The role of marketing has changed dramatically in the last decade, and the mix of people you need on your marketing team is very different than it was in the past. There are new roles and skill sets, new technologies, new mindsets and biases. When CEOs complain about their marketing department, I’ve found it’s not necessarily that the individuals on the team are incompetent. More often, it’s because the marketing team doesn’t have the right mix of skills required to achieve the CEO’s goals, which are often driven by revenue.
There you are sitting in front of your computer screen, satisfied with the ebook you’ve been working on for the past week. Then it hits you – that sudden feeling of panic that accompanies the question, “Now what?” Because despite your hard work in creating helpful, engaging, and visually stunning content, you probably haven’t spent a lot of time thinking through your distribution strategy. With all of the hype around content marketing and content creation, it’s surprising that there isn’t more written about content distribution.
Buyers are increasingly researching solutions to their problems online, and companies are increasingly found by their digital footprint. Content marketing is merely a way to expand that digital footprint so you are more likely to get found. However, before you embrace content marketing and start creating assets at scale, make sure to ask yourself these three questions first.
Marketing can feel like a constant guessing game. There always seems to be some new piece of information that changes everything we think we know. The best way to stay on top of digital marketing is to keep an eye on what new technologies are being presented to consumers, and what new “buzz words” are popping up in the MarTech circles. Missing emerging marketing trends can have a negative impact not only on your company’s outreach, but also on your bottom-line. Here are five of the emerging marketing trends to keep an eye on the second half of 2016.
Social media is a core component of any inbound marketing strategy, but it’s often challenging to draw a straight line from social activity to actual conversions, let alone sales pipeline and revenue. LinkedIn, Twitter, and Facebook have all been very vocal about their products for business as they struggle to monetize their offerings, but do these products actually work for B2B marketers?
“These leads suck. We need 100 qualified opportunities with the right people who are ready to buy this quarter or else we won’t hit the number. What are you going to do about it?”
Whether you’re new to marketing or an industry veteran, chances are you’ve had this conversation before.
I’ve been talking to a lot of marketers lately, and they all seem to have one thing in common – they could really use a bigger marketing budget. And yet while most marketers agree they’re strapped for funds, there seems to be this resignation that it is what it is, and there’s really nothing they can do about it.
I’m not one of those people who set out to build a software company. I don’t know how to code, I don’t have experience in venture capital, and I cringed during my McKinsey interviews because I definitely don’t feel the need to prove I’m the smartest person in the room.