The Missing Piece in Content Marketing

| December 7, 2016

article image
EDITOR’S NOTE: This post is part of our “Smarter Sales and Marketing” series, a regular feature where technology marketing and sales experts will be sharing insight, tools, and best practices to help today’s leaders better integrate marketing and sales strategies for maximum success.content marketing effectivenessWhile content marketing is one of the most effective and interesting marketing tactics to come down the pike, I have to confess that I have a bone to pick with it.  Content marketing isn’t only about marketing.  While marketers have all the responsibility for strategy, creation and execution, which is no small thing, there is another very important aspect that’s missing. Content marketing challenges According to the Content Marketing Institute, in their report B2B Content Marketing: 2015 Benchmark, Budgets and Trends , there are five key challenges facing marketers in 2015: Measuring Content Effectiveness, Producing Engaging Content, Lack of Budget, Producing Content Consistently, Producing a Variety of Content.

Read more

Spotlight

Collinson

Collinson is a global leader in loyalty and benefits. We use our expertise and products to craft customer experiences which enable some of the world’s best known brands to acquire, engage and retain the most demanding and choice-rich customers. We are the trusted partner behind many of the world’s leading financial services, airline, hotel and retail brand’s loyalty initiatives, customer benefits and reward programmes. Our solutions drive more profitable customer relationships, enrich their travel experiences, protect what matters and assist in times of need.

OTHER ARTICLES

What Does A Good ABM Strategy Look Like?

Article | March 2, 2020

For instance, if you’re a small business with limited time and marketing resources (read: people and cash), it may not be feasible to target specific accounts. But for those businesses with the manpower and money required to implement ABM successfully, it has the potential to yield incredible results. Account-based marketing helps to fully align sales and marketing efforts, accelerate the sales process for your most valuable opportunities, and generate a significant return on investment from your marketing campaigns. But what does a good ABM strategy look like, and what’s involved in the build and delivery?

Read More

How To Optimize ABM With Influencer Marketing

Article | February 17, 2020

According to a new study from ITSMA / ABM Leadership Alliance, 73% of B2B marketers plan to increase ABM budgets in 2020 and 71% saw greater ROI within their ABM efforts compared to their traditional marketing initiatives. There is momentum behind ABM in the B2B marketing world and yet there is still opportunity optimize for effectiveness. Research from Demand Gen Report tells us that 95% of marketers prefer credible content from industry influencers (a 30% YoY increase) and most ABM playbooks include no mention of influencer integration at all. Are B2B brands’ ABM programs leaving performance gains on the table by not considering the impact that influence plays on their target accounts? How can ambitious marketers optimize the performance of their account-based-marketing (ABM) programs? To answer that question, we invite you to join TopRank® Marketing chief executive and co-founder Lee Odden as he explores how influencer marketing can drives optimization of ABM performance, as he presents at the B2B Marketing Exchange 2020 conference on Wednesday, February 26, 2020 at 10:40 a.m. Mountain Time in Scottsdale, Arizona.

Read More

WHAT DOES ACCOUNT-BASED MARKETING LOOK LIKE IN HUBSPOT?

Article | February 26, 2020

Account-based marketing (ABM) is marketing and sales working together to close large, complex deals at a specific number of target accounts. The accounts focused on by ABM strategies are chosen deliberately based on the monetary and strategic value they can provide to your organization along with the difficulty closing them poses. The process of selecting those target companies adds a new stage to the start of the inbound marketing process. Before you start to attract, engage and delight ABM target accounts, you must first identify them.

Read More

ABM or InBound Marketing, which is better for your B2B organization

Article | March 2, 2020

It can be easy to drive traffic towards your website and then check whether your most desired client-type is present within that large audience, but this approach offers little indication as to when your most desirable type of client is going to land on one of your pages.

Read More

Spotlight

Collinson

Collinson is a global leader in loyalty and benefits. We use our expertise and products to craft customer experiences which enable some of the world’s best known brands to acquire, engage and retain the most demanding and choice-rich customers. We are the trusted partner behind many of the world’s leading financial services, airline, hotel and retail brand’s loyalty initiatives, customer benefits and reward programmes. Our solutions drive more profitable customer relationships, enrich their travel experiences, protect what matters and assist in times of need.

Events