markempa

JANUARY 7, 2013

Tweet Brian McGuire is one of those rare marketers who started in Sales and has held leadership roles in both Sales and Marketing. This experience provides him the broadest perspective of the entire lead generation funnel, from marketing engagement to close. It has instilled in him a passion for viewing Marketing and Sales alignment from the customer’s perspective, as well as the consistent messaging that results from this unique view.

Top of Funnel 258

Top of Funnel B2B Thought Leadership Work Management Marketing Funnels 258

Tomorrow People

JANUARY 9, 2013

Working as the editorial manager here at inbound marketing agency Tomorrow People , I can’t believe the naive comments about online marketing I hear people state as gospel. Here are some of the worst offenders. This news just in : people in pubs talk very confidently about topics they know nothing about. And there’s no topic people dismiss as foolishly as the world wide web.

Online Marketing 242

Online Marketing Word of Mouth Paid Search Agency Advertising Agencies 242

Marketing Insider Group

JANUARY 8, 2013

When I created my own B2B Marketing Blog almost 3 years ago, I looked out across the blogosphere and asked “what do I have to say that is unique, valuable and helpful?” And so I created the B2B Marketing Insider to help provide an insider’s point of view. I made a lot of mistakes and learned through a ton of trial and error. But mostly, I looked to experts in the industry who had already blazed the trail ahead of me.

B2B Marketing 219

B2B Marketing B2B Thought Leadership Eloqua B2B 219

The Point

JANUARY 8, 2013

An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. This means that, in order to succeed, every word of copy should be focused on selling the offer, i.e. the primary reason why any individual would want to respond. Unless your offer and product are one and the same and the call to action is “buy now,” no-one cares about your product.

Product 194

Product Email Marketing Cross-Selling Paper 194

Advertisement

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

Paper

KoMarketing Associates

JANUARY 7, 2013

We are experiencing a significant shift in the SEO landscape which started early last year and will continue to evolve. As search engines become more aggressive in dealing with links meant only to manipulate search engine rankings, SEO’s reliant on short-sighted link building strategies are suffering mightily. As uncovered in a recent news article on our site, Search Engine Roundtable ran a poll asking whether webmasters effected by Google’s Penguin update had recovered from the dama

Link Building 191

Link Building Ad Building Ideal Customer Profiles PR 191

Marketing Insider Group

JANUARY 10, 2013

One of my first orders of business in any new year is to figure out which conferences I will attend as part of my personal development plan. With that in mind, I asked my social media connections “what are the best marketing conferences?”. The list of the best marketing conferences I compiled is based on the feedback I received from dozens of people so if I missed any, please let me know and add it to the comments below.

Conference 209

Conference Planning Best Practices Forrester 209

Webbiquity

JANUARY 7, 2013

As noted here previously, with more than 90% of high-value buying decisions now starting with online research, it’s imperative for companies to be “everywhere” online when buyers are looking for information about what they offer. Web presence optimization (WPO) is the art and science of maximizing online visibility. It’s a super-set of SEO, encompassing owned, earned and paid media, or presence.

Optimization 184

Optimization Tools PR Paid Search Agency 184

Writing on the Web

JANUARY 9, 2013

No goals for 2013. I’m not setting any marketing goals this year. Goals are bad. I am not kidding, and there’s research to prove it. This isn’t just me trying to avoid feelings of failure when I’m not seeing immediate results. Here’s an excerpt from Peter Bregman’s blog Consider Not Setting Goals for 2013 on HBR: It’s not that goals, by their nature, are bad.

Paper 163

Paper Amazon High Quality Lead Marketing 163

Biznology

JANUARY 8, 2013

I was going to write about several tools but I think I will break it down. This week, let’s look at what SocialOomph offers through its Pro account. There are some web apps that have withstood the test of time, tools that I still use and sometimes abuse. I thought I would share some of them with you, hoping that they are as useful to you as they are for me.

Twitter 162

Twitter Tools CAN-SPAM Phishing 162

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Social Media

B2B Marketing Traction

JANUARY 8, 2013

An increasing trend in the workplace is outsourcing talent for non-core business functions, and CMOs and other marketing executives are part of the trend. More and more businesses are finding that it’s increasingly difficult to hire talented marketing professionals on a full-time basis. What’s more, it’s not clear that paying the salary and benefits of a senior-level marketing executive is a requirement at all companies.

Planning 141

Planning Work Management CMO Marketing Management 141

Webbiquity

JANUARY 11, 2013

Guest post by Athena Newton. If you were to do a Google search for some of the top social networking sites , you’ll almost certainly stumble across a news story concerning privacy issues with user data. Though membership continues to grow for companies like Facebook, 2012 hasn’t been kind to the social giants when it comes to what they’re doing with all of our personal data and facts about ID theft online.

Privacy Policies 182

Privacy Policies Social Networks Privacy Opt-out 182

NuSpark Consulting

JANUARY 11, 2013

As we examine the direction that marketing is heading in 2013 and beyond, we have to look at where the influx of technology is taking consumers. With the growth of mobile technology exploding, the majority of consumers have an Internet-capable video player in their pocket. Companies need to understand this paradigm shift and adapt. While a web presence is essential as a home base on the Internet, much like office space in the physical world, providing the market with instantaneous information vi

Mobile Marketing 139

Mobile Marketing Paid Search Agency Advertising Agencies Video Marketing 139

Biznology

JANUARY 7, 2013

Photo credit: Wikipedia. In Mike Moran’s recent post, he pointed out that digital marketing is more about understanding marketing than it is about being a technology expert. I could not agree more. One certainly needs to understand the basics of marketing to be successful in digital marketing. But, I would like to take this argument even further, understanding marketing is necessary but not sufficient.

Social Media 161

Social Media Research Social Marketing Media 161

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Content

WriteSpark

JANUARY 9, 2013

At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies. But equally valuable marketing opportunities may await you in the old--through a relatively simple, fast, and inexpensive refresh of your best existing materials. For example, look at white papers and ebooks where the core content is still relevant, but information such as market statistics, application examples, and messaging

Planning 139

Planning Best Practices Content Paper 139

Direct Response Coach

JANUARY 5, 2013

Are you trying to decide between inbound and outbound marketing? You don’t have to decide. You can have them both. This is a debate that should not be taking place – not if you believe in taking a comprehensive and integrated approach to your marketing … not if you care more about solutions [.].

Inbound Marketing 130

Inbound Marketing Marketing Lead Nurturing Direct Marketing 130

Convince & Convert

JANUARY 8, 2013

Image via Glee. It used to be that the television only sat in your living room. Chances are that it still does. The difference now is that you no longer just have a television because you also probably own a smartphone, laptop, tablet computer, desktop computer, and an MP3 player. Since you own all of these devices, there is a good chance that you will probably use them while you watch television.

Television marketing 152

Television marketing Social Media Media 152

Biznology

JANUARY 10, 2013

Photo credit: The Shifted Librarian. Americans have long been wary of new technology and its potential to invade an individual’s privacy. Digital marketing has evolved so quickly that it’s hard for the average consumer to keep up. But privacy breaches – both real and perceived – put businesses at great risk. It’s up to digital marketers to reduce that risk.

Advertising Agencies 158

Advertising Agencies Work Management Paid Search Agency Privacy 158

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

Planning

WriteSpark

JANUARY 9, 2013

At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies. But equally valuable marketing opportunities may await you in the old--through a relatively simple, fast, and inexpensive refresh of your best existing materials. For example, look at white papers and ebooks where the core content is still relevant, but information such as market statistics, application examples, and messaging

Planning 120

Planning Best Practices Content Paper 120

B2B Marketing Traction

JANUARY 10, 2013

I just love infographics as a great way to capture a process and a story in a way that I can understand. One great example is the Inbound Marketing Strategy infographic published recently by Slingshot SEO (see below – included with the authors’ permission). I think this is a great tool to use as you plan or review your B2B marketing. It steps you through the 3 phases of the buyer cycle, TOFU, MOFU, and BOFU, and lists on the side what types of marketing activities or materials can su

Planning 115

Planning Inbound Marketing Marketing Plans Paid Search Agency 115

Convince & Convert

JANUARY 6, 2013

There is an almost infinite variety of minor circumstances that can occupy your attention and create frustration for social media and content marketing professionals. The pace of change is breathtaking, and the feedback loop is instantaneous. This creates a culture of disproportionate attention to detail. So much has been written about the mechanics of social media marketing in the past year, that I fear we’re losing sight of the horizon.

Social Media 151

Social Media Media Social Marketing Content Marketing 151

Biznology

JANUARY 11, 2013

Photo credit: Wikipedia. Earlier this week, I saw a piece of data that, if accurate or even half accurate, is something that every Internet marketer should fear in the same way that a kid fears the dentist. “What?” you ask. Well, kids (and many adults for that matter) are scared to death of the dentist. Why is that? It’s because they think they know what the dentist is going to do but they fear what else the dentist could do without the least bit of warning.

Mobile Marketing 155

Mobile Marketing Mobile Advertising Emarketing Wikipedia 155

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

B2B Marketing

Vision Edge Marketing

JANUARY 9, 2013

'Recently we’ve been asked about measuring brand equity. This metric is increasingly important given the brand impact of social media, word of mouth, social networks, etc. As are result, we turned to some of the pioneers in the brand measurement space to provide a foundation for how to measure brand equity in a customer-driven environment. Longtime marketing veterans may recall that in the early 1990s David Aaker grouped brand equity into five categories: Perceived quality, Brand loyalty (

Word of Mouth 111

Word of Mouth WOM Allocation Lead Scoring 111

B2B Marketing Traction

JANUARY 11, 2013

LinkedIn endorsements are important in that they build consensus about the skills you bring to the workplace. Since they are easy to give on LinkedIn (see my post on how to endorse ), they can build quickly. And, because they are easy to review at a glance, they can influence employers or referrers as to your credentials. But LinkedIn member, beware!

Linkedin 110

Linkedin Social Media Act-On Display 110

Adobe Experience Cloud Blog

JANUARY 11, 2013

by Dayna Rothman You have worked hard to create some awesome content. Now what? How do you get your thought leadership pieces to your audience? To encourage consumption of your content, you want to promote it to your prospect database, relevant customers and those in your target demographic. Promotional channels include email campaigns, events and social media.

Paid Content 105

Paid Content Promotion Banner Ads B2B Thought Leadership 105

Biznology

JANUARY 9, 2013

Photo credit: Rev. Xanatos Satanicos Bombasticos (ClintJCL). I read about this last summer, but one of my daughters called it to my attention again–a restaurant in Los Angeles that offers a 5% discount for tables that turn in all their cell phones for the duration of the dinner. So, instead of jamming cell calls and other onerous ways of forcibly stopping people from using their favorite screen, this establishment is going for something different.

Differentiation 154

Differentiation Planning Business Opinions 154

Advertiser: ZoomInfo

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

Account Based Marketing

Convince & Convert

JANUARY 9, 2013

There have been several blog posts and predictions recently ( most notably this one from Ryan Holmes, the CEO of Hootsuite ) prognosticating that email volume will diminish in 2013, as consumers make greater use of collaborative messaging tools like Chatter and Yammer. I don’t buy it. See this week’s The Baer Facts (a weekly video rant series I do with ExactTarget ) to find out why.

Social Media 115

Social Media Video Marketing Buy Tools 115

Hubspot

JANUARY 10, 2013

I was perusing Marketing Pilgrim this morning, and what did I find? A little article about some new Facebook rollout. Oooh! Maybe we should newsjack this? Oh no, my friends. The time for newsjacking is premature, it seems, because Facebook hasn't actually released any news yet. Except for, well, the fact that they're going to be releasing some news in the future.

Facebook 61

Facebook Mobile Advertising Mobile Marketing Social Networks 61

Adobe Experience Cloud Blog

JANUARY 8, 2013

by Dayna Rothman Too many marketers think of event ROI measurement as a pass/fail exercise, i.e., was the event good or not, or did it achieve more than X? Think about questions you want to answer that go beyond pass/fail. In event ROI measurement, there are many intricacies to take into consideration, such as: Is the agenda right? Is this the most fitting speaker?

ROI 104

ROI CPO Allocation Event Marketing 104