Summary:
The wild holiday season is coming soon, and marketing plans should already be in progress.
To help you prep for the season, this week’s consumer marketing newsletter features a second look at last year’s holiday how-to with tips and tactics for mobile marketing, creating a Facebook presence, optimizing the e-commerce website, making use of QR codes and more. All of these still apply to this year’s holiday marketing efforts. continue...
Summary:
An otherwise brilliant email marketing campaign will fail if its emails are caught in spam filters. Deliverability is particularly challenging for B2B marketers. That's because they typically send emails to many different corporate domains, instead of many emails to one provider, such as Gmail or other freemail domains.
Tom Sather, Senior Director of Email Research, Return Path, offers five tactics to help ensure B2B email marketing campaigns safely reach the inbox. The process begins with establishing goals, and includes reputation, content and brand management. continue...
Summary:
The topic of Marketing and Sales alignment interests almost every marketer. When these departments are in harmony, the entire complex sales funnel becomes a much more manageable process from lead generation to closed deal.
This how-to article offers eight tactics employed by the marketing team at Carousel Industries, a communications technology firm, that have led to not only a closer alignment with Sales, but also a more transparent relationship across the entire enterprise.
Kelly Harman, Vice President Marketing, Carousel Industries, will present these tactics at the upcoming MarketingSherpa B2B Summit 2012, August 27-30, in Orlando. continue...
Summary:
Maintaining deliverability can be tedious. It’s easy to get lost in the details and lose sight of the big picture -- the deliverability tactics that matter most.
Check out the five tactics this flash deals website says are the most important to keeping its average delivery rate above 99%. You’ll find why the team doesn’t wait for people to unsubscribe, and what you need on your registration page to prevent it from killing your list. continue...
Summary:
In the recent MarketingSherpa webinar, "Develop a Winning Combination for Social Media Integration" (sponsored by Aquent), MECLABS’ Kaci Bower discussed how big a role your team plays in social integration effectiveness, as well as some practices you can use to improve results.
In the following webinar recap, which includes the full webinar replay, we asked Bower to expand upon some highlights of her presentation. continue...
Summary:
Late last year, we made a major change here at MarketingSherpa in our newsletter article access. Previously, new case studies and how-to articles were available with free, open access for only 10 days.
Now, our entire library of case studies and how-to articles is available to you. This marketing resource contains 2,986 MarketingSherpa articles, dating back to 1999.
We pulled this article from the MarketingSherpa library to show that a how-to on testing email programs from two years ago is still relevant today. Read on for five ideas to include in your email testing and optimization program. continue...
Summary:
As a B2B marketer, you have likely read about the importance of content marketing countless times over the last few years. And, MarketingSherpa has been no exception, having published a wealth of articles highlighting effective content marketing efforts.
In this article, Softchoice, a B2B IT company, offers six content marketing lessons it has learned after placing a stronger focus on content strategy over the last three years. Read on to see why the company puts the customer at the forefront of its content efforts; how it utilizes internal sources to create successful content; and how it measures content's effect. continue...
Summary:
Making social media part of the B2B marketing strategy can be a challenge. One notable use of this channel is lead generation, which can be done effectively when connecting social media with an overall content marketing strategy.
For this article, we reached out to seven social media experts who provided a range of tactics for generating leads through social media platforms such as Twitter, LinkedIn, Facebook, Quora. continue...
Summary:
Digital marketing makes testing and optimization efforts easier than ever, with a constant flow of data and relatively low cost compared to testing traditional marketing channels.
Learn how Cabela's has maintained a testing culture over its entire history, alongside details about its digital split testing and optimization program. Plus, get an inside look at how the team combines offline channel data to get a full view of its marketing and optimization efforts.
Tony Uhlir, Internet Customer Experience Manager, Cabela's, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. continue...
Summary:
Gamification is a fun marketing channel, but it's really just for consumer marketers. Right?
Not so fast. B2B marketers have many opportunities to take advantage of with gamification. This how-to article includes two gamification experts who provide six tactics on B2B gamification applications.
The topics covered include motivating employees, getting Sales to engage with the CRM, driving online community engagement, driving website engagement for lead nurturing, and appealing Gen Y. One key takeaway: gamification is not about the games -- it's about measuring and motivating. continue...
