Tags ArchivesMarketing

Align Marketing and Sales Initiatives to Drive Success image

Align Marketing Sales

Do marketing and sales really need to be aligned for a company to be successful? The answer today is still “Yes”.  While historically any misalignment was often blamed on the nature of organizational structure that supported two different and separate departments. It’s probably not as accurate an argument anymore, as it is now more about how the buying the process has changed over the last 10 years. The Internet offers customers new and numerous ways to gather information. Social media now has its influence in the buying process along with other digital channels too. Customers are inundated with products and services, making the marketplace highly complex to navigate. This is especially true of the B2B market today, where buyers believe ...

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What is the Next Big Thing in Marketing? image

Big Thing in Marketing

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 ...

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How Marketing Can Ensure Sales Success image

marketing ensure sales success

Companies with strong sales and marketing alignment grow revenue at a 64% greater rate than those a little more fractured. It shouldn’t come as a surprise. In order for a company to be truly successful, you’ll want everyone – from HR to IT to Marketing – to be on the same page. If each department has separate goals, how can they work cohesively towards the company’s vision together? Marketing and Sales, in particular, rely on each other heavily. Marketing’s communications lure the customer in, and Sales ensures they commit to the final purchase. Without Marketing, there are no leads, and without Sales, there are no transactions. Because of their close reliance on one another, it’s important that they work together ...

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How Do You Compare to Your Digital Marketing Peers? [STATS] image

digital marketing

Adobe conducted a survey on digital marketers in 2016 to find out their priorities and challenges. The survey had some interesting finds. Digital marketing is becoming more advanced and widely adopted than ever. How do you stack up against your competition? Find out in the stats below. Digital Maturity Adobe had marketers rank their digital maturity in one of four categories: Advanced, Focused, Emergent, and Nonexistent. Their definitions are as follows: Advanced: Data mostly integrated, best practices generally followed, automation common, strong technical skills. Focused: Data and processes somewhat integrated, automation common, solid and expanding technical skills. Emergent: Basic data integration, some automation, growing technical capacity. Nonexistent: Limited data in silos, no automation, low technical capacity. Only 19% ranked themselves ...

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5 Great Examples of Email Marketing image

email marketing examples

Email marketing may not be the flashiest or newest form of digital marketing, but it’s tried and true and still extremely effective. One potential challenge, however, is making your email stand out. Consumers filter through their emails every day, clicking only what interests them, and ignoring or deleting the rest. How can you avoid being filtered out? Check out these 5 great examples of email marketing. 1. Personalize like Poncho. Poncho provides customizable emails that are both cute and clever. it offers updates on your commute and weather, complete with short bits of text and gifs. They’ll even tell you how it will affect your hair that day. Overall, a great way to provide personalized emails to subscribers. 2. Do ...

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Modern Marketing Trends to Watch For In 2017 image

marketing trends

Last year we predicted the Modern Marketing Trends of 2016. But times have changed; here are some marketing trends of 2017. Chatbots and AI will become mainstream. Chatbots and artificial intelligence aren’t exactly new, but their widespread adoption is. Chatbots will use AI to both learn from the users it speaks with and from sources around the web. We’re already seeing the start of chatbot and AI growth – with virtual assistants in both Apple and Google phones, on home devices like Amazon Echo, and branded chatbots on messaging apps. There are countless examples, and with both smart home technology and messaging app adoption on the rise, this trend is showing no sign of slowing down. Consider taking advantage of this ...

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2014 Marketing Trends That Didn’t Go So Well image

2014 Marketing Trends That Failed

As the end of 2014 approaches, we thought we would take a look back at marketing trends of the year. 2014 was an innovative year for marketing, however, for every successful marketing trend, there were many other trends that were not so good. Here is a look at some failed strategies and tools that are fading into obscurity. 1. QR Codes In the United States, QR codes are going to be next to meaningless in 2015. According to entrepreneur.com, in 2013, only 19.1 percent of consumers had ever scanned a QR code and these numbers have not significantly increased in 2014. One of the main reasons that QR codes are an ineffective strategy is because the majority of mobile users ...

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Startup Marketing Best Practices image

The high failure rate of startups can most often be attributed to ineffective marketing. This Startup Marketing Best Practice Guide attempts to identify the critical marketing disciplines, and sub-disciplines required to succeed including competitive analysis, branding, digital marketing, and ongoing communications. Digital marketing encompasses key sub-disciplines of web design, search engine optimization, social media, and content. To download, please click here.    

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Healthcare Technology Marketing Services image

Healthcare technology is changing rapidly, and requires very specialized marketing to maximize success. As a result, we have launched a healthcare technology marketing practice to serve clients in categories such as healthcare software, healthcare information technology, electronic and capital equipment, medical devices, and more. We have extensive experience managing national and global healthcare technology brands including Nobel Biocare, Concentra Preferred Systems, Panoramic Imaging, AfterMath Claim Science, Amcor Flexibles (pharma division), Eaglesoft (clinical software), Healthpoint Capital, and more. Recently, we implemented a comprehensive digital marketing program for Evolution1, the leading employee healthcare benefits software provider. The program includes blogging and content marketing, publicity, events, search engine optimization, social media marketing, and more. In 2013, MMP developed and launched the Healthcare Trends ...

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MMU on LinkedIn: Newly Improved Group image

One of the most important aspects to any campaign is its ability to remain topical and competitive on social media.  In respect to this, we at Modern Marketing University would like to invite you to connect with us on our newly improved LinkedIn Group.  We post discussion topics and polls about changes in the marketing world, and provide our answers to any questions that you ask. In Addition to this, we also offer our insights on many other Social Media Profiles: Twitter (@ModMktgUniv) Google+ (Modern Marketing Partners) Facebook (Modern Marketing Partners) Feel free to comment and discuss using the tools below.

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Top 10 Modern Marketing Resolutions For 2014 image

It is reported that only 8% of people achieve their New Year’s Resolutions. Don’t become another statistic. Make 2014 a year of marketing success with the following 10 modern marketing resolutions for your company: 1. We Will Get Visual As attention spans decrease, and the oversaturation of information continues, visual (and micro) content will become even more important. Infographics, videos, pictures. The popularity of sites like Instagram, Vine, or Snapchat is a clear indication of a preference shift towards visual. Visual content will dominate in 2014. Consider these statistics (Wishpond): 90% of information transmitted to the brain is visual, which is processed 60,000 times faster in the bran than text. Videos on landing pages increase average page conversion rates by ...

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8 Marketing Faux Pas to Avoid in 2014 image

Is your marketing a Faux Pas? Modern Marketing Partners has launched a marketing faux pas campaign series aimed at redefining the challenges and mistakes made by many marketers. With 2013 coming to a close, marketing planning for 2014 is well underway. Be sure to avoid the following Faux Pas for a successful 2014: Borvertise Borvertise: The act of producing boring, unoriginal ads often resulting in no sales. While curing insomnia is admirable, if your advertisement can put people to sleep it is time for a change. Advertising is the heavyweight champion of traditional marketing, and a boring advertisement is the equivalent of a pillow fight. Advertising can build awareness and change perceptions, fast! And direct response advertising can generate leads. ...

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CMO vs. CIO: Clash in the Cubicle image

Only 10% of top marketing and IT executives believe collaboration between their corporate functions is sufficient. With increased popularity and demand for a digital marketing presence, and with marketing being increasingly reliant on technology, marketing and IT alignment is now a requirement for success. Customer relationship management (CRM), mobile applications, marketing automation, data warehousing, and social media are just a few marketing initiatives that can create an increased need for marketing-IT collaboration. And in the digital world, a disconnect could prove futile. Below we will share an infographic based on Accenture’s 2013 study, The CMO-CIO Disconnect, detailing the divide between departments, and provide recommendations for improving the CMO-CIO relationship. CMO vs. CIO (click to view full size) Tips For Marketing-IT ...

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3 Ways To Align Marketing & Sales in 2013 image

With increased pressure on both sales and marketing departments to do more with less, collaboration is no longer a pipe dream, but a requirement. The sales and marketing divide has been well documented and experienced throughout business history: “Our campaign was brilliant. It is the sales teams fault it did not succeed” – Marketing “The marketing department has no idea what customers are really like. And they set prices too high!” – Sales And, in the digital information age, the divide is expanding even more! Today, 83% of B2B buyers research and make product decisions online (Brafton). Thereby, communicating with the sales team of a company even less! The digital age has created its own set of challenges and opportunities ...

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Top 10 Inbound Marketing Strategies image

Inbound marketing, one of the top marketing buzzwords emerging over the past of couple of years, will be used by 58% of companies this year. In addition, 48% of marketers plan to increase their inbound marketing spend in 2013 (Hubspot). For the old-school marketer or traditionalist, inbound marketing is considered a “pull” strategy, while outbound marketing is considered a “push” strategy. Our new inbound marketing whitepaper, will share the top 10 inbound marketing strategies, followed by details on our Integrated™ Inbound Marketing Process with an accompanying infographic, and an inbound marketing case study. Top 10 Inbound Marketing Strategies Thought Leadership Blogging Social Media Search Engine Optimization (SEO) PR Integration Pay-Per-Click (PPC) Advertising Use Calls-to-Action Generate Word of Mouth Leverage events ...

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Emotional Marketing For B2B Companies image

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. For B2B companies, emotional marketing should appeal to different emotions than consumer purchases. Geoffrey James shared seven unique “emotional hooks” that drive B2B buying: Job Security The buyer feels “safe” purchasing from you and your firm. Because he ...

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Is Your Marketing Modern? Get a Modern Marketing Report Card! image

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! The free Modern Marketing Report Card grades brand or company marketing effectiveness on a range of marketing parameters including: Brand execution Marketing programs Internet marketing Social media implementation Marketing results measurement Interested marketers can fill out a brief, web-based form and upload marketing samples. The Modern Marketing Partners team will grade submissions by category on a 4-point scale (4.0 = excellent), and provide an overall grade point ...

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How Brands Can Use Cause Marketing For Results image

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 ...

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Capital Equipment Purchasing — 4 Aspects image

Because of the high costs involved, the capital equipment purchasing process is complex for 4 reasons: the number and type of decision makers, the need to carefully evaluate and compare multiple options using financial analysis, the economic environment, and changing tax laws. This blog details these reasons or aspects. Related content in our capital equipment marketing best practices series includes a Guide to Capital Equipment Marketing, a Marketing Capital Equipment Checklist, a Capital Equipment Marketing Infographic, and 3 Capital Equipment Marketing Considerations. A Closer Look at Capital Equipment Purchasing Lets examine some of the aspects of capital equipment purchasing, beginning with the decision-making process. As stated, capital equipment purchasing typically involves multiple decision-makers and influencers including: • Executive and financial managers ...

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3 Capital Equipment Marketing Considerations image

There are at least three (3) factors that can have profound implications for downstream marketing. First, reputation is critical. Second, the number of customers is limited. Third, many capital equipment brands tend to be so technical, that engineering involvement and information must be part of both buying and selling, including marketing. Related content our capital equipment marketing best practices series includes a Guide to Capital Equipment Marketing, a Marketing Capital Equipment Checklist, a Capital Equipment Marketing Infographic, and 4 Aspects of Capital Equipment Purchasing. Reputation Regarding reputation, when investing huge sums of money, while multiple decision makers evaluate multiple options, the lowest price is rarely the most important criterion, certainly in comparison to brand reputation. Risk avoidance is paramount. This ...

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Measuring Marketing: Traditional Measures image

Frequently called marketing metrics, depending on the scale of your company or program, measuring marketing results can range from simple to a variety of complex methods and approaches. In fact, some of the traditional methods of measuring results are still some of the most important. Below we will identify traditional approaches to measuring marketing. Make sure to check out the other blogs in our measuring marketing series including Internet measures and social media measures. Financial measures like sales revenue, unit volumes, or profit margins are not only important, but also closely tied to company or brand success. Other traditional approaches might include identifying new customers, and having sales, service or telemarketing personnel ask (and document) how they found out about ...

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Blogging For Success (Part 1): Getting Started image

The term blog comes from the combination of the terms, web and log. A blog is defined as a website containing articles, referred to as “blog posts” or blogs”, that highlight subject matter expertise, industry news, or any relevant information to the audience you are targeting. Blogging has become a critical marketing tactic for a variety of reasons. This is part one of a two part series on blogging for success. Part one discusses reasons to blog, blogging platforms, and 11 important features every blog should have. Once you have established your blog, read Blogging For Success (Part 2) to learn more about the ongoing management of your blog including content planning, content ideas, and ways to promote your blog ...

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Facebook Business Pages Best Practices image

Basic Best Practices for Building Out Your Facebook Business Page Let’s put it this way, if your company isn’t on Facebook, it’s harder for your products and services to be found. Face it – as much as you may want to resist Facebook as a social media channel, you will find that no matter what, some of your customers use it as their primary resource in learning about new companies, checking out their products, the company’s personality and more. Below we will cover absolute musts for building out your company business page for Facebook. These best practices will put you in a position to build your company’s brand awareness and generate new customer leads. Page Setup: Important Points on Facebook ...

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Marketing E-Newsletter: Stay On Top of Marketing Best Practices image

A new e-newsletter focused on the latest and greatest marketing strategies and techniques is available from Modern Marketing University (MMU), the training and marketing thought leadership affiliate of Modern Marketing Partners. This e-newsletter is available to anyone interested in marketing and communications best practices, tips and techniques, marketing trends, measurement tools, case studies, and more. The  e-newsletter, called the Modern Marketing SCOOP, is free for anyone who registers. Quite frequently, MMU hears from various business professionals that marketing is changing so rapidly, that it’s hard to keep up. And that many traditional marketing methods are either obsolete, or must integrate with Internet and social media marketing initiatives. The mission of Modern Marketing University, is to embrace this change, understand how to leverage ...

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LinkedIn as a Marketing Weapon: Groups and Inmails image

LinkedIn Groups are Your Marketing Weapon! LinkedIn is the go-to social network for business professionals. Relationship building in your industry is easy with LinkedIn, and the discussions that build those relationships happen within LinkedIn groups. These groups give you ample opportunity to accomplish several business activities. Your personal LinkedIn profile allows you to join and display up to 50 groups that you belong to, which you can then use as a way to demonstrate your areas of expertise. Most importantly, building relationships through groups helps you with marketing your company’s services once group members begin to trust you as an industry expert. Of course, you should never abuse this ability and always engage with other discussions in a group. Here ...

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