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by Jason Miller Content is evolving and marketers need to expand their content marketing strategy to include visual elements into their overall mix. The problem is that customer and prospects have less time for weighty words due to the current state of information overflow. In addition, the fast paced world of social media has forced us to learn to digest information faster and sometimes even at a glance.
When done right, effective marketing will generate a quantifiable “multiplier effect.” While social media gets much of the recent credit for this phenomenon, it has existed forever, long before the famous shampoo commercial that explained how happy customers “tell their 2 friends, who tell their 2 friends and so on, and so on.” I believe that the most important words in marketing are “thank you. ” Because when you create great content, your readers will share
Next week I’ll travel to the Middle East to meet with a large group of SME’s on the verge of unlocking their potential. photo credit: Mukumbura via photopin cc. The entrepreneurial environment in many parts of the world is undergoing dramatic change. Even in cultures that are very government and big business centered, small business is seen as the future of both growth and stability.
by Jason Miller To the folks out there who say that Facebook is not an effective lead generation tool for B2B, I will tell them that they need a new strategy. Facebook boasts the largest user base of any social network and it’s essential that you have a presence here or your business will simply be missing opportunities. Over the past few months I have been experimenting with different types of ads, new content, eye catching visuals, and tracking my success using Marketo and Facebook insig
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 Kieran Flanagan We are back with the second part of our post “The Evolution of Content Marketing – An SEO View”, this time with our experts from the US. In the first part we asked 5 UK SEO experts for their opinions on a range of questions around the effects of content marketing on today’s SEO strategy. In this part we get the views from 5 experts in the US.
by Dayna Rothman It is clear that there is a strong correlation between psychology and the act of social sharing. As a B2B marketing professional trying to create your social media and content strategy, having a basic foundation of human psychology can help amplify your efforts, more effectively reach your audience, and encourage your customers to share your message.
by Dayna Rothman This is a guest post written by Megan Totka is the Chief Editor for ChamberofCommerce.com which is the largest business directory on the web. Check out her previous post High Impact Marketing from a Low Budget Business. Small business owners have always had to market their businesses on a budget. And it is just getting harder. Since 2007, restrictions have been tighter than ever due to industry-wide lending policy changes.
by Dayna Rothman This is a guest post written by Megan Totka is the Chief Editor for ChamberofCommerce.com which is the largest business directory on the web. Check out her previous post High Impact Marketing from a Low Budget Business. Small business owners have always had to market their businesses on a budget. And it is just getting harder. Since 2007, restrictions have been tighter than ever due to industry-wide lending policy changes.
by Jon Miller By now, every CMO understands the need to build a data-driven marketing team. But how do you do it? In this post I share Marketo’s tips about the staff and skills you need to develop, as well as how to create a culture of metrics and accountability. Hire the Right Kind of People. If you aren’t getting the marketing metrics you need, it’s probably because you haven’t made them a priority.
by Dayna Rothman What is the difference between email marketing and marketing automation? And how do you know if your company is ready to make the switch? These are questions we get asked all of time by both small and large businesses. We all know how powerful and important email marketing is to your marketing toolbox, but implementing marketing automation can dramatically increase the effectiveness of the email marketing strategy you already have in place.
by Jon Miller A common question I hear from marketers is “I already have a CRM system (e.g. salesforce.com, Microsoft Dynamics CRM), so why do I need marketing automation ”? On the face of it, this is not a surprising question. Many CRM systems have a module for marketing. Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”.
by Jason Miller Jeremiah Owyang is an Industry Analyst on Customer Strategy and a Partner at Altimeter Group. He is the author of the top blog Web Strategist and is an expert on how companies can connect with their consumers using a variety of online tactics. I was lucky enough to be able to catch up with Jeremiah at a recent conference and he took the time to answer some very important questions facing B2B marketing professionals on a daily basis.
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 We’d like to welcome Jessica Sanders as today’s guest blogger. Jessica Sanders is an avid small business writer. As the marketing copyeditor of ResourceNation.com , she touches on a range of topics including online marketing and email marketing. Marketing videos are slowly becoming an integral part of every business’ online marketing strategy.
by Jason Miller Marcus Nelson is a social media thought leader and Founder & CEO of Addvocate, a social amplification platform turning employees into inbound marketing and lead generation machines. Before branching off to do his own thing, Marcus was Director of Social Media at Salesforce, and was instrumental in helping them develop their ass-kicking social media strategy.
by Rick Siegfried I had an “apple falling on the head” sort of moment a week or so ago during my morning coffee. Before I go any further, let me provide some background. The below Twitter stream between myself ( @RickGrind ), sales intelligence and social selling tool, InsideView ( @insideview ), and their Director of Social Media Strategy, Koka Sexton ( @kokasexton ) will let you know what’s up.
by Dayna Rothman We’d like to welcome Rich Gorman as our guest blogger for today. Rich is very experienced in the field of online reputation management techniques. He has created many direct response marketing programs for companies of all shapes and sizes. He leads the team at www.reputationchanger.com. Have you ever conducted a Google search for your own name?
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 Liz Courter Over the last year I have been busy learning about how a community can not only help with customer retention and satisfaction, but it can also help customers achieve personal and professional growth. By building out a community for your customers, you can show them that you are invested in their success and create a high level engagement for current and future customers.
by Jason Miller Jason Keath is the Founder and CEO of Social Fresh, the social media education company. He curates some of the smartest voices in online marketing. He works as a social media speaker, analyst, and has consulted with Fortune 100 and Inc 5000 companies on social media strategy and development. I was fortunate enough to be able to catch up with Jason at a recent conference and he took the time to answer some very important questions facing social marketing professionals on a daily
by Ravali Ravulapati The internet is used for every aspect of life – not only for communication, entertainment and education, but for creating opportunities, brand visibility, and providing targeted messages to prospects. The internet is a resource for information – for anything, and everything. Advertisers knew this trend was coming as more and more people started moving towards the online world.
by Dayna Rothman We’d like to welcome our guest blogger, Karl Wirth, CEO of www.apptegic.com. Karl discusses strategies for online engagement using behavioral targeting for increased sales and customer retention. B2B marketing professionals know that a marketing automation campaign is most effective when it integrates ‘Off-Site’ channels (SEO, SEM, Email) with ‘On-Site’ marketing (landing pages, blogs, ecommerce) with the ultimate goal of personally engaging your customer from the first touch po
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 When determining your content marketing mix, you want to make sure that you have what we at Marketo call “Big Rock Content Pieces”. These are your big kahunas, the large thought leadership pieces that not only illustrate your unique point of view, but that you can also break up and use to create smaller content pieces. At Marketo, our “Big Rocks” are in the form of our Definitive Guides, which can be 80+ pages jam packed full of awesome content and tips.
by Stephanie Yung Every lead a Marketo Sales Development Representative calls into goes through an initial prospecting process, called “the sniff test”. This process happens before an initial call and helps our Sales Development Representatives prepare for a relevant conversation with a lead. It’s a combination of checking web resources, Salesforce.com information, Marketo Sales Insight , and account background to better understand: Who is your prospect?
This week I attended Business Insider ‘s Ignition conference where the topic was “The Future of Digital.” The topics ranged from digital content to advertising, to the rise of the mobile web and e-commerce to social media and technology start-ups. The speaker line-up was one of the best I have ever seen including CEOs Andrew Mason (Groupon), Jeff Weiner (LinkedIn) and Jeffrey Bewkes (Time Warner), AOL Co-founder Steve Case, the Dr.
Content Strategy is a very confusing topic in business and marketing circles. There are plenty of folks out there trying to define content strategy and differentiate it from traditional marketing, content marketing, digital marketing, social media and search engine optimization. But exactly how do you execute it once you have defined it, sold it in and been handed the mandate to get it done?
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
There is one clear sign of a vibrant and growing marketing team: it attracts more of the right people and sheds the rest. In the digital marketing age, that means 3 things: digital and social business leaders who use analytics to drive their decisions. Marketing leaders need to look around and determine if they are attracting these leaders of the future or if they are leaving to drive the marketing efforts of your future competitors.
It’s that time of year again and I have to ask the only question that matters for those of us involved in marketing strategy and planning: Do you know which marketing programs have worked and which ones didn’t? And what was the return on the investments you made? I am always completely amazed at how few of us can answer this question. And I understand this is hard.
Planning season is well underway and I think it is never to early to look at the B2B Marketing 2012 year in review and start to make some predictions for Marketing and Social Businesses in 2013. So here I will lay out my perspective – a narrative really – of what happened in 2012 in B2B Marketing. I will provide a few links to some of my top stories of the year to provide more detail on each point.
The web and social media have forever changed the tactics of marketing. Sending more promotional messages through traditional push-based tactics doesn’t work any more. So leading businesses are using inbound marketing (or “Pull Marketing”) to more effectively attract new customers. But simply “telling stories” about your products is not enough either.
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
by Robin Bordoli Today Marketo is excited to announce the launch of our new partner ecosystem, Marketo LaunchPoint. You can check it out at launchpoint.marketo.com and see the 65+ partners which make this the most complete marketing ecosystem available today. But before diving into the details we should discuss 3 important questions. What is an ecosystem?
I love this time of year! The kids start getting excited knowing that Christmas is not too far away. They dream of lots of presents and start making their list and checking it twice. I also think adults and children enjoy the change in the routine that comes with holidays. There’s the parties, great food, the short weeks, family and friends, and, oh did I mention the parties.
It’s that time of year again and I have to ask the only question that matters for those of us involved in marketing strategy and planning: Do you know which marketing programs have worked and which ones didn’t? And what was the return on the investments you made? I am always completely amazed at how few of us can answer this question. And I understand this is hard.
It can be a chore to drive traffic to your website. So, once you do gain a click through organic search, a referral or an ad, you need to you do what you can to keep them there long enough for them to dig in and see what you’ve got. photo credit: theunquietlibrary. Below are a handful of tactics that can help visitors find what they are looking for, consume more content and enjoy a more engaged experience overall. 1.
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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