Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS

The Mayo Clinic, one of our nation’s most renowned hospitals, believes in being social. More than 100 years ago, the Mayo brothers got the social ball rolling by inviting other surgeons to come to its facility in Rochester, MN to talk and learn from one another. Today, that sharing and learning principle continues through social media, particularly Facebook Live. With the hopes of helping patients learn more about their health care options, Mayo Clinic knew that research showed that word-of-mouth and expert insight could make an impact. With that in mind, it began its foray into live video on social[…]

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TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS

In a world of consumer distrust, especially when it comes to marketing messages, it can sometimes feel like you’re living in the “Upside Down.” Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore. In fact, Edelman found that less than 50% of U.S. consumers trust brands. In her Stranger Things-themed presentation at Digital Summit Minneapolis, TopRank Marketing’s Ashley Zeckman addressed the current state of marketing affairs and offered insight into ways that brands can improve trust and connect with their buying[…]

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Pantheon’s Roland Smart Details the Secret to Agile Marketing Transformation #DSMPLS

Run a Google search for “agile marketing” today and you’ll see 144 million results. It’s an insanely hot topic, which has steadily grown more applicable and desired from it’s “Scrum” beginnings. Why are marketers today so obsessed with agility? Roland Smart, podcaster, author of “The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage” and Vice President of Marketing for Pantheon*, shared his insight on the subject at Digital Summit Minneapolis this week. For starters, the average marketer’s tenure is just 18 months. After all, we need to get results—and we need them fast. Second, while our strategies and tactics[…]

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4 Marketing Productivity Tips from Workfront’s Mike Riding #DSMPLS

Does work follow you home?  When was the last time you had a work week that was actually 40 hours?  Marketers often feel pressed for time and overworked. In fact, according to recent Workfront research: 64% say they’re being asked to come up with new ways of working 58% are so swamped, they don’t have time to think beyond their daily tasks 56% they’re completely overwhelmed.  Mike Riding, Workfront’s Director of Digital Marketing, came to Digital Summit Minneapolis with the sole goal of helping marketers get more work done. While organizations typically turn to technology to solve the productivity problem,[…]

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Joseph Lindberg of Land O’Lakes Outlines How to Build a Marketing Dashboarding Discipline #DSMPLS

Marketing measurement. It’s absolutely essential, but perhaps one of the hardest marketing disciplines to master. Why? As Joseph Lindberg, Digital Communications Editor for Land O’Lakes, Inc., told a room of marketers at Digital Summit Minneapolis this week: “Measurement is a loaded term. It means many things to many people.” It’s true. Measurement can be thought of in terms of KPIs. Measurement can be raw data or data insights. Measurement can be your stack of tools. And during his session, titled Building a Marketing Dashboarding Discipline: It’s Not About the Tool (Until It Is), Joseph challenged marketers to flip our thinking[…]

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The Future of Marketing As Seen By Randi Zuckerberg #DSMPLS

“Technology is changing the way we do business.”  Said everyone, ever.  Marketers know technology is changing how we interact with our audience. But knowing it’s happening and doing something about it are two very different things.  Randi Zuckerberg is no stranger to technology and its effects on business, daily life, and social structures. As the founder and CEO of her own media company, Zuckerberg Media, and a former marketing leader at Facebook, Randi has a unique vision for the future of marketing and how today’s marketers can adapt.  Explore that future with her insights below from the floor of Digital Summit[…]

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B2B Marketing Spotlight: Shonodeep Modak, CMO NA at Schneider Electric #B2BSMX

Shonodeep Modak is CMO of North America at Schneider Electric. He has more than 18 years of commercial experience across energy, oil & gas, electrical distribution, automation and aftermarket services where he has architected and led nimble, data-driven global teams to propel portfolio expansion and deliver double-digit returns. At the recent B2B Sales and Marketing Exchange conference, Shonodeep presented on how to restructure your marketing department around the customer vs. around your products or services: Opening Up The Panel Door…Rewiring How Your Marketing Team Works. During the first day of the conference, Shonodeep and I met to discuss his presentation,[…]

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The 10 Commandments of Modern B2B Marketing – Dave Gerhardt, Drift #B2BSMX

Drift is widely regarded as a pioneer in modern marketing, and their Vice President of Marketing Dave Gerhardt has been instrumental in establishing this reputation.  Taking on his first role as a marketing leader, he helped grow the chatbot platform from a startup with no market recognition to a $10 million company in less than two years. He also co-authored the book Conversational Marketing along with Drift’s founder David Cancel.  While his company has experienced powerful growth and attained status as a leading innovator, the journey hasn’t always been smooth and seamless. Dave says there are a number of things[…]

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Seasoned CMO Maria Pergolino Charts the Path to Creating a Category

What is the ultimate goal for any business or marketing unit?  There are many valid answers to this question. But I think the subject of Maria Pergolino’s REVTalk on Tuesday morning at B2B Sales and Marketing Exchange (B2BSMX) in Boston offers a worthy aspiration for just about any organization: creating a category.  Brands that are universally held in high esteem and pointed to as shining examples of marketing mastery – such as Uber, Salesforce, and Starbucks – often share this distinction. Their names ring synonymous with what they do.  As a seasoned marketing executive who’s overseen this outcome at a[…]

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Sandra Freeman of Engagio Explains How to Avoid the ABM Upside Down World #B2BSMX

In the universe of Stranger Things, a widely beloved sci-fi horror series that debuted its third season on Netflix last month, avoiding the Upside Down is paramount. This dark and mysterious alternate dimension is filled with predatory creatures and unknown terrors of all sorts. In the universe of account-based marketing (ABM), there is an equivalent to the Upside Down – according to Engagio’s Sandra Freeman, who gave a spirited Stranger Things-flavored REVTalk on Monday afternoon at the B2B Sales and Marketing Exchange (B2BSMX) in Boston. “Our Upside Down is not knowing how our accounts are doing, and our sales reps[…]

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Sangram Vajre on Mastering ABM through the T.E.A.M. Framework

When Andrew Gaffney, president of G3 Communications, took the stage on Monday morning to kick off B2B Sales and Marketing Exchange (B2BSMX) in Boston, he shared a fact that is more or less evident in the conference’s overall agenda: account-based marketing (ABM) is approaching ubiquity in the world of B2B organizations.  “What I’m hearing in talks with CMOs is that ABM is really just becoming B2B marketing,” Andrew said. It was a fitting setup for the opening keynote that followed courtesy of Sangram Vajre, titled “ABM Is B2B: Why B2B Marketing And Sales Is Broken And How To Fix It.” […]

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Wow Your Crowd: How Content Marketers Can Create Powerful Audience Connections

“Perhaps more than any other art form, comedy cannot exist for its own sake,” according to comedian Andrew Orvedahl in an essay published a few years back. “Comedy requires a bond between performer and audience. And if either ingredient sucks, comedy doesn’t happen.” He’s right, but we could swap in content marketing for comedy and the statement would still hold plenty of weight. If your content isn’t connecting and resonating with your audience, it may as well not exist. This is one of the most critical skills of the discipline, and also one of the most difficult to harness. While[…]

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