Influence 2.0: The customer-centric future of influencer marketing

Influence 2.0: The customer-centric future of influencer marketing

A new report has been released evaluating the current state of influencer marketing, predicting ways in which the practice can strategically evolve for customer centricity. Influencer relationship management software Traackr partnered with TopRank Marketing and Altimeter principal analyst Brian Solis to globally survey 102 enterprise brand strategists and marketers on current and future investments and executions in the field, demonstrating …

Marketers Begin To View Influencer Relationships As Strategic

Marketers Begin To View Influencer Relationships As Strategic

Influencer marketing gained substantial momentum among marketers in 2016. But for all its potential, there are also significant challenges. With pure pay-to-play and one-off campaign practices distracting marketers from finding the true value of influencer relationships, misconceptions remain.  My content marketing agency, TopRank Marketing, along with influencer relationship management software company Traackr, teamed to investigate how the practice of influencer …

6 Reasons Marketers Should Be More Involved in Customer Experience

6 Reasons Marketers Should Be More Involved in Customer Experience

Net new customers. It’s the marketer’s highest calling. And yet, as marketing functions grow increasingly complex and intertwined, new customers are only one piece of the puzzle. Among the many hats we wear, from managing public perception to influencing product development, marketers also play a significant role in servicing existing customers. As more and more companies recognize the strong link …

AI Could Help Community Managers Boost Engagement

AI Could Help Community Managers Boost Engagement

Community managers should leverage machine learning and artificial intelligence (AI) to personalize content for their communities and foster relevant and engaging dialogue. That point was hammered home by Amith Nagarajan, CEO of Aptify, who spoke yesterday during webinar in honor of Community Manager Appreciation Day. Nagarajan, whose company provides enterprise software to membership organizations, was one of the interviewees in a …

How to Leverage Intent Data to Drive More Revenue

How to Leverage Intent Data to Drive More Revenue

As key drivers of the revenue team, marketing and sales are constantly looking for the next innovative method to get a competitive edge—particularly in generating revenue for the business. One method that continues to pique interest is intent data. Having created numerous products that leverage massive volumes of data in the marketing and sales space, we get asked many questions …

How are organisations using digital channels to improve their reach and customer service?

How are organisations using digital channels to improve their reach and customer service?

As an organisation, finding the right marketing channels is an essential part of your marketing strategy. The most effective channels will depend on your organisation and your audience. It could be marketing via email, improving your search visibility or generating engagement on social media. Connect with your audience in the right way, and you’ll be rewarded with more than just …

Use Your Personal Brand to Strengthen Your Leadership Identity

Use Your Personal Brand to Strengthen Your Leadership Identity

So defining your leadership identity starts by defining your personal brand. You can’t turn around your business until you turn around yourself. Understanding who you are and what you solve for is how your leadership will define the evolution of the business in the new normal. The concept of personal branding — the idea that success comes from how you …

In B2B industries

In B2B industries, investment in customer marketing will grow in 2017

Business-to-business ‘customer marketers’ may be the new rising stars in the marketing department, with 93% of organizations expecting to build up their customer marketing efforts this year, while 62% will increase their staff or budgets in this area in 2017. According toThe State of Customer Marketing 2017, out of over 200 marketing leaders primarily from B2B companies surveyed, companies identified …

Will Your Data Help or Hurt Your Business?

Will Your Data Help or Hurt Your Business?

Data is your most valuable asset, but depending on how you treat it, its potential can either be fully realized or it can become toxic. Analysts project by 2025, data from connected devices will yield insights driving potential business value of as much as $11 trillion. But studies suggest 80 percent of corporate data is dark data — meaning either meaningless or …

How to Close More B2B Deals with Case Studies

How to Close More B2B Deals with Case Studies

Let me guess: you’ve had at least one of these complaints before, right? For some content strategists, the solution to all these problems is simply “more content marketing.” But here’s the thing: content marketing is a pretty far-reaching term that encompasses an entire type of marketing strategy and many different content styles. From white papers to e-newsletters, deciding on the …