Tag Archives: marketing
Modern Marketing: Where Scientist and Artist Become One
The growing prominence (and accessibility) of marketing analytics tools have put the spotlight, rightfully, on the customer. These tools tell us how customers behave on our websites, in social media, in stores and in response to direct marketing. Plus they give us an inkling of their motivations. Read more
Convergence Analytics: Why Now’s The Time
It might be the Holy Grail of marketing analytics, but don’t feel bad if you haven’t heard of convergence analytics before. A relatively new term in marketing analytics, it describes a new class of tool that takes the endlessly accumulating volumes of customer data and turns it into the insight needed to build more engaging customer experiences. Read more
Taking A Gravity-Free View of the Marketing and Sales Funnel
As a visual metaphor, the sales funnel takes a complex and abstract customer experience scenario and reduces it to its essence. From their first contact with our brand, prospects are drawn down through the sales funnel, some becoming leads and fewer still emerging from the narrow end, as customers. The funnel implies a desired flow and objective end point in the customer experience. Read more
How Many Fields Should You Have in A Form? [A New Must-See Chart]
Recently we released our new collection of 20 Must-See Charts for Modern Marketers. Created with our marketing automation partner, Eloqua, the charts distill data from 10 billion+ transactions processed by Eloqua every day for their 1,200+ customers to land on actionable insights you can use to power smarter marketing decisions in the year ahead. Read more
Tradeshows, Traffic and The Battle of Objectives: How QR codes improve live events
Marketers are continually looking for new ways to attract attention and generate engagement in their campaigns. This past year, integrating QR codes into marketing assets has been a growing trend, as is the case with all innovative tools. However, to be effective, you need to know when and how to use them. Read more
Storytelling and the Art of Writing Resonant Copy
What can storytellers teach us about copywriting? Good stories, like good ads, are written for the reader; they are built on an understanding of the needs and aspirations of the audience. They address the challenges that stand between the reader and his or her success. And, as a result, they are more about people and less about things. Read more
Tagged ads, advertising, copywriting, marketing, Nike, Social Media, storytelling
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Six Potholes to Avoid When Learning to Ride Your New Marketing Automation Bike
B2B marketers are embracing marketing automation solutions. Spending on these solutions is set to increase 50% this year alone. If you’re one of the many marketers pushing off on your brand new shiny ‘marketing automation bike,’ we don’t want you to get hurt… so we have some advice. Read more
Tagged B2B, demand creation, Eloqua, marketing, Marketing Automation, Raab Associates, Sirius Decisions
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The Impact of Dirty Data (And What One Marketer Did About It)
Your marketing department runs on data. It’s like fuel for your demand generation engine. And the cleaner your fuel is, the more efficient your engine runs. Dirty data destroys your engine’s efficiency, reducing the impact of your campaigns—or in the worst cases, causes harm. Dirty data causes poor results when segmenting databases, and cripples support for dynamic content. Read more
Tagged B2B, data, demand generation, GoogleRefine, Judith Kincaid, marketing, Marketing Automation, QA, Sirius Decisions
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