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Monthly Archives: October 2019

Pricing Strategy: Leveraging customer psychology to maximize average customer value

Flint McGlaughlin shares two key factors in pricing strategy — timing and intensity.

The post Pricing Strategy: Leveraging customer psychology to maximize average customer value appeared first on MarketingExperiments.

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Social Spotlight: A lesson in social storytelling from The New York Times

Welcome to the Social Spotlight, where we dive deep into what we love about a brand’s approach to a specific social campaign. From strategy Read more...

This post Social Spotlight: A lesson in social storytelling from The New York Times originally appeared on Sprout Social.

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Digital Marketing News: More Facebook Stories Updates, CCPA Shakes Up the Ad Industry, GDPR Compliance in the U.S. & More

Image Credit: Marketing Land

Facebook Unveils New CTA for Brand Stories
Facebook has been hot on the Stories train and shows no signs of stopping with their latest update. With their recent update to Stories, users can now send messages to brands and businesses directly from Stories ads. This change allows brands to drive more engagement with their target audience with an easier, softer CTA on the platform. Marketing Land

87% of Consumers Would Opt Out of Ad Targeting Thanks to the CCPA
The California Consumer Privacy Act (CCPA) is set to give consumers more control over their personal data starting Jan. 2020. To measure the potential impact the CCPA may have on the media and advertising industries, several studies are being conducted. The most recent studies from BritePool and Annenberg Research show that 87% of consumers would opt out of ad targeting when given the option through the CCPA, making it even harder for organizations to reach their target audience. Adweek

Quora Adds More Ad Targeting Options
Search engines are nothing without advertisers. To continue to build out their suite of digital advertising products, Quora has added not one, not two, but three new ad targeting options. Those options include keyword history targeting, gender targeting, and browser targeting. These new targeting options will no doubt help brands target important segments of Quora’s 300 million monthly users. Search Engine Land

61% of CMOs Expect a Budget Increase
According to a recent report from Gartner, 61% of CMOs expect a budget increase in 2020, even though many industries are facing uncertainty. Whether they’re experiencing slowed growth, shrinking markets, or another challenge, marketing executives remain optimistic. And according to Gartner’s report, they plan on securing a larger budget thanks to the need to master emerging marketing technologies. Marketing Dive

B2B Marketing Fitness: 16 B2B Experts Share Top Tips for Optimized Performance #MPB2B
As the MarketingProfs B2B Forum 2019 draws closer 16 B2B marketing experts weighed in with their top tips for optimizing marketing performance. From smart goal setting to mastering best practices, among the B2B marketers sharing insights are Ann Handley, Robert Rose, Allen Gannet, Christoper Penn, Lee Odden, and Ashley Zeckman. TopRank Marketing & MarketingProfs

B2B Marketing Experts

Only 8% of Boomers Trust Social Ads Compared to 36% of Millennials
Social ad spend has been on the rise. However, not every audience appears to be enamored with the ad type. A recent Oracle poll, as reported by eMarketer, shows only 8% of boomers trust social advertising. If you’re target audience is a member of the Boomer generation, you may find it harder to engage with them via social ads. eMarketer

Diversity in Ads Equals More Revenue
A study by Heat proved a correlation between diversity in advertising and greater revenue and brand perception. In fact, Heat’s analysis found that brands with the highest diversity scores showed an 83% higher consumer preference and an average stock gain of 44%. However, diversity is still rare in advertising. For example, one in four people live with a disability, but Heat found only 1% of ads represent them. Marketing Dive

YouTube Adds Comment Filters
YouTube has an exciting new update this week for brands who manage YouTube channels. Starting this week, managers of YouTube channels are able to filter comments on their videos by five categories within YouTube Studio:

  • Response Status
  • Contains Question
  • Subscriber Count
  • Subscriber Status
  • Member Status

This new feature is intended to help brands more easily find and respond to priority comments from their followers. Social Media Today

35% of U.S. Companies Are GDPR Compliant
Companies of all types are behind when it comes to GDPR compliance. In fact, only 28% of European firms have managed to comply with the regulation, according to a report from the Capgemini Research Institute. The report also showed that U.S. companies are the closest with 35% of companies complying. Of those that said they’ve complied with GDPR, they’ve reported improved customer trust, brand image, and employee morale.  MediaPost

Google Ads Enables Reporting Across Accounts
Do you manage more than one Google Ads account? Then Google has good news for you. New this week is an update to Google’s Report Editor which allows users to create cross-account analysis for Manager Accounts. With this update, you’ll no longer need to export a report from each account to see your global performance. Search Engine Land

36% of B2B Marketers Plan to Adopt Personalized Web Content in the Next 12 Months
Personalization is top of mind for many B2B marketers, according to a survey from Episerver. When asked which new web features or functionalities they were most likely to adopt in the next 12 months, 36% of B2B marketers chose personalized web content. This ended up being the top answer, followed by an improved mobile experience. Episerver

ON THE LIGHTER SIDE:

The world’s greatest digital marketing cartoonist, Tom Fishburne, details how most brainstorming sessions go. Marketoonist

Learn how to “Travel Like a Canadian” with Sandra Oh and Air Canada. The Drum

[embed]https://www.youtube.com/watch?v=Y2F2y4NnlX8[/embed]

Date Colonel Sanders. Yes, you heard us right. Play the KFC Dating Simulator! Vox

TOPRANK MARKETING & CLIENTS IN THE NEWS:

THAT’S ALL SHE WROTE

From a new CTA to work with on Facebook Stories to declining trust in ads to bigger marketing budgets, there were a lot of newsworthy topics to cover in digital marketing this week. 

Thanks for joining us and we hope you’ll come back again next week for more of the most relevant digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for daily news stories and updates. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: More Facebook Stories Updates, CCPA Shakes Up the Ad Industry, GDPR Compliance in the U.S. & More appeared first on Online Marketing Blog - TopRank®.

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How to Customize Facebook Ads Based on Customer Awareness Principles

Looking for a proven strategy to create Facebook ads? Wondering how to deliver different Facebook ads based on peoples’ familiarity with your business? To explore how to customize Facebook ads based on consumer awareness of your brand, I interview Ralph Burns on the Social Media Marketing Podcast. Ralph is the founder of Tier 11, an […]

The post How to Customize Facebook Ads Based on Customer Awareness Principles appeared first on Social Media Marketing | Social Media Examiner.

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How to write a social media case study (with template)

You’ve got a good number of social media clients under your belt and you feel fairly confident in your own service or product content Read more...

This post How to write a social media case study (with template) originally appeared on Sprout Social.

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How to Get Started with LinkedIn Ads

LinkedIn has proven itself to be a powerhouse for over 500 million professionals looking to network and uncover new career opportunities. The platform has Read more...

This post How to Get Started with LinkedIn Ads originally appeared on Sprout Social.

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15 Tips to Building a Better Social Media Presence

If you’re a brand today, there’s a non-zero chance you’re on social media in some way, shape or form. But how many brands have Read more...

This post 15 Tips to Building a Better Social Media Presence originally appeared on Sprout Social.

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eBay Partner Network: Is eBay’s Affiliate Program Right for You?

Your blog is up and running. You’re ready to earn money and the eBay Partner Network (EPN) sounds intriguing. But, you don’t quite know what EPN is all about. How does it differ from all the other affiliate networks out there for affiliate marketers? You need more information. More details. You’re looking for something that answers: What(...)

The post eBay Partner Network: Is eBay’s Affiliate Program Right for You? appeared first on Smart Blogger.

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12 Must-See Sessions at MarketingProfs B2B Forum #MPB2B

MarketingProfs operates on the belief that learning changes lives. And from that perspective, it might be fair to suggest next week’s B2B Forum will be a life-changing experience for those in attendance, because there is a whole lot of learning in store.

Dubbed by MarketingProfs as the “most let's get down to business but not take ourselves too seriously while doing it marketing conference on the planet,” B2B Forum brings together many of the brightest minds in the industry around a singular focus: improving. The well-rounded agenda on tap will run the gamut of vital topics in the modern B2B marketing environment, offering opportunities to improve by learning from foremost experts and leaders in the field.

These 12 sessions, in particular, stand out to us as must-see attractions amidst a schedule brimming with brilliant business minds. 

12 Must-See Sessions at This Year’s B2B Forum

#1 - Through the Looking-Glass: Enter a New World of Always-On Influencer Programs

Speaker: Ashley Zeckman, Senior Director of Digital Strategy, TopRank Marketing

Time: Wednesday, Oct. 16 from noon-12:45 p.m.

Don’t be late for this very important date. Our Senior Director of Digital Strategy will guide you through a Wonderland-themed exploration of ongoing influencer engagements, and the mutual value they can provide. You’ll learn how to develop an always-on influencer program and avoid falling down the rabbit hole.

#2 - Dessert & Development: The Truth About Personalization

Tom Treanor, Arm Treasure DataSpeaker: Tom Treanor, Global Head of Marketing, Arm Treasure Data

Time: Wednesday, Oct. 16 from 1:35-2:15 p.m.

The larger a company and its audience, the greater the challenges involved with scaling personalization. As Arm Treasure Data’s* Global Head of Marketing, Tom has seen many of the struggles and successes on this front experienced by enterprise organizations around the world. The benchmarks and insights he’ll share promise to be useful for businesses of any size.   

#3 - Dessert & Development: ABM Nirvana — Reaching the Buying Committee at Your Target Accounts

Peter IssacsonSpeaker: Peter Isaacson, Chief Marketing Officer, Demandbase

Time: Wednesday, Oct. 16 from 1:35-2:15 p.m.

Understanding the nuances of buying committees is critical for B2B marketers everywhere, and is being increasingly emphasized in the age of account-based marketing. Being able to reach these committees with relevant and timely messaging is of the essence, and new waves of technology are breaking down the barriers. Demandbase’s CMO will enlighten us on what’s happening and what’s coming. 

#4 - How to Create a Messaging Framework That Resonates

Pam DidnerSpeaker: Pam Didner, B2B Tech Marketing Consultant & Author, Relentless Pursuit

Time: Wednesday, Oct. 16 from 2:30-3:15 p.m.

We often have only a small amount of time and/or space to communicate the value of our product or service to those who can benefit from it. It’s crucial that we make the most out of these opportunities with a message that makes an impact. As one of the top B2B tech marketing consultants in the biz, Pam knows how to align value propositions with customer pain points, and will share some of her best tips. She’ll even provide templates you can put to use right away. 

#5 - The Secret to a Truly Measurable Content Strategy

Speaker: Robert Rose, Chief Troublemaker, The Content Advisory
Time: Wednesday, Oct. 16 from 3:30-4:15 p.m.

Content can feel like an ambiguous frontier, and as a result, it tends to be managed haphazardly. Even the most seasoned marketers and sophisticated organizations fall into this trap. Through his work with the Content Advisory, Robert has witnessed this phenomenon in many different settings, and he’s helped plenty of companies work through it. He’ll show you how to treat content as a scalable and measurable business model.

#6 - How to Combine Account Based Marketing and Social Selling on LinkedIn

Speaker: Ty Heath, Global Lead of The B2B Institute, LinkedIn

Time: Wednesday, Oct. 16 from 4:45-5:30 p.m.

LinkedIn* is a key fixture in the evolution of modern B2B sales, enabling reps to become more personalized, insightful, and relationship-driven in their outreach. When converging this approach with ABM fundamentals, you create a powerful engine for business development. Ty will break down the research and lay out a six-step framework in her session, and you can prime yourself for it by checking out her recent B2B Spotlight interview with Lee Odden.

#7 - Tale of Two Tech Companies: Scaling a Data-Driven Influencer Marketing Program

Speakers: Konstanze Alex, Director Global Enterprise (B2B) Influencer Relations and Digital Storytelling, Dell Technologies; Janine Wegner, Global Though Leadership Program Manager, Dell Technologies; Amisha Gandhi, Vice President of Influencer Marketing & Communications, SAP Ariba and SAP Fieldglass

Time: Thursday, Oct. 17 from 8:45-9:30 a.m.

Both Dell* and SAP Ariba* are on the cutting edge of enterprise influencer marketing, so any time their leaders talk about the subject, we tune in. Alex, Janine, and Amisha will dish on what it takes to create cross-functional partnerships and scalable influencer content, while coloring their insights with real-world examples. 

#8 - Content Marketing Fitness — 10 Exercises to Build Your Marketing Beach Body

Lee OddenSpeaker: Lee Odden, CEO, TopRank Marketing

Time: Thursday, Oct. 17 from 11:00-11:45 a.m.

It’s just as true in the world of marketing as it is in the world of fitness: shortcuts don’t work. The keys to both sustained weight loss and marketing results lie in cutting out bad habits and committing to an effective regimen. TopRank Marketing’s CEO will guide you through 10 marketing fitness exercises that can whip your strategy into shape.

#9 - The Importance of an Audio Strategy for B2B Marketers

Speaker: Tom Webster, Senior Vice President, Edison Research

Time: Thursday, Oct. 17 from 1:30-2:15 p.m.

Anyone who’s paying attention to content consumption trends can see the shift from text to audio. Podcasts are rapidly gaining popularity while smart speakers and voice assistants become increasingly prevalent. Edison Research’s SVP will draw from his experience working with clients like Audible, Spotify, and Pandora to sound off with best practices for a B2B audio strategy that delivers.

#10 - Account-Based Marketing: New Insights and Best Practices for 2020 

Jon MillerSpeaker: Jon Miller, CEO and Co-Founder, Engagio

Time: Thursday, Oct. 17 from 1:30-2:15 p.m.

When it comes to ABM, most of us have a good grasp by now of the “why.” Jon’s session promises to explain the “how.” The former Marketo co-founder and current Engagio CEO knows this changing landscape as well as anyone, and will provide a look at where account-based strategies are heading in the year to come.  

#11 - Getting Personal: Improve Lead Generation With Customer Insights

Speaker: Brian Hood, Digital Director, Intuit ProConnect

Time: Thursday, Oct. 17 from 3:45-4:35 p.m.

Are you talking to your customers, or at them? Too many marketers are stuck in the latter mode, due to a lack of personalization, and lead generation suffers as a result. Intuit ProConnect’s Digital Director will illustrate the ways in which today’s B2B companies can drive business growth by leveraging customer insights and analytics to the fullest.  

#12 - Follow the Fear: Creativity in B2B for Better, Stronger, More Fulfilling Results

Speaker: Tim Washer, Keynote Speaker, Event Emcee, and PowerPoint Comedian, Ridiculous Media

Time: Thursday, Oct. 17 from 3:45-4:30 p.m.

As Ann Handley told Lee in their B2B Spotlight conversation, “I think it's important to approach our jobs not just as robots but as whole people.” This is very true, and it’s also important for us to approach our prospects and customers as people and not robots. That means speaking to emotion as well as logic. Tim is a master of infusing humor into marketing, and in this session he’ll cover the most powerful emotion of them all. 

We’ll See You at MarketingProfs B2B Forum!

Will attending this conference change your life? We can’t guarantee that. But it will very likely change your marketing strategy for the better, because there will be so very much to learn. That’s an opportunity we’ll be taking seriously (but maybe not too seriously). 

If you can’t make it to B2B Forum in person, be sure to follow our blog for live coverage of the event, including detailed recaps of many of the sessions listed above! And make sure to prep yourself for all the mind-expanding knowledge to come with these 16 B2B marketing fitness tips from the experts.

The post 12 Must-See Sessions at MarketingProfs B2B Forum #MPB2B appeared first on Online Marketing Blog - TopRank®.

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B2B Marketing Fitness: 16 B2B Experts Share Top Tips for Optimized Performance #mpb2b

B2B Marketing Fitness Cover

B2B Marketing Fitness

In a world where shiny object marketing and weight loss fads equally distract from reaching our potential, there are many parallels between improving physical health and optimizing B2B marketing effectiveness.

Just like world class athletes, top B2B marketers focus on key areas for improvement starting with goals and including the right mix of data insights, tactical best practices and ongoing performance optimization.

To help B2B marketers achieve record breaking levels of marketing fitness, we've tapped some of the top B2B experts from brands like MarketingProfs, LinkedIn, Content Marketing Institute, SAP Ariba, Dell Technologies, Facebook, Skyword, Arm Treasure Data, & Engagio.

B2B Marketing Experts

We also collaborated with B2B marketing influencers like Ann Handley, Pam Didner, Michele Linn, Christopher Penn, Ashley Zeckman, Keith Reynold Jennings, and Kathleen Booth for their best advice to help marketers on their fitness journey.

From setting goals to nutritious data to exercising best practices and optimization, this group of speakers from MarketingProfs B2B Forum will inspire you to break free of sluggish B2B and optimize for greatness. Enjoy!

See the full screen B2B Marketing Fitness interactive ebook here.

Marketing Fitness Goals

Fun Sized Goals Drive B2B Success - Too often B2B marketers treat content as a process vs. a competition for the time and emotion-driven attention of customers that drive marketing ROI. Oversized goals are often lost to distraction and the wrong metrics. For optimal marketing fitness, start with long term goals broken down into short term goals relevant to audience impact and business outcomes, not just the content.

The challenge for a lot of B2B marketers is that the goals we set tend to be big and long-term, when they should be small and short-term. @MarketingProfs

One critical factor of measuring marketing goals is to be able to talk about the progress of the goals honestly, without sugar coating. @PamDidner

True content marketing starts at setting specific, concrete goals on what we believe audiences who engage with our content will do vs. those who don't. @Robert_Rose

We need to rethink our "Business to Business" strategy more as a "Business to Business People" strategy to remind ourselves that the person, not the business, is ultimately behind the driver's seat. Matthew Sutton of @Facebook

Learn More about B2B Marketing Goals from Ann Handley, Pam Didner, Robert Rose and Matt Sutton here.

Marketing Fitness Data

Feed Your Program What It Needs to Succeed - You are what you eat. If you’re feeding bad data into your marketing engine like sugary vanity metrics and high-calorie fluff, your results will suffer the crash that follows. No regimen for getting your B2B marketing in tip-top shape will work without a balanced diet of audience research and insights, industry benchmarks, and measurements of bottom-line impact.

When it comes to B2B influencer marketing, don't just look at popularity metrics and social media following. Look at deeper engagement metrics. @AmishaGandhi

B2B marketing fitness requires a proper diet of data about customer preferences for: Information discovery, content types and topics, and triggers to take action. @leeodden

In B2B if you publish research, you're sharing something new and meaningful that is backed by numbers instead of opinion. @michelelinn

Clean. Complete. Comprehensive. Chosen. Credible. Calculable. Adhere to the 6 C’s of data quality and you'll be well on your way to great B2B marketing fitness. @cspenn

Learn more about using data in B2B Marketing from Amisha Gandhi, Lee Odden, Michele Linn and Christopher Penn here.

Marketing Fitness Best Practices

Tighten Up Your Core Strategy with Tactics - Focusing on only one marketing muscle group isn’t the path to total marketing fitness or a great beach body. It’s about a holistic and varied workout plan that accounts for all the tactical elements from social media to influencers to analytics that are important for delivering a great experience for your buyers.

If your brand’s value proposition increases the health or endurance of your influencer and your brand, you're setting yourself up for a long and enjoyable run. @Konstanze

Marketers should continuously revisit the results their best practices are driving, and evolve them to raise the bar. @Allen

One strategic exercise that never goes out of style is keeping a constant pulse on who your audience is and what they need. @azeckman

We need to invest in branding alongside our lead generation. It maximizes marketing efficiency, strengthens pricing, and increases profitability. @tyrona

Learn More About B2B Marketing Best Practices from Konstanze Alex, Allen Gannett, Ashley Zeckman and Tyrona Heath here.

Marketing Fitness Optimization

Improving Every Day Is Essential - One size solutions do not solve fitness or marketing problems. While the right goals, data insights and best practices can improve any B2B content marketing program, it is ongoing performance optimization that develops beach body results. Optimization comes in many forms from stepping back for big picture analysis to daily performance review and adjustment.

There are no silver bullets in B2B marketing. Gains from gimmicks will often be short-lived (just like that fad diet!). @RtMixMktg

B2B marketing is a team sport. Just like in a soccer game, it takes every player on the field working together to win. @jonmiller

Like a good personal trainer, successful B2B marketers must serve the deeper jobs that motivate prospects to commit. @keithjennings

One of the most impactful things that any marketer can do is block off time to step away from their day-to-day work and do some deep thinking. @WorkMommyWork

Learn More About Optimizing B2B Marketing with Tom Treanor, Jon Miller, Keith Reynold Jennings and Kathleen Booth here.

If you really want to optimize your B2B Marketing performance, I highly recommend you get signed up for MarketingProfs B2B Forum next week in Washington D.C.. There's a full agenda featuring amazing keynote speakers like Ann Handley, Jay Baer, Kara Swisher and Neen James.

As an extra incentive, you can get $150 off with this code B2BFitness.

There are also amazing breakout sessions from pro B2B marketers like Tyrona Heath who will be talking about ABM and Social Selling on LinkedIn and Ashely Zeckman who will be presenting, Through the Looking-Glass: Enter a New World of Always-On Influencer Programs.

PLUS you can learn even more about improving your B2B content marketing fitness with my presentation on Thursday, October 17th at 11am: Content Marketing Fitness - 10 Exercises to Build Your Marketing Beach Body

Check out the full interactive ebook featuring all 16 B2B marketing experts here.

At MarketingProfs B2B Forum you can also meet several members of the TopRank Marketing team including Susan Misukanis (@smisukanis), Kelly Hogan and Nick Nelson (NickNelsonMN) who will be liveblogging daily. Be sure to follow us on @toprank and the conference hashtag #mpb2b.

The post B2B Marketing Fitness: 16 B2B Experts Share Top Tips for Optimized Performance #mpb2b appeared first on Online Marketing Blog - TopRank®.

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