Digital Sources Now Generate 40% of Leads for Professional Services Firms

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The share of revenue professional services firms dedicated to marketing almost doubled from 8% in 2019 to 15% in 2020, according to a recent Hinge Research Institute report [download page]. This is just one of the marketplace changes listed in the study, which also outlines what firms can expect in the year ahead. In its… Read More » The post Digital Sources Now Generate 40% of Leads for Professional Services Firms appeared first on Marketing Charts .

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Wake up call for content marketers, COVID-19 is still here

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30-second summary: 94%of content marketers think they succeeded in adopting their content marketing strategy to the COVID-19 pandemic Only 25% think that the COVID-19 outbreak had a major impact on their marketing strategy. A Minor 15% of feel the pandemic will have a major long-term impact on their organization’s overall marketing success. Global content marketing is projected to decline 1.9% in 2020. Overall, marketing professionals tend to be overconfident and downplay the impact of this global crisis. Self-deception is defined by Wikipedia as “a process of denying or rationalizing away the relevance, significance, or importance of opposing evidence and logical argument. Self-deception involves convincing oneself of a truth (or lack of truth) so that one does not reveal any self-knowledge of the deception.” Savvy B2B marketers often have the reputation of being able to praise the products and services they are pushing regardless of their real value. But these days …

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How to Properly Leverage Lead Scoring to Make More Money

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The biggest brands in the world understand one simple truth: Not all leads are created equal. Having the ability to find and convert high-quality leads is what keeps these brands successful. The best and brightest aren’t just focused on volume; they want to sell to the best possible prospects. Today, we’re taking a page out of their book and focusing on the quality of leads. Whether you’re running a corporate startup marketing campaign or moving your local business into the digital age , you can’t afford to waste time and money on weak leads. That’s why I’m going to introduce you to the world of lead scoring and help you understand what it takes to build an effective lead scoring model for your business. What is Lead Scoring? Before we dive deep into the metrics and methods you’ll use, let’s establish a baseline definition of lead scoring. At its core, …

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What can 129 million calls tell us about inbound marketing? A lot, it turns out

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The marketing landscape has shifted since HubSpot introduced the concept of inbound marketing in 2005. Instead of relying on interruptive tactics like cold calling and commercials, inbound marketing focuses on drawing customers to your business through content and channels such as blogs, social media, and video. Plenty of factors continue driving the shift to inbound marketing, but two stand out from our perspective. The first is customer preference. Millennials, on pace to outnumber baby boomers by 2030 , prefer to self-educate when reaching buying decisions. They often do so on their mobile devices, turning to search engines and reaching out to friends on social media. Those habits, combined with their demand for personalized experiences, means millennials aren’t afraid to hide their annoyance at outbound marketing tactics when online. In fact, 84% report “ leaving a favorite website because of intrusive or irrelevant advertisin g .” The second reason lies in …

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What can 219 million calls tell us about inbound marketing? A lot, it turns out

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The marketing landscape has shifted since HubSpot introduced the concept of inbound marketing in 2005. Instead of relying on interruptive tactics like cold calling and commercials, inbound marketing focuses on drawing customers to your business through content and channels such as blogs, social media, and video. Plenty of factors continue driving the shift to inbound marketing, but two stand out from our perspective. The first is customer preference. Millennials, on pace to outnumber baby boomers by 2030 , prefer to self-educate when reaching buying decisions. They often do so on their mobile devices, turning to search engines and reaching out to friends on social media. Those habits, combined with their demand for personalized experiences, means millennials aren’t afraid to hide their annoyance at outbound marketing tactics when online. In fact, 84% report “ leaving a favorite website because of intrusive or irrelevant advertisin g .” The second reason lies in …

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What can 219 million calls tell us about inbound marketing? A lot, it turns out

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The marketing landscape has shifted since HubSpot introduced the concept of inbound marketing in 2005. Instead of relying on interruptive tactics like cold calling and commercials, inbound marketing focuses on drawing customers to your business through content and channels such as blogs, social media, and video. Plenty of factors continue driving the shift to inbound marketing, but two stand out from our perspective. The first is customer preference. Millennials, on pace to outnumber baby boomers by 2030 , prefer to self-educate when reaching buying decisions. They often do so on their mobile devices, turning to search engines and reaching out to friends on social media. Those habits, combined with their demand for personalized experiences, means millennials aren’t afraid to hide their annoyance at outbound marketing tactics when online. In fact, 84% report “ leaving a favorite website because of intrusive or irrelevant advertisin g .” The second reason lies in …

More

What can 129 million calls tell us about inbound marketing? A lot, it turns out

{ object.primary_image.title }}

The marketing landscape has shifted since HubSpot introduced the concept of inbound marketing in 2005. Instead of relying on interruptive tactics like cold calling and commercials, inbound marketing focuses on drawing customers to your business through content and channels such as blogs, social media, and video. Plenty of factors continue driving the shift to inbound marketing, but two stand out from our perspective. The first is customer preference. Millennials, on pace to outnumber baby boomers by 2030 , prefer to self-educate when reaching buying decisions. They often do so on their mobile devices, turning to search engines and reaching out to friends on social media. Those habits, combined with their demand for personalized experiences, means millennials aren’t afraid to hide their annoyance at outbound marketing tactics when online. In fact, 84% report “ leaving a favorite website because of intrusive or irrelevant advertisin g .” The second reason lies in …

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B2B turns to digital marketing in the wake of coronavirus outbreak

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30-second summary: Considering that companies allocate the largest chunk of their budgets to trade shows, even a moderate change in preferences is likely to translate into higher investment in web marketing. Figures published by data intelligence company PredictHQ indicate that in February alone, concerns about the coronavirus led to a 500% surge in cancellations and postponements of significant events. Assuming that many marketers will have some extra free time, especially those who will have to go into home isolation, they are advised to use it to review their online marketing strategy and redefine their marketing messages. Strengthening your focus on web marketing will enable you to maintain normality in these crazy days and will give you a competitive edge over competitors who are slow to react. Recently, I met with a potential client, who expressed great disappointment over the last-minute cancellation of Mobile World Congress (MWC) 2020 in the wake …

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The cost of complexity: ClickZ’s advisory board discuss the latest trends in martech

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30-second summary: COVID-19 has caused a seismic shift in digital operations and consumer behavior, leading to an acceleration in digital transformation. commerce penetration grew from 16% to 27% over an eight-week period this year, for example, fundamentally changing the way retailers sell goods. As martech players emerge to address increased shifts to digital, companies are caught in the middle of an explosion of complexity, trying to figure out how best to leverage new technology with little time to plan. The digital skills gap has widened with the increased rate of digital transformations. Businesses are scrambling to find talent that has experience across ad tech, martech and data.. Sales and marketing alignment has become even more important as teams balance decreasting marketing budgets and increase in pressure to deliver more sales with less to keep the business alive. The cost of complexity is high when companies purchase technologies they don’t use, …

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4 in 10 Marketers and Creatives Lack A Single Central Source of Truth for Digital Assets

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Older professionals might remember occasions where a broken hard drive or lost disc would mean that hours of valuable work was lost. But companies relying on local storage are now in the minority. Instead, some 6 in 10 (61% of) marketers and creatives store their digital assets in cloud storage systems such as Google Drive,… Read More » The post 4 in 10 Marketers and Creatives Lack A Single Central Source of Truth for Digital Assets appeared first on Marketing Charts .

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