The Effective Marketer

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What Marketing Org Charts Tell You About The Business

The Effective Marketer

small startup will have a head marketing person with a few helpers below, but as it grows more people are added to handle the other facets of promoting the business.. Organizational charts are an interesting thing. Every company has an official one and also a few “unofficial” charts. marketing org chart can give you clues about how a company goes to market.

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

The Effective Marketer

The fact that buyers are doing research on their own doesn’t diminish the value of the sales rep, it actually makes the sales person way more important and doing an extremely difficult job. 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.

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2013 B2B Content Marketing Awards

The Effective Marketer

NetApp has a presence at Forbes.com BrandVoice site where it places content coming from contributors on a variety of topics including security challenges of BYOD to a personal column from NetApp Vice Chariman Tom Mendoza. 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. mt=8 ).

How to Get Sales and Marketing on the Same Page

The Effective Marketer

Having a better sense of where a person is coming from, and having some idea of the method behind his apparent madness makes for constructive dialog. This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes. Sales and marketing can make beautiful music together in the form of more leads and sales! Work On It.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

When Leads Go Cold

The Effective Marketer

The amount of time it takes for a sales person to follow up with a lead can determine whether the deal is closed or not. It seems with all the systems we have today to generate, score, and nurture leads, it all comes down to sales. According to their research, the average response time, among companies that responded within 30 days, was 42 hours.

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

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A Buyer Persona Template for the B2B Marketer

The Effective Marketer

We, marketers, are concerned with the buyer ( we want to influence the purchase ) while other departments like Development and Product Management will want to focus on the person actually using the product (a User Persona). So, from a Buyer Persona standpoint, is only natural that Sales, who is most in touch with the person actually making the buying decision will be front and center in the creation of the profile and it will be a great exercise to align sales and marketing. Infrastructure. Process Planning. Program Execution. Measurement. Map your content.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

first heard a term I think will become norm at the last Power of eMarketing Conference in San Francisco, during a panel discussion in which Chris Baggott , Compendium’s CEO, talked about the “ Content Coordinator “ The Content Coordinator The Content Coordinator is basically the person on your marketing team responsible for coordinating content creation and distribution.

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B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

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.

6 Content Marketing Channels Missing From Your Plan

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Show off your company’s personality, who works there, put a face behind the communication customers usually receive from you. 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. 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.

Marketing Automation is More Than Technology

The Effective Marketer

The pairing of processes means more than ensuring emails go out when they should, it takes care of ensuring the right message is sent to the right person at the right time. 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&#. Increasing Response Rates.

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

However, Hubs may not be optimal channels because if the person that acts as a hub doesn’t like or doesn’t agree with the content, they will not pass it on to their network. 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 ). Here’s where many researchers disagree.

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How Viral Marketing Can Kill You

The Effective Marketer

tells in his book a personal account of how a viral marketing campaign went wrong. Back in ’04 when you wanted to screen someone prior to offering an speaking engagement, you would ask for  a “speaker kit”, which consisted of a resume, pictures, and tape reel showing snippets of that person actually giving a talk. You create a video or a campaign and everyone starts talking about it.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Picture of speaker gives it a personal tone. The picture of the speaker gives it a personal feel. 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? Are you in search of inspiration? Or just want to see what’s out there?

Proven Tactics to Increase Blog Traffic

The Effective Marketer

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. Thanks to Christopher S. 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. Survey Your Readers.

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

I’ve heard a few times now from companies that want to get their content marketing engine cranking but haven’t put anything out there yet because of one of the following reasons: We don’t have a marketing person or department. We don’t have enough time to create content. Our website sucks, we want to fix it first. We are still researching topics for our blog posts. We don’t know where to start. Any other typical reasons I missed? You have probably heard (or thought yourself) a few more, I bet. Simple Content Marketing Strategy. sorry Nike!, You know why?

How Great Content Can Solve Problems

The Effective Marketer

As mentioned in the previous post about timely content, Marketing Automation is a great way to get the right content out to the right person, but you still have to think through all the stages and understand the different needs. This is the third post in a series of “ Principles of Great Content Marketing ”. The first post talked about creating simple content , and the second post discussed timely content. The Principles of Great Content Marketing series is based on three core ideas: Create simple content. Create content that is timely. Create content that solves a problem. The problem?

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

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Survey Highlights Email Marketing Effectiveness and ROI

The Effective Marketer

26% use content personalization. A recent research survey, Email Marketing Industry Census 2012 , conducted by eConsultancy and sponsored by Adestra sheds some light into how email marketing is being used and trends facing email marketing as an industry. Why is email still a major force in the marketer’s arsenal? Problem is, email is not being used to its fullest. The ROI of Email.

What Makes Ads Go Viral?

The Effective Marketer

Is hard to target viewers based on their personality, but different types of personalities (extroverted vs. introverted) are a key ingredient in ensuring the video will get shared. Looking for a recipe to get your new video to go viral? Utilize “Brand Pulsing”: weave your brand throughout the ad instead of placing it front and center. The Science Behind Viral Videos.

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Deconstructing an Email Marketing Campaign

The Effective Marketer

Personalization (i.e. Don’t just restate the email text, add more compelling reasons for the person to proceed with what you want them to do (i.e. What happens after the person fills out your form? 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.

WordPress Plugins for Marketers

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking WordPress Plugins for Marketers A recent question on the Marketing Over Coffee LinkedIn group about WordPress plugins generated a really great list of tools marketing professionals should consider when running a personal or company blog. Let us know!

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12+ Tips for Trade Show Success

The Effective Marketer

Ideally at least one person from the marketing team should be at the show, even if for only one day. Make Your Trade Shows Count. The old fashioned trade show may not be the hottest topic coming through your inbox these days but odds are that you may still be doing quite a few events and have trade shows as part of your marketing budget. So how do you make the most out of it? Take pictures.

Making the Most of Your Webinars

The Effective Marketer

personally think these numbers are high, but it depends heavily on the webinar platform you’re using. Take for instance the following: The average webcasts captures 441 registrants Attendee participation is usually 50-60% of registrations 15-30% of registrants are sales-qualified opportunities The numbers above should be enough for you to go back to your own metrics and see how you compare.

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6 Ways to Spice Up Boring Email Marketing Campaigns

The Effective Marketer

In addition to be instantaneous and simple, it’s a personal medium that can be tailored to every person, it’s opt-in, meaning that you’re reaching an already-engaged audience and, best of all, the cost of sending each email is effectively zero. 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. However, the problem with email marketing is that it’s very much like a relationship, difficult to keep the excitement and enthusiasm up for a long period of time. Take a Survey.

Webinar Presentations That Suck « The Effective Marketer

The Effective Marketer

All the great presentation techniques they teach when you have to deliver a presentation in person will most likely not work. but this person can also interject during the presentation to create a dialog. How do you avoid the same mistakes you see people committing all the time when delivering web presentations? Here are five key rules to guide you when preparing your webinar: 1.

The Challenges in Adoption of Marketing Technology « The Effective.

The Effective Marketer

While personalities play a role, I think corporate policies and the marketing leadership play a big role in shaping up how marketing technology is brought into the company. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Challenges in Adoption of Marketing Technology A recent webinar hosted by Neolane, “ Crack the Code – Getting C-Suite Buy-In for Your Marketing Tech Purchases &# had a very interesting presentation by Suresh Vital  from Forrester Research. Like Be the first to like this post.

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2013 B2B Content Marketing Awards

The Effective Marketer

NetApp has a presence at Forbes.com BrandVoice site where it places content coming from contributors on a variety of topics including security challenges of BYOD to a personal column from NetApp Vice Chariman Tom Mendoza. In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. It is worth going down the list to get some inspiration for your own content marketing efforts. I’ve summarized below the list for you: 2013 Content Marketing Awards. Category: Integrated. Winner : Xerox Corp., mt=8 ).

Apple’s Marketing Genius

The Effective Marketer

Marketing, at Apple, has always been a differentiating point and key to their eventual dominance of the electronics consumer market and their resurrection in the personal computer industry. Finally, Guy Kawasaki’s book “ The McIntosh Way ” talks about his career as a McIntosh Evangelist, the early efforts of Apple to dominate the personal computer market, and more.

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The Networker's Dream

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Networker’s Dream Ever been in a situation where you are trying to get a hold of someone or get introduced to another person but just can’t figure out how? This is the reality for most salespeople. Like Be the first to like this post.

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How Success is Misunderstood

The Effective Marketer

Success can be based on a number of different factors and it also varies based on who you talk to, after all, we all have different objectives (personal and professional). The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking How Success is Misunderstood How do you define success? Number of leads generated?

How to Build a Lead Scoring Program

The Effective Marketer

Is this person the decision maker? By Ashley Furness, guest blogger and Software Advice market analyst. Every company wants high leads volume – but not prioritizing those opportunities can leave sales wasting time on leads that will never buy, while the best prospects fall through the cracks. Fortunately, an effective lead scoring program can address this problem. Below is a two-part video series from Software Advice that outlines tips for creating such a program. Then, what to do with the scores once they are determined. This can include queries such as: Is it in the right market?

What Type of Marketer Are You?

The Effective Marketer

Hiring marketing people is tough enough as it is, one has to understand the type of person they need for each specific position. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What Type of Marketer Are You? They often participate in discussion forums and might even have a blog. Who do I want to work with?

The Blogger’s Guide to Online Marketing

The Effective Marketer

have personally been down that road more than once with blogging. Note: This is a guest post by Lior Levin. See Lior’s bio at the end. The Blogger’s Guide to Online Marketing is one of ProBlogger ’s newest ebooks, written by the Web Marketing Ninja. ProbBlogger was started by Darren Rowse, who wrote the most popular of the ProBlogger products, 31 Days to Build a Better Blog. Written specifically for bloggers, this online marketing guide features yet another set of 31 steps intended to help bloggers start making money with their blogs. For Those Who Want the Next Level.

Content Marketing Starts With Your Brand

The Effective Marketer

They tell you to be authentic, to show there’s a face behind the tweets, there’s people behind the whitepapers, and that there is a personality for your company. Looks like a personality test? Your ‘brand’ has a personality, a voice, a look. If you are a one-person shop, going through this exercise is faster. It’s all in your head and you basically have to decide if your company’s brand will be an extension of your own personality and behavior or if you’ll give it a different twist. Fast forward to today. You are creating content. Where is your brand now?

Effective Content is Clear and Direct

The Effective Marketer

Or, the person just doesn’t know what exactly to write about and decides to mask the lack of subject matter knowledge. A recent post by David Meerman Scott touched on a big pet peeve of mine… creating content that is easy to understand. Big organizations suffer from this problem more than others, but it also permeates small and medium businesses. Gobbledygook is spread everywhere, from press releases to website content, to the latest whitepaper or eBook. Or a combination of both. Oh, boy. Big mistake. Clear and Direct Content Wins All the time. How are you different?

The Enemy of Productivity

The Effective Marketer

The chart above shows in a funny way that you sometimes feel more productive when you are checking email, and that you may turn to it if you get bored, and from personal experience I have felt the same way. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Enemy of Productivity Did you get anything done today?