Author ArchivesNeil Brown

Digital Transformation Supports Marketing and Finance Collaboration image

Marketing and Finance

Digital transformation continues to gain momentum, permeating corporations and organizations of all types and sizes, and deploying across functional areas. Digital transformation is defined as the use or adoption of technology, software and systems to improve and automate processes. The promise of Digital Transformation is disruption, new business models, productivity, cost savings, speed, and ideally improved financial results. Back to our title, like other functional areas, digital transformation is embraced by marketing and finance; providing new opportunities for collaboration between previously "siloed" or even adversarial departments. Following are details on how marketing and finance can collaborate, along with the Top 10 Marketing key performance indicators (KPIs). Today, marketing technology (MarTech), marketing automation, and Customer Relationship Management (CRM), supports detailed and timely ...

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Digital Marketing for Newbies standard

Have you started to use digital marketing in your business? It is 2020 and with everything going on in the world, digital marketing is becoming the hot topic in the marketing industry. Digital marketing has different ways to make your company stand out to your audience. As reported by Forbes on June 14th, 2020 by Mike Wood. A Quick Guide To Digital Marketing For Newbies With the madness going on in the world right now over COVID-19, every business is looking to jump into digital marketing. Many of you are way behind the curve, while some of you haven’t previously had any digital footprint. So, where do you begin? There is a lot of advice out there, good and bad, and many people ...

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Top 10 Marketing Ideas for COVID-19 image

Top 10 Marketing Ideas COVID-19

No question, the Coronavirus pandemic and COVID-19 present an unprecedented “crisis marketing” challenge to marketers of all types and sizes, consumer and business-to-business marketers alike. Consumers and business customers are distracted to say the least. Many businesses are closed, people are working remotely for the first time, or even losing their jobs. And many are busy shopping to stock up for the inevitable lock down. Given this environment, is it even appropriate to do marketing?  The answer is an unequivocal yes, but likely in different ways. Intuitively, clear and timely communication is required. Customers and prospects need to know that you are still doing business, or how you are doing business, e.g., revised hours, online sales, shipping schedules, etc. So what are ...

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CCPA

California Consumer Privacy Act (CCPA) was effective on January 1st, 2020. It outlines new standards for data collection and the penalty if businesses do not follow these standards. How does this affect marketers? Well, the way marketers use personal information has changed. What is CCPA? As stated by the Marketing Profs, “the law is meant to protect consumers’ personal information as well as increase the transparency of how the personal data of California residents is being used.” What Marketers Need to Do At the highest level Understand how personal data is being used to serve your customers Ensure your team has a clear understand on the law Make sure CCPA responsibilities are delegated within your organization Within the marketing team If you’re providing discounts ...

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Outsource vs. Insource Marketing image

Outsource vs Insource Marketing

Whether to insource marketing to an employee,  or outsource marketing to an external agency or consultant is a common but very important decision. No question, there are pros and cons of either option, and a combination of both marketing staff and outsourced marketing is the most common scenario. The right balance is surely unique to each organization. To assist in your consideration and decision making, following are definitions of Outsourcing and Insourcing, the pros and cons of both, some typical marketing organization structures, a Cost/Benefit Analysis, and finally recommended resources. But first, please consider some modern marketing realities. Modern Marketing Realities Marketing has changed rapidly, evolving to a digital marketing mix, and often employing marketing technology, or MarTech. The skill sets for managing a multitude of disparate marketing activities typically requires multiple individuals; skills ...

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2020 Vision – The Future of Marketing image

2020 Marketing Vision

January is that time of year for prognostications of the future, for outlooks and trends, and of course, New Year's resolutions. So why not a 2020 Vision - The Future of Marketing? Of course 20/20 vision is perfect, so is the future of marketing, perfection? If you are reading this article, you are interested in marketing. So why not indulge ourselves for a moment? Marketing is now mission critical to the success of every organization. Every brand. Every thing! In hyper-competitive markets, categories or industries, perfected marketing is the key differentiator. Of course your products and/or services have to be perfected. But quality or excellence no longer guarantee success. Consumers and business customers will no longer beat a path to ...

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Battlecards – Key Tool for Improved Win Rates image

Battlecards

Sales is unique from other departments. Salespeople are on the frontline of every organization’s battle with the competition, and their need for competitive enablement is much more tactical in nature. That’s why battlecards are becoming so popular. As reported by Crayon in Guide to Competitive Battlecards. What are Battlecards? A battlecard is a piece of enablement collateral aimed at helping salespeople overcome competitive threats at any point in the sales process. They are typically created by the team responsible for gathering and analyzing Competitive Intelligence, or by a sales enablement team in conjunction with CI or product marketing team. Here is an example of a battlecard from HubSpot. What Battlecards Are Not Most product marketing, competitive intelligence, and sales enablement teams are familiar with ...

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Why Do My Webcasts Suck? image

Webcast Checklist

Have you noticed that everyone, every competitor, every business-to-business brand is doing webcasts or webinars? Webcasts must be the “killer marketing app”, but then you produce a webcast and 5 people register for it, and 2 show up. Ok, perhaps some exaggeration, but for many marketers webcast success can be elusive. Which begs the question, how can webcasts be more effective? Answer: planning, execution, branding, promotion, and much more. How about a printable pdf of 57-Point Webcast Effectiveness Checklist more? Before we get to that checklist, please consider that unless you are a celebrity, or your company is a Unicorn, your product/service might be boring? Yet webcasts are used by lots of boring companies and services. So how are they successful? ...

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Event Marketing Checklist – Trade Shows and Live Events image

Trade Show Marketing Checklist

Before we get to that checklist, please consider some well-known event marketing truths. First, trade shows and live events are still very important in many industries including technology, healthcare, construction, and markets that require continuing education. Second, trade shows and live events are typically expensive to participate in, and difficult to measure marketing return on investment (MROI). Finally, trade shows and live events are often ineffective due to lack of promotion, and many other reasons. The event marketing experts at Modern Marketing Partners address these truths regarding trade shows and live events with a 88-Point Trade Show and Live Event Marketing Checklist, along with some additional, relevant resources. Need help with Webcasts? Check out our  57-Point Webcast Effectiveness Checklist. Event Marketing ...

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Top 10 Digital Marketing Transformation Buzzwords for 2020 image

Digital Marketing Transformation Buzzwords 2020

Digital Marketing Transformation or DMT is a hot topic as marketing evolves from traditional strategy and tactics, to digital marketing that can be tested, measured, optimized and reported with new tools and technologies. To help understand DMT better, the experts (nerds) at Modern Marketing Partners researched and developed a comprehensive Digital Marketing Transformation Glossary of Terms. Next, we used the Google Algorithm to identify keyword search volume of these terms which leads to the Top 10 Digital Marketing Transformation Buzzwords for 2020, that every marketer and business professional should know and understand. Download the complete Digital Marketing Transformation Glossary of Terms here: https://www.modernmarketingpartners.com/resources/digital-marketing-transformation-glossary-of-terms/  Top 10 Digital Marketing Transformation Buzzwords for 2020 1. HTTPS With 450,000 average monthly searches on Google, HTTPS ranks first on our list of top ...

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Lead Conversion Rates for Software image

Lead Conversion Rates MMP

Lead conversion rates in the business software industry is a topic of high interest to software publishers and software channel partners alike. That said, little information exists publicly on this very specialized subject. To be sure, lead conversion rates vary for different software ecosystems. To shed some light on the subject, the software marketing experts at Modern Marketing Partners will provide some necessary sales lead definitions and background information, then compare lead conversion rates for two software ecosystems, and finally, provide some relevant, additional information on sales lead generation. MQLs vs. SQLs Before digging into lead conversion rates, it will be helpful to understand some useful definitions. First, Marketing Qualified Leads or MQLs are defined as individual contacts that can be identified, and ...

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Content Marketing Study – 2019 B2C image

New MMP B2C 2019

Content marketing is becoming more important to organizations as the years go on. The Content Marketing Institute and Marketing Profs provide a yearly study with thorough research and benchmarks for content marketing strategies. Discover the content marketing study results below. Modern Marketing Partners (MMP) would like to thank and acknowledge the Content Marketing Institute and MarketingProfs for providing this data. MMP has broken down some of the research into categories that’ll help readers better understand the findings. The annual study is available in versions for business-to-consumer (B2C), business-to-business (B2B), and other versions like technology and enterprise. Per the title above, this blog will focus on B2C findings. If interested in B2B content marketing survey results, click here. Key Findings Based on some of ...

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Content Marketing Study – 2019 B2B image

New MMP B2B 2019

The Content Marketing Institute and Marketing Profs have provided thorough research and benchmarks for content marketing strategies in 2019. Modern Marketing Partners (MMP) would like to thank and acknowledge Content Marketing Institute and MarketingProfs for providing this content marketing study. We’ve broken down some of the research into categories that’ll help readers better understand the findings. The annual study is available in versions for business-to-business (B2B), business-to-consumer (B2C), and other versions like manufacturing and technology. Per the title above, this blog will focus on B2B findings. If interested in B2C content marketing survey results, click here. Some of the most important results can be found in the image above. Content Marketing Goals Goals and metrics are key to making sure content marketing is ...

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Digital Marketing Transformation Guide – Top 12 Strategies image

Digital Marketing Transformation

Before delving into the relatively new topic of Digital Marketing Transformation, please consider its predecessor, Digital Transformation, a trend that has, and is taking corporate America by storm! Digital Transformation is often referred to as the use or adoption of technology, software and systems to improve processes. Benefits or Digital Transformation are productivity, cost savings, disruption, speed, and of course, improved business or financial results. Digital Transformation may require new skills, different talent, and organizational change. So how does marketing fit into Digital Transformation? Or is Digital Marketing Transformation its own shiny, new buzzword that can have its own acronym, DMT? Please allow the gurus at Modern Marketing Partners to provide insights and tips for implementing Digital Marketing Transformation (DMT for brevity) including ...

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25 Lead Generation Types and Tips image

Lead Generation Types and Tips

In most business-to-business (B2B), and many business-to-consumer (B2C) scenarios, lead generation is necessary prior to sales, contracts, or customer acquisition.   So what is lead generation, and how can you improve or maximize lead generation? Great questions! To answer, Modern Marketing Partners (MMP) will share a Definition of Lead Generation, along with some insight into the differences between Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs). Then, per the title, MMP will provide a list of 25 Lead Generation Types, along with corresponding tips that you can apply to achieve maximum lead generation effectiveness. Lead Generation Definition Fundamentally, Lead Generation is defined as the action or process of identifying and cultivating prospective customers (prospects) for a business's products or services. There are ...

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9 Components for Comparing Social Media Analytics Platforms image

Social Media Analytics Platforms

Companies devote a great deal of time and resources today into developing and executing social media strategies to deliver on the goals important to their organizations. They create well thought-out content that addresses these goals, which may differ based on the social channel as well as their industry, value proposition or ROI expectations.  For example, a company may use social media to build a community around thought leadership, or to increase brand awareness and trust among its clients or to help nurture prospects during the lead gen process.  Or you may be nodding your head up and down to all three of these goals.  On the flip side, your clients are utilizing social media every day too – posting thousands of ...

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4 Types of Digital Marketing Strategies for E-commerce standard

It's estimated that there will be 1.92 digital buyers this year. With an estimated 7.7 billion people on the planet today, that means a quarter of the world's population will be buying online. The world is becoming more connected and as more people are lifted out of poverty and into the middle class, online buyers are only set to increase in the coming decades. This explosion in online buying activities is providing huge opportunities for e-commerce merchants that will only increase over time. The e-commerce industry has flattened over the years. That means you don't have to be a large big box store to be selling products online. In fact, the number of online merchants is in the millions, and a vast majority of them are small businesses. Starting an e-commerce business isn't ...

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4 Trends Effecting Digital Marketing Now image

4 trends digital marketing

The digital revolution is upon us, impacting marketing at every turn in the road.  New technologies from smartphones to digital assistants are constantly shaping new digital strategies like conversational experiences and voice search SEO. And as consumers’ attention continues to be strained, companies will need to wrestle for their attention online. Here are 4 trends digital marketers need to be using to engage customers now: Shorter Form Video Ads Videos ads are going shorter, like down to 15 seconds or even six seconds. Shorter formats are becoming more prevalent in the digital landscape. Video is expected to account for 85 percent of total online traffic in 2019 – both live video and video ads. It has grown quickly over the years and is expected to continue growing. However, consumers have ...

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7 Sell Sheet Tactics to Get Your New Product Noticed image

7 Sell Sheet Tactics

After you’ve had your “Aha” moment and created a new product or service, now the hard work begins. As an entrepreneur or product developer you need to attract interest from a potential licensee or investor to garner support for your new product or service. This is where creating a sell sheet comes into play to effectively demonstrate the benefits of your new offering. A successful sell sheet speaks directly to the end-user and moves beyond just citing the purpose and features of your product or service to positioning it in the eyes of the consumer. It showcases your idea in a cost-effective manner and acts like a billboard for something new and exciting. If thought through and designed properly, a sell sheet will walk a potential licensee through the ...

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Do You Need to Hire an SEO Consultant in 2019? standard

Are you wondering if it is necessary to hire an SEO consultant in 2019? Regardless of the size of your company, incorporating good SEO tactics can give you a significant advantage over your competition. Small businesses tend not to hire SEO strategists.   This is because they either feel they can do it themselves or they assume an agency will be too expensive. Here we will discuss the reasons you should consider hiring an SEO consultant. Get Higher Rankings on Google A site with poor optimization will not rank favorably on Google. Websites that are well-optimized will appear in numerous searches organically. SEO companies offering content marketing services are able to help by making significant changes to your content for higher ...

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Building a Personal Brand Online standard

One of the reasons why the internet is awesome is because you can use the platform to build your personal brand. While there are clear pathways for people who want to become lawyers and doctors, this isn't the case for people in creative fields like art and comedy. However, if you're a creative professional, it's a really good idea to use the internet to create the career of your dreams. While you will make mistakes and learn lessons along the way, the internet is the perfect place to expand your platform. To get things moving in the right direction, there are a few internal conversations you'll want to have. Content Frequency Think about how often you'd like to produce content. Don't ...

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How to Identify Your Competitors And Spy on their Marketing Tactics standard

If you think about it, it’d be great if all marketing plans include competitive research strategies. After all, your competition is exerting tons of effort to take business away from you. This is especially true if they’re a well-established business with a strong online presence. Luckily, no matter how new to the online world your business is, there are ways to seek your biggest competition. And from there, you can identify how they’re promoting their own brand and glean some ideas for your own marketing plan. Let’s take a look at some of the best ways to find out who your competition is so you can check out their marketing tactics and build your own business. 1. Define Your Competition It’s not a good idea ...

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To Pin or Not to Pin? image

Pinterest For Business

The past year social media has seemed to be dominated by likes of Facebook (for both good and not-so-good reasons), Instagram, and Snapchat. While these platforms spurred the trend toward video content, marketers have since continued to leverage this format throughout their marketing mix. So how does Pinterest, which utilizes both images and videos, fit in the picture for businesses? Well, it stepped up its game in terms of video in 2018. In August of last year, Pinterest tested and launched Promoted Video at max width to all its advertisers. Promoted video or advertising video had been available since 2016. The new wider format allows for videos to be played at 4x bigger, increasing engagement rates from 12%-33% according to initial brand tests. Promoted Video at max. width stretches across ...

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