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    How to Persuade People by Asking the Right Questions [Video]

    By Emma Snider

    Persuasion_Tips.jpeg

    This post originally appeared on HubSpot's Sales Blog. To read more content like this, subscribe to Sales.

    As marketers, it's our job to be convincing ... but that doesn't mean it's easy. In fact, persuading someone to complete a certain action requires a lot of careful consideration. 

    For example, I'm willing to bet at least one person that's reading this has a child with a messy room. How do you get a kid to clean their room?

    ...
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    10 Businesses With Enviable Company Cultures

    By Jacob Shriar

    Free beer and foosball tables serve as a nice addition to any office, but do they really have an impact on employee engagement? Is that really what company culture is all about?

    While it's likely that no one will complain about these perks (they're awesome, after all), many companies are shifting their focus to prioritize intrinsic motivators such as peer-to-peer recognition and frequent feedback as a way to improve employee engagement. 

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    Rethinking Your Buyer Persona: Who is the Real Decision-Maker?

    By Debbie Williams

    It’s commonly known that buyer personas are essential to any successful inbound marketing strategy. But, in the B2B industry there have been some interesting (and even seismic) shifts in the last two years, causing the need for the buyer personas you created even just six months ago to be re-evaluated and possibly redone. If your B2B inbound marketing strategy has not been as effective as you like, this could be the reason why.

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    7 Important PR Lessons Every Content Marketer Needs to Learn

    By Rebecca Joyner

    I tried to explain public relations to my grandmother once ...

    This was many years ago, back when PR pros cut press coverage from publications we could actually hold in our hands, and few marketers talked about SEO in everyday conversation.

    “So, it’s advertising,” she’d say, and I’d try again to explain that, no, it’s not.

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    7 Customer Loyalty Programs That Actually Add Value

    By Lindsay Kolowich

    Did you know it costs a business about 5-10X more to acquire a new customer than it does to sell to an existing one? Not only that, but on average, current customers spend 67% more than new customers. 

    In light of statistics like these, businesses must think about what they are doing to keep their customers coming back to their business. And if you’re like 65% of marketers, your company has implemented a loyalty program.

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    Does Your Ecommerce Attribution Model Tell the Truth?

    By Charlie Keegan

    After pouring money into marketing for your ecommerce company, you want to know where your traffic comes from, right? The launch of a particular campaign could involve pay-per-click ads, email marketing, social media posts, blogs, guest posts, and mentions in online magazines. How could you possibly track where your buyers found you with so many possibilities? 

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    The Key to Driving Consistent Growth: Understanding Costs

    By Doug Davidoff

    I have a confession to make. I’m a revenue (sales) guy. I can think about, conceive and vision growth opportunities without even trying. On the other hand, thinking about (and understanding) costs doesn’t come so easily to me.

    I’ve learned that understanding your costs is crucial to creating profitable revenue consistently, sustainably and scalably. Unfortunately, very few small and mid-sized companies understand their sales cost structure well enough.

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    Can't Focus? 5 Ways to Overcome Distractions at Work

    By Lindsay Kolowich

    How often have you or one of your coworkers uttered the phrase, "I wish there were more hours in a day"?

    Between work, your commute, the gym, cooking, kids, happy hours, baseball games, knitting, your band, and whatever else it is you try to squeeze in -- oh yeah, I almost forgot sleep -- it can be hard to accept that 24 hours in a day is all you get.

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    How to Avoid Being Awkward on the Phone [Infographic]

    By Lindsay Kolowich

    Talking on the phone, especially with people you don't know, can be pretty intimidating.

    I have the utmost respect for my friends in Sales, Support, and other departments who spend most of their days talking on the phone -- usually with complete strangers. How do they set a positive tone and earn respect using only their voice? And how do they do it without being awkward or making the other party uncomfortable?

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    5 Reasons People Say 'No Thanks' After Your SaaS Free Trial

    By Matt Duxbury

    "We're different, there's no-one else like us in the marketplace."

    "As soon as people use our product, they'll want to buy."

    "Our product is so good it sells itself."

    When you're a marketer who works closely with companies in the SaaS/cloud technology space, you get used to hearing these phrases. Every emerging SaaS business is passionate about its product and convinced it has exactly what the market needs.

    These businesses also buy into the widely accepted wisdom about the SaaS sales process, which goes something like this: it's much shorter and more transactional than traditional software sales, customers are ready to buy 'off the page' without the involvement of a salesperson, they just want to test out the product and then get started.

    The result of this thinking is the ubiquity of the FREE TRIAL button.

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    A Critical Look at Ecommerce CTAs: What Works and What Lacks

    By Morgan Jacobson

     

    An inspiring call-to-action is equal parts design and psychology. Prompting the desired response is never easy, especially as consumers become savvy to the tricks and tactics that online retailers use. The last thing you want is for your CTAs to be labeled “click-bait,” but you have to get buyers to convert somehow, right?

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    How to Answer 11 Common Marketing Questions Using Analytics

    By Rachel Sprung

    When it comes time to assess your marketing efforts, it's not uncommon for you to run into a ton of questions.

    How are your contacts trending month over month? Was the time you spent creating social media graphics for that campaign worth it? And what about your email marketing efforts? How are those stacking up against your paid initiatives? 

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    How to Promote an Event Using Online Marketing [Infographic]

    By Lindsay Kolowich

    Preparing to run an event can sometimes feel like you're sprinting a marathon. Months before you even announce your event to the public, you and your team have already started concepting the event, booking the venues, procuring speakers and activities, creating the materials ... and so on and so forth. There's no denying that organizing the logistics of an event is a ton of work.

    But checking all the logistical boxes ahead of your event is only part of the battle.

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    9 SEO Tactics That Just Don’t Work Anymore

    By Nicole Rende

    It's 2015 and SEO hasn't gotten any easier for digital marketers. With Google's Panda and Penguin algorithm updates that have happened in the past few years, it's no surprise that the search engine optimization aspect of digital marketing is constantly changing.

    This volatility requires digital marketers to be agile with their tactics, frequently adapting to the latest guidelines that search engines implement into their algorithms. Throughout this post, I will help you understand which tactics you should not be using, because, let's face it-- they just don't work anymore!

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    12 of the Best Marketing and Advertising Campaigns of All Time

    By Lindsay Kolowich

    I’ve always been a little leery of proclaiming anything "the best." I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.

    So it was a little difficult for me to come up with just one "best" marketing campaign of all time -- which is why there are 12 in this post instead.

    Why are these 12 marketing campaigns some of the best of all time?

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    7 Creative Content Ideas for Your Ecommerce Site

    By Greg Wise

    Big brands realize they need so much more than a picture and description to sell products. They’re all about selling a lifestyle, and that means bigger, better content is needed to engage consumers. If you’re not sure what that looks like or how you can use creative content for your ecommerce site, we have some pretty spectacular examples for you.

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    A New Visualization of Today's Marketing Technology Solutions

    By Lindsay Kolowich

    When you're looking for a tool, software, or piece of technology to solve a specific marketing problem, where do you go to find it?

    Typically, marketers turn to colleagues, friends in the industry, and/or analyst reports to figure out what best fits their needs. But the problem with sources like these is that feedback is scattered. It's spread across 15 different emails in your (already overcrowded) inbox, or across 20 tweet replies from people of varied reputability.

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    22 of the Best TED Talks to Inspire You

    By Carly Stec

    Often, we inbound marketers learn from inbound marketing blogs written by inbound marketers who sell inbound marketing software or run inbound marketing agencies ... and it can get kind of stale.

    We're all writing and reading about the same thing, so it becomes this vortex of similar content that makes it hard to find information you didn't already know. It's hard to stay inspired, too.

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    Choosing the Best Big Social Networks for Publishers

    By Greg Brown

    With social media being one of the main channels used by companies to reach their audiences nowadays, and hundreds of social media sites available for use, it can make even a seasoned marketer or publisher feel overwhelmed when choosing which networks will work the best for them.  

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    Getting to Know Elon Musk: The Biography of an Audacious Entrepreneur [Podcast]

    By Dave Gerhardt

    It’s hard enough running one business, but Elon Musk manages to run three: Tesla, SpaceX, and SolarCity. And as result, he’s amassed a net worth of over $5 billion and become one of today's most ambitious and audacious entrepreneurs.

    Many people compare Elon Musk to Steve Jobs given his strong will, stubbornness, arrogance, and unmatched marketing skills, but in his new biography of Musk, veteran tech journalist Ashlee Vance says the better comparison just might be Thomas Edison.

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    How to Get Free From Annoying Office Situations

    By Ginny Soskey

    At work, some terrible situations are easier to get out of than others.

    That important project your boss dumps on you last minute? You probably can't wiggle your way out of that one. 

    But that super confusing Google Doc your company uses to track incoming leads and assign them to sales reps?

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    3 Ways to Make FOMO Work for Your Ecommerce Company

    By Ted Ammon

    Fear of missing out, or FoMO, is a very real emotion that has gripped the world. From the ability to keep up with live news and friends’ social feeds to making purchases from wherever we are, the internet has both created that fear and given us ways to appease it. As annoying as the term may be by now, the fact is the phenomenon is here to stay—this in spite of blog after blog giving tips on how to beat the fear. 

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    How to Find Your Brand's Voice [SlideShare]

    By Harriet Cummings

    The other day I emailed my husband at work to check in on what was for dinner. 

    His response?

    "To ensure optimal nutrients, I'm going to prepare a ground Bos taurus paired with Peruvian onion circles, blanched lettuce, and thick-cut Sus scrofa domesticus on a brioche."

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    8 Examples of Brilliant Healthcare Marketing

    By Chuck Malcomson

    Every now and then, a healthcare organization creates a stellar piece of content, launches a particularly clever social media campaign, or proves that they just get their target audience in a way that makes us fans of healthcare marketing just want to stand up and clap.

    Sure, the healthcare industry may have once been considered a slow adopter to the world of inbound marketing, but it’s safe to say that these eight examples of true marketing brilliance are busy making up for lost time.

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    Why Buying Email Lists Is Always a Bad Idea (And How to Build Yours for Free)

    By Corey Eridon

    You need people to email, and you need them quickly. Oh, and if you could get them pretty cheap, that'd be great, too.

    That's the mindset many marketers find themselves in when they're on the phone with a list-purchasing company: We need new people to email to feed our sales organization. Acting on that moment of desperation, however, can cause them more long-term (and short-term) harm than good.

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    How to Create Sponsored Content that Doesn't Suck

    By Rob Litterst

    As a publisher, your advertisers come to you with the expectation that you’re creating valuable sponsored content that brings MQLs to the table and ultimately delivers on their digital dollars spent. It’s a two-way street of trust. They’re counting on you to be the experts at knowing what your readers want to consume, while keeping their own interests in mind.

    The dilemma? You need to prioritize preserving the sanctity of your own publication’s reputation, sometimes over making money. So how do you create a win-win scenario? Create GREAT content that advertisers love and trust.

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    7 Terrible Commercials You Wish You Could Unwatch

    By Carly Stec

    It's no secret that TV commercials -- like cold calls in the middle of dinner -- are usually interruptive.

    One minute you're on the edge of your seat watching the nail-biting season finale of your favorite show ... and then boom -- a commercial for toothpaste hits. (Talk about a buzzkill.)

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    How Marketers Can Get Their Content Listed in the Upcoming Apple News App

    By Chris Handy

    After several attempts at getting it right Apple has recently announced their newest foray into News, with their new native app coming this fall. The News app will feature aggregated content that can be customized specifically for the iPhone and iPad experience.

    Publishers will have access to a set of tools to shape their content in a way that will provide the optimal viewing experience for readers viewing their content on iOS devices. The reader experience will be enhanced by the fact that it is automatically loaded and readied in the app itself, rather than the user having to wait for content to load.

    Gaining access to information on how to participate in this program has been previously hush-hush from what I could tell, So I set out to find some answers.

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    In Case of Emergency: How to Create & Launch a Content Marketing Campaign in 5 Hours

    By Erik Devaney

    In marketing, as in life, situations will inevitably arise that require a certain amount of scrappiness. And a spur-of-the-moment, quick-turnaround-required content push -- while not ideal -- is a situation you ultimately might end up facing.

    Maybe it’s the end of the month, and your boss is freaking out. “We need more leads!” is the battle cry. ”And we need you, [your name], to create and promote some new content pronto so we can generate those leads!"

    Read More

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