Vivino's Brant Cebulla explains how the digital wine marketplace built its 32 million global customer base predominantly through email marketing in partnership with SendGrid. Vivino targets "consumers who are super-engaged with wine" and has a 40% email open rate, Cebulla says.
Ask for a raise of about 10% above your current pay rate, but first make sure that amount is justifiable based on the market rate and your performance at the company, Kathryn Vasel writes. "Be aware of your unique skill set," executive coach Joel Garfinkle advises.
Bud Light has placed smart refrigerators containing free beer across Cleveland, and the fridges will only open if the NFL's Cleveland Browns win a game in regular season. "You've stood by us through it all. We love you for it, and so does @budlight," said a tweet from the team.
IntSights' Guy Nizan discusses the problem of fake social accounts that claim to be official brand or CEO accounts, with the primary goals of damaging a brand's reputation or obtaining financial gain. Nizan says the best way to detect these type of accounts is through automated technology, and he notes that Facebook is especially efficient at removal of fake accounts when requested.
Fifty-one percent of business-to-business marketers say content marketing results in the best return on investment, followed by email at 47%, social at 42% and paid search at 32%, per ClickZ and Contentive. Respondents said the top content-marketing formats are, in order, social posts, case studies, video, and white papers or e-books.
Build your email subscriber list by asking new customers to opt-in to messaging and by offering prospects valuable content such as white papers in exchange for their address, Thomas Smale writes. Ensure your email newsletter design is optimized for mobile, contains the most important information in the top section and includes customized, valuable information, not just promotional content, he advises.
Business-to-business marketing executives share their thoughts on key trends, including account-based marketing, the use of customer stories in content marketing, the potential of artificial intelligence and the growing priority of customer experience. "Customers have seen all this convenience that's happened in their personal lives, but they haven't seen that delivered in B2B from a customer experience standpoint," AvidXchange's Tommy Jenkins says.