Announcing The Sophisticated Marketer’s Crash Course in Always-On Marketing

October 26, 2016

Always-on marketing — what exactly does that mean? Does it mean an always-on marketing department is open 24-7? Just like a hospital? Or a hotel? Or a diner?

Actually, always-on marketing doesn’t mean that marketers are working around the clock. It just means their content is.

Our new guide, The Sophisticated Marketer’s Crash Course in Always-On Marketing, explains all about the concept of always-on marketing — where it came from, where it’s going, and most important how marketers can benefit.

Always-on marketing is quite simply making sure that information about your company and its products and services is always available to your prospects and customers — wherever and whenever they want to access it. 

The rise of the digital world has brought with it the necessity for marketers to be always on. It started with websites, which have to operate 24-7. Your website is always on; you’d never think of taking it down.

That mindset has spread to other to other tactics. Marketers keep their email programs always on. Same with their search engine marketing efforts. For many marketers, those programs are never turned off. Increasingly, marketers also keep their display and social advertising programs always on as well to ensure that their prospects are exposed to content at every stage of the buyer journey.

Always-on marketing has become essential for one critical reason: Your customers and prospects are always on. “This is a world where buyers have more control and more power than they ever did,” said Matt Heinz, President, Heinz Marketing.

Buyers crave information. On laptops, tablets and smartphones, buyers are engaging with content not only at work but on their commutes, in coffee shops and on airplanes in every time zone around the globe. Research indicates the search for product information extends far beyond 9-5:

  • 69 percent of B2B buyers research products at work
  • 73 percent of B2B buyers research products in the evening
  • 51 percent of B2B buyers research products over the weekend

In this world, where your buyers are always on, your content must never sleep. The Sophisticated Marketer's Crash Course in Always-On Marketing outlines how marketers can install an always-on approach at their company that strives to deliver the right content at the right time on the right device to the right prospect at every stage of the purchase process.

The Sophisticated Marketer’s Crash Course in Always-On Marketing dives deep into four critical steps for developing a strong always-on marketing program:

  • Know your audience
  • Develop great content throughout the funnel
  • Make your content work as hard as possible via promotion
  • Measure purposefully  

This Crash Course also features interviews with top marketers — such as Matt Heinz; Meagen Eisenberg, CMO, MongoDB; Jennifer Hwang, Director, Online Marketing, Salesforce; and Cara Tabatchnick, Senior Director, Global Digital Strategy, AIG — who share their experiences with always-on marketing in this guide.

For more insight into how an always-on approach can benefit your company, download The Sophisticated Marketer’s Crash Course in Always-On Marketing today.