Oracle

MAY 10, 2016

In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. The next question is whether ABM will go from being a trend to becoming a dominant strategy, forever replacing ‘spray and pray’ in the B2B mindset.”

Account Based Marketing 319

Account Based Marketing Interests B2B Hashtag 319

B2B Lead Generation

SEPTEMBER 27, 2016

Writers note – This as a primer for my session at Dreamforce 2016 next week. We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers. Today’s crazy-busy customers are weary of pitches, cold emails, hype, and manipulative messages, and as a result, they tune them out. Neuroscientist, Antonio Damasio stated, “ We are not thinking machines that feel, we are feeling machines that think. ”

Sales 262

Sales Custom Publishing Lead Generation Podcast 262

Industrial Marketing Today

NOVEMBER 8, 2016

Industrial email marketing doesn’t get as much respect as it deserves. I’ve read articles where people have claimed that email marketing is dead thanks to social media. That is simply not true when it comes to industrial marketing. Let’s say you are a provider of engineering services and you sell to the Medical Device industry.

Sales Cycle 258

Sales Cycle Industry Target Email 258

Tomorrow People

OCTOBER 18, 2016

Stand our in the digital landscape and with the right content to attract attention and create an online community.

Communities 221

Communities Audience Online Content 221

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Intent

RockContent

OCTOBER 12, 2016

In the last few years, many marketers have favored short, snackable pieces of content over the longer in-depth counterpart. It was assumed that long-form content (1,200+ words) had no place in a world of tiny phone screens and 140 character limits. However, recent studies have shown the opposite; long-form content is the comeback queen. More specifically, it’s non-fiction long-form storytelling that’s really having a moment right now.

Storytelling 219

Storytelling Brand Branding Strategy 219

Marketing Craftmanship

SEPTEMBER 12, 2016

Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing. There’s diverse opinion regarding what it is, and fuzzy expectations with respect to its benefits. Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences. The practical benefits of Thought Leadership are delivered through the power of “intrinsic selling.”.

Opinions 200

Opinions Service Prospect Relevance 200

Ignite Tech

OCTOBER 2, 2016

AI is hot, I mean really hot. VCs love it, pouring in over $1.5B in just the first half of this year. Consumer companies like Google and Facebook also love AI, with notable apps like Newsfeed, Messenger, Google Photos, Gmail and Search leveraging machine learning to improve their relevance.

API 196

API Eloqua Differentiation CRM 196

The Point

DECEMBER 15, 2016

What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions.

Leads 194

Leads Lead Lead Nurturing Best Practice 194

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry. In October 2014, he found an opportunity to do just that in real estate with a New York-based company called Compass. “I

Industry 191

Industry Content Marketing Storytelling Content 191

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Sales

Influitive

SEPTEMBER 23, 2016

Never mess with the Beyhive. That was the advice of angel investor, VC, and former CMO of Hubspot, Mike Volpe, who kicked off the recent Advocacy Advantage roadshow in Boston on September 19, 2016. His main goal: illustrate the sheer power of fanatic, loyal advocates. In the case of Beyonce, her dedicated fans (known as. The post How Hubspot Sparked A Movement Behind Their Brand (Just Like Beyonce) appeared first on Influitive.

Hubspot 190

Hubspot Brand Branding CMO 190

Oracle

NOVEMBER 28, 2016

Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and customers can no longer be seen as having a single customer journey. They exist, operate, and interact with brands on multiple platforms, devices, and channels. More than 60% of UK adults online use two or more devices daily.

Multi-Channel 229

Multi-Channel Channel Profiling Prospect 229

B2B Lead Generation

DECEMBER 1, 2016

We need to stop treating our customers like objects and treat them like people. So how do you humanize marketing to fit your buyer’s journey? It starts with us being human first by recognizing their humanity. I don’t know about you, but I’ve become weary of all the “personalized” emails that I’m receiving lately. It’s not that they’re all bad (but plenty of them are); it’s because, at the core, there’s something deeper going on.

Relationship 259

Relationship Income Intent Newsletter 259

Industrial Marketing Today

SEPTEMBER 19, 2016

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers.

Industry 249

Industry Effective Effectiveness Work 249

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Mail

Tomorrow People

OCTOBER 11, 2016

When today's CMOs started out their first marketing roles, they couldn't possibly have predicted the challenges that they would face when they reached this milestone in their careers. So what does the modern CMO look like?

CMO 196

CMO Personalization Business Marketing 196

RockContent

SEPTEMBER 14, 2016

You can find a ton of stats about the rise of live video. They’re all impressive. We spend hours upon hours thumbing through Snapchat Stories every week, and Facebook Live is great at distracting hard-working, focused employees during business hours.

Video 217

Video Content Marketing Strategy Viral 217

Lattice

SEPTEMBER 26, 2016

We’re deep into our series of Q&As with leading practitioners in the customer marketing space. If you’ve missed our interviews

Customer 186

Customer Leads Lead Marketing 186

Onalytica B2B

NOVEMBER 1, 2016

Going into 2017, improving your SEO should remain hot on your agenda, as without giving it consideration, finding your website may well be like trying to find a needle in a metaphorical, saturated market haystack. Ranking number 1 on Google, is extremely important and effective in increasing organic web traffic. With all this said, whilst SEO is integral, it is very difficult to master. Especially since the way in which consumers use search engines has changed, as has Google’s algorithm.

SEO 186

SEO Search Engine Education Social Media 186

Speaker: Adam Dorfman, Head of Product Growth at Reputation & Michele Bettinazzi, Customer Experience Manager at PeakMade Real Estate

Improved marketing conversion, happy customers, and faster growth - that’s only three things that can be accomplished by just listening to your customers. Customer feedback is an extremely invaluable tool to keeping retention high, attracting new business, and improving the general operations of your business. The question is - how do you capture all this? Join Adam Dorfman, Head of Product Growth at Reputation & Michele Bettinazzi, Customer Experience Manager at PeakMade Real Estate, for this essential discussion on the ins and outs of brokering the optimal customer interaction.

Customer

Kabbage

NOVEMBER 9, 2016

Content is everywhere these days. For marketers, it probably doesn’t come as a surprise that blogs are the second most used tactic for content marketing (behind social media content). Source : B2B Content Marketing – 2017 Benchmarks, Budgets, and Trends Report. But if you’re like me, then chances are you’re pretty selective with your blog subscriptions and visits. After all, how do you make sense of all “noise” with the constant deluge of new content?

DemandBase 184

DemandBase Best Practice Startup Range 184

The Point

OCTOBER 25, 2016

We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy. Listen, marketing technology is great, and in the right circumstances can make a big difference. But no company that I know of paved their way to marketing success solely by buying software.

Buy 189

Buy Demand Generation Telemarketing Lead Nurturing 189

Sales Engine

JANUARY 12, 2016

Sometime in 2011, the Metropolitan Museum of Art in New York City decided that it could not rely on its 150-year history acquire new audiences—they needed to launch a massive digital initiative. Two years later, they made an unconventional hire for their first Chief Digital Officer with Sree Sreenivasan , a veteran professor at the Columbia University Graduate School of Journalism with very limited experience in the world of art history.

Storytelling 192

Storytelling B2B Startup Mobile 192

Avitage

NOVEMBER 19, 2016

Companies trying to execute a B2B solution or value sale must overcome selling problems that start at the prospecting stage and persist to the end. Symptoms include too few quality additions to the sales pipeline, protracted and lengthening sales cycles, and low win rates. A significant cause is sellers haven’t realigned messages, sales conversations, and sales process to the way buyers buy.

Sales 181

Sales First-Mover Sales Cycle B2B 181

Speaker: Brian Carroll, CEO & Founder of markempa

The highest priority for B2B marketers is effective demand generation (increasing lead quality and quantity). However, we can get so caught up in our ABM strategies, systems, tools, and investments that we lose sight of building deep empathy for the people in the accounts. In this webinar, you’ll learn how to go beyond rational-logic-based sales/marketing and adjust your strategy to understand better how buyers feel so that you can connect and help more customers buy.

Demand Generation

Oracle

NOVEMBER 7, 2016

We just completed our third annual B2B Enterprise Demand Generation Study , which evaluated the maturity of the demand generation function within enterprise organizations. While the results are showing incremental improvement overall, it is clear that organizations are still looking to master the art and science of demand generation. Here are some of the statistics that jumped out and what they mean for those in B2B marketing.

Demand Generation 219

Demand Generation Demand Generation B2B 219

B2B Lead Generation

SEPTEMBER 20, 2016

Have you ever wondered about how can you use LinkedIn for better lead generation and business. development? In this post, I interview Susan Tatum, Partner at The Conversion Company. I met Susan through following her writing on her blog and her work in the LinkedIn community. Brian: What inspired you to do your work with LinkedIn?

Lead Generation 250

Lead Generation Linkedin Generation Leads 250

Industrial Marketing Today

OCTOBER 24, 2016

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales.

Industry 243

Industry Content Marketing Content Funnel 243

Tomorrow People

OCTOBER 5, 2016

CMOs need to evaluate their processes of building business reputation, enabling growth and establishing brand awareness through social media

Social Media 190

Social Media Media Strategy Social 190

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Channel