Buyer s Guide: Evaluating Content Marketing Solutions

Size: px
Start display at page:

Download "Buyer s Guide: Evaluating Content Marketing Solutions"

Transcription

1 Buyer s Guide: Evaluating Content Marketing Solutions

2 Evaluating Content Marketing Solutions 2 Executive Summary Across industries, companies are looking for smarter ways to attract and engage customers in both traditional and digital channels. Now more than ever, connecting with prospects and nurturing customer relationships depends on delivering the right content at the right time. In North America, 91 percent of B2B marketers are using content marketing and employ an average of 12 tactics to produce and share their content. 1 If you are like them, you re probably wondering if you have the right processes and tools for success. Many companies find content marketing to be challenging in this environment. They have ad-hoc processes and systems with limited capabilities that don t work together. This results in wasted time and outcomes that fall far short of expectations. Realizing that they can t be successful without outside help, many are turning to agencies or technology providers who can create a more holistic, efficient and effective process. If you are in a similar situation, you can use this Buyer s Guide to identify the capabilities that will strengthen your content marketing function. Specifically, this guide provides an easy way for you to assess your solution requirements and options through a series of questions that cover important issues in the following areas: Content Marketing Essentials Vendor Profile Content Lifecycle Considerations Pricing You ll also find a section on Readiness Planning that highlights the actions you can take to pinpoint and collect supporting information to help expedite the approval process, as well as a convenient solution comparison checklist to document your findings. 1 B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends North America, Content Marketing Institute and Marketing Profs.

3 Evaluating Content Marketing Solutions 3 Content Marketing Essentials Organizations are placing a greater emphasis on content marketing as they seek to reach key influencers across the buyer s journey. Your provider will need to support these engagement patterns and manage the complexity of multiple touchpoints with multiple audiences through multiple channels. At a minimum, you should ask: Can the solution be integrated with related business systems in a way that minimizes IT involvement? Does the solution support migration of data from specified systems being replaced by this solution with minimal IT effort? Does the solution make it significantly easier to manage content marketing processes such as review, approval, and publication, while also optimizing effectiveness overall? Can the solution be rolled out in a customized way based on prioritized requirements? Does the solution have the scalability to support growing content marketing requirements?

4 Evaluating Content Marketing Solutions 4 Vendor Profile You ll also want to be sure that the vendor offers the right combination of expertise and commitment to content marketing: Does the vendor have a stable and proven history of providing effective content marketing solutions? Does the vendor have extensive experience in content marketing? How much of the vendor s business is focused on content marketing and how many customers does the vendor help in this area? How many employees are proficient in content marketing subjects? What is the vendor s level of experience across industries and within business-to-business and business-to-consumer markets? Does the vendor have a defined solution roadmap and an ongoing commitment to enhancing its content marketing solutions? Has the vendor achieved industry recognition for its content marketing solution? Is the vendor an active participant in the content marketing community? What is the vendor s approach to support? How quickly can the vendor resolve support issues? In what locations/geographies are the vendor s support teams situated? Does the vendor have partner relationships that provide added value? Does the vendor have best-practice knowledge of how to deploy and use a content marketing solution? Can the vendor provide guidance on content strategy? Does your vendor have insight into what techniques have been most effective in specific industries? Does the vendor understand how to address any unique integration requirements with related business systems? Does the vendor have any necessary government or industry certifications (e.g., approved GSA provider)?

5 Evaluating Content Marketing Solutions 5 Content Lifecycle Considerations The most successful content marketers centrally manage the entire content lifecycle and evolve their activities based on return on investment (ROI). In order to achieve a similar level of success, you need to orchestrate a broad set of activities that involve many people and systems. Ask your vendor to describe the areas where they can help across every stage of the lifecycle. Stage 1: How does the vendor support various planning functions? Key capabilities include: Allowing centralized, comprehensive scheduling of all messaging from drafts to approvals. Supporting content development goals along the customer engagement cycle, with trigger questions to help align content with each step. Enabling flexible viewing of upcoming content by day, week, month, or year. Improving targeting by linking content themes to audience personas. Tying content produced throughout the organization to marketing events and initiatives. Promoting faster development of useful content through tools that support brainstorming and repurposing of published content identified as high value. Stage 2: Can the vendor help with content production? Key capabilities include: Encouraging authorship with easy-to-use tools, including a WYSIWYG editor and title wizard. Simplifying content production workflows and preventing bottlenecks with automated notifications and alerts. Scoring content based on keywords and providing best-practice recommendations to optimize it. Facilitating content curation to enable easy repurposing of and linkage to related content. Building references and testimonials by providing customers with an easy way to document and share their experiences.

6 Evaluating Content Marketing Solutions 6 Stage 3: How can the vendor help with content publishing? Key capabilities include: Providing a self-contained publishing platform and also integrating it with marketing automation systems as desired. Improving the SEO of corporate websites or blogs and leveraging intuitive keyword functionality when producing associated content. Offering dynamic calls to action that can be changed and simultaneously applied to all related pieces of content in support of campaign requirements. Supplying professional templates that can incorporate company branding. Stage 4: Can the vendor help with promotional efforts in a timely and effective manner? Key capabilities include: Filtering marketing content by a number of parameters, such as author and category, to identify all past promotions related to each content item. Publishing content to multiple platforms, such as a corporate website, Facebook, LinkedIn, and YouTube, in a single step. Rapidly creating newsletters, campaign s, and landing pages through mechanisms that enable users to quickly gather, modify, and repurpose published and topically related content. Stage 5: Can the vendor help with gauging effectiveness of all activities? Key capabilities include: Populating a single dashboard that shows all contributors and published content. Drilling down into the results of promotions and campaigns and employing multiple metrics to analyze effectiveness. Measuring author performance to identify key contributors and related best practices. Identifying high-value content by topics and targeted personas. Producing full-scale reports in industry-accepted formats.

7 Evaluating Content Marketing Solutions 7 Pricing When you consider bringing any new technology on board, you need to provide an accurate assessment of the proposed investment. This includes uncovering any hidden costs, such as those for add-on functionality. The following questions will help you get a complete understanding of the cost of content marketing solution options: Is the solution free from an excessive initial capital outlay? Is the licensing fee structure flexible, easily enabling more users and authors to contribute content without per-seat user restrictions? Are all the capabilities you need included in the base product? Does the solution enable you to expand your content marketing environment (e.g., to more sites) without incurring additional charges? Does the solution pricing include support charges? Readiness Planning You ve evaluated your content marketing options and identified the solution that best meets your needs. Now, you need to gain management buy-in and approval, so you can move forward with the purchase. You ll navigate this process more successfully if you re prepared with the information that helps you sell the value of the proposed solution. This includes compiling details around and developing a clear understanding of the following: The buying process The business groups within your organization that are involved in making purchases Your organization s specific approval process for purchases Budget allocation and availability Current solution environment All current solution(s) being used to support content marketing All supporting staff members from IT, content marketing, and management

8 Evaluating Content Marketing Solutions 8 ROI of proposed solution This is based on calculating the time you currently spend handling content developmentand IT-related tasks versus what is possible with the proposed solution. Your vendor can usually assist you in assessing such activities as: Time spent planning Time spent developing content Time spent following up on approvals Time spent publishing content to multiple channels Time spent analyzing and reporting on results Time spent managing and maintaining supporting systems Impact of a holistic content marketing system Easier development of a cohesive, comprehensive content strategy Better collaboration and coordination through a single, comprehensive view of content plans and priorities A centralized repository or hub for access to all in-process and published content Improved management and oversight of all content marketing-related processes Supporting materials Available white papers and case studies that demonstrate value Business case and key decision makers Expected benefits mapped to metrics and goals Customer references Implementation process Process for securing approvals

9 Evaluating Content Marketing Solutions 9 Appendix: Content Marketing Solution Checklist Solution Criteria by Category Current Solution Option 1 Option 2 Eloqua CM Content Marketing Essentials Does the solution readily integrate with related business systems and minimize IT involvement? Does the solution support the migration of data from specified systems being replaced by this purchase with minimal IT effort? Does the solution make it significantly easier to manage content marketing processes such as review, approval, and publication, while also optimizing effectiveness overall? Can the solution be rolled out in a customized way based on prioritized requirements? Does the solution have the scalability to support growing content marketing requirements? Vendor Profile Does the vendor have a stable and proven history of providing effective content marketing solutions? Does the vendor have extensive experience in content marketing? How much of vendor s business is focused on content marketing and how many customers does the vendor help in this area? How many employees are proficient in content marketing subjects? What is the vendor s level of experience across industries and within business-to-business and business-to-consumer markets? Does the vendor have a defined solution roadmap and an ongoing commitment to enhancing its content marketing solutions? Has the vendor achieved industry recognition for its content marketing solution? Is the vendor an active participant in the content marketing community? What is the vendor s approach to support? Does the vendor work quickly to resolve support issues? Does the vendor provide support coverage across a wide range of locations / geographies? Does the vendor have partner relationships that provide added value? Is the vendor willing to continue working with you over time?

10 Evaluating Content Marketing Solutions 10 Solution Criteria by Category Vendor Profile (Continued) Does the vendor have best-practice knowledge of how to deploy and use a content marketing solution for optimum results? Can the vendor provide guidance on content strategy? Does the vendor have insight into what techniques have been most effective in specific industries? Does the vendor understand how to address the unique integration requirements of related business systems? Does the vendor have any necessary government or industry certifications (e.g., approved GSA provider)? Current Solution Option 1 Option 2 Eloqua CM Content Lifecycle Considerations Stage 1: Planning Allow centralized, comprehensive scheduling of all messaging from drafts to approvals Support content development goals along the customer engagement cycle, with trigger questions to help align content with each step Enable flexible viewing of upcoming content by day, week, month, or year Improve targeting by linking content themes to audience personas Tie content produced throughout the organization to marketing events and initiatives Promote faster development of useful content through tools that support brainstorming and repurposing of published content identified as high value Stage 2: Production Encourage authorship with easy-to-use tools, including a WYSIWYG editor and title wizard Simplify content production workflows and prevent bottlenecks with automated notifications and alerts Score content based on keywords and provide best-practice recommendations to optimize it Facilitate content curation to enable easy repurposing of and linkage to related content Build references and testimonials by giving customers an easy way to document and share their experiences

11 Evaluating Content Marketing Solutions 11 Solution Criteria by Category Vendor Profile (Continued) Stage 3: Publishing Provide a self-contained publishing platform, but integrate with popular content management systems as desired Improve the SEO of corporate websites or blogs, leveraging intuitive keyword functionality when producing associated content Offer dynamic calls to action that can be changed and simultaneously applied to all related pieces of content in support of campaign requirements Supply professional templates that can incorporate company branding Stage 4: Promotion Publish content to multiple digital platforms, such as a corporate website, Facebook, LinkedIn, and YouTube, in a single step Filter marketing content by a number of parameters, such as author and category, to identify all past promotions related to each content item Rapidly create newsletters and campaign s through mechanisms that enable users to quickly gather, modify, and repurpose published and topically related content Stage 5: Measure and Prove Access a single dashboard to view all contributors and published content Drill down into the results of promotions and campaigns, employing multiple metrics to analyze effectiveness Measure author performance to identify key contributors and related best practices Identify high-value content by topics and targeted personas Produce full-scale reports in industry-accepted formats Pricing Is the solution free from an excessive initial capital outlay? Is the licensing fee structure flexible, easily enabling more users and authors to contribute content without per-seat user restrictions? Are all the capabilities you need included in the base product? Does the solution enable you to expand your content marketing environment (e.g., to more sites) without incurring additional charges? Does the solution pricing include support charges? Current Solution Option 1 Option 2 Eloqua CM

12 Buyer s Guide: Evaluating Content Marketing Solutions eloqua.com/content-marketing Copyright 2014, Oracle and/or its affiliates. All rights reserved.

Powering Marketing. The Five Tenets of Modern Marketing in Financial Services and Insurance. Marketing Technology

Powering Marketing. The Five Tenets of Modern Marketing in Financial Services and Insurance. Marketing Technology Powering Marketing Transformation The Five Tenets of Modern Marketing in Financial Services and Insurance Targeting Engagement Conversion Analytics Marketing Technology THE FIVE TENETS OF MODERN MARKETING

More information

Targeting. 5 Tenets. of Modern Marketing

Targeting. 5 Tenets. of Modern Marketing 5 Tenets of Modern Marketing Targeting The foundation of any effective Modern Marketing effort is to ensure you have a clear and accurate picture of your potential customers. Without the proper strategies

More information

Digital Marketing Institute s. Professional Diploma in Digital Selling. Validated by the Syllabus Advisory Council (SAC)

Digital Marketing Institute s. Professional Diploma in Digital Selling. Validated by the Syllabus Advisory Council (SAC) Digital Marketing Institute s Professional Diploma in Digital Selling Validated by the Syllabus Advisory Council (SAC) Content Professional Diploma in Digital Selling Welcome Course overview Course content

More information

Oracle Buys Eloqua. Adds Leading Modern Marketing Platform to the Oracle Cloud to Help Companies Deliver Exceptional Customer Experiences

Oracle Buys Eloqua. Adds Leading Modern Marketing Platform to the Oracle Cloud to Help Companies Deliver Exceptional Customer Experiences Oracle Buys Eloqua Adds Leading Modern Marketing Platform to the Oracle Cloud to Help Companies Deliver Exceptional Customer Experiences February 8, 2013 1 Cautionary Statement Regarding Forward-Looking

More information

The Five Trends That Will Impact Marketing in 2015

The Five Trends That Will Impact Marketing in 2015 The Five Trends That Will Impact Marketing in 2015 PRESENTED BY Sylvia Montgomery, CPSM Chat Live on Twitter! Today s Hashtag: SMPS CEUs Hinge is an SMPS Approved Provider of continuing education units

More information

8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM

8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM 8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM Produced by Katie Wilson Aspire Internet Design www.aspireid.com @aspireid Overview... 2 1: Set Goals and Create a Set of Metrics for Your Content Marketing

More information

Partner Marketing Playbook. A guide to integrating the SharedVue platform into your existing marketing mix

Partner Marketing Playbook. A guide to integrating the SharedVue platform into your existing marketing mix Partner Marketing Playbook A guide to integrating the SharedVue platform into your existing marketing mix SharedVue Marketing Playbook foreword In a busy world of managing relationships with customers

More information

Case Study & POC & Demos Information

Case Study & POC & Demos Information Case Study & POC & Demos Information Type: Case Study Name: Multichannel Campaign Management (MCCM) Description: The IBM Company seeks, as vendor, through the multichannel campaign management (MCCM) services,

More information

Lead Management CRM Marketing Automation Powerful. Affordable. Intuitive. gold-vision

Lead Management CRM Marketing Automation Powerful. Affordable. Intuitive. gold-vision Unify your communications with Gold-Vision, a fully featured CRM solution with customer Contact, Sales, Marketing, Projects and Events. Gold-Vision stands out from the crowd with interactive dashboard

More information

How to Optimize Your Web Presence for Lead Generation

How to Optimize Your Web Presence for Lead Generation How to Optimize Your Web Presence for Lead Generation Introduction B2B Buyer behaviour is changing. In Four B2B Buyer Behaviour Trends Changing Business we identified and explored four key trends that

More information

USING SOCIAL MEDIA EFFECTIVELY TO MAKE

USING SOCIAL MEDIA EFFECTIVELY TO MAKE [Type text] 3/23/2012 HMI USING SOCIAL MEDIA EFFECTIVELY TO MAKE THE MOST OF YOUR FARM BUSINESS Contents What Is Inbound Marketing?... 2 Part I: Introduction to Inbound Marketing... 3 Part II: Get Found

More information

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation Chapter 2: Lead Generation - overview Introduction...3 The Modern Marketer...4 Lead Generation basics...5 Modern Marketing

More information

The Top B2B Marketing Trends to Prioritize

The Top B2B Marketing Trends to Prioritize The Top B2B Marketing Trends to Prioritize B2B marketing is undergoing seismic transformations. With a focus on attracting and engaging a better target audience, tactics, tools, and strategies are evolving

More information

Content Marketing in 2014:

Content Marketing in 2014: Benchmark Report Content Marketing in 2014: Sponsored By: 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. TABLE OF CONTENTS 3 Executive Summary 10 Content Campaign

More information

HOW TO TURN A. Single E-Book Into a 101+ Piece Content Marketing Machine

HOW TO TURN A. Single E-Book Into a 101+ Piece Content Marketing Machine HOW TO TURN A Single E-Book Into a 0+ Piece Content Marketing Machine Table of Contents! Introduction. Blogs 2. Audio & Video 3. Promotion 4. Social Media 5. Branding 6. Visual Content 7. Additional Content

More information

Customer Success Platform Buyer s Guide

Customer Success Platform Buyer s Guide Customer Success Platform Buyer s Guide Table of Contents Customer Success Platform Overview 3 Getting Started 4 Making the case 4 Priorities and problems 5 Key Components of a Successful Customer Success

More information

Inbound Marketing Report for Anchor Computer Systems. September 2015

Inbound Marketing Report for Anchor Computer Systems. September 2015 Inbound Marketing Report for Anchor Computer Systems September 2015 Introduction First of all, thank you very much for your time on the phone last week. The information we were able to gather will prove

More information

Building an Effective Approach

Building an Effective Approach White paper Getting Started with Content Marketing Building an Effective Approach Executive Summary For the marketer who has long been responsible for the website, the shift to a content marketing mindset

More information

THE ESSENTIAL EVENT AUTOMATION PRIMER. A Big Picture Look at Event Automation Software for Data-Driven Marketers and Event Professionals

THE ESSENTIAL EVENT AUTOMATION PRIMER. A Big Picture Look at Event Automation Software for Data-Driven Marketers and Event Professionals THE ESSENTIAL EVENT AUTOMATION PRIMER A Big Picture Look at Event Automation Software for Data-Driven Marketers and Event Professionals 28 % of marketing budgets are allocated to events INTRODUCTION Even

More information

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 2 2011 by Mark Mathson This work is licensed under the Creative Commons Attribution 3.0 United States License. Please feel welcome to share

More information

Modern Marketing Transformation

Modern Marketing Transformation Modern Marketing Transformation How Five Tenets of Modern Marketing Can Help Health Insurance Marketplaces Successfully Meet Their Enrollment Objectives HOW WILL YOU CONVERT HEALTH CARE APPLICATIONS TO

More information

Customer Activation. Marketing with a Measurable Purpose

Customer Activation. Marketing with a Measurable Purpose Customer Activation Marketing with a Measurable Purpose INTRODUCTION As a marketing leader, you need to think about the lifecycle that each of your customers progresses through from potential customer

More information

THE MULTI-CHANNEL CONTENT DISTRIBUTION GUIDE

THE MULTI-CHANNEL CONTENT DISTRIBUTION GUIDE TABLE OF CONTENTS It s Time to Cut the Content Waste 4 Identify Your Theme 7 Build Your Pillar 9 Distribute the Content 16 Optimize and Repeat 21 Appendix: Multi-Channel Content Distribution Examples 23

More information

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by Marketing Report 2013 survey results Sponsored by Yesler Software Shortlist Maximizer Hanley Wood Introduction B2B buyer behavior has been changing dramatically over the last few years as buyers become

More information

Data Driven Marketing

Data Driven Marketing Data Driven Marketing B2B MARKETING AUTOMATION BENCHMARKS FIND. NURTURE. CONVERT. The most challenging obstacles to B2B Marketing Automation success and how marketers will overcome them in the year ahead.

More information

OMNI-CHANNEL MARKETING. Top 9 Questions

OMNI-CHANNEL MARKETING. Top 9 Questions OMNI-CHANNEL MARKETING Top 9 Questions TABLE OF CONTENTS 2 3 5 7 8 9 10 11 12 13 14 15 16 Table of Contents Introduction Top 9 Questions How does omni-channel differ from multi-channel marketing? Why is

More information

SOCIAL MEDIA SUCCESS IN 14 STEPS

SOCIAL MEDIA SUCCESS IN 14 STEPS SOCIAL MEDIA SUCCESS IN 14 STEPS DELIVERING ENGAGING CONTENT ON SOCIAL MEDIA PLATFORMS IS AN EFFECTIVE WAY TO REACH A TARGET AUDIENCE. IN THE LAST FIVE YEARS, SOCIAL MEDIA MARKETING HAS GONE FROM EXPERIMENTATION

More information

Choosing the Right Project and Portfolio Management Solution

Choosing the Right Project and Portfolio Management Solution Choosing the Right Project and Portfolio Management Solution Executive Summary In too many organizations today, innovation isn t happening fast enough. Within these businesses, skills are siloed and resources

More information

STATE OF B2B CONTENT MARKETING 2015. Research Report - Jan 2015

STATE OF B2B CONTENT MARKETING 2015. Research Report - Jan 2015 STATE OF B2B CONTENT MARKETING 2015 Research Report - Jan 2015 WHO WE SPOKE TO The respondents we surveyed were predominantly B2B marketers. Over half of them offered a mix of product and services; one-third

More information

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER For many B2B organizations, building a demand center is a no-brainer. Learn how to ensure you re successful by avoiding

More information

The Next Generation of Channel Marketing

The Next Generation of Channel Marketing The Next Generation of Channel Marketing Authored by Chris Carroll Edited by Courtney Wiley This whitepaper discusses how technology resellers can take advantage of the next generation of channel marketing

More information

marketingcopilot Find Customers. Keep Customers.

marketingcopilot Find Customers. Keep Customers. The Marketing CoPilot Guide to understanding 4 main questions we tackle: 1. Do I need marketing automation? 2. What data should I have before I launch into marketing automation? 3. What roadmap should

More information

HOW TO CHOOSE A DIGITAL MARKETING AGENCY

HOW TO CHOOSE A DIGITAL MARKETING AGENCY Guide: HOW TO CHOOSE A DIGITAL MARKETING AGENCY Make sure they practice what they preach. CONTENTS 3 Introduction 4 Website 6 8 10 SEO 12 Content Marketing Inbound Marketing Social Media Marketing 14 Conclusion

More information

CRM Resellers: Grow Your Business by Reselling Inbound Marketing Software

CRM Resellers: Grow Your Business by Reselling Inbound Marketing Software CRM Resellers: Grow Your Business by Reselling Inbound Marketing Software 2 CRM Resellers: Grow Your Business by Reselling Inbound Marketing Software Introduction We wrote this ebook for CRM resellers

More information

Content Marketing Integration Workbook

Content Marketing Integration Workbook Content Marketing Integration Workbook 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Introduction Like the Molière character who is delighted to learn he has

More information

Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know. By Cary Baskin Managing Partner The Marketing Department Malvern, PA

Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know. By Cary Baskin Managing Partner The Marketing Department Malvern, PA Inbound Marketing White Paper: What Every CEO/CMO/CFO Should Know By Cary Baskin Managing Partner The Marketing Department Malvern, PA Copyright, November 2013, The Marketing Department, Malvern, PA. All

More information

Buyer s Guide & Workbook

Buyer s Guide & Workbook SEO SOFTWARE PLATFORM Buyer s Guide & Workbook Data-Driven Insights, Monitoring and Reporting for SEO + Social + Content SEO Software Platform: Buyer s Guide & Workbook Digital marketing professionals

More information

Five Steps to Inbound Marketing Bliss. Presented by

Five Steps to Inbound Marketing Bliss. Presented by Presented by In this ebook, we will walk you through the five-step process of running a holistic inbound marketing campaign. If you want to generate more leads and sales, keep reading! Step 1: Develop

More information

Infor10 Corporate Performance Management (PM10)

Infor10 Corporate Performance Management (PM10) Infor10 Corporate Performance Management (PM10) Deliver better information on demand. The speed, complexity, and global nature of today s business environment present challenges for even the best-managed

More information

10 Steps To Getting Started With. Marketing Automation

10 Steps To Getting Started With. Marketing Automation So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.

More information

Technology meets Marketing meets Business Processes

Technology meets Marketing meets Business Processes SERVICE OVERVIEW Technology meets Marketing meets Business Processes Whether you are responsible for sales, marketing, IT, an entire country division, or the whole company, you want to be successful and

More information

WHITE PAPER. Media Planning and Collaboration Platform

WHITE PAPER. Media Planning and Collaboration Platform WHITE PAPER Media Planning and Collaboration Platform Summary The Mindtree Media Planning and Collaborative Platform [MPCP] is a transformational initiative for the advertising industry. It attempts to

More information

Measuring the Effectiveness of Your Content Marketing

Measuring the Effectiveness of Your Content Marketing Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your

More information

Multi-channel Marketing

Multi-channel Marketing RIGHT TIME REVENUE OPTIMIZATION How To Get Started RIGHT TIME REVENUE OPTIMIZATION How To Get Started Summary: The Short List Here s our suggested short list from this paper: Multi-channel marketing is

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

THE 10 Ways that Digital Marketing + Big Data =

THE 10 Ways that Digital Marketing + Big Data = 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a

More information

Marketing Automation User; 2010 marketing review notes and 2011 plans

Marketing Automation User; 2010 marketing review notes and 2011 plans Marketing Automation User; 2010 marketing review notes and 2011 plans Each December we ask our marketing customers if they would like to participate in a short, informal yearend review. The scope of the

More information

Safe Harbor Statement

Safe Harbor Statement Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment

More information

email/mobile/social/web

email/mobile/social/web email/mobile/social/web The Responsys Interact Suite helps you get more out of today s marketing power channels email, mobile, social and the web than ever before. email / Email has the highest ROI of

More information

Marketing Automation Request for Proposal

Marketing Automation Request for Proposal Marketing Automation Request for Proposal Choosing the right marketing automation system isn t easy. This is why we created this sample RFP, consisting entirely of actual questions from real RFPs submitted

More information

AN INTRODUCTION TO CONTENT MARKETING SOFTWARE

AN INTRODUCTION TO CONTENT MARKETING SOFTWARE AN INTRODUCTION TO CONTENT MARKETING SOFTWARE Like anything new, first comes the concept, then come the tools. Just about everyone claims to be doing content marketing, but far fewer organizations have

More information

Eloqua Social Suite Integrate Social directly into your campaigns with just a few mouse clicks.

Eloqua Social Suite Integrate Social directly into your campaigns with just a few mouse clicks. Data Sheet Eloqua Social Suite Integrate Social directly into your campaigns with just a few mouse clicks. Product Description B2B organizations recognize that social channels represent an increasingly

More information

Best Practices for Creating a Content Marketing Strategy

Best Practices for Creating a Content Marketing Strategy & Best Practices for Creating a Content Marketing Strategy i Best Practices for Creating a Content Marketing Strategy Executive Summary Whether it s a targeted campaign or comprehensive program, you need

More information

The Ultimate Guide to B2B Lead Nurturing

The Ultimate Guide to B2B Lead Nurturing The Ultimate Guide to B2B Lead Nurturing What is Lead Nurturing? Your current database is a goldmine. By focusing on the leads you already have, you have the potential to apply the kind of strategies that

More information

Digital content is emerging as the newest strategic

Digital content is emerging as the newest strategic For Building the B2B Sales Pipeline One of the biggest challenges facing B2B organizations is how to efficiently scale digital content production to reach and engage prospective new buyers. Savvy marketing

More information

6 Steps to creating a Cross Channel Communications Roadmap

6 Steps to creating a Cross Channel Communications Roadmap 6 Steps to creating a Cross Channel Communications Roadmap Identifying the Road Ahead to Cross Channel Marketing Success Darcy Bevelacqua Darcy@Succcess-works.com 917 520-061 6 Steps to Creating a Successful

More information

IQ CONTENT MARKETING RECOMMENDATIONS

IQ CONTENT MARKETING RECOMMENDATIONS IQ CONTENT MARKETING RECOMMENDATIONS Establish the Buyer Develop Touchpoints Drive To Conversions Discussion Outline Content Mapping & Drip Lead Scoring & Automation CREATING BUYER PERSONAS Personas are

More information

10 TIPS FOR ACCELERATING YOUR PIPELINE

10 TIPS FOR ACCELERATING YOUR PIPELINE 10 TIPS FOR ACCELERATING YOUR PIPELINE Accelerate the Funnel The average sales cycle length has increased 22% over the past five years due to more decision makers being involved in the buying process (SiriusDecisions).

More information

The SAS Transformation Project Deploying SAS Customer Intelligence for a Single View of the Customer

The SAS Transformation Project Deploying SAS Customer Intelligence for a Single View of the Customer Paper 3353-2015 The SAS Transformation Project Deploying SAS Customer Intelligence for a Single View of the Customer ABSTRACT Pallavi Tyagi, Jack Miller and Navneet Tuteja, Slalom Consulting. Building

More information

White Paper. Sales and Marketing Alignment: Creating a B2B Revenue Engine

White Paper. Sales and Marketing Alignment: Creating a B2B Revenue Engine Sales and Marketing Alignment: Creating a B2B Revenue Engine Sales and Marketing Alignment: Creating a B2B Revenue Engine Fueling the B2B Revenue Engine Sales and marketing alignment is not new, and it

More information

Top 10 tips when selecting a web content management system. www.sdl.com

Top 10 tips when selecting a web content management system. www.sdl.com Top 10 tips when selecting a web content management system The Top busy 10 tips life when of a translation selecting a project web content manager management system 2 Looking to implement an effective

More information

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool.

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool. MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4

More information

11 emerging. trends for DIGITAL MARKETING FINANCIAL SERVICES. By Clifford Blodgett. Demand Generation and Digital Marketing Manager

11 emerging. trends for DIGITAL MARKETING FINANCIAL SERVICES. By Clifford Blodgett. Demand Generation and Digital Marketing Manager 11 emerging DIGITAL MARKETING trends for FINANCIAL SERVICES By Clifford Blodgett Demand Generation and Digital Marketing Manager Exploiting your Technology Vendors Customer Engagement and Maintaining a

More information

global B2B marketing services Insight into human nature is the key to the skill of communication.

global B2B marketing services Insight into human nature is the key to the skill of communication. simple truth no. 1 Mardevdm2 aligns our passion and creativity with your marketing goals. We are global B2B marketing and data experts who deliver comprehensive services and measurable results. global

More information

Introduction 2 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS

Introduction 2 // THE 3 TYPES OF KEY PERFORMANCE INDICATORS FOR SUCCESS Introduction We ve been hearing it for some time now marketers need to earn a seat at the revenue table. But how do you go about doing that? It all comes down to proving and improving marketing s contribution

More information

Marketing Strategy, Operations & Measurement Business Strategy, General Management & Leadership Project, Risk & Change Management

Marketing Strategy, Operations & Measurement Business Strategy, General Management & Leadership Project, Risk & Change Management Marketing Strategy, Operations & Measurement Business Strategy, General Management & Leadership Project, Risk & Change Management 2014 Marketing Outlook Study: Highlights & Horizons Balance Sheet Template

More information

Proposal for Inbound Marketing Services for Sample Company XYZ

Proposal for Inbound Marketing Services for Sample Company XYZ Proposal for Inbound Marketing Services for Sample Company XYZ Prepared for: Sample Client Updated: November 12, 2014 Executive Summary Sample Company XYZ has seen tremendous success as a company, but

More information

New Solutions New Opportunities

New Solutions New Opportunities New Solutions New Opportunities What is Penton Marketing Services Penton Marketing Services offers a full range of content solutions, digital services and lead nurturing and qualifying services that leverage

More information

#contentmkt13 OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE

#contentmkt13 OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE contentmkt13 OPTIMIZE YOUR LEAD NURTURING PROCESS: THE RIGHT CONTENT TO THE RIGHT AUDIENCE contentmkt13 PRESENTED BY: AMERICAN MARKETING ASSOCIATION Pawan Deshpande Founder and CEO, Curata Brian Kelly

More information

The Essentials of a Documented Content Marketing Strategy: 36 QUESTIONS TO ANSWER

The Essentials of a Documented Content Marketing Strategy: 36 QUESTIONS TO ANSWER The Essentials of a Documented Content Marketing Strategy: 36 QUESTIONS TO ANSWER 1 Why does a documented content marketing strategy matter? The majority of content marketers don t have a documented content

More information

Get results with modern, personalized digital experiences

Get results with modern, personalized digital experiences Brochure HP TeamSite What s new in TeamSite? The latest release of TeamSite (TeamSite 8) brings significant enhancements in usability and performance: Modern graphical interface: Rely on an easy and intuitive

More information

Build Trust with an Engagement Marketing Content Strategy: Spotlight on Financial Services

Build Trust with an Engagement Marketing Content Strategy: Spotlight on Financial Services Build Trust with an Engagement Marketing Content Strategy: Spotlight on Financial Services Trust. Integrity. Longevity. These are the things that all marketers, especially those in the financial services

More information

High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide

High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide Most marketing organizations build a lead scoring system based on how the prospect has engaged and the frequency of engagement.

More information

Turning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing

Turning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing Turning Leads Into Quality Sales by Aligning Sales & Marketing Presented by NuSpark Marketing Sales & Marketing Fight Bicker, Bicker Let s Unite Less Lead Loss! Better Conversion Rates! Align Your Organization

More information

Your Toughest Questions. Answered

Your Toughest Questions. Answered Introduction Are you setting aggressive, yet reasonable goals for your SEO program? Are you consistently measuring and tracking your results, but not seeing progress as soon as expected? If you are experiencing

More information

ElegantJ BI. White Paper. Key Performance Indicators (KPI) A Critical Component of Enterprise Business Intelligence (BI)

ElegantJ BI. White Paper. Key Performance Indicators (KPI) A Critical Component of Enterprise Business Intelligence (BI) ElegantJ BI White Paper Key Performance Indicators (KPI) A Critical Component of Enterprise Business Intelligence (BI) Integrated Business Intelligence and Reporting for Performance Management, Operational

More information

B2B BUYER S SURVEY REPORT

B2B BUYER S SURVEY REPORT THE 2015 B2B BUYER S SURVEY REPORT HOW CONTENT AND SOCIAL MEDIA ARE IMPACTING THE BUYER S JOURNEY Sponsored by Survey Report THE 2015 B2B BUYER S SURVEY REPORT 2 BUYERS TURN TO ANALYSTS, PEERS & OTHER

More information

Five Steps to Growing Your Business with Marketing Automation. an Instructional Tool Kit for SMB Marketers

Five Steps to Growing Your Business with Marketing Automation. an Instructional Tool Kit for SMB Marketers Five Steps to Growing Your Business with Marketing Automation an Instructional Tool Kit for SMB Marketers INTRODUCTION intro Learn how to do more with less. When you re a marketer at a small organization,

More information

Use social media to get more sales leads, increase your pipeline, close faster, improve customer relationships and meet your sales team's goals

Use social media to get more sales leads, increase your pipeline, close faster, improve customer relationships and meet your sales team's goals HOW TO FIND, MANAGE AND CLOSE MORE BUSINESS USING THE SOCIAL MEDIA 2-Day Training Use social media to get more sales leads, increase your pipeline, close faster, improve customer relationships and meet

More information

Beyond the Click : The B2B Marketer s Guide to Display Advertising

Beyond the Click : The B2B Marketer s Guide to Display Advertising Beyond the Click : The challenge In B2B marketing, the ultimate objective of any campaign is to generate the most qualified leads possible, convert these leads into new opportunities that fill the sales

More information

ez Marketing Automation

ez Marketing Automation ez Marketing Automation The next generation digital experience solution to accelerate sales conversion and boost customer engagement. Today marketers are challenged by their colleagues in sales to increase

More information

ORACLE S PRIMAVERA FEATURES PORTFOLIO MANAGEMENT. Delivers value through a strategy-first approach to selecting the optimum set of investments

ORACLE S PRIMAVERA FEATURES PORTFOLIO MANAGEMENT. Delivers value through a strategy-first approach to selecting the optimum set of investments ORACLE S PRIMAVERA FEATURES Delivers value through a strategy-first approach to selecting the optimum set of investments Leverages consistent evaluation metrics, user-friendly forms, one click access to

More information

Analytics To Optimize Marketing Performance. White Paper. Tools Can Help Marketers Make Better Decisions. Sponsored by

Analytics To Optimize Marketing Performance. White Paper. Tools Can Help Marketers Make Better Decisions. Sponsored by Analytics To Optimize Marketing Performance Tools Can Help Marketers Make Better Decisions White Paper Sponsored by Table of Contents The Role of Marketing Analytics 3 Metrics and Analytics 4 Simplicity

More information

Sitecore AIDA Analytics, Insights, Decisions, and Automation

Sitecore AIDA Analytics, Insights, Decisions, and Automation Sitecore AIDA Analytics, Insights, Decisions, and Automation Sitecore AIDA What is Sitecore AIDA? Sitecore AIDA is a technology framework that simultaneously collects, evaluates, manages, and analyzes

More information

Automating Marketing Localization

Automating Marketing Localization Bridging the Gap between Corporate and Distributed Marketers With traditional brand marketing channels rapidly declining in effectiveness, a successful, collaborative relationship between corporate marketing

More information

ORACLE SOCIAL MARKETING CLOUD SERVICE

ORACLE SOCIAL MARKETING CLOUD SERVICE ORACLE SOCIAL MARKETING CLOUD SERVICE KEY FEATURES Universal navigation between all social marketing functionality Single-platform management for Facebook, Google+, Twitter and other social communities

More information

Overview & Highlights

Overview & Highlights Overview & Highlights Empower staff with the tools to leverage sales, marketing and customer service information and build long-term customer relationships, win more deals, and accelerate your business

More information

An Introduction to Marketing Automation. The process; The content; The benefits

An Introduction to Marketing Automation. The process; The content; The benefits NuSpark Marketing An Introduction to Marketing Automation The process; The content; The benefits www.nusparkmarketing.com, @nusparkmktg About NuSpark Marketing emarketing Firm focusing on lead generation,

More information

Best Overall Marketing Strategies and Tactics for 2015. Mary Canady October 15, 2014 comprendia.com/2015best #comprendia

Best Overall Marketing Strategies and Tactics for 2015. Mary Canady October 15, 2014 comprendia.com/2015best #comprendia Best Overall Marketing Strategies and Tactics for 2015 Mary Canady October 15, 2014 comprendia.com/2015best #comprendia Search Engine Optimization (SEO) and inbound marketing 3% Social media best practices

More information

Marketing Automation RFP and Planning Guide

Marketing Automation RFP and Planning Guide Marketing Automation RFP and Planning Guide A Publication of 2 An RFP should help your company identify the right partner to support your marketing goals for many years to come. Finding the right marketing

More information

HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING

HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING advanced THE 3-STEP MARKETING AUDIT: HOW TO USE CUSTOMER DATA TO RECHARGE YOUR MARKETING Learn How To Find Valuable Insights About Your Lead Conversion Experience By Running a HubSpot Customer Audit A

More information

Power your customer journeys with the leading 1:1 digital marketing platform. 5 Things You Should Know About Salesforce Marketing Cloud

Power your customer journeys with the leading 1:1 digital marketing platform. 5 Things You Should Know About Salesforce Marketing Cloud 5 Things You Should Know About Salesforce Marketing Cloud Power your customer journeys with the leading 1:1 digital marketing platform 5 Things You Should Know About Salesforce Marketing Cloud 1 5 Things

More information

CLICK DIMENSIONS OR MICROSOFT MARKETING MODULE? WHAT TO DO, WHAT TO DO? CLICKDIMENSIONS VS. MICROSOFT MARKETING MODULE

CLICK DIMENSIONS OR MICROSOFT MARKETING MODULE? WHAT TO DO, WHAT TO DO? CLICKDIMENSIONS VS. MICROSOFT MARKETING MODULE CLICK DIMENSIONS OR MICROSOFT MARKETING MODULE? WHAT TO DO, WHAT TO DO? CLICKDIMENSIONS VS. MICROSOFT MARKETING MODULE 1 AS A MARKETING PROFESSIONAL... I know the importance of staying up-to-date on the

More information

The Social Marketing Management Software Checklist

The Social Marketing Management Software Checklist The Social Marketing Management Software Checklist A guide of categories and questions to ask Social Marketing Management Software (SMMS) vendors to make sure you find the the right solution for your social

More information

Integrated Marketing Management Aprimo Marketing Studio On Demand

Integrated Marketing Management Aprimo Marketing Studio On Demand Integrated Marketing Management Aprimo Marketing Studio On Demand The cloud-based platform that adds new efficiency and effectiveness to all aspects of your marketing. A robust suite of marketing operations

More information

Extension of ERP for marketing: internal system + external communication Microsoft AX Dynamics. Prof.dr. Dalia Krikščiūnienė

Extension of ERP for marketing: internal system + external communication Microsoft AX Dynamics. Prof.dr. Dalia Krikščiūnienė Extension of ERP for marketing: internal system + external communication Microsoft AX Dynamics Prof.dr. Dalia Krikščiūnienė Microsoft AX Dynamics- marketing module ERP in cloud Industry trends for ERP

More information

INBOUND CERTIFICATION STUDY GUIDE

INBOUND CERTIFICATION STUDY GUIDE Your Exam Study Guide The following guide walks through key lessons from each of the twelve certification classes. Use this as a guide as you prepare for your Inbound Certification test. INBOUND FUNDAMENTALS

More information

INSIDE ENTERPRISE SEO: SEO SURVEY BENCHMARKS FOR LARGE COMPANIES How Enterprise Companies Manage, Scale, and Value SEO

INSIDE ENTERPRISE SEO: SEO SURVEY BENCHMARKS FOR LARGE COMPANIES How Enterprise Companies Manage, Scale, and Value SEO INSIDE ENTERPRISE SEO: SEO SURVEY BENCHMARKS FOR LARGE COMPANIES How Enterprise Companies Manage, Scale, and Value SEO Ascend2 Research Conducted in Partnership with Conductor Inside Enterprise SEO: SEO

More information

HOW SOCIAL MEDIA IMPACTS SEO? a publication by

HOW SOCIAL MEDIA IMPACTS SEO? a publication by HOW SOCIAL MEDIA IMPACTS SEO? a publication by Authors Written by Sarah Bundy, Founder & CEO of All Inclusive Marketing, is an award winning leader in the performance marketing space. Sarah drives the

More information

CONTENT MARKETING SPOTLIGHT REPORT. Sponsored by

CONTENT MARKETING SPOTLIGHT REPORT. Sponsored by CONTENT MARKETING SPOTLIGHT REPORT Sponsored by INTRODUCTION More B2B Marketing Reports B2B marketers are increasingly using content marketing tactics to better engage B2B buyers and to educate, inform,

More information