Caitlin Burgess

5 Key Insights from TrackMaven’s 2017 Digital Marketing Analytics Performance Report

Caitlin Burgess on Mar 14th, 2017     B2B Marketing, B2C Marketing, Digital Marketing

In today’s changing digital landscape, marketers know that having good data and analytics are vital for understanding the impact of their digital marketing efforts. After all, in order to drive performance and prove ROI, you have to be able to measure what’s working and what’s not so you can address issues and capitalize on opportunities.

While digging into your brand’s own web and marketing analytics is an absolute must, understanding how you measure up to your industry peers can bring more insight and context—something TrackMaven’s 2017 Digital Marketing Analytics Performance Report aims to help with.

To create the report, TrackMaven used its digital marketing analytics platform to analyze a year’s worth of data—including social media performance, blog performance, public relations performance, and website health metrics—from over 700 businesses. The end product not only highlights trends, but also provides benchmarks and analysis of the most effective marketing channels across 13 industries and 39 sub-sectors.

Ashley Zeckman

10 Conference Hacks to Help You Crush Marketing Event Attendance

Ashley Zeckman on Mar 13th, 2017     Digital Marketing, Marketing PR Conferences

In my career as a marketer, I have attended more events and conferences than I can count. Events (especially those that span multiple days) are filled with so much information and it can quickly become overwhelming. By the second day you may feel that your brain is bulging with new information and you can’t possibly retain what you’ve learned.

Early on when I started working for TopRank Marketing, our CEO Lee Odden gave me a crash course on making the most of attending an event. His experience attending and speaking at events was an incredibly valuable resource for someone like me that wanted to take advantage of the awesome opportunity to attend events.

Lee Odden

How Marketers Can Thrive in the Post Digital World

Lee Odden on Mar 9th, 2017     Digital Marketing, Marketing PR Conferences

Eric Yale Forrester DSPHX

When I first heard Eric Yale from Forrester suggest at the Digital Summit conference that we live in a post digital world, I have to admit. I thought he was a bit nuts. Or just being sensational.

I was wrong.

If you’re thinking the same thing, here’s a rundown of what Eric said to provide some clarity.

In today’s marketing world, it is increasingly important for brand and consumer interactions to be frictionless, anticipatory and immersive. This is what customers expect and in a post digital world, it’s what brands need to deliver.

To understand what this means for marketing, Eric suggested that there are three fundamental reasons we are “post digital”.

Caitlin Burgess

8 Important Questions Your Social Media Marketing Strategy Must Answer

Caitlin Burgess on Mar 8th, 2017     Digital Marketing, Social Media

Social media has become a necessary and important marketing tactic for nearly every business, helping brands and marketers build brand awareness, share and interact with customers and prospects, and create another vital touch point in the evolving customer journey.

But as the social media landscape continues to evolve, competition for audience attention is stiff. In fact, 40% of marketers say social media marketing has become more difficult for them in the last year, according to Social Media Examiner’s 2016 Industry Report. As a result, many brands and marketers feel their social media marketing strategy needs to incorporate a little bit of everything to compete.

Lee Odden

Evolve or Die: The Role of Purpose & Authenticity in Marketing

Lee Odden on Mar 7th, 2017     Digital Marketing

Mack Fogelson DSPHX

In a world where the average U.S. consumer is confronted with 64GB of data per day, I think it’s safe to say that marketing requires a very different approach.

Marketers all over the world are searching hard for silver bullets and ways to differentiate. And I think a lot of companies are wondering what it will take to realize substantial growth.

It will certainly take more than being “the best answer” at every touchpoint or simply outspending the competition. Who can really afford that?

Growing in today’s world of digital information overload will require something special: Building from purpose and authenticity.

It was purpose and authenticity that was the focus of a presentation I heard at Digital Summit from Mackenzie (Mack) Fogelson recently. Did you know?

Ashley Zeckman

5 Digital Marketing Brain Training Exercises to Keep You Sharp

Ashley Zeckman on Mar 6th, 2017     Digital Marketing

Over the years, we’ve all developed some bad habits as marketers. Some may be a result of our environment, while others have been self inflicted. As more and more bad habits enter our digital marketing routine, there is less room for healthy exercises to keep us strong.

The most recent CMO Survey uncovered that CMOs consistently rate the level of their staff’s marketing knowledge as average. So while marketing spend and production are increasing, the level of marketing knowledge isn’t following suit.

Avoid a marketing rut by beginning a digital marketing training routine to build strength and endurance over time. To give you a kickstart, we’ve provided the 5 brain training exercises below that will help you down the path to building your marketing muscles.

Ashley Zeckman

Agency Life: My Top Tips for Thriving at a Bustling Digital Marketing Agency

Ashley Zeckman on Mar 2nd, 2017     Digital Marketing

When I tell people that I work for a digital marketing agency, I’m sure they envision a version of the scenarios below:

Photo Credit: The Hotel Marketing Blog

Perception of what you do, versus what you actually do are two completely different things. For most of us, our time isn’t spent sipping martinis and developing large-scale ad campaigns for major B2C brands. Realistically, we’re all juggling many tasks and clients, trying to do the best work that we can.

While working for a top tier agency like TopRank Marketing is hard work, it also offers some incredibly rewarding opportunities. As someone that has been fully ingrained in agency life for many years, I’d like to shed a light on five lessons I’ve learned that have helped me not only survive but thrive in an agency environment.

Caitlin Burgess

5 Ways to Level Up Your Content Marketing Maturity

Caitlin Burgess on Feb 21st, 2017     Content Marketing, Digital Marketing

Large or small. Growing or dwindling resources. New or experienced in the content marketing realm. Every organization is at a different stage in their content marketing maturity, looking for innovative and even practical ways to bring their efforts to the next level.

But as the old adage goes, you have to walk before you run—and that couldn’t be more true when it comes to growing your content marketing maturity.

Simply put. In order to grow your content marketing maturity, you have to understand where you’re at and create a strategy to get to the next step.

Using TopRank Marketing’s own content marketing maturity model—developed by CEO Lee Odden—below we offer insights to help you determine your current level of maturity, as well as tips to help you move on to the next.

Caitlin Burgess

Showing Some Love: 7 Sweet B2C Valentine’s Day Marketing Examples

Caitlin Burgess on Feb 14th, 2017     B2C Marketing, Digital Marketing

While Valentine’s Day has been traditionally known as the day couples honor their love and affection for one another, it’s turned into the fourth-largest shopping day of the year with attached and unattached consumers making holiday purchases for the special people in their lives.

As a result, smart B2C brands and marketers are upping their Valentine’s Day marketing game by getting creative to tap into new audiences, boost awareness and drive sales.

With that said and in the spirit of Valentine’s Day, below we share some clever, sweet and endearing Valentine’s Day marketing examples from B2C brands.

#1 – M&M’s

Chocolate is arguably one of the top go-to Valentine’s Day gift items. But with probably thousands of options to choose from, candy makers face some stiff competition.

Joshua Nite

New Benchmarks from Marketo: How Does Your Organization Measure Up?

Joshua Nite on Feb 1st, 2017     B2B Marketing, B2C Marketing, Digital Marketing

Digital Marketing Benchmark ReportIf digital marketing were a competitive sport, it would be freestyle swimming. We’re all in our respective lanes, each with different audiences to reach. We all have our own unique set of strategies, and our own budget limitations to work with. We’re all trying to get to our finish line as fast as we can. And we all could benefit from the occasional glance sideways to see what everyone else is doing.

This half-competitive, half-isolated feeling is why marketing benchmarks are so valuable. Benchmarks help us determine if our strategies, investments and results are comparable to our peers. They can reinforce what we’re already doing and provide a road map for the future.

This year, there’s a new player in the benchmark reporting game: The brilliant minds at Marketo. They just released their 2017 Marketing Benchmark Report for North America, and it’s a doozy.

Ashley Zeckman

5 Common Challenges All Digital Marketers Face & How to Own Them

Ashley Zeckman on Jan 30th, 2017     Digital Marketing

Big or small, B2B or B2C there are a core set of challenges that all marketers face. The extremity of these challenges will vary from brand to brand and person to person but undoubtedly exist within every organization.

Within the last few years alone, it now takes 52% more touches to close a deal than it did in the years prior. Yikes! Those aren’t the best odds, and now that marketing is becoming even more responsible for sales (not that that’s a bad thing), the modern marketer is stressed out.

But don’t fret, you’re not alone. The first step to overcoming your obstacles is identifying what they are. Once you know what’s in front of you, it’s much easier to tackle them one piece at a time.

Ashley Zeckman

Would You Rather: 6 Ways to Tell if Your Digital Marketing Agency is the Right Fit

Ashley Zeckman on Jan 19th, 2017     Digital Marketing, Online Marketing

Today’s increasingly competitive landscape requires that marketers focus on activities that will have the biggest impact in order to capture and keep the attention of potential customers. With over 200 million people utilizing ad blocking technology, it’s clear that an integrated digital marketing strategy has to be implemented in order to reach target customers.

To develop and execute a successful marketing program, many brands large and small  look to digital marketing agencies to help guide their strategy and execution to maximize the impact of their efforts. However, as most of you have discovered at some point, those agency relationships don’t always work out as you anticipate. Once the wooing stage has passed, you may find that you have more work and results aren’t meeting expectations.