Thu.Jun 21, 2018

Marketing ROI Is a Trap! Here’s How to Avoid It

Measure Up Marketing

Given our focus on Marketing Performance Management and Measurement (MPM), we have a lot of conversations with our customers and prospects about Marketing ROI.

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We All Have Questions: Creating Content That Addresses User Intent

Content Standard

Don’t worry. This isn’t one of those techy SEO articles full of gobbledygook and fancy names for what is essentially a robot doing stuff in the background really, really quickly.

7 Metrics for Measuring Content Marketing Effectiveness


The modern world of Internet marketing brings with it a number of tools and analytical methods for determining success. In some ways, it’s information overload. For a business to succeed it needs to know what to focus on and what information is prudent in identifying marketing performing as desired and content not delivering as desired. Content Marketing Metrics

5 Critical Tips for Making Your Content Marketing Strategy More Video Centric

Marketing Insider Group

As marketers, we are very fortunate to live in a time when making a video doesn’t require heavy-duty cameras, microphones, world-class actors, fancy editing tools, etc. Nowadays, anyone can shoot a decent quality video directly on their smartphone or with some entry level equipment.

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The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

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Clients Long for Brave Agencies: 3 Fears to Conquer

Modern B2B Marketing

Launching an agency means challenges are bound to arise, and these challenges often revolve around money and perspective. When the two collide, that’s when most agencies stumble a bit.

The Foolproof 3-Step Strategy For Customer Retention and Loyalty

Influitive b2b

The perils of leaving customer engagement and retention to chance This is a visualization of the typical SaaS buying process, which has clear stages and great content to guide buyers toward purchasing your product: This is a thing of beauty. People in your organization are constantly examining, optimizing, and perfecting it. Now, this is a.

Use This Tool to Calculate Lead to Revenue


Accurate lead/revenue projections are a powerful tool that all B2B organizations need to manage sales and marketing. Problem is, most lead to revenue calculators out there are overly simplistic. A useful lead to revenue calculator includes all critically important metrics—including the impact of lead qualification and lead nurturing—on bottom line results. A good one differentiates between prospects and SQLs—which have way different potentials to impact revenue.

It’s Not About the Tea: How to Make Buyer Personas That Really Satisfy

Content Marketing Institute

“These buyer personas will help you craft killer content for our client’s audience,” they told me. They were wrong. You see, “Marketing Agency X” (unnamed for reasons which will soon become clear) would send us four-page buyer persona descriptions.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

How To Implement UTM Variables in Your Next Marketing Campaign


UTM variables allow you to track your audience to see exactly where they are coming from. The post How To Implement UTM Variables in Your Next Marketing Campaign appeared first on The ONTRAPORT Blog. Marketing Tracking

Tap into the power of social media video marketing for your building products

Navigate the Channel

In recent years, social media video marketing has grown and outdone most traditional content marketing types. It is currently among the top most-effective social media content marketing type, and it’s expected to even double by 2021.

How can reps stand out and have meaningful conversations with people at their target accounts?


With marketing automation, sales automation, social selling, direct mail, and all the other marketing channels, it’s hard to stand out and get the attention of your buyers. In today’s vlog, I asked Jamie Shanks, CEO of Sales for Life, for some advice.

42 Tweets from the 2018 Growth Acceleration Summit


On June 18 th , 2018 ZoomInfo held the 3 rd annual Growth Acceleration Summit —a premier B2B sales and marketing conference that allows the best and brightest in the industry to network, learn, and enjoy the city of Boston.

How to Prepare Contact & Account for an Account-Based Marketing Strategy

Among B2B communities, 2017 brought upon several new concepts, trends and technologies… But perhaps none captured more attention than the re-emergence of account-based marketing as a viable growth strategy.

BrightEdge at SMX Advanced 2018


This year’s SMX Advanced has come and gone. We share some of our main takeaways.

Sipsmith: scaling an artisanal gin globally through influencer marketing | Traackr


How Sipsmith harnesses the power of influencer marketing and word-of-mouth to scale its hand-crafted gin globally

“ZeroTouch-to-Lead”: The Revenue Gap in Your Demand Funnel


Today’s marketing and sales technology platforms and tools are great at managing, analyzing and driving demand, once a buyer from a target account has identified themselves by filling out a form (a “Lead”). There are many platforms and tools that … Continue reading → Kwanzoo

Are You Creating Demo Videos? Here’s Why You Should Be!


It’s no secret–B2B buyers are more enabled and empowered than ever before.

Not Too Late: Last-Minute Steps towards GDPR Compliance for B2B Marketers

Speaker: Howard J. Sewell, President, Spear Marketing Group, and Anne Angele, Senior Marketing Automation Specialist, Spear Marketing Group

As you likely know, the European General Data Protection Regulation (GDPR) takes effect May 25. Surveys show that most US-based B2B marketers are still woefully unprepared, even though the regulation affects not only any company actively doing business in Europe, but anyone even communicating with European contacts in his/her marketing database. The penalties for non-compliance with GDPR can be severe – in the millions of dollars. Fortunately, there are a few basic steps that B2B marketers can and should make that will get them closer to full compliance.

“How I Work”: Jon Ferrara, CEO of Nimble @jon_ferrara #HowIWork

Heinz Marketing

By Matt Heinz, President of Heinz Marketing. How I Work” is one of my favorite recurring features in Inc Magazine as well as via Lifehacker’s This Is How I Work Series, over the last few years several sales experts (including Anthony Iannarino , Dave Brock and Trish Bertuzzi ) participated in our own series. Each Thursday, we feature a new B2B sales, marketing or business leader here answering what have become the standard “ How I Work ” questions (recently updated).

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13 Non-Technical Ways to Make Your Computer Run Faster


If your computer is constantly cursed by the spinning wheel of death, or you feel like you’re using a 90’s Netscape browser to surf the web, fear not -- it doesn’t necessarily mean you need a new computer.

What Makes a Successful Blog?


Hey there. I’m Aubrey, managing editor of the very blog you’re reading right now! Let me tell you a secret. Sure, I’m a marketer by day, but my true passion? The post What Makes a Successful Blog? appeared first on Kapost Content Marketing Blog. Content Creation

The Ultimate Guide to UX Design


Think about a website or app you love. What do you love about it? The ease of gathering relevant information? Or how you can buy something in one-click (and have it delivered tomorrow)? Or how quickly it answers your questions? Now think about the people who created that website. What was their goal?

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.

Comcast’s Dan Keir Puts Innovation To The Test


Article by Ernan Roman Featured on Dan Keir is senior director of direct marketing at Comcast. He has extensive experience optimizing campaigns for both B2C and B2B companies, with a particular focus on test and learn, direct response, and campaign analytics. Keir’s key priority?

UX vs. UI: What's the Difference?


Understanding the difference between UX and UI can get confusing -- the roles work closely together, and sometimes the terms are used too ambiguously to firmly understand either one. To understand the difference between UX and UI, let’s start with an example: YouTube.

8 Tips to Improve Your Email Marketing Deliverability

Circle Studio

Email marketing remains a powerful and cost-effective marketing channel for engaging prospects and customers. In fact, B2B marketers find that email is the most effective way to distribute content. But without giving proper attention to deliverability, sometimes even relevant, permission-based emails can get filtered out of subscribers’ inboxes. Deliverability is the term used to classify the percentage of emails that actually make it into the intended recipients’ inboxes.

How to Find and Track Your Real Customers


Article originally published in Destination CRM , reposted here with permission.

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.

It’s Time to Analyze Benefits Management


Benefits management is no longer a stodgy extension of compensation management. As employers toil away to determine how employees are compensated for their work, benefits have become their own industry in need of their own management strategy. Employers and benefits administrators are contending with a massive loss of power in their negotiations between healthcare providers, insurers, and pharmaceutical companies.

Grimace and Dial: How I Stopped Cringing and Started Crushing it as an Introvert in Sales


We’ve all seen (and avoided) them. You know. salespeople. The successful ones might become those high-pressure bulldozers who coerce people into purchases on the merit of their charisma alone. We might imagine that, in the evenings, these self-promoters attend cocktail parties as buddies of the regulars, instant best friends to the newcomers — social butterflies with the ability to strike up delightful conversations on a dime. In a word, they are not introverts.

A Guide to Social Influencer Marketing in B2B

TrustRadius Marketing

Influencer marketing isn’t just for the B2C space. It makes sense in any industry where at least one person has become notable and respected for their knowledge, contributions, and insights. In fact, it would be difficult to find a niche w here influencers weren’t making their mark.

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6000+ Word Transcript & Video: John Barrows On Staying Top Of Mind in Long Deals

Our co-founder and CTO Steve Woods did an interview with sales influencer John Barrows on how to use AI insights to drive progress in long and complex deal cycles. Topics of conversation included on how to stay top of mind and how to develop a relationship with a buyer. The conversation with John also brings forward elements from our series on how to #HoldtheHustle. We’ve included the full video recording and transcript for you below: John Barrows Video Recording. Transcript.

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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.