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What Marketing Org Charts Tell You About The Business

The Effective Marketer

recent article in Harvard Business Review magazine argues that the marketing function hasn’t changed much in the past 40 years and makes the case for marketing reorganization. In the past decade, what marketers do to engage customers has changed almost beyond recognition . Organizational charts are an interesting thing. Sending a Message Through the Marketing Org Chart.

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

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When a new product or new product release is being announced to the team, pay special attention to how you can translate the technical features in customer value and announce it that way. 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. question.

Aging 67

2013 B2B Content Marketing Awards

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for captivating audiences with customer stories ( www.makino.com ). STIR is a custom magazine that is published three times a year, aimed at residential and commercial interior designers and architects. In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. Category: Integrated. Winner : Xerox Corp.,

How to Get Sales and Marketing on the Same Page

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When marketers understand sales, their work becomes more relevant to customers, and more persuasive. Many of us have seen the firm that delegates marketing to a customer service rep who took a few creative writing classes and uses Facebook a lot. This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

Getting Started Guide for Marketing Automation

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If you have the standard flavor of Salesforce.com with no customizations or if you are a startup just beginning to make use of the CRM system, then integration won’t be a problem. 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? Getting Started with Marketing Automation.

Reinventing Marketing at GE

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Marketing started to be held responsible for critical operating mechanisms like pricing and quantifying customer value. Marketing started to play a role in determining not just what the customer needed but also in applying technology to better meet customer needs. They have to speak product language with R&D and customer language to the sales force. Principles.

Marketing Automation Catching On Fire

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With cash to burn, these companies are focusing on growing the customer base first, with hopes that revenue will follow. Companies are fighting for customers, trying to educate the market, and we may be seeing the beginnings of consolidation. Some have even suggested that marketing automation market is floundering , but it is such a new market and offering that is innevitable to have doubts, especially with these many vendors in the space. Interesting to note that the majority of the players only came to existence not even 5 years ago. What do you think ? Very helpful article.

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. Sales Enablement Content. But how do you know what content to create and how to prioritize? Content Framework.

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Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

A Buyer Persona Template for the B2B Marketer

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But don’t just stick with the standard templates, customize them based on your industry, and needs.  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. Map your content.

How to Build a Content Development Plan for Your Site

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Give prospects and customers the big picture: what you do, what problems you solve, what benefits you offer, and why people should buy from you. 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. Here are ways to prevent these things from happening. 1. Services.

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The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Besides the rise of social media as marketing channel, the emergence of marketing technology, more specifically Marketing Automation systems, in which you can configure the automated distribution of content to customers and prospects has been changing the way marketers see and create conent. What used to be clear roles (i.e. Does it sound familiar? And scary? United States License.

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.

RSS 34

what's your marketing approach?

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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. Here are some actions you can take that might help: After you create a presentation, review it thinking not only on who you will be presenting it to, but now thinking about whether more people in your market (customers and prospects) would find it interesting/educational When you wrap up things for the day, think back at everything you created (collateral, presentations, copy, etc.) Like Be the first to like this post.

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

6 Content Marketing Channels Missing From Your Plan

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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. Bonus points if you can actually get customers to ask to put them back on hold to finish listening to the message. 2. In the B2B world this is a lost opportunity, because you could be sending quality content with your invoice (or on the invoice itself) that might get the customer’s attention and continue building trust. The Forgotten Content Channels.

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Aberdeen Shows How to Do Email Marketing Right

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The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Aberdeen Shows How to Do Email Marketing Right The new research report from Aberdeen Group “ Email Marketing: Customers Take it Personally ” has some very interesting insights. The lesson? It will likely pay off handsomely. Like Be the first to like this post.

Maximizing Marketing Spend with Attribution Models

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Which channels move your ideal customer down the sales funnel fastest? Which content produces the highest quality lead, and does it matter where we measure this success in the customer journey? This method maps channels and content along your customer journey, then identifies those with the highest rate of success for moving contacts to conversion. Well, times have changed.

Marketing Automation is More Than Technology

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Here’s the intersting part, because anyone can implement technology to automate what goes out to customers and prospects. 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&#. Marketing Automation and wither no or weak processes.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

How to Maintain Great Content Curation

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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

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“Increased output is not directly linked to a greater number of leads or customers or higher profit. 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 Your Inbound Program Isn’t Working.

Why Seeding Your Content is Key to Making it Viral

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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. 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. The Optimal Seeding Strategy.

Content Marketing eBook and Infographics

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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. A Content Marketing eBook. The Rise of Marketing Infographics.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

What Do Buyers Want?

The Effective Marketer

Instead, take a breather, spend some time in another department, and ask for your 8 year old to review the latest customer case study you just published. You have created all that content, invested in a marketing automation system, and still the leads are not converting. Who is to blame? First, take a closer look at your content and answer the following questions: 1. Does it have your product name sprinkled throughout? 2. Does it focus on what your product does and describe features? 3. Does it use technical terms and acronyms? So it’s time to clean up the house. Try this: A.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

The copy is good but lacks some emphasis on important points such as the fact that Aberdeen Group will be presenting and a Senior Cash Control Specialist (a customer, maybe?) The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Email Design Review Gallery Are you tired of what your marketing emails look like?

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. Sales Enablement Content. But how do you know what content to create and how to prioritize? Content Framework.

Product Marketer as a Story Teller

The Effective Marketer

good product marketer gets deep into the customer’s mind, understands the marketplace, and can tell a compelling story not about the product, but about the customer need. Those in product marketing roles are used to being the product experts and the ones who people turn to when they need creation of sales support materials, thought leadership pieces, and other content needs.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

How to Include Webinars in Your Content Plan

The Effective Marketer

Typical Audience: Current customers on previous release, sales team, business partners. What: Customer training. Typical Audience: New customers, existing customers with new users. Focus: One or more customers of your product tell their story of how it helped them overcome a problem that others in their industry also face. All Webinars Are Not the Same.

Deconstructing an Email Marketing Campaign

The Effective Marketer

The least you want done is to have a way to get that information back to your CRM system so that you can track which prospects or customers interacted with the campaign and registered or downloaded your offer. What does it take to put together a successful email campaign? It all sounds pretty simple when you think of it. Right? Anatomy of an Email Marketing Campaign. Click to Enlarge.

How The Democratisation Of Data Is Helping Small Business

The Effective Marketer

Of particular interest for small business is how this new found ability to easily access, collect and analyse data is creating new opportunities for everyone to gather information about markets and customers. Most businesses are now just an opt-in away from being able to start collecting meaningful data from their customers or potential customers. Segmenting different customers and prospects into lists based on tailored marketing messages. Using predictive modeling to create customer profiles. Note: This is a guest post by Luke Ryan.

12+ Tips for Trade Show Success

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Promote your participation to customers and prospects prior to the show. Marketing’s goal is to help out with sales efforts and interact with customers and prospects. That’s a great opportunity for marketers to get to know the target market better and listen first-hand to what customers have to say about the company, product, and competition. Promote your session.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

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

The Effective Marketer

Jeff Ogden Find New Customers [link] Reply Leave a Reply Cancel reply Email Subscription Subscribe to the RSS feed Follow Daniel on Twitter Connect via LinkedIn Follow Me On Twitter! Note: yes, I wouldn’t necessarily say HubSpot is a ‘marketing automation’ vendor per se, but they are moving towards that end). Everyone Wins But it also means something else.

6 Ways to Spice Up Boring Email Marketing Campaigns

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Give them something that makes them feel important and like they are your most valuable customers just because they are on the list. In addition to their name, email and other contact info, you ideally should know at least some about their interests, especially if you’re in a business that has a variety of products catering to many different types of customers. Note: This is a guest post by Lior Levin. See Lior’s bio at the end of the article. For a marketer, email is possibly the most powerful medium ever created. This is true for both the marketer and the recipient.

The Fun Theory: How to Change Behavior

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How are you changing your customers and your prospects behavior? The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Fun Theory: How to Change Behavior How do you change people’s behavior? You have to fill out forms, get approvals, and meet goals otherwise there’s no pay raise or bonus.

How An Old School Product Leveraged A New Mobile App

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What a great way to connect with customers and refresh their perception of your brand. 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. For more about the app, the Mobile Marketer blog has a good overview.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.