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What Marketing Org Charts Tell You About The Business

The Effective Marketer

Organizational charts are an interesting thing. Every company has an official one and also a few “unofficial” charts. Look at how people are structured and what the reporting structure looks like and it will tell how the company is run, what is important to them, and how they think about their product and services and the market in general. The Right Marketing Structure.

The Big Myth About Buyer’s Journey in the Digital Age

The Effective Marketer

Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. It basically reinforced some concepts I already knew and presented some new interesting stats from the research that SiriusDecisions has done recently. Here’s what you need to know about the content they presented: Don’t believe the 67% stat quoted everywhere.

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A Primer on Sales Competitive Battle Cards

The Effective Marketer

Competitive Battle Cards (BTW I’ve seen them spelled together, battlecards, and separate – battle cards) are a staple of product marketing. If If your company hasn’t created formal battle cards (aka kill sheets, competitive cards, competitor takeout), it will at some point, as this is typically one of the first things sales teams ask. My process is the following: 1. Structure. 2. Analysis. 4.

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2013 B2B Content Marketing Awards

The Effective Marketer

In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. It is worth going down the list to get some inspiration for your own content marketing efforts. I’ve summarized below the list for you: 2013 Content Marketing Awards. Category: Integrated. Winner : Xerox Corp., for Healthcare thought leadership. mt=8 ).

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

The State of Demand Generation

The Effective Marketer

If you missed the DemandCon Conference hosted earlier this month in San Francisco, the online recording of the sessions is worth checking out. BrightTalk did an excellent job with the recordings and is making all of them available for free on their website. There are over 20 presentations available, ranging from Social CRM and Lead Generation, to Case Studies and Sales Enablement. MQL to SAL: 66%.

The Danger of Automatic Feeds in Social Media

The Effective Marketer

Note: This is a guest post by Brad Shorr is Director of Content & Social Media for Straight North. See Brad’s bio at the end of the article. Participating in social media is time consuming, so it’s only natural that people look for shortcuts. However, some shortcuts become disastrous detours, and this is often what happens when a company relies on automation for significant portions of its social updating. Automatic feeds come in two flavors. Fully automatic feeds publish to a social media platform without any human intervention. Semi-automatic feeds require intervention. Redundancy.

10 Do’s and Don’ts of Partner Marketing Programs

The Effective Marketer

I’ve been on both sides of the table, both as the vendor putting together partner marketing initiatives and as the reseller making use of the marketing resources a partner company has made available. It is interesting that once you’ve been on the consuming side of things you get a different perspective. have worked with partner marketing programs from some big companies like IBM, SAP, Sage, and smaller ones like Adaptive Planning and Avalara and based on this experience I would like to share with you what I think are the 10 Do’s and Don’ts of Partner Marketing Programs.

What My Paper Route Taught Me about Content Marketing

The Effective Marketer

Note: This is a guest post by Brad Shorr. See his bio at the end. My career in content marketing started at age 12. Every day I’d load up my red Schwinn Varsity bicycle with The Aurora Beacon News and head out to make deliveries, learning valuable lessons about digital content marketing that just starting to sink in lately. Here are a few of these lessons, which I’m sure you will pick up a lot faster than I did! 1.     Content Marketing Is Hard Work. There are no shortcuts, either. Back in the day, if I cut across a neighbor’s yard to get to the next house … I’d get yelled at. Theming.

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

A List of Product Marketing Books

The Effective Marketer

What should product marketers read? That’s a question I’m often asked and decided to list all the books I typically recommend, especially if you are starting off in your product marketing journey. The full list is on this post at Medium: The Product Marketer’s Essential Reading List. hope you like it

Email Productivity Tips for Marketers

The Effective Marketer

A recent article on LifeHacker talks about tips to get faster email responses. They talk about: Write shorter emails. Write fewer emails. Ask for a response. Start with a deadline. Only email one person at a time. Those are good, but I’d like to expand a bit on them and also put it in the perspective of a marketing manager. Five Email Productivity Tips for Marketing Managers. 1. See below.&#.

Getting Started Guide for Marketing Automation

The Effective Marketer

With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. But let’s say you got approval and have purchased the marketing automation software of your dreams. Now what? Getting Started with Marketing Automation. Rinse and repeat.

Content Marketing is the New PR

The Effective Marketer

That is the title of a recent Aberdeen Group report, Publish or Perish: Content Marketing is the New PR,  which you can download for free (registration required) here. Content Marketing Leaders and Followers. 12% growth in year-over-year company revenue (vs 3.5% for followers). 20% year-over-year increase in media mentions (v 2.7% for followers). The Changing Role of PR. Recommended Actions.

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Reinventing Marketing at GE

The Effective Marketer

GE's Ecomagination Ad Campaign - Result of the Marketing Transformation Process. Who would have thought that General Electric (GE), one of the most admired companies in the world didn’t have a substantial marketing organization up until recently. The goal at GE was to transform marketing from a support function to an active player in driving revenue. Marketing as a Function. Principles.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

When Leads Go Cold

The Effective Marketer

It seems with all the systems we have today to generate, score, and nurture leads, it all comes down to sales. The amount of time it takes for a sales person to follow up with a lead can determine whether the deal is closed or not. According to their research, the average response time, among companies that responded within 30 days, was 42 hours.

Marketing Automation Catching On Fire

The Effective Marketer

According to the recent report by Marketing Sherpa, “CMO Perspectives on B2B Marketing Automation” (offered for FREE by Marketo until March 1st), “the majority of CMOs have either implemented, are in the process of implementation

A Content Framework for Sales Enablement

The Effective Marketer

With all the hype around content marketing, all the attention is typically on the front-end, customer-facing content materials. That involves emails, eBooks, whitepapers, videos, and the myriad of other content deliverables that are focused on lead nurturing and demand generation. Sales Enablement Content. But how do you know what content to create and how to prioritize? Content Framework.

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A Buyer Persona Template for the B2B Marketer

The Effective Marketer

With the new hype of content creation now making the rounds of webinars, books, and whitepapers another term has regained the spotlight: the buyer persona. I was reminded once again of the importance of creating buyer personas during Bulldog Solutions event on Marketing Benchmark in which Rob Solomon walked us through their five step process for organizing your marketing programs: Business Case. Infrastructure. Process Planning. Program Execution. Measurement. Map your content. couldn’t agree more. Who’s Involved in Creating Personas. Buyer Personas for the B2B Marketer.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

It’s Time for CEO’s to Get Social

The Effective Marketer

Some CEO’s just ‘get it’ while others don’t seem to bother. We’re talking about social media, which seems to either be fully embraced by some companies while shunned by others as something that “doesn’t work for us” If you are trying to get your CEO or company execs to embrace social media the following infographic by MBAOnline.com should help.

How to Build a Content Development Plan for Your Site

The Effective Marketer

Note: this is another great guest post by Brad Shorr. See his bio at the end. Have you ever visited a website that looked like a teenager’s bedroom – content strewn about everywhere, overflowing with information yet impossible to find what you’re looking for? This often happens when a firm fails to make a long-term content development plan a component of its new site launch. The consequences of haphazard content development are quite serious: Interested prospects can’t find what they are looking for, so they click off the site. Here are ways to prevent these things from happening. 1. Services.

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The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Content Needs a King in Marketing. Content Needs a King. know I don't have to argue the value of content to readers of this blog. If you are even remotely interested in marketing it is clear that the more the web has transformed the

Why Sales and Marketing Don't Get Along « The Effective Marketer

The Effective Marketer

Talk to marketing mangers and sales managers about their biggest complaint and you will likely hear “They don't follow up on leads!” from the marketing guy and “Their leads suck!” from the sales guy. No news there

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A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

Although much deserved attention is given to Blogs, eBooks, Webinars, Data Sheets, Press Releases, Videos, and other typical channels when talking about content creation, you shouldn’t forget to include the following touchpoints in your content marketing plan. 1. On-Hold Messages: Ditch the on-hold music and the typical sales pitch for something your customers, prospects, and partners will actually enjoy listening to. Customize the message for each department. Bonus points if you can actually get customers to ask to put them back on hold to finish listening to the message. 2.

what's your marketing approach?

The Effective Marketer

an interesting post by steve johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. as marketers, we sometimes fall victims of the routine day-to-day tactical

Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

The new research report from Aberdeen Group “Email Marketing: Customers Take it Personally” has some very interesting insights. They talk about how the increase in the number of available marketing channels coupled with the resource

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Note: This is a guest post by Ashley Verrill. Once upon a time, marketers just played the quantities game. Pay for the biggest audience you can afford – whether that’s a billboard, newspaper advertisement, radio or otherwise – and trust that increased sales after the fact resulted from that investment. Well, times have changed. But this ability raises another issue. Click to Play.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Marketing Automation is More Than Technology

The Effective Marketer

A new research study by Sirius Decisions , “ Calculating the Return on Marketing Automation “, sponsored by Marketo talks about the different levels of companies implementing marketing automation platforms (or MAP, as they call it). “Companies using technology alone to solve their demand creation issues may actually experience negative return where it matters most&#. The report breaks down companies into three segments: No Marketing Automation, and no processes. Marketing Automation and wither no or weak processes. Marketing Automation with average processes.

How to Maintain Great Content Curation

The Effective Marketer

A guest post by Lior Levin. On the surface, content curation sounds like a great way to generate content with little to no time or effort. After all, you don’t actually have to write much new content, just find interesting items on the Web and point others to them, becoming a hub for all that’s relevant to your field. Here are a few tips to help you get started. 1. Participate in Your Community.

When Inbound Marketing Goes Wrong

The Effective Marketer

The fact that Inbound Marketing is taking over traditional marketing methods is not news. It seems that every eBook, blog post, and webinar is now touting content marketing and inbound marketing as the go-to strategies for the new marketers. Marketing is evolving , there is no denying that. But for those out there in the trenches, trying to follow all the advice and get their marketing engines running it is not that simple. Sometimes, despite your best efforts you can’t seem to move the marketing needle enough. Why Your Inbound Program Isn’t Working. The Right Marketing Program Mix.

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

Is great to see scientific research being done on social media, viral videos, and marketing in general (see previous post on the New Science of Viral Ads ). Problem is, many research papers contradict each other. Becker, tries to get some of the contradictions resolved when it comes to what makes something “ go viral “ 4 Critical Factors for Viral Success. The Optimal Seeding Strategy.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

Inbound Marketing Analytics 101

The Effective Marketer

HubSpot does it again, taking content that is not necessarily new or revolutionary and putting it in a nicely formatted eBook that makes reading it a pleasure. With “ An Introduction to Inbound Marketing Analytics “, you get an overview of what to measure and why. Especially useful for small companies and those who are just starting out with their marketing programs and need some help identifying key metrics, the eBook is packed with good advice. Inbound Marketing Analytics Overview. In the eBook you will see metrics for the following marketing tactics: Social Media. Paid Search.

How Viral Marketing Can Kill You

The Effective Marketer

Viral Marketing, or the spread of ideas (also called Word of Mouth Marketing) is usually thought of as a good thing. You create a video or a campaign and everyone starts talking about it. You go home happy and maybe even get a promotion. But sometimes the “viral” element more closely resembles the bad kind, the on that kicks you in the teeth and puts you out in bed for a week. Start Engaging.”

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Content Marketing eBook and Infographics

The Effective Marketer

A Content Marketing eBook. Content Marketing is all the rave, that’s part of what drove me to do some research on the history of content marketing and publish this free eBook, A Brief History of Content Marketing. I was curious to see how marketers of the past have used content marketing strategies to attract and engage customers before the Internet Age. The Rise of Marketing Infographics.

Upcoming Marketing Conferences « The Effective Marketer

The Effective Marketer

It's February already and you keep thinking “what the heck happened to January”? You're note alone. A few good events have come and gone, like the Digital Marketing Forum, MarketingSherpa's Email Marketing Summit, and the Email

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.