How To Guides: Marketing Strategy

    • 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 to elicit knee-jerk reactions.

      Marketing Land- 11 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 are generally targeted toward local ...

      Marketing Land- 7 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- 7 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 -
  • 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- 5 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- 6 readers -
  • 3 ways agency account managers can work better with new client hires

    … existing contact on day-to-day management and communication; or lead your contact as part of a higher-level marketing initiative (i.e., a company bringing in a marketing manager to oversee PPC, SEO and email marketing). In all of these scenarios, this new hire adds a fresh perspective and looks to put their stamp on the relationship…

    Matt Umbro/ Marketing Land- 8 readers -
  • Go for the gold: Mastering cross-device marketing

    … The Rio Olympics broke records, but not just for athletic performance or medal counts. The 17-day event was trumpeted as the most ambitious media event in history, delivering an average total prime time audience of nearly 28 million viewers, one of the largest Olympic audiences in history. Viewers around the world were able to watch…

    Marketing Land- 8 readers -
  • Oh no! ABM is resurfacing bad habits for B2B marketers

    … to avoid mistakes when executing ABM Before we dive into bad habits and how to avoid them, here’s a quick bit of perspective to frame the point. Account-based marketing promises a focused strategy to generate revenue and develop new customers within a specific set of “target” accounts. It relies heavily on outbound marketing and a close working…

    Marketing Land- 6 readers -
  • 7 great reads to drive your marketing career

    … With the advent of the internet, how we marketers do our job has changed significantly. We’re now using technology (e.g., marketing automation, predictive marketing) to engage prospects through a wider variety of media outlets (e.g., Twitter, Instagram, Snapchat). We are also being made more accountable than ever before for our business’s…

    Marketing Landin Content- 9 readers -
  • Why sales chat needs to be part of your multi-channel strategy

    … Giving your site visitors the option to chat with a sales representative is a key driver in increasing revenues. If you don’t yet have live chat set up on your business website, then you’re missing out on major impact potential, both in terms of conversion optimization and loyalty marketing. Research indicates that 85 percent of US online…

    Marketing Land- 10 readers -
  • How most startups do events wrong…and 6 ways to do them right

    … When you’re in startup mode, awareness is everything. And event marketing combines awareness with message testing, audience conversations, networking, and even (sometimes) fun. But event selection is often arbitrary, at best. At the first startup I worked for, we chose to sponsor a B2C marketing event because it fit best into our calendar. We…

    Marketing Landin How To's- 11 readers -
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