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Top Account Based Marketing Tools and Tactics image

As a business-to-business (B2B) marketer, you’ve probably been hearing about ABM the past couple years. Maybe you’re finally tempted to give Account-Based Marketing (ABM) a try? You know it’s a very strategic form of marketing that concentrates sales and marketing resources on a clearly defined set of target accounts within market, or individuals within target companies, and utilizes highly personalized communications to reach each target. ABM is likely the exact opposite of approaches you’re currently taking; where you cast a wide net to drive multiple leads, hoping that a few truly workout and are a good fit for your products or services. Most of your marketing focus is being spent on top funnel activities to get noticed and generate some ...

6 Tips for Creating Compelling Email Content image

The American Marketing Association’s (AMA) publication, Marketing News, recently included the results of an informal poll that identified four tactics marketers plan to stop using in 2019. Guess what tactic wasn’t on the list? Email marketing. It remains a staple for marketers across all types of industries. Email marketing still provides companies with solid returns. So it’s worth looking at some metrics compiled by MailChimp that will give you a comparison for how your campaigns are doing against national averages. Plus, you can compare customer engagement for open, clickthrough, delivery, and unsubscribe rates within your sector. Audiences’ today are bombarded with emails – in both the B2B and B2C sector. Understanding what your email subscribers want from you is highly important. There are general findings that show audiences prefer relevant, ...

31st of January, 2019
In: Marketing Best Practices, Marketing Tactics
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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 ...

Micro-Vertical Marketing Guide image

Prior to Micro-Vertical Marketing, there was Vertical Market Development, a mature and proven marketing approach or process defined as marketing activities that target and communicate with decision makers in specific/defined market segments. More recently, micro-vertical market marketing has gained interest as competition grows in software, consulting, capital equipment, and truly any "considered purchase" market (considered purchase is a typically complex, high dollar value scenario vs. impulse purchase, which is simple and low dollar value). This micro-vertical marketing guide will start with a definition, followed by details on industry classifications. Next, objectives and some tips for identifying viable micro-verticals. Of course, effective marketing is the key to success, so best practices are delineated. Finally, a micro-vertical marketing case study will share a real life ...

6 Common Content Marketing Missteps image

Most companies today would probably say they are involved in content marketing. The problem is many might also qualify this as an On Again/Off Again relationship or a Go Big/Fade Away relationship. I’m sure we can all relate… Writing a blog post once a month or so, setting up social media accounts, or posting to Facebook all technically constitute as content marketing tactics. But it’s doubtful you’re seeing any change in website traffic, email open rates or click throughs. And that’s because you’re not really harnessing the power that great content affords you. Let’s take a look at some common content marketing mistakes and steps you need to take to get on a productive path: Lack of Value Business strategies often use an 80/20 ...

Shake Up Your Marketing in 2019 image

Year-end is often a time for reflection on the past year, along with planning for the new year. So why not marketing? How were results measured? What are specific plans for the year ahead? How can you “shake up” your marketing with a focus on results? Your friends at Modern Marketing Partners have some perspective we’d like to share. Intuitively, before you can "shake up" your marketing, you should objectively evaluate and analyze your prior marketing. So how can this process be objective? For starters, there are many tools that can measure online aspects of marketing including Woo website and SEO rankings, along with SEMrush, Similar Web traffic analysis, Google Analytics, and complete social media analytics. Email service providers, paid search ...

5th of December, 2018
In: Healthcare, Marketing Best Practices, Marketing Strategies, Marketing Tactics
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Healthcare Marketing Looks to Bolster Healthcare Literacy Awareness image

Healthcare marketing efforts throughout the United States remain focused on addressing healthcare literacy in 2019. Large national studies have demonstrated that approximately one third of adult Americans have limited health literacy and describe feeling uncomfortable trying to navigate their medical benefits and the healthcare system. Among younger Americans the percentage is even higher with 56 percent reporting a lack of understanding. Healthcare literacy refers to health literacy, which is an individual’s ability to obtain, process, and understand basic health information and services needed to make appropriate health decisions. Health insurance literacy is another component of healthcare literacy and represents the capability of people to have the knowledge to choose the best health plans and benefit options to fit their circumstances ...

11th of September, 2018
In: Marketing Best Practices, Mobile Marketing, Technology Marketing
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Text Messaging: The Neglected Marketing Channel image

It’s difficult to find someone these days that doesn’t keep their phone nearby. Text messages, in particular, are opened far more often than almost any other marketing channel. With this in mind, why wouldn’t marketers want to use it in their marketing efforts? We’ve compiled some important statistics about text message marketing and its usefulness. Keep reading to discover just how effective a tool text message marketing can be. When Is It Being Used? Understanding how fellow marketers are using text messaging will help you better understand how to use it for your business. For one, marketers like using it for important and urgent messages. It’s also an effective tool when other channels prove ineffective. How Quick is Response? Everyone acknowledges that text ...

Channel Marketing standard

Modern Marketing's channel marketing practice brings deep expertise and complete marketing services to software publishers, VARs, ISVs, and dealer networks of all shapes and sizes. Proven Channel Marketing Results Modern Marketing Partners (MMP) has broad experience managing marketing for regional, national and global technology brands and dealer networks including Acumatica ERP, Microsoft, Sage Intacct, Business Objects (SAP), Wex Health (benefits software), Nexonia expense software, Eaglesoft (clinical software), Weather Guard truck and van equipment, and others. For software and technology brands, MMP has developed a proprietary process to achieve measurable results that includes thought leadership content, digital marketing excellence (web, email, SEO, social, PPC), lead generation tactics, co-op marketing, and more. A proven, refined and measurable software marketing approach. For other industrial and business ...

Nonprofit Marketing Requires New Fundraising Techniques image

Nonprofit marketing in the U.S. today must contend with stock market results, government reform initiatives, and an uncertain political environment. This makes nonprofit financial performance a strong indicator of an organization’s impact and sustainability throughout 2018 and beyond. Therefore, organizations must consider how to effectively scale and fundraise while continuing to deliver on their missions. While nonprofit organizations have a range of priorities, studies show their primary focus looks to expand fundraising and to develop operational efficiencies. Organizations of all sizes will have an opportunity for growth this year and need to raise essential funds through new and innovative approaches. This is saying that it is essential that the right revenue streams and expense models support nonprofits’ goals. Recognizing the need ...

Good Marketing is Like Dieting image

No pain, no gain. Dieting and marketing actually have a lot of similarities. Primarily, success doesn’t happen overnight; it takes place long-term. Finding out what works for the brand and implementing a plan to do those things is key to good business. Check out some dieting idioms and how they compare to marketing below. Set Realistic Goals 10-year high school reunion in September? It’s the end of the summer, so it’s unlikely you’ll be able to drop 50 pounds. 5 pounds? That sounds like a realistic, achievable goal. Same goes for marketing strategy. Your brand won’t achieve 100k new follows over the next month, but 50-100 is definitely doable. Set goals that the company can realistically reach, then take the steps ...

17th of July, 2018
In: Marketing Best Practices, Marketing Planning
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Simplifying Marketing in a TMI World image

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 on target audience. ...

Six Healthcare Marketing Tactics to Empower Patients image

Creating the ultimate customer experience is a goal that organizations across all types of industries are talking about. In fact according to Gartner by 2018 more than 50% of businesses will focus their efforts on customer experiences. Healthcare organizations should be at the top of the list, working to make their practices positively connect with their patients. Healthcare marketing clearly revolves around patients’ needs and wants and as they have moved more online, so must marketing to reach and engage them effectively. And they are looking for help with everything including education, option evaluation, condition management, and so on. To serve patients better, marketers need to step-up their role and consider implementing these six strategic marketing tactics. Re-imagined Patient Portal. Clinical ...

14th of June, 2018
In: Influencer Marketing, Marketing Best Practices, Marketing Strategies
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What is the Next Big Thing in Marketing? image

It’s important for all marketers to stay on their toes and adapt to the ever-changing marketing climate. At the very least, it’s critical for their survival against rivaling companies; if they aren’t adopting the newest practices, they can easily fall behind. At the very best, marketers can spot a new way to gain an edge over competitors. So, what is the next big thing in marketing? We explore some possible theories. Voice Search Alexa, Google Voice, Siri - voice search is becoming widely adopted, and quickly. Consider that the trend is one of the most quickly adopted trends in history. 40% of US adults are using voice search at least once per day, and 60% of those have only started using ...

14th of June, 2018
In: Email Marketing, Inbound Marketing, Marketing Best Practices, Paid Search, Social Media
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Inbound Marketing Primer image

The term “inbound marketing” originated on Hubspot years ago, but it’s still critical for marketers today. You earn the customer or consumer’s interest, often in a more targeted way, rather than blasting it to the masses via traditional marketing. 4 Phases in the Buying Process There are 4 phases in the a typical buying process: (1) attract, (2) convert, (3) close, (4) delight. The first step involves attracting strangers to your website, turning them into visitors. Then, in turn, interested visitors are turned into leads. You then attempt to close those leads, turning them into customers. Keep customers happy, and they’ll promote for you. Image Source: https://www.hubspot.com/inbound-marketing Step 1: Attract The best ways to attract new visitors include: blogging, SEO, and social media. Blogging ...

What is a Marketing Stack? image

“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 Marketing? You can ...

Event Marketing Preshow Tips image

Trade shows offer a unique way to connect with your target audience for a little face-to-face time. Businesses in a range of industries including technology, construction, electronics, health & wellness, medical, business services, entertainment, etc. use trade events as a part of their overall marketing strategy. They provide an incredible opportunity to influence decision makers during a quick, in-person presentation or conversation. There’s really nothing like it today. Businesses of any size get to experience exposure to a large number of potential customers with the ability to interact with them personally. Customer engagement is at its highest when attendees and company representatives have some time to begin communicating and building relationships. Many companies understand that in order for this to happen ...

Benjamin Franklin—The Father of Content Marketing? image

Per Wikipedia (or your history books), Benjamin Franklin was an author, printer, political theorist, politician, freemason, postmaster, scientist, inventor, humorist, civic activist, statesman, diplomat. But among these titles, one may be missing—The Father of Content Marketing. Content Marketing is Older Than You Think “But Steve,” you may think to yourself, “Content marketing is a new concept. We just adopted it within the last decade and we’re on the cutting edge.” First off, I’m happy that you know my name. Second, like you, I thought I was one of the early adopters. Third, both of us are only partially right. Oxford Dictionaries Got it Wrong Even if both of us were early adopters of the Oxford Dictionary definition of content marketing (a type ...

How to Put Digital Marketing Analytics to Work for Your Business image

For many businesses your company’s website is typically the first way prospective customers reach you. Therefore, it’s imperative that your website is effectively generating leads and providing useful information that is attracting and engaging customers. In order to get a handle on how well your website is achieving these goals, it requires tapping into what is sometimes considered a scary resource, your digital marketing analytics. Digital marketing analytics should not be feared, but revered, as they have the power to provide you with valuable information about who and how people are interacting with your company on the Internet. It helps marketers understand which facets of their marketing efforts are working or not working and how to potentially spend their marketing ...

5 Tactics to Keep Your Digital Marketing on Track image

Most businesses understand the value of digital marketing to attract and retain customers. Most businesses have at the very least a company website, a Facebook page, and a Google My Business page. What they might not realize is that this constitutes the start of a digital marketing campaign or plan. What? Wait. You didn’t ever consider digital activities in those terms. Well it is a strategic marketing initiative, and you really need to keep it on track. Let’s first define digital marketing to include all your online marketing efforts like Google searches, SEO, email campaigns, social media, display ads, and company website. You may be doing a few or all of these activities, adding new digital aspects as time has gone ...

16th of January, 2018
In: Capital Equipment Marketing, Manufacturing Marketing
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5 Keys to Marketing Success for Manufacturers image

Marketing is evolving rapidly, and becoming more complex for manufacturers of all types. At the same time, traditional marketing is becoming less effective, if not obsolete. So what are the most effective marketing initiatives and tactics for manufacturers? Following are 5 Keys to marketing success for manufacturers including branding, digital excellence, content, lead generation, and sales support. Branding 2.0 When the author started his career, advertising, collateral (ala brochures/catalogs), publicity and trade shows were all the marketing required to win. Today, advertising is all but obsolete for most marketers. Collateral is all digital, and trade shows and publicity may or may not be viable communications channels. No question, for leading manufacturers strong branding is still critical, including brand names, logos, messaging, ...

Trends in Healthcare Marketing image

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 and business facing ...

Dental Marketing standard

Helping Dental Brands Communicate The dental market is specialized, both clinically, and from a business standpoint. Dental brands must speak the language of the audiences: DDS, DMD, RDH, students. Chairside or office. Your marketing communications, content and all aspects of digital must embrace the nuances of the dental market. At the same time, marketing is rapidly evolving. Traditional tactics like advertising are less effective, while digital tactics are measurable, but require new age specialists. Introducing Modern Marketing Partners, an agency with deep dental market understanding, along with all the skills to support effective marketing programs. Both traditional and digital. Learn more: Dental Marketing Practice Launched. KaVo The leader in dental hand pieces sought to launch new products via advertising, dental trade shows, brochures, PR, ...

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