Building Brand Trust in B2B vs. B2C: What’s the Difference?

By on July 29th, 2019

Building a trusted brand is everything when it comes to the long-term success of a company. Wise B2B and B2C marketers alike work hard to build brands that not only win attention from prospects and customers, but also win the kind of trust that results in strong customer relationships and retention. While the B2B sales cycle has grown to resemble the B2C sales cycle—in terms of customer demands for convenience…

How to Create Authentic Content without Publishing Your Diary

By on July 29th, 2019

Creating authentic content is potentially one of the most valuable skills for marketers to learn in 2019. Consumer trust in brands and advertising is at an all-time low. Earning back that trust is one surefire way to win more business in an increasingly skeptical world. According to the Edelman Trust Barometer, globally only 56% of people trust businesses and 47% trust the media to do what’s right. On the positive side,…

Partners in Promotion: 5 Steps to Align Your Influencer and Content Marketing Strategies

By on July 24th, 2019

Imagine going grocery shopping not for you, but for each kitchen appliance. You might get ice cream for the freezer, a turkey for the oven, and ramen for the stovetop. Sure, you’ve made use of your resources — but is the meal one you’d truly want to serve? That may sound ridiculous, but it’s exactly how some marketers approach adjacent disciplines. Rather than think about the brand they want to…

4 Secrets Ways of Increasing Marketing ROI by Activating Your Employees

By on July 23rd, 2019

While employee engagement was once thought of as just another “buzzword” or HR trend, it’s now a must. Organizations large and small are realizing the importance of engaging their employees at work for improved productivity and a better working environment. In fact, employee engagement in the US has increased to a high of 34% according to a 2018 Gallup report. So what’s next? Activating your employees. The trend toward more engaged…

10 Simple Steps to Create a Great Event Marketing Plan

By on July 22nd, 2019

We’ll admit—it’s a challenge to put together an event. But, if you break down the process into simple steps, you can have an event marketing plan that will not only ease your own worries but will rock the socks off your attendees. Quick Takeaways: Use your website as your online home base, augmenting it with personalized communication, social media reach, influencer promotions, and guest blogs by featured speakers. Select a…

The Future of Marketing and the Changing Role of the CMO

By on July 21st, 2019

According to a recent report by Forrester, 88% of organizations agree that the role of the CMO has changed in the last couple of years, and will continue to change over the next two years. In a world of rapidly advancing technology, changing customer attitudes, and unpredictable trends, marketing is evolving at lightning speed. The role of the CMO must also change to fit the changing needs of modern organizations, overseeing…

Intent Data in Your Marketing Funnel: Challenges and Strategies

By on July 21st, 2019

Technology has changed the way consumers behave, requiring companies to overhaul their sales and marketing strategies. Clients and prospects do not only expect premium products and services, they expect an outstanding customer experience throughout the whole process. The role of marketing and sales are intertwined – their work is complimentary and leads to collective revenue growth. Specifically, marketers have the goal to get customers to utilize the company’s product or…

5 Ways to Make the Most of Your Demand Generation Efforts

By on July 17th, 2019

After countless conversations with demand generation marketers, it is apparent they are being held to the fire for “better leads” that convert higher and show more signs of being in marker. 3% of buyers are in market at any time, finding them can lead to an even bigger challenge – relying on this method as the bread and butter of finding business is a long and expensive road to travel.…

How to Save Money on Your Next Marketing Event

By on July 16th, 2019

Running a marketing event can be a highly effective way to promote your brand, engage with your customers, and generate new leads. Event marketing can offer an impressive ROI, but only if you don’t overspend on the event itself. You don’t need a huge budget to run a successful event. If you’re looking for ideas on how to save money on your next marketing event, use some of the following…

5 Ways for Content Marketers to Avoid Shiny Object Syndrome

By on July 15th, 2019

Are you a magpie when it comes to marketing? Do you excitedly collect every new software tool and try out every new SEO hack as soon as you hear about it? If so, you may be suffering from “shiny object syndrome”. If you’re constantly chasing new ideas and being distracted by the latest strategy, you’ll find yourself hopping around from one method to another and never really focusing on your…

Personal Branding – Why Now is the Time to Build Your Personal Brand

By on July 11th, 2019

We've been writing a lot about how employee engagement is the future of content marketing. And many of our current clients are tapping into our experience in building marketing programs that scale using personal brands with true authenticity. So we are re-posting one of our most popular articles ever on the power of building your team's personal brands. At one point, there was such a thing as separation between your…

How to Get Executive Buy-In with an Effective Content Marketing Strategy

By on July 10th, 2019

As a marketer, you already know that content marketing is well worth your time and effort. What you put in is almost guaranteed to be returned to you many times over, and this attractive ROI combined with low costs and barriers to entry makes content marketing one of the most popular marketing strategies for businesses large and small. However, it’s not always so easy to convince management and C-suite that…

We Stopped Trying to Convince Customers and Got Triple The Results

By on July 10th, 2019

One small thing changed my work in a big way. About five years ago, someone sent me a video on a Tulsa, Oklahoma business that changed the entire way I approach sales and marketing. The first thing that caught my attention was that Mother Teresa had publicly endorsed the business. “Wait,” I thought. “Mother Teresa endorses businesses?” The second was that the CEO got nominated for a Nobel Peace Prize.…

26 Cheat Sheets Every Successful Digital Marketer Needs

By on July 9th, 2019

It’s not easy being a digital marketer today. You need to know and do everything from content strategy to writing and editing, SEO, social media marketing, analytics and so much more. Just as you think you've finally mastered a channel, all the rules change. So how do you stay on top of it all? You've come to the right place. Here's an updated and current list of nifty digital marketing…

Why Intent Data is the Future of B2B Marketing

By on July 9th, 2019

The success of marketing is heavily reliant on data, but nowadays relying on customer data alone is not enough. This is where intent data comes in. The combination of customer signals and intent data can create a better bird’s eye view to help leverage customer insights to companies advantage. But even with the rise of intent data, many marketers are still left in the dark about the value of intent…

How Employee Engagement Drives Marketing ROI

By on July 8th, 2019

“Wait a minute,” you say, “Did I read that right? I thought it was our marketing team’s job to sell potential buyers on our products and services, not selling our employees on how great it is to work here. Truth is, driving employee engagement is the marketing team’s most important job. Without an enthusiastic, engaged team behind it—from manufacturing to inspection to sales and customer service—a product won’t get off the ground.…

Creating Content That Your Company’s Employees Will Love Sharing

By on July 8th, 2019

You may or may not realize it, but half of your employees have likely mentioned your company, policies, products or other employees in some form of social post, unsolicited. According to Weber Shandwick, 98% of employees use at least one social media site for personal use, of which 50% are already posting about their company. Your company’s employees are the face of the brand and their social reach is important…

10 Motivational Speakers That Will Rock Your Next Event

By on July 4th, 2019

I go to a lot of top conferences.  And there are always smart marketing and leadership speakers that can talk tactics or strategy. But it’s a different skill set to truly motivate people to become better versions of themselves. I call this strategy in my own keynote speaking appearances "inspiration to action." I think that's part of what separates me from many other speakers you might see. But I'm not…

5 Data-Based Insider Tips to Increase Your Email Open Rates

By on July 3rd, 2019

Email marketing continues to be a channel for marketers to nurture and convert prospects. However, you have to get your contacts to open the email first. Email open rates can vary based on many different factors but there are things you can do to increase them. To determine how to increase email open rates, we’re looking at some new data from the 2019 Campaign Monitor Ultimate Email Marketing Benchmarks report. In the…

A Guide to Content Marketing by Generation

By on July 2nd, 2019

For your marketing messages to be successful, it’s essential that you tailor them to your different audiences and markets. “Generational” marketing is the term coined for segmenting and targeting your markets by age rather than other demographics such as gender, location, or income. If you want to make sure your content marketing is effective for each generation you’re targeting, you must understand the motivations, challenges, and habits of each generation,…