Modern Marketing

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Modern marketing has created the greatest time in history to start a company. The internet makes all markets more efficient by easily connecting niche buyers and sellers. It is changing shopping patterns so that prospects know more than sales reps from websites, blogs, and discussion boards, qualifying them better and moving the top of the sales funnel up. Traditional outbound marketing like telemarketing and print ads is broken, while new inbound marketing using SEO, paid search, content, and analytics on platforms like Google, blogs, and social media has become more effective.

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Perhaps the most underused marketing tactics used by marketers these days is segmentation and CRM retargeting. Why segment? To uncover and identify numerous marketing opportunities. Why retarget through CRM data? Email only goes so far, so CRM tactics allow you to go beyond spamming inboxes. Join us for this Kissmetrics webinar and we’ll show you: How to uncover insights and find opportunities through segmentation The benefits of CRM retargeting How to create your very own CRM campaign using multiple advertising platforms Bonus: How to use your segments to launch LookaLike campaigns Get ready to see an increase in conversion rates. See you at the webinar!

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Why Content? Buyers want to feel connected to a brand before and beyond purchase. SO, WHAT’S THE PROBLEM? According to AdAge, 75% of marketers said that content should frequently mention products and services, yet 60% of their audience turns down salesy content. BANNER BLINDNESS SOLVE MEDIA “ “You are more likely to complete Navy SEAL training than click on a banner ad.” By flooding the online world with promotion-heavy content, brands are contributing to content blindness. CONTENT BLINDNESS THE KEY POINTS OF A SALE TRUST AND RESPECT STAYING TOP- OF-MIND INTERNAL TIMING & RESOURCES How to Create Non- Promotional Content That Drives ROI CREATING CONTENT TO DRIVE A SALE DEMONSTRATE EXPERTISE AND LEADERSHIP CREATE CONSISTENT POSITIVE TOUCHPOINTS EDUCATE ON IMPORTANCE THE BIG PICTURE One of the most attractive things about content is its opportunity to drive qualified leads through a funnel. THE SEO VALUE OF CONTENT SEO = High Quality, Engaging Content A DOCUMENTED CONTENT STRATEGY Documented Strategy + Knowledge Bank = Foundation HARNESS YOUR COMPANY’S EXPERTISE USING A KNOWLEDGE BANK WHEN WRITING AN ARTICLE, ASK YOURSELF: Who (are you reaching)? Where (can you reach them)? What (do they care about)? Why (should they act on your message)? How (should they act after you reach them)? When (are you reaching them in the buying process)? TOOLS TO FIND CONTENT INSPIRATION Analyze trending content Quora Flipboard Pocket Twitter hashtags CREATE MINI CAMPAIGNS THE CONTENT FUNNEL A WELL-ROUNDED CONTENT TEAM CONTENT STRATEGIST SUBJECT MATTER EXPERTS CONSUMABLE EDITOR DISTRIBUTION SPECIALIST A QUOTE FROM OUR STATE OF CONTRIBUTED CONTENT REPORT Qualitative & Quantitative Metrics to Track Content ROI THE WHY Why do BOTH matter? WHAT MAKES UP GREAT CONTENT? Great Content = Marketing & Sales Enablement THE CONTENT FUNNEL New Clients THE QUANTITATIVE APPROACH: THE METRICS • Traffic • Unique visitors per month • Time on site • Subscribers • Social shares • Call-to-action clicks • Call-to-action click percentage • Conversion percentages • Number of leads • Number of marketing qualified leads • Sales numbers THE QUALITATIVE APPROACH • Influence • “Thought Leader” • Brand awareness • Credibility • Trust THE QUALITATIVE APPROACH Content is the fuel and foundation for business development: • During sales calls & email outreach • Online profile credibility • Social media • Newsletter • Blog • Speaking & awards applications • Lead capture • Marketing automation • HR • Current customer education + upsell + engagement MORAL OF THE STORY? 1. Always be testing. 2. Make data-driven decisions. THE TIME VALUE OF CONTENT: OUR NUMBERS QUANTITATIVE ROI 2sales generated as a direct result of content QUALITATIVE ROI • Invited to speak • Won awards • Featured by Inc. as a result of his content

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