How do businesses prepare for a world where brand interactions are increasingly with machines acting on behalf of humans, not the humans themselves?
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Interviewing business experts and thought leaders on topics that are important to your audience can be a powerful content strategy. Besides providing people with relevant and informative content, it improves SEO performance by being helpful, expert, authoritative and trustworthy. It will help you to deliver original, high quality, recent, content focused on solving business problems.
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Brands who embrace privacy-first marketing strategies are getting ahead. Rather than seeing customer privacy as a compliance exercise, here’s how to think about the bigger picture of building relationships and trust with your customers.
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During economic uncertainty, it takes nerves of steel for businesses to stay in the game when everyone else is battening down. But with an agile strategy and steady hand, B2B marketing teams can help steer their brand through the storm intact.
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Inbound marketing offers a tried and true way to build a stable yet agile digital presence. It can help businesses adapt by offering a framework for understanding and reaching out to customers in a more targeted and personal way.
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This year, three strategic priorities were top of mind for B2B marketers: omnichannel marketing, customer journey and experience, and creating a strategically aligned marketing organisation. These topics will shape how business and professional services organisations market themselves in future.
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Influencers have become a staple of consumer-facing marketing plans. Now influencer and creator marketing is becoming increasingly critical to B2B brands who want to be competitive. Here’s how to get started.
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Omnichannel marketing is a customer-centric approach to B2B digital marketing. Recent studies show omnichannel is rapidly becoming the new standard for B2B. If your business has not already adopted an omnichannel approach, the data clearly shows that now is the time to modernise your sales and marketing strategy.
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Google plans to deprecate third-party cookies. Doing so will alter how the digital advertising industry operates for brands, publishers, and data providers alike. This is an opportunity to build a more efficient and privacy-safe identification infrastructure that works for the specific needs of the advertising ecosystem and creates a better customer experience.
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Instead of targeting ads based on user behavioural data, contextual advertising focuses on the environment in which ads will appear. By understanding the context, advertisers can target prospects based on the content they are consuming at that moment. Essentially, they are connecting with users based on their current frame of mind rather than past behaviour. This focus on mindset makes contextual targeting a good fit for B2B journey-based advertising strategy.
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Sometimes your Google Ad campaigns don’t use the budget they have been given. Here’s a structured, business-minded approach to working out why that is and what you can do about it before you think about increasing your ad spend.
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B2B marketers’ remit is to orchestrate complex, end-to-end customer experiences and ABM strategies. The data that marketing efforts generate is key to understanding customer’s needs and supporting consultative selling. In short, B2B marketers are driving results at every stage of the customer journey.
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The ability to collect and use consumer data has evolved in the past few years. Growing legislative data protections, enhanced privacy features, and the end of third-party cookies are changing the rules of the game. B2B marketers must rethink how we gain and use insights about our audiences.
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Marketing to senior executives requires highly relevant, impactful content. Here’s a methodology you can follow to understand specific senior executives and their interests, so that you can deliver hyper-personalised content that grabs their attention.
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Discover two audience research frameworks for a more targeted B2B marketing strategy. First, Stakeholder analysis ensures that your efforts are targeting the right people. Then influence mapping helps you learn about their decision‑making, so you can build more effective relationships.
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Knowing how to tailor your content marketing efforts to rank high on the search engines is an important part of digital marketing. Use these strategies to optimise your content to meet SEO goals and feature in search results.
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The digitisation of customer relationships has had a profound impact on new business development. Businesses need to be more sophisticated, responsive, and tech-savvy to cut through and create new opportunities. Digital technology and automation are a vital part of the solution, but not everything has to be done in-house. Outsourcing can support your business development strategy and free up creative and strategic resources.
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To create value, growth marketers are active across three broad growth dimensions: investing, creating, and performing. Savvy marketing managers either amplify or dial down each dimension based on their strategic marketing goals. Success comes from executing your growth strategy with vigour, across multiple paths, using a test-learn-adapt mindset.
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An inbound marketing strategy creates opportunities for you to connect with buyers at each stage of the buying process. From fully defining their issue and shortlisting potential solutions, to evaluating for best-fit, you can build your case for being their trusted partner.
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LinkedIn newsletters combine the breadth of social posts with the direct high-value content of email newsletters. Content marketing with LinkedIn newsletters can create opportunities to build profitable relationships by increasing awareness, extending reach, deepening engagement and building brand authority.
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