• ONALYTICA B2B  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Information, Profiling] Influencer Marketing: Where are Your Target Audience Being Influenced?
    Starting an influencer marketing campaign does not entail jumping straight onto Instagram to target the high profile instagram influencers- this is not an appropriate approach for most brands. When users find a profile with content and style that suits their interests they’re quick to hit follow and tend to stick around. The primary purposes of LinkedIn are networking and sharing useful industry news and information.
  • CONTENT STANDARD  |  TUESDAY, SEPTEMBER 19, 2017
    [Information, Profiling] The Case for Bylines: Why “Posted by Admin” Does You No Favors
    And while the content itself (often basic crime logs or neighborhood “junior high student of the week profiles”) didn’t cause much of a stir, the use of fake pseudonyms really did. And hand-picked, articulate, informed, esteemed creatives are the best ones to make that happen. Truth: Many early news sources didn’t include a contributor byline because the anonymity made the newsroom seem bigger than it really was.
  • MODERN B2B MARKETING  |  MONDAY, SEPTEMBER 18, 2017
    [Information, Profiling] Two SEO Threats You Probably Aren’t Monitoring
    Below are a few tools you can experiment with to help you get a better picture of your current backlink portfolio: Ahrefs : Allows you to compare inbound link portfolios of competitors to your own and discover missing backlink opportunities to help you build a stronger link profile. If it was a manual penalty (meaning Google informed you about it), you’ll need to submit a request for reconsideration and work on identifying and removing any spammy links.
  • HUBSPOT  |  FRIDAY, SEPTEMBER 15, 2017
    [Information, Profiling] The Internet Had a Busy Week. Here's What You Missed.
    One of the biggest pieces of information within those files was something called the lidar, which stands for “Light Detection and Ranging.” Uber allegedly had access to the details behind it, and Waymo filed an injunction against Uber to keep it from using this information. Though it made a website available that claimed to let you know if you were affected by the breach, it didn't provide any tangible information. The drama of this week’s Apple event is hardly over.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 14, 2017
    [Information, Profiling] Tips, Tricks, and Secrets to Create Great Landing Pages
    You should have all the information they need to make a decision right there on your landing page. An introductory video that proves you are a credible source of information. On an ideal form, you’d have only required fields, but if you really want to A/B test to see if you can get a little extra information from a generous prospect, make sure they at least know they don’t have to give it to you if they don’t want to. Showcase high-profile places your brand has been featured.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, SEPTEMBER 14, 2017
    [Information, Profiling] Straight talk on being a social media consultant
    The problem is made immensely more difficult by the density of information on the web which is exploding. Trying to make a living with a portfolio of small business customers with that profile is difficult. By Mark Schaefer. Nearly every week I mentor some young person who wants to start a career as a social media marketing consultant. I’m happy to help but unfortunately find myself bursting a lot of bubbles of overly high expectations.
  • CONTENT STANDARD  |  THURSDAY, SEPTEMBER 14, 2017
    [Information, Profiling] Decentralizing Brand Authenticity: How Giant Companies Get Personal
    For corporate, large-scale marketing can focus on awareness and remarketing that makes their audience aware they exist and then hits them with information when they begin shopping policies. Ever notice how so many professionals on Twitter include “views my own” in their profile descriptions? Americans have a complex relationship with big businesses. Sure, we’ve seen our share of abuses, mishaps, and missteps.
  • THE FORWARD OBSERVER  |  THURSDAY, SEPTEMBER 14, 2017
    [Information, Profiling] Sales Prospecting Without Social Media Is Like Selling Without a Phone
    Social media provides a seller with much more information than they’ve ever had , and not just contact information but also context. Your social media profiles are a direct reflection of your personal brand. Your profiles are the tip of the social selling spear. As you review your online profiles, answer this question: Would you buy from you? Research and Information Gathering. Many people include phone numbers and email addresses on their profiles. (A
  • HG DATA  |  WEDNESDAY, SEPTEMBER 13, 2017
    [Information, Profiling] Better ABM from Better Data: Using Data to Build a Propensity to Buy Model
    While Ideal Customer Profile (ICP) identification is usually Step 1 in building out an account-based marketing program, it quickly raises the question of which ICP’s among your Total Addressable Market (TAM) truly have a propensity to buy. This is real purchase intent insight, not information scraped from the open web. In our last blog post , we talked about the importance of technographics enriched with intent data for enhancing targeting effectiveness.
  • BIZNOLOGY  |  WEDNESDAY, SEPTEMBER 13, 2017
    [Information, Profiling] 10 of LinkedIn’s welcome new features
    Increased customization: Increased customization features make it easier to rearrange the “experience” section of your profile with a drag-and-drop option. Choose which education information you want to appear first or the order of currently-held positions too. Desktop profile expansion: On the desktop version of LinkedIn, they recently redesigned it so that you can change different sections of the profile and the way it looks.
  • HINGE MARKETING  |  MONDAY, SEPTEMBER 11, 2017
    [Information, Profiling] Strategic Marketing for Professional Services
    Based on this business analysis, they decide to specialize in the hospitality sector — an industry where they have a solid track record of success and a handful of high-profile clients. Research can help you understand not only what challenges your clients face, but how they consume information, as well. This is critical because it gives you information on the full cycle of marketing results and allows you to troubleshoot the implementation of your strategy.
  • SNAPAPP  |  FRIDAY, SEPTEMBER 8, 2017
    [Information, Profiling] A Simple 6 Step Guide to Building a Well-Oiled B2B Lead Generation Funnel
    Consumers are drowning in information. . . Today’s information-rich buyers are becoming less responsive to yesterday’s sales tactics. . . In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients.”. A wealth of information creates a poverty of attention. .
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 7, 2017
    [Information, Profiling] How Does Social Selling Tie Into B2B Marketing?
    However, if they maintain profiles on LinkedIn, Twitter, or other places for business reasons, sending out a weekly or monthly email with new blog posts or pieces of content (e.g. Don’t make this mandatory, as sharing content on their own profiles isn’t likely part of their job description. Capitalize on that information by regularly tracking common hashtag and keyword searches across multiple platforms.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 7, 2017
    [Information, Profiling] 3 Insights on the Impact and Future of Business, Marketing, and Sales Operations
    There are tons of recurring activities that take place to help a business run efficiently and effectively and allow its leaders to make informed, thoughtful decisions spanning departments and processes. And if you think about how much data marketers, sales teams and businesses sift through on a day to day basis, hiring people to help them digest, and interpret that data to make intelligent and informed decisions makes sense.
  • HUBSPOT  |  THURSDAY, SEPTEMBER 7, 2017
    [Information, Profiling] Facebook Is Seriously Cracking Down on Fake Accounts and Ad Spend
    What Facebook's Latest Information Operations Announcement Means. One major step in that path to purely authentic information sharing is the banning of Pages that are found to repeatedly distribute and promote fake news on Facebook. Higher-profile brands, of course, have more to lose by not following proper protocol.
  • SNAPAPP  |  THURSDAY, AUGUST 31, 2017
    [Information, Profiling] 43 Execs Explain How Millennials Impact B2B Buying Committees
    Creating content to specific buyer stages is considered B2B marketers' biggest challenge, while creating product-focused content is easy due to all the information being readily available to the content creator -- it makes sense why marketers tend to create more product-heavy content. With all the instant information at their fingertips, they want to make sure they are getting the right product/service, from the right company at the right price.
  • SNAPAPP  |  WEDNESDAY, AUGUST 30, 2017
    [Information, Profiling] The Engagement Gap: 3 Insights on How Marketers are Missing the Mark (and What to Do About It)
    As marketers, we need to find ways to have all of our channels work together and share vital customer information. Our direct integration lets you feed the insights you collect through interactive content right into their platform, helping you qualify leads faster and inform downstream marketing outreach. . See our profile on Launchpoint. . . What do you think of when you hear the phrase “engagement gap?”. .
  • TERMINUS  |  WEDNESDAY, AUGUST 30, 2017
    [Information, Profiling] A B2B Marketer’s Guide to Account-Based Sales Development (ABSD)
    One benefit of ABM is that SDRs already know the target accounts they’re engaging fit your ideal customer profile , which gives them a basic understanding of the companies right off the bat. However, that information alone is not enough to develop personalized messaging. Together, we do research to help us understand accounts and individual buyers and pull out relevant information that will help our SDRs personalize the buying experience.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, AUGUST 30, 2017
    [Information, Profiling] Use This Surefire Guide To Boost Your Social Media Followers
    Perfect Your Profiles. The first and most important step is to perfect your organic visibility by filling out your profiles completely. I don’t know how many times I’ve gone to a company’s Twitter, Facebook, or LinkedIn page only to find missing information. No matter the platform, there are 5 areas you need to address when filling out your profile: Your profile picture. Include unique keywords about your business in your profiles.
  • TERMINUS  |  TUESDAY, AUGUST 29, 2017
    [Information, Profiling] Engagement is the New Form Fill: How to Measure Account-Based Marketing
    In other words, you should prioritize the highest value accounts based on: How well they fit with your ideal customer profile (ICP) using an AI-assisted fit model through products such as EverString. Next, your marketing and/or sales development teams need to identify your target contacts at each account, including their job titles and contact information. You should strive to find contact information for each of your buyer personas at every target account.
  • TERMINUS  |  TUESDAY, AUGUST 29, 2017
    [Information, Profiling] Engagement is the New Lead: How to Measure Account-Based Marketing
    In other words, you should prioritize the highest value accounts based on: How well they fit with your ideal customer profile (ICP). Next, your marketing and/or sales development teams need to identify your target contacts at each account, including their job titles and contact information. You should strive to find contact information for each of your buyer personas at every target account. The others had some form of ISP in their information.”.
  • MODERN B2B MARKETING  |  FRIDAY, AUGUST 25, 2017
    [Information, Profiling] 4 Ways Digital Marketers Can Make Data Work for Them
    Marketing data should be used to drive improvement, inform decisions, and increase lead generation. This will make data consumption a natural part of your day and you’ll find that you’re keenly aware of your conversion rate, the impact your programs are having, and are better informed in your everyday decisions. When a new lead comes in, with the right technology, the information will be automatically added to the lead’s profile inside of your CRM or app of choice.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 23, 2017
    [Information, Profiling] B2B Marketing Research: What You Need to Know
    Qualitative research offers a great deal of flexibility, and it provides a rich body of information. Use this information to differentiate your business and strengthen your brand. Use this information to adjust your marketing messages, services and operations to meet the changing needs of the marketplace. Use this information to reduce friction in the buying process, improve you closing rate and raising your service standards.
  • ONALYTICA B2B  |  WEDNESDAY, AUGUST 23, 2017
    [Information, Profiling] Influencer Marketing: What is it and Why Should You be Doing it?
    Influencers are also more accessible and open to partnering with brands that they like or that help them build their profile and audience. In this period of mass content and noise, society has turned to the key influencers they trust to make informed judgements about brands, products and issues. Last week we published our white paper called The Definitive Practical Guide to Influencer Relationship Management. First thing’s first- what does the white paper cover?
  • NAVIGATE THE CHANNEL  |  TUESDAY, AUGUST 22, 2017
    [Information, Profiling] Businesses of Every Type Must Tap Into the Power of Social Media
    So establish a profile on the top social media sites like Facebook, Twitter, LinkedIn, Instagram and Pinterest. Do some digging into the information provided by your company’s followers. You will gradually uncover important information that helps you better understand the people and companies you provide products and services to. Armed with this information, you will be able to make sound business decisions.
  • WEBBIQUITY  |  TUESDAY, AUGUST 22, 2017
    [Information, Profiling] Five Brand Building Tips for B2B Businesses
    Before you start producing content, the key is to clearly understand your target audience—who they are, what problems they face, what information are they looking for, and which content formats will be most engaging. Here are some ways you can consistently build your brand messaging: Use the same logo, company name, and tagline across your website, blogs, apps and all your social media profiles on Facebook, Twitter, LinkedIn, and other platforms. Guest post by Sreeram Sreenivasan.
  • ENGAGIO  |  MONDAY, AUGUST 21, 2017
    [Information, Profiling] How to Find the Right Level of Personalization in ABM
    However you create it, a custom report is often an irresistible offer: “Based off of information I know about you/your company, here are some specific recommendations. PDF documents like eBooks can be personalized from a file of target profile data. One critical component of Account Based Marketing is to reach the right senior executives. However, you can’t maintain a conversation at this level with generic messages.
  • HUBSPOT  |  MONDAY, AUGUST 21, 2017
    [Information, Profiling] 29 LinkedIn Tips for Professional Networking, Business & Marketing
    1) Customize your public profile URL. Make your personal profile look more professional (and much easier to share) by customizing your LinkedIn public profile URL. 2) Add a LinkedIn background photo to your personal profile. In June 2014 , LinkedIn finally jumped on the cover photo bandwagon and starting rolling out the ability for users to add a background photo to their personal profiles. 4) Take advantage of the blog/website links on your LinkedIn profile.
  • PUREB2B  |  SUNDAY, AUGUST 20, 2017
    [Information, Profiling] Will Social Selling Work for My Business?
    Regardless of social network, however, it’s crucial to optimize your social media profile. View your profile from your customer’s perspective: are you being presented as a credible company or professional who may have valuable insights relevant to your industry? For example, if a prospect asks for information on industry best practices, share a blog post or infographic from your company website.
  • MARKETING CRAFTMANSHIP  |  FRIDAY, AUGUST 18, 2017
    [Information, Profiling] Should Marketing Automation Customers be Pre-Qualified?
    For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press.
  • CONTENTLY  |  THURSDAY, AUGUST 17, 2017
    [Information, Profiling] The Secret to Finding a Competitive Content Advantage
    Today, the phenomenon of Rubin’s Vase is part of gestalt psychology, a field exploring why some people prioritize different information gathered from the same image. To compile this information, you can start searching on Google and social media channels. Figuring out this critical information is seeing the faces in the black “background,” instead of just the white vase. When they look at these subjects, are they critical, supportive, or informative?
  • EVERYONESOCIAL  |  WEDNESDAY, AUGUST 16, 2017
    [Information, Profiling] Employee Advocacy Challenges And How To Start Solving Them
    Gathering this kind of information along with your employee feedback will help get your company on the right path. Before employee advocacy can work, encourage employees to spruce up their profiles. Common Employee Advocacy Challenges. Employee advocacy challenges are none too surprising, but the benefits of implementing an advocacy process will outweigh any challenge your company may face.
  • TERMINUS  |  TUESDAY, AUGUST 15, 2017
    [Information, Profiling] How to Identify & Tier Target Accounts for Account-Based Marketing
    The best way to do this is to develop an ideal customer profile , or ICP. An ideal customer profile is a description of the company — not the individual buyer or end user — that’s a perfect fit for your solution. Use the Defining Your Ideal Customer Profile Worksheet to clearly articulate what your best-fit customer accounts look like. Take a look at your best customer accounts’ profiles, and mine their list of competitors for accounts that fit your ICP.
  • MODERN MARKETING  |  TUESDAY, AUGUST 15, 2017
    [Information, Profiling] Why CMOs Should Engage With Niche Bloggers
    Networking is About More than a LinkedIn Profile. Here’s what I look for in a niche blog: A well-presented article bank that provides useful information to consumers. I found your article on XXXX especially helpful – you found a way to discuss XXXX in a way that was interesting and informative.
  • INTEGRATED B2B  |  MONDAY, AUGUST 14, 2017
    [Information, Profiling] How to flesh out your B2B buyer personas
    How do you decide who to profile? or coffee, it’s about being informed about happenings within their industry, which can help to flesh out your buyer persona even further. Google Analytics, for instance, will provide you with a goldmine of demographic information. Psychographic Information. Finally, once you have all the information you need to complete your buyer personas, don’t be afraid to add a name and a face.
  • CHIEFMARTECH  |  MONDAY, AUGUST 14, 2017
    [Information, Profiling] Marketing + Technology + Management – Hype = MarTech
    Customer profiles are built by integrating behavioral data (from website visits, email engagement and more), and then the company applies data science and machine learning to determine which messaging will best with each customer at any given moment. He’ll explain how good “information architecture” is essential to implementing effective machine learning features in sales and marketing experiences. I have an allergy to hype.
  • KOMARKETING ASSOCIATES  |  THURSDAY, AUGUST 10, 2017
    [Information, Profiling] A 7-Step Checklist for Creating a B2B Weibo Profile
    However, before you jump into a Weibo marketing initiative, you need first to understand how to create an attractive Weibo profile and find ways to make the account more efficient. A polished and complete Weibo profile can help you enhance your brand image and attract the right followers. Here are seven checklist items to reference when creating a Weibo profile. For example, Deppon has a well-designed Weibo profile. The default profile image is a gray portrait.
  • HG DATA  |  FRIDAY, AUGUST 4, 2017
    [Information, Profiling] How Technographics Help B2B Companies Identify and Focus on the Right Opportunities
    The technographics identified the companies fitting this profile, enabling the marketing and sales team to: target the right prospects. Most customers bring their own data, but often have gaps in their information which lead to a large degree of variability in their models and to inconclusive results. A fortune 500 company offering a leading-edge service platform wanted to expand the information in its customer profiles to provide a 360-degree view of the customer.
  • EVERYONESOCIAL  |  WEDNESDAY, AUGUST 2, 2017
    [Information, Profiling] 8 Essential B2B Sales Tools Everyone Should Be Using
    Data driven reports that keep you informed of what is and is not working. Since this professional social network has most of the company information and employee information you need, this is a must-use platform to build your relationships. Owler is a pretty recognizable name for business profiles, but it needs to be included in this essential sales list. From that above information, you can see how this would be valuable to your B2B sales process.
  • SNAPAPP  |  TUESDAY, AUGUST 1, 2017
    [Information, Profiling] Demand Generation: An A-Z Guide for B2B Marketers (with Strategies & Examples)
    If they don't find the information they need to move further down the funnel, they won't hesitate to go elsewhere. Several touches are needed for prospects to gather information, and more are needed for marketing to determine sales readiness. . According to research by the Online Marketing Institute , it can take between 6-8 touches to generate a sales-ready lead because of the sheer amount of information required to deem a lead sales-ready. . .
  • KOMARKETING ASSOCIATES  |  TUESDAY, AUGUST 1, 2017
    [Information, Profiling] Essential LinkedIn Guides and Resources for B2B Marketers
    I’d recommend starting here and then diving into specific platform resources, whether that is the LinkedIn advertising platform, marketing and administration of a company page, or simply fine tuning a LinkedIn profile for sales and business development efforts. In addition to research above and found directly through the platform, LinkedIn partners with other organizations to provide further research and information. 10 Examples of Highly Impactful LinkedIn Profiles.
  • ENGAGIO  |  MONDAY, JULY 31, 2017
    [Information, Profiling] How You Can Use Intent Data to Overcome These 4 Common ABM Challenges
    Marketers and sellers both need much more contextual information on their target prospects and accounts to ensure that outreach is on-time and relevant to each individual and their account. Intent data is any time-based information that give you clues about individuals’ and organizations’ interests and impending purchases. This information can also help sales reps re-connect with contacts who have not responded to their recent messages.
  • B2B MARKETING INSIDER  |  MONDAY, JULY 31, 2017
    [Information, Profiling] How Ignoring the Power of Networking Is Hindering the Growth of Your Marketing Career
    After just a few minutes of browsing on LinkedIn, you can almost always recognize someone who’s actively looking for a new job… Suddenly after weeks of inactivity, they rise from the grave, upload a new profile picture and polish up all of their skills and personal information.
  • HINGE MARKETING  |  WEDNESDAY, JULY 26, 2017
    [Information, Profiling] 7 Reasons Every Firm Needs Thought Leaders
    And when they need something — whether a new shirt, a piece of information or a new accounting firm — they turn to the online sources that have always provided reliable results. They also enjoy a tangible new differentiator — their high-profile expertise — that they can promote to prospective clients, partners and recruits. We’ve said it before but we can’t emphasize it enough: today’s marketplace is in the midst of a fundamental change.
  • LEANDATA  |  TUESDAY, JULY 25, 2017
    [Information, Profiling] LeanData Builds on Growing Momentum, Announces Additions to Executive Team
    “It speaks volumes about the growing profile of LeanData that we were able to attract high-quality executives like these.” By linking previously disconnected islands of information such as leads, contacts and campaigns to opportunities, businesses can also understand all the sales and marketing touches that influence a deal.
  • HINGE MARKETING  |  MONDAY, JULY 24, 2017
    [Information, Profiling] Outsourcing Marketing for Professional Services Firms
    This trend has provided fertile ground for a new, Internet-fueled incarnation of an old concept: the high-profile industry expert. An hour-long interview with an expert can provide enough information for an entire content marketing campaign. Armed with this information, your team can adjust your plan as needed. For a wealth of practical information on marketing and growing your firm, check out Hinge University. To outsource or not to outsource?
  • PUREB2B  |  SUNDAY, JULY 23, 2017
    [Information, Profiling] 20 Signup Form Optimization Techniques for More Sales Leads
    They enable you to gather information about your prospects that you can use to craft personalized content and offers for that prospect. By including a trust seal somewhere on your form or landing page, you’re assuring them that the information they are providing will be kept private and confidential. This especially holds true when the signup form asks for additional information such as their phone number, address, or credit card, like in Salesforce’s case.
  • NUSPARK  |  SUNDAY, JULY 23, 2017
    [Information, Profiling] How LinkedIn Sales Navigator Can Generate Qualified Leads
    Launched in August 2014, LinkedIn’s Sales Navigator makes use of the social platform’s richly populated database of business profiles to identify the ideal prospective customer. You can view members who follow your company, active users who posted in the past 30 days and those who are on the move and updating their profiles. If a prospect is already a first level connection of yours, you can send a direct message to their profile.
  • COMPUTER MARKET RESEARCH  |  FRIDAY, JULY 21, 2017
    [Information, Profiling] How to Structure your Market Development Funds for Digital Marketing
    The following information explores this very topic, and reimagines MDF to more appropriately align with how buyers consume information and dictate their purchasing. In 2011, Google introduced the ZMOT (Zero Moment of Truth), which describes… A revolution in the way consumers search for information online and make decisions about brands. Once you accept your goal, you can define and profile who in your partner ecosystem fits into the group you want to engage.
  • COMPUTER MARKET RESEARCH  |  FRIDAY, JULY 21, 2017
    [Information, Profiling] How to Structure your Market Development Funds for Digital Marketing
    The following information explores this very topic, and reimagines MDF to more appropriately align with how buyers consume information and dictate their purchasing. In 2011, Google introduced the ZMOT (Zero Moment of Truth), which describes… A revolution in the way consumers search for information online and make decisions about brands. Once you accept your goal, you can define and profile who in your partner ecosystem fits into the group you want to engage.
  • CONTENT STANDARD  |  FRIDAY, JULY 21, 2017
    [Information, Profiling] How to Interview: Content Marketing Like a Journalist
    I decided it might be a fun idea to do a profile-style piece for our blog, something that would give our audience a “peek behind the curtain” of our filmmaking work. Typical content marketing material falls into some combination of three categories: informative content, entertainment content, and thought leadership content. Informative work focuses on news updates, how-tos, and other actionable resources. Next, you’ll want to verify information.
  • SNAPAPP  |  THURSDAY, JULY 20, 2017
    [Information, Profiling] Interactive Content: The Next Frontier for SEO
    The more informative and engaging your blog is, the more SEO value it holds, especially for B2B organizations. . Interactive content creates a new experience for readers where they can participate with the information they’re consuming. This include social media profiles, guest blogs, online profiles, press releases, etc. . The role that content marketing plays in SEO has become more and more evident within the last five years.
  • MODERN B2B MARKETING  |  TUESDAY, JULY 18, 2017
    [Information, Profiling] Technical vs. Engagement SEO: The What, Why, and How of Modern SEO
    Penalties are commonly issued when Google believes a site has been hacked, has a high amount of user-generated spam content, or an unnatural backlink profile. With this information, SEO can provide writers and editors with detailed roadmaps for creating content that engages users and—as a result—earns high rankings. An effective SEO strategy leads to increased organic traffic, more qualified leads, better brand awareness, and—ultimately—increased revenue.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JULY 14, 2017
    [Information, Profiling] Blueshift CDP Adds Advanced Features
    Users do have to tell source systems what information to send and map inputs to standard entities such as customer name, product ID, or interaction type. Blueshift will stitch together customer identities using multiple identifiers and can convert anonymous to known profiles without losing any history. Profiles are automatically enhanced with product affinities and scores for purchase intent, engagement, and retention.
  • SHARPSPRING  |  FRIDAY, JULY 14, 2017
    [Information, Profiling] Top 5 Inbound Marketing Trends of 2017
    In an informational industry, it pays to be ahead of the curve. Beyond enhanced targeting and informational capabilities, AI is beginning to automate customer interactions as well. AI touches like these not only improve service but also help accrue more data, providing businesses with the information they need to convert leads to sales. Video allows marketers to quickly deliver large amounts of information in a super-engaging way.
  • EVERYONESOCIAL  |  FRIDAY, JULY 14, 2017
    [Information, Profiling] 6 Employee Productivity Boosting Tips Your Company Needs
    Without this information, you are tackling a problem blindly. Since most employees will have social media accounts with followers, this content is much more valued and trusted than if a company profile was sharing information. Does Your Employee Productivity Need a Boost? Even if you think your company has little or no employee productivity issues, more than likely there is room for improvement to make sure your company is running at its best.
  • KEO MARKETING  |  THURSDAY, JULY 13, 2017
    [Information, Profiling] What to Look for In a Digital Marketing Company?
    The company’s website and LinkedIn profiles will be able to provide this information. . Digital marketing is on the rise. Businesses are progressively investing in it to gain more customers and boost their bottom lines. According to a study from EConsultancy, in 2016, 72% of company and agency marketers increased their digital marketing budgets. Digital marketing expenditures are expected to continue rising and will reach nearly $120 billion by 2021.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JULY 13, 2017
    [Information, Profiling] How to Leverage Weibo for B2B Marketing in China
    In China, Sina Weibo is a primary channel for users to gain information, read news, and discover interesting stories. Additionally , the primary purposes users open Weibo are for reading news, following interesting content, and learning useful information. Anyone who views this topic will see the Weibo profile of Cun Fu Zhangxiaolong; this visibility can help him be seen as an influencer on this topic, and gain a higher possibility of attracting more followers.
  • MODERN B2B MARKETING  |  THURSDAY, JULY 13, 2017
    [Information, Profiling] 5 Marketing Trends and How Technology is Helping Marketers Address Them
    Marketo Predictive Content uses behavioral information and customer profiles in the Marketo Engagement Hub , combined with AI, to assess an individual’s likelihood to consume certain content and then recommends the right piece of content. Looking for more information on Marketo’s latest product release, check out the details here.
  • HUBSPOT  |  THURSDAY, JULY 13, 2017
    [Information, Profiling] How to Do ABM Without Selling Your Soul
    We call these ideal customer profiles buyer personas. A filterable database of companies and an integrated company profile where you can see all associated contacts, create custom properties, communicate with your contacts at the company, and view all past and future engagements are two absolute musts. Use these two concepts leverage and flexibility to inform how you combine ABM and Inbound. Mayo on a sandwich. Hot sauce on a taco. Hot fudge on a sundae.
  • CONTENT STANDARD  |  MONDAY, JULY 10, 2017
    [Information, Profiling] The Art of Stroking the Ego: How to Get Your Subject Matter Experts Creating Content
    Entice them with author profile pages they can show off. Many recognize that writing or contributing to thought leadership in their field is an excellent way to enhance their professional profile. TMF Group’s Carlie Bonavia discusses the options for gathering information: “Be prepared to customize your approach to brand content creation based on your expert.
  • CUSTOMER EXPERIENCE MATRIX   |  FRIDAY, JULY 7, 2017
    [Information, Profiling] Lexer Grows Its Customer Data Platform from Social Listening Roots
    About two years ago the company refocused on building customer profiles with data from all sources. It supplements the social inputs with information from third party data sources, location history, and a clients’ own email, Web site, customer service, mobile apps, surveys, point of sale, and other systems. This system displays the customer’s profile including a detailed interaction history and group memberships.
  • MODERN B2B MARKETING  |  FRIDAY, JULY 7, 2017
    [Information, Profiling] Avoid Blind Spots in Your Lead Scoring with Social Intent Data
    The information on social networks is some of the most valuable data because it is user-generated and typically fresh and accurate. Information on other decision makers who didn’t visit your site or fill out a form. At Socedo, we’ve found that coverage of Twitter profiles in a typical marketing database is around 10-12%. What type of client is the “right fit” for your business?
  • CONTENTLY  |  THURSDAY, JULY 6, 2017
    [Information, Profiling] What the Internet’s Best ‘About Us’ Pages Can Teach Brands
    Was there a deliberate strategy for the page, or was it just a hodgepodge of information thrown together with little connective tissue? The image-driven page continues to modules on company profile, executives, and “sustainable innovation”, which, yes, is apparently a thing. I’ve been writing website copy since I started out at FCB in 1994. One of my earliest assignments was for Nabisco, which became one of the first brands to launch a corporate web site.
  • B2B LEAD GENERATION BLOG  |  THURSDAY, JULY 6, 2017
    [Information, Profiling] How to do lead management that improves conversion
    Sending leads to sales based on behavioral lead scoring alone and not customer profile fit. Process to filter raw inquiries and disqualify those that don’t fit your ideal customer profile (ICP). Provide accurate qualification information for each lead and have a clear lead routing process. Instead, you need to think about it in much broader terms by reaching people in whatever channels they want to be contacted with information that is valuable, relevant and helpful to them.
  • CONTENTLY  |  THURSDAY, JUNE 29, 2017
    [Information, Profiling] Ask a Content Strategist: How Do You Use Articles to Influence B2B Leads?
    And the bottom-of-the-funnel will need product videos, product information, sales decks, and other content that’ll help your buyer get approval for the purchase internally. So is retargeting based on their cookie information the only possible next step? Lead scoring is when you score the lead based on their profile.
  • DISCOVERORG  |  THURSDAY, JUNE 29, 2017
    [Information, Profiling] How to Improve Response Rates with Account-Based Content
    The pitfalls of bad data are numerous: inaccurate contact information, out-of-date job descriptions and titles, and mistaken organizational hierarchies. If you understand the pain points addressed by your solution, and you’ve created ideal customer profiles and segmented your buyer personas, you can tailor messaging and repurpose existing content. This information is invaluable when it comes to crafting targeted ABC that speaks to specific needs.
  • HUBSPOT  |  TUESDAY, JUNE 27, 2017
    [Information, Profiling] 6 Digital Storytelling Lessons from Pottermore
    In keeping with this vision, Pottermore asks visitors to create an account in order to access certain information. This allows Pottermore to learn and save information about each individual, and create a personalized experience. With the information gained through the quizzes, Pottermore creates a user profile that reflects each unique individual and allows them to learn more about themselves in the context of this world.
  • MODERN MARKETING  |  MONDAY, JUNE 26, 2017
    [Information, Profiling] How Account-Based Marketing Changes the Business Developer’s Role
    The goal of inbound marketing was to attract prospects by providing information that helped them learn about solutions to their problems. Once you know the firmographics of ideal accounts, you can develop a profile and find the companies that meet it. Some data services provide contact information, which you can import into your customer relationship management (CRM) system.
  • ACT-ON  |  MONDAY, JUNE 26, 2017
    [Information, Profiling] The Artificial Intelligence Impact: Friend or Foe to Marketing?
    For example, it’s wholly conceivable that AI could write individually tailored catalog content for tens of thousands of items, taking the tone and pitching the features that will most appeal to every person based on their psychological profile. . The era of Artificial Intelligence (AI) is upon us. More and more, computer systems will become able to perform tasks that previously required human intelligence, such as decision making, visual perception, and speech and language recognition.
  • NUSPARK  |  FRIDAY, JUNE 23, 2017
    [Information, Profiling] Facebook for Lead Generation: An Overview of Lead Ads
    Now, companies using the platform’s lead ads option can create promos that automatically populate their contact forms with users’ Facebook profile information. Once the user clicks on your ad, don’t take him (or her) to a page full of information where they have to hunt for what to do next. In this environment of online privacy problems, reassurance is essential when you’re asking for personal information. Ask the user only for the information you really need.
  • MODERN MARKETING  |  TUESDAY, JUNE 20, 2017
    [Information, Profiling] Are CMOs The New Owner Of The Data And Technology Around Which Companies Should Organize?
    When I spoke with Alicia, in addition to getting her thoughts on CMOs becoming the new owner of the data and technology around which companies should organize, I wanted to picked her brain on a few other topics including recent changes she's witnessed, what the difference between data-driven and data-informed campaigns is and more. Predictive analytics are valuable in that they can provide complete buyer profiles and a general sense of propensity to buy.
  • WEBBIQUITY  |  TUESDAY, JUNE 20, 2017
    [Information, Profiling] Three Ways Data Can Improve Your ABM Strategy
    Data can be used to improve the account selection process by providing you with the information needed to develop an ideal customer profile (ICP). By partnering with a market intelligence solution or data provider, your team will gain a better understanding of the interests, needs, and challenges of your prospects—thereby giving you the information needed to personalize your campaigns to each account’s preferences. Visit zoominfo.com for more information.
  • KEO MARKETING  |  MONDAY, JUNE 19, 2017
    [Information, Profiling] KEO Marketing Inc Featured In Forbes CEO, Sheila Kloefkorn, Profiled as a Forbes’ Top Western U.S. Women Business Leader for Second Year in a Row
    June 20, 2017 — KEO Marketing Inc, a full-service business-to-business (B2B) marketing agency , shared today that Forbes profiled, CEO, Sheila Kloefkorn, as a Forbes’ Top Western U.S. Forbes published the business profile on June 13. The profile highlights KEO Marketing’s awards, which include: Phoenix Business Journal’s Top 10 Social Media and Top Web Design Firms Award, 2013-2017. For more information, visit [link]. ##. PHOENIX, Ariz.,
  • ABERDEEN CMO ESSENTIALS  |  FRIDAY, JUNE 16, 2017
    [Information, Profiling] Amazon Acquires Whole Foods: A Big Win for Unified Commerce
    Instead, the company automatically takes payment thanks to the payment information stored in the user profile. On June 16, 2017, Amazon announced its intent to acquire Whole Foods Markets. The acquisition is valued at approximately $13.7 billion and has several important implications for the broader marketplace. One More Step in Amazon’s (Unstoppable?) It’s important to remember that this isn’t Amazon’s first entry into the brick-and-mortar world.
  • TERMINUS  |  THURSDAY, JUNE 15, 2017
    [Information, Profiling] The Stages of Account-Based Marketing Orchestration
    You’re targeting your best-fit accounts by having marketing and sales aligned around an ideal customer profile (ICP). For more information about how to orchestrate your own ABM campaigns, check out our Blueprint to Account-Based Marketing. What is Account-Based Marketing Orchestration? Account-based marketing (ABM) orchestration is about delivering the right content, on the right channel, to the right contacts in your target accounts.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, JUNE 13, 2017
    [Information, Profiling] Who should own lead generation for a complex sale?
    Sales know the ideal customer profile…that information needs to be communicated to marketing so that marketers can do what they do best… so that sales can close more business…”. It is important Sales buy into defining the perfect customer profile and any vendors that supply the leads.”. Additionally, they need to get alignment on messaging, ideal customer profile, universal lead definition, qualification criteria, and lead routing.
  • MODERN B2B MARKETING  |  TUESDAY, JUNE 13, 2017
    [Information, Profiling] B2C Marketing: What No One is Talking About 
    Many B2B marketers have successfully overcome this challenge by leveraging third party data to cover information gaps , which allow them to learn as much as possible about their clients, prospects and target accounts. Technographics— An organization’s technological profile can now be scraped by companies like Datanyze and BuiltWith. Contact Information— Accurate and up to date contact information is the first step of engagement.
  • ENGAGIO  |  MONDAY, JUNE 12, 2017
    [Information, Profiling] Think You’re Not Ready for Account Based Marketing? Try These 6 Ideas First
    When an individual lead comes into your funnel, if you’re unable to associate them to an existing account, you lose critical visibility and information. In this particular case, we were able to maintain visibility into the deal and keep it moving forward, whereas in the past deals with a similar profile remained locked in stalemate. It can be intimidating to make the switch from traditional demand generation to an account-based mindset.
  • GET SMART CONTENT  |  FRIDAY, JUNE 9, 2017
    [Information, Profiling] Marketing is Missing a Handshake
    In marketing, many of us have resorted to a series of tricks to capture a prospect’s information and turned the funnel into a numbers game for conversions. We can analyze the right businesses to target ( Ideal Customer Profiles ) and engage them in a systematic and scalable manner. A friend of mine, Jon Pafk, told me a story about his father-in-law who owned a successful ranch feed business.
  • ABERDEEN CMO ESSENTIALS  |  FRIDAY, JUNE 9, 2017
    [Information, Profiling] Flooded with Data but Lacking Insight? Consider Usage Analytics
    How can you follow your users through the next steps in their journey and provide them with relevant information to ensure that they’ll actually convert to (or stay) with your software? They could also gather a lot of information about the user and the machine they were using, including memory capacity, region, version, edition, and operating system. IT can certainly provide extremely valuable information on areas like implementation, licensing, the competitive landscape, and more.
  • ANNUITAS  |  THURSDAY, JUNE 8, 2017
    [Information, Profiling] 6 Considerations When Building a Perpetual Nurture Program
    Are you collecting lead source information across all dimensions you’d like to report on? ideally this information should be contained in separate fields). A good nurture program should have logic built in to allow leads to move to different parts of the program as they move to a different stage in the lead funnel, or as information on their buyer profile changes. The term “nurture program” can have different meanings to people across, and even within, organizations.
  • TERMINUS  |  WEDNESDAY, JUNE 7, 2017
    [Information, Profiling] 3 Ways to Maximize Event ROI with Account-Based Marketing (ABM)
    How do you make sure the contact information you collect at an event isn’t going to waste? If you’re hosting an industry event, your target audience may include thought leaders and companies that fit your ideal customer profile (ICP) , including accounts you’d like to turn into customers, opportunities your sales team is currently working, and current customers. Then, use this information to reach out on a one-to-one basis to schedule a meeting.
  • BIZNOLOGY  |  WEDNESDAY, JUNE 7, 2017
    [Information, Profiling] 6 types of content your readers hate
    When creating content for your blog, social media profiles, email subscribers, and other purposes, you don’t want to irritate your readers. Even if you have shocking information to impart, let the content speak for itself. If you can’t take the time to spell out words, how can your readers trust you to deliver quality information?
  • MODERN MARKETING  |  MONDAY, JUNE 5, 2017
    [Information, Profiling] Forrester Names Oracle Marketing Cloud’s BlueKai Data Management Platform a Leader in the.
    At Oracle, we have a clear perspective on what should and will matter most to marketers using a Data Management Platform – effective identity management and harnessing data to enrich customer profiles. Our second critical capability, harnessing data to enrich customer profiles, is about enabling marketers to extend their understanding of their customers.
  • HINGE MARKETING  |  MONDAY, JUNE 5, 2017
    [Information, Profiling] Marketing Planning Process for Professional Services
    It will also help you learn how your clients get information and search for new providers. This starts with understanding your target audiences and how they consume information. Once you gain insight into how, where, and when your prospects are looking for information about services like yours, you can identify and exploit their preferred channels. Social Media – Adding or upgrading your firm’s social media profiles is often required.
  • ACT-ON  |  MONDAY, JUNE 5, 2017
    [Information, Profiling] Optimize Success by Balancing Inbound and Outbound Marketing
    In the more traditional – outbound marketing – you’re proactively driving information to existing or prospective customers. Blogging: A well-written, informative blog can help you establish your brand as friendly, knowledgeable, helpful, and make your prospect feel secure about engaging with it in a business relationship. Are you an “innie” or an “outie”? Are you a “puller” or a “pusher”? No, we’re not talking about your bellybutton type, nor your door opening preferences.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, JUNE 3, 2017
    [Information, Profiling] SessionM Expands from Loyalty to Full Customer Engagement Management
    Customer data is organized into profiles and events, which lets the system store nearly any type of information without a complex data model. Each campaign has a target audience, goal (defined by a query), outcome (such as adding points to an account or tagging a customer profile), message, and “execution” (the channel-specific experience that includes the message).
  • SNAPAPP  |  FRIDAY, JUNE 2, 2017
    [Information, Profiling] 101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today
    Keep it short and simple with copy that informs all participants they will get the result of the poll emailed to them after the event, or revealed on the last day at the booth. . Send a “welcome” profile builder questionnaire to brand new leads that gathers key information. Create personalized e-cards for converted leads as a thank you for submitting their information. Add animations and hot spots that reveal more information to selected slides.
  • MODERN B2B MARKETING  |  THURSDAY, JUNE 1, 2017
    [Information, Profiling] GDPR: An Opportunity To ‘Play To Win’ In The Engagement Economy
    The opportunity is to ensure our marketing practices live up to our promise to listen to our customers and provide them with an experience that is informed by our understanding of their behavior’s and preferences. It requires ‘a clear affirmative act’ that establishes ‘informed and unambiguous consent’. Explicit consent is required for certain processing of sensitive personal data, profiling activities or cross-border data transfers.
  • TERMINUS  |  WEDNESDAY, MAY 31, 2017
    [Information, Profiling] Display Advertising 101: The Impact of Digital Ads on Account-Based Marketing
    Account-based marketing expands your reach even further because it allows you to target decision-makers at accounts that fit your ideal customer profile (ICP), even if those contacts aren’t in your database. After you identify the accounts you want to target, you can expand your reach within those accounts using data tools , allowing your team to reach key decision-makers at those accounts — even if you don’t have their contact information in your database.
  • MODERN MARKETING  |  TUESDAY, MAY 30, 2017
    [Information, Profiling] AgilOne’s Customer Data Platform Enhances Oracle Marketing Cloud: Three Integration Highlights
    AgilOne feeds a single view of the customer data into OMC that incorporates first party information unified across omni-channel event, engagement, and transactional data sources, and enriched with predictive analytics. Enhanced Oracle Responsys profiles. Responsys profiles are continuously updated and enhanced with AgilOne’s data. This allows for deeper email segmentation and better targeting leveraging Responsys profiles.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, MAY 30, 2017
    [Information, Profiling] New B2B Persona Research From Salesforce and LinkedIn Study
    I wanted to talk with Mat and bring this vital information to B2B marketers. So these were effectiveness measures, and without really detailed information into our audiences, and exactly their size, their growth, their churn, we really have no way to answer any of those questions, which should be key fundamental questions that we should be able to answer about our job. Which, as a marketer, is not enough information for us to know if they are still in our persona or not.
  • HUBSPOT  |  MONDAY, MAY 29, 2017
    [Information, Profiling] 7 of the Coolest YouTube Banners We've Ever Seen
    So once the video is done, I click the link to visit their profiles. Here at HubSpot, we have our blog writers, for example, recount important information from blog posts in video and audio summaries. TripAdvisor is a resource used by millions of travelers to discover and rate lodgings, restaurants, and much more information about endless destinations. When someone sends me a really great YouTube video, I always want to know who’s behind it. Was it an ad agency?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, MAY 25, 2017
    [Information, Profiling] 5 Steps to conduct a superior podcast interview
    Doing an interview with an author or thought leader is your chance to discover unique insights and information. ” “Your LinkedIn profile notes you worked for Coca-Cola. By Mark Schaefer. With the release of a new book, I’ve probably done 100 interviews in the last three months. And I found a stark contrast in the quality of the interviewers!
  • CONTENTLY  |  WEDNESDAY, MAY 24, 2017
    [Information, Profiling] How to Save 4 Hours on Every Piece of Content You Create
    Journalists don’t typically put “good at interviewing mean people” on their LinkedIn profiles. A good brief will impart all this info and more, Assuming you have accurate contact information for a freelancer—which isn’t always the case—you’ll probably reach out over email, LinkedIn, or Twitter. Prior to joining Contently, I worked on digital strategy for some of the world’s top magazines.
  • MODERN B2B MARKETING  |  WEDNESDAY, MAY 24, 2017
    [Information, Profiling] 1 Awesome Way To Create Great Content
    As a content marketer at Marketo, I’m responsible for making sure a blog goes live five days a week that is informative, entertaining and offers value to our audience (based on a detailed matrix of topics and audiences). If you have an internal site that your company uses to share information, it probably makes sense to post your program guidelines or at least a link to them.
  • LEAD LIAISON  |  TUESDAY, MAY 23, 2017
    [Information, Profiling] 3 Sales Tools I Wish I Had When I Was in B2B Sales
    Really unlucky and I was promptly informed I was literally worse than a murderer to these people. . With every step, ProspectVision™ builds a more and more detailed profile. If you’re new to the industry, information is power. 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.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MAY 23, 2017
    [Information, Profiling] 15 Ways B2B Marketers Can Use Twitter to Drive Business Results
    With the mission to give users the power to create and share ideas and information instantly, this social media platform allows B2B marketers to better connect, converse and engage their audiences. By consistently offering valuable information to users on Twitter, B2B marketers build a strong brand reputation that increases both the size and effectiveness of their audience. This information should all be used to tailor your efforts moving forward.
  • ACT-ON  |  TUESDAY, MAY 23, 2017
    [Information, Profiling] 5 Assumptions That Sabotage Your Marketing
    Use this information to drive social media updates, content, and lead generation. Find out where your most profitable customers are spending time and refocus marketing efforts to grow those relationships and find more customers who fit that profile. Most people make dozens of assumptions each day. They assume their coffee maker will always work, their traffic light will always change, and their cellphone will always operate seamlessly.
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