Mon.Nov 13, 2017

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.

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Geolocation-Based Marketing in 2017: The Impact on Businesses

Modern Marketing

The ongoing use of mobile devices by consumers means that companies have a much better way of tracking where their customers are going. Knowing where they are thanks to geolocation technology means that a new marketing opportunity has emerged that can maximize the return you invest in marketing.

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.

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.

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

More Trending

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.

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How To Write Email Newsletters That People Actually Want To Read

Hubspot

A few weeks ago, the CEO of GMB Fitness , Andy Fossett, looked out at a crowd of marketers and said, “Don’t. blast. list.”. We all know this. But Andy’s eyes said what we were all thinking, “I cannot believe I still have to say this to a group of marketers. You people should know better.”.

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.

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.

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

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.

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?

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.

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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.

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2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

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.

Are You Making These Account-Based Marketing Errors?

Strategic-IC

Whether you're new to Account-Based Marketing (ABM) or already running campaigns, it's crucial to avoid these common errors if you're to stay on track. ABM is an increasingly popular strategy; allowing us to target our highest-value, high-propensity prospects precisely, directly, and effectively. As Matt Heinz of Heinz Marketing points out, ‘account-based marketing is simply instead of fishing with nets, we’re fishing with spears.’.

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.

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.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

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.

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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.

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.

BDB to attend Food Matters Live 2017

BDB

In just over a week, BDB will head down to London’s ExCel for this year’s Food Matters Live exhibition. The event provides a platform for professionals from across the. Read More. The post BDB to attend Food Matters Live 2017 appeared first on BDB.

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9 Experts Rethinking Demand Generation

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

EventTech 2017

Experience Marketing Insights

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

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