Sat.Feb 04, 2023 - Fri.Feb 10, 2023

article thumbnail

Skate to Where the Puck is Going: B2B Marketing in an Age of Digital-First Marketing

Marketing Insider Group

A very young Wayne Gretzky was taught by his first hockey coach, his father Walter Gretzky , several important lessons. For those who are not hockey fans – Wayne is the all-time leader in NHL scoring and owner of 61 records, most will probably never be broken, and is called by many the greatest hockey player of all time. “You miss 100 percent of the shots you never take” is one lesson.

Aging 210
article thumbnail

80% of Digital Marketers Find It ‘Essential’ to Stay on Top of Martech Trends

KoMarketing Associates

As digital marketers forecast which solutions will provide the most benefits in the coming months, new research suggests that they believe it is becoming essential to keep up with marketing technology (martech) trends. CallRail recently published “The 2023 Outlook for Digital Marketing Agencies” report, and statistics indicated that the majority of respondents (80%) think it is essential to stay up-to-date on the latest trends and martech.


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Let's talk ABM: 6 ways to build buyer experiences with ABM


ABM succeeds or fails by the accounts that you choose to target. They should be front and center of every decision you make. Informed by your Ideal Customer Profile, guided by your first- and third-party data, they’re the hub from which to roll out creative strategies and messaging tactics. And the beauty of that focus on accounts is ABM’s ability to deliver truly unique, engaging, and personal buyer experiences that regular B2B marketing strategies simply cannot.

P2P 62
article thumbnail

How Storytelling + Data = The Most Compelling Content


Guest post by Mehdi Hussen. Storytelling is a powerful tool for building a long-term connection with your audience. It sets great content apart from the average and helps you stand out from competitors. Image credit: on Pexels However, few marketers can truly master the art of storytelling, because they fail to add data points to support the tale they are weaving.

article thumbnail

Best Practices to Boost Marketing Efficiency while Decreasing Cost Per Sale

Speaker: Kristin Hess - Senior Product Marketing Manager, Drift; Will Lyon - Head of Vertical Marketing, 6sense

The past three years have forced nearly every industry to rethink their prospect and customer engagement strategy. But while we’ve all been thrust into digital transformation, we haven’t all made the transition efficiently. Now that we know digital selling is the new norm, how can we ensure our website is doing as much of the leg work as possible for us - even in the midst of economic challenges?

article thumbnail

How to Use AI in Media Planning – You’ve Got To Be Careful!


As a media professional, you’ve probably heard the buzz about how AI is the future of media planning. Just yesterday, Digiday reported how Google, Meta, Havas, and Horizon are increasingly focused on, and investing in, AI-powered advertising. It seems everyone is making AI announcements these days. With stories like these, you may be starting to feel you’re becoming obsolete.

More Trending

article thumbnail

PR is creating tension between B2B CEOs and their CMOs, Research Finds

Champion Communications

84% of B2B CEOs say they find talking to their CMO about PR ‘awkward’ Getting CEO buy-in is so important in the world of B2B PR. Often, the CEO is not only the primary spokesperson but also the final decision-maker when it comes to signing off on PR budgets. It is a somewhat depressing fact, then, that B2B CEOs and CMOs are struggling to see eye-to-eye when it comes to their PR programs.

PR 62
article thumbnail

How Content Testing Can Help You Understand Your Users Better


Content testing is a great way to understand your users better. By assessing what aspects of your content are working, and which aren’t, you can build a clearer picture of what your users expect from your content. Check out our latest article from Yauhen Zaremba, Director of Demand Generation at PandaDoc, to learn more!

Test 83
article thumbnail

Create the Perfect Marketing Plan for a B2B Product Launch

Launch Marketing

Every new B2B product needs a sound marketing plan to foster awareness and ultimately revenue growth, but before you can walk, you must learn to crawl. Read on, to learn about the four essential elements of a product launch marketing plan. Product Launch Schedule and Marketing Budget Two of the most basic rules of a marketing plan are to know the budget and know the schedule.

Plan 97
article thumbnail

Selling to B2B Buyers in a B2C World


We live in a B2C world, where buyers expect to be treated like consumers–even in a B2B transaction. There’s really no way around it. Consumers today expect the buyer’s journey to be convenient, frictionless and even enjoyable. It should not be shocking that an increasing number of B2B buyers are trying to get that B2C experience in the B2B world. After all, in some form or fashion, you are a consumer and appreciate an enjoyable customer experience, right?

B2C 62
article thumbnail

Aggregage Intent Signal Service

Aggregage Intent Signal Service allows you to reach more active buyers sooner! Get leads for specific in-market buyers. View companies and titles signaling intent. Influence active buyers earlier in their journey. Shorten sales cycles and close more deals. Download the Aggregage Intent Signal Service overview to learn more.

article thumbnail

Customer Centricity- An Important Key to Business Growth

NuSpark Consulting

SHOW 6 Recorded: February 9,2023 Topic: Watch my conversation with Laura Patterson of VisionEdge Marketing as we discuss customer experience, and all things related to how all marketing and sales HAVE to keep the customer needs in mind always. Length: 32 minutes Guest: Laura Patterson, VisionEdge Marketing Learn more about What’s My Pipeline and Subscribe to Future Shows CLICK to go to our What’s My Pipeline home page, get more information on upcoming shows and topics, and instructi

article thumbnail

Why Investing in Go-to-Market Innovation and Shifting to a Converged Growth Model Could Make or Break Your 2023 Outlook


The New Year has brought more volatility than many of us may have expected. Given unclear demand patterns – and unending debate over the condition of the economy – it is a good time to take a step back and reflect on how your go-to-market might be categorized in 2023. Does indecision have you committing a repeated string of ‘ random acts of sales and marketing ,’ or are you taking advantage of this moment to bring cohesion, orchestration and repeatability to your sales and marketing mix across

article thumbnail

Do You Need a Brand Messaging Framework?

Marketing Insider Group

Whether you’re doing a brand refresh or launching a new campaign, a solid brand messaging framework is essential for success. Scaling your business requires a clear vision for your brand, and a set of messaging guidelines streamlines your ideas. When there’s a steady brand messaging framework in place, quick action items are easy to complete. Sharing your brand’s mission with potential customers becomes effortless.

Brand 188
article thumbnail

How to Choose the Right Framework for Your New Website in 2023?

ATAK Interactive

When it comes to building a new website, one of the first decisions you'll need to make is which framework to use. With so many options available, it can be overwhelming to choose the right one for your project. In this article, we'll provide an overview of the different types of frameworks and the key considerations to keep in mind when selecting the one that's right for you.

article thumbnail

Maximizing Marketing Efforts: Benefits of Personalizing Online Experience

Speaker: Kate Marx, VP of State Street Global Advisors; Tara Quehl, Marketing Director at Demandbase; Lee Zucker, Global Head of GTM & Revenue Strategy at Drift

The world of financial services is shifting as clients demand online experiences that feel similar to those in B2C. What’s the key to meeting their expectations? Humanizing their experience on your website. By personalizing your client’s online experience, your firm can build more trust and value into every interaction. Your team can also go into conversations with more context around a client’s long-term objectives, resulting in a faster time to investment.

article thumbnail

Three Ways to Use Google Trends for SEO in Your Content Marketing


Content marketing is like cooking. There are days when you are inspired and creative and deliver the best risotto ever. And then there are times when you just want someone to tell you what to whip up because you’re flat out of ideas. Another challenge? Your creation has to satiate even the most finicky eaters. In its State of Content Marketing 2022 Global Report , keyword research tool company Semrush surveyed 1,500 content marketers worldwide.

Trends 170
article thumbnail

4 Ways to Attract Trade Show Attendees to Your Booth

Navigate the Channel

You could just fling $20 bills in and around your trade show booth, which is one surefire way to attract people to your booth (we would be there!), but not a feasible plan for most exhibitors. But taking a careless approach to what does attract your target audience to your booth is like throwing lots of $20 bills around—and away. Because trade shows can be such an effective way to get in front of your target and introduce your brand to those who can help your products or services gain popularity

article thumbnail

7 Website Redesign Mistakes To Avoid

Marketing Insider Group

Website redesign mistakes can ruin the face of your business. The design and functionality of your website play a major role in generating revenue, and ultimately determine whether or not your audience trusts you. In today’s digitally-dependent landscape, how you choose to revamp your website is critical to its ROI. You already know you want a website designed to increase traffic, drive leads and enhance your brand’s credibility – but how can you make it happen?

Websites 148
article thumbnail

2023 B2B Marketing Budget Getting You Down?


Are you one of the many many B2B tech marketers who still have not had their marketing budget approved? You are not alone.

Budget 88
article thumbnail

Contact vs. Company Intent Signal Data

Contact and company intent data both have their advantages. Contact-level intent leads can be acted on immediately to reach active buyers, while company-level leads improve outcomes for account-based marketing and other programs. This infographic unpacks the advantages of both contact and company data and gives details about how B2B marketers can benefit from both.

article thumbnail

What’s the Best Way to Manage My Content Marketing Team?


In the deep, dark layers of the office, Sally the content creator slaves away at her keyboard, surrounded by towering cubicle walls. She isolates herself to maintain pristine focus while writing blog and social content for your brand. Well, this doesn’t sound like much fun. At times, this is the reality of a content marketing writer, but behind every post, original image, campaign and social post, is a team that must collaborate.

article thumbnail

Commitment: Don’t Lose Deals to Indecision


One of the most exciting parts of the sales journey—besides the actual closing of the deal, of course—happens mid-funnel when the prospect has moved from contemplating the product or service to actually preparing to make the purchase. It’s clear the prospect is intending to take action, and the deal feels this close to completion, even though there is still something clearly missing: a commitment.

article thumbnail

B2B Marketing 2023 Trends

The Lead Agency

Consumer behaviour in the B2B space has undergone significant changes in the past year. Businesses will have to update their go-to-market strategies to match these evolving buyer preferences. Primarily, this is due to the fact that a significant portion of the workforce is now made up of millennials and Gen-Z. This is a generation of digital natives who want to conduct most of their research anonymously.

article thumbnail

Marketing qualified lead: What is it really?


Companies can’t survive without customers. And every customer is a “converted” lead. But, not all leads will convert. Some may not fit your ideal customer profile and others may not be ready to buy. That’s where marketing qualified leads, or MQLs, come into play. You might be asking, “What exactly is an MQL?” “How do you identify an MQL?” and “Why do MQLs matter?

MQL 78
article thumbnail

The ABM Benchmark Survey

ABM gets better with age — but unfortunately, marketers don't have the luxury of pouring it into an oak barrel for a couple decades to let it mature. In a recent survey with Demand Gen Report, we found 59% of experienced practitioners (those with ABM programs more than a year old) indicated their ABM programs are meeting or greatly exceeding their expectations, while only 45% of novices (those with ABM programs less than one year old) could say the same.

article thumbnail

The Definitive guide to Account-Based Marketing

Unbound B2B

Quick Summary: Account-based marketing is a strategic sales and marketing technique that engages and converts highly-targeted audiences. ABM is all about focusing your marketing efforts on high-value accounts that have the maximum potential of converting into sales. It is important to identify the decision makers of your targeted companies and find ways to engage them.

article thumbnail

Defensive Marketing Strategies for CEOs in B2B Tech


There is a lot going on in the world right now as we dive deeper into 2023: Inflation, Recession, Layoffs - all a part of the narrative in this new, new, new economy. In fact, it’s been a common theme of our last couple of podcast episodes of Grow up with GROW. and our blog. But another common theme we dive into is how CEOs can think about marketing to set themselves and their companies up for success.

Podcast 78
article thumbnail

Paid Marketing For B2B: A 2023 Guide

Alejandro Rioja

Every business, including business-to-business (B2B) companies, need marketing. This allows the business to remain on top against other competitors. Marketing also helps obtain qualified leads and increases opportunities for sales. Marketing can be done through various methods and strategies. Such strategies can be narrowed down to two categories—organic marketing and paid marketing.

article thumbnail

The Opaque Nature of Influencer Marketing

Atomic Reach

The Opaque Nature of Influencer Marketing The influencer marketing industry was worth an estimated $16.4 Billion in 2022, according to an annual benchmarking report by Influencer Marketing Hub. All signs point to exponential growth in the next decade and beyond. Influencer marketing is now a non-negotiable for most companies. But you know that already.

article thumbnail

Learn Today, Sell Tomorrow: Increasing ROI & Conversions Through Search Metrics

On average, seven out of ten online shoppers utilize a website's search bar. Website owners not using their search bars to their full capabilities are missing out on prime opportunities to boost their conversion. Search metrics can drive buyer conversion by helping website owners learn from their online visitors, allowing eCommerce merchandisers and digital marketers to create, adapt, and execute an effective marketing strategy with help from the data collected by an onsite search bar.

article thumbnail

CMO Perspective: Using B2B Data & Data Types for Audience Segmentation


Selling your product and services to everyone is unrealistic. So, how do you make the best use of your time? Market segmentation helps you find and accurately target your customers. Audience segmentation is to B2B businesses what dessert is like to your favorite meal. You can succeed without it, but why would you? The results are always going to be better.

article thumbnail

Navigating the evolving landscape of targeted advertising and marketing measurement


30-second summary: The marketing industry is undergoing a significant transition in response to recent changes in data availability and regulatory shifts Unified ID is a popular concept, but it raises concerns about regulatory scrutiny and its ability to fully solve the problem of ID fragmentation The use of first-party data is essential to understanding customers and their journey, and can be utilized to make effective advertising decisions Marketers must adjust their practices to align with ne

article thumbnail

9 Ways to Grow and Improve Your Talent Pool This Year


A large, skilled talent pool to hire from is key to modern companies’ success — especially considering that by 2030, there will be a shortage of human talent that could result in a loss of $8.5 trillion. Could your talent pool use some improvement? Then read on for some best practices that’ll help you maintain a steady supply of skilled workers that’ll give your organization the competitive edge it needs.