- 17 Jul
New Report: Timing Matters for Email Marketing Success
by Dan L. Hoff
Email marketing is an ever-shifting landscape. What workd last year may not work now. And for that matter, what we used last month may no longer be generating the results we want and need from our campaigns.
Change is the Only Constant Here
It is a space that takes a constant flow of insights. And what better way to gain those insights than to simply look at how things are performing? And that is exactly what Campaign Monitor did.
They reviewed the performance of over 30 billion – yes, that is billion with a B – emails across 4.2 million campaigns sent last year. And the report [view original report] revealed some interesting new trends. Some of which seem to conflict with what we may have been using as current best practices.
So, What’s in it for Me?
The report looked at the full range of standard email marketing metrics, including best day to send, click-though performance and open rates. Then used those stats to actually establish a set of industry benchmarks. From there, they went on to actually explain exactly how we can use those benchmarks to improve our marketing programs.
They did observe some of the more obvious points. For example, they noted that emails need to have a clear call to action and that they be easy to read. After all, people are busy and may very likely be reading your message in a non-business setting. And we need to avoid big blocks of text that make it difficult to read. Plus, it is still important to keep the focus on the customer, not your product, to keep them engaged.
To see all of the data and to gain insights into applying the research to your individual email programs, read the Ultimate Email Marketing Benchmarks for 2019 report at CampaingMonitor.com
- 16 Jul
SEO is More Than Just Keywords and Links
The traditional ways of using keywords and links to build SEO rank is changing. As search has moved towards artificial intelligence, and now seeks to determine intent, the dynamics of what was good SEO have evolved. Now, instead of relying specifically on keywords we need to focus on new factors.
Ch, Ch, Ch, Changes . . .
Admittedly, the traditional SEO practices are not dead. But they are becoming more and more outdated. Today, there are a range of other factors that can affect your ranking results. Chief among them are your critical digital assests, your content and web pages.
And if you see that SEO and the performance of your digital assets is is important, then you need ot understand that SEO can be a full time job. And keeping up with the latest trends is difficult as the space becomes more complex. So to help, here are some general SEO tips to think about when writing content and building out your pages on the Heinz Marketing Blog.
- 15 Jul
Three Tips for Connecting with B2B Buyers
It seems that B2B buyers are waiting longer and longer to connect with vendors. Today, rather than immediately connecting with a sales rep, both B2B and B2C buyers prefer to do their own research online, or ask their peers for input. And this makes becoming part of the purchase conversation as early as possible in their consideration process crucial. But a lot more challenging.
Why Are They Waiting So Long Then?
Part of this is due to a lack of trust in vendors. In a recent report on B2B buyer disconnect, TrustRadius found that only 11 percent of buyers describe vendor reps as very trustworthy. And only 19 percent say reps have significant influence over their buying decisions. In contrast, 53 percent of vendors say they think their reps are very effective at moving the needle towards conversion.
How can you connect with prospects and get them talking? Here’s three ideas for driving engagement throughout the B2B buying cycle on ChiefMarketer.com
- 13 Jul
29 Email Deliverability Tips You Must Know
Your probably spend a lot of time drafting poignant email copy. After all, you design wonderfully branded email templates and craft succinct and enticing email subject lines. All desiged to get open rates and click-through rates skyrocketing.
If An Email Falls in the Forest . . . ?
But before hitting send, have you considered whether your subscribers will even get the opportunity to read your email? There are a host of things that can prevent your email from ever reaching someone’s inbox. Today, there are even more stringent laws and increasingly sophisticated spam filters. And that means that it’s to your benefit to know everything that can affect your email’s deliverability.
If steering clear of legal trouble isn’t enough to convince you, squeezing more ROI out of your email marketing efforts certainly should. Learn the things you should absolutely never do in your email marketing if you want your messages to be successfully delivered, at HubSpot.com
- 12 Jul
The Demand Marketer’s Dilemma: Achieving Authenticity, at Scale
by Paul Heald
In today’s marketplace there are myriad options for buyers. And buyers not only want and need information, they also want authenticity. They want to do business with companies that offer good products, believe in their quality and make genuine efforts to meet customer needs.
It Ain’t Easy Being
Green. . . Authentic
That means forging authentic connections with customers is the best way to cut through market noise and make a sale. Now, achieving authenticity in marketing may sound simple, right? But, when it comes to B2B marketing, though, the job is anything but.
However, authentic connections that are easy to forge with individuals gets challenging fast when organizations are trying to do it at the enterprise level. And if you need to scale, the job gets even harder. So, how can you achieve authenticity at scale? To learn how, read the full article at the Target Marketing Blog
- 11 Jul
The US B2B Trade Show Market Continues to Grow
from Marketing Charts
Recent studies confirm that trade shows and events are still proving to be incredibly effective. In fact, they are extremely effective across all the stages of the buyer’s journey. And of all event types, B2B demand generation marketers say that in-person events continue to be their best performing top of the funnel tactic.
So, How Big is the Trade Show Market?
PwC, one of the largest professional services firms, has some answers. In its latest Global Entertainment & Media Outlook, they reviewed they broader B2B market in the US. And as part of that report, they looked into the trends for B2B trade shows and events.
And of all the sectors they reviewed they found that the trade show market has one of the fastest growth rates. To see some of the data and for a chance to review the original report, read the full article at MarketingCharts.com.
- 10 Jul
What It Really Takes to Earn Millennial Loyalty
For the past few years, it has seemed as if every conversation around loyalty, circles back to Millennials. And rightfully so. Millennials are now the largest generation living in the U.S. And collectively they possess an annual spending power of $600 billion.
What Millennials Want . . . ?
With this in mind, it’s no surprise that companies across all industries and verticals are catering to the needs of Millennials as a way to earn our loyalty. Thankfully for brands, 80 percent of Millennials already participate in loyalty and rewards programs.
However, above all else, millennials value their time, energy and hard-earned money. And while they enjoy incredible spending power, they prefer experience to ownership. If brands want to capture this demographic, they will have to abandon traditional, shopworn loyalty strategies. So, to learn how, read the full article at
- 01 Jul
Find Your Ideal Customer with Account Insights and Profiling
by Mitch Folks
The digital revolution has raised customer expectations. Now, people want much more. The need more than just a product or an offering. They crave a complete experience. And that means that the success of your marketing campaign hangs in the balance. Today, it no longer depends on the number of leads you generate. Now, it rests on your ability to maximize your customers’ experience.
If it Works Well, Then People Tend to Use it
That’s there has been so much movement to account-based marketing. Now marketing with sales, determine which accounts to target, why they should be targeted, and when they should be targeted. The reason? For one, 87% of companies report a higher return on investment when adding account-based marketing to their engagement strategy. Especially when they compare it to traditional lead-based only marketing initiatives.
In this blog, Mitch Folks takes a closer look at the first step of how to create epic account-based experiences (ABX) with the right account insights & profiling. So, to learn how you can gain highly accurate account insights and effectively profile your targets to create hyper-personalized account-based experiences that your customers and prospects will enjoy, read the full article on the Marketo Blog.
- 28 Jun
5 Strategies to Target Your B2B Audience Online
B2B audiences aren’t always extremely easy to find, but they’re out there just as often as B2C audiences are. We marketers just have to look a bit harder for them. And that means that B2B advertising has a unique challenge in digital marketing.
If you sell a product like socks or toilet paper, you know nearly everyone on the planet uses them, or we all hope they do. So your audience is everywhere. That’s the case for many B2C offerings. The target audience feels like they’re all over the place.
For B2B, That Feeling – and the reality – Isn’t Even Close to the Same
So what gives? Do we just take our ball and go home? Of course not! And that’s because your users are also all over the web, just like B2C audiences. The only difference: We have to work harder to find the proper targeting options. So what can we do? To find out, read the full article at WordStream.com
- 27 Jun
How to Make a Video: a Step-by-Step Guide
By now, creating a video to help market your product or service should be a no-brainer. It’s an easy, shareable way to communicate your company’s core message. It can also lead to a strong ROI. And we know that video has business impact. As example, product videos increase the chance of a purchase by 144%.
But, like many companies, you might not have the in-house resources to create a clip. Or you simply don’t have that much time to waste on learning video editing software yourself. And if you don’t have a ton of experience in video, it may seem like your only options are to pay for someone else to do it, or hack together a bad video on your own.
There is Some Good News Though
However, there’s a third option. Even with limited resources, companies launch with great video campaigns all the time. And to help you build solid, but affordable, content, here are six tips to create a great video at HubSpot.com
- 26 Jun
4 Keyword Research Strategies to Find Your Product-Market Fit
All too often, keyword research is seen as only useful for SEO. And, therefore, is considerd to only be useful when driving growth for an existing business. It seems that a lot of people see keyword research as something that comes into play only once your business has already created its products. But what if we have it all backwards? After all, there’s little-to-no ROI in getting eyeballs on a product people don’t want.
Why Use Keyword Research for Product-Market Fit?
Product-market fit is one of the first things to think about when you start a business. And ideally, you never really stop thinking about it. As your audience grows, their demands change. And their needs evolve. So, you’ll need to constantly adjust your strategy so it serves them best.
This may all sound complicated, and it can be. But not if you stay in tune with what your market wants and needs. And keyword research lets you do that at every stage of business growth. And, to learn how to put this all together for your business, read the full article at WordStream.com
- 25 Jun
Where Is Social Media Marketing Headed?
According to the latest annual “Social Media Marketing Industry Report” [download page] from Social Media Examiner, Facebook remains the most popular social media platform among marketers. However, Instagram is gaining in popularity as companies plan to increase their activity on the platform.
Most Marketers Still See Social Media’s Benefits
However, respondents are still finding that social media marketing – in particularly Facebook – has its benefits. This despite the fact that algorithm changes to Facebook have made publisher and brand pages less visible. Indeed, more marketers are reporting benefits this year than last. The vast majority of respondents reported that their business benefited from increased exposure by using social media. While a high number also saw increased traffic from social media.
To see more of the data, additional insights and to download the original report, read the full article at MarketingCharts.com
- 21 Jun
How to Run Facebook Ads: A Step-by-Step Guide to Advertising on Facebook
by Carly Stec
With more than 2.3 billion people using Facebook every month, it can be a tempting pool of potential customers. Plus, there are nearly 1.6 billion users every day. And that means that Facebook can offer up a unique opportunity for marketers to augment their organic efforts.
It Can Get a Little Confusing and Intimidating
The trouble is, with both an investment of time and money on the line, there’s not much room for oversight. And when setting up a paid Facebook ad, there are a lot of boxes to be checked and questions to answer for yourself. For example, are you targeting the right people? And are your image dimensions to scale? Or, are you running the right type of ad?
So Many Questions. So Many Answers . . .
To help, HubSpot has put together a checklist to help you keep all of your campaign details straight. These will help ensure that you’re tapping into the right audience with the right ad at the right time. So, to learn all about How to Run Facebook Ads, read the full article at HubSpot.com
- 19 Jun
Three Types of Events That Will Fuel Sales for Your Brand
In a digitally driven world, the human element can get lost. However, nothing can replace face-to-face rapport. And that is why events can do wonders for your sales. However, certain types of events can be more effective than others, depending on your brand and positioning.
If you’ve never hosted an event but are considering it, the one thing that is probably holding you back is the sheer complexity. Having attended events, you know that just on that level, events are hard. And hosting one yourself can be daunting to manage all the details, schedules and logistics.
But the Effort Can be Well Worth the Reward
There are three types of events in particular that can boost your sales. And depending upon your brand and your positioning any one can help your business. To learn what they are and how they can impact your sales, read the full article at MarketingProfs.com
- 18 Jun
Best Practices for Identifying, Developing and Engaging Your Target Audience
by Josh Baez
As B2B marketers, understanding our target audience is essential to every single thing we do. And yet all too often we lack the necessary details around our target audience. Without those details, we are unable to actually do anything meaningful.
It All Boils Down To One Common Problem
There is one common mistake that organizations make when it comes to identifying their target audience. They tend to assume that these people want to hear about the product. When, in fact, a majority of them probably don’t. And successful marketing requires a gap to be bridged. That gap that exists between those people who want to hear about the product and those who don’t. And that doesn’t even take into consideration those who aren’t even aware they have a problem that requires a solution to begin with.
How can organizations begin to bridge those gaps?
Here are three key areas to help you better identify, develop, and engage your target audience at Heinz Marketing. Then, you can more effectively and consistently drive pipeline for your organization.
- 17 Jun
B2B Brands Need to Step It Up to Reach Millennial Buyers
Recently UPS released this year’s UPS Industrial Buying Dynamics survey. And what they found should be a wake up call to every B2B marketer. It seems that there is an increasing level of influence by Millennials in the B2B buyer process.
Know the Trend: The Rise of a New Generation of B2B Buyer
This year’s study found a 10 percent increase over 2017. And that means that, if you haven’t already begun to adjust your tactics you need to. According to Brooke Yamini, VP of marketing operations at UPS, “the rise of Millennials ushers in a new era that challenges long-standing industry norms.”
This new generation of B2B buyers start their buying process online. And they do their initial research with social media and their peers. So, if we are going to successfully market to this emerging generation of B2B buyers, we need to begin to adjust our tactics. To gain more insights into the findings of this report, read the full article at Chief Marketer.
- 15 Jun
How to Captivate Customers by Using Video in Digital Ads
There is ample evidence that video dominates the web. Today, consumers spend an average of five to six hours watching videos each day. With 20 percent of that time devoted to digital content alone. And Forrester Research predicts that digital video ad spend will reach $102.8 billion a year by 2023.
A Medium That is Big and Only Getting Bigger
There are a lot of advantages that video content offers marketers and brands. For one, it allows companies to engage with their audience. And, study after study tells us that consumers trust video ads more than static advertisements. So, the use of video in our ads can hel establish a deeper relationship with consumers to progress them through the buyer’s journey.
As long as it’s done well, every industry stands to benefit from the use of video. One study suggests that 74 percent of users who watched an explainer video proceeded to buy the product or service they learned about. But implementing video in digital ads and on social media can be an intimidating thought. And if you are wondering How to Captivate Customers by Using Video in Digital Ads, read the full article on Chief Marketer.
- 14 Jun
The Ultimate Guide to Using Twitter for Business in 2019
Twitter is an undeniably powerful platform. And it can be used to increase your business’s online reach. Statisitcs show is that the average Twitter user follows five businesses. And 80% of all Twitter users have mentioned a brand in a Tweet.
Impressive, But . . .
However, succeed as a business on Twitter in 2019, it’s critical you’re able to stand out. But that can mean many different things for the millions of businesses across every industry on Twitter.
So what steps can you take to add to your audience’s experience online, instead of simply being a disruption? How can you promote your product or service in a way that encourages people to purchase? How can you make your brand more human on a platform made for connection? To help you create a successful strategy and leverage Twitter’s power for your business, keep reading to learn how you can use Twitter for your business in 2019 and How to Market Effectively on Twitter at HubSpot.com.