Home

How to Attract and Retain Top B2B Marketing Talent

By in Marketing Tag , , ,

by Gergo Vari for MarketingProfs You may already be aware of the labor shortage in the US that is affecting nearly all sectors of business. But let's take a look at the consequences. Part of the ripple effect is that the labor shortage has significantly increased the importance of attracting and retaining marketing talent. Senior-level marketers responsible for their company's marketing department staff need to stand up and take notice. The disparity between the number of job openings (over 10 million in the US) versus the number of job seekers (under 6 million) according to the US Bureau of Labor Statistics, combined with…

Read More

Is B2C and B2B Growth… the same?

By in Marketing Tag , , , , ,

by ELENA VERNA for Elena's Growth Scoop There is a cute penguin mascot on Oracle’s home page… 🤯 What is this consumer-like ‘thing’ doing here if this is a traditional enterprise B2B company geared at serious enterprise buyers? Shouldn’t it all be corporate and serious? There is a powerful consumerization trend sweeping across the B2B landscape, where business software is starting to look much more like consumer products.  Colorful icons, cute mascots, emojis, friendly language, easy-to-use interfaces, and habit-forming experiences make B2B products feel like a joyride rather than a slog through the Siberian tundra. Companies like Dropbox, Miro, Slack,…

Read More

Is Conversational Content Finally a Reality?

By in Content Marketing Tag , ,

By Michael Brenner for Marketing Insider Group We’re living in a world where marketing ads are flying at us in every direction. It feels like a never-ending game of dodgeball, and we’re all just trying to avoid getting hit. We hate to be the bearer of bad news, but your buyers are tired of it. They’re turned off by old marketing tactics, impersonal emails, and robotic B2B buying processes. The proof? Email usage has dropped by 25%. That’s a quarter of your audience that’s no longer engaging with one of your most common marketing channels. But, it’s not all doom and gloom. While traditional tactics…

Read More

Can AI-Generated Content Hurt Your Search Ranking? [Insights from HubSpot, Litmus, Casted & 500+ Marketers]

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

by Erin Rodrigue for HubSpot AI is giving marketers a newer, faster, and easier way to create content. But will the convenience of AI come at the expense of your search ranking? After all, if everyone can use AI to create high-quality content at lightning-fast speeds, what will be the great differentiator in search results? Here, we'll explore everything you need to know about AI-generated content — including how it performs in search results, its limitations, and tips for leveraging it. Free Report: The State of Artificial Intelligence in 2023 Table of Contents Can AI-generated content impact my search ranking? The Limitations…

Read More

10 Simple Ways to Get More B2B Leads From Instagram

By in Marketing Tag , , ,

by David Morneau for MarketingProfs Instagram has 1.35 billion active users, 46% of whom are in the 25-44 age group. Now, consider that 75% of B2B buyers are Millennials—meaning, they're in that age group. That's a massive overlap with your target audience. Also, Instagram doesn't just have a massive audience. Fully 83% of Instagram users use the platform for product discovery, and 130 million click on shopping posts monthly. Those are your potential leads. There are three main approaches to getting B2B leads: Creating awareness Building your reputation and expertise Building your community This article will share specific tools for each approach. A. Creating Awareness 1. Profile…

Read More

Which Types of Social Media Posts Get the Most Interactions?

By in Marketing Tag , , ,

by Ayaz Nanji for MarketingProfs Which types of social media posts tend to get the most interactions (likes, comments, and shares) for businesses on Facebook, Instagram, and Twitter? To find out, Emplifi examined data for millions of posts in various formats (video, image, reel, link, etc.) made by its clients between April 2022 and June 2023. Live video posts garner the highest number of median interactions for businesses on Facebook, the analysis found. GIF posts garner the highest number of median interactions for businesses on Twitter/X. Reels garner the highest number of median interactions for businesses on Instagram. Businesses that post reels to both Instagram and TikTok tend…

Read More

Building Conversations About The Future

By in Content Marketing, Marketing Tag , , , ,

by MARK DANCER for Mark Dancer on Flourishing Business Building Conversations About The Future With a little understanding and a lot of teamwork, distributors can start discussions today that will lead to a brighter tomorrow for the supply chain and beyond. MARK DANCER AUG 2, 2023 3 Share The diagram represents a key work process facilitated at the 2023 NAW BusinessOutside Innovation Forum. Recently, I had the honor of participating in an innovation retreat sponsored by the National Association of Wholesaler-Distributors’ (NAW) Institute for Distribution Excellence and attended by several leading distributor executives and industry thought leaders. Bart Tessel, NAW’s Chief Innovation…

Read More

Google Search Generative Experience adds videos to AI-generated answers

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

by Barry Schwartz for Search Engine Land Google’s new Search Generative Experience now can not just show images in the AI-generated answer but also can show playable videos. “Over the next week, you’ll begin to see videos within some overviews where it’s helpful to see something in motion,” Google wrote. What it looks like. Google sent us a screenshot for a query on that shows a video embedded directly in the AI-generated answer. You can click on the image to enlarge it: More improvements. Google also confirmed rolling out links in the AI-generated answers, something we covered yesterday. “To help you better understand how recent the information…

Read More

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…

Read More

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…

Read More