Archives for Modern Marketing
2018 brought value over volume and evidence of fearless marketing all around the world. It brought marketers a seat at the revenue table. Now, the real question is: what are we going to do with it all? New beginnings, and therefore a new year, are always exciting to me. There’s a new calendar to fill […]
Some businesses reportedly get 18 to 20% of their annual sales between Thanksgiving and the cut-off date for Christmas delivery, so there is pressure and monetary incentive to make sure those few weeks run as smoothly as possible. Owners must keep up with demand while managing depleted budgets, employees’ holiday vacation time, and the ever-increasing costs to […]
Marketers approach long-term planning armed with data and strategic frameworks. Business school classes are filled with cases and proactive approaches for long-term decision-making. Alternatively, short-term marketing decisions must be made quickly to react to barriers, competitive threats, and opportunities. There’s little universal wisdom to provide guidance, and insights can be scarce. As such, you could […]
Sales drives revenue. Demand gen creates leads. Customer success reduces churn. What does product marketing do? If you can’t answer, don’t worry. You’re not alone. Having built and led worldwide product marketing teams for over a decade, the question I most often got from employees across the business was, “what is it your team does […]
Marketing continues to undergo rapid and major changes. Consumers are turned off by mass selling, and expect personalized, 1:1 communication across the many channels and devices they use. Unfortunately, when it comes to omnichannel marketing, many marketers are still behind. The impetus is on marketing to provide a seamless experience, regardless of channel or device. […]
The post 5 Tips to Improve Your Omnichannel Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
SEO, marketing campaigns, and customer loyalty programs are just a few of the techniques you’ve likely used to draw customers in and keep them coming back for more. You’re competing against a lot of other things vying for your customers’ attention. It’s hard to pinpoint an exact number of small businesses because the number is […]
Here’s the truth: All marketers think their creative is “good” until it is tested. Ultimately, consumers will tell you how effective your creative is, and that realization can be harsh. Some marketers might lean on a flashy web page to reel in consumers’ interest. However, standing out only scratches the surface—what you do next with […]
The post The Art of Persuasion: How to Make Effective Creative appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.
Maybe it’s because my drink of choice is a rum and diet. Maybe it’s because I was in Sydney to keynote a conference on marketing. But as the train pulled into the station in Australia’s Blue Mountains region, I immediately noticed an ad for Coca-Cola Zero. The headline read “Tastes a lot like Coke. No […]
Every company has a niche—even those that serve other companies. When I was just starting out, I worried too much about whether my focus limited my appeal to prospects. What if they found another agency that offered more services? Eventually, I realized that without a strong position in my own niche, I would never be […]
“You can’t fool all the people, not even most of the time. People, once unfooled, talk about the experience.” — Seth Godin Consumers Choose Companies They Trust Although often overlooked, companies with top-notch marketing emphasize privacy and transparency. Tech giants such as Apple and Google are in part so successful because of the trust built within […]
The post Why Top Brands Win with Transparency appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.