June, 2012

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True Colors: What Your Brand Colors Say About Your Business [Infographic]

Adobe Experience Cloud Blog

by Jason Miller The most prominent brands in the world are defined by their colors. Think of McDonald’s golden arches, the name Jet Blue, and UPS’ slogan, “What can Brown do for you?” These companies, and many others, strategically use colors in their logo, website, and product to appeal to customers. As a B2B marketer , it’s important to think about how you utilize colors and what the colors you choose say about your business.

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Are Marketers Becoming Digital Dinosaurs?

Marketing Insider Group

According to a CMO Council study of more than 200 marketing executives, covered by MediaWeek , marketers are being left behind by the digital age. The report stated that 90% of companies do not have an integrated digital marketing strategy. And more than a third admitted that their marketing plans were nothing more than a combination of tactics. Despite this, 20% of the marketing leaders reported having the approval from the C-Suite to make digital a reality in their organization, while 42% clai

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How to Create a Total Online Presence When You Really Don’t Have the Time

Duct Tape Marketing

As marketing your business online continues to evolve it’s become essential to look at how you view your online presence in a global, integrated and strategic manner. Ernst Vikne via Flickr. From this view, I believe you can gain the greatest coverage with the least amount of chasing your tail. I believe there’s a bit of a hierarchy to what must be done first and by adhering to this loose order you’ll always know what comes next.

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How B2B Marketers Are Scoring Big with Social Media [Infographic]

Adobe Experience Cloud Blog

by Jason Miller The results of the fourth annual Social Media Marketing Industry Report are in. Conducted by Social Media Examiner, the survey asked more than 3,800 marketers where they focus their social media activities, how much time they invest and what the rewards are for doing so. The results show that B2B marketing professionals are indeed achieving tremendous results with social media marketing, and in many cases, beating out their B2C counterparts.

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How to Leverage Behavioral Science Insights for Direct Mail Success

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

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10 Fantastic Tactics to Fuel Your Content Marketing Strategy: Part 1

Adobe Experience Cloud Blog

by Jason Miller Content marketing is the new black for B2B marketers and many analysts predict that it’s only going to become more vital as businesses adapt to today’s social savvy buyer. According to a recent study by the Custom Content Council , 73% of consumers prefer to get their information about an organization in articles rather than advertisements.

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B2B Social Media Best Practices for the Integrated Age

Adobe Experience Cloud Blog

by Jason Miller I’m pleased to introduce Rajesh Kadam, founder and CEO of Growth Fusion , as a guest blogger. Growth Fusion is a boutique integrated marketing agency with a strong focus on ROI-driven Customer Acquisition and Demand Generation. Rajesh is a Marketo expert and has hands-on experience defining projects and implementing them at both venture-backed start-ups and consulting firms.

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When The Boss Has A Crazy Idea, It’s Time To Start Testing – An Interview with a Chief Data Officer

Adobe Experience Cloud Blog

by Josh Aberant Many marketers have been in a situation where their boss comes up with a crazy idea they would like to have implemented. Staying focused on initiatives that work often requires pushing back on the idea, but the problem is that staying employed often requires entertaining the idea. This results in a conundrum for marketers. Nicole Delma is the Chief Data Officer for the up and coming music startup RCRD LBL, and during a panel discussion at the Online Trust Alliance Forum she shar

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Build CMO Power by Driving Revenue in B2B: An Interview with The CMO Club

Adobe Experience Cloud Blog

by Jon Miller A few weeks ago I was interviewed by The CMO Club , a website dedicated to bringing CMOs together to become better leaders, marketers, and deal makers. The interview was focused on how to build CMO power by driving revenue in B2B. Despite the fact that most CMOs know they’re driving revenue, they are unsure of the ROI of their marketing.

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Sharpen Your Social Marketing: MarketingProfs’ Digital Marketing World Recap

Adobe Experience Cloud Blog

by Rick Siegfried Our friends at MarketingProfs hosted the most recent installation of their Digital Marketing World virtual conference series last Friday. The topic was that which no marketer can seem to get enough of these days, Social Media. It was interesting to see how social marketing has taken a profound shift from being about brand awareness to being about lead generation.

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Where to Find a Marketing Automation Expert

Adobe Experience Cloud Blog

by Maria Pergolino You’re considering ramping up your marketing results by implementing a marketing automation system , but know you’ll need to find someone to get things going. This article will explain why it might seem hard to find someone with the right skills, where to look for candidates, and what to do when you can’t find someone with experience.

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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The God Complex and the Importance of Trial and Error

Adobe Experience Cloud Blog

by Jason Miller I recently watched an incredibly inspiring Ted Talk by Tim Harford. Harford is an economics writer who studies complex systems and finds a surprising link among the most successful ones; they are built through trial and error. His talk centers around the idea of a God complex – a refusal to admit the possibility of being wrong regardless of the complexity of the situation – and how trial and error creates better results than a self proclaimed expert.

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Maximum Revenue: What Can RPM Do For You? [Infographic]

Adobe Experience Cloud Blog

by Jason Miller More than 400 companies participated in The Marketo Benchmark on Revenue Performance Management survey to learn how top performers were maximizing revenue coming directly from their marketing initiatives. The survey examined revenue performance maturity and performance metrics for each company across three categories: growing number and quality of leads and opportunities, improving sales effectiveness , and optimizing sales and marketing ROI (return on investment).

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Dynamic Content Marketing – Without Being a Creep

Adobe Experience Cloud Blog

by Caroline Ruggiero As a practitioner of marketing automation , I am constantly judging and silently grading any content marketing efforts targeted towards myself as a consumer. Marketing automation tools like Marketo continue to bring the ability to customize content dynamically and tailor it to every lead. Recently, I received a Direct Mail piece and an email within a one week period from an online pet products retailer that I had purchased from.

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The Content Marketing Checklist For B2B Marketers

Marketing Insider Group

Content Marketing is a hot new topic because businesses have realized that customers run away when they sense traditional marketing techniques. But now instead of competing on the sheer quantity of interruptions, businesses are competing on the quality of their content. Change is coming for many B2B Marketers. But for some of us, it’s already here and we are lighting the path forward.

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Social Media Lies, Damn Lies and Statistics

Marketing Insider Group

I saw a recent example of the popular saying “there are three kinds of lies: lies, damn lies and statistics ” in a BtoB Magazine front page headline “ Social Media Does Not Influence B2B Buyers “ The article covers research conducted by IDC of 199 B2B Technology Buyers and states that although 84% of B2B Tech buyers use social media, only 18.6% claim that it influenced their technology buying decision.

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Stop Bullying. Support Diversity. #ItGetsBetter [Video]

Marketing Insider Group

I don’t often make personal pleas, tell overly-personal stories or ask my community of readers here for support on any issue. But this project, this video and the countless people who suffer in silence due to bullying or a lack of acceptance of their differences every day is too important to ignore. So instead of talking about B2B Marketing (the topic seems so meaningless in this context), I am sharing with you a video , made by my colleague, Moya Watson (@ MoyaLynne ) with many others fro

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5 Questions Every Business Owner Should Answer Before They Try To Grow Their Business

Duct Tape Marketing

Actually, starting a business is pretty easy these days. Figuring out how to sell something, something you know how to deliver or something in demand, isn’t that hard or expensive anymore – if, your goal is to simply bang out a living and get by. kenteegardin via Flickr. If, however, your goals are a bit more ambitious, say to grow an asset that you might sell, become wealthy or dominate an entire industry, then you better be prepared to do things a little differently than most.

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10 Reasons Why I Don’t Buy From You

Duct Tape Marketing

No matter how great a product, service, category or industry seems, there is always room for innovation that can drive more sales. Ed Yourdon via Flickr. Often times we unknowingly create barriers to purchase simply because we don’t understand they exist as they aren’t insurmountable, just annoying. Or, we leave industry-accepted barriers in place because that’s just the way everyone does it.

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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5 Key Ingredients to Charging What You’re Worth

Duct Tape Marketing

I’m taking some vacation time this week and I’m actually going to stand waste deep in the Columbia River in Oregon and cast for Trout. (Don’t worry I won’t hurt any I’m strictly a catch and release kind of guy.) While I am away, I have a great lineup of guest bloggers filling my shoes. This post is brought to you from Sarah Petty.

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Google Moves Local Businesses to Google Plus With Brute Force

Duct Tape Marketing

In a move that I predicted from the very beginning, Google has finally scrapped the Google Places offering and rolled all Places profiles into what they are calling Google+ Local. Google+ Local offering. Now, you could argue, and some will, that forcing local business owners on to Google+ is yet another sign that Google is putting way too much emphasis on their desire to become relevant in social media, but the fact is, it’s still very much Google’s world that we playing in.

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5 Ways Every Business Should Use Google+ Hangouts

Duct Tape Marketing

I think Google Hangouts are the most interesting aspect of Google+. To date, however, I don’t see them being used in very creative ways. A Google Hangout is little more than a glorified video chat and could be accomplished using a variety of technology, but they are unique for two important reasons. First, the technology exists inside of Google+ so you have a simple interface to involve your connections inside of the platform.

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How to Use Press Releases to Create a Steady Social SEO PR Downpour

Duct Tape Marketing

There was a day when the press release did a lot of the work in generating actual media coverage for a firm announcing a new product, acquisition, award or some other newsworthy milestone. Yan Arief via Flickr CC. Today a great deal of this kind of news is either delivered directly to audiences through social channels or carried by a PR professional as part of a broader pitch for coverage or advocacy.

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Brick & Mortar Retail Relevance: How to Stay Ahead of the Curve

Speaker: Jay Black, Senior Account Executive

Let's set the record straight: in-store retail isn't dead - it's evolving! Faced with the digital age and the demands of omnichannel shopping, some retailers are thriving while others are struggling to adapt. Join Jay Black in this exclusive session as he explores the strategies that set successful stores apart, including: Crafting unique and unforgettable in-store experiences 🛍️ Mastering the art of retail demands 🛒 Navigating inventory challenges in today's climate 📦 an

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How to Create the Right Strategy, Focus, Projects and Priorities to Get the Most Important Things Done

Duct Tape Marketing

It’s mid-year once again. July is a great time to replan your year. Perhaps you’ve lost your way a bit, need to get clarity, regain your focus and narrow your thinking to a few select high priority action items. Below is a process that we use on a quarterly basis. I’ve described as though you’ll be doing it for the first time, but subsequent quarterly reviews are more a realignment than a starting over.

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Never Get a Real Job Just Like Chris Guillebeau

Duct Tape Marketing

Marketing podcast with Chris Guillebeau (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen). Chris Guillebeau is one of the most fascinating people I’ve interviewed. Still in his early thirties, Chris is on the verge of completing a tour of every country on earth — he’s already visited more than 175 nations — and yet he’s never held a “real job” or earned a regular paycheck.

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5 Ways to Be More Human in Business

Duct Tape Marketing

One of the greatest things about technology is that it can make us more efficient, allow us to automate interactions, be on every corner and remain open twenty-four hours a day without the need for a human attendant. thisisbossi via Flickr CC. And, it can wall us off from our customers and prevent us for building the kinds of relationships that help us get better at what we do, help us understand the true needs of our customers and help us build the kind of community that can sustain us through

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What If We Actually Had a Conversation

Duct Tape Marketing

Marketing podcast with Doc Searls (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen). There’s so much talk over the last few years about conversations in marketing when I think a great deal of what still goes on are monologues infused with good listening data.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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A Radical Customer Relationship Building Approach

Duct Tape Marketing

I’ve been thinking a lot lately about ways to enhance the personal touch of customer relationship building. So much interaction, education, sales and service can be handled without every actually talking to another human being that it’s easy to fall into that mode completely. mikecogh via Flickr. I think the real beauty of using all of this new technology is that it allows us to automate the routine and therefor should free up time and energy to focus on creative ways to deepen actual relationsh

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Ideal Visitor Optimization Is the New Website Design

Duct Tape Marketing

I am going through the process of reconfiguring my website. Note that I did not say redesign. While there will be an incredible design element provided by the fine folks at Studio Press and Copyblogger Media , my real focus is on configuration around something I’m going to call “ Ideal Visitor Optimized Goals.”. Before I explain what it is I think I mean by that, let me talk about the past. qf8 via Flickr CC.

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Weekend Favs June Twenty Three

Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a favorite for the week from Flickr or one that I took out there on the road. Spice Market Kansas City Market by ducttapemarketing via Flickr.

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Weekend Favs June Two

Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a favorite for the week from Flickr or one that I took out there on the road. Image sota-k via Flickr CC.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.