The Walking Dead Marketing Tactics: 13 Outdated Tactics We Should Bury for Good

13 of today’s top marketers let loose on the tactics they wish would go bump and disappear in the night.

Walking Dead: Outdated Marketing Tactics | OpenView Labs

Some marketing tactics just won’t give up the ghost. Despite all evidence pointing to their ineffectiveness, companies continue to resurrect and (mis)use them. From keyword-stuffing to QR codes, these are the things that give prospects and good marketers everywhere the chills.

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Predictive Lead Scoring Made Simple

What is predictive lead scoring? Here’s a quick, no-nonsense breakdown of what it is and why it’s gaining so much traction in B2B.

What is Predictivie Lead Scoring? | OpenView Labs

With more and more B2B companies flocking to predictive lead scoring (14x more than in 2011) and more vendors like Mintigo, Lattice Engines, Infer, Fliptop, and others offering it as a service, it raises a simple but important question: what the heck is predictive lead scoring, anyway?

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How to Win Customers from Entrenched Competitors

Going head-to-head with an incumbent solution? Nir Eyal, author of Hooked: How to Build Habit-Forming Products, provides a three-step playbook for coming out on top.

How to Win vs. Entrenched Competitors | OpenView Labs

Editor’s note: In the Boston area? Come meet Nir in person. He’s hosting a workshop on building habit-forming products on Wednesday, October 22nd. Use the discount code “OpenView” for 30% off the event.

Taking on an established solution can be incredibly difficult, regardless of how good or bad it is. That’s because often what you’re going up against isn’t just a particular set of features, it’s how habitual use of those features has become.

You know what they say about old habits, after all — they die hard.

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The Lean Brand: Applying Lean Principles to Eliminate Marketing Waste

Is it really possible for companies to apply lean concepts to brand development? Jeremiah Gardner and Brant Cooper not only think so, they also wrote the book on the subject.

 Lean Brand Development | OpenView Labs

In this week’s Labcast, Jeremiah Gardner and Brant Cooper, authors of the upcoming book The Lean Brand, explain why we need a new approach to branding that centers around quick iterations and removing waste.

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Hiring your First Field Marketer: B2B Marketing’s Secret Weapon

Should a field marketer hire be your next top priority? Find out when to pull the trigger and what to look for in the role.

B2B Secret Weapon: Your First Field Marketing Hire | OpenView Labs

A Quick History of Field Marketing and Its Evolution

As more B2B SaaS companies adopt account-based marketing strategies to assist in penetrating a highly segmented list of target accounts through an enterprise/outside sales model, a strong field marketer has become one of the most sought after functions. That said, pinning down exactly what the role of “field marketing” entails can be tricky. There have been many twists and turns in its evolution, and as a result it can mean very different things to different organizations.

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Increased Customer Loyalty: Rethinking NPS Scores

Want increased customer loyalty? Start by asking your users how they feel.

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You probably keep track of all sorts of metrics. But one of the simplest (and easiest to acquire) is net-promoter score, which simply tells you how loyal your customers are. It’s also one of the least accurate data points you can track. But in this post on the Baremetrics blog, Josh Pigford explains why that’s actually irrelevant and how powerful the data can be.

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Tap Into the Benefits of LinkedIn Publishing

LinkedIn Publishing allows you to give your old content new legs in just ten minutes.

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Writing can be a tough gig. You pour time and energy into a piece and for what? If you’re publishing on the Internet the best you can hope for is that it burns like a supernova; hot and bright for an instant before fading away rapidly. But if you utilize LinkedIn Publishing properly, you can breathe new life into your words. Learn how in this post by Greg Ciotti at Convince & Convert.

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Content Marketing 101: Your Ultimate Resources Guide

Your one-stop collection of actionable tips, tools, and resources to take your content marketing to the next level.

 Ulimate Content Marketing Resources Guide | OpenView Labs

Editor’s note: This is a living document, and our goal is to update it regularly with the best content marketing resources available. Have a suggested link we should add? Let us know in the comments below.

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