B2B’s Month in Review: True Influence’s Top Picks for April
At True Influence, we’ve hidden the last of the Easter candy for those afternoon energy emergencies and are getting back to the business of April B2B marketing by combing our blog posts as well as the rest of the internet for some the most informative posts on marketing terms that are no longer buzzwords but serious players in the industry, including intent signals, intent monitoring and marketing technology, especially so ABM.
To make your life easier, we’ve put them into one detailed post, so you can find what interests you the most, and get back to the business of growing your business (maybe sneaking a chocolate bunny ear while you do so!), now with the latest marketing information at your fingertips.
Our best posts in April:
See Intent Monitoring in Action at SiriusDecisions Summit 2017
This post not only reveals what will be happening at our booth at the upcoming SiriusDecisions Summit 2017 in Las Vegas (get a chance to see InsightBASE in action and register for sweet prizes), but also lets you in on some of the top events at the Summit, including a performance by Nirvana and a final keynote address by Damon John of ABC’s “Shark Tank.” Don’t forget to stop by the True Influence booth to learn about Intent Monitoring and enter to win some great Bose products.
In between, there will be a wealth of informative sessions broken down into three different categories – Adopt, Operationalize and Optimize – so you will know which sessions will be most effective for your company, based on where you are in your marketing technology journey.
The event runs May 16-19 at The Venetian.
We want to see you at MarTech 2017!
If you’re looking for information beyond the SiriusDecisions Summit, MarTech 2017, which runs May 9 through 11 in San Francisco, could be just the place for you.
It also offers a wealth of information about marketing technology, including how it has helped some of the top businesses worldwide reach such heights.
This post breaks down the highlights – get the same InsightBASE demos in action at our booth (and register for the same sweet prizes) while choosing from dozens of sessions headed by experts in the marketing industry – helping you determine how meeting some of the best in the business and learning from their insights can help your business grow.
Announcing International Expansion of InsightBASE® Demand Generation Services
We have seen continued growth at True Influence since the development of our InsightBASE platform, which is now available in dozens more international markets.
We announced the expansion in early April in a press release, revealing that the platform is now available in Sweden, Norway, Finland, Turkey, Saudi Arabia, Qatar, UAE, Egypt, Kuwait, Philippines, Malaysia, Hong Kong, Vietnam, Singapore, Spain, Mexico, Argentina, Bolivia, Chile, Columbia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Panama, Paraguay, Peru, Uruguay, Venezuela, France, Belgium, Switzerland, Algeria, Morocco and Tunisia, with expansion into Portugal and Brazil set for 2017’s third quarter.
InsightBASE was previously available in the United States, Canada, the UK, Ireland, South Africa, Australia, New Zealand and India.
What’s gotten the community talking?
Our colleagues at Marketo looked at the incredible line-up at this year’s Marketing Nation Summit 2017 in San Francisco and selected what they see as the 10 don’t-miss sessions from speakers ranging from Queen Latifah and James Corden to execs at Visa, Google and Microsoft.
The sessions for marketers to watch for, however, include the following Account-Based Marketing sessions, which address why ABM is an essential marketing strategy in today’s competitive marketplace:
- Account-Based Marketing: Yes, It Really Is That Good (and Getting Better All The Time), presented by Megan Heuer, VP of Research at SiriusDecisions
- Account-Based Funnel: What You Need to Know for an ABM Strategy That Will Increase ROI, presented by Craig Rosenberg, Founder and Chief Analyst of TOPO
- Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales, presented by Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions
- What They Didn’t Teach You in ABM School, presented by Joe Chernov, VP Marketing at InsightSquared
The other must-see sessions are from the Marketo team, leaders in ABM strategy, and their clients, and they include:
- Account-Based Marketing: Marketo’s Secret Sauce, presented by Charm Bianchini, Marketo’s Senior Director of Demand Generation, who will share how ABM can augment an existing marketing strategy.
- Account-Based Marketing Meet-Up, presented by Mike Telem, VP of Product Marketing at Marketo and GM of Marketo Israel. Less session and more meet-and-greet, this facilitated session brings together marketers and Marketo experts to discuss how ABM can work for you, based on insight from existing customers.
- ABM: Hear from Two Experts that Have Successfully Implemented the Strategy, presented by Rebecah Wiegardt, ABM Manager at GoAnimate and Gavin Drake, VP of Marketing at Quark Software. These two companies were among the first to use Marketo ABM, and their reps will share the benefits of ABM and how it can transform your marketing strategy and help your business grow.
- How Allocadia Squeezed More Demand Gen, Sales Enablement & ABM Juice Out of Our Marketing Content, presented by Matt Davis, Director of Content and Digital Marketing at Allocadia. Davis will address ways to create personalized content that better captures the attention of potential prospects, ultimately boosting sales.
- Beyond Basic Integration: Advanced Lead Lifecycle Workflows and Integration with MS Dynamics CRM, presented by Dan Stevens, Marketo Champion and Director of Digital Platforms and Channels at Avanade. This session explores how to create an ABM program that best suits your business, overcoming the complexities associated with the process.
- Building a Lead Mean Lead Gen Machine: Advancing the Engagement Maturity Curve, presented by Kate Cindric Federhar, Manager of Marketing Operations at CenturyLink, and Travis Campbell, Sr. Enterprise Value Advisor at Marketo. This team will offer a behind-the-scenes look at using ABM backed by real-world examples to help it all make sense for you and your business.
ABM AND THE NITTY-GRITTY
No Size Too Small: ABM for SMBs
The Marketing Profs post by Josh Baez shows that account-based marketing is not just a strategy for larger companies, and breaks down ways to show how even small business can benefit.
The essentials are return on investment (how much are you willing to spend to attract new customers, based on the potential payoff), targeting (determine who your customer is and how you can meet their needs) and content (creating marketing content that show potential consumers how you can help benefit them.)
Baez’s post is aimed at small businesses who may not have the funds to invest in a martech platform, and may have to do the research on their own, and offers tips on how to do so.
Whale hunting with account based marketing and creative inbound
B2B marketing is a true challenge, given the smaller scope and specialized market, but forget the cold calls. This information-packed blog post looks at how your business can create a dream portfolio including the brands and clients you’ve always wanted to work with by blending inbound marketing and ABM strategies.
A great inbound strategy – packed with informative content that tells consumers how your product or service can transform their business – using information gleaned from ABM can help you better target your content, so you’re hitting the right businesses with the right message.
The two-piece strategy allows you to reach for the stars and market to companies you thought were out of reach – the whales, as it were, rather than the goldfish that may currently populate your business portfolio, as long as you diligently do your research beforehand.
ABM allows you to know exactly who you are targeting at a specific business, which allows you to research their lives (we’re not talking stalking them, here!) so when your content grabs them and they reach out, you’re ready.
Personalization is the key to ABM strategy. It brings back the feel of the old-time corner market in a very high-tech world, and that’s something that virtually everyone can appreciate and will respond to favorably.
INTENT DATA AND SOCIAL MEDIA MARKETING
How to Leverage Social Intent Data for Email Marketing
Virtually everyone is on some form of social media, and this Marketo post shows how one of their partners has helped overcome the glut of emails flooding most consumers’ inboxes and get noticed.
Socedo has transformed how it uses email as a marketing tool, and rather than sending out weekly emails with broad content in hopes of getting a hit, they now market those emails with more intent, sending appropriate emails based on when someone at a company is making a move, using behavioral data gathered from social media, where people offer plenty of clues as to who they are and what they need.
By better understanding a consumer’s wants, needs and interests, Socedo is able to create personalized emails that are more likely to attract attention. While the initial effort is greater, the payoff in the end can be huge.
New on the bookshelf
O’Hagan always wants to excel, and she uses her stints as an exec at Virgin Atlantic and Nike, followed up by positions as global president of Gatorade and of Equinox, to explain to readers how staying the course and following the norm ultimately means they fail to stand out, which prevents them from doing their best work. Courage and confidence is who you are in as a person will allow you to excel, she says.
“Sarah Robb O’Hagan proves that fortune doesn’t favor the wallflower. She hit the big leagues of corporate America with hunger and hard work and will show you how you can do it too,” wrote Sophia Amoruso, author of “#GirlBoss,” in a review.
There’s something about this book that mirrors martech, which uses data to determine very human actions. Christian (author of the Wall Street Journal best-seller “The Most Human Human: What Artificial Intelligence Teaches Us About Being Alive”) and Griffiths (a professor at UC Berkeley) explore how computer algorithms often mirror life, and using the essence of the algorithm, which has been adapted for a computer’s limited space and time, readers can determine what life moves are worthy of consideration and which ones should be left to chance.
“I absolutely reveled in this book… the perfect antidote to the argument you often hear from young math students: ‘What’s the point? I’ll never use this in real life,’” wrote a reviewer from the UK edition of Popular Science. “The whole business, whether it’s the relative simplicity of the 37 percent rule or the mind-twisting possibilities of game theory, is both potentially practical and highly enjoyable as presented here.”
Just off the high of her success with “Lean In,” Facebook COO Sandberg lost her husband, Dave, and was suddenly faced with raising two teenagers on her own, a task that seemed dauntless. She returned to work, where she immediately made mistakes and fell asleep at a meeting, and boss Mark Zuckerberg pulled her aside and reminded her that everyone makes mistakes, and anyone could fall asleep at a meeting, which ultimately changed how she addressed others facing huge life challenges and their continued role in the workplace.
The title comes from a moment when her daughter’s uncle had offered to step in to take her to a father-daughter activity, and Sandberg lamented to a friend that she wanted Dave to be the one to do so. Her friend replied, “Option A is not available,” and told her that they – not Sandberg alone – would make the most of Option B.
While the reviews all heap praise on the book, Nobel Peace Prize winner Malala Yousafzai said, “I recommend this inspiring book to everyone around the world. None of us can escape sadness, loss, or life’s disappointments, so the best option is to find our Option B.”
Social media can be the lifeblood of a small business or a budding entrepreneur, and the tips found in this book can help teach how to use the platforms smartly, weaving stories and sales pitches together to give your company the personality it needs to connect with consumers, building the trust that essential in today’s marketplace.
The book offers tips on blog posts, Facebook Live streaming and other hints to help grow your business using social media platforms as a massive step up.