Archive September 15, 2023

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…

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My Colleague Thinks Working From Home Means I’m Available 24/7

By in Human Resources, Work Tag , , ,

How do I get her to back off? BY ALISON GREEN for Inc. A reader asks: I work at a small company, almost completely from home. I go into the office about twice a month, and for the most part, it's been a dream. I am vastly more productive and have found that my mental health has improved drastically. Since the transition, I have done everything I can think of to set clear expectations as far as when I am available. I have specific, set hours when colleagues can expect me to be at my desk. I use away messages to…

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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…

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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…

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Why Some Companies Are Not Increasing Spend on Generative AI

By in Artificial Intelligence and Machine Learning, Information Technology

by Ayaz Nanji for MarketingProfs Decision-makers who work for companies that do not plan to increase their investment in generative AI tools such as ChatGPT in the near future say they have a range of concerns about the technology, according to recent research from Lucidworks. The report was based on data from a global survey of decision-makers and professionals who work for companies with 100 or more employees across 14 industries. Among respondents whose companies plan to decrease or maintain their current levels of investment in generative AI, the top reasons are security considerations (17%), accuracy concerns (9%), and transparency concerns (7%). Some 40% of…

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5 Ways Companies Are Using A.I. in Order Fulfillment to Improve Operations

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

BY MARIA HAGGERTY for Inc. From significant achievements in the medical field to controversy surrounding its usage in media and entertainment, the topic of Artificial Intelligence (AI) is pervasive, touching almost every industry you can think of, including e-commerce. So, what kinds of innovations are altering e-commerce fulfillment, and how can businesses utilize them to improve operations? 1. Optimizing inventory management An effective inventory management system is the cornerstone of a successful retail operation. Having accurate, real-time visibility into inventory data allows companies to properly monitor inventory levels, predict customer demand, and ensure that the right mix of SKUs is occupying valuable warehouse space.…

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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…

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The End of SaaS Is Closer Than You Think

By in SaaS

BY JOE PROCOPIO for Inc. As more and more companies hop on the A.I. train in what seems like a panicked game of musical chairs, the implication is that they're all investing in the future. It's a future where the machines do most of the work, if not all of it, and the executives sit back and reap the rewards, patting themselves on the back for having such keen foresight.  That might not be what's happening. In fact, it just might be actual panic driving the decisions in those executive boardrooms right now. Think about it for a minute. Artificial intelligence…

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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…

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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…

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