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Marketers: Comply with GDPR or Risk Hefty Fines
The date for compliance with the European General Data Protection Regulation (GDPR), May 25, 2018, is approaching fast. Are you ready? Read on to understand what GDPR is, why it exists, how it affects consumers and what marketers and their organizations need to do to abide by it. What Is the GDPR and Which Companies Need to Comply? The GDPR requires that all businesses that use European Union (EU) citizens’ personal information, no matter where their headquarters are, must observe privacy regulations related to that data. Given the global nature of most large corporations, it’s likely most need to prepare to fulfill GDPR guidelines now. GDPR includes rules related to how companies collect and protect personal data. The cost of non-compliance is up to four percent of an enterprise’s worldwide revenues or 20 million Euros, whichever is higher. Clearly, non-compliance can have damaging effects on an organization’s bottom line.
5 Ways to Supercharge Your Results from B2B Email Marketing
Despite rumors of its demise, email marketing remains a workhorse for B2B marketing. In fact, 95 percent of B2B marketers use it. Marketers consider it to be the best channel for distributing content, and it also generates revenues. According to Fast Company, for every dollar invested in email marketing, there is a $43 return. That’s a staggering 4,300 percent ROI. If B2B email marketing is worth doing, it’s worth doing right. So how do you maximize your chances of reaping that $43 return … or perhaps even more? Here are some best practices that can increase your chances for B2B email marketing success.
5 Resources to Use for Quick and Easy B2B Prospect Research
The Need for B2B Prospect Research The more you can personalize your communications with B2B prospects, the greater your competitive advantage. Because of this, marketers and salespeople are scrambling to learn more about their prospects than ever before, including everything from firmographics to insights on individual personalities. To communicate in a way that’s relevant, you need to dig deep to understand: The market in which target accounts operate Company growth, profitability and strategies Buying team structure and key players Your business’s connections to the account. Has anyone in your organization interacted with the account in the past? Do you have any links to them based on education, employment history, interests or group memberships? Which accounts are sending signals online or offline that they intend to buy? How can I best communicate with prospects based on their personalities? But how can you do the research efficiently and effectively?

How to Create Attention Grabbing Emails for Account-Based Marketing

Written by Wolfram van Wezel Wednesday, 05 July 2017 00:00
How to Create Attention Grabbing Emails for Account-Based Marketing
As the account-based marketing (ABM) phenomenon gathers steam, sales and marketing professionals need to add the human touch to their communications. After all, ABM is all about communicating with individual prospects or accounts as a market. Last time, I wrote about how to craft outbound calls for ABM. Now, let’s move on to emails. Because executives are deluged with emails that clamor for their attention, communicating via email marketing to large groups is no longer as effective as it was in the past. To cut through the clutter and get attention, emails must be personal and relevant. These emails must feel like they are written by one person to another. There’s no need for fancy designs and images that involve HTML code because plain text is as personal as it gets.

Do Emotions Matter in B2B Sales?

Written by Wednesday, 03 February 2016 00:00
Do Emotions Matter in B2B Sales?
“Humans are wired to connect with each other. And we connect with one another by feeling, not thinking. …Emotion is now increasingly recognized as the key to moving hearts and minds,” Helio Fred Garcia, author of The Power of Communication B2B buyers are a rational bunch. After all, they’re making decisions about business. That’s not emotional. That’s not personal. It’s simply a matter of tallying up the business benefits, weighing them against the price, making some tradeoffs and coming up with a sound business decision. So says traditional thinking. There is, however, a problem—it’s not true. And there’s research from The Corporate Executive Board Company (CEB) to prove this. They conducted an extensive study, including responses from 3,000 B2B buyers. It showed that personal considerations, including emotions, trump business considerations in decision making.
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