Actor Chitrangda Singh believes it is important to focus on the mental health of women during the lockdown and the whole family needs to come together to help her. The actor also urged women to not push themselves too hard to

Actor Chitrangda Singh believes it is important to focus on the mental health of women during the lockdown and the whole family needs to come together to help her. The actor also urged women to not push themselves too hard to

Guru Nanak Jayanti, also known as Guru Nanak Praksh Parv or Guru Nanak Guruparb is celebrated on the Poornima (full moon day) of Kartik Maas. This year the same is being observed and celebrated on 12 November 2019. Guru Nanak was

Guru Gobind Singh who is also spelt as Guru Govind Singh was the tenth Guru of the Sikh community. Guru Gobind Singh Jayanti marks his birth anniversary and is one of the most important occasions celebrated and observed by Sikh people.

Today is the birth anniversary of Guru Gobind Singh, the tenth Guru of Sikhs. The Sikh community will be celebrating his birth anniversary with great enthusiasm and his teachings have always enlightened people to change for good. On this day, people,

Since India went under a complete lockdown, the doctors, nurses and other healthcare professionals who are selflessly taking care of the COVID-19 patients are facing a lot of problems due to social stigma and discrimination. Healthcare professionals and their families are

As of today, there are 3,230,433 coronavirus cases with 228,394 deaths. On a hopeful note, 1,007,136 have recovered. As the coronavirus pandemic takes an ever-larger toll across the world, extensive researches and surveys have been exploring who is at greatest risk

COVID-19 lockdown has affected the livelihood of many people worldwide. A study published on 3 April in a journal named JAMA Psychiatry says that in addition to the COVID-19 deaths due to infection or illness, people are also dying of suicides

Believe it or not, commitment phobia is a real problem and there are many people who have this phobia. Those who don't know, commitment phobia is the fear of giving your commitment to a person, your partner or to your work.

In the last week the Indian rupee ended lower by 45 paise at 75.55 on May 8 against its April 30 closing of 75.10.

American Singer Pink took to her Instagram on Saturday, and shared that she and her three-year-old son, Jameson tested positive for the novel Coronavirus two weeks ago and have been cured after treatment. Pink shared a sweet picture of herself

"The abrupt end of the recovery has certainly caught the participants completely off-guard," said Ajit Mishra, VP - Research, Religare Broking.

Volatility is likely to continue in the near term and the immediate resistance for the Nifty stays at 9,450 levels.

New or higher taxes are justified only when the economy is booming, the former finance minister said, dubbing the imposition of taxes as "cruel".

Housing demand has been affected badly because of nationwide lockdown to control coronavirus disease.

Online applications are invited from female candidates for admission to 4 years B.Sc (Nursing) course at Colleges of Nursing of Armed Forces Medical Services. The course commences in 2019. Candidates who complete the four-year nursing course will be granted permanent/ Short

All India Institute of Medical Sciences (AIIMS) New Delhi has released the official notification for admission in B.Sc (H) Nursing/ B.Sc Nursing (Post-Basic)/ B.Sc (Paramedical Courses) 2020. The online applications are invited for admission to the courses of AIIMS New Delhi

The Dow Jones Industrial Average rose 358.51 points, or 1.51%, to 24,133.78, the SP 500 gained 41.74 points, or 1.47%, to 2,878.48 and the Nasdaq Composite added 95.64 points, or 1.11%, to 8,730.16.

The Dow Jones Industrial Average rose 82.68 points, or 0.34%, to 24,216.46, the SP 500 gained 5.47 points, or 0.19%, to 2,883.95, and the Nasdaq Composite dropped 41.05 points, or 0.47%, to 8,689.12.

The Dow Jones Industrial Average rose 532.31 points, or 2.21%, to 24,633.86, the SP 500 gained 76.12 points, or 2.66%, to 2,939.51 and the Nasdaq Composite added 306.98 points, or 3.57%, to 8,914.71.

On 20 April, Moneycontrol first reported that ICICI Bank has an exposure of $100 million (about Rs 760 crore) to Hin Leong. 

Some trends are worth the hype and organic hair products is one such trend. Switching to natural and organic products seems like a gamble that we are not too crazy about. Don't you think that it is high time that you

COVID-19 lockdown has affected the livelihood of many people worldwide. A study published on 3 April in a journal named JAMA Psychiatry says that in addition to the COVID-19 deaths due to infection or illness, people are also dying of suicides

The Ministry of Health (MoH) said the foreign workers living in dormitories form the bulk of the cases of the new 768 new infections.

Some trends are worth the hype and organic hair products is one such trend. Switching to natural and organic products seems like a gamble that we are not too crazy about. Don't you think that it is high time that you

The remote-controlled, four-legged machine built by Boston Dynamics was first deployed in a central park on Friday as part of a two-week trial that could see it join other robots policing Singapore#39;s green spaces during a nationwide lockdown.

The 92-year-old habit of presenting a separate Railway Budget has finally come to an end. Railway Budget has been merged with Union Budget. The government has also advanced the date for Budget presentation and having just one head of expenditure by merging both plan and non-plan expenditures.

The elections in five states, he said, are likely to be held in phases and the government in no way wants any of them to clash with the Budgetary exercise.

Most people focus on returns and chase products that offer the best returns at any point.

This is the biggest ever single day sale for Bangalore-based Flipkart, since the time the company started in 2007.

"At this time, instead of reducing prices, the decision of the government to raise prices of petrol and diesel by Rs 10-13 per litre is unfair and should be withdrawn" he said

Brent crude was up 47 cents, or 1.5%, at $29.33 a barrel by 0121 GMT, having fallen nearly 1% on Thursday.

When people think of account-based marketing (ABM), they tend to think of it as a smaller-scale practice. Since ABM is fundamentally built around focus in the aligned pursuit of high-value accounts, it’s often associated with a significant reduction in target market scope (i.e., “Let’s narrow down to our 20-30 most promising accounts).

This itself is a constraint from which B2B marketers need to break free, which is why Gary Gerber stood out as a fitting guest for the first interview in our second season of Break Free B2B. At B2B Marketing Exchange in February, he sat with TopRank Marketing President Susan Misukanis to unpack what’s needed to bring ABM to the next level.

Gary and his team at Folloze helped Cisco develop a sophisticated and highly effective ABM program that targeted 20,000 customers through one-on-one, personalized content and messaging.

How can other B2B marketers achieve this level of scalability in their ABM efforts, overcoming one of the biggest remaining hurdles holding back this fast-growing approach? In large part it’s about rethinking our tools, Gary suggests, while leaning on a rather literal metaphor.

“You have to focus away from blunt instrument tools,” he says. “I’m not bashing blunt instruments, by the way, because a hammer is one of the most useful tools in your toolkit, but you wouldn’t use it to repair a watch. So you need to migrate to tools that let you [achieve] that kind of precision, because that’s the only way you’re going to build trust with your customers.”

[bctt tweet="“A hammer is one of the most useful tools in your toolkit, but you wouldn’t use it to repair a watch.” @Gary_Gerber of @Folloze on the need for more precision in #ABM. #BreakFreeB2B" username="toprank"]

Solutions like Folloze’s platform, which enables the delivery of personalized experiences at scale, are helping pave the way. But it’s not just about technology. Reaching a state of advanced ABM also requires shifts in organizational mindset, philosophy, and operation.

Gary and Susan cover the gamut in their 18-minute conversation. You can watch, listen, or find key excerpts and takeaways below.

Break Free B2B Interview with Gary Gerber

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

• 1:30 - Recognizing that change is inevitable
• 2:30 - Where is ABM in terms of market maturity?
• 4:45 - Helping clients recognize shortcomings and make incremental progress
• 6:30 - Approaching the marketing funnel from an ABM standpoint
• 9:30 - Re-centering on the fundamentals of ABM targeting
• 11:15 - Where are you seeing successes in ABM?
• 13:15 - Optimizing for the future by taking the right steps right now
• 16:00 - Gary's personal hobbies and philosophies
• 17:15 - How can modern digital marketers break free?

Susan: What's your consulting approach? As marketers, we can't just tell our clients, "You're wrong, do it my way." How do you inch them toward making incremental progress?

Gary: It's an interesting question because when we talk to people, the tools that people are using are the same ones that worked well 10 or 15 years ago. People built their careers on tools like marketing automation and things like that. So it is challenging to tell them, "Those tools are blunt instruments by today's standards."

You have to focus the other way, on what's not working, on the pain. Because there is pain there, especially if they're under the gun for an account-based program, and for pushing things through the funnel, right? We like to talk about the three symptoms that marketers today are subject to: funnel starvation, pipeline constipation, and sales frustration. They can't get stuff into the top of the funnel anymore, whatever they get in the funnel doesn't come out, and they're under the gun there because sales and the entire organization is looking to them to move opportunities and it's not happening. So if you can put it in terms along those lines most marketers will eventually have to concede. 'Cause everyone's feeling that pain in B2B.

[bctt tweet="“We like to talk about the three symptoms that marketers today are subject to: funnel starvation, pipeline constipation, and sales frustration.” @Gary_Gerber @Folloze #BreakFreeB2B #ABM" username="toprank"]

Susan: Do you counsel equal focus on the top, middle, and bottom of the funnel to try to get things moving? Or is the first thing, you gotta fix the top of the funnel? What's your methodology?

Gary: Well, if you think about what ABM is, especially if you're doing it right, it's almost not a funnel mentality at all anymore, right? We refer to it as full cycle personalization, or some people are saying bow tie. If you're approaching it with that funnel mentality, you've almost doomed yourself to failure right from the start in 2020.

[bctt tweet="“If you're approaching #ABM with that funnel mentality, you've almost doomed yourself to failure right from the start in 2020.” @Gary_Gerber @Folloze #BreakFreeB2B" username="toprank"]

There’s an analogy others are using and I agree with it: it’s like a football team or a soccer team running down the field together. So the focus isn't on top of funnel or middle of funnel, it's on -- by definition -- the accounts themselves. And as sales and marketing are running down the field, they're bringing the account and the individuals together along with them. It's a journey.

And so how do you do that? You can't do that by sending them mass emails because everybody's getting that. Ultimately what it's about, and I've said this to other people, it's about building that relationship with them. More importantly, it's about building a relationship that's built on trust, not on hype. Because if you've built that trust and you're adding that value to them that they trust you're interested in their success, and you're providing information and content and messaging and whatever it is, that will help them be successful. They'll happily march down the field with you because you're adding to their success.

Susan: So let's talk about what's working in ABM these days. Where are smart modern marketers really experiencing some great progress from your perspective?

Gary: Most people think of ABM, as you mentioned before, as, "Well, I'm going to pick my top 20 accounts and I'm going to focus everything I got on them, and the rest of the 88,000 or whatever, oh well too bad, them we'll just spray and pray with a nurture campaign or something like that." And it's interesting because when you stop and think about it logically, limiting it to your 20 or 25 or whatever, that's a technical limitation, right? It's because I can't do what I want to do -- create a deeply personalized, individualized, valuable, trust building experience -- with more than those 20 people because there's me and this person, that's all that we can do.

But there is no procedural reason for that. If you could do [personalization] for everybody, then you would, but you can't. And so, Cisco is a really awesome example. What they've been able to do is actually automate a lot of what's manual to create these very individualized experiences where they’re getting content, and imagery, and messaging, and information, and everything that is very salient to them, that they used to have to build by hand, so it took hours for each … it’s automated, so they kind of wind it up once and this goes out. So Cisco is actually doing one of the largest ABM programs in the country.

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

• Break Free B2B Series: Jon Miller on How ABM Can Help Marketers Keep Their ‘Ship’ Together
• Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics
• Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

The post Break Free B2B Marketing: Gary Gerber on Scaling ABM without Losing Focus appeared first on Online Marketing Blog - TopRank®.

10 B2B Tech Categories Gaining Interest Because of COVID-19
Telemedicine, electronic signature, online conferencing, and mobile app development were the most swiftly-rising B2B technology software categories, according to recently-released report data, showing rises of as much as 613 percent since the global health crisis began. MarketingProfs

Magnifying the Massive Growth of B2B Marketplaces
87 percent of B2B buyers and 97 percent of millennial B2B buyers purchase through online marketplaces, according to recently-released report data, also showing that millennials have preferred review websites and web search as top pre-purchase research resources. G2

Exclusive: Mary Meeker's coronavirus trends report
Mary Meeker, publisher of the Internet trends report since 1995, recently released a special coronavirus trends update, which found that on-demand platforms and online marketplaces have been seeing big numbers and high growth, among other items of interest to B2B marketers. Axios

LinkedIn Is Working on Polls and a New Hashtag 'Presentation Mode
Microsoft-owned LinkedIn (client) has been testing poll and hashtag presentation mode features, items that could eventually become part of the professional social network for its 675+ million members. Social Media Today

Marketing Benchmarks and Trends Overview: The Surprising Impact of COVID-19 on Organic Search Traffic
Some 63 percent of marketers said that they are increasing their focus on SEO due to the ongoing global health crisis, while organic search traffic for overall B2B industries grew by 11 percent during the first quarter of 2020, according to new survey data of interest to digital marketers. Skyword

How Different Generations of Consumers Use Social Media [Infographic]
Gen Z is most likely to use Instagram to follow brands, while millennials and Gen X prefer Facebook, according to recently-released business and consumer survey data, which also showed that when it came to making purchasing decisions, YouTube was the leading social media platform for members of all three demographics. Social Media Today

Millennials, Gen Z Want Distraction—and Action—From Brands During Crisis
During the pandemic, baby boomers say that they want brands to support their employees and donate to the needy, while younger generations say they are paying more attention to how brands are advertising, according to recently-released survey data. Adweek

Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days
Facebook has been testing an option that allows ephemeral stories to extend their traditional publishing lifespan from 24-hour to three days, a feature that could eventually attract more brands to Facebook Stories. Social Media Today

Google Ads Data Hub testing audience lists for display campaigns, adding new features
Google has begun testing an array of new features within its Google Ads Data Hub — changes that could bring marketers the ability to work with same-day impression data, new sand-boxing options, and more, the search giant recently announced. Marketing Land

Strength in Customer Journey Mapping A Distinguishing Factor for B2B CX Leaders
Mapping out customer journeys to learn key touch-points is the primary characteristic of B2B marketing customer experience (CX) leaders, according to newly-released survey data, followed by collecting and acting on Net Promoter Scores. MarketingCharts

ON THE LIGHTER SIDE:

A lighthearted look at urgency without clarity on digital transformation by Marketoonist Tom Fishburne — Marketoonist

Facebook Employee Wastes Whole Day on Facebook Again — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Why Personal Branding Is More Important Than Ever For The C-Suite — Forbes
• Lee Odden — 28 Social Media Experts to Learn From (Listed by Platform and Skill) — Social Agency Scout
• Joshua Nite — 10 Tips for Changing Business Strategies During Times of Crisis — Small Business Trends
• Lee Odden — Up next on Live with Search Engine Land: Content marketing during COVID-19 — Search Engine Land

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thank you for taking the time to join us, and we hope you'll return next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don't miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post B2B Marketing News: The B2B Categories Rising During Crisis, New Search Traffic Data, B2B Marketplaces See Growth, & Google’s New Ad Features appeared first on Online Marketing Blog - TopRank®.

Priest Don Giuseppe Castelvecchio hasn't been able to conduct services in his San Fiorano church for two months. In the town where restrictions are easing, his sermons delivered from a loud speaker in a car are a welcome relief. Joe Davies reports.

Forrest Galante, a host of 'Extinct or Alive' on the 'Animal Planet,' recounts the locating of the Fernandina Island tortoise that hasn't been heard from since 1906. (Dan Fastenberg reports.)

The U.S. Department of Commerce is close to signing off on a new rule that would allow U.S. companies to work with China’s Huawei Technologies on setting standards for next generation 5G networks, people familiar with the matter said.

Opera singer Victoria Robertson is accustomed to performing on stages much bigger than the five-foot wide front porch of her San Diego home. But with concert venues closed and work at a standstill due to the coronavirus pandemic, she decided to make the most of it.

Pakistan will begin lifting its coronavirus lockdown on Saturday, Prime Minister Imran Khan said, hours after the country announced its highest daily increase in new cases.

Japan's Nintendo said Thursday it sold 21 million Switch units in the year ended March, smashing its forecast of 19.5 million units, with hit title Animal Crossing: New Horizons shifting 13.4 million units in its first six weeks. Ciara Lee reports

Priest Don Giuseppe Castelvecchio hasn't been able to conduct services in his San Fiorano church for two months. In the town where restrictions are easing, his sermons delivered from a loud speaker in a car are a welcome relief. Joe Davies reports.

The U.S. Department of Commerce is close to signing off on a new rule that would allow U.S. companies to work with China’s Huawei Technologies on setting standards for next generation 5G networks, people familiar with the matter said.

Singapore unveiled a four-legged canine-like robot on Friday (May 8) to remind park goers to maintain social distancing.

A king kobra is spotted near a train station in Singapore, animal rescuers were alerted to catch it.

Singapore unveiled a four-legged canine-like robot on Friday (May 8) to remind park goers to maintain social distancing.

A king kobra is spotted near a train station in Singapore, animal rescuers were alerted to catch it.

Welsh mezzo-soprano Katherine Jenkins will stream a concert from an empty Royal Albert Hall on Friday evening, as locked-down Britain marks the 75th anniversary of "Victory in Europe" Day.

Before she was laid off from her bartending job in Charleston, South Carolina, Shana Swain used to spend her nights serving food and mixing Manhattans and Cosmopolitans.

Far from barking its orders, a robot dog enlisted by Singapore authorities to help curb coronavirus infections in the city-state politely asks joggers and cyclists to stay apart.

Before she was laid off from her bartending job in Charleston, South Carolina, Shana Swain used to spend her nights serving food and mixing Manhattans and Cosmopolitans.