Here, you’ll find a collection of the most up-to-date information and insight for today’s marketers. Drawn from some of the most popular outbound demand generation campaigns, our carefully-chosen selection of white papers and webinars deal with a broad range of marketing topics.
At launch, we have a set of 16 diverse assets for your perusal – with topics ranging from strategy to analytics to social media. Coming from assorted industry-leading brands, these assets present best practices, explores trends, and present research findings.
As the Editor of Content for Marketers, my goal is to help direct you, the reader, to the content that has value to you and your organization. As we move forward, I’ll be providing posts that outline prevalent themes among the assets or highlight particularly notable assets. Like the library itself, this blog will be continuously expanding. Be sure to check back periodically and stay current with our growing selection of assets and commentary.
Now that we’ve covered introductions, let’s dig into the content library. This initial selection of assets offers some interesting and perhaps surprising commonalities. Below, we’ll dig into four such themes.
1. The Importance of Web Analytics in the Omnichannel
As unfettered access to your organization continues to become an expectation for more and more consumers, the need for timely and actionable website data has only grown. Counterintuitively, many companies have downsized struggling analytics programs in this time of need, rather than reinvigorate them. The white paper, “Reenergize Your Web Analytics: 10 Ways You Can Make a Difference”, tackles exactly this issue. In it, you’ll find:
- The six most common causes of failure in web analytics programs
- A set of ten steps to reinvent your current web analytics program for greater productivity and returns
- Information on the anticipated outcomes of a more efficient web analytics program
2. Employee Advocacy Programs Need to Change
In just about any multi-level organization, a gap exists between what executives think and what employees think – that much isn’t news. What is news is the prevalence and depth of this problem, especially in light of the current emphasis on employee advocacy. Employee advocacy is built on communication and the bottom line is today’s methods are not cutting it.
In “The New Rules of Employee Advocacy: The 2015 Enterprise Employee Engagement Report”, one thousand employees of large (1,000+ employee) companies were surveyed in regard to advocacy and the communication of leadership goals. This study illuminated some important issues and opportunities on the subject. Some key findings of the study include:
- 94% of employees want to hear more about what is going on from leadership
- 68% of executives say they do a “very good job” at communicating, but only 21% of employees agree
- 86% of employees would feel more engaged if they knew what was going on
- 99% of managers admit that the company would benefit if they did a better job of communication
3. Redefining Mobile Optimization
In today’s world, smart phones, tablets, and all other flavors of mobile devices are beyond pervasive. They have fundamentally changed a wide range of daily activities – and their impact have certainly been felt in both B2B and B2C marketing.
Mobile optimization has become a hot topic and a majority of companies have taken at least some steps to monitor and improve their mobile experience. Unfortunately, far fewer companies have dug beyond the top layers of mobile optimization.
Companies have to create unique mobile experiences rather than just responsively design the same old content. Both “The Quest for Mobile Excellence” and “Execute. The Ultimate Mobile Shopping Experience Design Guide” cover this topic. In these documents, you’ll find insights such as the following:
- While most businesses (76%) of surveyed businesses use app download numbers to measure mobile success, only 40% are tracking deeper funnel outcomes like lead generation and revenue.
- Shoppers who use mobile devices in-store convert at a 40% higher rate than those who don’t.
- 91% of survey respondents have abandoned a brand based on poor mobile experience
4. Social Customer Service is More than Firefighting
Though relatively new, social customer service has become an important part of marketing. To this point, most of the attention put toward social customer service has been dealing with extremely dissatisfied customers through owned channels, like a company Facebook page, company Twitter account, or company website/forums.
There are two issues with this approach. First, there are many situations other than crisis in which a brand has the opportunity to make a connection and provide a rewarding customer experience. Second, the community around your offering extends far beyond your owned sites; companies should be paying attention to product/service-related communications regardless of where they occur.
The white paper, “Take Social Customer Service Beyond Your Own Walled Garden”, explores such topics in depth. It includes:
- Common issues with typical ‘firefighting’ programs
- A list of opportunities for brand who choose to develop their social customer service
- Steps to take to create an effective social customer service program