• 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. 



  • 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.



  • 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.



  • 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. 



  • 4 Crisis Communication Lessons from Heartbleed

    If you have an online account, you’ve received an onslaught of communications about Heartbleed, a serious vulnerability in the popular OpenSSL cryptographic software library. The bug, which allows for the stealing of information normally protected by SSL/TLS encryption, was just brought to light when almost simultaneously discovered by security firm Codenomicon and Google researcher Neel Mehta.

    But Heartbleed offers important crisis communication lessons to marketers that are extremely applicable in a hyper-connected world where panic spreads like brush fire. Whatever the crisis, here's how to handle it.



  • Seeking Case Studies for New Book on Marketing Performance

    Paul Roetzer is looking for contacts and case studies to feature in his new book (Wiley, coming August 2014) that presents the processes, technologies and strategies to fill marketing gaps, and build performance-driven organizations. 



  • 15 Tips to Improve Your Marketing Performance

    According to The 2014 Marketing Score Report, which we released this week, 64% of organizations have aggressive (>20%) or moderately aggressive (15-20%) growth goals for the next 12 months.

    However, as we learned in analyzing hundreds of marketing assessments, key performance indicator (KPI) weaknesses at every stage of the marketing funnel may be affecting the ability of organizations to achieve their performance goals.

    The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations using 132 factors across 10 sections. This chart shows the average factor ratings of nine select factors from the Marketing Performance section.



  • 9 Target Audiences Your Marketing Should Nurture

    In business and in life, relationships are everything. How effectively you build and nurture relationships with your target audiences can determine your organization’s ability to grow a talented team, build a strong brand, gain exposure in priority markets, impact the bottom line and establish customer loyalty.

    Here are the 9 audiences that play a role in the success of your business. Is your marketing designed to engage them?