Wed.Jul 26, 2017

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Getting to ABM: notes from the field

Biznology

Account-based marketing is a hot concept in B2B these days, but how does it really work on the ground? David Rowe , SVP marketing and business development at Enli Health Intelligence , spoke at the BrandHIT marketing conference in Las Vegas last month, and candidly shared some of his firm’s experiences in migrating from traditional B2B demand generation to an ABM strategy.

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These Are The 3 Big Reasons Why Purpose Matters to Marketing

Marketing Insider Group

Does your purpose currently impact your marketing, revenue growth, and profit? If not, it should. Here’s why: According to research, curated by Mack Fogelson, consider the following: The post These Are The 3 Big Reasons Why Purpose Matters to Marketing appeared first on Marketing Insider Group.

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Use Information Interview Approach for Sales Prospecting Conversations

Avitage

B2B sales organizations with a complex, “platform,” or value sales process face some of their biggest challenges in the initial prospecting stage. The process for a value sale is naturally longer than a simple product sale. Companies risk missing revenue growth targets when sellers are ineffective or inefficient at getting target accounts to engage.

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Survey: Marketers Remain Skeptical of Artificial Intelligence as a Solution

KoMarketing Associates

New data suggests that although artificial intelligence (AI) is becoming more prominent, organizations still have mixed feelings about it. That being said, those who have deployed AI are utilizing it for marketing purposes. ICUC Social recently conducted its “Artificial Intelligence Survey” to determine how marketers feel about AI and its usefulness at their companies.

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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How B2B Marketers Can Future-Proof Their Augmented Reality Investments

Kaon

B2B marketers everywhere are always hunting for ways to decrease the time it takes to move leads through the funnel and to enhance marketing messaging. Even more so, trade show and event marketers are looking for ways to increase the engagement and effectiveness of their efforts. And, we are all trying to deliver a consistent, updated product and brand story to our sales teams around the country and the world frequently and in real time.

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5 Ways That Companies are Screwing Up Their eCommerce Growth

Marketing Insider Group

A study released by the US Census Bureau on July 14, 2017 states that non-store retail sales in June were up 9.2% from this time last year. For comparison, food and retail growth only rose 2.8% in June, and actually fell the previous month. So just how are these online retailers succeeding—and what can eCommerce […]. The post 5 Ways That Companies are Screwing Up Their eCommerce Growth appeared first on Marketing Insider Group.

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Is Bing Part of Your Law Firm Marketing Plan?

Go Beyond SEO

Google may be the king of the search engines (at the moment) with roughly 70-80% of internet searches, but that doesn’t mean that you should be ignoring Bing. In fact, there are several reasons Bing needs to be part of your law firm marketing plan. Depending on where you are located, the number of people searching for the services your firm offers could be in the hundreds, to the thousands.

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3 Sales Leaders Share Their Video Selling Secrets

Vidyard

Everything is changing about the technology buying process. And I’m not exaggerating – prospects are interacting less and less with salespeople, and turning more and more to self-serve content. Inboxes are more filled with more emails than ever, and chances to stick out amongst the crowd have diminished. Because buyers are evolving, salespeople have to evolve as well.

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8 Tips for More Effective Content Marketing Planning

Circle Studio

The post 8 Tips for More Effective Content Marketing Planning appeared first on circle S studio.

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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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The Do’s and Don’ts of Building a SaaS Content Marketing Strategy

Kapost

There is more to building a SaaS content marketing strategy than creating a website and social media accounts for self-promotion. B2B organizations need a clear, consistent plan to cover the. The post The Do’s and Don’ts of Building a SaaS Content Marketing Strategy appeared first on Kapost Content Marketing Blog.

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8 Types of Interactive Business Videos to Create Today

SnapApp

If you’re like most B2B marketers, you’re already using – or at least thinking about using – video in your marketing. . And you should be. Video can be an incredibly powerful medium for B2B. It brings products to life, puts a human face in front of viewers, adds personality to dryer topics, and keeps audiences engaged. . According to Adobe , over 50% of marketers worldwide have named video as their best performing asset in terms of ROI. .

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5 Ways to Keep Your Marketing Organized

Lead Liaison

I was working with one of our new clients the other day and they asked how successful companies get started with marketing automation. Without hesitation, I answered “they get organized.”. It sounds simple, sure, but when you’re dealing with a database of thousands of prospects and hundreds of pieces of content, it gets a bit more intimidating. Sure, you could send generic emails and event invites to your whole database, but are you going to get great engagement?

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7 Reasons Every Firm Needs Thought Leaders

Hinge Marketing

We’ve said it before but we can’t emphasize it enough: today’s marketplace is in the midst of a fundamental change. How people find and select professional services is being transformed by technology, and that means the way firms promote and sell their services has to adapt — or firms like yours risk becoming irrelevant. As the Millennial generation makes up more of the workforce in companies around the world, their habits come with them.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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The End of Net Neutrality: Should Marketers Be Worried?

Content Standard

With companies like Google and Netflix shouting the loudest about the threat of ending net neutrality, it’s easy to assume that the issue at hand is one that primarily affects large companies. While those companies would surely be affected by the regulations, it’s a grave misunderstanding to assume that Internet neutrality is a big-business problem.

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Organization Schema Markup: Step-by-Step Guide for Companies

SEMrush

This article takes you through the steps and best practices when adding structured Schema.org markup for your company to your website, including which format to use, what information you should provide (and why), how to choose a category, how to push your markup further, how to test your markup, and several little-known tips and tricks that will lift your markup above your competition‘s.

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The 7 Elements of a Great Sales Culture

Olympia Consulting Sales

Have you ever worked in an environment with a great culture? What made it great? Many of us have had some wonderful experiences in work cultures that were special. There are a lot of elements that make up a positive culture. High integrity management, frequent recognition, open communication, and devoted teammates are some of the … The post The 7 Elements of a Great Sales Culture appeared first on Olympia Consulting.

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New from Terminus: Measure Account Website Engagement with Visitor ID

Terminus

Measuring success is arguably the greatest account-based marketing challenge. In fact, the most common question B2B marketers have when they get started with ABM is how to track their progress and prove that it’s working. As B2B marketers ditch leads as their core KPI, the focus has shifted to a new measure of success: account engagement. Challenges of Measuring Account Engagement for ABM.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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San Diego Comic-Con: An Experience Driven by Pure Passion

The Freeman Company

How brands bring comics, movies, TV, and more to life for devoted fans

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AI in Marketing: 10 Early Use Cases

Hubspot

Just a short while ago, robots were the stuff of fiction. Sure, artificially intelligent beings graced movie screens and the pages of novels, but the robot revolution hadn't arrived yet. Maybe in another few decades, along with flying cars. But the truth is, artificial intelligence is already here, and you probably engage with it more than you think.

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Investment in Brand Experience Continues

The Freeman Company

Members of our team comment on the latest Bellwether results

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Why Monopolizing SERPs is Your Next Best B2B Marketing Tip

Directive Agency

Today’s SEO is far more nuanced and sophisticated than even just a few years ago. That’s because search engines are more fluid, faster, and smarter, too. They can understand what you’re looking for and why you might be looking for it, in fractions of a second, before completely personalizing the results you see. Then they learn — on the fly — and iterate to get more accurate over time.

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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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Email Copywriting: Drive Action at Every Opportunity

The Point

Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the time now. The same rule applies to demand generation creative and to email copywriting in particular. Effective email campaigns are nothing without a compelling call to action and copy that drives action at every opportunity.

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Why Your B2B Marketing Plan Stalls: How to Break Down the Silos in Your Organization

Directive Agency

Digital marketing has been run in silos since the beginning of time. The SEO people “do SEO.” The PPC people “do PPC.”. And there’s never a whole lot of overlap between the two, despite them being only a few pixels from each other on a Search Engine Result Page. That approach is continuing to fail today, however. Running with the same old silos restricts you to only 33% or 66% of your potential.