News & Updates

Creating Effective Marketing Campaign Plans

A good marketing campaign plan forces you to think through all of the details of the campaign: •  Business goals •  Target audience •  Creative •  Offer •  Budget, metrics & ROI •  Testing •  Fulfillment To create a detailed campaign plan in the app, use tools 6.1 through 6.5 from the Marketing Campaigns subject….Read More

News & Updates

Creating Your Competitive Positioning and Brand Strategy

Experienced marketers understand the importance of a strong competitive positioning and brand strategy. In the app, create yours using the Competitive Positioning and Brand Strategy subjects. They’re the two most important elements of any long-term marketing strategy, yet few mid-market and small-market companies have the bandwidth or resources to create them. With a strong positioning…Read More

Campaigns & Execution

The Difference Between Demand Generation and Lead Management

On the surface, it sounds like these terms refer to the same thing, right? Not true. While many organizations use these terms interchangeably, they refer to different elements of the revenue generation process. The Software Advice website recently published a two-part whiteboard session with Carlos Hidalgo, CEO of Annuitas Group and Executive Director of the Marketing Automation…Read More

News & Updates

How to Browse the Marketing Tools and Add to Projects

To view and access the 667 marketing tools in the app, click on the blue Browse Tools arrow on your homepage. Or, click the Browse Tools navigation button in the upper left. This opens the Browse Tools window. Here you can view all of the individual tools in the app. Click on a category on the left — the…Read More

News & Updates

Accessing Marketing Tools from Pre-Built Projects

When you’re starting out with Marketing MO, you can preview the tools in the Browse Tools view. To interact with them, you must access them from a project. One option is to create a pre-built project. Step 1: Create your pre-built project Click on the New Project button on the homepage or in the main…Read More

News & Updates

Evaluating Marketing MO During Your Free Trial

Marketing MO is a marketing strategy and planning app. Use it to define marketing strategies, create campaign plans, measure marketing investments and design and manage marketing projects. To get feel for how it works during your free trial, try: Browsing the marketing tools: 30 subjects; 247 deliverables; 667 marketing tools Opening a pre-built marketing project to access…Read More

News & Updates

Marketing MO Planning App is Live

Our new marketing strategy and planning app is now live. From the app, you can: Access pre-built marketing projects (with all the tasks and guidance already in the project) Browse through 665 guided marketing tools – over 1,000 pages of how-to content Download 144 programmed spreadsheets for all the complex marketing calculations Create detailed brand…Read More

News & Updates

Beta Program Update

Our beta program for our new marketing strategy and planning app is coming to a close. Thanks to everyone who has requested an invite! We capped our invite list at 1,000, so if you didn’t receive an invite, you’ll have an opportunity to preview the app with a free trial once we go live. We’ll…Read More

Campaigns & Execution

Sales Development Reps

Marketing automation requires more than just software; it requires people to interact with leads as they’re nurtured through the revenue generation process. But who should interact with them? Marketers? Expensive sales reps? In this final segment of Software Advice’s 3-part educational whiteboard session, Jon Miller, VP of Marketing at Marketo, talks about their Sales Development…Read More

Creative & Brand Development

How to Develop Content for Your Website

Revamping your company’s website can be challenging, especially if you’ve never tackled this type of project before. OK, honestly, if you’ve never done it before it can be a nightmare.  But I’m trying to be helpful here …. These days, most business buyers and potential partners will review your site before they do business with…Read More

Campaigns & Execution

Generating B2B Sales Leads

If you’re a B2B marketer, the main focus of your job is probably generating leads for your sales team. It’s common for B2B marketers of small to mid-size companies struggle to produce qualified sales leads because they don’t have a strong understanding of the nuances of selling B2B products and services. The more complex of…Read More

Creative & Brand Development

How to Develop Better Messages

How do you respond when someone asks “what does your company do?” Do all your team members answer the same way? And is your response compelling so the listener wants to learn more, or do you sound like everyone else (blah, blah, blah…)? “Messages” are written and verbal statements that quickly describe what you do…Read More

Strategic Planning

Will Lowering Your Prices Increase Profits?

Revenue is down and you need to take action. In a slow economy, it’s reasonable to assume that if you were to lower your prices, you’d sell more and increase revenue and profits. But is this always true? Maybe, or maybe not. The untrained business person might feel that this was the best pricing strategy,…Read More

Strategic Planning

How to Create a “Back of the Napkin” Marketing Plan

It’s the New Year–time to review last year’s marketing efforts and determine what worked and what didn’t–and set your goals for the New Year. Most small to midsize companies have a marketing budget but no formal marketing plan. If that’s you, turn over a new leaf and outline your plan. You have a far greater…Read More

Campaigns & Execution

How to Improve Sales Rep Efficiency

How much time do you think your sales reps spend actively selling?  80% of their time?  60% of their time? Actually, average sales reps spend only about 23% of their time actively selling — 10.3 hrs/week.*  Here’s what they’re doing the rest of the time: Writing proposals Strategizing internally Traveling Creating sales reports Attending sales…Read More

Strategic Planning

Distribution Channels for Services: Big Ideas, Big Payoffs

Last week Jim talked about the unglamorous but important topic of distribution channels. It’s one of the “4 Ps” (“placement”), but many marketers and smaller companies don’t think about it as often as they should. It’s potentially the most important strategy in your arsenal. When you sell a physical product, it’s easy to keep distribution strategy…Read More

Campaigns & Execution

Marketo As a Marketing Automation Case Study

What’s a good way to understand how marketing automation works? Have a company explain how it successfully uses marketing automation software in its revenue generation process. Better yet, how about hearing it directly from a leading marketing automation vendor? Marketo does exactly that – explaining in the embedded video below how they use their own…Read More

Campaigns & Execution

Revenue Performance Management

The Internet has fundamentally changed sales and marketing, transferring power from sellers to buyers. We’ve all felt this obvious change, and our jobs are quite different than they were in 1994. Since buyers nowadays almost always research solutions prior to purchase, it’s imperative for marketers to make sure that they’re easily found on the web….Read More

Strategic Planning

Win Mindshare to Influence Your Market

Years ago Peter Drucker, the father of business consulting, made a very profound observation: “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Yet…Read More

Campaigns & Execution

Marketing Plan Tips: How to Get Your Marketing Budget Approved

If you’re a marketing manager, you’re probably swamped with this year’s planning and budgeting process.  Hopefully you find it exciting to create a marketing plan filled with new programs and campaigns to build your business in the year ahead.  (If not, it may be time for a new job!) And as you know, it can…Read More