• 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. 



  • 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 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.



  • 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.



  • Align Marketing Technology for Lead Scoring Success

    Low lead volume. Unqualified leads. Overworked sales reps, high cost of customer acquisition (COCA) and lackluster ROI.

    Sound familiar?  

    Sounds like your organization needs lead scoring—stat.

    Lead scoring is the process of applying values to lead activities and attributes, to better qualify marketing-generated leads for the sales team, and often requires the help of marketing automation technology such as HubSpot, Eloqua, or Marketo.

    Already have one? Great. But hang on a minute. Before diving headlong into a lead scoring discussion, here are actionable steps you must take to align technology and resources for lead scoring success.



  • Who Can It Be Comin’ To My Site?

    Google Analytics does not report personally identifiable information, nor does it allow you to upload this data. However, there are a variety of opportunities to create generalized profiles for segments of your traffic, which can then be used to understand who is coming to your site and why.

    In this post, we’ll dive into the different profiling dimensions available, when and where to apply them, and what can be done with the information.  



  • Simple HTML & CSS Tips for Landing Pages & Blog Posts

    A polished landing page or blog post can mean the difference between conversion and lost opportunity. Even the most advanced CMS platforms will have limitations, and at times, misplaced styling or bugs can disrupt your page. Fortunately, even a cursory understanding of HTML and CSS can help to overcome these issues, and give you greater flexibility in how a landing page or blog is presented. 

    In this post, I’ll walk you through how to navigate the HTML window available in your CMS, and how to apply some styling not necessarily available through your CMS editor. 



  • What Medium Says About the Future of Content Marketing

    Medium is a social publishing platform created by Twitter co-founders Evan Williams and Biz Stone. It was built to solve a problem: There’s too much noise. 

    How can online content consumers separate what matters to them from what doesn’t? Web giants (Google, Facebook and LinkedIn) and startups (Medium) alike are tackling the problem. By doing so, they’re having a powerful impact on how marketers do their jobs. Medium is a poster child for a changing content landscape—and can give us insight into what’s coming next.

    What is Medium, why does it matter, and how does it affect marketers?

    Read on to find out.