• 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.   



  • 4 Rules to Creating Social Media Content That Cuts Through the Noise

    Social media has massively shifted the way we interact, share information, form relationships and conduct business. Marketers want to harness the power of social media, but content oversaturation has filled channels with a lot of noise, making it difficult to connect and convert.

    This post dives into four characteristics of social media content that converts from Gary Vaynerchuk's Jab, Jab, Jab Right Hook.



  • The One Marketing Plan You Shouldn’t Live Without, But Often Do

    Remember Magic Eye pictures? One Christmas, my uncle framed one for me and each of my cousins. It was one of the more memorable gifts that year because I was obsessed with seeing the hidden picture. The trick is you cross your eyes, squint and hum the theme song from Gilligan's Island.

    These Magic Eye pictures are not all that dissimilar to what a marketer would see if all the marketing and performance data available to them was compacted into a small rectangle. We are overwhelmed with data from every marketing channel, tool and platform used to run our campaigns.

    What we need is a way to focus our eyes to see the hidden performance picture.



  • Media Relations Tips for Introverts

    A community event, a new product launch, an important official coming or going from a position of power—these are just a few examples of news your organization may want to share on a large scale.

    You’re ready for these moments with processes that have become all too familiar. You craft the perfect pitch, put pen to paper, and the words flow out in just the right formulaic manner. Press release? You’ve got this. Media advisory? Piece of cake.

    But then you have to pick up the phone and make that ever-important call that can make or break your company’s chance at coverage. 



  • Want Your Content to Succeed? Ask Yourself These 5 Questions.

    The top problem marketers face is limited resources. Most valuable among them is time. That means time spent on content should be focused on what will produce the greatest return on investment.

    This post will dive into how to prioritize content based on organizational goals, target buyer personas, the customer journey, the content’s longevity and more.

    Ask yourself—or your editorial team—the following questions before adding content topics to the production queue. For those that fall flat, it’s back to the drawing board.