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Ethical Marketing Can Clarify Muddled Data Use and Marketing Goals

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by Karie Burt B2B marketers are often pushed and pulled between opposing forces, leading to murky data strategies and unclear marketing goals. With regard to data, B2B marketers often are under pressure to expand their audience in a quest for scale while balancing the need to focus on highly targeted personas who are the most relevant to maximize efficiency and results. And you can throw in another conundrum: Marketers must now adhere to strict privacy regulations, but they are driven to amass ever increasing customer data to reach customers more effectively. As for goals, B2B marketers are supposed to be "customer…

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To Engage with B2B Buyers, Don’t Put the AI Cart Before the Content Horse

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

By Ardath Albee  Source: Adobe Stock GenAI offers opportunities for marketers spanning from creating B2B content to workflows to analysis. One of the biggest priorities for B2B marketers with AI is efficient content creation. Fifty percent of marketers use it to create content and 51% use it to optimize content. Yet only 31% have accuracy and quality concerns about AI. While GenAI’s capacity to analyze data at record speeds, spot patterns in seconds, and logically put one word after another is impressive, there must be a deep foundation to enable relevant content creation that resonates with your audience. The foundation needed to enable…

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Elevate Your Small Business with These Strategic Digital Solutions

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Photo via Pexels In the competitive landscape of today’s digital era, small businesses must strategically adopt digital tools to remain relevant and competitive. The right digital solutions can enhance operational efficiency, improve customer engagement, and drive business growth. From online education to advanced CRM systems, these tools offer small businesses the opportunity to refine their processes and expand their reach. By embracing technology, small businesses can not only streamline their operations but also position themselves for long-term success. Boost Your Business with Online Learning Enhancing your skills through online education can significantly impact your business success. By enrolling in an…

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Objection Handling: 44 Common Sales Objections & How to Respond

By in Sales Tag

by: Mark Burdon High-performing sales professionals aren’t triggered to surrender by a sales objection. Instead, they use objections to craft personalized value propositions to differentiate their company, their offerings — and ultimately close the deal. As a long-time sales and business development professional, I’ve always seen sales objections as guideposts along a buying process: they tell me what a prospect needs to move forward. When overcoming objections in sales, salespeople must be curious, intuitive, and empathetic enough to ask questions that motivate prospects to disclose their objections instead of just ghosting the salesperson and leaving them wondering why. Download Now: Free…

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LLMs are driving referral traffic – but what about engagement?

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by Jason Tabeling From answering complex queries to generating creative content, large language models (LLMs) like ChatGPT, Gemini, and others are becoming integral to how users seek and consume information online.  This technology presents a paradox for brands and website owners: the potential for new avenues of traffic generation alongside the growing challenge of zero-click results. The initial excitement surrounding LLMs often focuses on their ability to simplify workflows and provide instant answers. However, for businesses that rely on website traffic for leads, sales, and brand visibility, the implications are far more nuanced. While LLMs can act as powerful referral engines, directing users to…

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Strengthening the Leadership Pipeline: Identifying and Developing Middle Managers for Senior Roles

By in Business Management Tag , ,

By Lin Grensing-Pophal Most organizations are arranged in a pyramid-shaped hierarchy, with large numbers of frontline workers reporting to a smaller group of managers, who in turn report to an even smaller group of directors and VPs, all the way up to a single CEO. Even in organizations that claim to be “flat,” some level of hierarchy is necessary for decision-making and structure. If we invert this pyramid, it resembles a funnel—managers are often promoted from frontline roles, and senior executives are often selected from middle management. Naturally, developing middle managers into senior leaders is a key priority for organizations…

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How to Choose the Right Blog Topics to Engage Your Audience

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By Lauren Basiura Blogging remains one of the most effective ways to build an online presence, engage an audience, and drive organic traffic to a website. In fact, 83% of internet users, approximately 4.44 billion people, read blog posts. However, with so much content available online, selecting the right topics is crucial to standing out and keeping your audience engaged. Understanding Your Audience The foundation of choosing engaging blog topics starts with understanding your target audience. If you don’t know what your readers care about, your content will likely miss the mark. Identify Your Audience Start by defining your ideal reader.…

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Are You Spying on Employees? The Pros and Cons of Workplace Surveillance

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By Chester Avey There is an argument to be made about how monitoring employees helps them stay productive, keeps operations moving along smoothly, and pinpoints potential areas for growth and improvement. However, implementing surveillance measures is a complex decision, raising important questions about the invasion of privacy and trust in the workplace. Organizations are grappling with this dilemma frequently, which is why it’s important to address both aspects. How can HR professionals strike the right balance between maintaining operational efficiency and team productivity while respecting employees’ right to privacy and confidentiality? Monitoring employees has a stigma around it and can be counterproductive if…

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What Is an SEO Marketing Strategy?

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By Lauren Basiura Your SEO marketing strategy is the key to unlocking your brand’s growth potential. It’s how you rank on search engine results pages (SERPs), drive organic traffic to your website, and ultimately grow conversions and sales. Even though every marketer today has heard of SEO and most know its importance, most brands approach SEO with a variety of separate tactics rather than linking it to your overall marketing strategy. The result is a fragmented SEO effort that doesn’t earn nearly the ROI it could. In this article, we’re going to cover what constitutes a true SEO marketing strategy, how content…

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Reviewing Candidates’ Social Media Accounts—Legit or Not?

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By Shiran Danoch Social media is an inseparable part of our lives, influencing how we connect, communicate, and even conduct business. Recruiters increasingly use social media to source and recruit candidates, and many use it to research candidates to make or support hiring decisions. This practice, however, is controversial as it raises significant practical and ethical considerations. The Public vs. Private Dilemma One of the primary arguments in favor of reviewing candidates’ social media is that the information is publicly available. In an era where individuals share significant aspects of their lives online, it can be argued that anything posted…

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