Expert insights. Personalized for you.
As marketing advances, most professionals are well aware by now of the importance of retention and reactivation in optimizing the value of the customer base. The facts are clear: we know that it costs far less to reactivate a dormant customer than to acquire an entirely new one; we know that recent activity is a powerful indicator of customer lifetime value; and we know that investments in retention marketing deliver the highest ROI of any strategy. MORE
Marketing automation has been a game changer in terms of the time, money, and human error savings. It’s allowed us to learn more, do more, react faster, and target more effectively. Adding a machine element to just about anything over the past few centuries, harkening back to the Industrial Revolution, has proven to be an improvement across all industries. MORE
Successful event promoting isn’t just about informing – it’s about engaging. Get people excited, curious, and feeling like they can’t miss out on your event. Or, they’ll definitely be out of the industry loop. Then, the real gold at the end of the rainbow. Keep the buzz going afterwards as attendees discuss what they learned […]. The post 6 Rules for Successful Event Promotion on Twitter appeared first on Marketing Insider Group. Social Media MORE
It’s no use throwing good money after bad content. These three questions will help you refocus your B2B content marketing strategy on quality, not quantity. The post 3 Questions To Help You To Stop Wasting Your B2B Content Marketing Budget appeared first on Marketing Insider Group. Content Marketing MORE
I was recently invited to be a second-time guest on the Through the Noise podcast. This time, I was relaxed and open and playful and in more of a silly mood than a self-promotional shilly mood. So, we spent the entire time just talking story, just chatting about whatever was on top of mind, including a funny story about the cult of Nina Martin, the Patron Saint of my agency, Gerris Corp. MORE
An email list with relevant, high-quality contacts is a company’s best asset. While there are many online and offline techniques to build an email list, it’s a marketer’s job to ensure that your list remains relevant and up-to-date to reduce database decay. According to HubSpot, your email list degrades approximately 22.5% each year, so. The post 5 Ways to Build a Highly-Engaged Email List appeared first on PureB2B. MORE
Many years ago, part of being a true email deliverability expert was less about what you know and much more about who you know. If you had clients experiencing issues like blocking, bulking, etc. the biggest weapon in your arsenal was the ability to reach out to a contact at an ISP, and have that issue corrected. This type of practice made sense considering that in the past, most blocks were manually put in place and therefore needed to be manually removed. Oh, how things have changed! MORE
Search engines around the clock are watching the manipulation at the websites and sometimes hit with the penalty even the fairest sites. If this is happening, even Google webmasters can’t give the exact answer why. And if being absolutely fair, there’s always something at your site with that you can find fault. Common problems are […]. The post How to Check The Quality of Backlinks appeared first on Marketing Insider Group. MORE
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). This year, more than 6,500 marketers, practitioners, and partners crowded into Moscone Convention Center in San Francisco for Marketing Nation Summit 2017. MORE
We live in a time of tremendous innovation, massive disruption, and constant change. Our customers are rewriting the rules on how they engage with brands, media, content, and each other. As marketers, we need to rethink the way we reach our target audience. It’s time for marketing that really matters. But often our companies, executives, […]. The post It’s Time For Marketing That Matters appeared first on Marketing Insider Group. Marketing Strategy MORE
I have a pair of 13-year-old cousins who come over my childhood home every year for the holidays. When they were younger, their parents often harped on their impish outdoor behavior: “Put down that tree branch!” ” “Get out of the mud!” ” Eventually, they outgrew their old vices and replaced them with something more modern: excessive cell phone usage. While less destructive, their constant fixation on the small screens doesn’t make mom and dad any happier. MORE
Pearson, the world’s largest learning company, wanted to change the way students perceived their brand. The company offers technology, materials and services to help students reach their highest potential… but many college students just saw Pearson as a textbook vendor. “We We needed to build brand affinity,” says Lindsey Erlick, Senior Manager, Student Advocacy & Marketing. MORE
What is spam? What is a cold email? And when is my email against the law? I have gathered from speaking with our sales team here at DiscoverOrg that there is a lot of confusion surrounding these questions. Many people seem to carry the misconception that any cold, or unsolicited, email is spam and that spam is illegal. MORE
Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers. While engineers do use social media, they tend to be passive participants making it hard to engage with […] The post Overcoming the Challenge of Marketing to Busy Engineers by Achinta Mitra appeared first on Industrial Marketing Today. MORE
How to get those quality leads and prospects flowing in. Lead Generation MORE
Marketing automation can help you get a deeper understanding of your customers, so you can communicate with them more effectively. Marketing Automation MORE
I’m always asked by marketers and CMOs across APAC “what is the key for a successful marketing strategy?” ” My response: Put your customer first and create a seamless journey. The aim is to convert them into brand advocates. With the number of new digital channels available, the CMO of Tomorrow has the kind of granular behavioral data that earlier generations of marketers only dreamt about. The CMO of Tomorrow (or even Today) clearly has it better than their predecessors. MORE
Time and resources are always lacking for big initiatives. Yet, this is common reality for B2B marketing leaders. What’s not lacking is data. But marketing organizations struggle with understanding how to use that data to make decisions. In this post we cover 7 ways marketing leaders can make better use of the teams and resources around them to grow the business. MORE
People aren’t looking for a reason to read your email nurturing messages, they’re looking for a reason to delete them. Think about it. You probably do this with your inbox too. This is important because marketers rely on email as the top lead-nurturing tactic and according to Econsultancy, it’s the best channel for ROI. However, according to a MarketingSherpa survey of email recipients, 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. MORE
Here’s a question: what’s the ONE content marketing tactic that drives the majority of your revenue? Is it blogging? Webinars? Teaching small classes? Or is your answer, “Hmm, I’m not quite sure, but does it really matter? After all, shouldn’t all my content efforts help?” ” Well yes and no. Because without knowing the answer, you’re putting your campaign at risk. Here’s why: What’s the ONE Thing, anyway? MORE
This article was originally published on CMSWire by Sean Zinsmeister , Vice President of Product Marketing at Infer. The buzz surrounding machine learning and artificial intelligence (AI) in the consumer world has rapidly bled over into the enterprise. Much of this hype stems from the new consumer trends that hint at the possibilities of AI, such as self-driving cars and intelligent voice-first products like Amazon’s Alexa and Apple’s Siri. MORE
Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. This is the result of a critical underlying cause they unaware of, and do not fully appreciate even when they become aware. Sales pipeline quality, volume and conversion rates are both symptom and impact of this condition. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is called a system or platform sale. MORE
As a B2B marketer, one of the primary goals for your department is to run lead generation initiatives to fill your pipeline with revenue driving opportunities. Most marketing campaigns offer the ability to target specific personas by search behavior, geographic region, professional attributes such as job level, etc… From there, your organization’s CRM is predictably […]. MORE
The more time you spend on production, the higher the costs. That’s just basic economics. Marketers, however, seem to ignore this simple rule. According to a new Contently survey, 69 percent of senior marketers are not tracking metrics related to the speed and efficiency of content creation. CEOs and CFOs shouldn’t take this lightly. If your team takes two months to publish a 1,000-word blog post, it’s going to be really difficult to generate a return on your investment. MORE
When B2B marketers think of account-based marketing, what first comes to mind is identifying target accounts and personalizing campaigns to engage key personas within those accounts. While these are important, this is all just part of the “land” phase: closing new customers. What often goes overlooked is the importance of the “expand” phase—doing marketing to existing customers to make sure that more people on the customer side are actively using and getting value from your product or service. MORE
While search is a fantastic way to reach users searching with intent, Facebook is also a highly effective network in reaching users who may be interested in your offerings, however, they may not know about you yet. As a social network, Facebook Ads are typically seen utilized for B2C, but don’t let that deter you from running B2B campaigns as they too, can successfully get in on the action. MORE
DiscoverOrg
APRIL 27, 2017
What is spam? What is a cold email? And when is my email against the law? I have gathered from speaking with our sales team here at DiscoverOrg that there is a lot of confusion surrounding these questions. Many people seem to carry the misconception that any cold, or unsolicited, email is spam and that spam is illegal.
B2B Lead Generation
APRIL 27, 2017
People aren’t looking for a reason to read your email nurturing messages, they’re looking for a reason to delete them. Think about it. You probably do this with your inbox too. This is important because marketers rely on email as the top lead-nurturing tactic and according to Econsultancy, it’s the best channel for ROI. However, according to a MarketingSherpa survey of email recipients, 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor.
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Oracle
APRIL 28, 2017
Marketing automation has been a game changer in terms of the time, money, and human error savings. It’s allowed us to learn more, do more, react faster, and target more effectively. Adding a machine element to just about anything over the past few centuries, harkening back to the Industrial Revolution, has proven to be an improvement across all industries.
Tomorrow People
APRIL 25, 2017
How to get those quality leads and prospects flowing in. Lead Generation
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With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.
Industrial Marketing Today
APRIL 24, 2017
Engineers from different fields probably make up a large part of your target audience if you are a manufacturer, distributor or an engineering company. As an industrial marketer, you know it is a challenge marketing to engineers. While engineers do use social media, they tend to be passive participants making it hard to engage with […] The post Overcoming the Challenge of Marketing to Busy Engineers by Achinta Mitra appeared first on Industrial Marketing Today.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
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Oracle
APRIL 24, 2017
Many years ago, part of being a true email deliverability expert was less about what you know and much more about who you know. If you had clients experiencing issues like blocking, bulking, etc. the biggest weapon in your arsenal was the ability to reach out to a contact at an ISP, and have that issue corrected. This type of practice made sense considering that in the past, most blocks were manually put in place and therefore needed to be manually removed. Oh, how things have changed!
bizible
APRIL 26, 2017
When B2B marketers think of account-based marketing, what first comes to mind is identifying target accounts and personalizing campaigns to engage key personas within those accounts. While these are important, this is all just part of the “land” phase: closing new customers. What often goes overlooked is the importance of the “expand” phase—doing marketing to existing customers to make sure that more people on the customer side are actively using and getting value from your product or service.
KoMarketing Associates
APRIL 25, 2017
While search is a fantastic way to reach users searching with intent, Facebook is also a highly effective network in reaching users who may be interested in your offerings, however, they may not know about you yet. As a social network, Facebook Ads are typically seen utilized for B2C, but don’t let that deter you from running B2B campaigns as they too, can successfully get in on the action.
Marketing Insider Group
APRIL 25, 2017
Successful event promoting isn’t just about informing – it’s about engaging. Get people excited, curious, and feeling like they can’t miss out on your event. Or, they’ll definitely be out of the industry loop. Then, the real gold at the end of the rainbow. Keep the buzz going afterwards as attendees discuss what they learned […]. The post 6 Rules for Successful Event Promotion on Twitter appeared first on Marketing Insider Group. Social Media
Speaker: Bryan Naas, VP of Sales Productivity at Braze
Getting reps & marketers to engage in your content is half the battle of providing value that can ultimately impact the bottom line. How do we break through the noise? In this session, Bryan Naas will detail what it takes to build training and content resources that reps will actually take the time to engage with so you can help them reach their goals.
Oracle
APRIL 25, 2017
I’m always asked by marketers and CMOs across APAC “what is the key for a successful marketing strategy?” ” My response: Put your customer first and create a seamless journey. The aim is to convert them into brand advocates. With the number of new digital channels available, the CMO of Tomorrow has the kind of granular behavioral data that earlier generations of marketers only dreamt about. The CMO of Tomorrow (or even Today) clearly has it better than their predecessors.
Influitive
APRIL 24, 2017
Pearson, the world’s largest learning company, wanted to change the way students perceived their brand. The company offers technology, materials and services to help students reach their highest potential… but many college students just saw Pearson as a textbook vendor. “We We needed to build brand affinity,” says Lindsey Erlick, Senior Manager, Student Advocacy & Marketing.
Tomorrow People
APRIL 27, 2017
Marketing automation can help you get a deeper understanding of your customers, so you can communicate with them more effectively. Marketing Automation
Marketing Insider Group
APRIL 25, 2017
It’s no use throwing good money after bad content. These three questions will help you refocus your B2B content marketing strategy on quality, not quantity. The post 3 Questions To Help You To Stop Wasting Your B2B Content Marketing Budget appeared first on Marketing Insider Group. Content Marketing
Advertiser: ZoomInfo
Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!
Biznology
APRIL 25, 2017
I was recently invited to be a second-time guest on the Through the Noise podcast. This time, I was relaxed and open and playful and in more of a silly mood than a self-promotional shilly mood. So, we spent the entire time just talking story, just chatting about whatever was on top of mind, including a funny story about the cult of Nina Martin, the Patron Saint of my agency, Gerris Corp.
Avitage
APRIL 26, 2017
Many B2B selling organizations hit a wall in their new customer acquisition and revenue growth rates. This is the result of a critical underlying cause they unaware of, and do not fully appreciate even when they become aware. Sales pipeline quality, volume and conversion rates are both symptom and impact of this condition. This condition is especially evident in companies that are engaged in a complex or solution sale. Sometimes this is called a system or platform sale.
bizible
APRIL 28, 2017
Time and resources are always lacking for big initiatives. Yet, this is common reality for B2B marketing leaders. What’s not lacking is data. But marketing organizations struggle with understanding how to use that data to make decisions. In this post we cover 7 ways marketing leaders can make better use of the teams and resources around them to grow the business.
Marketing Insider Group
APRIL 28, 2017
Search engines around the clock are watching the manipulation at the websites and sometimes hit with the penalty even the fairest sites. If this is happening, even Google webmasters can’t give the exact answer why. And if being absolutely fair, there’s always something at your site with that you can find fault. Common problems are […]. The post How to Check The Quality of Backlinks appeared first on Marketing Insider Group.
Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners
Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.
Biznology
APRIL 27, 2017
As marketing advances, most professionals are well aware by now of the importance of retention and reactivation in optimizing the value of the customer base. The facts are clear: we know that it costs far less to reactivate a dormant customer than to acquire an entirely new one; we know that recent activity is a powerful indicator of customer lifetime value; and we know that investments in retention marketing deliver the highest ROI of any strategy.
The Point
APRIL 26, 2017
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). This year, more than 6,500 marketers, practitioners, and partners crowded into Moscone Convention Center in San Francisco for Marketing Nation Summit 2017.
Contently
APRIL 28, 2017
The more time you spend on production, the higher the costs. That’s just basic economics. Marketers, however, seem to ignore this simple rule. According to a new Contently survey, 69 percent of senior marketers are not tracking metrics related to the speed and efficiency of content creation. CEOs and CFOs shouldn’t take this lightly. If your team takes two months to publish a 1,000-word blog post, it’s going to be really difficult to generate a return on your investment.
Marketing Insider Group
APRIL 27, 2017
As a B2B marketer, one of the primary goals for your department is to run lead generation initiatives to fill your pipeline with revenue driving opportunities. Most marketing campaigns offer the ability to target specific personas by search behavior, geographic region, professional attributes such as job level, etc… From there, your organization’s CRM is predictably […].
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When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.
Biznology
APRIL 28, 2017
Here’s a question: what’s the ONE content marketing tactic that drives the majority of your revenue? Is it blogging? Webinars? Teaching small classes? Or is your answer, “Hmm, I’m not quite sure, but does it really matter? After all, shouldn’t all my content efforts help?” ” Well yes and no. Because without knowing the answer, you’re putting your campaign at risk. Here’s why: What’s the ONE Thing, anyway?
Ignite Tech
APRIL 25, 2017
This article was originally published on CMSWire by Sean Zinsmeister , Vice President of Product Marketing at Infer. The buzz surrounding machine learning and artificial intelligence (AI) in the consumer world has rapidly bled over into the enterprise. Much of this hype stems from the new consumer trends that hint at the possibilities of AI, such as self-driving cars and intelligent voice-first products like Amazon’s Alexa and Apple’s Siri.
Contently
APRIL 24, 2017
I have a pair of 13-year-old cousins who come over my childhood home every year for the holidays. When they were younger, their parents often harped on their impish outdoor behavior: “Put down that tree branch!” ” “Get out of the mud!” ” Eventually, they outgrew their old vices and replaced them with something more modern: excessive cell phone usage. While less destructive, their constant fixation on the small screens doesn’t make mom and dad any happier.
Marketing Insider Group
APRIL 24, 2017
An email list with relevant, high-quality contacts is a company’s best asset. While there are many online and offline techniques to build an email list, it’s a marketer’s job to ensure that your list remains relevant and up-to-date to reduce database decay. According to HubSpot, your email list degrades approximately 22.5% each year, so. The post 5 Ways to Build a Highly-Engaged Email List appeared first on PureB2B.
Speaker: Matthew Hawk, President of B2bTrainers
The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.
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