Category Marketing

How B2B Marketers Can Shift to Buying Groups in Three Months or Less

By in Marketing Tag , ,

by Nikki Candito for MarketingProfs Last year, my team ran a series of tests to see whether we could reach multiple people at an organization with coordinated messages. The result was a strong YES. Creating marketing messages for a specific group was not only a possibility but also a better approach because we could have more control over our ABM campaigns. I'm now in charge of orchestrating a transition from individual lead-driven marketing to buying-group marketing, and I've given myself and my team three months to do it. Why Switch to Buying Groups? First and foremost, marketers need buy-in from their…

Read More

PEELING BACK THE LAYERS: THE ONION APPROACH TO B2B CONTENT

By in Content Marketing Tag ,

by MessageUp The onion is a simple, yet powerful ingredient found in countless cuisines worldwide. It is also a very popular metaphor for just about anything that has layers—like your B2B content strategy, for example. In the content analogy, each layer of the onion reveals a different perspective, a different story, and a different opportunity to connect with your target audience. If coming up with B2B content topics is making you cry, this model could be for you! Let's examine this content onion together and see what we can cook up. Contrary to many onion metaphors, I’m going to assume…

Read More

Imagine the possibilities

By in Artificial Intelligence and Machine Learning, Marketing Tag

by MARK DANCER for Mark Dancer on Flourishing Business Consider what’s possible Reid Hoffman’s new podcast, Possible, is on a mission to explore the brightest possible version of the future. His latest book, Impromptu: Amplifying Our Humanity Through AI, written with GPT-4 as an author’s co-pilot, explores how we might use AI on a quest to “make life more meaningful and prosperous,” to “help solve our hardest challenges,” and to “expand opportunities for self-determination and self-expression.” I love it. All of this is the right stuff for supply chain innovators as we seek not just to fix what’s broken but to build…

Read More

What to Do When Your Marketing Emails Are Falling Flat

By in Email Marketing, Marketing

by LIVIU TANASE for INC. Everywhere you look, business owners are talking about how well email marketing works for them. “The money is in the list,” they say, but not everyone sees the same return on email efforts.  If your emails are falling flat, try these simple tactics. You’ll get more engagement, make more sales, and be excited every time you write a new email to your customers.  Make sure your emails land in the inbox Fact: For people to interact with your emails, they must see them first. If your newsletters and campaigns are going to the spam folder, chances are…

Read More

Podcast: The Interplay of Trust, Speed, and Sales in Marketing with Randy Gerson

By in Marketing

BY PAUL FULLER for The Art and Science of Complex Sales Podcast Ever wondered how speed, trust, and sales intermingle in the complex world of marketing? In today's episode we have our special guest Randy Gerson, CEO of Gerson & Associates. As a standout salesperson at Xerox and an influential marketer, Randy brings a unique perspective to the table that you won't want to miss. Speed, Trust, and Sales in Marketing (13:21)  Paul and Randy discuss the merging of sales and marketing in SaaS companies. Randy recognized this trend about 30 years ago during his time at Xerox. He identified a…

Read More

The Complete Guide to Content Marketing Research

By in Content Marketing, Marketing

By Lauren Basiura for Marketing Insider Group Have you ever felt like you’re playing a never-ending game of darts with your content ideas, blindly throwing them and hoping they hit the mark? It’s time to put an end to the guesswork. Instead of tossing ideas into the void and hoping they resonate, there’s a more strategic approach at your fingertips: content marketing research. This powerful tool goes beyond speculation, offering eye-opening insights into what your audience actually wants to see. And that’s just the tip of the iceberg. In this post, we explore how content marketing research can revolutionize your strategy, ensuring every…

Read More

Performance Marketing Contradictions

By in Marketing

by SEBASTIAN CUERVO for 42 Slash 1. Prioritizing agile revenue vs. strategic brand efforts It's a difficult time for marketers; showing up and demonstrating your dept is a revenue machine matters. We get it. However, giving more importance to fast revenue solutions has a limit. At some point, all companies in all categories will face an inevitable truth: 80% or more of your potential customers are not ready to buy today.  Strategic efforts that help your brand develop resonance and add value to these future buyers matter just as much. It may differ from what your department needs to show…

Read More

Effective Marketplace SEO is more like Product Growth

By in Marketing Tag ,

by Kevin Indig for kevin-indig.com There are two types of SEO: product-led and marketing-led. The key lessons about marketplaces from my time at G2 and my work with Nextdoor, Bounce and others: good SEO is the result of Product Growth, not just website optimization. ❓Why it matters: Most advice and sites on the web are not marketplaces. The approach to marketplace SEO is very different from non-marketplace sites. Applying the wrong approach severely limits the impact on company growth. 💡Marketplace SEO is different Mission critical: 80% of new users coming from SEO is not uncommon for marketplaces. Low ARPU (Average Revenue Per…

Read More

8+ Presentation Skills Every Marketer Needs

By in Business Management, Marketing Tag , , ,

by Meredith Wilshere for HubSpot Marketers play a crucial role in attracting customers and driving success for their brands. And today, presentation skills are a key tool in your marketing toolbox. Strong presentations help you better communicate and make an impression on your audience. Whether you‘re a seasoned professional or a budding marketer eager to make a lasting impact, there’s always room to improve. We’ll explore eight essential presentation skills that allow you to stand out, tips for leveling up, and examples of some of our favorite presentations. Let’s dive in. → Free Download: 10 PowerPoint Presentation Templates What are…

Read More

7 LinkedIn advertising pitfalls: Where your B2B ads setup might stumble

By in Marketing Tag , ,

by Andrea Cruz for Search Engine Land LinkedIn is a powerful way to connect with a targeted B2B audience through its advertising capabilities. However, LinkedIn ad campaigns can sometimes stumble even with the best intentions. If you’re puzzled by your LinkedIn Ads setup going awry, you’re not alone. This article will dissect the critical factors that can undermine your once-promising ad setup, leading it down an unfortunate path.  By identifying these pitfalls, you’ll uncover the challenges and actionable solutions to steer your campaign back on track.  1. Insufficient audience targeting If you’re new to B2B marketing or used to seeing Meta’s…

Read More