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.
Do you partner with Instagram influencers? Want to easily turn influencer content into ads? In this article, you’ll discover how to use Instagram Branded Content Ads to amplify the reach of your influencer campaigns. Why Use Instagram Branded Content Ads? According to Instagram, branded content is defined as “a creator or publisher’s content that features […]
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A note from the authors: Our Black@Sprout Business Resource group wrote this open letter and shared it with our team last week. We’re sharing Read more...
This post A message to our community: an open letter from Black@Sprout originally appeared on Sprout Social.Read More »
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 episode of Break Free features a marketer who is exceptional at generating value for her company, and proving that value to the bottom line. Julie Brown, Institutional Market Leader at Johnson Controls, is using data to flip marketing upside down. Instead of creating demand for the company’s products, she’s measuring the existing demand in her target audiences. Then she uses that data to advise the company on how to develop products that best suit their audiences’ needs. With the right reporting in place, Julie’s team is able to show exactly how much its efforts are contributing to Johnson Controls’ EBIT. This was a fascinating interview about a side of marketing you don’t hear much about, and I’m grateful that Julie shared her expertise with me. And with all of you, of course. You can watch the video and check out the podcast version below, or scroll down for some highlights.
B2B Marketing Interview with Julie Brown:58 Institutional marketing defined 1:57 Upstream marketing — where to play and how to win 5:08 Three big challenges in institutional marketing 7:18 Marketing as a revenue center 8:39 How do we get to the ‘why?’ 10:40 Staying centered on the customer 13:12 The next evolution of marketing 17:21 Can marketers predict revenue with certainty? 20:03 How leaders can reorganize teams around revenue 20:45 The revenue-focused marketing tech stack 22:04 Forming a “Voltron of Meeting Customer Needs” 24:00 Meeting the needs of the new B2B buying committee Josh: So we were talking about upstream marketing. Can you explain that term for our listeners and what exactly that entails for your day-to-day? Julie: When we think of marketing at Johnson Controls, there's the old — I believe it goes back to Procter & Gamble — the concept of where to play and how to win. So upstream marketing is the “where to play.” Understanding customer needs, segmentation, targeting, product innovation. Once you've defined a new offering, then the “how to win” is how you connect with sales, whether you do account-based marketing, or you do content, lead generation. All of that is: Now I've got something, how do I get so the market is aware and purchases it or goes through their buying process? Josh: So this is research to drive the right audience for our product or the right product for an audience, or a little bit of both? Julie: A little bit of both. It really starts with understanding what customer needs are, where are their pain points, and looking at what we do. And are there new and creative ways that we can help address those needs and pain points? Josh: It feels like in those verticals, you're in education and health care. You're going to have some pretty unique challenges to doing that research and to even executing on the marketing. What are you encountering? Julie: I'd say there's three big challenges that we're facing. One, the markets themselves are really in a state of flux. Healthcare continues to evolve and adjust, based on the outcomes for the Affordable Care Act, ObamaCare. We're watching demographic changes, so the youngest millennials might be a senior in college. So that's changing the demographics of who's in college, they're establishing families and so that's creating growth in K through 12. And you've got really persistent hard problems around security and active shooter that everyone's trying to figure out around a very, very hard problem. So that would be the first one. Probably not surprising to a lot of companies is how we use data and what the data is and how you align that around customer needs. There are lots of great opportunities, but some days, you work hard on what you've got and see how you can get it to come farther. And then the last one is this evolution of marketing from being something that participates as a function in a business to actually being a measured driver of growth that the business can count on. Julie: So, we look at our programs very much from a financial standpoint. So it's not good enough to just have ROI. I've got a couple of programs where we're looking for the EBIT, the actual earnings before interest and taxes that the program is going to contribute. It's not just how much revenue we track within marketing, things like clicks and opens and stuff like that, but the respect that comes to marketing comes when you can present the work you're doing in terms the CFO recognizes and understands. And those are the terms of business, not the terms of marketing. Josh: There's that whole idea historically that marketing is a cost center that you put money in and you get marketing out the other side. And that we're looking at trying to change that model to where you put marketing in and you get money out of the other side. Does that make sense? Julie: Absolutely, that's what we're driving towards and evolving towards every day. Julie: I think there's an evolution happening in marketing more broadly around, as you said, the validating what marketing's bringing to the table. And if you think about it, it creates a powerful opportunity for companies that are early movers, but we're not the first ones to go through this. If you think back to the late 1980s and early '90s and you looked at, manufacturing companies are like, you know what? We can probably do better. And brought in things like Six Sigma and Lean. And so now, companies — if you look at manufacturing in a company — they know pretty well, if they're going to expand a plant or if they're going to invest to build a new plant, the CEO of the company knows, how much it's going to cost, what the payoff is going to be and how long they have to wait for it. They know how much waste they can predict will come out of the system through continuous improvement every single year. You get to the late '90s and the early aughts they did the same thing with IT. The CFO sitting here going, it seems like I'm spending a whole lot of money with IT, not sure what I'm getting for it. Companies have gone through things with SAP and other IT transformation so that today they really have often a seat at the table as an engine for driving any B2B business. And again, the CEO and the CFO know, if we're going to invest in data centers, or roll out this new version of office, or new equipment. They know what productivity they're going to get. They know what risks they're avoiding by making that investment. What we see is that's coming to marketing. And what's encouraging about that is both from a manufacturing or an operational excellence standpoint, and IT — they adapted. They figured out how to start talking about what they did in financial terms that the CFO understands. And on the flip side, every company is looking to grow. A lot of companies don't look to marketing because they don't trust and respect marketing enough to deliver that. It's financial terms, it's EBIT, it's operational ROI, it's revenue, it's earnings per share. Those are the things that they understand and when marketing can say, listen, if you give me this much within this period of time, I'll deliver this much back. [bctt tweet="“It's EBIT, operational ROI, revenue, & earnings per share. When marketing can say, if you give me this much within this period of time, I'll deliver this much back.” — Julie Brown of @johnsoncontrols" username="toprank"] When you're president of a business, if you hire 200 more sales reps, you know what you're going to get. You know, whatever your cycle is. In 18 months they will be productive — 200 sales reps are going to drive this much revenue and this much profit. If for whatever reason you've got to take 50 out, you know it's going to be painful, but you understand what that pain is and you know about how big it's going to be. They don't know how to do that with marketing, and that's the opportunity. And doing that is what we're working really hard on. The flip side of it is, it's kind of the last function where you can get a big strategic competitive advantage. I mean, think about the companies who were early adopters of Six Sigma and manufacturing, they had huge systemic growth in the market and in their industry. Companies who are early adopters around that IT transformation got huge market share and transforming their business. The companies that can leverage marketing for growth have first-mover advantage available to them. It's just going to take marketing to explain in business terms — financial terms — how to be that player. Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:
- Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing
Want to improve your marketing insight? Have you considered LinkedIn Polls? In this article, you’ll find nine ways to use LinkedIn Polls for your business. How to Set Up a LinkedIn Poll You can create LinkedIn polls just about anywhere on the LinkedIn platform, including your professional profile (individual account), company page, showcase page, group, […]Read More »
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 media – aka “brandividuals”. A review of the latest list of the most influential CMOs will reveal a number of executives that have been able to achieve a unicorn-like duality of maintaining their organizational responsibilities as well as an active social media presence, but that is certainly not the norm. Many senior marketing executives and CMOs are still working out what an appropriate level of social engagement looks like. A commitment to being active on social networks is imperative, if not a practical function of marketing leadership. If faced with some uncertainty about how to find the right balance, CMOs and senior marketing executives can follow these three guidelines for meaningful and manageable social media success.
Set a goal: Be specificThere are myriad possibilities with social media but even the thought of that can paralyze one’s effort to start. Begin with a singular goal. What is one thing you hope to accomplish by being visible and connected on the social web? Focus on that one thing and even go so far as to make a goal statement articulating what you hope to accomplish and how you plan to achieve it. The goal might simply be to reinforce your thought leadership on a specific topic or it might be to make yourself available to customers, prospects and the media. Just decide and commit.
Curate: Be usefulLeverage a social monitoring tool like BuzzSumo, the search feature on Twitter or your normal digital news sources to find interesting articles, posts, videos and other kinds of content to share with your social network. Add some of your perspective to curated information that consistently follows the theme that supports your goal. Share your own content as well. Become the “best answer” for what it is you want to be known for by building thought leadership with useful curation plus insight.
Interact and instigateBe engaging. Much of social media’s value is in engagement and exchanges of ideas with your community. Use a social media listening tool to surface mentions of your name, brand and social content. Interact, show appreciation for the behaviors and messages that align with your goal. Ask your community questions that would lead to discussion and conversation around topics that can lead to your messaging and social media goals. Listen for questions being asked where your helpful answer can help lead that person to a positive experience. Being specific in your goal, sharing useful content from other sources as well as from your brand and engaging with your community are three of the fundamental things a senior executive can do on social networks. Make these core activities part of a process and a daily habit. Identify the tools you’ll need and set up alerts so you can spend a small, consistent amount of time building your social presence on a regular basis. With a little planning and tools, you can accomplish important visibility, thought leadership and customer engagement goals in just a few minutes a day. A version of this post originally published here. Read More »
Does your local business need more walk-in customers? Want to know how to use Facebook ads to drive more foot traffic? In this article, you’ll discover how to run Facebook ads with the Store Traffic objective to generate more business for your local business. To learn how to properly set up and run a store […]
The post How to Run Facebook Ads for Local Businesses: Driving Foot Traffic appeared first on Social Media Marketing | Social Media Examiner.Read More »
Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore updates to Facebook Creator Studio as well as new Twitter Camera and conversation management features. Tune Into […]Read More »
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 streaming ad spend also up by some 18 percent, according to recently-released report data. Adweek Exclusive: New York Times phasing out all 3rd-party advertising data The New York Times has begun eliminating all third-party advertising targeting information, and by July the firm will instead use a fully-proprietary platform, the company recently announced. Axios Google’s digital-ad dominance is harming marketers and publishers, says new study Digital marketers and publishers have been hurt as a result of Google's online advertising dominance, according to a new study, with display ads the primary focus of the Omidyar Network and Public Knowledge report. AdAge Reddit Launches New, 12-Week Online Advertising School Program Social news and discussion platform Reddit has launched a three-month online community-driven advertising school program, led by director-level-or-above instructors covering 12 marketing topics, the firm recently announced. Social Media Today Polls Return to Messenger From Facebook. After a year’s absence Facebook Messenger polls have been brought back Digital marketers lamenting the elimination of Facebook's Messenger polls a year ago got good news recently, as the social media giant announced that it has brought the polling option back for group chats. Adweek Pandemic hastens shift in ad buying to mobile, study says During an overall drop in ad spending, mobile ad spend has fared the best, as its 15 percent decrease was less than the 25 percent seen for desktop ad buying, according to recently-released study data. Mobile Marketer Facebook Launches New App Called 'CatchUp' to Facilitate Group Phone Chats Facebook recently released a tool to help bring online conversations to real-time phone communications, with the lanch of CatchUp, becomming Facebook’s sixth new app release in the past half year, the firm announced. Social Media Today Enterprise Companies Struggle with Customer Experience Tasks Real-time insights, personalization, and consistent data formatting are the top three customer experience (CX) challenges for enterprise firms, according to recently-released study data. MarketingCharts LinkedIn Publishes New Guide to Key Content Trends Amid COVID-19 LinkedIn (client) has released new information about trending content on the Microsoft-owned platform, with top trending hashtags and other information of interest to digital marketers, the firm announced. Social Media Today ON THE LIGHTER SIDE: A lighthearted look at “the new normal” by Marketoonist Tom Fishburne — Marketoonist Whoooaaa Duuuuude: Why We Stretch Words in Tweets and Texts — Wired TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — 20 Marketing Experts on Content that Helps Sales Reps Sell - Part 3 — Modus
- Nick Nelson — 10 Ways to Improve Your Business While Working Remotely — Small Business Trends
- Lee Odden — Klear interviews Lee Odden — John Gaylor
- Lee Odden — Stop the Sales Drop: Marketing Shifts For Stronger Growth — Marketing Insider Group
- Lee Odden — PIMtalk with Lee Odden: PIM, SEO, Content Marketing and B2B influencers [Video] — PIMTalk Podcast
- Lee Odden — 5 Smart Tips for Managing the WFH Transition in Marketing — monday.com (client)
- Ashley Zeckman — Ashley Zeckman: 5 Essential Questions to Guide Your B2B Influencer Marketing Strategy — Content Marketing World
- Lee Odden — “Stop the Sales Drop” Launches Sales and Marketing Peer Group — Business Wire
- Lee Odden — How to boost SEO flow like a pro during COVID-19 — PR Daily
- Lee Odden — Interview with Lee Odden – Breaking Free of Status Quo Marketing Tactics — Stop the Sales Drop
- Lee Odden — Marketing Through Uncertain Times – 15 Experts Share Insights — Insight Brief
- Lee Odden — Empathetic content marketing falls flat without authenticity [Video] — Search Engine Land
- Lee Odden — How to measure content KPIs during COVID [Video] — Search Engine Land
- Lee Odden — How to evaluate content marketing opportunities during COVID [Video] — Search Engine Land
- Lee Odden — What’s Trending: Fortify the Fundamentals — LinkedIn (client)
Wish you had more information to guide your marketing decisions? Wondering how Google Analytics can help? To explore how to use Google Analytics to eliminate uncertainty, I interview Chris Mercer on the Social Media Marketing Podcast. Mercer, as he likes to be known, is the world’s leading authority on Google Analytics and the founder of […]
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