How To Guides: Marketing Strategy

    • Is in-house marketing better than using an agency?

      Is it better to do your online marketing in-house or through an agency? It’s an important decision to make. Now, you should probably know that I’m a founder of an online advertising agency, so I might have a bit of a bias. But I have worked in-house and done my own fair share of hiring agencies throughout my career, so I’ve seen the good and bad of both options.

      Marketing Land- 14 readers -
    • A step-by-step guide to developing your 2017 digital marketing strategy

      We’re almost halfway through Q4, and as a marketer, you know what that means. It’s time to start thinking about next year, if you haven’t already. To put together a comprehensive marketing plan, there are certain details that should be taken into consideration. Below is an outline of the analyses and components that should factor into the foundation of your strategy.

      Amy Bishop/ Marketing Land- 17 readers -
    • 11 proven digital marketing strategies you’re (still) not using

      There is no shortage of web marketing tactics and strategies that you should be using. In all my almost 20 years in the industry, there have only been a couple of times where we reached the limit of what we could do for a client. And that was before social media was a thing! There’s tons of information out there covering the main priorities of digital marketing.

      Stoney Degeyter/ Marketing Land- 15 readers -
  • How to get budget for your account-based marketing programs

    … results and reallocate those savings to investing in additional ABM technologies and strategies. This is just one example of where you can find space in your budget that can be optimized and reallocated to ABM — and where there’s smoke, there’s fire. October is likely the time that you are beginning to think about your 2017 marketing budget. ABM…

    Marketing Landin How To's- 12 readers -
  • Q4 must-knows for CMOs: Crucial developments across channels

    … is to combine your Facebook and Instagram placements to best optimize your dollars between these platforms for all of your advertising objectives. AdWords If AdWords hasn’t released any game-changers over the last few months, it’s not for lack of effort. Let’s break down some of its new features — and how much of a difference they’ve made. • Customer…

    Marketing Landin Social Display- 9 readers -
  • There’s a silent killer in your sales pipeline. Do you know how to stop it?

    … Your sales pipeline is in danger. Whether you know it or not, there’s something lurking in the shadows that threatens to bring the whole thing down — one lost deal at a time. It’s something your team can’t possibly face alone, no matter how much marketing, nurturing or social selling you hurl at it. Its name is F-E-A-R, and your customers…

    Marketing Landin How To's- 8 readers -
  • 7 marketing gimmicks that could damage your brand

    … What’s the difference between a gimmick and a strategy? Honestly, not much. The difference is semantic, and I’m not here to argue about the differences. I’m here to argue that some marketing tactics rely on carefully thought-out strategies that guide users to your brand and help them make informed buying decisions, and others are meant…

    Marketing Land- 11 readers -
  • Don’t overlook your current customers with your ABM strategy

    … Account-based marketing is the new black for B2B marketers, who are leveraging the strategy at nearly every stage of the buying cycle to attract and engage targeted prospects. It’s an effective way to grow sales and speed up the cycle using data from both first- and third-party sources. However, B2B marketers are missing a huge opportunity…

    Marketing Land- 10 readers -
  • The martech lowdown: 2016 trends in review and a look at our bright future

    … point solutions result in paying for the same customer more than once, frequency issues and a broken data-driven marketing strategy. We’re still plagued by attribution, but 2017 may change that At the moment, attribution is largely siloed from actionability — meaning you can sign up an attribution vendor and they will tell you what worked after…

    James Green/ Marketing Land- 7 readers -
  • What’s more important than a B2B buyer’s lead score?

    … ignores them, then that relationship continues to fray even further. Marketing automation by itself doesn’t help you get better leads. That is still up to your creativity and strategy designing campaigns that attract prospects to your business. Bad marketing will still attract the wrong crowd. But marketing automation — and specifically lead scoring…

    Marketing Land- 6 readers -
  • How to scale organic local marketing

    … Scaling local seems oxymoronic, which is why advertising platforms — digital and analog — rule in the local space. If you Google the term “local marketing agency,” you’ll see results for SEM and ad campaigns, plus nods to local SEO (which often begins with scaled citation tools, like Yext). The agencies that do focus on content development…

    Marketing Land- 8 readers -
  • Why contextual campaigns provide value across the enterprise

    … as amplification on shared media channels, leading to differentiation in the market. Unsurprisingly, contextual marketing begets contextual data, a massive (and complex) benefit to marketers, as well as to the organizations they work for. Organizational benefits Data about how, when, why and where consumers interact with brands and their products…

    Rebecca Lieb/ Marketing Land- 7 readers -
  • 3 ways agency account managers can work better with new client hires

    … the goals are and how they have changed over time. Explain the account strategy and the initiatives that have been taken over time. Explain how the relationship has worked and what the pain points have been. It’s expected that the new hire will question performance, but make sure everything is put into context so that they have the complete picture…

    Matt Umbro/ Marketing Land- 10 readers -
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