4 Case studies all Marketers need to read

4 Case studies all Marketers need to read

Case studies are a great way to to facilitate learning, case studies portray real life situations.  Case studies are a form of problem-based learning, where you present a situation that needs a resolution. A typical business case study is a detailed account, or story, of what happened in a particular company, industry, or project over a set period of time. Case studies are a great way to improve learning and training.

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Using Content Marketing in your B2B Marketing Plan

Using Content Marketing in your B2B Marketing Plan

In 2016, content marketing continues to be an important component to the B2B marketing industry. In fact, according to reports by the Content Marketing Institute, 93% of B2B marketers use content marketing to distinguish their companies in highly cluttered markets. In the B2B marketing realm, ensure your content marketing addresses at least these two goals: You first need to catch your prospect’s attention, and then you need to show them that you are the industry expert they can trust. One of the most effective strategies for achieving these goals is consistent education, taking a targeted approach, having a customer-centric view, and aiming to build long-lasting relationships. Other goals of B2B content marketing are to use content for generating brand awareness, leads, and boosting engagements. 

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The B2B lead scoring system

The B2B lead scoring system

Most marketers focused on inbound marketing aim to generate a regular stream of leads into their funnels. Once we have created a seamless working system to generate leads, we need to understand who is really interested, who we should devote our time to, and where the highest potential is.

This is the point where you turn to your B2B lead scoring system. B2B Lead scoring lets you give each lead a value based on the information you have on hand that you have collected from each person and how they have engaged with your website and brand. Evaluating this data helps you prioritize leads and become more focused on the leads with the highest potential. This way we save time and money, focusing on what will bring in the greatest return.

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B2B lead nurturing and the buyer Journey

B2B lead nurturing and the buyer Journey

As B2B digital marketers, it is our job to create and nurture measurable, actionable interest in our brand, product or services. We work tirelessly to gain market share and drive more leads into our sales funnels. 

As we know most B2B purchases often involve significant spend and they are usually only made after extensive research and thought. This is why lead nurturing is so important. 

The ideal point lead hand off process from your marketing team to the sales team is after those leads have been moved from Marketing Qualified Leads MQL’s to Sales Accepted Leads SAL’s. This only happens once the leads have shown some interest and is ready to close a deal. 

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The Future of Modern Marketing

Predicting the future is usually a tough nut to crack, but what we can look at is the direction we are moving towards. The future of marketing is just around the corner with the end of 2015.

Now that we know everyone is a content generator/media company, marketers need to cut through all the extra clutter and noise. The content that marketers produce can’t just be more content, it needs to be better more focused content. As marketers we need to focus our time and energy on creating efficient content. We need to be more efficient in leveraging technology to find and understand our target audiences. We need to really understand our audience all the customers, prospects, partners, advocates and even readers. The goals should not be about generating more clicks but about captivating their attention and making them focus on us.

In order for us to really understand our audience we need to understand thedata. Now more than ever we have access to tones and tones of data we need to be using correctly. Again, we need to ensure that we are also looking at the correct, relevant data to help guide us in the future.

"At the end of the day, are you driving engagement and revenue or not? The marketing teams that can prove their contributions to sales will be the most valued in 2016 and beyond." - Meagen Eisenberg @meisenberg

As 2016 approaches I urge marketers all around to focus not on the vanity metrics but the conversion rates. Focus on attention grabbing and not impressions. Tie in data with technology to achieve greatness in 2016.

"Sales enablement is the most important marketing function heading into 2016 to drive increased lead conversion and sales pipeline contribution." - Matt Heinz @heinzmarketing

What do you see as the future of marketing for 2016? Is the future in data, technology and a focus on attention?

Taking email to new heights for greater ROI

It is time to focus on contextualizing and personalizing your next email campaign. It is no longer a “nice to have”.

Personalized email is now expected by consumers across all industries and sectors. The need to connect and communicate with your customers, at the right time, with the right message has never been more important. As customers are becoming inundated with emails, most end up in the trash folder. In order to combat this, we as marketers need to focus on giving the customer what they want, when they need it.

Email marketing continues to be among the top yielding channels for ROIwith marketers, placing email in a great position to give digital marketers the best results for their budgets. Email delivers the best measureable ROI of any channel, which means digital marketers can track their investment in email more efficiently and improve upon them with ease. There is no longer a need to send out mass or blanket emails. With advancements in email and data technology we have no excuses not to be more focused on specific individuals and less on the audience.

A personalized, sincere message will build a stronger connection than a sweeping artificial message. Personalized email evokes positive emotional responses, letting each recipient know they are truly valued as an individual rather than being just another number. Stop blasting the same message to your whole database and focus on building out individual customer profiles for a more meaningful connection.

Organizations which have the capability to personalize email campaigns, can start applying technology to build a complete picture of the customer/brand interaction. You will want your brand to be able to gain valuable insight into each customers’ wants and needs while maintaining the ability to adjust your message to cater to the person in real-time.

Reaching out to your customers in a smart, targeted, timely manner can be done through contextual emails. Utilizing available data which details a customer’s interests, location, behavior and history can assist marketers to tailor messages and hit the mark. By focusing on the date, coupled with behavioral attributes, you can take your email to a higher level.

Measuring the success of your contextual email using innovative metrics is key tobuilding stronger, longer lasting customer relationships. Concentrating on important statistics, such as return on engagement, minutes spent on email, and social sharing, highlights specific areas marketers can focus on to gauge email efficacy. Rich data, like shopping cart abandonment rates, return on email and average order value, dig deeper into contextual engagement. This further assists email marketers evaluate the lifetime value of their customers. Analyzing customer privacy satisfaction levels, user-generated information, and volume of behavioral/transaction data gives enterprises the insight needed to deliver the best customer experience possible. Email is evolving with the data revolution. It is time for companies to innovate with email in using contextual data or risk losing whatever relationship was there to begin with. Email partnered with big data can be a very powerful tool.

Contextual marketing is all about creating helpful and timely experiences for consumers as a brand. This approach leverages truly relevant information to improve the consumer-engagement experience, creating real-time value and interactions that customers will actually care about the moment they open their email.

Personalization is no longer a "nice to have"consumers expect it, which is why your brand cannot afford to send emails without it. Consumers are all too familiar with how to unsubscribe with one click. You do not want to risk your customers finding that button because of a non-relevant email. Context and personalization adds value in the right place, at the right time. Contextual emails are about understanding location, preference, and time to deliver helpful, compelling experiences.

So will you take your email marketing to a higher level?