In the age of social media, where customers are sharing experiences and reviews on brands constantly, and making buying decisions based on those reviews from anonymous others, providing a great customer experience has never been more important.
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Can people tell what your company does in just a few seconds after getting to your website? And why they should care? It’s important that they can.
The home pages of many websites suffer from diffuse messaging. This is often the result of internal political struggles over that most valuable of Internet real estate. Continue reading
I can’t tell you how many times SMB owners and senior executives have said to me, “We can’t afford to do marketing” as if it were a cost center. Marketing done right returns many times in revenue over what it costs.
Companies aren’t always willing to share their marketing ROI data, but here’s a greenfield example I ran across in the annual report of AFA Protective Systems, a $70 million company that installs fire and burglar alarms and other types of security systems. In their 2014 annual report the CEO wrote: Continue reading
While we are being flooded with a tsunami of data, and increasingly rely upon it to make crucial marketing decisions, at the same time we need to understand that the data that we get from many online sources are not absolutely reliable, although they probably are relatively reliable. I’ll explain the difference shortly. Continue reading
Key marketing TLAs (Three-Letter Acronyms)
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| ABM | Account Based Marketing |
| ACV | Annual Contract Value |
| AOV | Average Order Value |
| API | Application Programming Interaface |
| ARR | Annual Recurring Revenue |
| B2B | Business to Business |
| B2C | Business to Consumer |
| CAC | Customer Acquisition Cost |
| CEO | Chief Executive Officer |
| CFO | Chief Financial Officer |
| CMO | Chief Marketing Officer |
| CMS | Content Management System |
| CPC | Cost Per Click |
| CPL | Cost Per Lead |
| CPM | Cost per thousand |
| CRM | Customer Relationship Management (software) |
| CRO | Conversion Rate Optimization |
| CRO | Chief Revenue Officer |
| CTR | Click Through Rate |
| DAM | Digital Asset Management |
| DMP | Data Management Platform |
| DSP | Demand Side Platform |
| EMS | Event Management Software |
| ICP | Ideal Customer Profile |
| KPI | Key Performance Indicator |
| LTV | Lifetime Value |
| MAP | Marketing Automation Platform |
| MCM | Marketing Campaign Management |
| MQL | Marketing Qualified Lead |
| MRR | Monthly Recurring Revenue |
| PPA | Pay Per Acquisition |
| PPC | Pay Per Click |
| ROI | Return on Investment |
| SEM | Search Engine Marketing |
| SEO | Search Engine Optimization |
| SMM | Social Media Marketing |
| SQL | Sales Qualified Lead |
| URL | Uniform Resource Locator |
| VOC | Voice of Customer |
| YOY | Year Over Year |
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Trello is an easy to use, intuitive tool for managing marketing team tasks, especially if you’re using the agile methodology.
In Trello you create a list for each sprint, or whatever time period you use to manage projects. Then you create a card for each task, and can assign people and make notes on each card. Continue reading
We’ve all experienced predictive analytics: it’s the data science used to make personalized product recommendations for you on Amazon, Netflix and other sites. And predictive analytics is way ahead of lead scoring in helping companies close new business.
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“Never criticize. Never complain.” – Dale Carnegie
Dale Carnegie’s 80-year-old advice still has merit when it comes to marketing.
It doesn’t take much time on social media to realize that positive, upbeat, inspirational and problem solving posts get the most shares and likes. “How to do X…” marketing posts are very popular. Continue reading
The majority of marketers who adopt the agile methodology report that their teams are more productive, get campaigns to market faster, and improve their business results. Employees also often report significant satisfaction with the agile method. A key organizational principle of agile marketing is the sprint. Continue reading