The Effective Marketer

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What Marketing Org Charts Tell You About The Business

The Effective Marketer

Look at how people are structured and what the reporting structure looks like and it will tell how the company is run, what is important to them, and how they think about their product and services and the market in general. How quickly they can react and if they are product-centric or sales-oriented.. Organizational charts are an interesting thing. The Right Marketing Structure.

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

The Effective Marketer

Train sales reps on value, not on product features. Is your content focused on promoting the product features or in showing value? Train sales reps on value, not on product features. Tell someone in sales how to pitch the product and it almost guarantees they will do a different way. Sales people matter more than your digital assets. OK, let’s dive into each one.

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A Primer on Sales Competitive Battle Cards

The Effective Marketer

Competitive Battle Cards (BTW I’ve seen them spelled together, battlecards, and separate – battle cards) are a staple of product marketing. If Who creates the battle cards can vary, sometimes being a function of product management, other times of product marketing, or even at larger companies a separate competitive team which focuses exclusively on analyzing competitive offerings.

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Email Productivity Tips for Marketers

The Effective Marketer

Five Email Productivity Tips for Marketing Managers. 1. Marketing Technology for Workflow and Productivity. That’s ok, and by using some productivity tips I hope you can at least make good use of the tools at your disposal and spend less time chasing down people and deadlines, and more time actually doing marketing. Additional Outlook Productivity Tips. “ 5.

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

How to Get Sales and Marketing on the Same Page

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For example, consider a sales-driven company ready to introduce a new line of products into a new market segment. 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! Here are a few thoughts on how to make it happen.

The State of Demand Generation

The Effective Marketer

Enable (help reps increase productivity, both for sales and marketing-sourced demand). Marketers should instead engage in “ relative targeting “ You want to take your industry and segment it into sub-verticals and rank them in terms of external factors (trends, category spend, product use and importance, competitive presence). Here are some of my notes. MQL to SAL: 66%.

The Danger of Automatic Feeds in Social Media

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Facebook as a place for customers to upload photos of themselves using the product. Facebook to provide in-depth information on its products and solicit feedback. Note: This is a guest post by Brad Shorr is Director of Content & Social Media for Straight North. See Brad’s bio at the end of the article. Participating in social media is time consuming, so it’s only natural that people look for shortcuts. However, some shortcuts become disastrous detours, and this is often what happens when a company relies on automation for significant portions of its social updating.

10 Do’s and Don’ts of Partner Marketing Programs

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Have a plan for reaching out on a quarterly basis to your partners and ask how you can help them promote your products. 6. Don’t keep the partner in the dark, make them one of the first to hear about new product releases and other important information. 4. Don’t forget that partner marketing materials are important to help sell your product, therefore they need to be updated as frequently as your direct channel materials. 6. It is interesting that once you’ve been on the consuming side of things you get a different perspective. What To Do. 1.

Reinventing Marketing at GE

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Building products that sell themselves is a neat idea and had worked well for GE for years. At GE some units had a tendency to develop products because they could, not because the market needed them. Turning marketplace insights into untested products, services, or solutions. They have to speak product language with R&D and customer language to the sales force.

Getting Started Guide for Marketing Automation

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Map out more complex nurturing flows based on different types of customers, products, and behaviors. With all the (deserved) hype surrounding marketing automation, is no wonder that many companies, startups especially, are adding the technology as a key component to their marketing activities. Problem is, sometimes the rush to get the software installed and running ends up trampling the creation of processes, content planning, and other key ingredients that are necessary for a successful marketing automation implementation. Now what? Getting Started with Marketing Automation.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. 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.

A Content Framework for Sales Enablement

The Effective Marketer

This is all well and good, but how about the “other” side of content marketing, the internal-facing content that marketers and especially product marketers have to create? Materials such as industry playbooks, competitive battlecards, demo scripts, technical product FAQ’s and more are some of the elements found in any sales enablement program. Content Framework.

FAQ 23

Marketing Automation Catching On Fire

The Effective Marketer

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. With time, a shake out is likely (in fact, the recent acquisition of Unica and Aprimo may point to consolidation ) and the evolution of solutions will ensure marketing automation has a place in most marketing organizations, much like CRM is now standard for sales departments. Interesting to note that the majority of the players only came to existence not even 5 years ago. What do you think ?

How to Build a Content Development Plan for Your Site

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simple, long-term content plan for its products could look something like this: Launch Phase: One Products Overview page with a brief summary of all product groups. Second Phase: Build out Product Group pages with more detail on Furniture, Bar Supplies, Kitchen Supplies, etc. Third Phase: Build out detailed Item pages for the 10 most popular items in each Product Group. Fourth Phase: Build out detailed Item pages for the next 25 most popular items in each Product Group. 4. Subcategory of Products: FAQs. See his bio at the end. Long-term Focus.

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A Buyer Persona Template for the B2B Marketer

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In his words: “Truly understanding the market problems that your products and services solve for your buyer personas, you transform your marketing from mere product-specific, ego-centric gobbledygook that only you understand and care about into valuable information people are eager to consume and that they use to make the choice to do business with your organization&#. Infrastructure. Process Planning. Program Execution. Measurement. Map your content. couldn’t agree more. Who’s Involved in Creating Personas. Buyer Personas for the B2B Marketer.

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

If you are even remotely interested in marketing it is clear that the more the web has transformed the way we promote our products, the more firmly ‘content’ has planted itself as the center of our lives. And unless you have someone paying attention to it, you’re likely to lose the opportunity to influence people towards buying your product. 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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6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

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. Welcome Email or Letter: Typical emails or letters welcoming new customers after they purchase a product or service fall short of delivering anything of value. 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.

what's your marketing approach?

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? 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. As marketers, we sometimes fall victims of the routine day-to-day tactical activities and forget why we are doing them. Create this email here, prepare a webinar there, and send the artwork for publication in that magazine. Like Be the first to like this post.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

they praise your products and capabilities. more likely to trust a brand or product recommendation from friends or family than from an online. entrepreneurship by offering their counselors access to products, content, and experts like kildal. involvement in the planning, funding, and purchasing of business and technology products and. engage with peers. Read this report.

Product Marketer as a Story Teller

The Effective Marketer

Those in product marketing roles are used to being the product experts and the ones who people turn to when they need creation of sales support materials, thought leadership pieces, and other content needs. If you are a product marketer, your challenge is getting everything done while at the same time keeping the big picture in mind. That is, the story you are telling.

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. In their research they also classify companies according to their results in email marketing usage.

When Inbound Marketing Goes Wrong

The Effective Marketer

Content developed for inbound marketing should be more focused on your prospects’ problems and concerns than on your product or solution – Marketo. The fact that Inbound Marketing is taking over traditional marketing methods is not news. It seems that every eBook, blog post, and webinar is now touting content marketing and inbound marketing as the go-to strategies for the new marketers. Marketing is evolving , there is no denying that. But for those out there in the trenches, trying to follow all the advice and get their marketing engines running it is not that simple.

How Viral Marketing Can Kill You

The Effective Marketer

Requests for one of his “Relaxation on Demand” CDs were so many he had to refund people’s money because he couldn’t have burned the CD’s (yes, he was doing it himself) on time… and people complained they just wanted the product! Viral Marketing, or the spread of ideas (also called Word of Mouth Marketing) is usually thought of as a good thing. Start Engaging.” The Start of a Good Idea.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

How Great Content Can Solve Problems

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Then, look for what could be a solution to this problem (I’m assuming you sell products or services to retailers) and create content addressing the issue (maybe “5 ways to squeeze more cash out of your sales” or “The new retail mindset and five steps to improve your margins today” for example). 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. The problem?

Upcoming Marketing Conferences « 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 Upcoming Marketing Conferences It’s February already and you keep thinking “what the heck happened to January&# ? You’re note alone. A few good events have come and gone, like the Digital Marketing Forum , MarketingSherpa’s Email Marketing Summit , and the Email Evolution Conference and I completely missed them. Also, the earlier you register usually the better deal you can get. Check them out, pick a couple and start planning!

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

The Effective Marketer

Next time anyone from your group attends a conference or event that’s worth sharing with the team, it will be easier and more productive. Save the ‘master list’ for reference This entry was posted on Friday, April 29th, 2011 at 2:36 pm and is filed under Marketing Training , productivity , Trade Shows and Events. If you walk out of a session with a blank page (i.e.

What Do Buyers Want?

The Effective Marketer

Does it have your product name sprinkled throughout? 2. Does it focus on what your product does and describe features? 3. Sometimes marketers and especially product marketers suffer of what I am going to call industry-induced content myopia. You have created all that content, invested in a marketing automation system, and still the leads are not converting. Who is to blame? First, take a closer look at your content and answer the following questions: 1. Does it use technical terms and acronyms? So it’s time to clean up the house. Cleaning Up Your Content. Try this: A.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Proven Tactics to Increase Blog Traffic

The Effective Marketer

Content Marketing productivity Blogging seomoz tactics trafficThanks 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. Incorporate Great Design Into Your Site.

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

Content Marketing Marketing Planning productivity content creation content marketing CopywritingI’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? Simple Content Marketing Strategy.

A Content Framework for Sales Enablement

The Effective Marketer

This is all well and good, but how about the “other” side of content marketing, the internal-facing content that marketers and especially product marketers have to create? Materials such as industry playbooks, competitive battlecards, demo scripts, technical product FAQ’s and more are some of the elements found in any sales enablement program. Content Framework.

FAQ 9

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

This is the first post of a series that will show you some marketing emails (webinar invitations, whitepaper downloads, product announcements, etc.) so that you can take this back to your team for your very own email marketing brainstorming session. Side banner is a good way to try “sell&# additional product and increase registrations. Are you in search of inspiration?

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

What Makes a Great Creative Brief? « 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 What Makes a Great Creative Brief? similar question was posted on Quora and elicited a number of different but very interesting responses. It just goes to show that there is still a lot of controversy when it comes to creative briefs in marketing. If you come from the agency side, you are used to a certain format. Big companies and small companies have different needs, and so their briefs are also formatted differently. Like Be the first to like this post.

Content Quantity Versus Quality

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All the ideas start flowing and the great topics that will make prospects notice the new product being launched. How much content is too much content? Take a look at the picture. This is from a local bookstore here where I live in Mountain View. The tower of Hobbit books. Keeping Your Content Fresh. Only to dawn on everybody that with a staff this small there is no way we can pull it off.

How An Old School Product Leveraged A New Mobile App

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It has been out for a couple months now, the new myStain app from Clorox, but only now I have seen an interesting account of the marketing campaign and results highlighted in  an article from MarketingNews (an AMA publication, requires registration). As I first started reading about the mobile app that gives tips on stain removal, I wasn’t sure who would actually want to download it. Well, it seems the app has been downloaded over 75,000 times and 50% of users have shared the app via e-mail, Facebook or Twitter, according to the MarketingNews article.

How to Include Webinars in Your Content Plan

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For example, consider the following types of webinars and how they can be used: What: Product demo. Focus: Product features and functions. What: New product release walkthrough. Focus: Step-by-step product walkthrough, business scenarios, best practices. What: Educational (non-product). New product coming out? All Webinars Are Not the Same.

How The Democratisation Of Data Is Helping Small Business

The Effective Marketer

Testing new ideas or product variations. Collecting feedback on existing products and services. He writes more about market research, surveys and productivity on the DataCracker  blog. 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. New technology is emerging. Using predictive modeling to create customer profiles.

12+ Tips for Trade Show Success

The Effective Marketer

The goal is to get everyone on the same page and be productive once the show starts. B. That’s a great opportunity for marketers to get to know the target market better and listen first-hand to what customers have to say about the company, product, and competition. Make Your Trade Shows Count. So how do you make the most out of it? Make sure the audience is a good fit.

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