Ilana Shabtay, VP of Marketing at Fullpath shares her experience in taking the risk and ungating all content assets to focus on creating more educated and sales-ready leads. She discusses the initial dip in leads and how she was able to set the right expectations and benchmarks to measure success during this transition. Her transparent discussion about the positive impacts on conversion rates, demo show rates, and the speed of closing sales offers valuable insights into the potential long-term gains of a demand generation first strategy ..read more

When Oktopost was founded ten years ago, we had a simple mission: to empower B2B marketing teams with the tools they need to thrive on social media. Ten years ago, there was a misconception that social media marketing was solely for B2C companies. Today, social media is the cornerstone of B2B marketing. For the last decade, we’ve focused on empowering social media teams to create engaging campaigns, launch successful employee advocacy programs, measure their efforts to optimize their strategies, and prove the value of social media on business outcomes. Here are five ways we’ve helped our custo ..read more

Passionate about the impact of social on lead generation, Lena Weber-Reed walks us through how she created and launched a social selling pilot program that secured her management’s buy-in for a social selling strategy. Listen to the Podcast: Or subscribe on Spotify, Apple Podcasts, or YouTube Watch the live recording: Episode Summary “I feel like sales and marketing are forced to compete for revenue, they’re always pitched against each other. I think this is one of the most terrible things I see happening. Both marketing and sales work on revenue, that’s the same pipeline. I always build st ..read more

Let’s be radically transparent here: social media managers are exceptionally hard-working professionals. Here’s a non-exhaustive list of some of their responsibilities: writing content, creating graphics, managing an active community, monitoring analytics, and keeping up with the latest trends. The list just goes on. With all the different hats to wear, how can a social media manager stay productive? We’re sharing our top 7 actionable tips that we have learned from social media managers that you can use daily to boost your productivity and help you stay on track with all the different initiati ..read more

Passionate about creating authentic and entertaining social-first content, Kaylin Balderrama joined us on Behind the Post to share how her innovative social strategy has grown Bazaarvoice’s followers by 16,000 since December. Listen to the Podcast: Or subscribe on Spotify, Apple Podcasts, or YouTube Watch the live recording: Episode Summary “In the last year, we have gained a little over 18,000 followers on social. I started in December [and introduced our new strategy], and since then we have gained 16,000 of those followers.” Now more than ever, B2B audiences are craving authentic and re ..read more

Demand generation trends change super fast, so you need to adjust your demand generation tactics as well. One day, you’re generating demand with a stellar email campaign; the next, you need to jump on LinkedIn live with an industry influencer to create buzz around a new product feature. Yet, as tempting as it is to follow what competitors are doing, you must focus on what your customers want to see. 67% of marketers admit they need an up-to-date understanding of their customers’ needs and preferences, which hinders their ability to meet demand generation objectives. Why is this crucial? Knowin ..read more

The Essential Guide to Marketing for Law Firms Legal services may not be one of many industries to consider when we think about disruptive online marketing. Still, that doesn’t mean they don’t need to leverage digital marketing just as much as any other B2B or B2C company. 77% of legal firms agree that social media platforms are the best way to market themselves, and 58% think social media is critical for client development. Yet, ironically, social media is their most underperforming marketing channel. The power of word of mouth is indeed moving online. Maintaining your reputation as a trusted ..read more

Social media has become the preferred channel for B2B brands and customers to communicate and engage with one another. After all, having meaningful conversations on social media is what connects people and brands. Whether it’s to feel more connected, access quick responses to questions, or feel part of a community, social media’s casual and convenient nature usually offers a more personalized and familiar experience for B2B buyers looking to connect. But even on a good day where social engagement is meaningful, social media itself can be chaotic. With so many conversations taking place at ..read more

In B2B marketing, investing in the ability to identify intent signals has become a popular strategy for capturing early interest from target accounts and steering prospects through the buying journey. Yet, I would like to debate the actual value of intent signals actual value and effectiveness. What if there was a more sustainable way for B2B marketing to initiate the intent to buy instead of capturing it? The power of building a trusted community around your brand may be more effective. In this blog, I want to debate whether fostering a community-centric approach is more valuable than ch ..read more

BriefCam’s Director of Marketing, Lizzi Goldmeier, stops by the Radically Transparent podcast to unravel the successful role thought leadership content plays in marketing effectively to law enforcement. Listen to the podcast: Watch the live recording: Or subscribe on Spotify, Apple Podcasts, or YouTube. Episode Summary In this episode of Radically Transparent, host Jennifer Gutmann sits down with Lizzi Goldmeier, Director of Marketing at BriefCam, to explore the vital components that power a marketing strategy forward. Lizzi candidly shares that one of the most significant pieces of the puzz ..read more