Article by Johanna Rivard

  • What’s the Deal with Lead Magnets?

    01 Nov 2017 in Content Marketing

    The term “Lead Magnet” has become a bit of a buzzword, especially in the last few years or so. But what exactly is a lead magnet? And why is everyone making such a big deal about it? In a nutshell, whenever a prospect lands on your website, your end-goal is to drive profitable action. But

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  • 5 Principles of Effective Social Selling

    31 Oct 2017 in Content Marketing

    Social selling refers to the use of social media communities in your sales strategies. However, despite their similarities, social selling is not exactly like social media marketing. Social media marketing is about delivering content to a particular community or segment, whereas social selling refers to the meaningful interaction between salespeople and individual prospects.   As

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  • The Importance of B2B Storytelling

    25 Sep 2017 in Content Marketing

    Telling and listening to stories comes naturally to people across the globe. From ancient to modern times, storytelling has remained a constant throughout the evolution of the human race. Stories in different forms get passed from one generation to another and exist across various channels in multiple iterations. There are simple, linear ones and stories

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  • Permission Marketing: Love it or Hate it?

    24 Aug 2017 in Content Marketing

    For the longest time, marketing and advertising have been seen as intrusive and interruptive. A commercial on TV, an ad on the radio, and those huge billboards along the highway are all part of traditional marketing and advertising. Furthermore, the introduction of the internet and social media has resulted in ads showing up on our

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  • 20 Signup Form Optimization Techniques for More Sales Leads

    22 Aug 2017 in Content Marketing

    Marketers and entrepreneurs focus much of their time and energy on growing their email list and generating leads. For any email marketer, the success of this strategy is determined by the number of subscribers and how well these subscribers are converted into actual sales. There’s a lot of emphasis placed on crafting seamless email sequences,

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  • How to Research Your B2B Audience

    10 Aug 2017 in Content Marketing

    You might be surprised by how much your B2B marketing strategy relies on changes in your audience. Even if you’ve already identified your ideal buyer persona, you might be leaving multiple audience segments on the table depending on the objectives of your marketing strategy. We live in an age where customer data is easily accessible,

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  • Effective ABM Needs Effective Planning

    03 Aug 2017 in Content Marketing

    Account-based marketing (ABM) is starting to gain a lot of traction in the B2B world. According to Information Technology Services Marketing Association, ABM is defined as “treating individual accounts as markets in their own right.” This basically means taking marketing personalization to a whole new level. Based on a survey by Zoominfo, ABM is very

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  • The True Power of Contextual Marketing

    20 Jul 2017 in Content Marketing

    In marketing, the primary goal is to send the right message to the right people at the right time using the right channel. This is what “marketing context” is all about. According to the Harvard Business Review, the four Ps of traditional marketing (price, placement, promotion, and product) needs to be shaken up and contextualized

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  • 5 Account-Based Marketing Misconceptions Clarified

    05 Jul 2017 in Content Marketing

    Account-based marketing has been generating a lot of buzz over the last few years. And despite the fact that 90% of B2B marketers acknowledge the advantages of ABM, only 20% of companies are actively using this tactic. The wide gap can be attributed to skepticism due to misconceptions about ABM. Even if ABM proponents and

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  • 5 Types of Marketing Automation for Businesses to Consider

    27 Jun 2017 in Content Marketing

    Marketing has been around for a very long time. Think about it. Since people first started engaging in commercial trade, they’ve learned how to develop unique selling propositions and sales strategies to maximize the perceived value of their offerings. When we look at marketing technology, we can see that it’s enabled various channels such as

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