Often times, a PPC campaign runs like clockwork. They are so fully automated that we tend to just check the standard metrics for our periodic reports, but don’t look too deeply into what’s really going on in the user experience. Many marketers aren’t paying attention to the small details that can actually have a… Read more »
Posts By: Shannon Prager
There’s a classic conflict between Sales and Marketing teams at many companies, where each tends to undervalue the other’s contributions to revenue growth. If allowed to fester unchecked, this mutual antipathy works against the best interests of customers, the company, and the individual adversaries themselves. It doesn’t have to be this way. Here are… Read more »
As someone whose job and professional interests draw me to follow the cutting-edge trends in digital marketing, it helps me to gather my observations on this fast-evolving industry into a bigger picture. I like to understand why we do things differently now this year than we did last year- or three years ago. But… Read more »
In last week’s blog, I talked about the customer lifecycle, and how savvy management of your existing customer relationships can be a primary growth driver. This week, I drill down to look at two powerful techniques for nurturing and expanding the value of your company’s existing customers: cross selling and upselling.
Are you thinking about your customers in your marketing plan? Because if you’re not, you can bet your competitors are! Because so much of a marketer’s focus is on new customer acquisition, sometimes we forget that nurturing your existing customer base is just as important and, in most instances, even more profitable. It’s not just… Read more »
The “magic number” for a marketing budget has traditionally been to allocate 10 percent of gross revenue to marketing and sales. But this is not a one-size-fits-all number, and a lot depends on your company’s years in business, as well as your industry. One of the questions in the 2014 American Marketing Association/Duke University survey… Read more »
Social media for a B2B marketer can be a tricky thing. It’s easy to share content that is funny or entertaining, or to promote a brand. But most B2B marketers are challenged with using social media to attract new buyers, so sharing rich educational content that establishes you as the quality, go-to source is often the best choice…. Read more »
Is your marketing plan refreshed and ready to go for the coming year? Usually, a marketing plan will be an essential component of any business plan. And even though creating or updating a marketing plan should be an annual exercise, it’s a step that’s often overlooked. It may be that your company never had a formal… Read more »
With so many digital marketing agencies clamoring for your business and offering, in theory, the same type of services, how do you judge the quality of the services and their ability to execute? When choosing a digital marketing agency, here’s how to tell whether one is truly a cut above the rest.
We’re a society of watchers, more than readers – and growing numbers of business decision makers are basing their purchases on what they see in an online video. Here are some video marketing stats from 2016 that B2B executives can’t afford to ignore.