With technology solutions such as predictive analytics and Big Data playing an increasingly prominent role in B2B marketing, it's important for the next generation of B2B marketers to get as much hands-on experience with these specialized solutions as possible.
College marketing programs have picked up on these trends and have begun focusing on both the importance of marketing technology and the importance of students getting some experience in working with B2B businesses, according to this article from Demand Gen Report.
For B2B businesses looking to have an impact on the next generation of marketing professionals, working with college marketing programs can provide valuable experience to students, as well as an inside look at what young marketers can bring to the table.
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LinkedIn is rolling out a new messaging experience that offers an easier and more lightweight way to have professional conversations with your connections.
LinkedIn rebuilt everything from the ground up so you can expect a cleaner and more streamlined look and feel to help you start or keep a conversation going. LinkedIn also introduced a chat-style interface to allow for easy back and forth messaging. LinkedIn also organized all the messages around the people that matter to you, which means you’ll be able to easily reference the last conversation you had right within the thread. We’ve also improved our push and email notifications to make it easier to stay on top of the conversations that are most relevant and important to you.
In addition to being able to attach photos and documents to your messages, now you can also add stickers, emojis and GIFs to insert a little extra personality into the conversations you’re having 1:1 or with a group on the new messaging experience.
Today's b-to-b CMOs must go beyond just customer acquisition to unite all customer interactions into a common consistent experience. Why now? Because b-to-b customers are increasingly wearing their b-to-c hats to the office, expecting to find Amazon-like experiences that will make or break how they view your brand. In fact, customer experience (CX) is playing an increasingly powerful role at each phase of the customer lifecycle, blurring the lines between the brand and CX.
"So what's a savvy b-to-b CMO to do? While in a recent Forrester survey only 43% of CMOs told us that they owned customer experience in their organization, it's time for b-to-b CMOs to step up and accept responsibility for defining the customer experience across the enterprise. To keep customer engagement high throughout the entire relationship with the firm, CMOs must implement strategies that extend the brand promise across all touchpoints with a consistent and exceptional customer experience. Success will require CMOs to use customer experience methodology and tools -- as well as customer understanding -- to merge brand, marketing, and companywide functional interactions into a unified customer experience strategy."
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New data on social networks for B2B shows that LinkedIn is the most effective network for B2B marketers, but that Twitter is used most often.
B2B Marketing's "2015 Social Media Benchmarking Report" shows that 58 percent of responding B2B professionals ranked LinkedIn as the most effective social platform, with Twitter coming in second with 24 percent.
In terms of regular usage, Twitter surpassed LinkedIn as 76 percent of respondents reported regularly updating their Twitter profile, while 71 percent regularly updated LinkedIn. Visual-based social platforms such as Vine and Pinterest are regularly updated by less than five percent of respondents, though that figure could rise in the near future.
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