How to Avoid Data Analysis Paralysis: Separating the Wheat From the Chaff

Consider the following scenario:
You run an integrated marketing campaign promoting your new product. The campaign includes all possible online marketing channels – PPC, display, email, content syndication, PR and of course social media and SEO. You also throw in mobile ads and some in-app advertisement. You have a big budget and since this is a crucial campaign for the company, you run print ads that direct people to a unique landing page and invite your house list to a local meet up and a launch party.

Each URL is tagged and every campaign is tracked. Over the next several weeks leading up to and following the launch you collect all the data in your digital marketing solution and when the campaign ends, you have amassed mountains of data. Now what? Continue reading

B2B Marketing 101: The Basic Math of B2B Marketing

Disclaimer: I love math.

If you’re a B2B marketer, you’re probably in one of two groups – you either hate anything to do with numbers or you love it. I love it. It’s also the reason why I became a marketer; the combination between art and science, left brain and right brain, creativity and data-driven decisions. B2B marketing tends to be heavily skewed towards the analytics side, and the success of any business comes with figuring out the mathematical model that makes it a profitable organization. So is the case with marketing teams. If you want to be successful in generating demand for your business and delivering high quality leads to your sales team, you need to understand the mechanics of your business.
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[Presentation] Content Marketing on a Budget

Last night I presented at the Seattle Search Network to a group of search professionals. We had some good discussions about content marketing, how to discuss it with potential clients and the various approaches to good content.

You can view and download the presentation below. Please take a look at the notes for credit to sources and check out the resources slide for more helpful links.

Shampoo, AIDA and Why Marketers Are Evil

I have this long lasting debate with my wife about shampooing. Yes, I know, it’s ridiculous. Some nights, my 4-year-old daughter refuses to shampoo her hair. I think it’s okay to not shampoo every night, but my wife thinks differently. “You have to shampoo every day,” she says to my daughter, “your hair will get ruined if you don’t.” I once challenged this statement and was told “Seriously? Of course it’s true.” Who am I to challenge such a convincing argument? And she’s a doctor, so she should know.
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