Make Big Money in Cyclical Stocks in Intra, BTST, Client Mode, short Term

Cyclicals are the most misunderstood of all the types of stocks. It is here that the unwary stock picker is most easily parted from his money, and in stocks that he considers safe. - Peter Lynch 

Cyclical Stocks in Intra, BTST, Client Mode, short Term
Cyclical Stocks in Intra, BTST, Client Mode, short Term

But it's certainly prevalent in the stock market, isn't it? 

The excitement-to-fear rollercoaster ride is exactly what investors feel when they put their hard-earned money in cyclical stocks. 

As Peter Lynch rightly points out, they are the most misunderstood stocks in the market. Many of them are large caps, which are easy to confuse with bluechips. So unwary investors think cyclicals are fairly safe bluechip-like stocks. , But they aren't. 

Cyclicals, no matter how big or small, must be seen as a separate category. 

latest Hidden Treasure recommendation... Cyclicals are of two types.

The first type are companies directly related to the economy - i.e. any contraction or expansion in the economy affects them. Auto companies, capital goods, and banks fall under this category.

The second type of cyclical is a business where pricing, earnings, and cash flows are dependent on the demand-supply of their products or raw materials. Metals, sugar, and chemicals fall under this category.

So why should these stocks give investors the goosebumps? It is almost impossible to accurately predict the cycles for either of the two types.

So, while a low PE ratio would be attractive for most stocks, it is not always true for cyclicals. When a cyclical stock's PE ratio is very low, it's usually at the end of a favourable period. This is because of the disproportionate expansion in the earnings in the upturn of the cycle.

This is often a signal of cycle reversal. And once the cycle reverses, the stock falls quickly and the PE ratio adjusts higher.

This is why Peter Lynch said the worst time to buy a cyclical stock was when the past financial performance was at its best. In another words, when the trailing PE ratio of a cyclical stock is low, it usually means the stock is nearing the end of the cycle. 

This is where investors get on the wrong ride. They think they are buying a cheap stock. Then the cycle turns and the price falls. They're stuck on a train going down fast, and it could be years before the cycle turns up again. 

So how do some investors (including Peter Lynch) make big money on these stocks? 

There are two methods. Pick the one you are more comfortable with. 

The more common of the two is the timing method. Basically, you try to pick the bottom of the cycle and ride the stock all the way up to the top of the cycle. 

This is very difficult to do. Even if you are successful, you will have to endure a rollercoaster ride on the way up. That's because the markets are wary of any sign of a change in the cycle. 

Remember, everyone wants to sell at the top. So these stocks tend to react more to negative economic news than the rest of the market. This makes them extremely volatile even on the way up. 

The second method is less popular but more effective. Here's what you should do...

Pick an industry that's coming out of a major capex binge, so that more capacity won't likely be added at a fast pace.

Avoid industries where competition from new entrants is heating up.

Identify the best companies in the industry using fundamental analysis.

Find stocks that cater to a large set of clients to avoid client concentration risk.

Narrow down the ones with the healthiest balance sheets and cost-conscious managements.

Eliminate those with debt to equity higher than 1.

Don't pay more than 1.5 times book value.

Invest for the long term (3-5 years) to let the cycle play out.

This is not an exhaustive list. But it is more than enough to place you head and shoulders above most investors. 

Investing Mantra
"A prediction about the direction of the stock market tells you nothing about where stocks are headed, but a whole lot about the person doing the predicting." - Warren Buffett

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Todays Stock Market Summury - Chart of the Day 17 Jan 2017

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Talking about cyclical industries, commodities are the first thing that come to our mind. Commodity prices can have a huge impact on inflation data as well. As per the latest wholesale price index (WPI), WPI inflation accelerated to 3.39% in December 2016 as compared to -1.06% during the corresponding month of the previous year. For November 2016, WPI stood at 3.15%. 

The rise in WPI inflation is mainly on the back of rising global commodity prices and an unfavourable base effect. 

Can Inflation Come Back to Haunt the Economy?
Fuel and Power index rose sharply (on YoY Basis) on the back of the recent decision by the Organization of the Petroleum Exporting Countries (OPEC) to reduce crude oil output. Even oil producers outside the group led by Russia agreed to reduce the output. The low base effect of last year also contributed to a sharp increase of fuel and power index. 

Manufactured products inflation, which largely contributed to the uptick in December 2016 WPI came in at a 14 month high of 3.37%. However, food inflation has turned negative for the first time since August 2015 at -0.7% in December 2016 as against 1.54% in the previous month. 

In the coming months, it looks like WPI could inch up and CPI might soften. The RBI is scheduled to hold the next meeting of the monetary policy committee on 8 February and is likely to keep a close watch on these numbers.

The International Monetary Fund (IMF) has cut its GDP growth forecast for India by a full percentage point to 6.6%. This is on the back of disruption caused by demonetisation. With this, India may lose the 'fastest growing major economy' tag to China in 2016-17. 

Todays Stock Market Summury -  Chart of the Day 17 Jan 2017

In its World Economic Outlook (WEO) Update, the IMF said India is likely to grow 6.6% in FY17. The IMF also expects India's growth to pick up at a slower pace in FY18, at 7.2%, against its earlier estimate of 7.6%. 

As per the IMF, the growth forecast trimmed for the current and next fiscal year primarily due to the temporary negative consumption shock induced by cash shortages and payment disruption associated with the recent currency note withdrawal and exchange initiative. 

Earlier, the World Bank has lowered its economic growth forecast for India to 7% after taking into account the impact of demonetisation and the fall in private investments. Similarly, the growth projection by the Central Statistics Office (CSO) released earlier, has lowered economic growth to 7%. This is mainly due to an industrial slowdown and this doesn't include the impact of demonetisation. 

With GST likely to be rolled out from 1 July 2017, it will be interesting to see how economic growth estimate pans out for FY18. 

Talking about GST, as per the latest development, GST is set to be rolled out from 1 July instead of 1 April after the centre and the states struck a consensus on the contentious issue of sharing of administrative powers. The deferred implementation date gives some time for the industry to prepare after the shock of demonetisation. Immediate rollout of GST would have created disruption and discontinuity in the system. 

What remains now are the rates for various goods and services which will be decided in the near future. The real benefit of GST comes from a 'level playing field'. A common floor tax across India means that the most efficient producer will win the consumer. 

If you would like to dig deeper into the practical implications of GST, I strongly recommend you download Vivek Kaul's free report, What the Mainstream Media DID about NOT TELL YOU GST.
After opening the day in the green, the Indian stock market indices slipped into the red around noon time. IT, FMCG, and capital goods, stocks are leading the sectoral gains. 

The BSE Sensex is trading lower by 37 points (down 0.14%) and the NSE Nifty is trading lower 11 points (down 0.13%). The BSE Small Cap and BSE Mid Cap indices are trading higher by 0.4% and 0.16% respectively.

( Reported by Equitymaster)


Data Appending Services - Stay One Step Ahead to Own B2B Competition for ROI

In my last blog Why Marketer use B2B contacts list for Event ROI we talking about contact list & its benefits for ROI with Appending service.

In this post, we explaining role of Appending in B2B world for business ROI.

Everyone needs clean and accurate database with perfect prospect details which are useful for sales & marketing division for various campaigns. They need one step ahead of market competitors in business, advanced technology with update information. 

Data Appending Services - Stay One Step Ahead to Own B2B Competition for ROI
Thanks - cas-online

This is not possible with existing database, the company needs data append services provider who appends their contacts with current updated information. 

Append missing information like name, phone number or with the help of mailing address or demographic data to reach the target audiences. Data appending services is like CPR to a company by updating its contact data information with 100% accuracy. 

Data append services are useful for decision-making for data that is easily available. Every vendor does not provide perfect data, suppose you used for business it's harmful in future. Contacts with accurate details of prospects, decision makers, C-level etc., for generate business leads with better judgment.

Data append

With particular research study after appending data, give boost quality business lead increase by 72%.  

It’s uncontroversial, your business fund not going wasted suppose you hiring this kind of service vendor for improving OR Double your ROI.

A number of vendors globally, providing database appending services with high suit prices. 

Below factors, why you hire Appending service provider 
  • Refresh old data - It will help you in getting the latest prospects details like name, title, phone, e-mail ID etc., 
  • New ways of advertising and marketing - Once you have new appended data source in hand, you can touch business leads with multi-channel marketing like direct advertising and marketing strategy with a mix of e-mail, direct mail, advertising, and telemarketing tasks and you improve business relationship with client/prospects/customer. Improvement response rates of email marketing campaign with Email appending services.  
  • Save Time and resources - collecting, collating, managing as well as updating the data source and know How Data Append Services helps to your Business.
  • Competitive advantage - Right leads at the right time, you step ahead in the competition. The cost of obtaining new clients is much more than keeping the old ones, so take advantage of the potential of your existing calls.
  • You can also target specifics of your prospects while adding - such as age, sex, revenue, credit score, and so on. This will assist you in understanding your market and also craft extremely targeted advertising and marketing methods.

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Why Marketer use B2B contacts list for Event ROI

Prospects are always looking for most effective ways for boost their marketing and sales ROI and strive for no.1 optimum position in the globally competitive market. Every company wants to expand business with current clients OR add some customer with B2B contact list which can be helpful for to boost a number of sales conversions. In a global market, many vendors OR sellers can offer online accurate B2B contact lists for launching effective email marketing campaigns.

SMARTe’s Data Sourcing and Append Solution can build, scrub, append and enrich contact databases in your CRM and other campaign platforms; identify the right contacts in your target audience universe and help you gain best returns from sales and marketing efforts for high ROI.

Data Sourcing and Append is a proven solution for all your direct marketing campaign needs, including email marketing data, calling data and direct mailing data. With the rare advantage of robust technology, a practitioner’s domain expertise and astute business proficiency, SMARTe engineers B2B contact databases that address your pain areas, taking your database quality to a completely new level.

B2B contact lists

B2B contact lists consists of full contact information of potential customers such as phone numbers, email addresses etc. necessary for the launching marketing and promotional campaigns. With accurate b2b contact list, a business enterprise can directly get in touch with the prospects and making confirm, closure of business lead & invite for invest in products and services.

B2B data append services

In present, all companies are realizing the benefits of using direct emails list for increasing sales figures, there is now a growing demand for reliable B2B data append services. SMARTe offering data source appending services with high accuracy rates and with these services, you could have a reliable data source that will help double each advertising and marketing dollar you spend.

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New year gift of Tax slab modification from PM Modi - FM Jaitley, Wait-n-watch

As refer title , every person assume what is Tax slab for 2017-2018 from BJP Govt. after Cash DANGAL(movie name, act by Aamir Khan). PM Modi need more tax for development and FM Jaitley want formation as per RBI condition....

let see what happen ???, what my thinking i wrote below..... 

Modi wants to increase taxes on stock market investors. At least, this was the most common interpretation doing the rounds after his recent speech. Markets tanked on Monday at the prospect. 

There's no doubt the government needs more tax money. But they better not fall into the trap of linear thinking...or what we might call 'The Cobra Effect'. 

Word has it that when the British were ruling India, they offered a bounty to anyone who brought them dead cobras. The idea was to control the growing cobra population. But the move backfired. Instead of going down, the cobra population went up. Turns out, people started breeding cobras to get the reward. And when the government saw this and cancelled the scheme, all the cobras were released in the wild. 

Linear thinking assumes that increasing tax revenue is a simple function of increasing the tax rate. The Cobra Effect, on the other hand, alerts us to the reality of non-linear consequences. What if, instead of leading to increased revenues, the higher tax rates actually lowering revenues? 

Arthur Laffer, an American economist and former member of Ronald Reagan's Economic Policy Advisory Board, had an intuitive understanding of the cobra effect in the realm of taxes. 

Once, during a war of words about the president's tax plan, he couldn't take it any longer. He ordered for a napkin and drew an elegant chart. No one has been able to present the relationship between government revenue and taxes better than Arthur Laffer did on that cocktail napkin. 

The chart was a simple 'inverted U', a hallmark of non-linear thinking. An 'inverted U' has a peak point right at the center and tends to go to zero at both its ends.
The idea is that there exists a certain tax rate at which the government will earn the maximum revenues. And it is the government's job to find this sweet spot. Anything lower than this optimum tax rate and tax revenues would drop. Anything higher and the revenues would still drop as people would start to evade taxes or even stop working altogether. 

Whether you implement a 0% tax rate or 100% tax rate doesn't matter: Revenues would be zero. And it intuitively makes sense, doesn't it? Why would someone want to work if the government is going to take away all the income? 

Personal income taxes in India were as high as 85% in the 70s. And still, there were people who felt Indian tax rates were too far on the left side of the 'inverted U' curve. That is, they thought tax rates could be hiked even more to reach peak tax collection. But since then, taxes have come down to 30%. And many now feel that tax rates are still too high and should be lowered to reach peak collection. 

Either way, there's no denying the relationship between taxation and revenue is non-linear. There is an optimum tax rate. There is a level at which revenues will peak. 

As far as taxes on capital gains are concerned, market participants believe they are already on the right side of the curve. Any more tinkering and it may not go down well with investors. 

What about personal income tax rates? The slabs have remained constant since 1997-98. Still, they could well be on the right side of the curve; lowering income tax rates could actually end up increasing government tax revenues. 

(source :- Equitymaster Agora Research Private Limited)

Will Jaitley oblige come February 2017? If he does and the government revenues do go up, it would be a double treat for the stock markets. Both the economy and the government finances would get a boost. 

We see a minor, if not a big, relief coming for the middle-class tax payer. If for no other reason than to ease some of the pain from demonetisation. What do you think? mail me on prabhakara.dalvi@gmail.com

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Who’s Speaking at TechX: Guest Keynotes and Spotlights - Dan Morgese

this  article publish on - Who’s Speaking at TechX: Guest Keynotes and Spotlights, November 02, 2016, By Dan Morgese

Second annual SiriusDecisions Technology Exchange, which will be held in Austin on November 15-17, delegates can look forward to a great experience with a full schedule of content and activities. During the two-day event, attendees will have the opportunity to hear from dozens of b-to-b practitioners about technology best practices and real-world examples of successful implementations of marketing, sales and product technologies by b-to-b organizations.

Among the highlights of TechX this year will be more than a dozen guest speakers who will present on the mainstage and during the breakout sessions. These b-to-b leaders have compelling stories to tell about how they have leveraged the power of technologies to help fuel their results. Please follow them on social media and click on the links below for a preview of the topics that each of these featured guests will cover at TechX.

Also, be sure to start following the event’s hashtag at #SDTechX for more great content and previews leading up the event. And visit the TechX site to review the complete agenda, list of speakers and other activities at TechX.

See ya’ll in Austin!

Client Guest Keynotes

How Technology, Process and Partnership Drive Blackbaud’s Demand Center

  • Mary Pat Donnellon, Blackbaud

Vice President, Marketing, Blackbaud

  • Michelle Duckett, Blackbaud

Senior Manager, Marketing Operations, Blackbaud

Fireside Chat: What’s Fueling the Marketing and Sales Technology Market?

  • Peter Arrowsmith, JMI

General Partner, JMI
LinkedIn profile

  • Devon McDonald, OpenView

Partner, OpenView

Fireside Chat: The State of the Marketing Cloud
  • Matt Zilli, Marketo

Senior Director, Solution Marketing, Marketo

  • Kishan Chetan, Microsoft

Principal PM Manager, Microsoft

  • Stephen Streich, Oracle

Senior Director, Product, Oracle Marketing Cloud

  • Laura Horton, Pardot

Director of Marketing, Salesforce Pardot

Driving Technology Adoption in B-to-B

  • Brian Vass, Paycor

Vice President, Sales & Marketing Technology, Paycor

Guest Spotlight Speakers

The Account-Based and Customer Marketing Stack: Capabilities Required for Impact
JJ Kardwell, Everstring, President and Co-Founder, Everstring

Applying Agile: How It Can Help and When It Doesn’t
Davor Golac, Group Manager, Office 365, Microsoft

Building the Capability-Led Sales Tech Stack
Greg Munster, Red Hat , Senior Director of Global Sales Productivity, Red Hat

Building the Capability-Led Marketing Tech Stack
Peter Mcrae, TIBCO, Director, Marketing Technology, TIBCO

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Account Based Marketing Solutions with next generation Data as a Service - RC

Since couple of years, Account Based Marketing (ABM) is heralding new wave amongst B2B organizations. ABM is widely acknowledged as one of the best practices within B2B arena as it orchestrates precise targeting with focused sales and marketing initiatives hovering around set of ideal customers. 

As ABM focuses more on account- centric approach rather than contact focus, leveraging on best-fit target list  and then expand universe will be norm.

Here comes SMARTe Inc to aid and guide your ABM journey. Insightful and data driven B2B marketers across the world are reaping the benefits of maximization of data to achieve success through SMARTe’s innovative DaaS offerings. 

next generation Data as a Service (DaaS)

Relevant Contacts, next generation Data as a Service (DaaS) offering turbo charges your enterprise’s ABM initiatives with prized asset – DATA. It is proved beyond any skepticism that high quality data can make huge difference to your ABM programs, more number of enterprises are relying on SMARTe DaaS offerings.  

Relevant Contacts supports data driven ABM through:

1. Identifying best fit accounts (target account list build)
2. Delivering insights concerning accounts and contacts
3. Real time enrich of Company and Contact details

Relevant Contacts will drive your ABM philosophy with ‘relevant data’.


How to use Account Marketing for increasing ROI - ABM

A survey was being conducted recently for the B2B marketers about ABM adoption, Here is what we have learned. ABM is gaining traction with the B2B community, but the huge obstacle is, “The inability to identify specific decision-makers within targeted, in-market accounts.” This is the biggest challenge according to the surveyed marketers.

The good news is ABM investments is Skyrocketing, 57% of marketers say that 20% of their marketing budget is now dedicated to ABM; 83% say that their organization’s ABM 2016 ABM spending will be more than it was in 2015. 

In reality, the activity is good, but the execs expects ROI and customers, revenue is more important than lead volume. According to 40% of marketers, success is now measured by revenue or bookings.

So now it’s time for Marketers to execute on their ABM promises, 90% recognize the need to improve their ABM program results. Yet marketers agree two major obstacles often stand in the way of ABM success.

Identifying the right accounts & Obtaining accurate, rich data on target account decision-makers

It’s clear that traditional B2B advertising is missing the mark, 71% of the marketers say that digital B2B advertising frequently fails to meet expectations, which is probably because 96% believe that B2B advertising reaches a significant number of people outside their intended target.

Identify the accounts that show buying interest, Generate account-based decision-makers leads, Ensure lead data is rich accurate and 100% in-market companies, Quickly import complete lead data for nurturing and follow-up, Prove ABM program ROI with revenue/customers

Source :-  http://goo.gl/WIO1xr

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Marketo Honors the Best of the Marketing Nation with 2016 Revvie Awards

Marketo, Inc. (MKTO), the leading provider of engagement marketing software and solutions, announced the 2016 winners of its annual Revvie Awards. The awards highlight the most creative Marketo customers, partners, and individual marketers who found innovative ways to attract and engage customers, propel their companies to new growth and success, and inspire others.

Recipients are being honored today during the 2016 Marketing Nation Summit at The MGM Grand. With more than 6,000 registered marketers from around the globe, this year's Summit focuses on inspiring "Tomorrow's Marketer" and features thought leadership, educational sessions, workshops, and training that empower marketers of every level to succeed in today's digital era.

"Marketo is passionately committed to inspiring our Marketing Nation, and our customers and partners in turn inspire our team every day," said Sanjay Dholakia, chief marketing officer, Marketo. "Revvie Award recipients remind us that marketing programs are a powerful means to impact the bottom line and connect with customers in long-lasting and meaningful ways."

The 2016 Revvie Award winners include:

Marketo Masters: Marketing Team of the Year, Enterprise: PR Newswire
PR Newswire's challenge was to transform their marketing department from a cost center to a revenue driver. The team reimagined its go-to-market strategy, positioning Marketo at the core of its program centered on the buyer's journey. This approach resulted in a 361 percent YoY increase in marketing-influenced revenue. 

Marketo Masters: Marketing Team of the Year, SMB: Pluralsight
Pluralsight switched its marketing automation provider to Marketo to scale its programs and provide a more personalized experience for customers. Marketo's agility as a business-to-business (B2B), business-to-consumer (B2C), and hybrid marketing platform allowed Pluralsight to increase its YoY B2B opportunities by 168 percent and B2C sign-ups by 184 percent.

The Bridge Builder: 3 Day Blinds
3 Day Blinds achieved success using Marketo Ad Bridge, integrating marketing technology with advertising technology for smarter targeting, more consistent messaging, and a more cohesive customer journey. Being able to precisely tailor messages depending on the customer's stage in their journey allowed for more consistent engagement, ultimately building trust and demand. This approach increased 3 Day Blinds' ad click-through rate by 140 percent and reduced cost-per-acquisition to  just one-fifth of what it was before the integration.

The Engager: Cancer Treatment Centers of America
Cancer Treatment Centers of America (CTCA) designed a personalized, responsive campaign that supported its strength as a care-oriented business while also leveraging the latest technology to deepen customer relationships. CTCA used Marketo to personalize communications to the needs of each patient to increase the likelihood that they would choose the organization for their treatment.

The Futurist: Blackbaud, Inc.
Blackbaud used the combined power of Marketo and partners SnapApp and Uberflip to develop an interactive content marketing program to drive sales. After deploying the content globally to their customer base, Blackbaud saw exceptional engagement rates and a 56 percent rate of conversion. As a result, the transactional sales team finished its first six months on the program at 133 percent of quota, ultimately adding more than $600,000 in new sales above target.

The Globe Trotter: Laureate Education Inc.
As a network of more than 80 campus-based and online universities across 28 countries, Laureate Education Inc., deployed Marketo globally to create a personalized experience for new and current students. To-date Laureate is using Marketo to create and deploy enrollment and retention campaigns for more than 2.6 million student records.

The Stack Master: WGSN (part of Ascential Group)
WGSN created a powerful marketing technology stack by integrating Marketo with a suite of applications and functions such as predictive analytics, data visualization, APIs, and native product features. Executing this program has helped re-engage low usage subscribers five times more effectively than traditional marketing techniques.

The Transformer: CenturyLink
CenturyLink successfully executed a seamless migration of two marketing automation platforms to Marketo to support the enterprise side of its business. With Marketo, CenturyLink has improved speed-to-market for new campaigns and created a 96 percent increase in lead generation revenue over the prior year while at the same time reducing the company's marketing automation expenses.

LaunchPoint Technology Partner of the Year: Vidyard
More than 120 Marketo customers use Vidyard's integration to generate more leads and increase sales efficiency through the strategic use of online video content, one-to-one personalized video, and second-by-second video engagement data. Joint customer Tradeshift, for example, deployed Vidyard's personalized video capabilities for a campaign that saw a 300 percent increase in click-through rates and engagement, their most successful marketing campaign of the year.

Digital Services Partner of the Year: Fathom
Fathom has reaped huge rewards through its partnership with Marketo, doubling revenue YoY to-date. Highlights from 2015 include assisting in the launch of Marketo's go-to-market strategies for sports and education. As a certified transformation partner with Marketo, Fathom's unique combination of business strategy and change management is helping drive transformation for The Ohio State University Fisher College of Business, McGraw-Hill Education, EBSCO, and more.

Marketo Sales Partner of the Year: Reach Marketing LLC
Over the last nearly three years, Reach Marketing has assembled an all-star team of marketing, data, and technology experts to support Marketo adoption among enterprise businesses. This dedicated group of certified Marketo experts, as well as consultants, developers, database managers, content marketers, analysts, lead lifecycle architects, and audience development managers, has driven joint customer wins and quickly set these companies up for success.

The 2016 Revvie Award individual winners include:

Champion of the Year: Joe Reitz, STANLEY Convergent Security Solutions, Inc.
Joe Reitz is a true Marketo brand evangelist as evidenced by his tremendous dedication to the Marketo community and the Chicago User Group. Reitz has given up his own time to create world-class videos to share tips with Marketo customers, delivering best practice adoption among other users.

Marketo Masters: Marketing Executive of the Year: Thomas P. Davis, Forbes Media
Tom Davis led the transformation of Forbes' B2B sales organization from a disparate system with four different email marketing tools into one optimized marketing automation and CRM system in just two months. Implementing Marketo allowed the global sales team to see the web activity of prospects across dozens of website properties and even more languages and geographies. Through Davis' leadership, the sales team has landed bigger projects, saved time and built relationships for the future.

Marketo Masters: Marketer of Year: Barry Brown, MPulse Maintenance Software
Without any prior knowledge of marketing automation, Barry Brown took it upon himself to master and implement Marketo at MPulse. Over four years, the company's sales team tripled in size, customer retention rates exceeded 90 percent, and annualized topline revenue grew by 40 percent. Brown, who will celebrate his 70th birthday later this year, will retire knowing that he played a critical role in propelling MPulse's digital transformation.

To learn more about this year's winners, please visit www.marketo.com/summit

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How to Find Business Influencers for enrich ROI - B2community

In a study conducted by Forbes, only 1% of Millennials surveyed said that a compelling advertisement would make them trust a brand more. In fact, 33% of respondents said they rely mostly on blogs before they make a purchase. This is just one example of how today’s consumers, including everyone from Baby Boomers to Generation Z, are turning to their peers before pulling out their wallet. Social media, blogs, unboxing videos, and review sites are now an important step in the buyer’s journey. According to SiriusDecisions, 70% of the buyer’s journey is already complete before a customer even reaches out to sales.

As brands try to find new ways to reach their market, it’s no surprise that influencer marketing has the industry abuzz. Its ability to deliver ROI like no other has everyone from Jay Baer to Brian Solis talking about it, and last year Google even classified “influencer marketing” as a “breakout” keyword, meaning it experienced growth greater than 5000%!

Influencer marketing is a powerful tool, especially in a world where media is ubiquitous, and almost everyone has the capacity to articulate, repeat, or amplify an idea. But influencer marketing has to be about more than name dropping or pushing products. As marketers become aware of the benefits of this strategy, and influencer outreach programs become more popular, consumers are starting to turn a “jaundiced eye toward the endorsement itself” says Jay Baer. Your audience wasn’t born yesterday, and they can spot a hollow product placement from a mile away.

So how should you approach influencer marketing? We’re debunking the influencer marketing myths that mislead content marketers, and sharing insights into how you can find the right influencer and pull consumers down the funnel.

Myth #1: Influencers, advocates, and ambassadors are the same thing.  - business2community.com

Terms like ‘influencer marketing,’ ‘advocacy,’ and ‘brand ambassadors,’ get thrown around all the time – but do we really know what they mean and why they’re different? Let’s take a moment to set the record straight.

Let’s start at the most basic level with the fans. Fans simply love the brand. They might talk about your company or product casually on social media or with their friends via word of mouth, but they’re not paid and they’re not necessarily influential on a large scale.

Advocates are “super fans” or “brand loyalists” who engage with a brand because they truly love it and are inspired to take action, says Entrepreneur.

According to Jure Klepic of the HuffPost Business Blog, “a true advocate, often a highly satisfied customer, can be priceless.” For example, while shopping for a pair of boots at Blundstone, I received the best customer service I’ve ever encountered in the retail industry. Since then, I’ve convinced at least 10 of my friends and coworkers to purchase Blundstone boots. I’ve become a willing and outspoken advocate for the company even though they haven’t paid me a cent.

Though an influencer might have a larger audience than an advocate, peer-to-peer and word-of-mouth recommendations are highly influential, and may be just as important as an influencer’s endorsement.

That brings us to influencers. Though there’s a tendency to think of influencers simply as people or celebrities with large followings, you should really be thinking about them as people who resonate with your brand values.

An influencer might be a blogger, popular instagrammer, celebrity, or trusted industry expert. Ideally, an influencer will advocate for a brand simply because they love the product, with no expectation of compensation. However, influencers are often paid for their services or given free products and perks in exchange for a review, post, mention, or endorsement.

Ambassadors are hired by a brand for a long-term campaign. These are typically paid spokespeople who are given a deep inside knowledge of the brand or product, and usually have goals or targets that they’re expected to meet. An ambassador’s primary responsibility is to deliver the brand’s messaging to the public.

Now that we know how an advocate differs from an influencer, you’re better equipped to determine which one is best suited for your brand or campaign.

Myth #2: The best influencers have a lot of followers.

Contrary to popular belief, the number of followers an influencer has on Instagram, Twitter, Facebook, or LinkedIn is not the best way to evaluate whether they’re the right fit for your brand.

According to Baer, “we tend to confuse audience with influence.” But having a large blog readership or a ton of Instagram followers doesn’t inherently make an individual influential, it simply means they have a large following. For Baer, “true influence drives action, not just awareness.”

So, how do marketers ensure they’re cultivating awareness and action? There are two parts to this equation. Firstly, you have to ensure that you’re delivering the right content through the right influencer on the right channel. There’s no “one size fits all approach.”

You wouldn’t give a popular video game reviewer on YouTube your new kitchen gadget. Just because an influencer has a large following doesn’t mean it’s the right one. Relevance and resonance are more important than followers when assessing the value of an influencer.

Additionally, to be truly influential and drive action, an influencer must also be an advocate. It’s not enough to have someone with a large following tepidly review your product, they have to really believe in it. A modest review might drive awareness, but it won’t drive action unless they’ve become a fan of your brand.

David Alston stresses the importance of authenticity. He emphasizes the need for marketers to build genuine relationships with people in the industry that are built around a sincere desire to help them out. The same approach should be taken when searching for and building relationships with influencers. Follow and engage them on Twitter, share their content, and invest time in helping them with their cause. Michael Brenner suggests involving influencers in the content creation process to deepen the relationship. “While your ultimate goal is getting influencers to amplify your content, the co-creation project should focus on creative value for influencers as well.

Alston also recommends looking for the people in your space (and adjacent spaces) who are passionate about the same issues as you. It will be much easier to build a relationship with influencers and will give you access to the right audiences. If the audience can identify that an influencer isn’t genuinely psyched about your brand, product, or service, they’re not going to be inspired to take action. The real power of an influencer lies in their sincerity, excitement, and passion, not just the size of their audience.

So where do you start looking for the right influencer? Focus less on audience size and more on the influencer’s activity. Do they love your brand? Are they talking to an audience that might be interested in your products? Are they engaged with their audience and regularly replying and retweeting their followers’ posts? And how many people are retweeting their content or commenting on their blog posts?

For example, here at ScribbleLive we analyzed over 100 million news items, blogs, and social media sources to identify the world’s most influential CMOs. By focusing less on the audience size and more on the activity around an individual, we were able to identify the top 50 movers and shakers in the marketing world.

Myth #3: Page views and impressions matter.

Influence can be tricky to quantify and measure. Marketers are often under a lot of pressure to prove the ROI on their marketing efforts, but page views, and impressions (though important) aren’t enough. Marketers have to shift their thinking and take qualitative forms of ROI into account.

As we mentioned above, advocates can be extremely useful for a brand looking to ” unlock a new level of social media ROI and word of mouth.” You can activate existing brand advocates by making it easier for them to create and share content about your brand across their social accounts. Feature them on your brand’s Instagram, retweet them, or find a way to empower the customers who are passionate about your brand. By recognizing and engaging enthusiastic fans, you can cultivate loyalty and help spread messaging to new audiences in a less intrusive way.

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