2011

The Effective Marketer

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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.

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.&#.

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

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

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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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.

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

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

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.

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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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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Getting the most out of conferences and events « The Effective.

The Effective Marketer

Photo by BillPellowe at Flickr. If you feel like you keep going to conferences and events but don't have time to apply what you learned when you get back to the office, you're not alone. Once you're back and the emails pile up

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

How Great Content Can Solve Problems

The Effective Marketer

This is the third post in a series of “ Principles of Great Content Marketing ”. The first post talked about creating simple content , and the second post discussed timely content. The Principles of Great Content Marketing series is based on three core ideas: Create simple content. Create content that is timely. Create content that solves a problem. The Problem with Content. Content abounds, and no matter what we call it (Whitepapers, eBooks, Videos, Infographics, etc.) we have been getting more and more of it every single day. Via email, via Twitter, Facebook, and word-of-mouth. The problem?

What Makes a Great Creative Brief? « The Effective Marketer

The Effective Marketer

A similar question was posted on Quora and elicited a number of different but very interesting responses. It just goes to show that there is still a lot of controversy when it comes to creative briefs in marketing

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12+ Tips for Trade Show Success

The Effective Marketer

Make Your Trade Shows Count. The old fashioned trade show may not be the hottest topic coming through your inbox these days but odds are that you may still be doing quite a few events and have trade shows as part of your marketing budget. So how do you make the most out of it? recent MarketingProfs article, Is Tradeshow Marketing Dead? brings 12 tips for ensuring shows deliver the leads you expect.

Email Adoption High But Lacking Best Practices

The Effective Marketer

A Forrester Research “ How US Maketers Use Email &# Report sheds some light into the use of email by B2B and B2C companies. Author Sarah Glass states: Email is the most mature and most widely used interactive marketing tool. According to the report, adoption of email marketing is high, with 88% of  B2C companies already using email and 10% planning to use before December 2011. Online Video.

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Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

How Everybody Wins with HubSpot's Funding « The Effective Marketer

The Effective Marketer

As everyone in the marketing industry surely knows by now, HubSpot raised $32 million in additional funding. This means that is time to update my previous charts on marketing automation funding (see below) and the funding timeline

WordPress Plugins for Marketers

The Effective Marketer

A recent question on the Marketing Over Coffee LinkedIn group about WordPress plugins generated a really great list of tools marketing professionals should consider when running a personal or company blog. To make it easier for everyone

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Making the Most of Your Webinars

The Effective Marketer

A recent report from On24, “Webcast Benchmarks and Best Practices for Lead Generation“, has some interesting numbers when it comes to how webinars are being used and their effectiveness at lead generation

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Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. According to Carlos, Demand Generation has two goals: Filling the funnel. Engaging with prospect throughout the funnel. How About Marketing Automation? It is the technology behind your demand / lead processes. Nice job, Carlos!

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Some Good Trade Show Advice

The Effective Marketer

Despite the fact that trade show attendance is going down and there is less money in your marketing  budget for attending physical events, if you do have to go to one you’d better make it worth it. like how Vanessa Nornberg described in an Inc.com article  a few tips to make your trade show profitable: Buy a booth you can afford. Strategically organize your booth. No chairs. Eliminate distractions. No smart phones. Leave laptops at the hotel. Choose the booth staff wisely. Marketing Budget Marketing Planning Trade Shows and Events event event management show planning trade show

How An Old School Product Leveraged A New Mobile App

The Effective Marketer

It has been out for a couple months now, the new myStain app from Clorox, but only now I have seen an interesting account of the marketing campaign and results highlighted in  an article from MarketingNews (an AMA publication, requires registration). As I first started reading about the mobile app that gives tips on stain removal, I wasn’t sure who would actually want to download it. Well, it seems the app has been downloaded over 75,000 times and 50% of users have shared the app via e-mail, Facebook or Twitter, according to the MarketingNews article.

A Tough Road for Marketing Automation

The Effective Marketer

Marketing Automation is a hot topic. News about  multi-million dollar investments  in the space has sparked not only interest from marketers but a multitude of competitors crowding  an already jammed market. Is like driving down the highway only to see the traffic stopping right after you take the next curve. As the traffic is slowly moves, some cars faster than others, many drivers start wondering if they should take the next exit. What’s Ahead for Marketing Automation Vendors.

The Challenges in Adoption of Marketing Technology « The Effective.

The Effective Marketer

A recent webinar hosted by Neolane, “Crack the Code – Getting C-Suite Buy-In for Your Marketing Tech Purchases” had a very interesting presentation by Suresh Vital from Forrester Research. Based on a recent report on Marketing

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.

Apple’s Marketing Genius

The Effective Marketer

With Steve Jobs stepping down from the CEO post at Apple, is inevitable we look back at the history of such an iconic company. Marketing, at Apple, has always been a differentiating point and key to their eventual dominance of the electronics consumer market and their resurrection in the personal computer industry. Apple: History in Ads. 10 Best Ads from Steve Jobs.

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Marketing Events You Can’t Miss

The Effective Marketer

It seems Marketo has a nicer way of presenting Marketing Conferences. I did a post back in February listing upcoming marketing events but I have to agree a nice graphic is so much better! Check out below. Trade Shows and Events b2b marketing conferences infographic marketing events marketo trade show

Marketing Charts and Trends « The Effective Marketer

The Effective Marketer

With an impressive collection of charts, HubSpot released The Marketing Data Box. Get it for free either in PDF or PPT format. There are 65 charts on 54 data slides showing: The benefits and consequences of social media to US Adults

The Science of Email Marketing « The Effective Marketer

The Effective Marketer

I just attended “The Science of Email Marketing” online webinar, hosted by HubSpot and presented by social media scientist Dan Zarrella. Slides should be available for download soon here. Key takeaways: Businesses are consumers (the

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

What Are Your Brand Touchpoints?

The Effective Marketer

A nice post by Nick Westergaard  on the “ 12 Most Underutilized Brand Touchpoints “ talks about the stuff many people relegate to second plan when thinking about their company’s brand. You have your logo, your tagline, your website… but how about product packaging,  brochures, and holiday cards? Yup, holiday cards deserve some branding love too. It’s all about how you present yourself and your company to customers and prospects in every single touchpoint. So what are the 12 touchpoints? They are: Packaging. Invoices. Packing Slips. User guides. Vehicles. Employees.