How to Build Robust User Personas in Under a Month
Customer personas are often talked about in marketing and product design, but they’re almost never done well.
Business Building
The 4 Types of Value Propositions Every Business Needs
Humans are value-rating machines. Every day, all day long, we size up different decisions by appraising the value proposition of that action.
Should I buy this product? Sure, that’s the obvious one. But also:
- Should I go to lunch with this person?
- Should I open this email?
- Should I even spend the time to ponder this decision?
When most marketers think about a value proposition, they’re thinking of the 10,000-foot-view—an overall company value proposition. This can make them feel powerless, especially in a large organization. The CEO controls the company value prop. What can you do?
After the Lead Magnet: How to Nurture B2B Leads
When a prospect downloads your lead magnet, their journey to paying customer has only just begun—it may never finish.
B2B Influencer Marketing: 4 Strategies that Move the Needle
Influencer marketing has been around long enough to generate great case studies—and skepticism. That’s especially true for B2B marketers. An Instagram model gushing over a new fashion product seems infinitely remote from strategies they might deploy.
Still, about 65% of brands planned to increase their investment in influencer marketing in 2018, which puts the strategy on track to top $10 billion by 2020. Yet, according to another study, only 11% of B2B companies have ongoing influencer marketing programs, compared to 48% of B2C brands.
B2B brands shouldn’t feel left out, even if they lag behind. Professional communities on social media are strong. We’ve all given and received one-off recommendations in Slack groups or via email. Those under-the-radar endorsements can influence purchasing decisions for cloud-based CRMs as much as cleansing teas.
Channel Partner Strategy: 7 Steps to Create a Successful Program
A 1,983% boost in annual revenue and 1,000% user-base growth within six months—all with no upfront costs. Can this be true? These are actual results that startup Ringadoc got from their channel partner program.
In today’s environment, if B2B organizations are going to make it, they need to grow sales. Partner programs can be a big help.
How to Increase SaaS Prices the Right (and Profitable) Way
Have you ever gotten a bill that—inexplicably—is two or three times more than usual? What was your reaction? Probably something like this:
[A SaaS vendor] pulled a massive price increase on us (over 300%!) and that was it. I don’t care how much I like their product, I’m gone. We use Drift now.
Open-Ended Questions in Marketing Research
A good conversationalist knows that asking closed-ended questions is no way to make real friends.
Similarly, in marketing research, there are good survey questions, and there are bad ones.
Marketing Project Management: A Reliable, Reusable Framework
Lurking beneath every goal are dangerous assumptions. The longer those assumptions remain unexamined, the greater the risk.
– Jake Knapp, Sprint: How To Solve Big Problems and Test New Ideas in Just 5 days
Imagine this scenario. You’re a marketer, and you’ve just launched a marketing campaign that you spent weeks or months building. You checked all your boxes:
- You assigned roles and responsibilities.
- You kept stakeholders informed along the way.
- You activated all the right channels to reach your target segment.
But something is wrong. Hardly any prospects are opening your emails. Almost none are engaging with your ads. The only feedback you are getting is that certain elements on your landing page are broken and, worse, don’t load properly across devices and browsers.
Promo Videos: What Really Matters (with Examples)
Planning to create a promo video to increase conversions? Good idea.
How to Create a High-Performing Analytics Team
Every company dreams about creating high-performing teams. For us at OWOX, that dream centered on our analytics department, which included 12 specialists—junior analysts, mid-level analysts, senior analysts, and QA specialists.
Collectively, our analysts were responsible for consulting clients on data analysis and improving our marketing analytics tool. While our company focuses on analytics, our challenge was not unique—many in-house marketing departments and agencies struggle to measure and improve the efficiency of their teams.