In a prior job, I was responsible for both product marketing and content marketing. So when I tell you the two can co-exist, it's because I've seen it...
In a prior job, I was responsible for both product marketing and content marketing. So when I tell you the two can co-exist, it's because I've seen it firsthand. But let's be real. We're living in an increasingly content-driven world, where potential buyers are lured in with promises of infographics, ebooks and blogs. How do product marketers stay relevant? I have four keys I follow. Be the Expert on the Market Sometimes content marketing feels like it's about everything but...
In a prior job, I was responsible for both product marketing and content marketing. So when I tell you the two can co-exist, it's because I've seen it firsthand. But let's be real. We're living in an...
Not long ago, Dave Cutler faced a nerve-wracking experience too many others can relate to: he got laid off. Rather than get spooked, though, he set his sights...
Not long ago, Dave Cutler faced a nerve-wracking experience too many others can relate to: he got laid off. Rather than get spooked, though, he set his sights on starting a new chapter in his career – namely in social media. But he knew if he wanted to stand out from the crowd, he needed to build a name for himself – a personal brand. So Dave set out on a personal branding campaign, using online and offline tactics to network, demonstrate his expertise and show the value his...
Not long ago, Dave Cutler faced a nerve-wracking experience too many others can relate to: he got laid off. Rather than get spooked, though, he set his sights on starting a new chapter in his career –...
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower Marketers have long been used to...
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower Marketers have long been used to drawing up plans. Plans make us feel prepared and safe. But as social media has gone from the beta test to a part of everyday life, sticking to a detailed marketing plan has become virtually impossible. It’s a bit like arranging your home while driving the moving van: you can try to put all the pieces in place, but you...
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower Marketers have long been used to drawing up plans. Plans make us feel...
Content marketing is all the rage lately. (Whether you call it content or inbound marketing.) But few marketers know how to measure the actual ROI of their...
Content marketing is all the rage lately. (Whether you call it content or inbound marketing.) But few marketers know how to measure the actual ROI of their content. Thankfully, a new e-book has stepped into the gap. “Content Marketing ROI”, which was published by our partner Kapost and us, actually pins some numbers to the return on content marketing investments. We started out by looking at some of the upfront costs of putting in an ongoing content marketing process in place...
Content marketing is all the rage lately. (Whether you call it content or inbound marketing.) But few marketers know how to measure the actual ROI of their content. Thankfully, a new e-book has...
In marketing it’s hard to get attention. Turns out, it may be even harder to sustain it. Research shows that people visiting your website choose to stay or go...
In marketing it’s hard to get attention. Turns out, it may be even harder to sustain it. Research shows that people visiting your website choose to stay or go in first 10 seconds. So first impressions definitely count. Still here? Good. I want to keep your attention so here’s a chart that shows just how steep the drop off is. This research comes from the website of Jakob Nielsen, a prominent and respected web usability expert. What it shows is just how fast people abandon web...
In marketing it’s hard to get attention. Turns out, it may be even harder to sustain it. Research shows that people visiting your website choose to stay or go in first 10 seconds. So first impressions...
Growing a vibrant online community isn't an easy. That's why its so rewarding when it takes on a life of its own. Eighteen months ago we began the process of...
Growing a vibrant online community isn't an easy. That's why its so rewarding when it takes on a life of its own. Eighteen months ago we began the process of building an online community at Eloqua. As the community manager, my mandate was to grow the community from scratch, keep members engaged, and make sure that the content was up-to-date. I had help from Jive Software and inspiring ideas from The Community Manager. But mostly, I found that trial and error were two good...
Growing a vibrant online community isn't an easy. That's why its so rewarding when it takes on a life of its own. Eighteen months ago we began the process of building an online community at Eloqua. As ...
The terms “inbound marketing” and “content marketing” have been popping up in the blog posts, press releases, eBooks, infographics and social media feeds of...
The terms “inbound marketing” and “content marketing” have been popping up in the blog posts, press releases, eBooks, infographics and social media feeds of every marketing automation company lately. While the differences between the practices may be nuanced, the surge in use of these terms is anything but subtle. The question is, Why? For one, there is a “modern marketing” element to the terms. The marketing automation category has existed for several years, and newer...
The terms “inbound marketing” and “content marketing” have been popping up in the blog posts, press releases, eBooks, infographics and social media feeds of every marketing automation company lately....
It’s impossible to escape the seismic shifts that have rocked the B2B marketing world in recent years. New terms are entering our lexicon at an alarming rate:...
It’s impossible to escape the seismic shifts that have rocked the B2B marketing world in recent years. New terms are entering our lexicon at an alarming rate: social, cloudsourcing, gamefication… How do you sort the viable, long-term disruptions from the buzzwords? The marketers joining the SiriusDecisions Summit today want more than tools. They want to discuss the emerging trends and strategies that can drive demand. Last year, we spoke to Jonathan Block, Sirius’s VP and...
It’s impossible to escape the seismic shifts that have rocked the B2B marketing world in recent years. New terms are entering our lexicon at an alarming rate: social, cloudsourcing, gamefication… How...
I love The Office episode “Business School,” when Ryan schools Michael Scott on the cost difference between keeping a customer and finding a new one. (Yes, I...
I love The Office episode “Business School,” when Ryan schools Michael Scott on the cost difference between keeping a customer and finding a new one. (Yes, I still watch The Office. Yes, I still think it’s funny.) Other than “Don’t let Michael Scott speak to your MBA class,” the underlying message is that your customers are your best, well, customers. They should be treated as such. So how do you know if you’re successfully upselling? When it doesn’t feel, look or sound like...
I love The Office episode “Business School,” when Ryan schools Michael Scott on the cost difference between keeping a customer and finding a new one. (Yes, I still watch The Office. Yes, I still think...
