1. Don’t Reveal Everything At Once

When the first trailer for the “Barbie” movie came out, it left much to be desired — in the best way. With the plot of the movie kept tightly under wraps, the “Barbie” marketing team carefully doled out bite-sized glimpses into Barbie World with each new trailer they released. Through this trail of breadcrumbs, the team gradually revealed much of the movie’s focus while still maintaining some level of mystery.

While B2B marketers can’t use this strategy for customer acquisition or expansion campaigns, as buyers want all the information at their fingertips, they can leverage this tactic for new releases. Whether it’s a rebrand, refreshed website or a new offering, practitioners can create campaigns that give their target audiences enough information to be hooked while still generating interest for the big release.

2. Create Brand Associations

Everywhere you look, there’s hot pink something. Whether or not it’s related to the “Barbie” movie is irrelevant; the marketing team created the color association by carefully creating experiences that tied visuals to the movie. From the Barbie Dreamhouse in Malibu to billboards featuring a swatch of pink, that level of synonymity (Pink and the Barbie brand) is what B2B marketers should strive for — and it’s all achieved by curating consistent brand experiences.

3. Leverage Influencer Marketing To Spread The Word

The red-carpet premiere for the “Barbie” movie featured various celebrities, influencers and even well-known figures from TV advertising (looking at you, Flo and Jamie), even if they were unrelated to the movie. And in addition to those in-person appearances, the marketing team partnered with hundreds of brands to release Barbie-themed tie-ins: I’ve personally received targeted ads for everything from Barbie-branded curling irons to frozen yogurt flavors.

The one commonality between the motley crew of collaborations is that they were all paid opportunities — even if they seemed unrelated to the movie. With more than 81% of U.S. marketers planning to use paid advertising in 2023, it’s important that they look beyond their traditional audience and see what B2B influencers can help expand their brand.

4. Encourage Word-Of-Mouth Marketing

On the unpaid side, social media exploded with “Barbie”-related videos. When the trailer first premiered, TikTok and Reels users flocked to the respective video platforms to analyze the trailer and discuss what the movie could potentially be about. As more trailers were released, social media doubled down on its interest and dissected every element of the trailer.

This shows that encouraging conversations around your brand is essential: Whether it’s revealing pieces of your solution or partnering with influencers to reach their audiences, all opportunities should be crafted to generate organic interest.

The one thing uniting these four strategies is the complete immersion into Barbie World. No matter where you look, whether it’s in person or digitally, you’ll come across some sort of advertisement for the “Barbie” movie. And while we won’t know the true monetary gain from these efforts, the movie is predicted to rake in $80 to $100 million opening weekend — compared to just $40 to $50 million predicted for its adversary, “Oppenheimer.” 

As we wait for time to tell the true success of the movie, one thing is clear: The “Barbie” marketing team serves as a de-facto case study for building strong brand awareness and crafting campaigns that encourage brand recognition.  

The post Come On B2B, Let’s Go Party! 4 Lessons From ‘Barbie’ appeared first on Demand Gen Report.

That’s a big reason brand marketing has been on every agenda recently. It’s been a marquee topic at events, and we’ve seen a rise in brand strategy work across B2B verticals. The pendulum of focus appears to have swung from demand to brand as an imperative to drive results.

And while interest is high, I still notice that B2B marketers struggle to implement brand marketing alongside demand. Case in point: I recently conducted a workshop for B2B marketing leaders and strategists and found that among the highly proficient audience — whose businesses ranged from medium to enterprise — many recognized the value of brand, yet demand still dominated their budgets and their efforts.

And I get it — change is hard. B2B marketers have deep roots in demand. We have buying groups with varied needs, long sales cycles and lengthy buyer journeys that require coordination, content, measurement and optimization strategies. With that reality, it’s easy to make demand the focus. But what we miss from using demand marketing alone is sustainable business growth.

The majority of any addressable market — 95%, according to a recent study from The B2B Institute at LinkedIn — is not active right now, and no amount of demand marketing is going to expand the active opportunity. B2B marketers must leverage brand marketing to seed future preference and intent among that 95%. It’s what will get B2B marketers over that plateau and back on an upward growth trajectory. 

Balancing brand and demand marketing is the key to overcoming that growth plateau and improving the performance of your marketing efforts. Here’s what to expect. 

You Create More Value For Sales

B2B marketers, especially those with a penchant for demand, tend to focus on generating leads and often forget about their ability to influence conversion rates and velocity through the funnel. Layering brand activity on top of demand does something that sales teams cannot do for themselves at scale — it builds interest in and preferences for your offering before a buyer enters an active buying state. And when brand work is done well and aligns with demand activities, it is easier for sales teams to connect and convert conversations into opportunities and wins. That’s indispensable marketing and more value for sales.

You Stop Paying More Than You Need To

The classic situation many demand-focused marketers find themselves in is increasing marketing spend to improve upon their existing key performance metrics — such as over-indexing on search engine marketing to counter a deficit in organic traffic.

It’s going to be much harder to win a deal — and it will cost a lot more — if buyers are exploring solutions and justifying decisions without prior knowledge or positive perceptions of your brand. Trust is essential for any high-consideration purchase. Without it, the cost to get noticed will go up and your win rate will go down — that’s not sustainable.

You Drive Business Growth

Brand marketing moves you out of the business of buying customers and into the business of earning them. It complements demand marketing by creating an environment where buyers seek out the brand, want to listen to what marketing and sales must share and perceive greater value in the brand’s offering that they are willing to pay more for. That leads to healthier margins, greater share and business growth.

As a final tip — be sure to balance brand marketing and demand marketing with intention. Brand marketing cannot be demand marketing in disguise; brand activities must lean into emotion and create memorable interactions across the addressable market until they move into an active buying state. So, dial up that emotion, make the creative memorable and open up those targeting parameters. It will pay off. 

Kelly Olson leads strategy for The Mx Group, an integrated B2B marketing agency. Olson helps B2B clients unite brand and demand activities to create results-generating campaigns. She leads a team of strategists passionate about bringing humanity and storytelling into B2B and creating campaigns that deliver on the end-to-end customer experience.

The post Plagued By A Performance Plateau? Stop Over-Indexing On Demand & Try This Instead appeared first on Demand Gen Report.

We know scaling ABM efforts is critical to transforming marketing into a revenue engine, but there’s no “one-size-fits-all” strategy. Depending on factors such as industry and growth stage, businesses can activate different ABM playbooks to diversify buyer experiences.

Brand awareness and pipeline generation aren’t enough to close the revenue impact gap; marketing teams need a revenue flywheel to engage target accounts across the entire customer lifecycle, from awareness and expansion to each stage in between. The following steps outline the path you can take to scale ABM efforts.

1. Elevate Brand Awareness

A marketing team’s first objective is to create brand awareness and top-of-funnel interest by:

• Leveraging data to align on key segments;
• Engaging companies who aren’t yet customers but fit their ideal customer profile (ICP) or market; and
• Segmenting accounts by industry terms, competitors, sector and more.

To increase brand awareness, engage target accounts that are showing interest with display advertising, tailored ad messaging and landing pages. Additionally, leverage personalized content in the channel your employees and customers are already using — email.

2. Build Pipeline

To achieve the most common objective (building pipeline), marketers need to transform interested accounts into sales qualifying conversations or demos. To build stronger relationships with unconverted target accounts, encourage them to book a demo by:

• Focusing on accounts with high engagement;
• Identifying common traits these accounts share and updating your ICP; and
• Turning these accounts into qualified opportunities with display and LinkedIn advertising, curated content via website chat and targeted marketing emails.

3. Accelerate Pipeline

To elevate your impact on the revenue gap, you must enter the next stage of the revenue flywheel: Pipeline acceleration. Your objective is to increase revenue by nurturing target accounts during the deal cycle. While your target accounts are in the deal cycle, launch middle- and bottom-funnel display advertising campaigns that support, enhance and accelerate the buying process. Approach this step by:

• Mapping content based on each buyer persona and stage they’re in;
• Creating buyer persona or stage-based ads and emails designed to directly address buyers’ pain points and showcase your product or service’s benefits; and
• Automating direct mail for priority accounts.

 To nurture target accounts during the deal cycle:

• Target by revisiting ICP attributes, building account lists and creating a control group of accounts with open opportunities you’ve chosen not to nurture;
• Engage by conducting a content audit, sending stage-based ads and emails, executing a website chat and sending an automated direct mail kit;
• Activate via weekly meetings with sales to align on progression of their key accounts, connect on which accounts could use priority 1:1 attention — like direct mail or event invitations — and equip sales with supporting assets, like competitive landing pages that highlight differentiators; and
• Measure revenue generation, deal velocity and opportunity size to lift your target accounts.

It’s important to remember you’re engaging the buyer and the buying committee. Your objective remains the same, but to achieve it, launch persona-centric display advertising campaigns to individual departments within target accounts while they’re in the deal cycle.

4. Retain Customers

Retention hasn’t always been at the forefront of ABM programs, but it’s proven extremely valuable when used strategically to mitigate or turnaround high-value, at-risk accounts. The objective is to retain revenue by nurturing at-risk customer accounts with open renewals.

Start by launching competitive display advertising campaigns to any existing customer accounts signaling possible churn to a competitive product. Then, narrow your customer segment to identify who is at risk of leaving and keep an eye out for competitor intent surge.

5. Expand Your Customer Base

An often overlooked but incredibly powerful objective for near-term impact on closing the revenue gap — and the revenue flywheel’s final stage — is customer expansion. Your goal? Add extra value to your product or service so existing customers buy more or increase their usage.

The best strategy includes launching middle- and bottom-funnel display advertising campaigns to a group of existing customer accounts signaling an opportunity for expansion.

In addition to targeting the top customer segment, or those accounts with a high ARR and a good new product fit, leverage display advertising and website chatbots to activate product-related content and nurture accounts with email outreach. Analyze your engagement data and prioritize activity from the top of your customer list.

ABM at scale means crafting a customer journey for the highest potential, best-fit accounts — that begins with creating awareness, continues through engagement and guarantees growth.

Taylor Youngis the Principal of ABM Strategy at Terminus, an ABM platform. Young is an enthusiastic, results-driven marketing strategist. A previous Terminus customer and power-user, she now serves as an in-house subject matter expert for multichannel ABM strategies leveraged within the Terminus platform. As a trusted advisor for ABM and content orchestration, Young applies her breadth of conversion optimization knowledge to the world of ABM.

The post Enable Long-Term ABM Growth With These 5 Steps appeared first on Demand Gen Report.

The Challenge

Megan Verkamp, LHP’s Director of Content Strategy, explained that “historically, we’ve dealt mostly with internal combustion companies for traditional gas vehicles, but as we transitioned into more autonomous and electronic vehicle (EV) startups and mid-level companies, we needed effective ways to reach them.”

To start building awareness in the EV space, LHP adopted a simple approach to ABM — some paid social, email and display — but the company quickly realized it needed something more robust. In its first stab at ABM, the marketing team relied on a combination of paid social and retargeting through the company website with mixed results and uneven ROI.

The Solution

To gain more visibility into ABM activities — and build more predictable revenue plays — LHP partnered with RollWorks in 2021 with three core strategies in mind:

• Target and advance accounts in EV space;
• Reach $1BN+ companies in EV space; and
• General retargeting.

The first step for LHP was connecting RollWorks with its CRM, HubSpot.

“The data has been incredibly useful, from intent topics to who’s playing on our website or engaging with our ads,” explained Verkamp. “We track leads coming from RollWorks weekly. From there, dashboards in HubSpot show us who came in, and we’re able to pass that along to SDRs to follow up.”

In keeping with their goals, the LHP team primarily focuses on how many leads move down the funnel in a given month or quarter, which is a significant shift for LHP.

“If we didn’t have the integration, we’d just be tracking vanity metrics like click-through rates, impressions and clicks,” said Verkamp. “Because marketing was never seen as a lead generator until a few years ago, we must show the return for any investment we make. Being able to do that from the connection between RollWorks and HubSpot is fantastic.”

To encourage better alignment with sales, the marketing team also instituted monthly meetings to share metrics and trends.

The Results

Since choosing RollWorks as its ABM partner, LHP has increased leads, brand awareness and lead quality tenfold.

“Since introducing RollWorks over the past 16-18 months, we’ve seen an incremental jump in the quality of leads we’re reaching, as well as the value of those leads,” explained Verkamp. “This year alone we’re already seeing 3X the value of leads year on year.”

In 2022, the company saw so much ROI with RollWorks that the marketing team decreased Google-direct spend and cut back significantly on LinkedIn and Facebook advertising.

“We were doing the same thing on LinkedIn but spending 3X as much and not seeing nearly the same results,” added Verkamp. “RollWorks is getting visibility to customers we otherwise wouldn’t for a relatively low cost.”

The new investment strategy is working. With three recently closed $1M deals under its belt, the marketing team can confidently attribute these wins to the brand awareness and retargeting plays that RollWorks enables.

“Partnering with RollWorks has been incredible for our pipeline,” Verkamp explained. “It would never be on that list to cut the budget. We’re putting more into RollWorks because it benefits the business.”

The post How LHP Grew Average Lead Value By 3X appeared first on Demand Gen Report.

Influitive’s advocate-based system is designed to provide users with the ability to create personalized journeys for customers, employees and partners, resulting in greater engagement and fostering of deeper relationships and brand loyalty. Founded in 2013, PostBeyond is designed to help professionals share relevant content with their social networks to reach, engage and influence buyers and employees.

“Influitive has seen an increasing demand from our customers for employee advocacy and engagement solutions,” said Dan McCall, CEO at Influitive, in a statement. “While our platform handles these use cases today, the ability to acquire a market leader accelerates our product and growth initiatives and will benefit our combined base of customers.”

The post Influitive Acquires PostBeyond To Streamline Brand Advocacy & Awareness appeared first on Demand Gen Report.

While the evolution of B2B streaming services was a natural industry progression, there’s no arguing that the Covid-19 pandemic and subsequent global lockdowns accelerated the trend’s development. According to Salesforce research, 88% of customers expected companies to accelerate digital initiatives in the wake of the pandemic, with 62% indicating they conduct their lives online. Coupled with the continued inclusion of B2C strategies in B2B campaigns, shifting societal trends and a new cohort of industry leaders, the perfect storm was created to start moving video marketing into its next era.

“Content consumption methods are changing quickly, largely due to demographic shifts,” said Justin Keller, VP of Marketing for Terminus. “Two out three B2B decision-makers are now Millennials, and they don’t love sitting there and reading a blog or a white paper. Cable TV is also somewhat antiquated at this point — people want to watch what they want, when they want and they don’t want to be encumbered by ads (for the most part). Think of it like TikTok: People want to learn something new, get a good idea and have a laugh in under two minutes.”

The three main streaming contenders in B2B include Terminus with Terminus TV, Salesforce with Salesforce+ and Demandbase with DBTV. Jon Leiberman, VP of Content, Social and Influencer Marketing at Demandbase, explained that the company saw 10,000 views on DBTV in the first month, which “dwarfed anything we’ve ever done.”

With the strategy already delivering impressive results, it’s time to examine the factors fueling its success, understand what audiences are looking for and learn how to harness the full power of this strategy.

Say Hello To Marketing’s Little Friend

For marketers who paid attention, the rise of streaming services was always right in front of them. Demand Gen Report’s (DGR) “2021 Content Preferences Survey” revealed that 62% of marketers rely on more content to make B2B purchasing decisions, with 44% saying they typically consume three to five pieces of content before engaging with a vendor.

Additionally, organizations have been relying on content hubs for some time now to house all their assets in one place, but as buyer preferences grew, a collection of static content was no longer enough. The same DGR survey revealed that 46% of customers said their top preference is interactive/video content, while Salesforce research indicated that 69% of customers desired new ways to get existing products services and 80% of marketers said that customer experience (CX) is a key competitive differentiator. Consequently, that demand for CX manifests in the form of personalization, as 76% of customers expect more personalized attention from marketers and salespeople.

The non-statistical component driving streaming services is individuals’ personal and professional preferences starting to bleed together. Whether they are an eight-figure CEO or an entry-level office assistant, chances are they’ve both binge-watched “Stranger Things” — and loved the accessibility and on-demand consumption capabilities.

“You started with Netflix and Hulu, and we all subscribed to them,” said Eric Rudolf, VP of GTM for Brightcove, a live streaming and video communications platform. “As companies liked having those services in their personal lives, you saw them implementing corporate Netflix/Youtube-type channels for their employees, which took off. From there, companies realized they could widen the lens of their corporate channels to create content that appeals to external people. We’re in a stage right now where companies are finally dipping their toes into streaming.”

Nobody Puts Video In A Corner

While the premise is the same — applications that feature on-demand, personalized content — the execution is different. For its part, Terminus opted for a slower start to test the waters before diving in head-first.

“We started flirting with the idea of very consumable video content, so we released about 25 to 30 two-minute videos,” said Keller. “Within four or five months, they had gotten around 55,000 views — it blew us away. We were like ‘Okay, let’s do more of this in different shapes and content forms,’ which turned into Terminus TV. It launched with five shows, and it will be a new publishing platform for us going forward. We’ll constantly be releasing new content, such as a sitcom and a feature-length documentary, and it’ll be available for download on Roku, Fire TV and Apple TV.”

On the other hand, DBTV launched with 80 pieces of never-before-seen video content and plans to push out two to five pieces every week. Leiberman explained that it was important for the company to create brand-new content, as “we didn’t just want to aggregate videos that were already living on the site and put them together.”

He continued that the main purpose of DBTV — in addition to educating prospects and delivering personalized content — is to present the brand as what it is: Human.

“We want to communicate how you would with a B2C brand or TV network,” said Leiberman. “The first goal was to create content that is entertaining and informative, and to make it easy for the audience to consume. Historically, so much B2B content is gated, so we made DBTV completely ungated so you can watch whatever you want, whenever you want and wherever you want.”

As more organizations create streaming services, it’s undeniable that the platforms will be similar because they’re all built on the same premise: Providing customers with educational, engaging content to encourage further action with a brand. The unavoidable influx of streaming services is fueling organizations to remain one step ahead in the diversity of their offerings.

“Honestly, I hope the streaming field does become a bit oversaturated,” said Keller. “Because then it isn’t about the availability or the kind of media strategy; it’s about the creativity and execution behind it.”

Houston, We Have A Platform

Given the popularity surrounding streaming services — “I’ve had three different customer calls asking how they can set up their own streaming platform,” said Leiberman — the industry will undoubtedly see new platforms released and current services expanded.

Marketers should tread lightly when making their entry into streaming services, as it looks deceptively easy. Brightcove’s Rudolf explained that it’s simple to get started, but scaling the platform and providing high-quality content is more difficult than it seems.

“Success with streaming services ultimately comes down to the security, scalability, screen reliability and quality of the videos,” he continued. “You can put together the best experience, but if the stream buffers, drops a lot, the picture is bad and you’re easily hackable, then you fail. You can’t just use your standard enterprise content management system. If you’re successful with your video platform and experience and you have thousands of viewers each day, it’s going to take some juice to deliver the right video to the target audience and protect their identities.”

B2B streaming services are still in their infancy, but there’s no doubt these platforms will ultimately become an industry mainstay. As more organizations throw their hats into the streaming ring, the field will become more diverse with platforms that vary in scale, specialty and offering.

“A streaming arms race would make life for marketers a lot of more fun and push their creativity,” said Keller. “They have to get scrappy and start thinking like a TV producer. A lot of people didn’t get into B2B to think about their media streaming strategy, but here we are.”

The post B2B & Chill: An Analysis Of On-Demand Streaming Services In Marketing appeared first on Demand Gen Report.

Previously, Hewitt worked for various companies where he focused on business development. Gier brings more than two decades of industry experience with brands such as GE Healthcare and Microsoft.

“Jamie and Tom are perfect for Ceros,” said Simon Berg, CEO of Ceros, in a statement. “They are smart, humble and eager to make a difference in the creative world. Finding talent that adds value while lifting up the rest of an organization is hard, but in Jamie and Tom we got just that. They will undoubtedly play a key role in the future of Ceros, while helping inspire and empower folks to create engaging, creative, unforgettable experiences.”

The post Ceros Welcomes New CMO & VP of Business Development, Partnerships appeared first on Demand Gen Report.

To generate that support, organizations need to deliver a consistent brand message across all points of the sales funnel and internal teams, as well as take a customer-centric approach to marketing strategies. To provide insights into how organizations can improve their customer experience, Demand Gen Report sat down with Michael Londgren, CMO of Seismic, a sales enablement platform, to discuss the best business practices to convert customers into advocates.

Demand Gen Report: How do you see brands evolving their strategies to keep customers at the forefront of their marketing efforts throughout 2021?

Michael Londgren: I think a key part of the company’s brand is its customer success, and prospects are very interested in knowing what existing customers are doing. Bringing forth that voice of the customer through videos, testimonials and online content helps shape perceptions of the company, its offerings and value it provides to its customers. The company’s core value proposition is associated with having customers that are truly getting value while using the solution.

DGR: How can internal teams work together to create exceptional experiences that are worth sharing?

Londgren: The key way that marketing, sales and customer success teams can deliver exceptional customer experiences is to be aligned on the core mission. For example, our mission at Seismic is to unite sales and marketing to enable organizations to share their most compelling stories and grow their businesses faster. We deliver on that mission with our value proposition, the way we engage with customers around their challenges, the solutions we provide and the way we quantify value.

Our customer success organization then engages with the customer to ensure they’re actually getting that value. Marketing, sales and customer success must act in a customer-centric, consistent manner to ensure that the company is delivering a fantastic customer experience.

I’m passionate about the partnership between sales and marketing. At Seismic, we unite sales and marketing teams in engaging customers in impactful ways. We have a platform that helps our customers do that at-scale. We’re working with companies like IBM, HP, Microsoft and more to help them solve their customers’ real problems in a way that provides the buyer/buying team with a rich experience. Our platform enables organizations to engage fundamentally with the prospect and bring a consistent approach in terms of messaging and positioning, and bring a compelling experience that helps prospects make a buying decision.

DGR: How can internal teams use those tips to showcase customer success?

Londgren: The first and most important thing is working closely with customers to ensure they’re getting real value out of an organization’s solutions. This includes delivering a strong value proposition, making sure customers can easily adopt the solution and get value from it, and then check in with them throughout their adoption journey. Then, businesses can leverage them as references for prospects, review sites and more.

DGR: Why is showcasing customer success the future of marketing?

Londgren: In today’s world, prospective customers have a broad choice of different offerings they can choose from. What they’re really interested in are the solutions that truly meet their needs. Marketing can surface its own company’s offerings and its value proposition, but at the end of the day, prospects are going to want to hear from existing customers.

The future of marketing is customer success, which is this notion that prospective customers want to understand what an organization’s existing customers are doing today and the value they’re getting before making a purchase decision.

The post Turning Customers From Buyers To Ambassadors appeared first on Demand Gen Report.

With any marketing channel, there are mistakes that may be made. However, with proper education, they can be avoided, ensuring the brand podcast is a marketing powerhouse. This starts with the foundational idea that a podcast should be the center of the content strategy.

Let Your Podcast Fuel Other Channels

A cohesive messaging strategy is what marketers strive for. Podcasts should not only be part of the strategy, but they should fuel it. The content strategy playbooks we rely on are outdated and suggest that marketers let keywords and SEO dictate content. This will lead marketers down a dangerous path. Content written for an algorithm won’t lead to personal connection, which is why the personal conversations happening on podcasts are so powerful. Subject matter experts aren’t focused on keywords; they’re focused on sharing information in a lively, engaging dialog.

So, using podcast episode content to drive other marketing efforts will maximize efforts. How? Incorporate clips from the show in blogs, E-books, social media posts and email newsletters. Transcribe the episode and use it as blog content. Let the sales team share episode clips with prospects. By squeezing everything out of an episode, the audience will have a unified, cohesive experience with the brand behind the show.

Pick The Right Host

When starting a brand podcast, a company’s CEO might seem like the logical choice to play the host simply because they are the face of the organization. But it’s important to consider who the show is aiming to connect with, regardless of title. Choosing the wrong host might just push the audience away rather than draw them in. The host should be someone passionate about the show’s mission. Someone who can have natural conversations with guests and bring out their top insights. Finally, and most importantly, the host should be able to get into the nitty gritty about what the podcast is about so they can have intelligent conversations with subject matter experts.

Determine How To Measure Success

Data-driven marketers might be frustrated with podcast metrics at first. The vague nature of downloads, listens, reviews or social media engagement can be limiting. The truth is, not one set of metrics will determine show success. Rather, marketers need to map metrics back to specific outcomes for the show. Outcomes could include building audience relationships, increasing listenership, industry education, demand generation or influencing buying decisions. Once the goal is established, marketers can use podcast metrics to map back to it. This is a more satisfactory measurement method than traditional metrics alone.

Consider Show Sponsorship Carefully

B2C podcasts are ripe with various methods of sponsorship. But with a B2B podcast, I’d caution marketers to tread carefully. Sponsorship can be fruitful. It can provide an audience with exclusive offers, more industry insights and news. Sponsorships can also be solid opportunities for co-marketing with partners for brand elevation.

But, before diving in, ask these important questions:

• Is monetization the main focus? If it is, this has the potential to cause the entire show to lose focus on what’s best for the audience because earning money could outweigh content consistency and/or quality.
• Will selling ad space impact the goals of the show? Staying homed in on the goals of the show can prevent the show from teetering off course by attracting the wrong sponsors.

Brand podcasts are an essential part of the amplified marketing mix, serving as the foundation for other marketing content and a new source of revenue. To ensure the podcast is as successful as possible, ensure it serves other marketing channels, choose the right host, determine how to evaluate the show’s success and consider monetizing the show cautiously. Never lose sight of why the show was created or who it is for to keep the strategy on track and exceeding expectations.

Lindsay Tjepkema is the CEO and Co-founder of Casted, the first and only marketing platform built around branded podcasts. With more than 15 years of experience in B2B marketing, including agency roles, leading brand marketing teams and even running her own consulting agency, she’s a dynamic leader who’s had tremendous success building and growing marketing teams on a local and global level. After launching a branded podcast for a global marketing tech company, Lindsay realized her passion for authentic conversations. This led her to founding Casted to help marketers unlock the full potential of their content by harnessing the power of podcasting. The company has since gained rapid traction among brands that wish to create greater connection with their audiences through authentic conversation.

The post 4 Ways To Maximize Your Brand Podcast appeared first on Demand Gen Report.

BACK-OF-THE-BOX-DETAILS

Version 3.0 provides an Open Attribution API Dashboard that connects users directly to marketing data they are searching for via a tagging system that filters client accounts according to their preferences and needs. This creates marketing touchpoints for a business’ attribution model, leading to more accurate ROAS. The dashboard also provides users with IDEA Assessment, which shares details on how a campaign contributes to an attribution model’s success based on the analysis of inputted factors.

Version 3.0 also has a new broadcast TV function that allows advertising agencies to incorporate commercial times and adjust for attribution, geo-fencing, low-reach networks, network overlap and more. The feature provides full credit to the TV or radio in use, performing attribution multiple times while advertisements play.

WHO IT’S FOR

Leads Rx Attribution is a preconfigured and ready-to-use solution for marketing teams of all sizes – from marketing agencies and their clients, broadcasters and brands.

COMPATIBILITY

Leads Rx Attribution 3.0 can integrate with marketing software such as Marketo, HubSpot, Salesforce, Linkedin, Survey Monkey and more.

DELIVERY/PRICING

The service is priced at $800 a month.

COMPETITVE POSITIONING

LeadsRx Attribution features Incremental Profile Data that allows businesses to see prospect data added at each step in the sales funnel. LeadsRx Attribution aims to define sales funnels based on conversions, adding visualization to see the customer’s journey through various stages in the sales funnel. This allows businesses to better understand how prospects are identifying with a brand and developing trust as they become customers. It also helps marketing teams focus on funnel movement, developing programs that avoid bottlenecks and delays.

CONTACT

LeadsRx, Inc.
220 NW 8th Ave.
Portland, OR

The post LeadsRx Launches Version 3.0 Of Attribution Platform appeared first on Demand Gen Report.