Improve Close Rates (and Stop Sales Drops) with Personal, Differentiated Conversations

By on September 14th, 2020

I recently had a conversation with an Account Director responsible for new market and existing customer growth for an Oracle Supply Chain and ERP partner that has offices throughout the US, Asia, and UK. I learned that the firm: Experiences 12 to 18-month sales cycle on enterprise accounts with most efforts leading to RFP automatically reducing margin growth Tends to be responsive to customer-defined needs rather than creating a need,…

The Step-By-Step Guide to Running a Successful Email Marketing Campaign

By on September 10th, 2020

Email marketing campaigns are nothing new but are still a favorite among savvy marketers. The right content at the right time landing in someone’s inbox can break through the noise, capture their attention, nurture their interest, and convert. The question, then, is this: Do you know how to run a successful email marketing campaign? If not, it’s time to learn. Yes, it’ll take some research and planning, a little snooping…

What Is Marketing Attribution and Why It Matters Now More Than Ever

By on September 9th, 2020

Marketers are under increasing pressure to show measurable results to the business. Marketing attribution is something I've been a little obsessed with since I started blogging. In the end, you have to be willing to take accountability for the success (or failure) of your marketing activities. Sounds simple enough, but there’s a whole lot more involved. Discover the full extent of marketing attribution, its benefits, and models below. What is…

An Essential Guide to B2B Marketing Metrics That Matter

By on September 9th, 2020

What is the measure of your B2B marketing campaign's success? As CEOs worldwide are looking at marketing as a growth driver, they have become more critical in measuring all marketing efforts' performance. Leaders are looking beyond engagement numbers and qualified leads. They are now looking for quantifiable answers to these questions: What, or when, is the return of investment (ROI)? How much is marketing contributing to revenue? As a CMO or…

What is Customer Segmentation and How to Use It to Grow Your Business

By on September 9th, 2020

Businesses looking to expand will have little to no luck focusing their efforts on the broad universe of potential customers. Instead, the key to growth comes from unlocking the characteristics that make up a specific subset of customers and prospects that are most likely to make purchases and remain loyal. And this is where customer segmentation comes into play. We all want to get to know our customers better. If…

6 Examples of AI in Email Marketing

By on September 9th, 2020

As digital marketing methods go, email marketing is somewhat of a dinosaur. Email has been around since the 1970s and people have been using it for commercial purposes for almost as long. While email marketing may not be as exciting as some of the newer options available in digital marketing, it’s still one of the most popular methods. The reason for this is simple – it works. While technology has…

How to Get Free Digital PR for Your Business

By on September 8th, 2020

These days, we all have to work harder than ever before to build brand awareness, differentiate from competitors, and attract the right people to their online stores. The internet is noisier, product categories are more competitive, and traditional methods are much less effective than they used to be. As a business owner, it’s up to you to develop the right content marketing strategy and execute on ideas that help you…

Successful Drip Marketing Examples and What You Can Learn from Them

By on September 8th, 2020
drip marketing

You might think that email drip marketing is kind of old-school. After all, they’ve been around practically as long as email itself. How well does email drip marketing work?. Really well, it turns out. Drip marketing's heady blend of old-fashioned sales letters (think Claude Hopkins) and high-tech personalization can convert like nothing else. Email itself has proven to be a consistent conversion driver. Over the last five years, its conversion rate…

How to Optimize Your Email Marketing Conversions

By on September 8th, 2020
email marketing campaigns

In a world oversaturated with digital communication and never-ending pings and dings and notifications that are — for the most part — ignored, there is still one, albeit a little old, way to get through: email marketing campaigns. Regardless of their age, gender and life experience, consumers have a hard time letting an email go unread, especially if it’s personalized. In short, we just can’t quit email. “Everybody uses it.…

3 Never-Seen-Before Tactics for Website Conversion Rate Optimization

By on September 7th, 2020

Outstanding traffic means zilch when those visitors aren’t making the conversion into customers. Sure, content is a necessity, but the end goal is to see these readers act and make a purchase, download a document, or give us their contact information for later use. The only way to accomplish any of this is through proper website conversion rate optimization (CRO), and without it, you can kiss your profits goodbye. Newsflash:…

4 Key Steps To Maximizing Leads From Digital Sales Automation

By on September 7th, 2020
digital sales automation

Closing a single deal often involves several contacts with a high-quality prospect. Even after the sale, your team is likely committing hours to managing relationships, answering questions, fulfilling orders and providing other support services via phone calls, emails, meetings, social media and other channels. It adds up. Multiply that by the number of customers you have — and aim to have as you grow and expand your business — and…

Customer Segmentation Strategies All Marketers Must Learn

By on September 3rd, 2020
customer segmentation strategies

You might think you know your customer inside and out, but what you really know are the likes, dislikes, and behaviors of your ideal customer. In reality, each person engaging with your brand is unique. A one-size-fits-all approach to marketing fails to account for their individual quirks. The solution: customer segmentation strategies. Personalization has fast become a crucial element in any marketer’s toolbox, with seven in ten claiming that personalization…

The Ultimate List of Blog Post Ideas for Content Marketers

By on September 2nd, 2020

How many marketing articles have you seen around the idea that “content is king?” You’ve probably seen dozens of them, all following the same basic structure, sharing the same statistics, and basically saying the same thing over and over. Hundreds of these articles exist on hundreds of different marketing sites. Coming up with new ideas is hard, so it becomes easy to see what other people are writing about and…

Why the Future of Marketing Depends on a C-suite Partnership for Long-term Growth

By on September 2nd, 2020

With new trends, customer behaviors, and technologies transforming the industry at top speed, there has never been a better time to be in marketing. While marketing has frequently fueled big consumer product enterprises, its influence is now growing through B2B companies, start-ups, new products, and more to create long-lasting customer relationships. Just think about where marketing sat five years ago. It was mainly responsible for product launch campaigns and advertising…

Retargeting Explained: What It Is And How Does It Work?

By on September 2nd, 2020

Retargeting – sometimes referred to as re-marketing – is an effective form of online promotion that helps businesses reach people who have previously visited their website. Typically, most websites convert 3% of users on their first visit. Retargeting allows brands to get in front of the 97 percent of visitors that haven’t yet converted – whether they weren’t ready to buy or got distracted during the checkout process. Without retargeting,…

Brand Storytelling Lessons from Phil Collins’ “In the Air Tonight”

By on September 1st, 2020
brand lessons from in the air tonighjt

It’s the element of surprise. That moment three minutes into his hit single, "In the Air Tonight", when Phil Collins explodes into a groundbreaking drum solo that inspired a decade of imitators. It’s something that content marketers should keep front and center in their toolbox. It’s the point at which a story turns from despair to hope. It’s essential for compelling brand storytelling. And it never grows old. Case in…

7 Strategies to Convert More Leads with Less Time and Money

By on August 31st, 2020

Everyone wants to convert more leads. Statistics say over 80% of leads will never convert into a sale. Hear that? Never. If a secret formula to convert leads existed, companies would never go bankrupt or struggle to meet sales goals. Sorry to say, you still need to follow the tried-and-true strategy of understanding your audience, delivering a stellar product, and providing an optimized experience. The question is, how? Quick Takeaways:…

How to Define Digital Marketing KPIs That Align with Your Business Goals

By on August 27th, 2020

How do you really truly determine whether or not your business is a success?  Whenever you launch a new product, roll out a new marketing campaign, or experiment with a new sales approach, you want to know as soon as possible whether or not things are working. In order to do so you generally track certain metrics and numbers that shed a light on the performance of the project. These…

What Institutional Knowledge Matters Most for Marketers?

By on August 26th, 2020

Knowledge management is a huge responsibility, but it’s also hugely important. To make informed decisions, marketers need years of company knowledge at their fingertips. With that said, not all knowledge is equally valuable. To engage their customers, marketers need to know their audience demographics more than, say, the team’s favorite lunch spots. What knowledge matters most, and how should it be managed? Let’s start with two key definitions. What Are…

The Marketer’s Guide to Getting Leads Through Sales Automation

By on August 25th, 2020
sales automation

Unlike yesterday’s robocalls or email blasts, today’s sales automation all boils down to personalization. With the aid of today’s sales automation software, you can learn which salesperson is the best fit for each customer and assign them automatically. That’s just the tip of the iceberg. Automatic reminders to follow up, scheduling software so customers can meet with you at a time that suits both parties, customer information at your fingertips…