Author: Lisa Marcyes
With the adoption of social channels in people’s everyday lives, buyer expectations are concurrently changing. The lines are merging as users, who are interacting with friends and family around the clock, naturally expect brands to react in a similar fashion. Let’s take a look at how four social media platforms are stepping up their personalization capabilities and gamifying their platforms to stay relevant in the ever-changing social landscape.
The post What’s New in Social? Platforms Are Raising the Bar on Personalization appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Dave Chaffey
Just a few months ago, I participated in a webinar with Marketo on Key Email Trends European Marketers Need to Know (that really all marketers need to know). We received plenty of interesting questions on email marketing—from basic to advanced. Because we couldn’t address all the questions in each session, I wanted to answer some of the most frequently asked questions here for evaluation, growing and profiling your list, segmentation and targeting, and email frequency.
The post Q&A: The Big Email Marketing Questions Answered appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Anastasia Pavlova
The Pareto principle states that 80% of your business wealth will come from 20% of your customer base. Add this to the fact that it costs at least 10 times more to acquire new customers than to sell to the ones you already have, according to eMarketer, and you’ve got a strong business case to invest in your customer base. Learn how to provide value to your customers through the entire customer lifecycle—past initial acquisition.
The post [Ebook] How to Unlock the Full Potential of Your Customer Base appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Patrick Groover
While email remains a valuable source for communication, many companies are struggling to extend their reach on other channels, without increasing the strain on their already over-extended marketing resources. In this blog, I’ll walk you through the reasons why multi-channel marketing has lived in silos and how a complete marketing automation platform can enable cohesive messaging.
The post There’s No Place Like Home: Centralizing Your Marketing Channels with Marketing Automation appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jessica Minasian
Here's a public service announcement for all of my fellow marketers: you should crave web personalization. It can sharpen the tools in your belt and help you attract the exact audience that you want. In my experience as an Enterprise Business Consultant, I've seen many customers adopt the tool quickly and create outstanding personalized website campaigns that extend to their other channels. Here are the top five web personalization use cases I've seen that will make your face melt.
The post 5 Ways to Win with Web Personalization appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Silvio Porcellana
The convenience of mobile payments is quickly making its way into consumer habits. In fact, mobile payment has grown exponentially in recent years, with research from TrendForce revealing that consumers worldwide will spend $620 billion in mobile transactions this year. Implementing mobile payments is well worth it, and here are six ways to effectively use mobile payments in your marketing mix.
The post 6 Ways to Integrate Mobile Payment into Your Consumer Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Scott Hogrefe
Today, the majority of the buyer’s journey is self-directed and happens before you even know who they are. This reality has made marketing teams accountable for engaging buyers sooner and getting them to that first "hello" faster. At Netskope, we knew we needed to strategically guide the conversation from the very first touch to the last–and to do it, we invested in creating relevant, buyer-centric content for every stage of the journey. But getting there was a journey in itself with a lot of learnings along the way.
The post Content with a Purpose: 5 Tips to Map Your Content to the Buyer’s Journey appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Nick Westergaard
No one is going to tell you in this day and age that you need to create less content. In fact, 80% of marketers across all sectors are using content in some form. And yet, 57% of marketers report that creating content consistently is a top challenge. Let’s take a look at four content creation hacks that should be in every marketer’s toolbox, including yours.
The post 4 Scrappy Content Hacks for Your Marketing Toolbox appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Heidi Bullock
While account-based marketing (ABM) isn’t quite as viral as Pokémon Go, I would say that ABM is a close second in the B2B marketing world! But what does this mean for you as a marketer? In this blog, I'll walk through how to determine whether ABM is right for your business and five simple steps to integrate it into your marketing strategy.
The post Breaking Down the Fundamentals of Account-Based Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Marissa Lyman
With fictitious, (often) adorable creatures from a popular ‘90s video game, Pokémon GO has rapidly changed the game on engagement, and curious marketers everywhere are asking how it can be used in their day-to-day marketing activities. I won’t pretend I have all the answers, but read on for a few of my insights and tips on how Pokémon GO fits into your marketing strategy.
The post Your Buyers Are Basically Pokémon, So Level Up appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Aleece Germano
As a digital marketer, you might be asking yourself this question: "Where’s my (social) ROI?" When it comes to attributing ROI to a top-of-funnel social media strategy, the challenge is often in having access to enough data points to correctly understand its impact on revenue. Read on to learn how to measure the ROI of your social campaigns with multi-touch attribution.
The post Attribution Matters: Demystifying Social ROI in B2B Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Elaine Ip
In today's digital age, we have the world’s knowledge at our fingertips, doing our own research and coming to conclusions on our own terms. Content plays an important role in this, and as marketers, you can use it to provide your buyers with the information they’re looking for and elevate your brand above all the other distracting marketing messages they see. And when it comes to content, a blog is one of the most cost-effective and authentic ways to engage with them at scale. In this blog, I’ll walk you through how to create your blog strategy from start to finish.
The post Get Your Blog On: 4 Steps to Blogging Success appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Nierengarten
As marketers, we work hard to acquire and retain new customers, but not enough of us spend enough time thinking about what type of new customers we want to acquire in the first place by looking at our existing customer base. Here are four steps to segment your existing customers to target the right prospects.
The post Target Your Best Prospects by Segmenting Your Best Customers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Alexandra Nation
Fresh out of college, I spent over two years with Nordstrom, learning priceless leadership and business principles. It has been several years since I pivoted into tech and a more corporate environment, but the lessons learned on that retail floor stocked with beautiful products remain with me to this day. Here are five things I learned from my early days at Nordstrom that are deeply woven into my beliefs and values as a professional.
The post 5 Lifelong Business Lessons I Learned from Nordstrom appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jamie Lewis
Mobile marketing is special in that it requires your audience to opt-in and is therefore a great way to communicate with highly engaged buyers. And because they're more engaged, they're more likely to respond to your calls-to-action, driving more conversions and revenue down the line. So, take advantage of their interest to the fullest with these five popular and cutting-edge tactics.
The post 5 Ways to Amp Up Your Mobile Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jim Kowalski
The phrase “sea change” is used to indicate significant transformation, usually for the better, and is derived from William Shakespeare’s work “The Tempest.”. Today, it’s often used in business to describe a change in strategy or direction of a company, or a new disruptive product or business model that instigates growth. There’s a change underway in the world of marketing right now—a “C change”: the CMO, continuing to rise in prominence, is now interacting with the CEO and CIO in more strategic, meaningful ways. If you’re a marketing leader, here's what you can do to harness this new reality.
The post There’s a “C Change” Underway: CMOs and CIOs Are Aligning for Digital Disruption appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Vyoma Kapur
Welcome to Shark Week! With the fascination surrounding these mysterious creatures of the sea, we thought it would be timely and relevant to draw some parallels from the underwater ecosystem to our very own marketing ecosystem. After all, as marketers, it’s in our genes to keep abreast of and ride the wave (pun intended) of trending topics. Here are three main differences between sharks and whales that can help guide your ABM and broad-based marketing strategy.
The post Marketers, Are You a Shark or Whale in the Marketing Ecosystem? appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Ellen Gomes
Have you ever thought your content initiatives needed more pizzazz? How about just ‘more’? Many organizations have an insatiable appetite for content because the ability to offer interesting, relevant, and useful content is one of the only ways left to truly break through and engage your audience in an environment that's considered 'noisy' on a good day, and downright frenetic on an average one. No matter the size of your team, let's take a look at some steps you can implement today to create valuable content more efficiently and effectively.
The post How to Create a Lean, Mean Content Creation Machine appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Madden
Subject lines are the doorway into your emails. If that doorway isn’t enticing, no one will go on to click your emails, let alone buy your products. In fact, Convince and Convert reports that 33% of email recipients open email based on subject line alone. Even more challenging, your readers are inundated each and every day by a tidal wave of other emails vying for their attention. So how do you write email subject lines that cut through the noise? After hundreds, if not thousands, of subject lines tests, I have boiled it down to these five tips to improve your subject lines and increase your open rates.
The post You’ve Got Mail: 5 Things Your Subject Lines Are Missing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Nate Dame
While search engines are always improving (which means that your content must always be improving), they're always focused on the same end goal, which means good, modern SEO really is a long-term strategy. How do you measure your efforts for improvements and what do you show the C-suite in the meantime? Bounce rate, time-on-site, clicks, and even—to an extent—an isolated view of search rankings don’t relate directly to revenue and don’t give an accurate view of an SEO campaign's value. Maximizing your SEO opportunities, and providing reports that executives actually care about, means focusing on the right metrics.
The post Is Your SEO Actually Working? 3 Ways to Find Out appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Twitter Video Goes 140, Snapchat Snags Patents & We’ve Got Fresh Insight From VidCon | Social Marketing Cluster Facts
Author: Heidi Bullock
A little over two weeks after marketers gathered at the Marketing Nation Summit in Las Vegas, a new group of savvy marketers converged in Nashville, Tennessee for three days of informative sessions, networking, and, let’s be honest, great music. As you might expect, SiriusDecisions did not disappoint. The event was packed full with new frameworks—this year, there were 30+ new models—that covered product marketing, sales, content measurement, and just about everything else you can think of.
Here's a recap of some of the most talked about topics and key takeaways.
The post The Serious Takeaways from Sirius Decisions appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jessica Minasian
Over Memorial Day weekend, I took a road trip with my twin sister through Northern California. We prepared for everything we needed, but nothing could have prepared us for the fact that anything can happen on the road. Unforeseen incidents and mistakes happen in marketing as well, no matter how much you prepare. Here are three ways, written from the road, that you can craft an apology email to redeem yourself after sending the wrong email.
The post Get Back on the Road After Sending the Wrong Email appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Polly Alluf
Mobile is growing at a significant pace as more and more of your buyers are using their mobile device to access information. While you can certainly put some of your previous experience in targeting, testing, and personalization to use, apps behave differently than other mediums, so you need to shift your digital marketing strategy to tackle them. Here are three things to keep in mind on your journey towards app personalization.
The post 3 Steps to Mobile App Personalization appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Krysia Hepatica
You might be familiar with Dunbar’s Number, but I bet you never realized how it affects your B2B marketing strategy. Robin Dunbar, a British anthropologist, discovered by accident that for humans, the magic number is 150 people. Luckily, Dunbar's Number can be beaten with help from the right marketing technology. Here are three key MarTech tools that can help you beat Dunbar's Number and stay meaningfully connected with all of your prospects and customers:
The post How to Beat Dunbar’s Number with MarTech appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Vyoma Kapur
As the academic year wraps up and graduation caps are flung high into the air, it's easy to celebrate the accomplishment of students, teachers, and the organizations that educate them. But it's harder to take a step back and recognize that higher education institutions face challenges similar to those of marketers in other industries. Here are three trends shaping today’s world, specifically in higher education, and how you can address them with marketing automation.
The post 3 Ways Marketing Automation Helps Higher Ed Marketers Succeed appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Hally Pinaud
If you work for a high tech company, you might be a fan of the HBO show Silicon Valley. The jokes are spot-on in this moment when it seems like everyone’s trying to live up to the old Facebook motto: “Move fast and break things.” While each high-growth company’s secret sauce varies, one big factor is learning from those successes. Companies that succeed can measure what causes the growth, forecast accurately, and project forward to make decisions accordingly. So why is best of breed marketing automation core to growth? Consider how marketing automation enables the following five things for a high-growth company to fuel their success.
The post [Ebook] 5 Reasons Why Best of Breed Technology Fuels High-Growth appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Charm Bianchini
Last week, I had the pleasure of attending the Argyle CMO Forum in San Francisco, which brought together marketing leaders from various industries to discuss new marketing strategies and best practices. One of the key topics of discussion? Digital transformation. In this digital age, successful organizations are keeping pace with technology changes and customer behavior. Let's take a look at three ways you can drive digital transformation across your organization.
The post CMO Spotlight: 3 Trends That Will Drive Digital Transformation appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Heidi Bullock
Does it feel like every day you see a new article on marketing metrics? Lately, there has been a lot of buzz around the RIGHT metrics to focus on. Today it's pipeline, yesterday it was MQLs, and last week it was customer acquisition cost (CAC). Here are a five things I've learned over the years about marketing metrics, and while they may not be the trendiest, they still hold true to this day.
The post If Marketing Metrics Are Driving You Crazy, Read This appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Lisa Marcyes
Marketers are seeing a tremendous shift in how buyers are researching and buying, particularly on social media platforms. 55% of B2B buyers do their research by using social networks, and 78% of people say that their buying decisions are influenced by a company's social media posts. Whether you're ready for it or not, social media is becoming the Wikipedia for your buyers, where they can find information about your brand from their peers. Let’s take a look at how you can engage with your buyers on social media throughout the customer journey.
The post Guide Your Buyers Through the Customer Journey with Social Media appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Andrea Lechner-Becker
When you gamble with your marketing strategy, it’s like calling “hit” on 20 when the dealer is showing 16. You can barely even classify it as a gamble—it’s just stupid. Every move you make needs to be informed by the right data and insights, and you can do this using a marketing automation platform. It's a smart investment that's well worth its weight in gold, but to really reap the full benefits of it, you need to understand how to manage the inputs behind-the-scenes. So, steer clear of wild marketing gambles and let these insights help you start turning more prospects into loyal customers.
The post Why You Can’t Afford to Gamble with Your Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Social Exclusion Targeting! How to Map Negative Search #PPC Keywords to Social Psychographics | Hot House
Author: Chris Gillespie
Salespeople need to be selling with more ego, not less. Ego is not about having a big personality or being pushy; ego is a person’s sense of self-esteem. You act far more kindly when you feel that you have value, and you're also more attuned to what others want. It makes you listen and engage in a way that's respectful and productive, and if you disagree, you do it politely. Learn what difference is between a salesperson with a low and high ego, and how you can boost your ego.
The post Salespeople Need More Ego, Not Less appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Russell Banzon
With lofty goals, every sales rep needs to utilize all the tools he or she has at their disposal to get to that closed won deal. While social media sometimes gets a bad rep among professionals due to the endless posts about difficult math problems and memes, when done right, it is one of the most effective and unused channels for sales teams. In this blog, I'll cover five strategies to use LinkedIn to drive significant revenue for your company.
The post 5 Ways to Boost B2B Sales Through LinkedIn Social Selling appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Vyoma Kapur
Connecting online and offline experiences is not a new endeavor; many marketers understand the need for it. To influence the entire customer journey, it’s important to look at customer experience as a whole across channels, not in silos. In fact, 40% of online searches make a purchase after being influenced by an offline channel. Here are three steps to bridge the gap between online and offline marketing.
The post 3 Steps to Bridge the Gap Between Online and Offline Channels appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Renata Bell
While a healthy customer base indicates that there is a clear need for your product or service, failing to build on your knowledge of these existing customers and capitalize on cross-sell opportunities can stunt your revenue growth. Successful brands are the ones who look past acquisition and focus on increasing the customer lifetime value by retaining their customers and continuing to sell to them. Read on for three critical factors to effectively cross-sell to your customers:
The post Lessons from Financial Services: Cross-Sell to Your Customers Without Pushing Them Away appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
More Articles ...
- Why Now Is the Time for Women in Tech
- How to Keep Your Cool and Put Out Fires at Events
- 3 Easy Tactics to Get Personal with Your Audience
- SEO for B2B: 3 Reasons Why You Can’t Avoid It Anymore
- 3 Ways to Grow Your Business With User-Generated Content
- 7 Marketing Automation Predictions: A SiriusDecisions Roundup
- Content Marketing Conference: 9 Top Takeaways To Turn It Up (Sans Bullsh*t)
- Facebook Beacons. What the *$!@? 8 Resources for Proximity-Based Marketing
- #GoogleSummit Ads & Analytics Innovations Keynote Recap: From Mobile-First To Snazzy Display
- Search Marketing Summit 2016 — Ace Takeaways from Day One Down Under