- 31 Mar
Work Email Behavior: Time, Inbox, and Usefulness Trends
by Ayaz Nanji
Whether at work or at home, email has become the everpresent spectre of life. And it seems that we all have a persistent, almos compulsive, habbit of constantly checking for new email messges.
Times, They are a Changing . . .
However, that seems to be changing in today’s work world. It seems that workers are spending less time checking business as well as personal email. That is even though most still spend several hours each day sorting through their inboxes. This is according to recent research from CMO by Adobe.
Now this may simply seem to be an interesting factoid to see and forget. However, this fact is far more important that that, especially if email is the linchpin of your lead gen and marketing programs.
Survey respondents reported that they spend 209 minutes each day checking work email, on average. That is down from 256 minutes spent checking work email, in 2016. And this can have some serious implications in the world of email marketing.
To learn more about this trend, to see more of the data and to access the original report, read the full article at MarketingProfs.com
- 30 Mar
Some Great Ways to Use Video in Your Email Marketing
Video email marketing can be an incredibly effective strategy for businesses of any size. And the numbers for using video in email are fairly stunning.
Reports show that adding video to email can as much as double your CTR. And who wouldn’t want to double their email response rate?
But, What is video email marketing?
Video email marketing is simply including videos in email marketing. But, while the definition may be simple, actually adding video to your email isn’t. It seems that email services don’t allow directly sending videos, and rightfully so. But, that doesn’t mean there isn’t a “work-around” that gets you to the same place.
So, if you’re unsure about how to do that, we have a quick how-to post on the HubSpot Blog that explains it all.
- 27 Mar
New Study: Email Benchmarks for 19 Key Industries
by Ayaz Nanji
Today almost all businesses use email to communicate regularly. It’s used for marketing, business development, follow up, lead generation and so much more. But there seems to be a tendency for all of us to settle into a rut, of sort when it comes to our email campaigns.
We all tend to fall into a habit of assuming that our emails are working well in our market. After all, we say, “this is how we always have done it”. But that assumes that email is a static point-in-time event. It isn’t.
Email is a Dynamic “Living” Creature
Email lives and breathes and, more importantly, it evolves over time and over space. And if we aren’t aware of that fact, suddenly we face a marketing and sales looming disaster.
So, how can we keep up on the latest success trends for email? Probably the best way is to gauge by measuring our performances against industry benchmarks. And that is exactly what recent research from Campaign Monitor did.
According to their report [see the original report], based upon an analysis of billions of emails sent via the Campaign Monitor platform between January 2019 and December 2019, there are some interesting new trends. They measured clickthrough rates, click-to-open rates, unsubscribe rates and much more across 19 industries. And to see how you and your business measures up against these benchmarks, read the ful artical at MarketingProfs.com
- 26 Mar
Thought Leadership Significantly Impacts B2B Buying
- Mar 26, 2020
- Dan Hoff
- Content Marketing, Conversion Strategies, Sales Enablement, Thought Leadership
The thought leadership content B2B buyers engage with in social media can have a tremendous impact on what they purchase. This was according to new research from LinkedIn and Edelman Digital.
Content + Thought Leadership = B2B Results
It seems that over a third of c-suite execs and decision makers surveyed said thought leadership content had influenced them to ask a vendor to participate in the RFP process. And 47% said such content had a direct impact on awarding business.
Edelman collaborated with LinkedIn on the study of more than 1,300 business decision makers and c-suite executives. They set out to explore how thought leadership influences the B2B purchase process. And they found answers. And to see what they discovered and access the report, read the full article at ChiefMarketer.com
- 25 Mar
A Crash Course on Making Hyperlocal Marketing Work for You
Your local business may be struggling. And you may be looking for a way to boost foot traffic. But, the solution for you may be hyperlocal marketing.
What is Hyperlocal Marketing?
Hyperlocal marketing focuses on a targeted audience within a small, local area. And it zeroes in on a small number of consumers. And with a priority placed on those wanting to buy from businesses physically near them.
In this article we learn all about hyperlocal marketing. Plus, we look at how you can implement hyperlocal marketing at your own company. And to learn some great strategies that really work, read the full article at the HubSpot Blog
- 24 Mar
Five Ways to Make Email Marketing More Effective
There is a staggering number out there. It seems that nearly 3 billion emails were sent – per day – in 2019. And that means, by any measure, that email is a very crowded space. So to make it really work for you, it must be effective in capturing consumer attention and consent.
Now, for a lot of us, right now we have a lot of contemplative time our hands. So, it’s probably a good time for us to reflect on how we approach to our email programs.
Good Questions to Ask . . .
One way to start is to ask yourself some basic questions. First, are you effectively capturing consumer consent to receive emails and making the most of your interactions with customers and prospects? And, do your emails go to the right people? Is your marketing operation using the most effective targeting techniques? And for a very timely question, are you practicing good list hygiene?
All of these are important questions. And if you depend on email to generate leads and drive revenue, it’s critical to understand how the email marketing environment has evolved. But, more importantly, how to maximize email engagement. So, to gain some answers and to see five tips to consider going forward, read the full article on ChiefMarketer.com
- 20 Mar
How to Increase B2B Sales With Email Marketing
by Angela White
If your organization focuses on B2B sales and you haven’t yet used email as a tool for marketing, you’re probably missing out on a lot. Regardless of technological advancements, emails still rule the roost. Email is ubiquitous. It is easy to work with. And it can readily contribute significantly to your firm’s revenue.
Even Now, The Numbers are Impressive
Statistics show that the average ROI of emails stands at $38 for every $1 spent. This proves why email is still the preferred choice of most businesses. In fact, email marketing is one of the best B2B sales strategies that can help you reach out to your potential customers, build a better bond with them and convince them to choose your brand over others.
With endless strategies out there to help you with lead generation and sales, why would you opt for emails? To find the answer to this question and even more, read the full article on Jeff Bullas’s Blog.
- 19 Mar
How to Implement B2B Content Personalization to Generate More Customers
Content personalization is unarguably one of the current biggest trends happening in content marketing. After all, every business wants to acquire more leads and generate customers. And to accomplish that, today they need to provide personalized content.
It Works Great in B2C Markets. But . . . ?
You’ve likely heard about how mega-companies like Amazon and Netflix provide personalized content to their customers. But what if your business provides services to other businesses rather than individual consumers?
The short answer is that personalization is just as effective for B2B businesses. In a study by Seismic and Demand Metric, B2B enterprise stakeholders claim they use content marketing to generate leads, support sales teams, improve thought leadership, and generate web traffic. So, how effective has B2B content personalization been to these efforts? To find out read the full article on Jeff Bullas’s Blog.
- 18 Mar
How to Effectively Use Marketing Content in the Mid-Funnel
by Adam Little
Most people familiar with acquisition know there must always be a start to the customer journey. And there is the all-important end – that would be the sale. However, placing your reliance on these two points alone is a sure-fire way to decrease conversions.
Start – Got it. Finish – Nailed. Middle, Not So Much
Now, your sales cycle may just look like the path from A to B. But what goes on between the intrigue and conversion stages can make or break a company.
That is why it is important to harness the potential of content in this often-overlooked gap in the “purchase funnel”. And to find out how you can use your content more effectively in the mid-funnel, read the full article at ChiefMarketer.com
- 17 Mar
The Ultimate Video Marketing Guide For 2020
by Matt Ballek
Video marketing is quickly becoming a higher priority for businesses of all sizes. It is indispensable, irreplaceable and simply too important for businesses of all kinds.
“Why?” You Might Ask . . .
Did you know that viewers retain 95% of a message when they watch it in a video? And that’s compared to 10% when reading it in text. Plus, it is the one marketing medium that works at ever level of the funnel. This is only one of the reasons that 85% of consumers want to see more video content from brands.
However, video marketing can be overwhelming. And, honestly it can be a little terrifying to figure out how to start this process. But, don’t sweat it. Matt Ballek has put together a compact, step-by-step guide and posted it on Jeff Bulla’s blog. So read the full article to learn more about the exciting but seemingly overwhelming world of video creation and video marketing. Read More >>
- 16 Mar
Going Old School – Email Marketing
Even though it seems a little old school in the days of virtual reality, artificial intelligence and bots – email marketing is still one of the most effective marketing tactics available to us. A recent study by SmartFocus looked at over 1.4 billion email marketing messages to identify best practices to drive engagement and customer impact.
What Did They Find Out?
What they uncovered is extremely informative and provides a number of clues for email marketing success. One example is that when they looked at the day of the week impact on email campaigns. They discovered that emails sent on Tuesday had click-through rates 30 percent higher than other days.
When you send the email is just one element of a successful email campaign. If you send the wrong content or take the wrong tone, even sending it at the perfect time won’t help. To learn some other best practices that you should keep in mind as you plan your campaign, read the full article at the McLellan Group Blog.
- 13 Mar
Gen Z is Entering The Workforce: 30 Stats You Need to Know
by Pamela Bump
It’s hard to believe Gen Z is already old enough to start working. And that means that it’s probably time to begin to take this emerging workforce more seriously.
Where’s a Myth Buster When You Need One?
But to do that may be more difficult than you may imagine. There has been a lot has been written about this generation. But, quite a bit of that digital ink has been more myth than fact. For example, we still hear myths saying that this age groups is “entitled and less motivated to earn money.’ And just as the myths surrounding the emergence of millennials, internet chatter argues that Gen-Z are “spoiled,” “dependent on their parents,” and “terrible with money.”
But, as a future Gen Z manager or colleague, it’s important for you to separate myth from reality. And to help you get an idea of how Gen Z talent could benefit your workplace in the future, here are 30 stats that you can keep in mind as they work their way into the labor force on the HubSpot Blog.
- 12 Mar
Content Marketing is a Dialogue, Not a Monologue
What does the phrase “content marketing” mean to you? If you’re like most B2B marketers, when you hear it, you may think of some combination of email campaigns and educational content. And today, most brands use this tandem with gated content as a way to build their email list. And then they tend to deploy an email drip campaign to stay connected with the prospect until they are ready to buy. For most, that works well.
But one of the biggest challenges with content marketing is that all too often, we treat it like traditional marketing. We think of it as a monologue, as a one way conversation. We send out broadcast emails. We produce a blog and turn off the comments. We create an e-book. All effective but not for encouraging conversation. With our content, we have an opportunity to actually use our marketing to connect with a prospect or customer who is willing to actually engage with us. But that opportunity is lost because we dont engage in a real two-way conversation through out content.
In this post, Drew Mc takes a look at one of the three key takeaways from the content marketing trends report from Content Marketing Institute. He gives us his unique insights on this at the McLellan Marketing Group Blog.
- 11 Mar
Local Email Marketing: A Crash Course
You’ve probably seen the stats before. Email marketing is an undeniably powerful marketing strategy. In fact, on average, email generates $38 for every dollar spent, which is a 3,800% return on investment.
Add to that the fact that there are almost four billion email users worldwide. That is huge. That is crazy, right?
Email marketing works for companies with customers all over the globe. But what do you do when you’re working for a local company? One that runs on a much smaller scale? Customers are right in your area, and to make sales, you have to focus on locality.
Enter your solution: local email marketing. All in all, there’s not that much of a difference. This approach takes all of the elements of email marketing and puts a local business spin on it. And to see how you can make it work for you, read the full article on the HubSpot Blog.
- 10 Mar
4 Things You Need To Do To Create More Research-Based Content
by James Riddle
A research study conducted by Demand Metric recently revealed that 90% of all companies employ content in their marketing efforts. Today, the majority of business owners believe that content should be central to marketing work.
It May Not Be as Simple as You Thought
However, content marketing, and content marketing that really succeeds, is more than crafting 600-800 words. No, it is far more than that now. Now research-based content is gaining favor. Especially so with those who consume that content.
Research-based content marketing is a sustainable way of bringing in more loyal customers. Even though both large and small-sized businesses can benefit from employing the best practices of content marketing, most of us struggle to pull off a successful content marketing strategy.
For some help with those struggles, James Riddle brings us some great advice on some research-based content actions you can take to improve your content marketing game. Read the full article on Jeff Bullas’ Blog
- 04 Mar
B2B Companies See Purpose As A Path to Success
from Marketing Charts
For some time now, purpose has been an important factor when it comes to consumers’ connection to a company. And this sense of purpose has been a driving factor for many B2C businesses.
The Power is in The Purpose, Even for B2B Companies
But now, according to a report [download page] from the ANA, B2Bs are also recognizing the role purpose plays in setting them apart from the pack. And, they are beginning to recognize that their corporate purpose is important to their business success.
The study found that B2B companies are embracing purpose because, according to their customers, it shows values and character in action, drives business growth and deepens their customer relationships. All important factors in their business and market growth. Although the majority of B2B companies acknowledge the importance of purpose to business, only one-quarter. So, to see more insights into the study and to download the original report, read the full article at MarketingCharts.com
- 03 Mar
New Research: Using B2B Video to Drive Results
by Lisa Heay
Video in the B2B landscape has exploded. It is becoming a staple in today’s modern marketing toolkit. Yet, as more companies invest in video, the gaps between execution and performance are widening.
So Many Questions. Now for Some Answers . . .
While sales and marketing professionals may understand the value of video, what are they doing to actually act on it? And, for those who are investing more time, money, and resources in online video than ever before, are they generating the return on investment (ROI) required to sustain it?
How are today’s most successful companies using video to drive results? To answer these questions, Heinz Marketing teamed up with Vidyard to conduct a research study. And if you’d like to learn more, and download the full research report, see the full article at Heinz Marketing.
- 02 Mar
A Guide to Using Video in Your Sales Prospecting
Marketers have been facing a drastic decrease in email open and response rates over the past decade. This, according to MailerMailer and SilverPop. In today’s information glut, as consumers become better at filtering marketing messages. And now, email just can’t get the same results it once did.
Breaking Through All the Noise
So how can you make your messages stand out? We know that sales emails are often easily overlooked. But adding video to your emails can give your company the competitive edge.
In this article from MarketingProfs, Mikita Cherkasau explains how video can help with your sales prospecting. And, he also gives us an overview of the software options available on the market and tips on how you can craft your videos. So, read on at MarketingProfs,com
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- 27 Feb
How to Build Interactive Content to Achieve Your Digital Marketing Goals
by Chris Lewis
Because the online content landscape is so crowded, audiences value originality that interest and engages them. One way savvy content marketers are responding is to create compelling interactive content.
But, What Is Interactive Content?
For a piece of digital content to succeed, it needs to engage. That may sound trite, but engagement is a big challenge for content marketers today. And it’s nearly always the deciding factor between a hit campaign and a miss that “fell just short.”
Now, interactive content comes in many forms. But all interactive content shares one main trait. It’s built to have an audience actively engage with it in a way that isn’t solely reading written content. I is nearly always customizable. It allows user input. And, it is functional only when a user engages with it. But, where and how to start? To help you get started, the right way, here are 4 types of interactive content you can build at MarketingProfs.com
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