Sword and the Script

5 Takeaways from the Salesforce State of Marketing



5 Takeaways from the Salesforce State of Marketing

Marketers disagree on needs and metrics – but appear to be doubling down on social media advertising and mobile marketing. That’s according to the new 2015 State of Marketing Report which Salesforce recently published.

The company that coined the marketing cloud conducted the survey online in October and November 2015 an earned responses from 5,053 marketers around the globe. The report published in January 2015 is the second annual report – which provides benchmarks for understanding shifts in perception. Read More…

Be Sociable, Share!
Read More

The Marketing Value of Twitter Centers on Earned Media



The Marketing Value of Twitter Centers on Earned Media

Twitter made a number of advertising product (or inventory) announcements recently including a plan to sell ads on other websites. In a CMO round up, Wall Street Journal advertising reporter Steven Perlberg summed it up like this:

…Twitter has made the case that there is a large audience of people who see its content around the Web, but who aren’t actually registered to use the social media service. This is one of the arguments the company has played up to soothe the once-besotted investors worried about its growth prospects. But now, Twitter is readying plans to bring in dollars from those viewers: it wants to sell ads on the streams of tweets within other publishers’ apps and websites…

Certainly Twitter has a good case – there is undoubtedly a sizable audience that lurks on Twitter – and measuring the outcome of such visibility is challenging.  However the pursuit to “soothe the once-besotted investors” by showcasing what amounts to reach drowns out one of the things that makes Twitter so different from any other social ad option (especially Facebook):  It combines earned and paid. Read More…

Be Sociable, Share!
Read More

6 Pragmatic Content Marketing Predictions for 2015



5 Pragmatic Content Marketing Predictions-top

The Content Marketing Institute (CMI) is out with its annual list of content marketing predictions. The organization published its list in a blog post yesterday titled 60 Content Marketing Predictions for 2015.

It’s hard to believe CMI has been publishing predictions on “content marketing” for seven years because it doesn’t feel that long, perhaps serves to underscore the important role of data.  While my own writing on these very pages often laments how far we have to go – one thing that struck me in reading through this year’s predictions was the realization of just how far we’ve come.

It is perhaps, the beauty of paradox: it is nearly impossible to look forward without in some way, shape, or form, reflecting on the past. Read More…

Be Sociable, Share!
Read More

Persistent Sales Calls and Walking Into Spider Webs



Persistent Sales Calls Walking Into Spider Webs

It must have been the 5th time they called to sell me an extended warranty.  It was certainly the 5th time I’d said “no.”  Rest assured on the last three attempts I asked them pointedly to remove me from their list and stop.

Still the calls persist…

And persist they should, according to any number of sales statistics in circulation today.  For example, a meme appearing in my stream on LinkedIn stated to the effect, that 80% of sales close on the fifth interaction, yet most sales people rarely go beyond one or two touches. Read More…

Be Sociable, Share!
Read More

Symphony of Gates and a Healthy Debate Over Gated Content



Should We Gate Our Content

It’s a question as old as the web – should you gate your content?

It appears that most marketers do and reported gating “80% of their major content marketing assets” according to a survey vetted by MarketingProfs.  The same study points out there’s some content – infographics for example – is rarely gated.

There are credible – and often very passionate – arguments on both sides of the debate but the answer that’s right for an organization probably varies. It depends on the goals across the content marketing spectrum – is the content intended to attract, convert or retain customers? Read More…

Be Sociable, Share!
Read More

Marketing as a Bona Fide Profit Center



Marketing as a Profit Center-header

The party room rivals any I’ve seen in the local area.  It comes with four slides, a handful of forts, some bridges, a climbing wall, several swings – and enough space for a whole bunch of kids and one heck of a birthday party.

It’ll cost parents about $200 on to reserve the room for a birthday party on a weekend, though it’s less expensive on a weekday.  I can personally attest to the fact the pricing is very competitive with other options for hosting parties in the local area.  Most importantly, Rainbow Play Systems of North Carolina is more than accommodating, based on my conversations with parents and customers.  Read More…

Be Sociable, Share!
Read More

Kevin Spacey: Conflict as a Marketing Counter Narrative



Conflict as the Counter-narrative of MarketingThe story is everything, but conflict is everything to the story.

So says Kevin Spacey who was the key note speaker of the Content Marketing Institute’s annual conference and CMI released this highlight video in an email today. The video is embedded below and well worth the five minutes it takes to watch it.

Though he can clearly pronounce the term “GIF” correctly, I’m not sure he knows much of anything about content marketing.  He does appear to have a grasp of storytelling and insofar as that’s a foundation of content marketing, then his ideas are interesting. Read More…

Be Sociable, Share!
Read More

Study: Effective Content Marketing Has One Element



Study Effective Content Marketing Has One Element

Walk with me for a moment – to about 30 years ago.  The setting is the 1980s sitcom Growing Pains and Mike Seaver’s teacher had found – after the conclusion of an exam – that Mike had written out answers to the test on the bottom of his sneaker.

In pleading his case to his parents, Mike claimed while he admittedly planned to cheat on the test, he didn’t have to actually cheat.  In other words, during the process of writing out the answers on his sneaker, he had internalized the answers and could recall them from memory.  He rattled off a bunch of answers to prove his point.

It was the 5th annual B2B Content Marketing Survey which conjured up that memory – from perhaps a more frightening part of my mind.  The study, which is co-produced by the Content Marketing Institute and MarketingProfs, surveyed 1,820 marketers and had one overarching conclusion: Read More…

Be Sociable, Share!
Read More

Good Customer Service is Good Marketing



Good Customer Service is Good Marketing

When customers have great experiences with businesses something magical happens:  They tell other people.  In this way customers are a little bit like money in that it usually takes some to make some more.

For a couple years now, and perhaps longer, my sister and brother-in-law have purchased a subscription to the Cellars Wine Club as a Christmas gift for me.  Each month the company ships out two bottles of wine – with an accompanying one page summary of each wine describing the origins and making of the wine being shipped.  Read More…

Be Sociable, Share!
Read More

Frequency Hop: The Social Conversation Fragments



Frequency Hop The Social Conversation Fragments

A secure radio transmission broadcasts a signal in tiny fragments on more than 100 different frequencies per second.  To understand the message, a receiving radio must be scanning those channels in exactly the precise sequence as the transmitting radio.

The concept is called “frequency hop” and it is another layer of security in the radios the Army fields to ground troops.  Of course the messages are also encoded and without the key, the communications are unintelligible. The keys are changed frequently.

An advantage of frequency hopping is that it’s virtually impossible to jam a signal since it broadcasts in a choreographed sequence. Outside of a physical security lapse, I’ve never heard of a secure frequency being comprised.   Read More…

Be Sociable, Share!
Read More
12345...10...»