There’s no better time to be a Marketer, regardless of where you are in the org chart. But it’s the middle of August, and if you’re starting your 2014 budgeting, you may already be in trouble. Here’s why…
Your budgeting reflects your plans for 2014 and beyond, and you may be thinking about all the benefits from marketing technology, but if you’re not budgeting for it now, then it’s not going to happen for you. Compound that notion with this: marketing technology is moving rapidly, so much so that the required spending and accompanying resources may be completely different in six months. My hope is that you’ve got a grip on what you want to accomplish, but if not, you’ve got a scant few weeks to build a plan that leverages marketing technology to execute on your marketing vision. Bear in mind that plan may require a whole different set of supporting resources, e.g., you may have to rework your own org chart.
Exciting times? You bet, but now’s the time to plan for that excitement in 2014. Don’t sit there, be excited, then plan for 3 trade shows. Take action now!
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If there's one overarching takeaway from a recent survey of B2B marketing executives, it's the one at the top of the chart above: 96% agree that the pace of change in technology and marketing will continue to accelerate.
But this new age of marketing is still largely terra incognito. One of the other stats from the survey: 97% of the participants agree that marketing must do things that it hasn’t done ever before to be successful. New skills are required throughout the marketing organization, which makes hiring and training challenges more crucial than ever.
It is also forcing marketers to collaborate with a broader set of executive peers and stakeholders across the corporation. One particularly encouraging stat from this survey was that 54% reported that their relationship with IT has increased dramatically during the past two years.
Suggestions that Laura [Ramos of Forrester] recommends for CMOs navigating this rapidly changing world include:
Prioritize hiring first and training secondGive the nod to tech-savvy Millennial traits when recruitingSpend more time with ITExtend the sales partnershipKeep your eye on company strategy, not campaign tacticsCollaborate with peers to get more obsessed about customersEvaluate staff and recruit for adaptive skillsAdopt adaptive leadership habits to transform marketing’s role
The emphasis on adaptive skills and adaptive leadership in those last two points brings us full circle. The motto of modern marketing must be: the only constant is change.
Below, we take a look at several pressing Big Data questions that can result in valuable insights about your business and customers:
1. What Do Our Customers Want?
The fact that companies should ask what their customers want is not exactly revolutionary. But, the idea that your data can predict whether or not your customers will like something based on a set of data points is pretty interesting, if not entirely revolutionary.
2. When Do Customers Want What They Want?:
As marketers know, the age-old adage “there’s no time like the present” is not always true. Sometimes, the present is the exact wrong time for something.
3. Why Are Our Customers Leaving Us?
No business or organization likes to be in the position of seeing customers walking out the proverbial door. Even worse though is not understanding why a customer is leaving. If your customers are leaving in droves, wouldn’t you do anything you could to stop them? Of course you would. Use your Big Data to tell you a story about why your customers are jumping ship and then make an end-run to keep them.
4. How Can We Take Control of Things We Have No Control Over?:
In business, we can control lots of things, but lots of other things evade even our most herculean efforts to master them. Like weather. And natural disasters. And wars. So, maybe we will never be able to make it rain when we want it to or to snow (naturally) on the day ski season starts, but we can learn about how those Uncontrollables impact our business so that we can better plan. Use Big Data to learn from those vexing things that you can’t put a stop to. Sure, maybe you can’t make it snow as much as you want, but you can use data from the last time it didn’t snow much to understand how many chair lifts you need to have open this time.
The bigger question is the title of this post, and the answer varies from one marketer to the next. These four are simple and strategic (we like simple), but does it really provide you with the roadmap to deploy resources and extract gain? The questions are truly a function of your company's mission and your role to achieve that mission. The bottom line: Big Data provides you with an opportunity to study cause and effect, and uncover relationships not seen.
Learn how to build your personal and business brands on LinkedIn in just 15 minutes a day.
9:00 a.m. Take Advantage of Influencer Posts
Find thought-provoking articles from LinkedIn Influencers to read and share with your network.Follow one new Influencer from the 'All Influencers' tab each day.
9:05 a.m. Read 'Your News'
9:08 a.m. Add a New Topic
9:10 a.m. Like and Be Liked
9:12 a.m. Become a Groupie
I wish it were that simple, but it's not. If you want to build authority, focus on a single topic, spread that knowledge through frequent updates and posts to Groups, and grow your network. That takes a bit of focus that goes beyond 15 minutes.
For inbound marketing to perform in most markets it must be placed in the hands of those in the organization who can help prospects and clients make sense of it
The key difference between organizations that are making inbound marketing work and those that are working at inbound marketing is intimacy and it’s hard to deliver intimacy with a content machine.
The key difference between big brands and small brands – whether either knows it or not – is that small brands practice inbound marketing and inbound selling at the very same time.
Meaning that they are not only able to produce content, but personalize it, turn it into stories, add insights client by client and deliver extreme value along the journey from awareness to referral.
And that is the impact of inbound marketing coupled with inbound selling.
Until big brands marry inbound marketing with inbound selling their content marketing efforts will continue to serve merely as clutter in an already overwhelming sea of content noise.
The greatest forcing function to accomplish the aforementioned is Marketing Automation. MA rallies all the troops together beneath one umbrella with a singular focus (whatever that focus may be). With the proper implementation, and proper training, perceived intimacy is doable so as to practice inbound marketing and selling simultaneously.
If you are looking to enhance your landing page experience and your conversion volume, spend some time with the page to make sure that you do not fall into any one of the above categories.
There are so many landing page do's and don'ts out there, but they may not be a one-size-fits-all solution to every problem. Here is my take on the subject. Time and time again I see marketers making the same four mistakes, which more often than not, have had significant impacts on their conversion volume.
The Landing Page Has Too Much ClutterThe Landing Page Provides Consumers With Too Little InformationThe Conversion Path Is Unnecessarily Long and ComplicatedThe Biggest Mistake of All: There Are Not Any Landing Page Tests Being Conducted
I need to refer you to Unbounce for specifics pertaining to landing page issues. There's a wealth of information available to you. Visit them, or go here, click on Filter, and then click/tap landing pages.
Promoting a webinar more than seven days before the event can increase audience size 36%, even though most registrants sign up within a week of the scheduled date, according to a recent report by ON24.
In addition, the study, which was based on an analysis of more than 2,300 webinars from 500 organizations, found that sending a final email within 24 hours of the start time can increase registration 37%.
I've done a ton of webinars, and if I've learned anything, it's these two facts:
The more targeted the content towards the more targeted the audience, the greater the attendee to registrant ratio.The value is in the capture of the registration. Quite often registrants cannot attend when desired, but they've already expressed interest in the content. That's a targeted for nurturing.
Ascend2 is out with another report [download page] conducted in partnership with Research Underwriters, this time focusing on landing page optimization (LPO). As with the previous report (on SEO strategies), this study compares respondents who rate the success of their LPO strategy in achieving important objectives as very successful (“Superior Strategy”) with those who deem their strategies to not be successful (“Inferior Strategy”).
Almost all B2B marketing leaders agree that marketing must do things that it hasn’t done before to be successful, finds Forrester Research in a recent study [download page] conducted in partnership with the Business Marketing Association. Along with their expanding responsibilities, 78% say the marketing organization’s influence on corporate strategy is much greater, and 56% agree that they’re spending more time in front of the board of directors. Interestingly, CMOs express great confidence in their ability to handle what amounts to a rapidly changing environment.
MailerMailer recently released its latest “Email Marketing Metrics Report,” a study rich in data and based on 1.4 billion email messages sent last year. One of the most interesting topics for email marketers covered in the report is how scheduling affects open and click rates. The study takes a look not only at open and click rates by time scheduled, but also at the hours of the day when recipients were most likely to open the emails, as well as open and click rates by day of the week.
Jives with other reports, but as usual, your performance may vary. TEST!
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.