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Building brand trust in B2B: What’s different from B2C?
by Mark Schmukler on September 21, 2019
Successful companies know that branding and building brand trust are the secrets to longstanding relationships with customers. In any industry, building brand trust means getting personal and starting meaningful conversations. The tone and subject matter of those conversations, however, varies between B2B and B2C. Data from the 2019 Trusted Brands Report demonstrates that the most
Yesler research reveals 77% of tech buyers act as private advocates of their favorite vendors
by Shane Schick on September 20, 2019
B2B firms should focusing on driving advocacy via their existing customers earlier in the marketing process, according to research from Yesler that shows 77 per cent of tech buyers are privately recommending vendors to their peers. The Seattle-based marketing firm released the results of its survey of more than 400 CIOs and similar decision-makers as
Marketing Nation Live: Marketo Engage gets deeper AI, expanded LinkedIn and Vidyard integrations
by Shane Schick on September 19, 2019
Adobe’s Marketo on Wednesday said it would help B2B firms trying to turn account-based marketing programs into more holistic, “epic” customer experiences via increased AI capabilities and expanded integrations with LinkedIn and Vidyard. In a virtual event called Marketing Nation Live, Adobe senior vice-president of digital experience (and former Marketo CEO) Steve Lucas discussed the
Oracle arms B2B firms with tools to align sales and marketing while improving CX
by Shane Schick on September 18, 2019
Oracle on Tuesday used its 2019 Openworld conference in San Francisco to introduce ways for B2B firms to bring sales and marketing data together, as well as tools to personalize and customer experiences based on a variety of contextual data. Among the updates announced as part of its customer event this week, the business software
How today’s tech buyers are enlightened to make smarter business decisions
by Diana Luu on September 14, 2019
When it comes to new technology investments, businesses feel the mounting pressure to successfully complete their digital transformation yet recent research reveals that nearly three quarters (71%) of IT projects are perceived as failures and fewer than one quarter (19%) of IT projects go live within budget and timeframe. Considering that technology plays an essential
Contently’s new CEO Pearl Collings: ‘There’s room to move in any which way’
by Shane Schick on September 12, 2019
Contently’s new CEO Pearl Collings is focusing on moving the firm from break-even to full profitability by deepening its strengths in core subject areas, growing its services business and network of freelancers. Collings, who formerly served as the chief business and sales officer at Time Inc., was formally announced as CEO of Contently last week.
Agency Edge study shows B2B brands are still ‘playing the field’ with their marketing partners
by Shane Schick on September 11, 2019
The majority of brands are still “playing the field” and farming out work to multiple agencies, particularly when they have bigger budgets, according to research from the Agency Management Institute and Audience Audit. Known as the Agency Edge research series, the two firms gave a first look at the results of a study that’s been
A guide to using Google Ads for B2B lead generation
by Ryan Gould on September 9, 2019
With organic search traffic becoming increasingly difficult to count on due, in part, to the rise of zero-click search results, paid search ads are currently the best way that businesses can expect to receive targeted search traffic from Google. But creating an effective B2B pay-per-click campaign on Google can be challenging due to several factors
CMWorld 2019 experts offer tips on creating with empathy, pitching martech purchases and helping sales
by Shane Schick on September 6, 2019
B2B buyers who make the wrong purchase because they didn’t look at a piece of content might see their budget cut, get passed over for promotion or even lose their job — but at least they won’t die a horrible death like Johann Rall. The German colonel is best known to historians for his command
Content Marketing World 2019: How to develop a strategy, create better buyer personas and build trust
by Shane Schick on September 5, 2019
He hasn’t worked there in years, but among the many companies exhibiting on the show floor at Content Marketing World 2019 is a B2B firm that taught Joe Pulizzi some of his earliest lessons. Before it became part of Informa Engage, the Content Marketing Institute’s founder explained in his opening keynote address Wednesday, he helped lead
Aprimo AI aims to bring speed and efficiency to B2B marketing teams’ content lifecycle
by Shane Schick on August 30, 2019
Aprimo says it wants to improve B2B marketers’ personalization capabilities and free them from manual processes with artificial intelligence technology designed to work across multiple areas of the content lifecycle. The Chicago-based firm this week introduced Aprimo AI, which combines its own proprietary machine learning with Microsoft Cognitive Services from the latter’s Azure set of
RollWorks applies machine learning to help ABM adopters with account scoring
by Shane Schick on August 29, 2019
RollWorks this week said it was aiming to address a common ABM challenge facing B2B firms with a machine learning model that could prioritize and score target account lists. The San Francisco-based firm said the predictive capabilities it is introducing in its Identification Solution would analyze data on a company’s closed deals or clients it
LinkedIn execs warn of ‘subprime data crisis’ and need to embrace ‘long data’ in B2B marketing
by Shane Schick on August 28, 2019
B2B marketers may be falling victim to third-party data providers that are similar to the mistakes that lead to the economic recession of 2008, according to senior executives from LinkedIn Marketing Solutions. Speaking at an event for its Canadian customers earlier this month, the LinkedIn execs described what they called the “subprime data crisis,” whereby
Neil Patel says the biggest traffic gains this year will come through making what’s old new again
by Shane Schick on August 22, 2019
Once a week — usually on Saturdays, with his wife complaining in the background that this is supposed to be family time — Neil Patel writes the kind of blog posts that get noticed by marketers from almost every sector. Behind the scenes, however, his team at Neil Patel Digital is busily updating an average
Uberflip CMO Randy Frisch talks app marketplace, B2B marketing survey results and ‘F#ck Content Marketing’
by Shane Schick on August 21, 2019
Uberflip this week will use its Conex customer event to officially launch an app marketplace where B2B marketers can find software that works with its platform for designing and managing content experiences, according to its CMO. The Toronto-based company — whose customers include MongoDB, LeanData and Snowflake — already has about a dozen apps available
Top 7 Branding Ideas for Your Consulting Firm
by Lee Frederiksen on July 10, 2019
Learn different branding ideas for your consulting firm to help achieve high growth. The post Top 7 Branding Ideas for Your Consulting Firm appeared first on Hinge Marketing.
Sales and Marketing Strategy for Professional Services: What Every Firm Needs to Know
by Lee Frederiksen on June 3, 2019
Bringing in new clients is essential to the health of every professional services firm. And nothing is more central to the success of that endeavor than an effective sales and marketing strategy. This article will focus on how to develop a strategy for your firm. Let’s begin by clearing up some basic confusion: what is... The post Sales and Marketing Strategy for Professional Services: What Every Firm Needs to Know appeared first on Hinge Marketing.
The 7 Marketing Skills Every Professional Services Leader Should Have on their Recruiting Radar
by Elizabeth Harr on May 22, 2019
I talk to a lot of professional services executives about recruiting the right type of talent to support their marketing strategies. Interestingly, teams don’t get as tripped up on how to build a strategy as much as on how to implement those strategies. Why is implementation so overwhelming? The answer is simple: implementing a strategy... The post The 7 Marketing Skills Every Professional Services Leader Should Have on their Recruiting Radar appeared first on Hinge Marketing.
Marketing for Engineering Firms: 3 Reasons to Embrace the Revolution
by Karl Feldman on May 16, 2019
Marketing for engineering firms is changing fast. Find out why traditional techniques are giving way to more modern online marketing strategies. The post Marketing for Engineering Firms: 3 Reasons to Embrace the Revolution appeared first on Hinge Marketing.
How to Find the Best Keywords for Optimizing Your Website Content
by Kevin Bloom on May 15, 2019
How does your firm find keywords for optimizing your website content? This post identifies the top SEO strategies for online marketers. The post How to Find the Best Keywords for Optimizing Your Website Content appeared first on Hinge Marketing.
The Role of Your Marketing Department — And What You Should Expect From It
by Lee Frederiksen on May 13, 2019
Learn how to build your marketing department to drive growth, increase profitability, and develop business leads and opportunities. The post The Role of Your Marketing Department — And What You Should Expect From It appeared first on Hinge Marketing.
Top 10 Marketing Techniques for Professional Services
by Lee Frederiksen on April 22, 2019
What are the top online and offline marketing techniques for your firm? This post outlines the top 10 marketing techniques for professional services firms. The post Top 10 Marketing Techniques for Professional Services appeared first on Hinge Marketing.
Marketing Planning Process for Professional Services
by Lee Frederiksen on April 8, 2019
Any firm that wants to succeed needs a marketing plan. Without one, an organization has no systematic approach for promoting itself to potential clients. The alternative is a haphazard, start-and-stop, inefficient effort that wastes time and money — two valuable resources no professional services firm can afford to squander. However, the marketing planning process that... The post Marketing Planning Process for Professional Services appeared first on Hinge Marketing.
LinkedIn Networking Tips: Making Connections and Getting Business in 3 Easy Steps
by Joe Pope on April 4, 2019
Learn how to build your LinkedIn profile and engage to boost visibility, make connections, and generate leads for your firm. The post LinkedIn Networking Tips: Making Connections and Getting Business in 3 Easy Steps appeared first on Hinge Marketing.
Outsourcing Marketing for Professional Services Firms
by Lee Frederiksen on March 14, 2019
To outsource or not to outsource? It’s a question that arises again and again in professional services management meetings. And the topic surfaces with particular frequency these days around the practice of marketing. Why? Because professional services marketing is evolving, and many firms are struggling to keep up. For years, professional services have been marketed... The post Outsourcing Marketing for Professional Services Firms appeared first on Hinge Marketing.