Hashtag Team: Marketo takes over SF, rethinking the sales funnel

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What’s trending this week in the B2B Twittersphere? To find out, B2B News Network partnered with Nexalogy, a Montréal-based social data analysis platform whose NexaMaster analytics tool allows us to sift and sort through every tweet out there to bring you news you can use.

Hashtag Team weekly curates the top trends in marketing, advertising, analytics, social media and B2B news.

This week we found a number of buzzworthy articles about a major marketing conference in California, some insight into how bad data can impact leads and demand generation, and a podcast about the importance of personalization.

TRENDING TOPICS

Marketing Conferences

The Marketo Marketing Nation Summit took over San Francisco from April 13-15, and with over 6,000 attendees, this is one of the biggest marketing conferences around. The conference featured speakers from The Huffington Post, Marketo, Khan Academy and more. Follow the hashtag #MKTGNation to learn more about the hot topics trending on Twitter.

B2B Content Marketing

The content marketing crash—described as the “inevitable decline in engagement and conversion after you’ve gained huge ground” by Marketing Profs—can affect even the best B2B content marketers. Directly shared over 500 times on social, this article provides four tactics you can use to better target your audience and craft content that will resonate with them.

Full Funnel Marketing

One of the more popular B2B-related posts on LinkedIn this week was this Q&A with Matt Heinz, president of Heinz Marketing. The chat focused on how the buyer’s journey has changed, and Matt gives insight into whether or not the traditional “funnel” metaphor still applies and what advice he has for marketers speaking with prospects.

B2B Data and Demand Generation

Is questionable data putting your business leads in jeopardy? There’s a good chance the answer to that question is yes, according to results of The 2015 State of Marketing Data. This blog post from Invoca covers some of the key takeaways from the report and offers suggestions for rethinking the way B2B marketers connect with leads and gather data.

B2B Podcasts

In this instalment of the podcast “This Week in B2B Digital Marketing,” Nick Robinson and Dan Sixsmith cover the topic of personalization. With 80 percent of web visitors abandoning a site in less than five seconds due to irrelevant content, B2B marketers need step up their game such as focusing on their websites and leverage technology that can serve up tailored content based on a visitor’s IP address.

Be sure to also read Mark Evans’ column on how to improve your company website.

TOP MEDIA

Infographics

This infographic covers eight trends that B2B marketers should consider, including documenting a content marketing strategy (something only 35 percent of those survey have done) and make content appealing to business clients. It also covers some handy social media stats and tips for specific platforms, including LinkedIn.

b2btrends

If you missed last week’s edition of Hashtag Team written by Brett Wilkins, head here to check it out.

If you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork.

Photo of a 2013 Marketo event via Flickr, Creative Commons

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Sarah Dawley

Sarah Dawley

Sarah is an Ecosystem Copywriter at Hootsuite, where she writes a variety of materials about social media and its impact on business. Prior to joining Hootsuite, she was the Social Marketing Manager for the Music & Entertainment Channels at Bell Media, where she spent nearly four years building the presence of Much, MTV Canada, M3 and E! Canada into social communities of over 2.8 million fans and followers. Find her on Twitter @sarahdawley
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