All posts by Nikki L

A Practical Inbound Marketing Strategy for B2B Companies

By in Marketing Tag , ,

By Michael Brenner for Marketing Insider Group The web and social media have forever changed the tactics of marketing. Sending more promotional messages through traditional push-based tactics doesn’t work any more. So leading businesses are using inbound marketing (or “Pull Marketing”) to more effectively attract new leads. However, attracting leads is a daunting task for any company. Figuring out which way to go about attracting leads is half the battle. Inbound marketing might be your best bet for marketing your B2B company. Today’s consumers want to learn. They can sense whether marketing is spin and self interest or truth and…

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How to measure what marketing activities are actually driving revenue

By in Marketing, Revenue Tag

by MKT1 Newsletter I can nearly guarantee your early or growth-stage B2B startup doesn’t have the right marketing analytics in place to determine what’s actually working across go-to-market. Startups either don’t know how to set up the right basic tracking and data collectioncor they over-engineer something way too complex for their stage. Both scenarios result in not having the right marketing data to operate efficiently. With the complexities of go-to-market motions, funnel mapping, and tooling, I understand why this is the case—but it’s definitely something you need to fix! Every marketer should know if the activities they are focusing on are…

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Want Applicants to Beat a Path to Your Door? Beef Up Your Job Postings

By in Human Resources Tag

By Tammy Binford for HR Daily Advisor It seems employers everywhere and in all lines of work too often struggle to find top quality job candidates. It’s not just employers who are frustrated. Jobseekers are equally exasperated because job postings often don’t tell them what they need to know. Recent research indicates that postings including information on an employer’s culture can help attract the right candidates. Qualities to Emphasize In June, LinkedIn reported that its research shows paid job postings on its site get nearly three times more views and more than twice as many applications when they mention well-being,…

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Ensuring Compliance and Security in a Remote Work Environment

By in Human Resources, Training Tag , ,

By Lin Grensing-Pophal for HR Daily Advisor It’s an understatement to say that the pandemic experience has changed the business—and workplace—landscape forever. The shift to remote and hybrid work is not temporary as business leaders once believed. It’s here to stay. With this shift comes risk—and an increased need to ensure both compliance and security when employees are “out of sight, and out of mind.” How can businesses navigate this new terrain effectively? Understanding the Risks While the digital age and the ability to work remotely have offered businesses, and employees, a great deal of benefit, those benefits aren’t without…

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What is the best generative AI tool for writing PR content?

By in Artificial Intelligence and Machine Learning, Information Technology Tag , , , ,

by Greg Jarboe for Search Engine Land Ever wondered which is the best generative AI tool for writing PR content? I have just finished conducting a series of tests to determine just that and found that the post generated by Bard produced:  Slightly better results than a post I had written from scratch. Significantly better results than the post by ChatGPT. Dramatically better results than Claude 2. This article reveals more details about the tests and the result we weren’t expecting but upstaged the three industry-leading chatbots. Testing the best generative AI tool for PR content In August, Katie Delahaye Paine, CEO of Paine…

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Move faster, v2

By in Human Resources, Self Improvement, Work Tag

by The B2B Growth Newsletter Hi all — Last week, I wrote the post “Move Faster.” The post’s thesis: To move faster, you need to sequentially prioritize. (AKA: focus on your #1 most important thing at a time.) Get your #1 thing done as quickly as possible, then move to the next thing. Don’t approach productivity as “crush as many tasks as possible.” I got a lot of replies. One question stood out: “This is super interesting, but how do I operationalize this when I have a million things to do?” Why you don’t hyperfocus Let’s invert. Three failure modes: You don’t know…

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Google accused of downplaying ad price manipulation

By in Uncategorized Tag , ,

by Nicola Agius  for Search Engine Land Google has been accused of downplaying how much it quietly increases ad auctions. The search engine admitted at the federal antitrust trial that it “frequently” inflates ad prices by as much as 5% without telling advertisers – sometimes 10%. But marketers are calling the search engine out for being too “conservative” with these figures as they believe the real number is significantly higher. Why we care. Advertisers are becoming increasingly frustrated with Google due to long-held suspicions around ad price manipulation and a lack of transparency. Although the industry accepts the search engine has a right to set minimum…

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4 Differences Between Sales Coaching and Feedback

By in Sales Tag ,

by Tristen Taylor for HubSpot In the past, sales managers often saw sales coaching as a means of correcting negative behaviors by providing real-time performance feedback. This approach was characterized by comments like, “I think you're doing a great job, but...” Unfortunately, this feedback often doesn't result in significant behavior change from the sales representative. Instead, it left them with the lingering thought that their manager perceived them as a poor performer. Free Download: Sales Plan Template The problem lies in treating feedback and coaching as interchangeable, because they certainly aren‘t. In this post, we’ll define what makes these two concepts so different, and…

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The AI Conundrum: Should B2B Communicators Embrace ChatGPT?

By in Artificial Intelligence and Machine Learning, Information Technology Tag , , , , , , ,

by Judith Ingleton-Beer for MarketingProfs ChatGPT made history as the fastest-growing online platform; and, as of this writing, it has just 0.03% paid visitor traffic. It has left B2B marketers and PR professionals scratching their heads and questioning just what the AI development means for their future business, sales, and marketing strategies. The AI debate has set the scene for polarizing discussions in B2B communications. At the beginning of 2023, online polls asking how communications pros intended to use ChatGPT received divided results. Many said they would let the generative AI tool write press releases or provide customer service responses, but others…

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Perfecting prompts for SEO content development

By in Marketing Tag

by Nicola Agius for Search Engine Land Unlocking the power of prompts is key to supercharging your SEO content strategy. Well-crafted prompts helped yield remarkable results for SEO expert Shelly Fagin, with website traffic experiencing an impressive increase of up to 30%. This is why perfecting prompts is essential for ensuring generative AI tools like ChatGPT deliver the best output, she said. But where should you start? And what qualities make a prompt perfect – or at least good? Here’s a recap of Fagin’s top tips from SMX Advanced, as well as some prompts she has used for maximum performance. Prompt protocol Crafting…

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