There’s a big difference between trying to market and sell to a manager vs. a director vs. a VP or C-level exec, not to mention the differences between large firms vs. SMBs or organizations in a specific market. No wonder the tools to target influencers are becoming more granular.
Take Infusionsoft, which recently updated its platform with features designed to make it a lot easier for its customers to select e-mail templates for particular verticals, a visual sales pipeline and on-demand coaching services.
Most sales and marketing teams are probably using more than one tool for some of these tasks, of course, which makes a recent partnership between HubSpot and Taboola interesting. It will basically mean that if you’re trying to run a Taboola campaign to use Getty images and an associated blog post, you’ll be able to it directly within HubSpot’s CRM. We’re bound to see a lot of similar integrations happening over the course of this year and beyond.
In some cases, though, an integration will be less useful than an outright acquisition to make the choice of product a little easier. I’m sure that’s what’s driving deals like the recent purchase of QuickMobile by Cvent. Both are reportedly good tools (though I’ve used neither), and it makes sense that they would work better together.
The other alternative is to keep innovating within your own portfolio, which is obviously the plan at Brightcove. The big announcement from its annual Play event was the introduction of what it’s calling “In-Page Experiences,” which will let you tailor videos to more specific (influential) people on the buying team. What better lead-in to our latest issue? Lights! Camera! Influence!
A brief history of Influencer Magazine, the marketing industry must-read that might have been
I had a great idea for a media brand that would explore how social media superstars were partnering with brands to reach consumers. Then I realized the real story was in the enterprise, and how we think and approach ‘decision makers.’ Read more
Forget ABM. It may be time to move to ‘person-based marketing’ instead
A startup called Influ2 launched a platform for paid media promotion that targets down to a particular influencer rather than looking at an account or overall group. “ABM still brings faceless traffic to your website, while every visitor from your PBM campaign is a lead,” the founder says. Read more
What CMOs want: Execs from MailChimp, NatGeo and Blackrock tell all
The recent C2 conference in Montreal included a panel discussion where marketing leaders talked about the key challenges in positioning their brand, how they make purchasing decisions and why sponsorship alone may not be enough anymore. Read more
The recent C2 conference in Montreal included a panel discussion where marketing leaders talked about the key challenges in positioning their brand, how they make purchasing decisions and why sponsorship alone may not be enough anymore. Read more
