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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How Most B2B Brands Get Facebook Wrong (And How to Get it Right)

Like it or not, Facebook is a viable and important channel for B2B brands, too. Social media marketing expert Mari Smith shares her tips for making the most of its rapidly evolving marketing and advertising options.

How to Get B2B Facebook Marketing Right | OpenView Labs

If you look at lists of the most successful brands on Facebook, you’ll notice a trend. No, not that they’re food, beverage, or clothing companies (which is true). But more generally, that they’re consumer companies. Naturally, that can lead many B2B marketers to assume that Facebook — despite boasting more than 1 billion users — is not really the best forum for B2B marketing and customer engagement.

Social media thought leader and Facebook aficionado Mari Smith says that presumption is bogus.

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Email Marketing Hacks to Double Your Response Rates

Learn quick, actionable tactics to boost your email marketing performance and see measurable results.

Email Marketing Hacks to Double Your Response Rates | OpenView Labs

Last week, sales and marketing strategist Matt Heinz delivered one of the most popular presentations at HubSpot’s INBOUND conference. Not only did his session, “25 Email Marketing Hacks & Best Practices to Double Your Response Rates” fill up the room beyond capacity, attendees had to be turned away from an encore of the session rapidly scheduled for the next day, as well.

If you missed out on Matt’s presentation, or if you’re just curious to know what all the fuss was about, we’re offering a free encore encore presentation of the session live via webinar this Thursday, September 25th at 1:00PM EDT. Register now to reserve your spot.

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