Fri.Apr 21, 2017

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3 insights from intelligent content conference

Biznology

I had the great fortune to speak twice at the Intelligent Content Conference in Las Vegas on March 30. I said to a colleague there that the conference agenda fit into the bull’s-eye of my skills and interests. Several of the talks had the word “AI” in them. Other common words included “outside-in” “big data” and “content marketing.” For those who know of our book: Outside-In Marketing: Using Big Data to Guide Your Content Marketing , it shoul

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Weekend Reading: “The Transformational Consumer” by Tara-Nicholle Nelson

Marketing Insider Group

For the 119th episode of The Marketing Book Podcast, I interviewed Tara-Nicholle Nelson, author of The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser. The key to growing a business today is not building an app or getting new social media followers. The key is […]. The post Weekend Reading: “The Transformational Consumer” by Tara-Nicholle Nelson appeared first on Marketing Insider Group.

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Workfront LEAP 2017 Conference Wrap-up

Hive9

Our team had the chance to take part in the third-annual Workfront Leap User Conference last week in Salt Lake. The event was a great opportunity to connect with the Workfront community and discuss improving workplace collaboration and efficiency.

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A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

Marketing Interactions

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable choice. For context, this is a B2B SaaS product. It plays a key role in a complex workflow. He also says he reads white papers, does his due diligence, looks for facts and data to back up company claims, and talks to vendors.

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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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How long does it take to rank in Google, really? Link Roundup

Spiralytics

I have a feeling the answer to this question is everything SEO clients want to know. They're convinced that they need your SEO services, "but how soon can we see results?".

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How Many Emails do You Delete Per Day?

Akoonu

And how many of your marketing emails are deleted by your audience? Relevant, impactful email marketing drives results. The problem is we largely receive generic, untargeted or promotional emails. As marketers, we don’t usually start our day thinking, “What solution can I buy today?” to then find ourselves delighted by the offers in our inbox. We face strategic and tactical challenges that we have to conquer to meet our goals and earn revenue.

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Using Buyer Intent to Drive Your Marketing Efforts

PureB2B

Individual users and businesses are becoming increasingly dependent on the internet as a research portal. This has led to changes in the way brands market their products and services. If you’re familiar with the B2B buyer’s journey , then your business may benefit further from understanding the age-old but somehow underutilized concept of buyer intent.

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Content Marketing Operations Halts Random Acts of Content

Marketing Interactions

One of the biggest values that come with content marketing operations maturity is the ability to say “no” to ad hoc content demands. As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. Volume has become the rallying cry, rather than purpose, meaning, and experiences. Part of this is due to the ease of publishing.

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Microsoft and DXC Win Big at Marketo and SiriusDecisions — What’s Their Secret?

Leadspace

Events season is well and truly underway for B2B marketers. With Marketo’s Marketing Nation Summit, SiriusDecisions 2017 Summit, Oracle MME and the MarTech series packed into just two months, it’s fair to say our events team — like many others — have their hands full right now! It’s an exciting time of the year, and a fantastic opportunity to pick up new ideas and tips, to network, hear refreshing perspectives, and simply take in the astoundingly rapid pace of innov

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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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Three Value Perspectives: Business, Functional and Personal

The ROI Guy

I recently had the pleasure of interviewing Nancy Maluso, Research Director from the analyst firm Sirius Decisions in our webcast” What a Buyer Wants, What a Seller Needs. In the session, Nancy and I discussed the importance of value storytelling and quantification and its correlation to sales effectiveness. When it comes to value, many think its all about financially quantifying the ROI impact of proposed solutions.

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The Value of ABM Goes Beyond Marketing

Kapost

Pushing product: it’s what B2B companies have been doing for years. Even if we say we’re putting the customer front and center, usually we’re not really walking the talk. We have all these meetings and mandates about what the company wants to accomplish and rally our teams to create strategies and execute tactics to achieve them. But in most of these conversations, the customer becomes the equivalent of a wanted poster.

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#SproutChat Recap: Targeting Social Content

Sprout Social

When managing any social community, targeting your brand’s content is no easy task. However, tailoring messages for a niche audience and investing time and resources into growing and nurturing small communities can prove to be exceptionally difficult. In this week’s #SproutChat, Alex Bimonte , Sprout All Star and Marketing Communications Specialist at Modernizing Medicine , shared her best practices for targeting social content when focusing on a niche audience.

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EY Announces Brock Stechman and Brody Dorland Entrepreneur Of The Year® 2017 Award Finalists in the Central Midwest

DivvyHQ

Kansas City, Missouri, April 20th, 2017 – EY today announced that Brock Stechman and Brody Dorland, Co-Founders of DivvyHQ are finalists for the Entrepreneur Of The Year® 2017 Award in the Central Midwest. The awards program, which is celebrating its 31st year, recognizes entrepreneurs who are excelling in areas such as innovation, financial performance and personal commitment to their businesses and communities.

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Supercharge Your ESG Content This Libra Season

Throughout Climate Week, a feeling of urgency on tackling the climate crisis was palpable. Yet, questions continue to linger about corporate progress. Are we truly moving the needle or are we stuck in a cycle of empty statements and a flood of reports and guidelines? In the latest edition of Navigating ESG Comms Through the Cosmos - Libra Edition , we use Climate Week outcomes to explore how brands can communicate progress credibly.

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Should You Get Your MBA or Your ABM?

Bound360

Last week, I was reading yet another ABM (Account-Based Marketing) article when I placed my phone down next to a window. In the window reflection, I noticed that ABM spelled backwards is MBA! I sat back and thought about the hype of both of these three letter acronyms as I gazed out the window at the storm clouds rolling in (if you’ve ever read an HBS case study, you’ll recognize that gaze!).

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Our Team Talks Event Marketing Spend

The Freeman Company

Members of the FreemanXP EMEA team spoke to press outlets including Event magazine, C&IT and Conference News about the results of the Q1 2017 Bellwether report.

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Should you get your MBA or your ABM?

Bound360

Last week, I was reading yet another ABM (Account-Based Marketing) article when I placed my phone down next to a window. In the window reflection, I noticed that ABM spelled backwards is MBA! I sat back and thought about the hype of both of these three letter acronyms as I gazed out the window at the storm clouds rolling in (if you’ve ever read an HBS case study, you’ll recognize that gaze!).

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Everything You Need to Know About AdTech & MarTech in 4 Sessions

Adobe Experience Cloud Blog

Author: Marissa Lyman Bolder , better , and BIGGER than ever before. These are the themes you’ve been hearing tied to next week’s Marketing Nation Summit , and I can definitively attest to the fact that they are SPOT ON. As we aimed to “up-level” our content and shape Summit into a true industry conference, this year Marketo has joined forces with one of my favorite publications to create a content series entirely focused on one of marketing’s most exciting trends: the convergence of advertising

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Should Pharmaceutical Companies Be Allowed to Do Content Marketing?

Contently

In 2010, pharmaceutical company Eli Lilly sponsored a quiz about depression on WebMD. The quiz, which consisted of 10 questions, attempted to determine if users suffered from depression based on how their answers mapped to common symptoms. The outcomes forked into two paths: Those feeling five or more common symptoms were flagged as higher risk; respondents experiencing four or fewer were lower risk.

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How the Modern Viewer (& Cupcakes) Transformed Saturday Night Live

Hubspot

Disclaimer: I love Saturday Night Live. Actually, that's a huge understatement. I grew up watching SNL, some of my role models are SNL veterans, and I regularly abandon Saturday night plans so I can watch the show live. So you can imagine my joy when SNL started going digital. After almost 40 years on the air, SNL began publishing clips from the show on NBC.com and YouTube, where videos racked up millions of views and changed how the show was watched.

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