Author: Marissa Lyman
I have a confession. Up until a few months ago, I didn’t realize I was a millennial. This diagnosis was recently brought to light during a presentation by Jamie Gutfreud, Global Chief Marketing Officer of Wunderman. She gave an incredible presentation with insights into the differences between Baby Boomers, Generation X, Generation Y (i.e. millennials), and—scariest of all —Generation Z, which were eye-opening. But I am going to cover five things you need to know about marketing to millennials.
The post Five Things You Should Know About Marketing to Millennials appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Sanjay Dholakia
Ten years ago this month, Phil Fernandez, David Morandi, and Jon Miller founded Marketo with one idea: to create a new kind of enterprise software company, one dedicated solely to the needs and mission of today’s marketing professional. There have been dozens of important milestones in Marketo’s quest to help brands market better, but we […]
The post Happy 10th Birthday, Marketo! appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
Have you ever photocopied a piece of paper so many times that the copies faded and became hard to read? This is called a transcription error, and it alsohappens in sales when you repeat your pitch over and over again until small details get lost, the delivery gets muddied, and your pitch loses its edge and effectiveness. Once a quarter, it's important to reset your habits to make sure that you're not falling victim to this process.
The post Sales Checklist: 10 Ways to Keep Yourself in Check Each Quarter appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Sean Zinsmeister
As the predictive sales and marketing landscape has flourished, old school definitions of prospect management are quickly losing their relevancy. Today, you can pinpoint the best net new prospects with unprecedented precision using predictive solutions. These are three primary ways that smart marketers can reinvent their approach.
The post How to Evolve Your Prospect Management in a Predictive World appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Raymond Coppinger
Did you catch the video about the crazy guys snowboarding through New York that went viral just hours after it was posted on YouTube? New York filmmaker Casey Neistat created it with his friends, and its 2 minutes 41 seconds are pure perfection. Through Casey’s content, I was introduced to another New York-based entrepreneur and YouTube personality, Gary Vaynerchuk. Both Casey and Gary are unique innovators who have built and are continuing to build great businesses. Let's see what marketing lessons we can learn from these master storytellers.
The post 4 Marketing Lessons from YouTube Giants appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Madden
Let’s get one thing straight: deliverability is sexy. Don’t let anyone tell you otherwise. It’s the only way your emails get seen, opened, and clicked on. But achieving high deliverability rates that could make even a mailman jealous doesn’t come easy. To maximize your email deliverability, you need to be knowledgeable of these three deliverability tactics.
The post 3 Strategies for Maximizing Email Deliverability appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Jamie Lewis
While it may seem like there is a new marketing channel available almost every day, email marketing, when done right, is still one of the most profitable acquisition and lead retention channels available. When choosing KPIs that help measure your business goals, these are the three categories of data you will analyze when it comes to optimizing your email marketing channel.
The post Break Through on Email with Easy-to-Use KPIs appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Kylie Ora Lobell
Great content should be at the core of your marketing initiatives, but to produce this content, you need to hire talented creators. If you own a small to medium-sized business, you may not have the budget to take on a staff of full-time writers, photographers, videographers, graphic designers, or developers. This is where freelance employees come into play. With freelancers, you can save money on operational costs since you don’t need to provide benefits or workspace. Plus, you can pick and choose whom you want on your content creation team from a pool of freelancers around the world. However, if you’re going to be integrating a number of different freelancers into your company, these are five platforms that you can utilize to ensure that your content marketing campaigns stay organized and drive results.
The post 5 Tools to Manage Your Freelance Content Team appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Telem
Marketers often talk about the “value of content marketing” and rightfully praise its ability to bring in new business opportunities, but can’t actually measure its exact impact. But how can you identify specific high-performing content assets and their contribution to lead generation and nurturing? Recent advances in marketing technology have made it easier to trace leads back to specific content assets. In this blog, I'll walk you through on approach on how to understand the performance of specific content assets and demonstrate the value of your ongoing content marketing efforts.
The post Beyond Views and Downloads: Use More Advanced Content Analytics appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Patrick Groover
Learning to program campaign flows may not be in everyone’s wheelhouse, and most businesses do not have the money to bring on a full team of specialists to manage an automation platform. And while flowcharts are great for planning, they break down in their application within multi-channel marketing because buyer journeys are not linear. I’d like to shine some light on a different way of thinking about campaign management that can dramatically improve the amount of time your team spends setting up campaigns vs. executing and improving results.
The post Take to the Open Road: Reduce Rework and Automate the Buyer Journey Without Flowcharts appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Exclude ‘Free’ Loving Facebook Parasites Using Negative Targeting | Aimclear Psychographic Hot House
Author: Andrea Lehr
Consumers don’t want interruptions, and the ability to block ads has fundamentally changed the consumer/brand relationship. Instead of overly promotional content that has little to no value to them, consumers are looking for brands that offer valuable content–something that ignites a conversation. And this is the key difference between inbound and outbound marketing. More and more brands are embracing this new role as a content creator because it drives inbound traffic and increases their authority, but arguably the biggest benefit to inbound is that it typically generates a higher return on investment than outbound. At Fractl, we looked into how this works with our latest research with Moz, “Inbound vs. Outbound: Consumer Perspectives on Marketing Effectiveness.” In this blog, I'll walk you through two major insights from our study to consider when planning your next outreach strategy, and how you can implement them in an effective content marketing campaign.
The post Consumers Weigh in on the Efficacy of Inbound Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Tomita
Since the news first broke about Disney’s acquisition of Lucasfilm in 2012, there has been lots of speculation around whether Disney will be able to carry on the Star Wars legacy. Our questions were answered as Disney closed out the year by releasing Star Wars: The Force Awakens globally, and since then, it has been breaking box office records from left to right. In a recent interview with Charlie Rose, George Lucas shared that, while it wasn’t what he wanted, Disney wanted to make something for the fans—a retro movie. And they did just that. From my perspective, these are some of the key elements that Disney incorporated for the fans that contributed to the success of the new Star Wars movie, and can help you build your brand.
The post The Fans Awaken: What Star Wars Can Teach Marketers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
It's no secret that people make a purchase based on their feelings. Haven't you heard the saying that retail therapy is cheaper than a psychiatrist? While the path to purchase may start with an unmet need, your customers will only purchase when they feel that they're making a good decision. That's right, people don’t buy the best solution, they buy the one they feel the best about. You can draft the most logical argument on earth and still lose a deal. It's no wonder then that a primer on basic psychology can supercharge your sales. These are the five most important psychology principles for you to know.
The post 5 Psychology Tips for Salespeople That Would Have Made Freud Buy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Cori Pearce
Demand generation marketers spend their careers building out complex lead acquisition and engagement engines, but sometimes it’s good to take it back to the basics—way back–as in, back to the things we learned in kindergarten that still hold true in today’s marketing landscape. Just as the ABCs are fundamental to reading and writing, some of the basics like data, content, and segmentation are key to your lead generation programs. Chances are, with all the lead-gen pressures we face, it might be tempting to push best practices aside–which is why it’s important to review some elementary teachings that you’ve most likely forgotten along the way. Take a look at these five lessons from kindergarten that you should apply to your lead generation efforts.
The post 5 Lead Generation Lessons You Learned in Kindergarten appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Elaine Ip
Last week, a little bird told us that Twitter is considering increasing their 140 character limit count to 10,000 characters, and then the news spread like wildfire across social media. Twitter’s CEO Jack Dorsey acknowledged these rumors with a long tweet of his own, about how people have already been getting around the character limit by screenshotting text. He ends his post by stating that if they do decide to move forward, they’ll tell developers in advance, so they can prepare accordingly. But it’s not just the developers who will need to prepare, it’s marketers. Although Twitter's limited character count can be frustrating at times, its virtual watercooler format offers a quick and easy way to blast short tidbits of information. Let’s take a look at four ways Twitter’s character limit has helped marketers.
The post Less is More: 4 Reasons Why Twitter’s Character Limit is a Good Thing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
They say that those who do not study history are doomed to repeat it. How many wheels can your team afford to reinvent? Sometimes, it’s okay to stand on the shoulders of giants, especially when it comes to dealing with people. Gems of wisdom that have survived the test of several centuries are certainly okay in my book, so join me in a rapid-fire history lesson on how Abraham Lincoln can help us build better teams.
The post How Abraham Lincoln Can Help You Build A Better Team appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Ellen Gomes
Words have an enormous impact on how we communicate with each other. Words communicate more than their textbook definition, they communicate subtleties and connotations that help you (as the reader) understand context—emotion, time and place. For marketers, words are our most powerful tool (followed closely by visuals). However, they can have a shelf life with an uncertain expiration date. Let’s take a look at some of the jargon, marketing-focused and otherwise, that marketers would like to retire in 2016 and why.
The post 6 Words That Might Expire in 2016 appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Johnathan Dane
Have you ever been so good at something that that everyone looked at you jealously while binging on Ben & Jerry’s? In this blog, I’ll share some effective AdWords Display tricks with you that not many people know about. Tricks that you can implement today.
The post 5 AdWords Hacks to Ramp Up Your Display Ads appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Stocker
It’s been really exciting to see the vast growth and development in technology supporting paid media acquisition. Two developments that have really grown are the increased usage of 1st party data and predictive marketing solutions. This blog will explore how paid media acquisition benefits from predictive marketing solutions and 1st party data, through the perspectives of leaders at predictive marketing technology companies.
The post How Paid Media Performance Improves with Predictive Marketing and 1st Party Data appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Social Marketing Cluster Facts: Facebook’s Messenger Enters The Commerce Ring & Twitter Users Brace For Heartache
Author: Kristi Eide
Donald Trump has taken the world by storm with his crazy tactics and outrageous charades as he makes his bid for Republican presidential candidate. And make no mistake about it, everyone is watching. Love him or hate him, when he speaks, people listen. How does Trump do it? How does his voice consistently rise above the chatter of his competitors? Is it because he has a stronger platform, a better campaign, or a greater presence than others? No, none of these are necessarily true. But what he does have is an unconventional marketing strategy that is working, dare I say, flawlessly. Perhaps we should stop criticizing “The Donald” for a few moments and, instead, learn a few lessons from him on how to to make our marketing great again.
The post Make Your Marketing Great Again: 5 Marketing Strategies We Can Learn from Donald Trump appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Social Marketing Cluster Facts: Snapchat Narrows In On Facebook Video Views & Periscope Live Streams On Twitter
Author: Alex Bashinsky
While the saying goes that you shouldn’t judge a book by its cover, the hard reality is that most of the time people do. This is especially true when it comes to your website. So how do you determine whether your website putting your business in the best light? Let’s look at six of the biggest website mistakes that are costing you leads and how you can fix them.
The post How to Fix the 6 Biggest Website Blunders That Are Costing You Leads appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Tomita
As a marketer, a recent storyline in South Park that revolves around the fear of advertising grabbed my attention. In several scenes, the characters in the show have an almost impossible time accomplishing anything online because they are constantly being distracted by “sponsored content,” which sidetracks them from their initial intentions. While this battle of attention is raging, one of the kids, Jimmy, discovers that there's people in the world who aren’t really people at all…they’re ads! While it’s a frightening look into a world gone horribly wrong, this new world of mixing advertising with entertainment in all forms isn't so off base.
The post Is South Park Onto Something? A Look At Sponsored Content in the Media appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Raymond Coppinger
Since the arrival of Google Adwords, the digital advertising landscape has evolved in almost every way: more channels, more technologies, and more data. The PPC corner of that landscape has changed with it, and marketers today have a much greater set of capabilities when running PPC compared to the early 2000s. Yet through all this change, the keyword auction remains at the heart of PPC, billions of which take place every month. Across all my experiences with PPC activity as a B2B marketer, answering these two key questions has served as a foundation for delivering real growth and return from PPC.
The post 2 Key Questions That Determine Whether You’re Making the Most of Your PPC Ads appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Mike Madden
Gmail and other internet service providers are making it tougher to get your emails delivered. With smarter spam filtering algorithms and features like Gmail’s category tabs, the only emails that make it to the primary inbox now are the ones that are from senders who's emails are opened and clicked on regularly. This means that the world of email marketing needs to shift its attention towards better engagement and the modern marketer needs to be freshly equipped with relevant, innovative email marketing strategies. Integrate these three necessities into your email campaigns to get your emails delivered and clicked on.
The post 3 Email Marketing Must-Haves to Tackle the Evolving Inbox appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Johnny Cheng
After posting my earlier blog around email performance, in which I revealed which type of email performs the best, I received a ton of requests to break it down by industry so marketers could compare the performance of their email campaigns to those of their peers. The time for that has now come and the wait is over! Here’s the email performance for the three types of campaigns across all industries, and the key takeaways we learned.
The post Marketo Data Tells Us: Which Industry Has the Best Email Performance? appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
Sales demos are like shows, with salespeople as the main cast. Some are interesting, some are boring, and some blow you away and leave you hanging on the edge of your seat. Haven't seen too many of the latter? Neither have I, but those that I have seen are all super effective at delivering an engaging and memorable performance. Your prospects give you sixty minutes of their precious time in hopes that you can offer them something valuable—so deliver on it. Take cues from stage performers, whose careers depend on engaging their audience, and cater to your prospects' experience in these six ways.
The post It’s Show Time! 6 Sales Demo Tips from Stage Performers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Ellen Gomes
It’s a new year, which means it's time to get started on making your resolutions a reality (both personally and professionally). If you’ve set personal goals already (like seeing the inside of 24 Hour Fitness more than once a week), but you’re looking for a professional goal that will make a tangible impact on your brand and organization, you’ve come to the right place. This resolution is vital to businesses that communicate with its customers, which is essentially any and every business: create and maintain a consistent brand voice. This blog is here to help you make this an actionable resolution by sharing the importance of a consistent brand voice and some tips and tricks on to create and maintain it.
The post The Brand Resolution That You Can’t Skip appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Matt Zilli
Companies spend the majority of their marketing budgets on customer acquisition, but once acquired, those hard-won customers tend to languish. Nurturing new customer relationships is a crucial element of marketing, and budgets need to start accounting for this. Now marketers are turning their attention to investing in the customer lifetime value (CLV): acquiring new buyers, growing their lifetime value, and converting them into advocates. And thanks to advances in technology, marketers can listen and respond to customers at every stage of their journey, keeping them engaged and helping accelerate them toward purchase decisions.
The post The Paradigm Shift of the Acquisition Model: The Best Customers Are the Ones That Last a Lifetime appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Vyoma Kapur
Microsoft recently cited the average person’s attention span is 8 seconds—this means that you need to up your game when it comes to marketing. Now every channel needs to play an important role in your overall digital marketing strategy. Marketers need to engage consumers at the right place and the right time, and your messages need to be seen wherever the consumers are (essentially, everywhere, all the time). So how can we make sure we’re budgeting correctly and optimizing each channel?
The post [Ebook] How to Get the Most Bang for Your Buck Across Your Marketing Channels appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
As the weather gets colder, the days get shorter—one other sure sign of the changing season is the flu. Offices are awash with red noses and kleenex tissues, and sales teams are catching the "rejection-flu" as they wrap up the sales year. If you’re a salesperson, this is the time for you to brush up on your preventative measures and keep your immune system healthy, happy, and fighting back. Build up your rejection-flu immunity with these six suggestions.
The post 6 Strategies to Immunize Yourself from the Sales “Rejection-Flu” appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Ellen Gomes
This year, more than 151 million people in the United States shopped either in stores and/or online over the weekend following Thanksgiving. I know that I’m not the only one who noticed that the deep discounts, door-busters, and online flash sales started earlier than ever this year. And while I love a good deal, I was curious about what this meant for the institution of Cyber Week. Now that the dust has settled, I’ve pulled together a few key observations that can make an impact on your planning and programs for next year.
The post 4 Cyber Week Observations That Will Make You A Better Marketer appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Crystal Vaughan
Many see communities as a ‘nice-to-have’ and not as critical to the organization as sales and marketing, but the reality is that a customer community is your most direct line to customers and has the power to build your brand with your most powerful advocates. 2016 is the age of the customer, as the market moves at a speed not yet seen before, driven by customers’ demanding expectations for personalization in their journey. Businesses will need to realign and reorient their strategy specifically around the customer or risk losing out on molding a valuable channel as customers form communities of their own.
The post To Have and To Hold…3 Ways Building an Online Community Is Like Planning A Wedding appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Chris Gillespie
To do a good job in marketing or sales, you need to be good at telling stories. Some people may know this instinctively because it’s how they first learn their own product–through hearing other marketers and salespeople tell and re-tell good stories about their products or customers. But somewhere along the way this lesson gets lost. This can happen when people know too much and so they get in their own way with bad habits like feature-selling. But good storytelling engages your customers and can make your messages far more memorable and thus far more effective. Your story needs to have the critical elements that allow the audience to relate: characters, plot, conflict, and resolution.
The post Good Stories Make for Great Memories–Create Memorable Brand Experiences Through Storytelling appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Josh Haynam
Because so much of our lives as marketers depend on the amount of fresh leads coming in, it’s important to have a variety of tactics for reaching people. Those fun quizzes that pop up on your social media feed from time to time are actually a great lead generation tool. Quizzes are a powerful tool when harnessed correctly and used to drive real leads that turn into actual revenue. Discover how you can create engaging quizzes and use them for lead generation.
The post How to Use Quizzes to Ramp Up Your Lead Database appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Elaine Ip
It’s been a few weeks since we bid adieu to a good friend, the Twitter share counter, but life must go on. Twitter recently removed the count API, which means that content and social media marketers alike can no longer factor in the number of Twitter shares from our content as a measure of engagement and validate it with social proof. But was this ever really a good measure to begin with? Perhaps this is a good change, one that forces us to think outside the box and work with more than what’s handed to us. In this blog I’ll walk you through a couple ways you can adapt to this change.
The post Hasta La Vista, Twitter Share Counter: How to Measure Engagement Without Social Share Counters appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Michael Powers
As the end of the year approaches, it’s a time for all of us to reflect. Reflect on everything that’s happened in the past year, the final projects that we’re about to wrap up, and what creative themed campaigns we’ll whip up for the new year. Unfortunately, event marketers do not have the luxury of hitching onto popular holidays to build out their programs for the year. Instead,they must create themes to build their programs around, while still tying in their company’s key messaging and brand guidelines.
The post How to Create Evergreen Event Themes, Without the Christmas Trees appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Author: Sarah Quinn
While content marketing can generate more leads, only 30% of marketers consider themselves to be effective. So what's the missing link? The problem may be in your promotion strategy. Promoting your content is the only way that your audience is going to see it. Gearing up for the new year, let's take a look at these 10 tactics to start considering in your content promotion.
The post New Year, New Audience: 10 Essential Social Media Tactics to Get Your Content Seen appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
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