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Content marketing continues to be one of the most hyped — and most misunderstood — elements of digital marketing. Many imagine that it will be a cure-all for a whole host of marketing, sales and branding issues in an organization. In reality, your content marketing will likely mirror or amplify any organizational issues. As a result, content programs often don’t meet goals and lose momentum.
If you follow the B2B marketing gossip, you probably know that Account-Based Marketing (ABM), which used to be a strategy employed by only a few big companies to target a few big accounts, is allegedly having its breakout moment. SiriusDecisions recently released its State of Account-Based Marketing survey, which stated that over 90 percent of marketers recognize the value of ABM.
If marketing technology had a spirit animal, it would probably be the bunny rabbit. In 2011, there were perhaps a couple hundred marketing technologies available. Today, Scott Brinker’s latest landscape includes almost 2,000 companies that fall into 43 different categories. This leap signifies a booming space and a lot of opportunity.
Historically, marketers have had a love/hate relationship with display advertising. Especially for B2B marketers, the margins on display advertising have seemed unimpressive. B2B marketers often look at the campaigns run by their B2C counterparts and either try to mimic them (with disappointing results) or deem them irrelevant and avoid them completely.
As 2014 draws to a close, many of us are trying to both take stock of the year behind us and get ready for the one ahead. There’s a lot of advice out there about what you should be doing; but if you’re secretly thinking, “Sounds nice, but I’ll add that to my list when I get eight extra hours in the day,” you’re not alone.
At this point, it’s pretty common knowledge that two-thirds or more of the B2B buying cycle takes place before the buyer reaches out to the vendor. We all know that’s a big deal, but we’re not all in agreement about what exactly that means – or, more specifically, we’re not exactly sure how to integrate this new digital buying behavior into our marketing strategies in a way ...
When you bump into a member of your sales team at the coffee machine, you probably manage to have civil conversations about safe topics like the weather, sports teams and just how bad the coffee really is. But behind closed doors, you know there’s a possibility they’re talking about how badly your team is doing.
In its earliest days, advertising meant putting up a billboard or taking out an ad in a newspaper. If sales increased, it was generally declared that an advertising campaign was working. Although remedial and inexact, this type of measurement embodied the true purpose of an ad campaign: drive revenue.
Content personalization is a hot topic for digital marketers these days, but many are just beginning to understand how they can actually put it into practice. Previously, a personalized website — one that displays different content or a different layout depending on who is visiting – involved quite a bit of heavy lifting.
Although it's almost universally agreed upon that content marketing is necessary, no one can seem to agree on the right metrics to measure its success. The majority of marketers seem to fall into one of two equally flawed camps. The first is the "we've heard content marketing is good so we'll do a lot and call it brand awareness" category.
B2B companies have been loosening their figurative ties in the past few years, and most everybody is breathing a sigh of relief. But for content marketers, it's a double-edged sword. On one hand, it's great news that we no longer need to fill our blog posts with meaningless jargon and clunky technical terms.
I was at a conference last week where Adobe VP Marketing Insights & Operations David Welch was asked to sum up the future of marketing in six words. His response: "Creative thrills, but data pays bills." As a writer, I had to respect his ability to turn a phrase. But I also felt a twinge of remorse.