Mon.Jun 13, 2016

The Ugly Truth About Beautiful Content

Sales Engine

If you plan to join your competitors and the leaders of your industry in the move toward content marketing , there is something you should know. If your aim is to produce really good, informative, and nurturing content (and that should be your aim, because what’s the point otherwise?), it’s not going to be cheap. Or easy. You’re not Coca-Cola; no one expects you to hire the world’s best creative minds or to spend billions on marketing.

Predictive Analytics: A Content Marketer’s Secret Weapon

Ignite Tech

We had a great time co-hosting a webinar with Uberflip last week about why predictive analytics matters for content marketers. Research shows that most B2B content just isn’t living up to its true potential. With a predictive-driven content marketing strategy, however, B2B marketers are able to leverage historical data from their content to produce more effective materials by relying less on educated guesswork and more on data.


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Credible or not? 5 questions to evaluate research sources


Scanning through my newsfeed recently, a headline caught my eye. It linked to a blog post covering a topic I’ve been researching for a client, and the study it cited is just what I need to prove our point. But… not so fast. Although the post was published just a couple of days earlier, the data supporting the author’s argument was outdated by years. Also, there’s no byline attached to this particular post and it’s featured on the blog of a company I’ve never heard of.

6 Questions About Marketing Attribution That You Were Too Embarrassed To Ask


It seems like more and more people are talking about marketing attribution these days. That’s a good thing. Marketers are now being held accountable to more than just leads and need attribution to connect their efforts to revenue. According to a survey of B2B marketers , about three-quarters of organizations have some sort of attribution in place. Maybe you’ve read some articles or heard coworkers talking about attribution, and feel like you’re missing part of the picture.

Essential Guide to Sales Engagement – Overcome the Challenges of Remote Selling

Sales Engagement leverages process, tools, and training to align your efforts to your buyer’s journey and exceed their expectations. See how to equip sellers to effectively prospect, create meaningful connections and manage a sales cycle from beginning to closed-won! Download the guide today!

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. It gives Microsoft access to a rich trove of personal and company information, something it didn’t have before (although Microsoft probably collected more personal and company data than most of us realize).

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More Trending

ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals.

9 Tips To Take The Boring Out of Your Content Marketing

Marketing Insider Group

Do you feel like you work in a boring industry, or think your product or service isn’t interesting enough, to be able to create compelling content that won’t bore people to death and will get them talking about your brand? Sure, under normal circumstances real estate services may sound pretty snooze-worthy. But when you’re looking to buy […]. The post 9 Tips To Take The Boring Out of Your Content Marketing appeared first on Marketing Insider Group. Content Marketing

Accelerating Waves of Marketing Technology: My Interview on Scott Brinker's ChiefmartechTV

Customer Experience Matrix

I had the pleasure last week of appearing as the first guest on Scott Brinker's chiefmartechTV , an internet broadcast that will features interviews on marketing technology topics. The official topic was accelerating waves of marketing technology , although we did manage to sneak in Personalized Mona Lisa. You can view the broadcast here. See if you can count how many times my cat forces her way into the picture. marketing software marketing technology martech personalization soctt brinker

3 Ways to Gather Actionable Insights From Google Analytics to Inform Your Marketing Plan

Marketing Insider Group

Okay, I’ll admit it immediately. Google Analytics is pretty intimidating there are a lot of windows and tabs and there is a lot of information out there for you to digest. But, be honest now, are you actually using Google analytics? Or do you use it like most people in that you only really look […]. The post 3 Ways to Gather Actionable Insights From Google Analytics to Inform Your Marketing Plan appeared first on Marketing Insider Group. Marketing Strategy

The Definitive B2B Sales Playbook: Proven Path to $ Multi-Million Revenues

Sales is at the forefront of revenue growth, and so organizations with highly streamlined sales operations consistently outperform competition. How do you create a path to success and fast-track your way to multi million dollar revenues? Read the eBook.

Why Content Marketing Needs Ghostwriters


In the season two finale of the CBS hit Madam Secretary , the Secretary of State sends her speechwriter, Matt Mahoney, to deliver a graduation speech on her behalf. It’s the secret wish or fear of those who master words behind the scenes: to claim the spotlight for their unrecognized work. Matt opens the speech by acknowledging the awkwardness of the situation and then delivers a poignant address about the value of anonymous contributions.

Is “Last Idea In, First Content Out” Killing Your Content Strategy?

Marketing Insider Group

We had just completed ten intense weeks creating a business level content strategy for a client. This kind of work produces many work products. Two relate to this story. We carefully defined the client’s marketing and sales use case requirements. And for actionable next steps, a carefully considered and prioritized list of content that was required […]. The post Is “Last Idea In, First Content Out” Killing Your Content Strategy? appeared first on Marketing Insider Group. Content Marketing

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Customer Success and Marketing: 3 Strategies to Improve Customer Retention


Making the decision to invest in new technology is a long, arduous process. Multiple stakeholders are involved, various technologies must be assessed, and the list of competing requirements can throw a vendor into the middle of a long-anticipated internal brawl over priorities. The potential impact a new technology can have on a team, department, or entire business unit is huge and, unfortunately, not always positive.

4 Ways to Battle the Content Marketing Paradox


We’ve long suspected it, but now there’s proof; the more glued we become to our devices, the less we’re actually engaging with content. A recent TrackMaven study found that the amount of branded content across social media increased by 35% in 2015, while content engagement decreased by 17%, a phenomenon called the content marketing paradox. As Americans become increasingly glued to more and more devices, spending 5.6

The Definitive Guide to Remote Sales Coaching

Have you struggled to onboard, train, and provide continuous learning opportunities to your salespeople due to the abrupt shift to remote work? If so, you’re not alone. Sellers are relying on virtual selling more than ever. With in-person sessions no longer feasible, many organizations are looking for alternative methods to support their salespeople.

Sponsored Comments: Can Genius Build the Next Big Ad Platform?


Three years ago, I sat in a sleek startup office as the co-founders of Rap Genius told me about their master plan for taking over the internet. Rap Genius—now known as Genius—was one of the hottest new tech companies at the time, with big funding, pop culture relevance, and co-founders eager to get headlines, good or bad. The site began as a place where people could decode song lyrics, annotating explanations on the side of the page while other users could upvote or downvote the explanations.

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6 of the Best Professional Bio Examples We've Ever Seen


A short, professional bio is one of those things most people don't think about until, all of a sudden, we've been asked to "shoot one over via email" and have approximately one afternoon to come up with it. That's when we scramble. And when we scramble, our bio ends up reading like this: Rodney Erickson is a content marketing professional at HubSpot, an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers.

Marketing to Millennials: Does it Matter to You?


Millennials have been called a lot of things both good and bad. Entitled. Elusive. Diverse. Altruistic. Educated. Whatever you think of millennials, though, it still remains a fact that many organizations are scrambling to figure out how to speak to millennials through their marketing. When does it make sense to focus on marketing to millennials, though? If they’re not your target demographic, can you just ignore them?

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[Video] How Modern Marketers Resonate With Their Audience


A few weeks ago, marketers from around the globe converged on Las Vegas for one of the largest marketing events of the year: Marketo Summit. The SnapApp team was there in full force, and had a great time chatting with customers and colleagues about the future of marketing. Marketers are inspired by the Marketo Summit because of the energy, creativity, and innovation displayed by their peers, sponsors, and speakers alike.

The Ultimate Sales Coaching Guide

Sales coaching is a training format that allows the leaders in your organization to share their valuable experience with the rest of your sales teams. It’s an interactive approach to sales training where sellers get to practice what they’re taught and use information in real-life scenarios.

Effective Calls to Action Require More Science Than Art

Hinge Marketing

When professional services marketers set out to create an effective call to action, or CTA, they often design according to a vague sense of what looks good, feels right, or lines up with some perceived best practice. We have long argued that professional services marketing is more science than art. And the most successful calls to action encouraging user action because they are shaped by leading behavioral science.

5 Keys to Evaluating a Sales Enablement Partner

Crafted Agency

We outline 5 keys to evaluating a B2B sales enablement partner that will drive maximum value to your company by aligning sales strategies to your company's goals to improve business processes, win new business and increase revenue

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If Marketing Metrics Are Driving You Crazy, Read This


Author: Heidi Bullock Does it feel like every day you see a new article on marketing metrics ? Lately, there has been a lot of buzz around the RIGHT metrics to focus on. Today it’s pipeline, yesterday it was MQLs, and last week it was customer acquisition cost (CAC).

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Outbound Marketing: Measuring The Impact Of Market Intelligence On Campaigns

Sales Intelligence View

Realizing the importance of measurement and value, InsideView has published a whitepaper titled “Measuring The Impact Of Market Intelligence Across the Lead-to-Revenue Process.” This paper provides a value framework with seven detailed metrics evolved by InsideView to calculate the influence of market intelligence across the lead-to-revenue journey.

Core Principles of Great Sales Enablement are the Same: It's The Tactics That Have Changed

If your role includes supporting sellers, then this in-depth sales guide is for you! Discover valuable insights on how to adjust your tactics and keep remote onboarding and training engaging. Take the next steps from sales to revenue enablement by downloading this essential guide today!

Are You Left-Brained or Right-Brained? [Flowchart]


You've probably heard people refer to themselves as "left-brained" or "right-brained" as a way to explain their dominating analytical or creative skills. But where do those terms come from? In the 1960s, Psychologist Roger Sperry and his colleagues conducted experimental split-brain surgeries on epileptic patients. By cutting the structure that holds the two hemispheres of the brain together, they noticed they could reduce the seizures epileptic patients were experiencing.

Facebook Ad Examples That Convert

Sprout Social

More than 1.65 billion people visit Facebook on a monthly basis, making it the third most visited website globally—falling behind only Google and YouTube. With an audience that spans the globe, you can be sure that members of your target audience are counted among them. Marketing on Facebook requires a well-executed content strategy, but you don’t have to rely on organic reach alone.

chiefmartecTV: From cave paintings to the Personalized Mona Lisa


Last week we livestreamed of the first episode of chiefmartecTV , a new monthly talk show that I have started hosting on Blab to discuss marketing technology topics that lend themselves to more of a discussion — or debate — than a blog post monologue. Our special guest for this episode was David Raab , truly one of the most brilliant marketing technology analysts in the industry — and also one of the funniest, if you like your humor dry and stirred, as I do.

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Top Takeaways from the Top Minds in Marketing: Recap of the Argyle CMO Forum


The Argyle Chief Marketing Officer Leadership Forum, #ArgyleCMO—held on June 8th in San Francisco—packed a tremendous amount of insight and inspiration into just one day. In addition to the keynote presentation, there were group discussions, fireside chats, and panel discussions, not to mention the opportunity for informal chats with other marketers. As you can imagine, it was too much for one person to take it all in.

From Planning to Results, How to Choose a Tool to Manage Marketing Projects

With increased channels, tools, and pressure to achieve goals, your work management platform must be able to: Manage complex projects within tight time frames, Harness data from all channels to make decisions in real time, Prove ROI to the broader business. Download the eBook today!