Wed.Dec 07, 2022

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Six Reasons Your Campaigns Need an Account-Based Marketing Approach

Full Circle Insights

As explored in a recent post , it makes sense for most B2B marketers to use an account-based marketing approach instead of response-based marketing. If you’re a B2B marketer, you’re probably selling to accounts that fit into a narrow ideal customer profile, and you’re trying to engage a group of buyers who are researching products independently. . In that scenario, taking a more targeted approach to accounts with an account-based marketing strategy is almost always the best move.

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31% of B2B Marketers Still Struggling to Create a Unified View of Customer Data

KoMarketing Associates

As marketers focus on personalizing the customer experience, new research suggests that they are turning to new technology, data, and analytics to support their efforts. Salesforce recently published the eighth edition of its “State of Marketing” report, and statistics indicated 31% of B2B marketers still find it challenging to obtain a unified view of customer data.

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Where Are Business Decisions Really Being Made?

Zoominfo

Sales and marketing teams have always sought to understand how target customers work internally. Knowing how and where a customer’s decisions are made can make a world of a difference in how you sell to them, whether it’s prioritizing the right accounts with the right message or pinpointing which contacts to develop relationships with first. But as companies grow, how they work together can shift — and this difference can throw off your sales and marketing teams.

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I Wanted to See if AI Could Write My Blog Post. Here’s What I Found.

Contently

It’s no secret that the use of AI to generate content has skyrocketed in the past year. The catalyst was GPT-3, an AI language model by the nonprofit OpenAI. Using GPT-3 as the foundation , dozens of new technology tools are now making it easy to access and use AI for content creation. And the impact will be massive. By 2023, Forrester predicts that 10% of all Fortune 500 enterprises will use AI to generate content.

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Can Businesses Meet Increasing Consumer Expectations?

According to 3BL and TriplePundit’s Consumer Insights & Sustainability Benchmark two-thirds of U.S. adults actively seek and follow sustainability issues. This leaves room for businesses to fill in the gaps currently seen between consumer expectations and corporate ESG communication. This research reveals what issues consumers care about and how businesses can tailor their communications to different segments of consumers.

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How to Drive a Diverse, Equitable, and Inclusive Recruiting Process

Zoominfo

Every talent acquisition executive worth their salt knows the benefits of prioritizing diversity, equity, and inclusion (DE&I). Companies with a solid strategy for DE&I are likely to have: Better financial performance Better workplace culture Better employee engagement It benefits every company to go beyond simply promoting equality in the workplace.

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More Trending

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Cookie to Cookieless: The Latest Trend in Ad Buying?

33Across

Karthik Kashyap, Assistant Editor at Spiceworks, highlights cookieless buy-side and sell-side trends from the 33Across' Programmatic Cookieless. The post Cookie to Cookieless: The Latest Trend in Ad Buying? appeared first on 33Across.

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17 Types Of Content Marketing You Can Use via @sejournal, @BrianFr07823616

Search Engine Journal

Let's take a look at 17 types of marketing content and learn how you can use them to make a bigger splash with your marketing. . The post 17 Types Of Content Marketing You Can Use appeared first on Search Engine Journal.

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11 Smart Ways to Use Twitter Advanced Search

Hootsuite

Twitter isn’t just the birthplace of cutting-edge humor or the top place to find breaking news. Thanks to Twitter’s advanced search features, it’s also a surprisingly robust search engine. Twitter’s advanced search capabilities are some of the app’s most well-kept secrets. Still, if you master the tool, you can dig deep and revisit some favorite or forgotten posts — or study your competition’s social media strategy.

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Sustainable Marketing Basics: 5 Strategies for Greener E-Commerce

Spiralytics

Sustainability isn’t just a buzzword anymore—it’s quickly becoming a basic expectation for businesses across industries. Eight out of ten consumers make purchase choices based on sustainability-based concerns, and 53% of consumers report having switched to smaller and lesser-known brands because of better sustainability practices. Nowadays, many brands have started integrating sustainability into their business model.

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The Marketer’s Guide to B2B Swag Strategy

Everything is digital these days – making it harder to grab and keep people’s attention. But smart swag is different. Swag enables your sales and marketing teams to connect with their audiences in a uniquely tangible way. It reinforces relationships with your brand and persists for years. Plus, amidst a barrage of advertising messages that tend to interrupt and distract people, swag is the only marketing medium that consumers actually thank companies for!

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10 Email Marketing Trend Predictions from the Experts

Litmus

We learned so many new insights and interesting perspectives on pressing email marketing topics from Litmus Live 2022 (and we hope you did, too!) In the spirit of keeping the flow of knowledge-sharing alive, we asked our Litmus Live presenters to share what they predict is in store for email marketing in 2023 and beyond. Want to learn more predictions—from both the Litmus team and the email community?

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HG Insights Forecasts $3.6T Global Enterprise IT Spend

HG Data

HG’s 2023 IT Spend & Budget Forecast Report predicts that budgets will continue to hold up even if significant economic contraction occurs SANTA BARBARA, Calif.–(BUSINESS WIRE)–HG Insights®, the global leader in Technology Intelligence, has released the 2023 IT Spend & Budget Forecast Report, an authoritative IT spend projection that is packed with insights into 700,000 … The post HG Insights Forecasts $3.6T Global Enterprise IT Spend appeared first on HG Insights.

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Crafting Great Personas Can Inspire Potential Customers to Say ‘Yes’

Salesforce Marketing Cloud

Closing sales requires the ability to develop trust and personalize the way you communicate. The most persuasive proposals win over business prospects by demonstrating empathy for an organization’s needs and goals. I’m a creative strategist for Q Branch, an in-house agency at Salesforce. The way we connect with potential customers is by crafting personas and developing stories that help them envision a better future.

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Is Social Media Search The New Google? How To Boost Organic Traffic In 2023 via @sejournal, @lorenbaker

Search Engine Journal

Learn how to tap into each social media platform's algorithm to improve your search visibility. The post Is Social Media Search The New Google? How To Boost Organic Traffic In 2023 appeared first on Search Engine Journal.

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What's Working Now: ABM + Demand Gen

Speaker: Paul Slack, Vende Digital CEO

Are you struggling with a stagnant pipeline? Discover how combining ABM and demand generation can help you get more qualified opportunities and grow your pipeline. Learn the latest trends and tactics for 2023 and gain the confidence to implement a successful strategy that aligns with sales to drive revenue growth. Join this interactive live session with Paul Slack and learn how to: Identify the best accounts for ABM Personalize at scale Run paid campaigns that actually work Tackle and optimize r

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How to Perform a Social Media Audit in 5 Steps

Benchmark Email

Let’s face it; social media is a constant battle. In today’s social media landscape, what’s hot one day may be cold the next. This has made staying on top of ever-changing trends a challenge, even for the most experienced social media managers. To challenge this, businesses must constantly tweak and update their social media strategies.… The post How to Perform a Social Media Audit in 5 Steps appeared first on Benchmark Email.

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Announcing: 2022 Litmus Email Excellence Award Winners

Litmus

Back in September, we announced a call for submissions to our 2022 Email Excellence Awards. We received 116 responses from our very talented email community–and the creativity, strategy, skill, and effort that went into the work they nominated did not disappoint! After a nearly one month long judging process conducted by a panel of email experts, the winners of four categories have been chosen for: Most Innovative Personalization (B2B).

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Marketing industry diversity improving, but still lags for senior positions

Martech

While marketing organizations’ ethnic diversity continues to improve overall, it shrinks as you go up the org chart, according to a new survey by the ANA. Why we care. Diversity at all levels of a company is a major indicator of company success and productivity. The benefits of diversity and inclusion can be seen in stock and revenue performance, hiring and retention and customer acquisition and loyalty.

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11 Best Practices for Sending Email Surveys

SendGrid

Learn the must-know best practices to increase your opens, response rates, and the overall quality of your email surveys. The post 11 Best Practices for Sending Email Surveys appeared first on SendGrid.

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The B2B Sales Leader's Guide for Any Economic Environment

When economic headwinds pick up, sales leaders are the first to sound the alarm — and chart a new course. Longer sales cycles, larger buying committees, increased price pressure, and smaller teams can quickly combine to reduce your margin for error and increase the urgency to find a solution. To thrive in a challenging environment, sales teams need a rock-solid grasp of the fundamentals and the biggest force-multipliers they can get their hands on.

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Spotify Wrapped: What marketers can learn from the viral campaign

Sprout Social

The end of the year is a time of reflection. As one chapter comes to a close, people look at where they’ve been in preparation for where they’re going. After all, you can’t make a New Year’s resolution without knowing what you want to accomplish. It’s the time of year where people buy planners, get gym memberships and write holiday letters recapping their year for friends and family.

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Black Friday & Cyber Monday 2022 by the Numbers

SendGrid

It’s December— lights are going up, all things pumpkin spice have been in cafes for months– so it’s time to pause and review how Twilio SendGrid processed the equivalent of 1+ emails per person on the planet during each day on Black Friday and Cyber Monday. If I had to summarize the cyber week I’d […]. The post Black Friday & Cyber Monday 2022 by the Numbers appeared first on SendGrid.

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Content Creation Process: Everything You Need To Wow Your Audience

Content Marketing Institute

Creating content marketing involves both the art of storytelling and the science of persuading people to act. Use the resources in this guide to craft engaging brand stories that win over your audience and smash your brand’s marketing goals.

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From startups to Fortune 500s: This marketing strategy is unbeatable

Martech

When was the last time you revisited your marketing strategy? Or do you even have one? No pre-pandemic marketing strategy is viable in today’s environment. If you haven’t reconsidered your strategy or if you aren’t getting the results that you want and need, it’s time for a change. The modern customer has adapted, and your strategy must follow suit.

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Best Practices to Boost Marketing Efficiency while Decreasing Cost Per Sale

Speaker: Kristin Hess - Senior Product Marketing Manager, Drift; Will Lyon - Head of Vertical Marketing, 6sense

The past three years have forced nearly every industry to rethink their prospect and customer engagement strategy. But while we’ve all been thrust into digital transformation, we haven’t all made the transition efficiently. Now that we know digital selling is the new norm, how can we ensure our website is doing as much of the leg work as possible for us - even in the midst of economic challenges?

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Are Breadcrumbs A Google Ranking Factor? via @sejournal, @KayleLarkin

Search Engine Journal

Breadcrumbs are helpful for users as they drill down into your site hierarchy, but do they help your rank in search, too? The post Are Breadcrumbs A Google Ranking Factor? appeared first on Search Engine Journal.

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What is ecommerce and which trends are shaping its future?

Martech

By now, it would be difficult, if not impossible, to find someone old enough to use a digital device who hasn’t shopped online at some point over the past couple of years. If you’ve ever purchased a recurring shipment of laundry detergent, bid on a vintage pair of sunglasses during an online auction, or even downloaded an e-book to your tablet or reader, then you’ve engaged in ecommerce.

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Creating Your Brand on a Foundation of Trust

Engagio

Most demand generation marketers tend not to think much about branding. But your brand can have a massive impact on the success of all aspects of your go-to-market. The post Creating Your Brand on a Foundation of Trust appeared first on Demandbase.

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Customer Retention Strategies Ecommerce Companies Should Apply In 2023

Search Engine Journal

Accelerate your company's growth by tailoring your online store for customer retention. Here's how to get them to stay with you. The post Customer Retention Strategies Ecommerce Companies Should Apply In 2023 appeared first on Search Engine Journal.

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The ABM Benchmark Survey

ABM gets better with age — but unfortunately, marketers don't have the luxury of pouring it into an oak barrel for a couple decades to let it mature. In a recent survey with Demand Gen Report, we found 59% of experienced practitioners (those with ABM programs more than a year old) indicated their ABM programs are meeting or greatly exceeding their expectations, while only 45% of novices (those with ABM programs less than one year old) could say the same.

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The Top Platforms for eCommerce

Navigate the Channel

You may have heard the saying that it’s easier to sell aspirin than vitamins, which is probably true, as people want their immediate pain addressed before they tend to care about long-term benefits. With that in mind, this blog post will suggest options on the best platforms for eCommerce, but it will also offer some cautionary advice on what you must address in your selling platform to avoid a nasty fail.

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A whirlwind tour of the new martech map, major martech trends for 2023, and how to manage it all in the year ahead

chiefmartech

Yesterday, my brother-in-martech Frans Riemersma and I gave a tour de force presentation of the current martech landscape as it stands at the end of 2022 (now officially over 10,000 solutions!), five major trends that we expect will shape martech and marketing in 2023, and a framework for managing it all in what is sure to be a highly “fluid” year ahead.

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3 Analytics Reports Every Writer Should Be Using

Parse.ly

As the person who trains Parse.ly customers, I get a lot of questions from writers and editors about reports. What kind of reports should my team be pulling? How often should we be running reports? What is the information in the report telling us? . Most of the information in Parse.ly reports is available in the analytics dashboard. The main difference between reports and the dashboard is that reports are designed for simplicity and clarity while the dashboard gives you more in-depth contextual