What Do Great Leaders Expect from HR in 2019?

Great leaders at top organizations expect HR professionals to be strategic. They want HR to understand the dynamics of the business and to be able to apply HR resources toward supporting business outcomes. How can you show that you understand the dynamics of your organization? Through diligent reporting on how your team deployed the resources of the HR department.

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Katie Gilmore
How Can You Stay Top of Mind with Your COIs?

Staying top of mind with your Centers of Influence isn’t easy. If it was, everyone would do it. As your network expands, your ability to spend time face-to-face with each member of it decreases. And as your network becomes more sophisticated and populated with more talented and highly-connected people, it becomes less likely that your network members have time to catch up with you in person or on the phone every month.

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Katie Gilmore
AMA Indy Kicks Off with Customer Experience Discussion

As many of our clients and friends know, I'm proud to volunteer for AMA Indy, and am returning to the Board of Directors this programming year as Immediate Past-President. We have a fantastic group of people on the board who are sharing their time and talent to strengthen our marketing community. I hope you'll join us for our kick off event on August 14th!

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Katie Gilmore
When it Comes to Content, More is More

Don’t let the term “TL;DR” (too long; didn’t read) fool you into thinking people aren’t reading articles that are longer than a tweet. In a world where people have so much information coming at them, they are reading and sharing thoughtful, informative and, typically, longer articles. If you aren’t investing in long-form content for your website, you’re missing out on boosting your company’s credibility, conversion rate and clicks to your website. 

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Jennifer Nelson
Capture Your Target Client with Account-Based Marketing

For as long as most marketers can remember, the goal of an integrated content marketing plan was to cast a wide net among prospective customers and hope you get one or two of those companies to become clients. But what if targeting just one large customer and putting all of your marketing efforts into gaining that company as a client yielded a better return on your investment? A blog post from Drift uses a fishing analogy to describe an emerging marketing method that has proven to be more successful – account-based marketing. Consider traditional marketing efforts to be using that wide net in an ocean of prospects, hoping that a few you’ve caught stick around and become customers. As Erik Devaney explains it, account-based marketing (ABM) is like spearfishing. You see the fish you want and aim straight for it with your spear, ignoring all of the other fish around it.

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Jennifer Nelson
Take Action: Create an Effective Call to Action on Your Website

People are bombarded every time they surf the web with call to action messages. “Subscribe today,” “Buy now,” “Join our team,” “Don’t miss out!” What makes someone decide to purchase your product or utilize your service (or even just learn more about it) is an effective call to action message. So, how do you create one? Your website needs a call to action.

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Jennifer Nelson
Facebook, Twitter and LinkedIn are Still the Key Networks for B2B

Our clients often ask me how they should leverage social media for their companies. The obvious answer is lead generation. But sometimes clients need to lay the groundwork for awareness of a new problem in the marketplace. Social media is a great place to listen, learn and lead the conversation around solutions to those problems. Marketing Profs shared this week that B2B companies continue to find success on Facebook, Twitter and LinkedIn. You may not have time to give to all three networks. That's ok. Pick one and get engaged with it. You'll find that you get out what you put in.

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Katie Gilmore