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'Author: Ellen Gomes The modern buyer, like the modern marketer, is obsessed with data. We love to know about our activities — who did we talk to? What did we tweet about and search for? How many blogs did we write and which got the most attention? And, what life events happened? This type of information fuels annual “year in review” campaigns that many companies develop to feed our need for information.
'One of the biggest questions buyers ask in their online journey from awareness, to consideration, to selection is “who is influential?” on the topic. It is human nature to look for validation, expert advice and insights from those who understand a topic and seem to know what they are talking about. This is true in just about any major decision, including who we buy from.
'Author: Ellen Gomes Marketers have seen a ton of change in 2014, the era of engagement marketing has started to take shape and change how marketers approach buyers. We’re much more cognizant of the changing buyer — who wants to be engaged with relevant, personal messages, wherever they are — and we’ve started to shape our marketing accordingly.
'Author: Mike Stocker What’s small and red and tart and Americans eat 10.8 Billion of each holiday season? That’s right—Cranberries! I want to explore how the Ocean Spray collective, the sellers of a holiday dinner staple—the dark red tube of cranberry goodness (cranberry sauce)—thinks about marketing a holiday-favorite throughout the whole year ( Hint: it *might* have to do with engagement).
Unlock the Power of Historical Data A Data Revolution: Why Your AMS/CRM Needs a Native Data Warehouse Today’s association leaders need more than real-time snapshots—they need the full story. MemberSuite: A Data Revolution reveals how a native data warehouse transforms your AMS into a strategic decision-making engine. In this free eBook, you’ll discover: The difference between a database and a data warehouse—and why it matters How to gain historical visibility into membership, engagement, events,
'Author: Dayna Rothman As the holidays are rapidly approaching, we are all scrambling to get last minute gifts for friends and family. But what is a holiday shopping trip without getting a little something for yourself? Impulse buying is not only about sales and marketing, it is also about buyers’ personality traits, emotions, self-identity, and self control.
'Author: Michael Powers Ah the holidays, a time to kick back, relax and enjoy time with you friends and families. That is, after you have finalized your 2015 plans! And like most areas of marketing, the way that companies and marketers look at events has changed dramatically in the past year. Marketing is a constantly evolving field and many of us work hard to keep up and push the envelope.
'Author: Sanjay Dholakia Is everyone looking forward to the holidays as much as I am? In the spirit of real relaxation, I’ll be pressing pause on this series for a couple of weeks but before I do, I wanted to share the latest in our partnership with The Economist. For those of you just joining us, welcome. I encourage you to check out my original post about the new era of engagement marketing for context.
'Author: Sanjay Dholakia Is everyone looking forward to the holidays as much as I am? In the spirit of real relaxation, I’ll be pressing pause on this series for a couple of weeks but before I do, I wanted to share the latest in our partnership with The Economist. For those of you just joining us, welcome. I encourage you to check out my original post about the new era of engagement marketing for context.
'Author: Dayna Rothman We recently submitted one of our most successful content assets of the year, 2014 Sample Social Media Tactical Plan , for a content award on measurable ROI. Instead of running a large report like I usually do to track all of our content assets, I got to do some deep digging into an individual asset to determine how successful it was.
'Author: Ellen Gomes We all know that it’s important to have a variety of content types—but many marketers stumble when they have to define what a well-rounded content mix looks like. They struggle to find the right balance between informative and promotional with their content marketing and how to create reusable content. To face this dilemma, and help marketers find the right content balance, we like to think about the types of content as food groups, and a healthy content mix is a healthy die
'Author: Shanna Cook It’s that time of year again — when all is merry and bright on social media, full of good hashtag tidings from your favorite brands. As a consumer, the holiday campaigns that I am most likely to engage with and share on my own social channels are the ones that don’t necessarily offer a discount code, but reflect a piece of my personality.
'Author: Sanjay Dholakia Welcome back… and for those that are new — welcome! As I discussed last week, this series of posts aims to chart a course for us marketers as we move into this new era of marketing: the era of engagement marketing. We are on a crazy, wild ride as marketers, with dramatic changes in how we market and connect with people coming at us at an unprecedented pace.
Speaker: Lee Andrews, Founder at LJA New Media & Tony Karrer, Founder and CTO at Aggregage
This session will walk you through how one CEO used generative AI, workflow automation, and sales personalization to transform an entire security company—then built the Zero to Strategy framework that other mid-market leaders are now using to unlock 3.5x ROI. As a business executive, you’ll learn how to assess AI opportunities in your business, drive adoption across teams, and overcome internal resource constraints—without hiring a single data scientist.
'Author: Shyna Zhang Anyone who has driven through the great plains of Texas has seen the hundreds of acres filled with humming oil drills, extracting the black gold buried deep in the ground. Spending my college years in the great state of Texas, I watched as my classmates entered the booming energy industry upon graduation to focus on engineering innovation, exploration, streamlining operations and expanding renewables.
'Author: Phillip Chen How many emails do you send during the holiday season? Between Black Friday, Cyber Monday, Christmas, and the New Year, your audience is most likely exhausted with email. So how else can you engage your audience? Pinterest users purchase items at a more frequent rate, making it a perfect way to engage your audience this holiday season.
'Author: Sanjay Dholakia “What a long, strange trip it has been…”. For those of you that are as old as me, you’ll instantly know that quote is from the Grateful Dead’s famous song “Truckin”. When I think of that lyric – I am not thinking about my high school days. Well, maybe a little. Mostly, I’m reflecting on just how much the science, the art, the profession of marketing has changed in recent years.
'Author: Dayna Rothman Infographics should be a critical (and fun) part of your content marketing mix, but it can be difficult to get them just right. At Marketo, our infographics serve 2 main purposes—1) we use them to entertain our audience, get social shares, and get hits on large publications such as Mashable and Inc. Magazine, and 2) we use them to help describe how a product or service works.
Speaker: Kevin Burke, Founder & Managing Director at Digital One and AI & Automation Consultant
AI and automation are currently transforming the way sales and marketing teams operate. Generative AI crafts personalized outreach at scale, while conversational AI bots are engaging prospects in real time. Robotic process automation streamlines manual workflows by triggering tasks the moment a prospect takes a key action, and advanced AI analytics surface hidden patterns in the pipeline, improve forecasting, and help teams make data-driven decisions with confidence.
'Author: Michael Gerard Earlier this year I attended Content Marketing World in Cleveland, Ohio representing Curata as its CMO and hoping to learn best practices in content marketing from other marketers. That said, I also had a special mission assigned to me by three very important people–my children. I needed to bring back the best tchotchkes that the event had to offer.
'Author: Shanna Cook Many brand marketers at for-profit companies are accustomed to working with a large marketing budgets that fund their vast array of marketing activities from events, to syndicated content to paid social media advertising. But not everyone has that luxury, and I’m inspired by how non-profits, often with limited budgets, use social media to drive successful campaigns.
'Author: Phillip Chen How many times have you gone to a website, put something in your cart only to leave it there? Now imagine condensing the amount of people that abandon their carts over the course of a month into one single day. We call it Cyber Monday and it is right on the horizon. Make sure you are ready for all the Cyber Monday activity by setting up systems to take advantage of abandoned shopping carts.
'Author: Colin Osing If you’re a digital marketer who is somewhat new to video marketing, you can take some comfort in the words that follow. First of all, you’re not alone! While 52 million US adults watch professional video content every month, online video marketing is still largely viewed as the new kid on the digital marketing block. However, setting up a video campaign doesn’t have to be difficult.
Ever wonder what really makes B2B buyers tick? Spoiler alert: it’s not just logic. Join us for our next session of the B2B Growth Show, "Neuroscience of B2B Buyer Behavior: Strategies for Influencing Buyer Choices" with Grant C. Gooding, where science meets strategy. You'll get the insider scoop on how emotions secretly drive decisions and how you can tap into them to win buyers over.
'Author: Shyna Zhang When I think of Panasonic, I think about the TVs, cameras, camcorders, and headphones that fly off of Black Friday shelves. If you have the same impression, you’d be just as surprised as I to learn that over 70% of Panasonic’s revenue stream actually comes from their B2B business – selling automotive & industrial systems, high end projectors, electric batteries, inflight entertainment systems, etc.
'Author: Ellen Gomes Every content marketer knows about the investment it takes to create awesome content. We’re not just talking about time and money, but the blood, sweat and tears it takes to create an amazing piece of content — from ideation to completion. So you know that after you’ve traveled that path, and created great content you don’t really want it to fall flat, like a soda left out on the counter.
'Author: Raymond Coppinger In 2014, innovation was the central focus of our Marketing Nation Summit and the subsequent roadshow tour, which came to a spectacular end in Sydney. The theme certainly resonated with marketers in cities across North America, Europe and Asia as they came out in great numbers to catch the wave of inspiration and learn from thought leaders in the field, and their marketing peers.
'Author: Lou Pelosi As a marketer, you probably know too well that buying has changed. Today’s self-empowered, self-educating buyer makes major progress down the path to purchase before ever talking to sales, which means that marketing is responsible for more engagement and interaction with buyers than ever before. It also means that marketers need to stay educated about new channels, evaluate their potential, and understand all of the various marketing technologies and solutions available to he
Are you struggling to highlight your impact and showcase the results of your team’s marketing efforts? Do you find it challenging to build more effective campaigns that drive meaningful results? The key may lie in unlocking the power of marketing technology (martech)—but as a non-technical marketing leader, navigating this landscape can feel daunting.
'Author: Ellen Gomes Content marketing is the process of creating valuable, relevant content for the purpose of attracting, acquiring and engaging your audience. While content marketing can be anything your organization creates to share its story, it only qualifies as content marketing if it aims to drive customer action. Today your buyers and customers are thrust into a crowded market filled with marketing messages – up to 2,900 per day.
'Author: Matt Zilli There are two types of marketers in this world: The 2 percent who would happily A/B test all the livelong day, and the 98 percent who emit an audible groan every time the topic gets raised. The latter group — the vast majority of marketers — complains: “I know I should be testing more, but…”. “But it’s hard.” “But it’s time-consuming.
'Author: Lizzy Funk Whether you like to write a blog post here and there, or you get paid to write ebooks all day, every day, we all have a little love for content marketing in our blood. Like most other types of marketing, each person has a different approach that works best for them. Just take a look at some of the top content marketing thought leaders – they each have certain skills that differentiate them from each other, but they are all still considered “grade A” content marketers.
'Author: Phillip Chen In just a couple days, the industry’s top digital marketers, advertisers and technology enthusiasts from around the world will come together at The Javits Center in New York City to connect, learn, network at ad:tech New York 2014. If you’re looking for an event to reboot your creativity and get you up to speed on market changes, check out ad:tech, where CAKE’s President, Santi Pierini and Marketo’s Sr.
AI adoption is reshaping sales and marketing. But is it delivering real results? We surveyed 1,000+ GTM professionals to find out. The data is clear: AI users report 47% higher productivity and an average of 12 hours saved per week. But leaders say mainstream AI tools still fall short on accuracy and business impact. Download the full report today to see how AI is being used — and where go-to-market professionals think there are gaps and opportunities.
'Author: Phillip Chen You’ve most likely been working all year to prepare for Black Friday, with fingers crossed that it will all pay off. It is finally upon us, and here are some last minute ideas and tips to make sure your Black Friday is successful and goes off without a hitch. Be Socially Prepared. Most marketers have already spent their budget on search ads in the weeks leading up to Black Friday.
'Author: Lizzy Funk It’s finally here! The crisp smell of fall, the crunchy leaves, pumpkin spice everywhere, and it can only mean one thing…it’s officially holiday season! I have to admit; this is my favorite time of year. I am counting down the days until after Thanksgiving so I can blast my Christmas music without shame, anywhere and everywhere. It’s also that time of the year where marketers plan to send holiday-themed emails with silly subject lines.
'Author: Phillip Chen If clowns or ghost stories get your heart racing with fear, then you haven’t experienced the panic that ensues when marketing goes wrong. Here are real life marketing horror stories and some suggestions about how to overcome them. Warning : These may be scarier than a haunted house, so proceed with caution. Happy Halloween everybody, and enjoy!
'Author: Dayna Rothman Being a content marketer is hard. I know that first hand! There is a ton of content to create, your strategy needs to be coordinated with various teams and internal customers, you need to know exactly the right content to create for the right buyer, and you need to provide it to that buyer at the right time. Plus, content creation can be a manual and creative process that simply takes time.
Speaker: Aja Bradley Kemp, Founder & Chief Experience Officer at Conversate Collective
In a world where every brand is vying for attention, how do you make your events stand out? ✨ From creative swag strategies to immersive brand experiences, the key lies in fostering real connections that inspire action and leave a lasting impression. Whether you're planning a large-scale conference or an exclusive executive gathering, this session will explore how to elevate event engagement, strengthen brand perception, and maximize ROI.
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