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B2B PR and Content Marketing Pros Have to Get Creative as Ad Spend Drops

By in Content Marketing

by Judith Ingleton-Beer for MarketingProfs Creating high-quality content can open up an entire new avenue for media coverage, putting subject-matter experts and company developments in as many targeted publications as possible—without breaking the bank! Almost two-thirds of B2B buyers say their corporate brand messaging is too vague to actively represent their brand and attract buyers. That means the performance of high-quality, on-message strategic content you've placed will be under the spotlight. B2B PR and marketing professionals will need to extract new value for money and maximize the content lifecycle by telling creative stories, conducting research, and using SEO. No Pay-for-Play in Sight…

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Are Companies Using Remote Work as a Scapegoat for Poor Corporate Performance?

By in Human Resources, Operations

By Lin Grensing-Pophal for HR Daily Advisor The evolving corporate landscape, particularly in the post-COVID era, has sparked a significant debate around Return-to-Office (RTO) policies. A recent Forbes article by Q Hamirani puts forward a provocative perspective: some CEOs may be using RTO mandates to mask poor management. RTO as a Mask for Poor Management “According to a recent research paper published by University of Pittsburgh, compelling evidence suggests that organizations are leveraging Return-To-Office mandates not to enhance firm value, but rather to reassert control and shift blame for poor performance onto employees,” writes Hamirani. “Contrary to the belief that RTO boosts company value,…

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10 Ways to Use AI for Sales Success [Infographic]

By in Artificial Intelligence and Machine Learning, Sales

by Ayaz Nanji for MarketingProfs Which tactics and strategies do salespeople who succeed with artificial intelligence tend to embrace? To find out, RAIN Group surveyed 250 sales leaders, managers, and sales enablement professionals about their use of AI. The researchers then looked at the behaviors of the 26% of respondents who said they have seen a significant or transformative impact from using AI to improve sales performance. An infographic (below) summarizes key findings from the research. It looks at 10 key behaviors of salespeople who see the most impact from AI; it also provides prompts related to each behavior. Check out the infographic:

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How to identify and create content pillars that boost brand awareness

By in Content Marketing, Marketing

by Claire Taylor  for Search Engine Land Content pillars are foundational to your brand’s content strategy. They are the central themes that drive your messaging and shape your identity across platforms. Developing strong content pillars is crucial for every brand that wants to attract and engage followers online. They help you build connections with your target audience by creating informative, inspiring and entertaining content. This article explains how to develop content pillars that properly convey your brand’s values. What is a content pillar? A content pillar is a fundamental theme that forms the backbone of a brand’s content strategy. Content pillars…

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How to Actually Execute Change at a Company

By in Business Management

by B. Tom Hunsaker for Harvard Business Review Post Post Share Save Print As important as it is to make great change decisions, equally important is to consider what happens after the decision to act is made. It is well documented that on average just 60% of planned value is realized. To what can be attributed the “lost” 40%? Analyzing project teams tasked with change initiatives in 257 firms globally, after controlling for decision viability and talent capability, I found that four factors help to explain the gap between the intentions expressed in an action plan and the value created from its…

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5 Pieces of Terrible Sales Advice (& What to Do Instead), According to Coursedog’s Director of Sales

By in Sales

by Zach Drollinger for HubSpot As a salesperson, you've probably gotten your fair share of career advice — and it goes without saying that some of those tidbits have definitely been more valuable than others. Sometimes, the insight you get can help you shape more sound, thoughtful sales efforts — giving you a framework to help you better understand your prospects and how to cater to them. But there's a flip side. Some insight you get winds up being dated, disjointed, or detrimental to your overall sales acumen. So to help give you perspective on some fundamentally flawed sales advice, I‘ve compiled…

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Strategies for Effective Remote Employee Training in a Post-Pandemic World

By in Human Resources, Training Tag

By Lin Grensing-Pophal for HR Daily Advisor The post-pandemic era has ushered in a new normal for the workforce, with remote work becoming a staple for many organizations. This shift has brought unique challenges and opportunities, particularly in the realm of employee training. As companies adapt to this change, developing effective strategies for remote training is crucial to ensure employees remain skilled, engaged, and productive. Engaging Remote Learners One of the primary challenges of remote training is maintaining engagement. Without the physical presence of a classroom, trainers must find innovative ways to capture and retain learners’ attention. Interactive elements such…

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11 ChatGPT Prompts for Super-Optimized Copywriting

By in Artificial Intelligence and Machine Learning Tag , ,

By Lauren Basiura for Marketing Insider Group At Marketing Insider Group, we’ve been exploring the world of AI for quite a while. And let’s just say, we’ve gathered some valuable insights along the way. Now, we all know AI isn’t a cure-all for every marketing challenge. It’s not going to magically solve all our problems (though we all wish it could). But it is an incredibly useful tool that can simplify our lives in the content creation arena. Our journey with AI has been full of learning curves, and we’ve become quite adept at crafting prompts that get the best out of…

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9 things to do when SEO is great but sales and leads are terrible

By in Sales Tag ,

by Ludwig Makhyan for Search Engine Land You’ve optimized your website for search. You’re getting lots of high-quality traffic. But despite the uptick in visitors, your sales and leads remain lackluster. It’s a frustrating situation. The good news? There are strategies you can implement to convert that traffic into paying customers. This article explores nine proven methods to help you turn SEO traffic into sales and leads. 1. Improve your site’s user experience (UX) UX and SEO have been talked about for years and are intrinsically linked, but many sites still haven’t spent time improving UX.  Here are some key areas to focus…

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6 Sales Trends That Could Fizzle This Year [New Data]

By in Sales

by HubSpot Sales trends come and go. Some stick around for a while, while others see themselves out rather quickly. Since we just started a new year, is it time for some goodbyes? In this post, I’ll review some sales trends we could see fizzle out throughout the year based on findings from our 2024 State of Sales Report. Download Now: 2024 Sales Trends Report 6 Sales Trends That Could Fizzle This Year 1. Salespeople acting as primary information sharers. Salespeople say that a change in the sales field that has had the biggest impact on their role is that selling…

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