Remove 2009 Remove Content Remove Relevance Remove Segmentation

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5 tips to build more relevant and engaging lead nurturing emails

B2B Lead Generation Blog

A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe after cite "lack of relevance" as a key factor. As B2B marketers, we should have it drilled into our brains that relevance must be an essential part of our lead nurturing touches. And each irrelevant message I receive is basically programming me to ignore or delete future messages from them. I don’t even bother to unsubscribe. I'm sure that's not their intent but they are missing the key idea of relevance.   It’s a common phenomenon.

It Might Be Time to Make Age One of Your Segmentation Criteria

NuSpark

Any demand generation expert worth her salt (and consulting fee) will advise you to segment your sales leads. In its simplest form, segmentation is the process of sorting the names in your lead database into neat little piles. Only instead of keeping your white shirt from turning blue, these piles set the stage for a range of marketing and sales activities – from personalizing outbound content, to prioritizing sales resources, to predicting whether a particular lead will turn into an honest-to-goodness paying customer. Content Marketing StrategyHere’s the scary part.

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

Personalized email/direct mail content. Content must be created for each segment – this requires resources etc… To make this a personalization a bit easier, technology advancements allow you to add dynamic content sections to mostly generic communications. In countless examples it has led to increased response rates and reduced the time needed to execute campaigns by eliminating redundant steps when targeting multiple segments. Emails and direct mail are fairly static while website content can dynamically change on the go. What do you do? Sales tools.

10 Reasons Why You Won't Do Content Marketing (and continue doing the same thing)

Junta 42

I had an amazing conversation this week with an agency that was trying to convince their client to invest in a content strategy and full content marketing program.    Just to give you the quick take, the client's goal was to reach certain consumer segments in the southeastern states.  Just think what kind of impact we could make with a $2 million dollar content marketing budget.    Boy, hire a few expert journalists to crank out some amazing content and you still have almost $1.9   They had a budget of $2.5

How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

Are you addressing what is important to your reader instead of what you think is interesting (for every section ask, "Is this providing useful, understandable and relevant info to my readers?") If you were a reader arriving at this page, would the content make sense and would you know what do next? Related posts: Does Your B2B Website Content Create a Competitive Advantage?

Marketing Dashboards

Digital Body Language

Some metrics may seem too transient, being only relevant to a particular campaign. On top of that, however, monitoring the growth and relative size of your inactive segment gives you an understanding of those who are on the path to being emotionally unsubscribed , essentially becoming an inaccessible part of your database. Response, is also critical to measure.

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Audit content. Diversify content.

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. Personas do matter in B2B content marketing You would be wasting your scarce resources if you pumped out marketing content without first having a clear and complete understanding of the personas of your B2B buyers.

SME 2

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. The press release is frustratingly vague (“With the ability to engage socially active customers and prospects in their preferred networks, marketers can link that knowledge to relevant communications that ignite conversations on behalf of the brand.”) But, on talking to the company, it turns out there is a pretty interesting product here.

Do Psychographics work in B2B Marketing & Sales?

delicious b2bmarketing

skip to main | skip to sidebar The Marketing Mélange A blog on all things Marketing with Strategy & Information Technology focus Blog Archive ▼ 2009 ( 22 ) ▼ June ( 2 ) Strategic Insights from Calculating Lifetime Custo. to segment and target relevant markets. While the standard industry classification may tell part of the story, it provides you with same analysis as your competitors and no qualitative differentiation for defining your market segments. March 20, 2009 1:17 PM Kenji said. I am curious to see the papers about this.

Word of Mouth Marketing Is Becoming Incredibly Important

Content Marketing Today

Powerful Online Trend Reinforces Need for Effective Content Marketing strategies. Thanks to the impact of the Internet, changes in buyer behavior, and the power of blogging and social media, it will be among the most important ways to market your content and your company. While year-over-year growth is expected to slow in 2009, WoM spending is on pace to grow another 10.2%

WOM 4

100 Social Media & Content Marketing Predictions for 2010

Junta 42

Some things amaze me, like this year's social media and content marketing predictions list.    Over 100 predictions from 60+ of the best and the brightest in marketing, content marketing, custom publishing and social media.  More companies will need to outsource content to expert publishers. Quality content trumps frequent crappy content. Don't say it - more offline content in 2010??? And for fun, you may want to compare this year's predictions with last year's social media and content marketing predictions.

No such thing as a Neutral Outcome

Digital Body Language

The best way to maintain their interest is to ensure your communications are highly relevant to who they are, and more importantly to where they are in their own buying process. This approach tightens your segmentation focus to not just the demographics and firmographics of who the individual and their organization are, but also the psychographics of where they are in their buying process.

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. 80% of marketing leads are lost or discarded, according to  a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. Understand buyer motivation to help you share content that helps them convert. Create content geared toward lead progression, not lead capture. Sales people often struggle with developing nurturing content without support.

Is Foursquare Relevant for B2B Marketers?

Digital Body Language

Whereas I’m far from a power user, I have unlocked a few badges (sadly, one of my first was the “Jetsetter” badge that is given for checking in at 5 airports), and I’m in strong contention for the Mayorship of Eloqua. Considering that foursquare only launched a year ago at SXSW 2009, this is clearly a phenomenon worth looking at. The motivation to do this is startlingly small.

ClickInsights: How can B2B marketers use content effectively for demand generation?

Connect the Docs

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Content Strategy: The Future of Marketing (via Joe Pulizzi with Christine Halvorson). Get Content. Set Parallel Content Goals.

Dreamforce 2009: The Secrets to Email Marketing Success: A Marketing Panel

Modern B2B Marketing

Here are my takeaways from the session: 5 Tips for email marketing best practices from Salesforce.com’s Robin Daniels : Targeted Lists - Segment your audience to get more out of your email campaigns.  Relevant and Fresh Content - Keeping your email exciting and on topic will increase the time prospects and customers spend with your email. Content is King.

10 BtoB Marketers Predictions for 2010

Buzz Marketing for Technology

Around this time last year I wrote about some Predictions for 2009 and while I would say 8 out of 10 have already materialized and the other 2 are on their way, it has become clear that this year was the year we past the point of no return on Social Media. Facebook ads today remind me of Google AdWords in 2001 with low CPC’s on topics and segments many marketers will want to reach.

CPC 2

10 BtoB Marketers Predictions for 2010

Buzz Marketing for Technology

Around this time last year I wrote about some Predictions for 2009 and while I would say 8 out of 10 have already materialized and the other 2 are on their way, it has become clear that this year was the year we past the point of no return on Social Media. Facebook ads today remind me of Google AdWords in 2001 with low CPC’s on topics and segments many marketers will want to reach.

CPC 2

B2B Marketing Trends From Eloqua Experience 09 Via Twitter

Anything Goes Marketing

The content generated by the event attendees was almost as good as the content from the speakers themselves. Content choice: research survey. This could mean learning how to clean your data so that it could be easy to segment off of or something simple as creating a control group that you send no marketing communication to and measuring how it fairs to the rest of the database.

No Such Thing as a Neutral Outcome

Savvy B2B Marketing

The best way to maintain their interest is to ensure your communications are highly relevant to who they are, and more importantly to where they are in their own buying process. This approach tightens your segmentation focus to not just the demographics and firmographics of who the individual and their organization are, but also the psychographics of where they are in their buying process.

Marketing Automation - What does it mean?

Digital Body Language

If asked for a definition, I would say: Marketing Automation is the art and science of automatically managing the targeting, timing, and content of your outbound marketing messages. The most critical factor is relevance. This level of precision on targeting, timing, and content is nearly impossible without having a solid underlying platform to work from. Let's look at why.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

   Postcards, brochures, and other offline content can be used as part of a drip campaign, but can be more expensive and more difficult to track.   Marketers who want to get the most out of their drip campaigns will create and deliver them through an automated system which will also allow the marketer to include links to landing pages in their messaging that has been created by the marketer with more relevant content and additional offers increasing the interactions with the contact. lead nurturing

We ALL Use Twitter - Short Term Memory, Long Term Memory, and the Consciousness of the Internet

Digital Body Language

significant segment of the audience on Twitter is in the segment that Nielson identifies as the heaviest content contributors. Based on their 90/9/1 rule, only 1% of the audience are heavy content contributors, responsible for around 90% of the content. We all use Twitter. So do all our prospects and customers.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

The key to Net-Results’ approach is to build everything around segments. Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. These conditions are not themselves segments but can be copied from existing segment definitions or built with the standard segment-creation interface. So what about building the segments themselves?

8 Tips to Get Started with Marketing Automation

LeadSloth

For example, focus on a particular product or market segment with a high value. Create Some Good Content. The key ingredient for lead nurturing is high-quality content, not about your solution itself, but about the broader issues that it addresses. Although more content is better, you can already start nurturing with a few pieces of good content. For example, Ness Technologies used 3 well-chosen content assets to run an entire campaign. In this post I listed 8 ideas to address this question (and feel free to share yours in the comments!).

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. I’ve spent the last two days as a guest at Marketing Sherpa’s B2B conference in Boston and the many excellent speakers used publishing metaphors constantly. Audit content. Diversify content.

Why B2B's MUST adopt social media strategies

grow - Practical Marketing Solutions

According to a 2009 Forrester research study, 86% of B2B companies had NO integrated social media strategy. But there are good reasons why there is slow adoption in this segment of business: Social media takes time and new skillsets. Building a community seems less relevant when you have a small number of known customers tied up in long-term contracts. Those days are over.

Why Social Media Really Matters

Customer Experience Matrix

This matters because social media are an alternative gateway to finding Web content: instead of doing a search, I can ask my online community for information or recommendations. This is about direct contact with segmented groups of customers. The audience in database marketing is still passive, but it's targeted at segments that marketers have some reason to believe are interested. This relevance motivates the recipient to actively explore the marketing offer and assess whether its source is credible. For database marketers, the key skill is effective segmentation.

Want to understand your customers’ business needs? Give them an award.

Chris Koch

Like most marketers, I spend most of my time desperately seeking to understand my target audience (B2B marketers) and delivering content that they find relevant and engaging. For example, segmentation could reveal a market that you never knew existed. Marketing programs should help the business stand apart from competitors in the segment. It’s a struggle. But once a year around June, my life gets a little easier. That’s when I get to sit back and watch the submissions for our Marketing Excellence Awards (MEA) roll in. It’s a beautiful thing. You have to check it out.

Having a blast with B2B email?

Acquiring Minds

and Trigger emails that are sent in response to online & offline behavior and segmentation criteria such as the stage in the buying cycle. Of course, the functionality of these applications goes well beyond email marketing to include content management, web analytics, CRM integration etc. 1to1 Sales email and Trigger emails provide a level of personalization, immediacy and relevance that Batch & Blast emails cannot deliver allowing B2B marketers to target prospects, rather than just customers, with compelling emails. When you think email, do you think email blasts?

Why Most Consumer Marketing Automation Systems Are Not Software-as-a-Service, And When That Will Change

Customer Experience Matrix

These have important technical and cost implications, but they aren't relevant to this post. And we’ll probably see marketing capabilities added by SaaS vendors in related industries such as email services (early example: Silverpop ’s acquisition of Vtrenz, now Engage B2B) and Web content management (see my reviews of Marqui and SiteCore ). This means the new systems will start in the less-demanding lower and middle segments of the market and eventually work up to the largest marketing automation deployments. demand generation) systems. It’s a great time to be a marketer.

Going Virtual Isn’t Necessarily the Answer to Replacing Your Physical Events

PR Meets Marketing

Event organizers from publishers to corporate planners are struggling with how to maintain relevancy at a time when the bottom line is ruling decisions about corporate events.  .  . So you have to consider the logistics of holding an online event with these constraints and how your audience will be able to view and interact with your content. This approach works when a core segment of your audience prefers in-person events for educational networking purposes, while another segment may be unable to attend due to personal, professional or cost reasons. Conclusions.

How I Use Social Media in My Job: Part 1 - Microblogging

PR Meets Marketing

As such, I will have a multi-part series focusing on one segment of each tool that I use. Industry Conversations: I follow key individuals, such as reporters, analysts and industry luminaries, who are relevant to my company. All content copyright Cece Salomon-Lee, Creative Commons Attribution-Noncommercial-Share Alike 3.0 There has been a lot written about how to use social media and what the ROI is from using the various tool. thought it would be interesting to highlight how I use social media for my day-to-day job.  . See how lazy I got going in-house…=).  .

My Company is Blogging and Tweeting: So Now What Do We Do?

Fearless Competitor

Is any of this relevant for B2B marketing today?” Laura Ramos: Social media is clearly relevant for B2B marketing today for two reasons. Another thing  is segmentation. Most high tech companies just want to address whomever comes by – they don’t want to limit their positioning by providing clear value messages targeted to specific segments. Second, put together an editorial calendar for any social activity that creates content. This entry was posted on June 4, 2009 at 10:11 am and is filed under  B2B Online Marketing ,  B2B Social Media.

The B.E.S.T. Method for Content Strategy (what you do before Content Marketing)

Junta 42

Core point: Don't start executing on your content marketing until you have a sound content strategy. You wouldn't build a car without a step-by-step plan, but many of us create an eBook , Facebook page, web content or custom magazine without a content strategy. content strategy in Get Content Get Customers. questions as part of your content marketing strategy is to find the intersection between your products/services and the information needs of your customers. Does this content marketing effort help us achieve our strategic goals?

Verticalizing Internet Marketing

B2B Marketing Confidential

Tuesday, October 13, 2009 Verticalizing Internet Marketing The hottest thing in direct marketing today is targeting individuals online vs. targeting via publishers or content. We can get quite fancy doing this, by adjusting content on the verticalized page to correlate to segmentation dimensions and then adjusting peoples segments based on what they click on.

Stop Being a Marketer. Start Being a Publisher.

Content Marketing Today

The winners in this new world will be the early adopters who understand the new breed of buyer, take advantage of better and cheaper technology, and deliver problem-solving content. The best business-to-business and business to consumer publications delivered must read content for the buyers marketers wanted to reach. Great content underlies great content marketing.

Why Your Blog Beats Your Website to Your Prospects

Content Marketing Today

Moreover, your blog becomes more important as you keep adding more and more content that is relevant to your prospective customers. This would apply equally to content marketing or a segment of the banking industry. Influence them with information well before they are ready to buy from you. We are looking for information. We are not looking for a vendor. So far so good.

Buy 1

Five Reasons why Content Strategy comes before Social Media

Junta 42

Get Content Get Customers is just hitting bookstores now ( you can read the news release from McGraw-Hill here ). When Newt and I first started putting the book together in late 2007, content marketing was a relatively unknown term. Now seemingly a household phrase ( at least according to Twitter ), brands are still struggling with exactly what it means to develop a content marketing strategy. Could it be that your content strategy isn't driving your social media initiatives? That's where content strategy comes in. What is the purpose of your content?