How to connect with self-led B2B prospects

How to connect with self-led B2B prospects | Does your customer service match the competition's? | Infographic: How prospects are consuming webinars

Created for majed2aboshddad.majed@blogger.com | Web Version

June 25, 2020

CONNECT WITH ANA

News for business-to-business marketing professionals | ANA.net

Top Story

How to connect with self-led B2B prospects

The pandemic has shifted the business-to-business buying process even more in a self-led direction, and marketers must adapt by personalizing contextual interactions and investing in e-commerce, writes Merkle's Michael McLaren. He explains how to use search insights to develop value-driven, customized messaging and anticipate prospects' needs.

Full Story: MarketingProfs (free registration) (6/24)

	Cut your creative review rounds in half Make creative reviews easier on stakeholders and faster for your team. Securely exchange multimedia files, preview content, collect precise feedback from reviewers, assign tasks to team members and route final files for approval all in one application. Start your free trial of Hightail today.

General Insights & Strategies

Does your customer service match the competition's?

Companies cannot excel at meeting customer needs unless they know what competitors are offering and how their services match up, writes Jeff Wolf. "A critical element in retaining today's customer is actual service delivery performance, as well as what organizations do to close gaps between expectations and outcomes," he writes.

Full Story: SmartBrief/Leadership (6/23)

Infographic: How prospects are consuming webinars

This infographic from ClickMeeting displays statistics and insights about the use of webinars, including that attendees spend an average of 53 minutes watching webinars and Tuesday afternoon is the optimal time to attract audiences. The most popular webinar features are presentations, screen sharing and Q&A modes.

Full Story: MarketingProfs (free registration) (6/23)

Next Practices

How to network when events are shut down

In addition to LinkedIn and social media, professionals have other options for networking while industry mixers and conferences are canceled. Invite senior leaders to speak with a group of peers for an online meeting, look for opportunities and connections outside of your region, and use canceled events to find interesting people to privately reach out to, suggest business consultants Alisa Cohn and Dorie Clark.

Full Story: Harvard Business Review online (tiered subscription model) (6/23)

6 ways to make meetings and email more effective

(Pixabay)

High-performing companies choose direct collaboration over email and only hold meetings with the right people and clear goals, according to a Boston Consulting Group survey. The authors offer six steps to maximizing the use of email and meetings, including weekly chunks of time where no meetings are scheduled.

Full Story: The Boston Consulting Group (6/17)

SHIFTING LIVE EVENTS TO WEBINARS

Sponsored content from ON24

Taking In-Person Events Virtual? 5 Things to Consider

Why We Need Video Metrics for B2B Marketing Now

12 Amazing Tips to Boost Webinar Registration and Attendance

How COVID-19 Changed Webinars: A Comparison of March 2020 to 2019 Benchmarks

Three Reassuring Tips About Running Webinars During a Crisis

Marketing Technology & Innovation

TikTok courts marketers with business platform, AR tools

(Justin Sullivan/Getty Images)

TikTok released TikTok For Business, a platform designed to help marketers navigate its ad formats, Brand Takeovers and Branded Effects, In-Feed Videos and Hashtag Challenges. The social platform also launched an e-learning center with product guides and creative best practices, and Brand Scan, an augmented reality offering akin to Snapchat's Sponsored Lens and Word Lenses.

Full Story: TechCrunch (tiered subscription model) (6/25)

Analytics & Measurement

Facebook offers brands CCPA compliance tool

Facebook is introducing Limited Data Use, a tool that limits platform data usage for California residents and helps marketers using the platform with California Consumer Privacy Act compliance. Facebook noted usage of the tool could affect campaign performance and effectiveness and retargeting and measurement capabilities.

Full Story: Social Media Today (6/23), Adweek (tiered subscription model) (6/23)

Association News

What's next after marketing's quick shift to virtual events

The coronavirus has exacted a staggering price on the events business. But while live events continue to be canceled, the virtual future of business beckons -- and a lot faster than most marketers may have imagined.

Get the skinny on the latest media and measurement advances

At the 2020 ANA Media & Measurement Conference, Sept. 23 to 25, in Naples, Fla. and online, you'll get the latest from an impressive group of thought leaders on cross-media measurement, the evolving video landscape, multitouch attribution, in-house media and emerging media technologies.

Reserve your place today. And remember, if you can't attend in person, you can attend virtually!