• BIZNOLOGY  |  MONDAY, APRIL 24, 2017
    [Organization, Work] 30 fascinating facts about organic vs paid social media
    Organic vs paid social media. Organic social media posts come from you and go directly to your page or your company’s page. Do they work better together? Here are 30 fascinating facts about organic vs paid social media: 100% of the Top 100 Global Brands have run YouTube ads in the past year. 86% of marketers now combine paid and organic tactics as part of their social media strategies. 59% of marketers believe paid social is more effective than organic social.
  • CONTENT STANDARD  |  MONDAY, APRIL 24, 2017
    [Organization, Work] Global Marketing Anatomy: It Takes a Delicate Design to Make Content Shine
    While your responsibilities might only pertain to stateside matters, there’s still something so sweet about working in a worldwide organization, knowing your products can bring a smile to someone of the other side of the planet, all without a huge global marketing output. That idea, that your work never slept in the wider world, helps you sleep at night. You start to sweat: organize marketing efforts across borders, languages, and cultures?
  • PUREB2B  |  MONDAY, APRIL 24, 2017
    [Organization, Work] How to Effectively Manage Your Contacts List
    Here are some common ways to segment by demographic: Geography: Retail companies and location-based apps that make email offers based on location are particularly effective, but B2B and global organizations can also take advantage of geographical information. The most important factor to consider is how to make segmentation work for your unique business and marketing objectives. We all know that email marketing isn’t dead.
  • ACT-ON  |  MONDAY, APRIL 24, 2017
    [Organization, Work] Need an Edge? Do A Content Marketing Competitive Analysis
    This view works best for pieces of content that have gotten a lot of shares – like 300 or more. SpyFu doesn’t just do organic keywords. Invite their freelancers to work for you. They’re kind of the point of all this work. We don’t talk about it much, but there’s a hard truth in marketing: Most of what you do isn’t going to work. It does mean that you need to be prepared to attempt different things, test them, and then move on quickly if they don’t work.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] B2B Marketing Trends for 2016
    Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. an organization's individual situation. even rethink their organization. brand awareness, spreading the organization's messages, dramatically increasing content distribution, and engaging with influencers and potential customers.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] B2B Marketing Trends for 2016
    Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. an organization's individual situation. even rethink their organization. brand awareness, spreading the organization's messages, dramatically increasing content distribution, and engaging with influencers and potential customers.
  • AGGREGAGE B2B WHITE PAPERS  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] B2B Marketing Trends for 2016
    Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. an organization's individual situation. even rethink their organization. brand awareness, spreading the organization's messages, dramatically increasing content distribution, and engaging with influencers and potential customers.
  • KAPOST  |  FRIDAY, APRIL 21, 2017
    [Organization, Work] The Value of ABM Goes Beyond Marketing
    While the idea behind Account-Based Marketing (ABM) is not necessarily new, its relatively new name and acronym is picking up a ton of steam in B2B organizations. Because both sides are focused on the same goals, working together becomes a natural extension of ABM program strategy and execution. We have to talk to each other to work accounts seamlessly. With insights to what each role on the ABM team is doing and the overall ABM strategy, it’s easier to work together.
  • BIZNOLOGY  |  FRIDAY, APRIL 21, 2017
    [Organization, Work] 3 insights from intelligent content conference
    Indeed, everywhere I went, I was able to connect conference talks with my work. ” moments amidst the sea of validation for my work. And all of the sessions at the conference were about how you transform a marketing organization to be more data-driven. You also have to work through the data with human subject matter experts to help make adjustments to the both the data and the algorithms.
  • MODERN B2B MARKETING  |  FRIDAY, APRIL 21, 2017
    [Organization, Work] Everything You Need to Know About AdTech & MarTech in 4 Sessions
    These brands are leading the charge as their organizations navigate technology, creativity, and, of course, engagement. In a past life, I was lucky enough to work at Ogilvy, the agency founded by the original Mad Man, David Ogilvy. How do firms navigate these challenges, provide what CMOs need to succeed, and what can marketers do to work with agencies and tackle our digital age? Author: Marissa Lyman Bolder , better , and BIGGER than ever before.
  • PUREB2B  |  FRIDAY, APRIL 21, 2017
    [Organization, Work] Using Buyer Intent to Drive Your Marketing Efforts
    This is the customer-centered approach that businesses and organizations aim for. Pre-packaged sales solutions no longer work. Once a solution has been decided upon, the organization then commits to that solution before finally making a decision to purchase a specific product or service. There are variations in this process depending on the organization and industry.
  • LEANDATA  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] When Leads Get Left Behind
    percent of marketing-generated leads, on average, are assigned to the wrong account owner in their organizations. Here’s the quick take-home message: a majority of organizations are struggling. Another revelation was how sales and marketing teams have vastly different opinions about the effectiveness of lead follow-up at their organizations. For instance, 61 percent of sales leaders said their teams always work marketing-generated leads.
  • CONTENTLY  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] How Finance Brands Like Goldman Sachs Use Content to Build Trust and Win Customers
    Lindsey Burgess—CMO of You Need a Budget (YNAB), a B2C financial planning software platform—said that while the company focuses on Google and Facebook as its primary distribution channels, it’s next to impossible to drive organic traffic from the platforms. That’s been a continual trend as platforms tighten their grip over organic reach—Facebook, for example, has curtailed organic reach for brands from a high of 12 percent in 2013 to practically nothing today. “We
  • FATHOM  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] How to Make the Most of Marketing Nation 2017
    With a little prep work, though, you can have a great time and truly soak in some marketing automation expertise. Marketing Organizations need to adapt to win. Of course, they’re all important to marketers, but identifying the top 3 or 4 that will really affect your organization will allow you to have a tailored mindset in terms of what sessions to attend and what information to bring back to your team. Marketing Nation Summit is just a few days away.
  • ONALYTICA B2B  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] Employee Advocacy- Are You Leveraging Your Employees’ Influence?
    A brand advocate is anyone that is naturally compelled to favour, promote or defend your brand on their own accord; this could be an influencer that has transitioned into an advocate organically; a loyal customer or in fact an employee. Regardless of whether they’re buying for work or pleasure, customers are turning to social channels to aid in their decision process; they seek comfort in hearing the genuine opinions and real life experiences from real people.
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] Brain Typing & Skin Hearing: Everything You Need to Know About Facebook's 2017 F8 Conference
    F8 2017 was held on Tuesday, April 18th and Wednesday, April 19th, and it included numerous announcements about new products, new features, and future initiatives Facebook would be working on. Building 8 , Facebook's research team dedicated to creating social-first consumer products, is working on silent speech communications projects that will let users type 100 words per minute -- with their brains.
  • CONTENT STANDARD  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] Your Content Strategy Should Include Your Entire Organization: Part I—Assembling Your Team of Brand Advocates
    While you can decide upon strategic decisions, brand objectives, and KPIs within the comfy confines of your marketing realm, the operationalization of at least some of that content strategy needs to be carried out by others within your organization. You’re working with your development team to ensure that your content will have a place to live and that there will be a way to track its success. This is a massive undertaking and important to your organization.
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Organization, Work] 24 Growth Hacks to Try Today
    While blogs, when composed correctly, tend to perform better in organic search results, videos tend to show more promise on social media. This hack works particularly well with things like one-line quotes or statistics. No problem -- let other experts do the work for you. Try to BCC yourself to make sure it’s working. A landing page designed for organic search, meanwhile, might contain more text for search engines to index.
  • VIEWPOINT  |  WEDNESDAY, APRIL 19, 2017
    [Organization, Work] Insights on Outbound Conference in Atlanta
    As a sales acceleration specialist he helps sales organizations reach peak performance fast by optimizing talent, leveraging training to cultivate a high-performance sales culture, developing leadership and coaching skills, and applying more effective organizational design. On April 13, 2017, I attended the #OutBound conference in Atlanta, GA. Remarkably, despite the road destruction in downtown Atlanta, everyone got there on time – about 400 attendees.
  • NETLINE B2B MARKETING  |  WEDNESDAY, APRIL 19, 2017
    [Organization, Work] NetLine B2B Marketing - Untitled Article
    We recognize that while attempting to enable a sales organization at scale, with many stages to the sales cycle and a variety of marketing resources to help guide the buyer along their journey, there is no appropriate replacement for the human connection. With an organized approach to evaluating a BDR’s progress, Julie explained how their 85% BDR retention rate is no accident. Do you remember playing the old game of connecting the “dots” as an adolescent?
  • HUBSPOT  |  WEDNESDAY, APRIL 19, 2017
    [Organization, Work] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    We’re going to get into a lot, but by the end of this post, you’ll see the value in hosting a virtual conference and know how to organize and host your own event. For a comparison, the team that organizes HubSpot’s live INBOUND event has over 10 people involved in planning the event for the entire preceding year. For an online conference, a few weeks of work and a small budget are all that’s needed. I used a combination of Trello and spreadsheets to manage my work.
  • CONTENTLY  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] Video Measurement Is Broken. Here’s How to Fix It
    ” Luckily for Holmes, he never worked in marketing. That inconsistency forces publishers to guess what’s working, what’s not, and what’s just flat-out illogical. As everyone rides the video boom, marketers have used bigger ad budgets to produce more experimental work. In TV, we know how brand advertising works. But how does that work in digital? People are trying to work out what works.
  • AVITAGE  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] Situation-ready content, on-purpose, by design
    To work, words must convey common meaning. Having managed a business that created content for B2B sales, marketing and training organizations for 20 years, we regularly dealt with requests expressed this way. Marketing organizations are under considerable pressure to “publish or perish.” I’m done talking about “content.” ” The word is too conceptual to have any useful meaning. In my world, words matter.
  • CONTENT STANDARD  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] 5 Ways B2B Tech Brands Can Focus on Quality and Drive Better Content Performance
    B2B tech storytellers have to work with designers and developers to create the graphic. Engagement was organic due to the number of people who felt moved by the campaign, and/or resonated with its message. Organizing and planning for a live video session can sap a marketing team’s resources. Video team members must be organized and efficient to make this work, and other teams involved in the production need to be adequately briefed on how the video will be made.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] 10 Account-Based Marketing Sessions You Don’t Want to Miss at Summit
    In her session, Megan will share the ABM secrets she’s discovered from SiriusDecisions clients and what they’ve found works best. Craig Rosenberg will present the TOPO account-based funnel, which provides the framework that organizations need to design, execute, and measure their account-based marketing strategy. Matt Davis will share how Allocadia set out to build a better-organized hub for content using Marketo and Uberflip.
  • HUBSPOT  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] How to Use Canva: An 8-Step Guide to Creating Visual Content
    While we don't think you have to go through the whole process of creating Gantt charts and editorial calendars -- though they can keep you organized -- it's important to identify your content goals, and the platforms that will best suit them. In this instance, we want to create a post to share on Facebook, Twitter, Pinterest, and Instagram, and a visual that would work as a poster to print and display locally. Nice work -- you've made a great design, with amazingly simple tools.
  • ACT-ON  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] Maximize Success by Optimizing the Customer Lifecycle
    At Act-On, we understand that marketing can be complicated and even confusing at times ‒ unless you have a comprehensive and easy-to-use system to help you stay focused, organized, productive, and effective. As you work to expand your customer relationships, you can use marketing automation to keep the momentum going by focusing your efforts to supply customers with information and training about purchased products and/or services.
  • HUBSPOT  |  TUESDAY, APRIL 18, 2017
    [Organization, Work] 4 Strategies to Spark On-Demand Creativity
    Have the person organizing the meeting anonymize the answers, and suddenly, ideas can be discussed on their own merit without fear of rejection.”. Creativity works similarly: It’s much easier to create something interesting when we have a lot of raw materials to work with. The more inputs people have -- especially when they share those inputs outside of work -- the more creative connections they can forge.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, APRIL 17, 2017
    [Organization, Work] Crossing the influence line: When does sponsorship destroy your reputation?
    Even after a decade of work, a salesperson may have a limited audience but an influencer may have the hearts of thousands or even millions of fans. Brand content may be either organic or sponsored (purchased). Limited brand engagement, i.e. probably no organic advocacy exists without sponsor dollars. Authentic, organic, unpaid advocacy. By Mark Schaefer.
  • HUBSPOT  |  MONDAY, APRIL 17, 2017
    [Organization, Work] Is Technology Actually Making Us Less Productive? [New Research]
    After working in my role here at HubSpot for almost eight months now, I’ve started to go into autopilot when I turn on my computer every morning. I open up my email app, my calendar app, my organization and productivity app, my grammar-checking app, my note-taking app, my analytics tool, and my blogging tool. How many tools do you use that work to do different versions of the same functions?
  • ACT-ON  |  MONDAY, APRIL 17, 2017
    [Organization, Work] Which (If Any) Marketing Automation Platform Is Right for You?
    Automation is moving into all aspects of our personal and working lives, from our appliances to our communications, to, yes, our cars. Deciding which solution is right for you ‒ or even if your organization can benefit from buying and implementing a marketing automation platform in the first place ‒ shouldn’t be an impulsive process. Here it is, 2017, and we don’t get around in flying cars.
  • HUBSPOT  |  MONDAY, APRIL 17, 2017
    [Organization, Work] How to Pick the Perfect Font Pairings for Your Website: 7 Free Tools
    Choose from a wide selection of popular web fonts and play around with the settings to find a group of fonts that work well together. Organized by typeface categories, each of the combos featured on Font Pair are curated by Mills himself or suggested via a Google form available on the site. With so many custom fonts readily available for download, selecting a combination of typefaces to feature on your next project can be an unexpected time sink.
  • JUNTA 42  |  SATURDAY, APRIL 15, 2017
    [Organization, Work] This Week in Content Marketing: The New Content Business Model Awaits
    The publication leaves me curious about the demographics that are reflected in the results, since there’s no mention of who participated in the study, the types of companies they work for, or how many respondents there were. PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.
  • VIEWPOINT  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] Desperate and Fearful: Need Pipeline – Want Sales Lead Generation
    However, without more specific direction, he or she is going to find the organization enter into a familiar, frustrating cycle. And it means Sales has to work all the leads turned over to them, fully. In his work Aphorisms, he wrote: “For extreme diseases, extreme methods of cure, as to restriction, are most suitable.”. Last week I published a blog that provided five ways to avoid getting burned by outsourced B2B sales lead generation, qualification and nurturing.
  • LEANDATA  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] Five Big Ideas Shared at the TOPO Summit
    Over the last year, the account-based movement has gone from being an interesting theory to something that many organizations are putting into practice. TOPO’s Albro added that smart businesses are now designing tech stacks that are leaner and work more efficiently together. The kitchen needs to be organized. So that means setting up our kitchen in order to serve what the organization wants and needs,” Zirbel said. Sales Ops sits in a great place in the organization.
  • NUSPARK  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] 10 Tips to Optimize Your Account Based Marketing Program
    Account Based Marketing programs are showing up in nearly every organization, but far too many show unimpressive returns—not because the strategy is flawed, but because the implementation is too shallow, too riddled with inefficiencies, or missing a key factor. Your entire organization needs to be on board with ABM and its various tools, challenges, and approaches. Set quantifiable organization-wide goals. The right hand must know what the left is doing for ABM to work.
  • KAPOST  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] When Influencer Marketing and Integrated Marketing Campaigns Collide: How to Strike a Balance
    But in reality, influencer marketing is much more convoluted because you’re working with human beings. It’s not the person with the biggest twitter following or the celebrity with far reach who will drive the most impact for your organization. Vanity marketing—when businesses chase quick wins to inflate numbers rather than build sustainable growth practices—never works. A successful influencer marketing strategy is a delicate balance to strike.
  • IT'S ALL ABOUT REVENUE  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] How AI Can Improve Customer Experience
    With all the other devices like Siri already in use, most people are already becoming accustomed to working with AI to some degree. Think about where AI could be inserted elsewhere in your organization to incrementally enhance that experience from the very beginning so that some issues that might have come later never have to happen at all. It seems hard to imagine that a machine could provide a better experience than a human could for another human.
  • CONTENT STANDARD  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] The Wall: Lessons in Content Strategy for B2B Tech Marketers
    Traffic isn’t coming in the way it used to; meanwhile, her competitors are spending more on advertising than ever before, making it difficult for her to compete organically in her space. If marketing directors like Martha want to revitalize their work without dumping budget into an ad-oriented engine, then they have to reexamine it. The final (often dreaded) part of any content marketing cycle—is your content working?
  • MODERN B2B MARKETING  |  FRIDAY, APRIL 14, 2017
    [Organization, Work] How to Orchestrate a Solid ABM Team [Gifographic]
    Just like instruments are strategically and specifically placed in an orchestra, organizations need to understand the different roles team members play and then coordinate them to target and engage high-value accounts. Marketing Operations/Sales Operations: Works to examine your existing database, identify trends, and report on progress. Author: Ellen Gomes A movie is nothing without great music.
  • FATHOM  |  THURSDAY, APRIL 13, 2017
    [Organization, Work] [Interview] Accomplish Account Based Marketing Success at Marketing Nation
    Brent Evans : Much like Fathom—where I get to go to work with experts everyday—I’m excited about learning and growing as well as meeting other individuals with a passion for marketing and marketing automation. ABM offers an opportunity for marketing to help penetrate these accounts and for sales and marketing to work together on business goals. But, for the right organizations, ABM makes a lot of sense. As a concept, Account Based Marketing is nothing new.
  • MODERN B2B MARKETING  |  THURSDAY, APRIL 13, 2017
    [Organization, Work] You’re Invited to a Gathering of the Masters of the Marketing Universe
    Summit isn’t all work and no play. Whether you have short-term marketing goals, or a long-term strategy enhancing your organization, Summit is the place to be to demo solutions, hear from our customers, learn about new marketing trends, or pick up a tchotchke or two. Author: Stacy Milman It’s springtime, and hopefully, April showers have got you thinking about your blooming MarTech stack or a refresh of your marketing engagement strategy.
  • NETLINE B2B MARKETING  |  THURSDAY, APRIL 13, 2017
    [Organization, Work] Optimizing Your Demand Generation Strategy with New Content Research
    In my experience, working with hundreds of marketers from the world’s largest organizations to startups, B2B marketers everywhere struggle to understand market realties as they relate to their ideals and their organization’s goals. Have you stopped to consider that these mid-level professionals could be key influencers within an organization? Research proves B2B marketers are making major mistakes with their content-based demand generation strategy.
  • HUBSPOT  |  THURSDAY, APRIL 13, 2017
    [Organization, Work] Content Creation Workshop Roadshow | 7,000+ Miles in 100 Days
    Early on in my career – dating back to 2010 when Google Analytics still let you view keywords that led to organic website visits – I sold enterprise-level search engine marketing services for a small startup in my hometown of Charlottesville, VA. performed multiple tests to learn more about what works, what doesn’t, and why when it comes to content creation.
  • CHIEFMARTECH  |  THURSDAY, APRIL 13, 2017
    [Organization, Work] THE HACKIES: Driving digital transformation strategy in a rapidly evolving technology environment
    Companies are working hard to develop and layer a CX and digital transformation strategy on top of an already complex internal marketing technology environment. Regardless of where a new tool or piece of technology fits in the overall landscape it is it is important to ensure that it is visible across the organization for a number of reasons: To manage the security risk of implementing new technology that accidentally exposes or corrupts customer data.
  • LEANDATA  |  THURSDAY, APRIL 13, 2017
    [Organization, Work] More Evidence that B2B Sales and Marketing Have an Alignment Problem
    But they were asked about the working relationship between sales and marketing at their companies. But only 30 percent of marketing leaders said they believe sales always works their leads. One of the core principles of Account-Based Marketing is to have the teams working in tandem to crack open target accounts. In other words, they question if leads are consistently reaching the right people in their organizations. Some goals are universal.
  • DISTRIBION  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] 3 Steps to Increasing Email Deliverability Performance
    A cursory understanding of how email analytics work can dramatically impact the success of future campaigns; if you’re not learning from your mistakes and successes through a thorough analysis of campaign reporting, you’re missing out on an opportunity to improve your marketing initiatives. For nearly 20 years, Michael Noblitt has helped organizations rise through digital transformation.
  • NUSPARK  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] 5 Steps to Quick and Easy Personalized Emails for Account-Based Marketing
    So here are some steps your organization can take to tackle this task successfully. Companies such as RainKing and InsideView provide information, sometimes called “scoops” on business changes and projects on which companies are working. They simply take the scoops, predictive analytics, and their research and work through the email template step-by-step until they have created a highly personalized communication that gets attention because it’s relevant.
  • VIDYARD  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] Why I Chose Vidyard: A Story of a CMO, The Video-Enabled Business, and Culture
    If you’re lucky, at least once in your career you will have an opportunity to work someplace truly special. A chalk-talk video that shows how a solution works is great for the middle of the funnel and a customer testimonial video can seal-the-deal at the bottom of the funnel. Take a look at the 12 Types of Video infographic to learn what works best at each stage of the B2B sales cycle. But modern organizations need solutions that go beyond video hosting.
  • VIDYARD  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] Vidyard Appoints Jeff Loeb as Chief Marketing Officer
    His leadership will be especially valuable as Vidyard continues to innovate and create new ways for organizations to harness the power of online video to engage audiences and accelerate business results. I’m thrilled to join Vidyard to help organizations become world-class, video-enabled businesses.”. He’s skilled in working closely with sales and product teams to bring products to market, while differentiating against the competition and accelerating market penetration.
  • DISCOVERORG  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] Data-Agnostic? See How Data Quality Affects ROI in This A/B Test
    Exceeding the recommended oil change interval doesn’t kill your engine all at once, but fuel efficiency gradually declines, the engine works harder, gets hotter and eventually warps and wears out. To test the impact of data accuracy on sales effectiveness, we recently partnered with a neutral third party to organize a blind A/B test comparing our sales and marketing intelligence against one of the highest-revenue data providers in the business.
  • CHIEFMARTECH  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] THE HACKIES: 6 areas to make your martech stack work with people, processes and data
    To manage this engagement, you need 6 layers of execution to help you organize an agile methodology to use resources, technologies, data and people, and to be able to use your technology stack efficiently: Buyer Personas: Is your customer always at the center of the whole strategy? Work in parallel with your strategy and stack, execute and test. This article is a guest post by Jesus Hoyos of Solvis Consulting.
  • SNAPAPP  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] Which Marketing Strategy Is Better? Predictive Vs. Personalization
    Interactive content is helping small, mid-sized, and enterprise level organizations deliver extremely personalized data and experiences by giving the audience a voice. For most B2B companies who don’t have such a massive data set to work with or the same sophisticated analysis tools, making assumptions based on limited data can actually be a bad idea. Why Personalization Via Interactive Content Works.
  • ACT-ON  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] Part 2: Link Building and SEO Strategies to Resurrect in 2017
    Moz, the Seattle-based digital marketing software company, publishes videos at the end of each work week. The old adage “if you build it, they will come” usually doesn’t work when it comes to content marketing. You spend countless hours writing and editing a great piece of content, hit publish, and expect the traffic to start pouring in … But it doesn’t quite work that way. Think about your company’s mission relative to the goals of organizations around you.
  • WEBBIQUITY  |  WEDNESDAY, APRIL 12, 2017
    [Organization, Work] Six Ways Infographics Changed the Course of Human History
    Hieroglyphics are a form of infographic that was used to describe ancient Egyptians’ lives, work and religion, while fabulously preserving their way of life. ” According to Playfair’s writings, data should “speak to the eyes,” because they are “the best judge of proportion, being able to estimate it with more quickness and accuracy than any other of our organs.” Guest post by Payman Taei. A picture truly tells a thousand words.
  • BIZIBLE  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] 12 Marketo Summit 2017 Sessions You Should Attend
    In this session, you'll hear the secrets we've found out from our SiriusDecisions clients and what we know works best: Why ABM is so attractive to top marketing talent, and how it inspires teams to deliver exceptional outcomes. This session will cover best practices from marketing departments and leaders who have made that shift, along with an interactive discussion giving you new insights and a blueprint for managing that kind of change in your organization.
  • LEANDATA  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] Survey Finds Majority of Business Leaders Struggling with Lead Management
    LeanData conducted this first-of-its-kind survey to gain a better understanding of how B2B companies manage leads, which are the lifeblood of every organization. But the results indicate organizations struggle with another crucial step — ensuring leads reach the right people so they can create the best customer engagement. Almost 80 percent said they are not completely satisfied with how their organizations route leads. SUNNYVALE, Calif.,
  • INFER  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] The AI Power Hour: Artificial Intelligence and Machine Learning, featuring Christopher Penn of Shift Communications [Podcast]
    His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change.Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Listen on Itunes Listen on Soundcloud Listen on Stitcher. Guest Bio: Christopher S. Penn is an authority on digital marketing and marketing technology.
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] How to Leverage Social Intent Data for Email Marketing
    Author: Jingcong Zhao At this point, many marketing organizations have adopted a digital marketing platform. We track our leads’ Twitter activities around these organizations’ Twitter handles. For us, it makes sense to track our leads’ activities around a digital marketing platform like Marketo because we have a story to tell about how our products work together. While it does take work and iterations to set up these campaigns, think about the potential ROI downstream.
  • LEANDATA  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] Business Leaders Concede They’re Struggling with Lead Management and Routing
    The responses from 527 sales and marketing professionals indicated that there is an industry-wide struggle when it comes to ensuring leads reach the right people in their organizations for follow-up. Almost 80 percent said they are not completely satisfied with the way their organizations currently route leads. At TOPO, we have had scores of organizations report finding immediate upside just by fixing their lead routing issues. The state of lead management. . . is not strong.
  • HUBSPOT  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] 6 Websites Every Growth Hacker Should Bookmark
    It was built with the idea that every marketer stands to benefit from understanding how growth hacking works. Plus, if you’re looking for fundamental knowledge about any area of growth, KISSmetrics has organized these types of blog posts into collective academy guides. Quick Sprout is largely the work of Neil Patel -- a name with which anyone even remotely involved with digital marketing is familiar.
  • CHIEFMARTECH  |  TUESDAY, APRIL 11, 2017
    [Organization, Work] THE HACKIES: Hacking a technology stack for local presence management
    Marketers need technology to organize this data and redistribute it to the appropriate properties, while also optimizing key points for advertising purposes. In addition to core data publishers, such as Neustar, Factual, Infogroup and Acxiom, we also work with top search engines and social networks, such as Facebook, Google, Foursquare and more. This article is a guest post by Mila Hose and Mireya Prado (with graphics from Margaret To ) of Brandify.
  • ENGAGIO  |  MONDAY, APRIL 10, 2017
    [Organization, Work] The 5 Levels of Account Orchestration
    Successful organizations today are led by marketers who think about ways to orchestrate the right people in their business to interact with the right people at target accounts in a way that drives engagement. Mixing it up works better as not everyone responds over email, for example, and various channels can reinforce each other. At this level, you also bring in touches from other people in the organization, including the AE and executive outreach where appropriate.
  • KAPOST  |  MONDAY, APRIL 10, 2017
    [Organization, Work] Spring Clean Your Content: The Basics of a Quick & Dirty Content Audit
    The spring season can inspire the desire to declutter and streamline, which makes it a great time for B2B organizations to spring clean content with a quick and dirty content audit. When you dive into your content head first and get rid of all the “extra,” it’s easier to see what’s is working well. Then, the organization can: Maximize exposure to the high-traffic links. Make sure any limited time links are shut down and required redirects are working.
  • VIDYARD  |  MONDAY, APRIL 10, 2017
    [Organization, Work] 12 Perfect Video Types for the B2B Customer Lifecycle [Infographic]
    Check out the infographic below for the 12 different types of videos you should be using, all organized by: where they perform best in your customers’ lifecycle. The 12 Types of Videos that Work Best for Each Stage of the Customer Lifecycle. If you’re reading this, you probably already know that video is an important part to accelerating the journey from prospect to customer.
  • MODERN B2B MARKETING  |  MONDAY, APRIL 10, 2017
    [Organization, Work] Launching a Partner Program: Why, What, and How
    Author: Amy McCarthy Throughout the many, many years of working in different aspects of channel management through value-added resellers (VARs), channel partners, or original equipment manufacturer (OEM) partners, I’ve learned firsthand how powerful partnerships can be. B2B organizations, large and small, partner with other companies to enhance their brand, extend their sales footprint, and grow their customer base. Are you leveraging the power of partnerships at your organization?
  • HUBSPOT  |  MONDAY, APRIL 10, 2017
    [Organization, Work] How to Build a Productive Company Culture
    And like a personality , a company’s culture can develop organically over time. Now that you know the building blocks of culture (and personality, for that matter), here's a crash course in the values and practices proven to foster productivity at work : 1) Value: Health. In fact, my digestive system works so hard to process all the carbs and fat that the flow of oxygen to my brain becomes stifled. Thing is, we all know that a heavy work lunch is a bad idea.
  • WEBBIQUITY  |  MONDAY, APRIL 10, 2017
    [Organization, Work] The Nine Best Reputation Management, RSS, and Social Search Tools
    Organize content into collections, search within your feeds, and share selected posts to major social networks. Sample review: “(One of the tools) I can’t live without when working (is) Feedspot.com – (an) RSS reader, I pay for the gold level. The explosion of blogging, social media, and online review sites has provided brands with unprecedented opportunity for exposure through authentic customer advocacy.
  • VIDYARD  |  FRIDAY, APRIL 7, 2017
    [Organization, Work] 20 Amazing Ways to Use ViewedIt Screen Recording and Webcam Videos
    To those of you whose videos we’re showcasing, thanks for being so generous to share your work with the community. He is responsible for prospecting into strategic accounts, and also for organizing their monthly Sales Operations meetups in San Francisco. Offering a visual explanation in a video, instead of bullet points in an email, makes customers way more likely to engage and want to work ‘alongside’ us!”. Marketing – share launch details with your organization.
  • CHIEFMARTECH  |  FRIDAY, APRIL 7, 2017
    [Organization, Work] 5 data assumptions that marketers should avoid
    This starts by removing the perceived barriers to entry for working with data. Last year, Forbes Insights and Oracle Marketing Cloud reported significant struggles in brand-agency collaboration due to evolving roles within each organization. The following is a guest post by David Dunne , CEO of Velocidi. Marketers using data to inform strategy is not a novel concept.
  • ACT-ON  |  FRIDAY, APRIL 7, 2017
    [Organization, Work] Email Marketing vs. MA Solutions: Which is Right for Your Business?
    It wasn’t long ago that many small-business marketers were deploying email marketing, but viewed marketing automation (MA) as a tool for mid-size and enterprise organizations only. Even though top-performers are five times as likely to use MA than other organizations, the thinking was: This technology is just too expensive for the little guys.
  • HUBSPOT  |  FRIDAY, APRIL 7, 2017
    [Organization, Work] The Facebook Ad Types: How to Choose the Best Ad Type for Your Goals
    In some cases, you may want to use Facebook Ads to expand your organic reach. Once they do, they'll be able to see your organic content when you post it. This helps you generate more activity on your posts and helps you get more organic followers quickly by offering them the kinds of posts they'll see more of if they follow you. Once you've chosen which ad types are most applicable to your needs, choose the one you think will work best for you campaign.
  • KEO MARKETING  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] Tips for Hiring a B2B Lead Generation Agency
    Here are some tips to consider before hiring a lead generation agency: Start with Reputable Organizations. Ask to see what the lead generation agency has done for at least two different companies with different goals to ensure they can adapt individually to the company with which they will be working. They work with you and within your corporate structure. The leads work out regarding return on investment.
  • VIEWPOINT  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] Five Ways to Avoid Getting Burned by Outsourced B2B Sales Lead Generation
    And, at lot of times executives will say “I tried it and it didn’t work.” Candidly, when this kind of partnership doesn’t work it is the client’s fault in many situations, but not always. We work at scale delivering strong ROI by handling the grunt work of prospecting, qualifying, networking, and outreach. We work with you to create an accurate, current targeted database. Neither option ever works out.
  • HINGE MARKETING  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] A Website Design Process that Works: How to Get the Professional Services Website You Want
    Informed by research and validated by years of experience and analytics , this is a process that works. As new ideas arise, think about how they fit the scope of work. You can always plan a second phase of work to incorporate new features. Scope creep, and the unrealistic expectations that fuel it, hurt not only the web agency who often end up paying for it, but your organization, too. Nor, of course, was it listed in the signed scope of work.
  • KOMARKETING ASSOCIATES  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] Survey: AI May Help Marketers Solve Pressing SEO Challenges
    About 55 percent said that it is hard for them to build a good, knowledgeable SEO team, and 45 percent said the same about working with IT for SEO purposes. The “2017 State of B2B Digital Marketing” study from DemandWave found that 63 percent of marketers expect organic search to bring in revenue in 2017. To gauge how marketers value SEO, SearchDex recently surveyed 100 industry professionals.
  • ONALYTICA B2B  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] Influencer Marketing Vs Influencer Relations- What’s the Difference?
    When it comes to working with influencers, there’s no one size fits all in which every brand can implement it in the exact same way and achieve the exact same results; there are various ways in which you can approach it- so there being one term is far too simplistic. When brand exposure is your number one priority: If you’re looking to gain exposure of your brand, then working with an influencer with high reach on a paid basis may well be very suitable.
  • SNAPAPP  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] The Future of Visual Content Explained: The Anatomy of an Interactive Infographic
    How do they work? The Brain: Why Interactive Infographics Work. How Search Works. With the help of an interactive infographic, Google breaks down what can sometimes feel like a very technical and intimidating topic (how search works) into a simple explanation that goes step by step. For the user, this tool also helps illuminate where he or she is investing most of his or her time, whether it’s working, speaking, eating, or cleaning.
  • SNAPAPP  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] How to Make Highly Visual Content: The Anatomy of an Interactive Infographic
    How do they work? The Brain: Why Interactive Infographics Work. How Search Works. With the help of an interactive infographic, Google breaks down what can sometimes feel like a very technical and intimidating topic (how search works) into a simple explanation that goes step by step. For the user, this tool also helps illuminate where he or she is investing most of his or her time, whether it’s working, speaking, eating, or cleaning.
  • CHIEFMARTECH  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] THE HACKIES: How a marketing automation company hacked their own marketing org
    Creating a persona-driven marketing organization that modeled the unique use cases and applications of the marketing automation technology we both provided to customers and used ourselves. Each team and team leader then worked from a shared marketing automation instance (the company’s own), all responsible for stewarding a unique piece of the customer journey; and applying marketing automation to their respective functions.
  • ACT-ON  |  THURSDAY, APRIL 6, 2017
    [Organization, Work] Tying Your B2B Marketing to Revenue Attribution
    For many, many years the two organizations had been at odds with each other. And to this day a lot of organizations still struggle with that. You have to build trust with your sales organization. And then you’re able to deal with whatever’s working or whatever’s not working together. Michelle : Any tips you’ve seen work well on helping this? Or, what have you seen work well? Christine : I think that works the best.
  • 6SENSE  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] Thank You to Our Customers!
    Partnering with companies who feel compelled to push the envelope and act as true pioneers in their space has allowed us to work with some of the brightest minds in today’s B2B industry. With that trust, we are dedicated to putting the customer experience first and driving results from day one as an organization. Predictive is one of those few opportunities that we see a clear path to bringing it in and truly evolving how everything works all at once.
  • KAPOST  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] 6 Different Types of Buyer Journey Maps
    Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. As we wrote about earlier in our Customer Experience Management Guide , a customer experience map is a great tool if you are looking to map multiple experiences and overcome silos in your organization. This model works best for what CFI’s George Stenitzer ’s calls the “Easy-to-Convince” Buyer.
  • HUBSPOT  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] Organic Networking: 3 Tips for Natural Success
    As the old axiom goes, “people like to work with people they like.” Most everyone participates in social groups outside of work, which can be fertile ground for potential professional connections. When we reached altitude, she settled in to enjoy the view, and I whipped out my laptop to work on a blog for a custom homebuilder. When she turned back to me to point out the majesty of the Grand Canyon, she noticed my work in progress; as it turned out, she was a Realtor.
  • FATHOM  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] Marketing Nation Preview: What Your Momma Never Told You About Marketing Operations
    As far as MOPs are concerned, this is the crux of the issue: how do two departments that couldn’t be more diametrically opposed work together? To put it another way, Sales and Marketing in many organizations have had a cobra/mongoose relationship. When I think back on what inspired me to become a marketer, I’m fairly certain the term “Operations” held no sway. The only way the word “operations” has ever sounded cool is if you truncate it down to its monosyllabic form: Ops.
  • HUBSPOT  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] How Your Agency Can Add Value and Minimize Risk for Small Businesses
    Over 80% of B2B marketers say that it's a challenge to demonstrate how their work improves the bottom line—and 93% of CMOs agree. In this scenario, marketing agencies can become valuable by finding what works and iterating it to the SMB’s founding team. How does this work in practice? One of the best ways to work with a SMB is to determine the smallest amount of money required to obtain a new lead.
  • HUBSPOT  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] Help! My Brand Went Viral: 12 Small Brands That Made It Big
    By the time the videos had stopped filling newsfeeds around the world, the campaign had raised more than $220 million for ALS organizations worldwide. As the days passed, however, criticism of the video, the organization, and its founders grew. Kony 2012 is still a divisive subject, but it's also a cautionary tale for organizations whose aims to go viral may not match their infrastructure or readiness.
  • ACT-ON  |  WEDNESDAY, APRIL 5, 2017
    [Organization, Work] Sales and Marketing: Tearing Down the Silos
    The view of sales and marketing as two separate, competing camps with two separate sets of interests is all too common in businesses and organizations. Silo mentality has become a major problem in organizations across the globe. Organizations must do a better job at clearly defining the roles of each department, where marketing generates leads and sales closes them. Successful organizations need to utilize both CRM and marketing automation systems. Synergy at Work.
  • KAPOST  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] Solving the Scale Problem with an Agile Content Operation
    Instead, the question of the day seems to be, “Now that we’ve got it working, how do we scale this whole content thing?” . We’re going to start by mapping how well the structure and objectives of a content operation align with those of Agile content marketing, and then we’ll walk through the steps you need to take to implement an Agile content operation inside your organization. . Step 3: What work will you do?
  • BIZIBLE  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] What Is Full Funnel Visibility? And How Do You Get It?
    The math is increasingly troublesome for organizations with longer customer journeys. But what about marketing organizations that have visibility through to the opportunity stage? Unlike B2C buyers, a B2B “buyer” is typically multiple people working together who can ultimately only become one customer. There’s no debating the B2B buyer journey is long and complex. They often last multiple quarters, and involve dozens of touchpoints and a handful of contacts.
  • BULLDOG SOLUTIONS  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] Creating Killer Content: An Interview with Michael Colon, TD Ameritrade Institutional
    How long have you been with TD Ameritrade Institutional, and what is your role within the organization? In that time, I’ve been primarily responsible for the acquisition marketing efforts and working really closely with our sales team to generate leads. And so, one of the very first orders of business when we began working with Bulldog was deep-dive research. Because it celebrates the work of so many team members who have contributed to the program.
  • B2B LEAD GENERATION BLOG  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] 5 Ways to Transform Your Content From Adequate to Awesome
    Some latch onto sales trends that only guide a short-term strategy, while others rely on new technologies to do the work for them. Sales reps demand marketing content as it relates to customer needs, but marketing is often one step away from the insights they need to truly deliver what works. The very notion of aligning sales and marketing teams means that they’ll need to learn to work together continually.
  • NETLINE B2B MARKETING  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] ICC 2017 – Post Event Insights
    So how do you maintain a happy balance that works for your audience and your organization? None of the work to identify your audience, attract them with great content, and execute programs that feed your sales funnel will mean a single thing if you don’t have a process in place for keeping your audience engaged at all stages of the funnel.
  • KOMARKETING ASSOCIATES  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] B2B Lead Generation Requires A Multi-Channel Digital Marketing Approach
    B2B marketers responsible for marketing in a complex sales environment were divided in the tactics that were most effective in generated quality leads for their organizations. It is clear that B2B marketers working in complex sales environments need to invest in multiple tactics to determine what will be the most effective for their target audiences and buyers. What strengths does our current marketing team have that will enable our organization to execute these tactics?
  • MODERN B2B MARKETING  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] Let’s Get Digital: Setting the Foundation for a Solid Digital Marketing Strategy
    What works? To start, what works for one business or audience might not work for another. Not to mention, what works today might not work tomorrow. However, there are a few foundational elements that you can implement that will allow you to determine what will work best for your business and pave the way for success in the future. While social media is most commonly known for its organic reach, it is a rapidly expanding channel for digital advertising.
  • HUBSPOT  |  TUESDAY, APRIL 4, 2017
    [Organization, Work] Marketers, This Is the Best Way to Truly Serve a Nonprofit
    Agencies have a strong tradition of taking on pro bono work for nonprofits -- this sometimes means designing a logo or creating a brochure; other times it's sponsoring an event, or even just simply offering advice. There are thousands of amazing organizations out there -- choosing just one is difficult. To select a nonprofit that will benefit from your services, send out an application that asks organizations to explain their mission and goals.
  • SNAPAPP  |  MONDAY, APRIL 3, 2017
    [Organization, Work] The Ultimate Guide to Interactive Marketing
    Maybe our organization has put pressure on us to deliver results, or we are naturally wired to jump in the deep end right away. . There are many scenarios where this select group of customers will likely buy product “B” after buying “A”, but that doesn’t always work for every single person in that segment. As you complete the initial campaign measurement, it’s time to fix what’s broken and leave what's working. Content marketing is all the rage today.
  • YOUR SALES MANAGEMENT GURU  |  MONDAY, APRIL 3, 2017
    [Organization, Work] Be an Optimized Sales Leader
    In every business cycle new ideas are built and strategies-tactics attempted to create a positive impact on the organization. What has seemingly been overlooked in most companies and now is rapidly gaining a focus is the productivity, cost and methodology of the sales organization. The impact of Sales Management Optimization Policy ™ must be applied to the sales organization. In a sales organization this responsibility is the Vice President or Sales Manager.
  • RADIUS  |  MONDAY, APRIL 3, 2017
    [Organization, Work] 3 Things Your Team Must Do To Prepare For Account Based Marketing Success
    That’s why so many organizations are moving to an Account Based Marketing (ABM) model. Before you buy new ABM technology, start launching ABM ads, begin knocking on doors, you must align your entire organization, select the right accounts, and set up your data and infrastructure. It starts with the executive team and makes its way down through the entire organization. If you skip this step, you could be putting your program and even your entire organization at risk.
  • BIZNOLOGY  |  MONDAY, APRIL 3, 2017
    [Organization, Work] My unbeatable process for building links
    It just works. And those votes are not likely to later become ignored by Google, so it’s always worth the time you spent doing the work. But it is something that brings value for the work you put in and never becomes a problem with Google. Yeah, I have gotten several emails lately trying to sell their unbeatable link-building process or asking me to reveal mine. I’m blushing. No, not from the compliment. Because my link-building process is not terribly exciting.
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