Mon.Nov 13, 2017

Cadence—Multi-touch, Multi-media, Multi-cycle Marketing Multiplies Results

ViewPoint

For one client, it takes 9.82 touches to engage with a prospect. The result of these touches is what we call a disposition: PointClear's term for completing contact with a decision maker or company (some programs lend themselves to dispositioning by contact and some by company). This approach yields a 5% lead rate. Our leads are equivalent to what SiriusDecisions calls a Level 4 or 5 lead—well-qualified leads. We invest about 10,000 touches to generate 50 leads.

Report: Marketers Struggle to Leverage Tech to Better Understand Customers

KoMarketing Associates

Research now shows that although marketers are interested in providing a personalized customer experience, they still lack the tools and data to do so on a consistent basis. The CMO Club and Conversant recently released the “5 Ways to Win Customers with Tech” report, which exhibited the opinions of 60 senior marketers. The research showed that 61 percent of marketers’ top digital strategy is to build customer relationships.

Trending Sources

Here’s What Video Marketers Are Missing In Their ABM Campaigns

Vidyard

Personalized videos are great for grabbing attention. But account-based marketing (ABM) isn’t just about grabbing attention, it’s about starting conversations with your dream customers. Recently, I received an email from a sales rep with a video made specifically for me.

Can Facebook’s Research on 2-Second Videos Be Trusted?

Content Standard

Maybe it’s the result of shortened attention spans, or maybe it has something to do with content creators and their ability to create compelling video ad content.

Trust 31

#HowIBuy - An In-depth look at the buying process from 12 different perspectives

Learn from B2B buyers on #HowIBuy. Featuring C-Suite and Executive leaders from MongoDB, Uberflip, InsightSquared, and more. Get the eBook free!

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Sales Velocity: The Critical Sales Metric Your Team Probably Isn’t Measuring

Modern B2B Marketing

The more quickly you can convert leads into paying customers, the more successful your business. Time is money, after all. Yet, the sales metric that reveals the most about both time and money—sales velocity—is commonly overlooked. What is Sales Velocity?

Cisco Acquiring Broadsoft: View from the Contact Center

Aberdeen CMO Essentials

Big changes are afoot in the contact center. In 2017, Avaya filed for Chapter 11 and announced significant progress in restructuring. NICE acquired Workflex solutions to incorporate intraday management within its WFO platform.

Top 6 ABM Sessions and Takeaways You May Have Missed at Dreamforce

Engagio

It’s no surprise that Account Based Marketing was another hot topic this year at Dreamforce. With more and more companies thinking about moving to an account-based model, they’re demanding more tactical and practical advice for getting started and optimizing their existing ABM efforts.

How to Launch a New Brand & Website the Right Way

Marketing Insider Group

The climate of relevance is always shifting when it comes to business; it’s a constant battle to stay current against competitors and evolving industry trends. Reinventing your website or brand is a smart way to stay afloat – but successfully launching either can be a daunting task, to say the least. Luckily, there are steps […]. The post How to Launch a New Brand & Website the Right Way appeared first on Marketing Insider Group. Content Marketing

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Take leadership through exponential growth publishing

Biznology

Lesson for leaders. How can publishers take back leadership from the tech giants, Google and Facebook ? The way to defeat their platforms is to change the paradigm. Exponential growth publishing switches the paradigm from “corporate-first” to “people-first.” It keeps adding people-first processes until exponential growth is reached. Paradigm-shift competition: it’s worked again and again.

Your B2B Emails Are Probably Terrible. Let’s Fix That.

Kapost

When it comes to writing B2B copy—especially for emails—I’ve heard a lot of so-called advice. Keep it short Get to the point No one reads it anyway None of this. The post Your B2B Emails Are Probably Terrible. Let’s Fix That. appeared first on Kapost Content Marketing Blog.

Infographic: The Influence of Instagram

Contently

Once upon a time, Snapchat was in line to take over the social network throne from Facebook. It had unique features, fast growth, and celebrity superusers. But as the hype faded over the last year, one thing has become clear: Snapchat doesn’t have a good revenue model.

3 Ways Your Healthcare Website Can Support the Digital Patient Journey

EMagine B2B Blog

The last time you or a loved one experienced abnormal pain or discomfort, what did you do? If you’re like most Americans, you likely turned to Google or WebMD. Now, rewind 10 or 20 years ago. Most medical events led to a phone call to a primary care physician, or scheduling an office visit.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

An Easy-to-Apply Framework to Build Your (New or Mature) Content Marketing Team

Content Marketing Institute

“Peek behind great content marketing efforts and you’ll nearly always find a driven, well-organized team.”. I adore this sentiment from Cameron Conaway because it succinctly illustrates the power of your content marketing team.

Sales Pipeline Radio, Episode 92: Q&A with Jeremy Korst

Heinz Marketing

By Matt Heinz, President of Heinz Marketing. Late in 2015 we started producing a bi-weekly radio program called Sales Pipeline Radio , which runs live every other Thursday at 11:30 a.m. Pacific.

CMO 5

5 Steps to a Fresh Account-Based Marketing Program [VIDEO]

Terminus

Editor’s Note: This is a guest post from Katie Bullard. As Chief Growth Officer of DiscoverOrg , Katie brings 15 years of marketing, product, and strategy experience in global, high-growth technology businesses to her role at DiscoverOrg.

Which Digital Marketing Trends Will Expire In  2018?

G2M Solutions

This blog was originally posted by our colleagues at HubSpot and Kuno Creative. When it comes to marketing tactics, unfortunately there are no "Best before" dates. But that doesn't mean what worked last year -- or even last week -- will work today. In fact, some of the most popular digital marketing trends have reached the end of their shelf life and are well beyond their expiration dates. Here is a list of B2B Sales & Marketing Strategies for 2018. Digital marketing trends

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

6 Digital Branding Cliches That Are Way Overdone

Altitude Branding

The road to branding excellence is littered with cliches, and while there is a time and a place for these overused staples of digital communication, they should be used sparingly and with careful forethought.

How Experimentation Keeps Brands Competitive – Even Against Players Like Google

ScribbleLive

The launch of Google’s job search functionality , which followed its foray into travel , might leave businesses in other verticals worried their industries are next – and how they could ever compete with the search giant.

EventTech 2017

Experience Marketing Insights

Fresh ideas for innovative tech you can add to the event experience

What Channels are You Using for B2B Lead Generation?

PureB2B

It’s crucial for marketers nowadays to adopt multichannel strategies and be where their customers are. However, not all lead generation channels are created equally, and businesses need to focus on what works specifically for them to increase efficiency and maximize returns. Every business has specific dynamics and unique requirements in terms of their sales and marketing processes.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.