The Effective Marketer

What Marketing Org Charts Tell You About The Business

The Effective Marketer

Organizational charts are an interesting thing. Every company has an official one and also a few “unofficial” charts.

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? ”. It basically reinforced some concepts I already knew and presented some new interesting stats from the research that SiriusDecisions has done recently.

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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.

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A List of Product Marketing Books

The Effective Marketer

What should product marketers read? That’s a question I’m often asked and decided to list all the books I typically recommend, especially if you are starting off in your product marketing journey.

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How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

Reinventing Marketing at GE

The Effective Marketer

GE's Ecomagination Ad Campaign - Result of the Marketing Transformation Process. Who would have thought that General Electric (GE), one of the most admired companies in the world didn’t have a substantial marketing organization up until recently.

Value is Not Benefits

The Effective Marketer

I was recently reviewing some content that a product marketing manager had created and we were discussing it in light of an upcoming product launch. The discussion that ensued reminded me that for junior product marketing managers it sometimes can be too easy to fall into the product features trap and lose sight of what a product marketer brings to the table as it relates to messaging and positioning.

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How to Get Sales and Marketing on the Same Page

The Effective Marketer

This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes.

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Content Marketing is the New PR

The Effective Marketer

That is the title of a recent Aberdeen Group report, Publish or Perish: Content Marketing is the New PR, which you can download for free (registration required) here. Content Marketing Leaders and Followers.

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The New Rules of Lead Generation: Book Review

The Effective Marketer

I was fortunate to receive a copy of “ The New Rules of Lead Generation “, by David T. Scott, for review.

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The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

Make Your Meetings Work for You

The Effective Marketer

If you have been wondering how to make your meetings more effective and successful, look no further. Lane End Conference Center recently came out with this amazing infographic, which compiles some interesting facts and figures about office meetings along with some great tips on how to make them work for you. For example, did you know that you could encourage attendee participation in your meetings and keep things lively by including activities and vibrant visuals?

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How to Maintain Great Content Curation

The Effective Marketer

A guest post by Lior Levin. On the surface, content curation sounds like a great way to generate content with little to no time or effort.

The 7 Deadly Sins of Product Demos

The Effective Marketer

My newest post on Medium covers what you may consider the seven deadly sins of product demos. We have all seen how online demos for B2B SaaS products can become terrible hour-long sessions that don’t lead to any interesting conclusion and it might be time to re-evaluate how your own sales reps are handling their own demos. The full article is here: https://medium.com/@danielkuperman/product-demos-that-dont-suck-46b33317d8f4#.yrgg4z958. yrgg4z958. Enjoy! View story at Medium.com.

Content Marketing eBook and Infographics

The Effective Marketer

A Content Marketing eBook. Content Marketing is all the rave, that’s part of what drove me to do some research on the history of content marketing and publish this free eBook, A Brief History of Content Marketing.

7 Marketing and Sales Strategies to Grow Your Revenue Fast

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Many companies have the core marketing and sales elements to take their revenue to the next level, but are still missing out on some key opportunities. Join Christopher Ryan, CEO of Fusion Marketing Partners and writer of the recent book "The Expert’s B2B Revenue Growth Playbook," to discover seven steps that you can immediately take to grow your company’s revenue quickly and consistently!

How Viral Marketing Can Kill You

The Effective Marketer

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.

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2013 B2B Content Marketing Awards

The Effective Marketer

In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards.

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.

Deconstructing an Email Marketing Campaign

The Effective Marketer

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? Well, not so fast.

A Crash Course in B2B Email Creative

Speaker: Howard Sewell, President, Spear Marketing Group

Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox. Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.

The Danger of Automatic Feeds in Social Media

The Effective Marketer

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. Automatic feeds come in two flavors.

It’s Time for CEO’s to Get Social

The Effective Marketer

Some CEO’s just ‘get it’ while others don’t seem to bother.

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Your Marketing Focus

The Effective Marketer

Whether you have 5 or 50 people in your marketing team odds are that the demands for more whitepapers, a new website redesign, additional email campaigns, and overall more content creation are increasing.

Best Practices for Webinar Landing Pages

The Effective Marketer

Webinars are a great way to generate leads in the B2B world because not only of the fact that you will have a captive audience for the duration of most of the presentation, it also yields a ton of content possibilities.

5 Imperatives of a Rockstar ABM Program

Speaker: Danny Nail, Sr. Director, Head of Global Account Based Marketing, SAP

Want to get started with ABM, but not sure where to begin? It's all about understanding: understanding your customers, understanding on an organizational level what your definitions, approaches, and ideal outcomes are, and having the understanding - and support - of your stakeholders. Join Danny Nail, Head of Global Account Based Marketing at SAP and SAP Marketer of the Year, as he explains five concrete steps your organization can take to achieve ABM excellence.

What Makes Ads Go Viral?

The Effective Marketer

Looking for a recipe to get your new video to go viral? In a recent Harvard Business Review article “ The New Science of Viral Ads” , assistant professor Thales Teixeira from HBS outlines the ingredients you will need: 1.

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A Content Framework for Sales Enablement

The Effective Marketer

With all the hype around content marketing, all the attention is typically on the front-end, customer-facing content materials. That involves emails, eBooks, whitepapers, videos, and the myriad of other content deliverables that are focused on lead nurturing and demand generation.

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Survey Highlights Email Marketing Effectiveness and ROI

The Effective Marketer

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 Seeding Your Content is Key to Making it Viral

The Effective Marketer

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 ). Problem is, many research papers contradict each other.

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Customer-Centric Websites: Successful Strategies to Engage B2B Buyers

Speaker: Kellie de Leon, Vice President of Marketing & Strategy, The Mx Group

Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.

Content Quantity Versus Quality

The Effective Marketer

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. How many Hobbit books can there be?

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.

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What My Paper Route Taught Me about Content Marketing

The Effective Marketer

Note: This is a guest post by Brad Shorr. See his bio at the end. My career in content marketing started at age 12. Every day I’d load up my red Schwinn Varsity bicycle with The Aurora Beacon News and head out to make deliveries, learning valuable lessons about digital content marketing that just starting to sink in lately. Here are a few of these lessons, which I’m sure you will pick up a lot faster than I did! 1. Content Marketing Is Hard Work.

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How to Include Webinars in Your Content Plan

The Effective Marketer

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4 Steps to Developing Your Customer Care Strategy

The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.

Ten Tips On How To Promote Your Website Through Content

The Effective Marketer

Note: This is a guest post by David Tully. See his bio at the end. The emphasis on creating quality content has increased markedly since Google put the hammer down on many old tried and tested SEO tactics. Below I have listed 10 tips on how you can promote your website through content.

Email Productivity Tips for Marketers

The Effective Marketer

A recent article on LifeHacker talks about tips to get faster email responses. They talk about: Write shorter emails. Write fewer emails. Ask for a response. Start with a deadline. Only email one person at a time.

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

The Effective Marketer

I’ve been on both sides of the table, both as the vendor putting together partner marketing initiatives and as the reseller making use of the marketing resources a partner company has made available. It is interesting that once you’ve been on the consuming side of things you get a different perspective.

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Note: This is a guest post by Ashley Verrill. Once upon a time, marketers just played the quantities game.

Building Your Demand Gen Team for ABM

Speaker: Jessica Cross, Manager of Demand Generation, Rollworks

The benefits of using account-based marketing in your Demand Generation team are considerable: by getting as many engaged, qualified accounts as possible, your conversion rate will be higher and you'll find that Marketing and Sales are (gasp!) more aligned. Sounds great, doesn't it? But how do you even find the resources to make it happen? Join Jessica Cross, Manager of Demand Generation at Rollworks, as she explains how to build your Demand Generation team to best carry out ABM - even if your team is small. In fact, her own team only has 3 people!