October, 2016

The Effective Marketer

Trending Sources

Four marketing mega trends nobody’s talking about

grow - Practical Marketing Solutions

By Mark Schaefer. This is the time of year people post their prognostications for the next year. The predictions will be … predictable: More video! More Snapchat! More podcasts! Well, OK. It’s pretty easy to make a prediction based on what’s already happening. But there are less obvious tectonic forces rumbling through our marketplace. Content Marketing Re-constructed. Seriously.

Trends 108

What is a Marketing-Qualified Lead? What MQL Really Means


Just a few years ago, marketers everywhere rejoiced. Shouts were heard from the rooftops. Glasses were raised. Toasts were made. Reliable marketing metrics were finally here! Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. Or did it? Did we just end up confusing things? Beyond buzzwords.

MQL 96

Why we create crap content: We’re afraid

grow - Practical Marketing Solutions

By Mark Schaefer. An industry “thought leader” recently characterized me as a “loose cannon.” ” I found this surprising since this implies there’s a set of standards and expectations that I am not following in a lockstep fashion. His statement pissed me off (momentarily), and I am not easily pissed off. Who is setting these industry expectations and rules?

HR and social media: 7 Ways HR needs to act like marketing

grow - Practical Marketing Solutions

By Mark Schaefer. wrote awhile back that digital transformation would not necessarily be led by marketers. Success may not come through a brilliant strategy or new technology. It’s going to require a culture change, and that might have to be led by and HR team. On the flip side of things, maybe success in HR will be led by marketing, or at least HR professionals who think like marketers. Human.

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.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy. Listen, marketing technology is great, and in the right circumstances can make a big difference. Poor Messaging.

Buy 77

The Single Most Important Element for Increasing B2B Lead Gen and Sales


This post originally appeared on MarketingProfs. spate of articles recently have expounded on the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. McKinsey’s David Edelman has referred to the consumerization of B2B marketing and sales as a “massive disruption” on the horizon.

The 60 Best Marketing Speakers To Rock Your Event

B2B Marketing Insider

When it comes to developing our skills as marketers, content providers and world-class communicators, it helps to learn from the best marketing speakers the world has to offer. Speaking at Marketing Events and Business Conferences is one of the great honors and passions of my career! My goal is ALWAYS to help the audience understand […]. Content Marketing

Class 116

Six Ways CMOs Can Capture Audience Attention in the Online Community

Tomorrow People

Stand our in the digital landscape and with the right content to attract attention and create an online community.

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.

These 6 Marketing Automation Statistics Show Where Marketers Really Are

It's All About Revenue

Marketing automation is a core technology that all marketers, especially B2B marketers need to implement to connect with prospects and generate the right leads for their sales team. The time of scattershot marketing, or even broadcast marketing, is long past. Marketers need to focus on prospects that have a higher likelihood of becoming customers. We are all guilty of this one. Be one of the 10%.

Five new content forms rocking the marketing airwaves

grow - Practical Marketing Solutions

By Mark Schaefer. When I wrote about this idea of Content Shock — the idea that content marketing becomes less sustainable as a strategy as the amount of competitive content increase — I predicted that there would be new innovations in content forms. Here are five that caught my attention. Interactive dynamic video. link]. How cool would it be to actually play with objects in a video?

MarketingProfs B2B Nuggets of B2B Wisdom


This year’s MarketingProfs B2B Forum 2016 is a whirl-wind of data, inspiration, marketing advice, how-to’s and more than a little fun. What makes an event a success from an attendee’s perspective? It’s a mix of all the above. I was lucky enough to attend several sessions last week and I feel compelled to share some of the marketing, strategy, and leadership nuggets that I learned. Now that is love.

Analyze your target’s buying process, for greater marketing efficiency


B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by stage, and then develop a selling process that maps to it. Voila! Your marketing investments will become much more efficient, being applied to their best use. Let’s look at how this works. And so on.

7 Storytelling Tips for Sales Teams

Type A Communications

October 25, 2016 by Carla Johnson The biggest beef I hear from sales teams or sales-driven organizations is that they can’t get people to pay attention, make decisions or quit. read more. Sales Storytelling Carla Johnson sales storytelling Type A Communications

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.

How, And Why, You Should Calculate Customer Lifetime Value (CLV)


The true value of a customer is not just the size of the deal. Instead, it should be calculated with other (more important) factors such as how long they are likely to remain your customer. Researchers estimate that today it costs five times as much to acquire a new customer than it does to retain a current one. For now, let’s dive into CLV. What is Customer Lifetime Value? Was it worth it?

Why Most CMOs Are Getting Their Social Media Strategy Wrong

Tomorrow People

CMOs need to evaluate their processes of building business reputation, enabling growth and establishing brand awareness through social media

Seven Essential Mobile Apps for Marketers

grow - Practical Marketing Solutions

By Kerry Gorgone, {grow} Contributing Columnist. Back in 2014, I wrote a post on essential mobile apps  for marketers. It’s been a while, and since apps change more often than Kim Kardashian’s phone number, I thought it was time for an update. These days I have 144 apps on my phone. Here are the seven I find most valuable:  . IFTTT: https://ifttt.com. Platforms: Web App, iOS and Android.

5 questions you should ask yourself every day before bed

grow - Practical Marketing Solutions

By Mars Dorian, {grow} Contributing Columnist. I’m a vampire. No, not the solar-phobic Transylvanian bloodsucker with his campy cape, but the graveyard worker who spends all night hitting the keyboard and dropping into bed when the first sun rays sneak through my curtains. That unhealthy working routine forced me to visit a doctor who advised me to bring order into my day. Serve others.

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.

3 In Demand Skills Every Marketer Should Have In 2017

B2B Marketing Insider

It’s not easy being a marketer today. Marketing is an ever-changing industry, and to be successful today, marketers must possess a diverse skill set, everything from writing to editing, analytics, social media and even graphic design. So what skills will you need to know to keep up with this ever-evolving field? And what killer skills will be in […]. Content Marketing

Demand 102

3 Mobile Marketing Trends You Can't Afford To Ignore

It's All About Revenue

You might want to sit down when reading this next sentence. The majority of your consumers are, or soon will be smartphone owners. Ok I am being quite sarcastic but that line, which I borrowed from the Forrester report The Path To Mobile Marketing Mastery , is all too true yet somehow I am not convinced the majority of marketers are aware of it. Hard to believe, I know. Mobile DMP. Take Control.

Mobile 101

Data: The Most Valuable (But Little Understood) Benefit of Content Marketing

Type A Communications

October 11, 2016 by Chuck Frey Content marketing has received a lot of coverage in the business media and blogosphere for its power to cultivate strong relationships with current and. read more. Content Marketing Content Marketing Strategy Measurement Chuck Frey content marketing strategy Editorial Planning ROI

The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)


Some people like to learn by making mistakes. And by “some people” I mean me, and by “like” I mean it just happens. guess that’s the price you pay when you’re not afraid to try new things. As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. It’s only normal, and it’s ok. Quotes.

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

Personal Traits Versus Business Skills: Creating the CMO Fit for the Future

Tomorrow People

When today's CMOs started out their first marketing roles, they couldn't possibly have predicted the challenges that they would face when they reached this milestone in their careers. So what does the modern CMO look like?

CMO 70

Stop Being a Wimp with Your Content and Discussions

B2B Marketing Insider

I love creating challenger sales and marketing content. For example, my article “CMOs Are Failing to Go Beyond Brand Awareness,” questions the actions of CMOs at organizations like Xerox, Wiley, Lithium, G2Crowd, and XOJet. And, in my recent series, I question the thoughts, ideas, actions and content of well-known LinkedIn marketing experts like Viveka von […].

What Does Success Look Like On LinkedIn Ads? A Close Look At Our Best And Worst Performing LinkedIn Ads


LinkedIn Ads, while appealing in concept, has a lot of B2B marketers confused. Targeting an audience using professional criteria, such as job title or professional skills, while they are also in the right mindset (no cat videos on LinkedIn! Well, very few…) seems like a surefire bet. But according to the LinkedIn Ads Benchmark Report 2016 , marketers have yet to make up their mind about LinkedIn.

CPL 71

Micro-influencer marketing is the new long tail


I have been doing long-tail blogger outreach since 2006. Ten years later, I am still at it in earnest. Even more, I play so far down the long tail of influence that I can still create micro-influencer marketing campaigns that are earned media campaigns. The rise of ‘micro-influencers’ on Instagram. The Biggest Problem With Micro-Influencers (and How to Solve It). Ayre via Facebook.

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.

How to become an influencer (even if you’re a little guy!)

grow - Practical Marketing Solutions

By Aaron Lee, {grow} Community Member. If you’ve never heard of me, hello there! This is @AskAaronLee. Back in 2009, I started a Twitter account because I saw the potential to have a worldwide presence. And I was right. I’ve used Twitter to connect with people, grow a small brand, and became an influencer. Perhaps you believe that @AskAaronLee would not make it if I had started today.

7 Classic Email Marketing Mistakes – And How to Avoid Them


Everybody makes mistakes. Some are big. Some are little. Many are avoidable. In email, there are so many mistakes you can make that to list them all would turn this blog post into a short book. To help you avoid the worst of the worst email marketing mistakes, we’ve decided to call them out. If you don’t see your favorite error noted here, please add it in the comments section. 1. We’re all human.

Email 68

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend. But I’m still tracking the news from Salesforce and other vendors from my cave in Philadelphia. Three announcements caught my eye, all highlighting the increasing attention being paid to customer data. If I’m sounding vague here it’s because, frankly, so was Demandbase. billion for LinkedIn.

Using Data-Driven Marketing for Business Success

It's All About Revenue

With the advent of huge amounts of data now available, thanks to online interactions and shopping, digital marketing has become hugely reliant on this data-type of information for decision-making. The data has many sources like a company’s CRM or ERP system or its website and social media presence. Now we've matured and we correlate our data and study it. There is help.

SMS 97

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Why Data and Customer Experience Should Go Hand In Hand For CMOs

It's All About Revenue

Let's dispense with the amenities and jump right in. For nearly three in 10 enterprises, data-driven CX is already delivering a significant shift in elevating customer experiences. And that number of 3 in 10 will be growing significantly over the next two years: Captain Obvious, White Courtesy Phone. obvious. And yes this goes for both B2C and B2B customers. Every single day there are 2.5

12 Lessons I’ve Learned from Writing 1,000 Blog Posts


In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick perfectly. I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things. Hence, 1,000. Of  course, a steady stream of crappy content won’t attract a large or loyal readership.

Customer Experience Simplified

It's All About Revenue

I am a firm believer that we humans have a penchant for making (something) more complicated than necessary, a.k.a. overcomplicating everything. And we marketers take it to a whole new level. However, as much as we overcomplicate things, there is no overstating the importance of providing the best customer experience possible each time, every time and across all channels. Customer Experience

3 Secrets to Success from John Wooden

Your Sales Management Guru

Three Secrets to Success from John Wooden.  . Last week I was in Chicago keynoting an international association’s sales conference, in preparation I had been making notes and clipping interesting ideas from a variety of sources, one of them was Success magazine.  The specific article covered a young coach, Dale Brown meeting with John Wooden, the Hall of Fame UCLA basketball. Ken@AcumenMgmt.com.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.