September, 2017

B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed.

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Disappointed with your content marketing? Discover the challenges keeping B2B marketers from achieving differentiation and how to fix them.

Tomorrow People

How does differentiation apply to content marketing and what’s stopping you getting attention in a crowded B2B landscape? Well, quite a lot… Read on and find out what’s holding most marketers back and what they can do about it. b2b promotional campaigns

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Why Lead Nurturing Success Means Not Asking for the Sale

The Point

I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does.

Expert Interview Series: Kate Athmer of Integrate on the Challenges of Demand Generation

Reachforce

Kate Athmer, Director of Demand Orchestration at Integrate, leverages creativity, data and technology to build revenue-driving marketing programs. We recently asked Kate about the common challenges businesses face with demand generation and how they can overcome them.

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

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Why Differentiation is Crucial for Content Marketers in 2017

Tomorrow People

50% of B2B content marketers are doing the same or worse than their competitors — and that’s by their own admission. Make sure you’re not one of them…. b2b promotional campaigns

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing.

How to triple your digital marketing results

Biznology

What metrics do you use to define digital marketing success today? Clicks? Traffic? Followers? Leads? Sales? Notice what these metrics have in common: they all require some action on the part of the target, whether it’s a prospect or a customer. And how do you motivate an action?

Influencer Marketing: How to Create Your Strategy

Onalytica B2B

Last month, I co-authored a white paper called The Definitive Practical Guide to Influencer Relationship Management. So far we’ve covered what influencer marketing is and why you should be doing it , and provided clarity on how you can set your influencer marketing objectives.

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Why Retailers Need To Move Beyond Cross Channel Marketing

Modern Marketing

The retail marketing power has shifted for the marketer to the customer in recent years as digital has disrupted what we used to think of as tried and true retail practices.

Getting sales enablement right to increase results

B2B Lead Generation Blog

Sales enablement is intended to help raise performance, but a lot of efforts have backfired due to departmental silos. And now there’s growing gap between what salespeople need and what they’re getting to improve performance. For example, Corporate Visions recently surveyed 500 B2B marketers and sales professionals that 20% of organization content creators “just do what they think is best” with no overarching structure at all.

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Dare to be different and make your B2B content marketing really stand out

Tomorrow People

What separates good from great in B2B content marketing and what’s stopping marketers from producing truly differentiated content? Content Marketing Differentiation

Q4 Does Not Mean Wait Until 2018

ViewPoint

I am already getting questions from prospects about whether they should start a sales lead generation project now or wait until after the holidays. My answer to that question is not based on self-interest. For every 1,000 suspects you disposition (complete contact with) between now and the end of this year you should expect (on average) the following results: 40 to 50 fully qualified sales opportunities (not lightly qualified marketing leads).

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Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

Meet Your 2017 Advocamp Speakers

Influitive b2b

We looked far and wide to find the most in-demand speakers to take the stage this year at Advocamp in San Francisco December 6-8th. Advocamp is a global business gathering focused on one transformational idea: that the future belongs to companies that develop and mobilize advocates. This carefully curated group of 50+ cutting edge speakers consists. Advocamp

7 Essential Steps In Developing A B2B Social Media Strategy

KoMarketing Associates

As detailed in coverage earlier this year, CMO’s remain committed to growing their investment in social media. The CMO Survey Highlights and Insights Report”, published in February 2017, found that even though B2B CMO’s currently spend 10.5 percent of their marketing budget on social media, they expect to increase this percentage to 12.9 percent over the next 12 months. Furthermore, B2B CMO’s foresee social media spending rising to 18.5

5 Things About Email Marketing Your Boss Will Want To Know

Modern Marketing

An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and fits the marketing budget.

Why customer advocacy should be at the heart of your marketing

B2B Lead Generation Blog

Are you connecting with and empowering your customer advocates? If not, you should. Here’s why. Customer advocacy marketing programs help you increase revenue by improving customer acquisition and retention (and they’re your bes source of leads). Because you’re helping to encourage and motivate happy customers to speak about you positively to others. And delighted customers are your most powerful hidden sales force.

2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

7 Core Skills Every Digital Marketer Will Need to Master Beyond 2017

Marketing Insider Group

As a marketer, you’re no doubt aware of the constant changes the world of digital marketing is experiencing. You’re also probably well aware of how these big changes force marketers to constantly adapt and add new skills to their marketing stack. That’s why it’s essential for marketers to have the ability to adapt to new […]. The post 7 Core Skills Every Digital Marketer Will Need to Master Beyond 2017 appeared first on Marketing Insider Group. Marketing Strategy

Facebook’s Algorithm: 3 Must-Know Changes

Modern B2B Marketing

Facebook is always tinkering with its algorithms and it can be challenging to keep track of everything. This summer, Facebook’s key updates included demoting spammers, screening out fake news, testing AI with a personal assistant “M,” as well as bringing emojis and new filters to Facebook Messenger. The name of the game for Facebook advertising is quickly becoming Facebook Messenger.

5 Advocate Marketing Success Stories All B2B Brands Can Copy

Influitive b2b

Every year, we recognize some of the most engaging marketing campaigns through The Best Advocate Marketing Awards. Also known as The BAMMIES, these awards shine a spotlight on B2B companies who are using the enthusiasm of their customers, partners and fans to fuel business growth. Honors are awarded in 10 key categories that recognize creative excellence, innovation.

How Does Social Selling Tie Into B2B Marketing?

KoMarketing Associates

According to Hootsuite, social selling is the practice of “using social networks to find, connect with, understand, and nurture sales prospects. When done correctly, social selling is essentially making it a priority to connect with current and future customers in a meaningful way. When we look at our purpose as marketers, it is quite the same: we want to create meaningful connections with our audience on as many viable platforms that we can.

Best Practices for a Marketing Database Cleanse

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

Should businesses use LinkedIn groups or Slack for prospecting? Part 2

Biznology

In my previous article, I introduced the up and coming Slack tool and how it serves as an alternative for LinkedIn , which is closing its groups. More about Slack here: SLACK COMMUNITIES I LOVE.

The big trends in B2B marketing

The B2B Research Blog

I recently shared a view on the big trends in B2B marketing at the MRS B2B Conference. Well, I shared it, but in truth it wasn’t my view. Nope, it was a far more informed perspective – that of leaders from the UK’s 75 largest B2B marketing agencies who were recently surveyed as part of the B2B Agency Benchmarking Report.

Machine Learning and AI Marketing Trends to Watch for 2018

Marketing Insider Group

From more sophisticated metrics to a next-generation customer experience, machine learning and artificial intelligence are raising the bar on what marketers can do to enhance customer relationships. While many marketing organizations are still struggling to make the jump from ‘doing digital’ to ‘being digital,’ some are getting ready to make a quantum leap with machine learning and […].

Influencer Marketing: How to Nail Your Influencer Engagement

Onalytica B2B

Getting influencer marketing right all lies on nailing your influencer engagement. We know where our target audience are being influenced , so now it’s time to start engaging with influencers on these channels.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Why Empathy Is Necessary for a Customer-Centric Strategy

Modern Marketing

Sarah is a successful marketing manager, someone who snaps alert with the alarm, happy to see the day dawn, eager to put into action that new content strategy for convincing an unsuspecting group of buyers to make the leap with her company’s product.

What is The Difference Between an SEO Manager and SEO Analyst? Experts Weigh in

KoMarketing Associates

We see job openings for SEO managers, analysts, writers, coordinators, and more and often wonder what the differences are between each role. As SEO continues to grow and evolve, the duties for SEO experts continue to become more specific and niche for each area. We asked a panel of experts for their take on the differences between top SEO roles and what they look for when hiring SEO experts. Lastly, we asked them for their recommendations for SEO newbies who want to get into our industry.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Give clients “real business metrics,” says, Joe Lazauskas of Contently. Walking the halls of my first Content Marketing World I wasn’t surprised to hear lots of agreement that high quality content is essential to effective marketing and sales.

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Content Pros: Proof That Your Content Needs Fewer Facts and More Story

Vidyard

Teaming up with the team at Convince & Convert, Vidyard’s VP of Marketing Tyler Lessard hosts the Content Pros Podcast.

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.