Sat.Nov 15, 2014 - Fri.Nov 21, 2014

The Cardinal Rule of Industrial Content Marketing: Know Thy Buyers

Industrial Marketing Today

It may seem obvious to say that you must build your industrial content marketing strategy around your buyers but it doesn’t happen with regularity with most manufacturers, distributors and engineering companies. At least, that’s been my experience with industrial clients. I often hear my clients tell me they know their customers very well. They can [.] The post The Cardinal Rule of Industrial Content Marketing: Know Thy Buyers by Achinta Mitra appeared first on Industrial Marketing Today.

Rules 262

Lead Nurturing: You can’t automate trust

B2B Lead Generation

Tweet I recently had coffee to catch up with my friend Jill Konrath and we were talking about new opportunities, ideas for the improvement of lead nurturing and I’m currently pondering my next book. If you’re not familiar with Jill, she’s the best-selling author, sales guru and is a featured keynote speaker at companies like LinkedIn, HubSpot and many others.

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The Top 200 Content Marketing Brands And Influencers

Marketing Insider Group

One of the biggest questions buyers ask in their online journey from awareness, to consideration, to selection is “who is influential?” ” on the topic. It is human nature to look for validation, expert advice and insights from those who understand a topic and seem to know what they are talking about. This is true in just about any major decision, including who we buy from.

Brand 219

Tips to Manage the Marketer's Personalisation Dilemma

Oracle

Personalisation isn’t all-or-nothing. Between mass appeal and one-to-one customisation, there’s a profitable middle way. To personalise or not? No question: for almost all one-to-one communication, you should personalise. But there are differences in degree. Imagine the resources involved in reaching these levels of personalisation: Turning Dear Sir into Dear Mr Smith. Starting a letter to Robert with Hi, Bob! Using the headline Oil hits $67.31 in a landing page.

Tips 218

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.

The 3 Most Important Content Marketing Questions CEOs Should Ask

The Forward Observer

As CEO of a company moving to content marketing, are you wondering how to set the right course? These three questions will have the greatest impact. Let’s say you are the CEO of a company that has seen its sales pipeline flattening out for a couple of years. The effectiveness of cold calling is plummeting. And you have a sense that the traditional marketing that generated leads in the past isn’t working anymore.

More Trending

The Content Marketing Word Of The Year?

Marketing Insider Group

Well if you haven’t heard, Oxford Dictionary has released their annual “ word of the year.” ” After 2013’s word of the year selfie , the 2014 word of the year is vape. The word is short for vaporize and also comes in verb form (vaping). It means ‘to inhale and exhale the vapor produced by an electronic cigarette or similar device.’

Words 207

How Video Drove a 50% Increase in Form Submissions for Oracle Marketing Cloud [Case Study]

Oracle

You may have “met” our friend, “Modern Mark.” ” The team at Oracle Marketing Cloud conceptualized the character to support a recent program called the ‘ Journey to Modern Marketing’ campaign , which included a variety of content tactics, including high-value gated eBooks, videos, blog, and social posts.

B2B Budgeting for 2015: 10 Key Marketing Research Reports & Guides

KoMarketing Associates

With the end of year fast approaching, many organizations are taking a good look at budgets and priorities for the new year. Software Advice’s recently released 2014 B2B Demand Generation Benchmark report revealed that the vast majority of B2B marketers (79 percent) use at least 11 different marketing software applications. Software Solutions Used.

Budget 254

Search Engine Marketing is Legion

Biznology

I just discovered that Search Engine Marketing (SEM) isn’t just a rebrand of Search Engine Optimization (SEO), a marketing discipline that is almost universally damned as being shifty, black-hat, and more than just a little shady.

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!

Hushly Helps Marketers Connect With Anonymous Web Site Visitors

Customer Experience Matrix

When this blog last left Geoff Rego in 2010 , he had just sold the assets of pioneering B2B marketing automation vendor Market2Lead to Oracle. Since then, he’s been gnawing at the bone of anonymous business leads, suspecting that there’s some way to gain value from people who are interested in a product but haven’t identified themselves to vendors. Rego has shown me a couple of approaches over the past few years, none of which quite worked out.

Sites 215

How 4 Companies Find and Create Value from Open Data

Oracle

Marketers know they need to build campaigns around the ever-growing amount of customer information at their fingertips. But there’s more data than what they’re capturing from email opt-ins and online browsing history. Open data, which is freely available for anyone to use, is a trove of information that — if used correctly — adds even more brand value.

Should You Send Holiday Newsletters?

Writing on the Web

Shortcuts to Newsletters. Are you sending holiday newsletters for your business? Even though you may be tempted to put all your time and energy into maintaining your business blog , a newsletter is still a vital, viable way to stay connected to clients and prospects. Holiday newsletters are a great opportunity. Don’t take my word for it.

3 Big trends converging for big branding opportunities

Biznology

The ability to identify relevant trends and stay one step ahead of them is crucial for keeping brands fresh and vibrant.

Trends 154

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.

B2B market research – 10 unique features

Savanta

Is B2B market research really that different from B2C? Well in a nutshell, yes. In this blog post Circle’s Andrew Dalglish explores the 10 key differences that make B2B research unique. As you go about your daily business it’s unlikely that you’ll come into contact with many people who think that a pair of jeans and a nuclear power plant have a lot in common. And with good reason.

Movember Your Data! How You Can Support the Cause

Oracle

This Movember boys and girls we are growing our Mos to raise awareness for prostate cancer. The great cause got us marketer’s thinking. Getting your marketing data in order is not unlike Movember facial hair grooming. We figured the same principles can be applied to data and to our nose neighbours– and here’s why: Movember Your Data! Get Your Data In Shape from Oracle Marketing Cloud.

Sailthru Offers End-to-End Omnichannel Personalization for B2C Marketers

Customer Experience Matrix

I know this is blasphemy, but I’m beginning to have doubts about solution selling – the idea that marketers should describe the customer problems they solve, not the features of their products. The issue, at least in marketing technology, is that all systems address pretty much the same general problem of sending the right messages to the right customers (in the right time, place, medium, device, language, tone, etc.).

B2C 187

Let the market view in

Biznology

There have always been marketers who rely on subjective data and unsubstantiated hypotheses. They have a point of view, are comfortable with their perspective and only accept information that confirms their opinions. They also tend to surround themselves with others who agree with them and reinforce this perspective. Unfortunately, social media, and the ability it provides to locate like-minded individuals, has made this even more prevalent.

View 143

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.

6 Traits of Highly Effective Data Analysts

Webbiquity

Guest post by Robert Murphy, Managing Partner at Movéo. In today’s world, technology and marketing conditions are dynamic, but clients still demand predictable results, minimized waste and accountability. In order to achieve these goals, marketers must master the ability to collect the right data and then glean insights to drive strategy and measure effectiveness. The smartest marketers not only understand this approach, but are leading the charge to take it mainstream.

Should CTR be a Key Performance Indicator for B2B Advertisers?

KoMarketing Associates

Click-through rate (CTR), very simply, is the number of clicks your ads have received divided by the number of total impressions. Specific keywords as well as ad creative variations will all have individual click-through rates. The Benefits of Having a High CTR: Click-through rate is one of the most important factors in Google’s Ad Rank formula. This means that CTR is key in determining your Quality Score.

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3 Key Elements to an Effective Demand Generation Strategy Kick-Off

ANNUITAS

The time has finally come. You’ve convinced your key stakeholders your company needs a Demand Generation Transformation. It’s time to kick it off. Now the fun part begins, but if you don’t have the right line-up, it could delay or derail all your hard work up to this point. To set your program up for success, there are a few key must-haves to consider in kicking off the process: Who’s at the table? Do you really have all the right stakeholders in the room?

How to Do Competitive Analysis in a Crowded Industry

B2B Marketing Traction

For those industries where the list of competitors seems too large to research and your research budget is small or non-existent, there are cost effective ways to analyze the competition. You can survey your customers to find out which competitors were included in their review. But you can also do an easier and more cost-effective online search to see which competitors come up at the top of the search results and focus your analysis on them.

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.

4 Attributes of Your Next Content Marketing Superstar

Oracle

Editor's Note: Today's post comes courtesy of Michael Gerard , CMO of Curata. He is responsible for Curata's marketing strategy and all related activities. Michael has more than 25 years of marketing and sales experience, having successfully launched and sustained three start-up ventures, as well as driving innovative customer creation strategies for large technology organizations. IDC, Kenan Systems, Prospero (mZinga) and Millipore).

What E-Commerce Marketers Should Know About the Happiest Consumer Brand Manufacturers

Fathom

The holidays can be a joyful time for those manufacturers who get all the items ticked off their wish lists. How many of the following 19 elements are you confident about? Besides the new reseller tracking tool from The Search Monitor , few other things are likely to make consumer brand manufacturers happier than the following these days: 1. Amazon optimization leading to higher rankings and leapfrogging of competitors who undercut on pricing.

Brand 100

Why Don’t We Market To Our Customers?

ANNUITAS

* This post first ran in July 2014. With end of year around the corner, don’t forget about your customers. They should always play a part in your Demand Generation Strategy. I was recently onsite with a prospect and was told that if this company could simply add $10,000 to every customer renewal each year they would add $400,000,000 in incremental revenue to the bottom line. This was a significant statement that would have major impact for the organization.

Is Your B2B Marketing Provider Showing Jazz Hands or Results?

B2B Marketing Traction

If you’re not getting analytical reports on your marketing results, it’s time to re-evaluate your marketing provider. I saw the greatest expression recently while reading an article by Kate Kaye in AdAge , “ This ad industry is awash in agencies doing jazz hands. ” What the author means is that still, in this day of big data and analytics, too many agencies are still just doing a dog and pony show when it comes to talking about results.

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.