Terminus co-founder explains why ABM is a B2B strategy, not a tool

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30-second summary: Terminus is an award-winning account-based marketing (ABM) platform aimed at helping B2B marketers reach target accounts more efficiently and effectively. The platform, self-described as “all-in-one account-based marketing software” combines first and third-party data to help B2B companies target in-market accounts, manage audiences, and orchestrate marketing campaigns. With ABM, the goal isn’t to obtain more leads, but to be smarter about targeting the right prospects and nurturing those prospects throughout the sales funnel. Terminus developed a TEAM framework that includes five elements—target, engage, activate and measure (TEAM) which looks at ABM as a B2B strategy, not a tool. In 2018, Terminus acquired a company called Brightfunnel, a tool that measures marketing’s impact throughout the sales funnel. Meaningful ABM metrics are focused on business outcomes—improved acquisition, speeding up pipeline velocity, and expansion of existing accounts. Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key …

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AI and social media marketers in B2B marketing campaign

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30-second summary: The alignment between advanced technologies and B2B marketing has evolved. Artificial Intelligence (AI) has the potential and capabilities to push B2B marketing to new heights. In past AI was just a thing of sci-fi movies and scientific laboratories. Today it has been used abundantly by a number of industries and marketing is no exception. Digital B2C marketers are already leveraging the power of AI for digitizing their social media campaigns and making them more engaging and appealing. In the B2B context, marketers can also use AI and transform the buyer journey. AI not only helps in identifying the right clients, but it can also be used to satisfy the needs of those customers. Finally, AI is the best thing for B2B social media marketers because it automates processes and let them save time that can be utilized in core activities. Without a doubt, artificial intelligence has touched every …

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Content Plays Various Roles in Brands’ Customer Engagement Strategies

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A recent report [download page] from the CMO Council and Rock Content reveals that marketing leaders believe interactive brand content is helping to communicate brand promise and value, deliver thought-leadership, and differentiate products and services as well as enable demand generation strategies. Of the almost 200 marketing leaders from B2B, B2C and hybrid organizations surveyed,… Read More » The post Content Plays Various Roles in Brands’ Customer Engagement Strategies appeared first on Marketing Charts .

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Five problems with B2B content (and how to fix them)

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30-second summary: Businesses expect a lot from their B2B content, which can make its failures deeply disappointing. There are five common problems that sabotage the effectiveness of your content. They are: focusing on your needs over your audience’s needs, failing to tie it to the buying cycle, inconsistency, poor (or no) management, and the lack of a champion or leader. Each of these top problems is addressed using data from the Content Marketing Institute’s (CMI) 2020 report. The overarching problem with content is that it must be part of a company-wide initiative that leverages internal and external resources, strategy, and intention or you risk creating an asset that does not contribute to company growth. Content is the fuel that powers both inbound and outbound marketing efforts. Whatever form it takes—paid ads, video, images, blog posts, social media posts, case studies, webinars, infographics, whitepapers, eBooks…well, you get the picture—its end goal …

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Top marketers highlight 5 common themes about the impact of 2020 on business

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30-second summary: ClickZ interviewed four marketing leaders from industry-leading organizations including eBay, IBM Watson, FILA, and Salesforce with the goal of understanding how 2020 has impacted their business, marketing strategy, and plans. Although each company has different goals, business models, and customers, five common themes emerged about this year’s impact on business. The five themes for 2020, in a nutshell, are: change, personalization and data, adaptability, an optimized mobile experience, and the importance of being helpful (and relevant). Surveys, data, and trends reveal a lot about the impact 2020 had on businesses and consumers, but it’s also helpful to get the perspective of marketing leaders who have firsthand experience navigating how this very unusual year has impacted their business and clients. ClickZ interviewed four executives at eBay, FILA, Salesforce, and IBM Watson/Weather to get a better understanding of how the coronavirus and 2020 impacted their approach to marketing, influenced their …

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Key insights: OTT, CMOs’ agenda, and consumer engagement in 2021

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30-second summary: Disney+ will pioneer the OTT market with 72.4 million US monthly viewers in 2020 as it marks its first year. Marketers will need to strategize their ad spend and campaign designs mindfully as ad-free streaming will continue to reign in 2021. Top five priorities for C-suite will be – Improved productivity, risk management, the transition to digital platforms/technologies, improving customer engagement, and retaining top talent. 81% of CMOs stated to have a crucial impact on the C-suite’s marketing strategy conversations proving that they will take center stage in 2021 and the years to come. CMOs will be heavily responsible for marketing strategy (81%) and capturing new markets (67%) with a fair share of voice even in the product road map (39%). Consumers want to purchase from brands that align with their beliefs and are more conscious. In fact, organizations that better align consumers’ values are 2x as likely …

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What the Stackie Awards can teach us about the perfect martech stack

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30-second summary: The Stackie Awards are presented each year at the annual MarTech Conference, a conference series put on by Chiefmartec.com, Third Door Media, and MarTech Today. There were 48 entries in the 2019 Stackies, with five winners. We reviewed all entries to glean some insights from how all entrants (not just the winneres) visualize their martech stack. There is no perfect martech stack. Each stack is custom fit to match a company’s industry sector, marketing approach, and unique needs. The Stackies don’t require entrants to stick with specific categories, but most included variations of the following: planning/strategy, Creative, Engagement/Marketing, Customer, and Measurement/Analytics. The Stackie Awards are presented each year at the annual MarTech Conference, a vendor-agnostic conference series put on by Chiefmartec.com, Third Door Media, and MarTech Today. The Stackies challenge entrants to visualize the tools in their martech stack, illustrating how each marketing category is connected. This helps …

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