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Informed Customer Understanding Should Guide Marketing

Tony Zambito

When it comes to informed choices on what will guide marketing, most processes will lack in assessing how well projects, campaigns, or initiatives meet the test of helping customers to achieve their goals.  Making use of relevant insights to help guide marketing planning.  by Anton Scherbik. If it were only that simple…. Bringing forth new behaviors related to choices and decisions.

6 Ideas to Create More Relevant Lead Nurturing Emails

B2B Lead Generation Blog

But something I wanted to hear more about was relevance. recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage or unsubscribe later cite “lack of relevance” as a key factor. So, how do we better align align our email and nurturing messages with what is relevant to our audience? Segmentation. Customer focus. Connection.

(Re)Creating a Distinctive and Relevant Brand

CMO Essentials

We are certainly proud of our 180-plus year history, but we want to be informed by that history, not bound by it.” ” Brands Need to Be Distinctive and Relevant. “Among the many things that brands need to be,” John told me, “first and foremost they need to be both distinctive and relevant. ” My second response was, “OK. ” he said.

Digital Relevance – An Interview with Ardath Albee

ANNUITAS

However, when you find a book that shares essential bits of information to help improve your marketing, case studies that share valuable insights and practical solutions to maintain relevance, that is a rare gem. See what author, speaker and CEO of Marketing Interactions , Ardath Albee had to say about her newest book, Digital Relevance and why marketers need to constantly stay on their toes to remain relevant. Q: What prompted you to write your latest book, Digital Relevance ? Relevance doesn’t just happen. Technology was billed as the answer.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. relevant and carefully targeted) content. it relevant, easy to find, and comprehensive) but doesn't stop there. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer.

Three marketing truths for an information dense world

grow - Practical Marketing Solutions

We face a menacing wall of information competition and if you think it’s bad now, it is going to soon become much, much worse. By 2020, the amount of information on the web is expected to increase by 500% — and that’s the low side of the projection. How are you going to win in a world with five times more information than what we have now?

Email Marketing: 4 steps to relevancy 85% of B2B businesses probably aren’t taking

B2B Lead Generation Blog

The top priority for the entire group is to deliver highly relevant emails – it ranks above even driving website traffic and revenue. This makes sense, considering highly relevant email will achieve the other two goals. This makes me wonder what is being sent in those 10,000-plus emails each month: Do they know what information their prospects want at each stage of the buying cycle?

How to Use Data to Create More Relevant Content

Hubspot

How do they inform their strategies? To help you figure out how to use data to inform your own content ideation process, I've come up with a plan. You'll add more information to this spreadsheet later. This score is a mix of relevancy, bid amount, and ad performance. If you're not a HubSpot customer, you can check out Keyword Planner to uncover this information.

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture. To help you get started with interactive design, I’ve compiled some best practices around user experience, information architecture, and visual pedagogy. Simplicity of Information.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. relevant and carefully targeted) content. it relevant, easy to find, and comprehensive) but doesn't stop there. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer.

7 key roles in digital marketing

Biznology

To maintain or improve that ranking over time, you need to have a UX that clearly demonstrates the relevance of the experience to the search query, and helps the user find the answers to their questions once they determine relevance. This is sometimes called information architecture (IA) or client experience (CX). ” I answered the question in terms of my own team.

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Actionable Information: How To Apply The Scientific Method To Marketing Operations [pt. 3 of 4]

bizible

Whether you want to improve a campaign, get more budget, or implement a new marketing technology, you'll need to justify it with objective information. By generating objective and persuasive information you'll be able to drive transformation at your organization. This is where objective information gained through using the scientific method becomes necessary. You've done it.

How CMOs Can Make Big Data Relevant to the Sales Team

Crimson Marketing

Author and Futurist John Naisbitt famously wrote, “We are drowning in information but starved for knowledge.” You would think that with all of this information and transparency, it would be easier than ever for companies to understand and influence customers through technology marketing. Providing The Right Information to Sales. Fast forward to the present. Begin With a Pilot.

Forrester Claims Marketing Content Not Relevant for Sales Teams, Customers

Vidyard

Research released by Forrester this month found some shocking information about sales’ use of marketing content. This content often focuses on features and functions but most buyers in today’s day and age have already discovered this information on their own in earlier stages of their buying journey. Yep, useless. Getting to the Root of the Problem. And this needs to change.

Be Relevant or Die: The New Nature of Nurture

Modern B2B Marketing

Harnessing relevance in your marketing efforts involves engaging , relevant , personalized content – you’ve heard it all before. Companies who are doing ‘the relevance thing’ well aren’t in the majority. Relevance is the New Game in Town. Instead of a numbers game, it’s now a relevance game. Components of a Relevant Campaign. Time to get relevant!

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. relevant and carefully targeted) content. it relevant, easy to find, and comprehensive) but doesn't stop there. sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer.

3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

It’s a goldmine of information for the direction of marketers’ mobile strategies and determining where mobile fits in as both a sales channel and marketing medium. With traditional web sites, companies have the luxury of using space to present a great deal of information across different areas on each page. Posted in Customer Experience Mobile. That’s right, real time.

Story + Video = Powerful B2B Marketing

acSellerant

” Cut out everything that doesn’t add relevance or interest. Unlike a PowerPoint presentation where the presenter reads the bulleted text that appears on the slides, we want to deliver different, but inter-related information to the eyes and ears simultaneously. B2B products and services are complex. Well-produced video is a way to get peoples’ attention and hold it.

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Using Customer Data to Inform Your Personalization Strategy

It's All About Revenue

In fact, your buyers begin to share information about themselves, what they’re interested in, and what their pain points are well before they formally introduce themselves. Capturing client and prospect data and using this information to segment your audiences provides the insight needed to identify what your buyers care about and informs how you build relevant messaging, or in other words, a personalization strategy. Editor's Note: Today's post comes courtesy of Ashley Chavez, Director of Marketing at Get Smart Content.

80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing

bizible

Tracking how many times that gets clicked is useful information, but to really understand our content path, we need to know more. We can’t get that information with CTA tracking. Where people fill out forms informs the content team if we have recommended gated content that is relevant to what we’re writing about on the blog. Which ebook or report do they download?

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How CEOs And CMOs Can Tell The Difference Between Information And Insights

B2B Marketing Insider

When, in fact, they represent customer information and intelligence gathering organizations have to be good at just to compete. Carrying this thought a little further, sales often is in the act of gathering information on the strategic initiatives of a corporation. Intelligence gathering can be defined as collecting information. Information tends to be concrete and static.

5 Reasons Email Marketing is Still Relevant

Puzzle Marketer

When people sign up for your e-mail list, they’re asking for more information and giving you permission to provide it.  You can use this information to better target future campaigns and create stronger calls-to-action. 4. You can divide your contacts into groups based on their purchase history and market directly to their specific interests so that every newsletter is relevant to their preferences. Even with the growing popularity of social media, e-mail marketing is still one of the best ways to reach your customers. 

Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. While all these areas are important, the first bullet  – “semantically relevant…” – stands out to me in my role as an SEO professional. Proof terms and relevant terms. What are relevant terms?

Semantic Search: Keyword Choices and Relevancy

Marketing Action

The report showcases four content factors which the authors feel correlate to higher rankings: Semantically relevant and semantically comprehensive wording. While all these areas are important, the first bullet  – “semantically relevant…” – stands out to me in my role as an SEO professional. Proof terms and relevant terms. What are relevant terms?

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events. What better way to deliver valuable information to buyers than to walk a mile in their shoes? Leverage Surveys.

20 Must-See SlideShare Presentations That'll Inform, Inspire & Entertain

Hubspot

What better way to display valuable pieces of information than through a visual format like a SlideShare? First of all, this presentation presents the information in an awesome way -- through sketchnotes. But it also gives valuable information for anyone who is networking, not just introverts. If you''re regularly on our blog, you know that we love SlideShare presentations.

Permission Marketing Drives White Paper Relevance

NuSpark

First, white papers give readers the information they seek. They offer quality, relevant educational content. In short, white papers allow you to enter into an educated, informed conversation with your targeted buyer. As terrifying as it may be for many sales and marketing executives to admit, today’s buyers have more control over the sales process than ever before. The Internet has dramatically transformed buyer behavior. Your prospects have access to vast amounts of content, and they want it on their terms. They want you to educate them. Enter the white paper.

Why the Word Relevant is More Important Than Ever for CMOs

It's All About Revenue

From the apps to the games to the videos, there is so much "stuff" that's fighting for the attention of YOUR customer or buyer - the need to be relevant has never been more important. I came across this chart below via MarketingCharts.com and right off the bat one stat jumped off the screen at me in the context of a CMO and marketers. Can you guess which one it was? CMO Corne

Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance

It's All About Revenue

Delivering on the promise of relevance is a core goal for all marketers, but it appears that there are significant disconnects in organizations’’ abilities to strategically execute on this across all integrated activities. “ If you think about strategy as defining the job of the content, then content published without a strategy has no job to do,” warns Ardath Albee , marketing expert and author of the book Digital Relevance. Albee took the time to share her additional insight based on the themes in Digital Relevance. Do you have it? Do you have it?

Is programmatic advertising relevant in B2B?

The B2B Research Blog

Yet, most B2B marketers still don’t see it as relevant.  When landing on a web page information about an individual user (browsing behaviour, demographics, etc.) is sent to an ad exchange.  That’s got to be attractive, so why isn’t it also seen as relevant? demographics like gender are of less relevance in B2B markets). So programmatic is easier and more targeted. 

Informing Content Strategy with Buyer Persona Development

Tony Zambito

  To inform a content strategy, it strikes me that there are five key areas to evaluate: Buyer understanding :  gaining an understanding of how buyers intend to consume, utilize, and act upon content are the bedrock of a content strategy.    The deeper the understanding, the more targeted and relevant content can be for buyers. 

Is Facebook Still Relevant for B2B?

EMagine B2B Blog

If you’re looking for more information or how eMagine can help you with your B2B Social Media Strategy, make sure to register for our webinar happening TODAY at 2pm. As a digital marketing firm we get questions daily about how different strategies can work for our clients. One of the most common questions I get when it comes to social media is, “Do we really need a Facebook?”

Is Quora Relevant for B2B Marketing?

Marketing Finger

Which ‘knowledge market sites’ do B2B buyers go to for information? Q. Join us on February 24 at 5:00pm Pacific for a live #B2Bchat on the relevance of Quora for B2B marketing! It was just over two months ago that Robert Scoble gave an implicit endorsement for Quora, asking the question: Is Quora the biggest blogging innovation in 10 years? Quora , made available to the public in June 2010, was co-founded by Facebook’s former CTO Adam D’Angleo, and at first glance appears similar to LinkedIn Answers, Wikipedia, Focus.com or Yahoo Answers. But do we need another Q&A site?

Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy?

Content Standard

As the public relations and content marketing evangelist at Skyword, I’m tasked with cutting through the mass of information in reporters’ and analysts’ inboxes to spark interest in the company’s latest accomplishments. The post Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy? Call me old-fashioned, but I like press releases.

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The Never-Ending Cycle: Content Informs Data Informs Content

Marketing Action

The most effective content is informed by strong data. Data should inform all facets of your marketing strategy and go a long way towards removing the guesswork from marketing altogether. Data also informs the best time to reach your customer. Yes, creativity is essential, but content that is informed by data can be both smart AND creative. Data Is King. But never fear.

The Power of Story for B2B Marketing

acSellerant

Good salespeople tell stories that inform prospects; great salespeople tell stories that persuade prospects.” – Gerhard Gschwandtner, publisher of  Selling Power. Imagine you’re trying to communicate the resiliency of a high-priced data storage array designed to protect critical information. When the array was powered up, the critical information was safe and accessible.

6 Ways Social Data Can Inform Your Marketing Strategy

Hubspot

Thankfully, we''ve learned that there''s a layer of science behind social media marketing, and we can actually extract highly valuable data that can inform our overall inbound marketing strategy. Digital marketing is, afterall, about not having to guess any more as the data informs the strategy. Social media has historically been a great conversational tool for businesses.

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Information overload: beyond better filters

Biznology

Six years ago, NYU professor and author Clay Shirky, affirmed that “the problem is filter failure, not information overload.” ” The problem of having more information around than what we can possibly process has been with us since ancient times. Social platforms often rely on social interactions such as likes and comments to determine relevance.

Three Types of Relevant Internal Links to Boost SEO

Biznology

This is what I said: Relevance :  Before you rush off and create links from every page in your domain to every other page in your domain, a loud note of caution. The key is to create relevant links. But in the age of Penguin, high-quality, relevant internal links can help with ranking. This passage begs the question: What are relevant links? Photo credit: Horia Varlan.

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Thinking Like a Journalist: How to Create Relevant and Newsworthy Content

Ceros

This post, Thinking Like a Journalist: How to Create Relevant and Newsworthy Content , written by Jed Wexler , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. Increasingly, brands are producing content that is just as relevant, credible, and newsworthy as traditional sources — and the results have been lucrative. It does more than inform or amplify.