Every marketer knows that email is still a useful tool. Last week, we discussed the importance of using compelling subject lines to get emails opened, and it is clearly of utmost importance to develop relevant, meaningful content for your customers. What we have not discussed is something that to some, seems obvious: the heart of any good email campaign is a good list. Subscribers who want to hear what you have to say will lead to engagement and trust and,…
On Monday, we discussed the changing B2B sales funnel and how to address it as marketers. It’s important to understand how the funnel works for your company’s consumer base and how it functions within your industry. The key to good marketing – and sales – is understanding how your customer discovers your brand and enters the funnel. Ask yourself – how well do you understand this process? If you have any doubts, here are some ways to find out: Ask…
Despite the growth of mobile and social, a recent study from BtoB Magazine indicates that a majority of marketers still consider email to be their most essential marketing tool. Though it doesn’t get as much hype as other digital tools, email remains the most trusted form of internet-based consumer engagement. Email is so popular, in fact, that it can be difficult to make your email campaigns stand out among the endless influx of e-newsletters and email promotions that flow into…
While traditional communication platforms like print, television and radio are still relevant and effective, the media landscape is constantly evolving. These days, evolving often means going digital. Of all the marketing opportunities within the digital landscape, there are three subtypes that are here to stay. If you’re feeling the need to re-prioritize your marketing investment with a stronger emphasis on digital, here are three areas to focus on: Consumer-generated content The best part about consumer-generated content is that once the…
According to IBM’s CMO Study, 68% of global CMOs feel underprepared to manage social media. Given the rate things are changing in the social space, this isn’t surprising. It seems like a new network or technology is released nearly every day. Unfortunately, rather than finding a way to keep up or hiring someone who can, some CMOs have opted for a “hands off” approach to social media. Instead of taking an active role in online conversations about their brands, some…
On Monday, we talked about the struggle many marketers have with proving the ROI of their work. We think that one of the main reasons for their difficulty is the explosion of data, and the results of IBM’s CMO study seem to agree. There are so many sources of data, and sometimes, it feels near impossible to focus on what matters most. To help you out, we’d like to share our list of the top three types of data well…
It’s the end of February, and time for the monthly roundup of our favorite B2B marketing blog posts from around the web. The posts we’ve chosen touch on themes that this month’s readers will find familiar: Social Networks, Marketing Technology, and a good old-fashioned “Learn from the Big Guys” post. The Top 9 Social Networks for Businesses Michael Brenner, B2BMarketingInsider.com Most of us came of age long before social networks began to be a major player in the marketing game….
Nobody likes fear. In fact, we usually do our best to avoid it. We like to talk about how marketing is based on desire and fulfillment, not anxiety and doubt. But the fact of the matter is that B2B marketing is shifting. While consumers might wonder if they can afford a new computer, business owners are wondering if their company will be able to adapt and survive. As B2B marketers, we need to address these fears No matter what industry…
Trying to keep your content fresh? For busy B2B marketers, this is an uphill challenge. The Internet is a bottomless pit of information; to stay at the top, you need to produce ever more interesting and relevant content. And content takes time. There are a couple of options when it comes to keeping your content current. You can, of course, produce it in-house or outsource it to a writing service. Outsourcing has become especially popular but, while it saves time,…
So you’ve been putting in the long hours on your new marketing campaign, fine-tuning the copy and jazzing up the graphics. Everyone agrees it couldn’t be more perfect – until it falls flat. What just happened here? According to this interesting post by B2BMarketingSmarts.com’s Susan Fantle, there’s a simple reason for the failure of seemingly faultless copy: too much time spent creating, and not enough spent strategizing. Up to 80% of marketers’ efforts go toward creativity, leaving just 20% for strategy….