What You Need to Know About Instagram Stories for B2B Marketing

NICK NELSON | October 9, 2018 | 108 views

As Digiday noted last month, the popularity and versatile functionality of Instagram Stories have prompted advertisers to shift more of their ad spend to the platform. In the same piece, we learn that completion rates for Instagram Stories are on the rise, and younger age groups have been gravitating toward them.

Spotlight

Vidyard

Vidyard is the video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. Going beyond video hosting and management, we help businesses connect with more viewers through interactive and personalized video experiences, learn powerful insights on their viewing audience, turn insights into action with enterprise integrations, and prove the impact of their video programs.

OTHER ARTICLES
CHANNEL PARTNERSHIPS

Vendor Vetting: Things to Consider

Article | July 29, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

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CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | August 16, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

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CHANNEL PARTNERSHIPS

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | July 20, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

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CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

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Spotlight

Vidyard

Vidyard is the video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. Going beyond video hosting and management, we help businesses connect with more viewers through interactive and personalized video experiences, learn powerful insights on their viewing audience, turn insights into action with enterprise integrations, and prove the impact of their video programs.

Related News

MULTI CHANNEL MARKETING

Znode and Luminos Labs Drive Innovation with Strategic Partnership

Luminos Labs, Znode | August 19, 2022

Znode, the enterprise ecommerce platform, announces a strategic partnership with Luminos Labs, a digital commerce systems integrator. Znode is designed for B2B ecommerce with a list of native features for manufacturers and distributors. Luminos Labs has over 12 years of experience delivering complex ecommerce re-platforming to businesses. “Luminos Labs is excited to partner with Znode. The ecommerce platform is unique in that it combines native B2B functionality, true multi-channel and multi-store capabilities, and is built with an API first architecture,” says Matt Wozniak, Head of Sales at Luminos Labs. “Luminos Labs is excited to partner with Znode. The ecommerce platform is unique in that it combines native B2B functionality, true multi-channel and multi-store capabilities, and is built with an API first architecture,” says Matt Wozniak, Head of Sales at Luminos Labs. “Znode solves for fast-to-market MVP implementations, as well as complex B2B ecommerce and multi-channel scenarios.” Tom Flierl, VP of Sales and Marketing at Znode, a product of Amla Commerce, says, “Luminos Labs has a solid consulting team, global resources, and a record of delivering successful implementations. Znode customers will certainly benefit from this experience.” Visit luminoslabs.com for information on the digital commerce systems integrator. For more information on the Znode ecommerce platform, visit znode.com. About Luminos Labs Luminos Labs is a computer software company providing ecommerce software and application development solutions. Luminos Labs helps distributors, manufacturers, and retailers implement and integrate best-of-breed digital commerce ecosystems that attract, convert, and retain more customers. About Znode Znode is a multi-channel, multi-store B2B ecommerce platform developed to provide manufacturers and distributors the ability to centralize management of all ecommerce channels. Znode offers a rich set of native features to easily manage content, site search, product information, and catalogs. Created for the unique needs of B2B ecommerce, Znode’s native B2B functionality supports account-based pricing, account-based catalogs, and many more native B2B features. The headless platform is composable with over 1,200 API endpoints allowing for greater extensibility, easier integrations, and consistent updates. Znode is a product of Amla Commerce.

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MARKETING STRATEGY

Trendline Interactive and LeadMD Form Shift Paradigm

Shift Paradigm | November 19, 2021

Trendline Interactive, a digital marketing agency and consultancy, together with LeadMD, a Trendline company, announced their unification under the brand Shift Paradigm. After a series of strategic acquisitions, most recently involving Data Insight Group (DiG) in February of this year, and then LeadMD in March, Trendline Interactive has been laser-focused on bringing together best-in-class teams to help clients break down silos that prevent buyer engagement across B2B and B2C go-to-market models. This unification under the Shift Paradigm moniker signifies the cohesion of a five-year acquisition roadmap, designed to amplify each organization's individual strengths, and cement the company's commitment to solving invisible problems that stifle revenue growth. "Working with Shift Paradigm as our partner in transformation has not only allowed us to innovate within our go-to-market motions but also to avoid the invisible problems that often plague enterprise organizations of our scope. By stewarding our marketing strategy throughout our stack and revenue processes, we ensure each of our business units are working in lockstep. From B2B to B2C and beyond, they've been a stellar partner and this new brand positioning reflects that often complicated value proposition in a very clear way." Laura Hibben, Global Head of Demand Generation at Atlassian Moving forward as Shift Paradigm, the agency will continue to offer deep expertise and proven best practices in designing and implementing go-to-market strategies for B2C and B2B organizations with even more capabilities around data, analytics and end-to-end execution. Shift Paradigm's services provide modern solutions that flip traditional approaches on their head and drive measurable business outcomes by leveraging best of breed sales and marketing technology, including the following platinum partners: Shift Paradigm + Adobe "For over a decade, we've leaned on the consultants at LeadMD to provide our joint customers an award-winning experience," says Tony Sanders, senior director-Americas partner sales at Adobe. "Together, we've transformed marketing departments and businesses, driving impactful growth for our customers. With Shift Paradigm's expanded capabilities in data, analytics, deliverability and governance, our joint customers can expand and improve their ability to build data-driven teams in compliance with ever-changing privacy requirements, all while maintaining a direct focus on ensuring marketing-driven revenue growth for their organization." Shift Paradigm + Drift "We know that engaging buyers at the right time with the right experience is critical to the success of marketing and sales teams, and more importantly, in cultivating customer relationships," said Elias Torres, CTO and cofounder of Drift. "In our partnership with Shift Paradigm, we are helping joint customers create conversations around what their buyers want and need, when they need it. It's not about putting a bot on a page; it's about deeply understanding your buyer and crafting experiences that build trust." Shift Paradigm + Tealium "There are often quality and connection problems that hold back growth," said Ted Purcell, chief revenue officer at Tealium. "In our partnership with Shift Paradigm, our joint clients are actually shifting to truly crafting world-class, real-time experiences for their customers. With Shift Paradigm's expanded capabilities, we see an opportunity to deliver more actionable results for our joint clients." On December 1, Shift Paradigm will be kicking off an educational webinar series for modern marketers called The Invisible Problem Solution Series. Each webinar will focus on a common, high level executive's request that inevitably leads to an invisible problem as a result. Shift Paradigm, along with their partners, will dive deep into how to identify the problem first and then determine if technology is the solution. These unaddressed problems are common and Shift Paradigm knows what they are and how to solve them. About Shift Paradigm Shift Paradigm, a consultancy that executes like an agency, represents an end-to-end shift in the way organizations align around growth. After pioneering the email marketing and marketing automation movements by helping thousands of organizations implement marketing technology platforms, we know that technology alone can't get your business growing. Usually, it takes a paradigm shift in the way we work. We're built specifically to solve the invisible problems that hurt revenue performance and help organizations align from top-to-bottom around growth. By breaking down the typical siloes of technology and strategy, we collaborate with clients to increase revenues, align teams, and engage your best customers. As a result, we're shifting the traditional paradigms of sales and marketing, for the better.

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CONTENT MARKETING

InfiniGrow raises $5.25 million to build a navigation system for B2B Marketing teams

InfiniGrow | May 06, 2021

Tel-Aviv-based InfiniGrow, which builds a navigation system for B2B marketing teams, today announced the completion of a funding round of $5.2 million in seed funding. InfiniGrow is the first investment of AnD Ventures, a new Tel Aviv-based VC firm, as well as several world-renowned marketing leaders such as Hubspot CMO Kipp Bodnar, Samsung SVP Dave McDowell, and successful founders such as Or Offer (SimilarWeb founder), Adi Azaria (SiSense), Eytan Stibbe, and Gil Hirsch (StreamElements). B2B marketing in the age of uncertainty Marketing wastes ~30% of their budget ($150 billion globally) on the wrong channels, allocations, and timing. This issue has been aggravated in 2020 as any marketing plan in place experienced drastic changes throughout the year and the ability to predict the impact of marketing activities plummeted. About InfiniGrow The company was founded by Daniel Meler (CEO) and Dor Lahav (CTO). InfiniGrow was bootstrapped (self-funded) for 2 years. However, InfiniGrow has, with close to no external resources, acquired dozens of large clients such as Bizzabo, Papaya Global, Orca Security, and more. Several studies released by the company indicate an increase in marketing performance of tens to several hundred percent, in only a few months.

Read More

MULTI CHANNEL MARKETING

Znode and Luminos Labs Drive Innovation with Strategic Partnership

Luminos Labs, Znode | August 19, 2022

Znode, the enterprise ecommerce platform, announces a strategic partnership with Luminos Labs, a digital commerce systems integrator. Znode is designed for B2B ecommerce with a list of native features for manufacturers and distributors. Luminos Labs has over 12 years of experience delivering complex ecommerce re-platforming to businesses. “Luminos Labs is excited to partner with Znode. The ecommerce platform is unique in that it combines native B2B functionality, true multi-channel and multi-store capabilities, and is built with an API first architecture,” says Matt Wozniak, Head of Sales at Luminos Labs. “Luminos Labs is excited to partner with Znode. The ecommerce platform is unique in that it combines native B2B functionality, true multi-channel and multi-store capabilities, and is built with an API first architecture,” says Matt Wozniak, Head of Sales at Luminos Labs. “Znode solves for fast-to-market MVP implementations, as well as complex B2B ecommerce and multi-channel scenarios.” Tom Flierl, VP of Sales and Marketing at Znode, a product of Amla Commerce, says, “Luminos Labs has a solid consulting team, global resources, and a record of delivering successful implementations. Znode customers will certainly benefit from this experience.” Visit luminoslabs.com for information on the digital commerce systems integrator. For more information on the Znode ecommerce platform, visit znode.com. About Luminos Labs Luminos Labs is a computer software company providing ecommerce software and application development solutions. Luminos Labs helps distributors, manufacturers, and retailers implement and integrate best-of-breed digital commerce ecosystems that attract, convert, and retain more customers. About Znode Znode is a multi-channel, multi-store B2B ecommerce platform developed to provide manufacturers and distributors the ability to centralize management of all ecommerce channels. Znode offers a rich set of native features to easily manage content, site search, product information, and catalogs. Created for the unique needs of B2B ecommerce, Znode’s native B2B functionality supports account-based pricing, account-based catalogs, and many more native B2B features. The headless platform is composable with over 1,200 API endpoints allowing for greater extensibility, easier integrations, and consistent updates. Znode is a product of Amla Commerce.

Read More

MARKETING STRATEGY

Trendline Interactive and LeadMD Form Shift Paradigm

Shift Paradigm | November 19, 2021

Trendline Interactive, a digital marketing agency and consultancy, together with LeadMD, a Trendline company, announced their unification under the brand Shift Paradigm. After a series of strategic acquisitions, most recently involving Data Insight Group (DiG) in February of this year, and then LeadMD in March, Trendline Interactive has been laser-focused on bringing together best-in-class teams to help clients break down silos that prevent buyer engagement across B2B and B2C go-to-market models. This unification under the Shift Paradigm moniker signifies the cohesion of a five-year acquisition roadmap, designed to amplify each organization's individual strengths, and cement the company's commitment to solving invisible problems that stifle revenue growth. "Working with Shift Paradigm as our partner in transformation has not only allowed us to innovate within our go-to-market motions but also to avoid the invisible problems that often plague enterprise organizations of our scope. By stewarding our marketing strategy throughout our stack and revenue processes, we ensure each of our business units are working in lockstep. From B2B to B2C and beyond, they've been a stellar partner and this new brand positioning reflects that often complicated value proposition in a very clear way." Laura Hibben, Global Head of Demand Generation at Atlassian Moving forward as Shift Paradigm, the agency will continue to offer deep expertise and proven best practices in designing and implementing go-to-market strategies for B2C and B2B organizations with even more capabilities around data, analytics and end-to-end execution. Shift Paradigm's services provide modern solutions that flip traditional approaches on their head and drive measurable business outcomes by leveraging best of breed sales and marketing technology, including the following platinum partners: Shift Paradigm + Adobe "For over a decade, we've leaned on the consultants at LeadMD to provide our joint customers an award-winning experience," says Tony Sanders, senior director-Americas partner sales at Adobe. "Together, we've transformed marketing departments and businesses, driving impactful growth for our customers. With Shift Paradigm's expanded capabilities in data, analytics, deliverability and governance, our joint customers can expand and improve their ability to build data-driven teams in compliance with ever-changing privacy requirements, all while maintaining a direct focus on ensuring marketing-driven revenue growth for their organization." Shift Paradigm + Drift "We know that engaging buyers at the right time with the right experience is critical to the success of marketing and sales teams, and more importantly, in cultivating customer relationships," said Elias Torres, CTO and cofounder of Drift. "In our partnership with Shift Paradigm, we are helping joint customers create conversations around what their buyers want and need, when they need it. It's not about putting a bot on a page; it's about deeply understanding your buyer and crafting experiences that build trust." Shift Paradigm + Tealium "There are often quality and connection problems that hold back growth," said Ted Purcell, chief revenue officer at Tealium. "In our partnership with Shift Paradigm, our joint clients are actually shifting to truly crafting world-class, real-time experiences for their customers. With Shift Paradigm's expanded capabilities, we see an opportunity to deliver more actionable results for our joint clients." On December 1, Shift Paradigm will be kicking off an educational webinar series for modern marketers called The Invisible Problem Solution Series. Each webinar will focus on a common, high level executive's request that inevitably leads to an invisible problem as a result. Shift Paradigm, along with their partners, will dive deep into how to identify the problem first and then determine if technology is the solution. These unaddressed problems are common and Shift Paradigm knows what they are and how to solve them. About Shift Paradigm Shift Paradigm, a consultancy that executes like an agency, represents an end-to-end shift in the way organizations align around growth. After pioneering the email marketing and marketing automation movements by helping thousands of organizations implement marketing technology platforms, we know that technology alone can't get your business growing. Usually, it takes a paradigm shift in the way we work. We're built specifically to solve the invisible problems that hurt revenue performance and help organizations align from top-to-bottom around growth. By breaking down the typical siloes of technology and strategy, we collaborate with clients to increase revenues, align teams, and engage your best customers. As a result, we're shifting the traditional paradigms of sales and marketing, for the better.

Read More

CONTENT MARKETING

InfiniGrow raises $5.25 million to build a navigation system for B2B Marketing teams

InfiniGrow | May 06, 2021

Tel-Aviv-based InfiniGrow, which builds a navigation system for B2B marketing teams, today announced the completion of a funding round of $5.2 million in seed funding. InfiniGrow is the first investment of AnD Ventures, a new Tel Aviv-based VC firm, as well as several world-renowned marketing leaders such as Hubspot CMO Kipp Bodnar, Samsung SVP Dave McDowell, and successful founders such as Or Offer (SimilarWeb founder), Adi Azaria (SiSense), Eytan Stibbe, and Gil Hirsch (StreamElements). B2B marketing in the age of uncertainty Marketing wastes ~30% of their budget ($150 billion globally) on the wrong channels, allocations, and timing. This issue has been aggravated in 2020 as any marketing plan in place experienced drastic changes throughout the year and the ability to predict the impact of marketing activities plummeted. About InfiniGrow The company was founded by Daniel Meler (CEO) and Dor Lahav (CTO). InfiniGrow was bootstrapped (self-funded) for 2 years. However, InfiniGrow has, with close to no external resources, acquired dozens of large clients such as Bizzabo, Papaya Global, Orca Security, and more. Several studies released by the company indicate an increase in marketing performance of tens to several hundred percent, in only a few months.

Read More

Events