The Effective Marketer

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What Marketing Org Charts Tell You About The Business

The Effective Marketer

A recent article in Harvard Business Review magazine argues that the marketing function hasn’t changed much in the past 40 years and makes the case for marketing reorganization. In the past decade, what marketers do to engage customers has changed almost beyond recognition .

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

The Effective Marketer

When a new product or new product release is being announced to the team, pay special attention to how you can translate the technical features in customer value and announce it that way.

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2013 B2B Content Marketing Awards

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for captivating audiences with customer stories ( www.makino.com ). STIR is a custom magazine that is published three times a year, aimed at residential and commercial interior designers and architects.

How to Get Sales and Marketing on the Same Page

The Effective Marketer

When marketers understand sales, their work becomes more relevant to customers, and more persuasive. Many of us have seen the firm that delegates marketing to a customer service rep who took a few creative writing classes and uses Facebook a lot. This is a guest post by Brad Shorr.

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

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Facebook as a place for customers to upload photos of themselves using the product. Twitter to distribute industry news and analysis highly relevant to its customer base. 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.

Getting Started Guide for Marketing Automation

The Effective Marketer

If you have the standard flavor of Salesforce.com with no customizations or if you are a startup just beginning to make use of the CRM system, then integration won’t be a problem. For other companies where the CRM system has been extensively customized, or if you already had different ways (screens, triggers, etc.) Map out more complex nurturing flows based on different types of customers, products, and behaviors.

Reinventing Marketing at GE

The Effective Marketer

Marketing started to be held responsible for critical operating mechanisms like pricing and quantifying customer value. Marketing started to play a role in determining not just what the customer needed but also in applying technology to better meet customer needs.

Marketing Automation Catching On Fire

The Effective Marketer

With cash to burn, these companies are focusing on growing the customer base first, with hopes that revenue will follow. Companies are fighting for customers, trying to educate the market, and we may be seeing the beginnings of consolidation.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. or current customer is.

A Buyer Persona Template for the B2B Marketer

The Effective Marketer

But don’t just stick with the standard templates, customize them based on your industry, and needs. 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.

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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How to Build a Content Development Plan for Your Site

The Effective Marketer

Give prospects and customers the big picture: what you do, what problems you solve, what benefits you offer, and why people should buy from you. Note: this is another great guest post by Brad Shorr. See his bio at the end. Have you ever visited a website that looked like a teenager’s bedroom – content strewn about everywhere, overflowing with information yet impossible to find what you’re looking for?

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The Rise of the Content Marketer « The Effective Marketer

The Effective Marketer

Besides the rise of social media as marketing channel, the emergence of marketing technology, more specifically Marketing Automation systems, in which you can configure the automated distribution of content to customers and prospects has been changing the way marketers see and create conent.

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. or current customer is.

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

The Effective Marketer

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what's your marketing approach?

The Effective Marketer

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. The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking What’s Your Marketing Approach? As marketers, we sometimes fall victims of the routine day-to-day tactical activities and forget why we are doing them.

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. 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. Bonus points if you send content that makes the customer smile. Bonus points if it entices customers to share with others.

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.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. or current customer is.

Maximizing Marketing Spend with Attribution Models

The Effective Marketer

Which channels move your ideal customer down the sales funnel fastest? Which content produces the highest quality lead, and does it matter where we measure this success in the customer journey? Note: This is a guest post by Ashley Verrill.

Marketing Automation is More Than Technology

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Here’s the intersting part, because anyone can implement technology to automate what goes out to customers and prospects. 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).

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

“Increased output is not directly linked to a greater number of leads or customers or higher profit. 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.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Why Seeding Your Content is Key to Making it Viral

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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.

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Content Marketing eBook and Infographics

The Effective Marketer

I was curious to see how marketers of the past have used content marketing strategies to attract and engage customers before the Internet Age. A Content Marketing eBook.

What Do Buyers Want?

The Effective Marketer

Instead, take a breather, spend some time in another department, and ask for your 8 year old to review the latest customer case study you just published. 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 have your product name sprinkled throughout? Does it focus on what your product does and describe features?

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

The copy is good but lacks some emphasis on important points such as the fact that Aberdeen Group will be presenting and a Senior Cash Control Specialist (a customer, maybe?)

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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Product Marketer as a Story Teller

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A good product marketer gets deep into the customer’s mind, understands the marketplace, and can tell a compelling story not about the product, but about the customer need.

How to Include Webinars in Your Content Plan

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Typical Audience: Current customers on previous release, sales team, business partners. What: Customer training. Typical Audience: New customers, existing customers with new users.

Deconstructing an Email Marketing Campaign

The Effective Marketer

The least you want done is to have a way to get that information back to your CRM system so that you can track which prospects or customers interacted with the campaign and registered or downloaded your offer. What does it take to put together a successful email campaign?

How The Democratisation Of Data Is Helping Small Business

The Effective Marketer

Of particular interest for small business is how this new found ability to easily access, collect and analyse data is creating new opportunities for everyone to gather information about markets and customers. Most businesses are now just an opt-in away from being able to start collecting meaningful data from their customers or potential customers. Segmenting different customers and prospects into lists based on tailored marketing messages.

12+ Tips for Trade Show Success

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Promote your participation to customers and prospects prior to the show. Marketing’s goal is to help out with sales efforts and interact with customers and prospects. Blog about the show attendance, take pictures of your customers and post them in your blog.

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

The Effective Marketer

Jeff Ogden Find New Customers [link] Reply Leave a Reply Cancel reply Email Subscription Subscribe to the RSS feed Follow Daniel on Twitter Connect via LinkedIn Follow Me On Twitter!

6 Ways to Spice Up Boring Email Marketing Campaigns

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Give them something that makes them feel important and like they are your most valuable customers just because they are on the list. In addition to their name, email and other contact info, you ideally should know at least some about their interests, especially if you’re in a business that has a variety of products catering to many different types of customers. Note: This is a guest post by Lior Levin. See Lior’s bio at the end of the article.

The Fun Theory: How to Change Behavior

The Effective Marketer

How are you changing your customers and your prospects behavior? The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Fun Theory: How to Change Behavior How do you change people’s behavior?

How An Old School Product Leveraged A New Mobile App

The Effective Marketer

What a great way to connect with customers and refresh their perception of your brand. 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.

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