Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. Selecting effective marketing programs. Advertising.

Marketing Trends for 2010 - And What to Do About Them

Cliff Allen on Marketing

There are several new marketing trends for 2010 that will have an impact on practically every marketing organization because of new trends in customer behavior, such as: Shift in consumer mentality from recession to recovery. Spotting marketing trends. Big marketing trends for 2010. Marketing trend opportunities for 2010. And, second, it's growing in adoption.

Turning Marketing Strategy into Marketing Program Plans

Cliff Allen on Marketing

Every good strategic marketing plan includes two elements: strategic direction and plans for moving the company in the new direction. After you have developed your strategic marketing direction , it's time to develop strategies for each of your major marketing functions. How to use a marketing strategy mind map. Completing the strategic marketing plan.

Using Marketing Analytics in Strategic Marketing Planning

Cliff Allen on Marketing

A good marketing strategy is based on good data. That's why it's important to start the strategic marketing planning process with data about your industry and specific market, and about your customers. Industry and market data. Unless your company's market share is over 50%, more people buy from competitors than from you. Macro economic trends. Online monitoring.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Mind Maps Make Marketing More Meaningful

Cliff Allen on Marketing

It's especially challenging to do this in marketing for two reasons: Marketing strategy is based on how multiple groups of customers think and feel about products. Marketing has become increasingly complex as the number of communications and sales channels has increased. At the same time, potential customers are being influenced by these multiple marketing channels.

How to learn about social media marketing

Cliff Allen on Marketing

And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. The area of social media marketing is challenging for most corporate marketing people because it's so different from one-way mass media advertising. Tags: Social Media Marketing Tony Adam, SEO Manager, Yahoo.

How to learn about social media marketing

Cliff Allen on Marketing

And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. The area of social media marketing is challenging for most corporate marketing people because it's so different from one-way mass media advertising. Tags: Social Media Marketing Tony Adam, SEO Manager, Yahoo.

Get in the "Zone" with B2B Marketing Zone

Cliff Allen on Marketing

Marketing has become more and more complex as the Internet has become part of everyone's lives. Blogs have sprung up everywhere on all aspects of marketing, but it's been hard to find the really good marketing blogs, especially good blogs on B-to-B marketing. Recently, a couple of really savvy guys created a great site that allows us marketers to find the latest blog posts on B-to-B marketing from some top notch marketers.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Why Marketers Must be Better

Cliff Allen on Marketing

Strategic Marketing for Growing Companies Why Marketers Must be Better By Cliff Allen on April 10, 2007 4:08 PM | No Comments | No TrackBacks A lot has been written about increasing the ROI of various marketing activities. But, one thing is usually missing from those articles and sales pitches -- explaining just how to calculate that higher marketing ROI that they talk about.

Market Research Answers the Second Question

Cliff Allen on Marketing

Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. The sales manager is likely to tell the marketing manager, "I found a new market we can sell to!".

Market Research Answers the Second Question

Cliff Allen on Marketing

Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. The sales manager is likely to tell the marketing manager, "I found a new market we can sell to!".

9 Marketing Trends for 2009

Cliff Allen on Marketing

While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers. Marketing Trend #3: Increased use of e-mail to reach out to prospects and customers more frequently at a very low cost.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

9 Marketing Trends for 2009

Cliff Allen on Marketing

While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers. Marketing Trend #3: Increased use of e-mail to reach out to prospects and customers more frequently at a very low cost.

When Good Metrics Go Bad

Cliff Allen on Marketing

The goal of marketers is usually to increase revenue, so we create metrics that help us do that. Marketing Metrics Are Everywhere. There are metrics everywhere in the marketing/sales process from awareness to closing an order and servicing the customer. Keeping Marketing Metrics Profitable. However, there are times when increased sales causes decreased profits.

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Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Tags: Social Media Marketing

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Tags: Social Media Marketing

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Tags: Social Media Marketing

Gravity Summit Slide Presentations

Cliff Allen on Marketing

I recently mentioned that I attended the Gravity Summit one-day seminar on social media marketing. Here are slide presentations from representatives of three large brands on how they have used social media marketing: Yahoo. Tags: Marketing ROI Sprint. In addition, here are slide presentations from two social media consultants who presented examples of clients they've helped: David Reis. Rodney Rumford , co-producer of the event. These presentations show what's possible by using social media to raise awareness of brands.

Gravity Summit Slide Presentations

Cliff Allen on Marketing

I recently mentioned that I attended the Gravity Summit one-day seminar on social media marketing. Here are slide presentations from representatives of three large brands on how they have used social media marketing: Yahoo. Tags: Marketing ROI Sprint. In addition, here are slide presentations from two social media consultants who presented examples of clients they've helped: David Reis. Rodney Rumford , co-producer of the event. These presentations show what's possible by using social media to raise awareness of brands.

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Marketing 2.0 Strategy

Cliff Allen on Marketing

Marketers are always looking for the next hot technique to get in front of prospective customers, which is why there is a continual shift of ad budgets to all things digital. Unfortunately, many marketers are a still a bit behind in fully understanding how to take advantage of today's digital environment to maximize revenues. First, marketers need to do away with the notion of "getting in front of customers" because it's so easy for prospects to go around marketing messages that block or interrupt their path to satisfaction. sell to). Today, businesses are using "2.0"

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Marketing 2.0 Strategy

Cliff Allen on Marketing

Marketers are always looking for the next hot technique to get in front of prospective customers, which is why there is a continual shift of ad budgets to all things digital. Unfortunately, many marketers are a still a bit behind in fully understanding how to take advantage of today's digital environment to maximize revenues. First, marketers need to do away with the notion of "getting in front of customers" because it's so easy for prospects to go around marketing messages that block or interrupt their path to satisfaction. sell to). Today, businesses are using "2.0"

Gravity Summit

Cliff Allen on Marketing

Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign. One of the challenges facing management when considering a social media campaign is the amount of time required either by the company's marketing team or an outsourced social media agency. Tags: Marketing ROI

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Gravity Summit

Cliff Allen on Marketing

Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign. One of the challenges facing management when considering a social media campaign is the amount of time required either by the company's marketing team or an outsourced social media agency. Tags: Marketing ROI

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Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

As marketers, it represented a continuing evolution of the use of market research data at the individual level. Today, marketers can obtain access to comprehensive databases about what people have bought, which gives some insight into how they make decisions. Marketers have used similar differentiation and segmentation services services, such as PRIZM from Claritas , which creates 66 demographically and behaviorally distinct segments of consumers based on Census and other types of data. Tags: Marketing ROI

What Data Crunchers Did for Obama

Cliff Allen on Marketing

As marketers, it represented a continuing evolution of the use of market research data at the individual level. Today, marketers can obtain access to comprehensive databases about what people have bought, which gives some insight into how they make decisions. Marketers have used similar differentiation and segmentation services services, such as PRIZM from Claritas , which creates 66 demographically and behaviorally distinct segments of consumers based on Census and other types of data. Tags: Marketing ROI

Marketing Team Productivity

Cliff Allen on Marketing

Great marketing from corporations comes from productive marketing teams that have the tools to work together no matter where they are geographically. This means that marketing teams need the best collaboration technologies available to speed interaction. The slate tablet is great for marketers because we like to scribble notes, draw 2x2 matrix diagrams , and tap into mounds of marketing data during the same meeting. Take a look at the videos he links to and you'll get several ideas on how to use OneNote to make your marketing team to be more productive.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Marketing Team Productivity

Cliff Allen on Marketing

Great marketing from corporations comes from productive marketing teams that have the tools to work together no matter where they are geographically. This means that marketing teams need the best collaboration technologies available to speed interaction. The slate tablet is great for marketers because we like to scribble notes, draw 2x2 matrix diagrams , and tap into mounds of marketing data during the same meeting. Take a look at the videos he links to and you'll get several ideas on how to use OneNote to make your marketing team to be more productive

Segmenting Your Market with Web Analytics

Cliff Allen on Marketing

Market segmentation is a key technique in targeting marketing messages - and maximizing ROI. I've written a feature article that covers the use as Web analytics tools in combination with traditional market segmentation techniques. Take a look at Segmenting Your Market with Web Analytics And, the use of Web analytics tools, such as Google Analytics, is making segmentation more specific and more valuable.

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Segmenting Your Market with Web Analytics

Cliff Allen on Marketing

Market segmentation is a key technique in targeting marketing messages - and maximizing ROI. I've written a feature article that covers the use as Web analytics tools in combination with traditional market segmentation techniques. Take a look at Segmenting Your Market with Web Analytics. Tags: Marketing ROI Web analytics And, the use of Web analytics tools, such as Google Analytics, is making segmentation more specific and more valuable.

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PR for Start-up Businesses

Cliff Allen on Marketing

Most of the discussion around the Brian Solis article on PR has been from each individual's personal perspective, instead of a general discussion of a start-up's strategic marketing plan ( [link] ). Does the business provide a truly innovative product or service, or is it a "me too" product that depends on taking market share from existing companies? Innovative products sold into specialized target markets can benefit from pitching customer case studies to the media read by their target market. Tags: Marketing ROI If it's the CEO, that's great.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful