Posted On

If you’re marketing for B2B today, you know that one tactic alone won’t be the silver bullet. It’s the collection of all campaigns and tactics working together.

Successful integrated marketing strategy starts with a committed brand focus, including a differentiated position, a compelling messaging platform with unique messages to critical audiences, and a savvy integrated marketing plan that connects all touch points that could influence and persuade buyers.

Read more »

Posted On

 

If you’re in marketing, you probably share a common impression that new marketing tools are being introduced at a rate akin to the U.S. birth rate – about one every eight seconds.

Even if you love what you’re already using, the fact that so many new features and products are being introduced so often can leave you wondering if there isn’t something new and improved that might be serving you better. (Yes, FOMO strikes marketers too.)

To help sort out the answer, I set out to review what I consider the top marketing tools for 2017, by category.

Read more »

Posted On

 

A lot of marketers pay close attention to marketing metrics that measure the results of specific campaigns: clicks, opens, likes, follows, comments, and similar kinds of engagement actions.

However, these don’t always measure the bottom-line results that you expect – hope –  will show up in company profits. When you report to your CMO, it’s essential that you provide numbers which help them justify the dollar value of marketing to the CEO and board of directors.

Read more »

Posted On

Posted On

In the old frontier days of marketing automation software – say, around 2007-2010 – it was an exciting time as marketers learned they didn’t have to keep spreadsheet notes, calendar reminders, or manually push “send” each time they wanted to communicate with target prospects.

More than 70 different vendors eventually rose to fill this new demand, with wildly varied approaches to workflow processing, site architecture, CRM integration and user interfaces. There was not even a standard definition of what “marketing automation” meant. But as the technology evolved and smaller companies merged or got acquired by larger ones, a substantial amount of industry consolidation has taken place in the last several years.

Read more »

Posted On

 

You may have heard of ad retargeting and have some idea what it’s about. If you’re wondering whether it could be a good solution for your business, here is an overview of when and how retargeting works best, and the different kinds of retargeting strategies that digital marketers are using today.

 

Read more »

Posted On

 

There is nothing worse for a marketing professional than when random acts of marketing are committed that don’t relate to the larger strategy of the business. It’s a waste of money, time and resources. To have the best impact for your business, marketing should be connected to your business growth plans and thought about holistically, rather than consisting of a series of trials and errors.

In this article, I’ll show you how to identify the most typical Random Acts of Marketing (RAMs), and help you avoid the trap of a CEO’s sudden whim to try something different – and maybe expensive – to improve short-term results.

Read more »

Posted On

 

Generating traffic and generating leads are two distinct strategies.  It’s relatively easy to lure prospective customers to your website or platform with an eye-catching piece of content that you tease out through social media or digital ad campaigns. One good hook can pique enough curiosity to get them to cruise over and check it out – for about 10 seconds.

But generating inbound leads willing to surrender their contact information on a capture form takes a little more creative effort. They need to be moved by your content and motivated to get more of it before they’ll take that ultimate opt-in bargain that marketers make with prospective customers.

Below are 11 creative content ideas for generating leads by keeping their curiosity levels high enough that they’ll be happy to opt in to your marketing list.

Read more »

Posted On

 

It’s not just millennials- all buyers today want quick but meaningful information that’s delivered in a personal way.  Today I go over the eight essential planning steps to video marketing that sells by educating, entertaining and converting the viewer.

Read more »

Posted On

 

Digital marketing – the use of online communications tools to reach desired target audiences – is no longer a new industry still finding its way. In fact, it’s advanced pretty far, especially with all the proliferating innovations in the marketing automation industry.

 

So many tools available – but what’s your digital marketing strategy? Read more »