Sat.Jul 20, 2013 - Fri.Jul 26, 2013

Inbound B2B Marketing: Why Content Is The New Coin Of The Realm

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer Quality content is becoming more important than marketing budgets. Here''s why. In marketing, one of the biggest shifts created by the internet is from space to attention. Before the Internet, marketing''s core constraint was space. That could include the size of an ad, the length of a TV or radio commercial, the dimensions of a direct mail piece, etc. Money was the most important factor.

3 Ways to Integrate Video into Email Nurture Campaigns

Oracle

by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Jon Spenceley , Community Manager at Vidyard , a video marketing platform provider. Many modern marketers struggle with video from a strategic perspective. You may have found yourself asking how to decide where video is appropriate, and when it would be most effective. When incorporating video into your email campaigns, this challenge grows even further.

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B2B Digital Marketing: How Volvo Construction drove site visits through its email campaigns

B2B Lead Generation

Tweet When John Johnston, Director of Digital Marketing, began his journey at Volvo Construction, he knew things had to be completely rebuilt, starting with the website and branching out into everything else. In this excerpt of a full video session from B2B Summit 2012, see how customer service topped the list for Volvo Construction when it began an overhaul on digital marketing, where email would bring customers to the website, and the website would convert them.

Is It A Good Time To Be CMO?

Marketing Insider Group

The main finding from a survey of senior marketing executives conducted by Forrester and the Business Marketing Association was that there has never been a better time to be a CMO at business-to-business organizations. Two years ago , I predicted that changes brought on by digital, social and mobile technologies had placed the customer firmly at the center of marketing strategy. And it was straining traditional marketing strategy.

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75% of World Trade Flows Through Indirect Channels - Are You Enabling the Right People?

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years – and ecosystems are the main reason why. With the vast majority of business conducted through indirect channels around the world and given structural changes in our economy (before and after COVID-19), new buying journeys, subscription/consumption models, marketplace growth, and emerging technologies, most firms are now considering partner enablement as the key ingredient to survival (and success). The future of partnership ecosystems will be focused on driving intra-firm value creation, network effects, and partner co-innovation – a huge opportunity for firms to grow the right partners and enable them effectively.

Better Business Blogging: 7 Lessons from Liberace

Writing on the Web

Liberace was well-known for his flamboyant lifestyle both on and off stage. During the 1950s-1970s he was the highest paid entertainer in the world. That’s pretty amazing considering he was a pianist. His career spanned five decades. I just saw the HBO film “ Behind the Candelabra ,” with an amazing performance by Michael Douglas in the starring role, with Matt Damon as his lover. And, yes, these two actors do kiss in the movie!). Why do you think Liberace was so popular?

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What B2B SEO Professionals Can Learn From Journalism & The Newsroom

KoMarketing Associates

Content fuels B2B SEO and social media initiatives. We need content for applying keyword strategy, differentiating brand communications, acquiring links, and improving social media visibility. But where do B2B marketers obtain great content? My colleague Jim Schakenbach and I have had a few conversations in the past on how marketers need to adapt more of a journalistic mindset to the way they approach content development.

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Industrial Marketing, Lead Generation and Sales: It’s Complicated

Industrial Marketing Today

Remember this rom-com from 2009? Despite the critics giving it mixed reviews, it went on to gross $219.1 million worldwide. A hit movie for sure. Sometimes I feel the same way [.]. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.]. Content Marketing Industrial Marketing Sales Strategies Analytics Industrial sales Industrial sales strategies Measurement and tracking

Meeting The Special Challenges of a Service-Driven Business

Biznology

Photo credit: Joe Shlabotnik. In the past, building a business based on the effectiveness and volume of the production line meant the emphasis was placed on production over human resources; but with the rise of the Internet and unprecedented social media engagement , we have officially entered the era of the service-driven business. Today’s companies have shifted their focus to the customer experience and customer relationships.

How Buyer Personas Can Make Your Marketing Automation Smarter

Oracle

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales. Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights.

The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

How to Claim a Vanity URL for Your Google + Profile

Fathom

Chances are, if you have a Google+ profile, the URL looks like something this: https://plus.google.com/ 105943842081170260233 /posts. This URL doesn’t identify at all with your brand, and it’s certainly not optimized. If you browse Google +, you’ll notice that many “larger” brands have vanity URLs for their Google + profiles.

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Marketo's Engagement Engine Simplifies Complex Marketing Automation Campaigns

Customer Experience Matrix

I’ve long said that the best campaign design would be one circle: the system executes the best treatment for each customer, waits a day, and repeats. My point is that elaborate, branching flows are too complex for most marketers to build and maintain, and – because reality is infinitely messier than even the most sophisticated flow chart – will often give customers a sub-optimal treatment. It’s probably just as well that no vendor has ever built a system based on my design.

Wake up to the Internet of Things

Biznology

Photo credit: Wikipedia. There is a great deal of talk about the Internet of things and how it will create an unimaginable number of connections between everyday devices. While we are already seeing simple examples of this in surveillance cameras and sensors, there are clearly benefits and concerns, for example privacy issues, that will stretch well beyond our comfort zone. How will this explosion of connectivity change our businesses and social institutions?

6 Cringeworthy Marketing Technology Failures

Digital B2B Marketing

Today’s marketing simply wouldn’t exist without marketing technology. From marketing automation to demand side platforms to content management systems, technology puts the right message in front of the right person at the right time. Or at least that’s how it is supposed to happen. You no longer create your marketing communications. You just create the rules. The system does the rest. And sometimes, the system fails you. Dynamic Copy… That Isn’t Dynamic.

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The Best Sales Forecasting Models for Weathering Your Goals

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!

How Social Media Helps SEO and E-Commerce

Fathom

Search-engine optimization is constantly changing, and strategies that helped websites gain rankings last year could be no help at all this year. One factor that is consistently gaining importance is social media. A recent study conducted by Searchmetrics looked at how high-ranking websites utilize ranking factors differently than pages placed further back in the Google search results. Then, it compared how those factors ranked in 2012 to how they rank now. Social Media Impacts SEO.

Copywriters: Choosing the right words

Direct Response Coach

All copywriters struggle with word choice. Sometimes it’s trying to find the right word or phrase to precisely and concisely convey a specific point. Other times, it’s trying to choose from a variety of words that seem to say the same thing. For the latter, it may be just a flip of the [.] The post Copywriters: Choosing the right words appeared first on McCarthy and King Marketing. Copywriting Direct Mail Direct Marketing General Lead Generation Lead Nurturing Online Advertising Web Marketing

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Is Google Authorship just an Elaborate Spam-Detection Tool?

Biznology

Image via CrunchBase. If you’re reading this blog then you’re probably familiar with the world of SEO and link building. You probably also like to keep up on the most recent SEO and link building news; and by keeping up on the latest SEO news I imagine that you have come across an article or two about Google+ and Google Authorship.

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The Content Experiment: An Interview with Rishi Dave [Podcast]

Crimson Marketing

Content marketing is a core part of how you can drive your inbound lead generation funnel. The best marketing mix includes creating the right content for your varying social media networks. . Many companies struggle with providing the right messaging to their audience. It’s not about you or your company, it’s about your audience’s pain points. . I recently sat down with Rishi Dave to discuss his fascinating insights and experience with content experimentation.

The Revenue Leader's Guide to Prospecting

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.

Whatever Happened to Revenue Performance Management?

ANNUITAS

Unfortunately, measuring RPM is not an ‘easy’ process even with marketing automation technology. Blog B2B Marketing Change Management Forgotten Buyer Marketing metrics Revenue Performance Management RPM

More Marketers Reaching Complete Marketing Automation Adoption

Fathom

According to BtoB Magazine’s new study , 46% of B2B marketers are currently using marketing automation. The rate in which marketers are reaching complete marketing automation adoption will double within the next year. At the same time, understanding marketing automation is becoming easier with more resources available, and determining its success is less of a mystery.

B2B Content Marketing Report – Need To Focus On The Basics

Marketing Insider Group

What is the biggest challenges in B2B Content Marketing? Creating content that our customers actually want to consume. That’s one the key findings of a report from the CMO Council on B2B Content Marketing. In partnership with the Netline Corporation, the CMO Council surveyed 400 BtoB buyers and content seekers around the world.

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Good B2B Marketing ROI Is Just Average

Digital B2B Marketing

What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? The more you spend, the more money you make. But what if you learned your primary competitor was getting $1.50 in income for every dollar spent on marketing? 3x the return you are getting on marketing! All of a sudden your marketing looks pretty ineffective! Marketing ROI, whether it is labeled good or bad, is judged relative to your expectations.

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SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

5 Social Media Enhancements That Benefit B2B Marketers

Oracle

by Amanda Batista | Tweet this Remember that time when B2B marketers sought a way to cultivate a presence on social because B2C had all the ‘fun’? Then there was that other time, when B2B marketers realized that social business is a reality. Today, no modern marketing strategy is complete without an integrated social media plan and presence. Social networks are evolving rapidly, as new integrations, advertising offerings, and metrics-based enhancements are announced daily.

8 Crazy Misconceptions about SEO Copywriting

Fathom

What does your website have without engaging, fresh, original content? The answer is probably bad rankings, low traffic and few conversions. In SEO, content is king. So why are there so many false assumptions about the process of creating that content? Everyone should know the facts about SEO copywriting. If you’ve fallen for any of the below delusions, it’s time to learn the truth. 1. Optimizing content with keywords is easy – you just stick them anywhere without much editing or thought.

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Time to Surf the Wave of the Personal Brand

B2B Memes

Politico’s version of the negotiations describes how NYT executive editor Jill Abramson and Washington bureau chief David Leonhardt fought hard to keep Silver at the paper because they saw his “brand within a brand as a wave of the future,”. Mathew Ingram’s recounting today of blogger Nate Silver’s leap from the New York Times into the welcoming arms of ESPN underscores a trend B2B journalists and editors ignore at their peril.

What It Takes to Become a Thought Leader

Crimson Marketing

When you’re known as a “thought leader,” you’ve been paid an extremely high compliment. One that is also exceptionally difficult to achieve. You’re not just good at what you do, you are on the cutting edge of your industry or making noticeable waves in your field. People noticed and they’re not only interested, they act on your advice. . Some of you may be asking yourselves, “Am I a thought leader?”

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.