I recently had the privilege of attending the Age Tech Challenge Innovation Showcase, a pitch competition featuring early-stage companies offering solutions for older adults. Organized by Age Tech Atlanta, the event was held on the first day of the American Society On Aging’s annual conference, On Aging 2023. Age Tech is a $2 trillion potential […]
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Unless you’ve been living under a rock these past months, it’s likely you’ve heard about the breakthrough advancements in artificial intelligence (AI). As this emerging technology continues to rapidly gain mainstream traction, so will its impact on the way we do all manners of business, including marketing. While benefits are clear, such as greater efficiency
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Even the most engaging marketing content can fail to achieve its goals if it isn’t clear about what it wants the audience to do next. For instance, does your content encourage the prospect to watch a video, download a free white paper, or make a phone call to interact with a salesperson? If not, then
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A buyer persona is a representation of your ideal customer based on market research and gathered data on existing customers. When done properly, it can help your B2B to better understand its audience—including its needs, motivations, and buying hesitancies. Knowing these factors helps marketers to create tailored and more compelling marketing content and campaigns. In
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When it comes to understanding your market, research is vital. While you may have some pretty solid assumptions about who your target audience is and what they care about, research can confirm it so that you aren’t just going with your gut. Additionally, market research can provide new insights that can help you to build
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We’re heading into the final lap of 2022—which means the need for a 2023 marketing plan is looming. Such endeavors can fill many marketers with dread, but creating such a plan doesn’t have to be painful. Consider the question, “How do you eat an elephant?” The answer is one bite at a time. While a
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Wendy Ellin is a workplace productivity consultant, international speaker, and the #1 bestselling author of the book “Working From Home…How’s That Working For You?” Wendy has drawn from her 20-plus successful years in the corporate arena to help others master the real-life work challenges we all experience, from email overload and task prioritization to taking
Work Smarter, Not Harder: A Q&A With Wendy Ellin Read More »
We all pretty much understand by now that video is a desirable component of a marketing strategy. Such content is highly engaging, with viewers retaining 95% of a message on video versus 10% when reading text. That’s huge. While companies distribute video via their websites 85% of the time, there’s another rising trend marketers should
Is Video the Winning Part of Your Next Business Proposal? Read More »
While influencer marketing has been big in the consumer world for a while, it’s also on the rise in B2B arenas. In either case, influencers are best defined as someone with the ability to impact the buying decision of a target audience. In B2C, influencers are often fashionistas, recording artists, celebrity chefs, and the like—especially
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There is a common misconception about what media relations is and what it entails. While social posts, news releases, and blog posts are sources of news, media relations is the process of communicating such news directly to a journalist, in the form of a pitch. Media relations is handled by a company’s communications officer or
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