How To Guides: Marketing Strategy

  • Why it pays to skip the form (and embrace chat)

    …Don't force your audience to leap over hurdles to get the content they want. Columnist Andrea Lehr discusses the downsides of gated content and explains how chatbots can help. Please visit Marketing Land for the full article. …

    Marketing Land- 11 readers -
  • The new CMO role in digital commerce

    …In a shifting retail landscape, businesses are increasingly looking for CMOs with both leadership and digital commerce chops. Columnist Andrew Waber discusses the common skill sets that go hand-in-hand with that kind of position. Please visit Marketing Land for the full article…

    Andrew Waber/ Marketing Land- 7 readers -
  • The holy grail of engagement starts with your employees

    … Jack Welch, the legendary former chairman and CEO of General Electric, nailed it when he told the Kansas City Business Journal, “There are only three measurements that tell you nearly everything you need to know about your organization’s overall performance: employee engagement, customer satisfaction, and cash flow.” It’s a good bet…

    Marketing Land- 16 readers -
  • When marketing to people you think you know, don’t be blinded by your own POV

    … thing I had external data to contradict my sensory assumptions! But as I was thinking about it on the way home, I realized this experience reminded me in a way of something I’ve often noticed about marketing technology to developers (or to anyone, really). Let me take a step back and explain what I mean about the risk of confusing our own experience…

    Marketing Land- 15 readers -
  • Why emotion is crucial to create brand advocates — and what you can do about it

    … If you could generate six times your revenue, would you? For marketing executives, this question is a no-brainer. The challenging part is answering this follow-up question: How? Recent research from Forrester provides a potential answer. Last year, the analyst firm found that customer experience (CX) is a key driver of revenue growth…

    Marketing Land- 22 readers -
  • Overcoming the summertime sales drought: Have you watered your leads?

    …), tells her real estate agents to never conclude an email with “Let me know if you have any questions.” She urges them to ask instead, “Have you thought about XYZ neighborhood yet?” 3. Revamp your CRM system It’s easy to get stuck in a rut with your CRM (customer relationship management) software. Especially when business is busy, a marketing technology…

    Marketing Land- 24 readers -
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