- 23 Jul
Understanding Modern Marketing: Marketing’s Evolution and Digital’s Impact
by Elliott King
We know that “digital” has changed much of our business world. But, exactly how has digital changed the marketing and sales funnel? Are the 4Ps still important for successful marketing? Are they even relevant in today’s digital world? Or, has the emergence of customer-centricity supplanted them? And what’s the new relationship between Marketing and Sales?
All Good Questions. But What About Some Good Answers?
There is ample evidence that the customer has taken control of their buying process. Their entire methodology for how they research their purchase has fundamentally changed. And, this shift is continuing to change at a rapid pace.
This all means that it has become increasingly important that sellers and brands understand how to respond. In this article Elliott King explores the rise of “digital” in marketing, its origins and its impacts on traditional sales and marketing strategy. So to learn more, read the full article at MarketingProfs
NOTE: A Free Registration pop-up may open on this site. A Free ChiefMarketer Registration may be required to read the full article.
- 15 Jul
Three Tips for Connecting with B2B Buyers
It seems that B2B buyers are waiting longer and longer to connect with vendors. Today, rather than immediately connecting with a sales rep, both B2B and B2C buyers prefer to do their own research online, or ask their peers for input. And this makes becoming part of the purchase conversation as early as possible in their consideration process crucial. But a lot more challenging.
Why Are They Waiting So Long Then?
Part of this is due to a lack of trust in vendors. In a recent report on B2B buyer disconnect, TrustRadius found that only 11 percent of buyers describe vendor reps as very trustworthy. And only 19 percent say reps have significant influence over their buying decisions. In contrast, 53 percent of vendors say they think their reps are very effective at moving the needle towards conversion.
How can you connect with prospects and get them talking? Here’s three ideas for driving engagement throughout the B2B buying cycle on ChiefMarketer.com
- 12 Jul
The Demand Marketer’s Dilemma: Achieving Authenticity, at Scale
by Paul Heald
In today’s marketplace there are myriad options for buyers. And buyers not only want and need information, they also want authenticity. They want to do business with companies that offer good products, believe in their quality and make genuine efforts to meet customer needs.
It Ain’t Easy Being
Green. . . Authentic
That means forging authentic connections with customers is the best way to cut through market noise and make a sale. Now, achieving authenticity in marketing may sound simple, right? But, when it comes to B2B marketing, though, the job is anything but.
However, authentic connections that are easy to forge with individuals gets challenging fast when organizations are trying to do it at the enterprise level. And if you need to scale, the job gets even harder. So, how can you achieve authenticity at scale? To learn how, read the full article at the Target Marketing Blog
- 29 Jun
The State of the Marketing Industry in 2019: 7 Trends to Watch Out For
by Clifford Chi
If you work in marketing, you know of content marketing. And if you work with content marketing, you probably know that it is a booming growth and ever-evolving ecosystem. And you know that it constantly forces us to be on the lookout for the next big thing.
The Never Ending Cycle
One day we’re creating pillar pages and topic clusters to please the Google gods. And then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.
That said, trends come and go every year. But we believe that there are seven core trends that seem to be here to stay. Read the full article to learn about the marketing trends that could move from hype to reality in 2019 at HubSpot.com
- 06 Jun
Marketing Beyond Millennials: Connecting With Generation Z
For much of the last decade, marketers have poured most of their energy, time and money into trying to decode the most enigmatic generation of our time: Millennials. And why not? Studies show that Millennials are powering the US economy. They account for $600 billion in current annual spending and a projected $1.4 trillion a year by 2020. And with that much economic clout, Millennial preferences have disrupted entire industries.
But somewhere along the way, as we marketers were trying to figure out this generation, we missed something important about Millennials: They grew up. They moved on and now there is a new gen to set our sights on. Now we need to begin engaging with the up-and-coming Generation Z (Gen Z).
But, as the question always is, how? What is Gen Z? What are their preferences? And how can we, as marketers, really engage with them? Here are three ways we can break through to this rising generation at MarketingProfs.com
- 05 Jun
What is Earned Media? And Does it Really Work?
Remember ‘back in the day” how people used to learn about upcoming events, the latest trends, and cool new products. Well, it was probably almost exclusively from magazines, newspapers, and TV shows.
The Times, They Are a Changing . . .
Back then, this was where brands used to get all their earned media. But earned media has expanded beyond print and TV. And marketers can harness it in several ways.
But because the places we get information have changed over the last 30 years, earned media changed as a result. So what is earned media, is it really effective? And how can you gain some? To find out, read the full article at HubSpot.com
- 01 Jun
Empathy Mapping for Marketing Content: What It Is and How to Do It Well
by Linda Emma
Have you noticed that the best books and movies are so totally immersive you feel as if you’ve actually entered the world they depict? Which is why I’d argue that the people most skilled in content aren’t necessarily the best writers. Rather, they’re the ones who are able to empathize with characters so well that their creations seem real.
And when writing for marketing, you need to do the same thing. You need to connect with your audience. But first you have to understand who they are and what they care about. That’s where empathy mapping comes in.
So, What Is an Empathy Map?
An empathy map is a systematic tool that brings to light to your most likely customers. As you work through it, it teaches you how to connect with the people who will consume your content, products, or services. So, if you’re wondering how to understand what will motivate your potential customers, read the full article at MarketingProfs.com to find out.
- 21 May
How to Launch a Successful Online Community: A Step-by-Step Guide
It’s no secret that the way people buy has fundamentally changed over the years. These days, people are conducting their own research, reading product reviews, and seeking out recommendations before making a decision. And online communities are beginning to play an increasingly important role in this process.
This is Not Just A B2C Game Anymore
As of 2018, according to the B2B Buyers Survey Report, B2B buyers are increasing their use of buyers’ forums. In fact, the survey found that 45% of business buyers spent more time and resources researching purchases than they did the previous year. There are some great examples of B2B communities like G2Crowd or GetApp that can be used to educate prospective customers and help them make better buying decisions.
But how can you start? What platform is best? To walk you through the process of setting up an online community in more detail, read the full article at HubSpot.com
- 18 May
The Ultimate Guide to Community Management
In today’s digital, hyper-connected society, it’s been found that people are increasingly feeling disconnected from others. With so many people who communicate online, behind screens, this connected world is actually a rather lonely place at times. And this goes for personal relationships as well as business relationships.
“One is the Loneliest Number . . . “
So, what is it that has people feeling a disconnect to others and the companies they do business with? It all comes down to a lack of a sense of community. The “human connection” that we all instinctively need is missing. And that’s why so many brands today are beginning to invest in the creation of communities. They are doing this for their customers, employees, and fans, all as part of a process called community management.
What is the purpose of community management?
Community management has become increasingly popular and recognized by all types of businesses — however, it’s still largely undefined. So, what makes it so special? Why should your business adopt it? To answer those questions, read the full article at HubSpot.com to learn the main reasons why community management is critical to your success as a brand today.
- 11 May
How to Create UTM Codes to Track Your URLs
by Ginny Mineo
A crucial aspect of being a great marketer is being able to measure your success. No matter which metrics you use, you want to prove to your boss (and the company) that you’re worth your salt.
You deserve your budget. And maybe you need more of it. And you deserve to dedicate time to the marketing activities that work. But, measuring the impact of your work can be tricky without the right tools. And that’s where UTM codes come in. Building UTM codes that track your campaigns’ success is the best way to prove your success. Or even where campaign adjustments need to be made.
But, What are UTM codes?
UTM codes are snippets of text added to the end of a URL to help you track website traffic when users click a link to that URL. Marketers can customize this text to match the webpage this URL is linked on, allowing them to attribute the success of that campaign to specific pieces of content. And to learn how to build your UTM codes, read the full article at HubSpot.com
- 08 May
The Basics of Branding in 2019: What You Need to Know
There is good news. Thanks to new technology, customers are receiving thousands of advertisements from different brands each day. But there is bad news too. And, thanks to that same technology, customers are receiving thousands of advertisements from different brands each day.
Shocking! It’s Shocking, I Tell You
With this fast and continuous communication, many brands find it hard to keep their name at the top of the mind of the customer. And most struggle to even get noticed. As and example, studies show that most customers today would not even notice if approximately 70 percent of brands ceased to exist tomorrow.
After all that advacne in technology, this year, branding will be taking a turn to the human side. While technology will stay an essential part of the interaction with customers, companies will have to create a brand that is compassionate, based on values and builds an active community. But how? And what are the trends? Well, here are five trends that will define your branding strategy and what you need to know about the Basics of Branding today, on Jeff Bullas’ Blog.
- 10 Apr
Four B2B Marketing Trends to Watch This Year
One of the promises of digital technology was to put an end to the dilema John Wanamaker faced almost a centry ago. He once mused that he knew that half of his marketing spend is wasted. But, he just didn’t know which half. So for B2B marketers, it’s not too much of a surprise that less than 4% of those surveyed for a report by Wpromote [download page] plan to reduce their digital budgets next year.
But What Are The Factors in Play?
There are some significantt trends that surfaced from Wpromote’s study. Most of which connect with other themes as featured previously on MarketingCharts and show a clear picture of the four B2B marketing trends that merit watching.
To these trends and some probing insights, read the full article at MarketingCharts.com
- 02 Mar
Use Customer Journey Mapping to Transform Frustration Into Conversion
For most businesses, it is difficult to see your product from your customers perspective. We all tend to be too obsessed with all the bells-and-whistles of the backend. And we tend to neglect to consider customer experience. As a result, we end up ignoring how the customer views us and our products.
If Only There Were a Magic Mirror . . .
Customer Journey Mapping is fundamentally designed to address that very issue. It is a tool that can give companies the ability to get a customer’s eye view of the user experience. Therefore, building a Customer Journey Map is important. It can help you to know how your business works. And it can help to spot potential weaknesses and allocating resources more effectively. Plus, it will even help to constantly improve and streamline your customer service.
But, building a Customer Journey Map doesn’t need to be a complex process. And it can be simple, and to see just how easy it can really be, read the full article on JeffBullas’s Blog.
- 18 Feb
The Ultimate Guide to Relationship Marketing
There is power in relationship marketing. By now, that should be a given. But, it all starts by offering customers unparalleled levels of service. And, rewarding long-term customers.
Its all about demonstrating a true desire to cultivate a deeper relationship with your audience. And done right, it can mean spending less acquiring new customers. Then, its existing customers that are doing the heavy-lifting for you.
But What is Relationship Marketing?
Relationship marketing is a different type of marketing. It’s one that focuses on cultivating a relationship with customers that is deeper and more meaningful. It is designed to ensure long-term satisfaction and brand loyalty. And, it’s focus is on delighting your customers for the long-haul.
So, let’s take a look at some relationship marketing examples. And then explore how you can implement a strong relationship marketing strategy in the full article at HubSpot.com
- 13 Feb
The Ultimate Guide to Crowdsourcing
by Clifford Chi
Crowdsourcing. You’ve probably heard the phrase but wondered what it is. Or you may have read about some uses but didnt quite think that it was a business tactic you could use.
So, What is Crowdsourcing?
When businesses crowdsource, they ask the public for ideas, information, and opinions to help them craft better products and services. By crowdsourcing, companies can tap into a huge group of people’s expertise and skill sets.
And, How Does it Work?
As an example, companies can also crowdsource on social media. They can use this to gauge people’s opinion on their new product releases or updates. So to help you fully grasp the concept of crowdsourcing, here are some concrete examples of the practice in action at HubSpot.com
- 08 Feb
How Neuromarketing Could Revolutionize Marketing
by Clifford Chi
With the rise of digital media, the entire marketing landscape has shifted. One advantage over ‘traditional marketing’ is the ability to measure a campaign’s performance. But even with all of these metrics, we still can’t measure what is arguably the most crucial indicator of a campaign’s performance. And that is emotional resonance. But what if we could actually measure emotional resonance?
This is Where Neuromarketing Comes In
Neuromarketing is a blend of neuroscience and marketing designed to help brands gauge the emotional resonance of their current and future marketing campaigns. And even though we live in an age of data overload, where you can measure almost anything, we still are still not able to accurately gauge the most important element of your marketing campaign — its ability to make your audience feel something.
Fortunately, the neuromarketing space is rapidly evolving, and its technology is becoming more affordable and practical for marketers. And, hopefully leading to its mainstream use tomorrow. To learn how this can impact your marketing, read the full article at HubSpot.com
- 26 Jan
The Purchase Influencer Hierarchy: Friends & Family &, Online Influencers &, Celebrities
Influencer marketing content can certainly hold sway over consumers, in particular youth. But that doesn’t appear to have nearly the same power as a recommendation from a trusted friend or family member.
Now, This is Information Influence Marketers Need
In fact, a recent study from SurveyMonkey arrived at some interesting indications. They found that US consumers are more than 5 times as likely to have made a big purchase due to a recommendation from a trusted friend or family member than as a result of seeing an online influencer own or endorse the product/service .
It is interesting to note, though, that online influencers appear to have more, shall we say, influence, than traditional celebrities. To see more of the data, observations and to download the original report, read the full article at Marketing Charts
- 25 Jan
Do You Subscribe to the Subscription Service Trend?
Today you can subscribe to pretty much anything. You can subscribe to razors, or dog toys and clothes. And you can even subscribe to cosmetics, or ingredients for a complete dinner or fine wines.
On the B-to-B side, there’s Leadership-in-a-Box, Mentor-in-a-Box and many more. But dont think that it’s all consumable products. Now Porsche even has its own subscription offering.
This whole move is a fascinating cultural shift and it’s worth thinking more about, in terms of how we go to market with our products and services. But, what are the elements that make a subscription model work? To learn what they are, read the full article at the McLellan Marketing Group Blog.
- 19 Jan
7 Digital Marketing Trends To Watch Out For In 2019
At this point, the digital marketing landscape has been disrupted so much that what was effective just a few years ago is now old hat. One example is that posting content to social media. It used to be that was all you needed to grow a following.
What Was Once Old is
New Again. . . Still Old
However today, customer interactions come at a premium. And if you aren’t wowing your customers or starting a real conversation with them, you’re falling behind the curve.
While some businesses are on the cusp of the latest marketing trends, many others are still playing catch-up to what was hot a few years ago. So, if you still feel like your head is spinning from 2018, this year promises to be even more disruptive. And it isn’t just new technologies that are changing the game.
Here are 7 of the most important digital marketing trends to watch out for in 2019 on Jeffbullas’s Blog.
- 07 Jan
The Bandwagon Effect: 5 Ways to Use the Power of the Crowd to Supercharge Your Conversions
We‘ve all heard it before. It is a well-worn phrase.
But, what exactly is the Bandwagon Effect?
It refers to people’s propensity to do something based upon a “follower principle.” They do it because a lot of other people are doing it. And, this is regardless of whether what is being done aligns with their original beliefs.
The bandwagon effect has been shown to be extremely powerful. Its effect has been observed in politics, public policy, and marketing. And countless studies have shown that the bandwagon effect influences people’s willingness to not only use an item but to also pay more fore it.
So, how do you leverage the bandwagon effect to boost your conversions? Here are some ideas at HubSpot.com