Author ArchivesNeil Brown

Thought Leadership Marketing Guide image

thought leadership marketing

Thought leadership as a marketing discipline has been around for several decades. Some credit large consulting firms that published research (e.g. The McKinsey Quarterly, Deloitte Review). Defined as positioning a company or individual as an expert through current, relevant and valuable content, thought leadership marketing (TLM) is intuitively appealing because customers seek information, education, and expertise when evaluating options, or making important decisions. Another TLM definition references the need for expertise when a high degree of financial or emotional risk is involved. That said, TLM is likely important for a broad range of categories including information technology (IT), software, consulting, big ticket purchases, new technologies, and complex products or services. As you might expect, there are many challenges to effective thought ...

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Thought Leadership Marketing Best Practices – Webinar image

thought leadership marketing

During June, Modern Marketing Partners will be hosting two webcasts. The first will be on Thursday, June 9th at 1 PM CST, titled Software Marketing Best Practices: Executive Briefing. The second, Thought Leadership Best Practices: Executive Briefing, will take place on Tuesday, June 14th at 1 PM CST. Thought Leadership Marketing Best Practices: Executive Briefing For complex or expensive products, customers won’t buy from just anybody. These purchase decisions take time and research; buyers want experts. Thought leadership is one of the most effective ways to prove your company to prospective customers. Although this is a great marketing tactic, it’s becoming more widely used than ever. How do you stand out for less? What’s Covered: Understand the challenges of thought leadership. Learn ...

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Software Marketing Guide image

software marketing

Software marketing is a special beast to conquer. With so many companies attempting to gain some market share, it is not easy to grab a footing. Moreover, customers are becoming exhausted by many marketing tactics. Following are 3 major challenges of software marketing. Intense Competition Effective marketing of business software to executive decision makers is increasingly challenging. With broad adoption of software as a service (SaaS), and high valuations for independent software vendors (ISVs), competition has grown dramatically over the last decade. Today, over 100,000 software brands compete in more than 300 categories. Paid Marketing Over-Saturation Your competitors are using all kinds of paid marketing and sales tactics. This is also giving the largest brands the advantage, because they have more capital to spend on marketing. The ...

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7 Habits of Highly Effective Marketers image

7 Habits of Effective Marketers

Stephen Covey published the hugely popular self-help book, "The 7 Habits of Highly Effective People" in 1989. 14 million copies later, a number of copy-cat topics have surfaced across all disciplines, and you know marketing is on this bandwagon! Nevertheless, we think there is still an opportunity for another perspective. Perhaps a modern marketing filter? Thanks in advance for indulging. Of course, to begin such an assignment, a Google search quickly identifies several attempts at the subject. The search also results in some more focused topics like 7 habits of effective digital marketing, content marketing, and inbound marketing. During this exercise, I found, not surprisingly, an email marketing software vendor identifying data and CRM software as highly effective marketing habits. So perhaps ...

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6 Email Essentials for Successful Campaigns image

As referenced in our last blog, Email Marketing Basics, email marketing is still growing in use, and can be effective in reaching otherwise elusive prospects, and extremely measurable. But like all marketing tactics, there are email best practice techniques to realize the best return on your marketing investment (MROI). To support your success with email, the Modern Marketing University shares 6 Email Essentials for Successful Campaigns including email list development, email design, email software and email service providers, email timing and frequency, email testing and campaign measurement. 1) The Email List The foundation of any email (even direct mail) campaign or program is the list. Obviously, home-grown customer lists have the highest potential for opening, followed by opt-in email lists from a variety of your own ...

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Email Marketing Basics: Statistics and Glossary of Terms image

Rumors of my demise have been greatly exaggerated! Email is not dead. On the contrary, email marketing is growing! According to a 2011 survey by BtoB magazine, 63% of respondents were likely to increase spending on email in 2011 (second only to websites) with 29% keeping spend constant. Also, The Email Marketing Institute recently released Q1 2012 email results stating, “North America Email Trends and Benchmarks Results showed a 21.4% increase in average volume per client from Q1 2011 to 2012.” This blog will cover some background on email marketing, why you should consider email, and provide a Glossary of Email Terms. Our next blogpost, 6 Essentials for Successful Email Campaigns, shares details on email list development,  email design, email ...

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Marketing Planning Checklist image

Part 3 in our marketing planning series details a marketing planning checklist, a useful tool to identify a broad range of marketing strategies and tactics used in typical marketing plans. Our Marketing Planning Series includes:  1) Marketing Planning Best Practices, 2)  Marketing Budgeting Best Practices, and 3) the following Marketing Planning Checklist. Of course, marketing plans come in a number of “shapes and sizes”, from the annual tactical plan, to project or functional plans, to the detailed strategic marketing plan. A given marketing program may range in complexity, budget and requirements. Different markets and products likely require vastly different marketing strategies and tactics. So a Marketing Planning Checklist should allow for a range of marketing scenarios. This checklist is based on ...

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Marketing Planning Best Practices image

The Importance of Marketing Planning In the midst of this severe market recession, effective marketing planning is more important than ever before. Marketing budgets are being scrutinized more than ever before. Surely, the skill and quality of marketing planning can support both the effectiveness and efficiency of marketing. Likewise, understanding marketing planning best practices can aid marketers at all levels in realizing their potential. This blog will consider the different types of marketing plans, while other blogs in this series will cover related topics including how to establish marketing budgets, and how much some top business-to-business (B2B) brands spend on marketing. In addition, a marketing planning checklist will be provided, along with a link to the results of a survey regarding ...

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Advertising Testing Tips image

Advertising is one of the most expensive elements in the marketing mix, whether print, broadcast or online. And because of the fickle and subjective nature of advertising, seemingly great ideas can flop, while unexpected approaches surprise even the most experienced marketers. With all financial investment at stake, it makes sense to gain insight into customer reaction. There are a variety of options for advertising testing. The extent of testing depends on the expected advertising budget-both ad production and placement. Clearly a $1.3 million Super Bowl spot requires more elaborate testing than a $20,000 print ad. So what are the advertising testing options? And when should you use one testing type vs. another? Advertising Testing Options Most experts agree on two broad types of advertising testing: ...

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