The role that marketing plays in a company has evolved significantly in recent years, and has led to a significant shift in the role of the chief marketing officer as…
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How Virtual Events Can Outperform In-person Events to Drive Sales
It’s now common wisdom that the big shift from in-person to on-screen sales engagement is here to stay. Even traditionally schmoozy get-togethers like trade shows and conferences can be outperformed…
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Deepening B2B customer relationships with “the funnel beyond the funnel”
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits…
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Where is B2B marketing headed? 7 predictions for 2018
End-of-the-year predictions are a dangerous business. I will take the risk and just hope that at the end of 2018, no one looks back to call me on it! B2B…
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3 innovative ways to structure video content to support sales engagement
1. Add video to non-video assets There’s no getting around the fact that that text is cheap and efficient. That’s why most online “content” is text. To scope out a…
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14 key facts on website speed and 4 top tips when it ‘s slow
Website speed has long been recognized as a important factor that impacts search engine rankings. And a top factor in Search Engine Optimization (SEO). Slow website speed creates a bad user…
Read MoreReal examples of how account-based marketing & selling is driving higher revenues on LinkedIn
Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield…
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50 Facts about online consumer behavior not to ignore
81% of consumers research online before buying. (GE Capitol) If the goal of marketing is to reach the consumer at moments that most influence their buying decision, then understanding online…
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CMOs fail to go beyond brand awareness on LinkedIn
Recent studies show 87% of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but less than 1 in 5 can clearly prove and demonstrate social…
Read MoreWhat’s the killer app in B2B marketing? Face-to-face events
I was teaching B2B digital marketing in Buenos Aires this month, and found some of my students to be dismayed by one data point that came up again and again…
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