Strategy

So Happy Together – Getting Digital Marketing to Work Across Channels – B2B Marketing Article

Is your website an expensive business card? Or is it, in the words of Henry Standing Bear, a “continual soiree?” (That’s from the Netflix show, Longmire. I’m a sucker for westerns.) Your website may not be a never-ending party but it can’t be a wallflower, either, just leaning against the wall with the other marketing kids. It’s got to get out there and dance with the prospects! For that matter, the same is true of your email marketing, favorite social…

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Practical advice from Wix to help agencies increase productivity – Marketing Article

30-second summary: ClickZ hosted a Webinar in collaboration with Wix to discuss some effective approaches to solving a big agency pain point—increasing productivity. With efficiency, you are trying to do the same with less. With productivity, you’re trying to do more with the same. The three productivity zones for agencies are workflow, resource management, and client relationships. Wix outlines seven steps to optimizing productivity from identifying pain points to simplifying client communication. ClickZ recently hosted a Webinar in collaboration with…

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Are you focused on the right marketing metrics? – EEC – Email Experience Council – Email Marketing Article

Working with digital marketers over the last 15 years, I’ve witnessed a habit where they can become all consumed with activity metrics like email open rates, website page views, number of marketing qualified leads, and webinar attendee to registrant percentage rate. While these metrics are important in understanding your marketing processes, they can blind you and shift attention from focusing energy and resources on the factors that are fundamentally driving the success of the business. Steps to Ensure You Are…

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Website Marketing Effectiveness Checklist for 2020 – B2B Marketing Article

If you’ve already missed two days at the gym and the wine bottle is calling your name even though you promised yourself a Dry January, you may be feeling a little blue. Cheer up! I’ve got just the New Year’s resolution to get you back on track. It won’t help you lose weight or get your body beach-ready, but it will improve your website’s marketing effectiveness. Though you should be doing many of these things as part of your regular…

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New Year or New Job: Five Keys to a Successful 100-Day Plan – Marketing Article

By Matt Heinz, President of Heinz Marketing Some version of this question I hear quite often: “If you had 100 days, how would you impact our business?” Great question whether you’re hiring a consultant or new employee, or if you are, in fact, that employee starting a new role. And even if you’re just starting a new year fresh, here are some recommendations that might help. Listen and learn first No matter how much knowledge and experience you bring with…

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Arthur Fonzarelli Knows Digital Marketing? Correct-amundo! – B2B Marketing Article

The Fonz was, for a period, the coolest character in all of pop culture. (At least until he jumped the shark.) The actor who played Fonzie, Henry Winkler, is a pretty cool character himself. A few years ago, I heard an interview in which he was asked about the challenges of carving out a career in the notoriously fickle entertainment industry. He noted that he kept his motivation by being both tenacious and grateful. I’ve found that idea to be…

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Real Buyers vs Imaginary Friends – B2B Marketing Article

How much guesswork is involved in your B2B market segmentation strategy? Are you building products for an imaginary buyer? In the B2B tech sector, this happens more often than you would think. Change Your Tactics To Sell To the Little Guy For example, one of our SaaS clients is very successful at selling to human resources (HR) buyers in enterprise organizations. But when they tried to launch a product targeting small and medium businesses (SMBs), it fell flat. What went…

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Behaviors of Successful eCommerce Distributors – Part 2 of 3 – B2B Marketing Article

3 Actions that Build a Better eCommerce Process Distributors with profitable eCommerce sites have put into practice winning strategies to enhance their digital channel using the golden triangle – people, process, and technology (PPT) – as their model. Scott Frymire, SVP of Marketing at Unilog, is sharing these best practices with B2B organizations looking to implement a new digital branch or improve their current online offering. In the first blog post in this three-part series, Frymire offered three people-related behaviors…

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Post Purchase Strategy | WhatCounts – Email Marketing Article

And last, but certainly not least, is the email that everyone enjoys receiving…the shipping confirmation email. Just like the order confirmation message there is room to upgrade this template, rearrange the content to display the transactional content more prominently and update the footer to call out the social media spaces. Luca + Danni may also want to consider top navigation in their transactional messages. Links for things like Customer Service, Return Policy, and Satisfaction Guarantee are popular areas that a…

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