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This free B2B marketing plan template is an easy to use tool  designed to help you plan your marketing activities by objective. Get StartedBrainrider can help you get better results with a B2B Website update, best practice marketing planning & execution, or a Pardot marketing automation implementation. Advertising Press on Your Side Creating a BIG Promotion Tutorial Unique Ideas Promotion Articles Online Tools This is our article database.
Consider of story of Lincoln Financial Group, a traditionally sales-centric organization, which over the last year also became a marketing maven. Credit Jamie DePeau, the company’s corporate chief marketing officer, who came on board about a year ago from TIAA-CREF and brought a strategic marketing focus with her.
Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives. Based on insights from the MOOD research, Lincoln Financial developed an integrated campaign of PR, advertising, social media, and educational content, all appealing to Lincoln Financial and women. Integrating PR, social media, and advertising, the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. In market for about four months, brand awareness is up, according to DePeau, and among those consumers aware of the campaign, all key attributes that drive consideration and purchase behavior have grown by double digits. Integrated campaign: Public Relations and internal brand communications are as important as advertising. Media partnerships: Entered into targeted, vertically integrated media partnerships that extended reach while trying new media channels.
Often it’s not the lack of creativity in the banner Ad or the cool quotient of the website that determines the success or failure of a campaign.
According to a survey conducted my McKinsey; 80 percent of the respondents say that their companies either use qualitative measures (subjective judgments) or simply repeat what they did last year.
Understand your current metrics capabilities and how these are used to make budget allocation decisions. Pay attention to key constraints such as your existing Web technologies, agency capabilities, and customer privacy requirements. Roll out the new digital dashboard and begin using your interpretations to improve and tweak online marketing performance. Today more than ever, companies are looking to maximize their returns on every investment, marketing included. Evolving your or your agency’s online metrics to look beyond traffic-oriented quantity measures such as page views and click-through rates can help provide a platform for informed decisions about online campaigns while driving bottom-line results. Here Scott Gerber, founder of the Young Entrepreneur Council, asked a panel of successful young entrepreneurs how they went about blasting through from the laborious early days to take off and what they learnt along the way about metrics that matter.
Michelle Urban is quite rightly earning a loyal following for her work on the Good Data blog. Heidi Cohen, who provides insights grounded in both digital and direct marketing, is adamant that there’s no ‘right metric’ across the board. Market Motive founder Avinash Kaushik demonstrates, there are two common themes among senior level marketing professionals.
This entry was posted in Google, Lead Generation, Marketing, PPC, Search Marketing, SEO, Social Media, Twitter and tagged Digital Marketing, Effectiveness Metric, Efficiency Metric, marketing, Purchase Life, Real Metric, Search Marketing on March 21, 2013 by CMO, Pleomatic.

Are you trying to “be everywhere”, stretching your Marketing Budget too thin to communicate & deliver value to your audience? Get the latest & greatest of Marketing & Lead generation Tips, News, Google Algo Updates & Case studies on Digital Marketing. Share this postMarketing Campaign Model Canvas (MC2) is an aid for marketers to articulate and consolidate their campaign planning, quickly and easily. The Marketing Campaign Model Canvas focuses on the essentials to get a campaign off the ground and yield results.
Download the MC2 canvas for an easier route to getting management buy-in and a more effective campaign. The FREE download contains a print-ready PDF of the canvas and the template and guidelines in PPT format. Rather, in today's marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports.
Content types such as freebies, discounted services, limited time offers, and personal, text-based emails are less popular among those surveyed.
About the data: Findings are based on a survey of 100 B2B marketers in the US, conducted in June 2012 by Pardot, a cloud marketing automation software provider. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! I am curious how all of you are using email marketing with all of the increasing anti-spam regulations. As long as you provide useful information segmented by users, the customer engagement shall remain high. Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers.
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The 106-year-old financial services, insurance, and annuities company roared out with a new integrated marketing campaign that has turned it into a media and marketing darling.
While Lincoln was already tacking in a new direction before DePeau took the helm, DePeau introduced an integrated marketing approach to PR, advertising, and social media.
Previously, Lincoln, which sells its products through intermediaries such as employers, advisers, and agents, had focused its sights on the middlemen rather than the end user consumer. To Lincoln Financial’s surprise, consumers, in particular women, questioned in the MOOD of America Survey expressed more optimism about their abilities to control their futures than Lincoln had anticipated.

This lag has made it difficult for marketers to fully exploit the Web’s promise as the most target-able and measurable medium in the history of marketing. Successful campaigns are powered by well structured Digital Marketing & Measurement Model.
Consider each campaign, publisher, creative treatment, page location, and banner size and follow visitor behavior post-impression and post-click to allow even more fine grained control and campaign improvement. The digital medium offers the promise of targeting those investments and measuring their returns much more accurately. Here he focuses on the activities and metrics that provide the largest gains for your business.
Warrning against “a false sense of success” and “the madness of the data sphere,” Michelle spells out why some metrics matter and others are safe to let go. It looks at metrics such as view through rate, watch time, click through rate and lifetime value of video above and beyond straightforward ‘views’.
Because it’s a CEO’s job to concentrate, as Mike Volpe points out, on “the cost and the net results,” the success of any showdown you have with a CEO or boardroom depends on your ability to express how metrics relate to bottom line. Reaching out to 20 experts in the field of content marketing, Heidi’s article reaches a valuable consensus. Among those surveyed, 50% say email marketing will be less relevant in five years; however, nearly the same proportion (47%) say email will still be relevant. Email marketing is a part of the bigger content marketing strategy and you need something that will make people want to sign up and receive your emails. Among other kudos, the company in September 2012 was named Communicator of the Year by the Business Marketing Association of New York. In fact, the MOOD survey showed that three-quarters of women said they are optimistic about the future compared to two-thirds of men. Metrics help us in finding the real purpose by setting clear cut objectives to identify success or failure of the campaign. Ordinarily, most people start prospecting by offering something like a whitepaper or an industry report in exchange for name and email.
We're just trying to reach out to people we met at trade shows and meetings who are likely to be interested in our company.
If someone unsubscribes, we honor their request and remove them from our database.So how are all of you doing it? If you can’t, search and conversion expert Scott Brinker can help explain their significance with this essential graphic.
How is it lead generation if you can't email them without already having secured that permission?

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