What’s Trending: Marketing Meets the Bottom Line
June 10, 2019
Marketers have more data on hand than ever before. We can target, deliver, and measure impact in ways we wouldn’t have dreamed of just a decade ago.
Of course, the flip side is that we’re now expected to measure our efforts in strict business terms. No one would have asked a marketer in the ‘60s to prove the effectiveness of their brand awareness campaign. No one ever asked Don Draper for a slideshow demonstrating his marketing’s effect on the bottom line.
Let’s choose to see these new demands as an opportunity to demonstrate our value to the organization. Not every CEO thinks in terms of awareness and audience reach, but all of them can relate to increased revenue or market share.
This week’s roundup of trending marketing content features advice on how to bring your content marketing to the bottom line. Read on to learn how to partner with sales on content, better score your content marketing leads, get the most out of your B2B content marketing investments, and more.
What Marketers Were Reading and Sharing Most This Week:
How can a site with low domain authority and few backlinks earn search engine rankings? Content marketing wizard Neil Patel tests nine strategies in this substantial article.
Dear subscriber, personalization is now a requirement, not an option. Converge founder James Tennant explains how to serve up relevant content at scale.
Likes and shares are great, but they don’t pay the bills. Andrea Taylor shares how to move social media followers down the funnel on LinkedIn and beyond.
Speaking of connecting marketing to revenue: CONCURED founder & CEO Tom Salvat shares how sales and marketing can work together to make content more effective throughout the buyer journey.
Don’t let your latest eBook gather dust in the closet like a pair of high-fashion/low-function shoes: Use these tips from TopRank Marketing’s Alexis Hall to get the most for your efforts.
This episode of the Green & Greene Show podcast features Kate Adams of Drift, discussing how social engagement can enhance the quality of your MQLs.
Digital Marketing Consultant Gabrielle Sadeh takes an unflinching look at popular tactics that are no longer delivering in this piece. The big takeaway: Do what works for your audience, not what’s trendy.
Scale up your ABM efforts with these tips from our colleagues at the EMEA blog. Kelly Farrell provides a step-by-step guide to creating a well-running ABM machine.
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