Lessons on connecting for B2B marketers | Use LinkedIn groups for customer insights, lead generation | Build credibility on social by showing leadership qualities
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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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We believe the more you get people, the more people you’ll get.
So how do we do it? For starters, with first-party, high-quality data delivered with empathy, scale and transparency. It's how we're creating a positive way to connect people to brands. Together, let's change media for good. Media, re-imagined by Target. See How
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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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3 things every marketer needs to know about analytics
In order to win in today's competitive world, marketers must expand their brands' data-driven culture with analytics, insights, and actions - without relying on cookies or tactics that might seem invasive to the consumer. This report explores how to unify journeys across devices, browsers, and apps to create clean, dependable analytics that help you stay ahead ahead of the market. Download the Report
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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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Boost engagement without third-party data
42% of customers get annoyed if their content isn't personalized, and 66% said this would stop them from making a purchase. Cookies are canceled starting in 2022 — it's time to learn how to thrive with first-party data. The First-Party Data Starter Kit provides strategies to scale personalization that increase engagement and revenue. Download now
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THE VALUE OF THE “LAST MILE”
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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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Get cookieless ready. Or risk losing millions.
Losing third-party browser cookies may put more than $200 million of your revenues at risk. Compare your risk to competitors and discover the risk factors your brand must address in the next 6 months. Read Deloitte's cookieless impact findings >
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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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Experience the Weekend-Based Cornell Executive MBA Metro NY
With a general management curriculum at its core, the Cornell EMBA Metro NY program allows ambitious, experienced professionals from any industry to learn on the weekend and accelerate their leadership potential in the nexus of business with no career disruption. Learn More
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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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2021 Social Ad Report: Top Advertisers on Facebook, Instagram, Twitter
In our Q1 2021 social report, we use historical trend data from Pathmatics Explorer to unearth the strategies of the top 10 advertisers across Facebook, Instagram, and Twitter, including the key creative, messaging, and flighting trends that brought these brands to the top. Get it now.
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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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