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  • FATHOM  |  MONDAY, JUNE 16, 2014
    [Personalization] Tune In or Drop Out: The Benefits of Social Listening for B2B Companies
    When you use social listening to keep abreast of any criticism leveled at your company, you’ll be able to quickly and personally address your customers’ concerns and resolve their issues. Many B2B companies leave social listening out of their marketing strategies because people aren’t talking about their company online. That’s a major mistake.
    [Personalization] Top Trends: How Immersive Marketing Can Help You Tell a 360 Degree Story
    Where immersive marketing focuses on plopping consumers into the middle of a real-life story, experiential marketing hones in on providing an in-person, specific, targeted, and lasting interaction with customers. Author: Sesame Mish The scene: interior, daytime, Milan. Two empty mint green dining chairs sit next to each other. Pale sunlight bounces off the 1950s-era silver napkin dispenser on a square blue table.
    [Personalization] Is Your Account-Based Marketing Program Putting the Cart Before the Horse?
    On the marketing side, who is responsible for generating target account leads, creating personalized content , and supporting sales during deals? Author: Robert Pease Account-based marketing (ABM) is not going away anytime soon. In fact, Sirius Decisions found that 92% of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts.
    [Personalization] Insights on Outbound Conference in Atlanta
    I travel a ton, and the Southwest Airlines 737 feels like my personal Sales Force One.” 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. The event was held at the Hotel Intercontinental in Buckhead and Cirrus Insight did a great job as a sponsor. The coffee was hot and the lunch was great. Thank you. The entire day was spent talking about prospecting.
    [Personalization] How to Establish an Instagram Aesthetic: 10 Brands Doing It Right
    What’s your brand personality and tone? As an illustrator, she’s big on personal brand recognition, so she frequently uses one of her most important brand assets in her posts: her logo. Since 2010, Instagram has garnered more than 500 million users , 4.2 billion daily likes, and more than 95 million photos and videos posted per day. Brands who take advantage of this unique social media platform often find that the level of exposure that Instagram gives them is unprecedented.
    [Personalization] 15 Tenets of Proper Email Marketing Etiquette
    Personalize and segment your communications. Intelligent email marketers understand the importance of both personalization and segmentation in their email sends. Personalize your email by sending it from a real person in your company and using the recipient's real name in the email's greeting. Direct the "Reply to:" address to a real person. The ultimate vision for inbound marketers is to "make marketing that people love."
    [Personalization] Increase College Admissions with Inbound Marketing
    Reach your potential students with personalized, targeted content that they actually want to see, when they want to see it, ultimately drawing them in to apply to your institution. Did you know that there are over 9,000 colleges and universities in the United States today? With that kind of competition, it can be difficult to continually increase admissions numbers. Institutes of higher education need to diversify their organizations to attract a higher volume of students.
    [Personalization] 7 Video Techniques For a Limited Budget
    If a person would rather write the script then there is no need to do a storyboard. GoAnimate allows the import of personal images and music. Who hasn’t heard the phrase “content is king”? It's a mantra for marketing teams, but what type of content is the most effective ?
    [Personalization] 8 Off the Beaten Path Vegas Attractions to Check out During MME15
    And if you’re a museum person, here are two good ones: The National Atomic Testing Museum – we’re only an hour away from Area 51 and in the days of testing you could see mushroom clouds from Las Vegas! Editor’s Note: Today’s post is a special treat, a compilation of recommended Las Vegas attractions recommended by city resident and travel enthusiast, Heather Foeh , Head of Culture and Customer Advocacy at Lattice Engines.
    [Personalization] How to Create Marketing Emails Both Readers AND Inboxes Love
    2) Clear 'From' Field: Marketers are split on whether it's best to send email from a company name, a person's name, or both. 3) Real Reply-to Address: You know when you get a really wonderful, personal email from a company? So you hit the 'reply' button -- you know it's silly, but the email was so personal it just feels right -- and you see your message is going to
    [Personalization] 4 Value Selling Tools to Move Leads Down the Funnel
    By its very nature, an assessment tool captures more detailed information than a typical content download, allowing you to further segment your leads and nurture them with highly relevant and personalized content. Author: David Svigel Buyer behavior has changed; contact with your prospects occurs later in the sales cycle, and your leads come armed with more information than ever before about your products and services. What does this mean for marketing?
    [Personalization] Make Transformation Mean Something For Them
    Each person. They’re not buying it. They hear the words the executives say about digital transformation but, unconsciously, they aren’t buying it. They read the periodic communiques from the management team about the various transformation initiatives that have been launched but the messaging doesn’t really stick.
    [Personalization] Best B2B Marketing and Sales Strategy Guides and Insights of 2011
    Buyers are better informed (and expect sales reps to be better informed about their industry and likely challenges as well), and often need only a few key questions answered (most critically, price) by the time they contact a sales person. Social media, content aggregation and curation , user-generated content and other developments have dramatically changed the B2B buying cycle over the past few years.
    [Personalization] Publish or Perish and What It Means For CMOs
    SO: What do you say to the person who reads the title “Publish or Perish” and says it’s just hyperbole run amok — the situation isn’t that dire? A staggering 93% of CMOs believe they need to become publishers. They hold this belief because " well organized and high quality content has become the fuel that runs modern digital, mobile and social marketing systems" according to a Forbes research paper entitled Publish or Perish.
  • MARKETRI  |  MONDAY, APRIL 30, 2012
    [Personalization] SO A SLAM DUNK! The 2012 SOCIAL SLAM Delivers All Day Long
    Sex with Data: Use data to personalize the customer experience. For anyone who believes the best social media ideas come of out of New York, Chicago or other major cities, you better think again. Originally famous for the 1982 World’s Fair, the Women’s Basketball Hall of Fame, and Bush’s Baked Beans, Knoxville is now burgeoning with social influence as the home to SOCIAL SLAM.
    [Personalization] Developing a Social Media Calendar for Professional Services
    A few good rules of thumbs: Channel champions – Assign one person on your team to a particular channel, your channel champion if you will. One last thing to keep in mind is that this calendar is an example of what your firm’s social media activities should be, not what individual employees should be doing through their personal accounts. A social media strategy would be nothing without actually implementing it.
    [Personalization] The Importance of Establishing a Strong Brand Identity
    The collection of these thoughts and ideas, the brand guide, is the inclusion of a simple, clear and focused articulation of the company as it is to be portrayed both visually and personally. Fathom recently created and released the 2014 edition of the Fathom Brand Guide – an 80-page document that functions as a toolbox for individuals throughout the organization to utilize and maintain a strong and effective brand image. Why it is so imperative to establish and define a brand image?
    [Personalization] Brian Walker of Hybris: If you don’t know your clients’ online buyer behavior, you will soon lose out
    Employees now want to use the same technology and tools at work they use in their personal life and the same holds for getting things done. Do not rely on the sales person’s or CEO’s assertion that they know the customer. We’ve said it before: B2B buyer behavior is changing and it’s high time that B2B suppliers follow suit.
    [Personalization] 3 Rules To Drive Change
    Change is a natural occurrence both in our personal lives and in business. At times, organizations enact change because they want to take advantage of a competitive situation. Other times change occurs out of necessity, it may forced for one reason or another or conversely, it happens organically. In business, when change within an organization occurs, the most successful endeavors are as a result of leadership from the top.
    [Personalization] A Scorecard for B2B Marketing Operations [Download Evaluation]
    But how does an individual in a marketing operations role evaluate their personal success? What are the true measures of success in a marketing operations role? There are frameworks, best-practices, and KPIs that apply across the board, sure. And how does a company evaluate their level of sophistication in the area of marketing operations? This scorecard is meant to help with that.
    [Personalization] Rallying Around Revenue: Aligning Sales and Marketing at PagerDuty
    Think along the lines of a simple campaign where they play a part in the cadence of touchpoints or providing some personalized insight into one of their target accounts. On Oct. 18, hundreds of marketers will flock to Hiller Aviation Museum just outside of San Francisco for the Marketing Loves Sales conference. The conference revolves around aligning Marketing with Sales to focus on one common goal: revenue.
    [Personalization] 5 Secrets of Creating Successful Marketing One-Sheets
    When I pass out my one sheet, my networking colleagues are more apt to connect with me on a more personal level (what some call the “back of the business card”): “I’m from Maine/New England, too!” “I One example is a free consultation or assessment in person or on the phone. Tweet. One of the networks I belong to, ProVisors , advocates the use of one-sheets or one-pagers that describe each member’s differentiators and the benefits of the service(s) they provide.
  • FATHOM  |  TUESDAY, JUNE 23, 2015
    [Personalization] Master Manufacturing Marketing at the MAGNET-Fathom Workshop
    Yupp, Google—the search engine giant that is largely responsible for making or breaking your digital presence will be available to personally advise your manufacturing marketing. MAGNET is known for its dedication to the individual growth of manufacturers in the North East Ohio Area. Fathom provides manufacturing marketing expertise, specializing in revenue growth.
    [Personalization] How Far Will Native Ads Spread? Google Maps and the App Store Enter the Fray
    It comes down to personalization for the digital consumer. Even if that’s not entirely true, it’s clear that consumers want personalization. If you’re an app store purist or a long-time fan of Google Maps, you might want to sit down for this news: Both platforms intend to offer native ads through their app-based services. For Google Maps, these ads will come in the form of “featured pins.”
    [Personalization] Remember to market to your own influencer network
    I would really love to contact on a call or in person if it makes sense; otherwise, it is my pleasure to connected with you on LinkedIn — this is a one-time email. I feel like she’s a risk, though I try to be very clear that she’s not a real person and I’d like to think the same sort of people who aren’t amused by cool tech innovations and gizmos like I really love influencer marketing. Too much.
  • HUBSPOT  |  FRIDAY, MAY 12, 2017
    [Personalization] 7 of the Best Mood-Boosting Websites We Could Find
    Even to a bonafide dog person, the news was good. So if you’re the type of person who never gets sick of seeing videos about seals , bunnies , and polar bears that have been curated from a variety of sites, this destination is for you. I will never forget the day I learned that watching cat videos is proven to enhance your mood.
    [Personalization] Marketing with Videos: What’s Wrong with the Script?
    Those are also effective and can be great for connecting personally with thousands of people who feel like they get to know you. I was shocked to read some sample scripts for video commercials being filmed at the studios of iMotionVideo last week in Orlando. People are still confusing features and benefits in their marketing messages. Some videos are great to watch, even if you’re not interested in what they’re selling. But others…OMG, it’s just sad.
    [Personalization] The Backstory of Account-Based Marketing
    ABM addresses this new buyer’s journey by bringing together sales and marketing teams in a collaborative effort to focus on a smaller number of high-value target accounts with highly personalized campaigns. The publication of “The One-to-One Future” by Don Peppers and Martha Rogers in 1993 also is often cited as a signpost in the move away from mass marketing to personalization. Dinner parties usually are where good stories are told.
  • HUBSPOT  |  TUESDAY, JUNE 23, 2015
    [Personalization] 8 Examples of Brilliant Healthcare Marketing
    Through confidence-inspiring web videos , the Dana-Farber Cancer Institute shows their personal approach to cancer treatment and state-of-the-art facilities. Every now and then, a healthcare organization creates a stellar piece of content, launches a particularly clever social media campaign, or proves that they just get their target audience in a way that makes us fans of healthcare marketing just want to stand up and clap.
    [Personalization] Why Isn’t My B2B Marketing Working?
    I recommend reading, “ Can Any Ol' Person Be a B2B Marketer? “We’ve tried everything, spent a lot of money and I’m not sure it’s made a difference.” ” This statement, which I hear from prospects more often than not, is usually followed by, “What can you do for us?” ” Before answering, I ask prospects to share their stories, and the tales are often familiar.
    [Personalization] Stop Being Snubbed On The Buyer’s Journey!
    Increase your personal reputation to help build value to the customer. If you were a hitchhiker on the B2B highway, would customers pick you up? Or, would they stick their disapproving and down-turned thumb out? Many new prospects and consumers might consider you a traditional selling stranger – who will scare, bother and inundate them with unwelcome emails – and an unworthy candidate to help them solve their business challenges.
  • ACT-ON  |  MONDAY, JULY 25, 2016
    [Personalization] How Your SMB Company Can Adopt ABM Tactics
    Today dinner and cocktails have been replaced with “person-centric” marketing tailored to specific personas, deployed in strategic channels. Account-based marketing continues to lure in marketers with the ever-seductive dance of engagement. But some of us feel like ABM wallflowers, lanky with mismatched clothing, shuffling our two left feet closest to the exit while the cool kids show off on the dance floor. We want to be just like them. But, we’re afraid we won’t fit in.
    [Personalization] 3 Reasons Why Marketing Automation Is No Longer Optional for the Banking Industry
    In fact, a 2017 Accenture study found that 73% of US consumers are willing to provide their banks access to personal and financial data in return for added benefits in the form of offers, reduced interest rates, recognition and custom financial advice. The migration away from brick and mortar banking began years ago and will surely escalate in 2018 as digital engagement becomes easier and consumers place a greater premium on their personal time.
    [Personalization] Plan the Perfect Webinar
    This person organizes the logistics and coordinates all the details, including setting up registration, managing the event, and communicating with participants. This person should be an expert on the topic and a good speaker. If you pick someone very well known and respected, that person’s reputation and social network could help draw attendees. Webinars are dynamite lead generation machines.
    [Personalization] Becoming a social media pro doesn’t require all 10,000 hours
    All you need to do is know more than the person who hires you in order to become a professional. While Malcolm Gladwell posited, in his book Outliers: The Story of Success , that one needs to engage in a challenging 10,000 hours of experience and practice before becoming a master, don’t let the belief that you need to accrue all 10,000 hours of challenging practice and experience before you sell yourself as a social media maven.
    [Personalization] Google Glass Returns from the Dead. What Will This Mean for Marketers?
    Recording surgeries from a first-person point of view for training purposes. Furthermore, with personal health info being automatically tracked and recorded, privacy is even more of an issue than ever. After its widely publicized flop, Google Glass is making a quiet comeback.
    [Personalization] Why do you want Twitter followers?
    I heard about “black hat” SEO experts who were manufacturing social media profiles that had everything in them except the connection to a real person. Image via CrunchBase. I read an article today that sums up so much of what passes for social media marketing. In that article, Patricio Robles wondered if your Twitter followers are silent or fake. It’s a well-sourced article that links to several studies and articles and well worth the read. (Go Go read it now.
  • HUBSPOT  |  TUESDAY, AUGUST 11, 2015
    [Personalization] Thinking Outside the Box for Sponsored Content
    Webinars are an excellent way to provide educational material to readers in a personalized and interactive fashion. Example : If your advertiser is an accounting firm, putting together a webinar at the beginning of the year on how to pull together and organize personal financial information to get ready for tax season. When it comes to sponsored content, no single format or medium is the perfect fit for every advertiser or every campaign.
  • ANNUITAS  |  WEDNESDAY, MAY 16, 2012
    [Personalization] Not All Advice is the Right Advice
    What routing processes should be developed to ensure that leads get to the sales person at the right time? I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment. In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”. “If
    [Personalization] From the Diary of an Eloquan: How Eloqua University Reminds Me of High School
    In the second semester my our initiatives became more complex with advanced personalization and custom data object management. by contributor | Tweet this Editor’s Note: Today’s post comes courtesy of Ian Hutchinson , a Vidyard Video Marketing Specialist who helps modern marketers drive revenue with video. It has been ten months since Vidyard launched an integration with Eloqua and ten months since I met my first modern marketer.
    [Personalization] How Radius Injects Marketing & Sales Alignment into our Annual Sales Kickoff
    Every person across the Radius teams was asked to think about his or her future goals and what steps he or she would need to take to achieve them. To start the fiscal year right, we hosted our annual Sales Kickoff (SKO). The Sales, Marketing, Product, and Customer Success teams came together to discuss new initiatives, participate in motivational exercises, and collaborate across departments.
    [Personalization] How Radius Injects Marketing & Sales Alignment into our Annual Sales Kickoff
    Every person across the Radius teams was asked to think about his or her future goals and what steps he or she would need to take to achieve them. To start the fiscal year right, we hosted our annual Sales Kickoff (SKO). The Sales, Marketing, Product, and Customer Success teams came together to discuss new initiatives, participate in motivational exercises, and collaborate across departments.
    [Personalization] PowerViews with Craig Rosenberg: Growth Hacks & Consumerized B2B Software
    It’s like, ‘If you’ve got to go talk to this type of person, are you seriously just going to build content until they come in your store?’ Click to start video at this point — In response to a question about resolving lead quality issues and other disagreements, Craig talks about the importance of having one person in an oversight role: “The key is who oversees everything and can manage all the different people because what typically happens is like the Afghan tribal war lords.
  • THE ROI GUY  |  FRIDAY, OCTOBER 21, 2011
    [Personalization] Alinean Introduces Interactive Content Connectors for CRM / Marketing Automation Integration
    Joe Payne, Eloqua Chairman and CEO Introduces Alinean Interactive Content Connectors at Eloqua Experience 2011 “Incented with personalized white papers, diagnostic assessments and business case reports, customers are willing to share important information about their opportunities and requirements that they wouldn’t otherwise.”
  • HUBSPOT  |  THURSDAY, MAY 8, 2014
    [Personalization] Data Driven Fundraising Is on the Rise for Universities and Nonprofits
    The more targeted you can be with your communication, the more personal and engaging your message will be. Personalizing Increases Engagement. The more personalized your email communication is, the more engagement you’ll see. Many organizations and schools are catching on to the data craze in the fundraising departments. And with data comes analytics -- and analyzing all the information you''re collecting.
    [Personalization] 5 Tips for Delivering Better Presentations
    So, the next time you’re tasked with presenting, take these five tips into consideration and remember to let your personality shine through. Giving presentations can be slightly nerve wracking or incredibly fun, depending on who you are. If you’re part of the group that dreads a presentation or giving a speech, you’re not alone. According to the Washington Post , America’s biggest phobia is the fear of public speaking – 25.3%
  • RADIUS  |  THURSDAY, MAY 11, 2017
    [Personalization] 5-Step Guide For Driving Revenue Through Field Event Marketing
    To drive these in-person meetings, we also gave our sales teams incentives – top performers could win a new iPhone, Ray Ban glasses, or various gift cards. The goal was to stand out among our top accounts and also add a personalized touch to their event experience. Sometimes, you really need a face-to-face interaction to close an account. Don’t get us wrong – we believe fervently in the power of targeted ads, email campaigns, direct mail, and outbound calling.
    [Personalization] Why Financial Services Brands Need Content Marketing Now More than Ever
    She chooses a small company with a reputation for its personal touch. Millennials are at a financial turning point, and the financial services industry is sorely lacking an effective content marketing strategy to engage them. Consider, for example, a 30-something Millennial who is finally making a decent salary. After her grandfather’s recent passing, she is surprised to learn that she’s been bequeathed a large inheritance.
  • BIZIBLE  |  MONDAY, MAY 9, 2016
    [Personalization] Core Competencies of the Marketing Operations Leader: Setting Up The Marketing & Sales Technology Core [PART 1 of 4]
    To become the architect — the go-to person — for marketing operations, however, a wider scope of expertise is needed. Over the last decade, the growth of B2B marketing teams that have adopted marketing automation platforms (MAPs) as a fundamental tool in their marketing stack has given rise to the marketing automation specialist.
    [Personalization] Blue. No Yellow! Monty Python And The Marketing Bridge Of Death
    After all our preparation, the most senior person in the room declared: ”Blue! Have you ever faced the Marketing Bridge of Death ? You work on an important project with a motivated and talented team. You work towards a clearly defined goal with every ounce of knowledge and effort and teamwork you can muster. You stay up all night preparing for your “big reveal” – the final presentation to the executive team.
    [Personalization] 15 B2B case studies show how content marketing drives ROI
    OPENTEXT : A software solution for enterprise information management, created a personalized new customer onboarding site offering a variety of assets (white papers, checklists, product pages, ebooks, case studies) and content to welcome new clients and provide upsell, cross-sell opportunities. 70% of content marketers are creating more content than they did a year ago (source: Content Marketing Institute ).
    [Personalization] Cognitive apprenticeship - Wikipedia, the free encyclopedia
    Personal tools. Cognitive apprenticeship. From Wikipedia, the free encyclopedia. Jump to: navigation , search Cognitive apprenticeship is a theory of the process where a master of a skill teaches that skill to an apprentice. Constructivist approaches to human learning have led to the development of a theory of cognitive apprenticeship [1].
    [Personalization] Creating a Survey? 7 Tips for Getting More Respondents
    When requesting input from someone, remember that you’re asking the person to take precious time and energy out of their day to help your organization. This way, each person who completes the survey can see how their own responses compare to those of their peers. It looks like this: One very important note: If any of your questions ask for personal identification information, do not display the results to respondents.
    [Personalization] 30 Brilliant Social Media Marketing Tips From 2011
    A little personality is fun. Use to test personal brand monikers that will work for your social media handles and domain. It’s likely that is already taken, but you can check to see what variations are available so you can create a cohesive personal brand across all social networks.
    [Personalization] Research Says "Bullies" Dictate Most Buying Decisions
    Martin calls this person the "bully with the juice." And 89% of the respondents said this person is successful in getting his or her way "most of the time." I can say without reservation that it's not uncommon for a team member with a strong personality and strong opinions to dominate the team's work, even when that's not his or her intention. So I can see how a buying group could be "led" by a dominant personality.
    [Personalization] SnapApp Customers Come Out on Top at Killer Content Awards
    EMC and Lattice Engines won in the “ Buyer-Focused Content ” category for personalized, targeted content that’s accessible from multiple platforms. We love seeing the amazing content our customers create – and the equally amazing results they see for their demand gen programs. That’s why it’s particularly exciting for us when those customers get recognized for all their hard work.
    [Personalization] What’s the killer app in B2B marketing? Face-to-face events
    It’s all about personal connections. I was teaching B2B digital marketing in Buenos Aires this month, and found some of my students to be dismayed by one data point that came up again and again in the course: of all tactics in the B2B marketing toolkit, the most valued, the most used, and the most effective is face-to-face events. It’s not digital, except tangentially. But, year after year, events like conferences and trade shows consistently show up at the top of the list.
    [Personalization] The Four Temperaments of Organizational Alignment
    There have been a few articles written over the years that touch on what ancient Greeks had to say about personal behavior , justice, leadership, and ethics , and community, preparation, and discipline but I can’t recall ever seeing anything that shared ideas they espoused that could be borrowed today in an effort to have business organizations work better together. It seems to be an unwritten rule.
    [Personalization] Behind the Marketing Technology Triumvirate
    Common marketing initiatives in today’s world include: Engaging with leads in new ways and on new channels, and doing so more effectively by delivering the right message to the right person at the right time. Why every modern marketing organization needs CRM, marketing automation and social media platforms. Every marketing team today wants to know: How can we be more strategic and effective in everything we do?
  • ACT-ON  |  TUESDAY, OCTOBER 18, 2016
    [Personalization] Do you mind the clock? Or does time mind you?
    Are you a morning person or afternoon person? Working from home has its definite perks, like being able to throw in a load of laundry or do a quick yoga class via YouTube. But when I tell people I WFH, I think they imagine those activities are what I do most of the day. A lady of leisure. Truth is, I actually get way more done at my home office than I ever do in the traditional office. It’s because I manage my time well. As marketers, we are responsible for a lot.
    [Personalization] A Conversation with Shawn Naggiar About Sales, Lead Generation, and Marketing Automation
    And after that engagement has gone on a while, progressed a bit, then it’s handed off to the sales person who translates that narrative into a customer’s story. And that sales person knows what the prospect was interested in. As Chief Revenue Officer of Act-On Software, Shawn Naggiar is responsible for everything related to creating, managing, and growing revenue at the company.
    [Personalization] The art of writing the perfect blogger pitch
    Though not the norm, I personally volunteer and donate to Miriam’s Kitchen and people know that, so I decided to reach out as me because that’s the most authentic relationship. Next, our mailer, nicknamed “The Cloud,” has a mail merge feature, allowing us to personalize our email a little bit, within reason, and appropriately. Image by Sean MacEntee via Flickr.
  • ACT-ON  |  THURSDAY, DECEMBER 10, 2015
    [Personalization] Keywords Matter, Keywords Don’t Matter – How To Make Sense of SEO Evolution
    If this was an author biography at the end of a guest post, the best practice is to skip the keyword altogether and go with the person’s name or company name, like this: Marianne Smith is a world-class copywriter at ABC Agency. Search engine optimization seems to confuse a lot of people. Some small business owners I’ve talked to just frown when I try to explain it to them. Others don’t really even want me to explain it. They just want their pages to rank well.
    [Personalization] Amazon to Open Physical Stores?
    And since Amazon is the king of online sales, why shouldn’t they try their hands at in-person sales and service? Every news outlet in the world is telling Amazon that they’re doing this ecommerce thing all wrong. What started as an online bookseller ballooned into the largest e-tailer in the world, with every so much more available than books. Such prodigious growth both inspired and disgusted everyone who watched. And now they want to take it all back to where they began: books.
    [Personalization] Now is the time to fix your LinkedIn profile—here’s why
    Then they had to contact each person individually to ask about solutions. Have you been meaning to update your LinkedIn profile and just haven’t gotten around to it? You’re not alone, and I hope this article will lead you to rethink that position. That’s because the seemingly harmless act of ignoring your profile can cost you, especially in the area of new business opportunities. Read on to see what happened to three professionals who didn’t update their profiles. An inaccurate profile.
    [Personalization] Earned media influencer outreach is alive and well
    It was very exciting for our team, and I am sure all of that personal excitement easily translated to the bloggers as well. As I mentioned last month in Influencer Marketing Tools of the Trade , Dan Krueger and I are in the midst of an earned-media blogger outreach campaign on behalf of Skinny & Co.
    [Personalization] Why Should Marketers Change To Google Tag Manager?
    Google Tag Manager Is A Tag Management System That Was Developed With The Marketing Person In Mind. A marketing person can create, test and publish tags to the site without a developer…most of the time. Let’s start with a little history, Google Tag Manager (GTM) was designed to allow marketing people to easily manage measurement tags for Google Analytics, Google Adwords and more, and to remove the need for a developer to add tags and code to the website.
    [Personalization] How to Run LinkedIn Ad Campaigns: A Beginner's Guide
    The copy should be relevant both to the person viewing the ad, and the offer or page to which you're sending them. It's all about "gated" offers and forms -- when someone clicks on your ad and lands on your website, putting the content you are offering behind a form will help you collect the data that qualifies that person as a good lead, or not. LinkedIn is a highly valuable tool to network with like-minded professionals.
  • HUBSPOT  |  WEDNESDAY, JUNE 26, 2013
    [Personalization] The 7 Principles of Conversion-Centered Landing Page Design
    A landing page is a standalone page that uses congruent design -- working toward a single collective purpose -- to usher your visitors toward the finish line, be it the collection of personal data or education about your product/service before passing the baton to the next phase of your conversion funnel. The next example is about the effect caused by a powerful personal connection, where the eyes of your subject mesmerize you into paying attention.
    [Personalization] 14 Visualizations Mapping The B2B Buyer Journey
    The important takeaway from Makiko Ara’s buyer journey mapping is that as much as 2/3 of the buying process is actually completed before the buyer even comes in contact with a person at your company. When we begin a conversation with a new client, we discuss how their own prospects typically find them and turn into qualified leads and customers.
  • HUBSPOT  |  MONDAY, MAY 25, 2015
    [Personalization] The Biggest Pet Peeves of CRO Experts
    I personally hate "click here" prefixes, and so do search engines. (It i personally loathe 'rockstar.' when I see it on a page today, I instantly get that feeling that an old person is trying to sound young.". Conversion Rate Optimization (CRO) isn't a widely known field, even among digital marketers. If you need a quick refresher, CRO is the process of creating an experience for your website visitors that'll convert them into customers.
  • ACT-ON  |  TUESDAY, JANUARY 31, 2017
    [Personalization] 10 Content Creation Mistakes That Make Me Crazy
    Surrender: Hand your draft over to another person. Post-truth” era aside and all, as a business person, I want you to back up what you say. What are most content marketers doing for 2017? Creating more content. So if you’re going make more, I recommend you do it right. Here are ten of the most common content marketing mistakes I see: 1. You botched the headline. Headlines matter. A lot. Old school direct response copywriters would spend half their writing time on the headline.
    [Personalization] 23 Marketing Technologies We’re Thankful For
    In-person events are not going away, but webinars are making the reach and speed of your thought leadership extend further than ever. The ability to automate communications and ensure accuracy in delivering the right message to the right person at the right time – you got to love that. by Christina Pappas | Tweet this Thanksgiving often puts us in a grateful mood. And if you’re in marketing, you have plenty to be thankful for.
    [Personalization] How to get 67% more revenue opportunities using LinkedIn and not just leads that go nowhere
    Where a bad salesperson could deter dozens of potential customers, social platforms allow the same person to reach thousands of people…with the same one-night stand, transanctional mentality and message. Adding the person’s name or position to a message or talking about their industry does not make you relevant.
    [Personalization] New APIs to power the future of customer engagement in Direct Messages
    Today we are opening up access to several new Direct Message APIs so that developers can build better personalized customer experiences at scale. These APIs are designed to help businesses use the entire Twitter platform, from public Tweets to private Direct Messages, to deliver faster, richer, and more engaging human- and bot-powered customer service, marketing, and engagement experiences. These APIs.
  • HUBSPOT  |  MONDAY, MAY 16, 2016
    [Personalization] The 5 Most Common Mistakes Made By Veteran Inbound Marketers
    If you’re looking to continually gain traction and enhance results of your inbound efforts, you must embrace the fact that the relationship with your website and your visitors needs to be highly personalized. That means the message on every page must align with the person visiting - their persona and where they are in their journey. Lead nurturing requires a well thought out plan, a high degree of personalization and the discipline to sustain.
    [Personalization] Tell a Story to Sell a Product
    Make your message personal by asking for customer testimonials. You’re sitting in a stuffy meeting, trying desperately to pay attention to the presentation instead of running down your list of daily to-do’s. You’re mentally drilling down on item 7, when all of a sudden the presenter has your full attention! How can this be? Turns out, he’s telling the most fascinating story about a cave diving experience on a family vacation and you find yourself riveted.
    [Personalization] 30 LinkedIn Sales Triggers
    Do you know an under-performing sales person who misunderstands what those ‘nibbles’ look like? The key to social selling success is fishing where the fish are. You might be fishing where the fish are, but you do know what to do when you get a nibble on the line? Many sales meetings are full of fish tales about the one that got away. These fishing holes are filled with sellers, who did not use social selling techniques.
    [Personalization] Marketing to Small Business – Here’s my top tips
    They don’t really see their personal life as entirely separate from work. Everyone at a small business wears a lot of hats – the CEO might be marketing director and the only sales person. It’s easy for an owner to place on the desk of the right person if they are interested. Out of all the audiences that I’ve marketed to, I have to admit that one of my favorites is small business.
    [Personalization] My 15 Minutes of Social Media Shame
    thinking it was my personal one. I also shared it on my Facebook Timeline as well as my personal Twitter account. definitely not my personal Twitter account. You know how they say, "everyone loves a pregnant woman"? Well for my sake, I really hope that''s true. Sunday night, I became the unfortunate victim of every marketer''s worst(ish) nightmare: I accidentally posted to HubSpot''s company Twitter account. This is my story. My Social Media Slip-Up.
    [Personalization] How to Use "Pay With a Tweet" to Generate Leads
    It''s a service that lets visitors access your lead content without having to “pay” for it by giving up any personal information on a form -- all they have to do is share it with their own networks or Facebook, Twitter, LinkedIn or Xing to access the content. 2) Fill in your personal information. One of the things that prevents lead gen content from going viral is that anyone wanting to read that piece of content has to fill out a form.
    [Personalization] Interesting Infographics: Must-Know Data To Improve Your Email Campaigns
    Personalization (34%). Although social media use is thriving among B2B marketing campaigns, we cannot neglect the importance of email marketing. In this intriguing infographic by Marketo , we are reminded of the significance of organizing email-marketing campaigns. Compared to their counterparts, did you know that companies with the most successful email marketing campaigns tend to spend a longer amount of time strategizing?
  • HUBSPOT  |  WEDNESDAY, MAY 29, 2013
    [Personalization] New Facebook Verification Badges Highlight Dire Need for Disruption
    I believe it starts by figuring out how we can adjust our activities to better solve for the person on the other end -- the social networks are taking care of solving for businesses just fine. Before I freak you out: there is no action item required from this news. Okay, so, today Facebook rolled out "Verified" pages and profiles.
  • LEADERSHIP  |  FRIDAY, MAY 20, 2016
    [Personalization] 7 Steps to Brilliant B2B Marketing [Part 1]
    69% organize in-person events. B2B marketing is a machine with different moving parts. Putting all of your eggs in one basket may result in your company having a fantastic blog or social media presence, but you’d be missing out on some crucial tools that would support your efforts. A brilliant B2B marketing strategy is a holistic one that includes some different approaches.
    [Personalization] List Buying: 3 reasons why this tactic can be deadly for marketers
    You don’t recognize the company or person who sent it. Tweet Editor’s Note: Buy, build or both? This is the eternal quandary for many marketers and salespeople looking for a reliable list to contact. We’ve asked Andrea Johnson, Senior Editorial Analyst, MECLABS, to cover both sides of this debate. Today, she explores the downsides of list buying. It’s the start of a three-part series.
  • HUBSPOT  |  FRIDAY, MARCH 14, 2014
    [Personalization] Why Sales Needs Insight Into Marketing's Email Analytics
    But since the birth of inbound marketing, we''ve learned to organically grow our databases and personalize our email marketing with the target customer in mind. If marketers have evolved their strategies from the 90s "spray and pray" approach to a more personalized, customer-centric solution, why can''t Sales learn to do the same? Since the early 90s, we marketers have held the power of email open and click tracking.
    [Personalization] How to improve your company’s Facebook page
    Another important thing to remember is to inject personality into your Facebook page posts. 1.393 billion people have a Facebook account. On average, Facebook users spend 21 minutes a day on the site. Your company’s Facebook page is your access pass to all of those users. But many company pages are sparse, rarely updated, and just wrong. If you want engagement from your fans, it’s imperative to make your company’s Facebook page as attractive as possible. Don’t Waste Space.
    [Personalization] How to Beat Dunbar’s Number with MarTech
    Luckily, Dunbar’s Number can be beaten both personally and professionally with help from the right technology. Fill up your 150 limit with personal relationships and leave your professional connections to MarTech that does the heavy lifting for you. Author: Krysia Hepatica You might be familiar with Dunbar’s Number, but I bet you never realized how it affects your B2B marketing strategy.
    [Personalization] Influencer Marketing: Truth or Myth?
    For every person that gets influencer marketing, there’s likely to be another that doesn’t. They have a personal brand and a reputation which takes priority over earning a great one off pay-cheque; they’re in the influencer business and see it as their long term career rather than a quick cash fix. Influencer marketing is a relatively new concept; with new concepts comes scepticism and criticism- fuel for misinformed opinions and sweeping statements.
  • KAPOST  |  WEDNESDAY, MARCH 15, 2017
    [Personalization] How to Generate Fresh, Customer-Centric Content
    Connect with the community in-person through events, trade shows or volunteering. In contrast, volunteering as an organization for a cause or charity demonstrates good will and interest in something outside of making money, and provides a way for you to connect with customers on a personal level. Being innovative and creative is a big part of marketing, but campaigns based on customer-centric content topics are game changing.
    [Personalization] Tone: it’s not what you say, it’s what people hear
    One thing everyone is asking, it seems, is whether personal ad hominem attacks by the president is Presidential, whether the remarks were unbecoming of the office. While we’ve been trained to believe that snark rules online and that all of social media is populated by 4channers and redditors — and Presidents ! Well, today is the 4th of July , America’s Independence Day ! Even the most rubeboi and rudegrrl are more than one thing.
    [Personalization] 5 Brilliant Marketing Campaigns for Boring Products
    This campaign went against the boring industry standard, and because people weren''t expecting an airline to have this much personality, the video quickly went viral. Not every brand is as exciting and sexy as Apple, BMW, or Red Bull. The reality is that m any companies make products that are just plain boring -- but just because a product may be dull doesn''t mean its marketing has to be. But how do dull companies create content that gets so much attention?
  • SNAPAPP  |  MONDAY, JULY 11, 2016
    [Personalization] 3 Important Takeaways from DGR's Lead Scoring Survey Report (and Implications for Content Marketing)
    This way, you can present more personalized, relevant follow-up materials that help nudge them closer and closer to conversion. The bottom line: If you continually score your leads and provide relevant, personalized follow-up materials (with the help of interactive content that collects user data), the impact on conversions has proven to be worth its weight in gold.
    [Personalization] 3 Steps to Formulating an Effective Customer Nurturing Strategy
    To be able to engage your customers in a personalized way at scale, you need a robust engine that is built for marketers, with the customer at the center. Author: Vyoma Kapur If you’re a consumer marketer, you may have heard of “ lead nurturing ” and simply dismissed it. After all, a “lead” is exclusive to B2B marketing that typically involves long sales cycles and complex deals, right? But guess what, individual buyers need to be nurtured as much as businesses do.
    [Personalization] The Complete Guide to Setting Up the New Facebook Page Design
    If you're familiar with Timeline for personal profiles, this is similar to the large banner image that is shown at the top of the page. Admins can now allow users to send them personal messages. Friend Activity: When people visit your new business page, they will now have a more personalized experience because they'll see how their personal Facebook friends have interacted with your page.
    [Personalization] 4 Reasons why you should be treating your emails like a blog
    When you publish a blog, does every single person who reads your content become a customer? Email marketing may have the highest ROI of any form of marketing. However, that doesn’t mean it’s an automatic win for your organization. All too often, I see organizations fail at email. Their open rates are low, and their conversion rates are abysmal. They may even earn more unsubscribes than new leads from each attempt at email marketing! I think there’s one key thing many marketers miss.
    [Personalization] Learn to Create, Curate, and Distribute Your Brand’s Story from the Latest Content Pros Podcasts
    David’s approach to content curation, dissemination, and personalization will help any content marketer get their material in front of the right audience at the right time. How to move beyond personas and take your content to the next level of personalization. Have you been wondering who to follow in content marketing? With so many so-called experts and influencers in this industry, it can be a daunting task to find the best advice from people with real experience.
  • RADIUS  |  MONDAY, AUGUST 1, 2016
    [Personalization] The Future is Here With Predictive Account-Based Marketing
    Simultaneously, the evolution of the corporate buying team has added complexity to the B2B sales process, requiring marketers to take a more surgical approach toward identifying target accounts, key decision makers, and personalized messages and buying experiences that will resonate with prospects. Account-based marketing (ABM) isn’t a new topic, but today it’s catching fire like never before.
    [Personalization] Towards a Theory of Digital Literacy: Three Scenarios for the Next Steps
    The first holds that the different sets of digital literacy skills actually represent different learning styles (in terms of Dunn & Dunn, 1993 ), intelligences (in the sense coined by Gardner ( 1993a ), or personality types ( Briggs & Myers, 1987 ; Cattel et al., According to the first, moderate skeptical view, the literature on digital literacy should become part and parcel of the body of work on learning styles, multiple intelligences, or personality types.
    [Personalization] How to Pick the Perfect CTA for Every Blog Post
    This makes it even more possible to personalize the offers you promote on your blog, and thus, increases the likelihood you’ll convert visitors and move them further along in the sales cycle. To learn more about how to implement dynamic, personalized CTAs, check out our comprehensive blog post on the subject. So you want to maximize the conversion potential of your business blog, eh? Well, I don't blame you!
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