Category Marketing

Boost Your Small Business With These Must-Have AI Tools

By in Artificial Intelligence and Machine Learning, Business Management, Finance, Marketing, Operations

by Belle Wong for The Hartford In recent months, ChatGPT has shown the world how far artificial intelligence (AI) has come. But as AI developers and software companies release more and more AI tools on a near-daily basis, it can be challenging to know which tools are worth it for your small business. It’s worth digging deeper to learn more about the options available. By harnessing the power of AI, you can potentially compete with big businesses. Keep reading to learn more about the AI tools that can help take your business to the next level and beyond. 1. Chatbots Customers want…

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Demand Generation Demystified

By in Lead Generation, Marketing Tag , , , ,

by KAMIL REXTIN for 42 Slash What is Demand Generation? If you believe the gurus on social media selling services, demand generation is about putting out content, amplifying it with paid spend, and hoping your prospects come into the funnel.  Wishful thinking. Demand Generation (DG) is an umbrella that includes customer acquisition (channels, content, and strategies) and infrastructure (how do the systems and technologies support the revenue teams - for example, what happens once you implement a tool to help Sales & Marketing to be more efficient at generating revenue). DG, in our experience, is about understanding the job is done…

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4 principles for marketing compensation

By in Marketing

By LIZ CHRISTO at Dear Stage 2 DEAR STAGE 2: Do you recommend variable compensation for members of the marketing team? If yes, what has worked for you to drive results and create alignment? ~Founder aligning incentivesSubscribe DEAR FOUNDER ALIGNING INCENTIVES: We brought in 2 stellar CMOs to help us answer this critical question. Kirsten Newbold-Knipp, who led marketing at companies like Fullstory, Convey and BigCommerce and Shane Murphy-Reuter, the CMO at Webflow, and former marketing lead at ZoomInfo and Intercom. Our collective answer? A resounding YES! We’re glad to hear you started with the goal of creating alignment. Too often we see…

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Brand vs. Performance Marketing Spectrum

By in Marketing Tag , ,

By Wes Kao There are few philosophical stances that will influence everything about your marketing thereafter. Deciding to prioritize brand versus performance is one of those things. I call this the Law of Brand vs Performance Marketing. It states: All marketing activities are a trade-off between immediate conversion and brand equity. This means there is a trade-off between brand marketing and performance marketing. Performance marketing means better short-term conversion, but worse long-term brand equity. Brand marketing means worse short-term conversion, but better long-term brand equity. This is worth discussing with your team: “If you could only prioritize brand or performance,…

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5 PRIME SOURCES FOR B2B CONTENT

By in Content Marketing, Marketing

by Message Up You recognize that content marketing is mission critical for your B2B business, and you’re committed to making it happen. You’ve done your homework and prioritized a list of themes and topics on which your team is going to publish. All well and good, but how are you going to create the content itself? More precisely, where are you going to find the inspiration, ideas, and insights that will make it relevant and engaging? Here are five tips on where to look. But First, Back to Identifying B2B Content Topics Before we dive into the sources, let’s rewind…

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How Superhuman Built an Engine to Find Product Market Fit

By in Marketing Tag , , , ,

by Rahul Vohra, the founder and CEO of Superhuman We’ve all heard that product/market fit drives startup success — and that the lack thereof is what’s lurking behind almost every failure. For founders, achieving product/market fit is an obsession from day one. It’s both the hefty hurdle we’re racing to clear and the festering fear keeping us up at night, worried that we’ll never make it. But when it comes to understanding what product/market fit really is and how to get there, most of us quickly realize that there isn’t a battle-tested approach. In the summer of 2017, I was waist-deep in my search for a…

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Marketing is neither science nor art.

By in Marketing Tag ,

by SEBASTIAN CUERVO AND ADRIENNE BARNES for 42 Slash Madmen's days of all-nighters, heavy drinking, smoking cigars and coming up with game-changer last minute slogans like "it's toasted" seem far gone when we think about digital marketing today. We are in a different moment where we have data points to back up our bets and make the best calls possible to ensure our solution resonates with the right customer at the right time.  Initially, many thought of marketing as an artistic, risky, and uncertain activity (literally something for mad men and women). Today, we find ourselves in a systematic, organized, and…

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Employee-Driven Content: A 4-step Framework on How to Get Started

By in Content Marketing, Lead Generation, Marketing Tag , ,

by JASON BRADWELL for B2B Byte You’ve got to invest in more content. “Damn Jason, what is this - 2005? We’ve been creating content for years!” …to which my response would be… “Sure. But when did you last create good content?” If the recent phenomenon that is ChatGPT has taught us anything, it’s that we are on the precipice of a huge acceleration in the publication of mediocre marketing collateral. Particularly on blogs. Volume is no longer the aim of the game. Dialling in on doing less that says more must become the new normal. And a great way to do this is by investing in employee-driven content. Here’s a…

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The 6 Risks of AI Content

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

by Ryan Law for Animalz There are already plenty of use cases for generative AI in marketing. Industry and article research. Getting to first draft faster. Creating content briefs. Brainstorming titles and headers, angles, and introductions. Programmatic SEO, at a scale and sophistication previously hard to imagine. Repurposing content from one format to another. Personalizing ABM campaigns. These use cases have risks associated with them. There is the risk of factual inaccuracy and hallucination. Risk of copyright infringement and legal challenges. Risk of Google penalization. Risk of mediocrity and pumping out a ton of content that doesn’t help the bottom line.…

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