5 Behaviors of Successful Modern Marketers

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5 Behaviors of Successful Modern Marketers Posted: 02 Oct 2012 04:05 AM PDT by Jesse Noyes | Tweet this It's hard to find advocates of the hard-sell these days. The rise of the online research and the ease of getting peer feedback means marketers have to be smarter, finding ways to educate and advise rather than pushy. ClickZ has published it's own 10 Commandments of Modern Marketing, which offers some sage advice. But it's not the end of the world. Modern marketing is about behaviours, not just tactics. Here are five behaviours of that can help marketers be successful. 1. Storytelling Today's marketing communications are all about story-telling; creating a powerful story to support your brand and what you stand for. The modern marketer needs to create content that opens with a snappy headline to attract attention and then engages readers through a well-written and engaging narrative that: builds awareness of an issue; shows the options for resolving it; delivers proof of how it was solved; then details the benefits to the customer. Statistics are a vital element of the story you tell; they help offer more than an opinion. In the B2B world, we all know that the stats that resonate most powerfully are those around time saving, cost efficiency, and revenue increases. 2. Relationship Building Social media allows you to scale what you've always done at face-to-face events and over the phone. This art is more important than ever. Marketing needs to use personality to build communities around their brand, products and services. Avid fans will help you sell more than anyone else. Learn from your virtual relationships what your customers and peers want and expect from you. 3. Sharing the Mission Involving key stakeholders as you build your marketing plans is imperative. Sales and marketing can't function in silos. Visualising your campaigns and sharing their objectives can help improve collaboration, which not only improves transparency, but also reach and performance. Learn what customers need, then share how you plan to deliver it. 4. Driving Engagement Once you have your customers, prospects and colleagues on board, it's time to ensure their level of engagement grows. As we all know, it's not just about how many Facebook friends you have – it's about how they engage with you! Do this with informative, thought-provoking communications that strengthen your position of authority. Give real advice, both tactical and strategic. Look at the lifecycle of the customer and keep colleagues motivated with updates on results, incentivizing ongoing internal support for your campaigns. 5. Automating Processes It isn't just about cocktail napkins and branded pens anymore. Technology is playing a prominent role in the modern marketing mix. The field is changing so fast that marketers need to automate processes in order to keep up. This saves them time, removes the tedium of repetitive tasks, provides rich data about what's working and what's not, shows exactly how engaged a prospect is and prove marketing's overall value Of course, this is just a few stops in modern marketing world. You can immerse yourself even deeper by exploring the Marketing Cosmos. And don't forget to tell us your golden rules in the comments. 5 Behaviors of Successful Modern Marketers is from Eloqua's It's All About Revenue, a Blog Covering Business To Business Marketing This posting includes an audio/video/photo media file: Download Now

Do Marketing Awards Matter? [CHART] Posted: 02 Oct 2012 12:00 AM PDT by Stephen Streich | Tweet this The submissions are in and the judges are rolling up their sleeves. Eloqua Experience is a little over a month away and with it comes the 2012 Markie Awards ceremony honoring excellence in marketing. Over 200 entrants will vie for one of 20 awards in such categories as Best Lead Nurturing Program, Fastest Time to Value, Most Creative Marketing Campaign and Rookie of the Year. If you have followed the Markie’s in the past you will know that despite being extremely competitive, it’s no secret how to win. It’s all about the results and value you are driving for your company through your marketing efforts. Which got us to thinking, do past award winners consistently perform better than average in some key marketing metrics? Do they have any characteristics in common that set them apart from our broader customer base? We decided to compare the twenty 2011 Markie winners to the Eloqua Benchmark Index for the last four quarters. Keeping in mind that these results are averaged across all industries and company sizes, we found some interesting things. As you can see on the graph, open and click-through rate were indeed appreciably higher for the award winners, but what really stands out is the extent to which this segment is using automation and Apps at a much higher rate.  Almost twice the number of connections to 3rd party Apps and five times as many active, multi-step marketing campaigns. Obviously winning an award doesn’t make you more effective, but what this analysis shows is that those companies with award-winning results are investing more heavily in modern marketing techniques.  Are you looking for inspiration on things you can do to kickstart your marketing efforts or want to share your own successes?  Join the discussion on Topliners for stories and how-to examples from a community of your peers. If you’re not signed up for Eloqua Experience and the Markies, register today. There’s still time. Do Marketing Awards Matter? [CHART] is from Eloqua's It's All About Revenue, a Blog Covering Business To Business Marketing This posting includes an audio/video/photo media file: Download Now

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