Great Customer Experience Grounded by Lack of Power

Modern Marketers spend a lot of time traveling to help us do all of that Modern Marketing. Unless you’re based in the Quad Cities and you’re spending your time shuttling between Davenport and Moline, then you are likely spending time in airports. Lots of airports.

We all know what it is like to be a customer, but when you focus on the airport experience it really shows you what is important in providing a great customer experience. Continue reading “Great Customer Experience Grounded by Lack of Power”

Marketing Automation is More Than a Fancy Email Machine

Marketing automation is one of those terms that could have a variety of meanings, but the most obvious one is not really what it means. The tool that is called a marketing automation platform is not strictly about automating your marketing.

These systems allow marketers to automate many marketing tasks that would be mind-numbing and repetitive, even for interns, like sending emails and tracking the results, but there’s a whole lot more going on here than just sending email. Continue reading “Marketing Automation is More Than a Fancy Email Machine”

The Most Important Stat in Latest Content Marketing Report

The world's content marketers are gathered in Cleveland, Ohio for Content Marketing World. This huge show has over 3500 attendees from 60 countries. There are entire tracks on storytelling, demand generation, native advertising and a whole lot more. With over 150 sessions, content marketers can find lots of options for delving into the nuances of this world. Continue reading “The Most Important Stat in Latest Content Marketing Report”

5 Simple Marketing Automation Tips to Improve Conversion

No matter what marketing technology we use to better communicate with customers and prospects, we are constantly thinking about improving the experience for us and the prospects, optimizing the results, and even just making things a little easier. But in the end, isn't it all about conversion? Continue reading “5 Simple Marketing Automation Tips to Improve Conversion”

10 Marketing Automation Lessons from Bad Stock Photos

When you are using marketing automation to improve connections with your prospects and customers, you are always trying to do better. No matter how long you have been doing it, there are always new lessons to learn. These lessons are everywhere if you are just paying attention.

I gave myself a challenge for this blog post just to prove that point. Many content creators use stock photos and sometimes you get tired of the same images over and over. And not just on your own blog, but on everyone's blog. If I see one more finger touching the inside of my monitor I think I will scream. Continue reading “10 Marketing Automation Lessons from Bad Stock Photos”

It Really is All about Customer Experience

Sometimes it is easy to be cynical about Las Vegas, especially if you are not into the whole party all night thing, but there is something they do very well. Customer Experience. Every major hotel has one simple goal. Let’s provide everything you need on your vacation so that you never have to leave the property. Fine dining, shopping, extravagant shows, lounging by the pool, late night partying, and games of chance.

There is a simple lesson here for any business. Think about serving your customers in a new way. Imagine that you could provide everything they need, so they didn’t need to go anywhere else and work with any other company. It may not be entirely realistic, but how does it work scaled down to your industry or product category? Can your offerings be so complete in their needs to serve your customers that it generates a level of loyalty that you just haven’t seen before? Remember, in Vegas, the house always wins. They must be doing something right.

This post originally appeared on the Modern Marketing Blog.

Sunglasses Draw Attention to Mobile-Friendly Content

This started off as a mobile marketing post, but before you knew it, as I was working it out in my head, it veered into a content marketing post. And it actually all started with an email. Maybe even the story of this post speaks to current nature of marketing, and if you are doing it right, then you just can't unbundle all the parts from each other like we hope to do one day with our cable tv packages. Continue reading “Sunglasses Draw Attention to Mobile-Friendly Content”

11 of the Latest Lead Nurturing Statistics: Explained

Every prospect who fills out a lead form, especially those who download a top of funnel ebook, is not ready to talk about your product. Sometimes they are, but the action of downloading that ebook doesn't tell you that in any way. This is where lead nurturing comes in. Continue reading “11 of the Latest Lead Nurturing Statistics: Explained”

How to Decide What Marketing Metrics to Track and Report

Yesterday I was at a marketing event and the topic of metrics came up. That's not a huge surprise, as modern marketers continue to be concerned with justifying their activities with the right metrics of success. This was actually a vendor presentation, but it was an intimate enough group that the presenter not only was willing to entertain the question in the middle of his presentation, but he turned to the attendees for responses. The initial question was how do you know what metrics to track. Continue reading “How to Decide What Marketing Metrics to Track and Report”

6 Handy Conversation Starters About Marketing Automation

The pace of change in marketing technology continues to accelerate and it is more of a challenge today to keep up than ever before. Some marketers may remember the days of printed documentation for the latest software they purchased. It came on CDs, or if you’re really experienced (read old), on floppy disks. Continue reading “6 Handy Conversation Starters About Marketing Automation”