Knowledgence: Marketing and Sales
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Knowledgence: Marketing and Sales
See the World Through Your Customer's Eyes
Curated by Lisa Dennis
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How to Take Back the Reins - Business 2 Community

How to Take Back the Reins - Business 2 Community | Knowledgence: Marketing and Sales | Scoop.it
How to Take Back the Reins Business 2 Community “Our sales VP said his team owns the customer relationship so marketing can't invest in any formal customer research.” “The CIO is driving everything in marketing.” If you're the marketer leader in...
Lisa Dennis's insight:

Marketing: Don't be the 98 lb. weakling!

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Only 25 per cent of nonprofits have a content marketing strategy - Castleford Media (blog)

Only 25 per cent of nonprofits have a content marketing strategy - Castleford Media (blog) | Knowledgence: Marketing and Sales | Scoop.it
Castleford Media (blog) Only 25 per cent of nonprofits have a content marketing strategy Castleford Media (blog) The primary objective of most nonprofit organisations is fundraising for their cause, therefore, content marketing is often not on...
Lisa Dennis's insight:

Content marketing is JUST the thing that non-profits need to get their message and purpose out to the public.

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2014 B2B Content Marketing Research: Strategy is Key to ...

2014 B2B Content Marketing Research: Strategy is Key to ... | Knowledgence: Marketing and Sales | Scoop.it
New content marketing research finds that B2B marketers who have a documented strategy are more effective in every aspect of their content efforts. Learn more.
Lisa Dennis's insight:

Content marketing with a documented strategy - even short-term - is typically much more effective than publishing articles on random topics.

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What is the Difference Between Content Marketing and Content Strategy? - Business 2 Community

What is the Difference Between Content Marketing and Content Strategy? - Business 2 Community | Knowledgence: Marketing and Sales | Scoop.it
Business 2 Community
What is the Difference Between Content Marketing and Content Strategy?
Lisa Dennis's insight:

Content: the Why, the How, and the What.

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Optimize Your Content Marketing Strategy with 8 Keyword Tracking Tips - Business 2 Community

Business 2 Community Optimize Your Content Marketing Strategy with 8 Keyword Tracking Tips Business 2 Community Optimize Your Content Marketing Strategy with 8 Keyword Tracking Tips image content marketing strategy keyword rank Reliability is not a...
Lisa Dennis's insight:

Keyword strategy for your content: It's not always what you say, but how you say it.  

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Is Google's love affair with content marketing usurping SEO? - The Guardian (blog)

Is Google's love affair with content marketing usurping SEO? - The Guardian (blog) | Knowledgence: Marketing and Sales | Scoop.it
The Guardian (blog)
Is Google's love affair with content marketing usurping SEO?
The Guardian (blog)
The future lies in collaboration.
Lisa Dennis's insight:

Let's hope so!  SEO often resorts to "tricks."  Content marketing is about ideas.

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Are You a Social Seller? - Business 2 Community

Are You a Social Seller? - Business 2 Community | Knowledgence: Marketing and Sales | Scoop.it
Business 2 Community
Are You a Social Seller?
Business 2 Community
However, although a great marketing strategy will no doubt help with some of this, it needs a sales strategy to really pack a punch. Content, we know, is not static.
Lisa Dennis's insight:

Content marketing is a great way to engage your customers and prospects, but it is a LOT more effective if you couple it with social selling.  The same interdependence that marketing and sales share exists online as much as in person.

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Marketing Libraries Is like Marketing Mayonnaise - Library Journal - Library Journal

Marketing Libraries Is like Marketing Mayonnaise - Library Journal - Library Journal | Knowledgence: Marketing and Sales | Scoop.it
Marketing Libraries Is like Marketing Mayonnaise - Library Journal
Library Journal
Marketing libraries is a tough business, for all kinds of reasons. Lack of time, lack of funds, lack of other resources.
Lisa Dennis's insight:

Marketing is not a "one hit wonder."  It is the right messages, in the right times, in the right places, over and over again.

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4 Ways Big Data Fuels a Customer-Centric Approach to Marketing - Business 2 Community

4 Ways Big Data Fuels a Customer-Centric Approach to Marketing - Business 2 Community | Knowledgence: Marketing and Sales | Scoop.it
4 Ways Big Data Fuels a Customer-Centric Approach to Marketing Business 2 Community helps marketers understand where customers are in their lifecycle in order to deliver the most relevant mix of information that strengthens the relationship and...
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10 Strategic Insights from Michael Porter - Wiglaf Journal

10 Strategic Insights from Michael Porter - Wiglaf Journal | Knowledgence: Marketing and Sales | Scoop.it

10 Strategic Insights from Michael Porter Wiglaf Journal - Confusing marketing with strategy. “It's natural for strategy to arise from focus on customers and their needs,” says Porter.

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Sales rate as important, but relationships are better - The Tennessean

Sales rate as important, but relationships are better - The Tennessean | Knowledgence: Marketing and Sales | Scoop.it

Sales rate as important, but relationships are better - The Tennessean MARKETING MATTERS.

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Having An Article Marketing Strategy Is Key To Success | SandyRon ...

Don't deceive people about the content of your article. If a visitor reaches your site and doesn't find that it honestly depicts what you said it would, they will likely never return. Search engines may also notice this lack of content ...
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B2B Value Proposition: Five Essential Criteria for Success ...

B2B Value Proposition: Five Essential Criteria for Success ... | Knowledgence: Marketing and Sales | Scoop.it
When moving from a value assertion to a value proposition, your company must be able to define the importance of what amounts to providing a service upgrade for your customer.
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The Importance of Visual Content to an Integrated Marketing Strategy

The Importance of Visual Content to an Integrated Marketing Strategy | Knowledgence: Marketing and Sales | Scoop.it
We are all visual thinkers. 75 percent of the sensory neurons in our brains process visual information.
Lisa Dennis's insight:

Visual content has the impact of a great title.  Choose your images wisely!

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Five B2B Marketing Trends to Watch - MarketingProfs.com (subscription)

Five B2B Marketing Trends to Watch - MarketingProfs.com (subscription) | Knowledgence: Marketing and Sales | Scoop.it
Five B2B Marketing Trends to Watch
MarketingProfs.com (subscription)
Big Data is not a "nice to have" but a "must have" for marketers to make informed decisions.
Lisa Dennis's insight:

Some thought-provoking ideas, as we begin to think about closing this year on an up note, and forging ahead in 2014.

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This Is The Most Important Demographic In Relationship Marketing - Forbes

This Is The Most Important Demographic In Relationship Marketing - Forbes | Knowledgence: Marketing and Sales | Scoop.it
This Is The Most Important Demographic In Relationship Marketing Forbes Last October I wrote a piece Nearly Half Of Marketers Don't Know Who Their Best Customers Are in which I made reference to the fact according to research, over half of...
Lisa Dennis's insight:

You've always got to know who the decision-maker is.

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How to Make B2B Content More Shareable

How to Make B2B Content More Shareable | Knowledgence: Marketing and Sales | Scoop.it
When it comes to creating content for a company blog smart social media promotion of your content is key. Here's how to do it.

Via Dan Hanssel
Lisa Dennis's insight:

Creating the right content has its challenges - and if you manage to deal with that, make sure you don't shoot yourself in the foot by making it hard for your audiences to share it.  Part of creating good content is including in the design of the piece how it will be consumed and to offer a set of options for sharing to increase its reach. 

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4 in 10 CMOs Feel Unprepared for Challenges Ahead [Infographic] - MarketingProfs.com (subscription)

4 in 10 CMOs Feel Unprepared for Challenges Ahead [Infographic] - MarketingProfs.com (subscription) | Knowledgence: Marketing and Sales | Scoop.it
MarketingProfs.com (subscription)
4 in 10 CMOs Feel Unprepared for Challenges Ahead [Infographic]
MarketingProfs.com (subscription)
Consumers' expectations for relevant experiences are having the longest-term impact on marketing strategy (65%).
Lisa Dennis's insight:

As the world of business evolves, it is not always easy to stay on top of all the changes coming at us.

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Create a social media marketing plan - Advisor.ca

Create a social media marketing plan - Advisor.ca | Knowledgence: Marketing and Sales | Scoop.it
Advisor.ca
Create a social media marketing plan
Advisor.ca
These custom marketing plans are often more than 80 pages long and cost approximately $5,000.
Lisa Dennis's insight:

While social media, by definition, is more social than structured, it does not mean your business should approach it with any less of a plan than your normal marketing activities.

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Effective Social Media Marketing Strategies Need a Powerful Content Plan - Business 2 Community

Effective Social Media Marketing Strategies Need a Powerful Content Plan - Business 2 Community | Knowledgence: Marketing and Sales | Scoop.it
Business 2 Community
Effective Social Media Marketing Strategies Need a Powerful Content Plan
Business 2 Community
Do your social media posts have some structure and relationship to your blog posts or your other marketing programs?
Lisa Dennis's insight:

Content marketing is more than just writing cool stuff about your industry, or your company's products / services.  The best content marketing answers important questions that your target audience have, and answers them in a way that is easy to find, and easy to read.

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Michlin Metals, Inc's curator insight, April 29, 2013 11:38 AM
Effective Social Media Marketing Strategies Need a Powerful Content Plan - Business 2 Community


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All Posts | Social Media Today

All Posts | Social Media Today | Knowledgence: Marketing and Sales | Scoop.it
The Art of Social Selling: Does Social Media Disrupt Your Sales Cycle? Webinar Replay - Social media news, strategy.. http://t.co/S1KJHLOMHk
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Expertise as a Marketing Strategy

Expertise as a Marketing Strategy | Knowledgence: Marketing and Sales | Scoop.it
Marketing costs money, but some marketing costs less than others. Small business owners are experts in their fields, whether that expertise is about an in-demand skill or about what's available for sale in certain industries.
Lisa Dennis's insight:

Don't hesitate to share your expertise. Intelligent content is one of your best tools for gaining new clients.  It opens prospects' eyes to possibilities, and many of them will desire your assistance in turning theory into executable business.

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Inbound Marketing: The Funnel is There for a Reason | Business 2 Community

Inbound Marketing: The Funnel is There for a Reason | Business 2 Community | Knowledgence: Marketing and Sales | Scoop.it

When getting started with Inbound Marketing, it’s tempting to try to jumpstart your efforts by communicating every product, service and special offer your firm has. Fight the temptation! In Inbound Marketing, the funnel is your friend. Made up of top, middle and bottom of the funnel offers on a limited number of topics, the funnel is designed to keep your efforts focused and allow you to work prospects through to the sale.

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Relationship Marketing and Selling - Video Production Blog ...

Relationship Marketing and Selling - Video Production Blog ... | Knowledgence: Marketing and Sales | Scoop.it
We had another excellent roundtable at SMEI last Thursday, discussing the importance of relationship marketing and selling. Lisa Dennis of Knowledgence Associates was in her usual role as facilitator, but she also shared some specific ideas ...
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Business Development Vs. Sales – How Do You Measure Up

Business Development Vs. Sales – How Do You Measure Up | Knowledgence: Marketing and Sales | Scoop.it

It seems that recently there has been much discussion in our client base about the difference between a business development person and a sales person.

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