don’t feel obligated to be active on every channel that your customer uses,” wrote Joe. We would add that you need to consider your own bandwidth as well as what your customers are using. Pick a show that draws people who mirror your best customers, and get speaking opportunities there. It’s really critical for the customer experience to be as seamless as you can make it.
    [Customer] 31 Scary B2B Marketing Statistics
    Only 20% of CMOs either pursued or was able to tie customer experience initiatives with specific financial objectives. 62% of B2B CEOs see the need for ongoing customer engagement as having the biggest impact on business success in the last five years. October 28, 2014. The scariest holiday of the year is just a few days away.
    [Customer] Live From The Marketing Nation Summit: Inspiration, Disruption & Engagement Marketing
    To start, Marketo Chairman and CEO, Phil Fernandez presented a vision for the future that changes the way marketers think about their role in the organization and how the conversation with their customers will change. In this new era of engagement marketing, mass marketing and campaign-based marketing fade into the distant past as marketers engage with customers across their buying journey, with personal and more relevant messages.
    [Customer] 4 Reasons Why Marketers Should Share Data with Sales
    You’ll not only increase the likelihood of a sale but help improve the customer experience overall. Shouldn’t Sales and marketing share the data that helps them achieve the same business goals? . According to the Teradata Data-Driven Marketing Survey 2013 — a survey of more than 2,200 marketers on the use of data to drive marketing — 71% of respondents reported they plan to use a Big Data analytics solution within the next couple years.
    [Customer] Build some social media marketing backbone you big wuss
    In a social world, trapped customers scream loudly enough for everyone to hear. Your most devoted clients and customers will imprint on you. When you’re doing brand protection or customer service, even I have a apt sayings such as “hugs not horns” and “be kind for everyone you meet is fighting a hard battle.”
    [Customer] The Good, the Bad, and the Ugly of Seasonal SEO
    By writing new content or optimizing relevant pages to correlate with their searches, you can improve how your site ranks in your customers’ SERP results. It does present a great opportunity to capture a new audience, but that’s not how you turn them into customers. Oh Valentine’s day. The day of overbearing love, overpriced flowers, sappy cards, delicious chocolates, and my 15 th favorite day of the year.
  • ACT-ON  |  FRIDAY, MARCH 3, 2017
    [Customer] 6 Best Practices for Setting Up a Lead Nurturing Program
    What is the population of leads and contacts that you are free to nurture without complicating the efforts of sales or customer service (if you plan to nurture current accounts)? Add lapsed customers to the mix if it makes sense to do so. To paraphrase an old saying: You can lead a prospect to your website, but you can’t make them buy. On the other hand, you can improve your chances considerably with a lead nurturing program, helping your prospects every step of the way.
    [Customer] A summary of buying B2B email lists
    While email marketing may not have the current gravitas of social media marketing, it remains an important and underused tactic to reach potential customers for your business. Figure out what your ideal customer likes, dislikes, and wants from your product, then hammer that home in your emails. The emails should make your customers either want to buy your product, or learn more about it. How to Plan and Buy B2B Email Lists.
    [Customer] Why "Content Marketing" is the Wrong Thing to Measure
    Likewise, the metrics for customer retention programs should probably include customer retention rates, share of wallet, and net promoter scores. Despite the widespread popularity of content marketing, research shows that most marketers aren't confident in their ability to measure its effectiveness. For example, in a 2014 survey by Contently , only 9.4% of marketers said they are very confident in their ability to measure the business impact of content marketing.
    [Customer] How to Add Pinterest's Buttons & Widgets to Your Website
    By clicking on 'Advanced Options,' you can also customize the height and width of your widget, as well as the width of the images it displays within. Just as with the 'Profile' widget, by clicking on 'Advanced Options,' you can also customize the height and width of your widget, as well as the width of the images it displays within. Didjya hear the news? Yesterday, Pinterest launched business accounts! If you're feeling a little frazzled -- "Ahh! What do I do? How do I get one?
    [Customer] Cool Stuff Manufactured in America
    Marlin Steel in Baltimore, MD manufactures Custom Wire Baskets, Mesh Baskets, Stainless Steel Products, Custom Wire Forming and Precision Sheet Metal Fabrication for the Automotive and the Ammunition industries and a range of other industrial applications. In the spirit of Thanksgiving later this week, this post is my way of giving thanks to those manufacturers who still believe in the value of “Made in America.”.
    [Customer] Don’t Take “Selling” Out of Content Marketing
    These are all great at soft selling without irritating the customer. The cost of acquiring each new customer and their potential lifetime value. Notice how discussions about content marketing are full of words like engagement, helpful, sharing, nurturing and community building. No complaints there. However, have we gone too soft with content marketing when it comes to selling industrial products and services?
    [Customer] Revenue Performance Management: Startling Stats Show that Your Success Depends on It
    Instead of viewing customer interactions as having two parts – a marketing cycle and a sales cycle – realizing that, from the customer’s point of view, the entire interaction is one big buying cycle. The customer makes no distinction between their interaction with your Marketing Department and the Sales Department, so why should you? Moreover, more of these customers are a result of B2B marketing efforts.
  • THE POINT  |  TUESDAY, MAY 8, 2012
    [Customer] How Much Copy Do I Need On My Landing Page?
    Generally speaking, ecommerce landing pages or any campaign requiring credit card information will require that you address all the key questions that any potential customer would likely have, and address any objections that would possibly get in the way. An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal.
    [Customer] 27 (of the) Best Social PR Guides and Tips of 2014
    Tips] Journalists and Customers Love Online Newsrooms…Do You Love Yours? And lest you think online brand newsrooms appeal only to traditional journalists, they are also being accessed by bloggers, tweeters, customers, potential investors, anyone who is interested in your company.” In few professions has the emergence of social media been such a double-edged sword as public relations.
  • FATHOM  |  MONDAY, NOVEMBER 25, 2013
    [Customer] Breaking Down 5 Buzzwords from Dreamforce
    I’m going to call it ‘customer service for the 21st century.’ ’ What follows are 5 of the most prominent buzzwords and catchphrases overheard at this year’s conference, plus a guide to interpreting them: Internet of customers (connected customers): The idea that customers are mobile, always on and always connected via the Internet. The message is to truly understand your customers and do whatever it takes to remain close to them.
    [Customer] How a Gardening Company Newsjacked a Blizzard
    Making Your Customers Grow In Spite of the Snow Very few customers of Meadows Farms are giving a moments thought to spring planting as the Washington DC area faces a huge snowstorm. Not only did the relevant and compelling newsletter content address weather challenges that were critical to its customers.
    [Customer] Trust Based Relationship Selling: Yes, It Still Matters!
    And we’ve been losing the softer side of sales – the “relationship” with our buyers, deeply understanding their needs, and providing customer value. Many said that all the hand-offs in the buying process make it hard to build relationships: from SDR to AE to CSM… who’s managing the customer relationship? This article on relationship selling was written by Emmanuelle Skala and originally appeared on here. Sure, peg me as “old school”.
    [Customer] Brand Publishing in Action: Spotlight on Lincoln Electric
    Gone are the days when a customer’s first interaction with you was to call one of your salespeople. Today, much of a customer’s search happens long before he or she reaches out to your company. It demonstrates to your customers that you can provide something competitors cannot – you can help them do their job better by sharing your knowledge and expertise, answering their questions and appealing to their interests. What Is Brand Publishing?
    [Customer] Forbes Magazine Expert Columnist Features Content Marketing
    For insight, I turned to Newt Barrett, who’s at the forefront of content marketing and co-author of Get Content, Get Customers , which urges marketers to adopt a brand new marketing mindset. Simply put: Define an ideal set of customers. But, to reach their customers, they depended upon third-party media companies that stood between the marketer and the customer. Lisa Arthur, CMO of Teradata Applications Interviews Newt Barrett on Keeping Content Marketing Real.
    [Customer] 7 Ways to Optimize Your SlideShare Presentations for More Traffic & Leads
    As an example, you can take a large ebook (like we did with our " 75 Customer Service Facts, Quotes & Statistics ") and create a slideshow that showcases just a sampling of the content -- not the whole book. Greg is the content strategist for HelpScout , a customer service app that makes email support a breeze for you and your customers. Creating slide decks is a regular practice for many marketers.
    [Customer] Confessions Of A B2B Marketer
    Customers? Opt-outs increased and our brand image suffered — all because we were spamming our customers. What we need is Insight-driven marketing that starts with the customer. When we start with customer needs and pains and then craft solutions, offers, content and marketing programs towards the customers, our businesses will start to sustain growth. In my past life I started a customer advisory board with our top customers.
    [Customer] Dating and B2B – Swipe Left and Move on from Marketing Campaigns
    Too often the content is based on what the organization wants to tell the buyer vs. listening to customer pain points and providing answers to their questions. The focus is an ongoing, strategic dialogue with targeted personas, which not only serves to pull customers through engage, nurture and covert phases, but can also work to continue the dialogue through cross-sell and upsell opportunities.
    [Customer] Email Marketing: Learn to avoid the common pitfalls ass…
    Identify the value the product delivers for customers. From the email marketing “glad this wasn’t my campaign” files, just received this: The full subject line reads: “Learn to avoid the common pitfalls associated with a new product launch.” ” Tip #1 for the wise: Outlook for Mac has a 38 character (including spaces) subject preview. Tip #2 for the wise: Sent a test email to your boss. And after she sees it, send another test to the guy on the mac.
    [Customer] What is the Future of Business Marketing?
    “There is no black magic to successfully attracting customers via the web.” ” Rand Fishkin, Founder, Seomoz. Ever wished you could pick the brains of the brightest and best in marketing and business? We just did - so you don’t have to. In our eGuide 30 Smart Quotes on the New Business Marketing we bring together insight and expertise from some of the greatest thinkers - and do-ers - in inbound marketing , business and new media.
  • LEADSLOTH  |  TUESDAY, MAY 25, 2010
    [Customer] 7 Reasons Why Oracle's Market2Lead Acquisition Makes a Lot of Sense
    The result: not enough new customers. Small Installed Base / Few Customers Affected. It seems that Market2Lead is migrating their customers to other solutions, at least, Eloqua’s announcement gives that impression. This is a good fit with Oracle’s main customer base: mid-size to large companies. Oracle has just acquired Market2Lead , one of the early Marketing Automation vendors.
    [Customer] How Can You Use Content to Rank Higher in Search?
    Smart marketers realize simply developing content isn’t enough; you have to get that content in front of your end users, your prospects, your existing customers in order to affect the bottom line. What questions keep your customers up at night? “Build it and they will come.” It’s the mantra of many, but not one that content marketers use often.
    [Customer] Copyright expert Nicholas Wells on the newest Google Bowling
    They were considered a big target for litigation because they had the money to pay damages, but they said, Hey, we can’t be responsible for what our customers store on our servers or transmit across our networks. When a search engine or web hosting provider receives a takedown notice, they must either remove access to the URL referenced in the takedown notice or else they may be jointly liable (with the customer who actually runs the website) if the copyright owner sues for infringement.
    [Customer] Where Do Business Goals Fit in a Storified Content Strategy?
    He launches the site with starter content, eager to see the pageviews and paying customers start to roll in. That lost customer traffic will likely return, representing lost potential sales and disappointing website performance. Creating effective online content is often a two-sided struggle. On one side, we have a content strategist who has just been given a budget for creating a branded content program.
    [Customer] The Right Way to Think About Your Marketing Software RFP [+Sample]
    The “finish line” for most companies is one of three things: increased traffic, more sales-ready leads, or more customers. As you can see here, we've set a SMART goal that actually shows how moving marketing metrics increases customer count. So focus on what matters -- leads, customers, and revenue. Or you might inquire, "How many steps does it take for a non-technical user to create a custom landing page?" It’s a tough world out there for marketers.
  • HUBSPOT  |  FRIDAY, JANUARY 16, 2015
    [Customer] Optimizing Your Workspace for Employee Productivity [Infographic]
    It can minimize noise, which is helpful if your employees are required to make frequent calls to customers. A hot topic lately has been about increasing employee productivity in the workplace while also increasing satisfaction. There are a lot of factors that go into the ability to get things done amidst distractions galore.
    [Customer] The more the messier for content marketing SEO success
    Your flaws will become your own personal style and you will actually begin to attract people who are outside of Phi Beta Kappa and the National Honor Society — were they ever your perfect customers in the first place? You need to spend only 20% of the time you do on your content marketing and marketing SEO than you’re doing — at least for now. Be quick, be messy, be pedestrian, maybe even turn off your Grammatik and your Autocorrect.
    [Customer] Love Them or Lose Them – LinkedIn Endorsements
    Luckily, within your LinkedIn profile editor you can move these sections around to customize your profile. Think reporters, investors, analysts, competitors…and potential customers. Love them or hate them…they’re still an obsession.
    [Customer] The Unspoken Rules of the Internet
    And if we want to get along -- with leads, customers, other businesses, random internet beings -- we need to know the rules of the playground. Or heck, maybe they are spoken. but I think they need to be all in one place, particularly for marketers. Why for marketers? Because the internet is the inbound marketer''s playground. So here''s what you should know. Some of these are hard and fast rules. Like, Google or some big bad government organization might come after you.
    [Customer] 8 Modern Tips for Marketing to Millennials
    This generation demands more customer-driven, personalized marketing. Millennials support businesses that are dedicated to improving their customers’ lives with informative content. The inbound methodology, with its emphasis on strong and consistent content creation, is not a fad and will continue to win over your ideal customers. There are currently 80 million Millennials in the U.S. nearly one-fourth of the total population.
    [Customer] Good Reads for B2B Marketing - Modern Marketing from Stan Lee
    This presents the need for marketers to integrate their channels for a uniformed customer experience. Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. How Marketing Can Deliver Qualified Leads. The ever-present gap between marketing and sales continues for many businesses.
  • HUBSPOT  |  MONDAY, APRIL 27, 2015
    [Customer] Not Getting What You Want From Blogging? Ask These 11 Questions
    We recently turned to HubSpot's 13,5000+ customers to analyze their data and draw some conclusions regarding the effects of posting frequency. If you're a HubSpot customer, you can turn to your Sources Report to easily uncover which channels are driving the most traffic and determine the original source of both your contacts and customers. You did it. You started blogging for your business. Insert victorious music here.].
  • KAPOST  |  THURSDAY, APRIL 7, 2016
    [Customer] Content at Scale: Why You Need a Content Management Strategy
    Instead of reaching more customers with content, internal teams run over each other, lack the technology tools to collaborate effectively, or don’t communicate at all, creating a perfect storm of content chaos. This takes away from the customer experience and wastes time and resources. Think about it: each department can have a clear idea of what they need to contribute to the content management strategy and overall execution of marketing efforts to enhance the customer experience!
    [Customer] The Wisdom of ‘We’
    personally contacts every single customer who posts a complaint about his hotel on an online review site. Customers will share their opinions whether you want them to or not. Southwest Airlines and Dell Computer encourage customers to lodge complaints on their company Facebook pages and address nearly every one. My column in BtoB magazine this month. Original here. The manager of the Mansion on Peachtree hotel in Atlanta has it pretty good these days.
    [Customer] Content at Scale: Your Guide to Content Operations
    Our entire organization, from marketing to customer success to sales, all run on content. We keep talking about it: B2B marketing organizations are drowning under the burden of managing content. We’re stuck in tactical operations, spinning on the hamster wheel of creating more and more content, and lost as to what to do next.
    [Customer] Today’s Buyers Are Not Mono-Channel
    Simply asking your customers and buyers how do you like to consume content, where do you consume content and what type of content serves you best during the purchase process will help drive the content strategy. I was recently in the market for a new car and while I was fairly certain I knew the car I wanted, I was intent on doing my research. Like most people in today’s digital age, I went to Google TM and typed in “best all wheel drive vehicles” and scanned through the results.
  • HUBSPOT  |  FRIDAY, JULY 26, 2013
    [Customer] 19 Reasons Your Social Media Might Not Work Out the Way You Planned
    Social media software (like HubSpot''s Social Inbox ) can make it easier to monitor and respond to relevant conversations with strangers, leads, and customers in your social media community. And if you can develop a human brand, it will be much easier to form genuine relationships with your leads and customers on social media. Social media is the most volatile and unpredictable marketing channel we’ve ever seen. Each network is constantly being innovated, redesigned, or updated.
    [Customer] The Future of the Internet Isn’t the Web
    It has also partnered with companies like Uber to allow users to order cars directly from Messenger, allows for virtual peer-to-peer payments, and envisions that users will soon use the service as a replacement for customer service. In fact, chat apps have already emerged as a legitimate alternative to traditional customer service. Tech products are known for lionizing, buzzword-ridden launches, and the iPhone’s introduction in 2007 was no exception.
    [Customer] Getting Sales to Accept More Qualified Leads
    The best way to do this is to outline the customer buying process based on observable behaviors, then mapping these to the appropriate opportunity stage. In this first step you will do your best to identify the behaviors of your customer buying process you can observe. To illustrate this idea, let’s suppose based on experience, research and customer input, your customers’ buying process includes the following behaviors: • Registering for a Webinar.
    [Customer] Marketing Factors that Make a Difference
    As marketers in the professional services industry, it is important to understand the key factors that enable us to acquire and keep customers profitably. Organizations without marketing plans suffer from long sales cycles, weak pipelines, and customer churn. This is what is known as being customer or market centric. Rate of customer acquisition.
    [Customer] The drive for more business credibility and returns from marketing
    From the role of “salesperson” to that of a customer advocate. The balance of power has simply shifted and companies need to engage with their customers and prospects in a very different way to become successful (again). I recently read an interesting Harvard Business Review blog post “Marketing is Dead” exploring the views of CEOs on Marketing and business credibility. In the post, author Bill Lee states: “…. CEOs have lost all patience.
    [Customer] 6 Content Marketing Tips That Drives Leads
    But customers are looking for you to demonstrate an understanding of their needs before they are ready to engage in the sales process. Understand why your customers buy from you and not the competition and make sure you have the content to support that Use the halo effect to your advantage. Cultivate as many relationships and connection in your customer and prospects ecosystems as you can find. Remember the tip from yesterday about surveying and interviewing your customers?
    [Customer] Microsoft buys LinkedIn: the largest martech acquisition in history?
    To appreciate why Google, Facebook, and — especially with this LinkedIn deal — Microsoft are possibly the most powerful martech companies in the world, we need to step back and look at the big picture of how marketers connect with prospects and customers in the digital age. Interactions between marketers and customers must pass through at least two of these stages and very often all three. Last week, Microsoft announced that it was acquiring LinkedIn for a whopping $26.2 billion.
    [Customer] Build a Breakthrough Brand with a Clear Competitive Positioning
    It defines who you are selling to, what your business scope is, and what you do to create value for your customers. the sources that achieve brand credibility among today’s savvy customers. Yesterday’s Biznology® Webinar with Denise Lee Yohn was all about brand positioning. Do you need to strengthen your brand’s differentiation vs. competitors? Are new brands entering your category and changing the competitive dynamics?
    [Customer] Collaboration Isn’t Some New Kind of “Kumbaya” – It’s the Key to Revenue Acceleration
    Collaboration surely is not just about having a “kumbaya” moment with your colleagues over in marketing and sales – or, for that matter, in IT, product development, finance, or customer support. We take this same philosophy when working with our customers. For example, as part of the marketing automation and RPM implementation process, we strongly advocate that customers adopt a much more transparent and collaborative approach among their revenue-related departments and functions.
    [Customer] The Psychology of Selling – An Insider’s Guide
    Once you understand this, the customer becomes putty in your hands. Your selling best practices should always include a psychological angle, and your should customize each interaction for the target customer. If you’re in sales and marketing, you’ve probably gone through a hundred training manuals, been forced to chug down tons of information, and know by heart each and every CRM software that ever walked this earth.
  • HUBSPOT  |  FRIDAY, MAY 8, 2015
    [Customer] Demand Generation Benchmarks & Trends: Software Marketer Edition
    One possible explanation for this trend is that acquisition costs are higher for software than other industries due to higher levels of competition in the market and higher customer lifetime values (LTV). Software companies especially need to make sure that their customers aren’t falling through the cracks. The marketing formula seems simple: Attract audiences, engage prospects, convert leads, and facilitate retention.
  • BIZIBLE  |  WEDNESDAY, JUNE 29, 2016
    [Customer] Building Trust In Social Marketing Metrics With Attribution
    In closing the loop, they could better understand the customer and optimize the journey. Imagine a budgeting meeting, where the director of marketing or CMO is trying to decide how to allocate the budget for the next period.The events marketer reports driving 100 leads, which turned into 10 open opportunities worth $100,000 in pipeline and one customer worth $20,000 in revenue from two events that cost a total of $10,000.
  • BIZIBLE  |  WEDNESDAY, MAY 18, 2016
    [Customer] How To Forecast Revenue, Hit Revenue Goals, And Look Smart In B2B Marketing
    In B2B marketing, the customer journey is long and thus they engage with a variety of channels and as they convert on different channels there is more room for miscounting leads. It looks at prior accounts that are closed-won to determine the predictive factors that account for the prospect becoming a customer. Bizible also uses this method for its account-based marketing feature , predicting which accounts are likely to close using your customer data.
    [Customer] The 10 Best B2B Videos
    Other winners included:, which took home the Grand Prize for How to Use Online Video for B2B Marketing and also collected awards in the categories of Best Customer Service Video ( Service Cloud Demo ) and Best Video Explaining a New Concept ( Chatter Overview Demo ). Zuora’s quick hitting customer testimonials were also applauded for being the Best Customer Testimonial and Best Video Under One Minute. by Joe Chernov | Tweet this.
    [Customer] Content Catalysts: 3 Questions to Find B2B-Content ROI
    Think about software companies’ focuses on customer success, customer advocacy, and customer retention: They reflect the fact that these enterprises make their money years into the customer relationship, which means brands and decision makers need to share and listen constantly to each other. How do you continuously hold the microphone for your customers to share their stories?
    [Customer] Want to Keep Your Marketing Job? Why You Must Embrace Change to Survive
    By the time we’ve witnessed, experienced and documented a best practice, our customers have often moved on. Our nemesis isn’t our perceived competitors – it’s our customers’ short attention span. This squanders talent and adds fuel to our customers’ perception that we’re just creating noise in the marketplace. November 11, 2014. How buyers buy has changed how we need to think and act as marketers.
    [Customer] FREE 1 Hour Content Marketing Seminar
    This free seminar shows you how you can create effective content that draws in the right customers to your company and how to measure the return on investment from your online marketing. 2012 has been the year that content/inbound marketing has forced itself into the mainstream consciousness of most B2B and B2C marketers. Many of the conferences and events I attend seem to be dominated by the topic, with particular reference paid to the holy grail for marketers.
    [Customer] Best Practices for Email and Landing Page Templates
    Potential customers have made their way to your landing page or chosen to subscribe to your email list for a very specific reason. If a customer clicks an ad and is directed to a page that is only loosely related to the ad, then they’re more likely to click away from your page,, possibly because they question whether they landed on the correct page. In other cases, customers may be looking for a quick message that can be captured above the fold.
    [Customer] No One Wants Buzzwords: Wise Words from Tara Robertson
    How does video fit into your customers’ campaigns? A lot of our customers use video for testimonials, which is a lot of fun. Nobody said marketing was easy. Depending on your audience, you have to learn the nuances of a niche community, understand what kind of messaging appeals to your prospects, and work hard to beat back against the rising tides of other marketing messages that are bombarding them from every angle.
  • CONTENTLY  |  MONDAY, MAY 2, 2016
    [Customer] How Content is Transforming the Enterprise
    In case you haven’t noticed, the Internet has fundamentally changed the way companies communicate with their customers. It’s gone from a one-way, broadcast communication (“It’s our Memorial Day Sale!”) ”) to a two-way conversation (“What do you need, and how can we help?”). ”).
    [Customer] Breaking the Sales Growth Plateau May Require A New Approach
    These aggressive approaches to traditional lead-generation tactics are not as effective anymore because buyer behavior has changed, and therefore, breaking through plateaus requires changing your overall customer acquisition strategy. High Customer-Acquisition Costs. For companies struggling to reach sales goals, doing more of the same (more cold-calls, adding more salespeople) won’t break through growth plateaus.
    [Customer] 3 Truths to Help Balance Marketing Technology Mayhem
    Kristin’s focused on driving an evolved digital marketing culture, resulting in innovative ways for Deltek to connect with customers and prospects. by Contributor Friendly | Tweet this Editor’s Note: Today’s post comes courtesy of Kristin Connell , Senior Manager of Digital Marketing and Content Strategy at Deltek, provider of enterprise software and information solutions for project-based businesses.
    [Customer] Quality or Quantity? Pros (and Cons) of Two Funnel Strategies
    No matter which approach you choose, the key to generating enough new customers to meet revenue goals is to monitor closely targets vs. actuals as you move down the funnel. Putting quality first makes the most sense if your market niche is narrower or your customer base is tightly defined. When it comes to leads, what’s the best strategy for sales success: volume or selectivity? Should you stuff the top of the funnel with leads, which will be whittled down to the few that matter?
    [Customer] SaaS Leadership Guide: 5 Priorities for New Hire AEs
    Get to know the customer: Who are the buyers? It’s to ask great questions, shut up and listen to the customer! After nearly 20 years of sales leadership and having managed and worked with thousands of sales professionals, I often get questions about how to ensure a new hire account executive gets off to fast start. My response is always the same. Hire great people! Hire people whom you believe have the skills to become as good or better than you are.
    [Customer] B2B Healthcare Sales: 5 steps to sell to a financially challenged industry
    what these customers need, and. And, the foundation to start: Transformational-style selling where Sales so confidently articulates industry issues and solutions that the customer gains confidence, too. “We Your products and what they do for customers. After all, how can we get Sales to sell to their customers in a different way if we don’t sell our selling tools in a different way?”.
    [Customer] How B2B Advertisers Can Deal With Google’s Sidebar Changes
    Find long-tail or related keywords with lower volume but still relevant to your potential customer. Identify customers at different points of the funnel by targeting them with keywords related to content, or other nurture base conversion actions. A little more than one month after Google announced it would no longer be serving paid ads on the right sidebar in desktop results, advertisers and marketers alike are still adapting to the changes.
    [Customer] 5 Ways Raving Fans Can Help Increase Your B2B Blog Traffic
    And those readers are being nurtured toward a sale or have already converted into customers. Artillery B2B Marketing Blog > The Forward Observer B2B marketers who enlist the support of their fans and stakeholders to evangelize their blog can boost traffic, leads and sales. Here''s how to do it. Your B2B company has a successful blog. You’re creating remarkable content that your buyer personas love. You’ve been able to get an increasing number people to discover your blog.
    [Customer] Is Culture The Key To Success In The Future Of Marketing?
    And Alan See reiterated that the customer and the content is king. Thanks so much for continuing to follow our Future of Marketing series where we are getting the thoughts and insights from some of the most innovative marketing leaders in our industry. In our last interview, Todd Wheatland predicted that content and technology would combine to drive the future of marketing. Previously, Mark Schaefer discussed culture and the future of search.
    [Customer] Why the Trump brand is in trouble
    To develop a strong a brand, one has to begin with the marketplace and the potential audience or customer, to identify any particular problems, needs, frustrations or essentially new opportunities. The Republican right wing conservatives are one, but less familiar are all the customers who are attracted to Trump luxury products and services around the world – e.g. hotels, golf courses, home furnishings, accessories, and other high end lifestyle items.
    [Customer] Future of Marketing Interview with Mark Schaefer: Is Search Dead?
    These people are your future customers and employees by the way. What is the Future of Marketing ? Will it be defined by the implications of the social business ? Or the rise of content marketing ? Will it be found in the solution to digital marketing challenges in our mobile-connected world? Will we see new models required to activate employee personal brands ? Or is Big Data the Future of Marketing?
  • HUBSPOT  |  FRIDAY, JANUARY 31, 2014
    [Customer] Ignoring Your Current Donors? 75% of Them Will Be Gone Within the First Year
    Think about it for a second: If a business had customer retention rates between 20-30%, they’d soon be out of business. The cost of acquiring a new customer is significantly higher than that of retaining an existing customer -- it’s basic business economics. Consider this: Close to 75% of your new donors won’t come back after they give that first gift. I know, I know -- it’s staggering and disheartening. Donor retention rates are in the pits.
    [Customer] 3 Tips to Inform Your Content Marketing Strategy (Courtesy of Skyword/Outbrain)
    Content Marketing Institute, in fact, predicts the following five online content marketing shifts for 2014: revamped content marketing team makeup, responsive design, link earning (as opposed to link building), curated content and custom content streams, and brand journalism. This year, many of the tactics, channels, and ways for readers to consume content will continue to evolve.
    [Customer] Great CMOs Understand the Value of Obliterating Internal Barriers
    This highly-customized user experience is giving consumers an expectation that brands will cater to their specific needs, wants, and desires. More than 40% of consumers prefer advertising that is customized to them. Draw from their multiple preferences to help guide your retargeting efforts and reach the diverse passions of customers. How many walls does your team have to climb over, under or around, before they can reach decision makers?
  • HUBSPOT  |  FRIDAY, JANUARY 17, 2014
    [Customer] 10 MORE of the Most Remarkable Marketing Campaigns in History
    Around this past year''s holiday season, WestJet Airlines customers came to the airport for their flight like it was any other day. This campaign was exciting and delightful to all of the WestJet customers to have their wishes granted. In addition to the close to 35 million views the video has on YouTube, WestJet exemplified what every company should strive for: Going above and beyond to delight its customers.
    [Customer] How To Measure B2B Demand Generation
    I talked about the “ New Marketing Accountability &# before where I state my view that the ultimate measure of success for the full set of integrated marketing activities is Lifetime Value or how well marketing achieves the goal of getting and keeping customers … The Question: “What metrics do you recommend marketers use to track the success of their demand generation efforts?”. How to measure B2B Marketing. This question was asked recently on
    [Customer] How to engage bloggers down the long tail
    It’s essential for brands to have access to and a relationship with their current customers and clients as well with their fans, natural allies, their topical neighborhood, and their prospective and future clients. In a post-Internet world, this is best handled online, for efficiency’s sake.
    [Customer] This One Lead Gen Metric Will Help You Show Marketing ROI
    But for many marketers, demonstrating the long-term effect that content marketing has on lead generation and customer acquisition can be a daunting task, especially if you’re not a Marketo and Salesforce wizard. Here are a couple of embarrassing facts about myself: 1. I have a catalogued list of my favorite content marketing SlideShares. There’s one that’s my most favorite, and I reference it all the time.
  • HUBSPOT  |  MONDAY, MAY 19, 2014
    [Customer] What Is a Trust Seal, and Does Your Landing Page Need One? [FAQs]
    Customized "submit" button? So you''re reading up on creating your first landing page , and everything seems like a no-brainer. Great headline? Check. Form that''s the proper length? Check. Check, check, check. Then you see "trust seals." You stop. You''re not sure what that means or if you need to include them on your landing page. The other suggestions seem simple -- this one''s out of left field. So what do you do?
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