Tanya van Soest

It's always surprising how often and easily B2B brands (especially in tech) forfeit their humanity based on the misguided fear that empathy equals loss in credibility. That's just not how buyers (ahem, aka real people) operate. We know that 35% of enterprise leaders will consider #PostgreSQL for their next project. We also know that the great majority of that group really believe in the power of #AI to change their world. Today's technologists and data teams are less defined by job titles, and more defined by the challenges they are engaged in solving for: 🚫Painless Oracle migrations to a more modern environment ☁ Greater agility across clouds 📊 Rapid analytics without disrupting performance ❇ The confidence of to 5 9's high availability 🔍 Intelligent observability across the data estate We're designing a world where these builders and explorers can realize the near-infinite potential of the world's leading database (Postgres) to solve real challenges. This is EDB, this is Postgres® for the AI generation. #EDBPostgresAI #JustSolveitWithPostgres #datamanagement www.enterprisedb.com

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What the heck is "fracking the enterprise"? It's ways to think about and plan ABM programming designed specifically to connect buying team members and connect into new buying centers so more revenue can flow from your target accounts. Join us for this fun session where my colleague Kate Jacobsen and I talk through intent data- and content-driven methodologies we're using to create better opportunities and more of them in high-priority accounts. Think data, content, and #buyinggroups. #ABM #revenueprocessoptimization Evan Liang Jeremy Schwartz Terry Flaherty

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After a restorative week away I am so excited to have come back and see the progress our team has made on the latest innovation they are working on. Quite simply, this is about using the power of data to bring clarity and insight into the complex dynamics of our world. We’ve been hard at work developing proprietary tools that analyze global sentiment and risk. So why am I so excited? For me, it's the potential to provide a window into global trends. It's about the potential for unprecedented transparency in understanding public opinion, political tensions, and potential risks in a world that is constantly in a state of flux. Imagine being able to instantly gauge the sentiment of different regions on critical issues. Or to predict political shifts before they happen. This is the potential I'm excited about! And below is just a small taster.....with more to come soon.... Always keen to connect with like-minded individuals and organizations who are as passionate as we are about making sense of the world through data. If this is you please reach out or tag someone who may be interested below as we are currently looking for test users. #PermutableAI #DataAnalytics #GlobalInsights #TechInnovation #Futurism #GlobalPolitics #PredictiveAnalytics #ArtificialIntelligence #Transparency #MakingSenseOfTheWorld Klaus Woeste Nick Reed Ruy Campos Dugone Alison Bond Dev Sharma Brett Parnell MAPM Taha Tariq Kasturi M. Hannah Papachristidis Elizabeth Stephens Rob Venn Barak Seener (CBCI) Sinan Ekim David Charlton Brandon Barford Tala Katarina Ram-Rainsford Firas Modad Stephanos Chaillou Sami Hamdi Charles Bauman

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Leveraging partners may be the piece of the puzzle your marketing team is missing. Benjamin Ard interviewed marketing expert Shannon Harper on the Content Amplified podcast to see how she builds productive partner relationships. Here are some insights from their conversation. 1. Identify Complementary Partners “I think it’s really important for B2B brands to think about who they share a target audience with and how can they work with that company to bring in more leads.” Look for companies that share your target audience but offer complementary services or products. For instance, a realtor might partner with a B2B software company specializing in property analysis. This kind of synergy (buzz word!) allows both businesses to benefit from each other’s leads and expertise. 2. Leverage Technology Technology can streamline partner management. Tools like PartnerStack (not sponsored, just a shoutout) enable you to segment your partners and tailor your approach based on different categories such as businesses, customers, or independent sales agents. 3. Educate and Enable Your Partners Education is key to a successful partnership. Equip your partners with the knowledge and tools they need to sell your product effectively. Webinars, email campaigns, and training sessions can help partners understand your offerings and how to position them in the market. 4. Customize Marketing Materials for Partner Use “Create a separate version where it can be customized for the independent sales agent to put their own information.” Tailoring your marketing materials for partner use can significantly enhance their usability. By allowing partners to customize brochures, one-pagers, and other collateral with their own contact information, you make it easier for them to promote your products. 5. Use Webinars and LinkedIn Groups for Engagement Engaging with your partners through webinars and LinkedIn groups can foster a sense of community and continuous learning. These platforms provide a space for partners to ask questions, share experiences, and gain insights. Regular interaction keeps the relationship dynamic and ensures partners feel supported. 6. Establish Clear Communication Channels Clear and open communication is vital. Whether through webinars, regular meetings, or dedicated communication channels, ensure that your partners have a platform to voice their concerns and provide feedback. 7. Create Value-Driven Content Together “Proactively think about, Hey, we already got this. Let’s make it better and let more people use it.” Collaborating on content creation can be a powerful way to add value to your partnership. Co-branded webinars, blog posts, and case studies not only provide valuable information to your audience but also strengthen the bond between partners. Listen to the full interview here: https://lnkd.in/gG6bEGSc

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The importance of a strong brand in your demand generation and ABM strategies is more critical than ever. However, there’s a disconnect between what we’re saying versus what we’re doing in marketing and where we are spending our hard fought cash. The debate over "brand versus demand" is outdated. Your brand isn't a separate component to your demand generation engine—it's the ecosystem from which all demand is built. When the economy slows, the knee-jerk reaction, especially in B2B, is to slash "nonessential" budget items like marketing and, particularly, brand development. But this ignores the fact that a brand's influence is long-lasting, reaching far beyond the immediate fiscal year. Customers engage with your brand long before considering a purchase. Every touchpoint is an opportunity to create a connection. A cohesive brand strategy ensures that each interaction is infused with your brand's character, creating a consistent and memorable customer experience. Would you agree? https://lnkd.in/eJmsKvMV #brand #demand #marketing #abm

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“75% of decision-makers and C-Suite executives say that a piece of thought leadership has led them to research a product or service they were not previously considering.” (Edelman-LinkedIn 2024 Thought Leadership Impact Report) It’s clear to see that thought leadership content goes beyond simply increasing brand awareness. It reaches decision-makers, generating demand and sales. This is a huge opportunity for your organization to stand out from the competition. The report contains some great insights, and I had to share this one with you 👇 Effective thought leadership includes these 3 elements: 1. Strong research and data 2. Helps buyers better understand the challenges and opportunities facing their business. 3. Offers concrete guidance and case studies Check out the full report by Edelman and LinkedIn. #ThoughtLeadership #ContentMarketing #SocialMedia

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Alisha Lyndon published this great article in Forbes earlier this year. Do the predictions hold up? Yes! From the conversations and research we've done at Enlyft, B2B organizations are putting increasing focus on 'ABM.' But we're also finding that many GTM teams still struggle to predict right accounts to focus on that truly match their ICP (and not just a firmographic cut). In some cases, building out AI-based predictive models is the answer. For others, it's leveraging unique data to enhance their current modeling and scoring efforts. Regardless, GTM teams need to make predictive models a priority. Ping me if I can share some examples of the work we do 👋🏻 #Enlyft #RevOps #Marketing #ABM Momentum ITSMA

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My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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Some awesome tips on Account-based Marketing from Karine Regev. Marketing into large organisations is complex and hard to measure. These ideas use data to make it less of a lottery.

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Hello fellow marketers. AI is great. But please stop copying and pasting the word elevate. ChatGPT by its own admission loves the word elevate. If you see "elevate" in a subject line, advert, email, etc. It's 99% likely someone has used AI to create that content. If that's a good or a bad thing, I'll let you be the judge. My view is, as marketers our job is to differentiate, get noticed, stand out and be memorable. Why would you use a verb that has become so ubiquitous and dare I say meaningless to "elevate your brand"

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🔥Content effectiveness is never easy to capture and measure. Clear performance indicators must be defined and agreed upon upfront. In marketing content effectiveness can make or break marketing effectiveness, depending on how it enables branded content to stand out and to trigger audience reactions. 🛎I would extend the critical balance between science and art to language management in the generative AI age. It will be enabled by data (science) and language (art). Both science and art need experts⬇ "There is a growing consensus among marketers that good content aims to influence both hearts and minds. As a starting point, it should be informative, intelligent and guided by data-driven insights. But it must also be relatable, enticing and empathetic to the challenges that customers are facing. Balancing these attributes is no easy task – it is a matter of both art and science."

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The secret sauce 🥫 when it comes to creating an effective internal comms strategy is... 🥁 RELEVANCY Great tips on how to adapt your internal communications globally for those looking to expand, including this beauty from our very own Bradley Keenan 🏂 . "Segment content for specific groups to prevent them being overwhelmed - As your team expands to a global scale, it becomes critical to ensure that your communications are reaching the right people. Your internal communications platform should have the functionality to segment content for specific groups, including region, language or department. This prevents employees from becoming overwhelmed with notifications and emails that weren't meant for them." Via Forbes : 13 Steps To Adapt Your Internal Comms Accordingly Grab all 13 in the comments below.

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As young consumers continue to gravitate toward brands with a purpose and clear dedication to diversity, it's striking that so many companies still lack diverse decision-makers. Campaign after campaign falls short because target audiences demand diversity. The beauty industry is a great example, as brands constantly lack products *and* campaigns targeting people of color. We have so much potential to do better—to be better. Increasing diversity in decision-making is the first step. #Marketing #InclusiveMarketing #Campaigns #Brands

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📢 Attention #B2B marketing professionals 📢 As audiences continue to be flooded by articles and ads — especially with AI tools speeding up content creation — it's become critical for B2B companies to adjust their strategies so they can prioritize delivering impactful, memorable content experiences around their brands. One of my favourite ways to create meaningful audience experiences from a content perspective is to incorporate interactive elements into my #marketing campaigns. The advantages of interactive content speak for themselves: 👤 77% of marketing professionals find that interactive content can earn multiple website visits and interactions from the same customers. 🛟 51% of #B2B buyers also report that interactive content supports them when navigating business challenges. 📧 52% of marketers view interactive emails as the most powerful content marketing tool. Ultimately, by incorporating interactive elements into your marketing content, you can boost audience engagement and strengthen connections around your organization. This leads to an audience base that's more interested in your solutions and more likely to make a purchase. Can't think of any good ways to start creating interactive content? Get inspired by checking out some practical tips and ideas from me and my colleagues at Pinch Marketing Inc below: ✅ Include clickable elements in your content, such as checklist boxes, buttons and dynamic diagrams. ✅ Change static infographic designs into engaging stories that viewers can explore. ✅ Embed quizzes or calculators within your content to highlight the need for your solutions in a memorable way. ✅ Make whitepapers, brochures and FAQ lists more exciting by guiding readers down the page in an interactive way. ✅ Apply subtle animations to digital text and graphics to focus your audience's attention on key takeaways. #ContentMarketing

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64% of B2B marketing leaders don't trust their measurement and analytics for decision making. Is anyone shocked by this? We're overdue for a gut check on why that is. Check out my latest blog post with a few related data points on B2B marketing's measurement challenges, what you can do about it, and a preview of what I'll be talking about next week at Forrester's B2B Summit. Reach out if you'll be there!

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I was recently asked by the Forbes Communications Council  what piece of advice I would give to a marketer starting out in their career. My answer was easy: know your audience. Sure, it is good to know their demographics and behaviors, but what are their pain points? What is causing them frustration, and how can you solve that issue to provide them with a solution? When you can master the problems of your audience, you create meaningful relationships directly with your customers, leading to impactful results. Read about all 17 tips shared in the article linked below. https://lnkd.in/efM98eri  #LifeatNCRVoyix #Forbes #CommunicationCouncil

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Are you measuring the impact of your content the same way as other teams — and should you? One thing that stood out to me from the recent Beam Content 💡report is the gap in how content marketers measure content success and how others do (full report link in the comments). Different teams are going to value different things most of the time. But, I do encourage content folk to always be aware of the sales and revenue impact — even if it's a few steps down the line. What is your primary metric for measuring content success at your company?

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Not sure if your first half marketing made an impact? Don’t guess, let us help you reach your intended audience. Go to #boldmarkingandcommumications to learn how and set up an appointment.

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