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The 23 Best Free Google Chrome Extensions for Digital Marketers

November 21, 2017 by Tom Pick To enhance and automate marketing functions, businesses need to invest in online tools, integration, and training. No question. That said, however, it’s amazing how much can be done without spending any money—or even leaving whatever web page is currently open in your browser. These Chrome browser extensions perform all sorts of interesting tasks, from …

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Social Media Isn’t Very Sociable After All

November 14, 2017 by Michelle Smith I offer a cautionary tale here for every generation about our over-reliance on technology when being ‘social….’ While a technology fan and an active social media user, I contend that e-friends aren’t the same as real life friends, and no matter how awesome the technology, communication tools can’t begin to replace being sociable and …

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3 Forces Shaping The Future of B2B Marketing

November 7, 2017 by Tony Zambito Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders …

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4 Archetypes of Purpose-Driven Content

November 2, 2017 by Carla Johnson Trying to figure out how we manage a strategy to create experiences is hard. But one of the first things we have to understand is the purpose behind every piece of content we create. This is what gives everything we create context. We’ll always write brochures, annual reports, web pages, emails, landing pages, advertising …

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Blueprint for a Successful Content Marketing Strategy

October 31, 2017 by Robert Wendt Who in their right mind would build a house without a blueprint? You need a detailed blueprint to convert the piles of building materials on your empty lot into a beautiful, finished home. If you try to build it on your own, without a blueprint, you’ll end up with a haphazard structure that will …

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You’re in the Business of Truth Not Facts

October 26, 2017 by Carla Johnson Think about your experience with marketing for a minute. Here are some things we know to be true. We know we’re not really going to drag and drop and edit presentations, or work on movies right on our iPhone. The TV commercial showing people doing that on their iPhones makes it seem like it’s …

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How To Write Customer-Focused Content That Converts

October 24, 2017 By Wendy Dressler Customer Experience Is Also PR Public Relations constitutes one of the most important aspects of any business. But PR isn’t just something on which just your marketing and outreach department should focus. How any client or prospect feels about interacting with your business is in an unrecognized example of public relations. This means your …

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Winning Brands Must Dare to be Different

October 19, 2017 by Mitch Duckler Does your brand own a distinct place in customers’ minds that is truly meaningful to them? Brand strategy is all about how you differentiate and position your brand in the market. Great brand strategy revolves around clearly articulating your differentiation against competitors. Differentiation gives brands their competitive edge. Brands lacking differentiation or a competitive advantage make …

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5 Steps to Help Employees Keep Pace with Digital Transformation

October 17, 2017 By Carla Johnson Every industry teeters on the verge of disruption. If you work in technology, there’s always the threat of someone younger and more nimble who can dethrone you. If you’re in an industry like financial services or healthcare, other companies may find a better way to maneuver these highly regulated industries and you’re out in …

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Leaders – Make Your Communications Useful

October 12, 2017 by Michelle Smith The way in which leaders communicate with employees is one of the most effective factors in creating and increasing employee engagement, as well as in retaining top talent. Employees want their leaders to inspire confidence, create certainty and build community when they communicate. Doing this successfully can mean the difference between employee compliance or commitment, and a sense …

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B2B Customer Experience Integration…Where’s the Easy Button?

October 10, 2017  By Carla Johnson Businesses have been after a complete and seamless digital experience since the day “digital” came about. This keeps getting more important customers are sick and tired of inefficient interactions that don’t feel personal. We’re better than that and they know it. Companies have to deliver an amazing experience that’s seamless and connected from start …

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The Need to Empower Employees for Customer Experience

October 5, 2017 by Carlos Hidalgo What does it mean to “empower employees” and why is it so important to delivering customer experience? Why should organizations go beyond enabling and equipping their employees, but also take the steps necessary to empower their employees to deliver on the promise of customer experience? It is because our employees are on the front …

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The Biggest Barriers to Brand Consistency and How to Fix Them

October 3, 2017 by Carla Johnson When we think of branding, we think of companies that pull out the big guns. The ones that put money behind Super Bowl ads and have tremendous social influence. That may not be your company. Whether you realize it or not, your company has a brand. And whether you invest in it or not, …

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[RESEARCH] B2B Marketers Getting Smart With Content Marketing

September 28, 2017 by Carla Johnson The Content Marketing Institute and MarketingProfs released their annual research this week – B2B Content Marketing 2018: Benchmarks, Budgets, and Trends – North America. In it, Joe Pulizzi and Ann Handley tell us that B2B marketers keep seeing content marketing success as they look at ways to be more creative and build their audience. …

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The One Customer Experience Factor B2B Buyers Want Most

September 26, 2017 by Carla Johnson “We have two ears and one mouth so that we can listen twice as much as we speak.” – Epictetus What bugs B2B buyers most? Feeling like they’re never heard. This goes beyond a vendor’s industry knowledge or even their lack of understanding of the company. You can do a crash course to learn those facts …

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What Marketers Can Learn from a CIO About Customer Experience

September 21, 2017 by Carla Johnson IT has certainly crept into marketing’s world, but there’s opportunity beyond just ‘martech.’ While marketers use technology to improve efficiency and effectively capture data about audience, some IT counterparts are going well beyond that. At a CIO Perspectives event, Home Depot CIO Matt Carey talked about his “mission to create an interconnected retail experience.” …

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Is Your B2B Organization Ready for Customer Experience?

September 19, 2017 by Carlos Hidalgo A 2015 study by Accenture shows that the overwhelming majority of B2B executives are either increasing their customer experience investment or at the very least maintaining it.  However, the same study shows that despite the investment, fewer than 25% of organizations are actually excelling at achieving their customer experience goals. Clearly, there is a long way …

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Storytelling Will Never Work Without This One Thing

September 14, 2017 by Carla Johnson Twenty years hasn’t faded Jayson Zoller’s memory much. At least when it came to one of his biggest learnings. When Jayson was in college, his professor told him a story that remains vivid even two decades later. In a previous class, the professor explained, a group of students had an unusual project working for …

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Branding and the Digital Marketing Revolution

September 12, 2017 by Tom Barg The biggest open secret in marketing is this: You don’t really control your brand, and you never have. This is as true today as it was when your mother said, “You can’t control what other people think of you.” Because that’s the truest definition of a brand: what other people think of you. It’s not your …