15
Nov

Why Thought Leadership Is Important For Growing Agencies

Thought leadership is important, particularly for agencies or consultants looking to attract clients. Before you roll your eyes: we’re not advocating for tossing “Thought Leader” in your LinkedIn bio and expecting business to just roll in. However, we are saying that the habits of thought leaders—sharing ideas via blogging, speaking publicly, recording podcasts, distributing newsletters, etc.—are most definitely ways that you can increase the authority, competitive advantage, and visibility of your company.

Unlike “synergy” and “hacking,” thought leadership is a buzzword worth unpacking. Let us explain.

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10
Nov

14 Publications Every Agency Principal Should Be Reading

We live in the Age of Information overload. With so much coming at us, it’s difficult to keep up with our reading lists. Because of this overbearing trend, it's especially important for agency principals to understand how the way people interact with brands is changing. Snapchat’s in today, but what about tomorrow? To help stay up to speed, here’s our list of 14 best advertising publications that every agency principal should be reading.

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04
Nov

Checklist: How to Get Started With Account-Based Marketing

Account-based marketing (ABM) is all about designing a custom marketing plan for every account you are going after. If you are a company going after six-figure or more contracts, account-based marketing provides a framework for doing so. Before you dive into the tactics of ABM, however, there are important preliminary strategic conversations you need to have with your team.

To make life easier for you and your co-workers, here’s a simple checklist of things you need to decide on before you begin with account-based marketing.

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12
Oct

How to Measure Account-Based Marketing

In traditional B2B marketing, new leads and opportunities are the main metrics used to measure the success of a marketing campaign. But account-based marketing, a strategy used by companies going after a small number of large target accounts, takes a more realistic approach.

Unlike a lead-based marketing campaign, in which a brand measures its success based on the quantity of individual leads, the very nature of account-based marketing (ABM) is to focus on the quality of leads. The reality for most companies is that individuals seldom make buying decisions in a silo. CEB cites that on average, there are 5.4 influencers involved in the average purchase decision. As such, ABM targets multiple team members at key accounts in order to reach a larger community. As David Ogilvy, the “grandfather of advertising,” once said, “Don’t count the people you reach. Reach the people who count.”

When measuring account-based marketing, then, it is incredibly important to have a set of metrics that create a deeper context for who you are reaching. Thus the traditional metrics—and framework used to measure it—are much less relevant. Here’s what you need to know about measuring account-based marketing.

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30
Sep

8 Examples of B2B Marketing Success on Facebook

When we think of modern-day B2B marketing, our thoughts instantly go to LinkedIn. LinkedIn is the network to find and connect with businesses to generate leads. But it isn’t the only network where brands can experience B2B marketing success. Facebook is surprisingly one of the best channels for B2B brands to connect with professionals. Don’t believe us? Here are eight examples of brands who have found B2B marketing success on Facebook.

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28
Sep

How to Find New Clients on Using LinkedIn Advanced Search Hacks

Update 3/6/17: It appears as part of their recent redesign, LinkedIn has moved most of their advanced search features to their premium Sales Navigator plan. Although it will run you $65 to $80 a month depending on your plan, we still think there are few better ways to prospect based on firmographic data.

Finding new clients has never been easier. Whether you’re a freelancer, a consultant or a brand, the internet is a wonderful place for B2B brands to reach out to that ideal client criteria list you made. In fact, you can do it from the comfort of your computer; you can even amplify those little efforts with a credit card. You just have to know where to look (and how). If you’re a B2B brand, you know the best place to start finding new clients is LinkedIn. As the social network for B2B professionals to cultivate relationships and leads, LinkedIn is a massively useful database that contains all the contact information you need to turn that ideal client into a real one. Want to know how to find new clients on LinkedIn? Look no further.

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13
Sep

B2B Inbound Marketing: Five Strategies You Should Steal

Every B2B brand, new or old, knows they need to market themselves. It’s just a matter of how. The marketing of the past emphasized sales-y ad spots on television, radio and print; cold calls; direct mail; billboards—your standard outbound marketing. The marketing of today is a different beast. Inbound marketing has proven to be very successful at attracting leads and prospects to your business by drawing them inwards. To do that, here is a list of five B2B inbound marketing techniques your company can utilize.

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30
Aug

How to Nurture Leads With Facebook Custom Audiences

Facebook is estimated to generate $4.8 billion from advertisers in 2016. That’s because there’s never been a platform that allows advertisers to scale targeted campaigns so quickly, and brands big and small are seeing results.

There are hundreds ways to target a user on Facebook, including where they live, their job title, their relationship status, and how much money they make. Want to hit single dentists who love the NBA in Wisconsin? No problem. You can be up and running in 15 minutes.

In addition to its demographic and interest targeting capabilities, Facebook has been consistently improving its Custom Audiences product since its introduction in 2013. In a nutshell, advertisers can use Custom Audiences to introduce their first-party data into Facebook advertising campaigns. With this method, they can serve hyper-targeted ads against someone who visits their website, views a certain video or signs up for their newsletter. (Ever spend 5 minutes on an e-commerce site, and notice their ads following you around on Facebook? Yeah.)

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