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6 Ways to Win Executive Buy-In for Inbound Marketing
The most common challenge faced by marketing teams today—proving ROI—points to a crucial need to drum up and perpetuate internal support. Solving common organizational struggles requires peeling back the layers, and getting beyond the what to the why. It’s time to walk around in the cynic’s shoes. It’s time to look at the scary side of inbound.
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You Are Not a Bot. Stop Marketing Like One.
Based on the capabilities of our current machines—and thanks to Moore’s Law—bots, software and other machines already do a significant number of jobs traditionally reserved for people. That trend is only accelerating, in every field from automated stock market trading to bots that write poetry.
And the machines are in marketing’s backyard now, too, thanks to marketing automation, data mining and marketing intelligence engines.
We are wholly unprepared for this. The technology is already running parts of our campaigns. It’ll only run more in the future. But the technology isn’t just a tool anymore. It’s also a competitor.
Where do you personally add value right this moment? Chances are, a bot already has its eyes on your job.
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Blogger Outreach: A Tactic to Keep Your Strategy Fresh
Guest post by Kristen Matthews of GroupHigh
As outbound marketing tactics become obsolete, establishing relationships with bloggers who can promote your brand via word of mouth is becoming more important than ever.
Now that modern consumers are wired to tune out traditional ads and have the self-empowerment to research brands on their own, marketers and PR professionals are scrambling to fill the internet with good content about their brands and their client’s brands.
The sweet spot lies in not only producing content that subtly links back to your brand but also establishing a balance of content about your brand produced by others. It all comes down to the fact that humans trust word of mouth recommendations over self-promotional garble.
This is where blogger outreach comes in ...
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Schema.org SEO Markup: What Non-Coder Marketers Need to Know
When the world’s largest search engines, including Google, Bing, Yahoo! and more, collaborate on an initiative to improve the indexability of the web, marketers should take notice. In June 2011, these search giants did just that, and the result was a new microdata mark-up called Schema…
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Work Smarter, Not Harder: Creating a Strategic Content Marketing Plan
Henry Ford and the assembly line. Steve Jobs and the personal computer. Larry Page, Sergey Brin, and Google’s algorithms. The common thread among these inventors and innovators is the desire to work smarter, not harder—either through enhanced processes, more powerful tool…
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18 Marketing Performance Metrics that Matter
At the end of the day, how does your marketing impact the organization? Marketing Score examines 18 factors, which, to varying degrees, affect your organization’s bottom line.
Metrics such as cost of customer acquisition (COCA), customer lifetime value (CLV), retention rates, lead volume and revenue growth are almost universally accepted key performance indicators (KPIs) for every organization. Supporting metrics, including content downloads, inbound links, social media reach and “owned” subscribers, are critical to showing progress at the top and middle of marketing funnels.
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Developing Your Marketing Superpowers: Resources for Young Pros
Batman’s half ninja, half engineer. Tony Stark’s part man and part machine. Today’s marketers need to be hybrids, too. It’s a professional philosophy young marketing pros need to embrace.
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15 Skills of the Modern Marketing Team
Next-generation marketers are emerging today. They are generalists who are proficient in a variety of core marketing activities, analytical, creative, tech-savvy and driven. They push the limits of marketing and tie outputs to measurable results. Here's what it takes to be one, and what skills to look for when building your superstar marketing team.
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15 Business Basics that Impact Overall Marketing Success
An overview of 15 core areas of your business that can have a big impact on marketing programs, covering business basics, product/service foundations, and team strengths.
by Paul Roetzer, Founder & CEO, PR 20/20
“required reading for anyone building the next-generation marketing services firm.”
Dharmesh Shah, Co-Founder, HubSpot
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