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Open Marketing

Marcia Kadanoff · Marketing Strategy + Execution for Tangible Results

Friday, May 16, 2014

Working with an interesting new company – Myallies

670px-Get-a-Man-to-Ask-for-Directions-Step-1

Photo from Wikihow: Get a Man to Ask for Directions Currently located at myalli.es (I know, I know) the company will shortly relocate to myallies.co The problem we solve is that women don’t like to ask for help. Numerous studies show that by not asking for help, women disadvantage themselves in their careers and in the outcomes of their startup endeavors. The problem is writ large by what I’ve dubbed “bromicide” behavior – brothers in technology acting badly. Relevant examples include: Sexism and Intimidation at Github Tech Crunch Disrupt Changing the Women in Tech Conversation Myallies.co is the serious business network for women in corporate and startup organizations, including executives, entrepreneurs, and coders. Unlike other business networks, myallies.co provides a …Read More

Wednesday, March 19, 2014

How to evaluate next generation marketing automation solutions

inquiring-minds

I recently left Bislr (now called Autopilot HQ), where I served as CMO. Inquiring minds are asking me what to look for in a “modern” marketing automation solution, now that I can be objective post Bislr. According to Gleanster (September 2013), the respected marketing research firm, there are 10 things to consider when evaluating next-generation marketing automation solutions. They include: 1. Focus on Getting Good Data from the Get Go The single best way to do this is by taking information provided by the prospect and matching it up – in real-time – to intelligence data. What to look for: A marketing automation provider that matches up your intelligence data to multiple sources in real time. 2. Ease of Use …Read More

Monday, March 10, 2014

Off Topic: Olivia the Wonder Kitten turns 1!

olivia

Here’s a video of her at around 4 months playing with her (actually my) iPad on You Tube.

Wednesday, February 26, 2014

Why You (Still) Need An SEO Strategy (And What to Do About It)

SEO Strategy in Context

Now that 100% of content from Google comes in as “referrer not provided” some people I talk to seem to think that an SEO strategy is no longer needed. Say it isn’t so! Today a SEO strategy looks a lot like a content strategy … and yes … you need one desperately. Why? Because unless your company has been operating under a rock, it is likely that you have a lot of content on your site – but most of it isn’t particularly findable by prospects or customers. (While prospects are your primary target for search, customers serve as advocates). An SEO / Content strategy will: Set up your content for maximum find ability in search engines Prioritize your content …Read More

Wednesday, December 18, 2013

Prediction 2014 #9 and #10

predictions-9and10

Part 5 of our 5-Part Series on the Top 10 Trends You Need to Know as a Marketing Professional Trend #9 – The end of cookies as we know them “The end could be near for cookies, the tiny pieces of code that marketers deploy on Web browsers to track people’s online movements, serve targeted advertising and amass valuable user profiles.” Source: Wall Street Journal, October, 28 2013 We agree. We believe that a new unique identifier will come to the fore in 2014 to replace the outdated cookie. Cookies do a poor job at tracking people’s propensity to use multiple devices to access content. Also, cookies work poorly – if at all – on mobile devices. The new method …Read More

Thursday, December 5, 2013

Predicting 2014 #7 and #8

predictions-7and8

Part 4 of a Series on the Top 10 Trends You Need to Know as a Marketing Professional Trend #7 – CMO Dashboards Get Real 2014 is the year that many marketing leaders decide that a CMO Dashboard is not a nice to have but essential. Collaboration with IT to pull together a dashboard for the CMO will fail, largely because marketing departments today tend to run on SaaS-based software. The future of CMO dashboards belong not to standalone vendors but to vendors who have architected their platforms as open systems, with connectivity hooks into other systems. One CMO we talked to said it this way: “my goal is to never be forced to login to Google Analytics again. Instead, …Read More

Wednesday, November 27, 2013

Predicting 2014 #5 and 6

predictions-5and6

Part 3 of a Series on the Top 10 Trends You Need to Know as a Marketing Professional Trend #5 – New Forms of Lead Nurturing Pop Up In 2013, we saw retargeting emerge as a form of lead nurturing. With retargeting, the advertiser drops a cookie on the prospect the first time they visit your site. This cookie enables Google, Adroll, Bizo, and other display advertising networks to present highly relevant and targeted ads to the prospect when they visit a site like the New York Times. This seems like advertising but is really a form of lead nurturing; the objective here is to keep your brand top of mind as the prospect does their own web-based research. 2013 …Read More

Wednesday, November 20, 2013

Predicting 2014 #3 and 4

predictions-3and4

Second in a Series Trend #3 – Responsive Design Becomes De Rigor Responsive design is a technique where you take your website, landing pages, emailings, and campaign/microsites and code them up in such a way that one code base can deliver optimal experiences on smart phones, tablets, and traditional platforms like a laptop. Analysts estimate that as much as 40% of the US has already shifted to responsive design. Expect the rest of the world to follow suit, abandoning mobile specific websites in favor of a set of assets that have been built from the ground up to take advantage of responsive design. Predictions: The end of m.yourcompanyurl.com here. This type of website presence almost never makes any sense. If …Read More

Friday, November 15, 2013

Predicting 2014 1 and 2

predictions-1-2

As we start to contemplate 2014, its time to look at your marketing plan with fresh eyes. Here is the first of 2 out of 10 predictions about the trends that will impact on marketing leaders as you start to adjust your plans – and more importantly – your thinking and priorities for 2014. Trend #1 – Content Marketing Gets Serious. In 2013, 92% of business-to-business marketers stated they had an ongoing initiative for content marketing. In many ways, this was just the warm up to “real” content marketing. 2014 will be the year that content marketing gets serious. Expect to see more discussions – like the ones set off by our friends at Sirius Decisions – about what constitutes …Read More

Identify New Business Opportunities with the Consumer Trend Canvas

consumer trend canvas

Best-practice business-to-business marketers are committed to marketing to their customers as people … not job titles, or corporate entities. For B2B Marketers increasingly this means taking tools intended for marketing of consumer products and adapting them to meet their needs. In this spirit, I thought I would share the Consumer Trend Canvas. This is a tool designed for consumer marketers but I really think any best-in-class marketers–like our customers–could take advantage of it … to think through trends they are seeing among their customer base and how best to leverage them into innovative products and services. The Consumer Trend Canvas is a printable PDF framework that contains instructions around thinking through trends in your customer base and how best to …Read More