Ethical Marketing & Your B2B Business

The Lead Agency

Businesses who endorse and practice ethical marketing create a strong reputation of social responsibility and cultural sensitivity. As such, ethical marketing isn’t just a moral and legal necessity; it also makes good business sense. What is Ethical Marketing? Ethical marketing is simply the process of applying ethics to your marketing campaigns and strategies. Ethical marketing practices should be engrained into business processes and campaign strategies.

Millennials are finally taking action in brand support


As the first digital generation, their values and perceptions are quite different from previous generations. Their values are considerably (and understandably) more modest than previous generations.

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Financial Brands Are Winning Millennial Audiences Through Ethics and Education

Content Standard

Ethical” might not be the first word to come to mind when we think about investment brands, but if any industry should strive to establish a reputation of trust and confidence , it’s financial services. Growing Trust, Growing Accounts, Growing Audience.

Why Digital Teams Risk Losing Empathy and Trust, and How to Fight It


Here, we'll explore how to build trust and empathy through digital channels, the biggest digital communication mistakes someone can make, and how to cultivate a sense of belonging even within virtual teams. Additionally, touch and physical proximity have been shown to increase trust.

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Stuck on words: how can marketing connect with customers better?

B2B Lead Generation

Because right now, the trust gap between marketers and customers has never been wider. For example, this recent Gallup Poll shows that confidence in the honesty and ethics of marketers and sellers isn’t much higher than Members of Congress. You see, I’ve worked in the world of complex sales, B2B marketing, and lead generation for two decades. Back when I wrote the book Lead Generation for the Complex Sale which succeeded beyond my hopes.

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Corporate Responsibility in the Age of Content and Social Media


Trust is more valuable than ever. So how can interested brands use content to engender trust, and what can they do not to lose it? ” That commitment to envisioning a more ethical fashion industry is starting to pick up support. ” Like a non-profit, brands can engender support, trust, and loyalty by infusing their content and company vision with a progressive message. And brands are thinking outside the box to build trust.

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Why Millennials Are Resistant to Advertising and Politics


Much has been written about Millennials, the first “digital generation” (18-35), and their growing influence on business and society. These 86 million younger people are now the most important generation in terms of size and purchasing power – they spend $200 billion annually.

What's it take to generate leads that fuel your forecast?


Which means those “leads” land in a black hole, and the money spent to generate them is wasted. What’s it take to generate a volume of real leads, the ones you really need? When a real person talks to a real person, and does it well, relationships and trust follow. PinPoint™ Platform , our automated solution that helps manage lead generation, qualification and nurturing. Before addressing that question, let me ask another. What is a lead?

Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

The delta between the PR function and revenue generation eliminates that rationale from consideration as a means to argue inclusion of public relations at the management table.

How Putin’s brand inspires Trump


In any case, this comparison also provides a case study of how similar leadership brands may not generate the same results because of a different context and target audience.

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5 Lead Generation Strategies You Probably Never Thought Of


Ideas that can help you generate leads while getting ahead of the curve. Read on for 5 unusual lead generation strategies you probably haven’t tried yet. Studies have shown that giveaways can accelerate lead generation.

Toward a Code of Ethics for Marketing Consultants


It's not that there's a shortage of ethical codes, just a shortage of adherence to them. Codes abound, from ethical guidelines for management consulting and marketing to search engine optimization , public relations and blogging. It's not only ethically wrong, but just doesn't make good business sense, to overcharge a client for short-term gain while sacrificing long-term loyalty and referenceability.

How to get your marketing unstuck and connect with customers

B2B Lead Blog

Because right now, the trust gap between marketers and customers has never been more significant. For example, this recent Gallup Poll showed that public confidence in the honesty and ethics of marketers and sellers is at the bottom of the list.

Data privacy – The disconnect between expectations and reality

HG Data

Consumer backlash in response to the numerous high-profile data breaches in recent years has exposed one of the hidden risks of digital transformation – loss of customer trust.

Why You Should Invest In Content Curation


Curated content comes in a number of shapes and sizes: User-generated content (UGC) – This is any form of content, including blogs, posts, Tweets, images, videos, or audio files that were created by users (and often posted via a social media site).

Why You May Want to Rethink Data, Privacy, and Content

Content Marketing Institute

But it’s the trusted relationships we hope to build with our audiences that give us even more compelling reasons to care about those who willingly share their personal lives with our brands. Make sure your brand follows sound ethical practices by securing the appropriate permission.

Introducing Human-Augmented AI


I also see what they’re doing as stellar examples of the future of work as well as such touchy-feely terms as ethics, empathy and common sense. This neighbor had a similar home alarm system that Selly had, from the same well-known and trusted brand.

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B2B Vendors Need To Play Catch Up In A “B2E” World

Modern B2B Marketing

What’s interesting is the emerging importance of brands showing their stance on people, ethics, and the “big social issues” of the day. Accounting For The Generational Divide.

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Get Your Law Firm Marketing Plan Back on Track with Our Legal Leads System

Go Beyond SEO

We’ve seen way too many clients who have trusted their law firm marketing plan in the hands of people who appear competent and say all the right things, but just use sales tactics to hook you into giving them money every month while delivering sub-par results.

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Client Testimonials: Readers Know When They’re Phony

Writing on the Web

Nothing can backfire and destroy trust and credibility more quickly than phony testimonials. If it is to protect client confidentiality, include the quote along with the statement, “Because of ethical standards, client names cannot be revealed.”

B2B Vendors Need To Play Catch Up In A “B2E” World

Modern B2B Marketing

What’s interesting is the emerging importance of brands showing their stance on people, ethics, and the “big social issues” of the day. Accounting For The Generational Divide.

Technically Speaking: An Interview with Every Market Media CEO Rick Holmes

HG Data

Your last step should always be to run your ideas by those you trust, and to make sure you capture various perspectives and vantage points. The second thing is curiosity, coupled with work ethic and intelligence. Work ethic can be hard to define, but you have to set a threshold and see how quickly that person responds. Rick Holmes doesn’t need an alarm clock, keeps a to- not -do list, and walks to work every day.

4 Secrets to Selling Professional Services

Hinge Marketing

Thus, building trust in the sales process is of paramount importance. The best business developers meet mutually-set expectations over and over again, building relationships , trust, and confidence. The best business developers are ethical at all times. Selling professional services requires planning on multiple levels: Generating discussions for the first time with prospective clients. Any Industry Lead Generation

SXSW 2019 Recap: Creating Authentic Brand Relationships


Finally, a conversation around brand authenticity would not be complete without addressing data ethics. Expanding on Monotype’s approach, Michael invited the group to remain authentic to their brand when building their own data ethics policies.

What Google’s Canceled Pentagon Contract Says About AI and Morality


Google has decided against renewing its contract with the Department of Defense after employees expressed concerns about the ethical implications of militarized AI. Ultimately, trust in AI is something that must be earned, and for us, that means a commitment to transparenc y.

Is Employee Advocacy Just for B2B?

Onalytica B2B

The concept of putting employees in the limelight and humanizing the brand to build trust and transparency is equally necessary and applicable in the context of B2C, B2B, Charities and Membership Associations.

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Picking Up the Pieces: How Companies Rebuild Brands Post-Crisis

Modern Marketing

Whether it’s a marketing campaign that falls flat and generates backlash, a serious collapse in services or a faulty product, it’s bound to happen sometime. Restoring brand reputation starts with rebuilding trust. Every company makes mistakes every now and then.

Influencer Marketing: The Power of the “Micro-Moment”

Onalytica B2B

Of course, brands still do traditional advertising for brand awareness, which still goes down well with consumers and sparks conversations (there’s no denying the popularity and buzz around John Lewis’ Christmas adverts in the UK as soon as we hit November) but revenue generated from this marketing stream is in rapid decline. They care more about the brand they associate themselves with to maintain a consistent personal image, and for ethical reasons too.

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3 Female Executives on the Importance of Content Marketing (and Vetting Quality Writers)


And while ethics are still vital to the reputation of any journalist, the emergence of sponsored content has changed the game for many publications and brands. This is especially true for younger generations who don’t quite respond to traditional methods of advertising anymore.

Video for Financial Services: Banking and Beyond


For a financial services representative, video communication can be pivotal in establishing trust while meeting clients’ demands for a more personalized digital experience. Vanguard reported the components of trust break down into 17% functional, 53% emotional, and 30% ethical.

5 Simple Steps To Turn Readers Into Buyers – Content Marketing That Sells


Trust me, I know, I have been there… multiple times. It is only when you truly understand this can you create an ethical and profitable business, as let’s face it…. Learning about lead generation. Guest post by Tom Hunt. So you have set up a blog and social media profiles….

Content Hit List


Here is our countdown of the top-trending pieces and posts generating buzz and airplay for this month in content marketing. Where’s the Trust?

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Truth Is Better Than Fiction: Why Marketers Need to Lean into Authenticity


Customer trust and loyalty. Well, because just like any relationship, the one between company and customer is built on trust. Meaning, if your brand falsifies information and a customer finds out, they lose trust in you – which could result in lost business. Sure, we have societal, ethical, and legal rules that tell us not to lie. This generation gravitates toward genuine, real conversations. Authenticity. It’s a big word with bigger implications.

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How To Create A White Paper That Converts

Modern Marketing

For a guide to ethical curation, download Curata’s eBook on the topic: Content Marketing Done Right. With these tips, you can efficiently create a whitepaper that builds trust in your brand, generates leads, and drives revenue.

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#SeeMe: Ending the Stigma of Female Incarceration This Women’s History Month


My greatest accomplishment is the trust and respect I’ve earned from my peers and leaders. The level of respect and trust I’ve earned has given me a new level of confidence. I want to impart my lessons learned on the next generation of female leaders.

Life After Newsrooms: Yes, You Can Build a Successful, Full-Time Freelance Writing Business


You’re in business to generate revenue just as you went to the newsroom to earn a paycheck. That could cause you to miss deadlines, damaging client trust and costing revenue. In this agile economy, freelance journalism doesn’t generate as much money as it did a few decades ago.

Sales Psychology: 7 Sales Tips to Win the Customer


It is my hope that the lessons I learned along the way, both as a coach and as a professional saleswomen, can be applied to your business and help increase the amount of revenue that you generate in years to come. As the years passed, I learned more about ethical fashion practices.

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