Unless you’ve been living under a rock, you may have noticed that there
is a huge amount of “free advice” out there on how to best take
advantage of various online tools in order to achieve your marketing
analytics goals. Because many people have been born and bred with a
traditional marketing model, this advice takes advantage of the huge amount
of fear, uncertainty and doubt in order to “plug” the
latest-greatest solution.
It’s actually just not that complicated. What we find
“works” in today’s landscape, as dynamic as it seems, is to
implement an approach that takes advantage of permission-based marketing
outreach. We have had great success to report with our clients using some
key tactics that utilize a powerful combination of tools: HubSpot, Salesforce
CRM and integrated email marketing campaign appli... (more)
Before hitting this list, be sure you’ve done your keywords homework.
It’s really pretty simple: make a list of the keywords relevant to your
product or service. These are the words used to describe what you are
offering and the words and phrases prospective customers are putting into
search engines to find you. That’s really the long and short of it.
What are you selling that you want people to find and which keywords do you
stand a chance of placing for organically. Answer that question with your
keywords. When answering, bear in mind that there may be many a number of ... (more)
Email remains one of the best ways to promote your products and services and
nurture your prospective customers. All too often I see customers creating
emails—or I get them myself—with some basic mistakes that may
lead to big performance issues. Here are a handful of important things to
keep your eye on when creating your next email campaign.
(1) Create a Bulletproof Email Design
When designing the layout of an email I think of two major things: keep the
message simple and on target and regularly test your designs in different
email clients. Just because your design a... (more)
You've seen them. You can see them on this site, those odd little
widget-icons that grace the footers and headers of blog articles. These
aren't graphical garnishes, but yet another avenue to get your content out of
your own little blogosphere and into the social media networks. What do they
do? In a nutshell, they create the potential for major traffic.
Go Viral
It's not rocket science. In case you haven't noticed, the web has been
evolving lately. It is no longer just a one-way information channel. Social
interaction, i.e., social networks on the internet have exploded in
popu... (more)
A quick background on Inbound Marketing
The truth is, that while more traditional marketing tactics and outbound-type
campaigns still do have a place in the B2B
marketing mix, it's to a much lesser degree. Email marketing done right, for
example, is still an effective way to nurture existing leads and contacts
that have already opted in to receive your content. But, as far as getting
new prospects, there's been a massive shift toward inbound marketing (getting
found by potential customers).
David Meerman Scott describes inbound marketng best and recommends that
marketers "publish t... (more)
Scholes Marketing helps B2B technology and software businesses generate leads, integrate marketing efforts and increase revenue. We work for companies in different capacities depending on their unique needs. For some, we act as an extension to the team of small to mid-sized companies that have products to market and sell but are in the process of staffing up and getting their marketing infrastructure in place. Others may not be quite ready to staff a full-time marketing resource, yet have lots of marketing heavy lifting to do in the meantime. And in many cases, some simply need a partner they can trust to fill in when necessary. Jeff Scholes works closely with B2B companies to address some of the complex marketing challenges they are faced with today.
Sue Poremba
Scott Sellers
Anthony Franco
Daniel Morris
Wayne Walls
Niki Acosta
Jereme Hancock
Oren Michels
Marvin Wheeler
Douglas Kim
