Thu.Feb 16, 2017

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises.

Expert Interview Series: Nicolas Terpolilli of OpenDataSoft on the Value of Opening Your Data

Reachforce

Nicolas Terpolilli is the Chief Data Officer of OpenDataSoft, where he’s responsible for the data network development. We recently asked Nicolas for his insight on using data for marketing. Here’s what he shared: Can you tell us about the mission behind OpenDataSoft?

Trending Sources

2017 State of B2B Digital Marketing

Type A Communications

February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital. read more. Marketing Sales 2017 B2B Carla Johnson DemandWave digital marketing Trends Type A Communications

How to Improve Your Email Open Rates

B2B Marketing Insider

Email marketing was a huge piece of the marketing puzzle in 2016. Virtually every company with any kind of CRM system was emailing their contact list on a regular basis. And who can blame them? It’s hard to ignore a marketing channel that averages a 3800% return.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

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Choosing a Video Platform: What to Evaluate for Marketing and Sales

Vidyard

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Why You Should Hire Marketers With Strong Industry Relationships

B2B Marketing Insider

Whether naturally empathetic and gifted in communication or fostered through years of experience, or a perhaps combination of both, it’s safe to say that there are talented marketing professionals available in every industry, across every vertical, and at every stage on the org chart.

10 Bad Writing Habits Everyone’s Guilty Of (Especially Us)

Contently

For more than two years, I read every single article on The Content Strategist. This loyalty was not borne out of rampant TCS fandom, though I did and still do love the publication, but out of a sense of duty. A self-proclaimed grammar nerd, I was Contently’s copy editor, a defender of proper grammar and style, and a bulwark against bad jargon and clichés.

The Importance of Post-Holiday Email Relief

Modern Marketing

The 2016 holiday mailing season may be behind marketers, but many top brands show no sign of backing down from sky high email volumes heading into the New Year.

Best Practices for a Marketing Database Cleanse

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

8 Tips for Running Your First Influencer Marketing Campaign

Contently

This post originally appeared on Social Media Week. Did you know that most ads have an average click-through rate of only 0.06 percent? I don’t know about you, but that doesn’t seem like a good conversion rate for your hard-spent money.

Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns

Customer Experience Matrix

It wasn’t until the end of a long demonstration that I finally understood what Zaius is. Which is pretty ironic, since they’re an almost perfect example of a Customer Data Platform – that is, a system that assembles customer data from multiple systems and makes it available for marketing and analytics. If anyone should recognize a CDP when they see one, it’s me. Come to think of it, if anyone is going to call something a CDP even when it isn't, that’s probably me, too.

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Better built than bought – how to build your email marketing list

Biznology

Buying an email list may seem like a great short-cut for growing your email marketing reach, but the chances of doing so successfully are small, and the potential damage is not. Here’s why. First though, why should we even care about email marketing right now?

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11 Tips for Starting a New Sales Role

Modern B2B Marketing

Author: Chris Gillespie So you have a new sales job. The desk is clean, the laptop screen has shiny protective film, and your strategy is a blank slate. You feel giddy with excitement at what the future holds, and you can hear the cowbell clanging as other account executives ring in their deals.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Why Measuring Success on Cost Per Lead is a Huge Mistake

ViewPoint

In the search for the holy grail of marketing KPIs, we want ones that correctly emphasize ROI over lead cost, tie lead generation to overall revenue and profits, identify the most successful marketing initiatives and deliver insights that can be leveraged to run future high-return activity. Cost-per-lead is not the correct metric for measuring marketing initiative success for the following reasons: It incorrectly incents volume over quality. It incorrectly emphasizes cost over ROI value.

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How to Run a Successful B2B Marketing Brainstorm [SlideShare]

Tomorrow People

B2B marketing brainstorms can boom or bust based on the quality of your preparation and how well you engage participants. b2b marketing brainstorms b2b promotional campaigns

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How to Design a Pitch Deck that Doesn't Suck

Hubspot

It's no secret that creative agencies aren't big fans of the pitch deck. Gene Liebel, the founder of New York-based agency Work & Co , summed up his feelings about pitch decks pretty straightforwardly: "They're the worst.".

Machine Learning Is Making SEO Marketing More Human

Content Standard

You can’t ignore the parallels between our reality and the realities of so many novels that were written decades ago. If you haven’t thought it, you’ve likely seen it: 1984 is flying off the shelves.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

How to Motivate Customers Across the Entire Buyer’s Journey

Act-On

Motivation. It’s a word that comes up in various facets of life, from locker rooms to courtrooms to pop culture. Maybe the word makes you envision motivational speakers – such as Tony Robbins or even Chris Farley’s hilarious Saturday Night Live character Matt Foley. . The word can evoke negativity, too. What’s your motivation?” a peer or spouse may ask you, trying to pick apart your argument. But motivation – and understanding what triggers it – is a critical part of our jobs as marketers.

Promoted Content: 5 Steps to Take Before Launch

KoMarketing Associates

Thanks to the digital age we live in today, it’s very easy for brands to get their messages out via free marketing channels like blogs or social media. Years ago, early adopters of these platforms reaped the benefits of what were relatively untapped markets. Oh, how the times have changed. Here’s what the digital content landscape looks like now: While marketers can still get their messages out with these channels, the competition for customer attention is fiercer than ever.

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How to Write Effective Job Ads for Your Hiring Funnel

Hubspot

What's so hard about writing an online job ad ? On the surface, it seems simple enough. Just describe the job's responsibilities, label it with the role you're hiring for, and post the ad.

The 17 Best Project Management Tools

Webbiquity

Effective digital marketing is a team sport. It requires collaboration between skilled writers, graphic designers, content strategists, SEO experts, PR professionals, social media specialists, and marketing analysts.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

75 Interactive Infographic Examples to Inspire 2017

SnapApp

Infographics saw the the biggest increase in use of any content type among B2B marketers in 2016, increasing from 50% to 58%. And, for good reason. Infographics provide the perfect vehicle to present complex information in a concise, engaging and easy-to-understand way. .

Survey: B2B Marketers to Invest More of Their Budget in Branding Initiatives

KoMarketing Associates

As B2B marketers realize the importance of their organization’s brand, they are investing more of their budget in branding initiatives. The B2B Brand Strategy” white paper from Spencer Brenneman recently showcased survey results of 150 B2B marketing executives to learn more about their brand strategies. Statistics showed that over the past five years, 86.7 percent have seen an increase in spending on brand investments at their organization.

8 Tips for Hiring B2B Marketing Talent

Hive9

Despite the powerful tools and technologies on the market, human capital is still a major factor in marketing success. Building out a solid marketing organization requires being able to both identify talent and cultivate and keep it once spotted. Hive9 Marketers B2B hiring

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Online Display Advertising for Account-Based Marketing: How Much Does It Cost?

Kwanzoo

Recent developments in online ad technology have made B2B display advertising more affordable and easier to manage. Today more companies can do it than ever before. But does that mean your company can afford to do it? This article helps … Continue reading → Kwanzoo

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Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Infographic: The State of Customer Marketing in 2017

Influitive b2b

In the hyper-competitive world of SaaS products, building relationships with your existing customers is just as important as acquiring new ones—if not more so, since your customers can easily jump from one product to the next if they aren’t satisfied. However, many B2B companies remain focused on aggressive sales tactics rather than creating a more.

New features not to miss: A/B testing, HTML previewing, and more

Vertical Response

The latest release from VerticalResponse is live, and you’ll love what we’ve cooked up. Here are four powerful features to increase your open rates and streamline your email marketing workflow: Subject line A/B testing. Do your subscribers respond to subject lines phrased as questions?

Lessons from 2017 AEC Research: Marketing & Growth Insights

Hinge Marketing

It never gets old; with every piece of primary research we conduct at Hinge there are endless lessons to be shared. This years’ High Growth Study was no different. And today I’d like to share with you a few of the key findings from this year’s AEC research. We started by collecting financial and operational data across our core verticals: accounting and finance, AEC, government contracting, technology and management consulting.

Global IBM Watson Internet of Things center opens with new collaboratories

i-Scoop

In a previous entry we mentioned that BMW will have a team at IBM’s brand new Germany-based (city of Munich) global Watson Internet of Things center.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results