Article by Mark Schmukler

  • HubSpot and Salesforce: Rivals or Partners?

    30 May 2019 in Strategy

    Marketing agencies typically identify with a single customer relationship management (CRM) platform. They consider themselves a “HubSpot Agency” or a “Salesforce Agency” and tout their mastery of their preferred CRM to prospects, clients and partners. There are many articles that compare HubSpot and Salesforce—two of the most popular CRMs in the industry—based upon their pricing,

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  • How to Combine Outbound & Inbound Marketing [Examples & Ideas]

    25 Apr 2019 in Content Marketing

    All marketers do it differently. From in-house departments and big-box firms to HubSpot agencies and boutique operations, all marketers have the freedom to enact their own approach and execute their favorite tactics. New trends are constantly emerging in attempt to keep up with changing customer preferences, and as marketers, we have creative freedom to satisfy

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  • 4 Ways to Make Your B2B Marketing Videos Social-Ready

    28 Mar 2019 in Content Marketing

    B2B marketers are using video more and more. In fact, they reported 10% and 8% increases in their use of YouTube and Vimeo respectively in 2018 compared to 2017. Videos are primarily shared via social networks including LinkedIn and Facebook, which B2B marketers ranked as their top-used social media sites. So while an informative, entertaining

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  • Fresh Content Marketing Ideas for Your B2B Buyer’s Journey

    21 Feb 2019 in Content Marketing

    The content you create guides the buyer’s journey that your prospects and customers take. That’s why it’s important to tailor content to the stage of the buyer’s journey prospects and customers will be at when they come across a particular piece of content. Marketers have historically chosen content formats based upon the information needs of

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  • 3 Ways to Make the Most of “The Year of Personalization in B2B Marketing”

    21 Jan 2019 in Strategy

    The marketing gurus have spoken, and 2019 is deemed “the year of personalization.” Marketers are using new and different tactics, strategies and technologies to personalize the way they reach their prospects and communicate with customers. Technology platforms are shifting their focus from mass email blasts to personalized communications that acknowledge the declared data given to

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  • Building a Great B2B Loyalty Program to Prevent Churn

    15 Oct 2018 in Strategy

    We know how valuable loyal customers are. They’re five times more likely to make a purchase, five times more likely to forgive mistakes and seven times easier to upsell.1 In the B2B landscape existing customers are even more vital. There are far less available customers than in the B2C marketplace, plus there’s a far higher

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  • Create Meta-Descriptions That Land High-Quality Prospects

    08 Oct 2018 in Content Marketing

    You’ve crafted the perfect content for your reader. You know when they read it, they’ll love it and seek to do business with your company. But that’s the thing—you need to get them to actually read it. While social is a great way to promote content to followers, your best shot at bringing in brand

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  • Your Pop-Up is Hurting Your Site (Here’s How To Make It Help)

    10 Sep 2018 in Content Marketing

    Google has stated that it will lower the SERP rankings of websites featuring pop-ups that decrease the quality of mobile experiences. This means that if you don’t get your pop-ups in order, all that SEO work your web developer did will go right out the window. To avoid the wrath of Google, you can optimize

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  • How to Recover from a PR Scandal

    08 Aug 2018 in Content Marketing

    Perhaps exacerbated by social media, the past few years have seen a lot of major scandals erupt with damaging consequences. In a survey of corporate crises since 2010, the top eight companies involved in a major scandal suffered a 30 percent loss in value since its crisis, and in all but one case, the top

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  • GDPR: What It Means and How to Make Your Website Compliant

    27 Jun 2018 in Content Marketing

    In May, the EU Parliament rolled out the General Data Protection Regulation (GDPR), a new data policy that protects the personal information of EU internet users by tightening the guidelines associated with data collection and retention by websites. While the GDPR only affects citizens and residents of the EU, there’s a catch that American’s and

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