Ask a Marketer: Paid Search

Last week we started the “Ask a Marketer” Series with Email Marketing tips from Elizabeth Case. This week we shift to paid search, with Local SEM Expert Rick Read. Q1: Companies seem to be moving almost all of their Paid Ad budget to Google, Facebook and LinkedIn. What are you seeing from clients? Rick: Yes. Paid media dollars are being moved to Search (Google//Bing), Facebook, and LinkedIn. Search always seems to be a steady driver of clicks and usually if examining the whole funnel search usually plays a role in influencing end clicks elsewhere in the funnel. FB and LI, have great results because of their ability to deliver more… Read More

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Ask a Marketer: Email Marketing

Doing what I do, I have the privilege to engage with a number of marketing professionals who are among the best of the bunch. Upon reflection, I realized that some of the things we talk about may also be of interest to people who stumble upon this blog. Thus, I am starting a new series called, “What Marketers Need to Know.” And yes, I know we need a catchier title.   Each article in this series will feature a semi-deep dive into a topic area marketers need to understand. The answers will come from an industry expert who speaks from real-world client experience. To start the series off, I asked my… Read More

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5 Simple Copywriting Rules for Non-Writers

In my career, I’ve learned there are two types of people in the business world – those who hate writing, and crazy people. Since I spend a significant amount of time writing for companies, I guess I fall in the latter category. I love to analyze the differing styles of writers, and the ways they work with their words in order to make a good story great. It’s essentially my version of competitive research. I especially enjoy reading articles from writers who can engage readers without clickbait headlines such as, “5 Simple Copywriting Rules for Non-Writers.” So this seems like a good time to share a few tips aimed at those… Read More

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More Money for Marketing – Budgets to Increase Again

Good news for companies with products that target Marketing groups. There should be more money to go around this year. According to a Gartner report published in October of 2016, the average Marketing budget is now up to 12% of company revenue. The numbers don’t vary too greatly between B2B and B2C companies, with B2B companies receiving 12.3% of the company’s revenue vs 11.6% for B2C brands. Unsurprisingly, high tech companies devote the largest percent of revenue to marketing, at 13.3% The key in the budget escalation is that large enterprises have accepted the new world of marketing. For many years, social media was a place where the smart and… Read More

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Top B2B Marketing Whitepapers and Reports

If you’re like me, your Facebook and LinkedIn feeds are inundated with articles, whitepapers, and industry reports. Now most of you probably skip them, but I find these much more enlightening than the latest political argument my friends and colleagues are engaged in. So to make life easier on all of you, I’ve listed a few of the reports I think are worth a read. (Note: Most of these will require you to provide an email address to the company that wrote it. Be a good marketing person and reward the content team for their hard work.) Gartner’s Magic Quadrant for CRM Lead Management: The market for CRM lead management… Read More

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Andreesen Horowitz on Product Market Fit

Andreesen Horowitz recently syndicated an article written by Tren Griffin of 25iq.com. The topic was Product Market Fit, and Griffin does an outstanding job of detailing 12 important points, drawing quotes from some of Silicon Valley’s biggest names. You should read the whole article here or here, but I’ve put together a quick 30 second synopsis. I highlighted some of the points that resonated with my personal experiences over years of marketing B2B and B2C products. I think it’s easy for many of us to forget some of these high-level concepts when we’re grinding it out in the weeds. (Note: Bold headlines are my personal takeaways, and the quotes are… Read More

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Stories You Missed – January 2017

We all can’t read everything, and our Facebook feeds are now overrun with political arguing. So to make things easy for you, I’ve assembled some of the stories from last month about tech, marketing, sports and Seattle that you may find interesting. Three Sounders FC Departments Honored with 2016 MLS Club and Executive Awards: Congrats to the team members who don’t wear jerseys. Sounders FC tied for the lead among all clubs with its three awards: Corporate Partnerships Team of the Year, Marketing Team of the Year and Public Relations Team of the Year. I don’t know how these awards are judged, but if you enjoy your time at Sounders games,… Read More

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Check Out This Sneaky Amazon Product Placement

Q: If you are a TV show on the bubble between renewal and cancellation, what’s the best way to make the bosses happy? A: Make them more money. Undateable will never win an Emmy. It’s niche is that in its 3rd season (and basically out of desperation due to being moved to the Friday night dustbin), it decided to shoot every episode live. The result is a hyped up Friday night live studio audience that contributes to a show that is part script / part improv. BUT… that doesn’t necessarily mean it will be back for Season 4. So the show needs an extra revenue source on top of the… Read More

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The New 4 C’s of Marketing

I’ve been thinking a lot lately about marketing topics, and reading conflicting arguments on whether “Content Marketing” is dead. After listening to both sides of the debate, I think I’ve landed on the position that “Content Marketing” IS “Marketing” in 2016. Everything from lead generation to sales tools are now dependent on a solid content strategy. So I put forth the new “4 C’s of Marketing.” Everything you do today needs the following attributes. 1) Consistent In early meetings with clients, I like to advise them to look at the masters of content when coming up with their content development model. Sunday football games are always at 10:00am and 1:25pm… Read More

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Talking B2B Marketing on Blab.it this Wednesday

Well this should be a lot of fun. Wednesday I’ll be joining Dominic Canterbury, President of the Turbine Agency, for a discussion on B2B Marketing and how to reach new markets. We’ll be having our conversation via Blab.it, one of the new forums in which people can discuss topics and have a great dialogue with the audience. We’ll be kicking off the conversation at 11am PDT at this link. I’d love for you to log in and throw out some questions. Plus, I’d love to hear what you think of Blab.

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