Archive August 10, 2023

Using AI to Build Stronger Connections with Customers

By in Artificial Intelligence and Machine Learning, Sales Tag , , , , , , , ,

by Maureen Burns, Sharona Sankar-King, Priscilla Dell’Orto, and Eduardo Roma for the Harvard Business Review The surge of generative artificial intelligence (AI) applications is spurring exciting innovations and consumer experiments, but it also worries many people who are concerned about data privacy or only being able to communicate with a company through a bot. These concerns are especially acute in industries where customer interactions and data privacy are critical, such as banking or healthcare. Some level of anxiety typically accompanies breakthrough technologies, and it’s natural to worry about a technology that mimics human intelligence. As this new class of large…

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How the Pandemic Changed Marketing Channels

By in Marketing Tag , , , ,

by Christine Moorman, Jana Soli, and Michelle Seals for the Harvard Business Review The Covid-19 pandemic pushed companies to quickly adapt and respond to new customer requirements. One of the ways this dynamic was most apparent was in the marketing channels companies adopted to engage with and sell to customers. So, what changed? The latest version of The CMO Survey identifies five key trends gleaned from 314 U.S. marketing leaders. We also offer our analysis and recommendations to help marketers operationalize these trends. Channels are expanding. Nearly two-thirds (61%) of companies reported increasing the number of channels they use. While true across…

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We Just Witnessed the Birth of a Social Media Channel: What to Know About Threads

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by Martina Bretous for HubSpot In early July, Instagram released its latest app Threads and immediately captured everyone’s attention. Thirty million people’s attention to be exact. Download Now: The 2023 State of Social Media Trends Within 10 days, Threads had reached a whopping 100 million active users, even trending on Twitter, the incumbent. Let’s dig into: What Threads is How to Create a Profile Key Features What It Might Mean for Marketers What is Threads? Launched in early July, Threads is Instagram’s text-based conversation app. Currently, the platform is fully integrated with Instagram, with users required to have an account to…

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B2B keyword research: A comprehensive guide

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by Tom Demers for Search Engine Land B2B companies struggle with keyword research for various reasons: A lack of significant search volume around their core topic. Search volume for their core topic is highly concentrated around a few highly competitive keywords. Search volume is concentrated around top-funnel terms that don’t convert. Every niche and site is different – even under the B2B umbrella.  Having worked with several B2B businesses to help drive millions of visitors along with real revenue and business value, I have developed a process for gathering a list of keyword targets to drive real leads, pipeline, and…

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Four free ways your CRM can drive more value across the business

By in Business Management, Sales Tag , , , ,

by Luke Metcalfe for velocity CRMs are a bit like Swiss Army Knives. Despite their versatility, most folks only ever realize a fraction of their potential (whether that’s slicing open Amazon packages or storing lead data). But here’s the thing: unlocking your CRM’s potential is essentially free. So step forward, MarkOps friend. Here are four free ways you can use your CRM to drive more value across the whole company.  #1: Refine your ICP by feeding your CRM better data  You can look at your CRM in two opposing ways: as dumb storage or as a queryable database. Most businesses default to…

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How B2B Marketers Define ‘Revenue Marketing’

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by Ayaz Nanji for MarketingProfs B2B marketers say the term "revenue marketing" encompasses a wide range of results-focused tactics and goals, according to recent research from Demand Spring. The report was based on data from a survey of 100 B2B marketers from North America. Some 97% of respondents say they are familiar with the term "revenue marketing." B2B marketers define revenue marketing as revenue generation through data-driven marketing, the alignment of Marketing with revenue goals, the integration of Sales and Marketing, and a focus on revenue as the ultimate goal. Respondents say the marketing responsibilities that fall under revenue marketing include demand generation, customer expansion, and…

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How To Use AI To Organize Content And Accelerate The Customer Journey

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

BY BRUCE MCKENZIE for Biznology More than 80% of today’s buying journey is driven by independent research and internal buying group discussions. Not only does that require companies to generate lots of digital content to help buying teams who are doing their own research, there also needs to be a better way to organize it so buyers can easily find what they’re looking for. New AI-powered solutions are changing the way that content can be organized and presented to accelerate the customer journey. Buyers responding to a recent Demand Gen survey urged B2B vendors to “ditch the traditional style of organizing…

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B2B Research Methods 101: How to Start Reading Customers’ Minds

By in Marketing, Sales Tag , , , ,

By Gisella Tan for Contently Customers can surprise you. Are you planning on launching an awesome new product feature? Shoppers might hate the added complexity. Collaborating with an influencer on a March Madness giveaway? You could find yourself in the center of a culture war. To avoid these common pitfalls that plague brands, you’ll need to add B2B research methods to your marketing toolkit. By uncovering key insights about your customers, you’ll not only understand what makes them tick, but you’ll also discover new opportunities to deliver a better customer experience. There’s no doubt that companies who know their customers inside and…

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Email Signature Essentials: Key Statistics to Know for 2023

By in Email Marketing Tag

by Vasyl Holiney for HubSpot Email signatures serve as a powerful way for individuals and businesses to leave a lasting impression on their recipients.  In this article, we will share valuable insights derived from the feedback of numerous participants and email signatures of thousands of users of the MySignature service in 2023. Keep reading to uncover the latest trends that will help you enhance your professional branding and boost engagement with recipients. → Download Now: The Beginner's Guide to Email Marketing Top Email Signature Insights Let's look at the most basic statistics first and then get into the details. On average, users…

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Three Keys to Successful Marketing Process Automation Implementation

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by Jay Kulkarni for MarketingProfs A critical component of modern business success is the ability to understand and balance the human and machine-driven processes that enable scalability in a competitive, ever-evolving market. They must then integrate automation solutions to streamline processes in an effort to create more agility across business teams and fulfill the modern consumer's demand for seamless experiences. There are three key elements to business leaders' successfully implementing process automation into their current workflows at scale: First, brands must establish clear business objectives and map out their current processes to determine when and where they can implement automation solutions…

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