Wed.Feb 19, 2020

Employee Branding: B2B’s Answer to Influencer Marketing

Marketing Insider Group

We’ve all seen them. Consumer brands fall all over each other to get celebs to endorse their brands – or better yet – star in one of their ads. Which works out just fine. Until the celebrity spokesmodel slips up and gets caught driving down the wrong side of the street while they’re on a bender. Or the video ad producer goes tone-deaf and accidentally makes an offensive ad. But employee branding takes influencer marketing to a whole new level. Here’s why.

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How to Create Better Business Personas and Actually Drive Sales


Customer personas are fictional characters representing the people most likely to buy your products, visit your site or otherwise associate with what you do. Although they’re effective ways to understand your target audience, there are times when it’s necessary to tweak and improve them. Here are five ways to do that: Become More Familiar With the Obstacles Customers Face. Buyers often think of their favorite brands as problem-solvers.


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The Future of SEO: How AI and Machine Learning Will Impact Content

Single Grain

UPDATED: This post was expanded and updated for 2020! Artificial intelligence and its impact on different industries have been a hot topic of discussion for the past few years, and with good reason. The digital marketing space is facing fundamental strategic changes due to revolutionary new intelligent technologies.

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Speaking of Alignment.


It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board. Marketing Planning Hive9 Martech Best Practices sales enablement Marketing Performance marketing strategy alignment collaboration marketing

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

ABM Blog Series: Level 2 – How Do You Optimize Your ABM Strategy?


Note: This is the second article in a series of blog articles detailing different levels of ABM maturity. If you miss the first one, refer back to that article i n order to put this one in context. As mentioned in our first post, adopting ABM is not a unilateral change for organization. It is a transformation that requires commitment to the way you operate technically, tactically, and culturally.

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Hot Seat: Finance Marketing Leader Crystal Eastman On Why Brands Need to Hire Journalists


When I shared the stage with Crystal Eastman at the Digital Marketing Financial Services Summit in November, I immediately recognized her as my favorite type of person to interview: A brilliant storyteller who stumbled into marketing by accident and figured out how to do great things inside complicated corporations.

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Stop Wasting Time: Review Your Website Analytics

Content Marketing Institute

Are you too busy to check your web analytics? CMWorld presenter Andy Crestodina reviews the analytics because he’s busy. Learn what he says your users are telling you about site navigation, conversions, social icons, and videos. Continue reading → The post Stop Wasting Time: Review Your Website Analytics appeared first on Content Marketing Institute. Company News

How to Create Case Study Videos That Win New Business


Case study videos are powerful tools for businesses looking to attract new clients and drive revenue. By using video, you add a personal element that’s difficult to achieve with a traditional, text-based case study. Interviewing clients in case study videos humanizes your work and allows potential customers to better understand how your products and services solve real-world problems. When properly executed, a case study video showcases the value of your work and helps grow your business.

[Report] The Digital Marketing Trends Every Email Marketer Must Know


To be truly successful, marketers need to break out of their silos and use the power of email across channels. But when you’re struggling to just keep up with what’s trending in email, how are you supposed to stay on top of other channels, too? Our friends at HubSpot have you covered.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

3 Ways of Lowering CPC in Google Ads

SmartBug Media

Your Google Ads CPC is dependent on multiple factors, including the industry you’re advertising in, how competitive it is, and how robust your keyword list is. Industries like law and real estate have historically had much higher CPCs, at times ranging between $150–$300.). If you find yourself paying more than what’s profitable for your paid advertising , here are three tests that can help lower your Google Ads CPCs: Go Long Tail.

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In-house Marketing Trends 2020: What you need to know


In-house marketing trends are developing all the time. In 2020 they are changing the way brands operate and causing marketing teams to evolve. Knowing the facts is essential in order to make in-housing a success. All the stats feature in this article are taken from Bannerflow and Digiday’s State of In-housing 2020 report. Featuring the thoughts and insight of 200+ senior European marketers it is by far the most thorough analysis of the in-house marketing trend. .

Integrated Marketing Cloud for Better ROI and CX


With Kay Kienast , Chief Marketing Officer, True Influence. How a Marketing Cloud improves ROI and customer relationships. The B2B customer journey can be a winding, complex process that last months. Thankfully, marketers can now turn to an integrated marketing cloud to get a clear picture of how to connect with potential customers through this process with relevant, timely content delivered in the most effective channels. The technology is maturing. The methodologies are in place.

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What Is An SLA For Sales And Marketing?

Square 2 Marketing

Everything You Need To Craft An SLA For Sales And Marketing This Afternoon. A service-level agreement (SLA) is a contract that establishes a set of deliverables that one party has agreed to provide another. This agreement can exist between a business and its customers, or between a department that delivers a recurring service to another department within that business, like the sales and marketing departments.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

It’s Time to Put the ‘Marketing’ Back in ‘Content Marketing’ via @dohertyjf

Search Engine Journal

Here's why and how digital marketers can start using content to build businesses holistically. The post It’s Time to Put the ‘Marketing’ Back in ‘Content Marketing’ via @dohertyjf appeared first on Search Engine Journal. Content Marketing SEO

5 Strategies for Quantifying and Communicating the ROI of Your CX Initiatives

Martech Advisor

Our recent survey found that CX leaders face short time horizons for demonstrating impact, while they also lack core capabilities for quantifying return on investment. Five strategies can help leaders demonstrate the impact of CX investments to the C-suite, writes, Paul Hagen, Senior Principal & Customer Experience and Innovation Strategy Leader, West Monroe Partners. More organizations than ever are investing in customer experience.

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Selecting the Best Social Media Channels for Your Business


The Digital Age has presented businesses with an ever-growing number of online marketing opportunities in the form of social media platforms. These days, there is a social media channel designed for just about everyone. Although social sites initially started out as a way to connect people with family and friends, social media channels have also made it possible to network more efficiently and get your business in front of a larger audience.

How Netflix is helping brands harness the power of interactive content


30-second summary: Netflix’s Bandersnatch offers a new window into creating a seamless and uninterrupted way to embed branded content into its programming, and in the process, the company may have shown other streaming platforms how to take advantage of an important new revenue stream. More than simply allowing their viewers to choose whether their hero takes a dark path or not, the film also offered them a choice between a pack of Sugar Puff cereal and Kellogg’s Frosties.

How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

Personalized B2B Marketing in 2020: 3 Key Strategies

Launch Marketing

With 2020 underway, it’s time to meet head-on some of the B2B marketing expectations that are anticipated to take shape in the new year. One such prediction forecasts that 72% of B2B customers expect companies in 2020 to accurately anticipate their needs and make applicable suggestions before even their first point of contact. In other words, B2B buyers have come to expect a more personalized experience as the rule instead of the exception.

Watch out CX Industry -- Omnichannel Personalization, Data and AI Are here

Martech Advisor

Mike Gadsby, Partner and Chief Innovation Officer at O3 World discusses, why customer experience will continue to be driven by hyper-personalized omnichannel experiences in 2020 and beyond. As we get further into 2020 and welcome in a new decade, the driving trends behind some of the most innovative marketing, customer and product experiences are beginning to take shape. We’re witnessing a sea change in customer engagement fueled primarily by omnichannel personalization, data and AI.

How to Prepare for a Smooth Marketo Implementation


It’s no secret: a Marketo implementation is a big undertaking, with many moving pieces and full team involvement. Complex data migrations, a sizable investment, huge learning curves on top of day-to-day job responsibilities.there’s a lot to wrangle compounded with pressures to prove return on your investment.

Eight questions to ask before replatforming your ecommerce ecosystem


30-second summary: Capgemini’s white paper covers eight important replatforming considerations that retailers should ask before updating their ecommerce ecosystem. The initial three questions focus on determining where your company stands right now in term customer expectations and your current CX capabilities. The next three questions consider that you’ve selected your platform and signed the contract. They address the realities of the contract-to-development process.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

How Are Lead Generation Services for USA Market Different From Rest of The World?

Unbound B2B

It is often said that the buying process is now dependent on the customer. If the target market can access information and conduct research, then they can be targeted and marketed to. First, through smart phones, tablets, laptops and desktop.

Building a Sales Team That Stays: Recruiting and Retaining Millennials


If you're a B2B sales manager, you're always concerned with filling your open sales representative positions. We hear you, and we feel for you. Last year, we received countless questions from customers and partners seeking our advice on how to attract and retain sales representatives, particularly Millennials. So we compiled our best practices into this leadership guide: Recruiting and Retaining Millennials for Your Sales Teams.

4 Tips to Sustain Your Sales Kickoff Momentum


You’re going on a road trip. Do you A. review the maps step-by-step weeks in advance or B. turn on your GPS when you step in the car? In today’s digital age, few people travel anywhere without their GPS. The ability to get in-the-moment guidance has become a must-have. But this is exactly how most Sales Kick Off training works and why so many companies struggle to sustain their SKO momentum. .

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How to Build an Effective Sales Team


Modern salespeople wear many hats. Selling isn’t their only job, and they are just as responsible for educating the consumer as they are selling to them. It can add a lot to their plates and make their jobs a lot more challenging. In fact, 61percent of salespeople stated it was much harder to sell than it was five years ago. It’s not an easy business, which is why building a productive and resilient sales team is critical to the success of a company. .

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.