Sat.Feb 10, 2018 - Fri.Feb 16, 2018

Weekend Reading: “Do Good” By Anne Bahr Thompson

Marketing Insider Group

For the 162nd episode of The Marketing Book Podcast, I interviewed Anne Bahr Thompson, author of Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit. For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year […]. The post Weekend Reading: “Do Good” By Anne Bahr Thompson appeared first on Marketing Insider Group. Marketing Strategy

When segmenting customers, don’t forget your silent majority

Modern Marketing

Richard Nixon popularized the expression, the silent majority , when he used it to label the broad swath of Middle Americans who are reticent to publicly declare their opinions.

How to Choose the Best Digital Channels for Your Business [Infographic]

Webbiquity

Guest post by Jess Andriani. Back in the golden days of TV and radio, businesses raced to craft the most interesting TV commercials and radio advertisements to attract more customers.

Influencer marketing is fully integrating with social media marketing strategy

Biznology

I just submitted a proposal on behalf of Gerris Corp and a partner agency in response to a request for proposal ( RFP ) that actually gets it—and may well be the new normal. The RFP was for a year’s social media strategy consulting.

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

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5 Things Marketers Need to Know When Working With Their Legal Team

Modern B2B Marketing

If you are a marketer, you probably think of yourself as a creative person, and when you think legal, maybe you think…not so creative. But is this a fair assessment?

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Why Storytelling Is the Secret Weapon for Great Product Marketing

Marketing Insider Group

In 1942, Fiorello La Guardia, the mayor of New York, organized a sudden citywide raid. All at once, he sent his police officers throughout the boroughs. They busted into bars, lounges, gambling parlors, and clubs to confiscate some specific items that La Guardia was after. And then the mayor ceremoniously destroyed these items. With a […]. The post Why Storytelling Is the Secret Weapon for Great Product Marketing appeared first on Marketing Insider Group. Marketing Strategy

10 Marketing Lessons Inspired by Musician Dave Grohl

Act-On

Marketing ideas and inspiration can come from unlikely sources, such as the frontman of a successful rock and roll band. Read these 10 marketing lessons we learned from Dave Grohl. Corporate

Nine Social Media Marketing Stats You Can Use

Webbiquity

According to Google Trends, social media marketing as a topic if search interest recently turned nine years old (or is about to turn 11 years old, depending on when you place its origin). Facebook was opened up to the public in 2006. Twitter emerged at the SXSW conference in March 2007.

How to Prepare Contact & Account for an Account-Based Marketing Strategy

Among B2B communities, 2017 brought upon several new concepts, trends and technologies… But perhaps none captured more attention than the re-emergence of account-based marketing as a viable growth strategy.

People Don’t Read Your White Papers. Who Cares?

The Point

New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads.

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What Is Thought Leadership? And When You Should Use It?

Marketing Insider Group

Few terms raise the ire of the buzzword police more than thought leadership. But what is thought leadership? When should you consider using it, and how do you balance the talent and experience of your team with the humility and authenticity today’s audiences demand? Let’s start by getting on the same page. What Is Thought […]. The post What Is Thought Leadership? And When You Should Use It? appeared first on Marketing Insider Group. Content Marketing

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How promotional products fit in with the modern consumer

Biznology

Advertisers have a challenging job of increasing recall and improving resonance with consumers. That is where promotional products, branded gifts, and giveaways shine. Perhaps that is why promotional products have stood the test of time through the technological advances in advertising.

How to Create Professional B2B Videos Using a Smartphone

Vidyard

“In 2016 the average number of videos produced annually was 29. In 2017 the average number of videos produced annually was 38+.” ” Demand Metric Report. Despite video being in such high demand, and becoming the preferred B2B buyer content type, marketers still feel overwhelmed, and underprepared to meet the demand.

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GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

New research: Empathy and solving buying problems

B2B Lead Generation

Most of us are solving sales and marketing problems. But instead, we need focus on solving customer buying problems with empathy. Because buying is harder today than ever been. You need to think about what your customer is thinking/feeling.

Why Less Is More for Customer Experience in 2018

Marketing Insider Group

CMOs and marketing managers today have tough choices to make when it comes to deciding which tools to use to improve customer experience. In 2018, there are an unprecedented number of techniques to take advantage of, from augmented reality mobile apps, to mind blowing experiential marketing with tools like 3D projection mapping and even a […]. The post Why Less Is More for Customer Experience in 2018 appeared first on Marketing Insider Group. Content Marketing

A/B testing your email marketing

Biznology

As we’ve discussed over the past few months, there are a lot of factors that contribute to the success (or failure) of your email marketing efforts, from visual design to how tightly your email and website work together to mobile-friendliness , among other issues.

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70% of B2B Marketers to Increase DemandGen Budget in 2018

KoMarketing Associates

As B2B marketers look ahead to the remainder of 2018, new research suggests that they are shifting their focus to demand generation. Recently, DemandGen Report conducted its “2018 Demand Generation Benchmark Survey Report” to gauge how B2B marketers intend to utilize their budget over the coming months. Approximately 70 percent of respondents said that they expect their demand gen budgets to grow this year. Thirty-six percent claimed that they predict that it will increase by up to 10 percent.

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Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

3 steps to defining customer experience

Modern Marketing

2017 was the year that brands truly embraced ‘experience’, with Customer Experience, User Experience and even Brand Experience all becoming common terms within both the marketing and tech industries.

10 B2B Lead Generation Strategies for 2018

Marketing Insider Group

Driven by a host of emerging technologies and an influx of new insights, consumer behavior continues to evolve at breakneck speeds. Understandably, B2B marketers are hard-pressed to recalibrate their lead generation strategies in this ever-shifting landscape. The explosion of content addressing consumer concerns at every step of the buyer’s journey has developed increasingly educated consumers. […].

Lessons from one year of Instagram stories

Biznology

As we look back on the first year of Instagram stories, there are lessons we can learn that we can apply to our immediate social media and content marketing plans.

Six Steps to Transform Curiosity into B2B Marketing Results

bizible

It’s 8:00 AM on Monday morning. An employee of yours sits at their desk drinking coffee and going through emails. They get curious about an eBook and the latest inbound campaign.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

Interview with Tiffani Bova

Onalytica B2B

Tiffani Bova – Sales Strategist | Growth Advisor | Change Agent at Salesforce. Key Topics: Sales, Marketing, Customer Experience. Location: Los Angeles, California. Bio: Tiffani Bova is the global customer growth and innovation evangelist at Salesforce.

5 Lead Generation Tactics That Are Replacing The Cold Call

Marketing Insider Group

Cold calling is joining the ranks of 8-track tape players and Palm Pilots: It’s clunky, it’s outdated, and it’s ready to be put out to pasture. Ten years ago, reaching a prospect was possible after 3.68 cold calls. That number of attempts has jumped up to eight. Is it any surprise that 44 percent of […]. The post 5 Lead Generation Tactics That Are Replacing The Cold Call appeared first on Marketing Insider Group. Sales Alignment

3 Fundamental Factors Predicting Your Marketing Automation Success

Act-On

In this Rethink Marketing Podcast interview, Phil Bosley from Tactical Marketing outlines the Fundamental 3 factors predicting your marketing automation success. Read on or listen to the podcast to learn more.

11 Storytelling Lessons That Will Transform Your Content Marketing

Contently

I was a wide-eyed, frizzy-haired 25-year-old when I first got the offer of a lifetime: to be in charge of content for a small tech company called Contently. When I asked my new boss for direction, he pointed to the freshly painted mural on the office wall.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

The Greatest Content Marketers Have These 5 Qualities

ScribbleLive

What exactly makes a content marketer truly great? Are they born that way and simply destined for content marketing stardom?

New Research: Boost Organic Growth From Current Customers

Marketing Insider Group

CEOs and sales leaders have long wondered: how can we drive organic growth and increase sales from existing customers? But it’s elusive. In fact, the traditional approach is no longer working. According to CEB, now Gartner, “Only 28% of sales leaders report that account management channels regularly meet their cross-selling and account growth targets.” That’s […]. The post New Research: Boost Organic Growth From Current Customers appeared first on Marketing Insider Group.

The emerging challenges for managing brand risk

Biznology

Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations, and various socio-economic trends have made the topic of “brand risk” a top priority concern for every marketer.

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Operation acronym: How to speak the language of the content marketing funnel

Tomorrow People

If you’re going to work with a content marketing agency, you’d better know your way around the content marketing funnel, and understand all the terms that come with it. Let the TP team be your translators. Inbound campaigns. Conversion assets. There’s a whole bank of vocabulary that comes with a content marketing strategy , and not all of it’s familiar even to dyed-in-the-wool marketeers. But all types of content marketing are pretty straightforward when you understand the purpose behind them.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.