The Marketing Mojo

Optimizing Content: How to Reach Your Prospects with the Right Message at the Right Time

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Guest post by Sharon Zaugh, Digital and Database Marketing Manager at Alterian. Over the last year, I’ve had the opportunity to work with and get to know Marcus Tewksbury. I’ve compared him to a cat with nine lives, who seems to have had as many careers. I’m constantly learning new and interesting things from and about him (ask him about …

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3 Ways to Keep Your Marketing Fresh

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Not everything in business needs a constant refresh. In Finance, if you’re following the Generally Accepted Accounting Principles (GAAP), you’re probably doing okay. But in Marketing, sticking with what has worked in the past can lead to failure in the future. With the hundreds of marketing messages consumers are exposed to each day, even relevant and targeted communication gets lost …

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The Sales & Marketing Relationship: Who Wears the Pants?

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Stop me if you’ve heard this before: Marketing works for Sales. Sales and Marketing have an unequal partnership. Marketing needs to earn the respect of Sales. Lately, I’ve been hearing and seeing this message a lot: on blogs, webinars, and social media. So what gives? Is Marketing really a slave to Sales? Life is all about relationships. We have them …

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5 Signs You Are Not Ready for Marketing Automation

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1. You don’t have relevant content A marketing automation tool will help you determine when and how to distribute relevant content to prospects along the buyer journey. However, as sophisticated as your delivery system may be, it will yield poor results if the content does not resonate with the prospect. In planning your marketing automation implementation strategy, be sure to …

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The Chief Marketing Technology Officer (CMTO) – 10 arguments why your company should have one

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Change creates opportunities, and technology speeds change. In the business world, this is nowhere more apparent than the marketing organization. Where brethren in finance are still pounding away on the same Excel spreadsheets, the marketer’s world has come to be defined by technology. While creative and building an emotional brand connection are still the hallmarks of success, a lack of …

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Framework for applying social media mentions (WOM) to marketing decision making

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So… I think what I’d like to do is create a new model, or at least a framework.  The key tenets I’m focusing on so far, are: 1.  You can’t have revenue without ROI.  If you can’t connect your efforts to the dependent variable of revenue then you aren’t really talking about ROI. 2.  Connecting to revenue is dependent on …

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Who’s in the wrong room? Eloqua Vs. Alchemy (or Marketing Automation Vs. Campaign Management)

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Marketing automation is not campaign management and campaign management is still not marketing automation.  While the gap certainly narrowed in 2010 these two tools were born and bred to do different things.  If you see an Eloqua or Marketo in the room with a Unica or Alterian, someone is in the wrong room. Understanding the differences begins with an understanding …

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A Unique Universal Lead Definition

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Interview with Greg Malpass (CEO Traction Sales & Marketing) A lead is a seemingly simple concept.  Yet it is one that causes much consternation between sales and marketers.  There seems to be a constant sliding scale between quantity and quality and most organizations seem to struggle with nailing down what they consider to be a quality lead.  Coming up with …

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More seo keyword tools

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My journey down the search path continues.  Moving past links to targeting competitive keywords.  Few other tools to throw out there: SEMRush.com (recommended) Compete.com Alexa.com and SEOBook.com    

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Creating Content is Hard

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I find the hardest part of generating content to be committing to an editorial calendar.  It isn’t so much the deadline per se, but about forcing myself to write about a particular topic at a certain time.  Forced execution, versus inspiration is hard.

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