The Effective Marketer

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What Marketing Org Charts Tell You About The Business

The Effective Marketer

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. marketing org chart can give you clues about how a company goes to market.

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

The Effective Marketer

The top three contents ranked by the companies answering the survey have the same thing in common: they all answer “what value am I going to get from the solution?” Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. Sales people matter more than your digital assets. OK, let’s dive into each one. question.

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A Primer on Sales Competitive Battle Cards

The Effective Marketer

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. This is a lengthier document that analyses the competitor’s company, value proposition, marketing communications, technical aspects of the product, etc. My process is the following: 1.

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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 was built to showcase companies in its electronic stock exchange and to attract new ones to list. Was selected for its good storytelling showing how Darn Good Yarn came to be a success and how FedEx helped the company save money and grow.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

The Danger of Automatic Feeds in Social Media

The Effective Marketer

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. An example of this is setting up your Twitter updates to automatically feed into your Facebook company page. Why do companies use this sort of indiscriminate messaging? Besides the convenience factor, I believe many companies simply don’t have a clear and distinct communication strategy for each social platforms on which they engage. See Brad’s bio at the end of the article. Stream clogging.

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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. 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 To Do. 1. What Not To Do. 1. Don’t take your partner for granted.

What My Paper Route Taught Me about Content Marketing

The Effective Marketer

Inconsistencies dilute brand identity and put obstacles in front of prospects that are trying to figure out what a company does and why they should care. 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. There are no shortcuts, either. Today, if you try to skip steps or gloss over them, you’ll similarly be punished.

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Email Productivity Tips for Marketers

The Effective Marketer

“Jen, I have reviewed the presentation for the webinar and here’s what you need to do: a) add the company logo to the master slide (upper left corner); b) replace slides 3 and 5 with the new ones I mention in my notes; c) review once more for grammar and style; d) send to John for formatting by Tues noon.&#. Unless you have a system like what my company offers [shameless plug!]

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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. For other companies where the CRM system has been extensively customized, or if you already had different ways (screens, triggers, etc.) of managing your leads then you need to make sure that the marketing automation software won’t mess things up especially with how your sales team operates (another great reason to involve sales early in the process). Now what? Step 2: Buyer Personas.

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Content Marketing is the New PR

The Effective Marketer

According to Aberdeen’s report, the companies it considers leaders in PR and Brand Management achieve greater performance metrics than followers, such as: 23% of their marketing-generated leads are sourced through inbound or content marketing (vs 10% for followers). 12% growth in year-over-year company revenue (vs 3.5% for followers). Content Marketing Leaders and Followers.

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Reinventing Marketing at GE

The Effective Marketer

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. Building bridges across silos and functions and between the company and the market. GE's Ecomagination Ad Campaign - Result of the Marketing Transformation Process. Marketing as a Function. Principles. People.

When Leads Go Cold

The Effective Marketer

At least, that’s what the recent HBR article “ The Short Life of Online Sales Leads &# states, saying that 24% of companies take more than 24 hours to respond to a lead, and 23% of companies never responded at all. 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

Marketing Automation Timeline So let’s take a look at the marketing automation companies in play today (mostly US based in this case) and when they were founded. You may spot some companies that were not considered to be “marketing automation&# players just a year or so ago. Just a few marketing automation companies have already raised over $170 million dollars combined. With cash to burn, these companies are focusing on growing the customer base first, with hopes that revenue will follow. This nascent industry still has lots of growth to do. Keep going!

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

This won’t work in all companies, and aguably  there might be some pushback to creating personas as a waste of time or it being “just a marketing thing&#. 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. Measurement.

It’s Time for CEO’s to Get Social

The Effective Marketer

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. The Social CEO, via MBAOnline.com. Social Media infographic mbaonline

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

When companies start to tailor content to different audiences and stages of the buying cycle, they greatly increase the amount of content, and the type of content needed changes&# Marketing Roles Are Evolving Marketing used to have clearly defined roles. How you think about what content is for your company will determine how big this role is. What used to be clear roles (i.e.

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

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Why Sales and Marketing Don’t Get Along 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.

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

Post-Sales or Post-Support Surveys : When you send customers surveys about their sales or support experience with your company, make sure you reward their feedback accordingly. Holiday Card: Whether you do a physical or virtual card, email, video, etc during the holidays and send out to customers, you should take this opportunity to give them something different and that will increase their trust in you and your company. Show off your company’s personality, who works there, put a face behind the communication customers usually receive from you.

Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

If you have just started your 2011 campaigns after battling the budget process, I bet you can definitely see some relation to your own company. In their research they also classify companies according to their results in email marketing usage. So with all these new channels available, why does email marketing continue to be a top choice for marketers everywhere? The lesson?

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. Increasing Response Rates.

How to Maintain Great Content Curation

The Effective Marketer

This guest post is written by Lior Levin, a marketing consultant for a neon sign store that offers a variety of custom neon signs for businesses and individuals, and who also consults for a company that specializes in a to do list app. 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. Don’t Automate.

When Inbound Marketing Goes Wrong

The Effective Marketer

For each problem listed above, you can find good examples that might reflect exactly what you are facing at your company. They also list a few things other companies are doing that you should think about, such as: Have a staff dedicated to inbound programs. 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. The Right Marketing Program Mix.

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

It pays off then for companies to mine the data they already have about their customers in order to determine the best people to seed your campaign. Finally, it remains to be seen whether Facebook and other social networks will start playing a very active role in providing companies with detailed network information in order to help with their seeding efforts.

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Inbound Marketing Analytics 101

The Effective Marketer

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. 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. Inbound Marketing Analytics Overview. In the eBook you will see metrics for the following marketing tactics: Social Media. Agreed!

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Content Marketing eBook and Infographics

The Effective Marketer

Who would have thought giving away free recipe books could save a company? Or that Microsoft (of all companies) was the first of Fortune 500 corporations to have a corporate blog? A Content Marketing eBook. The result was a fun project, and many findings. Download the eBook and let me know what you think. The Rise of Marketing Infographics. The Content Grid v2 , from Eloqua.

A Brief History of Marketing

The Effective Marketer

I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation. Although interesting, I am not sure the infographic format is the best way to visualize this information. First, there is a lot of text, a lot of data, and you have to scroll through infinity to reach the end. Maybe I am being too picky. What do you think?

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

I’ve heard a few times now from companies that want to get their content marketing engine cranking but haven’t put anything out there yet because of one of the following reasons: We don’t have a marketing person or department. Small companies or small marketing departments can’t afford to spend too much time on content marketing, I know that for a fact. With time, you will be able to put more processes in place, get a good review and approval workflow, whatever you think is necessary to create quality content at your company. sorry Nike!,

Proven Tactics to Increase Blog Traffic

The Effective Marketer

Penn and his newsletter  I read this amazing post by SEOmoz  on “ 21 Tactics to Increase Blog Traffic “ It not only validates some of my personal beliefs but also gave me additional tactics to apply to my own blog as well as companies I work with. It includes a few extra blank lines for you to add your own tactics based on your company’s goals and specific industry opportunities. Thanks to Christopher S. The tactics discussed in the article are: Target Your Content to an Audience Likely to Share. Participate in the Communities Where Your Audience Already Gathers.

How Great Content Can Solve Problems

The Effective Marketer

Even if only internally in your company. Ask around your company, but more importantly, ask outside what are the challenges facing the industry you serve. You don’t want to have to address something like “world-wide retail operations are low margin, companies are struggling to make a profit” because is too generic and too daunting. 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. Create content that is timely. The Problem with Content.

Product Marketer as a Story Teller

The Effective Marketer

When I look at work from different companies and different product marketing teams, I see which ones are simply following the “corporate policy” or “product marketing as we have always done it” and those who try to take a step back to ask the question of “why is this relevant?” That is, the story you are telling. That’s the key difference.

Content Quantity Versus Quality

The Effective Marketer

When talking with other companies about content marketing, the discussion is often steered to how much content to create. How much content is too much content? Take a look at the picture. This is from a local bookstore here where I live in Mountain View. The tower of Hobbit books. Keeping Your Content Fresh. Then I like to raise my hand and ask them to rethink their content approach.

Survey Highlights Email Marketing Effectiveness and ROI

The Effective Marketer

According to the census, “ 55% of all company respondents could attribute more than 10% of their total sales to the email marketing channel, with 17% of respondents stating that email marketing attributed for over 30% ”. Most companies are not taking advantage of advanced email marketing features, or even basic segmentation strategies, as the survey points out. The ROI of Email.

How to Include Webinars in Your Content Plan

The Effective Marketer

You can also host partner webinars where you host training sessions for business partners, you could do employee training webinars that talk to new employees about policies and procedures or guide them on how the company works, and you could have sales training webinars where tips are shared or new products are showcased. All Webinars Are Not the Same. Focus: Product features and functions.

WordPress Plugins for Marketers

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking WordPress Plugins for Marketers 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. Let us know!

How The Democratisation Of Data Is Helping Small Business

The Effective Marketer

Not so along ago market research was limited to companies who could afford to employ professional research services to run focus groups and execute surveys. Note: This is a guest post by Luke Ryan. Learn more about Luke at the end of the post. You may have noticed a lot of attention being directed towards big data recently. Rightfully so, but there is another story quietly gathering momentum in the shadow of big data. That story is the democratisation of data. New technology is emerging. All of this can be achieved without the pre-requisite of a background in statistics or data analysis.

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. 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. Author Sarah Glass states: Email is the most mature and most widely used interactive marketing tool.

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