2021

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10 Uncomfortable ABM Realities

Howard J. Sewell

ABM may be revolutionizing B2B marketing but it won't solve every challenge. Learn the ABM realities marketers face when planning their first initiative

B2B 417
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7 Ultimate Company Newsletter Ideas To Engage Employees

SendX

Do you get any response from the employees when you send a newsletter? Newsletters

Insiders

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The Industrial Buyer’s Journey—What Manufacturing Marketers Need to Know

Industrial Marketing Today

The Industrial buyer’s journey can be complex and typically involves a committee of decision-makers. Sometimes the sales cycles may be as long as 12 to 18 months, for example, custom-engineered systems. Of course, not all industrial sales take that long.

Industry 426
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One in Six Companies Plans on Investing in IT Security Initiatives

Zoominfo

The effects of the pandemic wield lingering influence on 2021 budgets. To better understand what companies are spending money on, ZoomInfo surveyed over 400 CEOs, IT professionals, and marketers to understand patterns of near-term investment and cost cutting.

Zoominfo 322
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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

In this webinar, you will learn how a digital buying experience can maintain the feel of an in-person buying experience, how to leverage first-party data for better brand experiences, and how to achieve seamless marketing-to-sales handoffs at scale.

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9 Tips for a More Effective Email Newsletter

Howard J. Sewell

The humble email newsletter is still a key marketing channel for many B2B companies. Discover 9 tips for newsletter success

More Trending

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How To To Enable Your Marketers And Sellers To Truly Understand Target Buyer Personas

Tony Zambito

Marketing and Sales Leaders Must Build Capabilities To Understand New Target Buyer Personas. The roles of marketing and sales professionals have changed quite a bit in the last decade. They are about to undergo even further change and transformation in this decade and beyond.

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8 Surprising B2B Use Cases for Chatbots

The Point

If you ask most B2B marketers how they use chat platforms like Drift , the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context.

Case 349
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Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Tony Zambito

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences. The past year of 2020 into 2021 will be looked at as one of the more transformative years to hit B2B sales in many a decade.

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10 Tough Questions to Evaluate Your Target Account List

The Point

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. Do everything else right (message, offer, creative, etc.), the experts told us, and, if you’re sending to the wrong people, it’s all for nought.

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Contact vs. Company Intent Signal Data

Intent signal data comes in two types: either companies or individuals signaling interest in products like yours. Which kind of data delivers more advantages to B2B marketers? It depends. Get this infographic to learn about the advantages of intent-based leads and how you can most effectively use both types of data.

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How Technology Places CMOs at Risk of Losing Their Strategic Role

Vision Edge Marketing

If you had a chance to read the recent Korn Ferry article The CMO is Forever Changed , perhaps the statement “linking marketing activities and business results hasn’t always been the strong suit of CMOs” rang familiar. It did for me.

Effective 283
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Marketing Ops Needs More Support—How Can You Help?

Hive9

HubSpot and the MO Pros Community recently released a report covering the state of marketing operations professionals, bringing to light some key themes on current pain points and challenges.

Help 276
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6 Digital Marketing Strategies To Set Your Small Business Up For Success

SendX

Until a decade ago, big used to matter. Homes. Businesses. The world had a natural affiliation towards everything bigger. Even bigger enterprises were considered to being worthy of calling legitimate businesses. A bigger enterprise meant value was created at scale.

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.”

Survey 264
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Which ESG Topics Get the Most Attention?

People are focusing on how companies are responding to the headline issues of the day, says a report from 3BL Media on evolving interests in ESG subjects, which also found a mismatch between the stories brands publish and topics audiences want.

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Google Ranking Factors You Need To Know for 2022

Marketing Insider Group

Say what? You read it right! It’s hard to believe we’re already well into the second half of the year. As we say goodbye to summer and prepare for the final few months of 2021, it’s not too early to think about what new strategies you want to add to your content marketing plan for next year.

Google 363
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Seven Essential Digital Marketing Tips for 2021 (And Beyond)

Webbiquity

Guest post by Atreyee Chowdhury. Nearly every business has a digital marketing strategy, whether documented or not. But some become wildly successful while others struggle, switching from one approach to another. What sets them apart?

Tips 361
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Using CAD and BIM Files in Manufacturing Content Marketing

Industrial Marketing Today

CAD and BIM files are not the first things that come to mind when one talks about manufacturing content marketing. However, they are two of the most valuable and effective content assets to use for.

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Meet your 2021 Influitive BAMMIE Finalists

Influitive

The Influitive Best Advocate Marketing Awards (BAMMIES) bestow the highest honor for trailblazing companies that are leveraging the collective power and influence of their customers to achieve their business goals, and this was yet another year packed with incredible submissions.

Creative 246
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Marketing Through Storytelling: The Secret to Building a Unique Brand Identity

Speaker: Amanda Wener, Award-Winning Content Strategist and Brand Storyteller

In this exclusive webinar with award-winning content strategist Amanda Wener, you’ll learn the benefits of a strong editorial content strategy in building a brand identity, why functioning like a newsroom works, and how a structured approach to content creation and marketing can bring your brand to life.

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33 Questions to Ask B2B Appointment Setting and Lead Gen Vendors

Smashmouth Marketing

There are so many demand gen vendors out there, and if you are a demand gen professional in sales or marketing, we've probably called you.

Lead Gen 232
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4 Paths To Building Buyer Trust Through Empathy And Humility

Tony Zambito

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility. Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges.

Trust 303
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Surprise: Most B2B Advertising Isn’t Good. Or Is It?

The Point

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise.

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Market Validation: The One Step You Can’t Afford to Skip

Vision Edge Marketing

You’ve identified a new segment for growth. It meets all of your opportunity and accessibility criteria. You’re ready to start selling, right? Identify a few potential customers, contact, connect, qualify, and rock on. To that we say, “Whoa, Nelly, market validation comes first.”

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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

In this webinar, financial services marketing professionals will teach you how to refocus your marketing efforts on a digital-first client experience by humanizing visits to your website, boosting the effectiveness of your client-facing teams.

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The Pros and Cons of Attribution Models: A 2021 Update

Hive9

Note: This post is a timely refresh of a blog we wrote in 2016, The Pros and Cons of Different Revenue Attribution Models. To truly understand marketing ROI, we must first understand marketing influence.

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7 List Cleaning Tips For Better Engagement (And Tools To Get Started)

SendX

Would you like a huge garden with hundreds of weeds & rough patches or would you like a garden that's small but well maintained? I think most of us would go for a small but well-maintained one. Because we know it's the quality that matters. email list management Email List Cleaning

List 387
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Vision to vocabulary: What to include in your brand messaging playbook

Tomorrow People

We break down 12 essentials of messaging and positioning to help you build a strong and consistent brand. A distinctive and compelling brand needs to be supported by a set of essential messaging, recorded in a playbook.

Brand 227
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The Future of Digital Marketing: Predictions for 2022 and Beyond

Marketing Insider Group

The digital marketing landscape changes so much and so frequently that it’s almost impossible to imagine what the future of digital marketing may offer in terms of opportunities.

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7 Trends in ESG: What PR Pros Need to Know in 2023

What does the evolution of ESG programs mean for communicators? As it turns out - a lot. New challenges are coming into focus, driven by the increasing attention to corporate sustainability and environmental, social, and governance (ESG) programs, and the evolving state of ESG reporting regulations. This new ebook from 3BL Media explores seven trends in detail and unpacks what they mean for communicators. Access your copy for free today.

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Why is Pinterest a Great Social Media Channel for Your Business?

Webbiquity

Guest post by Lisa Sicard. According to Social Media Today , “ The days of organic reach on social media might be disappearing, but that’s not the case for Pinterest.

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Industrial Blogging Requires Commitment and Perseverance

Industrial Marketing Today

Industrial blogging is an important and integral part of manufacturing content marketing. Yet, I’ve found that many manufacturers and engineering companies are not willing to invest the time and resources for industrial blogging.

Industry 370
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Customer Advocacy is a Two-Way Street

Influitive

You’re on a first date. You know a little bit about this person and are interested in learning more to see if there’s really a spark. The two of you meet at a quaint coffee shop (outdoors of course–social distancing). The barista brings your hot beverages to the table.

Customer 246