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    [Customer] Inbound Isn't Just for Marketing: Introducing HubSpot's Inbound Sales Methodology & Certification
    Back in 1996, I had everything I needed to help my prospects make a decision: pricing sheets, product specs, connections with other customers, connections with the executives in my company, and so on. I’m a sales geek. I grew up in my career through the sales ranks. You see, the sales playbook I used back in 1996 worked like a charm. In fact, I largely built my entire career off getting good at it. Ok, so what’s the problem, Brian? Well, that playbook doesn’t work anymore. Good question.
  • HUBSPOT  |  FRIDAY, MAY 2, 2014
    [Customer] Facebook Says These Are the 15 Best Brands on Facebook
    Rather than have customers wait in line outside of their stores for the new product, Samsung had their fans wait in a virtual line on Facebook and Twitter. When McDonald''s discontinued their angus burger, their customers took to social media to voice their discontent. & Hardee''s saw this as an opportunity to go after some of the McDonald''s customer base.
    [Customer] Standing out in a world of information density
    We will also have to fight through app results and filters by creating experiences so interesting that we invite our customers out of their filter bubbles. Illustration courtesy Flickr CC and Jacob Enos Disclosure: Adidas is a customer The post Standing out in a world of information density appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. I recently did an interview about the implications of information density and Content Shock with a PR magazine in India.
    [Customer] B2B mobile strategy: Time to build an app for your business?
    The other option is to develop a mobile application; more complex, but potentially more valuable for your company, your brand, and your customers and prospects. Those that download your app will either be customers you can get closer to, or prospects you can build a relationship with. Return-on-Investment Calculator: Build a company- or industry-specific ROI calculator so that your employees, customers and prospects can quickly calculate the ROI of projects.
    [Customer] Hey, Salespeople — Welcome to Meme Selling 101!
    After getting the final signature, I sent the following meme to my new customer: He had a good laugh. If you or anyone on your team has used memes in your emails with prospects or customers, and had success, please share below! Author: Nikita Ovtchinikov Does this situation sound familiar? —. You’re sitting at your desk. You’ve been waiting for your prospect to get back to you—phone call, email, visit to the office—anything! But nothing is happening.
    [Customer] Klout overhauls its business model, but does it answer its critics?
    I think they have taken steps in the right direction, but the only meaningful answer will come from its customers — the real ones who give them money, not us. Klout announced a radical overhaul to its scoring system, site design, and score transparency. But what is the real impact? Will it make a difference?
    [Customer] Less, But Better: 4 Practical Ways to Create Enough Engaging Content
    Also, it’s important that you stay true to your brand because, chances are, people (read: customers) were drawn into it and don’t want it to change. Email your customers. Author: Josh Ritchie “Brands need to be pushing out new content all the time. ”. That’s what marketers have been hearing for the past few years—and many of us have bought into this thinking.
    [Customer] So…What’s the Relevance of the Marketo IPO?
    Is there a bigger shift in the customer lifecycle?”. The focus of most marketing today is the acquisition of customers, but it is going to shift to customer relationships throughout the entire customer journey. Full-spectrum marketing will occupy a pivotal position throughout this journey, in customer acquisition, retention and expansion.
    [Customer] The Ultimate Sales Strategy
    The salesperson must now speak to ‘ how the benefits” of the solution will impact the prospect’s business PLUS how the prospect will leverage those benefits to gain a competitive advantage; drive increased levels of sales, improve operational efficiency, impact customer responsiveness or improve market share. The Ultimate Sales Strategy.
    [Customer] 9 Tried-and-Tested SEO Strategies for 2015
    Today, social media is a powerful marketing tool and customer service channel. Sound SEO strategies lead to online success and business growth, but with the web and search engines constantly evolving, it can be hard to know what those are. To complicate matters, there’s a lot of misinformation out there. The solution is pretty simple, though: keep abreast of changes and follow industry best practices.
    [Customer] 4 Tips for Competing with Mega Stores This Holiday Season
    If you’re offering great deals on all the products in your store, you may just get those customers in the door. If you require massive amounts of information before the customer can enroll, then you’ll lose them all. First, if the customers who take advantage of the savings have never shopped with you before, will they equate the discount with the quality of your products?
  • ACT-ON  |  TUESDAY, AUGUST 2, 2016
    [Customer] Marketing Videos Too Costly? Build Your Own (Affordable!) Video Studio
    You can easily create videos for each stage of your customer’s buying journey, whether brand building and informational for the top of the funnel, product demonstrations for the middle of the funnel, or testimonials and case studies for the bottom of the funnel. Before shooting under office fluorescents, see if you can set a custom white balance on your smartphone camera. It’s old news to you that video is a great tool to add to your marketing toolbox.
    [Customer] 7 Hot Apps That Will Skyrocket Your Productivity at Work
    Customer service, product marketing, and crowdsourcing are among a handful of other ways that early adopters are making use of the Jelly app from a business standpoint. IFTTT provides users with a tool to mix up custom "recipes" that trigger a particular action. This post originally appeared on Insiders , a section of Inbound Hub. For more content like this, subscribe to Insiders.
    [Customer] The Start-to-Finish Guide to Nailing Your Next PowerPoint Presentation
    The three main ways to add a background design to a PowerPoint presentation are: 1) to use a predesigned template from PowerPoint; 2) to create a custom background using a solid color; or 3) to create a custom background using an image. How to Create a Custom Background Using a Solid Color. How to Create a Custom Background Using an Image. PowerPoint makes it easy to create a custom background using an image you own.
  • HUBSPOT  |  SUNDAY, JUNE 21, 2015
    [Customer] Want to Be More Creative? Try These 8 Tools
    To retrieve the hex code for each color in your custom palette, simply hover over the square. This post originally appeared on HubSpot's Agency Post. To read more content like this, subscribe to Agency Post. I've always considered myself to be a fairly creative person. According to my mom, I practically burned through coloring books when I was little, which is why it made sense that I majored in art, then media, and wound up in marketing.
    [Customer] How to Build the Ultimate Online Newsroom
    It’s best to provide both a short version (often just the news release boilerplate) and a longer version that includes more company history, competitive differentiation, and how the company’s products and/or services help customers solve problems (backed up with facts). by TomPick and guest blogger Maria Verven.
  • HUBSPOT  |  MONDAY, MARCH 23, 2015
    [Customer] Think Grammar Doesn't Matter? It Could Be Holding You Back From a Promotion
    Few areas of the workplace are untouched by grammar in some way; even if your job doesn’t directly involve writing, chances are you’ll still need to communicate in writing with your coworkers, management, and clients or customers at some point. Many people think that once they leave school, they don''t need to worry about grammar. In the real world, most people will just figure out what you mean. right? Not quite.
  • THE ROI GUY  |  FRIDAY, APRIL 12, 2013
    [Customer] Top Ten Ways to Immediately Improve Sales Tool Adoption
    Starting with the end in mind, paint a picture for the sales team as to how their customer engagements will evolve using the new sales tool. The sales tool coaching plan can utilize field sales managers and / or champions to work hand-in-hand with sales folks to guide them specifically on when the sales tools should be used, how customer engagements should be conducted, and how resultant analysis proposals should be presented.
    [Customer] Five indispensable lessons for Twitter success
    For example, you might have lists for local friends, customers, thought leaders, and business prospects. It’s hard to believe but my three year Twitter anniversary is approaching so I’ve been reflecting on this channel and what it has meant to me. I know this may sound bold but it’s undeniable that Twitter has changed my life. I’ve learned so much and discovered wonderful people who have become great friends, collaborators and business partners.
    [Customer] Google Adds Google+ Posts and 'Add to Circles' Buttons to Search Results
    Create your Google+ Page today, and start utilizing it to share you content and connect with prospects and customers. It was only a matter of time. Yesterday, All About Content revealed that Google+ posts had started to appear in organic search results for some Google+ business accounts that have been approved for Direct Connect. These Google+ results appear for both Google+ users and non-users.
    [Customer] How to Deal with Direct Traffic Source Data in Your Content Analytics
    When you lose your advantage in the marketplace due to a lack of customer insight, a misunderstanding of incoming data, or simply disorganized measurement systems, you put the future of your business at risk. To learn how to set up custom campaign parameters for your URL’s, check out Google’s guide. Your ability to know your audience personally will set you apart from your competition.
    [Customer] How to Attract the RIGHT Social Media Followers for Your Business
    So to ensure you have a social media following that helps you advance your marketing objectives, start by identifying a set of core topics that reflect the interests of people who typically become your customers. If you're a HubSpot customer, you can use the Keywords App and the Social Media Prospects App to help with this. For example, if your company builds custom closets, you may want to give away a tip sheet on getting organized to anyone who likes your page.
    [Customer] 4 Questions You Need to Answer Before You Create a Content Plan
    These audience identifiers can be as broad as customer segments or as specific as highly detailed personas. What customer pain points can you help address? One of the most important and innovative mechanical advances is the flywheel, a device used to store and conserve energy, and a critical component of everything from the steam locomotives of the early 1800s to NASA spacecrafts today. Remarkably powerful and efficient, the flywheel needs an initial torque to push it forward.
    [Customer] Drive Leads, Qualify, Nurture with Personality Tests
    Relevance is key to winning the attention of prospects and customers. by Amanda Batista | Tweet this Today’s guest post comes courtesy of Seth Lieberman, CEO of SnapApp , a marketing platform used by companies to easily create interactive content to generate leads and drive revenue across the web, mobile, social and email. The challenge many B2B marketers face, however, is how to efficiently serve up the most compelling content on a case by case basis.
    [Customer] They Grow Up So Fast: How 7 Brands Made It Big Practically Overnight
    By the end of the campaign, Feedly had secured the lion''s share of Google Reader customers and its user numbers tripled from 4 million to more than 13 million. FireRock, a HubSpot customer, saw significant bursts in growth after getting serious with its social media strategy. The Rodon Group, a HubSpot customer and manufacturer of plastic injection molding services, was an unlikely candidate for the national spotlight, and yet, after a brief campaign focused on U.S.
    [Customer] Measuring Influencer Marketing
    The purpose of this strategy is to help with customer acquisition (number and/or rate) and rate of product adoption. The findings in the 2013 Influencer Marketing Survey support this perspective, “influencer marketing is seen as a customer acquisition and lead generation practice not a brand exercise.” Ultimately, what you want to know is whether influence or sway is impacting customer acquisition, and if so, how much and how fast.
  • BIZNOLOGY  |  FRIDAY, JULY 25, 2014
    [Customer] 5 point quality assurance checklist for your social media posts
    Customer engagement will not occur magically, especially when you post infrequently. Yes, general interest posts will be widely readable, but not necessarily compelling to readers who keep in contact with your business , who are likely to convert to future customers. Your social media engagement traffic, engagement, and exposure are critical to your success. You need to score home runs with every piece of content.
    [Customer] How ECI Telecom Discovered the Surefire Sign that Sales and Marketing Are Aligned
    They didn’t really pay attention to its value until we worked with them one on one and showed them, ‘Hey, this is your customer and here’s what he’s been doing, with a full screenshot of all of his activity.’” Tweet If you’re among the roughly half of B2B companies that have strong alignment between your sales and marketing teams, then congratulations! Your salespeople are your biggest fans, right? If not, then you’re probably not as aligned as you think.
    [Customer] Video SEO: How Your Content Improves Visibility
    When asked what the most important objective for video marketing was, 45 percent of respondents reported “Increased online engagement,” only trailing behind the top objectives of “Improve customer education” and “Increase brand awareness” by 1 percent. Improved customer education and brand awareness can both hinge on views. In the past few years, the prevalence of SEO and video content in the digital world has grown at an astounding pace.
    [Customer] 3 Reports Every Marketer Should Run to Measure Lead Scoring Effectiveness
    To focus on ramping up your automation efforts, you focus on lead nurturing to advance your engagement with prospects and customers. by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Alexandre Papillaud , Director, Global Demand Center at McAfee. Lead scoring is a widely discussed strategic topic among marketing automation users. Oftentimes the immediate tactical nuances include lead nurturing, content marketing, and dynamic content.
    [Customer] Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate Them
    This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights. Brand strategy in professional services goes far beyond a firm’s name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as “brand”, yet are often overlooked or underestimated for the value they bring to the table.
    [Customer] Untangled Web: Why White Hat SEO Is the Way for You
    But marketing, including search marketing, is becoming more and more a matter of customer relationships rather than traditional persuasion—now you can no longer fool people for any period of time. Image via Wikipedia. Marketing has always had an element of deception, even to the point that commentators believe that search marketers are nothing more than spammers. So-called “ black hat SEO ” has persisted for a simple reason–it has worked.
    [Customer] Lead Liaison is Prepared to Revolutionize the Relationship Between Marketing and Analytics
    Lead Liaison is already a powerful tool for collecting data on prospects, customers, and partners who engage with a company’s outbound and inbound marketing. Custom reports can be created, saved, and scheduled for email to users on a periodic basis. Allen, TX – Lead Liaison is revolutionizing the way marketers, executives, and salespeople receive and analyze their data. Lead Liaison is hard at work fine-tuning the marketing automation company’s newest add-on: Revelation™.
    [Customer] How Does Digital Marketing Effect Your Ability to Build Your Brand Awareness?
    As such, it is important to build your brand with a balanced approach of attraction (ex: PPC/SEO, retargeting, proactive outreach, etc), listening ( visitor tracking , data intelligence, surveys, etc), relevant communications/education (targeted email, direct mail, videos, etc), and execution (sales calls, relevant calls to action) and remarketing (effectively supporting and upselling to your existing list of fans and customers).
    [Customer] 10 Fast Facts About Groupon
    A partnership with Redbox in December resulted in 200,000 new customers for Groupon. A similar partnership to sell Daily Deals to eBay users in March added another 290,000 customers. by Jesse Noyes | Tweet this The inevitable happened yesterday. Groupon officially filed to be traded on the public market. The daily online coupon company has been heavily talked about ever since it spurned high-priced acquisition attempts. Now, it’s hoping to raise $750 million with an IPO.
    [Customer] My new Kindle ebook on mailing list research
    Now available on Amazon Kindle … FINDING CUSTOMERS A Beginner’s Guide to Direct Mail & Email List Research Download it for FREE – until tomorrow (Friday, May 17) We all know the list is the most important part of any direct mail and email campaign.
  • SNAPAPP  |  MONDAY, APRIL 3, 2017
    [Customer] The Ultimate Guide to Interactive Marketing
    No matter what name it goes by these days, getting people to interact with any form of digital marketing is crucial to moving them through the sales funnel , from basic brand awareness to lifetime customer, and all the stages in between: At it's most basic level, think of interactive marketing as a one-to-one marketing strategy that reacts and changes based on the actions of the inviduals consuming (and interacting) with your content. Content marketing is all the rage today.
    [Customer] What to Do With Mid-Funnel Prospects?
    Use your satisfied customers to help build your brand. Respond to complaints immediately; they’re an opportunity to show how you solve problems for your customers, and your prospects are watching. Okay, your demand generation campaign delivered a lead, and the demographic data checks out: Good industry? Check. Right title? Check. Big budget? Check again. Now what? If you pass it to sales and it doesn’t close, it’s a “bad” lead.
    [Customer] B2B Marketers – How to Make Your Website Mobile-Friendly
    provide a custom solution for mobile users. Are they converting to customers? I’m not the only one talking about the importance of implementing mobile marketing. It’s time to make sure that your website and other online marketing platforms show up clearly and consistently for all users, including those using smart phones and tablet devices. More people are browsing your website on their mobile device.
    [Customer] 4 Ways Pinterest Secret Boards Benefit B2B Marketers
    Market Research – Pin images or graphic designs to a secret Pinterest board and ask customers or clients, a target audience, or the world (crowdsourcing) to comment and vote on their favorites. Today, thanks to collaborative sites that offer security and privacy, we don’t need these custom website features as much if at all. I’m excited about the new feature Pinterest launched today – secret boards with the ability to collaborate on them with others.
    [Customer] How to Blog: How Much Time Does It Take?
    Each blog post will probably take you at least thirty minutes to write, add a graphic, add tags, keywords, a custom description, assign a category and publish. Have a strategic plan for your blog - last but not least, plan your blog in advance, which includes knowing your customer personas and your marketing persona, the categories of topics you want to blog about, the frequency of blogging, the metrics against which you will measure success, etc.
    [Customer] Does Google Think Your Website Is Spam?
    Help to distinguish your website and marketing from web spam by building relationships online in social media with prospects and customers. In other words, aim to please your ultimate consumers: your users, customers, and prospects. I think we can all agree: Spam sucks! Everyone who uses the web knows how frustrating it is to land on a page that sounds promising in the search results but ends up being useless when you visit it. That’s web spam. Okay, okay -- I exaggerate.
  • NUSPARK  |  SATURDAY, JUNE 9, 2012
    [Customer] Retargeting; A Internet Marketing Tactic to Increase Conversions Rates & Leads
    High minimal spend; also offers email and social retargeting; known for customer service. Let’s talk retargeting. For lead generation, conversion optimization, and lead nurturing strategies, retargeting may be the overlooked child, but there’s no question it can be very effective and an efficient tactic to bring prospects back to your website or content.
  • HUBSPOT  |  WEDNESDAY, MAY 21, 2014
    [Customer] 3 Blog Optimization Experiments You Might Want to Embrace
    Here are my favorite features: It allows you to customize the look and layout of your related posts almost entirely. I’ve been blogging at Convince & Convert for almost six years, and we’ve been fortunate to see a very steady traffic increase year-over-year.
    [Customer] Spamhaus Risk and the Future of Email Acquisition
    The top inbox providers like Gmail rely on Spamhaus to help them protect the inboxes of their customers, the email inbox users. Email address acquisition is the life blood of any growing email marketing program. So anytime someone proposes a change to acquisition practices, smart marketers get worried. Over the years, so many things have changed in email marketing, except the web-based email signup form has skated along mostly unchanged from the early days.
  • HUBSPOT  |  MONDAY, JULY 30, 2012
    [Customer] 11 Ways to Make Social Media Marketing Less of a Time Suck
    I want to talk to someone in your sales/customer service/accounting/IT department! For example, if a sales or customer service inquiry comes in to us through social media, we know exactly what to do without even a moment's thought: Go to, and search for the person's name. If they're in Salesforce, identify their lead owner or dedicated customer service representative.
    [Customer] Report: VR and 360-Degree Marketing Videos Can Generate Brand Favorability
    In 2017, companies appear to be leaning toward video marketing as a primary tactic for reaching their customers. As virtual reality and 360-degree videos become more widely used, individuals are showing favorability toward immersive marketing and advertising tactics. A survey conducted by YuMe recently asked more than 800 participants in the U.S. about their attitudes on using immersive technology, such as VR, to better understand marketing and advertising.
    [Customer] How to Sell Marketing Automation to Your CXO
    You know that marketing automation will let you scale your efforts across the board, provide your customers and prospects with more relevant and timely content, save time on campaigns, and track everything, so you can prove marketing’s value. You can bet your EVP of Sales knows exactly how many leads marketing delivered to the pipeline last year, and exactly what percentage of those leads became customers. Customer satisfaction and loyalty.
  • FATHOM  |  FRIDAY, MAY 8, 2015
    [Customer] 8 Tips to Boost Health Insurance Enrollments with Online Advertising
    Use negative keywords…a lot of them – with the average cost per click (CPC) for health insurance keywords exceeding $20 per click in some instances, it’s crucial to use negative keywords (and even strict match types) to avoid wasting marketing dollars on existing customers or irrelevant types of insurance. Common negative keywords to exclude existing customers might be: payment, customer service, phone number, login, portal, etc.
    [Customer] B2B Marketing: Buyer Understanding to Become Top Priority
    A new survey shows that business-to-business marketers foresee a return to a customer-centric approach on the horizon. Second, this could also indicate an acknowledgement by other units of the operation that marketing is often the best resource for analyzing the needs and thought process of prospects and customers. The report entitled The New Architecture of Marketing Talent , recently released by ITSMA, included some interesting findings of a survey of B2B marketers worldwide.
  • LEANDATA  |  MONDAY, APRIL 17, 2017
    [Customer] Should Cleaning Up Database Duplicates Really Be Your Focus?
    Clean records won’t help if they’re customers who instead are mistakenly shipped to front-line Sales Development Reps for prospecting. That’s why de-dupe is a “red herring,” said Hendrick Lee , the vice president of product and customer success at LeanData. Ask anyone who works with a CRM system or marketing automation platform about their No. 1 pain point, and you’re likely to hear the same answer. Duplicate records. They are the bane of marketing and sales teams alike.
    [Customer] Successful Content Marketing Plans Do 1 Thing Really Well
    Pick an itch your customer has and scratch it with blog, video or some other form of content. Solve a common problem that relates to the end goal your customer is pursuing, for instance. Today's guest blogger is Jeff Molander. Jeff is the authority on making social media sell, adjunct faculty at Loyola University business school, author of, Off The Hook Marketing: How to Make Social Media Sell for You and a social sales training speaker.
  • HUBSPOT  |  TUESDAY, MARCH 20, 2012
    [Customer] Is Your Email List Healthy? Take This 5-Question Sniff Test
    At HubSpot, we ask a series of five questions to every customer who uploads a list to our email tool. Note that we ask these questions about lists that are uploaded to HubSpot but not lists created from leads collected by customers with HubSpot forms or our leads API. Email list are like milk -- they’re perishable. In fact, rotten email lists can leave you a lot worse then just queasy.
    [Customer] 3 Ways Marketing Automation Helps Higher Ed Marketers Succeed
    Increased Customer Autonomy. More than ever, it is critical for your customer’s journey and their experience to be at the center of your marketing strategy. Author: Vyoma Kapur As the academic year wraps up and graduation caps are flung high into the air, it’s easy to celebrate the accomplishment of students, teachers, and the organizations that educate them.
    [Customer] Setting Themselves Apart From Their Competitors - The Penn Foster Story (Video)
    To learn more as to how the Oracle Marketing Cloud can help your brand be sure to check out the Modern Marketing Essentials series which are invaluable resources to help you better understand and execute on marketing effectiveness, manage organizational structures, sharpen the skills necessary to round out your technology toolkit, and support the creation of ideal customers. Founded in 1890, Penn Foster has been a leader in career-focused distance and hybrid learning for over 125 years.
    [Customer] On the Road Again! 4 Reasons Why Roadshows Are Your New Best Friend
    Typically, roadshows are half-day events that bring customers, prospects, and partners together for thought leadership, product demonstrations, and networking. These events allow sales to move beyond the phone calls and email and actually create face-to-face relationships with potential customers. Author: Rachel Yarnold Roadshows. What are they and why are they so important? Roadshows, in a nutshell, are the ultimate field event: just think of them as field events on steroids.
    [Customer] How to Get Marketing Results from LinkedIn Group Discussions
    If you truly feel that a blog post, infographic or video that you created is valuable, post it to the group and write a discussion headline that is custom to that particular group and that invites participation. There is an art to getting followers and engagement on social media platforms like LinkedIn. Here is what has changed and what you need to do to get results. A colleague recently emailed me a question about how to get results from social media.
    [Customer] How Inbound Marketing Can Fuel Native Advertising
    Native advertising, done right, offers valuable, educational, useful information to your customers and prospects. Sure, straight inbound marketing will go a long way to getting your message in front of your potential customer base in a very cost-efficient manner, and everyone should start with purely organic inbound marketing to get the best possible ROI. If you're a CMO, you may have heard the term "native advertising" bandied about recently.
    [Customer] Demand-Gen Report Interview on Need for New Sales Enablement Tools
    Customers bought "products." Solution Selling: Rather than buying products, customers looked for solutions - usually a functional combination of hardware and software to solve a technical problem. Customers bought "solutions." Value Selling: The financial pressures of the recent and continuing recession changed customers. Customers want "outcomes."
    [Customer] Mobile Marketing Words To Know
    hours per day on smartphones and the number of mobile-only internet users now exceeding desktop-only users, it’s worth considering how connecting with customers on mobile could benefit your business. Email opt-in: Inviting a customer (via email) to opt in( in other words, request) to receive mobile messages from your organization. Subscriber (mobile subscriber): A customer that enters into an agreement with a carrier. With U.S. consumers spending 2.8
    [Customer] Creating Visual Content With Canva
    You can use custom dimensions to get the right fit. When it comes to content marketing, having a strong visual toolbox can be extremely helpful to a marketer. Since we as people are drawn to visual content, great visuals can generate higher engagement on social media. But let’s face it, not all marketers have the resources or the time to create this sort of content. This is where a tool like Canva is extremely useful.
    [Customer] What does B2B Marketing Have to Do with Downhill Skiing?
    Know who your prospective customers are, what they like and how they behave before you choose a creative theme for your marketing or topic for your online content. Basing marketing plans and campaigns on intuition isn’t enough anymore. Now with websites and measurable marketing activity through online content downloads and sharing, B2B marketers can to move away from an intuitive, creative approach to marketing and base their campaigns and plans on facts.
    [Customer] Crafting content that works
    Provide it, and you’ll develop a loyal following who turn into customers and advocates on your behalf. There’s a growing chorus against content marketing, and with good reason. For too many marketers, content marketing doesn’t work. Too often that failure is caused by one thing: an emphasis on quantity over quality. Certainly, one blog post a year is not going to reap you the marketing rewards you seek, but the “we have to publish 3 blog posts a week, come hell or high water!”
    [Customer] 8 Great Marketing Blogs You Probably Don't Follow (But Should)
    All the tricks in the book to load your funnel won’t save you if customers are actively fleeing your product as fast as you can shovel them into the funnel.” In the past couple of years, a few excellent, and informative sources of marketing wisdom have risen to prominence. With thoughtful content, original ideas, clear how-tos, and consistent schedules, these blogs have become household names (at least in your marketing department).
    [Customer] Search is three-dimensional chess
    Today I stumbled upon an article by my friend Christopher S Penn , entitled Social media now directly influences search rankings , that shows that Google is playing Tri-D chess in a world where most companies are mastering checkers: If you're marketing something, there's now a direct incentive to build your network as large as possible among your prospective customers. by Chris Abraham. I try to read through my RSS feeds every day.
    [Customer] 5 Things Machiavelli Would Do With His Competitors’ Twitter Profiles
    Many businesses view Twitter as opportunity to display customer service excellence. While competitors may seem intimidating, marketers fail to realize there are opportunities lying discretely in their online footprint. One such location is in your competitors’ Twitter profiles. By analyzing both their successes and failures in the area, your company may be able to gain a significant competitive advantage.
    [Customer] How to Diagnose and Repair Rotten Lead Nurturing Workflows
    Sales Accepted Leads: Use closed-loop analytics to make sure each campaign is contributing to earned customers. One that generates a lot of reconversions but few customers requires some attention. Cost-per-Customer : Emails, webinars, ebooks, case studies, and other promotions cost time and money. Time to Customer Conversion: According to Marketing2Lead, prospects nurtured in automated workflows have a 23% shorter sales cycle. Marketers “sent” emails in 1995.
  • CONTENTLY  |  MONDAY, MAY 23, 2016
    [Customer] 4 Content Trends Every Marketer Should Be Following
    But it does mean you should think about how to unify the customer experience across all platforms. I like Contently conferences for a few reasons. First, our events team keeps letting me go onstage for some reason. Second, my main job for the entire day is to sit back and think about our industry—something I often forget to do while writing Facebook fan fiction or forcing my team to recreate March Madness with branded social media accounts.
    [Customer] 20 Secret Santa Gift Ideas Your Coworkers Will Love
    There are a ton of travel mugs out there to choose from, but Tervis tumblers seem to offer it all: customization, portable cooling, self-warming system, dishwasher armor, and a lifetime guarantee. Whether they use it to listen to podcasts while they cook, bring tunes to the beach, or create a custom surround sound movie experience, this little Jam Plus speaker packs a big punch. They see you when you're slacking. They know when you come in late.
    [Customer] ABM Vendor Guide: Differentiators for Result Analysis
    ABM Process System Function Sub-Function Number of Vendors Identify Target Accounts Assemble Data External Data 28 Select Targets Target Scoring 15 Plan Interactions Assemble Messages Customized Messages 6 Select Messages State-Based Flows 10 Execute Interactions Deliver Messages Execution 19 Analyze Results Reporting Result Analysis 16 As the Guide points out, this category focuses on measurements unique to account-based programs: Nearly every system will have some form of result reporting.
    [Customer] Janet Thaeler & Maryanne Conlin on Influencer Marketing
    The postings can be customized individually for each network. Blog2Social makes the submission process quick and easy and at the same time allows users to customize and optimize posts for each network. Yesterday I had a lovely chat with two fellow influencer marketers, Maryanne Conlin and Janet Thaeler. Both conversations were quite different but both really reassured me that my practice at and the articles that I am writing for you here are on target.
    [Customer] Free Phone Consulting? 4 Reasons It’s a Good Idea
    You see your products from your perspective, not from the perspective of the customer. Why should a professional or small business give away free consulting ? I’ll tell you why. Here’s what’s happening… I recently launched a new version of articles to my executive coaching clients and as a bonus, offered a free 20-minute phone session. I’ve been spending more than 20 minutes with each person, and I’m loving it.
    [Customer] Make the Most of Your Marketing Plan on a Budget
    Understanding your audience and customers is key to working out marketing; businesses need to. When running a small business, you may have a limited budget, which means wearing several hats. This is especially true of your marketing budget: as a business owner, you need to figure out which activities will draw the largest amount of leads for the fewest dollars. The post Make the Most of Your Marketing Plan on a Budget appeared first on Opentopic. Brands & Marketers
    [Customer] Make the Most of Your Marketing Plan on a Budget
    Understanding your audience and customers is key to working out marketing; businesses need to. When running a small business, you may have a limited budget, which means wearing several hats. This is especially true of your marketing budget: as a business owner, you need to figure out which activities will draw the largest amount of leads for the fewest dollars. The post Make the Most of Your Marketing Plan on a Budget appeared first on Opentopic. Brands & Marketers
    [Customer] The Death of Email Marketing
    If you don’t need to build up customer loyalty and interest. But if you like the idea of building up long-term customer buy-in, inbound marketing could power up your email marketing. Why your email marketing campaign doesn’t need inbound marketing. So you send out emails on a regular basis. But you’ve heard that inbound marketing may well be able to boost the results it’s bringing your business.
    [Customer] 4 Lead Nurturing Campaigns to Run After the Sales Cycle
    With lead nurturing you can focus the customer’s attention on the competitor’s weaknesses and set high standards for their satisfaction. by Dan Pecoraro | Tweet this We often talk about lead nurturing campaigns as if they are monolithic. But with a little investigation we find that they’re not all alike. Some you might not have occurred to you. Others are for when the deal doesn’t quite make it. Here are a few different types you might find after the sales cycle has come to a conclusion.
    [Customer] 6 Content Marketing Trends Poised to Dominate in 2014
    “Content marketing is really about providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness, and positive sentiment.” Content marketing is very time intensive because it’s personalized and customer-centric.
    [Customer] The Real Cost of List-Building: Buy or Build Your Own?
    Because the sales team engages with prospects and customers daily, it makes sense that they might update contacts as they encounter outdated or incomplete information. Through their direct contact with prospects and customers they have access to insights that others do not. Your sales team is doing double duty: They’re selling to the leads delivered by your marketing department—and they’re de facto researchers. Very, very expensive researchers.
    [Customer] 3 Content Pieces that can Damage Your Online Reputation
    By using smart reputation management techniques you can maintain your company’s positive image in the eyes of your customers. Online reputation management is not something that a lot of businesses think about regularly. Yet it is an important part of business because news can spread quickly on the internet influencing large groups of people. Unfortunately, negative news spreads a lot more quickly than positive news.
    [Customer] What the BlackBerry Twitter debacle taught us about social media
    There shouldn’t be any question about what’s appropriate when it comes to posts and customer engagement. You’ve got a lot better chance of winning hearts, minds, and customers via viral content marketing. If you’ve been online in the last few weeks, you probably heard that BlackBerry made a pretty silly mistake on Twitter. Check out the small detail in the lower righthand corner of the screencap below: Image credit: Mashable.
    [Customer] Content marketing makes marketers the new publishers–and vice versa
    Content marketing is an emerging term for a new approach to marketing that emphasizes using content to explain, engage with, and persuade customers–usually using search and social media as its means of attracting attention. Because online customers make moment-to-moment decisions on whether they are sticking with your message or abandoning to look at something else. Photo credit: ShashiBellamkonda.
    [Customer] What Do 76% of Consumers Want From Your Website? [New Data]
    Do obsess over the usability by your customers and prospects. Do use these things if it helps your customers get what they want from your website. Do use a basic layout that will be familiar to your customers. Do differentiate your company by making it really easy for your customers to find what they want on your website. The only thing that matters is what your customers do on your website. Sit down with a potential customer, and watch them use your website.
    [Customer] Content shock re-visited, the content marketing myths and realities
    Theoretically, the most amazing, helpful, and useful content attracts high-potential customer leads that can be funneled into a nurturing program. By Mark Schaefer. For the past few years I’ve been a contributor to The Harvard Business Review. I submit my very best article once a quarter or so, an editor reviews it, she suggests some minor modifications, and then it would be published.
    [Customer] Novice to Social Media Smarty Pants in 4 Helpful Tips
    My point here is to invest some time in finding out who your ideal customer is and actually if they are even open to talking to you. Your third-party and marketing created content ratio should be higher than your direct CTA content, ensuring your message won’t be seen as aggressive by your customer. Taking the smoke and mirrors out of becoming a social media pro.
    [Customer] What's Your Story?
    I helped them shape that new strategic story and share it internally with their employees as well as externally with their customers and strategic partners. Christopher Kogler, Narrative IQ. When we’re providing information in a business environment such as spreadsheets, a series of bullet points in a presentation or a list of facts, the two parts of our brain that are activated are for language processing, but that’s about it.
  • HUBSPOT  |  THURSDAY, MAY 15, 2014
    [Customer] How Do Conversion Paths Work? [FAQs]
    Ideally, those leads turn into opportunities, who turn into customers and even promoters. By designing and implementing the right conversion paths, you can most effectively move website visitors through the buyer’s journey and help them become customers and promoters. When done right, your conversion paths can go beyond the first conversion to help move your now-leads through the buyer’s journey to become customers.
    [Customer] Maximizing Event Effectiveness 3 Ways
    If this were done, not only would the event yield a greater ROI, it would provide a better overall experience for your Buyers and customers. However, you still need to set objectives and goals for the event and measure diligently (number of leads, accelerating deals in pipeline, new partnerships or customer meetings). *This post first ran in August 26, 2014 in the ANNUITAS blog.
  • HUBSPOT  |  TUESDAY, APRIL 22, 2014
    [Customer] The 7 Principles of Conversion Centered Design [SlideShare]
    In order to hit lofty lead and customer goals, marketers rely on creating well-optimized site pages, landing pages, and calls-to-action. But what happens when creating those -- and optimizing them through some A/B testing of form length, button copy, etc. -- isn''t enough? We often turn to what other companies are doing to optimize their sites when we really want to juice the numbers.
  • ACT-ON  |  MONDAY, JULY 18, 2016
    [Customer] From Scratch: Four (Free) List Building Strategies
    Social channels showcase your approach to customer service and support (whether you like it or not). Your prospects can see your customer service and support in action when you respond to complaints in the channel in which it’s made. There’s nothing that can burst the bubble of getting a new client (or getting a new job) faster than the realization that your client has no real prospect list to work with.
    [Customer] Sales Checklist: 10 Ways to Keep Yourself in Check Each Quarter
    Have you tried looking at companies that your current customers have previously worked for? And don’t forget to ask your now happy customers for referrals! Author: Chris Gillespie Have you ever photocopied a piece of paper so many times that the copies faded and became hard to read? This is called a transcription error, and it happens when little mistakes add up over time to make a big difference.
  • SNAPAPP  |  TUESDAY, MARCH 15, 2016
    [Customer] Build Your Marketing Technology Stack at the 2016 MarTech Conference
    Monday - 10:55-11:20 - Marketing Technology to Enable Customer Obsession with Rohit Prabhakar. Customer obsession is one of the top marketing agenda items for 2016. A handful of the many ingredients that enable customer obsession include: marketing technology, people, processes, and a strong change management program. It’s almost St.
    [Customer] What B2B Marketers Can Learn From a 14-Year Old Baseball Player
    While it may not be what impatient executives want to hear, they need to understand that transforming marketing so that it’s customer centric, process-based and measured by revenue, is not a simple task. Over the past few months, I have most assuredly become a candidate for rotator cuff surgery. This development is due to the countless number of pitches I have thrown to my son during batting practice in preparation for the upcoming high school baseball season.
    [Customer] 3 Content Marketing Ideas to Set Your Firm Apart
    As a bonus, they included a mascot whose species (gecko) reminds customers of their brand name. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights. By now, everyone in the world of marketing knows how effective great content can be at turning readers into buyers. But what makes great content? If you search "great content tips," Google returns 594 million results.
    [Customer] “Scandal”: The Show That Twitter Built
    Paul Cooligan of Instant Customer suggests augmenting a broadcast with a social channel such as a Google hangout or Twitter. Stephanie Sholknik, director of social media for Digitaria, says the surest path to gaining customer loyalty is through close, individual dialogues. These create the opportunity for you to learn directly from your customer what they wish to see online, and what they’re looking for in the products they purchase from your company.
  • VIDYARD  |  MONDAY, MAY 16, 2016
    [Customer] Vidyard Hires Proven Sales Leader Darren Suomi To Lead Global Sales
    Expanding beyond the walls of marketing departments, Vidyard is now being used within sales, support, corporate communications and customer success teams to drive greater audience engagement and track the true impact of each video asset. Vidyard’s customer base includes global leaders such as Honeywell, Lenovo, LinkedIn, Cision, TD Ameritrade, Citibank, MongoDB, Sharp and 27 of the top 100 global software companies.
    [Customer] 139 Content Marketing Blogs to Watch in 2017 (Broken Down By Category)
    Heidi Cohen marketing blog is dedicated to making her blog all about her readers and customers. Recommended reading: 4 Reasons to Increase Brand Awareness with Customer Stories. #15. Marketing, sales, customer service, IT, and more. They have the best tips and tricks and customers success stories to show just how important email marketing is to the growth of your business. Recommended reading: The importance of micro-moments: The mobile customer journey. #83.
  • KAPOST  |  FRIDAY, APRIL 8, 2016
    [Customer] A Recipe for Social Selling: Social Selling Begins and Ends with Content
    As these relationships grew, many of them entered our sales cycle and became customers. Social selling is a lot like making the perfect chocolate soufflé; everybody wants to do it, but only a few know how to make it really work. I’m one of those few people who understand social selling. As part of the marketing team at Dynamic Signal, I manage all of our digital marketing and social media efforts. Little did I know that would include social selling.
  • HUBSPOT  |  FRIDAY, MAY 16, 2014
    [Customer] Marketing Trivia: How Much Random Knowledge Do You Have?
    “You can’t just ask your customers what they want and try to give it to them. Are you trying to win that elusive $50 gift card to your local watering hole? A free t-shirt? Maybe just bragging rights? By day I work in HubSpot''s marketing department, but by night, I''m a huge trivia fan. And I thought maybe there were more of you out there -- marketing-employed trivia buffs that might enjoy learning some fun fact about their own industry.
    [Customer] Pirates, Train Wrecks, and Marketing Automation
    This one starts with our hero, a young prince, accidentally uncovering a box containing a map of the marketing technology landscape, showing where B2B marketing automation fits among other types of customer management systems. Summary: Selecting a marketing automation system is an adventure. Here's the screenplay. Ready when you are, CB. I spent most of this week at the inaugural DemandCon conference in San Francisco.
    [Customer] Chuck's Blog: Why Supporting Knowledge Workers Is Hard For IT
    Or, lets say someone logs a customer service call. But -- is this call part of a pattern of calls, either around this product, or from this customer? Is the customer still dissatisfied with us, even though we ostensibly fixed the problem? Is there an opportunity to redefine what customers really need? Id argue that all that contextual information and knowledge is perhaps far more valuable that a cost-optimized customer support transaction. Customer Engagements.
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