Archive October 16, 2023

The B2B Buying Process Visualized

By in Sales Tag , ,

by Jim Everhart for MarketingProfs Marketers, by now, are well-versed in the customer journey. And for good reason: being aware of the twists and turns a customer takes on the way to a sale is incredibly instructive—not to mention sobering, even humbling. Awareness of the customer journey is a constant reminder that all those prospects out there aren't waiting with bated breath for your next great announcement. Every message, social media post, product release, email, and ad is fighting for your audience's attention. But knowing the other side of the story, the buying process, is equally important for good content marketing. But wait—Isn't…

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Research Examines What Gen Z Wants from Potential Employers

By in Human Resources, Work Tag , ,

By Tammy Binford for HR Daily Advisor Gen Z, the youngest segment of the workforce, is already making an impact, and its influence will only increase in the future. Global insurance giant Zurich reported in April that people born between 1997 and 2012 are expected to make up 27% of the workforce by 2025. Those numbers are getting employers’ attention, making it all the more important to understand how to attract young people to the world of work and what they need to thrive. Looking at What Gen Z Values In March, Symplicity, a maker of software for universities to manage…

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Marketing Planning & Risk Management.

By in Business Management, Marketing Tag ,

by SEBASTIAN CUERVO AND CRISTINA DAROCA for 42 Slash Every professional marketer eventually gets closer to owning and worshiping a particular number. Number of leads, number of opportunities, MQLs, SQLs, SALs, and so on. Ultimately, it all comes down to revenue, and more importantly, success in marketing is about understanding systems.We had a great conversation with Cristina Daroca, where we went over how she does top-down AND bottoms-up analysis to develop annual marketing plans. Before we dive into the tactical aspects of this piece, this is also an excellent opportunity to reconsider the importance of risk in your marketing campaigns. Risk matters Marketers love being able to…

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Want to be a Great Leader? Be an Influencer, Not Just a Doer

By in Business Management, Human Resources, Self Improvement Tag

By Gary Beckstrand for HR Daily Advisor Today’s leaders typically ascended to their roles after demonstrating their ability to do the work and deliver results. But upon rising to a supervisory position, too many leaders fail to make a shift that’s increasingly critical in the modern workplace. They haven’t evolved from doers into influencers. Traditional, top-down leadership is no longer viable given the pace and scale of change in consumer demands, employee expectations, market conditions, and emerging technologies. In the traditional “doer” model, leaders see themselves as the experts. They control work by directing rather than coaching. They often put their…

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Creating the Perfect About Us Page (Yes, We Did It!)

By in Information Technology Tag

By Michael Brenner for Marketing Insider Group Did you know your about us page plays a key role in whether a web visitor converts to a paying customer? It’s true—people who visit your about us page spend 22% more time on your site overall (on average) and are 5X more likely to make a purchase. In other words: If you’re not giving your about us page enough love, you could be losing out on revenue. But not to worry. In this article, we’ll tell you everything you need to know to make your about us page one of the most compelling pages…

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I tried writing a blog post with ChatGPT, so you don’t have to.

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

by Erica Santiago for HubSpot If you‘re a marketer who does a lot of writing, you’ve probably heard about writers, bloggers, and other creators using tools like ChatGPT to streamline the writing process. However, if you‘re a skeptical writer like me, you’re probably a little wary of using AI to craft your content. You might think: “Can this tool write well? Will it capture the correct voice and tone I want? Is it accurate? How can I use it?” Fortunately, you don‘t need to wonder anymore. I tried using ChatGPT to write a blog post, and I will share my…

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How to do a quick SEO accessibility check

By in Marketing Tag

by Maria Georgieva for Search Engine Land Among the top one million homepages, there were a staggering 49,991,225 unique accessibility issues identified, averaging 50 issues per page. This statistic is shocking, especially when you think about Gartner’s analysis that digital products fully compliant with the Web Content Accessibility Guidelines (WCAG) Level 2 will outperform their competitors by a factor of 50. Many best practices for improving website accessibility align closely with SEO tactics. This article tackles how to manage 10 accessibility elements to can also help improve your site’s SEO and ensure inclusivity for all users. How disabilities impact the online journey You can’t make an…

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4 Ways to Make Work More Meaningful

By in Human Resources, Self Improvement, Work Tag

by John Coleman for Harvard Business Review Curiosity is critical to professional success. A curious mind will spot and solve problems, while being unafraid to try something new. It will seek out the insights of others, and open itself to expanded thinking. A curious person will never succumb to apathy, instead pushing consistently for growth, innovation, and improvement. Anyone seeking to build a successful career must embrace curiosity.  But curiosity isn’t just essential to professional advancement — it’s central to crafting purpose and meaning at work. We all want to feel that our work is meaningful, and we all have an opportunity to make it so. But…

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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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