Sat.Jun 30, 2018 - Fri.Jul 06, 2018

Ask a Content Strategist: Why Are Brand Blogs So Ugly and Outdated?

Contently

Which comes first, content or design? Jannelle, Halifax, Nova Scotia. In our weekly editorial meetings, we go around the room pitching stories. The vibe is fairly professional and even-keeled … until it comes to me. I might start out measured, but inevitably, I’ll launch into a PG-13 tirade about some content marketing topic. Editorial meetings are my safe space, and my creative process (unfortunately and unintentionally) involves channeling Gary Vaynerchuk.

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Understanding the B2B Buying Disconnect

Cintell

Every B2B technology business wants to be focused on the customer, from marketing efforts to product innovation. Part of customer-centricity involves truly connecting with prospects before they become customers. But according to a recent report from TrustRadius , many vendors fall short in this arena. The 2018 B2B Buying Disconnect Report highlights the difference between how B2B technology buyers and vendors view the purchase process.

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Sorry, Your B2B Content Is TL;DR

Marketing Insider Group

We all have that friend — you know, the one who is constantly texting you their life story. If you even bother to open their message, you skim and well, mostly ignore. You reply, “Oh no, it’ll get better,” hoping you’re at least in the ballpark of appropriate responses. In internet jargon, it’s called TL;DR […]. The post Sorry, Your B2B Content Is TL;DR appeared first on Marketing Insider Group. Content Marketing

How to find your best B2B prospects

Biznology

Lead generation is a major preoccupation of the typical B2B marketing department. Indeed, most B2B marketers report that leads—with an emphasis on quality leads—are their primary goal. So, let’s review the top prospecting tools and techniques that are working for B2B marketers today. And if you have any that I’ve missed, please chime in. Model your most profitable customers. Use analytics to build a profile of your best customers, and use that model to find lookalikes.

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.

5 Drip Campaigns Every Brand Needs to Have and Why They Matter

Marketo

There are few things more valuable than automated marketing when it comes to moving customers down your sales funnel. It’s why more than 53% of B2B companies have already implemented a marketing automation platform. The great thing about automation is that it allows you to set it and forget it, saving you time and money. And one of our favorite forms of marketing automation is the drip campaign.

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Expert Insight: The Challenge of Delivering a Personalized Customer Experience

KoMarketing Associates

Personalization is a content marketing tactic that can help reel in customers and prospects, but how many marketers are actually utilizing this method? According to the “2018 Connectivity Report” from Widen, 28 percent of marketers claim that personalizing the customer experience is what their organization is most focused on this year.

4 Lessons to Remember Before Rebranding Your Business

Marketing Insider Group

There are many reasons to rebrand your business. It could be anything from updating your logo and design themes to be more modern, to reinventing your business to better match its current situation or products. Yet, rebranding should never be taken lightly. A good rebrand can help a company connect with a new or changed […]. The post 4 Lessons to Remember Before Rebranding Your Business appeared first on Marketing Insider Group. Marketing Strategy

If you haven’t already transitioned your website to being HTTPS-compliant by July 1, 2018, your website is probably already being blocked as not secure

Biznology

According to Search Engine Land , if you haven’t already transitioned your website to being HTTPS-compliant by July 1, 2018— last Sunday! your website is probably already being blocked as not secure. That’s right. Be sure to rush over to Squarespace, Wix, Total Choice, A2, and Bluehost and make sure they put you on the path to becoming HTTPS-compliant tout de suite ! If You Need a Bridge to HTTPS-Compliance Right Now.

Two Questions that Lay the Foundation for Effective Cross-Channel Marketing

Oracle

Cross-channel marketing has moved beyond the hype to become a reality for marketers. In fact, it’s the new normal. Our online behaviors have evolved – consumers are constantly checking emails, social media apps, and even interacting online via voice technology. To reach them effectively, a marketer must have the message in the right place at the right time.

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.

Location-Based Data is Helping Marketers Personalize the Customer Experience

KoMarketing Associates

Marketers have an abundance of data at their fingertips, and new research suggests that those who use location-based information on their customers may improve the outcome of their campaigns. Lawless Research and Factual recently conducted the “2018 Location-Based Marketing Report” to gauge how marketers are using location-based data to their advantage. Statistics showed that 83 percent of marketers who used location data saw higher response rates, while 83 percent saw more customer engagement.

This Is the Secret to Being as Productive as an Entire Marketing Team

Marketing Insider Group

For small business leaders and entrepreneurs, getting everything checked off your marketing to-do list can feel like you’re losing a heated (and high-stakes) game of a whack-a-mole. For each item you complete, two or three more spring up, and prioritizing doesn’t help when they’re all mission-critical. Fortunately, there’s a way to drastically improve your marketing […]. The post This Is the Secret to Being as Productive as an Entire Marketing Team appeared first on Marketing Insider Group.

Why your sales team thinks marketing is useless

Biznology

If you are in marketing, you are used to handing off your leads to the sales team and hearing two complaints back: First, the leads are no good. Second, there aren’t enough of them. It has always reminded me of the old joke where two guys are complaining about the restaurant they are eating in. “The The food at this restaurant is lousy,” said the first. The rejoinder from the second? And such small portions!”. Such is the relationship between sales and marketing.

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Why Learning is Now The Hot Word in Customer Enablement

Oracle

Learning seems like a straightforward proposition. You want to achieve something; let’s call that something A. To achieve A, you need to understand, and make use of, some other important thing; let’s call it B. Once you learn how B works, you can use that knowledge to accomplish A. Pretty clear, right? Sure – until something muddies the water (i.e. time, money or other people). Think of it another way.

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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!

Survey: 69 Percent of Businesses Spend Time and Money on Email Marketing

KoMarketing Associates

New research suggests that marketers are still heavily relying on email as a tactic, but their goals vary according to company size. The Manifest recently conducted the “State of Email Marketing in 2018” survey to determine how frequently marketers are turning to email to reach out to their target audiences. The research found that most businesses (69 percent) spend time and money on email marketing.

Should CPG Brands Care About User Experience?

Marketing Insider Group

By Brittany Hodak The consumer product goods (CPG) category seems virtually set up for success. Its products — ranging from soda to laundry detergent to deodorant — are available everywhere, regularly consumed, and regularly needed. Once a consumer runs out of deodorant or detergent, she’s at the store to buy more; it’s a necessity, not […]. The post Should CPG Brands Care About User Experience? appeared first on Marketing Insider Group. Marketing Strategy

Inspiration for your transformation

Biznology

Digital transformation is a daunting challenge for any leader. In today’s volatile business climate, 9 out of 10 companies are thinking about digital transformation. But—even knowing they’re engaged in a battle for their company’s future—many leaders dread the prospect and hesitate to act. It’s like turning an ocean liner. It can’t happen quickly without losing a lot of momentum. But a captain won’t keep heading toward rocky shoals!

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What’s the Key to Improving ROI on Advertising?

Oracle

This article is part of our series on customer experience where we focus on topics relating to connecting data, intelligence and experiences. Further reading: Campaigns Don’t End When You Hit Send: The Importance of Feedback Loops. Paid media is a powerful tool with plenty of metrics to present. But which ones should marketers pay attention to? Clicks and likes don’t drive outcome for the business.

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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.

Finding the Right Fit: Six Tips for Trade Show Evaluations

Webbiquity

Guest post by Kelsey Stage. Thinking about which trade shows to participate in this year? For growing companies, trade shows can be a powerful way to market products and increase brand recognition. Face to face conversation is powerful. Photo by SDRandCo at Morguefile.com. According to recent research , 80% of marketers believe events are critical to their company’s success, and two-thirds of B2B marketers say live events are their most effective marketing channel.

Weekend Reading: “Objections” by Jeb Blount

Marketing Insider Group

For the 182nd episode of The Marketing Book Podcast, I interview Jeb Blount, author of Objections: The Ultimate Guide for Mastering The Art and Science of Getting Past No. As long as salespeople have been asking buyers to make commitments, buyers have been throwing out objections. And, for as long as buyers have been saying […]. The post Weekend Reading: “Objections” by Jeb Blount appeared first on Marketing Insider Group. Sales Alignment

Shorten Your Manufacturing Sales Cycle with These 4 Lead Nurturing Tips

Act-On

A lead nurturing program will build better leads, create more sales opportunities, and generate more revenue. So why do most B2B marketers fail to set them up? When every lead counts, here are four tips for getting started with your first automated program. Lead Nurturing

Engagement: The Key to an Effective ABM Strategy

Oracle

Where customers once purchased, they now subscribe and consume. Where the technology was the main priority, now customer service is just as important. And where purchasing technology was a matter of trusting your CIO to make the right call, now line of business leaders conduct their own research to ensure their needs are met. Map these changes to life in a "strategic account," and you get three distinct phases of a customer journey.

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.

IP Targeting Options for Display

NuSpark

There’s many tactics with online display advertising to test. Consider household IP targeting, and unique methods of location-based ad targeting. The post IP Targeting Options for Display appeared first on NuSpark Marketing. Mosey's Marketing Minutes online advertising

5 Steps To Running An Advocate-Powered Beta Test (Plus Examples!)

Influitive

If you’ve ever ran a product or feature beta before, chances are you’ve experienced some challenges along the way—maybe it was tough finding enough participants, or maybe it was difficult to prioritize what feedback to address before release. If you’ve never ran a beta before, maybe you’re looking for a general guide on how to.

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B2B Marketing Automation: Crawl, walk, run, win

Sales Lead Insights

B2B marketing automation, if done right, is an efficient and cost-effective tactic for engaging your prospects and helping them move forward in their buying process; ultimately generating more of the qualified, sales-ready leads that your salespeople and channel partners need to meet your company’s sales, revenue and growth goals. The post B2B Marketing Automation: Crawl, walk, run, win appeared first on Sales Lead Insights. B2B marketing automation

How Self-Service Help Can Provide Great Customer Service

Oracle

By Kirsten Foon, Senior Marketing Manager, Digital Experience, Oracle. I’ll be honest. As someone who has used many different technologies over the course of my career, there’s nothing more frustrating than having a question mid-way through working on a project, and not being able to get an answer. And I’m impatient. I want an answer right away. I don’t want to wait on the line for 15 minutes to speak to someone.

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.