- Published in News Briefs
Demandbase, an ABM platform, announced an expanded partnership with Salesforce Pardot at Dreamforce 2018. The new product integration aims to provide B2B marketers with a more efficient ABM experience by allowing them to access Demandbase’s anonymous website engagement and intent data within Salesforce Pardot and Sales Cloud.
Salesforce released updates to its Sales Cloud Platform designed to help companies execute the entire sales process within the platform. The announcement includes three key features, High Velocity Sales, Salesforce Billing and Pardot for marketing, which aim to streamline and integrate the process from marketing to sales to finance.
I just returned to New Jersey after spending three days in Toronto with Uberflip and more than 700 content marketers at the company’s annual Conex event. I’m a big fan of the event, because I am a big fan of content marketing, content creation and everything in-between. So, you can understand my excitement to attend every year and learn from some of the brightest minds in the industry.
This year, that included speakers such as:
The event packed so many great presentations spanning over three days. While I already covered an extensive recap of the event here — highlighting many thought-provoking insights into content marketing and the content experience that marketers can deploy in their organizations almost immediately — I still have so many great quotes and tidbits from the event that deserve a bit of a spotlight.
With that said, I’ve rounded up some of my favorites here in hopes that they will spark a conversation among you and your colleagues.
“There is nothing worse than homeless content. It’s your PDF on SlideShare; it’s your video on YouTube; it’s your infographic, sad and lonely on your blog. Give your content a home and make it feel like it has a place to live.”
-Ann Handley, Chief Content Officer, MarketingProfs
“Content organization is hot. It’s foundational to creating truly personalized content experiences. Use a content experience platform so you can scale it and not slave over spreadsheets.”
-Anna Hrach, Strategist, Convince & Convert
“There’s one step in between homeless content and where we are now — that’s when we are generating content after content. It’s like we’re standing on a street corner, saying, ‘Please, sir, will you read some more.’”
-Tamsen Webster, Founder and Chief Message Strategist, The Red Thread
“Content is the ‘’location, location, location’ of the 20th century.”
-Carlos Abler, Content Marketing Strategy, 3M
“The reason why people give you their money is the same reason they gave me money as a pool guy, it’s because they feel something about you that they didn’t feel about others. Trust allows someone to give you their money.”
-Marcus Sheridan, Owner, Professional Speaker, Author, Marcus Sheridan International Inc.
“Marketing and sales goes on all the dates. They get vetted by the entire organization and then they hand it over to Bob to deliver the experience.”
-Joey Coleman, Chief Experience Composer, Design Symphony
“Social video should not be mistaken for TV. Television doesn’t let you interact with your audience; Facebook does.”
-Caitlin Angeloff, Global Head of Social Media Strategy & Operations, DocuSign
“When you hire a marketer, what is their on-boarding process? When you have them start, make sure they understand the importance of execution. Teach the process on day one, instill the values up front and build a culture of ‘get it done.’”
-Corinne Sklar, CMO, Bluewolf Group
“If you want to be authentic, don’t tell people the theme of the story. Let them feel the message. It’s the same thing with your mission statement — make them feel the mission statement.”
-Matthew Luhn, Keynote Speaker and Former Pixar Animator
“Ignoring video is the avoided handshake of 2018.”
-Amy Landino, YouTuber, Speaker, Podcaster, Author and Marketing Consultant, Vlog Boss Studios
“Quit blaming the goldfish. Our audience is capable of paying attention as long as we grab and hold their attention.”
-Andrew Davis, Author of Brandscaping
For a long time, content marketing has been defined (or assumed) as simply “creating content,” but this mindset is destined for failure.
“Creating content is not enough,” said Randy Frisch, CMO of Uberflip, during his keynote presentation at the company’s annual Conex event in Toronto. “We have to focus on the content experience for the buyer journey. A content experience occurs wherever and whenever anyone encounters your content. It could be terrible or great. They occur at every stage of the funnel.”
First there was direct-mail marketing, then came video and mobile marketing – and now we’re in the era of emojis. Emoji marketing isn’t just here, it’s here to stay. If you’ve already seen some emojis popping up in your inbox or taking over social channels, prepare to see even more.
In the past year, we’ve see artificial intelligence (AI) take off. As an industry, we’ve finally reached the point where we have enough user data, the right algorithms and the data science needed to allow technology to take over—predicting outcomes in real time and based on past behaviors. In the world of digital marketing, AI’s opportunity is huge, and we’re already seeing consumer brands like Fanatics and Room & Board deliver personalized and targeted experiences with content across email communications, social media, advertising and more.
Not too long ago, marketing was just about creating flashy content, drawing a bunch of attention and hoping some of the people you hooked would become your future customers. It was a numbers game. We often relied on buyers who knew they needed — for example — a washing machine, and would go directly to the sales outlet to make a purchase within their price range. We were one of a few choices, and all we had to do was dress it up for the camera.