A few weeks ago, I plucked up all my courage and faced one of my greatest fears head-on — in the form of a day-long public speaking workshop.

I must say, not my favorite eight hours on record. But after a painfully long day of watching myself on camera making earnest attempts to maintain eye contact in front of a roomful of staring people, I did walk away with some powerful insights on how to connect with your audience. Unsurprisingly, many of these also stood true for connecting with your audience through content, and the day got me thinking about one […]

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Yesterday, I had the pleasure of attending TrackMaven‘s webinar on “Creating Scaleable Content Marketing.” And although there were a number of interesting stats throughout the hour-long presentation, one stat in particular jumped out at me:

Only 9% of B2B marketers believe their organization’s use of content marketing is very effective.

As someone who’s very well aware of how much time and effort goes into creating a piece of content, this hit home.

Online marketers are constantly engaged in an ‘attention war’ (as noted by Allen Gannett, presenter of the webinar and founder of TrackMaven). Consumers are hit with a barrage of advertising and content […]

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What metrics do you use to measure the success of your marketing?

You may be aware of the term ‘vanity metrics,’ or numbers that don’t represent true value for your business’ bottom line, but do you really know which metrics are ‘vanity’ and which are more meaningful? As I recently heard it (aptly) put, “vanity metrics just show that marketing is busy;” what you’re looking for are metrics to communicate that marketing contributes value to a business’ bottom line. Let’s break down the difference:

Vanity Metrics Aren’t Inherently Bad…

It’s not that you shouldn’t pay any attention to vanity metrics; in fact, vanity […]

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When was the last time you thought about your strategy for your company newsletter?

Sure, it’s not exactly a flashy new concept in email marketing. But your newsletter is still one of the best ways to keep your customers and fans informed and up to date. And there are a lot of ways in which you can make sure your newsletter is an effective and impressive representation of your brand—particularly if you’re a marketing automation user. Let’s take a look.

Step 1: Build Your List

Send your company newsletters as list emails; anyone who subscribes to your newsletter should be placed on a list specifically for that […]

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Marketing automation can be used in a wide variety of ways to accomplish an even wider variety of goals, from improving the quality of leads to streamlining your marketing and sales processes (read more about the marketing-sales alignment that results from CRM + automation integration in last month’s wrap-up post). But regardless of your specific goals and features of interest, most automation users share a common priority: using automation to understand campaign success and marketing’s contribution to bottom line — or simply put, ROI.

77% of CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is […]

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There’s been a lot of buzz lately around the idea of ‘the buyer’s journey,’ or a prospect’s experience from click to close. And it makes sense: in a world where alternatives to your product are just a quick Google search away, ensuring that a prospect’s experience is positive from the moment they engage has never been more important. Modern marketers must have a thorough knowledge not only of who their buyer is, but how they progress from awareness to purchase, their specific needs at each step along the way, and how you, as a marketer, can cater to these needs.

So what […]

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It’s a simple truth: marketing and sales teams that successfully work together, win together.

And yet, in too many organizations, marketing and sales teams are still operating in silos, with disparate priorities, separate tools, and very little communication. Marketing is focused on generating as many leads as possible and wonders why hard-earned deals are going nowhere, while sales complains that leads are low quality and can’t be worked.

Sound familiar?

The most important thing to keep in mind is that both teams ultimately have the same goals: to close more business, in less time, and to scale efforts to reach as many new […]

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How much time do you spend preparing to sponsor a trade show event?If you’re in marketing, this question is probably a no-brainer: a lot. Preparing booth signage, finding session speakers, ensuring you have sufficient staff and that everyone is where you need them to be can mean a number of late nights (and maybe a few sleepless ones as well).How much time do you spend on an event after it’s over?If your answer to this question is a little less definite, keep reading. Post-event reporting and follow-up is as crucial a part of event marketing success as any of your pre-event preparations. If this sounds like […]

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