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    [Work] Buyer Behavior Dooms HP in Tablet Market
      After all, some of the Apple iPad challengers have features that work well, offer more technology than Apple iPad, and synch up well with email.  Image by HP PSG APJ via Flickr. The sudden news of Hewlett-Packard’s (HP) decision to exit and essentially give up on the Smartphone and Tablet markets has some analysts and market watchers reeling.    This amounts to an outright ceding to Apple and their success with the iPhone and the iPad. 
    [Work] Inbound Marketing Leads Costs Less
    There are some significant forces at work that are driving many marketers to change the approach they take to marketing from an outbound push to more of an inbound pull approach: Buyers are tuning out of traditional push-based messages lowering response rates and increasing marketing costs per lead. Recently I had a conversation with a fellow marketer who challenged the notion that inbound leads costs less.
    [Work] What Brick and Mortar Retailers Can Learn from Amazon
    On any given day, a consumer might research style trends at home from her laptop, pop into the local store for a size check during lunch hour, and purchase an outfit in her favorite color with a tap on her smartphone while commuting home from work. Despite 90% of retail sales still happening in brick and mortar stores, it’s clear that Amazon and other data-driven e-tailers are changing the face of retail.
    [Work] 3 Tips for Retailers Promoting a New Product via Email
    You’ve worked hard to create or find a great product, and now it’s time for your customers to reap the benefits. When you’re crafting the copy , start by writing as if you were describing the product in person, and then work from there. Follow her on Twitter @smaloy and see more of her work at [link]. © But because you’re unveiling something new and possibly unfamiliar, it’s important to keep messaging clear, concise and helpful.
  • KAPOST  |  TUESDAY, APRIL 4, 2017
    [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?” . Second, a content operation holds no authority of its own but is instead guided by the authority of teams working within it. It’s a way for teams to work together so they can be more successful: the needed response to the growing, unaddressed complexity of the digital marketing era. . Step 3: What work will you do?
    [Work] Trends come together to diminish the need for company apps
    Perhaps these ideas worked really well five years ago. By Mark Schaefer. One of the challenges in the dynamic digital space is to force yourself to abandon the ideas you love. Maybe they even made you famous or helped build your career. But things change and we all have to face the music … even when it’s your company’s smartphone app. That’s right, the app you loved, nourished, and promoted may be on life support.
    [Work] Improve your Targeting and Tell a Story By Creating Buyer Personas
    Personas work for B2B because they bring focus, empathy, and consensus to your campaigns. From there, work to make each persona feel like a real person. by Dayna Rothman A persona is a research-based profile of an archetypal customer that represents needs of many. When designing a campaign, for example, the tendency is to be broad about what you are going after, but a bigger audience + more targets = less focus.
    [Work] 3 Steps to Embed Your Buyer Personas into the Fabric of Your Organization
    In order to be successful, the information you’ve worked so hard to research and create must have a broad, company-wide reach. Message to your executive champion: “Our team has been working on creating in-depth customer and/or buyer personas and feel strongly that the entire organization can benefit from our research. Let’s work together to share them w/ your team and determine how we can collaborate going forward to make sure they remain useful and up-to-date. (PS
    [Work] How Empathy Will Grow Your Sales and Marketing Pipeline
    IDEO’s Empathy on Edge puts it this way, “When organizations allow a deep emotional understanding of people’s needs to inspire them—and transform their work, their teams and even their organization at large—they unlock the creative capacity for innovation.”. Writers note – This as a primer for my session at Dreamforce 2016 next week. We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers.
    [Work] Hey, Salespeople — Welcome to Meme Selling 101!
    As a Marketo account exec, I have been in many long negotiation sessions working out all of the fine print. Before spending the next 8 hours googling memes, here are six best practices for incorporating these bits of humor into your sales cycle: Know your audience: In my experience, the majority of people prefer a little bit of humor in their work day. Author: Nikita Ovtchinikov Does this situation sound familiar? —. You’re sitting at your desk.
  • PUREB2B  |  TUESDAY, JUNE 7, 2016
    [Work] How to Use Content Syndication to Boost Your Blog Traffic
    How Does Content Syndication Work? But, most importantly, it will give you an idea of what types of content work best for specific communities. Content syndication can be an important factor in your content strategy, especially when it comes to generating traffic, and shares. It reveals the best of what your content can offer to an extended audience, and attracts visits and shares from users that you might not have reached otherwise.
    [Work] HG Data 2016 and Beyond
    Since we were fortunate enough to be able to establish a new innovation team working out on the bleeding edge of our industry and under the brilliant guidance of Victor Moreira (the maddest of our mad scientists), we needed a new CTO. And as with ABM, HG Data is positioned to deliver empirical insight as ever-deeper segmentation becomes smarter segmentation information about the company for which an individual works.
    [Work] Fatherly Advice: 20 Inspiring Life Lessons
    Working at Bulldog“Never spit into the wind.” That bit of sage advice is just one of the many gems passed on to me from my father over the years. While I cannot recall ever attempting to do that, I heard those words of wisdom more than once growing up as if it were one of life’s greatest lessons. There is something in the nature of parents, mentors and elders that compels them to dole out guidance or, perhaps, serve as a warning to others.
  • HUBSPOT  |  TUESDAY, APRIL 28, 2015
    [Work] 14 Helpful Tips for Getting the Most Out of a Conference
    Let’s be honest: You’ll probably be checking your work email during the conference. But not too much, because your work’s not finished. Whether it’s leading an in-person session or writing an email or post to document the most valuable information, proactively sharing information will help your colleagues do better work while establishing you as a leader on your team. This post originally appeared on HubSpot's Sales Blog. To read more content like this, subscribe to Sales.
    [Work] Google Knocks out Authorship Photos
    With a little work, this handy tool added some unique information to your content when it popped up in search results, including your picture and the number of followers in your Google+ community. Google is making big changes to its Authorship program that are stirring up mixed feelings amongst content creators. Many small businesses with a penchant for producing quality content flocked to Google Authorship.
    [Work] The Ultimate Sales Strategy
    First let me say this; as I work with sales organizations on their sales management challenges, one of them being sales team development, a continual issue always appears, that being the in ability of the sales people to ask excellent discovery questions. The Ultimate Sales Strategy. During a recent new client strategy meeting and a session where I had a chance to interview their entire sales team I came away with a break through idea regarding their sales efforts.
    [Work] The Seven Best File Sharing Tools
    Clip articles, photos, videos and pages from web and apps; group and organize these into collections; and share your collections or work collaboratively with any group. Sharing large files like videos or graphic-intensive documents used to be painful. Depending on the size of the file, email was impractical if not downright impossible. FTP sites were the most common alternative, but these were often cumbersome to access and use.
    [Work] Now connecting with the sexiest bloggers is easy
    I am also working on Bounce Perks. Klout just got sexy. And I called this one … Unfortunately. A year ago in the first article I wrote about Klout ( Get Ready. Social Scoring Will Change Your Life ), I predicted that social scoring systems would fragment along different demographic lines: “Forget about Klout scores, there will be competitive rating systems for everything and it will be available to anybody at a push of a button.
    [Work] SAS by the Sip: SAS Viya Offers Open APIs to Individual Services in the Cloud
    CI 360 works on a very flexible customer data hub, although that’s a separate product owned by SAS’s Master Data Management group. SAS held its annual Global Forum conference this week, which marked the company’s 40th anniversary. One key to its long-lived success was an early decision to sell software by annual subscription, rather than the one-time perpetual license standard in the industry when SAS started.
    [Work] The Future of Digital Marketing According to the Giants
    By working with developers and partners across the industry, together we can build many more. Guest post by Clayton Wood. Google, Yahoo! and Microsoft have been making acquisitions that could change the way digital marketing is done in the near future. What seemed to be objects of science-fiction books and shows are now being developed in the real world, and may be used for marketing.
    [Work] Effective Calls to Action Require More Science Than Art
    This same principle is at work in online calls to action. What really works is testing. A/B testing—comparing the statistical performance of two variants with only one difference—is the only true way to learn what works best. Contact us to learn how we can help put your website to work and turn it into a lead generating machine.
    [Work] Blockchain – governance, regulation and security
    Alex and I discussed the basic question: Who is going to lead and who is going to govern this brave new work of cryptocurrency. Recently I had the pleasure to chat with Alex Tapscott, founder and CEO of Northwest Passage Ventures and coauthor—with his dad, the famed business theorist Don Tapscott— of the new book, “The Trust Protocol: How Blockchain Technology Will Change Money, Business and the World,” just published by Penguin’s Portfolio imprint.
  • ACT-ON  |  FRIDAY, DECEMBER 18, 2015
    [Work] Producing and Hosting a Successful Webinar in 10 Simple Steps
    The way you do this varies by the software you use, but no matter which one you use, give yourself plenty of time to create your event and check your work. If you want attendees to use social media during the event (and you do, trust me) then make sure the master slide footer has hashtags or any other social info attendees need to make it work.
  • ACT-ON  |  TUESDAY, NOVEMBER 17, 2015
    [Work] Craig Spiezle and David Fowler Talk About Trusted Data and Marketing
    This is no different than having a fire drill in school, you need as an organization to have a plan to address having a breach and having a fire drill, how to respond, and every element of response from notification of the affected parties, working with law enforcement, internal communications, and related areas there. And I know that you’ve done a tremendous amount of outreach and work supporting and getting that message across, no pun intended, in terms of email authentication.
    [Work] Scale Social Media Strategy Quickly and Overcome Any Obstacle
    You should enter your social media marketing campaign with a hypothesis about what content will work well on which social channel (while keeping in mind that it can be hard to predict what will resonate on social media). Definitely take the time to document what worked and what didn’t when your campaign is over. When you learn to ride a bike, you’re bound to encounter the cold, hard reality of gravity. But after hitting the pavement, chances are you’ll get back up and try again.
    [Work] 5 Things Your B2B Buyer Wants You To Stop Doing
    And over the course of hundreds of pitches, I’ve developed a keen sense for what really works when selling to senior executives and the C-suite. The other was a fairly unknown upstart who had never done work in our industry and had no prior relationship with the company I represented. I’ve spent a lot of time in the buyer's seat as a former manager, executive, and corporate buyer.
    [Work] How To Find Your Community of Advocates With Engaging Customer Events
    For example, the Markies , our annual digital marketing awards, promote best practices and celebrate the accomplishments of modern marketers in the rapidly evolving industry we are working in. We hold regular forums and invite our customers to share lessons of success to continually inspire other brands that are working with us so that they can keep getting more out of our services and improve their own campaigns.
    [Work] The Biggest Mistake Marketers Make
    And the strategies, campaigns and content you create will work much better than you could have ever imagined. Are you wondering why your B2B Marketing ideas aren’t gaining the traction you hoped for? Or maybe your campaigns just aren’t producing as well as you thought? Does your content languish on the shelves? How about your relationship with sales?
  • 6SENSE  |  FRIDAY, DECEMBER 4, 2015
    [Work] Excited, Proud and Optimistic for 6sense and the World
    That is the “why” and if you have it figured out you’ll find a way to make the “how” work. As any CEO can attest, it’s hard to tear yourself away from your work and remember that we’re only here because doors were opened for us that are still closed for so many others. With the work I do at 6sense, I’ve made it part of our DNA to do whatever we can to help take down barriers to entry for others.
  • MARKETRI  |  THURSDAY, JUNE 14, 2012
    [Work] Using Google Drive to Drive Collaboration: What's the Verdict?
    Overall, I think there might be some kinks to work out. I admit, I am a major offender of not deleting my emails and thus racking up a huge amount of server space usage. Cleaning out my email (and cleaning in general) is a dreaded task for me. That's one reason I'm a huge fan of cloud based software.
    [Work] Why Your Professional Services Marketer Needs Mentoring
    The marketing tactics we were blindly executing were not working, so the firm was not seeing results. When you provide your young employees with a marketing mentor and direction, you will be giving them the tools to succeed within your business and for them to see results in the tactics they are working on.
    [Work] Unpack Your Sales Funnel
    The key: Sales and marketing need to be very closely aligned and able to work together. To go back to our Glengarry Glen Ross model, salespeople used to work only through the bottom funnel. From here on, the sales rep is working hard to help the prospect see how their solution meets the needs, justifying the cost, and differentiating themselves from the competition. Sales has come a long way from the Glengarry Glen Ross days of high pressure and aggressive tactics.
    [Work] B2B SEO Mistakes Webinar Follow-Up Q&A – Part 1
    If you are currently working with an SEO specialist (and we recommend that you do!), Since these pages are not indexed, they do not have to be optimized beyond the work that needs to be done to attain the highest possible quality score for your campaigns. I want to extend a big “thank you” to all of those who attended the webinar that Allie Viau and I hosted on Tuesday, January 20, 2015.
  • HUBSPOT  |  WEDNESDAY, JUNE 12, 2013
    [Work] Facebook Launches Clickable Hashtags #Finally
    Here''s how Facebook hashtags work. File this one under "It''s About Time." Today, in a post on its news blog , Facebook announced it would finally be rolling out functional, clickable hashtags. Hallelujah (#NoSarcasm). Facebook indicates the update is in response to the fact that until now, "there has not been a simple way to see the larger view of what''s happening or what people are talking about." We couldn''t agree more.
    [Work] Why Is B2B Marketing Automation Growing So Slowly?
    So if you’re working in the industry, don’t circulate that resume just yet. Let me start by saying that the 50% revenue increase I’m projecting for B2B marketing automation in 2013 is a very healthy one. In actual dollars, the $250 million gain is much larger than the $175 million growth in 2012. But still, as I noted last week, the growth rate is slowing – and for some vendors seems to have fallen considerably in the second half of 2012.
    [Work] How Marketers Can Earn Better Grades From The C-Suite
    For nearly 20 years, I worked on the corporate side of marketing – financial services, healthcare, enterprise and application software and hardware. As a data-driven, tech person, I wanted to combine my marketing strategy and customer experience work with my marketing science and operations background. Be willing to work hard. The following is a guest Q&A conducted by Claire Schoen of Third Door Media, the producers of the MarTech conference series.
  • FATHOM  |  WEDNESDAY, JULY 9, 2014
    [Work] Why You Should Wait to Add Social Media Elements to Your Manufacturing Website
    In fact, simply adding social media icons to your site without putting in any work toward developing an audience can actually drive potential customers away. Digital marketers love telling businesses across a wide spectrum of verticals that they need to become engaged on social media channels like Facebook, Twitter and Pinterest.
  • HUBSPOT  |  WEDNESDAY, MAY 4, 2016
    [Work] How to Tackle Your Most Ambitious Goals: A 5-Step Process From NBA Legend Bill Walton
    You want to be sure that whatever you're working towards is measurable, impactful, and challenging enough to keep you on your toes. No to leaving work early, no to taking on that extra project, and no to staying up late to watch Netflix. For many, goal-setting can feel like a daunting process. Trouble is, the planning process is only half the battle. When it actually comes time to achieve said goal, it's easy for things to fall apart.
    [Work] Forbes Report: The Data-Driven, Customer-Centric Future of Marketing
    The Work Ahead. Collecting data is only half the battle, to be successful, digital marketers will need to work to glean actionable insights to influence their marketing campaigns and messaging. Last week Forbes released their Insights Report on Data Driven and Customer Centric marketing. The survey reached 162 U.S.-based based senior executives from companies with at least $250 million in annual revenues.
    [Work] Five Often-Overlooked Reasons Senior Executives Should Use Social Media
    People want to work for people they like and admire, so creating a LinkedIn profile that showcases both your accomplishments and personality presence enhances your ability to reach people who are a good fit for your culture. “I don’t have time to build my LinkedIn profile. I already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? It’s a lot of noise, and no one cares about what I’m reading.”. “I
    [Work] How ECI Telecom Discovered the Surefire Sign that Sales and Marketing Are Aligned
    They didn’t really pay attention to its value until we worked with them one on one and showed them, ‘Hey, this is your customer and here’s what he’s been doing, with a full screenshot of all of his activity.’” Tweet If you’re among the roughly half of B2B companies that have strong alignment between your sales and marketing teams, then congratulations! Your salespeople are your biggest fans, right? If not, then you’re probably not as aligned as you think.
    [Work] Discovering Your Lead Generation Options
    When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with. [one_half valign="middle"]. Partner Portal. Why Partner With SalesFUSION. [/one_half]. one_half]. one_half_last valign="middle"]. frame style="none"] [/frame]. [/one_half_last]. one_half_last]. divider style="simple"]. Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field.
    [Work] Do You Need a Social Media Marketing Tool?
    When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with. [one_half valign="middle"]. Partner Portal. Why Partner With SalesFUSION. [/one_half]. one_half]. one_half_last valign="middle"]. frame style="none"] [/frame]. [/one_half_last]. one_half_last]. divider style="simple"]. Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field.
    [Work] Today we welcome LoopFuse into our family.
    When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with. [one_half valign="middle"] Partner Portal. Why Partner With SalesFUSION. [/one_half] one_half] [one_half_last valign="middle"] [frame style="none"] [/frame] [/one_half_last] [divider style="simple"] Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field.
    [Work] A Marketing Miracle
    When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with. [one_half valign="middle"] Partner Portal. Why Partner With SalesFUSION. [/one_half] one_half] [one_half_last valign="middle"] [frame style="none"] [/frame] [/one_half_last] [divider style="simple"] Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field.
    [Work] Coffee at Midnight, Emails at Noon
    When you join our team, you not only get a product that both partners and customers love, but a team everyone loves to work with. [one_half valign="middle"] Partner Portal. Why Partner With SalesFUSION. [/one_half] one_half] [one_half_last valign="middle"] [frame style="none"] [/frame] [/one_half_last] [divider style="simple"] Gartner Group and Forrester Research Group predict record levels in Marketing Automation (MA) spending and exponential growth in the field.
    [Work] Four Signs That You May Need Marketing Automation Help
    Day in and day out services consultants see what is working, what is innovative, and what is practical and they can share that insight with you. A services team can help with the heavy lifting by rolling up their sleeves and working right beside you. Why is that process not working between Marketo and” Maybe you need a services team to come in and work in parallel with your team—building out advanced processes as your team manages the day-to-day activities.
  • HUBSPOT  |  FRIDAY, JUNE 19, 2015
    [Work] 11 Tips to Help Improve Your Brand's Communication Strategy
    The company works to provide meaning rather than superficial promises. Brands should work to improve their products and messaging as consumers continue to influence and take co-ownership of their favorite brands. As marketers, we strive to communicate with consumers in the ways that they prefer. In fact, marketing is becoming increasingly consumer-driven.
    [Work] The 411 On Facebook Q&As For Marketers
    ” Here, we take a look at how Facebook Q&A works, then compare it to the more familiar Twitter chat function that marketers love. Now that we understand how it works, let’s consider the benefits of using Facebook Q&A versus Twitter chats: Facebook is easier to follow, since the threaded questions and answers are all set within one post.
    [Work] To Prefer or Not to Prefer: You Must Ask The Question
    Author: Letty Ernst Admittedly, I am a salesperson for Marketing Software, but I’m also a consumer just like you, so I have a feel for what works and what doesn’t on the internet. Recently I spoke with a company that insisted they were successfully implementing the “ conversations, not campaigns ” approach with their customers. So, I decided to check out what it looked like in action.
    [Work] Untangled Web: Why White Hat SEO Is the Way for You
    So-called “ black hat SEO ” has persisted for a simple reason–it has worked. Image via Wikipedia. Marketing has always had an element of deception, even to the point that commentators believe that search marketers are nothing more than spammers. But marketing, including search marketing, is becoming more and more a matter of customer relationships rather than traditional persuasion—now you can no longer fool people for any period of time.
    [Work] Involving SEOs in the content creation process
    In order to be successful you need a multifaceted team of highly skilled individuals working together. It is important to also involve an SEO in the content creation process and have them work closely with your content team. Even the most spectacular work can get buried online without proper SEO implementation and promotion. They can use the information gleaned from this analysis to provide insights into what has worked for your competitors (and what hasn’t).
  • BIZIBLE  |  TUESDAY, JULY 12, 2016
    [Work] Marketing Performance Management: Tactics to Increase ROI
    To budget, start at the end goal for each category and work backward. Marketing Performance Management is the process of tracking marketing campaigns to evaluate performance, and then using that performance data to inform future budget decisions. The practice brings transparency to marketing and gives the company the ability to quantify the benefits of each marketing activity, while improving the overall success of the business.
    [Work] SXSW Interactive Session Recap: The Social Organization
    Two reasons that immediately come to mind for B2B marketing would be to cultivate a community for your work place, and to work with colleagues in real-time without boundaries. As a B2B Marketer, here are my key takeaways from this session: Social collaboration can lower the barrier for trying new things and working in new ways. How is it transforming the way you work?
    [Work] What's the Deal With This Whole 'Context Marketing' Thing?
    They might also know what industry she works in, what kind of content she likes best, through what channel she prefers to consume content, whether she's currently using another solution to meet her needs, and whether her company has budget at this time of year. As a marketer, if you were asked to "market" to someone, and all you were given was a first name and that she works for a B2B company, wouldn't your first question be.
  • MARKETRI  |  MONDAY, JULY 15, 2013
    [Work] The Top Three Most Common Marketing Misconceptions
    Marketing is (NOT) Sales: Marketing and sales are actually two distinct disciplines but they must work hand-in-hand to maximize the results from each. Do you find the marketing field confusing? Have you ever used other related terms interchangeably with “marketing”? It’s okay. We marketers understand that there is lots of vagueness surrounding our world. But it actually does drive many of us crazy at times !
    [Work] Rebranding 101: Is Your Firm Ready to Rebrand?
    You’ll have a clearer picture of what’s working, what’s not working, and where you want to go. Related Stories CPA Brand Strategy: How To Make The 3 Levels Work For You 8 Key Questions That Will Help You to Know When to Update Your Website The 3 D’s of Brand Building In A/E/C. There are plenty of reasons not to rebrand. It can be time consuming and expensive. It requires a strong vision and lots of decision-making.
    [Work] Top 7 Branding Ideas for Your Consulting Firm
    New business development is a particularly high priority for management consulting firms, since by the nature of the work, many clients are not repeat engagements. It’s the soul of your firm, and in order to do its work, it needs to suffuse everything you do – particularly your public messaging and educational content. Ultimately, all seven of these branding ideas work together and reinforce each other for accumulated effects – visibility and growth.
    [Work] Successful Sales and Marketing Alignment, Part 4: When to Pass a Lead to Sales
    That doesn’t mean the organization agrees to deliver these types of leads, but it is critical to find a way to get as close as possible to creating a qualified lead definition that sales is willing to work with. If the parameters are too narrow, what may look like the best possible lead definition might not work because marketing won’t be able to supply sales with enough leads to fill the pipeline.
  • WRITTENT  |  FRIDAY, AUGUST 15, 2014
    [Work] Simplicity is the Best Policy: 6 Essentials for the Successful Blogger
    For example, it’s well-known that the majority of clothing brands work closely with other fashion bloggers to showcase their apparel. Not only does this give the author plenty of material to work with, it also validates the opinions of readers by letting them know you are listening.
    [Work] Is your referral strategy tied to your differentiators?
    Say, for example, you specialize in working with manufacturing companies. With that in mind, statements like “We care about our clients,” or “We do quality work,” or even “We have the best people,” are not differentiators at all. It doesn’t work. If you say, “our specialty is working exclusively with female entrepreneurs,” audiences will know pretty quickly whether or not you can back that up.
    [Work] How to Play PPC Like Fantasy Football
    Paid search marketing works in much the same way. The same goes for paid search: If you work for an agency, there’s no doubt you’re comparing data on a Week-Over-Week/Month-Over-Month reporting basis for your clients. If you’re like me, you probably dedicated numerous hours trying to win your Fantasy Football league(s) this fall – not only for the glory, but also for the gratification that your hard earned time (and possibly $$) didn’t go to waste.
    [Work] How Marketers are Rethinking the Content Generation Process [Interview]
    Marketers, for years, thought in terms of months and quarters and years, and campaigns, but media doesn’t work that way anymore. The literal workflows — the way the work gets done — is just outdated. That takes an incredible amount of specialized technology, as well as smart, creative resources, working together differently than your in-house marketing department has the last few decades.”. It all works together, and both approaches are critical to success.
  • HUBSPOT  |  WEDNESDAY, JUNE 10, 2015
    [Work] 11 Embarrassing Spelling and Grammar Mistakes From Brands
    Want to work for SpongeBob? Did you know that Coke makes four times fewer writing mistakes than Pepsi in its posts on LinkedIn? Or that General Motors makes two-and-a-half more writing mistakes than Ford? Even if you're not keeping score, it's likely that your spelling and grammar mistakes aren't going unnoticed. While internet slang -- lol, ttyl, wtf -- is changing the way we communicate both online and off, there's still a case to be made for the importance of good spelling and grammar.
    [Work] 15 Creative Examples of Branded Pop-Up Shops
    6 ) Real Life At Work. For a few weeks, real agency employees took turns "working" in the window. Marketers spend a lot of time trying to nail down abstract concepts. They're tasked with turning brainstorming sessions and comments sourced during focus groups into campaigns that sum up everything about a brand's identity in a neat, tidy, and most importantly, interesting way. But what if a consumer could walk into a room and fully experience your brand with all their senses?
    [Work] 6 Big Content Marketing Challenges of 2016
    Content marketing is challenging, but it’s also the most rewarding work I’ve ever done. When I think about expressing care for my clients and readers, it shows up in the quality of my work: I care if my blog has high quality, relevant content that helps readers. What more satisfying way to market professional services than by writing from the heart?
    [Work] 5 Things You Need to Run Effective Marketing Meetings
    You should be working from a marketing plan, and then once you have the plan and are actively implementing it, you should conduct regular marketing meetings. I have seen too many organizations that don’t know what everyone is doing in marketing, they aren’t working to a plan let alone meeting to track progress, and they don’t have their critical online marketing account processes and data (including login information) documented.
    [Work] Be a Holiday Hero: Taking b2b marketing out of a business context
    Here’s a thought you are probably familiar with: ‘Business people are people too, they just happen to be at work’. So IBM needed to run a campaign that didn’t blend in with the noise, and didn’t lose sight of those business people who just happen to be at work. It’s something we really believe in, so it’s nice to see a b2b campaign where it really comes to life, like IBM’s new campaign for Watson. Just to note, this this not an Earnest campaign, just one we happen to admire).
  • HUBSPOT  |  TUESDAY, JUNE 3, 2014
    [Work] 8 Types of CTAs You Should Absolutely Try on Your Blog
    You can also see how they work in the GIF below: 7) In-Line CTAs. There is no need to make any fancy button for this, but just including text that says "read this blog post" and links to the blog post works. On this blog, we talk a lot about calls-to-action (CTAs) and how they help us in marketing. They''re a critical component of your website''s lead generation process -- especially on your blog.
    [Work] When free social listening tools don’t cut it
    If you are willing to sit a monkey in front of a keyboard to stare down the stream and extract what is important, free tools will work just fine. Every day, someone asks me why they should pay for social listening technology. Full disclosure: I server as a senior strategist for Converseon and Revealed Context.] Often, the answer is that they shouldn’t. I mean, if all you want to do is detect a crisis leaping out of control, free tools can do that.
    [Work] Services Marketing – The New Client Experience Journey
    In professional services, experiences during the client journey are on the critical path to maximizing word of mouth marketing, referrals and repeat work. Whether engineering, architecture, legal or accounting, professional service firms consider themselves first as providers of a technical craft and second as service providers.
    [Work] What Slice of Pizza Do You Need?
    Work on role playing the “discovery” process, the art of asking questions, probing for information and building trust and confidence is critical. Once your best clients are mapped, you can then work with your clients to connect with key net new prospects. The third action, with this client is to work them through an Account Plan. Effectively working this approach will bring in the equivalent of one salesperson’s quota per year without hiring additional people!
  • NUSPARK  |  SATURDAY, JUNE 9, 2012
    [Work] Retargeting; A Internet Marketing Tactic to Increase Conversions Rates & Leads
    Time for a visual on how retargeting works: Retargeting Examples. Let’s talk retargeting. For lead generation, conversion optimization, and lead nurturing strategies, retargeting may be the overlooked child, but there’s no question it can be very effective and an efficient tactic to bring prospects back to your website or content.
    [Work] 4 Hard Truths I Learned Covering Marketing This Year
    One recurring theme of almost every conversation I’ve had this year with people who work in marketing is confusion. That future shock is difficult, but it’s also what makes covering and working in the space so exciting. When you spend most of your life thinking about marketing, you start to see the world differently. Suddenly you think of everything in terms of positioning, strategy, persuasion, and accountability.
    [Work] How Your AEC Firm’s Brand Affects Recruiting Top Talent
    If a highly skilled employee is going to work for your firm, they want to know they are joining a firm with a solid reputation. Think about how you can portray what it is about your firm that makes it a great place to work. Find little ways you can give interested future employees an idea of what it would be like to work for your firm so they will know if it is the right choice for them.
    [Work] Email Marketing: Spending and Automation on the Rise
    With budgets and staff often stretched thin, companies are eager for ways to establish a system that requires minimal hands-on work. These automated tools work in conjunction with data, and as the selection and quality of automated resources increase, so too does the amount of information available to marketers. Email marketing has long been a favorite tactic for business-to-business marketers, and it looks like that isn’t going to change anytime soon.
    [Work] Sales Mgmt: Achieving Balance: Fear vs Respect
    Work to then change that if it is the case, and always look to improve yourself. Achieving the Balance Between Having Your Sales Team Respect You But Not Fear You. Ken: This week we have a guest blog. The topic is extremely important for all levels of sales leadership, especially in challenging situations/times. Every good sales team manager knows that a delicate balance must be maintained between having your team respect you without having them fear you.
    [Work] How the CEO Can Enhance Sales, Marketing, and the Executive Branch
    That is because not every senior executive wants to be treated like the human equivalent of a pin ball—capturing your attention only after they have hit the right bumpers and scored enough points (this basically describes how marketing automation works). Someone once told me that CEOs don’t care about leads. They only care about revenue. Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up.
    [Work] 10 Planning Tips to Prevent a Wasted Marketing Investment
    That means money, but if you’re not working with a marketing agency, it also means time. As discussed in Step 4, marketing and sales alignment should be a marketing plan priority and a disorganized, undocumented sales process works against not towards that goal. When it comes to marketing, the most successful companies view it as an investment, not an expense.
    [Work] Does Google Think Your Website Is Spam?
    If you have concerns about your website being considered spammy, here is a list to review for yourself and/or with anyone doing SEO work for you. As you read through these items, ask yourself, "Do I or has anyone working on my website ever employed these practices? They’re the main consumers of your content, and they're using search engines to find your work. I think we can all agree: Spam sucks!
    [Work] Motivate Your Team to Sales Success
    Working with the sales reps is an important aspect of any B2B business. If salse reps know they are working towards the greater good of their teammates and their organization, and that both are also behind them, some will work just a little bit harder, a little bit longer, and a little bit better. Create a positive environment in which your reps want to be, and they won’t complain (as much) about coming in to work on December 24th to finish up a few deals.
    [Work] 3 Steps To Make Blogging A Top Priority
    Because customers want it, because it’s cheaper than other marketing tactics and because it works. Are blogs an important part of your marketing mix? More and more research is showing that if you’re not blogging, you just don’t get it. And I’m not talking about a little bit. I mean you are seriously missing the boat.
    [Work] 4 Steps for Making a Fan for Life [Video]
    Adrian Chang , a Customer Success Manager, works closely with Eloqua’s premier sports clients – teams like the Boston Bruins and the Miami Heat. Do you work in sports marketing? by Jesse Noyes | Tweet this In sports marketing there’s little that takes precedence over the all-important up sell. Sports teams – and the arenas they play in, for that matter – are constantly thinking up new ways to turn the casual fan into a season-ticket holding, stat-quoting, all-star fan for life.
    [Work] A Fundamental Guide to Email and Social Media Marketing for Non-Profits
    As a non-profit, you work hard to offer unmatched services, promote a cause and improve your community. Solid return on investment To reiterate, email and social media marketing is an affordable marketing option , which is especially attractive to non-profits working with donations and limited grant money. If you work to grow your email list and social media following, you’ll be able to reach your audience in real time.
    [Work] 4 Common A/B Testing Mistakes (And How to Fix Them)
    So with all these hidden pitfalls, what can you do to make sure your A/B testing software is working fine? Prior to running an A/B test, you should run an A/A test with your software to ensure it’s working without impacting site speed and performance. When working to validate or disprove your hypothesis, don’t just throw out any results that aren’t statistically significant -- use these results to inform your later tests, instead.
    [Work] New Data: Why Your Fans Aren't Following You on Social Media
    But does that approach actually work? When it comes to social media, many of us take an “if you build it, they will come” approach. Popular advice tells us that consumers want to be able to connect and engage with brands on just about every platform imaginable, so your brand should hop on any new platform immediately. What’s your Ello strategy, by the way?). New research from HubSpot suggests otherwise. Where Consumers Expect You to Be.
  • HUBSPOT  |  WEDNESDAY, JUNE 26, 2013
    [Work] Transitioning to Inbound: A Recipe for Long-Term Success
    That initial phase is about planning, thinking, and starting the work required to get all the foundational elements in place so the program helps your business get found, get leads, and grow sales. Without this work, you run the risk of implementing marketing tactics that don’t speak directly to your target prospect, are disconnected from each other, and are ineffective at generating leads. It requires work, continuous improvement, and planning. Change is hard.
    [Work] Anyone Can Create a Facebook Page Using Your Brand
    Keep in mind that some may have been created when well-intentioned employees set up their personal profiles and said they worked for your company. Did you know that Facebook will allow anyone to create a Facebook Company Page? With someone else’s – maybe your – brand? Facebook believes in open networking.
    [Work] What does B2B Marketing Have to Do with Downhill Skiing?
    Your shoulders and torso should be pointed down the fall line while your legs and skis angulate and do all the work to make those ski turns. Basing marketing plans and campaigns on intuition isn’t enough anymore. Now with websites and measurable marketing activity through online content downloads and sharing, B2B marketers can to move away from an intuitive, creative approach to marketing and base their campaigns and plans on facts.
    [Work] Marketing Case Study: How I Got Results from LinkedIn
    Not bad for three weeks work. Tweet. I’m the Chief Marketing Officer (CMO) for Hire for Geeks, Scientists and Engineers. Since, 2004, I’ve been connecting to colleagues, associates, friends and classmates via LinkedIn. Several years ago I invested more time in understanding LinkedIn by attending Chris Rollyson ’s workshop at Confab on the topic. I was so impressed by Chris that I arranged for him to teach a local workshop on LinkedIn and other social networks here in Los Angeles.
    [Work] 5 Blog Writing Lessons from the U.S. Open Tennis Championships
    Blog writing doesn’t work that way. Every time I watch top tennis players compete, I learn something about blog writing. The US Open is on right now, through next weekend. Seriously, I think about tennis when I’m blogging.) Here are five blog writing tips. You’ve got to keep moving. When a topic is hot, you see a few hundred other posts about it, and you realize it’s time to move on to something else. Keep your eye on the ball.
  • SNAPAPP  |  FRIDAY, AUGUST 28, 2015
    [Work] Announcing the SnapApp 2015 Brand Refresh
    The secondary colors of orange and fuchsia offer vibrant pops of color that reflect our culture, working to give marketers more tools to create engaging content and meet their demand generation goals. Do you ever feel like you just need something different ? Think about your wardrobe. The colors you wear can have an extraordinary effect on how you’re perceived – a dark suit for an interview; bright workout clothes; overall a cohesive color palette.
    [Work] You’ve gotta blog like there’s nobody watching
    Don’t get me wrong, they’re all very aware that they’re being scrutinized and that they must protect the privacy of their children, friends, family, businesses, employers, and brands, but they also know that business is personal, work is personal, selling is personal, sales are personal, and that the most successful business people lead with relationships, friendships, and trust well before anyone ever gets to CVs, resumes, case studies, or client lists.
    [Work] SEO analytics data to pay attention to
    However, if an SEO campaign is working, there should be a gradual upward trend in visitors as the campaign moves along. Photo credit: Search Engine People Blog. To gauge how your website is performing (and whether your online marketing activities are effective), it’s essential to use analytics. Google Analytics is the the most popular analytics tool because it’s free tool and it’s relatively easy to set up and use to show you just about any data you need to know.
  • HUBSPOT  |  FRIDAY, MAY 27, 2016
    [Work] Creating a New Dashboard for Your Reports? Ask These 26 Questions First
    As marketers, it's pivotal that we measure our work. For some organizations, monthly check-ins work best; for others, quarterly works better. How many leads are we generating? What are our best channels? How quickly are our leads closing? And perhaps most importantly, how much revenue are our leads bringing in? There are lots of metrics that matter. While we all wish otherwise, there's no silver bullet report -- no single metric that sums up all of our efforts.
    [Work] How to Design a Pitch Deck that Doesn't Suck
    Gene Liebel, the founder of New York-based agency Work & Co , summed up his feelings about pitch decks pretty straightforwardly: "They're the worst.". Your audience shouldn't have to work to understand what's going on, especially when graphs or charts are involved. It's no secret that creative agencies aren't big fans of the pitch deck.
  • BIZNOLOGY  |  MONDAY, MARCH 14, 2011
    [Work] What's the best way to say thanks to a customer?
    I also wondered how well most people hear a simple thank you from those they work with. Image by woodleywonderworks via Flickr. by Eva Lyford. "No No matter what happens, I just want to say thank you for introducing me." said the the email, and just like that, I was jarred out of my analytcal headspace in the midst of editing a tech document. How often does one hear an authentic piece of gratitude nowadays?
  • KAPOST  |  TUESDAY, AUGUST 16, 2016
    [Work] Care for a Side of Strategy with Your Marketing Software?
    There’s a team of people who come to work each day on a mission to help Kapost clients strategically implement the software to create marketing content more efficiently and effectively. It’s the general day-to-day work a marketer does to produce content. MG: Once we get through the alignment and execution stages — including collaborating to create content and get it published — then our customers want to know what’s working and what’s not.
    [Work] The Power of Human Content: Virgin America’s New Safety Video
    So the next time you begin working on a piece of content – an email marketing message, a direct mail flyer, a social media update, a blog post, a video, or anything else – consider adding a human touch. Author: DJ Waldow If you are a seasoned traveler, there isn’t much more boring and mundane – and critically important – than the safety announcements at the beginning of any flight. Most of us “veteran travelers” have them memorized.
  • HUBSPOT  |  TUESDAY, MAY 17, 2016
    [Work] The A/B Testing Checklist You'll Want to Bookmark
    S omething that works for one company may not necessarily work for another. How A/B Tests Work. When marketers like us create landing pages, write email copy, or design call-to-action buttons, it can be tempting to use our intuition to predict what will make people click and convert. But basing marketing decisions off of a "feeling" can be pretty detrimental to results.
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