Sat.May 12, 2018 - Fri.May 18, 2018

The limits of content marketing

Biznology

As you’ve no doubt guessed, I’m a huge fan of content marketing. But unless you’re a content marketing “fanboy” who’s blind to reality, you have to recognize the practice’s limitations. Those limitations were real even before content marketing’s ubiquity created a whole new set of problems. More on those in a moment.) So it’s worthwhile to acknowledge the ways in which content marketing can come up short and talk about ways to work around those issues.

Tips for a Successful Competitive Campaign

The Point

It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. Their flagship product is being end-of-lifed. The company suffered a data breach. And so on.

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History Repeats Itself, Even in Marketing

Marketo

“Hyper-personalization.” ” “Hyper-connectivity.” ” As marketers, it is a bit staggering to watch the continued growth of communication across so many different digital locations. Touches from Facebook, LinkedIn, Google, websites, mobile phones, apps, and more are not something of the coming future anymore, they are becoming the present-day reality.

Stop Selling, Start Educating: How to Reach Today’s B2B Buyers

Vidyard

You don’t shop the way you did five years ago—so why are you still selling that way? Today’s B2B buyers are more empowered than ever before. They do their own research. They read reviews. They price compare online. In comparison, we know from the B2C world, 90% of the buying decision is made before a potential customer even walks into a storefront. Which means we need to be fluid. What worked 24 or even 12 months ago is now outdated. It simply won’t work anymore.

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.

31 Call-to-Action Examples You Can't Help But Click

Hubspot

Think about all the times you've signed up for things in your life. Did you once download Evernote? Dropbox? Spotify? Maybe you've even taken a class on General Assembly. Each one of these signups is likely a result of an effective call-to-action (CTA). And it's really important to guide your visitors through the buying journey using strategic CTAs.

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More Trending

9 Easy Ways to Get More Leads from Your B2B Blog

Act-On

Subscribers and shares are great, but let's dig into how you can grab more leads from your blog right now. Here are 9 easy ways to get more leads from your B2B blog. B2B Marketing Content Marketing Lead Generation B2B b2b blog lead generation leads

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Millennials Are Taking Over, And It’s All Right

Oracle

"Millennials have replaced baby boomers as the major consumer segment, so we are seeing a change in what is being demanded. Millennials want more than price and availability; they want speed, convenience and they want to be involved in the co-creation of the product.” ” Steve Melnyk, Michigan State University. I’m on the tail end of the baby boom generation, and yet reading this quote didn’t freak me out or make my eyes roll.

12 Ways to Handle Sales Pressure

Zoominfo

It’s common knowledge that working in sales is hard. Yet—what most people don’t understand is the extent to which sales pressure can negatively impact an organization. Consider this: a recent survey ranked ‘sales account manager’ as one of the most stressful jobs in the US, with 73 percent of respondents rating the role as “highly stressful.” ” ( source ). In today’s post we explain the effects of sales pressure and provide ways to mitigate this stress productively.

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What to Do When Great Content Falls Short of Your Content Goals

Marketing Insider Group

There’s a lot of pressure on your content to perform. After all, brands who get content marketing right are known to get 7.8 times the website traffic of those who haven’t yet cracked the content nut. And, for every dollar spent, a content strategy generates three times as many leads as traditional marketing can. But, what do […]. The post What to Do When Great Content Falls Short of Your Content Goals appeared first on Marketing Insider Group. Content Marketing

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!

The Top 7 Reasons Advocacy Programs Fail (And How to Fix Them!)

Influitive

In the 1994 film Angels in the Outfield, a disembodied voice talked Kevin Costner into building a baseball field with some of the worst marketing advice of all time: “If you build it, they will come.” Success in advocate marketing takes way more than just launching a program. No team of ghostly heroes will materialize.

How Can Marketers Achieve Personalization in 2018?

Oracle

Despite personalization being lauded as a best practice principle for years, many brands still struggle with the implementation. Recent research conducted by McKinsey revealed that just 40 percent of personalized messages actually feel personal to the recipient. This isn’t surprising as personalization is complex, and businesses are complex. Most importantly, brands are just at the starting gates of personalization.

Our 5 Favorite Blog Posts From Neil Patel

Zoominfo

Digital marketing expert, Neil Patel , is a favorite here at ZoomInfo—and for good reason! Neil is a New York Times best-selling author, a leading online influencer, and he’s earned recognition from Forbes, The Wall Street Journal, and Entrepreneur Magazine among many other leading publications. On top of that, Neil was named a Top 100 Entrepreneur under the age of 30 by President Obama and a Top 100 Entrepreneur under the age of 35 by the United Nations.

7 Content Marketing ROI Templates and Tools

Marketing Insider Group

You know measuring the ROI of your content marketing is important. It’s the only way to quantitatively gauge the success and worth of your content. But, let’s face it. Without a workable content marketing ROI template and the right tools, getting the lucid insight you need from your analysis is tricky. This problem is, there’s no […]. The post 7 Content Marketing ROI Templates and Tools appeared first on Marketing Insider Group. Content Marketing

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.

Video marketing’s multi-use versatility makes it a great investment

Biznology

What does content versatility mean to you? Whatever your subjective understanding is, video marketing content will blow your mind more than you may expect. The benefits are enormous and the R.O.I. is close to an absolute guarantee. Let’s explore why the sky isn’t the limit with video content – the universe is. However, before we leave Earth, let’s take a look at what you’re currently doing for sales and marketing content and why it pales in comparison to video.

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Whatever Happened to Copyright Laws in Social Media?

Oracle

In the analog era, it was so much easier to apply and enforce copyright law. You could tell if someone else was copying your work, and you could have immediate remedy (i.e. a lawsuit). That’s because, in the analog era, the platforms for content creation were limited to only the biggest media companies and the biggest publishers.

Increase Sales Forecast Accuracy and Speed Up Your Pipeline

Zoominfo

Are your sales forecasts tied to reality? Is sales forecast accuracy more of a pipedream within your sales organization? Does the speed of your sales pipeline resemble molasses? If you answered yes to any of these questions, you’re not alone. In fact, less than half of all forecasted sales opportunities actually result in a sales win. Just under a third result in a competitive loss, and nearly a quarter result in the prospect deciding to do “nothing” ( source ).

Study Finds Marketers Are Increasing Spend on Original Video Content

KoMarketing Associates

Marketers continue to increase the amount of money they spend on digital video content, but how much of it is original? To find out, IAB recently conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report. Statistics showed that marketers will spend upwards of $10 million on digital/mobile video advertising this year, and $4.7 million will go toward original content. This is a 68 percent year-over-year increase dating back to 2016.

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.

Even online reputation pros require a year to influence Google Search

Biznology

In response to negative search results on the first two pages of Google, even $30,000-a-month Enterprise level campaigns demand 12-month campaign contracts from their clients. We do this not because we want to extract $360,000 from our in-distress clients instead of only $90,000, we do this because it takes at least a year to bring most crises’ search results back into a neutral or positive zone.

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Oracle's No-Cost Platinum-Level Support Is the New Baseline in the Cloud Market

Oracle

Companies may give up their servers, storage, and entire data centers when they move to the cloud, but their need for support services doesn’t go away, it changes. Recognizing a growing need for enterprise-class support in the cloud, Oracle is making its Platinum-level support services available at no additional cost to all customers of Oracle Fusion software-as-a-service applications.

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A Guide to Lead Qualification Marketing

Zoominfo

In marketing, it’s common knowledge that lead quality is generally more important than lead quantity. And yet, marketing lead qualification remains a sticking point for many organizations. In fact, 61% of B2B marketers send all leads directly to sales, but only 27% are sales qualified ( source ). This statistic highlights a huge discrepancy. As a marketer, how do you know if a lead is truly ready to buy? And, how can you generate more high-quality leads for your sales team?

Sales Content for Knowledge and Sales Performance Support

Marketing Insider Group

This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support. Outside of onboarding, periodic training, and informal sharing, this is an area that is largely left up to individuals. […]. The post Sales Content for Knowledge and Sales Performance Support appeared first on Marketing Insider Group. Content Marketing

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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.

Finding Content Gaps: Moving Buyers Through the Funnel

KoMarketing Associates

Note: The following post is an overview of the presentation given at Digital Growth Unleashed 2018. . It’s no secret I’m passionate about the customer experience and content. I can’t tell you how many times I’ve said it or written about it (hint: It’s a lot ). It’s not that I don’t love all aspects of digital marketing, it’s just there’s something so interesting about the role content plays in getting people to make a purchase.

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How Blockchain Will Disrupt the Insurance Industry

Oracle

The insurance industry relies heavily on the notion of trust among transacting parties. For example, when you go to buy car insurance you get asked for things like your zip code, name, age, daily mileage, and make & model of your car. Other than, maybe, the make & model of your car you can pretty much falsify other information about yourself for a better insurance quote.

How to Avoid the Biggest Hiring Mistakes in 2018

Zoominfo

Hiring the perfect candidate is no easy task– especially in today’s hyper-competitive, fast-paced recruiting environment. Recruiters have a lot at stake every time they fill an open position because a bad hire can hurt a business in a number of ways. Consider these statistics ( source ): 80% of employee turnover is due to bad hiring decisions. 39% of businesses report a decrease in productivity due to a bad hire. 41% of businesses estimate the cost of a bad hire to be over $25,000.

Content Hubs. Why You Need One and Where to Put It.

Marketing Insider Group

Almost every marketer I’ve met of late is sold on content marketing and subsequently, they are producing more thought leadership content than ever. With all that great content comes a new challenge: what should a marketer do with it? Too often, well-intentioned marketing content ends up scattered all over the place: various website pages; random […]. The post Content Hubs. Why You Need One and Where to Put It. appeared first on Marketing Insider Group.

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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.