Mon.Mar 18, 2024

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The false allure of B2B intent data

Martech

What has more allure in martech than a tool that promises to grant remarkable advantage over the competition? And among such tools, what could be more powerful than one that tells you who is ready to buy? Intent data has become a big category with various sources, all of which promise visibility and focus that can change everything. These days, a marketing program that isn’t leveraging intent data of some description is seen as flying blind and hoping to hit the target with luck and timing on it

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Innovative Lead Nurturing: Personalization for Effective Conversion

Aspiration Marketing

Personalized lead nurturing represents a total shift in the way businesses interact with their potential customers. It moves beyond the one-size-fits-all marketing communications of the past (which never worked to begin with, to be honest), and focuses instead on tailoring messages, offers, and experiences to individual prospects based on their preferences, behaviors, pain points, and interactions with a brand.

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Google promotes Liz Reid to head of Search

Search Engine Land

Google is making a number of changes to its executive team running Google Search: Liz Reid , who was leading up core search experiences, will now be the Head of Search at Google. Cheenu Venkatachary will be the new lead of Search quality and ranking. With these changes, Pandu Nayak is stepping down as lead of search quality and ranking and will become Chief Scientist of Search.

Promotion 132
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AI Can Kill Content Marketing

Practical eCommerce - Marketing

AI-produced content is faster, easier, and cheaper than human versions. Is it better? The post AI Can Kill Content Marketing appeared first on Practical Ecommerce.

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A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse

Unlock the Power of Historical Data A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse Today’s association leaders need more than real-time snapshots—they need the full story. MemberSuite: A Data Revolution reveals how a native data warehouse transforms your AMS into a strategic decision-making engine. In this free eBook, you’ll discover: The difference between a database and a data warehouse—and why it matters How to gain historical visibility into membership, engagement, events,

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What’s Next? Reflections on #SXSW 2024

Businesses Grow

SXSW 2024 was a gathering of thought leadership, providing a glimpse of “what’s next” in media, technology, and marketing, among other topics. I’ve been attending SXSW since 2010. It’s expensive, crowded, and — with 500 sessions a day — overwhelming — but I regard it as an essential part of my professional growth.

Gen Z 128
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3 proven ways to use ChatGPT to beef up your content strategy

Martech

ChatGPT has solidified its position within the marketing community, and the mass adoption proves it’s not going anywhere but up. While most view it as a way to generate new content, I look at it to help streamline and organize my own brainstorming — especially for enhancing my content strategies. Here’s how marketers like you can leverage ChatGPT and take your content strategy up a few notches without any additional investment. 1.

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Instagram Customer Care 101 for Small Businesses

Buffer Marketing

In 2013, I started as a social media specialist at a digital marketing agency. Our main client was UNIQA, the largest insurance group in Europe, which focused on Facebook marketing. They also asked us to create an Instagram profile just to have a presence on another social media platform.  As a junior SMM specialist, it was my job to repost Facebook posts to Instagram and check out Instagram comments once a week.

Customer 122
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3 low-cost tools for data-driven marketing: Best of the MarTechBot

Martech

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.

Analytics 118
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SEO planning: Your one-page SEO plan

Search Engine Land

This article will show you how to create a simple SEO plan. This plan focuses on a single group of related keywords applicable to your business’s primary offerings or individual products/services. The plan is concise and fits onto a single page. SEO planning vs. SEO strategy SEO planning is often conflated with SEO strategy. Although they are related, they are different parts of your overall SEO process, so they should be considered separately.

SEO 102
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Retailers struggle with basics for generative AI

Martech

Although the overwhelming majority of retailers (93%) report using genAI in some form to improve in-store and online CX, many are struggling with access to siloed data. Only 17% think they have a unified view of the customer, while almost half are in the early stages of (or still considering) building customer profiles. The statistics are based on a survey of 1,300 retailers by Salesforce and the Retail AI Council.

Retail 111
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From Curiosity to Competitive Edge: How Mid-Market CEOs Are Using AI to Scale Smarter

Speaker: Lee Andrews, Founder at LJA New Media & Tony Karrer, Founder and CTO at Aggregage

This session will walk you through how one CEO used generative AI, workflow automation, and sales personalization to transform an entire security company—then built the Zero to Strategy framework that other mid-market leaders are now using to unlock 3.5x ROI. As a business executive, you’ll learn how to assess AI opportunities in your business, drive adoption across teams, and overcome internal resource constraints—without hiring a single data scientist.

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Unlocking Hidden Revenue: The Inbox Retargeting Methodology

Digital Marketer

Page conversion rates have ALWAYS been a problem. The simple fact is most people don’t convert even on the most optimized pages. What’s why traditional retargeting on ad networks has been so dang powerful. While retargeted leads come cheap, they still aren’t free. Worse, you’re back competing against your competition in the ol’ ad auction system. For the last 6 years, I’ve been using a tactic called Inbox Retargeting to identify who lands on my key pages and directly reach out to them in their i

Logistics 101
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Google Ads Report Editor exporting zeros; Google is investigating

Search Engine Land

Advertisers attempting to export reports from Google Ads Report Editor are experiencing issues where the data is showing zeros instead of the actual numbers. Google is aware of the issue and is working on a fix to resolve it, but there is not estimated time for a fix at this time. What is the issue. Greg Kohler, aka PPCGreg posted a screenshot of a sample report export filled with blank data and/or zeros.

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Next-Gen Strategies: Driving Content Marketing with Advanced Technology

Rock Content

2024 is a year of amazing content marketing technology. Artificial intelligence (AI) and automation have taken the world by storm and changed the way people’s workflows look from start to finish. AI and automation simplify data analysis, audience engagement, and content reach. Combined with human creativity and expertise, they unlock limitless potential for your brand.

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Why the exact match keyword type in PPC is still relevant today

Search Engine Land

How often have you heard, “Use broad match along with smart bidding to get the best results?” Broad match can learn based on previous conversion activity. It can also use previous user search data, other keywords in your ad group and your landing page’s content to show your ads on relevant searches. Broad match has more learning capabilities than phrase or exact match.

Finance 98
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Prospect, Personalize, Profit: The New Way Sales & Marketing Teams Are Aligning with AI

Speaker: Kevin Burke, Founder & Managing Director at Digital One and AI & Automation Consultant

AI and automation are currently transforming the way sales and marketing teams operate. Generative AI crafts personalized outreach at scale, while conversational AI bots are engaging prospects in real time. Robotic process automation streamlines manual workflows by triggering tasks the moment a prospect takes a key action, and advanced AI analytics surface hidden patterns in the pipeline, improve forecasting, and help teams make data-driven decisions with confidence.

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Raising the Bar: Strategies for Creative Content Creation

Rock Content

Although developing groundbreaking products and services will always be essential for brands to succeed, even the best offerings aren’t going to sell themselves. You need a digital marketing strategy as strong as your products to help customers find you. Expert content creation is a huge part of a successful marketing strategy. Run-of-the-mill filler content simply isn’t good enough to do the job.

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Google Search Ads 360 gains retail media capabilities

Search Engine Land

Google Search Ads 360 launched a closed beta for offsite retail media campaigns to help retailers and brands achieve common goals with shoppers, boost product visibility, and increase sales, the search ad company told us. Google announced these new features today in Search Ads 360: Google added offsite retail media capabilities to Search Ads 360 to help retailers and brands sell more products together by combining unique retailer audiences with Google AI and scale across channels.

Retail 90
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Katie Robbert: Spotlight on the expert

Martech

Contributor Katie Robbert is the CEO and co-founder with Chris Penn, of Trust Insights, a marketing analytics agency. She’s an authority on compliance, governance, change management, agile methodologies and dealing with high-stakes, “no mistakes” data. Before Trust Insights, she built and grew multi-million dollar lines of business in the marketing technology, pharmaceutical, and healthcare industries.

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Setup Pulse - 3.18.24

Set Up

Welcome to Set up Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. Read about what’s being talked about this week! Trending Topics B2B Presence at Music Festivals B2B companies are now implementing activations at music festivals, along with the B2C brands who’ve been doing it for years. 83% of fans who are decision-makers believe B2B brands at concerts and f

B2C 52
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Neuroscience of B2B Buyer Behavior: Strategies for Influencing Buyer Choices

Speaker: Speakers:

Ever wonder what really makes B2B buyers tick? Spoiler alert: it’s not just logic. Join us for our next session of the B2B Growth Show, "Neuroscience of B2B Buyer Behavior: Strategies for Influencing Buyer Choices" with Grant C. Gooding, where science meets strategy. You'll get the insider scoop on how emotions secretly drive decisions and how you can tap into them to win buyers over.

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Interview: Mastering Digital Engagement with Bannerflow - Insights from Elkjöp

Bannerflow

Elkjøp is the biggest consumer electronics retailer in the Nordic countries, with 427 stores across 4 nations plus online business, and over 10,000 employees representing Elkjøp Nordics, Elkjøp Norway, Elgiganten SE, Elgiganten DK, and Gigantti. Based in Oslo, Norway, its marketing tasks are handled both centrally and regionally, making it a complex operation.

Retail 52
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Inspire your customers with perfectly designed omnichannel customer experiences

Use Insider

What is an omnichannel customer experience? Omnichannel marketing emphasizes seamless integration and consistency across all channels and touchpoints throughout the customer journey. Unlike multichannel marketing, which involves maintaining multiple independent channels, omnichannel marketing focuses on providing customers with a unified and cohesive experience across every touchpoint, whether social media, Email , App , SMS , Web , or offline channels.