Editor’s Note: This post is part one of a three part series covering global marketing expansion.
As a company grows, most marketing teams expand from a centralized corporate office to placing marketers in country or at least on different continents to support growing sales organizations. The timing, goals, and implementation of this program is critical for success. In this series, we’ll examine the pressures on marketing leadership to “go global”, the key tipping points to make the shift, and some ideas on how to be successful with this move.
Global Marketing from a Central Location
The reality is that for most high velocity, inbound sales models, marketing teams are already going global from day one. While search engine marketing, advertising and email open rates can show some differences based on time zones, a highly functioning marketing team can make significant progress in global marketing from a central location. English reach
Continue reading "Going Global: The Push for Global Marketing Resources"
You might think that influencer marketing
is just for consumer products, but even in a business, decisions are made by people – people who can be influenced by others that they respect and trust.
B2B brands that don’t work with influencers are missing out on a huge opportunity to shape customer behavior, build trust and authority in their industry and, ultimately, make more sales. At the end of the day, customers and clients trust the opinions and tastes of thought leaders, colleagues, and market analysts more than they do a brand’s personal claims about how awesome they are. They want to see content that relates to them
, not you.
Think about it. If I told you that my digital marketing agency
could offer you the best ROI on the Internet, would you believe me? Maybe. But probably only if you’ve been following my work for a while. But if
Continue reading "5 Ways B2B Companies Are Using Influencer Marketing to Get Customers"
Editor’s Note: This article first appeared on Medium here.
Every so often, a CEO asks me for help coming up with a new category name.
Usually it’s because they’ve read about the benefits of category dominance in books like Crossing the Chasm
or, more recently, Play Bigger
. They’ve gotten the idea that, by coining a new two- to four-word label for what their product does, they can define a new market niche over which they’ll reign supreme.
I almost always decline these requests.
The reason? A category name, by itself, is worth very little. (By the way, I believe the authors of the books I cited above would wholeheartedly agree.)
That’s not to say I’m against category names. In fact, my strategic messaging and positioning
engagements typically yield one. It’s just that I’ve come to think about them the way legendary graphic designer Michael Beirut thinks about logos –
Continue reading "Category Creation: A label, by itself, isn’t worth much."
You probably already know how awesome Google Analytics is. This freemium web analytics tool gives you tons of insight into how people find and engage with your website – where they came from, what they click on, and where they go.
But if you’ve spent much time on this platform, I’m pretty sure you’ve realized just how overwhelming it can be. There’s just so much
data. So how do you filter through it all and find actionable insights that will grow your business?
I’m going to show you four opportunities to grow your business that are hidden in Google Analytics.
Google Analytics Tracks Everything
Google Analytics tracks every visitor across hundreds of metrics
Each of these metrics can be sorted, filtered and analyzed based on hundreds of dimensions. This results in millions of different reports you can look at. They do a decent job of offering you some starting reports
Continue reading "4 Growth Opportunities Hidden in Your Google Analytics"
For many fast-growing companies, most of their marketing is focused on one thing: acquiring customers.
It’s all about the funnel; attracting and nurturing prospects so deals are closed. It’s about awareness, engagement and education.
Then, a prospect becomes a customer and something strange happens: companies abruptly stop marketing to them, other than run-of-the-mill onboarding and take-it-or-leave it training that delivers little value.
For the most part, customers are taken for granted or ignored. As a result, they feel unloved, unappreciated and underserved. It explains why churn is such a problem, particularly in ultra-competitive markets.
Something needs to change, right?
Instead of assuming customers are content, companies need to keep marketing to them. To keep customers in the fold, companies have to be engaging, educating and entertaining.
Customers have to believe their business is valued and, just as important, they need to see that the product still makes a difference to
Continue reading "Post-Purchase Marketing: Building Your Customer Experience Arsenal"
While B2B and B2C content strategies follow a largely similar approach, the B2B landscape differs from B2C in many ways. On one hand, B2B intent is mainly educating its audience while B2C intent mostly involves engagement through content that can be enjoyed.
For B2B content strategy
, there is a high probability that the content strategy will be diverse because the marketing funnel generally involves more stages since the B2B audience is focused on keeping and nurturing the business relationships.
Here are 5 tips that will help you in building an effective B2B content strategy:
1. Create a uniform strategy with well defined objectives
Your content strategy should be uniform. When laying down your content plan, it is essential to focus on creating a common objective so your content is aligned with your goal and doesn’t contradict it.
By having a set of well defined objectives, you can create posts
Continue reading "5 Tips to build an effective B2B Content Marketing Strategy"
Search engine optimization is a crucial part of any company’s success, but the good news is that you don’t have to reinvent the wheel – you can borrow the strategies used by successful companies to gain millions of site visits a month.
We decided to look at seven major companies’ search strategies, particularly how they use backlinks to drive more search traffic. While Google uses over 200 ranking signals, backlinks are arguably the most important ranking factor. (Now when we say backlinks, we mean high-quality
backlinks; Google has long ago learned to determine which links are spammy.)
Google wants to provide the best possible user experience, and backlinks are one way to establish trust with the search giant. If more sites link out to you, that shows Google that your site contains quality, relevant, authoritative content.
Though Google looks at the quantity
of backlinks, there are two other factors
Continue reading "Analysis of 1 Million Backlinks: How Udemy, Airbnb, Heineken and More Get Millions of Site Visits Every Month"
Agile project management may once have been the exclusive domain of technical teams, but not any more. As the role of marketing expands to encompass an ever-wider range of functions and responsibilities, more of these non-technical teams are adapting the Agile methodology for their own use. To get the inside scoop on how one tech startup’s marketing team made this work, I sat down with Kyle Lacy, VP of Marketing for Lessonly
and certified SCRUM master.
The Airtight Case for Implementing Agile: Do More with Less
The Lessonly marketing group is made up of ten professionals across three teams – demand gen, brand and product marketing – and is responsible for everything from content and event strategy to direct mail and customer marketing. They cover the entire customer journey, from the top of the funnel to supporting customer expansion opportunities.
Like most startups, the team just didn’t have the resources they
Continue reading "Agile for Marketing Teams – A Roadmap"