Few marketing strategies have seen the same surge in popularity as account-based marketing (ABM). ABM began as a fresh and exploratory idea, and quickly caught fire as an industry trend. Now it stands as one of the most widely-adopted and celebrated strategies in the world of B2B marketing.
ABM’s rise from relative obscurity to widespread adoption is no accident. Sales and marketing professionals love ABM for the simple fact that it’s an effective way to generate revenue.
Continue reading “5 Account-Based Marketing Nightmares to Avoid At All Cost”
Believe it or not, I can trace my entire career as a content marketer back to a night in June of 2003. I was nine years old, and my parents had finally allowed me to stay up and attend the midnight release of the latest Harry Potter book.
Undeterred by the 800+ page count, I tore through the book in a matter of days. I’d always enjoyed reading, but this was the first novel in a long line of fictional works that would go on to have a formative impact on my life.
Continue reading “6 Lessons B2B Content Marketers Can Learn From Fiction Writers”
If you’ve spent any amount of time on social media during the month of June, you’ve likely seen some big name brands announcing their support for the LGBTQ+ community in honor of Pride Month.
Most notably, companies have rebranded their corporate social media profiles to feature rainbow colored logos, cover photos, products, and entire rainbow themed campaigns as a presumed tribute to the Pride flag.
Although this outpouring of support is great in theory, it raises some major questions. How many of these companies work to implement real change for the LGBTQ+ community? How many of these companies actively show their support and advocate for LGBTQ+ rights year round? And, how many companies simply leverage Pride as a means to profit off the LGBTQ+ community?
Continue reading “A Corporate Guide to Pride—Companies Who’ve Gotten it Right (and Wrong)”
B2B marketers beware: Marketing vanity metrics are easy on the eyes but only skim the surface when it comes to actual value. Although vanity metrics make you feel good about your marketing efforts, these surface-level metrics only reveal part of the story.
But, fear not dear marketer! If you turn your attention to the metrics that matter, you can improve your marketing strategy and communicate the important insights to leadership.
Continue reading “How to Manage Expectations Around Marketing Vanity Metrics”
In the age of social media, influencer marketing has become wildly popular—even among B2B organizations. But, unlike the B2C market, it’s not always easy to identify the thought leaders with the most social pull within the B2B community.
So, in today’s blog post we take a look at the characteristics that make someone a great influencer to work with and we also identify a few of our favorite B2B marketing influencers.
Continue reading “5 Must-Follow B2B Marketing Influencers”
When it comes to B2B marketing tactics, no strategy has stood the test of time quite like the trade show. A recent survey done by the Content Marketing Institute shows 75% of respondents believe in-person events are an effective marketing tactic. In fact, in-person events ranked highest on the list, above tactics such as webinars/webcasts (66%), case studies (66%) and white papers (63%) (source). Continue reading “How to Stand Out at a Trade Show: A Guide for Marketers”
The goal of every marketing department is to get more work done faster. Yet, you may not realize that many of your habits and workflows actually hurt your overall productivity. Today we ask you to take a step back to reevaluate your day-to-day work activities. You’ll be surprised to find how much more efficient you become when you drop the habits that make you less productive.
Ready to learn how to boost your B2B marketing productivity? Keep reading. Continue reading “5 Bad Habits That Hurt B2B Marketing Productivity”
As our world becomes increasingly digital, lines between business concentrations have blurred. Marketing bleeds into social media. Social media bleeds into customer relations. Customer relations bleeds into branding—and so on and so forth.
But, two marketing initiatives that aren’t often integrated are search engine optimization (SEO) and public relations (PR). However, these two initiatives must be intertwined in order for a company to compete in today’s marketplace. Continue reading “Public Relations & B2B SEO Best Practices”
All sales and marketing tools make big promises—more leads, more engagement, higher click-through rate, better sales—but none more so than marketing automation.
For those who aren’t familiar, marketing automation tools are exactly what they sound like—tools that automate certain marketing practices. These tools not only perform day-to-day marketing functions like email, social media, and website updates but they also provide valuable insights into the types of campaigns and content that resonate with their audience.
Continue reading “Get the Most Out of Your Marketing Automation Platform”
As technology continues to grow and evolve, the needs of the modern customer are also changing. In an effort to meet those changing needs, marketers are ditching traditional marketing initiatives in favor of a more adaptive approach to marketing– also known as agile marketing.
If you’re unfamiliar with agile marketing, it’s time to get on board. Implementing an agile strategy will help you increase marketing productivity, reduce your time-to-market, increase profits, and so much more. Continue reading “The Beginner’s Guide to Agile Marketing”