Account-based marketing (ABM); if you’re a marketer it’s likely you’ve heard the term. It’s a concept that’s sweeping the industry and transforming the marketing landscape.

Is there such a thing as being too popular? For influencers, the answer may be yes.

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When it comes to bolstering consumer relationships, loyalty is often the first phrase that comes to mind. The ultimate building block, however, lies in brand affinity, or the emotional connection consumers have towards their favorite brands. When properly leveraged, affinity can help deepen consumer engagement and inspire long-lasting loyalty.

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5G wireless internet technology is being hyped as an ultra-fast method to access data that can also disrupt many aspects of digital marketing. Yet, 5G appears to be a long ways from reaching its maximum potential, despite large telecommunications companies making considerable investments.

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Artificial intelligence is being deployed far and wide in marketing and advertising.

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Customization is trending right now in marketing, and it’s not just for B2C. B2B marketers, too, are tossing out "one-size-fits-all" marketing approaches in favor of something a little more personal.

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Facial recognition systems have been hyped as powerful technology that can catch criminals, improve customer services, conduct user verification, and help marketers pitch highly targeted products.

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Digital media has undergone a drastic evolution. This has not only changed the way media is consumed but also impacted the buying behavior.

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Marketers experience all kinds of data-driven pains. According to a new study, many business-to-business marketers (B2B) are having issues with leveraging their customer relationship data.

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Businesses seeking growth are often eerily similar to serial dieters.

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I’m a pretty social person. I like talking to new people and getting to know them. I’m never one to turn down invites to social engagements, either, because I think talking to people in person, one on one, is the best way to learn more about them.

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Data management is giving marketers headaches.  Programmatic advertising relies heavily on data, and its growth will likely make data increasingly important for marketers. But navigating this transition is no easy task.

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At a recent roundtable, where individuals focused on helping sales and marketing gathered, Gartner presented interesting findings from its annual research project. The findings suggest that the assumption that B2B buyers progress in a linear fashion is fundamentally flawed. 

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Two hundred sixty-six billion dollars. That’s how much advertisers around the world are expected to spend on digital advertising this year, according to eMarketer. And in just three short years from now, that amount is forecast to reach $376 billion—a 41% increase.

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B2B sales and marketing professionals know that data is the key to growing revenue, according to a new study by Dun & Bradstreet, which found that 89% of respondents believe data quality drives the right B2B sales and marketing campaigns.

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Your customers are trying to talk to you. Are you listening? Every customer has their preferred channel.

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With the rise of social media and texting, some saw email as a communication vehicle that would eventually disappear. However, this mode of messaging is still an inescapable part of everyday life.

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Companies today are spending a fortune on content to attract new customers. Businesses that sell primarily to consumers (B2C) in particular are creating dazzling ads and rich media communications. But some companies that sell to other businesses (B2B) are also creating videos to post on YouTube, as well interactive content on their company site.

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Like most things in life, marketing is continuously evolving and more so than ever before. We are currently in the midst of a transformative marketing stage. The dynamics driving this era are technology (e.g., artificial intelligence (AI), data management platforms (DMPs), customer relationship managers (CRMs), etc.), social media, mobile, declining brand trust, changing consumer habits, blurred lines between business-to-business (B2B) and business-to-consumer (B2C) marketing, increased competition, and the realization that emotion -- not just logic -- plays a huge role in all decisions. These factors are, or should be, influencing how we approach marketing, branding, advertising, messaging and communications.

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79 percent of inbound marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)1

I grabbed a day recently to take in the #Flipmyfunnel show in Boston. While I don’t agree with every perspective presented, a number of points really resonated as people start succeeding more and more with account-based thinking.

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Success in today's marketplace requires strong online marketing skills. That's true whether you are a B2B or B2C company. You simply can't afford to have an ineffective or inefficient online marketing plan.

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Even with best of intentions, fragmented data can cause personalized marketing programs to seriously strain—or even end—customer relationships.

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The newest formidable firms in the highly competitive marketing agency business may be the same companies that throw newspapers on your front porch.

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From the moment a new chief marketing officer starts a job, the expectations for improved marketing performance are outrageously high. The CEO is looking for simultaneous upticks in brand metrics and demand generation. The head of sales wants leads that almost close themselves. The HR chief is expecting instant improvements in Glassdoor ratings and an influx of highly qualified recruits. And of course, the chief financial officer is hoping for increased yield on a smaller budget offering the advice, "only spend money on things that you can measure."

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Moving a lead through the sales funnel is called lead nurturing.  A successful lead nurturing strategy can help B2B marketers increase conversion rates and maximize ROI. In fact, a widely reported stat from Forrester research notes: …Marketers see an average 20 percent increase in sales opportunities from nurtured versus non-nurtured leads.

The Internet has certainly upended B2B marketing. Keep in mind that – when a customer visits your site or reaches out to you – he or she has probably done quite a bit of research. In other words, you need to find ways to become top-of-mind.

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Whether you’re marketing to consumers or other businesses, and regardless of the industry you’re in, these five key email marketing best practices have a direct effect on the success rates of your email marketing efforts.

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The most important metric to use to judge a B2B marketer’s success is their ability to drive net new demand. This desire to drive net new demand has erroneously programmed B2B marketers to gear their marketing strategies and the bulk of their effort toward achieving lead-generation volume.

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When CMO.com first attended the Augmented World Expo back in 2012, conference goers were still getting their arms around a clear definition for the technology.

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In the realm of search engine optimization (SEO), content is king. Be it website copy, blog posts or guest posting, content is an integral part of effective SEO. However, not all content you create brings glory to your business. Unique, high-quality content blended with creativity supports SEO efforts.

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Enforcement of the European Union’s General Data Protection Regulation (GDPR) started on May 25 and to date, U.S. firms have taken a variety of approaches to complying with the rule.

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There is probably a point in one's life when you stop having the dream about showing up late and unprepared for your final exam. I'm still waiting. And it doesn't help when cognoscenti like Brent Adamson, principal executive advisor at Gartner, challenge the very definition of marketing—let alone the way most business-to-business brands approach the customer acquisition process. Of course, as the co-author of "The Challenger Sale" and "The Challenger Customer," books that rethinks selling from the ground up, Adamson's words are likely to make any experienced marketers feel like a student again.

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At the recent Gartner Digital Marketing Conference, Brent Adamson, principal executive advisor at Gartner,  shared highlights of research on how businesses make purchase decisions that exposes flaws in how B2B marketing and sales teams currently operate with each other. According to the study, B2B buyers are utilizing digital resources throughout their decision journey, not just in the early discover and exploration phases. This misconception by marketing and sales teams has led to an organization process that doesn’t align with the buyer’s needs.

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As startup owners, we pride ourselves in having a deep understanding of our target markets. Indeed, we would not be in business if we had not studied the market, noticed the gaps and created products and services to meet those demands. Plenty of research goes into launching a business, understanding the market for it and determining how our product meets those customers' needs.

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Poor data quality can lead to low conversion rates.  However, improving data quality is rarely a priority. In a recent AdWeek article[1], Richard Joyce, a senior analyst at Forrester, estimated that as much as 42 percent of advertising and marketing budgets are allocated to some form of technology, but data quality is often overlooked.

To effectively manage data quality, it is important to first have a clear definition of a qualified sales lead that is used across both sales and marketing.