ViewPoint
JUNE 5, 2015
In the first 2 parts of this series we discussed the role of executives and best practices for planning and preparation when outsourcing your lead generation program. Now as we wrap up, we’ll address appropriate expectations for a program and two essential components for ongoing success: a shared lead definition and accountability between marketing and sales.
Marketing Insider Group
JUNE 5, 2015
Many people believe that marketing is just advertising or selling. But, in reality, marketing is actually a conversation that you the entrepreneur start by meeting your customers’ needs. One of the biggest challenges in marketing we see is executives who resist it by asking, “Yes, but how will this help me sell more?” Many businesses struggle with just such a sales- or product-focused culture, forgetting that they were formed to solve a customer problem and that the solution to
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Biznology
JUNE 5, 2015
I’ve been working with several clients recently to improve their website search, and have been noticing something new. Lack of volume. A rule of thumb is that between one and ten percent of website visitors use website search to find something within your website. Now some sites, like Amazon, probably have numbers nearer 90%, but most sites still have many more people arriving via links or Google Search who navigate where they are going once they get to your site.
Crimson Marketing
JUNE 5, 2015
We know the French do things differently but there’s something very wrong about this photo previously featured on the website and catalog of La Redoute, a French fashion chain (once you see it, you won’t be able to un-see it). #BADMarketing. Image: Courtesy of Adweek. The post #BADMarketing from La Redoute appeared first on.
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Biznology
JUNE 5, 2015
Sometimes, yes. “Raising brand awareness” is the last refuge of the marketing hack. But more and more, studies are showing that search marketing does aid branding. Searchers have higher brand recall than those exposed to banner ads. What’s more, searchers recall higher-ranked results far more than others. Understanding the decision points of your prospective customer helps you create a search marketing campaign that targets the widest necessary set of keywords.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Adobe Experience Cloud Blog
JUNE 5, 2015
Author: Mike Stocker In the past week alone, I received two emails from companies that were trying to “reactivate” or “re-engage” me as a customer. I thought it would be a good idea to examine these emails and also to think about “reactivation” techniques in other channels—like mobile and display/paid media. What Is Reactivation? Reactivation (or re-engagement) is a technique used by marketers to reach out to those people who have previously expressed interest, purchased, or otherwis
LEADership
JUNE 5, 2015
Each time I visit the beautiful island of Mauritius or Santorini in Greece, I take in the extraordinary sights and sounds of island life and marvel at the mysteries of the ocean. The human mind is like no other—as much as we are intrigued by mysteries, we are just as fearful of entering unknown territory. With all the years of ocean exploration, the NOAA reports that we have explored less than 5% of the ocean till date.
Hinge Marketing
JUNE 5, 2015
Based on interviews with over 130 Visible Experts and 1,028 buyers of professional services, Hinge’s research uncovered 16 different tools Visible Experts use to generate leads and increase their visibility in the marketplace. View this video to discover the top 10 tools you need to build your reputation and ascend to prominence. Get answers to questions such as: Which social media channels are most effective?
Hubspot
JUNE 5, 2015
In my job at HubSpot, I chat with marketers very often about what problems they're facing. One of the most common issues I hear about is lead flow -- a marketing department generates hundreds of leads per month, but many of them aren't closing. Nobody knows where to turn. Sales points fingers at marketing. Marketing points fingers at sales. They both shrug, unsure of how to proceed.
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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.
SnapApp
JUNE 5, 2015
For modern marketers, efficiency is key. We have a lot on our plates, and we need to prioritize our activities effectively around what will get us the best results. The challenge is, it can be tough to know what’s working and what’s not. We need a way to test different scenarios and approaches and optimize around the best tactic – whether we’re talking about paid media CTAs or email subject lines.
Hubspot
JUNE 5, 2015
There is no doubt that for many software-as-a-service (SaaS) companies, a free trial is a key component of their customer-acquisition strategy. Large amounts of their marketing budgets are focused on driving leads into a free trial. Many of them will also run email nurture streams and calling campaigns in the hope that users will activate the trial and convert to customers.
Content Standard
JUNE 5, 2015
All too often I hear how content marketers struggle to keep up with the publishing demands of their strategies. Fresh, new content is always desired, but how can you continuously pump out interesting stories? The key is to not only think of this as your responsibility, but to also look around your office and leverage the expertise of your coworkers.
Hubspot
JUNE 5, 2015
When I go on vacation, I completely turn off work. but I don't stop marketing. Of course I don't actually work while I'm on vacation. It wouldn't truly be a vacation if I did. I use my out-of-office reply to continue marketing while I'm gone. Below is my most recent one. Warning : It's a bit of a shocker to the eye. Surprisingly, I got a fair amount of traffic and plenty of happy responses to the unique approach when all I was really trying to do was get our latest piece of content on email etiq
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Content Standard
JUNE 5, 2015
It’s an easy enough principle: When a user shops online and abandons her cart, a follow-up email might remind her to pull the purchase trigger. But although emails based on user behavior tend to be highly effective, only a fraction of companies take advantage of this email marketing strategy, Econsultancy reports. In a survey of more than 1,000 marketers, Econsultancy and Adestra found that just 20 percent of marketers currently email users based on their Web behavior.
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