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

The Effective Marketer

But you have to insist and enlist the help of the senior sales reps and execs to make sure they support the key messaging and value proposition you are creating in marketing and why the sales decks were created this way. Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. OK, let’s dive into each one.

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A Primer on Sales Competitive Battle Cards

The Effective Marketer

So for the purposes of this post I will focus on the marketer or product marketer that has been tasked with coming up with a competitive analysis to help sales. Over the past few years I have created my share of battle cards, so let me try to codify the process I follow to help you out. My This gives you the chance to walk through their systems, help pages, etc. 3. Analysis. 4.

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2013 B2B Content Marketing Awards

The Effective Marketer

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. 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., for Healthcare thought leadership. HealthBiz Decoded  ( [link] ).

The New Rules of Lead Generation: Book Review

The Effective Marketer

As I read the book I couldn’t help but notice that the author not only goes straight to the point (which is refreshing), he also shows a good deal of experience illustrating each lead generation tactic with clear examples. hope the following review helps you make up your mind. I was fortunate to receive a copy of “ The New Rules of Lead Generation “, by David T.

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Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

Getting Started Guide for Marketing Automation

The Effective Marketer

If you did your marketing automation purchase following best practices, the sales team (or at least sales management) was involved to help make the selection. The personas will help drive your content marketing efforts and your lead nurturing programs. Lead scoring is a tool that requires constant refinement and that will become a key element in helping you track your leads through the funnel. If implementing Marketing Automation seems like a daunting task, then I hope that this short “getting started” guide has helped to break things into smaller, manageable pieces.

Reinventing Marketing at GE

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Marketing helped business leaders think outside their usual market and started to identify opportunities that weren’t even on the table previously. But more than that, marketing has the capability of bringing disparate groups in the organization together to assess market dynamics and help the company cross-sell bundled products. Marketing as a Function. Principles. People.

Marketing Automation Catching On Fire

The Effective Marketer

Very helpful article. We will soon see more coverage I think of the market as it starts gaining momentum (recent acquisitions help publicize the space and pending IPOs too!). 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. 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. What do you think ? Keep going! Nice post!

A Content Framework for Sales Enablement

The Effective Marketer

The best way I found to get the conversation started is to follow a simple framework that looks at the buyer’s journey, the sales person’s needs, and matches that up with different types of content that helps sales take the prospect through the sales cycle up to closing the deal. This helps solidify our understanding of the buyer’s needs at each stage.

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Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

A Buyer Persona Template for the B2B Marketer

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The agreement was that Sales should be the driver of the creation of the persona, with Marketing only helping the process. 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.

It’s Time for CEO’s to Get Social

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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. Some CEO’s just ‘get it’ while others don’t seem to bother.

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what's your marketing approach?

The Effective Marketer

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. You don’t necessarily have to keep looking for this with everything you do at every minute (it would drive you crazy and slow you down considerably) but just recognizing the need for it does help. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? You can follow any responses to this entry through the RSS 2.0

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Note that this person is not necessarily responsbile for creating the content per se, and in fact some will argue that content creation and copywriting are the same , but rather helping with maintaining a consistent message across all channels (content creation should actually be encouraged throughout the company and a good social media policy put in place ). Does it sound familiar?

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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Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

6 Content Marketing Channels Missing From Your Plan

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Tech support is the low-hanging fruit where you could have a message talking about how to make the most of your product, give a tip that will help them with the product, or talk about a solution for a problem people have been encountering lately. Although much deserved attention is given to Blogs, eBooks, Webinars, Data Sheets, Press Releases, Videos, and other typical channels when talking about content creation, you shouldn’t forget to include the following touchpoints in your content marketing plan. 1. Customize the message for each department. The Forgotten Content Channels.

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Marketing automation solutions reviewer , Software Advice, created this video guide recently to help guide businesses along this uncertain terrain. Note: This is a guest post by Ashley Verrill. Once upon a time, marketers just played the quantities game. Well, times have changed. But this ability raises another issue. Which channels move your ideal customer down the sales funnel fastest?

Marketing Automation is More Than Technology

The Effective Marketer

But how are processes helping make sure the system works? 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 with average processes.

How to Maintain Great Content Curation

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Here are a few tips to help you get started. 1. 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. After all, you don’t actually have to write much new content, just find interesting items on the Web and point others to them, becoming a hub for all that’s relevant to your field. Don’t Automate.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

When Inbound Marketing Goes Wrong

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can help you further spread the word about the content and multiply the number of new views you generate (and thus the number of shares, likes, etc.). The mixing of both Inbound and Outbound Marketing programs helps with: Brand recognition. The last part of the paper touts the benefits of marketing automation (expected, since Marketo is one of the players in this space) to help with your nurturing campaigns. The fact that Inbound Marketing is taking over traditional marketing methods is not news. Marketing is evolving , there is no denying that. Capture your target.

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

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. 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 ).

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!

How Viral Marketing Can Kill You

The Effective Marketer

After also playing with free open source scripts to help get the email addresses imported into his email client, and not being able to do so, Scott caved in and went with Aweber , an email service provider which made the job of getting emails and sending out newsletters much easier. You create a video or a campaign and everyone starts talking about it. Start Engaging.” Well, yes and no.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. 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. But brands.

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

The Effective Marketer

First, with the conference still fresh in your mind you can accurately tell your staff what happened at the show and prepare them for what’s going to come their way, and second it helps you solidify what you learned during the show. Once you’re back and the emails pile up, the phone rings, and people walk into your office there’s not much you can do. United States License.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Sponsor logo nicely placed helps give authority to the email. Big lead-in helps keep users reading. Right side bar basically empty, not helping much. Design #8 Email Sender: CoreMetrics Email Title: The Effect of Disconnect What I Like: The header graphic is not some random image but rather helps drive the point the title is trying to make about “disconnect&#.

How The Democratisation Of Data Is Helping Small Business

The Effective Marketer

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. 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. New technology is emerging. Testing new ideas or product variations.

Proven Tactics to Increase Blog Traffic

The Effective Marketer

Let me help you out. Thanks to Christopher S. 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. 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. Make Your Blog’s Content SEO-Friendly. Use Twitter, Facebook and Google+ to Share Your Posts & Find New Connections.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

A Content Framework for Sales Enablement

The Effective Marketer

The best way I found to get the conversation started is to follow a simple framework that looks at the buyer’s journey, the sales person’s needs, and matches that up with different types of content that helps sales take the prospect through the sales cycle up to closing the deal. This helps solidify our understanding of the buyer’s needs at each stage.

How to Include Webinars in Your Content Plan

The Effective Marketer

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. The same result was voiced by Focus Research , pointing to webinars as one of the most valuable tools for B2B marketers. Supporting this sentiment, MarketingSherpa puts Webinars again at top three most effective lead generation tactics.

Ten Tips On How To Promote Your Website Through Content

The Effective Marketer

Offer How to Guides/Whitepapers/Analysis – Good first hand analysis or guides in relation to the niche you are in can really help boost visitor numbers to your website. Optimizing content in this way can help rank better as more of your content is shared and read by web users. 4. Each form may reach a slightly different audience helping to boost your website. 7.

Deconstructing an Email Marketing Campaign

The Effective Marketer

So in order to help those thinking about how to start their own email marketing programs, and also for those interested in looking at the whole process in more detail to see what else can be done to improve results, let’s take a moment to deconstruct a typical email marketing campaign. What does it take to put together a successful email campaign? Right? Click to Enlarge. The Email. Header.

Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

12+ Tips for Trade Show Success

The Effective Marketer

Marketing’s goal is to help out with sales efforts and interact with customers and prospects. Everything at the show floor is good food for thought that can help improve your own presence at the next show. D. Make Your Trade Shows Count. So how do you make the most out of it? recent MarketingProfs article, Is Tradeshow Marketing Dead? Make sure the audience is a good fit.

WordPress Plugins for Marketers

The Effective Marketer

For corporate blogs using a backup plugin is probably a good investment as well and the editorial calendar plugin is a great help for planning content especially coordinating among different team members. To make it easier for everyone I’ve compiled the suggestions from the group into an easy-to-read list (sorted alphabetically). Let us know! Like Be the first to like this post.

Making the Most of Your Webinars

The Effective Marketer

encourage you to download the FREE report from On24 and check out some additional nuggets that can help you evaluation your own webcasting program. Sure, depending on your industry the numbers might be skewed but at least you have a benchmark and something to show (or not!) senior management when your results are being questioned. What’s the ROI of webcasting? United States License.

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6 Ways to Spice Up Boring Email Marketing Campaigns

The Effective Marketer

So how can you help keep that spark alive when sending email after email? A lot of it comes down to simple creativity. Whether it’s a small percentage off, early access to new merchandise or a free download, anything that makes your subscribers feel as if you’re catering to just them will help keep their interest and their loyalty. 4. 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. Take a Survey. Hold a Contest.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.