• The Marketing Gaps: Talent, Technology and Strategy

    The job of every marketer, from the copywriter to the chief marketing officer (CMO), is to connect actions to outcomes. However, according to the 2012 Marketing Skills Gap survey conducted by Focus (@Focus) and the Marketing Automation Institute, 75 percent of marketers say their lack of skills is impacting revenue in some way, and 74 percent say it is contributing to marketing and sales misalignment.

    So, while marketers are charged with consistently producing meaningful results, including website visitors, subscribers, followers, leads, and sales, they often lack the fundamental skills, technologies, and strategies to unlock their company’s potential.

    Learn more about the gaps in marketing talent, technology and strategy that are impacting organizational performance, in an excerpt from The Marketing Performance Blueprint (John Wiley & Sons, 2014). Visit performance.pr2020.com for additional information and resources.

  • Marketing Automation is Only The Beginning: How Algorithms and Artificial Intelligence Will Disrupt Marketing Forever

    Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and, most important, enhance the overall customer experience throughout the journey.

    Generally speaking, marketing automation takes traditionally manual tasks and automates them. Activities such as contact management, list segmentation, lead scoring and nurturing, A/B testing of website pages and offers, email marketing, and performance measurement and reporting can all be done more efficiently through automation.

    Marketing automation is a rapidly growing, multibillion-dollar industry, but it is still in the very early stages, with relatively low adoption rates among businesses in every industry. Venture funding, mergers, and acquisitions are fueling innovation and advances in the space, opening up significant opportunities for marketers who integrate automation tools.

    Marketing automation gives organizations the ability to maximize the ROI of marketing campaigns and personalize the customer experience, but that is only the beginning. 

  • Recruiting Modern Marketers: How to Find, Evaluate and Place Great Talent

    October 2013 data from Wanted Analytics found that digital advertising and marketing jobs grew at a 19% year-over-year increase from 2012 to 2013.

    With more jobs available, they are becoming harder to fill. According to Wanted Analytics’ hiring scale—a 1 to 99 ranking, with 99 representing the most hard-to-fill conditions—digital marketing positions rate an 86. It states that for every digital marketing job opening in September 2013, there were approximately eight potential candidates.

    As a result, competition for the most quality talent is fierce with corporations, agencies and publishers all wanting a piece of the pie. In this post, we offer a peek into how some recruiters find, evaluate and place modern marketers.

  • Make the Most of Your Content Brainstorm (Beyond the Basics)

    Behind any great piece of content is a strategic content team. Whether you regroup monthly, quarterly or weekly to crowdsource ideas, a solid content brainstorming session can fuel big blogging wins.   

    All content marketers write in the hopes of going viral, or at least hitting a new record for pageviews and shares. But, before calling a meeting, the first step is understanding commonalities among viral content pieces.

  • Introducing The Marketing Performance Blueprint [New Book]

    The future of your business and your marketing career depend on your ability to meet increasing ROI demands and continually adapt to new marketing tools, philosophies, and channels. But the rate of change in the marketing industry is accelerating, and the challenges for marketers seem to be multiplying.

    The marketing talent pool is underprepared, the marketing mix is evolving, and the matrix of technology providers is exploding. Customers are tuning out traditional marketing methods, while consuming information and making buying decisions on mobile phones, tablets, computers, smart televisions, and wearable devices. Marketers are drowning in data, dealing with the complexities of real-time marketing, and navigating brands through the openness and transparency inherent to social media.

    Yet, there has never been a better time to be a marketer.

  • 10 Reasons to Attend the Inaugural MarTech Conference (Aug. 19-20)

    We’re less than a month out from the inaugural MarTech Conference in Boston, Aug. 19-20. It’s a conference aimed to prepare hybrid marketers, managers and IT pros to “harness the potential of technology-powered marketing.”

    Why do we think it’s a marketing conference to add to your annual agenda? Here are 10 reasons.

  • How To Define Critical KPIs Across the Marketing Funnel

    The 2014 Marketing Score Report shows that marketers rank key performance metrics (KPIs) with low scores across the funnel. Could it be that we’re spread thin not only in terms of activities, but also in our focus on the right KPIs?

    It’s time for marketing teams and management to come together to agree on overarching marketing goals—and the KPIs that will track progress toward achieving them. Smart objectives enable marketers to tie activities to KPIs, report on gaps in perceptions and performance, flag opportunities or challenges, and adjust strategies as needed in real time.

  • How to Use Marketing Automation to Improve Your Lead Nurturing

    Lead nurturing is a big way marketers can leverage marketing automation technology, but how do you get started? We’ve got you covered with several ways to use marketing automation touch-points to improve your lead nurturing. Read on.

  • Marketing and Sales Alignment: New Strategies for New Buyers

    An evolution in the buyer journey has caused a fundamental power shift in the direction of the consumer. As marketing controls a greater share of the purchasing conversation, the roles of both marketing and sales are changing

    What must follow is a new dynamic between sales and marketing, and new strategies to capture and convert leads.

  • Get Liked: Reinvent Your Social Media Strategy

    Thanks to social, today’s marketing pros have the power to shape a virtual identity. Social media is the convenient meet-up for both personal and professional networking needs. It offers information sharing and personal connection. 

    Unfortunately, too many brands are fumbling their way through social without a strategy or a purpose. Whether you’re perfecting a company image, or your own personal brand, there are ways to be more relatable, and likeable, on social.

    Here are three tips to make your efforts more focused, strategic and brand-centric.