Sat.May 24, 2014 - Fri.May 30, 2014

Your Brand Is Not What You Sell

Marketing Insider Group

One of my core beliefs of effective content marketing is to deliver content people actually want. Publish stories they actually will enjoy – to read and to share. To do this you have to follow a very small set of simple rules: Make it interesting. A great story. Relevant to your audience. An important lesson or a key trend. Make the reader the hero of the story. Don’t sell. Connect on a human level. Tap into emotions. Take the brand out of the story. Don’t promote the brand.

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Introducing The Demand Gen Pro’s Cookbook: Tasty Tips From Marketing’s Master Chefs


by Amanda Batista | Tweet this Marketing can sometimes feel like cooking for a crowd: You want to serve up the right pairings to ensure that you’re guests feel satisfied, welcomed, and think you’ve got that delicious touch! Sounds all good on parchment paper, but formulating the right recipes can sometimes induce a fiery fret in your crowded kitchen.

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Inbound Marketing vs. Outbound Marketing: Magnet vs. Megaphone

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer Inbound marketing is gaining strength because of the changing ways people buy. But it will not eliminate the need for outbound marketing. There’s a perception of inbound marketing that it is at odds with outbound marketing: That companies who adopt inbound marketing won’t have to do to outbound marketing. Nothing could be further from the truth. It brings to mind the notion of a kitchen freezer and a microwave.

Is Technology Making Marketing Agencies Obsolete?

The Point

Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Hint: Maybe Not)”. Melnick posits his question largely on the basis of IDC research that shows the rate of growth in digital marketing spend amongst technology companies significantly outpacing the equivalent growth of digital marketing as a percentage of agency revenue.

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Your New Schematic for Next-Level Sales Coaching & Enablement

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.

How Winning the French Open is like Writing a Business Blog

Writing on the Web

Success, whether it is winning the French Open or writing a business blog , is half persistence , half-sweat. Rafael Nadal dominates on clay courts and has the world record number of wins: the last eight of nine French Opens. Earlier this season Nadal was struggling, and some are saying that he won’t be successful with a win this year. But consider this: Nadal has a superb serve: 177 aces and 83 double faults in the last nine years. He is quick on the clay and can get ahead of the best shots.

More Trending

Christian Campagnuolo, Logi Analytics CMO: Three Ways To Create and Convert Technology Buyers [Podcast]

Crimson Marketing

Earned media is playing a bigger than ever role in drawing potential buyers into sales funnels. This discussion with Christian Campagnuolo, CMO of Business Intelligence software firm Logi Analytics, prescribes. The post Christian Campagnuolo, Logi Analytics CMO: Three Ways To Create and Convert Technology Buyers [Podcast] appeared first on. Marketing Technology Podcasts

If You Write B2B Copy, You Need This Blog Post

The Point

Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” ” “Can I deliver that to you this Friday?”

5 Steps to customer data hygiene: it’s not sexy, but it’s essential


Are you happy with the quality of the information in your marketing database? Probably not. A new report from NetProspex confirms: 64% of company records in the database of a typical B2B marketer have no phone number attached. Pretty much eliminates phone as a reliable communications medium, doesn’t it? And 88% are missing basic firmographic data, like industry, revenue or employee size—so profiling and segmentation is pretty tough.

4 Things Your Email Recipients Want to Tell You


by Amanda Batista | Tweet this Today the United States marks Memorial Day, AKA the social summer kickoff. For marketers these past few days were prime time for email marketing escapades. As a consumer on the receiving end of these emails, it can become overwhelming. Although these messages are the result of opt-ins, it’s still a cluster of (sometimes unwelcome) communications. Some emails from my inbox, however, stood out this past week.

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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!

What the World Would Be Like If B2B Marketing Didn’t Exist?

KoMarketing Associates

While this title is a little sensationalistic, it serves a good reminder that we as marketers occasionally focus too much on the idea of strategic B2B marketing and how it is supposed to work, instead of looking at the tactics that are actually unsuccessful versus successful, especially in a highly digitalized and mobile world.

The Secret to B2B Marketing Content That Helps Win More Clients; Buyer Personas


You might think this article is about how to write in an engaging, persuasive way that brings prospects flocking to your website, downloading e-books, white papers and case studies, and picking up the phone to place their orders. . It’s not. . That’s because good content doesn’t start with pecking out words on your keyboard. Compelling content begins with gaining a deep understanding of your prospective customers and creating buyer personas.

5 Popular Movies that will Improve Your Marketing Strategy


No matter how solid your business model or how good your product is, crafting an effective marketing strategy is the key to long-term success. Marketing today is about customer engagement…finding your target audience and delivering what they want, when they want it. If you’re struggling to find the right marketing strategy, take a cue from Hollywood. Here’s how… Minority Report: Create Targeted Advertisements.

Why B2B Marketers Must Pull Up From Boring Product Marketing

B2B Marketing Traction

I’m still seeing a real reluctance on the part of many B2B businesses to get human with their marketing and really tell their story. For too long, B2B marketers have put products and services first, believing that all they had to do was “build it and they will come.” ” Buyers want more than a boring product or service. They want and expect an experience, not only with a brand, but with the people behind it.

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.

The Missing Link Between Media and Marketing

Buzz Marketing for Technology

It’s apparent that there’s a missing vital component in the quest to modernize marketing. Today’s marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing tactics as they focus on their mandate to discover prospects and create new customers.

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#BADMarketing from Arby’s

Crimson Marketing

This print ad from Arby’s originally ran in the Sports Illustrated swimsuit issue…hmm, wonder why? Image: Courtesy of BrandingBeat. The post #BADMarketing from Arby’s appeared first on. BADMarketing

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What Sales is Really Asking for When They Want More Leads


Do you know what a salesperson looks at first when they look at a batch of leads that has been delivered to them from marketing? We’d like to think it is the lead score, since we worked together (and yes, this is an assumption) to build out a scoring system based on the title and level of the buyer, basic company background, and activity-based (and sometimes channel-based) components.

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Two Database Marketing Principles to Increase Email Marketing ROI


Guest post by Daniel Faggella. Building an email list is vital for online business success. But it takes time, money, and work. Here are two strategies for optimizing the investment made in building a house list for email marketing efforts. Principle 1: The Yellow Brick Road. When a prospect enters your world, via opt-in, by registration, by a first purchase… they should not be permitted to stray.

How to Redirect Your Indirect Channels by 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. Join Jay McBain from Forrester as he unpacks these future trends.

Oh Shiny! Cool Marketing Technology I'd Evaluate in Detail if I Didn't Keep Getting Distrac.Oh Shiny!

Customer Experience Matrix

I’ve seen more interesting systems recently than I have time to review in depth. Here are some quick sketches of products you may want to explore in more detail. 4-Tell offers low-cost, easily-installed product recommendations for online retailers. The story here is a combination of accessibility and sophisticated features.

CMOs: The Challenge of Signing Up For a Revenue Number

Crimson Marketing

As the CMOs role at the executive table grows, so does their responsibility for revenue growth. According to a recent survey from Deloitte and Salesforce: 61% of “CMOs have more. The post CMOs: The Challenge of Signing Up For a Revenue Number appeared first on. Corporate Marketing Digital Marketing

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Algorithm Updates: Common Questions & What You Should Know

KoMarketing Associates

When a major algorithm update happens like it did May 20th , it’s always interesting to see reactions from both the search community, affected businesses , and the media. After all, it wasn’t too long ago that the only people who knew (or cared about) what an algorithm update was were those in the search industry.

When does competition heat up for cheap travel searches?


Who doesn’t love cheap travel? With the summer traveling season kicking off around Memorial Day, we decided to take a look at pay-per-click advertising in the cheap (or better said ‘discount’) travel space. We were curious about seasonality in its competitiveness, the number of advertisers, and then how three main areas–flights, lodging, and cruises–compared with each other.

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B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. Since then, Acxiom purchased online/offline identity matching vendor LiveRamp and SAP bought behavioral targeting vendor SeeWhy , tag management vendor Tealium announced connectors to several email platforms, and the Phillies lost nine of 14 baseball games. That last item is just included to see if you’re paying attention.

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The TV Is No Longer a TV

Chris Koch

I am in the vanguard of cord cutters, a small but growing group of cable TV subscribers who have decided to ditch the cable box in favor of a variety of geeky devices that serve up entertainment through an internet connection. Between 2008 and 2013, 5 million (or 5%) of US cable subscribers cut the cord, with 1.3% brandishing the scissors in 2013 alone, according to Toronto-based Convergence Consulting Group.

CASL Countdown for B2B Marketers


The Canadian Anti-Spam Law (CASL) takes effect in just over a month (July 1, 2014) and B2B marketers need to be ready. The major difference between CAN-SPAM and CASL is explicit opt-in. CAN-SPAM is more of an opt-out law, where CASL is an opt-in law with express consent. Many of the same rules apply such as unsubscribe, postal address (location), etc., but CASL takes permission and consent to another level.

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15 Ways to Use Drip Email

Direct Response Coach

You’ve got to love drip email. I know I do. Anytime you can use automation to perform a critical step in your sales process – well, that’s a good thing. It’s especially helpful when you think about how many leads routinely fall through the cracks because you (or your sales people) don’t have the time [.]. The post 15 Ways to Use Drip Email appeared first on McCarthy and King Marketing. General

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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.