January, 2009

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Learn how to create content that improves your lead gen conversions

markempa

B2B marketing efforts heavily rely on content as a lead generation incentive. To be effective in the lead gen cycle, this content has to be something your prospects yearn to read or view. You’ll want to create content that will actually help your sales team have a valid reason to follow-up. Marketers looking for ways to create this relevant content will get practical training during MarketingShepa’s B2B Webinar Training coming up January 29 from 2 p.m. – 3:30 p.m.

Lead Gen 120
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Salespeople: One Question Matters Most

Customer Experience Matrix

Back in December, the Sales Lead Management Association and LEADTRACK published a survey on lead management practices that I haven’t previously had time to write about. (The survey is still available on the SLMA Web site.) It contained 10 questions, which is about as many as I can easily grasp. The two clearest answers came from questions about the information salespeople want and why they don’t follow up on inquiries.

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Business Lessons From Mars

Smashmouth Marketing

Many of you have seen my tagline "Market with Courage!" This emerged as a saying of mine back in the 90's and has stuck ever since. The Market part started with my love of marketing. The courage part came from several life changing business events. These events set the groundwork for how I work with clients today, and how I expect them to work with me, and is what I believe keeps our client relationships long lasting.

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Sincere Marketing – a podcast with Romi Mahajan

Buzz Marketing for Technology

We live in an age of skepticism about all forms of consumption. The diffusion of our skepticism is accelerated by the Internet and makes the sincerity even more pressing. So it’s no surprise that the world of business -- specifically in the realms of advertising, branding, and marketing -- has to once again ennoble the concept of sincerity, which is to say, they have to simply be sincere and do work that is bounded by and radiates honesty.

ROMI 100
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How to Leverage Behavioral Science Insights for Direct Mail Success

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

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effective marketer principle 7: run productive meetings

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Effective Marketer Principle 7: Run Productive Meetings Meetings are a necessity of today’s work environment. And are also good source of humoristic material (see Dilbert cartoons) for the fact that they are often badly run and take way too much time.

Planning 100

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My book is now available on Kindle

markempa

I just heard that Lead Generation for the Complex Sale is now available on Kindle. It joins more than 200,000 books available via this service. Here’s an overview of Kindle: Kindle is a portable reading device from Amazon.com that allows you to download books, blogs, magazines, and newspapers in less than a minute. It’s a wireless device, so there’s no PC and no syncing required.

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New Best Practices White Paper

Customer Experience Matrix

As promised, I've written a white paper with the 37 Marketing Automation Best Practices listed in last week's post. This is in the Resources section of the Raab Guide to Demand Generation Systems site; you have to register and then log in. Registration is free. Tags: marketing best practices demand generation.

Paper 120
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Does the Younger Generation Listen to Green Issues?

Smashmouth Marketing

So back in November I posted a couple articles about Apples and Oranges and how the industrialized US agriculture market has warped our natural foods. Since it was around Thanksgiving, I made a point of telling our thanksgiving dinner all about it, and my niece and nephews heard the story. I had hoped they listened, but like most things out of my mouth, I expect only a small portion to actually stick.

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Positioning your Personal Brand

Buzz Marketing for Technology

Having taken on this new role of blogging on the Personal Branding Blog , I naturally have been looking at many of the other personal brands that are out there. A few names come to mind very quickly when you think about strong personal brands: Robert Scoble, Guy Kawasaki, Steve Jobs (the only non blogger), Jonathan Schwartz, Gary Vaynerchuk. Seems to me when you think of these individuals you also think of some attribute(s) about each of them.

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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effective marketer principle 6: focus on opportunities rather than.

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Effective Marketer Principle 6: Focus on opportunities rather than problems Have you ever run a marketing campaign that didn’t present any problems, hiccups, or unforeseen obstacles? Unless you are extremely lucky (or have been kept out of the loop on what was happening with the campaign) odds are you have had your share of, let’s say, interesting events.

Planning 100
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Twitter and Customer Service - Potential PR Nightmare

Anything Goes Marketing

Your company may have just started down the path of using Twitter as another communication channel. (If you're not there yet, that's cool but keep reading because there are some items to be aware of. Now back to our story). You may use it to highlight upcoming events, press releases and product/service updates. Using it for this purpose is fairly straightforward.

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60 Most Wanted Photoshop Tutorials, Brushes,PSDs and Resources

JotForm

For months, we have been bookmarking interesting, useful and creative Adobe Photoshop tutorials and Resources, so you can now rest assured that you will have the necessary tools to get the job done.

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Company-Level Data in Demand Generation Systems

Customer Experience Matrix

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company. This is a topic we do cover in the Guide, but not in the detail he needed.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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My Fresh Morning Glass of Carbon Dioxide

Smashmouth Marketing

I just had a wonderfully natural apple muffin, washed it down with a half a pound of carbon dioxide, that tangy Tropicana orange juice. At least that's what Pepsico said the carbon impact was in an article in today's NY Times. The company might be trying to preempt criticism The company released a chart showing the different contributions. Production being the leading contributor, 60% with fertalizers and other energy consumption (heating plants in winter months).

Ethics 109
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How NOT to Create Loyalty in Tough Times

Buzz Marketing for Technology

Marketing’s mission is to somehow change a customer’s behavior. We try many things to affect that behavior: advertising, email, search, events, webinars, and the list goes on and on. And in tough economic times the opportunity to affect customer behavior is exceptionally acute, especially when it comes to existing loyal customers. So check out this email I got from hotel about my loyalty card with them, it went something like this … Dear Mr.

Loyalty 100
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effective marketer principle 5: take responsibility for communicating

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Effective Marketer Principle 5: Take Responsibility for Communicating To get things done you need to communicate, ensuring the team is aware of the plan, deadlines, and expected results. Effective managers in general are good at taking the responsibility of communicating their decisions to the organization, ensuring everyone is on board and aware of what will happen.

Planning 100
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Marketo's Secret Sauce for Demand Generation

Adobe Experience Cloud Blog

You may ask, why should anyone care what I have to say about demand generation? Well, at Marketo , we’ve built a world-class demand generation machine that has helped us in just 10 months to sign up over 130 customers in more than eight countries, including companies such as Thomson Reuters, Reed Business, and CollabNet. Now, I'm not writing this to promote Marketo, but I think our results are proof that we’re doing something right with our own demand generation and lead management processes.

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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80 Best-Of Adobe Illustrator Tutorials, Brushes,EPSs and Resources

JotForm

For months, we have been bookmarking interesting, useful and creative Adobe Illustrator tutorials and Resources, so you can now rest assured that you will have the necessary tools to get the job done. Due to this phenomenally vast amount of vector packs, brushes, patterns available, you can now add.

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Raab Marketing Automation Webinar on January 14

Customer Experience Matrix

Just a brief note to let you know that I'll be giving a Webinar on "How to Get the Most Value from Your Marketing Automation System" on Wednesday, January 14 at 4 p.m. Eastern / 1 p.m. Pacific. You can register at [link] This is part of a two-day Marketing Automation Summit organized by BrightTALK , a vendor of webcasting technology that sponsors channels of specialized content, as well as running regular online conferences.

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Sell/Recycle Unwanted Electronics

Smashmouth Marketing

Was just reading my favorite women's magazine, Real Simple. I love 80% of the magazine. Great ideas, design, style, diet, lifestyle. Why they had to cater to women is beyond me. But I've been told before I had a feminine side, and unfortunately, against my better judgement and at the risk of having all my guy friends send me humiliating emails, I would probably agree.

Tagging 100
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People don’t buy “run of the mill” anything anymore!

Buzz Marketing for Technology

I work in a professional services firm and in order for firms like ours to differentiate themselves they have to create perhaps hundreds of personal brands around individuals who understand niche topics extremely well. And since buyers have transparency through the use of search engines they can really get a handle on just how qualified any individual in an organization is to perform a given service for them.

Buy 100
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ABM Success Recipe: Mastering the Crawl, Walk, Run Approach

Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.

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effective marketer principle 4: take responsibility for decisions

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Effective Marketer Principle 4: Take Responsibility for Decisions The fourth principle can be summarized in one word: ACT ! Marketing managers can sometimes get caught up on the creation of the plan, discussing with the team everything that will be done, the campaigns, the nice webinars, the new collateral, and the press releases but forget the important part of the marketi

Planning 100
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Demand Generation Trends for 2009

Adobe Experience Cloud Blog

Last October, Craig Rosenberg shared some insightful best practices in one of my first thought leadership interviews, titled Lead Generation Best Practices: Thought Leadership with The Funnelholic. He recently turned the tables on me with seven questions of his own as part of his own interview series: Thought Leadership Interview #6: Miller Time: Marketo’s Jon Miller on Lead Generation and Management in 2009.

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Market Share or Profit? Pick One.

Proteus B2B Marketing

In their 1981 marketing strategy classic (it must be a classic, there’s even a 20th Anniversary Edition!), Positioning: The Battle for Your Mind, Al Ries and Jack Trout noted that if a brand occupies the category leadership position on the “ladder of consideration” of a customer, that position was essentially unassailable. The “high ground”, if [.].

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AdMob Launches Advertising Service for Android Apps

readwrite

The Android platform might still be in its infancy, but AdMob , one of the world’s largest mobile advertising marketplaces, launched its first dedicated advertising unit for Android applications today. Even though the Android platform was developed by Google, Google itself has yet to release a dedicated advertising service for Android applications.

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The Marketer’s Guide to B2B Swag Strategy

Everything is digital these days – making it harder to grab and keep people’s attention. But smart swag is different. Swag enables your sales and marketing teams to connect with their audiences in a uniquely tangible way. It reinforces relationships with your brand and persists for years. Plus, amidst a barrage of advertising messages that tend to interrupt and distract people, swag is the only marketing medium that consumers actually thank companies for!

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Business Lessons From Mars

Smashmouth Marketing

Many of you have seen my tagline "Market with Courage!" This emerged as a saying of mine back in the 90's and has stuck ever since. The Market part started with my love of marketing. The courage part came from several life changing business events. These events set the groundwork for how I work with clients today, and how I expect them to work with me, and are what I believe keep our client relationships long lasting.

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How to build a Lead Nurturing Super Highway!

Buzz Marketing for Technology

Not all leads should be treated equally. In our business for example the sales cycle can be upwards of 9 months – so lead nurturing it critical to stay in front of your prospect during their journey from awareness to consideration to purchase. Furthermore, you are never quite sure when that illusive moment of need might strike in the heart of a prospect so you need to stay in front of your prospect with a fair amount of regularity.

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marketing action plans

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Marketing Action Plans Effective Marketer Principle 3: Develop Action Plans Now that you have identified the most important thing to be done now and making sure it will contribute to the company’s goals (see previous post), is time to develop action plans.

Planning 100