Three Things to Think About Before You Develop a Vertical Marketing Strategy

ANNUITAS

I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” Besides discussing the need to align strategically to the buyer, we did have a longer conversation where I cautioned against taking a vertical go-to- market approach. Vertical Marketing is Truly Focused on the 10%.

How to differentiate your content marketing strategy in highly regulated verticals

Tomorrow People

Some industries have it tougher than others when it comes to creating a quality content marketing strategy. Highly regulated industries like pharmaceuticals, healthcare, public sector, and financial services face unique challenges. Have we ensured this case study subject (for example) can’t be identified? So how do we create a great content marketing strategy in regulated industries? Just because your industry is regulated, doesn’t mean you can’t be creative!

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3 Things to Think About Before You Develop a Vertical Marketing Strategy

ANNUITAS

I was recently leading a Demand Generation workshop where one of the attendees asked “what approach they should take to develop a vertical or industry aligned marketing strategy.” Besides discussing the need to align strategically to the buyer, we did have a longer conversation where I cautioned against taking a vertical go-to-market approach. Vertical Marketing is Truly Focused on the 10%. Blog alignment buyer personas Demand Generation Strategy vertical marketing

Does Vertical Video Make a Difference? We Spent $6,000 on Tests to Find Out

Buffer Social

There has been much discussion recently on industry-leading publications about the effectiveness of video on social media. Specifically, vertical video vs. square video. While we know that square video (1:1) results in 30-35 percent more video views and an 80-100 percent increase in engagement compared to landscape video (16:9), we wanted to know how vertical video stacks up on Instagram and Facebook (both within the News Feed and Stories). Turns out it’s vertical video !

Content Marketing Hierarchy: Be Niche With Vertical Content

ClearVoice

Vertical. Today we’re covering vertical content to help you fully develop your content niche then execute accordingly. What is vertical content? Vertical content is a piece of content that appeals to a business niche. Horizontal vs. vertical content.

Does Vertical Video Make a Difference? We Spent $6,000 on Tests to Find Out

Buffer Social

There has been much discussion recently on industry-leading publications about the effectiveness of video on social media. Specifically, vertical video vs. square video. While we know that square video (1:1) results in 30-35 percent more video views and an 80-100 percent increase in engagement compared to landscape video (16:9), we wanted to know how vertical video stacks up on Instagram and Facebook (both within the News Feed and Stories). Turns out it’s vertical video !

12 Top Uses of AI in Marketing by Vertical, According to CMOs

inPowered

Below are the AI use-categories and their definitions featured in the Duke study: Content personalization – is a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It ranges from a highly targeted call to action to a revolving landing page based on geographic or industry-specific segments. Below is the study’s complete breakdown of the AI use-categories by B2B and B2C service/product brands: Raw Data by Industry Vertical.

5 Steps to Market to a New Vertical

Marketo

Marketing to a new vertical is no easy feat. Rather than dedicating all their resources into broad-based marketing, many organizations are adopting a vertical approach. A vertical approach can be very effective when marketing to target accounts as well, helping you and your organization deliver a more personalized experience. Let’s look at five key steps to penetrate a new industry: 1. At Marketo, we have team members who are dedicated to verticals of interest.

Native Advertising Wars by Vertical: Exchanges vs. Facebook vs. Yahoo Gemini [New Benchmark Data]

inPowered

Recently, in the inPowered labs, we got our hands on millions of dollars’ worth of pre and post-click native advertising data and organized it based on channel and vertical. We wanted to look at vertical click-through rates, cost per engagement, engagement rate and average time spent with content post-click. Benchmark data is nice to have in native advertising, but this is the first time we’ve been able to see a post-click picture by industry vertical.

Three verticals that have an opportunity to thrive following the holiday shopping season

Liveintent

This spending pullback and reduction in competition create unique opportunities for other industries. We think three verticals that can really benefit from running brand marketing during the January ad slump are health and wellness, financial services, and travel and hospitality.

Instagram’s Co-Founders Step Down, Vertical Video Gains Momentum, Facebook Launches Stories Ads, and More!

Buffer Social

This week (episode #114) we’re chatting about all of this and more: Instagram’s co-founders are stepping down from their positions at Facebook, sending a shock through the industry. Vertical video is gaining momentum and now is the time for businesses to jump on board with this trend. Vertical video is quickly becoming the preferred method of content consumption online. Part II: Vertical video gains momentum and popularity with brands.

The Rise of AI Tools: Verticals to Watch, Part 5

Conversica

As with other industries, AI removes some of the technical burden from marketers’ shoulders. In a study conducted by the Harvard Business Review, companies using AI for sales reported a 50 percent increase in leads. ” If you want to see how AI can help improve your business, check out Conversica’s AI Assistant , which can help you see results like those found in the Harvard Business Review study. Welcome back to our five-part series on the rise of AI.

Once You've Found the Right Influencer for Your Vertical, Then What?

SnapApp

The question is, though: Once you’ve found the right influencer for your vertical, then what? . Jason Quey, VP of Marketing at Codeless , recommends starting with a big list of potential influencers (100+) within your vertical. Audience engagement: Study the influencer’s level of engagement. I reached out to a few influencers in different verticals to find out what they expect when working with new partners for sponsored content and general marketing opportunities.

MIT Sloan Study: Just 7% of Companies Have Digitally Savvy Executive Team

Sword and the Script

A study of 1,984 large global businesses, published in the MIT Sloan Management Review – Does Your C-Suite Have Enough Digital Smarts? The study defines a digitally savvy leadership team as “a team in which more than half of the executive members are digitally savvy.”.

B2B Sales Cycles are Getting Longer, Study Says

Sword and the Script

Those are some of the drawable conclusions from a study by the Demand Gen Report. Part of relevancy is speaking to business problems unique to a vertical market. Indeed, 96% of respondents said messaging that speaks “directly to our industry needs” was important.

Industry reacts: 2018 IAB UK & PwC Digital Ad Spend Study

ADmantX

On the back of that news, members of the industry provided us with some of their thoughts. Yves Schwarzbart, advertising industry relations manager at Google UK. “It’s Given that the industry as a whole has made it its mission to start reversing the decline in advertising in 2019, this finding should give this worthy and necessary cause even greater momentum.”. The latest IAB digital ad spend study is a strong reflection on the power of digital advertising.

3 Quick Strategies for Repurposing Case Studies

Content4Demand

Case studies are among the most time-intensive content assets in your library to produce. Consider the best places to reuse your case studies, and set yourself up for ongoing success with a streamlined process you can rely on in the future. Repurposing Case Studies.

What is the CTR on CTAs at Each Level of the Buyer’s Journey by Vertical – Post-Content Engagement? [New Data]

inPowered

A clear majority of studies out there focus on ad and headline click-through rates (CTR), bounce rates and other metrics, many of which are vanity. We’ve explored cost per engagement, averaged engaged time with content, and content engagement rates across many verticals using millions of dollars’ worth of data. This exploration will look at next actions taken at each stage of the buyer’s journey by vertical post content engagement. Next Action CTRs Across All Verticals.

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12 Top Uses of AI in Marketing by Vertical, According to CMOs

inPowered

Below are the AI use-categories and their definitions featured in the Duke study: Content personalization – is a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It ranges from a highly targeted call to action to a revolving landing page based on geographic or industry-specific segments. Below is the study’s complete breakdown of the AI use-categories by B2B and B2C service/product brands: Raw Data by Industry Vertical.

Inbound Marketing Alone May Not Be Enough for Industrial Companies

Industrial Marketing Today

I too have read all those studies about the how the Internet has permanently changed the industrial buyer’s behavior. After all, every industrial marketer would like hordes of interested visitors swarming to his/her website, eager to sign up for free content and engage in a meaningful conversation at every stage of their buying cycle. However, it has been my experience that the realty on the ground is very different for many manufacturers and industrial companies.

Once You've Found the Right Influencer for Your Vertical, Then What?

SnapApp

The question is, though: Once you’ve found the right influencer for your vertical, then what? . Jason Quey, VP of Marketing at Codeless , recommends starting with a big list of potential influencers (100+) within your vertical. Audience engagement: Study the influencer’s level of engagement. I reached out to a few influencers in different verticals to find out what they expect when working with new partners for sponsored content and general marketing opportunities.

9 LinkedIn Ad Case Studies That Marketers Can Learn From

Hubspot

That's where my third reason for loving LinkedIn comes in: case studies. Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions.

Study: B2B Buyers Aren’t Too Happy With Salespeople

Contently

According to a recent study from DiscoverOrg, a sales intelligence platform, not many B2B salespeople are successfully walking this tightrope. Martin , surveyed more than 230 decision-makers across industries and departments about their experience with B2B sales processes. In the study, however, market leadership is only part of the buyer’s equation. These preferences can vary depending on the industry. B2B Brands DiscoverOrg salespeople study

The 4 Essential Elements of a Great Case Study

SmartBug Media

Although online reviews can help tell a part of story for your organization, a case study can help tell your audience an entire success story (start to game-changing) of one of your customers using your products or services.

8 SEO Recommendations for Maximizing B2B Case Studies & Collateral

KoMarketing Associates

A recent survey of US agency executives from RSW/US , as covered by eMarketer , revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents. Case studies can be difficult to obtain. Speaking in our industry in particular, many of our clients are concerned with how a case study might give away a competitive advantage. This tends to hold true in other B2B verticals as well.

Travel Industry Consumer Trends 2019

V12 Data

Travel Industry Consumer Trends 2019. The travel industry has recently seen unprecedented growth driven by a stronger economy and higher consumer purchasing power. In the midst of this growth, digital transformation has also impacted the travel industry, both in digital tech and digital channels on which consumers can research and book travel plans. The customer experience is clearly important to consumers, both in the travel industry and across verticals.

In the Know: B2B COVID Industry Impact Update & Marketing in Response

Launch Marketing

This is what is making B2B industries that can provide most or all of their services and solutions digitally fare a little better. Creating an impactful brand identity is another way your vertical can stand out.

How to Write a Case Study: The Ultimate Guide & Template

Hubspot

One of the best ways to prove your worth is through compelling case studies. To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business -- as well as free case study templates for creating your own. How to Write a Business Case Study: The Ultimate Guide. 1) Find the Right Case Study Candidate. 2) Reach Out to Case Study Participants.

5 Rules of Website Redesign for Engaging Engineers and Industrial.

Industrial Marketing Today

Home Marketing Matters About Contact B2B Marketing Store Company Website 5 Rules of Website Redesign for Engaging Engineers and Industrial Buyers by Achinta Mitra on July 23, 2010 in B2B Lead Generation , Content Marketing , Industrial Marketing Strategies , Industrial Websites , Website Design & Development If you are a manufacturer or a provider of technical services, your website needs to be aligned with the buying process of your prospects and customers.

Rules 170

How Lonely Planet creates display advertising in-house

Bannerflow

Ever since its founding in the 1970s Lonely Planet has adapted to an ever-changing travel industry landscape. Integrations are powerful tools that businesses in the travel industry could leverage dynamically within their CMP built rich media ads.” Vertical Travel Marketing display advertising in-house advertising case studyAs an online publisher, they work with both internal and external clients to produce engaging and attractive display campaigns.

Expanded Roster Of Workshops, Case Studies And Networking Driving Growth Of B2BMX Event

Content4Demand

The upcoming conference will see more than 30 case studies to help attendees experience first-hand how B2B marketing impacts all types of businesses. We’ve brought in marketers from a wide variety of verticals, including financial services, healthcare and technology, to tell their stories.”

How To Create Successful Content in Any Industry: Benchmarks Set by 342 Marketing Campaigns

Hubspot

This is because successful content looks different across all industries -- what takes off in the automotive industry might flop in the world of tech. Average Social Share Benchmarks by Vertical. Setting realistic expectations and understanding the target audience can help content in any vertical meet specific goals, including earning high volumes of links and social shares. Content Elements To Earn Links & Social Shares in 15 Niche Industries.

How We Ranked a Single Page for 2.6K Keywords Driving 30K Monthly Searches [Case Study]

Moz

Content marketing + digital PR case study: ADT. Not all content necessarily needs to be practical — it depends on the industry you’re in and whether you can get by with entertainment value.

The Essential Guide to Creating Case Studies [Free Template]

Hubspot

Enter the ever useful and efficient case study. Case studies give your audience more information about your product or service in the context of a specific company size or vertical. Though each case study may have slightly differing details, the core messaging will fundamentally remain the same: how your product and/or service has helped one of your existing customers overcome a challenge, achieve a goal, and/or better their lives.

6 Ways You Could Be Dooming Your Case Studies Before You Even Start Writing

Marketo

Case studies are loved by marketers and sales teams alike for their ability to educate prospects and turn sales pitches and marketing spiels into verified, credible claims. But for all their perks, case studies are notoriously time-consuming. A survey of TechValidate users found 77% of our customers spent over a month on each case study, and a third spent 3 months or more! Tailor some questions to the customer’s unique use case, industry, and pain points.

"Study Finds:" How Data-Driven Content Marketing Builds Links and Earns Press Mentions

Moz

We pulled 8,400 articles containing the text “study finds.” Let’s begin by taking a look at which top-tier news outlets cover “study finds” (AKA, any project pitched by an outside source that ran a survey or study that had “findings”). For companies conducting studies, they hope to win press coverage for, these top sites are prime targets, with editorial guidelines that clearly see outside pitches of study findings as attractive.

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How to Write Great Boilerplate: 5 Dos, 5 Don’ts, 5 Examples From Different Industries

ClearVoice

Do collect all the previously written background materials about the brand and study them meticulously. This looks sloppy when a person’s studying it closely. Software as a service, or SaaS for short, is a broad, growing and lucrative vertical, but there’s often some difficulty in explaining what your product does — especially in elevator pitch format.