Martech is NOT Marketing; Long Live Marketing
Marketing technology (martech) is not marketing. Not any more than, a CRM database is customer service. Or consider these comparisons: Graphic design software is not creativity. Enterprise search is not knowledge management. A press release is not public relations. A... Read More
These Cliff Notes to 19 Email Marketing Studies will Give You a Quick but Thorough View of Current Email Marketing Benchmarks and Statistics
“In 2009, The Wall Street Journal published an article claiming that email was dead. Ironically, it was the most emailed article of the day.” Source: Marketo, The Definitive Guide to Engaging Email Marketing (2013). Twice in a week, I found... Read More
The Case For and Against Gated Content and Registration Pages
Marketing is sometimes like politics. Two people can read the same report and draw different conclusions. Typically, those conclusions support whatever you believed before reading it. It’s a bit like that with gated content. Marketers tend to be for it... Read More
Breaking Down Current Trends in Influencer Marketing: 6 Takeaways from a Global Survey by Talkwalker
Influencer marketing has been around a while, but it’s largely shuffled along as an experiment. For a savvy company with smart relationship driven marketers, there’s an opportunity to cut through a very big problem today: noise and clutter. I define... Read More
How Long Should a Blog Post be in 2019? [And Other Key Blogging Statistics You Should Know]
Writers that report success with blogging share the following characteristics: They are more likely to write longer or more in-depth content; They tend to spend six or more hours writing a post; They are 2.5 times more likely to publish... Read More
18 Marketing and PR Statistics that Read Like a Meta Description for the Year 2018
Every year I pour over dozens (hundreds?) of studies and surveys – some of which I had a hand in producing – dissecting the results and connecting dots where it looks appropriate. As we close in on the year’s end,... Read More
Six Content Distribution Tips that Everyone Else Isn’t Already Doing
Creating good content is just half the content marketing equation. The other half is content distribution. Distribution tends to fall to the wayside for several reasons. First, for many marketers, so much effort is poured into the creation that distribution... Read More
Popcorn and a Movie: A Creative and Integrated B2B Marketing Campaign that Could Work in Any Vertical
Creativity and risky marketing efforts don’t always find receptive purse strings in B2B, but it could well be the only thing left in “a sea of sameness.” That sea of sameness is how the Cindy Klein Roche, the CMO for... Read More
5 Important Planning Considerations from a B2B Content Marketing Study
B2B organizations that find content marketing effective are committed to these programs. These organizations have a content marketing plan in writing. The publication rhythm is reliable. Those are among the top-level findings from an annual survey of content marketers by... Read More
Alignment or Overlap? Marketing with Your Sales Shoes On [UML]
Marketing must be aligned with sales. It’s an idea that’s been branded in the minds of marketers, especially those that grew up around the dot-com era. This is because digital marketing, like email marketing and PPC, created an opportunity to... Read More
