Trust in Marketing: How to Build Influence with the C-Suite and on the Street with Customers

80% of CEOs don’t trust marketers. And yet 91% of CEOs do trust CIOs and CFOs Ouch! In addition to the many challenges marketers are currently facing with the COVID-19 pandemic and overall social change, a study by Fournaise Group found that CEOs felt marketing was not meeting expectations, causing a lack of confidence. Whether it was due to too much emphasis on martech or marketing “hype”, the outcome is clear: the credibility of marketing is at risk. The thing is, those credibility issues are not limited to the C-Suite. Customers have trust issues with marketing as well and for[…]

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B2B Marketing News: Top B2B Strategies, 2021 Ad Market Recovery Forecast, Brands Spending More on Social, Facebook’s Giphy Buy Under Review

B2B Wannabes: Most Brands Have A Customer-Centricity Gap, Study Finds 71 percent of B2B brands have digital experiences that don’t meet customer expectations and needs, while 82 percent have implemented a digital transformation project — two of several statistics of interest to digital marketers contained in recently-released study data. MediaPost Global Advertising Market Expected to Recover in 2021 2021 will see global advertising recovering from losses brought about due to the ongoing pandemic, with 2 percent overall digital advertising growth forecast, and video growth predicted at 10 percent and social at 7 percent, according to newly-released report data from Magna[…]

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How To Level Up Marketing Content From B2B Influencers

Why do you even need a content person for influencer marketing? After all, the influencers are providing the content. You just have to collect their pearls of wisdom, make them look pretty in a PDF, and you’re good to go, right? I’ll confess, on my first influencer marketing project, I wasn’t quite sure what I was doing there. Over the last few years, however, I’ve come to understand the role that content marketers can play in shaping influencer content. It’s the content lead’s job to shape the conversation with the influencer. We have to ask the right questions, and provide[…]

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Don’t Do That: Email Marketing Lessons From My 26 Year Spam Archive

What makes for strong long-term email marketing, and what can email marketers learn from a 26 year archive of spam? In 1994 I started archiving the funniest and most outlandish spam emails I received, and throughout the rest of the ‘90s I sent out an annual holiday compendium of the year’s top unsolicited messages. Over the years friends and associates began sending me their own wild spam finds, and although I ceased my annual updates long ago, I’ve kept up my spam archive — a trove of email marketing horrors, hi-jinks, and oftentimes hilarity that I still hope to turn[…]

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Break Free B2B Marketing: Sean Crowley of Dun & Bradstreet on Cracking the Alignment Code

“Integrated marketing” is an ideal with clear appeal, but one that is often difficult to actualize in practice. Developing a truly integrated strategy — in which marketing functions in lockstep with sales, product, and other departments — is immensely challenging, especially within large and complex organizations. It’s not necessarily for a lack of trying, or a lack of good intentions from all involved. These roles simply operate and think differently from one another. Friction and disconnects are inherent. Silos are pervasive. As the Leader of Integrated Marketing for Sales and Marketing Solutions at Dun & Bradstreet, Sean Crowley tackles these[…]

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How to Tap the Most Powerful Marketing Force in the World – Fanocracy

Photo: David Meerman Scott One of the most coveted things a brand can earn is the emotional investment of their customers in the brand itself. That undeniable force that can make or break a business is why the Wall Street Journal bestseller, FANOCRACY – Turning Fans into Customers and Customers into Fans is a must read for marketers today. Co-authored by best selling author and international keynote speaker David Meerman Scott and his daughter Reiko Scott, Fanocracy was 5 years in the making. David and Reiko have developed a blueprint of 9 steps for marketers to tap in to the[…]

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B2B Marketing News: Most Valued B2B Buyer Traits, Top B2B Content Types, LinkedIn Updates Retargeting Tools, & Mobile Ad Engagement Climbs

Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight Demand for webinars has increased among B2B marketers during the global health crisis, with 76 percent of marketers seeing webinars as an increasingly successful method of driving leads, while the top B2B content types are eBooks, white papers and guides — two of numerous statistics of interest to digital marketers in recently-released B2B marketing survey data. ClickZ LinkedIn introduces new retargeting tools LinkedIn has expanded its retargeting feature set, with new tools for video advertising and lead generation among the latest virtual engagement additions at LinkedIn (client), the[…]

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Project Management FAQ: Top Questions B2B Marketers Ask About Projects and Process

What is every B2B marketer’s favorite word? Process.  Okay, I’m kidding. For people who live and work in a creative field like B2B marketing, process has a little bit of a reputation. A reputation for stifling the creative process with extra steps, procedures, and — depending on who you ask — hoops to jump through. While it’s certainly true that too much process becomes a hindrance, it’s also true that not enough process becomes chaos. We need processes to onboard new staff, establish marketing innovations, create more efficient projects, and more. With such a critical  — and controversial — role[…]

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B2B Brands Take a Stand: 5 Examples of Going Beyond Words to Action

It’s never been more important for brands to show purpose and to be connected to what’s important to customers. As our CEO Lee Odden recently observed in Marketers: We Can Do Better Than Words with Action, “We can all agree that there has to be a change and that we can all play a part in some way, large or small,” a call to action that is being taken to heart by individuals and brands alike. Here are 5 examples of B2B brands making a difference today by going beyond words and taking action. 1 – Microsoft United For Change[…]

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Break Free B2B Marketing: Sofia O’Malley of Dell Outlet on Creating a Global B2B & B2C Marketing Team

Okay, marketers, here’s your content marketing challenge for the day. Your target audience includes the following: Small business owners Gamers Teachers Lifestyle bloggers Young professionals/Entrepreneurs All you have to do is come up with messaging that will resonate with each of these groups, while repurposing as much content as possible for maximum efficiency. Some of these segments are B2B, some are B2C, and some ride the line between the two, so plan accordingly.  Oh, and while you’re at it, we need versions of your content for multiple regions around the world. So make sure your Super Bowl metaphors are converted[…]

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Always On Influence: Short Term vs. Long Term for Success During a Crisis

The focus of Always On Influence for B2B brands is to establish and maintain relationships with business influencers through content co-creation, engagement and various types of activations that create and reinforce brand thought leadership. In fact, those strong relationships with industry experts create value for driving marketing performance across the entire customer lifecycle from awareness, to purchase to advocacy. There are many of examples of B2B brands implementing ongoing influencer programs and having impact. When the COVID-19 pandemic came along, many B2B marketers took a moment to evaluate whether their marketing programs were a fit, taking care not to sound[…]

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5 Ways To Inspire Your Marketing With Gratitude

How does gratitude help us become better marketers and in our professional and personal lives? The world B2B marketers face today is rife with a variety of new and unexpected challenges, and meeting these often daunting twists and turns head-on with a mega-dose of gratitude creates not only better marketing, but also makes us stronger and more compassionate. To inspire your own marketing process let’s explore five examples of infusing the power of gratitude into your work efforts, from five memorable people. 1 — Infuse the Goodness of Fred Rogers in Your Marketing via GIPHY “Try your best to make[…]

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Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing

For decades, marketers have measured success differently than the rest of the organization. We raise awareness, increase share of voice, generate impressions, deliver MQLs to sales.  Meanwhile, the success of the business itself is measured in….well, money. Revenue. Earnings before interest and taxes (EBIT).  But this disparity is changing as marketers are becoming more data-driven — and being increasingly accountable for their direct contribution to revenue. It’s not enough to show a return on investment; it’s not enough for marketing to not be a cost center. The marketing department needs to be a powerful engine for generating revenue. Our latest[…]

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How Social Should the CMO Be? 3 Guidelines for Success

Senior executive social media participation is often associated with better leadership, brand transparency and helps build better connections with customers, employees, and investors. For most companies, the CMO is one of the most visible executives and as a public facing marketing role, there is an expectation that the chief marketing officer will be active on social networks. But how many tweets, likes, shares and stories is enough? It is tempting for senior marketing executives to hold themselves up in comparison to professional marketing influencers who spend virtually all of their time keynoting conferences, writing books and being interviewed by the[…]

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B2B Marketing News: Top Enterprise Firm Challenges, What B2B Buyers Want, Mobile Ad-Buy Shift, & LinkedIn’s Content Trends

What B2B Buyers Want From Tech Vendors Right Now 55 percent of B2B buyers say it’s appropriate for marketing efforts to continue during these challenging times, and 53 percent are presently in the market for B2B products and services, with most of those having recent new purchasing interests, according to newly-released survey data. MarketingProfs Programmatic Ad Spend Down 9% Since Beginning of 2020, Driven by Travel and Auto Amidst an overall fall of 9 percent in April, ad spending for the technology vertical and the education and training segment were up 70 percent and 63 percent for the year, with[…]

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