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  • VIDYARD  |  TUESDAY, SEPTEMBER 20, 2016
    [Linkedin] Personalized Video Helps Businesses Drive Event Attendance, Recruit Students, Increase Email Open Rates by 1000%
    Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Cision, TD Ameritrade, Citibank, MongoDB and Sharp rely on Vidyard to power their video content strategies and turn viewer into customers. Influitive, Marketo, Reltio and the University of Waterloo use personalization to stand out, connect with audiences and get big results.
  • MODERN MARKETING  |  TUESDAY, JULY 12, 2011
    [Linkedin] 4 Conversation Starters for Selling Marketing Automation to the CEO
    LinkedIn. by Michael Martin | Tweet this Ever wonder what keeps your CEO awake at night? What nagging fear fills the chief with dread? In all likelihood, it’s probably one, or both, of these two persistent questions: “How is my company going to make its number? “ and “Are my competitors going to outperform me?”. You see, if the buck stops with you, then you probably worry about the variables, the unmeasured and the uncontrollable.
  • LEADERSHIP  |  WEDNESDAY, AUGUST 19, 2015
    [Linkedin] CMO Spotlight: “The best way to predict the future is to hack it”, says Bonin Bough, VP Global Media and Consumer Engagement, Mondel?z International
    Of course, these social channels may not be the most appropriate ones for a B2B brand, but there are others such as LinkedIn Groups, Twitter, SlideShare, and even your own company blog, that are powerful channels for business. That is quite the paradigm shift from what others have said about predicting the future. Steve Jobs said that the best way to predict the future is to invent it. Alan Kay said that the best way to predict the future is to create it.
  • HINGE MARKETING  |  THURSDAY, JULY 31, 2014
    [Linkedin] Does Social Media Help You Meet Your Bottom Line?
    Between Facebook, LinkedIn, Twitter, Google+, and Pinterest, most marketing directors would agree that maintaining a strong social media presence has become a time consuming endeavor. On Twitter or LinkedIn? Follow us @hingemarketing and join us on LinkedIn. According to Social Media Examiner, the majority of marketers devote 6 or more hours to social media each week.
  • B2B MARKETING INSIDER  |  THURSDAY, MAY 5, 2011
    [Linkedin] Marketing Attribution: Who Gets Credit For Marketing ROI?
    Follow me on Twitter , LinkedIn , Facebook or Subscribe to the B2B Marketing Insider Blog. Hate math? What is the ROI of your marketing program? How much should you spend on one channel vs. another? Unless you are the CMO, chances are that your answers only look at a component of the entire marketing mix. Whether your organization is setup by function (email, web, direct, tele) or segmented by product or solution, only a total view of all marketing touch points will provide an answer.
  • HUBSPOT  |  FRIDAY, SEPTEMBER 13, 2013
    [Linkedin] 14 Essential Elements of a Flawless Product Launch
    Just reach out to a few people on Twitter or LinkedIn, give them an Amazon.com gift card, and fire up a free Join.me Getting ready to launch a new product? No matter how great it is, in today''s cluttered marketplace, it probably won''t speak for itself. So here are 14 lessons I’ve learned over the years launching products at HubSpot and speaking with product marketers at companies I admire like Apple, Google, and Salesforce.
  • MODERN B2B MARKETING  |  TUESDAY, AUGUST 16, 2016
    [Linkedin] A High-Level B2B Marketing Budget Breakdown
    Facebook, LinkedIn, Target) offer excellent targeting options. Author: Daniel Kushner We’re in the age where marketing is recognized as the foundation for business growth. Therefore, marketers have to devote time to determining exactly how each marketing dollar will be spent so they can optimize the ROI.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JANUARY 2, 2014
    [Linkedin] 7 Of Our Favorite B2B Link Building Tactics in 2013 and Beyond
    One final recommendation I would add when considering guest blogging is to have fully completed and maintained social media profiles, particularly LinkedIn, Google+, and Twitter. We look forward to reading your feedback and perspective via comments below or let’s connect on Google+ or LinkedIn for further discussion. Link building remains a critical component of SEO performance.
  • WEBBIQUITY  |  TUESDAY, FEBRUARY 21, 2017
    [Linkedin] The 21 Best Content Curation Tools
    Sample review: “I have connected my Twitter, Facebook and LinkedIn feeds to Flipboard, enabling me to scan each post in the feed as if they were articles in an electronic magazine. Although content marking is now a nearly universal practice—with 93% of B2B marketers using content marketing— half of all marketers still rank “producing enough content” as one of their top five challenges. Fortunately, content marketers don’t have to do it all themselves.
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 2, 2015
    [Linkedin] What Is Account-Based Marketing (ABM) and Is It Right for You?
    We employ a similar strategy with paid ads, leveraging personalized ad banners on Google, LinkedIn, and Facebook, using our Ad Bridge solution to serve ads specific to target accounts. Author: David Cain B2B marketers are always on the lookout for the best way to support their marketing goals and make their sales teams successful.
  • MODERN MARKETING  |  FRIDAY, MAY 6, 2011
    [Linkedin] 5 Resources For Warming Up Your Lead Nurturing
    LinkedIn. by Heather Foeh | Tweet this. Lead nurturing is a always a hot topic among marketers and that definitely holds true on the Topliners community as well. Here’s a round-up of some recent and popular discussions and posts about lead nurturing to jump-start your Friday creativity. Why not grab a blank piece of paper and jot some ideas that might work for you? Summer is coming and it’s a great time to “warm up&# your leads! Sorry, I couldn’t resist.).
  • SMASHMOUTH MARKETING  |  TUESDAY, AUGUST 25, 2009
    [Linkedin] Poll: Demand Gen Experts Use Equal Mix of Inbound & Outbound Marketing
    Recently we conducted a poll on LinkedIn where we asked: Inbound Marketing & Outbound Marketing - What is your mix for lead gen? We used the LinkedIn Poll Application to conduct the study, as well as the free distribution of the poll to our network. So below is a mini product review of LinkedIn Polls: The application is extremely easy to use, and the ability to promote it free to your network or paid through LinkedIn's systems provides incredible flexibility.
  • MODERN B2B MARKETING  |  FRIDAY, JANUARY 18, 2013
    [Linkedin] The Key to Sales and Marketing Alignment: The Sales Development Rep
    LinkedIn is an excellent resource to find qualified Sales Development candidates. by Dayna Rothman To truly build a high-performance revenue engine, you need to have solid alignment between sales and marketing. One of the keys to creating this synergy is the effective use of a Sales Development Team (you may call this inside sales, lead qualification, or even business development).
  • CONTENT STANDARD  |  THURSDAY, MARCH 2, 2017
    [Linkedin] Should You Hire a Ghostwriter?
    Your best in-house writer is worth very little on the social media front if they don’t know the nuances of creating Facebook content, for example, as opposed to Twitter, LinkedIn, or another social channel. This morning, your CMO approached you about creating new content to be published online. Among several new ideas for campaigns, she mentioned having a ghostwriter create some thought leadership content that could be published under her name.
  • HINGE MARKETING  |  THURSDAY, MARCH 12, 2015
    [Linkedin] Management Consulting Firms: When Does a Prospect Turn Into a Lead?
    They follow your company on LinkedIn (though maybe they’re just looking for a job). On Twitter or LinkedIn? Follow us @ HingeMarketing and join us on LinkedIn. Not everyone who connects with your firm is an actionable lead. Whether they have engaged with your firm through social media, your website, your blog, or other channels, many of these folks will live at the top of the sales funnel forever.
  • SNAPAPP  |  TUESDAY, NOVEMBER 1, 2016
    [Linkedin] How to Earn Audience Attention With Paid Media: Channel Options & Best Practices
    LinkedIn. For organizations looking to connect with a professional demographic, LinkedIn has a well-suited user base. Related reading: Case Study: CEB's 54% Increase in LinkedIn Click-Throughs. Paid media can be a powerful outlet for lead generation and sales – but only when executed in the right ways and in the right places. So how do you know which places are right for your organization? Testing, testing, and more testing.
  • VIDYARD  |  MONDAY, MARCH 13, 2017
    [Linkedin] Oh Hi! Say Hello to the New Vidyard Dashboard
    In the meantime, I’d love to hear any feedback you have so feel free to sound off in the comments or reach out to me on Twitter or LinkedIn. One of the things I love the most about the time I’ve spent at Vidyard is talking to people about how they live and breathe video. It doesn’t matter who it is, from marketing to sales to IT, the Vidyard user base is passionate about using video efficiently and effectively.
  • WEBBIQUITY  |  MONDAY, FEBRUARY 14, 2011
    [Linkedin] 33 (of the) Best Marketing Strategy Guides and Insights of 2010
    Share this on LinkedIn. Sometimes it’s essential to step back from everyday marketing tactics to ask the bigger questions: not just “ how do we get more people to `like’ us on Facebook? &# or “what apps should we be adding to our Facebook page?&# but: why do we even have a corporate Facebook page? What are our key objectives for social media marketing?
  • NUSPARK  |  SATURDAY, SEPTEMBER 29, 2012
    [Linkedin] Coming soon-Facebook Gifts
    Related Posts: I'm meeting with eXelate Thursday- digital intelligence firm AuthorRank New option on LinkedIn- Skills endorsements. Soon you can buy gifts right on Facebook. Embedded Link. Facebook Gifts. Buy gifts for your friends to celebrate birthdays, new jobs and other big moments. Google+: View post on Google+. Post imported by Google+Blog. Created By Daniel Treadwell.
  • CONTENTLY  |  TUESDAY, AUGUST 23, 2016
    [Linkedin] Introducing Contently Social
    Publish directly to LinkedIn, Twitter, and Facebook with one click. In 2016, people don’t just visit their social channels for cheap thrills. They expect high-quality, relevant information from both media and brands—and they want it fast. To efficiently reach this level of quality, brands need top-notch technology that integrates with all their social channels, as well as talented professionals (writers, editors, and designers) to create social content that resonates.
  • HUBSPOT  |  TUESDAY, APRIL 18, 2017
    [Linkedin] How to Use Canva: An 8-Step Guide to Creating Visual Content
    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. Back in 2014, Peg Fitzpatrick and Guy Kawasaki penned a post for the HubSpot Marketing Blog that approached the topic of visual marketing as the “next big thing.” But since then, it's gone to “here to stay.” After all, articles with an image once every 75-100 words tend to get 2X social shares than articles with fewer images.
  • HUBSPOT  |  MONDAY, MARCH 23, 2015
    [Linkedin] The Essential Reading List for Growth Hackers: 15 Experts to Follow
    Before that, he held product and engineering roles at Facebook, LinkedIn, Zazzle, and RealNetworks. I''ve always been in awe of growth hacking. Although I see a lot of different definitions surrounding this buzzword, I like growth hacker Aaron Ginn’s summation the best: A growth hacker is someone whose passion and focus is pushing a metric through use of a testable and scalable methodology.
  • CONTENT STANDARD  |  TUESDAY, MAY 16, 2017
    [Linkedin] Healthcare Marketing Is Pioneering Value-Based Content, and the Rest of the World Should Pay Attention
    All it takes is a CEO running across a great blog being tossed around on LinkedIn to get managers moving and demanding the creation of a strategic, valuable content strategy. I’m a healthcare native. That native status is powerful as a value-based content creator because it means I’ve got an insider’s perspective on the culture and needs of healthcare organizations.
  • HINGE MARKETING  |  MONDAY, SEPTEMBER 28, 2015
    [Linkedin] Top 5 Brand Building Strategies for Professional Services Firms
    Businesses of all types are becoming regular users of social tools such as LinkedIn , Twitter, and YouTube. It’s hard to overestimate the value of a strong brand for a professional services firm. It can help you win new clients, command premium fees, and attract and retain the very best talent. But how do you do it? What are the best brand building strategies for your firm? Let’s start by defining what a brand building strategy is, then we'll describe how it works.
  • LEADSPACE  |  WEDNESDAY, FEBRUARY 24, 2016
    [Linkedin] B2B Marketers Will Be Laughing About ABM in Five Years
    The early adopters (and a few snake-oil salespersons) promised us not only that social media would change the way companies communicate and market and perform customer service, but that Twitter and LinkedIn (and probably Plurk and Friendster) would be a source of high-quality sales leads. I’m no stranger to the B2B hype cycle. I’ve witnessed the birth of e-mail marketing, Web marketing, social media, mobile and content marketing.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, FEBRUARY 12, 2014
    [Linkedin] 3 Tips to Inform Your Content Marketing Strategy (Courtesy of Skyword/Outbrain)
    LinkedIn groups or Google+ communities), and taking advantage of guest posting opportunities or syndication sites. This year, many of the tactics, channels, and ways for readers to consume content will continue to evolve.
  • ANNUITAS  |  THURSDAY, JUNE 23, 2016
    [Linkedin] Straight from the Horse’s Mouth – Content Buyers Want
    Create a short survey to assess their challenges, post a quiz on LinkedIn, call them or schedule a brief in-person meeting while at an event to get their answers. Marketers in B2B create a lot of content. We write, we design, we create videos, and post content all day long, but what content really matters to our buyers? Before you jump in and write another eBook, learn what content your buyers need and want. Think about where there may be a gap in your current content strategy.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 11, 2014
    [Linkedin] Field Report: What’s Hot in Content Marketing
    But LinkedIn’s Jason Miller reminded me that the space is only crowded if you can’t differentiate your brand. Author: Maggie Jones Content Marketing World 2014 – the biggest, baddest content marketing conference in the world – has come to a highly climactic end. After three days of sessions, breakouts, panels, and networking, closing keynote speaker Kevin Spacey (!!!)
  • VIEWPOINT  |  WEDNESDAY, MAY 8, 2013
    [Linkedin] Should Marketing Be Held to the Same Quota Standards as Sales?
    You can connect with Andy on LinkedIn or via email. Andy Gray is a senior marketing professional with proven expertise in directing, centralizing, and strengthening how customers are acquired and retained as well as how companies are positioned through marketing strategies, demand generation, sales support and enablement programs, market research and product development. How often do we hear, “what’s the value that you marketing folks provide to the organization?”
  • B2B MARKETING INSIDER  |  WEDNESDAY, AUGUST 5, 2015
    [Linkedin] 7 Must-Read Tips To Simplify Content Marketing Planning
    Or, contact me directly at MarketingThink.com , on Twitter , LinkedIn or Google+. Forrest Gump tells us “Stupid is as stupid does.” Well, if that is the case then we should stop being stupid with our content marketing planning. Rather, the new quote should be “Simple is as simple does.”. Simplification is the new innovator. Simplification is the new disruptor. Simplification is the key to a deeper customer connection.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 17, 2016
    [Linkedin] 10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy
    Numbers behind this trend : An eBook from LinkedIn revealed that 52 percent of B2B buyers consider trust to be the largest force behind thriving vendor relationships. I wrote a post six months ago highlighting ten marketing trends that should influence your content strategy. While it feels like that was published yesterday, we all know today’s digital marketing trends change with the blink of an eye, whether it’s due to a new channel, updates to search algorithms, or any other factors.
  • B2B MARKETING INSIDER  |  TUESDAY, JUNE 14, 2011
    [Linkedin] The Future of Marketing
    Please follow along on Twitter , LinkedIn , Facebook or Subscribe to the B2B Marketing Insider Blog. I was recently directed back to an article from late last year in Fast Company magazine called The Future of Advertising by Danielle Sacks. In the article, she talks about the impact of the changes that digital technology, social media and real-time expectations are having on the advertising industry. And it got me to thinking about the marketing industry as a whole.
  • ACT-ON  |  MONDAY, SEPTEMBER 12, 2016
    [Linkedin] The Guide to a Successful Employee Advocacy Plan
    From Tweeting, to Facebooking, to posting on LinkedIn and Google+, B2B marketers are in an endless social race. They must keep up with social trends, create immense amounts of content, and constantly distribute it across various social channels to maintain audience engagement. But this race gets very tiring. With content being published around-the-clock, marketers expect to see results quickly, even though establishing a company’s presence and credibility online requires time and patience.
  • B2B MARKETING INSIDER  |  TUESDAY, JANUARY 11, 2011
    [Linkedin] Social Sharing Might Get You Sued: Social Media And Copyright Law
    . That’s right, you better watch what you share on Twitter, Facebook or LinkedIn, because you could end up getting into trouble. You could even get sued. And the penalty might be more than a little slap on the wrist. Most of us learned about copyright law with the illegal music downloading issues brought on by Metallica and the Recording Industry Association against Napster.
  • HINGE MARKETING  |  FRIDAY, MAY 30, 2014
    [Linkedin] Hinge’s Fab Five: May 2014
    On Google+ or LinkedIn? Follow us +HingeMarketing and join us on LinkedIn Top Professional Services Marketing Content from May 2014. Each month an enormous amount of content is published on marketing. This monthly column will help you keep up with the best marketing articles on the web. Enjoy! How to Use #Hashtags on Twitter and Facebook. By: Matt Kapko, CIO.com. Mounting excitement, overuse, and even frustration has surrounded what was once a meaningless button on your home phone.
  • CHIEFMARTECH  |  TUESDAY, APRIL 19, 2016
    [Linkedin] The 5 C’s model of Acrolinx’s award-winning Stackie
    We’ve also invested in tools such as LinkedIn Sales Navigator to better understand what our customers care about and what they are sharing on their social channels. The following is a guest post by Steve Rotter , CMO of Acrolinx. Acrolinx was one of the five winners of the 2016 Stackies Awards at MarTech , and we invited them to share the rationale behind their marketing technology stack.
  • LEADERSHIP  |  FRIDAY, DECEMBER 9, 2016
    [Linkedin] Interesting Infographics: Create a Killer Social Media Strategy
    Facebook, Twitter, Snapchat, Instagram, Periscope, LinkedIn … the list of platforms used by marketers goes on and on. Why the intense focus on social media marketing these days? It’s where your customers are: 74% of adult internet users are active on social media and 55% of buyers use social media sites when researching products. When your customers are on social media looking to learn more about you, it’s important that you’re there to make a good impression.
  • HUBSPOT  |  TUESDAY, JULY 12, 2016
    [Linkedin] Are Display Ads Worth Your Time? [Flowchart]
    To ensure your ads drive relevant traffic, go with proven partners with great ad technology, such as Google, Yahoo, Facebook, or LinkedIn. There are a lot of reasons to avoid display ads. In recent years search, social, and video ads have cruised past display as the go-to ad format for digital marketers looking to give their campaigns a boost -- and for good reason. There’s not much to love when you look at display ad performance in aggregate.
  • VERTICAL RESPONSE  |  WEDNESDAY, NOVEMBER 18, 2015
    [Linkedin] Making Content Marketing, Email and Social Media Work in Harmony for Your Small Business
    ” Twitter, Facebook, Instagram, LinkedIn, Pinterest and a host of other social media sites are channels that connect millions of users to each other — and to businesses. As a small business owner, you wear multiple hats, and some of them probably fit better than others. It’s not uncommon for small business owners to feel uncomfortable in their role as chief marketer. The growth of online marketing has added complexity, nuance, and power to small business marketing.
  • HUBSPOT  |  MONDAY, DECEMBER 16, 2013
    [Linkedin] How to Turn Your Liberal Arts Degree Into a Top Tech Startup Job
    Any smart company will have loads of information on places like their website , blog , Facebook page , and LinkedIn page. LinkedIn and Twitter are the best tools. On LinkedIn, you should take a different approach: Use the LinkedIn network to figure out how you''re connected to people at your company of interest, reach out to your connections for informational phone calls, then see if those connections can steer you to the right hiring managers.
  • HUBSPOT  |  WEDNESDAY, APRIL 10, 2013
    [Linkedin] 27 Time-Saving Tools and Tricks to Be a More Productive Marketer
    Among the time saving features, Tempo pulls in webinar dial-in information, has one-click notification to let people know if you''re running late, and integrates maps and LinkedIn profiles for meetings outside of your office. Today’s marketers are increasingly strapped for time. We live in a world where inboxes buzz at 11pm and “busy” is the most common response to “How are you?” If this sounds familiar, you’re probably faced with a conundrum: You can’t get in any earlier.
  • BIZNOLOGY  |  FRIDAY, AUGUST 22, 2014
    [Linkedin] In content creation overload? Here’s what to do.
    You can post these “wow statements” as LinkedIn updates, tweets, Google+, and Facebook posts. Feeling like you’re in content creation overload? Stop struggling and start thinking strategically. Here’s how repurposing old blog posts can simplify your life. Ever feel like you’re in a content creation hamster wheel? Many companies face content creation overload.
  • MODERN B2B MARKETING  |  TUESDAY, AUGUST 18, 2015
    [Linkedin] End It on a High Note! Savvy Marketing Tips to Finish 2015 Strong
    LinkedIn engagement funneled in to email nurture campaigns, Twitter posts drove blog traffic, and the web of digital marketing grew larger than ever. Author: Aseem Badshah We’re more than halfway through 2015. (It It snuck up on us, too!) Right now, many marketers (you?) may already start looking towards the future by brainstorming ideas to execute in 2016. A word of advice: Wait! There’s still 4+ months remaining in 2015, so don’t waste it.
  • SALES INTELLIGENCE VIEW  |  MONDAY, MARCH 17, 2014
    [Linkedin] Re-Inventions and Innovations: Announcing InsideView’s Hackathon Prototypes
    Some of or our hacks featured Facebook, LinkedIn and Twitter. Shortlisted Hacks: List building analytics, IV tour/theme, Business card scanner for IV, Sentiment analysis for tweets, Linkedin browser plugin, Chrome extension for Activity stream. Innovation Category Winners : Business Card Scanner (winner), Linkedin Browser Plug-In (runner-up).
  • HUBSPOT  |  MONDAY, MARCH 17, 2014
    [Linkedin] How to Select the Perfect Image for Your Next Blog Post
    Remember, the first image in your blog post is usually what gets pulled in when people share links to your content on Facebook, Google+, and LinkedIn. By now, you''ve probably heard about the importance of visual content. Social networks are displaying images more prominently in their feeds, and visual content tends to generate much more engagement than text-based content.
  • B2B MARKETING INSIDER  |  FRIDAY, JULY 3, 2015
    [Linkedin] Treat Content Like Confetti!
    However, the same content chunked up into infographics, videos, Tweets, LinkedIn posts, short blog posts and other short-form consumables will reach more people over a wider network. Companies need to think about how to leverage their thought leadership by separating it into multiple formats like video, LinkedIn posts, blogs and infographics – to win at the social selling, social business or content marketing.
  • HINGE MARKETING  |  THURSDAY, APRIL 9, 2015
    [Linkedin] IT Marketing: What Every Technology Services Firm Should Know for Higher Growth
    LinkedIn is a fixture of the professional services world, and among the top ways that buyers check out potential services providers. On Twitter or LinkedIn? Follow us @ HingeMarketing and join us on LinkedIn. For technology services firms, this is a time of tremendous opportunity – and increasingly complex challenges. As the marketplace grows more hypercompetitive than ever before, effective IT marketing becomes absolutely essential.
  • VIEWPOINT  |  TUESDAY, MAY 27, 2014
    [Linkedin] Content Marketing is Doomed! (Or, why Las Vegas cookery isn’t all that good anyway)
    Thanks to a LinkedIn post by Howie Sholkin, former IDG communications guru, I was directed to a sprightly Mediapost essay titled, “Why content marketing probably won’t work for you.” Today''s guest post is by Christopher Hosford, editor-in-chief and head writer at HosfordGroup LLC, a New York City-based content marketing agency.
  • WEBBIQUITY  |  MONDAY, JANUARY 31, 2011
    [Linkedin] Best Twitter Guides, Tips and Tools of 2010
    Share this on LinkedIn. Twitter came of age in 2010, growing at a scorching pace —from 75 million users at the beginning of the year to more than 190 million by the end of December. Twitter is used (officially) in 65 of the Fortune 100 companies , 63% of small to midsized businesses, and nearly half of all B2B enterprises. As adoption skyrockets, marketers are striving to optimize their use of the world’s most popular microblogging platform.
  • HINGE MARKETING  |  WEDNESDAY, MAY 6, 2015
    [Linkedin] How to a Create a B2B Case Study that Boosts New Business
    On Twitter or LinkedIn? Follow us @ HingeMarketing and join us on LinkedIn. Did you know that 84% of buyers say they won't interact with a brand unless they trust it? Or that more than one third of buyers trust a stranger's opinion more than a brand's? So how do you get professional services buyers to trust your firm? You create case studies. Case studies use the voice of "others" (i.e.
  • HUBSPOT  |  WEDNESDAY, APRIL 23, 2014
    [Linkedin] 7 Unglamorous, Unpopular Truths About Content Marketing
    Three ways we try to get in front of new audiences are: Writing for LinkedIn, Huffington Post, Forbes, and other business publications, or getting them to syndicate articles that we already published on our blog. Working with our agency customers and other partners like Facebook , Twitter , LinkedIn , SurveyMonkey , or GoToMeeting to co-create and co-promote a piece of thought leadership content.
  • HINGE MARKETING  |  WEDNESDAY, MARCH 23, 2016
    [Linkedin] 5 Blunders Made by Blogging Novices
    Share each blog post on your company’s social media channels and encourage other employees to share your blog in relevant LinkedIn Groups. Starting a new blog is exciting, but it can be a little intimidating. First and foremost, you want to produce educational content that is valuable to your target audience—it will set you apart as a thought leader. You know the material. You are the expert. But sometimes there are roadblocks to success.
  • CHIEFMARTECH  |  TUESDAY, FEBRUARY 14, 2017
    [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. If you liked it, you can register your vote in the contest by sharing it on LinkedIn, Facebook, and Twitter. This article is a guest post by Lauren Frye of Bizible. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it?
  • HINGE MARKETING  |  MONDAY, APRIL 7, 2014
    [Linkedin] Visible Expert Profile: Staci Riordan
    On Twitter or LinkedIn? Follow us @hingemarketing and join us on LinkedIn. At Hinge we have been studying Visible Experts SM , people who have attained high visibility and expertise in their industry, creating a personal brand that is recognizable industry-wide. We study them because we want to understand how they attained that status and what we can learn from them. This profile focuses on Staci Riordan, a Visible Expert for fashion law. Growing Up in the Fashion World.
  • HINGE MARKETING  |  FRIDAY, MARCH 27, 2015
    [Linkedin] Expert Interview: Using Behavioral Psychology to Enhance Marketing Automation
    On Google+ or LinkedIn? Follow us +HingeMarketing and join us on LinkedIn. Hinge’s Managing Partner, Lee Frederiksen, was a recent guest on the TechnologyAdvice Expert Interview Series to share his insight on strategies to improve marketing automation. The series explores a variety of business and technology landscapes through conversations with industry leaders. Lee joined me to discuss lead generation strategies, lead nurturing tips, and marketing automation strategies.
  • CONTENT STANDARD  |  FRIDAY, MAY 19, 2017
    [Linkedin] Why Likes Don’t Matter for Engagement Metrics
    Other platforms, such as Instagram or LinkedIn, may be a better fit for the type of interaction your brand seeks. Whether you’re a regular social media user or a marketing manager, you know the situation all too well: You post a great pic, a witty joke, or a wonderfully written comment. And then you wait, hoping your content will generate a wave of likes and impressions. Among engagement metrics, likes are an easy metric to track.
  • HUBSPOT  |  FRIDAY, FEBRUARY 28, 2014
    [Linkedin] 7 Hot Apps That Will Skyrocket Your Productivity at Work
    The average IFTTT recipe contains the following elements: Channels: Facebook, Twitter, Instagram, Evernote, iOS photos, Weather, Dropbox, Email, Feedly, iOS Reminders, LinkedIn and 70 more. This post originally appeared on Insiders , a section of Inbound Hub. For more content like this, subscribe to Insiders. Times they are a-changin’ Recently I decided it was time to welcome my mom to the future, so I took the initiative and I activated my vintage iPhone 4 under her number.
  • WRITTENT  |  FRIDAY, AUGUST 15, 2014
    [Linkedin] Simplicity is the Best Policy: 6 Essentials for the Successful Blogger
    At the same time, according to an infographic provided by Simply Measured , both photo and video posts shared on Pinterest now drive more traffic than Google Plus, Twitter, LinkedIn, and StumbleUpon combined! In an age where blockbuster movie scripts could fit in a pamphlet and thoughts must be expressed in 140 characters or less, blogging has become a square peg trying to fit into a round hole scenario when competing for the minimized attention span of most people.
  • B2B MARKETING TRACTION  |  THURSDAY, NOVEMBER 8, 2012
    [Linkedin] 4 Ways Pinterest Secret Boards Benefit B2B Marketers
    Competitive Analysis – Pin competitor logos, images, cover photos and banners from Facebook and LinkedIn, Twitter and YouTube “skins” to a board that only you and your marketing project stakeholders can see. I’m excited about the new feature Pinterest launched today – secret boards with the ability to collaborate on them with others.
  • WRITING ON THE WEB  |  MONDAY, MAY 30, 2011
    [Linkedin] Remembering Family and Other Pillars
    Share this on LinkedIn. Back in the U.S., it’s Memorial Day when Americans honor our soldiers who died in service. My father, Marion Rae Wilkerson, was a 25-year Navy veteran, and while he didn’t die in service, I always remember him on this weekend. He was on a ship in the Pacific during World War II that was blown in half by the Japanese. He was on the half that was able to save many of their sailors. He came home to San Diego shortly after that and I was conceived.
  • CRIMSON MARKETING  |  FRIDAY, MARCH 22, 2013
    [Linkedin] Marketers, Give Your Salespeople the Info They Need to Succeed
    And when I talk about social selling, I’m talking in much broader terms than making sure that you’re connected to someone on LinkedIn, or are following someone on Twitter. In his new book To Sell is Human , Daniel Pink talks about information asymmetry in the sales process. He points out that the reason people have historically distrusted salespeople is because salespeople had all the information and the buyer had none. Thus the term caveat emptor (let the buyer beware).
  • BIZNOLOGY  |  TUESDAY, FEBRUARY 28, 2017
    [Linkedin] Why you need 3,643 domains just like President Donald J. Trump
    As I suggested last week, b uy domain names for all your pages, products, and services , just forward and redirect all the domains that can easily map onto a deep page on your websites; and, if you have someone’s name that you’re proactively registered and they don’t have a site yet, just point it at their LinkedIn profile. Back in October 8, 2013, I wrote Playing the Online Reputation Shell Game.
  • KOMARKETING ASSOCIATES  |  THURSDAY, MARCH 30, 2017
    [Linkedin] What Is B2B Social Media Marketing?
    LinkedIn. Before it’s possible for B2B marketers to implement successful social media tactics and tools, it is essential to understand what exactly social media is and how it supports your overarching business objectives.
  • MODERN MARKETING  |  MONDAY, MAY 16, 2011
    [Linkedin] 6 Brilliant Uses of Video
    LinkedIn. by Joe Chernov | Tweet this. If a picture is worth a thousand words, how much is a video worth? The answer: Maybe the future of your marketing program, that’s how much. We’ve won a bunch of awards for our Future of Revenue video, and we are proud of that. But inspiration is a far more appealing emotion than pride. So we thought we’d round up several videos that inspire us. In our opinion, these are six of the most brilliant uses of video that we’ve ever seen.
  • HUBSPOT  |  TUESDAY, DECEMBER 4, 2012
    [Linkedin] What's the Deal With This Whole 'Context Marketing' Thing?
    And LinkedIn, YouTube, Facebook, and Twitter were considered "useful" or better by over 60%. Several years ago (in internet years, anyway) it became clear to some marketers that one of the best ways to capture market share was through creating amazing content. Whether through blog posts, ebooks, social media, cartoons, videos, whatever -- helpful, educational, and interesting content was the name of the marketing game.
  • FATHOM  |  WEDNESDAY, DECEMBER 2, 2015
    [Linkedin] Where Is Digital Advertising Headed in 2016?
    Similar to investing more in YouTube advertising, advertisers are also investing more in programmatic display, paid social (Facebook, Twitter, Pinterst, LinkedIn), native advertising, and content syndication platforms (Taboola, Outbrain, etc.). Digital advertising is an ever-changing industry; in order to stay ahead of the competition, advertisers are constantly trying to keep up with its current state, but just as importantly, identify where they should be moving to next.
  • HUBSPOT  |  MONDAY, DECEMBER 24, 2012
    [Linkedin] 10 Last-Minute Holiday Gift Ideas for the Marketer on Your List
    You know that feeling of panic as you maniacally check your personal email, work email, Facebook, Twitter, and LinkedIn every 2 minutes, all the while watching your mobile phone's battery wear down more and more? Tired of getting ugly sweaters and fruitcakes this time of year? Well, the people on your list (not your email list, your gift-giving one) might be. As marketers ourselves, we thought about what gifts we'd really like to unwrap.
  • HUBSPOT  |  TUESDAY, SEPTEMBER 13, 2016
    [Linkedin] How to Market Your Ebook: Don't Let Content Offers Collect Dust
    Look on Twitter and LinkedIn for users that have been sharing similar content to what you have created! Inbound marketing preaches content creation, but you shouldn’t create content without first figuring out who you’re marketing to and how you will market to them. If you don’t take these initial steps to ensure your content reaches the right people, your content will not be successful.
  • MODERN MARKETING  |  FRIDAY, JULY 22, 2011
    [Linkedin] 4 Steps for Making a Fan for Life [Video]
    LinkedIn. by Jesse Noyes | Tweet this In sports marketing there’s little that takes precedence over the all-important up sell. Sports teams – and the arenas they play in, for that matter – are constantly thinking up new ways to turn the casual fan into a season-ticket holding, stat-quoting, all-star fan for life. Adrian Chang , a Customer Success Manager, works closely with Eloqua’s premier sports clients – teams like the Boston Bruins and the Miami Heat.
  • SALES INTELLIGENCE VIEW  |  MONDAY, APRIL 18, 2011
    [Linkedin] What’s the Difference Between “Sales 2.0? & “Social Selling”?
    You can look for mentions in the media, find them on LinkedIn, Facebook and Twitter, but you also need to know what’s going on within that person’s company. The sales environment continues to evolve. Most if not all companies are familiar with the term Sales 2.0 and now we are introducing Social Selling to the vocabulary of sales leaders. So whats the difference? Like I mentioned in the post Sales 3.0
  • MODERN MARKETING  |  WEDNESDAY, JUNE 8, 2011
    [Linkedin] 4 Tweetable Lessons In Social Media Civility
    LinkedIn. by Jesse Noyes | Tweet this The Personal Democracy Forum is by design, and sheer force of title, political. So when I ended up at the “Civility and Social Media: An Oxy-moron?” panel, I fully expected a politically charged discussion. Yet, even as the panelist spoke on the tenor of political debate, I couldn’t help but note how applicable their advice was for businesses. And why not?
  • HINGE MARKETING  |  THURSDAY, MARCH 5, 2015
    [Linkedin] Top Twitter Marketing Techniques to Connect with Your Audience
    Related Stories How to Use LinkedIn for Business Development 5 Social Media Benefits for Accounting and Financial Services Firms How to Use Google+ to Build Your A/E/C Firm’s Online Brand Presence. With just 140 characters to work with, it’s somewhat surprising that Twitter has turned into such a marketing powerhouse. Yet, the fast-paced network has firmly solidified itself as an integral addition to any successful B2B social media marketing strategy.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 5, 2015
    [Linkedin] Cost and Benefits of Market Research
    Join us on LinkedIn , Facebook , and Twitter for more research tips and strategies. What are the benefits of market research for professional services firms? Is it worth the cost? And does it really matter? These are some of the questions we get from our clients when we recommend researching their current clients and target markets. While on some level we all know that market research is a good thing, these are legitimate questions.
  • HUBSPOT  |  MONDAY, JULY 30, 2012
    [Linkedin] 11 Ways to Make Social Media Marketing Less of a Time Suck
    Now, not every social network makes it easy to auto-publish, so you'll have to do some manual updating (on LinkedIn, for example). On Facebook, for example, you can now assign specific roles for users that limit their ability to do things like create posts, respond as your company in comments, or create ads: LinkedIn and Google+ let you assign admin roles, too, but you're out of luck with Twitter.
  • TOMORROW PEOPLE  |  TUESDAY, AUGUST 21, 2012
    [Linkedin] Don’t Miss the London Growth Strategies Conference!
    How to reinvigorate your use of LinkedIn, YouTube, Twitter and Facebook. Save on tickets to the London Growth Strategies Conference, a hands-on social media and mobile marketing workshop, with Tomorrow People. Do you want to learn how to use social media and mobile marketing to grow your sales and revenues? Would you like to improve your inbound marketing skills at a hands-on workshop taught by some of the world’s leading experts ?
  • MODERN MARKETING  |  FRIDAY, JUNE 3, 2011
    [Linkedin] 10 Fast Facts About Groupon
    LinkedIn. by Jesse Noyes | Tweet this The inevitable happened yesterday. Groupon officially filed to be traded on the public market. The daily online coupon company has been heavily talked about ever since it spurned high-priced acquisition attempts. Now, it’s hoping to raise $750 million with an IPO. Of course, we love reading prospectus. So we scoured Groupon’s S-1 for 10 fast, but fascinating, facts about this hot company. Cutting Groupons. Just how many “Groupons” has Groupon sold?
  • BIZNOLOGY  |  FRIDAY, MARCH 6, 2015
    [Linkedin] Troubleshooting your B2B marketing data problems
    You might also add a LinkedIn profile URL to the record. Business-to-business data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into thorny issues every day. Problems range from duplicates, to key-entry errors, to missing data elements, and beyond. Recently, Bernice Grossman and I worked with a group of savvy B2B marketers at a DMA conference to compile a list of difficult data problems.
  • MODERN MARKETING  |  TUESDAY, MAY 3, 2011
    [Linkedin] 10 Years in the Making: Eloqua’s Grande Guide to Wikipedia
    LinkedIn. by Joe Chernov | Tweet this. An old adage states, “Write what you know,” which, generally speaking, is sound advice. But what happens when it’s your job to create content for people just like you ? In that case, isn’t writing what you know likely to be redundant? Perhaps in those cases it’s best to identify what you don’t know, and let that need steer your content creation. Perhaps it’s time for an amended adage to: “Write what you know; commission what you don’t.”.
  • HINGE MARKETING  |  MONDAY, FEBRUARY 3, 2014
    [Linkedin] Visible Expert Profile: Robert J. Lang, Ph.D.
    On Twitter or LinkedIn? Follow us @hingemarketing and join us on LinkedIn. At Hinge, we have been studying Visible Experts SM , people who have attained high visibility and expertise in their industry, creating a personal brand that is recognizable industry-wide. We study them because we want to understand how they attained that status and what we can learn from them. This profile focuses on Robert J. Lang, Ph.D., a Visible Expert for engineering, art, and design. Art as Life.
  • MODERN B2B MARKETING  |  TUESDAY, SEPTEMBER 25, 2012
    [Linkedin] How to Create a #Winning Content Marketing Campaign
    For an online content marketing strategy this could incorporate eBooks, White Papers, Blog Posts, Social Networking Pages (Twitter, Facebook, LinkedIn), Groups, Infographics to name but a few. by Kieran Flanagan Content marketing is nothing new , but its role in a successful online marketing strategy has continued to increase over the past number of years.
  • WEBBIQUITY  |  WEDNESDAY, OCTOBER 13, 2010
    [Linkedin] What’s the Best Social Media Monitoring Tool? It Depends
    Share this on LinkedIn. Until fairly recently, keeping track of your organization’s online presence was relatively easy. Other than your company’s website, most mentions were likely in well-known online news sites or trade industry publication sites. Your PR team was aware of most of these as it often had a hand in generating those placements. A simple tool like Google Alerts would pick up most stray citations. No more.
  • KOMARKETING ASSOCIATES  |  THURSDAY, DECEMBER 3, 2015
    [Linkedin] 9 Reasons “Home Alone” Is Absolutely Clutch for Content Marketers
    Check out the types of questions readers are asking in LinkedIn Groups and forums. There are a lot of things I love about the holiday season. A crackling fire (Duraflame logs, represent!). Christmas lights. The ugly sweater tradition. Anything at all related to peppermint. But my all-time favorite holiday tradition? Watching “Home Alone,” that 1990 film classic. Just because it’s been 25 years ( twenty-five years??
  • MODERN B2B MARKETING  |  MONDAY, JULY 22, 2013
    [Linkedin] Introducing the Modern Press Release
    We can share news updates on LinkedIn, Facebook, or Twitter. Author: Megan Ziman Messaging and company stories circulate through a surplus of multichannel communication tools, so what’s the use of a press release? The reason they continue in most organizations is because people would generally agree they still are needed to announce product launches and news, especially for a publicly traded company.
  • HINGE MARKETING  |  WEDNESDAY, MARCH 18, 2015
    [Linkedin] Does Your Professional Services Firm Need a High Performance or a Branding Website?
    On Google+ or LinkedIn? Follow us +HingeMarketing and join us on LinkedIn. Professional services firms marketing priorities have recently shifted– and with those shifts, research shows that many firms are considering a new website. After all, 80% of prospects will look at your website when evaluating several firms. So you want to make sure their first impression is a good one. But how do you know when it’s time to update your firms’ website?
  • MODERN MARKETING  |  SUNDAY, JUNE 12, 2011
    [Linkedin] [Chart] Which City Has The Most Marketing Expertise?
    LinkedIn. by Elle Woulfe | Tweet this New York is great for fashion. Austin is the live music capital of the world. And London is perfect when you want to soak up some culture. But where can you find the largest cluster of Eloqua experience? We gathered the data and pinpointed the hot spots for largest number of Eloqua users per city, broken down by Marketing & Sales. You can click here to explore the interactive map.
  • ACT-ON  |  FRIDAY, AUGUST 12, 2016
    [Linkedin] How to Hire the Perfect Person to Run Your SEO
    LinkedIn ads have served me well for several years. Facebook Groups and LinkedIn Groups in your local area for marketing professionals are ripe with job postings. References on a resume or LinkedIn recommendations are a good place to look. Having good content goes a long way to being found on the web, but you can sweeten the odds with well-executed search engine optimization (SEO). And to make that happen, you need to find and hire the right SEO talent.
  • ACT-ON  |  FRIDAY, JULY 15, 2016
    [Linkedin] 8 Killer Tips for More, Better, Earned Media
    ” For example, LinkedIn’s sponsored updates and promoted tweets are both examples of paid media. Buzzword alert: Earned media is the attention and coverage your brand gets that fulfills two requirements: 1) you didn’t pay for it (that’s “paid media”), and 2) you didn’t do it yourself on your own branded web/social properties (that’s “owned media”).
  • HUBSPOT  |  TUESDAY, APRIL 8, 2014
    [Linkedin] Content ROI Is a Myth
    LinkedIn also released updated Company Page analytics last summer. As a profession, marketing has evolved a lot over the past 5 years. Previously, when asked to justify our marketing budgets, we used to squirm in our chairs and mutter something about “brand awareness.” ” Today, marketers want to measure the ROI on every tactic and channel they use. Figuring out the ROI of content, in particular, is hard and often misunderstood.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, MARCH 9, 2016
    [Linkedin] How to create engagement with customer flow
    You can follow me on gervandenbuijs.com, LinkedIn and Twitter (@BuijsGer). by Ger van den Buijs, {grow} Community member. Most articles present Customer Journey as a given fact. They presume customers are happy with their purchasing journey. I doubt that. I think there is a lot to gain for customers. I think that the overload of information has made shopping complex and a solution is needed. Why just understand the customer journey? Aim to optimize it.
  • MODERN MARKETING  |  FRIDAY, AUGUST 5, 2011
    [Linkedin] Are You Crushing Your Customers with Content?
    LinkedIn. by Heather Foeh | Tweet this If you’re like me, you’re lucky to work in a company full of proactive people. It’s a good feeling. But proactive businesses especially need to make sure their teams are in synch. That’s because proactive companies are constantly developing customer content that addresses customer challenges. As Valeria Maltoni explains, customer loyalty is the byproduct of continued conversation.
  • WEBBIQUITY  |  FRIDAY, FEBRUARY 11, 2011
    [Linkedin] Five Expert Copywriting Tips
    Share this on LinkedIn. Writing has always been a demanding vocation, but the challenge of producing copy that stands out and compels people to action in today’s environment of sensory overload is uniquely daunting. Sentences must be short. Ideas must be explicit. Prose must be lucid. Benefits must be explained in a clear and compelling manner using the language of the reader. Flowery copy and “corporate speak&# are definitely out the window.
  • HUBSPOT  |  TUESDAY, OCTOBER 11, 2016
    [Linkedin] Shared Content Optimization: What It Is & Why You Need to Care
    For example, you likely wouldn’t post the same content on LinkedIn as you would on Twitter or Instagram. Nearly every smart marketer wants to create content that puts their company on the map and attract more customers. According to HubSpot's research, inbound marketing and content marketing have been the most effective method of doing business online.
  • KAPOST  |  THURSDAY, JANUARY 5, 2017
    [Linkedin] How to Grow Your Social Media Following for B2B
    Weekends are still very popular times to scroll through Twitter or LinkedIn, as well. While scheduling blogs, Tweets, Facebook posts, or LinkedIn posts, an image goes a long way. While scheduling blogs, Tweets, Facebook posts, or LinkedIn posts, an image goes a long way. When you create a new social media account, what’s one of the first questions prompted? “Do Do you want to sync your contact list to find followers?”. It’s pretty simple.
  • WEBBIQUITY  |  TUESDAY, SEPTEMBER 20, 2016
    [Linkedin] 15 Questions to Ask When Hiring an SEO Professional (Seriously)
    First, ask other business owners and marketing leaders, in your network or your favorite LinkedIn group, for references. Organic (non-paid) search is the largest single source of visits for most B2B websites. The majority of sites generate between 40% and two-thirds of their total traffic from search.
  • KOMARKETING ASSOCIATES  |  TUESDAY, OCTOBER 16, 2012
    [Linkedin] Question B2B SEO Tactics That Don’t Involve Strategic Marketing
    Some of the things I would evaluate when reviewing a guest blogger: Evaluate the individual’s social media presence, particularly LinkedIn, Twitter, and Google+. A client emailed me this weekend with a message about a potential guest blogger for their website. The blogger’s proposal was written concisely, the objective clearly stated, and the message illustrated a basic understanding of the client’s website initiatives.
  • CONTENT STANDARD  |  FRIDAY, SEPTEMBER 23, 2016
    [Linkedin] Will the Era of Knee-Jerk Content Marketing Ever End?
    Was this because they were LinkedIn aficionados who would share anything related to the social network? Recently, my colleague and friend on Skyword’s community team, Molly Berry , shared some exciting midday news with me. One of the Content Standard’s recently published stories was generating some good engagement on Twitter a week after it had been published. (As As the managing editor, I gladly accept pageviews in any which way, even those that are *late* to the party.)
  • HINGE MARKETING  |  FRIDAY, JULY 17, 2015
    [Linkedin] 3 Content Marketing Ideas to Set Your Firm Apart
    Join us on LinkedIn for more insights and resources on content marketing. By now, everyone in the world of marketing knows how effective great content can be at turning readers into buyers. But what makes great content? If you search "great content tips," Google returns 594 million results. Most of these tutorials offer clichéd advice about the power of images and video, avoiding salesy language, and positioning yourself as an authority. All of this is true.
  • HUBSPOT  |  MONDAY, MAY 2, 2016
    [Linkedin] 11 Helpful Resources for Improving Your Business Skills
    You can search your network on LinkedIn -- which means you'll first want to update and clean up your own LinkedIn profile. Whether or not business school is worth the investment is a hot topic these days. But regardless of where you stand, you don't have to go to business school to gain a better understanding of how businesses work. Business" is quite a versatile topic with many components.
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 26, 2015
    [Linkedin] Why Professional Photography Matters On Your Website
    Join us on LinkedIn and Google+ for tips and strategies for a creating a high-performance website. How do you want your firm to be perceived? I’m guessing the answer is that you want to reflect your firm’s expertise and high quality work. But if you aren’t using the right photography on your site, you could be sending the opposite message. Your website says a lot about your firm.
  • HINGE MARKETING  |  WEDNESDAY, OCTOBER 9, 2013
    [Linkedin] How to Build a Social Media Marketing Presence for Management Consulting
    Our research bears this out: management consulting firms lag high-growth companies in their use of techniques such as LinkedIn, Twitter and Facebook, along with other digital marketing techniques such as blogging, search engine optimization, e-newsletters, pay-per-click advertising and use of YouTube. Some cursory research will guide you here, and LinkedIn groups are a great place to start.
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