Fri.Jun 07, 2024

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Why Top Cybersec Marketers Are Turning to ABM

Envy

It’s a huge task to compete against ~ 3,500 other companies on a daily basis–but that’s precisely what’s happening in the cybersec space. It almost doesn’t matter how many grand campaigns you’re planning, the competition for attention is immense and only those vendors who dare to stand out get noticed. This is exactly why your lead gen strategies might be failing to deliver the goods.

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The Marketing Book Podcast: “Lean Marketing” by Allan Dib

The Forward Observer

Lean Marketing: More leads. More profit. Less marketing. by Allan Dib About the Book Bigger Results with Less Marketing You keep being told to do more marketing — more complex, more aggressive, and more expensive marketing. Chasing the latest bright, shiny object is exhausting. Increased efforts keep leading to disappointment. The overwhelm for entrepreneurs, marketers, and business leaders is real.

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Marketers, it’s time to walk the walk on responsible media

Martech

As the advertising industry grapples with the growing importance of brand safety, sustainability and supporting diverse and inclusive content, marketers face the challenge of translating these ideals into actionable strategies. While many have been vocal about these issues, implementing responsible media practices is proving more complex than anticipated.

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Created Vs. Curated: A ClearVoice Comparison

ClearVoice

Creating content vs. curating content are two different approaches to content marketing. The key is to strike a balance that aligns with your goals, audiences, and available resources. We’ve put these two approaches head to head to help you understand the differences and see how they both fit within your content strategy. Created vs. Curated: The Breakdown Let’s break down the differences between created vs. curated content, so you know how to best optimize your content strategy.

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Google launches marketer resource center and AI recommendation tool

Martech

Google kicked off its “Summer of AI Essentials” with two new features for marketers. One is a marketing resource hub called Accelerate with Google. The other is AI-powered “Brand Recommendations” within the Recommendations page of Google Ads. Accelerate with Google What it is. Accelerate with Google is a central destination rooted in Google’s AI Essentials resources for ad products like Search and Performance Max.

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Decoding the Customer Journey: A Guide to Effective Marketing Attribution – Pt. 4

Heinz Marketing

By Carly Bauer , Marketing Consultant at Heinz Marketing Optimizing Your Attribution Model: How to stay scalable and flexible In today’s marketing landscape, attribution models are crucial tools that allow businesses to understand the customer journey and measure the effectiveness of various marketing channels. By accurately attributing conversions and sales to the appropriate touchpoints, companies can optimize their marketing strategies, allocate budgets more efficiently, and ultimately drive

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Content as community

Velocity Partners

Content as community: How content marketing is changing in the new B2B GTM This is one of a series of blogs about the changing B2B go-to-market. You can check out the others in the series at the bottom of this piece. A few years ago, just after B2B content marketing morphed into, well, just B2B marketing , I got together with the senior team here. The agenda was that as content became mainstream, we needed to be more than just ‘the content marketing agency for B2B tech companies,’ That had serve

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11 Ways To Get More Phone Calls From Your Website

Optinmonster

People use their smartphones for everything these days. To the surprise of some, customers like to call small businesses that they want to buy from. Some business owners focus so much on their digital campaigns that they forget to integrate phone calls into their overall strategy. But online entrepreneurs shouldn’t completely write off traditional means of communication channels, like getting more phone calls from potential buyers.

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Why Brands May Be Saying Less But Not Doing Less for Pride Month

Content Marketing Institute

What’s going on with content and marketing celebrating Pride Month? Some brands have cut back in publicizing their support of the LGBTQ+ communities; others have cut back on their celebration of Pride. What’s a marketer to think and do?

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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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Customer Contact Week: CX Leaders Dish on AI Breakthroughs and Blunders

CMSWire

Discover how CX leaders at Customer Contact Week are cautiously integrating AI to enhance agent efficiency and customer experience. Continue reading.

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How to use AI for sales coaching

Seismic

If you’re a sales leader, one of your most important responsibilities is coaching and developing your team. As you may have experienced, this becomes increasingly difficult as you scale. With an ever-changing sales landscape, traditional coaching methods can often fall short. As markets evolve and customer behaviors shift, sales leaders are turning to new ways of coaching their teams.

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The Google SEO Leak That Could Change Your Marketing Strategy

CMSWire

Think you know Google? This massive document leak could prove you wrong. Continue reading.

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Advanced Techniques for Optimizing Your GTM Strategy

Engagio

Unlock the power of advanced GTM strategies to drive sales, enhance customer engagement, and stay ahead in your market. Dive in now!

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21 Advanced ChatGPT Prompts To Take Your Social Media to the Next Level

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

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Everything you wanted to know about B2B lead gen but were afraid to ask

B2BMarketing.net

Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programmes as part of a more structured programmatic approach.

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Streamlined Sales Documents: Tailored field configuration for business needs

Sana Commerce

Introduction Imagine you’re a procurement manager at a chemical manufacturing company, responsible for managing purchases and financial history within the ‘My Account’ section of a customer portal. Traditionally, the document overview in this section is rigid and inflexible, making it difficult to locate relevant documentation. The information displayed varies per business, and the inability to customize these fields makes the process cumbersome and time-consuming.

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Robert Norum on using the full-stack ABM model as the basis for your GTM strategy

B2BMarketing.net

All too often, ABM becomes a bolt-on strategy reserved for a handful of accounts, and which doesn’t have any clear connection with broader business strategy. In this podcast episode, Robert Norum, our Propolis Expert for ABM & Demand Strategy, outlines a new vision for ABM, using his full-stack model. This model shows you how to use ABM as your entire GTM market strategy, and how to ensure you’re investing your time and resources in the most effective way possible.

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The Impact of Fractional Teams on Organizational Culture

ClearVoice

Let’s face it: relying only on internal, full-time teams in today’s business landscape will limit your capacity to seize opportunities. To stay ahead of competitors, companies must adopt more modern approaches, such as leveraging fractional talent to meet dynamic market demands and evolving business needs. Integrating fractional teams facilitates a shift towards more specialized and flexible workforce solutions, allowing access to a pool of expertise without committing resources an

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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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Unlock the Best UX Design: Avoid Blunders That Could Tank Your Drive

CMSWire

A tale of two UX designs: one car's a model; the other needs work. Continue reading.

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Everything you wanted to know about B2B lead gen but were afraid to ask

B2BMarketing.net

Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programmes as part of a more structured programmatic approach.

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Guide on Three Page Checkout vs. One Page Checkout for Shopify Merchants.

Huptech Web

Shopify built the best-converting checkout online, already converting 15% more. They improved it with a new redesign—that’s shorter, faster, and more intuitive. The interesting thing—merchants adopting Shopify’s One Page Checkout reported an average increase in conversion rates by 20%. One-page checkout literally makes buying on Shopify stores faster and easier.

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Adobe AI Assistant now generally available

Martech

The Adobe Experience Platform AI Assistant, previewed at Adobe Summit in March, is now generally available to users. Threaded through the Experience Platform and apparently able to pop up almost anywhere is the new Adobe AI Assistant. Clicking on its icon opens a simple dialogue box into which the user can type natural language questions and instructions.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission