The Effective Marketer

What Marketing Org Charts Tell You About The Business

The Effective Marketer

Every company has an official one and also a few “unofficial” charts. Marketing is probably an area that changes more frequently based on the stage the company is in than any other, at least from what I have seen. Organizational charts are an interesting thing.

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

The Effective Marketer

The top three contents ranked by the companies answering the survey have the same thing in common: they all answer “what value am I going to get from the solution?”

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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. in an effort to give a 360 degree view of the competitor as a company.

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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. It was built to showcase companies in its electronic stock exchange and to attract new ones to list.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality

The Danger of Automatic Feeds in Social Media

The Effective Marketer

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. An example of this is setting up your Twitter updates to automatically feed into your Facebook company page. Why do companies use this sort of indiscriminate messaging? Note: This is a guest post by Brad Shorr is Director of Content & Social Media for Straight North.

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. I have worked with partner marketing programs from some big companies like IBM, SAP, Sage, and smaller ones like Adaptive Planning and Avalara and based on this experience I would like to share with you what I think are the 10 Do’s and Don’ts of Partner Marketing Programs.

What My Paper Route Taught Me about Content Marketing

The Effective Marketer

Inconsistencies dilute brand identity and put obstacles in front of prospects that are trying to figure out what a company does and why they should care. 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.

Email Productivity Tips for Marketers

The Effective Marketer

If you attach, then make it clear: At my previous company we had a policy of never attaching a file to an email if the email was being sent internally. Unless you have a system like what my company offers [shameless plug!]

Getting Started Guide for Marketing Automation

The Effective Marketer

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. For other companies where the CRM system has been extensively customized, or if you already had different ways (screens, triggers, etc.)

Content Marketing is the New PR

The Effective Marketer

According to Aberdeen’s report, the companies it considers leaders in PR and Brand Management achieve greater performance metrics than followers, such as: 23% of their marketing-generated leads are sourced through inbound or content marketing (vs 10% for followers).

Reinventing Marketing at GE

The Effective Marketer

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. Building bridges across silos and functions and between the company and the market.

When Leads Go Cold

The Effective Marketer

At least, that’s what the recent HBR article “ The Short Life of Online Sales Leads &# states, saying that 24% of companies take more than 24 hours to respond to a lead, and 23% of companies never responded at all.

Marketing Automation Catching On Fire

The Effective Marketer

A Marketing Automation Timeline So let’s take a look at the marketing automation companies in play today (mostly US based in this case) and when they were founded. You may spot some companies that were not considered to be “marketing automation&# players just a year or so ago. Just a few marketing automation companies have already raised over $170 million dollars combined.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

This won’t work in all companies, and aguably there might be some pushback to creating personas as a waste of time or it being “just a marketing thing&#. With the new hype of content creation now making the rounds of webinars, books, and whitepapers another term has regained the spotlight: the buyer persona.

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.

The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

When companies start to tailor content to different audiences and stages of the buying cycle, they greatly increase the amount of content, and the type of content needed changes&# Marketing Roles Are Evolving Marketing used to have clearly defined roles.

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Why Sales and Marketing Don't Get Along « The Effective Marketer

The Effective Marketer

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6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

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. Holiday Card: Whether you do a physical or virtual card, email, video, etc during the holidays and send out to customers, you should take this opportunity to give them something different and that will increase their trust in you and your company.

Aberdeen Shows How to Do Email Marketing Right

The Effective Marketer

If you have just started your 2011 campaigns after battling the budget process, I bet you can definitely see some relation to your own company. In their research they also classify companies according to their results in email marketing usage.

Marketing Automation is More Than Technology

The Effective Marketer

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&#. The report breaks down companies into three segments: No Marketing Automation, and no processes.

How to Maintain Great Content Curation

The Effective Marketer

This guest post is written by Lior Levin, a marketing consultant for a neon sign store that offers a variety of custom neon signs for businesses and individuals, and who also consults for a company that specializes in a to do list app. A guest post by Lior Levin.

When Inbound Marketing Goes Wrong

The Effective Marketer

For each problem listed above, you can find good examples that might reflect exactly what you are facing at your company. They also list a few things other companies are doing that you should think about, such as: Have a staff dedicated to inbound programs. The fact that Inbound Marketing is taking over traditional marketing methods is not news.

Why Seeding Your Content is Key to Making it Viral

The Effective Marketer

It pays off then for companies to mine the data they already have about their customers in order to determine the best people to seed your campaign. Companies already have access to demographics, is just a matter of expanding the data set and, of course, avoiding potential privacy concerns.

Inbound Marketing Analytics 101

The Effective Marketer

Especially useful for small companies and those who are just starting out with their marketing programs and need some help identifying key metrics, the eBook is packed with good advice. HubSpot does it again, taking content that is not necessarily new or revolutionary and putting it in a nicely formatted eBook that makes reading it a pleasure. With “ An Introduction to Inbound Marketing Analytics “, you get an overview of what to measure and why.

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Content Marketing eBook and Infographics

The Effective Marketer

Who would have thought giving away free recipe books could save a company? Or that Microsoft (of all companies) was the first of Fortune 500 corporations to have a corporate blog? A Content Marketing eBook.

A Brief History of Marketing

The Effective Marketer

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.

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. Small companies or small marketing departments can’t afford to spend too much time on content marketing, I know that for a fact.

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. It includes a few extra blank lines for you to add your own tactics based on your company’s goals and specific industry opportunities. Thanks to Christopher S.

How Great Content Can Solve Problems

The Effective Marketer

Even if only internally in your company. Ask around your company, but more importantly, ask outside what are the challenges facing the industry you serve. You don’t want to have to address something like “world-wide retail operations are low margin, companies are struggling to make a profit” because is too generic and too daunting. This is the third post in a series of “ Principles of Great Content Marketing ”.

Product Marketer as a Story Teller

The Effective Marketer

So, if you are a product marketer, keep in mind that above all, you are the company’s Chief Story Teller.

Content Quantity Versus Quality

The Effective Marketer

When talking with other companies about content marketing, the discussion is often steered to how much content to create. 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?

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% ”. 45% of companies say lack of segmentation is holding them back.

How to Include Webinars in Your Content Plan

The Effective Marketer

WordPress Plugins for Marketers

The Effective Marketer

How The Democratisation Of Data Is Helping Small Business

The Effective Marketer

Not so along ago market research was limited to companies who could afford to employ professional research services to run focus groups and execute surveys. 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.

Email Adoption High But Lacking Best Practices

The Effective Marketer

A Forrester Research “ How US Maketers Use Email &# Report sheds some light into the use of email by B2B and B2C companies. According to the report, adoption of email marketing is high, with 88% of B2C companies already using email and 10% planning to use before December 2011.

12+ Tips for Trade Show Success

The Effective Marketer

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.

How Everybody Wins with HubSpot's Funding « The Effective Marketer

The Effective Marketer

The money flowing to companies like HubSpot is impressive, and the results of the investment will not only benefit them but also the whole marketing automation and marketing software industry in general. I know these companies well.

The Fun Theory: How to Change Behavior

The Effective Marketer

Corporate America usually relies on some form of compensation system which basically uses a reward/punishment method that tries to coerce people into doing what the company wants. And how about your staff or your company’s employees?