Tag: Marketo Marketing Blog

Our Fearless 50 on Being Fearless

Just last week, we had the pleasure of announcing the entirety of the inaugural class of the Fearless 50. We are excited to share their stories in their own words—what drives them to be fearless, including key takeaways that you can learn from as well.

Kimi Corrigan, Director of Marketing Operations at Duo Security, Emily Poulton, Marketing Manager at the Adecco Group, and Satu Ståhlstedt, Marketing Automation and Digital Marketing Specialist at Fujitsu, sent us their advice to marketers looking to be fearless in their own way. Their tactics range from the simple, like learning to enjoy the ride, to the difficult, like learning to accept failure as a part of growth.

Move Past Your Fear of Being Fearless

Kimi Corrigan, Director of Marketing Operations at Duo Security, shares her thoughts on what being fearless means to her, both inside and outside of her marketing role.

“Being fearless is an intimidating concept. The notion is a little different for everyone, but a common interpretation is that you must be bold, confident and have all the answers. I used to think I needed to operate that way, but now I know that for me, being fearless is recognizing the problems, fears and worry about what could go wrong and facing it all head on,” said Kimi.

One of the most common fears many of us face is the fear of failure. Kimi shares what it feels like to look at the fear of failure a bit differently, saying, “To be willing to fail, and fail fast, can sometimes be crippling. But I have learned with forced habit to take that leap every day and to take my team along with me. It’s bold to risk failure for yourself, but it’s fearless to risk it on behalf of your company and those who you lead. But the rewards are sweeter, bolder and bigger.”

Kimi also offers up this great pro tip: “Shove aside the imposter syndrome feels, put in the work, learn how to shake it off when things don’t go according to plan and never forget to celebrate the victories and milestones.”

Stand Out and Be Fearless

Standing out in the crowd is one of the most fearless things a person can do, and Emily Poulton, Marketing Manager at The Adecco Group, is no stranger to it. She believes demand generation is one of the most difficult marketing roles in which to be fearless, but taking that approach has been crucial to her success.

“The demand generation space can be pretty tough, not only for those just starting their marketing journey, but also for those who have been in the game for a while, because demand-gen marketing is all about people—generating someone’s interest in your content, attracting a person to your website, creating an environment where people can communicate with you and engage with your brand. If your job is to ensure your content stands out and gets to the right person, you need to be able to put yourself in their shoes. Don’t create a campaign for a target audience, a user or a lead, but for a human, a person, a tech-savvy and busy marketer.”

Emily mentions the importance of standing out and being willing to ask the tough questions to push the envelope, saying, “With so many emerging technologies, new trends, and where you are marketing to someone like you, it’s hard to stand out and create the demand for the products/services your sales team is asking marketing for. But the good news is, these trends bring new technologies and ideas for marketing professionals to evolve their campaigns from tried and tested whitepaper downloads, to bespoke user journeys. Try out the new digital tools and channels, apply them to your campaigns, try them for offline too. Be the first in your team/company/industry/country to try something new.

Don’t be afraid to be innovative, don’t be afraid to challenge your “we always do it this way” campaigns, don’t be afraid to ask, “Would I click on this?” Don’t be afraid to make the case and explain the “whys” to your manager/team. Be a fearless marketer.”

The Not-So-Smooth Road to Being Fearless

The concept of turbulence is not just related to air travel—the world of technology is a bumpy ride, changing every day, leading marketers to scramble for the best solution to the challenge they are facing. Satu Ståhlstedt, Marketing Automation and Digital Marketing Specialist at Fujitsu, believes that turbulence can actually give the marketer the opportunity to thrive and innovate in new and exciting ways.
“The 2010s are a riveting time in history to be working in marketing. Every day in the office is an adventure, abundant with new marketing technologies, social media tools, content and meme trends, and even legislative changes. While this ever-present turbulence might fill some with fear, I feel it’s an opportunity to thrive and to revolutionize the way marketing has been done before.

We’ve been given tools to offer highly personalized and automated marketing experiences to our customers every single time they engage with us during their lifecycle. The possibilities are endless. So much so, that many of us may feel overwhelmed.

The key thing is not being afraid to try new things, to always improve on yesterday and to understand that failure is part of success. What will never (hopefully) be out of fashion is the human-to-human approach. As automated as things become, we must always strive to involve a touch of humanity to whatever we are doing with our customers. Digital technologies and marketing automation will only enhance the humanity of marketing.

That being said, AI, VR, and AR still have not seen a proper dawn in marketing and I, for one, cannot wait until it does!”

We all share a common thread as part of the Marketing Nation community—being fearless in the pursuit of marketing excellence. We hope these anecdotes from members of the Fearless 50 are inspirational and educational to those who are just starting out in the world of marketing and reinvigorate the excitement of those who have been in the industry for years. Be willing to fail and learn from it, assert yourself and ask the tough questions, and enjoy the ride that being a Fearless Marketer affords us.

Thank you to Kimi, Emily, and Satu for sharing their insights into what being fearless means to them and we are looking forward to sharing more stories of bold and brave marketing as the year presses on.

How do you embrace being fearless in your role each and every day? Are you inspired by the ideas shared above by our Fearless 50? Let us know in the comments!

The post Our Fearless 50 on Being Fearless appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/our-fearless-50-on-being-fearless.html

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Who’s in Your Sphere of Influence and Why Does it Matter?

The fearless marketer is one that:

  1. Has a revenue attribution mindset
  2. Has a digital sales motion skillset
  3. Has a sales and marketing aligned toolkit

He has extended his hands to partner with sales leaders as a driving force for modern, digital selling. This marketer will Create, Organize, Distribute, and Evaluate Engagement (C.O.D.E.) alongside their sales team. Every asset and campaign is designed with increasing sales quota attainment, per sales professional, in mind. But how can the fearless marketer ensure that their sales team is set up for success?

In this blog, I’ll personally help you understand how the fearless marketer can help set her team up for success. 

Current Challenge

The challenge that sales and marketing have when they begin developing account target lists (by geography, vertical, or strategic accounts) is that someone always does a quick Google search: “What are the largest ABC companies in XYZ industry.” This is called “wallet-share” account selection. While acquiring the biggest, baddest companies in any vertical is important, you aren’t the only company trying to sell to them—by a long shot.

Who Influences Your Customer?

The “sphere of influence” flips this model on its head. To utilize your sphere of influence is to leverage your EXISTING customers as a centerpiece and reverse-engineer the companies and contacts that are within one degree of “social proximity” from your customers. Think about it… sell into accounts where we have the greatest advocates.

Marketing works with sales to war-room a list of new target accounts that have a higher probability/convertibility. Marketing then develops storyboards for these accounts, specifically telling stories about your customer success. You’re telling these stories ONLY to those people that have the highest propensity to understand/care about those stories.

One example of this is job changes from existing customers to new logos. Tools like LinkedIn allow you to map and create a trigger-alert anytime a champion, influencer, or decision-maker leaves your existing customer to join a logo you don’t already have. Your sales team can then engage the advocate at the new logo with well-timed (just as they start their new role), and well positions insights (a reminder of the successes their previous employer had with your solutions).

Why This Works

Here’s one example for you: I met Jill Rowley, Chief Growth Officer at Marketo, through Bob Perkins, CEO of AA-ISP when we were both asked to speak at the AA-ISP Social Selling Summit in 2013. What I didn’t know yet is that Jill had been tasked with training 23k sales professionals on the Why, What, and How-to-Do Social Selling. At the time, she knew very little about sales training. Through this, Jill and I became in each other’s sphere of influence. She was vital to bringing in my company, Sales for Life, to train her team on social selling. Now, five years later, Jill’s hiring Sales for Life again to train the global sales organization on digital selling. Building that relationship was empowering for both of us.

Taking it a Step Further

Once you’ve utilized the sphere of influence model, it’s time to further engage your potential customers. As your sales team is ready to engage accounts, marketing can help the sales team organize a library of rich insights to leverage. These insights are meant to really push a buyer to think differently and question the status quo. The modern, digital seller will reach far beyond just slinging a blog article over to a customer. The modern, digital seller will humanize and synthesize the insights with video. This will really engage the customer and highlight the authenticity of the seller.

The return on video is immense. With my company, we see 10x to 30x read-to-response rates. And, customers all over the world are increasing their opportunity creation percentage because their marketing and sales team are aligning to deliver insights that truly help the buyer. This marketing and sales partnership is the way to fully utilize your sphere of influence. Think of the example I cited with Jill and how now, even five years later, our spheres still intersect to create opportunities.

Have you utilized your sphere of influence to create sales opportunities before? I’d love to hear about your experience in the comments.

The post Who’s in Your Sphere of Influence and Why Does it Matter? appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/whos-sphere-of-influencer-why-does-it-matter.html

Brand Archetypes: The Science Of Strategic Brand Personality

You may have heard of brand archetypes before, but have you ever really stopped to consider how they apply to your brand? Or how they might influence your positioning strategy and communication? From my research on the topic, I get a sense that archetypes are still widely undiscovered and those who have briefly encountered the subject are somewhat dismissive of them as a strategic tool.

Primarily, I feel, this is because of a lack of understanding of their application. When used correctly, however, brand archetypes have the power to place your brand front and center, not just in your customer’s mind, but in their hearts.

The Secret of the Most Loved Brands

We all have an emotional connection with at least one brand. Think of the brands you love. If you’re not a brand fanatic (like many Apple users), then ask yourself a question: What one brand do I use, where the alternative just won’t cut it?

If you think about it, I’m confident there’s at least one. Maybe it’s your iPhone, your Converse trainers, or your Diesel Jeans, or something that’s even more specific to who you are.

Whatever the brand, your connection with it goes beyond simply features and benefits. Your favorite brand has created an emotional bond with you, through strategic positioning and communication.

Why We “Love” Our Favorite Brands

Whether you go so far as to say that you “love” your favorite brands or not, you do feel a connection with them that is “human” and is based on “feelings.” But how can we feel human connections for inanimate objects or corporations that manufacture those objects?

The answer lies in how they make us feel. The most beloved brands are the ones that understand their audience better than others. They tailor their communication (through personality) to evoke the exact desire within them, which their brand satisfies.

The Key Is in The Heart, Not the Mind

We all think that we’re logical people and that our buying decisions are calculated, that we consider all the options on the table and make an informed decision.

The reality, however, is that 95% of our purchasing decisions are made in our subconscious, according to Gerald Zaltman, Harvard Business School professor.

He goes on to say that even those who report that they actively compare competing brands, never actually consider the alternative. In other words, our decisions have been made long before the point of purchase.

Desire Gave Birth to the Archetype

We all have basic human desires (beyond the obvious ones). We don’t learn to want certain things, it’s instinctive. Because we as individuals are all different, we all have different levels of desire for different needs. Psychologist (and once a good friend of Sigmund Freud) Carl Jung, who coined the term “archetypes” said we all have a “collective unconscious” that channel experiences and emotions resulting in typical patterns of behavior.

In other words, there are specific personalities that we instinctively understand, that evoke specific desires within us.

Whether you have a desire for power, freedom, intimacy, safety, or understanding, a particular collection of behaviors (or a certain personality) will evoke those desires within you, more than others. There are 12 distinct personalities (12 Jungian archetypes), which evoke 12 core human desires. These that act as the primary colors for all personalities and desires and can be used to make strategic emotional connections.

Loved Brands Are Tangible

Brands with no emotional connections with their audience are traded like commodities and as such, are immediately replaced when better or novelty options become available. Brands that make emotional connections foster brand loyalty as well as the holy grail of branding, brand advocacy.

Making these connections is not just a case of plucking a handful of traits you believe your audience admires. To make a real connection, your brand needs to become human. A brand that knows who it is, what it stands for, voices opinions, promotes beliefs, champions a cause or brings a certain life to the party is a brand with personality.

These are the brands that make connections, so their audience “feels something” for them. They are alive, they inspire us, they guide us, we trust them and, in some cases, we love them.

How Can I Use This in My Brand Strategy?

Using brand archetypes is not an afterthought in the strategic branding process. It should be a core part of your brand and positioning strategy.

As such, you need to start with your audience, though this is where a lot of confusion lies. It’s not simply about asking which archetype your audience is, like a multiple-choice question.

When you know your audience intimately, their aspirations, fears, desires, and expectations, you can begin to shine some light on the personality (or archetype) that will best appeal to them. Your industry and competitors will also have an influence on your position and how you want to differentiate in your space.

Once you have a clear picture of your competitive landscape, you will have insight into the position you want to take, the emotion and desire you want to evoke, and which fully formed archetypal personality will help bring your brand to life.

Have you used brand archetypes in your strategy? Tell me about your best practices in the comments.

The post Brand Archetypes: The Science Of Strategic Brand Personality appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/brand-archetypes-science-strategic-brand-personality.html

6 Ways to Include Customers in Your Content

Customers are the heart of your businesses. After all, they provide the revenue to keep your establishment running strong—the fuel to your engine, the peanut butter to your jelly, the milk to your mustache—too much? Jokes aside, have you given much thought to how your customers can actually contribute to helping you grow your customer base?

Peer-to-peer marketing is not only a viable channel you should be exploring, but it’s also one that has seen great success in both B2B and B2C marketing. It’s all about fully partnering with your network of happy customers to assist with social selling, referrals, and thought leadership. In fact, 91% of B2B purchasers say past buying decisions had been influenced by word of mouth from industry peers. The best way to capitalize on this is by including your customer in your content marketing strategy.

In this blog, I will share with you 6 ways you can begin to include customers in your content.

1) Customer Case Studies

If you visit any business website, you are likely to come across a collection of customer case studies either displayed on the homepage or collected under a dedicated tab. Case studies provide the most compelling way to share with your audience how their industry peers have overcome similar challenges with your solution in a relatable structure—a story. In fact, it’s been proven that storytelling can have a profound impact on the decisions we make. However, just like bad stories exist, bad case studies exist.

From my experience through the case studies I’ve been involved with at Marketo and the feedback I’ve gathered from sales (because they are on the frontline of feedback—and we’re all about that marketing and sales partnership!) I can share a few things I have gathered that every good case study has:

  • Real Results—Improved tactical metrics are good and all, but certainly not a compelling enough for your reader to base her executive buy-in pitch on. Take it a level deeper and dig for real, strategic business impact such as ROI, cost savings, or revenue growth. A great way of doing this is to continue the conversation and ask, “Why is this metric important?” or “Where has it gotten you?”
  • A Relatable Challenge—Your audience can take many different angles, but one thing that these stories should have in common is a relatable challenge for your potential buyers. If your audience is the banking industry share how your solution has helped Bank X boost home loan cross-sells, or how Non-profit Y had converted 4x more donors into members over the past year, or how Company Z has enjoyed greater functionality and therefore improved output and ROI after migration from a competing solution.
  • Visual Use Case—Sharing specific use cases (making sure to not get too in the weeds) helps to paint the full picture of how your customer got from A to B—and how your reader can too! It builds credibility and helps your reader visualize how they can similarly use your solution—it even may spark new use cases they can adopt with your solution.

2) Open Your Blog to Customers

Your customer base is a rich pool of knowledge just waiting to be shared, and customer blogging is an excellent way to do that. With a variety of different industries and personas who all have something in common, your blog provides a great platform to share new ideas, perspectives, and grow a community.

If you have a robust guest blogging program already in place, think about your editorial calendar and what customers may have a great piece of thought leadership to add to your blog. Remember that link-stuffing and blogs that are focused on selling your products can turn off potential buyers—even if the links that are stuffed in there are not for your own products.

Consider what you learned about your buyers during the sales cycle and reach out to them to write a blog about a particular pain point that they have. You can also use this as an opportunity to reach a new audience if you ask your customer to cross-promote or republish on their own channels with an attribution link to your blog. As blogging can be a relatively low budget channel, this is an excellent opportunity to maximize your content team’s time by giving them a reprieve from having to write every blog themselves! This is also a unique opportunity to give your customers an opportunity to tell their story and build their own brand up as one that focuses on thought leadership.

3) Feature Customers on Webinars

Similar to customer blogging, you can launch a customer webinar series. This is a neat way to feature customers as guests or even invite them to speak on topics they are well versed in. If you market to a variety of different industries, or if you have a built-out product suite, it’s a great way for your customers to share with their industry peers tricks of the trade, how they find success using your platform, or their point of view on common challenges.

The great thing about webinars, differing from the previous content channels mentioned, is that your guest speaker has the time to go more in depth, show live visuals, and interact with your audience through live chat. Giving a voice to the content adds a dimension of credibility—something not easily portrayed in written content mediums.

4) Go Live on Social Media

If you haven’t noticed yet, live streaming is not-so-quietly beginning to take over social media. It offers a fresh, exciting, and cost-effective way to engage with your target audience like never before. While live streaming is still a fairly new market given that many companies are still trying to fine-tune their approach, it’s certainly a craze to be a part of. In fact, so much so that spectators predict this industry to be worth over $70 billion, by 2021.

But why the craze? Numbers show that 80% of customers would rather watch a live stream video than read a post from a brand—But why you ask? Just like the trill that comes along with seeing your favorite celebrity hop on Instagram live or an influencer respond to your tweet, live streaming provides a new level of trust, transparency, and authenticity.

If this is something you haven’t yet explored—I encourage you to do so. And guess what? Featuring customer is a great way to get started. Think of how you can incorporate live streaming through live events, Q&As, interviews, announcements, or even behind the scene opportunities.

Marketo Live Customer Content Example

5) Promote Self-Recorded Video Content

Similar to live streaming, self-recorded video content is another cutting edge way to enrich your customer community online. Video submissions are a new and fun approach our team has recently begun to embrace, and it’s exciting to see how our customers have responded—Check out the team below!

Camille Crandall, account executive at Marketo takes advantage of the Marketing Nation Summit to launch a three-day mini-interview series of impromptu videos featuring customers and their daily takeaways. This was a really fantastic way to document the event!

Camille Crandall Customer Content Example

Also leading up to Summit, our customer marketing team launched the Fearless 50 nomination challenge. Our customers eagerly took to this challenge through their very own video submissions.

Fearless 50 Customer Content Example 1Fearless 50 Customer Content Example 2Fearless 50 Customer Content Example 3

6) Never Stop Gathering Quotes

And of course, we can’t forget the golden nuggets that enrich every piece of content our marketing team comes out with: customer quotes. The amazing thing about these pieces of treasure is that we can (and we do) include them everywhere—sales slide decks, battle cards, ebooks, white papers, social media. It’s probably the easiest and most impactful way we involve our customers in the content we produce.

One of the greatest marketing challenges is deciding on what message will truly resonate with your audience—and what better way to do this than through peer-to-peer marketing.

There are countless ways to include customers in your content marketing strategy, beyond the traditional case study or press release.  Furthermore, with the continued adoption and development of technology we have the freedom to do what we do best and get creative, try something new: be fearless. Sound familiar?

What are the most exciting ways your team involves customers in your content? Share with us in the comments below.

The post 6 Ways to Include Customers in Your Content appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/6-ways-include-customers-content.html

Staying Top-of-Mind Within the Modern Digital Landscape

Of late, I’ve had a personal breakthrough in the way that I look at delivering personalized experiences to customers within our ever-expanding digital world. Sometimes it can appear to be such a distant vision or complex idea to capture audience interests and then extend ongoing messaging through preferred channels of communication for each individual. We have the technology to listen, learn, and engage. But how can we do this in the most streamlined fashion without overwhelming our marketing resources?

Over the last couple of months, I have started implementing a logic for refining audience interests through our engagement platform and assigning follow-up communication according to the latest digital interactions that have greatly simplified the process for delivering a personalized audience experience.

While many unique variations could be added to the theme, here is the basic formula:

  • Start by establishing “listening” campaigns that articulate the preferences of audiences
  • Coordinate and assign ongoing communication to match these preferences
  • Expand the reach and reinforce the messaging of this ongoing communication through secondary channels and digital locations

There are undoubtedly many other approaches worth considering for articulating your digital marketing strategy. However, this formula is an excellent starting point if you are trying to move your marketing from single-channel communication to a more multi-channel approach. This article takes a look at each of these steps and provides some practical examples of how to put them to good use.

Identify Interest

“Put your feelers out there.” I don’t know where I last heard the term, though I believe it was a friend encouraging me to learn a new hobby. “You’ve got to put your feelers out there.” I think this is more of a reference to something like a hamster with whiskers or an insect with antenna. However, the analogy is accurate to marketing—as marketers we have to get an understanding of who we are targeting and their interests before we begin attempting to truly capture their engagement or calling audiences to action.

Digitally speaking, some people call this “casting a wide net.” What we are trying to do is uncover through digital interactions when and how people are connecting with our brand. To accomplish this, you need to be listening for engagement from the point where an anonymous visitor enters your website, all the way through to the point where they identify themselves, then on into their patterns of content consumption.

I may have already made many of us feel like this is a massive task, though in reality this often boils down to the following:

  • What brought someone to my site or content?
  • What actions are they taking on my site or with my content?
  • How frequently are they engaging with specific messaging?
  • Is the focus of their engagement shifting?

Let’s start with the source of audiences or visitors. With the right digital engagement platform, tracking where people are coming from is actually a whole lot more straightforward than it might appear. There are three main ways people get to your content: ads, referring pages, and direct messaging. While other means exist, the method for capturing these three sources can be applied to other channels as well.

  • UTM (Querystring) Parameters: The information located after the “?” within your browser URL is a treasure-trove of knowledge that can be used to identify what sent an audience to your site. Within your display ads and remarketing, make sure that UTM parameters are being used to determine which messaging has captured the initial attention of your visitors.
  • Referring Pages: Similar to UTM parameters, this information is automatically being registered by your browser and made available to 3rd Party engagement platforms. Essentially, the browser is able to deliver insights into what is driving audiences to your site.
  • Direct Messaging: Emails, text messages, mobile ads, and more all can supply sourcing information. While you may be sending out multiple messages, make sure to understand which of these messages are driving specific audiences to initially engage or continue engaging.
  • Clicks, Click-Throughs, and Links: much of modern digital tracking amounts to what part of your content or website an audience is clicking on.

Once sourcing information is collected, it is equally important to follow along with the actions and behaviors of audiences on your website. While Google Analytics is an excellent resource for a starting study of the overall effectiveness of page content, what is more important is to begin translating website behavior into audience preferences and interests. This is accomplished by looking for frequency and quantity of interactions.

Here is a simple, yet valuable example. Would you rather have a salesperson follow up with someone that visits your pricing page one time in the past two weeks or someone that has visited your pricing page four times in the past three days? The answer is obvious, though it illustrates a critical point, as marketers we need to combine WHAT audiences are doing with HOW often they are engaging. By doing so, we can create implicit segments of interest that are more in tune with the topics that will deliver personalized and engaging communication.

Coordinate Follow-Up

Listening for preferences must be fluid. With the right engagement platform, it is possible to setup workflows that consume information from all of the important touchpoints and dynamically shift segment inclusion to match the digital DNA of audience interest. This article does not go into the mechanics of setting up these workflows, though the right platform delivers simplicity and scalability, so you do not have to manually recreate the supporting tracking programs and elements over-and-over again.

With the right kind of fluid tracking in place to identify and assign interest segments, a modern approach to digital engagement will shift the assignment of content to match the most relevant topic or focus within the buyer journey. Rather than thinking of communication in a linear flow, modern digital communication is better thought of as a landscape of relevant “buckets” or “streams” of messaging. As individuals exhibit behaviors that match a specific bucket of messaging, appropriate platforms deliver functionality that can automatically adapt what type of communication an individual receives, or even dynamically adjusts the content of messaging to match their preferences.

Practically speaking, if someone has begun engaging with your brand in a generic fashion, then a bucket of content devoted to uncovering interest is the best starting place for ongoing engagement. As repeat visits to the same parts of your website, or consistent link clicks to specific topics, occur with appropriate frequency or quantity, it is appropriate to shift communication to a more targeted set of messaging. Finally, it is important to mirror the appropriate buying stage within the relationship and have buckets of communication devoted to stages of the sales process.

Other “buckets” can undoubtedly be uncovered to match your specific objectives and audience needs, though the concept is still applicable. Identify interest over time, then adapt the ongoing set of communication to match the digitally tracked interest of your audiences. Move messaging from generic to more specific over time—mirror and match interest and you are more likely to continuously captivate and engage.

Be Where Your Audience Is

The final element for keeping modern digital marketing strategies simple is to expand your messaging reach. Once interest is identified (or re-identified) make sure to setup self-updating programs or cross-channel audience lists that place interest-based messaging in front of your audience on a regular basis.

Here’s a solid example of how this works. When a visitor first comes to your website, offer initial messaging, then once their interest is identified, communicate across channels with messaging related to their interest. This can be accomplished by matching and reinforcing messaging across channels, such as remarketing, direct mail, text messaging, and more. The goal is to keep relevant topics top-of-mind throughout your target audience’s digital and offline experiences with your brand.

  • Use of low-cost methods for uncovering interest to start, such as email, website personalization, and mobile messages, to capture the core interest of a buyer.
  • Afterward, include audiences in more targeted campaigns such as ad remarketing on social media or direct mail to drive specific points of interest and be everywhere identified interest is at.

Summing Things Up

Delivering personalized and engaging interactions is a key to making brands stand out in our digitally connected world. To accomplish this, there are some basic steps that can help marketers begin delivering more relevant and interest-based communication.

While there are many approaches to consider, here is one formula that is a simple place to start:

  1. Cast a wide net to capture and track initial attention
  2. Uncover specific interest and focus communication
  3. Be top-of-mind everywhere your audience is

The best way to learn this methodology is to start with a target audience segment or set of behaviors that match a key sales initiative. From there, refine your methodology and build out a set of repeatable campaigns/programs. Then begin expanding the approach to other audiences and initiatives.

As stated before, numerous methodologies and frameworks can be used to drive digital results, this is just one. Would enjoy hearing more about your frameworks in the comments below.

The post Staying Top-of-Mind Within the Modern Digital Landscape appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/staying-top-mind-within-modern-digital-landscape.html

The Final 25 Members of Our Fearless 50 Are Here!

I read a quote once about fearlessness that said, “F-E-A-R has two meanings: ‘Forget Everything and Run’ or ‘Face Everything and Rise.’ The choice is yours.” Since leaving Marketing Nation Summit, where we were given all the building blocks we need to be Fearless Marketers, it has been our mission to remember what we learned and take it to heart as the year marches on.

When we announced the Fearless 50 program, we tasked ourselves with searching the world for marketers who exemplified what it means to be bold, brave, and fearless. Who would have thought when this idea was hatched that the nominations would flood in the way they have? We were humbled to read every incredible story that the Marketing Nation submitted to us and narrowing it down to select just 50 members was almost an impossible challenge.

After poring over countless inspirational nominations and long deliberations, it is our pleasure to announce the second half of the inaugural class of the Fearless 50:

  • Anna Fuerstenau, Marketing Specialist, Reliance Worldwide
  • Bill Brown, Director, Marketing Operations, Phillips 66
  • Brooke Bartos, Marketing Automation Manager, Walker Sands Communications
  • Carissa Russell, Marketing Technologist, Current powered by GE
  • Danielle Balestra, Director of Marketing Operations, Memorial Sloan Kettering Cancer Center
  • Jenn DiMaria, Marketing Automation Consultant, RevEngine Marketing, a Digital Pi company
  • Jim D’Arcangelo, SVP – Growth Marketing, UpCity
  • Joe Isaac, Global Marketing Manager, GE Healthcare
  • Jon-Erik Valetti, Director of Marketing, Carfax
  • Justin Sharaf, Director of Marketing Technology and Operations, LogMeIn
  • Karen Fowler, Manager of Client Services, Digital Pi
  • Kendall Brown, Manager, Global Demand Generation, Verizon
  • Kim Lawrence, Associate Vice President, Marketing, University of Calgary
  • Kimi Corrigan, Director of Marketing Operations, Duo Security
  • Madison Bennett, Marketing Operations Coordinator, Terminus
  • Matt Amundson, VP of Marketing, Everstring
  • Melanie Chapman, Director of Strategic Communications, Jellyvision
  • Melissa Hobley, CMO, OkCupid
  • Melissa Thames, Head of Global Marketing Operations, S&P Global Platts
  • Michael Barber, SVP and Chief Creative Officer, Godfrey B2B
  • Ryan Gallagher, Marketing Specialist, Proofpoint
  • Satu Ståhlstedt, Marketing Automation and Digital Marketing Specialist, Fujitsu
  • Shannon Renz, Senior Director, Demand Center – Marketing Operations, SAP Ariba
  • Stephanie Ristow, Senior Marketing Program Director, Charter School Capital
  • Talia Burlamaqui, Marketing Demand Operations Manager, Ericsson

Personal and professional acts of fearlessness should not only be recognized but celebrated as shining examples of what we all should aspire to be. One of our Fearless 50 members, Maria Pergolino, CMO of Anaplan, shared her excitement, “I’m honored to be a part of Marketo’s inaugural Fearless 50. Being recognized amongst such amazing marketing professionals inspires me to continue to be fearless in Anaplan’s marketing efforts, developing new methods, and driving results.”

While the inaugural class of the Fearless 50 has come together, there is more work to do. We look forward to sharing the stories of these 50 incredible marketers and continuing to inspire the Marketing Nation to approach each day with fearlessness and bravado.

Fearlessness isn’t a personality trait, it’s a state of mind. We can choose to follow in the footsteps of these 50 bold marketers whose names will go down in Marketing Nation history, and, if we do, we will never view fear as “Forget Everything and Run,” but as “Face Everything and Rise.”

Marketo is proud to welcome the inaugural class of the Fearless 50—please be sure to check out our blog post that announced the first 25 members as well! And we thank our Fearless 50 program sponsor, PFL, for joining us on our quest to find the world’s most fearless marketers.

The post The Final 25 Members of Our Fearless 50 Are Here! appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/final-25-members-marketos-fearless-50.html

5 Crucial Data-Driven Marketing Trends and How to Exploit Them

As the amount of data available online continues to grow, so do advanced marketing strategies that businesses can adopt to harness and use all that valuable information. You may be wondering where to start or how to enhance your data-driven marketing efforts.

Here are five trends and how to take advantage of them to move to the front of the pack:

1. Personalized User Experiences

Have you ever logged into your Amazon account and found customized product recommendations based on your shopping and browsing activity? Or found your homepage experience personalized in real time to reflect your online behavior? These are examples of how marketers are using data to understand their customers better and create individualized user experiences.

To adopt this strategy:

  1. Identify your target customers’ demographics and tailor your content and website experiences accordingly. For instance, if you’re looking to sell to women age 18-34, depict such a person on your homepage.
  2.  Feature the products or services that generate the majority of your revenue on your homepage and make them easy to find.
  3.  Employ such tools as Optimizely, along with data you already have, to gain valuable customer insights and use them to quickly create different personalized homepage experiences for your customers. You should also look for a tool that will allow you to conduct A/B testing on different homepage variations to determine which one will produce higher consumer engagement.

2. Predictive Analytics

“Predictive analytics is the use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data,” according to SAS’ definition. “The goal is to go beyond knowing what has happened to providing a best assessment of what will happen in the future.”

You can apply this approach to advance account-based marketing (ABM), which promotes sales-and-marketing alignment by focusing only on key target accounts that match your company’s ideal customer profile. The goal: better understand which companies are most likely to do business with you. In the B2C world, predictive analytics can help you focus your ad spend on the right people, helping you achieve a higher ROI.

Predictive analytics can strengthen your marketing results by helping you identify:

  • Companies that fit your company’s ideal customer profile: Most predictive analytics tools can provide important firmographic information on prospects, including industry, number of employees, estimated annual revenue, and funding rounds. You can use these variables to zero in on companies that fit your buyer personas and can afford your products.
  • Accounts most likely to buy: Intent data, or data sets that consist of people who have demonstrated a strong likelihood to be in-market for a specific product or service category, is becoming widely available across both the B2C and B2B spaces. However, not all intent data is created equal. Intent data that is compiled from individual behaviors on social media is more accurate and will drive better ad targeting. 

3. Data Onboarding for Targeted 1:1 Ad Campaigns

Data onboarding is a strategy that’s catching on rapidly. A report by the Winterberry Group, cited in Ad Age, predicts the data onboarding market will reach $1 billion in 2020.

Lotame, a data management platform, defines data onboarding as “the process of transferring offline data to an online environment for marketing needs.” Lotame adds, “Data onboarding is mainly used to connect offline customer records with online users by matching Personally Identifiable Information (PII) gathered from offline datasets to find the same customers online.”

You can use such a platform, along with identity resolution (described below) and omnichannel marketing, to reach the same audience on multiple devices with personalized messaging.

4. Identity Resolution for a 360-Degree Customer View 

To offer the best omnichannel experience, you need to recognize and tie together your customers’ identities across all the channels and devices they use. Identity resolution helps you do that, enabling you to expand your view of a customer to their apps and interests.

Identity resolution makes possible more precise targeting, omnichannel tracking and measurement, and personalization at scale.

You can use a toolset such as StiristaLINK, which connects B2B and B2C identities for a 360-degree view of your prospects. This lets you develop integrated communications to reach the same person, for example, via Facebook, Twitter, other social channels, and personal and business email.

5. Artificial Intelligence and Machine Learning

Top data-driven marketing companies like Google, Facebook, Amazon, Twitter, and LinkedIn are already actively using artificial intelligence (AI), machine learning, big data and predictive analytics to improve their products.

For example, LinkedIn uses machine learning (the ability of machines to teach themselves from data they collect) to power its smart replies recommendation engine.

Google uses artificial intelligence and predictive analytics to power its autocomplete search prediction engine. Once you begin typing in the search box, an algorithm utilizes all user data acquired to show what you might be interested in before you finish typing. These predictions are based on information gathered on the interests of other people with similar search queries.

Google’s latest product release, RankBrain, uses predictive analytics and AI to decide which pages to rank in search results, in real time. It understands searchers’ queries (keywords), measures how people interact with the results (user satisfaction) and then ranks the pages that best answer users’ questions.

Facebook also uses machine learning to power its Website Conversion engine. For example, the tool can calculate your cost per purchase and estimated conversions after 50 conversions. The “machine” requires a certain number of conversions to learn and predict which type of audience will better respond to your offer in the future.

So, there you have it: Five crucial data-driven marketing trends to adopt or start using more extensively. Now more than ever, businesses must assemble and integrate customer data to gain insights that will help you create a great, seamless customer experience spanning multiple channels. Leveraging these trends will move you along that path toward better results.

Which other trends should be added to this list? Tell me about it in the comments.

The post 5 Crucial Data-Driven Marketing Trends and How to Exploit Them appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

from Marketo Marketing Blog https://blog.marketo.com/2018/07/5-crucial-data-driven-marketing-trends.html