Recently, while discussing inside sales strategies, a very wise and successful head of worldwide business development said to me, “Leigh, you have to make every call personal. You have to focus on personalization.” This definitely resonated with me. For my business development team, personalization means knowing more than just someone’s name before you make a call. It means researching the company, where they are located, recent news releases, new hires, new products, etc. Heck, if I could, I’d find out what baseball team they cheer for and what they had for lunch!
We’ve all been there. You fall truly, madly, deeply in love with that hot new technology that all the cool kids are using and you’ve got to have it. But at some point, the “love at first sight” phase comes to an end, and you realize that in order to see the rewards, you’ll have to actually start using it! Wait… it’s not auto-magic???
This latest post is inspired by an email I received from my mom Julia just before the holidays. It went like this:
Dear Martha, when I give my email out to places like Shoppers*, I expect to receive an occasional email, but I am finding that they are coming daily. I will have to unsubscribe, but it’s too bad for the company: If they didn’t overdo it, I would have been happy to keep hearing from them.
A crackling fire, a steaming cup of (spiked) hot chocolate and a blanket of snow piling up outside… Who doesn’t love a snow day? It’s time to get jolly and test your knowledge of the white stuff. We’ve put together the definitive list of fun facts you’ll want to share at your next holiday party. Awkward silence? No problem! Did you snow….
For B2B marketers, forms are a necessary evil for converting anonymous traffic to known contacts, fast tracking a lead to sales, starting a free trial or registering people for a webinar or event. Forms may be needed, but that doesn’t mean that we can’t make the experience better for our prospective buyers. Here are 10 tips for how to get forms right.
Dear Martha, I understand why people making purchases need to educate themselves and how content helps support their educational needs. But I get lost when you talk about “B2B” marketers. What is “B2B”? Is LookBookHQ a B2B company?
Love it or hate it, IKEA is masterful at orchestrating a unique shopping experience and guiding your every move once you’re in their store. IKEA’s store layout is carefully designed to keep you there longer and to encourage you to engage with all that they have to offer. B2B marketers can learn a lot from IKEA about delivering compelling content journeys that hold on to a buyer’s attention. We’ve put together an infographic to get you thinking about how you can package, arrange and deliver your content in a way that satisfies your fast-moving buyers' appetite for more.
As B2B marketers, we’re pros at identifying and solving problems. Iteration is one of our super powers and we can always make a campaign better next time. But sometimes we’re so focused on improving that we don’t stop to celebrate our successes or be thankful for how much B2B marketing practices and technology has changed for the better over the past few years. In honor of Thanksgiving, here’s a list of 4 things that B2B marketers can be thankful for.
In 2001, Thomas Davenport and John Beck coined the phrase Attention Economy to describe the scarcity of attention and how to measure it, understand it and use it. It’s no accident that this idea coincided with the mass adoption of the web, which provided people with practically unlimited access to information. The notion of the attention economy is even more relevant today and it continues to have far-reaching implications for how marketers influence and educate their buyers.
In part two of her series Explaining Modern Marketing to My Mom, Martha Prange tackles the question: “What is “content” anyway and why is it so important to B2B marketers today? Martha looks at various content types and the difference between first-party and third-party content.
In honor of Halloween, earlier this week we looked at the content marketer’s worst fear (#MktgFearFest), which got us thinking about what terrifies other Sales and Marketing professionals in their roles. We asked around and came up with a list of frightful things that keep some of members of your Sales and Marketing team up at night.
With Halloween right around the corner, it’s the perfect time to take a look at what terrifies content marketers most and what you can do to dispel your worst fears. First, you might want to take a deep breath and brace yourself because it’s pretty scary: No one is reading your stuff. Or are they? Let’s grab our ghost-busting gear and investigate.
Things are pretty exciting in marketing tech these days. With all of the great solutions out there, it's easy to get swept up in the moment and forget some best practices. You invest a lot of time, effort and budget into your marketing stack and the potential benefits are huge. But your shiny new marketing automation platform, video hosting tool or content engagement platform is only as good as the planning and process that goes into it.
Tracy Staniland is VP Corporate Marketing at Asigra, a cloud-based data protection software company based in Toronto. We caught up with Tracy to talk about how B2B marketing and the sales funnel have changed over the past decade and the challenges and opportunities B2B marketers face in the new era of content engagement.
While most marketers were firmly grounded to Earth last week, I was blasting off to Vidyard Space Camp in San Francisco – two full days of video marketing content, complete with space suits, cosmonauts and more space puns than you can shake a rocket at.
How often do you go to YouTube and only look at one video? Yeah, me neither. It’s more likely that I’ll watch one cute pet video (don’t judge), get enticed by another related one andanother. Then 10 or 15 minutes later, I’ll come up for air, having spent way more time avoiding work than I ever imagined (don’t tell my boss).
My name is Martha Prange and as a kid I always had a hard time figuring out what my Dad’s job was. “He works for a mutual fund company” was my best response, which usually elicited glazed eyes and a rapid change of subject. Now our roles have reversed and it is my parents who have a hard time grasping what I do for a living.
At the start of a new back-to-school season, it’s a great time to think about how marketers educate and nurture their prospects today and to take a quick refresher course at “Nurture U.” Given the typically low response rates and conversions for most lead nurture programs, marketers need to consider whether they’d give their own program a passing grade. We’ve put together the ultimate guide to nurturing in the new era of content engagement.
When I started working on the Business Development team here at LookBookHQ, I knew that, even though I had no previous experience working in the marketing tech field, I had a ton of customer service experience that I could bring to the table. But, what I never imagined is that my most valuable and relevant biz dev skills would come from being an amateur stand up comedian.
Unless you’ve been asleep for the past 10 years, you’re probably aware of a little thing called content marketing. (Today, it’s really just called marketing).