The Effective Marketer

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. Organizational charts are an interesting thing.

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.

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Trending Sources

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. How about product people? Youtube can be a good source of information to catch product demos and reviews.

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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.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

The State of Demand Generation

The Effective Marketer

Enable (help reps increase productivity, both for sales and marketing-sourced demand). If you missed the DemandCon Conference hosted earlier this month in San Francisco, the online recording of the sessions is worth checking out.

The Danger of Automatic Feeds in Social Media

The Effective Marketer

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.

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

The Effective Marketer

Have a plan for reaching out on a quarterly basis to your partners and ask how you can help them promote your products. Don’t keep the partner in the dark, make them one of the first to hear about new product releases and other important information. 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.

Getting Started Guide for Marketing Automation

The Effective Marketer

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.

Reinventing Marketing at GE

The Effective Marketer

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.

Marketing Automation Catching On Fire

The Effective Marketer

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?

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A Buyer Persona Template for the B2B Marketer

The Effective Marketer

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&#.

How to Build a Content Development Plan for Your Site

The Effective Marketer

A 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. For a launch phase, these content categories are generally indispensible: Products.

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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.

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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

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.

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.

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.

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. Content Marketing Marketing Strategy content product marketing story telling

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.

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!

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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.

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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.

What Do Buyers Want?

The Effective Marketer

Does it have your product name sprinkled throughout? Does it focus on what your product does and describe features? 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.

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.

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.

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.) Side banner is a good way to try “sell&# additional product and increase registrations.

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?

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How Great Content Can Solve Problems

The Effective Marketer

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.

Content Quantity Versus Quality

The Effective Marketer

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. How many Hobbit books can there be?

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How An Old School Product Leveraged A New Mobile App

The Effective Marketer

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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How to Include Webinars in Your Content Plan

The Effective Marketer

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.

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.

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. 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.

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. Author Sarah Glass states: Email is the most mature and most widely used interactive marketing tool.

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

The Effective Marketer

Is almost like a virtuous cycle, where money goes to marketing software vendors, who use it to build better products and educate the market, which then learns about the benefits of such solutions, purchase those solutions, and publicize it themselves and pay those vendors for services.

WordPress Plugins for Marketers

The Effective Marketer

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Making the Most of Your Webinars

The Effective Marketer

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6 Ways to Spice Up Boring Email Marketing Campaigns

The Effective Marketer

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. For a marketer, email is possibly the most powerful medium ever created.