Thu.Oct 19, 2017

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The Formula for Account-Based Marketing

DiscoverOrg

Whether you’re already doing it – or thinking about doing it – you’re probably one of an increasing number of B2B companies transitioning to an account-based approach to sales and marketing. The effectiveness of this data-driven, “flipped funnel” approach has been proven many times over, but many professionals struggle with this transition.

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How much does outsourced lead generation cost (vs. keeping it in house)?

ViewPoint

Tastes great, less filling—that’s not only one of the greatest campaigns ever ( AdAge says it’s 8 th on the list), it has a corollary in the sales lead generation space. Just as Miller Lite excels in two conflicting arenas (palatability and how full it makes you feel), outsourced teleprospecting does as well. By outsourcing your lead generation, qualification and nurturing activities you get better results for less cost, and I can prove my claim.

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The resurgence of values-based branding for restoring trust

Biznology

The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers? These trends have led to a rise of cynicism, where most Americans trust news or feedback more from “people like themselves” rather than the government, media, or big businesses and brands.

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Stop Obsessing Over Best Practices

Marketing Insider Group

This is an excerpt from my weekly Unthinkable newsletter, which explores intuition at work. Sick of average results and commodity content? Get weekly ideas and stories about conventional thinking and the people who dare to question it. Subscribe here. “Yeah but how do we KNOW?” That was a question I asked my boss a couple years ago — or, actually, Read More.

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Marketers See Potential in Cross-Channel Marketing for 2018

KoMarketing Associates

Blue tags label 2018 text design on creative thinking drawing charts and graphs business success strategy plan ideas, Inspiration concept modern template layout, diagram, Vector illustration. As marketers look ahead to 2018, they are seeing more potential in areas such as cross-channel marketing, but they still face several obstacles in terms of achieving their goals.

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9 Examples of Outstanding B2B Weibo Profiles

KoMarketing Associates

Weibo is one of the leading social media platforms in China – and it continues to grow its audience and user base. Between June 2016 to March 2017, the monthly active users of Weibo grew by 20 percent from 282 million to 340 million. With such a large user base, more and more companies have started using Weibo to communicate and engage with their audiences.

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How to Understand Facebook Insights for Social Video

Hubspot

Hi. I'm Nick, and I'm new to the HubSpot Marketing Blog. But I'm not new to HubSpot. I've been working at HubSpot for over a year now, and in that time, I've created more than 50 videos for HubSpot's Facebook page. And over the last year, we've grown our organic Facebook video views by nearly 250%. We used a lot of different content creation strategies to change our approach to Facebook videos, and knowing specifically what to track -- and why -- was a critical part of measuring our success and

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Why Savvy Marketers Close the Pre- and Post-Sale Content Gap

Content Marketing Institute

Do your company’s pre- and post-sales content teams coordinate their efforts, reaping all the benefits that can come of doing so? Or do the teams work on their own without much communication, maybe without even knowing each other’s names? I’d guess that you’re nodding at the second question. It’s rare that I hear of these teams working together. When I do, as happened at the Intelligent Content Conference, my technical writer’s heart goes pitter-pat.

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Brand Design for the Professional Services Firm: The Ultimate Guide for Marketers and Executives

Hinge Marketing

If you are considering, or about to embark on, a rebranding program for your firm, you have an exciting opportunity ahead of you to change the way prospective clients think about your organization. Brand design is the process that will take you from here to there. But many people don’t fully understand what brand design is, how it works and what it can achieve.

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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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Nudge’s Founder Thinks You May Be Making These Crucial Native Ad Mistakes

Contently

This decade, native advertising has been one of the hottest—and most controversial—media trends. It’s been heralded as both a savior of the media business and a slayer of reader trust. The truth likely falls somewhere in the middle. Like it or not, native advertising has become a key revenue stream for publishers and a go-to tactic for advertisers.

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The 5 Most Important Sales Performance Metrics Every Rep and Manager Should Track

Hubspot

As a sales manager or leader, your problem probably isn’t too little data. It’s too much data. After all, with the latest tools we can measure everything -- and we do. From the percentage of reps using your CRM and cohort retention rate to average time to hire and sales velocity, there’s a nearly endless list of metrics, reports, and data points. Let’s be honest: It’s overwhelming.

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Chalk Talks: Driving Demand with Interactive Video

Vidyard

Online and interactive video is become an increasingly important part of today’s digital marketing, lead generation, and demand gen programs, partly because it can help you reach a broader audience, but more importantly because it can help you boost conversion rates across the myriad of programs that you’re already running today. Not only is video a great way to boost audience engagement, but by adding interacting elements to your existing video content, you can generate more new lea

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Bubbly Backgrounds: Moving Backgrounds for Your Website

JotForm

It’s not modern if it doesn’t move. Of course, this also applies to your website’s background. Bubbly Backgrounds are at your service. JavaScript for Bubbles Bubbly Backgrounds is a very small JavaScript written by a Norwegian developer called David who goes by the name of Tipsy on.

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21 Advanced ChatGPT Prompts To Take Your Social Media to the Next Level

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

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Client Spotlight: Launch Provides Marketing Strategy and Digital Marketing Insight for McLane Intelligent Solutions

Launch Marketing

The Project. McLane Intelligent Solutions (McLane Intel) has provided tailored IT services and support to small and medium-sized Texas businesses and non-profits since 1999. With ambitious growth objectives and limited internal marketing staff, the organization realized they would benefit from external strategic marketing insight that could help them shape their brand as well as advise and improve on their digital marketing efforts.

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Twitter Will Allow 280 Characters, Like It or Not

Content Standard

It’s easy to find a problem that needs to be solved, but it’s often much easier to create a solution for one that doesn’t exist. Evidently having bent to the power of this temptation, Twitter CEO Jack Dorsey ( @jack ) announced on September 26 that the social media behemoth had begun testing a limit of 280 characters per tweet for a select group of users.

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Here’s Why You Should Align Paid Digital Advertising Strategy with Business Goals

EMagine B2B Blog

Earlier this week, we shared a post on measuring success of paid digital advertising campaigns and why it’s important to discuss business goals before campaign launch. We know that strategically developing campaigns means results and ROI for our clients. Today we’re covering how to follow through and align campaign goals with overarching business objectives.

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Are Your Reps Armed to be Superagents?

Akoonu

Really good enterprise sales people are a lot like 007 “superagents.” They are resourceful, fast-acting and masterful users of the best tools of their trade. They know how to scan and assess a situation for opportunities and dangers, and perfectly time when and how they take charge. Sometimes a deal needs to be driven (NOT just closed).

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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Moving from Volume to Value with Artificial Intelligence (AI) Built for Marketers

Adobe Experience Cloud Blog

As a modern marketer, you know all too well how challenging it is to satisfy today’s demanding buyers. You’re doing your best to meet their ever-growing expectations for personalized and relevant experiences in the moment. It’s clear that marketers who shift from volume-based, one-size-fits-most communication to engaging segments of one with high-value experiences will be the ones who win over the hearts and minds of their customers.

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Did Samsung Just One-Up Apple on Its Cool Factor?

Hubspot

Let's cut right to the chase: At this week's Samsung Developer Conference, the event's namesake announced a bunch of really cool new stuff. And we'll get to it -- I promise. But before we do, I want to point out what really resonated with me -- perhaps even more than all of the neat new products and features: the emerging topics and trends. These are things that many of we marketers, in our day-to-day work and responsibilities, don't give much thought to.

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Using Social Media for Customer Service

Navigate the Channel

There are many ways that B2B companies are different entities than B2C companies, but social media usage is not one of them. Because the fact is that your prospects, existing customers and employees are all on social media, probably every single day. Social media has become an easy way to keep up with friends and relatives as well as business connections.

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5 Reasons Marketing Teams Benefit from Microsoft Dynamics CRM and Marketing Automation Integration

Lead Liaison

What are the 5 ways marketing teams benefit from Microsoft Dynamics CRM and Marketing Automation integration? In this article we’ll discuss 5 ways marketing marketing teams benefit from integrating Microsoft Dynamics CRM with marketing automation. Sales reps have always had their system of record, a CRM. A CRM is a common repository, a place to keep notes, contact information, and opportunities.

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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The Role of Thought Leadership Content in the B2B Buyer’s Journey

Circle Studio

While many firms are already investing in content marketing, the latest research continues to underscore the importance of strong thought leadership content as a B2B marketing and sales tool. A recent study by Edelman and LinkedIn revealed that thought leadership content containing valuable insights plays an important role throughout the entire B2B buyer’s journey—from firm awareness to consideration and selection.

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Don’t count on “fake followers”

Exo B2B

Editor’s note: This is a slightly genetically modified post that was first published on our web strategist’s personal blog several months ago. We felt Claude’s article was still quite relevant in regards to social network management, and specifically to B2B. Claude looks at “fake followers”. . So let me tell you a funny story (so trendy, Storytelling) about a student living alone in his Mile-end apartment, in Montreal.