BONUS 2014 planning inisights from marketers like you tủ tài liệu bách khoa

2014 Planning:

INSIGHTS FROM
MARKETERS LIKE YOU


INTRODUCTION.
You know what might help you determine your marketing goals, priorities,
and budgets for 2014? A little perspective from other marketers. To find
out what tactics marketers are prioritizing in the coming year, we reached
out to HubSpot agency partners and asked them 3 questions:

1.
2.
3.

What marketing efforts are you (and your clients) prioritizing?
What marketing efforts are you (and your clients) NOT prioritizing?
How are you balancing short term and long term goals?

Read on to find out what they had to say.


CONTENTS.
4.

Question 1: What marketing efforts are you (and your clients)
prioritizing?

10. Question 2: What marketing efforts are you (and your clients) NOT
prioritizing?

14. Question 3: How are you balancing short term and long term goals?
19. Takeaways.
Click the text
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Keep an eye out for
hyperlinks to other
resources to learn
more, too.


Question

1

What marketing efforts are you
(and your clients) prioritizing for
2014? Why?


“In 2013, we made a large effort to increase content generation efforts
with aggressive blogging calendars. In 2014, we'll continue to invest
greatly in blogging, but we'll also pursue guest blogging as a major focus. We
see guest blogging as a powerful way to generate high quality inbound
links, and strengthen search rankings through Google Authorship.”
– Spencer Powell
Inbound Marketing Director, TMR Direct
@spowell24 | www.tmrdirect.com

“Very broadly, we're focusing our marketing efforts on combining content with
context to consistently deliver the right content to the right people at the
right time. In 2014, we’ll focus more on very specific buyer personas, and
we build an editorial calendar around the unique needs of those
personas, along with their stage in the purchasing process. Then it's all
about consistently nailing that editorial calendar with compelling content
that motivates our audience to go from information to action.”
– Gray MacKenzie
Co-Founder, GuavaBox
@sgraymackenzie | www.guavabox.com


“2014 all about proving performance. The general rule is, ‘if you can't
measure it, don't do it.’ As marketers continue to feel greater pressure to
produce ROI, every marketing campaign has to be constructed with
business goals in mind. Lead generation and conversions are often the
primary goals, which means we're seeing an enhanced focus on
activating content throughout the customer journey, and doing everything
possible to personalize the brand experience.”
– Paul Roetzer
Founder and CEO, PR 20/20
@paulroetzer | www.pr2020.com


“We are continuing to place more emphasis on improving the quality and
focus of all content creation as well as distribution and promotion of that
content. While we've all seen and experienced significant progress and
success in growing traffic and lead conversions, we recognize that

improving content quality will result in higher lead quality, which yields
greater direct business impact.”
– Greg Linnemanstons
President and Principal, Weidert Group
@greglinn | www.weidert.com


“2014 will be all about lead scoring. This year, we saw tremendous
growth in leads, and now we’re focusing on putting a system in place to
identify the best leads so that we can pass more from marketing to sales.”
– Kathleen Booth
Owner & CEO, Quintain Marketing
@quintain | www.quintainmarketing.com


Question

2

What marketing efforts are you
(and your clients) NOT
prioritizing for 2014? Why?


“The world of SEO is changing rapidly and we're definitely worrying less
about identifying exact keyword matches than we were 2-3 years ago. We're
at a point where Google’s algorithm, though far from perfect, has gotten
much better at rewarding those who create excellent content.
Facebook marketing has become less important to us as well. The ROI of
Facebook has been comparatively low, especially in the industrial niche

we often serve, so it has fallen to the lower end of the priorities scale.”
– Gray MacKenzie
Co-Founder, GuavaBox
@sgraymackenzie | www.guavabox.com


“In 2013, our approach was to use Google’s Keyword Research Tool.
Now, given Google’s recent move to mask keyword data, we’re relying
more heavily on the buyer personas we’ve built to determine which long tail
keywords to target.”
– Kathleen Booth
Owner & CEO, Quintain Marketing
@quintain | www.quintainmarketing.com


“We're primarily B2B, and we’re seeing greater scrutiny of show budgets.
The first two places we’ll look for budget to reallocate are trade shows and
pay-per-click advertising.”
– Greg Linnemanstons
President and Principal, Weidert Group
@greglinn | www.weidert.com


Question

3

How are you balancing short
term and long term goals in
2014?

“We always start with our long term goals. We use the past year’s growth
metrics as a basis for setting next year’s goals. Then we backtrack to
establish realistic, short term KPIs for each month. We work on agile, onemonth sprints using a specific strategy and set of tactics for that month,
and we keep a backlog of ideas for the following months.”
– Luke Summerfield
Director of Inbound Marketing, Savvy Panda
@savvypanda | www.savvypanda.com


“The key to balancing long and short term goals is to have a plan. I’ve
found that having a detailed blogging editorial calendar to be very helpful in
this regard. Once we map out all of our blog posts, we can get them
written in batches, which frees up time to focus on the bigger picture.”
– Kathleen Booth
Owner & CEO, Quintain Marketing
@quintain | www.quintainmarketing.com


“We need to be careful that we're first doing all the right foundational
marketing before we try stand-alone campaigns. The risk is that the onetime events distract from the mission of achieving critical mass with the
ongoing efforts, which could potentially lead to decisions made with
incomplete information.”
– Greg Linnemanstons
President and Principal, Weidert Group
@greglinn | www.weidert.com


“Consistently creating awesome content is the backbone of our special

promotions, guest blogging efforts, and other one-time campaigns. In the
past month we generated hundreds of new leads from guest blogging,
but without lead nurturing emails, relevant blog content, and longer-form
content that digs deeper, very few of those leads would convert to
clients. The system built by our ongoing marketing efforts has enabled us
to draw those prospects through the sales funnel and grow our business.
Ongoing and one-time efforts go hand in hand.”
– Gray MacKenzie
Co-Founder, GuavaBox
@sgraymackenzie | www.guavabox.com


TAKEAWAYS.


TAKEAWAYS.
 In 2014, many marketers are focusing on elevating the quality of
content and leads through personalization and tailoring content to a
prospect’s buying cycle stage.

 One-time campaigns aren’t substitutes for ongoing content creation,
so set goals for creating content that makes the lives of your target
audience easier on a regular basis.

 Improving search engine visibility by stuffing keywords into written
content has gone the way of the dodo. Instead, create a steady stream
of specific, original, and useful content.


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