Measure the ROI of Account-Based Marketing

By on July 7th, 2020

When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective. Account-Based Marketing (ABM) is when you target prospects by identifying a point of contact within an organization that you believe you’ll be able to serve the best, build a lasting…

Your Complete LinkedIn Marketing Strategy!

By on July 6th, 2020
LinkedIn B2b marketing strategy success tips

LinkedIn is undoubtedly one of the best social platforms for B2B marketing. With 675 million monthly users and 30 million companies active on the platform, it lends itself well to promoting business services, networking, building an audience, and content marketing. Just like any other social network, you need to have a good strategy in place to succeed with LinkedIn marketing. Likewise, as an enterprise, your strategy will need to be…

Account-Based Customer Marketing – How to Stop the Sales Drop with Retention Growth

By on July 1st, 2020

As new business slowed (and in many cases came to a screeching halt) due to C-19, many companies have shifted their focus to existing customers. Now, sales and marketing want to increase customer engagement to make sure that their program is not cut as the C-suite looks to conserve cash. They are also looking for ways to drive growth with existing accounts to make up for slow new business acquisition.…

The Ultimate Guide to a Content Marketing Strategy That Delivers ROI

By on July 1st, 2020
ultimate guide to content marketing roi

Content marketing, when you peel away all the layers of techniques, trends, and possibilities, is a business opportunity. At its core, it’s a tool businesses can use for growth. Content marketing is the kind of marketing that delivers ROI you can measure. And that's important - now more than ever. Unlike other methods of marketing, content marketing stands out because it is completely sustainable. It funds itself. And then some.…

The Virtuous Cycle of How Marketing Engagement Increases Leads

By on July 1st, 2020
customer engagement

Engagement rates are thrown around in the business world as important metrics that need to grow and increase. But what exactly is customer engagement and why is it so important? Typically, customer engagement is associated with online interactions, particularly on social media. Businesses with highly engaged audiences receive lots of likes, comments, and shares on their social posts, and their brand name is frequently mentioned online. There are plenty of…

Q&A with Michael Brenner: Content Recovery and Virtual Event Strategies in a COVID-19 Era

By on July 1st, 2020

We recently sat down with Michael Brenner, CEO of Marketing Insider Group, for a Q&A around COVID-19 and its impact on the marketing industry. Brenner discussed where teams should be allocating resources, how content programs should be shifting and ways the pandemic has impacted event strategies for brands. As the industry landscape changes daily, what is the #1 area that you feel marketers should be agile in? One of the…

10 Secrets to Help You Succeed in B2B Content Marketing

By on June 30th, 2020

As a business, you’re always looking for ways to sell your products or services. Content marketing is a great way to do so: When you generate informative, useful, and interesting content for your audience, you can also directly or indirectly sell your products or services to them. Doing so will not only help sell the product but also work toward establishing a better relationship with vendors, partners, and clients. Content…

The Tidal Wave Technique to Increasing Your Blog Traffic [Ultimate Guide]

By on June 30th, 2020
Tidal Wave Technique For Content Marketing

Surf's up. But are you ready to ride the wave? Many marketers struggle to attract more visitors to their website that are relevant and engaged. But we've found a new way to tap into the powerful forces of human nature. Turns out, going with the flow is easier and more effective. There are some effective techniques you can use to increase blog traffic. There’s The Skyscraper Technique. There’s E-A-T. There’s…

The Future of Marketing: 50 CMO Quotes On How Marketing Has Changed

By on June 29th, 2020
CMO Quotes on the Future of Marketing

During an unpredictable and chaotic event like the Covid-19 outbreak, many adjustments need to be made in the world of marketing. Way back in 2012 and 2013, I interviewed some marketing influencers and leaders in the field to understand what they thought the Future of Marketing would look like. Some of the predictions on the rise of thought leadership, empathy, and culture were spot on. While other predictions, not so…

Empathy in Marketing: Why It’s More Important Than Data

By on June 29th, 2020

Data has revolutionized marketing and become a valuable asset in improving targeting and personalization. It’s a key tool in decision making for any company, but it doesn’t necessarily lead to connections. Understanding your customer does. That’s why it’s critical to infuse empathy in marketing, delivering a true customer-centric approach. That sentiment is echoed loudly in an article by Noah Fenn, “Despite All this Data, Empathy Is the Greatest Tool in…

How One Event Company Transformed in the Face of COVID-19

By on June 29th, 2020

Events like exhibitions and summits play an important role in connecting businesses with their customers as well as providing a platform for people to learn, share and gain new connections. With the ongoing pandemic and social distancing rules in place, the event industry has been hit hard. Physical events are being postponed and cancelled and people that looked to this channel as a source for meeting valuable connections and gaining…

How to Find a Content Marketing Agency to Seriously Grow Your Business

By on June 24th, 2020

Every week I speak to a few startup founders, B2B marketers, consumer brands, even other marketing agencies who are struggling to break through in this crazy and noisy world. And they are all looking to find a Content Marketing Agency to help them grow their business. That's why content marketing agencies are thriving right now and ad agencies...not so much. Why? Because they know that Content Marketing has the power…

Why SaaS Businesses Need to Get Branding and Content Right

By on June 24th, 2020
saas content marketing

Today’s SaaS businesses must learn how to get ahead in an increasingly competitive market. There are currently over 10,000 private SaaS companies, and the average startup spends 92% of its first-year revenue on customer acquisition. So, it’s vital that SaaS companies have a strong branding and content marketing strategy in place to stand out from the competition. Marketing SaaS products can be more challenging than marketing a traditional software product. Brand…

Employee Advocacy on Social Media: How to Make It Work for Your Business

By on June 23rd, 2020
employee advocacy on social

Employee advocacy is the new influencer marketing. By activating your employees to be passionate about their work and your company, you can grow them into your most dedicated and authentic brand ambassadors, which boosts your brand reputation and attracts new talent. Employee advocacy on social media is essentially the promotion of your brand, products, services, or even better your expertise, by your employees on their own social media channels, as…

Your Guide to a Smart B2B Website Strategy in 2020

By on June 23rd, 2020
web strategy is important

Just like digital marketing, web design has its own trends to follow if you want to stay current. But a successful web strategy doesn’t end at your website. The discussion can take many different forms and include topics ranging from navigation to user experience to ongoing content creation. Right now, since your customers likely can’t meet with you in person, your web strategy, which includes your website and your online…

What’s the Essential Ingredient for Effective Marketing in the Coming Decade?

By on June 23rd, 2020
Future of marketing ingredient

As someone who does content marketing for a living, AdAge is practically required reading. Not so much for what it teaches us about modern marketing. More so for the comic material it provides that marketing is so much more than advertising. As I sat down to leaf through the articles one August afternoon in 2016, something unusual caught my eye. An article – in the old school marketing industry’s bible…

Marketing and the Internet of Things

By on June 23rd, 2020
Internet of things and marketing

We’re living in a world of big data. Most households have numerous smart devices, from cellphones and speakers to cars and even entire homes. The Internet of Things has not only made our lives easier but has also opened up a whole world of marketing opportunities and new ways to reach consumers. A decade ago, futurists and industry experts eagerly discussed the possibilities of the Internet of Things (IoT). In…

How to Create and Align Your Content with the Buyer Journey

By on June 22nd, 2020
2020 content marketing trends

Understanding the needs of your customers is a vital element in the definition of content marketing. Those insights lead to one of the biggest trends in Content Marketing: we need to develop content for the every stage of the buyer journey. And often that means filling significant gaps in the early and middle stages. Few companies have too much product content. But almost every company shows gaps in the earlier…

How to Change Your Brand Perception with Always-On Content Marketing

By on June 22nd, 2020
sustained content marketing

Always-on content marketing is the only way to build new relationships for a brand. As my good friend Carla Johnson points out, you need only look at the rebranding MGM Resorts’ Las Vegas properties underwent to see what magic content marketing can work. If you’ve ever watched old movies set in Vegas, you know that all the romance revolved around the high rollers. Entertainment entered the picture in the '50s…

Executive Insights: World-Class Demand Generation and Corporate Social Responsibility Converge at Televerde

By on June 22nd, 2020

I have learned quite a bit in my nearly 30+ year marketing career. Probably the most significant is the importance of strategic demand generation and the value of great B2B marketing, supported by data- and insights-driven decision making. And as I have discussed before, the best organizations also give back – my tenure at SAP included community service and participating in world-class instances of Corporate Social Responsibility (CSR). Along the…