Lessons on connecting for B2B marketers | Use LinkedIn groups for customer insights, lead generation | Build credibility on social by showing leadership qualities
May 26, 2017
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Lessons on connecting for B2B marketers
A dozen professionals from Forbes Communications Council share insights they've learned from other sectors; for example, DataStax's Eric Brown advises communicating emotion first and facts second. Ambra Health's Mini Peiris says film studios like Pixar show business-to-business marketers the power of storytelling, with "emotional highs and lows, a hero and a villain, to make customer stories easier to relate to and more memorable."
Forbes (5/25) 
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Lead Generation
Use LinkedIn groups for customer insights, lead generation
LinkedIn's advanced people-search tool can be used to build an audience for a targeted group, inviting them to join with personalized messaging. The group can help pinpoint customer pain points and foster trust by providing information to tackle their problems, Josh Turner writes.
Entrepreneur online (5/25) 
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General Insights & Strategies
Build credibility on social by showing leadership qualities
Become a leader on social media by demonstrating knowledge, integrity, innovation and wisdom. Invest time in building an audience by engaging with key influencers and providing educational content that speaks to your community.
CMSWire (5/25) 
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Next Practices
Why emotion should have a more leading role in B2B marketing
Business-to-business marketers should tell emotion-driven stories to connect with prospects. Use storytelling to convey the benefits of your product and your brand's values.
Tech.co (5/25) 
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Marketing Technology & Innovation
A look at how AI is enhancing segmentation
Ben Davis explains the difference between segmentation and personalization driven by artificial intelligence. He describes how machine learning can sift through vast quantities of digital user-generated content to identify products that might be of most interest to prospects.
Econsultancy (5/25) 
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Analytics & Measurement
Encouraging and tracking customer engagement on various channels
To keep prospects engaged, provide content tailored for social media channels -- Facebook, Twitter and LinkedIn -- and be responsive and conversational. The total number of interactions can be used as a measure for customer engagement on social; it is also important to look at how long visitors spend on each page, and how many return.
ClickZ (5/25) 
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Editor's Note
SmartBrief will not publish Monday
In observance of Memorial Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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Association News
The benefits of account-based marketing
Jessica Fewless, senior director of field and partner marketing at Demandbase, discusses the basics of account-based marketing, and offer advice for brands looking to adopt the approach.
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Join CMOs at Intuit, Lane Bryant and Marriott in San Diego
Register now for the 2017 ANA Digital & Social Media Conference, presented by Meredith, July 12 to 14, in San Diego, Calif. Hear the latest on AR, VR, AI, social media, e-commerce, native advertising, content marketing, measurement and more. Speakers include:
  • Lucas Watson, CMO at Intuit
  • Karin Timpone, global CMO at Marriott International
  • Brian Beitler, EVP and CMO at Lane Bryant
  • Doug Busk, global group director of digital communications and social media at The Coca-Cola Co.
  • Heather Figallo, senior director of innovation and labs at Southwest Airlines
  • Catherine Balsam-Schwaber, chief content officer at Mattel Brian Hovis, head of customer acquisition, media and digital, at Nordstrom
Register now.
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