Modern Marketing University

17 Jun

Emotional Marketing For B2B Companies

Emotional marketing moves beyond rational marketing that focuses just on product attributes, to emotional marketing that focuses on capturing share of heart with products that connect on a deep personal and emotional level with customers (B2Bwhiteboard).

Emotional marketing is a frequently used tactic for business-to-consumer (B2C) companies. But how can business-to-business (B2B) companies leverage such an effective tactic? First, remember that behind every business decision, a person is involved! Therefore, emotion-triggering techniques can still be effective, just with a slightly different twist.

by Lindsay Brown

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11 Jun

Is Your Marketing Modern?

Modern marketing is an evolved mix of strategic marketing, traditional marketing, internet and new media, and better results measurement. Modern marketing is more effective. More cost efficient. More measurable. More targeted. More social and mobile.

Is your marketing modern? Modern Marketing Partners is now offering a free modern marketing report card for qualified marketers!

by Lindsay Brown

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27 May

How Brands Can Use Cause Marketing For Results

Once a philanthropic tactic practiced by billion dollar mega-brands, cause marketing has grown to be a key element in the marketing mix for companies and brands of all types and sizes. Research shows 75% of consumers believe companies should support charities and nonprofits with financial donations, while 61% say they will buy a new brand if it supports a cause they care about (Do Well Do Good).

Cause marketing allows companies the opportunity to succeed financially while simultaneously doing something good for the community. In our recently published whitepaper, How Brands Can Use Cause Marketing For Results, we shared the types of cause marketing, cause marketing tips, case studies, and an infographic. Below we will share 6 tips for effective cause marketing!

by Lindsay Brown

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8 May

Native Ads vs. Banner Ads

You are more likely to die in a plane crash or win the lottery than click on a banner ad. You may have heard these statistics being discussed around the web, see more here. So, is native advertising any more effective?

Lately there has been a lot of excitement surrounding native advertising. Below we will explore the effectiveness of native advertising beginning with the difference between native and banner ads, followed by an infographic that details the effectiveness of each, and an example of a controversial native advertisement from The Atlantic!

by Lindsay Brown

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1 May

Trademarks – The Biggest Name Development Roadblock

One of the biggest difficulties, indeed roadblocks, to name development is the high likelihood that the brilliant name that came to you in your sleep last night is already trademarked.

In saturated categories like consumer products, healthcare, and technology, trademark “knock-outs”, or eliminations from consideration due to existing trademark conflicts can approach 90%! What’s more, in the United States, even if the trademark does not show up in the United States Patent and Trademark Office (USPTO) database, a trademark conflict can still exist. Finally, if the trademark will be used internationally, various trademark laws must be considered.

by Lindsay Brown

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24 Apr

Inbound Marketing in 2013 – Survey Findings

Today Hubspot released their 2013 State of Inbound Marketing Report, shedding insights into what inbound marketing means to marketers and their companies. In this fifth anniversary edition, they asked 3,339 marketing professionals from 128 countries to share their perspectives on everything from strategy and organizational alignment to budget and channel management.

Overall, marketers are increasing their inbound spending nearly 50%, for the third year in a row! No question, the marketing mix has has significantly changed, shifted, and evolved from traditional marketing to Internet-centric approaches. Below are Hubspot’s 10 key takeaways from the State of Inbound Marketing 2013 report.

by Lindsay Brown

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17 Apr

B2B Buyer Personas – Development Tactics and Content

“A buyer persona is a composite of different factors that affect your buyer and motivate him/her to buy. Your prospect’s buying cycle and buying decisions are situated within a larger context that must be understood in order to motiveate his/her buyer behavior” (MLT Creative). For B2B, buyer personas are especially complex due to typical B2B sales cycles.

MarketingSherpa found that 41% of B2B firms have established buyer personas, while 47% of organizations have not (See more). A complete understanding of your buyer is critical in the development of communications, marketing materials, and content. Below we will share tactics in developing buyer personas. In addition, we detail what type of content to develop for four different B2B personas.

by Lindsay Brown

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3 Apr

Paid Search – Advanced Techniques

In our three-part Paid Search Series, we have shared a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search.

Part one covered some the basics of PPC including keywords, placements, and rankings. Part two detailed the differences between paid and organic search. In our final post, we will be discussing more advanced techniques, including 3 critical components of starting a new campaign: choosing a campaign type, keyword match types, and bids and budgets.

by Lindsay Brown

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20 Mar

MMP Recognized as a Top Agency By BtoB Magazine

Modern Marketing Partners was recognized as a top business-to-business agency by BtoB Magazine in its March issue. Founded in January of 2012, Modern Marketing Partners is extremely proud to receive this honor after it’s first year of operation.

The 2012 Top Agencies report by BtoB magazine includes four categories: Small agencies (revenue up to $10 million); midsize (revenue between $10 million and $99.9 million); large (revenue of $100 million and up); and interactive agencies. The finalists in each category were selected based on percentage of total business that is b-to-b, revenue growth, new client wins, innovative work and expanded service capabilities.

Modern Marketing Partners was distinguished as a top small agency in the magazine’s special report dated March 4, 2013.

by Lindsay Brown

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