• AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [Generation, Linkedin] B2B Marketing Trends for 2016
    processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. social advertising on LinkedIn, programmatic networks like Choozle) that. Is the buying process seamless—are.
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [Generation, Linkedin] B2B Marketing Trends for 2016
    processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. social advertising on LinkedIn, programmatic networks like Choozle) that. Is the buying process seamless—are.
  • AGGREGAGE B2B WHITE PAPERS  |  MONDAY, APRIL 24, 2017
    [Generation, Linkedin] B2B Marketing Trends for 2016
    processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. social advertising on LinkedIn, programmatic networks like Choozle) that. Is the buying process seamless—are.
  • TERMINUS  |  THURSDAY, APRIL 27, 2017
    [Generation, Linkedin] How Panasas Does ABM with Terminus Account-Based Advertising & 6sense Predictive Intelligence
    There are three things you need to know about Aditi Karandikar , Director of Demand Generation and Marketing Ops at Panasas : She is on the cutting edge of B2B marketing process and technology, including account-based and lead-based marketing. Aditi has over a decade of experience in demand generation and operations at B2B technology companies. This process allowed marketing and sales to be on the same page because we agreed on our accounts before going to market.
  • BIZIBLE  |  TUESDAY, APRIL 25, 2017
    [Generation, Linkedin] 5 Signs the Gap Between Sales and Marketing is Closing
    The introduction of the internet and the digitalization of many businesses and their processes have also acted as a force of attraction between sales and marketing. Communication, data collection, customer overview, marketing campaigns, customer follow-up and many other processes have been modernized thanks to digital technologies. What about social media channels like LinkedIn, a channel that many marketers use to acquire high-quality leads.
  • DISCOVERORG  |  TUESDAY, APRIL 25, 2017
    [Generation, Linkedin] Myth Busters: 3 Sales Intelligence Assumptions Dispelled
    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. Fact: Dynamically generated intelligence is fresh. What is the refresh process like? Historically lists have been static and prone to decay; however, a new generation of sales data includes subscription services to dynamic information, rather than a static one-and-done list.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 25, 2017
    [Generation, Linkedin] Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity
    T houghtful: In a give-to-get economy, we must be mindful of content that delivers value beyond demand generation. Sorry to break the news, but Joe shared that success is often an 18-24 month process. Attendees learned a framework for being #CustomerObsessed and #KnowingThyBuyer—and Jill also shared the five pillars of social selling: From resume to reputation— Do you market yourself on LinkedIn as a ‘quota crusher’ and ‘expert negotiator’?
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Generation, Linkedin] 24 Growth Hacks to Try Today
    You can also create a campaign that targets your current customers to generate referrals -- another way of cross-pollinating your existing audience with a new one. There are some outlets where this type of discussion is encouraged, like Quora and Linkedin, so keep an eye out for those in the results. Tools like Share Link Generator can create mailto links, which webinar registrants can use to invite their teams to a webinar they signed up for.
  • THE POINT  |  WEDNESDAY, APRIL 19, 2017
    [Generation, Linkedin] 8 Questions to Help You Decide if Your Content is Good Enough
    The best demand generation campaigns start with content that your prospects want. The best demand generation content does more than attract a crowd; it generates engagement from, and dialogue with, prospects who at the very least have the specific pain or problem that your product or solution can solve. Is it aligned with where your audience is in the purchase process? Clients often ask: “What’s the maximum shelf life for demand generation content?”
  • HUBSPOT  |  WEDNESDAY, APRIL 19, 2017
    [Generation, Linkedin] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    You’ll have another medium to accelerate brand awareness, generate more leads, and develop authority as an industry leader. To generate leads. Generate leads for our sales products. I’ll also give you the project management and email templates I created that kept me organized throughout the whole process. [Go This is why I suggest you begin the process at least two months before your launch date. Here was my process for each format: Live Q&A.
  • HUBSPOT  |  TUESDAY, APRIL 18, 2017
    [Generation, Linkedin] How to Use Canva: An 8-Step Guide to Creating Visual Content
    While we don't think you have to go through the whole process of creating Gantt charts and editorial calendars -- though they can keep you organized -- it's important to identify your content goals, and the platforms that will best suit them. Plus, each one is already optimized in the right dimensions for things like banners, headers, and cover photos for specific sites like Facebook, Twitter or LinkedIn.
  • BIZNOLOGY  |  MONDAY, APRIL 17, 2017
    [Generation, Linkedin] Social media employee advocacy is the heartbeat of your company
    Take the time to process how you feel while thinking about what they do well. Forget about all the advice from the lead generation and website traffic gurus about how to push people to your website and get them to sign up for your newsletter. According to LinkedIn , when employees share content, it’s perceived as three times more authentic than company messages and typically see a click-through rate (CTR) that is two times higher than company shares of the same content.
  • CHIEFMARTECH  |  THURSDAY, APRIL 6, 2017
    [Generation, Linkedin] THE HACKIES: How a marketing automation company hacked their own marketing org
    You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Marketing automation, we understood from this, clearly had value to offer beyond demand generation, and indeed a bigger role to play in the customer experience overall. Since their creation, marketing automation [latforms have been engines for demand generation. But modern marketers must do more than generate leads and opportunities.
  • HUBSPOT  |  THURSDAY, APRIL 6, 2017
    [Generation, Linkedin] The Beginner's Guide to Conversion Rate Optimization (CRO)
    Once this process starts to deliver results, marketers then seek to generate even more traffic, and hopefully even more success. The process of optimizing those conversions is exactly what CRO entails. Leads generated ÷ website traffic X100 = % conversion rate. If your website has 10,000 visitors per month that generate 100 leads and subsequently, 10 customers each month, the website visitor to lead conversion rate would be 1%. Leads generated.
  • WEBBIQUITY  |  THURSDAY, APRIL 6, 2017
    [Generation, Linkedin] The Eight Best Social CRM Tools
    ” Here are eight of the best social CRM tools for capturing and scoring leads, facilitating prospect and customer social media engagement, and managing sales processes, customer relationships, and marketing programs. It’s helpful for organizing customer relationship management, marketing, lead generation, sales, and all manner of automation.” When you add a contact from LinkedIn into Nimble, it automatically checks to see what other networks it is on.
  • CHIEFMARTECH  |  WEDNESDAY, APRIL 5, 2017
    [Generation, Linkedin] THE HACKIES: Pairing multi-channel attribution with lead scoring to improve marketing ROI
    You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. To understand how each advertising channel, campaign, or content contributes to lead generation and revenue, we added multi-channel marketing attribution (i.e., Accelerate the sales process by engaging buyers at the right moment. Refine our marketing processes by measuring and analyzing the impact of all the above.
  • HINGE MARKETING  |  WEDNESDAY, APRIL 5, 2017
    [Generation, Linkedin] A B2B SEO Strategy to Attract the Right Prospects
    These are usually the same folks that are in some way involved in the business development process. Like “SEO for lead generation” or “targeting the right audience.”. Here are a few popular methods for promoting your content: LinkedIn Groups. We all know LinkedIn is great for B2B marketing, but many firms fail to use LinkedIn Groups. Which LinkedIn Groups are you getting the most engagement in? Comments Thank you…good luck in your LinkedIn Groups.
  • CONTENTLY  |  FRIDAY, MARCH 31, 2017
    [Generation, Linkedin] How Personalization Is Changing Content Marketing
    Digital services like Amazon and Netflix are famous for placing personalization at the center of their products—programmatically generated “Recommendations for You” are everywhere. ” Publishers and brands alike have been creating content based on audience profiles for years; the difference today is the technology behind the process.
  • KAON  |  THURSDAY, MARCH 30, 2017
    [Generation, Linkedin] Virtual Reality is NOT the same as Augmented Reality
    When users are “placed” into a digital/virtual representation of a physical environment (from the real word or computer generated, or a combination of both) so that they can look at, and even explore this digital world much the same as they would in the real world, this experience is known as Virtual Reality. Original article published on LinkedIn. . Contrary to some recent assertions , there is a significant difference between Virtual Reality and Augmented Reality.
  • HINGE MARKETING  |  THURSDAY, MARCH 30, 2017
    [Generation, Linkedin] 5 Website Best Practices that Produce More Leads and Faster Growth
    You can track likes and shares in the Twitter, Facebook, LinkedIn and YouTube apps. Tools like Optimizely make this process relatively simple, even for non-technical marketers. Additional Resources: Our Lead Generating Website Guide details how your firm can generate qualified leads with its website. Any Industry Lead Generation WebsitesWhat separates a professional services website that builds your business from one that simply describes it?
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 30, 2017
    [Generation, Linkedin] What Is B2B Social Media Marketing?
    While social media marketing can be explained in a number of ways, at the most basic level, it can be defined as follows: Social media marketing is the method of using social networking sites as an online marketing tool to drive traffic, generate shares and boost brand awareness. Increased Website Traffic: Sharing content on social should be a part of your content distribution process – not just to give your brand a chance to gain exposure, but to drive clicks back to your website.
  • CHIEFMARTECH  |  THURSDAY, MARCH 30, 2017
    [Generation, Linkedin] Is inbound vs. outbound antiquated in an ABM world?
    The point is: there are thousands of tools to measure the success of your marketing efforts, web traffic, number of leads generated — you name it, you can probably find some piece of software to help measure it. At my own company, our B2B marketing and sales team recently went through the process of switching to allbound. Other martech in our allbound stack includes Pardot, PFL, Sigstr, Uberflip, LinkedIn, and our own account-based marketing platform at Terminus.
  • ACT-ON  |  WEDNESDAY, MARCH 29, 2017
    [Generation, Linkedin] 5 Powerful Lessons Content Marketers Can Learn from Journalism
    Content marketing costs 62 percent less than traditional marketing and generates about three times as many leads. For example, let’s say you decide to generate a blog post series on sales and marketing alignment, a known pain point for your target audience and a problem your software offering resolves. If so, seek IoT influencers through the social media channels in which your audience engages, such as Twitter and LinkedIn. Are you planning to create more content this year?
  • DISCOVERORG  |  MONDAY, MARCH 27, 2017
    [Generation, Linkedin] Adapting an ABM Approach for Account-Based EVERYTHING
    You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn. Our interview with Brandon Redlinger, Engagio’s Director of Growth, simplifies the details of how to implement ABE from account-based metrics to processes and team alignment. Q: What specific metrics can marketers track to prove the impact of ABE outside of leads generated? Review processes, metrics, and progress weekly.
  • CHIEFMARTECH  |  MONDAY, MARCH 27, 2017
    [Generation, Linkedin] THE HACKIES: How leading marketing executives tackle martech
    You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. Strategy shapes the decision-making process. Rather than having one vetting process for all solutions, they vary their approaches by solution and purpose. A consumer products company similarly bucketed technologies into enterprise platforms, tactical tools, and innovation — and they had a different decision process and time horizon for each.
  • DISTRIBION  |  WEDNESDAY, MARCH 22, 2017
    [Generation, Linkedin] How to Incorporate Webinar Promotion into Your Multi-channel Marketing Mix
    Leading organizations are discovering how effective it is to run webinars as part of their marketing strategy for increased brand awareness and lead generation. A typical show rate for webinars is between 30-50%, depending on the quality of your registration process and periodical reminders as well as how compelling your webinar topic is. How many webinar attendees do you need to generate the desired ROI? Defining your target audience is a critical part of this process.
  • CONTENTLY  |  WEDNESDAY, MARCH 22, 2017
    [Generation, Linkedin] Storytelling Is Not a Strategy
    Technology exists to automate and streamline the process of content creation. There are over 4,000 open content marketing jobs on LinkedIn. Through Contently’s analytics platform, our clients can measure how their stories influence and generate leads , and keep track of how much each lead costs. At the start of 2017, I made the shift from ad tech to martech.
  • BIZNOLOGY  |  WEDNESDAY, MARCH 22, 2017
    [Generation, Linkedin] 5 steps to wrangling your most important social media channels
    For those of you linear thinkers, checklists take the stress and guesswork out of the process. You could even spend 15 minutes on Twitter on Monday and then 15 minutes on LinkedIn on Tuesday. Spend five or ten minutes reviewing your checklists to pinpoint which activities are most meaningful and generate results. Social media gurus make social media management sound so darn difficult.
  • CHIEFMARTECH  |  WEDNESDAY, MARCH 22, 2017
    [Generation, Linkedin] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. A lot has changed in the B2B buying process over the years. The B2B buying process is broken. So, you shell out for a suite of new marketing tools, hire the smartest content experts, and flood the web with a cadence of content to generate awareness, drip campaigns to nurture prospects, and customer evidence materials to seal the deal.
  • CHIEFMARTECH  |  TUESDAY, MARCH 14, 2017
    [Generation, Linkedin] Mastering modern marketing technology leadership over 2 intense days
    They’ll reveal real use cases examples of how to marry your CRM data (first-party data) with targeted ads to connect with those same people on social platforms like Facebook, Twitter, and LinkedIn — delivering personalized individual-level advertising that can done with existing marketing automation campaigns. Start with structured content first and let MarTech generate the content that you actually need.
  • WEBBIQUITY  |  TUESDAY, MARCH 14, 2017
    [Generation, Linkedin] The 17 Best Photo Editing Tools
    Photos of faces even more so, generating 38% more likes and comments. Sample review: “Sumo Paint opens up to a Photoshop fascimile that provides a clean, non-distracting gray background complete with the most important palettes photo editors need to process their images…Sumo Paint has vast potential to be your image editor of choice in the cloud.” Facebook cover photo, Twitter header, Twitter image display, LinkedIn profile photo, etc.).
  • MODERN B2B MARKETING  |  MONDAY, MARCH 13, 2017
    [Generation, Linkedin] 7 Things You Can Learn from Influencers at Marketing Nation Summit
    Author: Ellen Gomes If you’re like me, you follow a set of marketing influencers on Twitter, LinkedIn, and SnapChat, and almost religiously read their blogs for new ideas, fresh perspectives, and interesting content. You can expect to walk away with a new outlook that will help you guide innovation in your marketing efforts and change course for how your brand earns relevance with a new generation of customers.
  • BIZIBLE  |  THURSDAY, MARCH 9, 2017
    [Generation, Linkedin] 3 Simple Ways to Validate Your Content Ideas
    A scenario is outlined where a team had an awesome idea they thought would do wonders but when they embarked on the process and published the content, the target audience showed complete disinterest. The first part of an idea should involve validation, which is a step that most people fail to take seriously in their content creation process, as explained by Moz guru Rand Fishkin in his reply. And on LinkedIn, where your target audience is… 1 share?
  • HINGE MARKETING  |  WEDNESDAY, MARCH 8, 2017
    [Generation, Linkedin] How to Build Brand Recognition at your Professional Services Firm
    Even if every client were to refer you once, that wouldn’t generate enough business to fuel strong growth. Here are three low-performing techniques you may want to minimize or avoid: Sponsorships — Other than generating a small amount of visibility for a short amount of time, sponsorships don’t really move the needle. If you are a typical professional services firm with a limited budget, however, online and print ads usually do little to generate brand recognition or new business.
  • CHIEFMARTECH  |  WEDNESDAY, MARCH 8, 2017
    [Generation, Linkedin] 6 of 14 rules for marketing like a billion-dollar martech unicorn
    As a former mentor said to me, “marketing is less about the sexy part and more just rhythm and process.” While it does work (a bit) and generates some meetings, it doesn’t consider the number of people who now think less highly of your company. We looked at their Twitter profile, LinkedIn, blog posts, etc., The following is a guest post by Jeremy Epstein , CEO of Never Stop Marketing.
  • WEBBIQUITY  |  TUESDAY, MARCH 7, 2017
    [Generation, Linkedin] The 11 Best Social Media Campaign Builders and Ad Monitoring Tools
    SumAll enables agencies and consultants to connect unlimited Facebook, Instagram, Twitter, LinkedIn, YouTube and Google Analytics accounts for their own accounts and client reporting. Run multiple social demand generation campaigns concurrently to reach each of your audience segments and promote multiple products. Generate traffic and leads from social media.
  • ACT-ON  |  THURSDAY, MARCH 2, 2017
    [Generation, Linkedin] Rethink Podcast #13: What It Means To Become An Advocate Marketer
    Jill’s LinkedIn profile. Marketing plays a role in the entire process. Usually, I go to LinkedIn. I don’t hear a name without wanting to go to LinkedIn to get context of who Michelle Huff is. So I go and I look at LinkedIn. So I do all the LinkedIn scanning. And that means process and technology to transform the sales organization. We call it from brand, through demand generation, all the way through expand.
  • HUBSPOT  |  THURSDAY, MARCH 2, 2017
    [Generation, Linkedin] Marketing Research to Bookmark for Your Next Blog Post
    In fact, an analysis of over one million articles from Moz and BuzzSumo revealed that research-backed content generates more shares and more backlinks than other content types. Chute helps brands publish user-generated content (UGC), and its research dives into UGC on different social media platforms and how consumers use and create content about the brands they interact with. How User-Generated Content Shapes Millennial Habits.
  • CHIEFMARTECH  |  WEDNESDAY, MARCH 1, 2017
    [Generation, Linkedin] THE HACKIES: Full-path ROI — aligning attribution models with the buyer’s journey
    You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. As marketing technology becomes more and more complex, marketers are faced with an increasing amount of data generated by the campaigns they’re running. Without the insights of data analysis and channel experts, it is easy to misinterpret or misplace proper attribution from data generated by marketing automation and CRM systems.
  • ENGAGIO  |  TUESDAY, FEBRUARY 28, 2017
    [Generation, Linkedin] Orchestrating Customer Success at Engagio: How I Use PlayMaker to Delight Our Customers
    A personalized reply from the CSM follows immediately after, along with information about the onboarding process and a meeting invitation to kick things off. My CAM (Customer Advocacy Manager) Leslie Barrett , runs the NPS survey process (we currently use Delighted ) and also runs the post-survey plays. The plays I’ve mentioned here are just a small sample – we’re constantly making improvements and tweaking our processes.
  • ACT-ON  |  TUESDAY, FEBRUARY 28, 2017
    [Generation, Linkedin] The Silent Marketing Roadblock – Choice
    Why Choice Generates Attention … But Not More Sales. The answer resides in the human brain and how it processes all that choice. One would think the process is complete after you make the choice, but unfortunately, your brain is still back there at the counter, thinking about the flavors you passed up. This quickly generates excitement and engagement. Ice cream parlors feature dozens of beautifully displayed flavors waiting to be tasted, purchased, and consumed.
  • ACT-ON  |  MONDAY, FEBRUARY 27, 2017
    [Generation, Linkedin] What is Brand Marketing?
    Too often, today’s marketer is defined as a demand marketer, or the function of generating the demand that sales then takes and closes. It’s more than just generating the end results of new business.”. Act-On’s social and advanced social publishing tools integrate with Facebook, Twitter, and LinkedIn so you can post, listen, and measure social engagement from a single interface. There is a lot of confusion around brand.
  • WEBBIQUITY  |  FRIDAY, FEBRUARY 24, 2017
    [Generation, Linkedin] Five Reasons Why Sales Strategy Doesn’t Work for Many Small Businesses
    To mitigate risk or generate maximum benefits, many organizations distribute their resources (read budget) in more than one marketing channel simultaneously. Many small businesses work on SEO, SEM, and advertising on Facebook, LinkedIn, Twitter and YouTube simultaneously, and end up generating little return on investment (ROI). Concentrating their campaign efforts on SEO (or SEM) and Facebook (or LinkedIn) ads may deliver better returns than working on every channel.
  • WEBBIQUITY  |  THURSDAY, FEBRUARY 23, 2017
    [Generation, Linkedin] The 26 Best WordPress Plugins
    A lead generation plugin for WordPress featuring A/B testing, customized targeting, and analytics. Use the process of A/B Testing to try different variations of your post titles to get a higher click through rate. Use this plugin to make sure your posts look great when shared on Facebook, Twitter, Google+, Pinterest, LinkedIn, and others. WordPress is far and away the most popular content management system (CMS) for websites.
  • EMEDIA  |  WEDNESDAY, FEBRUARY 22, 2017
    [Generation, Linkedin] Pitfalls of Poor Content Design in B2B – Part 2 of 2
    Just in case you were looking for more reasons to avoid poor content design, here are 10 quick stats from Reuters on the impact design can have on your bottom line: -Our brains process images 60,000 times faster than text. -90% Pinterest generates more referral traffic than Google+, YouTube and LinkedIn combined. Poor Design-. In our earlier post ( The Importance of B2B Content Design ), we focused on good design and what can come out of it.
  • ACT-ON  |  WEDNESDAY, FEBRUARY 22, 2017
    [Generation, Linkedin] How to Get More Leads From Social Media
    What’s your impression of how hard it is to generate leads on social media? My impression used to be that social media lead generation is unusually hard—much harder than content marketing. Effectiveness vs. Difficulty for Lead Generation. Goals vs. Barriers for Lead Generation. This suggests that marketers are having an easier time with lead generation. So there’s good news in lead generation these days. eMarketer Effective Lead Generation Tactics.
  • SNAPAPP  |  THURSDAY, FEBRUARY 16, 2017
    [Generation, Linkedin] 75 Interactive Infographic Examples to Inspire 2017
    Will this generation change the ways we buy and sell? A great example of how to use interactive content to better engage your audience and generate qualified business leads. LinkedIn has delivered hands-on interactive experience highlights trends and stats that show how important employee referrals in the recruiting process. Infographics saw the the biggest increase in use of any content type among B2B marketers in 2016, increasing from 50% to 58%.
  • CHIEFMARTECH  |  TUESDAY, FEBRUARY 14, 2017
    [Generation, Linkedin] THE HACKIES: How to hack your CRM for ABM, switching from leads to contacts and accounts
    You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. While the process is involved and complex, it’s incredibly rewarding and highly effective if done properly. There are two categories of hacks involved in the process — technical and strategic. Decide which new report types you’ll want to generate, as well as which types of data from which martech solutions are necessary to assemble those reports.
  • KAPOST  |  MONDAY, FEBRUARY 13, 2017
    [Generation, Linkedin] Tips for Using Video to Increase Social Media ROI
    For those reasons and more, B2B marketers need to employ video marketing if they want to stay on the cutting edge of lead generation and brand evangelism. Whichever route you take, the following types of videos are likely to do well when distributed via social channels: Processes and procedures. For C-level executives, you’d produce videos that provide a global view of how your services can improve the processes of a company as a whole, ultimately supporting a healthy bottom line.
  • EARNEST ABOUT B2B  |  MONDAY, FEBRUARY 6, 2017
    [Generation, Linkedin] This is the week that was in B2B: from Jetson’s reboot to buyer journey revelations
    comes courtesy of a recent Nielson survey that showed Generation X is even more addicted to social media than millennials. So 86% of buyers start with a preference for one supplier even before the review process. According to a new LinkedIn survey looking at how younger generations influence tech buying decisions in the workplace, 61% of younger millennials (aged 19-25) play a part in their company’s tech purchases.
  • HUBSPOT  |  THURSDAY, FEBRUARY 2, 2017
    [Generation, Linkedin] How to Run LinkedIn Ad Campaigns: A Beginner's Guide
    LinkedIn is a highly valuable tool to network with like-minded professionals. You have more power at your disposal with LinkedIn than you might realize. That's because LinkedIn has a powerful ads platform. If you're already using pay-per-click (PPC) techniques to power your presence on Facebook, Twitter, or Google, consider yourself lucky -- you can add LinkedIn to that list, too. How to Run LinkedIn Ad Campaigns. LinkedIn Ad Reporting.
  • HUBSPOT  |  WEDNESDAY, FEBRUARY 1, 2017
    [Generation, Linkedin] How to Write a Case Study: The Ultimate Guide & Template
    Kick off the process with an email that runs through exactly what they can expect from you, as well as what is expected of them. As noted in the sample email, this document serves as an outline for the entire case study process. What did your decision-making process look like? The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. The Decision Process.
  • CONTENTLY  |  TUESDAY, JANUARY 31, 2017
    [Generation, Linkedin] How to Build a Better Lead Form
    “I think the perfect ideal scenario is to start with an email address,” said Jason Miller, global content marketing leader at LinkedIn. It’s in your best interest to make the process as simple as possible for anyone who comes across your lead form. This is an excerpt from “ The Content Marketer’s Guide to Lead Generation.” ROI Email lead form lead generation Marketo
  • HUBSPOT  |  FRIDAY, JANUARY 27, 2017
    [Generation, Linkedin] The Goldfish Conundrum: How to Create Content for Short Attention Spans
    In this post, we’ll discuss strategies and resources marketers can use to create content that will generate clicks, shares, and most importantly, more readers. It attracts visitors to your blog, cultivates brand awareness, and helps you generate leads for your organization. And it could also be costing your organization if you’re generating content that isn’t driving any results. The creation of mobile devices has made multitasking close to ubiquitous in the modern world.
  • VIDYARD  |  THURSDAY, JANUARY 26, 2017
    [Generation, Linkedin] Client-Created Content is Key – Wise Words from Stephanie Totty
    Not the most fun process, was it? As the Senior Content Strategy Manager at ExamSoft Worldwide, Totty works tirelessly to generate interest for ExamSoft across their blog, social channels, webinars, and a host of other platforms. “I Which is great, because I find that a lot more interesting than just creating social posts — this way I get to be hands-on in the process.” Blog Demand Generation Marketing Marketing Communications
  • INFER  |  THURSDAY, JANUARY 26, 2017
    [Generation, Linkedin] Why Atlassian will be a $50+ billion company in 10 years
    I’ve used LinkedIn data to run some numbers about Atlassian’s engineering retention, and computed how long it would take for the company to churn through all of its current software engineers (a “wipeout” period *). It’s currently at an impressive 29 years, which makes Atlassian’s development team more sustainable than those at buzzier companies like LinkedIn, Facebook, Twilio, and Dropbox.
  • BIZNOLOGY  |  THURSDAY, JANUARY 26, 2017
    [Generation, Linkedin] 5 reasons B2B firms should invest in social media
    In most B2B industries today buyers will check providers out on social media as part of their decision-making process. This is especially true of LinkedIn , where buyers look at personal profiles and company pages to get a feel for the people and the firm.This most basic reason for investing in social media is defensive. Over the last ten years, there has been a profound change in the way business people make buying decisions, and social media is at the heart of this.
  • HUBSPOT  |  THURSDAY, JANUARY 26, 2017
    [Generation, Linkedin] 4 Smart Ways to Keep Up With Google in 2017
    This is great for the frequent Google searchers in all of us -- Google processes more than 2 trillion searches per year -- but it can make it challenging to adapt your strategy and achieve your SEO goals. >" src="https://no-cache.hubspot.com/cta/default/53/bd685600-02f9-40f3-a4e7-18488a8d79ba.png">. This multi-channel strategy allows them to generate traffic from different sources. In the same vein, written content can be published on blogs, LinkedIn Pulse, and Medium publications.
  • KOMARKETING ASSOCIATES  |  TUESDAY, JANUARY 24, 2017
    [Generation, Linkedin] 30 SEO Best Practices for B2B Organizations in 2017
    It’s important to think about buyers’ needs throughout the keyword research process, as well as during content creation. However, you shouldn’t overlook the importance of a well-constructed landing page to improve conversions and generate leads. If you have some existing pages that are generating links, you can look to replicate this strategy across website pages. With this, you must reconsider their keyword research process.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, JANUARY 19, 2017
    [Generation, Linkedin] The new standards for strategy and social media success
    Generational changes in consumer behavior. You wrote in a LinkedIn post about companies only being concerned with building an audience, but not dedicated to moving people from being involved with the brand to being committed to it. This company pulls off the miraculous achievement of re-inventing itself for every generation while holding on to its core customers. Is there a process to do that? I will codify the process of building an optimal digital self.
  • HG DATA  |  WEDNESDAY, JANUARY 18, 2017
    [Generation, Linkedin] Technically Speaking: An Interview with Sean Kester, SalesLoft’s VP of Product Marketing
    — Market intelligence data is integral to the sales development process. Data is critical to enriching the sales communication process, and our newly solidified relationship with HG Data enhances our customers’ ability to determine specific target accounts. There are a number of segments to consider at the outset of the customer acquisition process.
  • HG DATA  |  WEDNESDAY, JANUARY 18, 2017
    [Generation, Linkedin] Technically Speaking: An Interview with Sean Kester, SalesLoft’s VP of Product Marketing
    — Market intelligence data is integral to the sales development process. Data is critical to enriching the sales communication process, and our newly solidified relationship with HG Data enhances our customers’ ability to determine specific target accounts. There are a number of segments to consider at the outset of the customer acquisition process.
  • THE POINT  |  FRIDAY, JANUARY 13, 2017
    [Generation, Linkedin] Expand your Offer Strategy to Increase SEM Performance
    In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy. However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice.
  • MODERN B2B MARKETING  |  THURSDAY, JANUARY 5, 2017
    [Generation, Linkedin] 7 Ways to Generate Leads on Social Media
    Author: Lisa Marcyes When you hear the term lead generation, social media probably isn’t the first thing that comes to mind…but maybe it should be. With 75% of B2B buyers and 84% of C-level/Vice President (VP) executives incorporating social media as a key part of their decision-making process according to IDC , social channels are becoming essential to building relationships with prospects and customers throughout every stage of the customer lifecycle. Demand Generation b2b
  • BIZNOLOGY  |  WEDNESDAY, JANUARY 4, 2017
    [Generation, Linkedin] Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs
    I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. The report revealed a lead generation waste count of roughly 50 percent. But when it comes to social selling and LinkedIn marketing, it seems that lead qualification and validation are getting thrown out the window. Click here to read our case studies to see our process in action.
  • CONTENT STANDARD  |  MONDAY, JANUARY 2, 2017
    [Generation, Linkedin] For Better Push Notifications, Take a Cue from Publishers
    You’ve got shopping app updates, breaking news stories, a LinkedIn update, and what looks like a game request from your six-year-old niece. A poorly created notification can generate problems, however. Allowing users to state their preferences for the type of content they want to receive can help, but many users don’t want to mess with a cumbersome onboarding process. Are push notifications at risk of becoming spam?
  • HG DATA  |  WEDNESDAY, DECEMBER 28, 2016
    [Generation, Linkedin] HG Data 2016 and Beyond
    HG Focus is a Chrome extension that is also visible inside Salesforce, LinkedIn, Microsoft 365 and Gmail. Our data is a great differentiator: We know who’s doing what…and where they are in the process. In recent years, we’ve seen a gradual evolution from quantity to quality in lead generation. As we ring out the year and close the books on 2016 at HG Data, it’s the perfect time to reflect on the past 12 months and look ahead to 2017.
  • HUBSPOT  |  TUESDAY, DECEMBER 27, 2016
    [Generation, Linkedin] Using Content Marketing in the Professional Services Industry
    In a more subtle way, they also serve as a testament to your process and show that you’re results-driven. If you don’t currently have a blog set up on your website, the LinkedIn Publishing tool is a good workaround, though you’re going to be limiting your audience to only people active on LinkedIn. Even if you do have a blog, it’s a good idea to use LinkedIn for any topics that are focused on attracting referral partners.
  • MODERN B2B MARKETING  |  TUESDAY, DECEMBER 20, 2016
    [Generation, Linkedin] How to Cultivate a Culture of Testing
    You won’t know until you taste test each one, and this is the process for each and every campaign we run at LinkedIn Marketing Solutions. Our generation is ready to use data to make our marketing better. That’s why I encourage my team at LinkedIn to make data our playground. At LinkedIn, my team built a Propensity Model for our email marketing. By all means, get your demand generation team on board!
  • SNAPAPP  |  WEDNESDAY, DECEMBER 14, 2016
    [Generation, Linkedin] 73 Experts Reveal B2B Marketing Trends to Leverage in 2017
    I do exactly that at my agency, Web Profits by creating content & videos about our core values, beliefs, process and inner workings which helps us show our human side and potential clients feel like they know us. Maximise your presence on Twitter and LinkedIn to harvest relationships. Self directed B2B buyers educating themselves through the sales cycle can be engaged through the entire sales process with mobile video.
  • BIZNOLOGY  |  TUESDAY, DECEMBER 13, 2016
    [Generation, Linkedin] All your best content may now be considered fake news
    Looking at it another way, this could be the beginning of a process of licensing and verification that will separate the proper journalists and reporters from the bloggers, propagandists, anarchists, marketers, and dirty, dirty affiliate marketers. In a few high-profile instances, consumer-generated media sites have been able to rise to become bona fide feared and respected news sites in their own right.
  • INFER  |  FRIDAY, DECEMBER 9, 2016
    [Generation, Linkedin] The State of B2B Software Reviews, Martech Growth and the G2 Stack [Podcast]
    In this episode of Stack & Flow, G2’s Chief Marketing Officer, Adrienne Weissman, shares her thoughts on how consumer review sites have helped to shape the B2B software buyer’s expectations, what the relatively young company is doing to drum up demand generation, and why good project management helps align their sales and marketing team for better ideation and execution. Previously, she served as the director of brand and marketing solutions at LinkedIn.
  • CONTENT STANDARD  |  FRIDAY, DECEMBER 9, 2016
    [Generation, Linkedin] How to (Quickly) Get Content Marketing Strategy Executive Buy-In
    You need everyone’s support: social presence from all of your employees, internal contributors, LinkedIn shares, new marketing technologies. Your team may be in charge of executing on the brand storytelling venture as a whole, but strategy development is a top-down process that requires the involvement of brand leadership. To get buy-in as fast as possible, you’ll need to follow an efficient process.
  • HINGE MARKETING  |  THURSDAY, DECEMBER 8, 2016
    [Generation, Linkedin] How to Develop a Business Guest Post Program
    If you are going to manage this process on your own, be sure to put time and reminders on your calendar from the get-go so your outreach and follow-up doesn’t fall through the cracks. If you have an employee who can manage the process, check in at regularly scheduled intervals to ensure steady progress. If you are planning to write evergreen articles on process improvement in the manufacturing industry, these publications are probably not worth pursuing.
  • HUBSPOT  |  THURSDAY, DECEMBER 8, 2016
    [Generation, Linkedin] 28 of the Best Chrome Extensions for SEO, Productivity & More
    This tool provides an easy way to see how much engagement your content is generating. Coming soon to HubSpot software, Collect will automatically generate author attributions and citations if you want to cite a link you saved for a blog post. Manually bookmarking websites can sometimes be a tedious process, so Google created this extension to organize websites you want to save without having to open a new tab.
  • HUBSPOT  |  TUESDAY, DECEMBER 6, 2016
    [Generation, Linkedin] The Ultimate Guide to Account-Based Marketing: 6 Key Steps
    Sometimes, this information might already exist in-house; perhaps someone on your team previously researched this target, but didn’t complete the ABM process of reaching it the right way. We find that LinkedIn is an excellent way to uncover that data with a fairly simple advanced search. The Pew Research Center Demographics of Social Media Users does an excellent job of profiling the users of five major social media platforms -- Facebook, Pinterest, Instagram, LinkedIn, and Twitter.
  • SNAPAPP  |  MONDAY, DECEMBER 5, 2016
    [Generation, Linkedin] 25 Content Marketing Stats to Guide Your 2017 Strategy
    The takeaway: As content becomes more aligned with the buyer’s journey (and the different needs at each stage of that process) marketing teams are becoming better at creating content for sales enablemen t. Long-form blog posts generate 9x more leads than short-form blog posts. It may be time to consider how you can better participate on these channels and get the most out of the opportunities presented by mediums like Twitter, LinkedIn, Instagram, and Facebook (to name a few.).
  • B2B LEAD GENERATION BLOG  |  TUESDAY, NOVEMBER 29, 2016
    [Generation, Linkedin] Better Social Selling, an Interview with Jill Rowley
    Have you ever wondered about how you can leverage social selling for better lead generation and business development? There’s a woman who is an aspiring social seller, and I got an invite to connect with her on LinkedIn, and it was generic. She’s an aspiring social seller, and she sends me a generic invite to connect on LinkedIn. I reply, and I give her a link to The Art of a LinkedIn Invite. For you, Brian, lead generation, B2B marketing, strategy, CRM.
  • ACT-ON  |  MONDAY, NOVEMBER 21, 2016
    [Generation, Linkedin] Herding cats? The Hidden Costs of Multiple Marketing Tools
    Does your brand look like one company on LinkedIn and quite another company on Facebook and yet something still different on your website? Analysis may be the foundation for marketing in our networked age, but when you’re depending on separate point tools that deliver discrete reports, data continuity turns into a manual process. What you need are technologies that enable and empower your strategies and processes, and give you a way to prove marketing’s contribution to revenue.
  • HUBSPOT  |  MONDAY, NOVEMBER 21, 2016
    [Generation, Linkedin] Why Data Is The Real MVP: 7 Examples of Data-Driven Storytelling by Leading Brands
    Recommended Content: One popular post -- “ Don’t Be Ugly By Accident ” -- talks about crafting great profile pictures for online dating, but the advice is applicable to virtually anyone who wants to put their best foot forward online, whether it is a dating site, Facebook, or LinkedIn. As the personal finance gurus of the millennial generation, Mint often uses its vast amounts of data about its audience’s finances and spending habits to create infographics centered around timely topics.
  • NUSPARK  |  SUNDAY, NOVEMBER 20, 2016
    [Generation, Linkedin] 6 Tips for Collaboration When Producing and Sharing Great Content
    This includes not just planning and production, but the way the entire process flows. Having an initial needs assessment meeting with all stakeholders present is a good way to develop a view of the big picture, so all the players can see where they will be fitting into the process. One place where it’s easy for bottlenecks to occur is between content creators and designers, so it’s important to closely connect the two in the planning and production process.
  • EARNEST ABOUT B2B  |  SUNDAY, NOVEMBER 20, 2016
    [Generation, Linkedin] This is the week that was in B2B: from C-Suite Facebookers to CCS Predicts
    Like being able to run multiple campaigns simultaneously while constantly generating new ideas to take your business forward. His point: as B2B marketers are now focusing on the buyer or participant in the buying process as a person, the emphasis should be on creating richer content that’s much more personalised and relevant. Last week we reported that B2Bers were citing Facebook as the most effective paid social channel (neck and neck with LinkedIn).
  • BIZIBLE  |  TUESDAY, NOVEMBER 15, 2016
    [Generation, Linkedin] How We Increased Pipeline 504%
    We’re now able to create content specifically for LinkedIn, SEO, and/or our personas and use that content as sponsored posts on social. Shifted our Strategy from Demand Generation to Account-Based Marketing. One of the biggest projects we’ve undertaken to increase opportunities and pipeline is switching from Demand Generation to Account-Based Marketing.
  • HUBSPOT  |  MONDAY, NOVEMBER 14, 2016
    [Generation, Linkedin] 12 Great Examples That Prove the Power of Repurposing Content
    I recommend paying attention to views, time on site, and social engagement, but you can also simplify the process by ranking content based on the total number of views and how it has declined over time. Every week, he produced content that was relevant to the chapters of his book for LinkedIn and the blog at Content Marketing Institute. LinkedIn Pulse posts. Some of his content went viral on Medium, generating a massive surge in traffic back to his site.
  • MODERN B2B MARKETING  |  FRIDAY, NOVEMBER 11, 2016
    [Generation, Linkedin] Top B2B and Consumer Content Marketing Minds & Advice
    Jason Miller is the Global Content Marketing Leader at LinkedIn and author of a best-selling book on social media and content marketing, Welcome to the Funnel. (He’s The most forward-thinking companies combine social, PR, and content into one team that works hand-in-hand with demand generation, all reporting to the CMO. Continue the story throughout the buying process, and give the buyer what they need at the exact moment they need more information.
  • ACT-ON  |  WEDNESDAY, NOVEMBER 9, 2016
    [Generation, Linkedin] Should You Optimize Content for Google AMP?
    Major technology companies include LinkedIn, Twitter, Adobe Analytics, and WordPress. And will you generate less traffic and so see fewer leads in the future? The company offers a tutorial that walks you (or your technical team) through the process, including: Creating your first AMP page. Adopting the Google AMP protocols to your website will be the next big thing you tackle this year and beyond.
  • MODERN B2B MARKETING  |  TUESDAY, NOVEMBER 8, 2016
    [Generation, Linkedin] What Qualities Should You Look for in a Marketing Automation Manager?
    ResearchCorp’s Demand Generation Adoption Survey. This leader will be responsible for your demand generation strategy for different segments and its orchestration across channels. They also need to be great collaborators and have a solid understanding of the principles and strategies of data-driven marketing and modern demand generation, plus hands-on experience with a marketing automation or email marketing platform. Demand generation/lead generation.
  • CONTENTLY  |  MONDAY, NOVEMBER 7, 2016
    [Generation, Linkedin] Facebook and Google Rule Advertising, and 3 Other Takeaways From the IAB’s Latest Report
    In the process, it bypassed search as the digital format that accounts for the most ad spend. Companies ranked between 11th and 25th generated just 10 percent of Q2 revenue. billion purchase of LinkedIn, while Verizon is still working out the details of its agreement to buy Yahoo, a deal that may be in flux after Yahoo’s massive September data breach. Last week, Facebook announced that it had reached 1 billion mobile-only monthly users.
  • HUBSPOT  |  FRIDAY, NOVEMBER 4, 2016
    [Generation, Linkedin] The Most Shared Phrases and Topics on LinkedIn [New Q3 Data]
    LinkedIn is best known as the world's largest professional network -- in other words, users aren’t there to look at cat memes or read celebrity gossip. My company, ClearVoice, recently conducted a study that provides data and insight specifically on the most popular posts on LinkedIn. The data was generated by Content Studio -- our comprehensive index of the most popular content and influencers on the web -- and includes insights from the third quarter of 2016.
  • BIZNOLOGY  |  THURSDAY, NOVEMBER 3, 2016
    [Generation, Linkedin] Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn
    Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. And, the same thing happens when you do not take a rifle approach and focus on targeted audiences on LinkedIn. But when your programs have a nice-sized investment and when you have a complex sales process, then you better be sure you’re focusing on specific audiences and that you are relevant.
  • VIDYARD  |  THURSDAY, NOVEMBER 3, 2016
    [Generation, Linkedin] 7 Ways HR Can Use Video to Better Engage and Hire Top Talent
    You want to hire top talent, and sometimes that means hunting down the best of the best from LinkedIn or other sources, and reaching out to them. You don’t have to create one video for every candidate – Personalized Video just requires one video that automatically generates for each person. Imagine what you could do when you can turn some of the boring steps in a recruitment process into an experience where the candidate feels heard and engaged!
  • ACT-ON  |  THURSDAY, NOVEMBER 3, 2016
    [Generation, Linkedin] How to Create Social Media and Content Marketing Synergy
    His goal is to generate 10% more followers on Twitter this quarter, and his plan is to create and promote the content that will make that happen. While increasing traffic is good, a strong strategy can do much better than simply generate followers. Her company’s goal is to generate 10% more leads this quarter. Flip the process … let social drive content creation. This process can be successful, but there is a lesser-used strategy that can generate excellent results.
  • HG DATA  |  THURSDAY, NOVEMBER 3, 2016
    [Generation, Linkedin] A Complete Strategic and Tactical Sales Guide
    A friend of HG Data published this very useful reference – The Sales Development Bible – all about managing lead-generation teams and monetizing the leads they produce. You can contact and learn more about Mike via his LinkedIn profile. . Technology and data are great, but good selling techniques and good sales management cannot be overlooked.
  • BIZIBLE  |  TUESDAY, NOVEMBER 1, 2016
    [Generation, Linkedin] How Content Impacts the Buying Journey: ABM vs. Demand Gen
    As more marketers transition from demand generation to account-based marketing, the question comes up of what to do with content. At its core, content is a demand generation tactic used to fill the top of the funnel with leads. Transitioning from Demand Generation to ABM: Content Strategy. Define the personas involved in the buying process and create specific content directed at them. ABM Content + LinkedIn: The Winning Combination.
  • VIDYARD  |  MONDAY, OCTOBER 31, 2016
    [Generation, Linkedin] Vidyard Named a Leader for Online Video Platforms for Sales and Marketing by Independent Research Firm
    Vidyard was the only vendor to receive the highest possible scores in the player features; marketing and lead generation tools; and targeting, personalization and discovery criteria. It understands how important user-generated content (UGC) will be for brands and businesses, and it plans to roll out further support for UGC and analysis of it.
  • HUBSPOT  |  FRIDAY, OCTOBER 28, 2016
    [Generation, Linkedin] 9 Lead Generation Mistakes Marketers Need to Stop Making
    For many businesses, the key to making sales is to first generate leads. Some marketers have trouble generating enough leads to feed their sales team. Others generate plenty of leads, but they're not good leads , and your sales team is having trouble closing them into customers. These are all common problems marketers have with lead generation. 9 Lead Generation Mistakes Marketers Need to Stop Making. 1) You're buying leads, not generating them organically.
  • HUBSPOT  |  MONDAY, OCTOBER 24, 2016
    [Generation, Linkedin] A Simple Guide to Creating an Expert Roundup Post
    It is, well, as long as you have the right process. Luckily, I've successfully applied this approach multiple times -- and I've learned a thing or two about how to drive the most traffic, shares, and engagement in the process. Do Expert Roundups Actually Generate Results? That article, generated 1,747 views in the first month, 193 social shares, and 45 backlinks. If possible, put a face to the name by grabbing the expert’s image from Twitter or LinkedIn.
  • PUZZLE MARKETER  |  TUESDAY, OCTOBER 18, 2016
    [Generation, Linkedin] Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative
    One of the best ways to evolve as a marketing professional is to generate, collaborate, and nurture ideas among like-minded peers. After university, and the realization I was not Tiger Woods, I started working with a large sporting goods distribution company and we were in the process of transitioning our business to be more digital in order to improve the sales, ordering and fulfillment chain. He is a fantastic speaker and worth connecting with on LinkedIn.
  • KOMARKETING ASSOCIATES  |  TUESDAY, OCTOBER 18, 2016
    [Generation, Linkedin] 20 Content Marketing Tools to Rely on From Start to Finish
    Tools for Topic Generation. When generating new content ideas, I typically start the process with Google. You can use Search Console to analyze content performance (clicks, impressions, CTR, position) and uncover the types of content that generate the best results. Content saved to Pocket can be viewed on any device (computer, phone, or tablet) and is especially valuable when generating a topic that requires a number of difference resources.
  • MODERN B2B MARKETING  |  MONDAY, OCTOBER 17, 2016
    [Generation, Linkedin] How to Pivot Your Social Media Strategy to Support Account-Based Marketing
    If target stakeholders are active on social media sites like LinkedIn and Twitter, follow them. And by integrating an SRP with a sophisticated marketing automation platform, like Marketo’s, y ou can track leads throughout the sales process and measure the ROI of your social campaigns. Part of that success was attributed to altering their content marketing plan : SAP NA began dedicating half of their content generation to support ABM.
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