The Effective Marketer

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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.

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.

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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.

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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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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.

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.

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.

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.

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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.

The 7 Deadly Sins of Product Demos

The Effective Marketer

My newest post on Medium covers what you may consider the seven deadly sins of product demos. We have all seen how online demos for B2B SaaS products can become terrible hour-long sessions that don’t lead to any interesting conclusion and it might be time to re-evaluate how your own sales reps are handling their own demos. The full article is here: https://medium.com/@danielkuperman/product-demos-that-dont-suck-46b33317d8f4#.yrgg4z958. yrgg4z958. Enjoy! View story at Medium.com.

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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.

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.

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.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

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.

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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.

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.

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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

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

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.

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.

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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.

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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.

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How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Content Needs a King in Marketing. Content Needs a King. I 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

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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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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. 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.

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

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

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.

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.

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.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

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.

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.

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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.

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.

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.