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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 big impact on campaign performance.

PPC campaign strategies that fall into the “set and forget” category need a forensic review on a regular basis. As marketers, we need to make sure they don’t keep chugging mindlessly down tracks that are falling out of favor with the target audience.

Here, I offer some self-checklist questions and professional marketing tips using commonly available analytics tools that will help you improve PPC campaign performance.

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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 some helpful insights on how to align marketing with sales so you can all start pulling as one team.

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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 most importantly, I like to look ahead to see where the smart marketers are placing their bets for next year and beyond.

Therefore, I give you my countdown of the 10 hottest marketing trends for 2017.

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Notebook with Toolls and Notes about Customer Relationship,concept

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 about a new buyer’s journey. We also have to keep on top of their experience once they become a customer, and enter what we call the customer lifecycle.

Here, I’ll cover the need-to-know details of customer marketing and also talk about some of the top trends to watch that are paying off for many B2B companies today.

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Budget and Marketing - two folders on wooden office desk

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 of CMOs concerned marketing spend as a percentage of revenue. The answers revealed how much that number can vary depending on size and industry. Read more »

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Social marketing on green blackboard with businessman

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.

When used correctly, social media can create a strong personal connection with your prospective customers. However, marketers often make the mistake of diving into social media without a clear plan.

To benefit from B2B social media, you need to build a clear strategy that takes into account your value proposition, what you’re trying to achieve, who your customers are and what your competition is doing. Read more »

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2017 business target, 3d render, white background

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 marketing plan, or there’s an outdated and long-forgotten one and you’ve been flying by the seat of your pants a little too long. Either way, industry and marketing trends evolve so rapidly, you can’t afford to ignore this critical check-in to make sure you are set up for success in the new fiscal year.

Read on to find out what’s in a marketing plan that will keep your company on the leading edge for 2017.

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