Mouses Can Roar

I don’t know if you have seen this video  yet – it’s a 14 year old girl from the Caribbean covering the Adele hit “Hello”. Please watch, I will explain why it’s important later:

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5 Ways for Marketers at Mid-Sized Companies to Survive (and Thrive)

Today’s author is Dennis Shiao, Director of Product Marketing at DNN. He is awesome and this research is really interesting. We are lucky to have the opportunity to have him on the Funnelholic today.

Introduction

I’m trying to channel my inner Billy Beane. No, I don’t imagine that Brad Pitt will play my role in a made-for-Hollywood true story. You see, I’m a marketer at a mid-sized software company (DNN). In Marketing, we’re like the front office of a ball club. We make moves and stay on the look-out for interesting opportunities. But like Billy Beane’s Oakland A’s in the late 90’s and early 2000’s, we have limited resources, compared to the New York Yankees of the software world. Despite that, management expects us to contend for a championship. This means that we have expectations comparable to the Yankees, but far less resources available. You know what else? The “Moneyball” tactics employed by Billy Beane (i.e. using analytics to derive unfair gains against statistically-averse competitors) are now commonplace in Marketing. That means that “test, measure, adapt, interate” is part and parcel of being a marketer today. Beating the Yankees requires far more than that.

Marketing Got Complicated

But wait, there’s more. According to a research report commissioned by DNN, marketers at mid-sized companies are faced with an increasing degree of complexity in the tools and systems they use.

dnn, marketing, marketing technology[Download a copy of the report, “Marketing Got Complicated: Challenges (and Opportunities) for Marketers at Mid-Sized Companies.] [Read more…]

Introducing Content Scoring: The Metric That Will Revolutionize Your Marketing

Editor’s note: Today’s post is from Liz O’Neill from Kapost. Couple reasons I asked a Kapost writer to write again for the Funnelholic. First, the earlier post on managing an editorial calendar was awesome and got fantastic traffic. Secondly, they announced content scoring and I think it’s an exciting breakthrough in content marketing. Oh and they have great writers. Liz is one of those great writers as you can tell by this thorough and well-written post. Enjoy.

There’s no denying the imperative role content plays in propelling buyers down the funnel. 93% of B2B marketers use content marketing and 78% of CMOs think it’s the future of the industry.

Marketers are expected to publish content that results in a constant stream of valuable leads. While innovations like lead scoring offer insight into whether marketers are hitting lead gen goals, understanding exactly why they are — and what content influenced those leads — has involved a lot of “educated guessing.” Until now.

Content scoring is a process that reveals exactly how many leads and opportunities a piece of content generates. Unlike pageviews, uniques and shares, content score applies an actual numerical value (a “content score”) to the content an organization produces based on how leads, opportunities or closed deals interacted with that content.

The result is valuable insight into the true ROI of content, enabling marketers to make informed decisions about which content assets to produce.

How Content Scoring Works

So, how does content scoring work exactly? Put simply, it works backwards from a buyer’s journey to specified conversion stage, highlighting the content that buyer digested along the way.

Let’s explore by taking a look at the journeys of two marketing qualified leads (MQLs).

content marketing, demand generation,

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Sales and Marketing Alignment: The Rumble Revisited

The Royal Revenue Rumble webinar is now on-demand on the Funnelholic! We took on a completely different format — Jason Miller moderated/refereed. Justin Gray from LeadMD represented Marketing and I represented Sales. We argued over 10 sales-marketing alignment issues. It was a blast…check it out

How to Use Kapost to Manage Your Editorial Calendar

Editor’s Note: I asked Jean Spencer of Kapost to put together a “how-to” for the content marketing automation software, Kapost. This is a very cool company based in Boulder, Colorado and is making the lives of content marketers around the world easier.

In the world of B2B marketing, content has taken center stage. Nine out of 10 B2B marketers are using content marketing and, as numerous studies explore, inbound tactics deliver promising leads into the sales funnel.

In a world where buyers screen their phone calls and research options independently of salespeople, marketers use content to attract those buyers and nurture them toward purchase, setting up sales with a pipeline of qualified leads and potential revenue. And we all agree more revenue is a good thing.

But what marketers (seemingly) can’t agree on, is what kind of tool will help them deliver results.

Less than half of B2B marketers report having a documented content strategy. But as the number of blogs, tweets, videos, and eBooks increases the deluge can be overwhelming.

You need a software that can manage your content assets, a single place that keeps track of your strategy, production, and analytics.

Say hello to, Kapost (yes, I’m biased…but, seriously, this product rocks. I use it every day. Ask me anything.). Today, I’ll show you how to use Kapost to manage your editorial calendar.

The editorial calendar is the hub for content management—and, as far as we’ve seen, it’s the most requested feature in content organizational tools.

Hopefully, by the end of all these steps, you’ll be a master of the editorial calendar (and drooling to see what else Kapost can do).

 

Step 1: Identify Your Contributors

Content marketing, editorial calendar [Read more…]