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Article Prospect Experience Design Four Steps to a Better Agency Homepage by Christopher Butler on June 5, 2014 Over the years, there are few aspects of a website that I've come to think about as differently as I have the homepage. What should a homepage do? How should it look? How much information should it contain? These are questions I've answered very differently, sometimes depending on who is asking — and what kind of homepage we're talking about — and sometimes simply depending upon what I've seen work and not work. There are many things we loved to stick on home pages that never worked, just as there are many things that have worked whose time has passed. So here's my latest thinking on this... Read Now About
Article Prospect Experience Design Designing CTA Form Fields for a Better User Experience published on June 4, 2014 The design of form fields may not be the most exciting aesthetic challenge around, but making sure that your CTAs are designed to maximize their clarity and usability may have a larger impact on your bottom line that you might think. We'll go over some common user experience pitfalls that come up with the humble form field rectangle. Read Now About
Article Email Marketing Producing Content for Marketing Automation by Tema Flanagan on June 2, 2014 Quality content and marketing automation go together like peanut butter and jelly, like bows and arrows, like gin and tonic, like — you get the idea. Hopefully this isn’t really news to many of you, especially not to our clients who are already following the Newfangled model and using content to fuel their marketing automation activities. What I want to talk about today is the role of content in that equation, as it specifically relates to marketing automation. In doing so, I want to focus on the content opportunities and requirements that go beyond the usual “3000-words-per-month” recommendations. Read Now About
Article Prospect Experience Design How Long Does the Typical Agency Website Last? by Mark O’Brien on May 30, 2014 At some point in the sales process, each of our potential clients eventually asks the same thing: how long does the typical marketing website last? The answer, which we’ve referenced many times elsewhere in our writing, is three to five years. Today, though, I want to spend some time explaining why exactly we expect the typical marketing website to last that long. There are three reasons we’ve settled on the three-to-five-year timeframe, and all of them have to do with the pace of change. Read Now About
Article CRM How to Use Salesforce Campaigns to Measure the Impact of Your Marketing Efforts published on May 28, 2014 If you’re using Salesforce to track your sales activity, and the activities of your leads and contacts, then you should definitely be utilizing Salesforce’s Campaign functionality. There are two main reasons to do this: First, it’s an easy way to collect information about the various ways you’ve interacted with a prospect over time, which will then be available to you at a glance when you view that prospect’s Salesforce record. Second, you can tie marketing to actual revenue, so you can see which marketing efforts are giving the most back to you in terms of sales. Here's how to get started. Read Now About
Article The Evolution of Content Marketing: a Personal View by Tema Flanagan on May 21, 2014 Sonja Jefferson is the author of the Valuable Content Marketing book and MD of Valuable Content, a long-established, UK-based content marketing consultancy. She started her company over a decade ago, way before “content” and “content marketing” became the buzzwords they are today. We wondered how she’s seen content marketing grow and evolve over those years, so we asked her if she’d be interested in writing a guest post for our blog. Here is Sonja’s personal journey and the changes she’s noticed in content-land along the way. Read Now About
Article Some Thoughts on Running an Agency’s Social Media Account by Tema Flanagan on May 19, 2014 I started managing the Newfangled Twitter account just before Christmas this past year. As I was getting started, Chris Butler asked me to keep a journal reflecting on my experience. Here are some of my thoughts coming out of that exercise. Read Now About
Article Prospect Experience Design Notes on the Container (and the Content it Holds) by Justin Kerr on May 14, 2014 We’ve written a lot about content, and if you’ve been reading our blog posts and newsletters, you’ve come to understand that we see content as a key component of a dynamic marketing web platform. In this post, though, we'll be looking at the container: the website that presents your content to the world and how its purpose has changed over time in relationship to how content is delivered. Read Now About
Article Prospect Experience Design Maintaining Great Information Architecture Over the Lifespan of Your Website published on May 12, 2014 We see it all the time: Your site launched roughly 18 months ago. During the prototyping stage, you worked really hard with our team to devise a truly solid information architecture for your site. But then, your site launched. Over time, you've made ad hoc changes as needed, and suddenly the shine has worn off your information architecture. Here's how to remedy this common situation. Read Now About
Article CRM Tracking Sales with Salesforce Opportunities published on May 7, 2014 If you’ve invested in Salesforce, you almost certainly want to take advantage of it by tracking your sales activity in Salesforce. Maybe this is something you’re approaching for the first time, or — and this is perhaps more likely — you tried at one point to use Salesforce for this purpose, and you’ve since begrudgingly given up. The first step in preparing to use Salesforce for new business is getting to know and customizing the Opportunity object, as it’s the one you’ll likely be spending the most time with. Read Now About