Surveys can be a powerful tool for marketing professionals. Rather than stabbing in the dark when developing campaigns or product strategies, a survey helps marketers take a step back and make decisions based on actual data. The trick is to create an effective survey that will deliver useful, credible information.
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There was a time when marketing seemed to grind to a halt during the summer months. This is not true anymore. Even though summer is a popular time for your prospects to hit the beach, there are plenty of marketing activities and programs you can tackle to keep the momentum going over July and August.
Having the right tools for a project makes it a lot easier and infinitely more likely to succeed. This holds true for marketing campaigns. You can develop the most creative, innovative marketing programs, complete with perfect messaging targeted at the right audience, but if sales doesn’t have the tools to support those programs, your campaigns will be at risk.
Looking for some fresh content for an upcoming campaign? Consider creating a webinar or podcast to tell your story.
Continue reading “Podcast or Webinar? Choosing the Best Vehicle to Tell Your Story”
Congratulations! You have a strong partner channel in place. But now that the ink is dry on the agreements, how do you ensure your partners will be successful? How do you stay top of mind with them? As one of the direct links to your target prospects, partners are a crucial part of your team. Helping them to be effective is an important piece of the marketing strategy.
Continue reading “Are You “Channeling” Your Partners’ Efforts Effectively?”
It’s one of the most common marketing challenges. You want to promote all of the innovative ways you are working with your customers – you want to name drop – but you can’t. Although in a perfect world we always want to reference specific customers and incorporate them into initiatives, there are many marketing programs that are effective even when you can’t name names.
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Marketing automation has become a “must have,” allowing marketing teams to more efficiently generate, track and evaluate the quality of leads, and prevent those leads from getting lost during the marketing-to-sales handoff. But choosing and implementing a marketing automation system can be a headache. There are so many options, and they can be expensive, time-consuming and resource intensive to implement. On top of that, it can be a challenge to use it to its full potential after it is up and running.
Continue reading “Choose Your Marketing Automation Platform Wisely”
As B-to-B marketers, we put a lot of thought into the companies we are targeting. We carefully pull lists segmented by revenue, geography, job titles and industry. But the reality is, we aren’t only targeting companies and organizations; we are targeting people. And when we only think of them as companies and pound them with numbers and stats, our message inevitably gets lost in the noise. Somewhere, in the midst of all of our campaigns and programs, we have lost an important component of the marketing message: emotion.
Continue reading “Telling a Great Story – Putting the Emotion Back Into Marketing”
Jan Bryson: Marketing 