Is This the Next Step in Marketing Automation?
Is This the Next Step in Marketing Automation? |
| Is This the Next Step in Marketing Automation? Posted: 30 Sep 2016 07:42 AM PDT Friday Five, a curated collection of five recent articles on one topic. This time it's all about Marketing Automation. Personalized Videos: the Next Step in Marketing Automation If you want to stay ahead of the game in the competitive binary options marketplace, then you need to ensure that you harness the power of the most effective marketing tools. When it comes to attracting visitors to your website, encouraging those visitors to become paying customers and then retaining those clients, you need to be sure that you are active in all forms of marketing engagement. Read the full story on financemagnates.com. 5 Top Ways Marketing Automation Is Making Your Brand Look Bad I write a lot about marketing automation here and usually I'm just trying to get people to understand that it's an extremely beneficial thing for your business if done right. The only problem with that is, there are also times it just makes us dumber as human beings. When done incorrectly, automation can encourage laziness and generate lower quality work than we would typically produce had we just done it ourselves. Read the full story on Inc. Navigate your marketing automation options with this checklist Companies using marketing automation see 53 percent higher conversion rates, according to the Aberdeen Group. But there are hundreds of software companies that have been identified as marketing automation platforms. Add in customer relationship management software, email marketing platforms and experience management tools and the market is daunting at best. Read the full story on Marketing Land. Use Marketing Automation the Right Way Several days ago, Mitch Joel, who is the President of Mirum, wrote a compelling piece on the misuse of marketing automation. I could not agree more with his statements made in the article about how so many organizations are using marketing automation (and many other marketing technologies) in the wrong way in an attempt to garner the attention of their buyers. I have written about this topic in the past and was thrilled to see Joel also begin hammering away at marketers who apply bad practices to technology. Read the full story on Marketing Insider Group. Marketing Automation 101 There have been countless articles in recent months about the benefits of marketing automation circulating online. In my opinion, most of these posts give very little practical information about how a B2B company can start to effectively put together a solid strategy. Read the full story on bizjournals.com. The truth is marketing automation is a lot simpler than it sounds. Don't believe me? Download Marketing Automation Simplified and see for yourself.
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| Keep Your Customers Coming Back in Times of Content Overload Posted: 29 Sep 2016 10:00 AM PDT Randy Frisch and I had the chance to connect with some of the best professionals in content marketing, and we kept you in mind every step of the way. Joining us is simple. Choose a Content Pros podcast and press play. Don't miss out on the chance to hear Justin Levy, Mike Stiles, Allen Gannett, David B. Thomas, and Jay Baer share their content marketing expertise. Getting the Most Out of Free Real EstateWikipedia is regularly a top Google result for brands and many customers will check out a company's page before visiting the brand's very own website. In spite of this, rarely is there a team assigned to overseeing and working with the content for this vital first impression. As Director of Social Marketing at Citrix, Justin Levy has succeeded in not only working with Wikipedia on ensuring an accurate and informational page, but also in balancing the need to push out content without overwhelming the audience (both internal and external). His strategy for crafting, publishing, and overseeing content has led to an online presence that is engaging, informational, and successful. Here are a few highlights from our conversation with Justin:
Multiple brands competing for attention in a crowded, noisy, online marketplace can overwhelm and exhaust even the most seasoned professional. For Mike Stiles, Global Content Strategy Manager for InterContinental Hotels Group (IHG), navigating the waters of multiple brands means taking a step back. Instead of being hands on and controlling each brand’s message, he takes a more consultant-like route, letting the brands carve their own path. By trusting each brand to know their own audience, Mike empowers his team to create more relevant and impactful content, and that success reflects positively on the company as a whole. On this podcast, Mike shares great insights about:
The question on everyone’s mind is why is content marketing booming, yet falling flat and ultimately hurting businesses? As Allen Gannett, CEO of TrackMaven, sees it, posting content on every channel all day long can be pointless and harmful without a strong strategy. If your customer finds your articles irrelevant, they aren’t likely to click. And even worse, in their mind, the association of being irrelevant will extend to your brand as well. The strength in content lies in responding to demand, educating the audience, and focusing your efforts on the channels where your customers work and play. It’s not too late to hear from Allen about:
With 20 years of B2B marketing experience (the past 8 of those years focused on content and social) David B. Thomas, Senior Director of Inbound Marketing at Leadspace, understands how to balance creativity with data. His thorough approach to pairing compelling content with vetted data led a unified content and social media marketing team at Salesforce that generated 15% of all valid leads in North America in 2014, and more than $150MM in pipeline. Combining Dave’s expertise in content and skill with data ensures that every piece has the best possible audience to make the largest impact on your business. Here are 3 insights to gain by listening to Dave's episode now:
We all know the power of content to acquire new customers. But what about keeping the ones we already have? As customer service moves to the very public realm of social media, Jay Baer, President of Convince & Convert, knows there is a huge opportunity for businesses to both acquire and retain customers by showing you care for them publicly and privately. Embracing public feedback, both good and bad, allows you to create motivating content that caters to both new and existing customers. Click here for more on Jay’s proven approach:
This monthly round-up of the weekly Content Pros podcast shares some takeaways from recent episodes. If you like what you've read (and heard), please subscribe to show on iTunes or wherever fine podcasts are downloaded.   This posting includes an audio/video/photo media file: Download Now |
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