The Effective Marketer

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What Marketing Org Charts Tell You About The Business

The Effective Marketer

Although it seems that for certain departments the org chart doesn’t vary much (take finance, sales, even engineering), for Marketing departments the org chart can be all over the place. How quickly they can react and if they are product-centric or sales-oriented.. Organizational charts are an interesting thing. Sending a Message Through the Marketing Org Chart.

A Primer on Sales Competitive Battle Cards

The Effective Marketer

If your company hasn’t created formal battle cards (aka kill sheets, competitive cards, competitor takeout), it will at some point, as this is typically one of the first things sales teams ask. 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. Just the sales team?

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

The Effective Marketer

Last week I attended a webinar presented by SiriusDecisions and Alinean titled “ SiriusDecisions Interview: Death of the B2B Sales Rep? ”. If you know anything about SiriusDecisions these guys are the top analysts when it comes to B2B sales and marketing. Sales people matter more than your digital assets. Your sales enablement and content marketing plans need adjustment.

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How to Get Sales and Marketing on the Same Page

The Effective Marketer

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! Tensions abound when sales and marketing leadership are locked in a battle of wills. One possible fix is to create a VP of Sales and Marketing role. Problem 1: Political Infighting.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

management systems or cloud storage platforms where they are not utilized in the sales. This explains why sales reps can spend as much as thirty hours per month searching for and. been approached countless times by sales reps to create content for a specific objective, only to have to explain that such an asset already exists. and interactive capabilities “Our sales team was.

The New Rules of Lead Generation: Book Review

The Effective Marketer

Another point I think was not stressed enough in the book is the importance of defining what exactly constitutes a lead and how this seemingly simple concept can be the cause for a great divide between sales and marketing, especially because the book is aimed not at the experienced marketer but the beginner. Scott, for review. The author, David T. New and Old Rules. The Basics and More.

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Reinventing Marketing at GE

The Effective Marketer

Sales force effectiveness. They have to speak product language with R&D and customer language to the sales force. During crisis (like the recent economic downturn), marketing can help bridge the gap between businesses and help them have an integrated view of distribution, pricing, sales, and more. Marketing as a Function. Principles. People. Process. New World” skills.

Getting Started Guide for Marketing Automation

The Effective Marketer

Step 1: Sales and Marketing Alignment and Documentation. 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. If not, stop what you are doing and meet with the sales leadership. What does the sales and marketing funnels look like? How and in which stage will marketing hand leads off to sales? How will marketing get feedback from sales? Make sure to validate with sales and other relevant departments. Now what? Step 2: Buyer Personas.

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A Content Framework for Sales Enablement

The Effective Marketer

Although not as glamorous, internal content like sales enablement materials are an important component of making sure all that nurturing given to your leads actually convert into deals. Sales Enablement Content. More importantly, how to make sure the sales team is aligned with marketing’s priorities for content creation? Right after that, I put in the sales rep goals.

FAQ 23

Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. All rights reserved.

When Leads Go Cold

The Effective Marketer

It seems with all the systems we have today to generate, score, and nurture leads, it all comes down to sales. 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. What good is implementing a complex nurturing system if when the marketing qualified lead is sent to sales, the rep doesn’t follow up?

Marketing Automation Catching On Fire

The Effective Marketer

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. 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. Interesting to note that the majority of the players only came to existence not even 5 years ago. Keep going!

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 sales guy. No news there. United States License.

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A Buyer Persona Template for the B2B Marketer

The Effective Marketer

The agreement was that Sales should be the driver of the creation of the persona, with Marketing only helping the process. 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. couldn’t agree more. Who’s Involved in Creating Personas. Buyer Personas for the B2B Marketer.

Content Methodology: A Best Practices Report

Content serves as a powerful tool for sales. Sales staff are. industry metrics such as sales and leads, or. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. personas at each stage of their journey through the sales funnel. Content. Methodology: A Best. All rights reserved. Definition II.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Sales reps are sharing webinar recordings with prospects, the CEO is blogging his latest thoughts on the industry, the human resources manager is updating the company’s LinkedIn page. Think about: Videos Webinars Presentations eBooks Whitepapers Sales Collateral Blog Posts Tweets Facebook Comments/Likes/etc LinkedIn (company page, discussions, etc.) Does it sound familiar?

6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

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. Post-Sales or Post-Support Surveys : When you send customers surveys about their sales or support experience with your company, make sure you reward their feedback accordingly. Customize the message for each department. Bonus points if you can actually get customers to ask to put them back on hold to finish listening to the message. 2. Bonus points if you send content that makes the customer smile.

what's your marketing approach?

The Effective Marketer

and make a note to revise it and expand it to become a piece you can repurpose for another audience Make a point to touchbase with the sales reps every month and ask them what they are seeing in the market and what questions they are being asked Schedule a couple hours per week (Friday afternoons are usually great) to review the week that passed and to plan for the week ahead, with the idea that what you will be working on, producing, and publishing should be solving a customer problem How are YOU tackling the challenge of noticing patterns and solving customers problems?

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Pay for the biggest audience you can afford – whether that’s a billboard, newspaper advertisement, radio or otherwise – and trust that increased sales after the fact resulted from that investment. Which channels move your ideal customer down the sales funnel fastest? Before joining Software Advice in 2012, she worked in sales management and advertising. Click to Play.

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Content Strategy for Marketing

Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. you see boosts to your sales, satisfaction, and more. Are you seeing results, such as a boost in sales or sales. your reputation, earned media, sales or sales leads, and. to their sales. after the sale. 3. Content.

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.

Marketing Automation is More Than Technology

The Effective Marketer

The magic relies on the higher conversion rates throughout the sales cycle. And when the process includes both sales and marketing working together on definitions, on content strategy, and qualification criteria companies see higher response rates overall. As the report states: With a handoff process in place, sales now accepts and processes more than 58percent of MQLs; the higher quality of these leads in turn yield a third conversion rate of roughly 49 percent to opportunity, and an increased close rate of a bit more than 23 percent. Increasing Response Rates.

Deconstructing an Email Marketing Campaign

The Effective Marketer

It doesn’t need to be an “offer” like in sales promotion, it could simply be a piece of content that you download or watch online. What does it take to put together a successful email campaign? It all sounds pretty simple when you think of it. Segment your list, create the email, send it out, evaluate results, repeat. Right? But, when it comes time to actually execute, something is missing.

When Inbound Marketing Goes Wrong

The Effective Marketer

Shorten sales cycle. Lets sale show when their prospects are engaging online. 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. Why Your Inbound Program Isn’t Working. The Right Marketing Program Mix.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

percent, was lead conversions and sales. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. While leads and sales were deemed the most. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. Introduction II.

A Content Framework for Sales Enablement

The Effective Marketer

Although not as glamorous, internal content like sales enablement materials are an important component of making sure all that nurturing given to your leads actually convert into deals. Sales Enablement Content. More importantly, how to make sure the sales team is aligned with marketing’s priorities for content creation? Right after that, I put in the sales rep goals.

FAQ 9

How Great Content Can Solve Problems

The Effective Marketer

Talk to sales and ask them about the prospects they engage. 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. Create content that is timely. The problem?

How Viral Marketing Can Kill You

The Effective Marketer

Be prepared for the traffic : can your website, call center, sales reps, and other relevant operations handle the potential surge in traffic? Viral Marketing, or the spread of ideas (also called Word of Mouth Marketing) is usually thought of as a good thing. You create a video or a campaign and everyone starts talking about it. You go home happy and maybe even get a promotion. Here’s why.

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What Do Buyers Want?

The Effective Marketer

The VP Sales doesn’t need a new CRM system, he needs a better way to keep in touch with current opportunities and gain better visibility into the pipeline. C. Content Marketing content marketing Marketing Automation sales processYou 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 have your product name sprinkled throughout? 2. Does it focus on what your product does and describe features? 3. Try this: A.

Study: How Much of Your Content Marketing Is Effective?

for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. In 2014, many brands learned that a sales pitch doesn’t. 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.

A Brief History of Marketing

The Effective Marketer

The Reality of Mad Men (Hartman Center for Sales, Advertising, and Marketing History). I was made aware of the new infographic “ The Evolution of Marketing Automation ” by Jaclyn from BlueGlass , the company that worked on it for Marketo. It provides you an interesting look back through time showing some key moments in marketing history and, of course, it ends with the advent of marketing automation. Although interesting, I am not sure the infographic format is the best way to visualize this information. Maybe I am being too picky. What do you think?

Your Content Marketing Mandate: Just Do It!

The Effective Marketer

There are lead generation programs, the new email marketing system being implemented, and something the sales department asked you to do (don’t they always?) a few times already. 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. sorry Nike!,

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.

How to Include Webinars in Your Content Plan

The Effective Marketer

Typical Audience: Current customers on previous release, sales team, business partners. 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. All Webinars Are Not the Same. Focus: Product features and functions.

Staffing and Launching Your Content Marketing Program

before they went on sale? ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. from coaches, entrepreneurs, sales heads, or, heck, even. All rights reserved. So was I.

Survey Highlights Email Marketing Effectiveness and ROI

The Effective Marketer

According to the census, “ 55% of all company respondents could attribute more than 10% of their total sales to the email marketing channel, with 17% of respondents stating that email marketing attributed for over 30% ”. Why is email still a major force in the marketer’s arsenal? Problem is, email is not being used to its fullest. 52% engage in regular list cleaning. The ROI of Email.