What brands and consumers get from long vs. short form content

Biznology

Brands act as filters or gatekeepers for consumers who need the articulation of a simple promise and someone or something to cut down on the avalanche of contextual content we’re tempted to sift through.

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Branded content just another shade of fake news?

Biznology

Here, newly created in-house departments of these institutions that previously acted as gatekeepers or filters for the truth are creating thinly-veiled marketing communications masquerading as news or research. Remember blogging for business? Better still blogging by brands?

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Trending Sources

3 Questions to Ask to Get to the Decision Maker

Sales Intelligence View

There are often several gatekeepers between you and the ultimate decision-makers, and it’s not always easy to know how to get by them. Another way to get past the gatekeepers is to mention the head of the department to whom you are selling.

Chief Culture Officer: Gatekeeper to Thought Leadership

The Content Factor

I enjoyed this book excerpt by Grant McCracken in AdAge, "In His Nike Work, Dan Wieden Is the Prototypical CCO" (McCracken's forthcoming book is Chief Culture Officer: How to Create a Living, Breathing Corporation.)McCracken McCracken identifies the trend called the "generous stranger," which is akin to "Pay It Forward" and "Practice Random Acts of Kindness." He tells of how Nike embodies this trend in a.

How To Lead With Customer-Focused Content

Tony Zambito

That is the role of “gatekeepers” specifically for content. The fact that senior decision-makers may choose to employ the use of “content gatekeepers” to administratively handle the volume of content is telling in of itself. by Creative Stall.

The Coming Death of Self-Publishing

B2B Memes

The traditional model is built around a system of gatekeepers—agents, acquisitions editors, and other publishing professionals whose role is to make judgments about what will and won’t be published. It won’t be long before self-publishing as a concept is dead.

Social media giants tighten their grip on small content producers

grow - Practical Marketing Solutions

The holy web has allowed us to bypass the former gatekeepers: Want to build your own radio show but can’t get a regular gig? But one thing is sure—the old gatekeepers are slowly but surely leaving the town and the new ones are busy setting up their own power structures.

Selling is Easy! (If You Get the Right Support)

Tomorrow People

But pick up any book on selling written before 2011 and there will be lots of chapters about ‘getting past the gatekeeper’ and ‘overcoming objections’ etc. Could you make your sales process as easy as 1, 2, 3?

What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

Buyer personas encompass all of the differing roles or stakeholders involved in the purchase decision and are usually represented by decision maker, influencer, champion, and gatekeeper roles. At its very basic level, a “persona” is a character.

B2B Marketing Needs One Giant Step…Backwards

Marketing Craftmanship

In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office gatekeepers (a/k/a “executive assistants”), and onto the desks of your targeted decision-makers.

B2B market research – 10 unique features

The B2B Research Blog

And before you even have the opportunity to persuade them you need to get past any ‘gatekeeper’ such as a secretary or PA. The support of this individual is invaluable in getting past gatekeepers and persuading respondents to support the research.

Why You Should Consider Using Twitter for B2B Leads

Act-On

There’s nothing better than calling an executive on the phone and when you encounter the gatekeeper, saying you are following up on a tweet,” he said. Every day there are new B2B opportunities waiting for you on Twitter, LinkedIn and the other social media channels.

The Real Cost of List-Building: Buy or Build Your Own?

DiscoverOrg

Just look at this recent blind A/B test of DiscoverOrg data compared to that of a major competitor showed that the increased accuracy of DiscoverOrg’s data resulted in 2 times more contacts reached, 300% more meetings booked, and half the number of gatekeepers … all with 70% fewer dials per meeting booked. Your sales team is doing double duty: They’re selling to the leads delivered by your marketing department—and they’re de facto researchers. Very, very expensive researchers.

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Why the sales funnel is alive and well and living on the web

grow - Practical Marketing Solutions

Because pre-internet, brands were the primary gatekeepers of the content (information) about their products and services. They were also the gatekeepers of the information you were truly seeking in order to naturally move through the buyer’s journey the way you wanted to.

Four ways Facebook Instant Articles will dramatically impact marketing

grow - Practical Marketing Solutions

While we would like to think that the “best content rises to the top,” anybody producing content for a living knows this is a mythical point of view and it will certainly not be true once Facebook becomes the gatekeeper.

Tweet Less and Talk More

ViewPoint

So how do you get past their gatekeepers and into the conference room? Toss the technology. Relationships rule in sales. The Internet is the most powerful, life- and business-changing tool created in generations.

Facebook’s Algorithm Has Unprecedented Power. Here’s How We Need to Respond

Contently

It’s hard not to be obsessed with the most powerful gatekeeper of digital content. As I write this, a single algorithm controls the flow of 40 percent of all web traffic to publisher sites. It’s the main source of news delivery to 62 percent of all American adults.

The 2 Things You Must Nail For Lead-Generating B2B Content

B2B Marketing Insider

Salespeople used to be the information gatekeeper. This space was normally rented from a gatekeeper who could control access and exposure. Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? A focus on two things can help it all fall in place.

Nurture Bey-ond Email to Accelerate Pipeline

Get Smart Content

Especially when some decision makers, gatekeepers and influencers are unknown? Ahhhh, the email nurture series.

Are you using the wrong lead-gen model?

Sales Engine

That was what we used to do before the emergence of a content-heavy internet, and it worked because sales people were the gatekeepers of information about products and services within a company. It’s time to face some hard truths about B2B sales.

Why Marketers Are the New Wingmen

Modern B2B Marketing

Thanks in large part to the internet, salespeople are no longer the sole gatekeepers of company information. Staff your booth in a way that a person who is a “gatekeeper” (aka the qualifier) is the first touch point for your visitor.

Myth Busters: 3 Sales Intelligence Assumptions Dispelled

DiscoverOrg

The rest of the time, they’re hunting prospects LinkedIn; trying to get past gatekeepers on the phone, only to be transferred around phone trees … or dialing wrong numbers. Some information is so sensational that it gets passed around regardless of the truth: The amount of tryptophan in a Thanksgiving turkey is enough to make people sleepy. Humans only use 10% of their brains. Jimmy Hoffa is buried under Giants Stadium.

Is Your Account-Based Marketing Program Putting the Cart Before the Horse?

Modern B2B Marketing

From there, map your accounts to different marketing personas to identify key stakeholders: decision-makers, influencers, and gatekeepers. Author: Robert Pease Account-based marketing (ABM) is not going away anytime soon.

When life gives you lemons, make lemonade!

IKO-Systems

If you get lucky, you pass the gatekeeper after 8 to 12 attempts , only to get a prompt “no” following a desperate elevator pitch attack. Transform negative feedback and repetitive tasks in prospecting to your benefit. We’re all familiar with this saying when tackling personal obstacles.

Consumer Behavior Secrets B2B Marketers Need to Know

Act-On

Gatekeepers : People who have the power to prevent sellers or information from reaching members of the buying center. Have you ever noticed that when it comes to consumer behavior, most of the conversation revolves around B2C behaviors rather than B2B behaviors? Why is that?

Infer’s Predictive Insights From Across The Web

Infer

If you want to make headway in the CRM or analytics space, you need a solid marketing automation system — the ultimate gatekeeper of the funnel.

Are 1-to-1 gifts the new cold call for Account Based Sales?

Engagio

Are they a buyer, influencer, or gatekeeper? If you’re already using an Account Based Everything approach, you know it’s critical that your sales and marketing outreach is researched, relevant and personalized.

3 Sales Tools I Wish I Had When I Was in B2B Sales

Lead Liaison

You don’t have to spend all month wearing down a gatekeeper to get little bits of info on what this company might want. Ladies and gentlemen, account executives, and sales reps everywhere, I salute you. I have tried my hand in business to business sales and could just never get a rhythm down.

The Most Untapped Leverage Point For B2B Growth

DiscoverOrg

You probably don’t need me to explain the value of direct dials, but just in case, two words: circumventing gatekeepers.

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The 2 Things You Must Nail For Lead-Generating B2B Content

The Forward Observer

Salespeople used to be the information gatekeeper. This space was normally rented from a gatekeeper who could control access and exposure. Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? A focus on two things can help it all fall in place.

8 Roles You Need to Build an Ace ABM Team

bizible

The CMO could be considered the gatekeeper of success. Ready to stack the deck? There is a key combination of critical components that any B2B company can use to build themselves an ABM team of aces.

Yes, you can be addicted to social media

grow - Practical Marketing Solutions

Essentially, you must be your own gatekeeper and make sure you’re getting the important tasks accomplished every day, tasks that actually grow your business. Guest post by {grow} community member Kaity Nakagoshi.

Sales Mgmt: Do your team know how to prospect?

Your Sales Management Guru

Wendy broke the book into segments; Cold calling in the 21 st Century; Gatekeepers, Voice Mail and Email. Sales Managers: Does Your Team Know How to Prospect?

5 Steps to Market to a New Vertical

Modern B2B Marketing

Don’t forget about others who play a role in the purchase process as well, such as influencers or gatekeepers. Author: Vyoma Kapur Financial services. Healthcare. Higher education. Manufacturing. Marketing to a new vertical is no easy feat. It takes time, resources, and dedication.

6 Skills Today’s Lead Nurturers Must Have

Sales Engine

Therefore, sales prospecting with content requires a more complex process than it did even five years ago, largely because the buyer has a lot more control and salespeople are no longer the sole gatekeepers to the information they need.

“Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright

The Point

BW) For many B2B tech companies, the CIO has moved to the forefront as the important buyer or gatekeeper for IT spend.

Social Media and the Stock Market: A Lesson in Global Manipulation

grow - Practical Marketing Solutions

The power of the gatekeepers has shifted, the public’s attention span is shorter, and a company’s reputation could be at the mercy of every person with a smart phone. By Kate Prince, {grow} Community Member. A hacker starts an online rumor about a place crash.

5 Steps to Kickstart Your Account-Based Marketing Program

Modern B2B Marketing

Stakeholders, gatekeepers, and influencers all play key roles. Author: Hila Nir The value of account-based marketing (ABM) is undeniable.

10 Epic Shifts that are Re-Writing the Rules of Marketing

grow - Practical Marketing Solutions

is less important now as powerful media gatekeepers re-assemble in the form of Facebook (they determine what we see), Google (they determine what we find), and Amazon/Apple (they determine how it is distributed). By Mark Schaefer.

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Old Irish Blurs the Lines of Virtual Reality in This Incredible Video

Vidyard

Take any major technological advancement of the past hundred years, and chances are you’ll find that there are three stages to success. Whether it’s the printing press or Instagram, here’s how it typically works: first, the early adopters take a chance.