Categories ArchivesMarketing Planning

Quality Content Needed at Every Phase of the Sales Cycle image

Quality Content

Quality digital content has the potential to help B2B marketers cost-effectively reach annual company goals. The key to pulling this off requires a commitment to providing content that puts your audience’s needs first. And it must happen at every point in the selling cycle. A recent survey by Clutch Research finds that 88 percent of B2B audiences read business content online at least once weekly to stay informed, research companies and make purchasing decisions. The report identifies four stages in the sales funnel and the content consumers consider during each phase in the sales conversion. Taking a look at their findings can help companies understand how to interact with B2B audiences and take advantage of opportunities to engage potential customers ...

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Voice-activated Virtual Assistants Are Changing Customer Behavior image

Voice Activated Search

Is your company prepared for Voice search? Currently about 25 percent of all mobile searches are voice-activated, and by 2020 that number is expected to climb to 50 percent. Marketers believe half of all consumers will use a combination of voice-activated and artificial intelligence (AI) technology daily within the next year or two. Low Adoption Rate by Marketers It would seem only fair to say that marketers need to prioritize designing strategy around these technologies in order to meet customers’ rising expectations. However, a 2017 study by BrightEdge found that just 35 percent of marketers are somewhat likely or likely to adopt voice search in the near future, and only 3 percent were rolling it out last year. Additionally, 32 ...

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7 Steps To Create A Good Marketing Plan image

Steps to Creating a Marketing Plan

Importance of marketing plan is ignored by many entrepreneurs today and it is one of the main reasons why many startups don’t show a decent growth they need at the beginning of their venture. A marketing plan is a business document which outlines the company’s advertising and marketing strategies for the coming year. It focuses on business activities during a specific period of time, which are vital for attaining various goals and objectives. The marking plan document needs to be a 100 percent accurate without any spelling or grammatical errors. You tend to find most of these mistakes when the document in converted into a PDF file, so always keep a PDF editor for Mac handy to make changes. In ...

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Simplifying Marketing in a TMI World image

Simplifying Marketing

In the age of information, it’s easy for a company’s audience to feel overexposed to marketing and ads. It’s also a lot of extra work for an organization’s staff to keep up with a multitude of platforms. It’s time to simplify marketing efforts, for the benefit of both the organization and purchasers. 6 Tips for Simplifying a Marketing Plan There are a number of ways to simplify your organization’s marketing process. Follow any of the following tips below for a simpler process. Zero in on Who Your Business is Selling to 50% of marketers use 10 or fewer profile segments, while the other half use up to 100 segments. Clearly, many businesses aren’t as focused as they believe they are ...

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What is a Marketing Stack? image

Marketing Stack

“Technology stacks” are the buzzwords of the tech community, but have you ever considered the same concept applied to marketing? Read further on what a tech stack is and how it can be applied to marketing. Back Up: What is a Tech Stack? Essentially, those creating a tech stack treat their entire technology effort like a skyscraper. It starts with a good foundation. Everything built on top of that needs to be strong enough to hold the next layer. Customers will be in awe of said stack like they are of a skyscraper. They don’t necessarily need to know what goes into it, but they do know that it’s working and has earned their interest. How Does This Apply to ...

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Beyond AI: Marketing Makes Way for Machine Learning image

Machine Learning

So many of our everyday marketing decisions are driven by data. Companies have caught on to the importance of gathering data, and do so now from across multiple platforms. In fact, so much data is being collected these days that by 2020 it will have quadrupled what was accumulated in 2015, according to the market research firm, International Data Corp. Data’s value though comes from using it to garner insights and then putting those insights into practice to improve your business. That’s why artificial intelligence has made its way into marketing lingo over the past few years. Something needed to be done to harness all the data. Today, sites like Pinterest use AI to program their systems to assist with ...

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Trends in Healthcare Marketing image

Healthcare Marketing Trends

Healthcare marketing, like other forms of marketing, is becoming increasingly consumer-friendly. Rather than talking at consumers, marketers are starting conversations with them. Want to create healthcare marketing that resonates? Keep the following trends in mind when marketing. Have a Clear Mission in Mind Make sure your healthcare organization has a clear mission statement in place. If one doesn’t exist, it’s critical to create one. It should align with your business’s values and make sense with the services you provide. You will then use this mission statement to plan your marketing strategy. Succeed in B2B and B2C Being involved in the healthcare industry will likely mean you will need to market to not only patients, but their insurance providers. Have consumer ...

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Website Tips for International Markets image

Is your company or brand looking to expand into international markets? Consider that more than 1/3 of all Internet users are non-native English speakers. To optimize your website for a global audience, you will need to adapt your existing website to local language and culture in your target marketing. This is called website localization. Website localization is important for a variety of reasons. According to Forrester Research, visitors stay for twice as long (site stickiness) if the website is in their own language (Languagescientific). A properly localized ecommerce website can increase sales by up to 10 times (Locayta). Below we will share 3 considerations for website localization including functionality, cultural difference in online shopping behavior, and payment methods, followed by ...

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Modern Marketing Resolutions image

In this time of New Year’s resolutions, why not set some resolutions for achieving marketing success? Following are 5 key initiatives that can help marketers crush the competition and get that promotion. Commit to these modern marketing new year’s resolutions to improve your bottom line. 1. Customer Insight The more you know about your customers, the more effective your marketing can be. Do market segmentation and sales analysis to identify top customers by sales and profit. Determine purchase criteria and decision-making process. Understand keyword search volume that drives website traffic. Conduct frequent surveys, and invest in market research. 2. Marketing Plan Larger brands do planning months before a fiscal year. But, even smaller companies should develop and implement a marketing ...

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How to Reduce Marketing Expense While Increasing Marketing Results image

Many so-called traditional marketing tactics like advertising, trade shows and print literature are huge cost-drivers in the marketing budget. Good news is that many of these often cost-prohibitive tactics can be reduced and replaced with more cost-efficient marketing. This blog will share 5 tips for stretching your marketing investment, while increasing marketing effectiveness and results! In addition, several resources are provided to assist in your quest for marketing nirvana—doing more with less! 5 Tips for Reducing Marketing Expense While Increasing Effectiveness 1) Customer insight:  marketing is expensive, mistakes costly. Avoid mistakes with insight into customer segments, needs, decision makers, and more. House all your customer intelligence in a  robust database or marketing automation software that can be updated easily and used for downstream ...

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Market Research – Types And Tips image

Market research is the systematic process of data gathering and analysis to gain more information about customers and market competition. The information is then used to plan campaign strategies, improve current products, or diversify products within the brand.  Market research is used to support planning and budgeting and decision-making for new products, market-entry, marketing communications, customer initiatives, and more! So, where should you start? We will share different types of marketing research that are available including advantages and disadvantages and 21 market research tips. Types of Market Research There are a variety of market research techniques; primary vs. secondary research, quantitative or qualitative research, and syndicated research. Secondary research, the most common type of research, is defined as published, publicly ...

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Branding Basics: Why Branding is Your Biggest Marketing Decision image

Branding is typically thought of as developing a name or a logo for a company or product (service). However, branding is much broader and includes brand strategy, brand identity, brand management and the brand experience. Here we will cover quick basics of branding so that you can understand all the elements of brand creation. We’ll also explain the importance of branding as it relates to customer brand perception. 1. Brand strategy relates to customer and market insight, positioning, product definition, brand hierarchy, and platform; brand strategy serves as the foundation to brand identity, management and experience. 2. Brand identity is all visual (and verbal) elements including name (trademarks), logo, messaging, graphic themes (including color), taglines and messages, and standards or guidelines. 3. ...

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Marketing Budgeting Best Practices image

A very important aspect of marketing planning, whether tactical, project or strategic, is the budgeting of marketing expenditures. Inevitably, marketers must get approval for marketing budgets from executive management. There are 3 types of marketing budgets. Business-to-business brands and corporate America develop budgets based on one of three approaches: 1) a percentage increase (or decrease) over last years budget, 2) task and objective budgeting, or 3) a percentage or (forecasted) sales based on industry or competitive benchmarking. Often budgets are developed using a combination, or hybrid of these approaches. This blog is part of a series on marketing planning and budgeting including Marketing Planning Best Practices, and a Marketing Planning Checklist. In good times, management is inclined to simply increase ...

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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 ...

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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 ...

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