Marketing Glossary
B2B Influencer Marketing—The Good, the Bad, and the Ugly [Podcast]
MarketingProfs has published a new episode of the Marketing Smarts podcast ‘B2B Influencer Marketing—The Good, the Bad, and the Ugly’ featuring Mike Allton.
George B. Thomas says, “In the B2B business world, traditional B2C influencers such as models and celebrities aren’t necessarily effective. Businesses have to be much more targeted with their audience and choose influencers accordingly.
“Nano and micro influencers are smaller influencers, they have smaller audiences, but they’re hypertargeted and focused,” Mike explains. “They are talking to CMOs in fintech. They’re really laser-focused on a specific vertical or a tier that you’re trying to reach.”
One thing is certain: You can’t rush the process.”
Buyer Personas: Use This to Target Your Ideal Customer [Video]
What are the buyer personas? Image result for Buyer Personas A buyer persona is a semi-fictional representation of a company’s ideal customer. It is based on research and data about existing and potential customers.
HubSpot has published a new video ‘Buyer Personas: Use This to Target Your Ideal Customer’ explaining buyer personas.
The HubSpot team says, “In this video, we’ll explore what a buyer persona is and why it’s important for businesses to have a clear understanding of their target customers. We’ll cover the key elements of a buyer persona, such as age, gender, income, education, location, interests, challenges, objections, and buying preferences, and provide examples of how businesses can use them to improve their sales and customer satisfaction, as well as transform their businesses.”
Build a Winning Marketing Attribution Framework, March 9 [Webinar]
Equipping marketing leaders with the skills, tools and data they need to prove ROI is a lot like setting out to sea on a fishing expedition. Prep work is required! You need hooks, lines, bait, a rod, bobbers and a bonus if you have a boat to carry it all.
MarTech is hosting a webinar ‘Build a Winning Marketing Attribution Framework’ on Thursday, March 9, 2023.
The MarTech team says, “Join Nani Shaffer, CMO at Channel99 and Ashley Long, Director, GTM Operations and Forecasting at Demandbase, as they discuss:
- What is marketing attribution, and why it’s important
- The top 3 challenges in marketing attribution
- How to choose the right attribution model for your business
- Plus, tried and true best practices from attribution pros.”
Balance Privacy and Personalization with these First-Party Data Strategies, February 28 [Webinar]
In today’s digital landscape, privacy and personalization are often seen as conflicting objectives. On the one hand, customers demand privacy and control over their personal data.
MarTech is hosting a webinar ‘Balance Privacy and Personalization with these First-Party Data Strategies’ on Tuesday, February 28, 2023.
The MarTech team says, “Join us for this live webinar, where we will explore how businesses can leverage first-party data to achieve both privacy and personalization in their marketing efforts. Our Consent and Preference Management expert will share best practices and actionable insights on leveraging first-party data to drive customer engagement and sales while ensuring privacy and compliance.
Key takeaways:
- Learn how first-party data can help you balance the conflicting goals of privacy and personalization
- Discover best practices for collecting, storing, and using first-party data in your marketing efforts
- Gain insights into the ethical and legal considerations of using first-party data for marketing and privacy
- Walk away with actionable strategies to help you harness the power of first-party data to master privacy and personalization in your marketing efforts.”
Balance Privacy and Personalization with these First-Party Data Strategies
Building a Better Content Machine: 5 Fundamental Steps, February 8 [Webinar]
Content is the lifeblood of marketing. It’s the most pivotal piece of the brand experience, and because content has never been more critical, marketers need an operational framework to improve their ideation and creation process.
Content Marketing Institute is hosting a webinar ‘Building a Better Content Machine: 5 Fundamental Steps’ on Wednesday, February 8, 2023, at 2.00 pm PST.
The CMI team says, “Join CMI and a team of content operation luminaries as we discuss a hands-on approach and framework to content operations. We’ll kick things off with Sol Weinreich, where you’ll learn the five core principles of putting your content operations framework into place:
1. Great content starts with brainstorming
2. Content briefs are a collaborative tool – not an assignment
3. Earn approvals faster by getting out of chat and email
4. Preview content how your audience will see it
5. One marketing calendar … for everyone
We’ll conclude with a comprehensive discussion between Cathy McKnight and George Huff on the “why” of content operations and the transformative effects they’ve seen from successful global brands.”
B2B Marketing and AI for Streamlined and Strategic Communications [Podcast]
MarketingProfs has published a new episode of the Marketing Smarts podcast ‘B2B Marketing and AI for Streamlined and Strategic Communications’ featuring Peter Prodromou.
George B. Thomas says, “AI is just an algorithm, after all. “Everybody is going to shop at Amazon because they have the best algorithm, and there may or may not be passion for it,” Peter says. “If we can…understand things like passion and sentiment, then we’re better positioned to help our clients establish narrative structures that are going to help them to create value.”
Peter also emphasizes the importance of AI in social listening and sentiment, which is vital to marketing strategy: “What I look at is AI tools that can help me to gather scads of information from virtually everywhere…and then being able to collate that data into something that makes sense in a snap of a finger.”
For more on how AI can streamline communication and strategy, check out Episode 527 of Marketing Smarts.”
B2B Marketing and AI for Streamlined and Strategic Communications
Build Best-in-Class Brand Partnerships: Get More Bang for Your Buck, January 31 [Webinar]
Heading into 2023, marketers continue to be not-so-subtly reminded that their brands must find a way to sustain and grow their business with less budget.
Adweek is hosting a webinar ‘Build Best-in-Class Brand Partnerships: Get More Bang for Your Buck’ on Tuesday, January 31, 2023, at 1.00 pm EST.
The Adweek team says, “Take a deeper dive into some of the most successful brand partnerships of the past year, including key learnings you can apply, from marketing leaders at 1440 Media, Smartsheet and Brandfolder. You’ll find out:
- Why some partnerships succeed and others fail
- How to identify and build an authentic brand partnership
- The most common mistakes brands make along the way.”
Build Best-in-Class Brand Partnerships: Get More Bang for Your Buck
Barry Schwartz Talks All Things Google – UI, Algorithms and AI Spam [Video]
Near Media has published a new video featuring Barry Schwartz on UI, Algorithms and AI Spam.
The Near Media team says, “In this 44 minute interview, David, Mike and Greg interrogate Barry Schwartz about algorithm updates, the SERP and the future of Google in an era of AI-generated content. Here are the topics in roughly the order they appear:
- Google UI changes and Universal Search
- Why Google makes SERP design changes
- Major algorithm updates in 2021 and 2022
- Helpful content update, spam and product review updates
- Is Google really trying to make search better?
- How the SERP has become more competitive
- Future viability of content written to rank, and more.
Bring Your Customer Data Out of the Dark: Maximize the Value of Your Insights With a CDP, January 26 [Webinar]
Despite having first-party data at their fingertips, many brands struggle to shine a light on their customers.
Adweek is hosting a webinar ‘Bring Your Customer Data Out of the Dark: Maximize the Value of Your Insights With a CDP’ on Thursday, January 26, 2023, at 12.00 pm EST.
The Adweek team says, “Join guest speaker Joe Stanhope, VP, principal analyst at Forrester, and Tyler McDaniel, VP of product management at Epsilon, to understand the role CDPs play in the marketing industry today. You’ll find out:
- Why enhancing your existing first-party data is critical to better analysis and measurement
- How identity plays a foundational role
- Where you can activate your CDP insights digitally.”
Bring Your Customer Data Out of the Dark: Maximize the Value of Your Insights With a CDP
B2B Revenue Marketing and Closing the Credibility Gap [Podcast]
MarketingProfs has published a new episode of the ‘Marketing Smarts’ podcast ‘B2B Revenue Marketing and Closing the Credibility Gap’ featuring Jim McHugh.
George B. Thomas says, “Moving to a revenue-based model means better communication and alignment. It means questioning the way we traditionally think about marketing success.
“Have the confidence and the fortitude to challenge the old perceptions….by doing so, we’ll remove this folklore of ‘marketing only focuses on things that aren’t directly connected to business,’ and we can drive a different way,” Jim says.
Listen to the entire show from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.”
