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Rescooped by Amber Stone, MBA from The MarTech Digest
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Optify | Email Frequency: How Many Emails Is Too Many?

Optify | Email Frequency: How Many Emails Is Too Many? | Demand Generation Marketers | Scoop.it
Did you know that 35.4% of consumers report frequency as the primary reason for unsubscribing from a brand’s email (up from 30.7% in 2012)? While that number is significant, this shouldn’t come as a surprise.

 

Key excerpt...

 

Signs you’re emailing too frequently:

Increasing number of unsubscribesDeclining email engagement (open rate, click-through rate)And the obvious: responses from your list complaining that you’re emailing too frequently.

Signs you’re sending too infrequently:

You’re experiencing higher than average bounce ratesHard bounces aren’t being cleaned through regular sendsEmployee turnover results in poor data accuracyEngagement levels are inconsistentAudience may not recall the value you’re providing
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marketingIO's curator insight, July 3, 2013 9:18 AM

There's an algorithm waiting to be discovered that provides direction as to how much is too much. It should include in no particular order: relative value of the content, frequency, length, CTR over X weeks, Open Rate over X weeks, unsubscribe rate, revenue generated, leads generated, average revenue per transaction, etc.


Let me know if you conjure up anything.


  • See the article www.optify.net
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Rescooped by Amber Stone, MBA from The MarTech Digest
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Email Nurture Campaign Strategy for B2B Marketing Made Simple - G2M Solutions | #TheMarketingAutomationAlert

Email Nurture Campaign Strategy for B2B Marketing Made Simple - G2M Solutions | #TheMarketingAutomationAlert | Demand Generation Marketers | Scoop.it
A simple comprehensive and practical guide to email nurture campaigns for B2B marketers

 

Brief overview...

 

How do I create a successful email nurture campaign? What you will need:

Detailed description of your target personas and their problemsPre-determined lead scoring to indicate what stage the contact is at (ideally)Marketing automation systemA good content writer to create compelling emails
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marketingIO's curator insight, July 22, 2013 10:43 AM

The aforementioned graphic summarizes how you should break down your lead nurturing efforts, assuming you know each target's persona(!). Regardless, it's an excellent article as it provides tips for each phase of the funnel.


  • See the article at www.g2msolutions.com.au
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Rescooped by Amber Stone, MBA from The MarTech Digest
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Top 10 Ways to Improve Email Open Rates - Profs | #TheMarketingAutomationAlert

Top 10 Ways to Improve Email Open Rates - Profs | #TheMarketingAutomationAlert | Demand Generation Marketers | Scoop.it

Summarized...

 

1. Keep the subject line short (under 50 characters is best), and make sure you make one important point.

2. Never try to trick your audience with a misleading or vague subject line.

3. Personalize the subject line by including the recipient's first name and other pertinent information.

4. Build a sense of urgency with your subject line, and ensure there is an incentive for the recipient to open the email.

5. The subject line should often include your company or newsletter name.

6. Research, and avoid, typical spam words.

7. Choose the right "From" name and email address.

8. Experiment with various email send times.

9. Find the right frequency of communications.

10. Test.

 


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marketingIO's curator insight, July 22, 2013 7:55 AM

Disagreeing with the first one: research shows that longer subject lines may very well work for the B2B marketer, so you need to TEST various lengths (I think you'll find this to be true for your own marketing efforts). In addition, you'll want to insert a strong value prop-oriented topline to the email, as that is what readers will see as a preview.


If you want to learn more, go here, click on Filter, and then select the Tag email marketing.


  • See the article at www.marketingprofs.com
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Rescooped by Amber Stone, MBA from The MarTech Digest
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The Top 12 Marketing Technology Articles Curated Today, Tuesday, 7/30/13 from #TheMarketingAutomationAlert

The Top 12 Marketing Technology Articles Curated Today, Tuesday, 7/30/13 from #TheMarketingAutomationAlert | Demand Generation Marketers | Scoop.it

There are four underlying ingredients to the B2B Marketer’s strategy today: marketing technology, content marketing, SEO and data. The question is how to bring those ingredients together into a plan so that you’re optimizing revenue and your ROI from your budget. Look: I love Gartner’s Transit Map, as well as the LUMAscape, but these are all components to marketing technology and are underutilized without a strong content marketing strategy, SEO strategy, and data management strategy. Pull these four together, and you’ll have what you need to accomplish what you need to accomplish.

 

Marketing technology…NOW!

 

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Featured Marketing Automation Article

 

How B2B Decision-Makers Are Using Social Media - MarketingCharts | #TheMarketingAutomationAlert

 

http://sco.lt/6k0km9

From www.marketingcharts.com - Today, 7:52 AM

 

Excerpt...

 

Social media use is ubiquitous among B2B decision-makers in North America and Europe, according to results from a newly-released Forrester Research study. That said, their motivations for using various platforms differs greatly, and understanding those patterns is a crucial element for figuring out appropriate marketing strategies. The data suggests that among popular sites, Facebook is rarely used primarily for business purposes, while Google+ and Pinterest are still lagging in adoption rates overall.

 

iNeoMarketing's insight:

And it's LinkedIn in concert with SlideShare. I don't think you need any more proof. One of the best charts we've seen supporting B2B social media selection.

 

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3 Ways to Integrate Video into Email Nurture Campaigns | Eloqua Blog | #TheMarketingAutomationAlert

 

http://sco.lt/6WxTqD

From blog.eloqua.com - Today, 8:12 AM

 

Condensed...

 

Here are 3 situations we see where you can drive results by including a video in your email campaign:

1. Share an interview

Thought-provoking educational content is valuable at any stage of the sales pipeline, and interviews with thought leaders are great content to share with your prospects. Make sure the image you choose is high quality, features the interview subject, and provides details about what your readers will learn from the video.

2. Teasers for upcoming webinars or events

Webinars are a common lead gen tactic, in addition to serving as a great platform for thought leadership and knowledge exchange for your community of prospects and customers. Once someone has signed up for your webinar, your follow-up emails are a great place to include teaser videos to your speakers, or content.

3. Convey product news

When you are launching a new feature for your product, regardless of how simple or complex, video is a great way to help get users up to speed quickly. When you email your customers announcing your product update, include a link to watch a video on how this new feature works. It will cut down on incoming support requests, and if your explainer video is part of a YouTube channel or video hub featuring other support videos, may encourage your customers to explore other help videos along the way.

 

iNeoMarketing's insight:

And the author is from Vidyard, which allows you to deliver your video via email through Eloqua, HubSpot and Marketo (but not Pardot).

 

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A Complete View of The Lead Nurturing Lab - Pardot | #TheMarketingAutomationAlert

 

http://sco.lt/5MDllB

From www.pardot.com - Today, 7:24 AM

 

Few features of marketing automation capture the platform's simplicity and power as well as automated lead nurturing. With minimal input and maximum results, drip nurturing is one of the most powerful weapons in your automation arsenal.

 

iNeoMarketing's insight:

This is great stuff. Even if you're not a Pardot user, you'll want to dive in to see hands-on lead nurturing. And as a Pardot proponent, I love it.

 

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[TABLE] The Most (and Least) Effective Keywords in Email Subject Lines - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/4qDDnN

From www.marketingprofs.com - Today, 8:04 AM

 

iNeoMarketing's insight:

For those who are distributing content (which should be ALL OF YOU!).

 

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The B2B Customer in Focus - 'Net Features - Website Magazine | #TheMarketingAutomationAlert

 

http://sco.lt/9NImOn

From www.websitemagazine.com - Today, 7:15 AM

 

It is important for B2B companies to understand the unique habits of their customer base so that they can refine their marketing strategies accordingly. Luckily, a new study from ExactTarget and Pardot is shedding light on the subject.

 

Key excerpt...

 

The State of Demand Generation study provides some suggested best practices for B2B companies, including content strategies for each stage of the buying cycle. Check them out below:

Stage One: This content should be broad and help readers understand a problem. Try to limit the promotional nature of this content, and make sure that it provides value to the audience. It is a good idea to determine the keywords that prospects use when they start their research, and produce content for those terms. Some examples of good stage one content include blog posts, industry articles and infographics.

Stage Two: This content should nurture customers. A good way to do this is to show social proof of your product or service’s value, because user-generated content is always influential. Examples of ideal stage two content include video testimonials, analyst reports, webinars or ROI calculators.

Stage Three: Stage three content should prove that your company is the right choice, because these prospects are almost ready to make a decision. Use this stage to promote your brand and identify your product or service’s strengths. Content examples include buyer guides, sample RFPs and competitor comparison documents.

 

iNeoMarketing's insight:

Classic example of burying the lede. It's a given that research for a future business purchase starts with research, then reinforced with WOM and personal networks. The article's focus is on the match of the buying cycle (if there is one) with content, and configuring your MA accordingly (blocking and tackling).

 

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Dear Google+: Marketers Hate You (Want to Know Why?) - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/5LZtfV

From www.mpdailyfix.com - Today, 7:20 AM

 

Generally, marketers love social media. We embrace Twitter, LinkedIn, Facebook, and other platforms. But there's one social network that marketers loathe. That network is Google+.

 

Excerpt...

 

In an informal poll of marketers, MarketingProfs asked about social media preferences. Not surprisingly, LinkedIn is marketers’ favorite network for professional use and Facebook for personal use. What was surprising was that (to date) 42% of respondents have identified Google+ as the network they “Never Want to Hear About Ever Again” and 50% of marketers’ said Google+ was the most confusing social network.

 

iNeoMarketing's insight:

Yes, Google+ is damn confusing, and it has a long way to go. But don't overlook it's SEO value! Along with Google Authorship, it has a positive impact on your SEO efforts.

 

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Real-Time Marketing: Top Concerns and Benefits - MarketingCharts | #TheMarketingAutomationAlert

 

http://sco.lt/4hlviz

From www.marketingcharts.com - Today, 6:57 AM

 

Introduction...

 

Real-time marketing, most often described as “dynamic personalized content across channels,” is a highly important pursuit for marketers today, per study results from Neolane and the Direct Marketing Association. Putting those efforts into gear means overcoming a series of concerns, but the perceived benefits are various and substantial. Marketers responding to the survey gave their take on both.

 

iNeoMarketing's insight:

Interesting that "complexity of systems required" is the number one concern. For those esconced in said systems, it's not a cause for concern, i.e., find the people or consultants who know the systems. Damn right it's complex, otherwise any knucklehead could do it.

 

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A Three-Step Process For Analyzing Qualitative Data | Forrester Blogs | #TheMarketingAutomationAlert

 

http://sco.lt/4i3Fo1

From blogs.forrester.com - Today, 7:02 AM

 

Digest...

 

If you lack experience with qualitative data…I’ve put together a simple three-step process that you can use to begin synthesizing this information and creating your output.
 

Step 1: Bring order to the chaos. It’s important to know what the majority of your participants are saying. Start by creating a list of key themes as you read through the data, then tally each response that falls under that theme. You are not aiming to report numbers or percentages in the results, but this is the only way to begin to make sense of the wealth of information that you have at your fingertips.
 Step 2: Stay focused and logical. You can’t create a sequential story if you let off-topic comments derail you. It's easy to focus on the negative comments — even if they don't reflect what the majority of participants are saying. Mark interesting comments or points, for example, by color-coding them, and come back to them after you have categorized the responses and answered the questions that underpin your main objective. Creating “callouts” in your report is a great way to highlight elements that aren't key parts of the story but that are interesting enough to share.
 Step 3: Make your story come to life. As the participants’ comments are your “data,” you need to ensure you have enough room for these quotes. Break out your insights into short, digestible chunks, following each with three or four quotes.

 

iNeoMarketing's insight:

Qualitative data is pretty messy, so a nice approach to managing the variety of results.

 

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Are CEOs to Blame for Short CMO Tenures? - HBR | #TheMarketingAutomationAlert

 

http://sco.lt/4loiKP

From blogs.hbr.org - Today, 6:46 AM

 

CEOs need to start taking ownership of their company's story, and stop passing the buck to marketing.

 

Key excerpt...

 

The vast majority of CEOs aren't taking the time to understand their story and how it relates to their products. Instead, they are continuing to separate product from story, and pushing responsibility for story down to the marketing department. By doing this, they are giving their CMOs an impossible job — marshall a story that is unfolding across the entire enterprise — product development and customer service — areas that most CMO's don't touch or can't control. Yet they are still holding the CMO responsible for results. No wonder the qualities sought in a CMO these days might be mistaken for those of a bullfighter or a test pilot. CEOs who stick with this model will struggle to keep the best marketing talent over the coming years, as more enlightened competitors poach the most ambitious marketing stars and empower them to quarterback the story across the whole organization.

 

iNeoMarketing's insight:

It could be one reason why CMO tenures are relatively short. But I think the root of the short tenure has been the historical lack of measurability associated with actions taken by the CMO. However, with the advent of marketing technology, analytics and measurements directly related to objectives are proof points that will elongate the tenure of the CMO.

 

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Five Roles You Need on Your Big Data Team - HBR | #TheMarketingAutomationAlert

 

http://sco.lt/74EAtN

From blogs.hbr.org - Today, 6:51 AM

 

Quant skills are necessary but not sufficient.

 

Condensed...

 

1. Data Hygienists make sure that data coming into the system is clean and accurate, and stays that way over the entire data lifecycle.

2. Data Explorers sift through mountains of data to discover the data you actually need. That can be a significant task because so much data out there was never intended for analytic use and, therefore, is not stored or organized in a way that's easy to access.

3. Business Solution Architects put the discovered data together and organize it so that it's ready to analyze. They structure the data to ensure it can be usefully queried in appropriate timeframes by all users.

4. Data Scientists take this organized data and create sophisticated analytics models that, for example, help predict customer behavior and allow advanced customer segmentation and pricing optimization. They ensure each model is updated frequently so it remains relevant for longer.

5. Campaign Experts turn the models into results. They have a thorough knowledge of the technical systems that deliver specific marketing campaigns, such as which customer should get what message when. They use what they learn from the models to prioritize channels and sequence the campaigns — for example, based on analysis of an identified segment's historical behavior it will be most effective to first send an email then follow it up 48 hours later with a direct mail.

 

iNeoMarketing's insight:

I'd think that you'd agree that the B2B marketer is transitioning into #5, and that 1-4 is a special skill set, and debatable if it should report into the CMO or the CIO.

 

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Agile: What Marketers Can Learn From Software Developers - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/82GKu1

From www.marketingprofs.com - Today, 6:21 AM

 

Marketing Strategy - Like agile software development, agile marketing relies on speed, lots of communication, rapid iteration, and highly measurable results. Let's take a closer look at this emerging discipline.

 

Excerpt...

 

Flexibility, cost-effectiveness, learning, and transparency are the four key aspects of agile marketing that must be integrated into an organization before it can produce benefits:

Flexibility is a must, because a rigid culture cannot embrace agile marketing. But flexibility also means severing the ties to pet projects and favorite ideas: When you get a thumbs-down from customers, you need to drop that idea and move on.Cost-effectiveness comes in many forms, not the least of which is the ability to rapidly prototype a concept and test it before committing lots of resources.A learning environment is essential. "Agile product marketing requires a whole-company commitment," said Darnell. "You need to build an organization that values learning—failures as well as successes."Transparency both supports and is supported by a learning organization. The knowledge gained through agile marketing must be shared openly with the entire company; no hiding behind bad news; no hoarding of good news.

 

iNeoMarketing's insight:

Agile from a product marketing POV. But are these not general characteristics required from anyone in sales and marketing?

 

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How CEOs Should Use Personal Branding to Drive Business - ClickZ | #TheMarketingAutomationAlert

 

http://sco.lt/5Om9vl

From www.clickz.com - Today, 6:40 AM

 

Given the ease of social media and other online channels, not using the CEO is a lost opportunity to cultivate the company\'s image in the minds of the media, prospects, and customers.

 

Key excerpt...

 

•  Objectives and strategy. What are the messages you need to communicate, and what are the best channels to reach your target market? Assuming there's already a general PR plan in place, start with a focus on online media and industry conferences.

Blogs. Get on a regular schedule to contribute to the company blog, or possibly create a CEO blog. Identify important industry blogs, publications, and other websites where the CEO can become a regular contributor.Conferences and other events. Create a strategy for speaking engagements at key industry events.LinkedIn. Enhance the CEO's LinkedIn profile and use it as a daily personal branding tool.The media. Identify primary and secondary media outlets. Create a plan to develop relationships with key media. (You or your agencies may already have relationships and media lists.)

 

iNeoMarketing's insight:

Proceed with caution. The "how" is described, but not the "why." And there are arguments that support not doing this. If you want to learn more, go here, click on Filter, and then select CEOs.

 


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marketingIO's curator insight, July 30, 2013 9:18 AM
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Rescooped by Amber Stone, MBA from The MarTech Digest
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Marketers Undervalue Email, Overvalue Personalization - Profs

Marketers Undervalue Email, Overvalue Personalization - Profs | Demand Generation Marketers | Scoop.it
Email Marketing - Gaps exist in digital marketers’ perceptions of how consumers want to engage with brands, what influences their purchase decisions, and how they view privacy, according to a recent report ...

 

Pertinent excerpt...

 

Customization Over Personalization

Consumers surveyed said the volume of personalized marketing messages they receive has increased over the past five years. The majority (63%) said personalization is now so common that they have grown numb to it, and 33% of consumers cited superficial personalization as one of their top annoyances. Only 14% of consumers said they are more likely to read personally addressed messages, yet personalization remains the second most popular marketing strategy of the executives surveyed. Though consumers are put off by superficial personalization, they do appreciate customized product recommendations. 
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marketingIO's curator insight, June 17, 2013 4:05 PM

We know that this is a B2C oriented study, but an interesting proposition for the B2B marketing community. Studies still point to the efficacy of personalization over a control group, but perhaps we may be looking at a retreat.


  • See the article at www.marketingprofs.com
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Leni Hall's curator insight, June 25, 2013 11:29 AM

Email Marketing: The value of customization vs. personalization

Rescooped by Amber Stone, MBA from Social Media, SEO, Mobile, Digital Marketing
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Five Ways to Minimize Email List Unsubscribes

Five Ways to Minimize Email List Unsubscribes | Demand Generation Marketers | Scoop.it

1. Offer an 'opt-down' as an alternative to opt-out2. Provide email message type (category-specific) selections3. Include an email change-of-address function4. Consider message format choices5. Communicate beyond email


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Rescooped by Amber Stone, MBA from The MarTech Digest
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[TABLE] The Most (and Least) Effective Keywords in Email Subject Lines - Profs | #TheMarketingAutomationAlert

[TABLE] The Most (and Least) Effective Keywords in Email Subject Lines - Profs | #TheMarketingAutomationAlert | Demand Generation Marketers | Scoop.it

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marketingIO's curator insight, July 30, 2013 8:04 AM

For those who are distributing content (which should be ALL OF YOU!).


  • See the article at www.marketingprofs.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us