Courtney Eckerle

Marketing Technology: Choosing an email service provider to fit your needs in 4 steps

February 24th, 2017
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As one of the most commonly outsourced services, an ESP (email service provider) can be a great asset to a marketing team. Choosing the wrong one, however, can slow projects and inhibit email creativity, as well as cause issues with subscribers.

Finding the best ESP for your company means more than just wandering out into the marketplace with a wad of cash. It’s about understanding what your team — and your customers — uniquely need from the email marketing channel.

Many of the case studies I produce for the MarketingSherpa email marketing newsletter deal with an ESP switch, in differing variations. Usually, I’m writing about a stellar campaign that was produced after a marketing team broke free from the constraints of an ill-fitting ESP.

If the search for an email service provider is done correctly, it should be labor intensive. Which means you don’t want to have to do it very often.

Step #1: Perform an audit on the processes and workflows you currently have in place

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Courtney Eckerle

Content Marketing 101: How to write compelling content in five tips

February 16th, 2017
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Picture your ideal customer deciding where to spend his or her time and energy. They want something good for even a small time investment. Your headline, emphasizing value, gets their attention. They invest a click and continue reading.

That is the ideal scenario. But once your customer has clicked through to your full content, that’s when the real battle begins. How do you make it so impactful that not only do they read the whole thing, but they actually stay on your page and continue through the funnel?

Tip #1. Never bury the lead

We all know abstractly that people are busy, with a lot of other content competing for their attention. But when it comes time for pen to hit paper (or fingers to tap keys), many marketers don’t know where to begin.

There’s no need to be mysterious — tell them why they’re here and why they should stay. For example:

Why you’re here: You’re trying to find some marketing content motivation and/or tips.

Why you should stay: I have four additional tips coming (and boy are they good!), honed from years of writing over 2,000 pieces of (mostly) successful content for MarketingSherpa.

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Daniel Burstein

The Future of Advertising: What Wharton learned from 200 marketing leaders

February 10th, 2017
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The world is moving away from a standard view of advertising. Back in the ‘60s and ‘70s, advertising was fairly easy to identify. But what is it today? And what will it be tomorrow? These are the challenges that have been facing the advertising and marketing industry for at least the past decade.

What should advertising be in the future? How do we get there? And, most importantly, who can answer these questions?

The Wharton Future of Advertising Innovation Network

So in 2008, Catharine Hays teamed up with Wharton’s SEI Center for Advanced Studies in Management, founded the Future of Advertising Program at the Wharton School, and began assembling what would be a team of 200 advertising, marketing and academic leaders at organizations ranging from Facebook and Google to Tsinghua University and NPR.

hays 3Research from this who’s who of the advertising and marketing industry ultimately informed the publication of Hays’ book (with co-author Jerry Wind, Director, SEI Center for Advanced Studies in Management), Beyond Advertising: Creating value through all customer touchpoints.

In the book, she provides a perfect summation of the challenges facing our industry: “This book is for those who recognize that tremendous and far-reaching changes continue unabated in the field of advertising and marketing.”

Catharine’s research intrigued us, and I’ll be interviewing her on stage at MarketingSherpa Summit 2017 in Las Vegas.

As we prepared for that session, we chatted about these challenges, and I wanted to share a few of the lessons I learned from that conversation about her research.

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Courtney Eckerle

5 Inbound Marketing Hacks Your B2B Company is Missing Out On

February 6th, 2017
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There’s a common misconception that B2C marketers get to have all the fun. Learn how to kick off your B2B marketing shackles and grow your business with these five inbound marketing hacks, taken from six proven case studies with your peers.

Hack #1. Cannibalize your content

When it comes to content marketing, robbing Peter to pay Paul isn’t going to get you fired. It might even get you promoted.

If robbery and cannibalism harsh metaphors for you, consider it recycling. Saving your marketing team’s environment one piece of content at a time.

When your social media team creates a cool and valuable infographic, don’t just let it die after it moves down the Facebook wall. Shock some electricity into it, call it reborn, and send it out in an email send. Build a blog post around it. Heck, build a white paper around it and drive downloads.

A great example of this tactic is what SAP was able to do in building a full complement of industry-specific white papers, infographics, blogs, surveys, presentations and email promotions for its 19 industries.

While the customer-focused team at SAP wanted the content to be specific to each industry, within that industry, they wasted nothing and converted information to appeal to people’s different preferences for digesting information.

Read the full case study: Inbound Marketing: How SAP drove 9 million impressions with targeted content campaign

Hack #2. Remember that you’re talking to a person, not an entity

When developing campaigns, remember that while you technically cater to businesses, you’re actually talking to one, or maybe just a handful of people.
In other contexts, they’re B2C consumers, and are beginning to expect that type of human-to-human communication from you as well.

Take Nextiva, a cloud-based communications company, that deals with companies that range from “your local mom and pop shop to fortune 500 companies with thousands of employees,” according to Max Anderson, Video Producer, Nextiva.

The company dedicated itself to stellar customer service as a way to set it apart from competitors, which they found difficult to do over the phone. So Nextiva decided to break the barriers of traditional B2B customer service and began recording personalized videos.

1 customer responses

“In today’s digital age, it has become increasingly hard to provide a level of face-to-face interaction, and we have found that our video responses have helped bridge that gap,” Max said.

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Courtney Eckerle

How a Healthcare Software Company Used Behavioral Marketing to Exceed Lead Targets by 400%

January 30th, 2017
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As marketers, when we hear the term “personalization,” we’re conditioned to think, “Hello [recipient name], I really looking forward to sharing with you some ways that [company name] can best serve you.”

Though these methods may have increased opens and clickthrough a decade ago, they are no longer capable of working magic on their own. In short, customers have figured us out.

We all know that email can be effective at driving demand. The challenge is knowing exactly how to craft our emails in such a way that they are immediately relevant to our prospects.

How deep should you segment? How do you figure out the right message to send to each segment?

In this interview at MarketingSherpa Summit 2016, Jeremy Mason, Director of Demand Generation, SCI, will discuss his takeaways from how his team redefined their primary buyer personas and launched a triggered email nurturing program based on prospect depth, role, readiness and behavior.

SCI Solutions, a Seattle-based company that offers software to hospitals and other medical facilities, is faced with an impossibly crowded marketplace. The contact information for every buyer is easily available, and open rates across the industry are less than 1%.

To combat this, Jeremy and his team combined the most effective aspects of persona-marketing and trigger-based marketing to create a truly individualized behavioral marketing plan. Read more…

Courtney Eckerle

Trust Your Customers to Raise Their Hands: How to use non-gated content to more than double high-quality leads

January 20th, 2017
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Challenged to measure ROI on every program and hit a certain number of leads per month, some marketers make potential customers fill out forms to get access to gated content.

Instead of forcing form fills, Chris Keller, Vice President of Marketing, Health Catalyst, and his team set their content free in order to increase shareability and lead quality while more than doubling leads during a three-quarter period.

“We’re trying to be the non-marketing marketing group,” Chris said. “We’ve taken a controversial approach to educating the market.”

For Health Catalyst, a healthcare analytics company, aggressively educating customers was a key aspect of its strategy to deliver a high-growth pipeline of leads. However, in a crowded healthcare IT market, Health Catalyst wanted to establish leadership, not generate cold leads.

This led the team to take a different approach: as few lead forms as possible. Because they wanted a pipeline of sale-ready leads, they put their trust in prospects to raise their hands when they were ready.

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Courtney Eckerle

How PR Newswire created a customer-centric demand gen engine

January 13th, 2017
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In today’s digital landscape, the buyer is in control and is more sophisticated than ever before. In fact, according to Forrester, 93% of B2B buyers prefer to transact online when they have decided what to buy.

After publishing this week’s B2B case study featuring cyber security firm SecureWorks’ transformation of its demand generation, I realized how vital a clear, built-out purchase path can be for both marketers and consumers.

With that, I decided to reach back to a Media Center Interview with Ken Wincko, SVP of Marketing, PR Newswire, who spoke at last year’s MarketingSherpa Summit on the topic.

 

To effectively engage and target buyers, Ken and his team developed a sophisticated buyer-centric go-to-market approach that employs tailored content aligned to key segments and personas across the entire customer lifecycle.

It starts, he said, with recognizing that customers have options and that it’s very easy for them to make choices on their own.

“What we’ve really focused on is becoming buyer-centric, and to focus on [buyers’] core informational needs,” he said. “What are their challenges? Where are the opportunities for them?”

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Courtney Eckerle

The Most Shared Articles from MarketingSherpa Blog in 2016

January 9th, 2017
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While the jury may be out on 2016 as a whole, marketers have had a very exciting year, and MarketingSherpa (if we may say so) has hopefully shown a spotlight on it through our content.

In light of celebrating the good of 2016 as we’re all madly planning what 2017 will bring, we’re revisiting the most popular articles from the past 12 months. Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.

Below, see where we’ve been this past year using the nine most popular articles to find what elements you might want to bring with you into 2017…

#1. Six Places to Focus to Make your Website a Revenue Generator

We have more digital marketing channels than ever before, but it’s become even harder to connect with customers.

One thing’s become clear, that there is a growing divide between those who are fully engaged with digital marketing and those who are still figuring out the fundamentals. This interview with Kristin Zhivago, President of Cloud Potential, goes over her report on “revenue road blocks,” as a deep dive into what she’s discovered to help marketers quickly close this digital marketing gap and do better.

If marketers directly address getting the six key focuses covered in this blog post right, you can move forward and close the gap between digital and customers.

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Annie Summerall

8 GIFs of Hanukkah

December 24th, 2016
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We wanted to get you gifts this holiday, but all we have are some GIFs. Our bad!

Here are some more marketing mishaps, one for each night of Hanukkah.

1. When you use best practices on the internet even though they are typically just pooled ignorance…

 

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Courtney Eckerle

How a month-long pet photo contest received more than 7,000 votes and over 1,200 entries

December 21st, 2016
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Since it’s the end of the year, we like to revisit the most popular articles and case studies from the past 12 months — the collection of which can be found on our homepage. Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.

This year, we published two case studies back-to-back in the B2C and Inbound marketing channels covering the efforts of My Pooch Face, a site that provides acrylic and digital pet portraits. Both popped up as the most popular of the year, so I decided to dig back in and focus on a portion from my notes that was previously unpublished.

David Lefkovits, Founder and CEO, My Pooch Face, and his team launched a Pet Photo Contest on October 26, with the aim of running it six days until the end of the month. They used a dedicated page www.mypoochface.com/photo-contest and also the link www.vote4mydog.com, which re-directed to the same page.

 

pooch face contest

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