When Apple's first iPhone rolled out in 2007, B-to-B marketers started to chatter about "The Year of Mobile." The 2010 release of the iPad again raised assurances from marketers that mobile would soon eclipse other channels. Nearly eight years later, "The Year of Mobile" remains still over the horizon. But the outlook may be starting to shift among B-to-B companies when it comes to monetizing mobile marketing.
Customer experience (CX) technology is catching on fast with marketers and brand managers. Solutions range from tap-to-pay, geolocation marketing, and near-field communications to still-nascent technologies like image recognition, virtual showrooms, and voice-command speakers driven by artificial intelligence. It would seem reasonable, then, that the growth of CX solutions is also being embraced by a burgeoning new generation of digitally savvy shoppers. Not exactly.
Account-based marketing (ABM) has been embraced by many B-to-B companies as the most effective marketing solution for an increasingly digital age. But even as a proven driver of higher revenue, ABM has yet to gain widespread adoption among B-to-B brands and organizations. Perhaps the biggest reason for the disconnect, experts contend, is that account-based marketing can be an extremely tough challenge for many companies.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".