Mitch Speers

Does your business struggle to access the right audiences when conducting market research, especially when your audiences are niche? Steps to Success: 5 Ways to Find Niche Audiences explores how to access the audiences you need with Cint. https://ow.ly/qMZA50Sin8J

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Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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Good post from Carter Lusher suggesting companies use an Ideal Customer Profile instead of the traditional RFP process, citing Andrew Dailey at MGI Research. Whilst I haven't had the time (yet) to check the webinar, this is a useful reminder that procurement processes are long and cumbersome. We made a point recently that the sales funnel itself is DEAD! for B2B vendors at least: the procurement process is more akin a spaghetti monster (see link to our blog post below) where much of the procurement decisions are made by individuals in a complex sequence of actions. And thus, marketers should not only focus on the known part (the funnel) but also spend time building awareness for other spaghetti monster participants. They should also think about defining and creating awareness of their ICP. How do you do this? Well, educate and hire industry analysts to help! https://lnkd.in/ecK2pwHM #archat

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One of the arguments that Google fans keep making about Google Chrome's "Privacy Sandbox" (in-browser ads) and Manifest v3 (ad blockers that work on some sites but not others) is that Google is a big company, the browser developers don't talk to the YouTube developers, so of course they're not building "Privacy Sandbox" or Manifest v3 to give advantages to YouTube over other sites. But just for a minute, imagine an alternate timeline where the Google Chrome developers had come up with a browser that implemented in-browser ads and ad blocking support, but in a way that let content creators make _more_ money with their own independent sites than with YouTube. Considering how much more important YouTube is to Google than the "open web" is, do you think Google management would have let them release that browser? The Google Chrome developers don't seem to be deliberately considering YouTube in designing their software, but Google management is clearly considering the impact on YouTube when they decide to fund and staff the Chrome team to keep "Privacy Sandbox" and Manifest v3 going.

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Regardless of the state of your business, don't neglect marketing. Oftetimes, marketing budgets are the first to get cut when consumer demand softens. I am pleased to see from this article that 40% of small and medium-sized businesses are maintaining or even increasing their marketing budgets. It’s no secret that your marketing ROI is only as strong as the plans you execute and the channels you choose to reach your target audiences. A large budget doesn’t guarantee results. Heart & Soul Marketing prides itself in being an expert in helping Challenger Brands use their limited budgets as effectively as possible to breakthrough. It’s not enough for your brand to just get noticed; brands need to form an emotional connection with consumers. Not sure how? Let us help you get the best bang for your buck. 😉 #BoutiqueAgency #MarketingStrategy

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B2B sales is not easy. Never has been. Certainly isn't today. Did you know that "In 2023, the average B2B buyer group consists of a bit more than nine members, per 6sense’s estimates. Each member may have up to 15 interactions with each vendor under evaluation. Notably, over 70% of these interactions occur before any member of the buyer group contacts the sellers." Good luck out there and get to know your "buyer groups." #b2b

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Just going to put this here... 😏 Did you know...NPS Media Group offers comprehensive marketing strategies that not only include digital marketing (paid social, display, search, and email) but also direct mail and subscription marketing. Direct mail is one of the top four most influential forms of advertising - and NPS just so happens to be an expert.

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Why ABM needs a different lens of measurement. For years marketing metrics have been focused on counting leads and opportunities but while they are necessary metrics, they are not sufficient to measure ABM. As ABM is a laser-focused approach, you need to measure ABM with an account-centric lens. ABM focuses on quality engagement with key accounts rather than generating leads. ABM emphasizes building long-term partnerships rather than rushing to close deals. ABM requires customization and alignment with specific business goals as it is not a one-size-fits-all approach. ABM demands a deeper understanding of customer behavior, preferences, and pain points rather than just quantitative metrics. So, by aligning your metrics you can measure, review and report your ABM efforts.

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Almost a quarter of marketers rate their personalization success as “best in class” while 71% say their personalization is “somewhat successful in assisting them to achieve marketing objectives,” according to a new Ascend2 study focused on AI’s current and future influence on marketing personalization. “In a landscape where personalization reigns as a crucial tool for marketing success,” the study says, “these findings challenge us to delve deeper into the strategies and tactics working in marketing personalization so that all marketing professionals find ways to advance their personalization program to new heights in 2024.” Titled “The Use of AI To Advance Personalization in 2024,” the study surveyed 355 marketing professionals in mid-March, finding that most believe AI could further improve predictive analytics of customer behavior (55%) and enhance dynamic content creation and optimization (54%). Nearly half (49%) believe it could enable real-time adjustments based on customer interactions. “Marketers are excited about AI's ability to help them expand and scale the complexity of future personalization programs,” the study says, with 69% anticipating a significant or moderate impact from AI on their personalization performance. Of the anticipated challenges, 48% said the lack of skilled personnel capable of implementing AI solutions was the largest limitation in leveraging its capabilities. Other concerns included data privacy and security (46%) and the complexity of its technologies (42%), but, as the study concludes, “It is essential to understand the challenges you will face so that you can overcome them, use AI to give you a competitive advantage, and deliver exceptional results in your personalization program.” #personalization #aimarketing #marketingpersonalization #AIpersonalization #AIsoftware #AImarketingsoftware #marketingoptimization #publishing #publishingindustry #digitalpublishing #mediapublishing #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: Ascend2)

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How do you overcome the internal challenges that can prevent your team from building a competitive advantage through data-driven personalization? That’s the topic of my latest blog post for my friends at Content Marketing Institute. #datadrivenpersonalization #marketingdatastrategy #marketingstrategy

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The old ABM techniques might not work out well for the present dynamic market. Here are my insights on elevating your ABM Practices to better suit the new market demands.

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Do data standards strategies equate to increased ROI? It seems most marketers (a whopping 86%) believe employing data standards is critical to outpacing competitors these days, and why wouldn’t it? Ensuring data accuracy and privacy, creating stronger ROI measurables, aligning analytics with business objectives, consistently interpreting cross-department data to eliminate silos . . . it’s all good, right? The trouble is, most leaders have no confidence in their own practices. Little wonder. The sheer volume of available data coupled with the input of tech like generative AI can create a complex and confusing mess that’s harder to make sense of than the rules to cricket.  One way to cut through the complexity is to develop a cricket…no, I mean a corporate playbook to guide all areas of the organization to a consistent handling of incoming data. The handbook should include: ·     Identifying your business objectives ·     Mapping your processes to select and collect targeted data ·     Defining the things you want to measure as KPIs and why ·     Implementing the tools and tech you’ll use to digest and distribute the information ·     Selecting the people who will champion your data standards practice ·     Maintaining a flexible infrastructure that allows you to shift when tech and data change If you have internal alignment on your playbook, confidence will follow, along with improved ROI. And if it doesn’t? Well, that’s why you remain flexible and ready to quickly adapt to create success. Anyway, that’s what I think. What are your thoughts? How important are data standards strategies? How do approach them? https://lnkd.in/gMGv5qGE

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The “AI everywhere” era is here, and IT decision-makers are feeling the pressure to effectively implement these solutions into their business. View Foundry’s tech marketers guide to help AI-focused buyers throughout their purchase process https://ow.ly/AECy50RqYqM

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Read more about the marketing use cases for research, brainstorming, audience targeting, and content reuse that I’ve seen success with in using AI tools.

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I’m working on a new #ABM strategy with my team leads and stumbled upon some great material: https://lnkd.in/ekxx5H9y If you have great guides or tutorials on ABM, let's share them in the comments #marketing #B2B

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Just adopting tech tools does not mean you are doing ABM. Because ABM is not about being tech-savvy it's about being customer-centric and relationship focused. Yes, the tech stack is vital, but human connections, strategies, and a deep understanding of target accounts at a granular level are even more important. Tools are only effective when you have a solid strategy in place behind them. Tech automation can enhance efficiency, but it's your personal touch that resonates with your accounts. Your ABM program should never be reliant on a single tech solution. Remember that behind every account there is a person waiting to be engaged and understood. #tech #techstack #techtools #martech #abm #b2bmarketing

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CMOs, don't forget to leverage innovation in your GTM strategy. Too often, aspirational ideas are left out of GTM plans because they are outside someone's comfort zone. It's ok to include these big ideas, even if they are never executed, because they stretch your idea muscles. Watch this video to learn how including big ideas can challenge and level up your B2B go-to-market plan.

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Google’s new AI disclosure feature can impact customer trust and help to maintain credibility in search and advertising. Google will soon start identifying when content in search and ad results is generated by AI — if you know where to look. In a Sep. 17 blog post, the tech giant announced that, in the coming months, metadata in search, images, and ads will indicate whether an image was photographed with a camera, edited in Photoshop, or created with AI. Google joins other tech companies, including Adobe, in labeling AI-generated images. #AI #Google #Tech #ArtificialIntelligence

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