Thu.Sep 12, 2019

The Ultimate Guide to Email Design


In 2018, there were over 3.7 billion email users around the world. By 2022, this number is expected to increase to 4.3 billion. A group within that large number of users includes your business’s target audience, the people you want to market your brand, products, and services to via email.

It’s time to rethink your lead scoring model

Marketing Advisory Network

I wrote this for the FlipMyFunnel LinkedIn Community – are you a member? If not, and ABM is your jam I recommend you join. A critical part of any account-based strategy is strategically defining which accounts we are going to pursue.

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3 Content Hacks to Move Prospects Down the Funnel Faster


Content is an essential tool in every B2B marketer’s arsenal. But in a world where buyers spend 48% of their journey researching solutions independently, content has to work double time to take over the role that, in the past, was filled by a skilled salesperson. . Successful marketers know that content should be a catalyst to move prospects further down the marketing funnel.

Exploring IT Audiences: Real-time, Custom Content Consumption Insights

Marketing Insider Group

Leveraging data to give your content marketing strategy a competitive edge is gaining attention in the B2B marketing world. While analyzing real-world data points is becoming a must-do, it’s challenging to find the right information or tools to gain meaningful insights.

The Account-Based Marketing Playbook

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

All About Tech Bars in Higher Ed


Guest post by Sophia Sanchez. What is the raison d’etre of a tech bar on a college campus? The tech bar exists to help people on campus with their tech problems. Yes, it is that simple.

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An Opportunity-Based Marketing Framework for ABM

The Point

While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall – is in that phase between planning and execution, where strategy and account planning meet tactics, plays and content. As a tool to help companies execute and operationalize ABM, Spear Marketing Group developed the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit Waterfall that works for both lead-based and account-based strategies. The OBM Framework (see graphic) provides a straightforward approach to ABM execution by helping companies 1) determine the appropriate channels and tactics for different stages in the buying cycle, and 2) demonstrate the value generated from an ABM investment. An Opportunity-Based Marketing Framework for #ABM Click To Tweet. The framework is dynamic, rather than static, in that it conforms to multistage buyer and customer journeys. Acknowledging that no set of assumptions works for every company, it also adapts and evolves based on a marketing organization’s ABM maturity level, stage of digital transformation, audience and business model. B2B marketers can use the OBM framework to plot ABM strategy from the ground up, to scale an existing initiative, or to kickstart an ABM plan into execution. Most critically, it defines appropriate KPIs for each phase in the buying cycle, establishing clear and consensus benchmarks for success. “Most of the B2B companies we talk to have already dipped their toes into the ABM waters,” comments Tom Meriam, Spear’s Vice President of Business Development. “Now that ABM has been around for a while, the most common question we hear as an ABM service provider isn’t “How do we get started?” but rather “How do we operationalize?” We created the OBM Framework as a tool to help facilitate and guide those engagements.”. For a complete description of the Opportunity-Based Framework, including stage definitions, suggested tactics, and sample ROI calculations based on stage-appropriate metrics, download a copy of Spear’s ebook: “ The Pragmatic Guide to ABM Success.”. The post An Opportunity-Based Marketing Framework for ABM appeared first on The Point. ABM Account-Based Marketing B2B Marketing Campaign Measurement Campaign Planning Campaign Strategy Uncategorized ABM agency ABM best practices ABM consultants ABM framework ABM Planning ABM Strategy ABM success obm framework SiriusDecisions

How to Grow Your Email Marketing List


In this blog, we discuss three proven methods for growing an email marketing list organically — as well as the most costly mistake you can make. Demand and Lead Generation Email Marketing

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How to Use Video Content to Generate Leads and Drive Sales


You can blend a Rubik’s Cube. Seriously, you can put a Rubik’s Cube in a Blendtec blender, and it’ll shred the toy to pieces of sharp confetti. Same with golf balls, glow sticks, and iPhones.

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The Most Important Lesson Learned at Content Marketing World

Content Marketing Institute

The motivation for Content Marketing World’s headliner keynotes – Henry Rollins and Mindy Kaling – are vastly different. But these two high-profile, highly successful creatives possess the same essential ingredient for success.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

6 Examples of Incredible Content Marketing From Technology Companies


What exactly is a technology company in 2019? Just as every class offered at a women’s college is partially a gender studies course, every company making money today is likely, at least in part, a technology company—unless you’re Dunder Mifflin. But that makes sense.

Opportunities and Gaps in MarTech


Last week I was asked what the biggest opportunities and gaps are in the MarTech stack. It’s an interesting question when one considers all the technology that’s available in the market.

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Making Choices About Choices

Carla Johnson

September 12, 2019 Making lists is one of my favorite things to do because I like to check things off. At the end of crazy days when I’ve had no control, I’ll make a list and check off what I got done so I don’t feel like I wasted my day. I grew up living near my grandmothers, with whom.

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Dash For the Exit: CDP Acquisitions Rattle MarTech Firms


How much is that Customer Data Platform in the window? . It’s been a rough year for martech firm Radius Intelligence. Last year, three months after the customer data platform company announcing a merger with competitor Leadspace , the deal was canceled without fanfare.

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

There are No Diamonds Without Pressure- Making the Performance Journey

Measure Up Marketing

The Pressure to Prove Marketing Performance Persists. There is a lot of pressure when you delve 100 miles or so below the Earth’s surface. The weight of the overlying rock combined with the high temperature enables carbon atoms to bond and create diamonds.

Optimizely speeds up site testing with new Performance Edge


Optimization platform Optimizely is out today with Performance Edge , which it says improves the speed at which user tests run in browsers. In a typical use case, a web site might want to test on its home page user responses to different discounts, Director of Product Jon Noronha told me.

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Spend Less Time Scheduling and More Time Selling with SharpSpring Meetings


“What time works best for you?”. “I’m I’m actually busy at that time, what about later in the day?”. “I’m I’m out of the office that afternoon. What about the following day?”. “I’m I’m in meetings all day, how does Friday morning look for you?”. Ah, the dreaded back of forth of scheduling meetings.

Push vs. Pull Marketing: How They Differ and Work Together


I recently bought a new laptop. Before deciding which one was right for me, I poured through Yelp and Google reviews to make an informed decision. Once I narrowed my search down to a couple of models, I visited the store to examine specs in person before committing.

Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

Why You Should You Care About the Google Answer Box


By Toni Boger, Content Strategist. . The days of stuffing a page full of keywords and having it rank in search results are long gone. As search engines have evolved to incorporate advanced technologies and produce better results, content is more important than ever in SEO.

What Video Marketers Can Learn From 7 Emmy Nominated Commercials


As most people sit down to watch the Primetime Emmys on September 22, they might be rooting for their favorite shows or actors to take home the coveted award. But, as a marketing blogger, one of the categories I'll be paying attention to this year is "Outstanding Commercial.".

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How S’well uses Curalate to drive sales with AI + user-generated content


User-generated content (UGC) produced by customers who support specific brands is a growing trend thanks to the ubiquity of mobile devices and social media.

How We Octupled Image Search Traffic to the HubSpot Blog in 1 Year


Cliché: A picture is worth a thousand words. Fact: HubSpot's pictures are worth 120 thousand clicks. Last year, my colleague Karla Cook gave our readers a 3,000-word peek behind the curtain into a new SEO strategy we implemented at the beginning of 2018.

Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

Clean-Up Time: Eliminating Data Pollution in the Marketing Organization

Martech Advisor

Improperly managed data can be more detrimental to marketing efforts than a wholesale lack of data. Infogroup's Andrew Bloom describes the most common challenges contributing to today’s marketing data pollution crisis, says, Andrew Bloom, President, Enterprise Solutions, Infogroup.

The Ultimate Guide to Facebook Canvas Ads


Nowadays, Facebook is one of the top platforms for digital advertising -- in fact, 93% of social media advertisers use Facebook ads on a regular basis.

8 Exceptional Examples of Customer-Led Storytelling


Customer-led storytelling is a creative strategy that’s buzzing in industry blogs as a top trend , but though it can be deployed to great effect, it’s hardly new.

How to Use Original Content to Gain More Clients

FMG Suite

If you’re looking for ways to set your financial advisory apart from the competition and reach new leads, content marketing is the answer. Marketing’ doesn’t mean simply pitching your products or services.

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

Maintaining Your WordPress Website: What Marketers Need to Know

Circle Studio

WordPress has evolved into a powerful content management system and currently powers nearly 35% of the world’s content-managed websites. And much like a house, once it’s built, a WordPress website requires regular maintenance to keep it running smoothly and securely.

What B2B Marketers Can Learn from Data on Pocket Sizes


When Apple announced the 2014 versions of the iPhone, the shift toward larger screens and devices became the norm. It didn’t take long for people to realize that there was something wrong.

Content Calendar Ideas for B2B Tech


Content marketing is vital in B2B tech, but keeping up with aggressive competitors, evolving audiences, changing search algorithms and industry trends is no small feat.