Throughout the past couple of years in my consulting practice, I’ve seen the market for marketing automation appear, develop, and completely change the face of standard B2B marketing agencies. According to the Aberdeen Group, back in 2014 nearly 70% of businesses were using a marketing automation platform or are currently implementing one. That percentage has only grown in the last three years.

Read more...

According to a global study conducted by Deloitte in 2015, at least 53 percent of workers, including digital marketers, dream of rising up the corporate ladder to leadership or senior executive positions. However, as experience has taught us, only a handful of digital marketers have the requisite knowledge and skill to effectively lead their teams.

Read more...

By many accounts, email marketing is the superstar of the digital world. Yet marketers need to take a thoughtful approach to email initiatives and not get too wrapped up in the hype.

Read more...

Congratulations, you’ve made CMO, the highest position in marketing. Now what?

Read more...

B2B brands that think their customers only make decisions based on logic, rather than emotion, are forgetting one very important fact: Their customers are humans, too.

Read more...

Many businesses, especially small businesses, struggle to keep their content marketing strategy on track. With constantly changing trends in social media, influencer marketing and other media, it can be hard just to determine a strategy, let alone keep it up to date. However, as marketing evolves into a targeted, data-centric field, it’s more important than ever to ensure that your content has a strong presence.

Try these tips to help your content strategy succeed.

Read more...

Due to liability and risk concerns, marketers in healthcare and life sciences have been largely sheltered from many of the trends shaking other industries to the core.

Read more...

In the world of B2B lead gen, the bickering between enterprise B2B marketing and sales organizations rarely ends. Each points the finger at the other’s shortfalls: Sales complains that “these leads are not what I need; I need buyers with intent,” and marketing responds “Why can’t you just do a better job at closing the leads we send you?”

Read more...

Dopamine is a powerful chemical that controls the brain’s reward and pleasure center. In other words, it’s a naturally occurring feel good substance.  Some researchers embrace a belief that users of video games often experience elevated dopamine levels while competing against machines and peers, according to the Chicago Tribune.

Read more...

When it comes to video marketing, your goal is not to inform, entertain, or create awareness. Your goal is to make someone involved in a buying decision want to learn more. Your call to action should lead to more detailed content, a software download, a live demo — anything that helps educate the buyer.

Read more...

The speed and convenience of many experiences in B2C industries is upping the expectations in the B2B space. Customers today want better, faster experiences, and B2B brands reap big benefits when they put time and effort into the kinds of customer experience strategies that B2C brands are executing every day.

Read more...

The old Southern adage, “If you don’t like the weather, wait five minutes,” could certainly apply to the task of keeping pace in the world of digital marketing. Changes in trends and tactics shift quickly with the wind and, as digital marketers, the only way we can keep up is through innovation and information.

Read more...

In an ongoing effort to engage customers and attract eyeballs, leading brands are increasingly providing content that isn’t directly tied to products.

Read more...

Mobile brand agency Kargo has published a study  that argues “premium editorial” digital environments are more effective for brand ads than search or social media. The findings are based on a comparative study of ad visibility and recall.

Read more.... 

When it comes to marketing technology tools, business-to-business (B2B) marketers have a host to choose from. According to a March 2017 survey of US B2B senior marketers from Software as a Service (SaaS) lead generation company Leadspace, the tools they find most valuable are customer relationship management (CRM) and marketing automation.

Read more...

Like the middle child, the middle of the demand generation funnel receives far less attention than it deserves.  At the top of the funnel, marketing increases traffic and fills the database with new leads through paid ads, social media, search, referral programs, and a variety of other channels. At the bottom-of-the-funnel, we help close the sale by creating urgency and helping our prospects make the business case for purchasing our product or service.

Read more...

“They don’t ‘get’ their users!” “Shares are down!” “It’s cluttered!” “It’s dying!”. Marketers—and users—have had plenty of complaints about Twitter recently. However, with over 330 million active users worldwide, the social media platform seems to be doing just fine.

Read more...

In 2011, Noah Lee and Dane Jensen were young guys a few years out of college and in search of a business idea. They stumbled across a story about a company selling black Italian socks. Just black. Just Italian. By subscription only. The company had tens of thousands of subscribers. 

Read more...

If you’re an avid reader of MarTech Advisor as I am, then you already know how fast big businesses are accelerating their marketing technology investment. With thousands of companies operating across every niche function of marketing and experience management, it’s no wonder that Gartner recently affirmed that now infamous prediction that CMOSs would spend more the CIOs on tech by 2017.

Read more...

It's 2017, and every CMO is promising their CEO mountains of Glengarry leads for their sales organization to close.  We're not talking about normal, old Glengarry leads, we're talking crème de la crème leads... the elusive C-Suite leads that every marketer this side of Mars is longing for.  Sound about right?  Anything wrong with this picture?  I see you nodding your head yes (well done).  Everything is wrong with this picture. 

Read more...

With more data about their target audience and a maturing marketing technology stack in place, it’s more possible than ever before for B2B companies to deliver custom communications for both an individual buyer and specific accounts. But executing these strategies is rarely simple, according to eMarketer’s recent report, "B2B Personalization:  Delivering One-to-One Experiences to Buyers."

Read more...

In our computer-driven and mobile world, digital marketing is how relationships get built. Gone are the days of old-fashioned marketing plans consisting solely of in-person events and traditional media. Instead, outreach through email and social networks are now crucial to every company’s marketing efforts.

Read more...

As marketers and sales pros, we find irresistible the promise that technology tools will make our jobs easier and help us win more business faster. Which is why so many of us are turning to companies that are focused on predictive analytics tools that support account-based marketing, and scaling all of the different aspects of the ABM process.

Read more...

According to a report on Shopify, global retail ecommerce sales are projected to grow to $3.4 trillion (U.S.) by 2019. This is a huge surge compared to 2015's figure of $1.548 trillion. Unfortunately, only a small percentage of internet marketers seem to be taking advantage. And many are smart enough to be employing something called native advertising.

Read more... 

What's the difference between traditional leadership and digital leadership?

Read more...

Online marketing trends change with every new delivery method and channel. Each year brings new technology, new opportunities, and new social channels to catch user fancy. The big winners in the battle for buyer attention might be early adopters throwing resources into promising new technology that proves successful, or businesses who stick with a particular channel to build a huge following.

Read more....

The fluidity of the marketing technology space is making it harder than ever for marketers to choose between standalone best-of-breed tech providers and multisolution suites.

Read more...

Building your business brand is all about details and consistency. Here are six building blocks for great branding.

Read more...

It’s been a rough couple of months for United Airlines and social media, but the company’s recent turmoil underscores the need for businesses to have seamless communication practices.

Read more...

Facebook posted yet another quarter of massive advertising revenue growth on Wednesday, as its mobile ad business continued to fire on all cylinders. Revenues for the fourth quarter was $8.81 billion, up 53% from a year ago, with mobile accounting for 84% of advertising revenue.

Read more...

The U.S. website for clothing retailer Missguided includes catchy marketing slogans and images of edgy fashions, including clothes that are frayed. Also found prominently on the company’s website are links to its Instagram shopping service and to “the Native Fox,” which Missguided describes as their favorite Instagram babe.

Read more...

“Good enough” just won’t cut it when it comes to content marketing. Here's how to make your B2B content shine. We hear a lot that content is king, but companies that produce the best content seem to rule over the largest kingdoms — and B2B content is no exception.

Read more...

Content marketing is a powerful marketing strategy for attracting new traffic, building your brand’s reputation and earning more sales and conversions.

Read more...

Engaging increasingly mobile prospects and customers in the inbox is a major challenge for B2B email marketers.

Read more...

As marketing continues to become a technology and data-driven operation, the working relationship between IT and marketing takes on a higher level of importance.

Read more....

The top B2B marketing trends for 2017 reflect much of what B2C marketers are experiencing: B2B buyers deserve the same individual, humanized attention consumers desire from retailer or CPG brand.

Read more...