Author: Sanjay Dholakia
A report out today from The Economist Intelligence Unit (EIU), sponsored by Marketo, shows just how much our world is shifting. The findings describe how marketers are taking advantage of the rapid-fire innovations in digital technology to reshape their brand’s relationship with customers. Take a look and find out for yourself what’s on the horizon.
The post [Report] Six Stats That Show That Marketing Is on the Verge of Yet Another Major Shift appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Dan Lynn
The role of the B2B marketer has shifted from supporting sales to owning a substantial portion of the buyer's journey. To survive and thrive in the wake of this shift, there are four important ideas upon which marketers should focus.
The post The Evolution of the B2B Marketer appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Janet Dulsky
You don’t have to have to be a SEO wizard to make sure your website is well positioned for organic search engine traffic. Follow these seven simple ways to build a strong SEO strategy.
The post 7 Simple Steps for a Solid SEO Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Stacey Thornberry
I recently spoke on sales and marketing alignment at the InsideSales.com Sales Acceleration Summit in my presentation, “Close More Deals with Effective Lead Scoring.” While staffing the Marketo booth at the event, I stepped away to listen to a session with complementary content. The combination of these two sessions was powerful and created a holistic view of how sales and marketing can partner up to attract, engage, and close customers.
The post Dynamic Duo: Close More Deals with Sales and Marketing Alignment appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Elaine Ip
If there’s one thing I’ve learned in life, it’s that nothing comes free. The best marketers know how to create engaging campaigns that offer their audience something they want for a price that’s well worth the exchange. Let’s take a look at a few recent marketing campaigns that have gotten this down, offering valuable (or just purely entertaining) content for a small price the audience is happy to pay.
The post 3 Viral Marketing Campaigns That Are Worth the Catch appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Bryan Hernandez
Too often, marketers abandon disengaged subscribers, assuming their inaction means they’re off their brand for good. But this isn’t necessarily true. Together, marketing automation and programmatic advertising can help marketers understand why disengaged subscribers may have churned and reactivate them.
The post Heat Things Up: 3 Ways to Re-engage Cold Subscribers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jamie Lewis
In my experience working with clients as a Solution Consultant, I see marketing teams do a lot of guesswork when it comes to their campaigns, hoping that their message will be heard. Let’s take a look at 4 pitfalls you need to avoid to ensure your marketing automation efforts are a resounding success.
The post 4 Reasons Why Marketing Automation Fails appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Amy McCarthy
Case studies are a key asset that your organization, partners, prospects, and customers can all benefit from. Below are three key things to keep in mind as you’re developing a case study.
The post 3 Important Elements of a Customer Case Study appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Sam Harkness
If you haven’t seen Moneyball, you should. By prioritizing on-base percentage over batting average, the Oakland A’s elevated one of the most unsexy metrics in baseball, the “walk,” and finished the season with 103 wins and 59 losses Walking more in baseball translates to partnering more in business. Follow these five Moneyball tips to win big your partners.
The post 5 Moneyball Tips for Marketing and Sales to Win Big with Partners appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Lisa Marcyes
When I think about what makes social media so unique, I always come back to one thing: relationships. Through social media and analytics, marketers can understand their audience base in ways we never could before. Read on for four ways to create lasting relationships with your followers on social media.
The post How Brands Can Create Lasting Relationships on Social Media appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Elaine Ip
It seems like a not-too-distant past that content marketing started gaining traction as we started recognizing the need to communicate without selling, to build relationships with our prospects and customers, and to personalize these messages based on each unique buyer. But what changed in recent years that has made content both a marketing and company initiative? Here are a few reasons why content is continuing to gain momentum among publishers and the masses, and you should continue to invest in it as a marketer.
The post Power to the Publishers: Content Is Going Full Throttle appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
Sales is like driving a car. As you're driving, you pay attention to the road, speedometer, and mirrors for helpful feedback that keeps you on track. In sales, you also have constant feedback from the people who ignore your emails, the pitches that backfire, and the deals you don't win. And the best place to start looking for feedback is within your sales pipeline, which in many ways is the quantitative accumulation of all of your sales feedback. Check your mirrors for these three common pipeline problems and learn how to address them to get back on track.
The post Get Back on Track: 3 Ways to Identify Your Sales Pipeline Point of Failure appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Lizzy Funk
Marketing as we know it is so incredibly different than it was only a few years ago. And it will continue to change as new technologies, channels, competition, and approaches enter the arena. In this blog, I'll walk you through the top three challenges that marketers are facing and give you some guidance on how to tackle them (before the next wave of change hits!).
The post [Slide Deck] Level Up: Take on the Future of Marketing, Challenges and All appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Patrick Groover
It’s an exciting time to be a marketer, particularly because the shift towards technology-driven marketing is opening up the door to new personalities and roles within the marketing department. In this blog, I'll describe one of the key roles that is making an impact in today’s marketplace, the Marketing Systems Manager, and how to get your foot in the door.
The post Marketing Careers Spotlight: So You Want to Be a Marketing Systems Manager appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Heidi Bullock
Earlier this week, the big MarTech conference swept through San Francisco, giving marketers and technologists a sense of new and upcoming solutions, and what technologies are truly standing the test of time. While the ever-evolving sea of MarTech solutions can be overwhelming, follow these three steps to navigate the MarTech landscape.
The post 3 Ways to Navigate the MarTech Landscape appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Matt Zilli
The marketing organization has been in a renaissance, moving from a model where every type of marketing is handled in a silo to a holistic model structured around the customer lifecycle. Marketing organizations have to be nimble enough to allow for a panoply of customer experiences—sort of like those “make your own ending” storybooks where every choice reveals a new plotline, which is essentially what each buyer experiences with your brand. This involves the right strategy in place and dollars to back it up.
The post Where Your Customers Go, Your Budget Should Follow appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Gareth Goh
There is one critical component to executing a marketer’s tasks–one that can feel unintuitive to marketers: Data. But there’s a great deal of legwork that marketers can undertake by laying the foundation for a successful data integration before looping in IT or an outsourced data integrations specialist. Follow these three steps to integrate your data and achieve a marketing operations peace of mind.
The post How to Integrate Your Data and Achieve a Marketing Operations Peace of Mind appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Ellen Gomes
Marketing isn't just for brands. All the big names—from movie stars to fashion designers, presidents, and singers—have been preaching the value of it for decades. Flip through this slide deck as we shine some light on 10 famous marketing quotes from iconic figures that still ring true for marketers to this day.
The post [Slide Deck] 10 Famous Marketing Quotes to Live By appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Marissa Lyman
A degree in journalism, numerous media internships, and nearly two years editing the homepage for America’s most-watched cable news network inadvertently turned me into what I recently told a colleague was “The Grammar Hammer”. The fact of the matter is that typos in collateral undermine a marketer’s credibility with customers and prospects. But if you follow these steps, you can significantly reduce the number of errors in your work, leading to fame, fortune, and marketing glory.
The post Squeaky Clean: 5 Tips for Writing Spotless Marketing Copy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Elaine Ip
If anyone has mastered the art of engaging an audience, it’s successful video bloggers, who stand out from their competition because they know how to engage their audiences. Read on for six things marketers can learn from vloggers about engagement marketing.
The post 6 Engagement Marketing Lessons from Successful Video Bloggers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Ellen Gomes
Marketers are ignoring their own best practices and offering the exact same experience to every website visitor, every time they arrive—regardless of their behavior or attributes. Magnify that by thousands, sometimes millions, of visits, and marketers are missing a huge opportunity to truly connect with their audience as individuals—which makes a real impact on their revenue. And that’s where web personalization comes in.
The post Introducing The Definitive Guide to Web Personalization appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mary Kate Francis
SXSW has become a breeding ground for social media explosions, startup successes, unrestrained ideas, emerging technologies, and digital marketing break-throughs. It's a hub of discovery for marketers to unearth new insights about how to effectively engage their audience. SXSW even has a Convergence Program devoted to exploring the inter-relatedness between seemingly distinct categories—for example, Marketo’s panel on MarTech and Sports about how marketing technology is transforming the sports industry. Check out our infographic to see our top choices for not-to-miss sessions and events this year at SXSW 2016.
The post [Infographic] The Marketer’s Guide to Making the Most of SXSW appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Phillip Chen
For growing companies, your enterprise marketing journey begins with figuring out how to close bigger, or even the biggest, deals at large corporations. The pain point that many marketers at these growing companies face is that they are used to companies approaching them (inbound marketing) and are less familiar with outbounding, which is critical to reaching enterprise companies. It’s important not to outbound in the traditional way which can be very disruptive, but rather use an engagement marketing framework and platform to engage with your target market with the right message at the right time. While marketing to the enterprise is such a large topic that it could fill a series of books, these are some of the most basic steps to get started on your journey.
The post How to Start Your Enterprise Marketing Journey in 4 Simple Steps appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Stacey Thornberry
If you’re of my generation, you likely spent Saturday morning watching revived 3-minute episodes of Schoolhouse Rock in between your favorite cartoons. Filled with animation, music, and education covering topics like grammar, science, economics, civics, and more. The program’s main adage—knowledge is power! You might be asking yourself, "What does this have to do with marketing?" Well, as a field marketer, I work to create strong relationships with members of our enterprise sales team. As a B2B company, we have field representatives across the globe, with field marketers aligned to each and every one. So, how do we ensure that all of these reps have everything they need to partner with us for success? You got it—knowledge! Let’s explore five ways you can help get your brand-new field reps set up for success.
The post Knowledge is Power: 5 Ways to Build Sales and Marketing Superheroes appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Savage
Great marketing demonstrates how passionate you are about the mission you’re trying to help your customers achieve. It doesn’t matter if your company is in a “boring” field—showing heart still matters. There’s a lot of companies out there that don’t think about this stuff at all, but this is really how you differentiate yourself from the pack. Here’s how we aligned our marketing to a mission, and how you can do the same thing with your team.
The post Marketing’s True North: Align Your Marketing Around Your Mission appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Renata Bell
Technology has empowered fans more than ever before. The internet gives them instant “information gratification”—they can access detailed stats, video replays, and breaking news 24 hours a day, with just a few clicks and scrolls. Meanwhile, social media encourages them to share and compare, while mobile devices add a “whenever and wherever” dimension to every aspect of the experience. So how can sports teams jump in on these instantaneous conversations and engage with their fans? Download this ebook to learn how you can drive better outcomes and connect with your fans (or existing customers) with an engagement marketing platform purpose-built to implement the five engagement marketing principles.
The post [Ebook] Scoring Big with Fan Engagement appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jignesh Shah
Word-of-mouth marketing is one of the most powerful channels for bringing new customers to your business. In fact, 84% of B2B businesses initiate the buying process with a referral. And data from Marketo Institute shows that the referral is the best acquisition channel for conversion rates at almost 4x the average. While companies from any industry can harness the power of word-of-mouth marketing, these types of programs pose unique challenges for B2B businesses due to the complex sales processes and expensive nature of B2B products. Here are seven questions that you should ask yourself, your marketing team, and key players on your sales team as you're developing a B2B referral program to anticipate issues and avoid pitfalls.
The post 7 Questions to Ask Before Launching a B2B Referral Program appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Phillip Chen
For marketers at growing companies, making their programs larger and more effective is almost always on their minds. But how do you grow with your programs so that you don't get left in the dust? I started Marketo when our marketing team was relatively small, and since then we have more than doubled. In my three years at Marketo, there have been two types of marketers—the ones that have been able to grow with the company and the ones that weren’t able to punch above their original weight class who have since left or faded away. So how do you make sure that you’re growing with your company? Here are four ways to take yourself, and your marketing, to the next level.
The post 4 Ways You Can Scale with Your Marketing Programs appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Amar Doshi
There’s a lot of talk around account-based marketing in the B2B marketing realm and for good reason. ABM is an effective account-centric approach that targets high-yield accounts, and while it’s not a new concept, it's receiving renewed interest among B2B marketers due to technology trends that are digitizing the execution of ABM strategy. Before, ABM was an extremely high-cost endeavor that represented a significant drain on budget and human resources. Creating segmented marketing tracks, surfacing personalized content, and reacting to individual prospect’s behaviors was all done manually and could only be supported for a small subsection of highly strategic, tier 1 accounts. In this blog, we'll explore how three major technology trends have made ABM execution more efficient and scalable.
The post 3 Technology Trends Powering Account-Based Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Brit Tammeorg
Businesses large or small can benefit immensely from mobile marketing. SMS marketing is one of the most personal ways to communicate with your buyers. After all, what other marketing tool do you know of that allows retailers and business owners to have virtually immediate contact with their customers? Read on for four tips to get the most out of SMS marketing for your business.
The post Spring Forward: Jumpstart Your SMS Marketing Campaign appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Zero Rankings, Search + Social Mash-Ups And The Minority Report: Highlights From Portland’s 2016 SearchFest
Facebook Purchase Behavior Targeting — Understanding Data Behind The Categories: Psychographic Hot House
Author: Frank Passantino
Ad Tech (paid media) has been around for quite some time, but it has historically been seen, and treated, as its own category. A big shift that we've seen over the last year or so is that Ad Tech and Mar Tech are gravitating closer and closer together as a response to the demand from the market for connecting these two technologies. Looking at the combination of these two technologies and the continued migration towards a more mobile world, we start seeing opportunities for new types of paid media that help marketers create seamless, end-to-end experiences for their target audiences. This blog post will examine a new type of ad that blends these elements—Mobile Ad Tech and Mar Tech.
The post Incorporating Mobile Ad Tech into Your Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Tomita
Last week, it was reported by several sources, and confirmed by Google, that the AdWords ads that appear on the right hand-side of Google’s search engine results page will be removed from desktop searches in the near future. This change is arguably one of Google's most significant changes to the AdWords platform since it first rolled out. As a digital marketer, this may also have significant impact on your advertising strategy.
The post AdWords Nerd Alert: What Google’s Removal of Sidebar Ads Means for Marketers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Anne Janzer
Marketers love to launch things. In a way, we're Mission Control for the business, launching products and campaigns with precision and flare. Yet beyond all of these high profile launches, hundreds or thousands of small, everyday takeoffs pass nearly unnoticed once a deal is signed or a payment clears. We’re talking about customers. The moment a buyer becomes your customer is considered a micro-launch. But the job of marketing isn’t done once the buyer becomes a customer. Marketing creates the brand promise before the sale, so marketing should help the customer realize that promise after the sale as well. With these four steps, you can get customers on the right trajectory for long-term success.
The post 4 Steps to Creating a Launch Plan for Your New Customers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
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