Emails have a short life. But many don’t have a life at all, according to a recent Adobe survey – into attitudes toward email. Amongst the many insights and data we unearthed, two that stood out for me are opened and read, which means 75% of everything you send is ignored. And when they are read, 50% aren’t considered useful.
Building an audience is perhaps the most important aspect of growing a company. And yet, it’s also one of the most elusive.
Turning digital advertisements into swaths of new customers is seen as a miracle, a magic trick. The phrase “growth hacking” is spoken in reverent tones as a sport for geniuses.
I’m tired of people giving email marketing a bad rap. Because despite claims that email is dead, 33% of consumers say they used it more frequently in 2019 than last year.
And by the end of 2019, it’s estimated that marketers in the U.S. will have spent $350 million on email advertising.
With so much continued investment in email, it’s clear that marketers still see the potential. Then what’s the problem? It’s not the channel itself that needs fixing – it’s the way we’re using it.
Demonstrating the impact of marketing efforts across all channels is one of marketing’s biggest challenges today.
It’s not easy to do. But with the right approach and technology, you can have confidence in the data, which will help you communicate impact to your leaders and make smarter, data-driven decisions moving forward.
In many organizations, marketing suffers from a crisis of credibility. Many executives believe it exists solely to support sales, or that it is an arts and crafts function that throws parties and puts logos on swag. It’s no secret that the C-suite does not care about the open rate of your last email campaign, or how many likes a Facebook post got. Metrics like click-through rate, impressions, and reach are still important, but only to the extent that they can be connected to revenue and profit. It is worth measuring and tracking the impact of all key activities, but all non-critical metrics should be kept internal to marketing. In other words, only share metrics that matter to the CEO and CFO.
What happens when 80 senior marketing leaders come together to talk about revenue marketing and ROI? Amazing insights, that’s what!
At our Marketing Nation Engage event in London, we hosted a series of roundtable sessions with marketers around the region to discuss hot topics of the day. And nothing was hotter than revenue marketing and ROI. Each of the three roundtable sessions was hugely oversubscribed, and we had standing room only for each!
Social media never changes. Well, maybe superficially. It’s hard to imagine today’s Insta kids coding HTML hearts into their Myspace pages and fielding messages from Tom.
But one constant has plagued social media since its birth: the challenge of tracking marketing impact and ROI.
Thankfully, as platforms have evolved, so have the tools we use to analyze our social media marketing campaigns. Today’s analytics platforms can go a long way toward delivering stronger ROI and marketing attribution.
In today’s fast-paced markets, being data-driven is no longer enough.
The current marketing trailblazers realize it’s time to shift their focus away from monthly reports and onto insight-based decisions. They’re moving past backward-looking measurement and toward decision-focused management—and it’s redefining the way we think about marketing ROI.
Effective thought leaders are industry superstars, the go-to people others look to for advice and insight. They are reliable sources and bellwethers. When they speak on an industry topic, others sit up and take notice. But thought leadership involves more than knowledge. Successful thought leaders develop a rapport with their audience by sharing wisdom, kindness, generosity, and consideration. They are driven by a genuine desire to help their audience, and this attitude draws people to them.
For small businesses, effective thought leadership can help level the playing field.
While thought leadership as a concept isn’t new, we now know more about its business impact. According to the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study, thought leadership helps professionals in a number of important ways:
- 55% of decision-makers use thought leadership content when deciding which organization to work with.
- 58% of business decision-makers said an organization’s thought leadership content directly led to awarding business to an organization.
- 61% said that they have paid a premium price to work with those with a reputation for thought leadership.
The bottom line: Thought leadership not only influences buyers, but it also helps brands win, retain, and even grow their customer base.
How can you create your own thought leadership and get quantifiable business results? Let’s look at five key ways to build a winning strategy:
Carve out a specific area of expertise
Nobody can know everything. While thought leaders are experts, it’s best to showcase your expertise in one or two key areas—and to do so clearly. Otherwise, you could dilute your reputation and invite doubt. For example, an executive in B2B marketing would be wise to focus on that space rather than veer into consumer marketing or e-commerce.
Take time to choose an area where you’re knowledgeable and passionate. That passion will carry through in your speaking and writing.
Create high-quality content
Invest your time and energy in creating high-quality content to grow your thought leadership. According to the Edelman-LinkedIn study, only 18% of content is rated as excellent or very good by decision-makers. This suggests a high demand for thought leaders to up their content game.
Long-form content–1,200 to 1,600 words or even longer–can provide real value. (Research also shows it ranks higher search-wise and receive more shares and links than shorter content.) Don’t fear going into detail on a subject, looking at it from all angles to create in-depth content that fleshes out a topic.
In addition, vary your strategy with different formats. Create a mix of content, including e-books, infographics, slideshares, and videos, which may help you reach more audiences.
Skip the self-promotion
While your brand might be top of mind while developing thought leadership, don’t make it the theme of your content. If your content seems like a mere ploy to steer people to your brand, chances are they’ll skip out after they get what they need and not return. On the other hand, if you deliver consistently high-quality content that benefits your audience, you’re more likely to develop and nurture a lasting bond that will keep people returning.
Understand your audience and the issues prospects face. Use that knowledge to craft content that helps prospects resolve problems and improve their businesses.
Keep up with trends
Technology and trends evolve continually. If you don’t maintain your industry expertise, you run the risk of becoming irrelevant.
Keep your finger on the pulse of what’s happening within your industry. As new technology emerges, be among the first to master and share it. Monitor industry news to stay on top of upcoming trends.
Be visible and engage
The more people experience your presence, whether it’s in their social feed, in their inbox, via your blog or a guest blog, or in person at an industry conference, the more connected they’ll feel to you. Every effort you make to engage with people is like one more brick on the road toward building authority and leadership.
Thought leadership is far from a passing fad. It’s a valuable tool for both you and your brand, with far-reaching benefits for every business.
Via Marketo blog
Marketing responsibilities and methodologies have changed drastically in the past decade.
It’s no longer logical or affordable for brands to create 12-month marketing plans to be reviewed annually. In the ever-changing digital space, a single Google update can pull the carpet right out from under your feet. While traditional marketing places the producers and their sales cycle at the center of the business, agile marketing prioritizes the customers and their buying process instead.
Agile marketing is quickly gaining momentum, as 98% of organizations report experiencing success with agile projects.
Understanding agile marketing
Inspired by the term agile software development, agile marketing is a marketing strategy wherein teams work collectively and collaboratively to accomplish projects within a short, definitive time period. Team members track the results of their efforts, and continuously strive to iterate and improve over time. Agile marketing values:
- Responding to change over following a plan
- Rapid iterations over long-term campaigns
- Testing and data over assumptions and opinions
- Numerous small experiments over standalone bets
- Collaboration and transparency over silos and hierarchy
Features of agile marketing
The most commonly known aspects of agile marketing include:
- Sprints – time given to the team for project completion. Generally, it ranges from fifteen days to six weeks; however larger projects are often grouped into several achievable sprints that can be easily managed.
- Stand-up meetings – 15-minute check-ins with the whole team to briefly discuss work from the previous day, in addition to plans for that day. Any hiccups are addressed and resolved as quickly as possible to ensure timely project completion.
- Project progress tracker – project management tools, like ActiveCollab and Trello, to help efficiently maintain a record of each sprint. Not a fan of using software? A whiteboard with sticky notes will also suffice.
- Teamwork – a well-oiled team improves project completion rate and time. In closed teams, personal wins become collaborative successes, while also allowing individuals to improve and learn new skills.
Traditional vs. agile marketing
Traditional marketing often fails to adapt quickly enough to the rapid evolution of marketing trends and constant change in customer needs. And when you witness a poor click-through rate, experience customer backlash, or communicate a product recall- every second counts. Agile marketing aims to increase campaign transparency, speed, and adaptability in an age of buyer-persona based marketing. This necessity for a quick response time is where agile marketing proves king.
Benefits of agile marketing
Below are ways in which agile marketing increases employee productivity, conversions, and ultimately sales. Check out 8 reasons why you should adopt it in 2020:
- Enables Better Internal Communication
One of the biggest reasons businesses should opt for agile marketing is because it transforms communication within the marketing team. Daily scrum meetings ensure every team member knows what the other is working on, and any challenges that may arise are immediately resolved.
- Enhances Productivity
Marketers who choose agile marketing experience increased productivity. The term ‘productivity’ refers to projects and user stories completed, points scored, and results. As every marketing task warrants a different level of effort, teams assign value points according to the level of work required to complete each story. Visitors to a site, return visitors, bounce rate, trials, and sales are all metrics to be considered. No matter what you measure, the objective should always be enhanced productivity and velocity of the marketing team.
- Imparts Competitive Boost
Improving the productivity of marketing and adopting a customer-centric method boosts the overall competitiveness of the business and increases customer satisfaction. Timely delivery of projects results in faster time-to-market, which in turn drives better ROI and explosive business growth.
- Mitigates Marketing Costs
Agile marketing is a cost-effective solution that helps businesses yield long-term results from their marketing efforts. It enables companies to efficiently and effectively increase their reach to a larger audience without any exorbitant investment in multiple solutions.
- Ensures Employee Satisfaction
This is because agile marketers have a better ability to prioritize their tasks and accelerate the delivery of projects. When visibility, communication, and coordination improves amongst teams, morale does too. It’s, therefore, no surprise that an increase in the quality of work and employee satisfaction go hand in hand.
- Facilitates Transparency
Agile marketing provides clear insights into projects being delivered by the marketing department. Sprint review meetings allow management to give constructive feedback, which subsequently leads to better results. It also affords team members the opportunity to bring up tangible contributions they’ve made, and be acknowledged for their hard work. Transparency, however, is not simply limited to team members, but also requires marketing to work closely with their customers to provide honest services to them.
- Allows Measurement of Results
Measurement and accountability are the fundamentals of agile marketing. Agile marketing teams typically execute small tests to measure results. Based on these findings, they invest more time into strategies that prove to be working, and less time into those that don’t. Additionally, it enables marketers to effectively communicate their contributions to management using data and metrics
- Makes work fun
Agile marketing provides an open atmosphere to discuss projects, challenges and achievements, as well as an opportunity to better know your teammates. Daily standup meetings mean you’re always looped in on what others are working on, which in turn leads to a more cohesive, empathetic, and accountable team environment. One of the biggest assets of agile teams is the inherent nature of collaboration and self-management.
Agile marketing methodologies enable teams to stay up to date with trends and understand what customers want in real-time. It allows marketing teams to get an idea or product in front of customers in a short amount of time, with a smaller budget and less risk. Success in today’s ever-evolving digital space depends on getting the right message in front of the right audience at exactly the right time, a feat made possible with agile marketing.
Via Marketo blog