Why In-House Marketing Teams Need to Partner with (the Right) Marketing Firm

Posted by Owen Matson, Ph.D. on Mar 24, 2017 2:15:07 PM

At the risk of breaking rule 1 of inbound marketing, I am going to indulge in what sounds like shameless self-promotion and tout the benefits of partnering with a professional marketing firm to support your in-house marketing goals.  Yes, in the interest of full disclosure, I happen to work at a firm that provides just these kinds of services.  But, in all honestly, I can't imagine how internal marketers get by without the extra help.  Digital marketing has grown too complex, too specialized to manage effectively without the added bandwidth and expertise of an experienced partner.

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Topics: Marketing Services, inbound, B2B Content, B2B Social Selling, B2B Digital Marketing

Don't Automate Relationships--Everything Else is Just Raisins on the Matzah

Posted by Owen Matson, Ph.D. on Mar 20, 2017 5:04:29 PM

Life is About Relationships--Everything Else is Just Raisins on the Matzah 

The reference to matzah is proverbial Yiddish wisdom. (What's matzah? Here's a link.) The relationship part should be familiar.  And when it comes to the latter, it's helpful to remember the limits of automation. Don't get me wrong--I'm no luddite.  I love technology--perhaps too much.  And the benefits of automated marketing tools provide much-needed relief from the dull redunancy of repititive tasks--like the posting of individual blogs to each of multiple channels.  Automated marketing helps maintain brand consistency across multiple channels; it saves time, money, and essential brain power required for more essential tasks--like wordsmithing!

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Topics: Marketing Services, Content, inbound, B2B Marketing, B2B Content, B2B Social Selling

Marketers in MedTech Must Strategize for an Ever-changing Audience of Decision Makers

Posted by Owen Matson, Ph.D. on Mar 20, 2017 1:47:05 PM

MEETING THE CHALLENGES OF MARKETING MEDICAL DEVICES

Content Creation:

According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:

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Topics: Marketing Services, Creative, Solutions, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

How to Google Potential Leads on LinkedIn

Posted by Owen Matson, Ph.D. on Mar 17, 2017 1:37:01 PM

Google, then LinkedIn... 

LinkedIn stalwarts will likely notice, with no little disappointment, that LinkedIn recent update has removed the very robust advanced search options from it's premium account subscription.  many depended on the search for lead generation. But there's a simple solution:

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Topics: Marketing Services, Content, B2B Marketing, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

B2B Tech Marketing Redefines Tech Writing

Posted by Owen Matson, Ph.D. on Mar 16, 2017 7:50:39 PM

For B2B Technology Marketing, Engaging Content Requires a Whole New Kind of Technical Writing
According to a 2016 report from CMI and MarketingProfs, 72% of B2B tech marketers consider the creation of engaging content a top priority.  However, just 19% ranked becoming better writers at the top of their to-do list.  

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Topics: Marketing Services, Content, Narrative Marketing, Business Communication, B2B Marketing, B2B Content, Content Strategy

Overloaded, Understaffed, B2B Marketers Report Rising Stress

Posted by Owen Matson, Ph.D. on Mar 15, 2017 6:02:43 PM

B2B Marketers are "Losing sleep" from Job Stress

According to a an article published earlier this week in The Drum, B2B marketing directors are losing sleep over their jobs.

  • 65% of senior marketers are more stressed in their job than they were a year ago and
  • 53% say they have “too much to do with too little time.”

The study attributes the stress to the ways in which “competitive changes and choice” are driving “delays in decision-making” that place B2B marketers “under increased pressure to meet marketing challenges with innovation and creativity.”

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Topics: Marketing Services, Solutions, B2B Marketing, B2B Content

Is Your Landing Page Generating Leads?

Posted by Owen Matson, Ph.D. on Mar 9, 2017 4:13:08 PM

Is Your Landing Page Generating Leads?

While the definition of a web page and landing page may seem to be alike, in reality, the two are highly distinct. Web pages make up the hierarchical structure of your website and consist of pages like the home page, about us, team, industries, product overview — pages that typically make up your site navigation. Web pages, including the home page, are designed to deliver your corporate value and help your audience gain insight into the company. Whereas, landing pages are solely optimized to deliver on a content promise with the goal to convert visitors to customers. Unlike web pages, landing pages typically don’t have external links or navigation to other pages. Their one agenda is to make visitors click the call-to-action.

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Topics: Marketing Services, Content, B2B Marketing, B2B Content

"How Would You Do Something Different and More Effective for Me?"

Posted by Owen Matson, Ph.D. on Mar 8, 2017 4:44:47 PM

How would you do something different and more effective for me?

Earlier today I received what boils down to the best question you can ask when considering a marketing partner: “How would you do something different and more effective for me?”  There’s a lot of reasons this is a great question.  Primarily, I think it pretty much represents THE QUESTION to ask of any service.  If you’re considering work with a marketing firm, make sure to ask it, or some version thereof.  And make sure you don’t get a canned response. 

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Topics: Marketing Services, Content, B2B Marketing, B2B Content, Content Strategy

How Video Increases Alignment between Marketing and Sales

Posted by Owen Matson, Ph.D. on Mar 4, 2017 6:22:47 PM

To maintain pace in a modern B2B marketing environment, it has become crucial to think in terms of a full revenue cycle, from initial awareness to sales closed, instead of simply in terms of a sales cycle. The full revenue cycle requires both sales & marketing departments working together towards the same revenue goals.

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Topics: Video, Marketing Services, Content, Solutions, B2B Marketing, B2B Content, Content Strategy

Subscription As Artistic Service: Creative Autonomy at HBO and Netflix

Posted by Owen Matson, Ph.D. on Jul 18, 2016 1:13:23 PM

The truth is, if American companies generally adopted HBO's guiding principles, tens of thousands of high-paid management consultants would be forced to find real jobs. Madison Avenue would crumble. The nation's business schools would have to be shuttered, and millions of MBAs would have to forget everything they learned. 

 Thane Peterson, Bloomberg News

 Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.

 —Martin Scorsese           

Is it just me? Or does anyone else also find themselves replaying that haunting final scene of Hodor holding the door to save his friends from the vicious “white walker” zombies in the 5th episode of last season’s Game of Thrones (I won’t go any further in spoiling that bit). I mean, is it just me? Is it?

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Topics: Marketing Services, Creative, Brand, Thought Leadership

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