The way to maximize the effect and ROI of drip campaigns is by combining them with a data-driven behavioral marketing strategy that connects with targeted subgroups, personas — and even individual customers/prospects.
While the digital marketing adage “content is king” still holds true, the key for an effective website today is to let SEO considerations take the initial lead — then empower them to serve as a functional foundation and content infrastructure that drives engagement and conversions.
With its one-size-fits-all messages, “buckshot” marketing was often an effective approach in the bygone days of mass-media domination.
For decades, the lead generation and management process has been typified by a method you might call The Big Handoff. Once the Marketing function hands off qualified leads to Sales, there is often no end-to-end method for tracking a prospect through the decision journey to ensure that: 1) the prospect feels his/her needs are truly being met; and 2) the prospect is getting the most relevant information, at the right times, to inform and nurture the decision.
A key e-commerce element to develop is a corollary program of triggered transactional emails — a valuable ally for building overall audience engagement and ongoing customer relationships.
LinkedIn has been slowly and strategically transformed itself into a go-to platform for business news. You can leverage a mix of sponsored LinkedIn updates and external social platform retargeting to draw visitors to your posts.
One of the most dangerous marketing mindsets has always been: "Because that’s the way we’ve done things." This is particularly true for email marketing.