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by Jason Miller Having a solid social media plan in place around your marketing events is essential to boosting engagement and overall awareness. Before an event your social channels are a great way to spread the word while pulling in registrants that are not currently in your database. During an event social networks offer a unique opportunity to interact directly with your audience while empowering them to share and amplify your message.
When I created my own B2B Marketing Blog almost 3 years ago, I looked out across the blogosphere and asked “what do I have to say that is unique, valuable and helpful?” And so I created the B2B Marketing Insider to help provide an insider’s point of view. I made a lot of mistakes and learned through a ton of trial and error. But mostly, I looked to experts in the industry who had already blazed the trail ahead of me.
Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Andy Sernovitz – Enjoy! photo credit: woodleywonderworks via photopin cc. Most small businesses will tell you their new customers come through word of mouth, but very few can tell you how those referrals happen or where they come from. But, it’s not magic and it’s not an accident.
by Dayna Rothman We are excited to welcome Michael Boyette as our guest author today. Michael is the Executive Editor of Rapid Learning Institute and editor of Top Sales Dog Blog. The number-one issue in Sales and Marketing alignment can be summed up in three words: “These leads suck!”. No matter how much effort Marketing puts into delivering high-quality, actionable leads, most salespeople remain convinced that marketing-generated leads are lousy.
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
by Jason Miller If you are tasked with building a social media dashboard to track your efforts, look no further than this post. I have built many dashboards over the years and as a personal resolution to making my job easier, I decided to cut to the chase and get to the metrics that matter most. That means cutting out the everyday metrics that litter and cloud up the social media manager’s real success story.
by Jason Miller As a modern marketer it is vital to stay on top of current trends and brush up on forgotten or underutilized skills. In my last blog post I was asked by several folks what books I am currently reading and what books I recommend to become a better writer. As I mentioned, becoming a better writer starts with the basics, but you also need some inspiration and ideas along the way.
by Jason Miller Content marketing is taking a bit of heat these days as marketers scramble to jump on the latest trend of thinking like a publisher. Chris Penn recently wrote a post that perfectly sums up the current state of content marketing: “If 2012 was about the power of content marketing, then 2013 has to be about making content that doesn’t suck if we want content marketing to remain a viable method of reaching and acquiring new customers.
by Jason Miller Content marketing is taking a bit of heat these days as marketers scramble to jump on the latest trend of thinking like a publisher. Chris Penn recently wrote a post that perfectly sums up the current state of content marketing: “If 2012 was about the power of content marketing, then 2013 has to be about making content that doesn’t suck if we want content marketing to remain a viable method of reaching and acquiring new customers.
by Jason Miller Social media is the Wild West of differing opinions. In a split second you can find yourself receiving a virtual hi-five and then immediately involved in a shootout at the OK corral. This is both the beauty and the beast of social media. It can be a marketer’s best friend or your worst enemy depending on your ability to keep your cool.
by Dayna Rothman You have worked hard to create some awesome content. Now what? How do you get your thought leadership pieces to your audience? To encourage consumption of your content, you want to promote it to your prospect database, relevant customers and those in your target demographic. Promotional channels include email campaigns, events and social media.
by Dayna Rothman I get asked quite frequently how I became a content marketer. Not only is content marketing a newer role within an organization, but there has also been a lot of backlash against bad content marketing. A lot of companies remain in the dark when it comes to making the right hire because it isn’t necessarily something you can major in.
by Jon Miller So you’ve decided to buy a marketing automation solution. Now you need to select the right vendor for your company. Of course, we think Marketo is almost always the best solution—yes, we’re biased. But here’s an unbiased process you can follow to maximize the chances you’ll buy the marketing automation software that is right for your company.
Speaker: Aja Bradley Kemp, Founder & Chief Experience Officer at Conversate Collective
In a world where every brand is vying for attention, how do you make your events stand out? ✨ From creative swag strategies to immersive brand experiences, the key lies in fostering real connections that inspire action and leave a lasting impression. Whether you're planning a large-scale conference or an exclusive executive gathering, this session will explore how to elevate event engagement, strengthen brand perception, and maximize ROI.
by Dayna Rothman To truly build a high-performance revenue engine, you need to have solid alignment between sales and marketing. One of the keys to creating this synergy is the effective use of a Sales Development Team (you may call this inside sales, lead qualification, or even business development). Your Sales Development Representatives (SDRs) have one exclusive focus: to review, contact, and qualify marketing-generated leads and deliver them to your Account Executives.
by Dayna Rothman If you’re stuck in an old-school approach to email marketing , it’s probably not your fault. It’s your technology. And when we say email marketing technology, we are talking about the ol’ batch and blast email service provider (ESP). Many ESPs were designed for a simpler time, when digital marketing was itself a fairly new discipline.
by Maria Pergolino I have recently been using LinkedIn and Pinterest more than Twitter and Facebook. This didn’t happen for any particular reason, it just evolved from participating where my friends were more active. Because of this, I decided that I wanted to beef-up the feeds I was seeing from brands I liked on both of these sites. I figured I would do this by clicking on the Pinterest and LinkedIn Follow-Me buttons every time I was on an interesting brand’s website.
by Jon Miller You’re not a marketer if things aren’t hectic and your organization isn’t busy. In fact, it’s likely that you’ll encounter some resistance when you’re making a business case for marketing automation , whether stakeholders push back directly or simply get distracted. But don’t let the delay go on too long. Once you’ve determined you’ll benefit from the investment, you stand to suffer the cost of lost opportunity.
Today’s buyers expect more than generic outreach–they want relevant, personalized interactions that address their specific needs. For sales teams managing hundreds or thousands of prospects, however, delivering this level of personalization without automation is nearly impossible. The key is integrating AI in a way that enhances customer engagement rather than making it feel robotic.
by Dayna Rothman We recently held a webinar to show marketers how to rock their online and offline events, featuring insights from Marketo thought leaders Heidi Bullock, Director of Marketing, Sandra Freeman, Director of Marketing Cloud, and myself ( @dayroth ). We had so many great questions from the first webinar that we didn’t have time to answer, so here are answers to the top event marketing inquiries.
by Heidi Bullock Some things in life are just inevitable: death, taxes and of course your annual sales kick off meeting. In many cases, you receive an email around December 23 rd highlighting the meeting, the rough agenda, and the set of presentations you need to pull together. It is in this moment you say to yourself – crap. How am I going to pull off putting together all this content and presenting it in a way that the sales team does not pass out on the spot?
by Dayna Rothman Relevance is the key to creating content for demand generation that impacts lead generation , lead nurturing and lead scoring. Relevance does not only mean writing a paper that is only useful to someone who wants to buy your product or service. Not all prospects are ready for this content or trust your company’s information. Instead, you must create multiple pieces of content relevant to buyer roles and buyer stages, enticing a lead to engage with your content multiple times dur
by Kelly Waffle When people hear the name, John D. Rockefeller, they usually think of “one of the world’s richest people” or “one of the world’s most successful business people.” But Rockefeller did not grow up in a wealthy family. In fact, his father was a “pitch man” who would be gone for months at a time selling cancer treatments from town to town.
Speaker: Alexa Acosta, Director of Growth Marketing & B2B Marketing Leader
Marketing is evolving at breakneck speed—new tools, AI-driven automation, and changing buyer behaviors are rewriting the playbook. With so many trends competing for attention, how do you cut through the noise and focus on what truly moves the needle? In this webinar, industry expert Alexa Acosta will break down the most impactful marketing trends shaping the industry today and how to turn them into real, revenue-generating strategies.
by Dayna Rothman Too many marketers think of event ROI measurement as a pass/fail exercise, i.e., was the event good or not, or did it achieve more than X? Think about questions you want to answer that go beyond pass/fail. In event ROI measurement, there are many intricacies to take into consideration, such as: Is the agenda right? Is this the most fitting speaker?
by Dayna Rothman We have seen a huge transformation in marketing over the past 10-12 years. Buyers are now in control of when and how they access information during the purchase process. At the same time, marketers are constrained by tight budgets and are being asked to interact with buyers across a huge array of channels. All of these changes can prove to add up to numerous challenges, but they also open up new opportunities for marketers.
by Jason Miller Expanding into new regions is an essential growth strategy for many B2B companies, but it’s not easy to get it right. There are many factors to consider, from finding the right skills to getting your marketing activities aligned to local cultures and customer needs. As your company seeks to increase its revenue and expand its territory into new markets, a strategic plan is necessary if you want a positive return on your investment.
by Jason Miller The future of marketing is sitting at our doorstep. It’s up to you as a modern marketer to take the first step and optimize the way you market to customers and prospects. Marketing automation is the platform that will help you manage the workflow through this brave new world and its amazingness cannot be overstated. What does marketing automation amazingness look like?
Think creating impactful B2B video is intimidating, boring, or requires a Hollywood-level budget? Think again. Join our "B2B Growth Show" to uncover the secrets of building video strategies that drive ROI, captivate your audience, and leave your competition in the dust. What you’ll learn: Why video is non-negotiable for B2B in 2025 Storytelling tips to engage your target audience and keep them coming back Case studies from printing companies to telecom giants with jaw-dropping results Practical
by Jason Miller Mitch Joel is a digital marketing expert. A blogger, podcaster, author, and passionate entrepreneur, Marketing Magazine recently dubbed him the “Rock Star of Digital Marketing”. He is also the president of Twist Image, an award Digital Marketing and Communications agency. I recently caught up with Mitch Joel to get his thoughts on upcoming trends in social and online marketing.
One of my first orders of business in any new year is to figure out which conferences I will attend as part of my personal development plan. With that in mind, I asked my social media connections “what are the best marketing conferences?”. The list of the best marketing conferences I compiled is based on the feedback I received from dozens of people so if I missed any, please let me know and add it to the comments below.
What separates a social business from a “regular” business? The truth is, identifying a social businesses and separating those traits from less social peers is not easy. I have suggested combining the forces of predictive analytics, social media, big data and the cloud to define a new metric of marketing success called “ share of conversations.” But I’m not sure that is enough.
What marketing metrics do you use to run your business? Are they the same as the metrics you report to your CEO? Long-gone are the days when the only thing marketing discussed with the CEO was the color of the logo and the size of the advertising budget. It is not the creatives who will delivering reports to the C-Suite. It is the data scientists and the marketing nerds.
GrowthZone’s 11th annual survey highlights trends, challenges, and strategies shaping the membership industry through insights from U.S. and Canadian association professionals. Get your copy of the 2025 Association Survey Results Report to see how your organization measures up: The biggest challenges associations are facing Membership retention trends and non-renewal insights Strategies for automatic renewals and reinstatements Shifts in member engagement tactics Why members are joining (and sta
In the last week, 4 people have asked me this exact same question: What is Klout ? Must be a New Year resolution or something. Now I know all you “ social media divas ” out there who already know what it is, are tracking your score every day, and are praying someone will reveal the secret to a higher Klout score. Sorry. None of that here.
By Gerardo Dada. As we look back on 2012, I think the award for biggest buzzword for the year should go to Content Marketing. Not that it is not useful or powerful, on the contrary. However, I think the term has been overused and misunderstood. Plus, content marketing has been around for a long time, especially in B2B high-tech marketing. In this post I’ll cover why content marketing is so important today and I will provide some practical advice about how to be good at content marketing.
Last week we kicked of this Future of Marketing series with an interview with Mark Schaefer. Mark identified culture as the key differentiator of a successful social business. He also predicted that Facebook search would begin to impact the balance of power that Google has with consumers and over advertisers, as more millennials enter and rise in the workforce.
What is the Future of Marketing ? Will it be defined by the implications of the social business ? Or the rise of content marketing ? Will it be found in the solution to digital marketing challenges in our mobile-connected world? Will we see new models required to activate employee personal brands ? Or is Big Data the Future of Marketing? As you can see from the examples linked above, I have made plenty of marketing predictions on the future of marketing myself over the last few years.
ZoomInfo customers aren’t just selling — they’re winning. Revenue teams using our Go-To-Market Intelligence platform grew pipeline by 32%, increased deal sizes by 40%, and booked 55% more meetings. Download this report to see what 11,000+ customers say about our Go-To-Market Intelligence platform and how it impacts their bottom line. The data speaks for itself!
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