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The Continuous Feedback Loop of Digital Advertising & Your Lead Generation System

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Digital advertising sounds easy, doesn’t it? You run an online advertising campaign, drive traffic to your website and sit back while the orders come rushing in. Easy-peasy. What could possibly go wrong? Well, quite a bit actually. Digital advertising works when you understand your audience, measure results and are willing to adjust your strategy when […]

5 Ways Your Marketing Database Software Can Save You Money

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Most companies have tunnel vision when it comes to purchasing a marketing database software. They know that their marketing data will improve. They know the software will help them better manage customers. Unfortunately, they get stuck on the sticker price. They become apprehensive with moving forward because their mindset is on the upfront cost and […]

5 Best Practices for B2B Email Lead Generation Marketing

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No, email marketing is not spam. No, it’s not intrusive. Yes, it should be part of your lead generation strategies, and yes, it does generate leads and create new business-to-business (B2B) opportunities. However, you can’t just wing it. You can’t just inundate your market with useless information. There are some guidelines and common-sense approaches you […]

Big Data Marketing Has Destroyed the Myth of the Lazy Salesman

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It was an all-too-common sight for a salesperson to become complacent after initially working hard to build up their territory. They’d leave the office and call in their visits by phone. The rest of the day was theirs. However, while lazy salespeople did exist at one time, they don’t now. Big data marketing has destroyed […]

Expert Interview Series: Victoria Spall of Browser Media About Using Customer Data and Employing Best Practices to Maximize the Impact of Digital Marketing

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Victoria is a senior account manager at Browser Media, where she specializes in B2B digital marketing and has a passion for all things geeky. We recently sat down with Victoria to hear her thoughts on the current state of digital marketing, including social media, email marketing, and important metrics for digital campaigns. Tell us a […]

Ideas to Increase Email Campaign Open Rates

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There was a time when companies treated their email marketing and online newsletters as a numbers game. More email recipients presumably meant more online lead generation. This lead to companies buying email contact lists and sending campaigns to people who never agreed to receive those campaigns. Companies inundated their industry with endless email blasts in […]

Big Data Marketing, Predictive Analytics, and Sales Budget Planning

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Can you predict the future? Can you use your marketing data to predict how your company will perform in the future? Well, not exactly. There is always an element of chance. However, you can use your past marketing and sales actions to determine what actions need to be taken now and in the future in […]

Understanding Buyer Personas: The Director of Purchasing and Corporate Buyer

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It’s natural to think that the only thing a corporate buyer cares about is price. However, there is much more to this buyer persona than just an interest in the price of your widget. Your marketing data contains all kinds of information about what makes these individuals tick. You need a clear understanding of their […]

Marketing Effectiveness: What It Is and 4 Ways to Measure It

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Marketing effectiveness is measured by how well a company’s marketing strategies increase its revenue while decreasing its costs of customer acquisition. You will always win the day if your marketing continually lowers the costs of finding and winning business, while also increasing the value of that business. However, how does one go about measuring both […]

7 Components of Effective Marketing Campaigns

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How is marketing effectiveness measured within individual marketing campaigns? A large number of companies never ask this question and an even larger number gloss over this issue entirely. They jump right in and focus on driving as much traffic as possible through organic and paid search. Unfortunately, driving the wrong kind of traffic to a […]

Efficiency and Effectiveness: The Perfect Marketing Mix

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People often look at marketing efficiency and effectiveness as two sides of the same coin with little or no differentiation. After all, both theoretically lead to higher conversions and revenue, so is there really a difference? The answer: most certainly “yes.” While both do have a similar aim, efficiency and effectiveness remain wholly different components […]

Expert Interview Series: Jenay Sellers of Brandfolder on Digital Asset Management

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Jenay Sellers runs Marketing at Brandfolder, a visual platform for storing, sharing and showcasing your brand assets. We recently asked Jenay for her insight on digital asset management. Here’s what she shared: Can you tell us about the mission behind Brandfolder? How are you hoping to help your clients? Our big, bold mission statement is […]

3 Reasons “Measure Everything” Is the Marketing Technologist’s Mantra

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If you are a marketing technologist who has received the green light from your CMO to invest in top marketing tools for the year, it is likely you are feeling a mix of emotions. On the one hand, it is exciting to know you are going to have the resources you need to help your […]

3 Ways to Improve Lead Quality through Better Data Management

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When the focus of your job is online lead generation, you want any tool that can improve lead quality. This is because even though lead generation is just one piece of your larger demand generation strategy, it is often the one with the most obvious tie to an increase in company revenue. What is the […]

Predictive Marketing and AI: What the Future Holds

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The marketing world has gone through an undeniable shift in the last 20 years. From the rise of big data to the use of predictive marketing techniques, traditional forms of marketing have largely fallen by the wayside as the role of a marketer has quickly evolved from a largely creative, loosely data-driven role, to one […]

2017 Martech Landscape: Where We Are Now

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If you are a marketing technologist, you will likely agree that the ever-changing martech landscape often feels both exciting and overwhelming at the same time. Martech is an explosive industry, having seen jaw-dropping 40 percent growth in 2016 alone. On the one hand, that means more innovation, better competition, and – when properly selected – […]

What Is Real-Time Interaction Management (RTIM) and Why Should You Care?

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When it comes to impactful marketing technology trends, real-time interaction management (RTIM) arguably tops the list. Why? Because RTIM offers an opportunity for demand generation marketers to reach their target customers in new, previously unimaginable ways. Armed with the ability to create highly personalized outreach campaigns, marketers now control more than just how and when […]

5 Top Marketing Technology Trends to Watch

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As the list of new tools and solutions available to marketers continues to grow exponentially each year, staying on top of marketing technology trends has become increasingly difficult. For marketing technologists, keeping up with new developments in the martech space is part of the job. Testing new tools in your marketing stack can be the […]

How to Make Sense of the Martech Landscape

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As a marketing technologist, you are likely often charged with the increasingly difficult task of uncovering martech tools that will add the most value to your team’s strategy. On the one hand, the responsibility can be exciting. With the martech landscape growing by 40 percent in 2016, there is no question that this is the […]

8 Ways to Re-Examine Your Martech Stack

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Any marketing technologist with oversight of their company’s martech stack will tell you: Keeping up with current trends in marketing technology is an incredibly time-consuming task.  You have probably seen Scott Brinker’s martech landscape supergraphic, which grew by 40 percent in 2017 to a list of over 5,000 different solutions spread across nearly 50 niche […]
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