Business-to-business marketers should adopt artificial-intelligence tools to help recruit the right talent and eliminate subconscious bias from the hiring process. Tools like Monster's SeeMore can sift through 100,000 resumes in seconds; CareerBuilder's Resume Database takes a more sophisticated approach than simple keyword search by identifying a person's intent within their resume copy.
FIS' Colin Day explains why the financial technology giant consolidated its marketing automation, and how a single platform enables the marketing department to effectively demonstrate its value to the business. He discusses how the move helped to identify areas of over- and under-investment, led to better lead nurturing and improved content quality.
Chris Liversidge outlines how business-to-business site QueryClick reduced its page-loading time by 74.29% by experimenting with static site generation. He emphasizes that it's essential to have a fast-loading site and describes how QueryClick achieved this with high-level architecture choices, not with complicated code optimization.
Seventy-six percent of content marketers use email marketing technology, the most popular of all marketing technology available, the Content Marketing Institute reports. Content management systems came in second place with 57% of content marketers using them, followed by collaboration software at 44% and marketing automation tools at 42%.
Brands must be customercentric to compete, and that's why "customer lifetime value" is the most essential metric to track, Kevin Bobowski writes. He suggests improving this measurement by ensuring your business is attracting the most valuable customers, by demonstrating that you understand customer's needs, and by upselling the right products and services to each client.
With the hashtag turning 10 today, brands are celebrating their most effective hashtags, those that resonated best with Twitter users. Coca-Cola encouraged users to #shareacoke, while Taco Bell released its #TacoEmojiEngine that created personalized animated gifs for those who used the hashtag.
Reebok sold out its line of "Nevertheless, she persisted" T-shirts in six hours with a real-time marketing effort. The company's PR and social media teams advertised the line on social media, linking to a blog that explained the message and its purpose in an authentic way.
Larry Culpepper is making his fourth college football season appearance this year in a Dr Pepper spot that will air on television and online. The 30-second ad shows Culpepper putting together a team of fans that includes legendary football star Doug Flutie.
Starbucks is hoping to inspire conversations with veterans in a country where under 1% of the population has experienced military service. The campaign, which bolsters the company's commitment to the 10,000 military veterans and spouses it has hired, features ad spots and a website of conversation starters to help people get to know veterans and their families.