Tuesday 31 December 2019

How Mobile Has Impacted the Customer Journey

How Mobile Has Impacted the Customer Journey written by John Jantsch read more at Duct Tape Marketing

The customer journey is influenced by many outside factors. As the use of mobile devices has taken off over the past decade, it’s changed the way that businesses market themselves and how customers interact with businesses.

In order to better understand the impact mobile has had on the customer journey, it’s helpful to go through and assess the effect at each stage of the marketing hourglass. By better understanding how mobile changes customers’ behaviors, you can begin to adapt your marketing strategy to meet their evolving needs.

Mobile in the First Stage: Know

How do people discover a new business? Before the days of computers, it was all print and television ads, word of mouth, or simply driving by your storefront. Now, there are dozens of channels for people to encounter your brand. And mobile only further diversifies the field.

In some ways, mobile has shortened the customer journey. Mobile searches with the phrase “near me” and “can I buy” or “to buy” increased by 500 percent between 2015 and 2017. That boost means people are turning to mobile to discover immediate solutions to their problems. By entering this search term, they’re able to quickly check out your website, read reviews, and even find your hours and location on a map. What would have taken more in-depth research in the past is now condensed into a few minutes and a handful of clicks on a mobile device.

It’s also important to remember that not everyone finds you via an internet browser search. With the advent and rise of mobile apps, some people are discovering businesses through a specific app. For example, those who search for local businesses on the Yelp app are only being presented with businesses who have a presence on Yelp. If you haven’t claimed your profile there, you’re not going to be discovered at all. So making sure your business’s profile is claimed on the major local listings sites, like Yelp and Google My Business, is critical to winning at mobile.

For that same reason, you need to have a presence on social media. Some people turn to Facebook or Instagram for advice on which local businesses to patronize. Again, you’re not even going to be in the running if you don’t have a profile on those sites!

How Mobile Influences the Like and Trust Phases

Once someone’s discovered you online, they want to get to know you better. And to do that, they need to be able to learn more about you. Just like you wouldn’t get married after the first date, prospects want to make sure you’re the right fit before they dive in.

You want your content to build that familiarity and trust, while being easy to consume on a mobile device. That starts with creating content that can be enjoyed on the go. Podcasts are an easy listen for folks who are on their commute, and video is often a bite-sized way to share meaningful information that builds trust and authority.

Social media is also critical in this stage. Posting regularly on social media means that those who discover you on mobile can do a quick inventory of who you are and what you do by scanning backwards through your recent content.

For those who aren’t looking to make an immediate purchase, social media remains a great way to stay top-of-mind on mobile devices. People often check their social media accounts multiple times a day, and so if you’re appearing at the top of their newsfeeds each time they log in, you build that familiarity quickly.

Advertising can also help you stay top of mind. Social ads are a way to remain omnipresent on prospects’ feeds. And display ads allow you to keep you name on people’s minds even when they visit other websites from their phone’s browser.

How to Try on Mobile

When we get to the try phase of the customer journey, mobile has an important role in ensuring that customers don’t slip away at this critical stage.

Mobile tactics can help to facilitate the try process by making it easy to prospects to sign up for a demo or appointment. A smart use of chat or SMS marketing techniques can make it easy for you to automate the sign-up process, while providing prospects with a more personalized encounter with your business.

Newer technologies like augmented reality (AR) are changing the way people try on their phones. Take furniture store IKEA as an example. They built an app that allows prospects to try out a piece of furniture in their home through the power of AR. Prospects can point their phone at an empty corner of their room, select the sofa, chair, or lamp that they’re considering, and see on their screen what the item would look like in their home.

While AR technology might not be readily accessible to all small businesses yet, it’s definitely a trend to watch, as more and more retailers incorporate it into their marketing strategy.

Mobile Makes it Easy to Buy

A recent survey found that 79 percent of smartphone users had made a purchase on their phone within the past six months. So not only are folks using their mobile devices for research, they’re actually doing transactions on their phones.

For any small business with an e-commerce component, it’s critical that you make it easy for people to purchase via mobile. This is all about creating a customer experience with the least amount of friction in the buying process. Make it easy for people to navigate to their cart. Don’t ask for lots of additional information in the checkout process–only collect information necessary to process the transaction.

After the initial purchase has been made, great mobile UX can also help facilitate the onboarding process. If you’re an e-commerce brand, provide updates on shipping status, and make sure that customers can easily track their packages.

No matter what kind of business you’re in, there is content that you can create in a mobile-friendly format to make it easier for new customers to get the most out of their new purchases. Put together an email series with responsive design (so it looks great on any screen, big or small!) that outlines special tips and tricks for using the new product or service.

Use Mobile to Inspire Repeat Purchases

Once you’ve gotten a prospect to convert to customer, there’s still work to do! And pushing existing customers towards a repeat purchase can be achieved with some mobile-friendly tactics.

Retargeting is a great way to bring existing customers back into the fold. You can advertise on social media or via display ads, and direct certain content towards those who have already bought from you. If someone recently made a purchase, you can target them with advertising for a related product or service in order to encourage an upsell. If a customer has drifted away over the past few months, you can show them ads welcoming them back with a special offer for return customers.

Building out a rewards program is another way to engender loyalty amongst existing customers. This can be done either through your website (which should be mobile-friendly!) or with an app specifically for your business. The additional benefit of creating an app is that you eliminate the competition. Your existing customers come directly to you via the app to make a purchase, rather than going onto the web to search for your solutions and run the risk of getting drawn in by one of your competitors with a smart SEO or paid search strategy.

Mobile and Referrals

The final stage of the customer journey is getting your customers to refer others. As I mentioned in the earlier phases, reviews are a key part of the referral process, and that’s particularly true on mobile. People who are searching for solutions on the go will turn to reviews in lieu of asking friends or family for recommendations. That’s why it’s important to make sure you’re doing the work to solicit reviews from your customers.

You can also consider creating a referral program. If you have a mobile app for your business, creating a program directly through the app is a great, easy way to help your mobile-minded customers refer their friends.

Finally, social media can help you generate referrals. Share user-generated content that sings your brands praises. Create contests and opportunities for your existing fans on social to give your brand a shout-out to their friends. Get influencers to try your product and vouch for you to their followers. A referral from a real friend or trusted influencer on social can go a long way in winning over new customers.

Mobile marketing has changed the way consumers buy, and so businesses have had to adjust their marketing accordingly. By considering how to get the most out of mobile at each stage of the customer journey, you can position yourself to reach the majority of consumers, who have become more and more focused on mobile over the years.



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Our Top 10 Search Marketing Posts of 2019

Colorful chalk pieces image.

Colorful chalk pieces image. Search marketing has matured in many ways throughout 2019. At each twist and turn along the journey, we've done our best to not only cover each change thoroughly, but to also offer insight and research-based strategy to help savvy digital marketers along the way. We’re fortunate to have a stellar group of digital marketing professionals contributing to the TopRank Marketing Blog, with our CEO Lee Odden, Associate Director of Search & Analytics Tiffani Allen, Vice President of Client Accounts Alexis Hall, Content Strategist Anne Leuman, and others, each contributing valuable and actionable search marketing insights, tips, and tactics this past year. To help our blog community grow its search marketing knowledge, we’re thrilled to offer this list of our most popular search marketing posts of 2019.

Our Most Popular Search Marketing Posts in 2019:

1. 5 SEO Mistakes Killing Your Content Performance and a Fix for Each — Tiffani Allen

Common SEO Mistakes Our talented Associate Director of Search & Analytics Tiffani Allen wrote our most popular search marketing post of 2019, taking an important look at five SEO mistakes killing your content performance, and offering up an actionable fix for each. Tiffani explored how to avoid and fix keywords based solely on volume, using too much targeting, and the perils of ignoring internal link structures. Check out all of Tiffani's posts here, and follow her on Twitter. [bctt tweet="“Following SEO best practices as a content marketer can reduce performance-related headaches and set you up for long-term success.” @Tiffani_Allen" username="toprank"]

2. The Relationship Between SEO and Social Media: It’s Complicated … and Complementary — Nick Nelson

pump up your b2b content campaign The second most popular search marketing post of the year is by our Senior Content Strategist Nick Nelson, who deftly explores the complicated yet complimentary relationship between SEO and social media, and shows how to maximize both in unison with your marketing efforts. Check out all of Nick's posts here, and follow him on Twitter. [bctt tweet="“In a sea of competing ephemeral content, you’ve really got to stand out to capture someone’s attention and compel a click.” @NickNelsonMN" username="toprank"]

3. What the Future of Google Search Means for B2B Marketers — Lane R. Ellis

Low angle shot of modern glass city buildings looking up image. In the number three spot on our top search marketing posts of 2019 list, I explored what the future of Google search mean for B2B marketers, looking at how touch-free Motion Sense gestural search and other changes will affect the course of B2B marketing in 2020 and beyond. Check out all of my posts here, and follow me on Twitter. [bctt tweet="“Innovations at Google will alter how people search, learn, and lead their professional and personal lives.” — Lane R. Ellis @lanerellis" username="toprank"]

4. How A Best Answer Content Strategy Drives B2B Marketing Results — Lee Odden

Best Answer Content B2B Marketing Our CEO Lee Odden wrote the fourth most popular search marketing post on our blog in 2019, exploring how a best-answer content strategy can drive impressive B2B marketing results, showing its value and offering up strong examples of what it takes to be the best answer. Lee shows that being the best answer is hard, but that it's the price for being in the winner’s circle of consistent top visibility. Check out all of Lee’s 2,600+ posts here, and follow him on Twitter. [bctt tweet="“If buyers don’t see consistent, credible and engaging 'best answer' content across channels from your brand, they’ll begin to trust competitors who are.” @LeeOdden" username="toprank"]

5. The Intersection of SEO & Influencer Marketing: What B2B Marketers Need to Know — Caitlin Burgess

The Intersection of SEO & Influence Our Senior Content Marketing Manager Caitlin Burgess earned the number five spot on our top search marketing posts of the year list, showing how B2B marketers benefit when SEO and influence collide, becoming a powerful keyword and topical research tool to  create best-answer content that audiences and search engines crave. Check out all of Caitlin’s posts here, and follow her on Twitter. [bctt tweet="“Integration is absolutely essential for driving digital and content marketing success in the crowded, competitive B2B landscape.” @CaitlinMBurgess" username="toprank"]

6. How B2B Marketers Can Win at Search with Best Answer Content — Nick Nelson

Winning Search with Best Answer Content Nick also penned the sixth most popular search marketing post of 2019, with a detailed look at how you can modernize search marketing to fit with a fully customer-centric strategy, with insight from our guide to identifying “best answer” opportunities. Nick shows how multiple disciplines — from technical SEO to creative content — can be leveraged to win the search marketing game. [bctt tweet="“When marketers make the effort to see every side of the questions their customers are asking, we can see the bigger picture and craft content to fully satisfy the extent of a searcher’s interest.” @NickNelsonMN" username="toprank"]

7. 6 Cannes Revelations About B2B Marketing in 2020 — Lane R. Ellis

City of Cannes Aerial view Image Another of my posts made the year's top 10 search marketing post lists, exploring a number of B2B search revelations from the 2019 Cannes Lions International Festival of Creativity, with six take-aways including diversity KPIs, real-time branding, micro-storytelling, and the rise of customer-driven search journeys. [bctt tweet="“Search taking place from smart speakers and other connected voice-assisted is poised to boom in the coming years, and podcasting is expanding to offer new ways to integrate brand messaging.”  @LaneREllis" username="toprank"]

8. 10 Smart Question Research Tools for B2B Marketers — Lane R. Ellis

10 Smart Question Research Tools for B2B Marketers, who, what, when, where colorful image. In our eighth most popular search marketing post of 2019, a share 10 smart question research tools and an array of savvy tactics to help B2B marketers uncover the questions your audience is asking, and provide best-answer solutions. [bctt tweet="“How can you be the best answer for your audience if you don’t understand what questions they’re asking or what problems they’re trying to solve?” — Lane R. Ellis @lanerellis" username="toprank"]

9. Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy? — Nick Nelson

Voice Search & B2B Marketing Strategy With his third appearance on our search marketing top 10 list, Nick shows how B2B brands can ensure that their content strategy is aligned with the rise of voice search, and helps you find your B2B marketing voice. [bctt tweet="“B2B companies need to be less robotic, and more human. The rise of voice search is simply another trend feeding the urgency.” @NickNelsonMN" username="toprank"]

10. Optimize Your B2B Content Performance with an SEO Audit — Tiffani Allen

Key benefits of an SEO audit. Tiffani makes another appearance on our top 10 list of search marketing posts for the year, exploring how can you optimize your B2B content performance using a thoughtful and strategic SEO audit to help you understand your landscape by analyzing technical, on-page and off-page factors, and more. [bctt tweet="“A strategic and thoughtful SEO audit will result in a clear, prioritized and actionable plan to improve your search visibility in the ways it matters most to your business.” @Tiffani_Allen" username="toprank"] We can't thank Tiffani, Nick, Lee, and Caitlin enough for these top 10 search marketing posts of 2019 — congratulations on making the list!

Thanks TopRank Marketing Writers & Readers

We published dozens of posts this year specifically about search marketing, and plan to bring you even more in 2020, so stay tuned for a new year of the latest helpful search industry research and insight. Please let us know which search marketing topics and ideas you'd like to see us focus on for 2020 — we'd love to hear your suggestions. Feel free to leave those thoughts in the comments section below. Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Our Top 10 Search Marketing Posts of 2019 appeared first on Online Marketing Blog - TopRank®.



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Monday 30 December 2019

The Top 10 Duct Tape Marketing Podcast Episodes for 2019

The Top 10 Duct Tape Marketing Podcast Episodes for 2019 written by John Jantsch read more at Duct Tape Marketing

2019 was another great year on the Duct Tape Marketing Podcast. I chatted with some incredible guests, I did some solo shows where I could share a bit about the Duct Tape Marketing philosophy, and I got to share excerpts from my latest book, The Self-Reliant Entrepreneur, which was released in October.

In honor of an incredible year, I wanted to take a look back at the most popular episodes we aired in 2019.

If you enjoyed what you heard here, check out the full line-up of shows. We’ll be back the first full week in January with all new episodes and guests.

Pamela Wilson – Getting the Most Out of Your Content

Pamela Wilson is the founder of BIG Brand System and the author of Master Content Strategy: How to Maximize Your Reach and Boost Your Bottom Line Every Time You Hit Publish. She is an expert in creating the kind of content that grabs your audiences’ attention and can help you grow your business through the four distinct phases of growth.

Biggest takeaway: You’ll learn about the Lifecycle Approach to content management and creation, which acknowledges that your website will have different content needs at different points in the life of your business.

Click here to listen to the episode.

Solo Show – The Benefits of Including Video on Your Website

Video has become a critical element in marketing strategy. People want to watch video content, and companies are investing in creating videos for their brand. If you haven’t done it already, now is the time for you to incorporate video into your website.

Biggest takeaway: We’ll cover the four types of video content you should include on your website. Plus I’ll share practical, technical tips for video content creation, from how to manage lighting and camera work to where to turn for editing help.

Click here to listen to the episode.

Solo Show – Model for Marketing Maturity, Stage One: Build

Digital marketing provides business owners with dozens of channels through which to reach their audience. From paid ads to social media to SMS marketing to SEO, it’s easy to feel overwhelmed by the options out there. By starting with a solid foundation and a focus on only a handful of the tactics available, you can get those going strong and then expand to more tactics.

Biggest takeaway: We’ll walk through the five elements that go into the build stage of your marketing maturity model, from the creation of your marketing website with SEO and a strong content program, to social media and email marketing. Plus, you can follow the links in this podcast post to catch the episodes on the other two marketing maturity stages, grow and ignite.

Click here to listen to the episode.

Solo Show – Why Your Marketing Must Be Led By Strategy First

One of the main tenets of the Duct Tape Marketing approach to marketing is that your efforts must be led by strategy first. If you’re creating content without a guiding strategy, you’re spinning your wheels. These are the steps you must take to build a solid strategic base for your marketing tactics.

Biggest takeaway: You’ll learn why the first step in developing a solid marketing strategy is identifying your ideal customer, and I’ll give you tips on how to find them.

Click here to listen to the episode.

Jason Kander – Becoming a Great Leader, No Matter What Field You’re In

Jason Kander

Jason Kander served in the U.S. military as an Army Captain before transitioning into politics. He was elected to the Missouri House in 2008 and became the Missouri Secretary of State in 2009. He is also the author of the New York Times bestselling book, Outside the Wire: Ten Lessons I’ve Learned in Everyday Courage.

Biggest takeaway: You’ll hear a handful of lessons from Kander’s book – lessons that are takeaways from his time in the military. And while the stories come from Army life, they’re applicable to anyone in a position of leadership.

Click here to listen to the episode.

Matt Scanlon – Managing an Expanding Business, With Your Mission Guiding the Way

Matt Scanlon is a fellow Kansas City business owner. He runs The Hill KC, which began as a local CrossFit gym and has expanded to offer corporate wellness products and services to folks in the community who have disabilities or need help getting access to wellness services.

Biggest takeaway: You’ll hear from an entrepreneur who’s going through the tricky but exciting work of growing his business. Scanlon shares some of the struggles he’s come up against with respect to branding and bridging the gap between the different audiences he’s expanding to serve.

Click here to listen to the episode.

Paul Jarvis – Finding Success and Happiness as a Company of One

Paul Jarvis is a writer and designer who runs his own business and counts among his clients giants like Mercedes Benz, Microsoft, and Shaquille O’Neal. He discusses how to approach the big questions about how to grow your business so that you can build something sustainable that continues to bring you joy.

Biggest takeaway: When you decide it doesn’t make sense to scale, what do you do next? Paul Jarvis is happy as a company of one, and he shares tips for finding your own path as a solopreneur.

Click here to listen to the episode.

Jill Nelson – Growing Your Business While Growing as an Entrepreneur

Jill Nelson is the founder and CEO of Ruby Receptionists. The company provides virtual receptionist services across the U.S., and it regularly lands on “best of” lists as an employer and a service provider.

Biggest takeaway: When you found a company, your role as a leader doesn’t remain stagnant. It grows and changes as your business does the same. Nelson shares her own experience in scaling her business in the episode.

Click here to listen to the episode.

Neen James – The Benefits of Giving Intentional Attention

Neen James is an author, keynote speaker, and leadership expert. She believes that the key to building strong relationships with teammates and customers alike is being intentional in the way you give attention. She is the author of Attention Pays: How to Drive Profitability, Productivity, and Accountability.

Biggest takeaway: When you’re not paying attention, it can cause big problems in your business. Customers and good employees who feel overlooked go elsewhere. James shares why it’s important to give intentional attention to the people who matter most to your company.

Click here to listen to the episode.

James Fell – Setting the Stage for a Moment of Awakening

James Fell

James Fell is a health expert and the author of several books, including The Holy Sh!t Moment: How Lasting Change Can Happen in an Instant. As a college student, Fell was overweight, floundering in school, and struggling with money. A moment of sudden awakening changed the course of his life. And he wants to help you find your life-changing epiphany, too.

Biggest takeaway: Even if you’re in a bad spot in your life, you won’t necessarily be motivated to change. Fell walks us through the psychological principles at work that lead us to those epiphanies that can change the course of our lives.

Click here to listen to the episode.

Is your favorite episode on the list? If not, we’d love to hear which one you enjoyed listening to the most!

For our podcast audience, we can’t thank you enough for your support over the years! If you like the show, click on over and subscribe and if you love the show give us a review on iTunes, please!



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10 Years of Women Who Rock in Marketing – CMO Edition 2019

50 Women CMOs 2019

50 Women CMOs In recent years headlines like ‘Men twice as likely to be CMOs than women’ were pretty common. If you've worked in marketing for any length of time, you know that the role of CMO is already associated with high demands and turnover. Some might argue that women in CMO roles face an even greater challenge given their underrepresentation in marketing leadership despite the marketing industry being overwhelmingly female. While women are underrepresented as CMOs, there's research that shows women in CMO roles are paid better (on average) than their male peers. Even more promising is that "Nearly half the marketing leadership hires in the first six months of 2019 were women". You might be wondering why am I writing about women marketing? For the past 10 years I have been tracking rising stars in the marketing world and recognizing social influencers in the marketing space with an annual list: Women Who Rock in Marketing. That list started in 2010 when I was recognized on a list of social media rockstars with few if any women on it. That seemed strange. So, I made a list of 25 women I knew in marketing that were rocking social media. Every year since, a list has been published recognizing women in marketing, inspiring many reactions, conversations and hopefully, even change. While there have been a few variations on selection, sorting and author, (Ashley Zeckman published the list for 2 years), for the most part every year I've asked the previous year's honorees to nominate a peer. Nominees were reviewed, sorted and the list published. My goal for these lists is to shine a light on talent and create awareness amongst marketers. It has been incredibly satisfying to learn about the impressive capabilities and accomplishments of these marketing leaders. Last year we had a CMO who was also an opera singer, a social media executive who once worked with Mother Theresa and an Olympic athlete who created a program to inspire thousands of young people. It has been great to see that many of the women have been recognized by their companies and industry with several having advanced over the years to take on senior marketing roles like Chief Marketing Officer. 50 Women CMOs 2019 To honor women in senior marketing roles for this 10th anniversary of Women Who Rock in Marketing, the following list features 50 women in CMO roles making a difference and creating impact. They are leaders who represent the future of marketing and I highly recommend you follow them. (Note: This is not a comprehensive list and the list is alphabetical) Before we get to the list, some special recognition: One woman that has been instrumental in the past few years at creating one of the most robust CMO communities and collections of content for senior marketing executives is Nadine Dietz @NadineDietz. Her company CMO Moves and podcast were acquired by Adweek and represents a cornucopia of knowledge for CMOs and inspiring CMOs alike. Thank you Nadine for your tremendous contribution and community building!

50 Top Women CMOs to Follow

Alicia Tillman Alicia Tillman @aliciatillman Global CMO at SAP /in/altillman/ Alison Wagonfeld @awagonfeld CMO, VP, Marketing at Google Cloud /in/alisonwagonfeld/ Allison Dew @alliedewsays CMO, EVP at Dell /in/allison-dew-45875035/ Alyson Griffin @alyson_griffin Vice President Global Marketing at Intel /in/alyson-griffin-2820514/ Amanda Jobbins @amandajobbins CMO for EMEA, APAC and Japan at Oracle /in/amandastljobbins/ Andrea Zahumensky @Andreazahumensk CMO at KFC US /in/andrea-zahumensky-aa70b65/ Ann Lewnes @alewnes CMO, EVP at Adobe /in/annlewnes/ Bozoma Saint John Bozoma Saint John @badassboz CMO at ENDEAVOR /in/bozoma-saint-john-0305441/ Carolyn Everson @ceverson VP, Global Marketing Solutions at Facebook /in/carolyn-everson-8633479/ Danna Vetter @dannavetter Chief Marketer at Milliken & Company /in/danna-vetter-4065254/ Dara J Treseder @daratreseder CMO at Carbon /in/daratreseder/ Dawn T Keller @dawntv94 VP, Head of Digital at Krispy Kreme /in/dawntevekeliankeller/ Dawna Olsen @DawnaOlsen CMO at SYSPRO USA /in/dawnaolsen/ Deborah Wahl @DeborahWahl CMO, Global at Cadillac /in/deborahlwahl/ Dee Mc Laughlin Dee Mc Laughlin @deemclaughlin SVP, Global Brand & Creative at Capital Group / American Funds /in/deemclaughlin/ Deirdre Bigley @DeirdreBigley CMO at Bloomberg LP /in/deirdrebigley/ Denise Karkos @dckarkos CMO at SiriusXM /in/denise-karkos-b2ab973/ Diana O'Brien @DianaMOBrien CMO, Global at Deloitte /in/dianaobrien/ Ellie Mirman @ellieeille CMO at Crayon /in/elliemirman/ Jacqui Murphy @jacquimurphy CMO at Auvik Networks Inc. /in/jacquimurphy/ Jeanine Liburd @JeanineLiburd CMO, Chief Commuications Officer at BET Networks (a subsidiary of Viacom Inc.) /in/jeanine-liburd-7b654a156/ Jeanne Hopkins Jeanne Hopkins @jeannehopkins CMO at Lola /in/jeannehopkins/ Jeanniey Mullen @jeanniey_ Chief Innovation and Marketing Officer at DailyPay /in/jeanniey/ Jenn Steele @jennsteele CMO at Madison Logic /in/jennsteele/ Jennifer Johnson @jj_cmo CMO at Tenable /in/jjcmo/ Jennifer Sey @JenniferSey CMO, Global Brands at Levi Strauss & Co. /in/jennifer-sey-6516731/ Jill Gregory @jillgregory6 CMO, EVP at NASCAR /in/jill-gregory-b32581a/ Karen Walker @KarMWalker CMO at Cisco /in/karenmwalker/ Kathy Button Bell Kathy Button Bell @Emerson_KathyBB Senior Vice President, Chief Marketing Officer at Emerson /in/kathybuttonbell/ Kellyn Smith Kenny @KellynKenny CMO at Hilton /in/kellyn/ Kim Salem-Jackson @ksalem09 Global VP, Marketing at Akamai Technologies /in/kimsalem/ Kristin Lemkau @klemkau CMO at JPMorgan Chase /in/kristin-lemkau-ab8b4b88/ Lauren Mead @LaurLeMe CMO at TimeTrade /in/laurenmead/ Lauren Wagner Boyman @lboymanms CMO at Morgan Stanley Wealth Management /in/laurenboyman/ Leslie Berland @leslieberland CMO, Head of People at Twitter /in/leslie-berland-1741781/ Linda Boff Linda Boff @lindaboff CMO at GE /in/lindaboff/ Lorraine Twohill @LorraineTwohill CMO at Google /in/lorraine-twohill-ba3a56185/ Lynne Biggar @LynneBiggar CMO, Chief Communications Officer at Visa /in/lynnebiggar/ Lynne Jarman-Johnson @MoJoCMO CMO at Consumers Credit Union /in/lynnejjohnson/ Maria Winans @MariaWinans CMO, North America Marketing at IBM /in/maria-bartolome-winans-41008014/ Marisa Thalberg @executivemoms Global Chief Brand Officer at Taco Bell /in/marisathalberg/ Mary Beech @MaryBeech1 EVP and CMO at Kate Spade New York /in/maryrennerbeech/ Meg Goldthwaite Meg Goldthwaite @MegZGold CMO at National Public Radio /in/meg-galloway-goldthwaite-she-her-87a80b3/ Monique Bonner @mobonner CMO at Akamai Technologies /in/mobonner/ Morgan Flatley @morgsf CMO, US at McDonald's /in/morgan-flatley-a36b273a/ Paige ONeill @paige_oneill CMO at Sitecore /in/paigeoneill/ Penny Baldwin @pennyrbaldwin CMO, SVP at Qualcomm /in/pennybaldwin/ Sarah Kennedy Ellis @saykay CMO at Marketo, An Adobe Company /in/saykay/ Shannon Sullivan Duffy @sullytoduffy SVP, Product Marketing at Salesforce /in/shannonduffy/ Tifenn Dano Kwan Tifenn Dano Kwan @danokwan CMO at SAP Ariba /in/tifenndano/ Thank you to Lane Ellis  for providing some research help with this list. We can do better. Despite gains in hiring and compensation of women in senior marketing roles, the ANA CMO scorecard reports that "companies remain woefully behind when it comes to promoting people of color to top marketing jobs. Only 13 percent of the top jobs are held by people of color, including 5 percent Asian, 5 percent Hispanic/Latin and 3 percent black." There is some progress but much more to be made. Whatever companies can do to remove barriers to marketing talent rising into leadership positions is an investment in the success of the business. I am thankful for the incredible contributions this group of marketing leaders has made to move our industry forward and am optimistic about continued momentum into the new year. Who would you add to this list for 2020? To see the past 9 years of Women Who Rock in Marketing lists, visit the posts below: Thank you to all who have inspired us to be better as marketers and a better marketing industry!

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A Decade of Leadership: OCE Maintains its Position as a Leader in Gartner’s 2019 WCM MQ

Originally published here:  https://blogs.oracle.com/content/a-decade-of-leadership:-oce-maintains-its-position-as-a-leader-in-gartners-2019-wcm-mq-v2

Oracle Content and Experience is excited and proud to announce another year, our 10th year as a leader in the Gartner Magic Quadrant for Web Content Management. This space has continually evolved to include a much broader reach for content, including creation, site management features, complex API’s, personalization, and digital asset management. Throughout that evolution Oracle has remained committed to listening to our customers and the market to ensure OCE would stay ahead of the innovation curve, provide the best of breed platform to the market and ensure their leader position in the Magic Quadrant.

OCE represents architecturally powerful rethinking of WCM in the context of the customer experience.  Building on channel-agnostic content modeling and an API first foundation, Oracle continues to innovate with a move to a pageless, dynamic experience assembly paradigm and AI-assisted content authoring’, Gartner acclaimed.

CMSCMedia recently interviewed OCE’s SVP of Product Development, Chris Stone in regards to the Gartner MQ.  A key point he made was in reference to the evolution of Oracle’s content offering including WebCenter and OCE.  “We are not ‘moving’ anyone. We have an extremely large and profitable install base. It is our intention to give our customers the option to stay where they are as well take advantage of OCE. We built the capability to store, manage, and distribute WebCenter products content/documents directly into OCE’s repository via our Connector framework. This allows our customer base to migrate as they fit.  Either one asset at a time with a new subscription model or bulk migrate whenever they want. This protects their investment, gives them a taste of using the Cloud service, and allows them to migrate as budgets allow. It’s working."  The rest of the article can be found here.

To review the entire Gartner MQ report go here.

To learn more about Oracle Content and Experience, or to try us out visit us here.

                                                                           

Oracle was also once again named a leader in Gartner's 2019 Magic Quadrant for CRM Lead Management. See ow they stack up against other leaders.

Read the report.



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Saturday 28 December 2019

Weekend Favs December 28

Weekend Favs December 28 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Mailmeteor – Use this Gmail add-on to send personalized emails with this mail merge program.
  • EasyLetter – Create properly-formatted letters with templates for business and personal use.
  • Voice In – Use talk-to-text technology on any website.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape



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Friday 27 December 2019

Digital Marketing News: Influencer Brand Marketing Study, Facebook’s OS Plans, Instagram’s Multiple Images, & SEO Effectiveness Survey

The post Digital Marketing News: Influencer Brand Marketing Study, Facebook’s OS Plans, Instagram’s Multiple Images, & SEO Effectiveness Survey appeared first on Online Marketing Blog - TopRank®.



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What Are the Key Components of an Effective Martech Stack?

Do you have a marketing stack? You may have heard the term but aren’t sure if that’s what you are using. If you have stacked your organization with marketing technology and tools, then to some degree you have a martech stock in place. Typically, it includes a range of software, platforms like SaaS, social media tools, and marketing technology that you can use across numerous channels. 

Too Much of a Good Thing

What often happens, though, is that many marketing organizations think more is better, so they keep adding more technology and tools to their martech stack. CMS Wire reported that there are nearly 7,000 martech products now available, so it can be easy to take on too many tools and technologies.

The martech stack can look more like a tower -- or even a skyscraper. While it may seem right, this approach doesn’t necessarily work or produce the return for such a significant investment and allocation of resources.

If the right martech stack is not based on quantity, then it must focus on quality. To a certain degree, yes, but it’s also still tied to quantity. And, most importantly, it’s about what your organization looks like, who it reaches, and what budget is available to develop, maintain, and expand that martech stack.

Here are some recommendations for what your martech stack should look like based on many scenarios. Let’s start with the basics first.

Key Components of Every Martech Stack

There are some basic building blocks that should go into every martech stack:

  • Email marketing platform to manage email marketing campaigns
  • Automation software like a social media scheduling tool to optimize time spent on social media efforts
  • Content management system to host your website and blog
  • SEO tools to provide guidance on reaching your audience
  • Advertising technology to help get customers and reach new segments
  • Analytics tools to analyze and organize all types of data to inform marketing decisions
  • Mobile marketing tools and apps
  • CRM software to collaborate with sales on efforts to personalize the customer experience
Addressing Unique Needs and Marketing Objectives

The right martech stack for your company is one that aligns with the needs and objectives you have set as a marketing organization. It must contain the tools to meet those needs and achieve your objectives.

Also, a B2C company will have a different martech stack than a B2B company. Each type of company leverages different marketing channels to get and keep customers. For this article, we will focus on B2B martech stack formats that might be right for your business.

Leads-Focused Format

If your primary aim is to get more leads that you can convert, then your martech stack may have a digital marketing blueprint. The blueprint should focus on tools and tech that build trust and generate traffic.

This blueprint contains tools for SEO and SEM, content development, social media marketing, and targeted landing pages. There should also be analytics tools to gauge lead generation results.

Journey Format

One approach to preparing your martech stack involves structuring it around the buyers’ journey. Doing so aligns your martech stack with building awareness, acquiring new customers, and retaining those customers over time.

Your martech stack has tools that address those three primary objectives. The stack can do this by providing access to the data and analysis. From there, you can leverage other martech to engage with these buyers throughout their purchase journey. Examples include white papers, guides, relevant written and video content, remarketing, and social media marketing.

Platform-Based Format

With this martech stack, the structure offers a way to maintain a lean and efficient tool set for your marketing department. It’s the ideal structure for a smaller enterprise with a limited budget. However, by relying on marketing platforms, you can scale as you expand the marketing organization. With platforms that handle many marketing tactics, you can then add on martech building blocks in the form of applications that address new marketing channels or vehicles.

Role-Based Format

Another option for your martech stack is to slot in martech tools around specific roles within marketing. This structural approach ties directly to your marketing objectives by aligning resources with tactics designed to achieve those objectives.

For example, your martech stack will have technology solutions for content, lead generation, social media marketing, and thought leadership. You can also opt to create a role-based martech stack geared toward marketing activity roles, such as prospecting, nurturing, remarketing, influencers, personalization, and automation.

Evolving Your Martech Stack

Think of your martech stack as a dynamic structure. As your marketing objectives evolve so should the format for your martech stack. For example, if your martech stack was once focused solely on leads and you achieved that objective, it’s time to adapt it to the next marketing objective. While many of the tools and technology may be the same for other objectives, you’ll need to swap out or add those platforms or applications that are more relevant.

Before diving in and accumulating as many of the nearly 7,000 martech tools now available, create a technology roadmap that overlays your marketing strategy to effectively leverage marketing tools and platforms. If you already have the tools for these goals, you can always reassess what’s new or determine if a platform can replace two or more tools to make your martech stack more manageable. 

                                                       

Technology now drives marketing. There are many tools to use, but you have to know which are better suited to your purposes and how to best use them. Find out more about “Emerging Tech: Marketing Wins and Woes.”

See the infographic.



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Thursday 26 December 2019

Conversations with Phil Gerbyshak – The Self-Reliant Entrepreneur

Conversations with Phil Gerbyshak – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

John Jantsch discusses his latest book, The Self-Reliant Entrepreneur, on Conversations with Phil Gerbyshak.

The book is designed as a daily guide for entrepreneurs who are seeking guidance and meaning while on their entrepreneurial journey. Filled with 366 meditations and quotes from transcendentalist authors of the 19th Century, Jantsch closes each entry with a challenge question for readers to ponder that day.

To learn more about the book, Jantsch’s background, and more, check out the episode.

Listen: John Jantsch on Conversations with Phil Gerbyshak



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Lessons From Our Top 10 Influencer Marketing Posts of 2019

2019 Top 10 Influencer Marketing Holding Hands Image

2019 Top 10 Influencer Marketing Holding Hands Image 2019 saw the continued rise in influencer marketing's power and scope in both B2C and B2B industries. This continued the explosion of interest in the practice over the past two years, and with more practitioners than ever going all-in, influencer marketing has been a primary focus of what we have explored on our blog throughout the year. We're lucky to have some of the strongest B2B influencer marketing professionals contributing to the TopRank Marketing blog, including our CEO Lee Odden, Ashley Zeckman, Joshua Nite, Caitlin Burgess, Anne Leuman, Nick Nelson, Tiffani Allen, Debbie Friez, the author of this post, and Alexis Hall, among others. As an industry approaching $20 billion annually, influencer marketing is now far from a shiny new object to savvy marketers. The insight and expertise our team has acquired helping some of the top brands in the world including 3M, Adobe, SAP, LinkedIn, and Oracle plan, implement and measure influencer marketing programs has often made it here to our blog. To help our blog community grow their influencer marketing knowledge, we're delighted to offer this list of our most popular influencer marketing posts of 2019. Of course, collaborating with influencers is something we do daily for clients and ourselves, and influencer engagement has become even more central to our B2B content marketing solutions, alongside social media marketing, SEO, and online advertising. The influencer marketing posts that proved to be our most popular of 2019 based on web analytics and social media data are listed below. We hope that they will help you ask the right questions and provide truly best-answer solutions to some of the most important challenges we'll all be facing in 2020. We give a giant thank you to Lee Odden, Ashley Zeckman, Josh Nite, Anne Leuman, and Caitlin Burgess for their work in advocating influencer marketing best practices. In addition to the list below, we've published several popular influencer lists this year, and while we won't place them on this list, we wanted to share them here as they're a great way to find and follow some of the leading digital marketing influencers.

Our Most Popular Influencer Marketing Posts in 2019:

1. 7 Top B2B Influencer Marketing Trends for 2020 — Lee Odden

B2B influencer marketing trends 2020 Our CEO Lee wrote the most popular influencer marketing post of 2019 on our blog, exploring some of the most important and relevant trends to recognize for 2020. Highlighting trends including influence artificial intelligence (AI), democratized influence, brandividual media, more engaging content, integration with martech, the consumerization of B2B influence and more, Lee took a powerful look at many of the influencer marketing trends that are likely to rise in 2020. Check out all of Lee’s 2,600+ posts here, and follow him on Twitter. [bctt tweet="“Not staying on top of how the world of influencer marketing is evolving is simply leaving your customers open to the influence of your competition..” @LeeOdden" username="toprank"]

2. Inspiring Examples of B2B Influencer Marketing in Action — Lee Odden

B2B Influencer Marketing Examples Lee also wrote our second most popular influencer marketing post of the year, offering up 10 inspiring examples of B2B influencer marketing in action, showing how B2B influencer marketing can help increase credibility by promoting to buyers using people they trust. Lee looked at how more B2B brands are realizing that while different than B2C, working with influencers in a business to business context represents a significant opportunity to create more credible content. [bctt tweet="“Trends come and go, but the value of trusted sources of information to customers looking for solutions couldn’t be any more timeless..” @LeeOdden" username="toprank"]

3. 5 Key Trends in B2B Influencer Marketing Plus Critical Do’s and Don’ts — Lee Odden

B2B Influencer Marketing Trends Offering an exploration of critical do's and don'ts for B2B marketers, Lee also penned our third most popular influencer marketing article of the year, digging in to the world of micro and macro influencers, centralized influencer operations, always-on influencer engagement, a focus shift to both quality and quantity metrics, and the rise of influencer marketing software investment. Combined with five key trends to be aware of, this is an insightful look at the power of B2B influencer marketing when done right.

4. The Next Level of Influence: 30 Essential Influencer Marketing Statistics — Joshua Nite

30 Essential Influencer Marketing Statistics In the fourth most popular influencer marketing post of 2019, our Senior Content Marketing Manager Josh shared 30 statistics to help take your influencer marketing to the next level — what we call Influence 2.0. Josh's post is a great way to upgrade your influencer marketing and get ready for what comes next.  Check out all of Josh's posts here, and follow him on Twitter. [bctt tweet="While financial compensation can be part of your #influencermarketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. @NiteWrites" username="toprank"]

5. Why Always-On Is Always Better for Driving B2B Influencer Marketing Success — Caitlin Burgess

Always On Influencer Marketing When it comes to B2B influencer marketing, always-on is always better, and in our fifth most popular influencer marketing post of the year, our Senior Content Marketing Manager Caitlin shares why strong relationships and always-on commitment to influencer marketing combine to help you refine, evolve, and scale your marketing efforts. Featuring seasoned influencer marketing leaders at B2B brands, Caitlin's post reveals how at its core, influencer marketing is all about brands engaging and developing relationships with individuals — individuals who have relevant topical expertise, reach, and resonance that aligns with the goals of the brand. Check out all of Caitlin’s posts here, and follow her on Twitter. [bctt tweet="Companies should approach influencers as partners, not just as people that they can use for their marketing efforts and launches. - @AmishaGandhi #B2BInfluencerMarketing" username="toprank"]

6. 5 Essential Questions to Guide Your B2B Influencer Marketing Strategy — Ashley Zeckman

Common Influencer Marketing Questions Man Image Our Senior Director of Digital Strategy Ashley Zeckman answered five common questions about influencer marketing in our sixth most popular post of the year, with answers and insight including: • What is B2B influencer marketing? • How effective is it? • How can I get leadership to buy in? • Short-term gain or long-term reward? • Who are the right influencers for your brand? Ashley explored how each influencer type holds a different value for your audience and your brand, and how finding your right influencer mix means the right tactics, the right topics and the right experts. Check out all of Ashley’s posts here, and follow her on Twitter. [bctt tweet="Influencer marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals. - @leeodden" username="toprank"]

7. How Can B2B Brands Benefit from Collaborating with Influencers? Let’s Get the Scoop from the Experts — Caitlin Burgess

Top Benefits of Influencer Collaboration How can B2B brands benefit from collaborating with influencers? In this post Caitlin holds another spot on our top ten list for the year, sharing actionable insight from experts including Whitney Magnuson, Rani Mani, Lucy Zarlengo Moran, Martin Jones, Konstanze Alex, and others. [bctt tweet="Working with B2B influencers allows our brand to have a constant pulse check with purchase decision-makers. @konstanze @dell" username="toprank"]

8. Examples of B2B Influencer Marketing to Inspire You in 2019 — Lee Odden

B2B Influencer Marketing Examples 2019 Another top influencer marketing post of the years comes from Lee, sharing B2B influencer marketing inspiration with powerful examples of success from our clients at 3M, Dell, Oracle Dyn, Prophix, and SAP to help you visualize ways to make your influencer marketing efforts more impactful and meaningful. Lee's article makes it clear that an influencer content program can be a powerful force in your B2B marketing mix.

9. Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships — Caitlin Burgess

What characteristics do the best influencer/brand relationships share? In another top post of the year, Caitlin shows how to sow the seeds of success using elements that form stronger B2B influencer relationships, including: • The Fit Factor • A Foundation of Trust • Commitment to Co-Creation • Greater Long-Term Interaction [bctt tweet="In order to be successful, the work has to be mutually beneficial to both parties. @lucymoran on #B2BInfluencerMarketing" username="toprank"]

10. Hitting Your Target: Why Account-Based Marketing and Influencers Are the Perfect Match — Nick Nelson

In the tenth most popular influencer marketing article of the year, our Senior Content Strategist Nick digs into the essentials of account based marketing (ABM) and its intersection with influencer marketing. Nick shows how ABM can bring a clearer focus to your B2B influencer marketing strategy and how it helps hit your influencer marketing targets and gain ideal customers. Check out all of Nick's posts here, and follow him on Twitter.

Thanks TopRank Marketing Writers & Readers

There you have it — a strong group of 10 of our top influencer marketing posts for 2019. We published dozens of posts this year specifically about influencer marketing, and we plan to bring you even more in 2020, so stay tuned. Please let us know which influencer marketing topics and ideas you'd like to see us focus on for 2020 — we'd love to hear your suggestions. If you'd like to get a handle on influencer marketing trends, be sure to also check out Ashley Zeckman's post. Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.

The post Lessons From Our Top 10 Influencer Marketing Posts of 2019 appeared first on Online Marketing Blog - TopRank®.



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