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Mining Social Media to Discover What Your Customers Really Want

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Most marketers think of social media primarily as a medium for targeted messaging and interaction, but it can also play a powerful role in helping you get to know your customers. Think about it: every day, people log on to social networks and discuss brands in a way that is 100% open and accessible. Not only can we see what they’re saying, but thanks to the many great analytics tools currently on the market, we can conduct high level sentiment…

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An Easy Way to Get Up to Speed on Social Media

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As we noted on Monday, most CMOs feel that they don’t have the tools and resources they need to manage social media. Keeping up with the ever-changing world of social is no easy feat, unless you know Laura Roeder. We discovered Laura’s site Social Media Marketer a few months ago, and were immediately impressed by the depth of tutorials and tools on the site. Laura’s company LKR Social Media is devoted to making social media easy and accessible for busy…

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Rethinking the “Hands Off” Social Media Approach

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According to IBM’s CMO Study, 68% of global CMOs feel underprepared to manage social media. Given the rate things are changing in the social space, this isn’t surprising. It seems like a new network or technology is released nearly every day. Unfortunately, rather than finding a way to keep up or hiring someone who can, some CMOs have opted for a “hands off” approach to social media. Instead of taking an active role in online conversations about their brands, some…

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Should You Hire a Data Scientist?

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Due to the explosion of data we’ve been talking about so much lately, many marketing teams (70% according to NetVantage) are considering adding a Data Scientist to their teams. While this might sound like a made up title, it’s very real, and according to many marketers, it’s a very valuable position. So what is a data scientist, exactly? The Harvard Business Review explains their qualities as follows: “Data scientists don’t do well on a short leash. They should have the…

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Three Types of Data You MUST Pay Attention To

dataoverload

On Monday, we talked about the struggle many marketers have with proving the ROI of their work. We think that one of the main reasons for their difficulty is the explosion of data, and the results of IBM’s CMO study seem to agree. There are so many sources of data, and sometimes, it feels near impossible to focus on what matters most. To help you out, we’d like to share our list of the top three types of data well…

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Why is ROI so Hard to Prove?

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If you’re struggling with ROI, you’re not alone. According to a recent study of global CMOs conducted by IBM, over 50% of global CMOs are having trouble providing hard numbers to prove the value of their work. This is a serious problem, as the same study showed that 63% of CMOs said they believe marketing ROI “will become the most important measure of success over the next three to five years.” Reading between the lines, your job rides on your…

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February Faves

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It’s the end of February, and time for the monthly roundup of our favorite B2B marketing blog posts from around the web. The posts we’ve chosen touch on themes that this month’s readers will find familiar: Social Networks, Marketing Technology, and a good old-fashioned “Learn from the Big Guys” post. The Top 9 Social Networks for Businesses Michael Brenner, B2BMarketingInsider.com Most of us came of age long before social networks began to be a major player in the marketing game….

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Why Fear Matters in B2B Marketing

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Nobody likes fear. In fact, we usually do our best to avoid it. We like to talk about how marketing is based on desire and fulfillment, not anxiety and doubt. But the fact of the matter is that B2B marketing is shifting. While consumers might wonder if they can afford a new computer, business owners are wondering if their company will be able to adapt and survive.  As B2B marketers, we need to address these fears No matter what industry…

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How to Empower Your Brand Advocates

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We all love a happy customer, but if there’s one thing we love even more, it’s the customer who can’t stop talking about how great we are. What better marketing is there than someone recommending your company or product to everyone they meet? Although it is too often neglected, word-of-mouth marketing is highly effective. A poll by Harris Interactive, available here, reveals that 45% of Americans are at least somewhat influenced by online customer reviews. These satisfied customers are our…

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Three Marketing Automation Systems to Consider in 2013

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According to a recent study, just over half of B2B companies are considering investing in new marketing automation systems this year. What about you? Would upgrading your current system bring you the results you want? Or are you just beginning to incorporate the potential of marketing automation into your future plans? Marketing Automation has been around for more than 10 years, and the contenders for your hard-earned cash are many. With that in mind, we are presenting this roundup of…