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Welcome to the Modern Marketing Blog, where we explore the newest trends and strategies that are shaping the world of marketing.

In this edition, We had the privilege of interviewing Shelly Littman, Marketing Manager at Enact. In this intriguing conversation, Shelly sheds light on the ever-changing landscape of marketing, touching upon emerging trends, strategies for trade shows, and the profound influence of artificial intelligence (AI) in shaping the future of marketing in 2023.

The following blog post is a summary of Shelly’s perspectives and expertise.

Embracing the Work-from-Home Lifestyle for Marketing Success

The work-from-home lifestyle has become the norm, and Shelly points out how it’s influencing B2B marketing. Webinars emerge as powerful tools to connect with customers and partners alike. The ease of reaching a wider network through strategic partnerships adds a new dimension to marketing efforts.

Webinars have become the go-to mode of communication, replacing in-person meetings with virtual engagements. Companies are discovering the advantages of this format, not only in terms of convenience but also in reaching a broader audience. As Shelly explains, hosting webinars enables marketers to discuss different features and product releases efficiently within a 45-minute session. It’s a win-win situation as customers get valuable insights into the company’s offerings, and businesses can showcase their expertise and products effectively.

One of the key takeaways from Shelly’s experience is the power of partnerships. By collaborating with other businesses that share the same audience, marketers can amplify their reach and impact. Hosting joint webinars with strategic partners has proven to be a game-changer in driving engagement and generating leads. It’s not just about reaching more people; it’s about leveraging mutual trust and credibility to create a more compelling narrative.

Maximizing Webinar Impact: The Power of Exclusive Content

As we ponder the role of webinars, the question arises – how can we leverage this treasure trove of content on social media? Shelly’s advice is invaluable: withholding recordings for a brief period to boost live engagement and audience interaction. Exclusive content holds the key to capturing the audience’s imagination and driving their active participation.

When participants know that the webinar recording will be available later, there might be a tendency to skip the live session. To maintain a dynamic and interactive environment, marketers can tease segments of the content, providing just enough to entice viewers without giving away everything. This strategy creates a sense of urgency and excitement around the live event, leading to higher attendance rates and meaningful interactions during the session.

Furthermore, Shelly emphasizes the importance of creating fresh content for social media platforms that complements the webinar. Short, engaging clips that highlight key takeaways, insightful quotes, or intriguing visuals can spark curiosity and attract potential attendees for the next webinar. The goal is to foster a sense of community and encourage ongoing engagement beyond the confines of the live event.

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Navigating Trade Shows Post-COVID: Budget-Friendly Strategies

The pandemic brought trade shows to a standstill, but now we’re venturing back into these vibrant events. Shelly shares ingenious strategies to optimize budgets by using digital technology and dynamic TV screens. These cost-effective approaches amplify brand presence and attract high-quality leads, rejuvenating the allure of trade shows in 2023.

In a post-COVID world, businesses are mindful of resource allocation and return on investment. Allocating a significant portion of the budget to trade show booths with printed graphics might not be as impactful as it once was. Shelly’s solution is ingenious: replace printed graphics with eye-catching TV screens displaying product demonstrations, customer testimonials, and engaging visuals. This dynamic approach not only saves costs on printed materials but also allows for real-time updates and content rotation, keeping the booth fresh and intriguing.

To maximize the impact of trade show attendance, pre-show promotion and post-show follow-up are crucial. Social media campaigns, targeted email marketing, and personalized invitations build anticipation and encourage attendees to visit the booth. Post-show, nurturing leads and building lasting relationships through tailored content and interactions can convert leads into loyal customers.

AI: Your Marketing Ally in 2023

AI stands tall as the revolutionary force transforming marketing strategies. Shelly enlightens us about the prowess of AI tools like ChatGPT and Jasper AI. From audience targeting to content optimization, AI’s far-reaching applications are rewriting the marketing playbook. Moreover, AI becomes the go-to brainstorming partner for marketers, fostering creativity and innovation.

AI has become an integral part of marketing operations, offering unprecedented levels of personalization and efficiency. Targeted advertising, powered by AI algorithms, enables marketers to deliver the right message to the right audience at the right time. This not only improves customer experience but also optimizes ad spend, making marketing campaigns more cost-effective.

Shelly’s insight into AI’s role as a brainstorming partner is fascinating. With AI-generated ideas and prompts, marketers can overcome creative blocks and explore new avenues for content creation. AI doesn’t replace human creativity; instead, it complements it, providing inspiration and assisting marketers in delivering innovative and relevant content.

As we wrap up this captivating interview, we’re thrilled by the boundless possibilities that await marketing in 2023. The work-from-home trend, thriving webinars, resurgent trade shows, and the omnipresence of AI weave a fascinating narrative for the industry’s future. Our heartfelt appreciation to Shelly Littman for her valuable insights that have enlightened us on this exhilarating journey.

Want to grow your business through cutting-edge marketing tactics? Influicity is an award-winning agency working with some of the most innovative brands today. Please reach out for a strategy call

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