Category: Uncategorized

What You Can Learn About Customers Through Marketing Automation

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Did you know that there were nearly 11 times more B2B organizations using marketing automation software in 2014 than in 2011? Likewise, adoption is expected to increase by 50% in 2015, according to SiriusDecisions. Several large B2B providers have recently stepped into the arena, including Salesforce and Adobe.

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How to Align Sales and Marketing to Boost Revenue by 208%

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Did you know that realigning sales and marketing can boost revenue by 208%? Or that organizations which align sales and marketing functions enjoy 36% higher customer retention rates and 38% higher sales win rates.

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How to Embrace Big Data and Use it to Grow Your Business

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A recent survey of 362 executives conducted by The Economist Intelligence Unit found that three out of four surveyed agree that their staff struggle with data and cannot apply data effectively to their decisions.

Data-driven companies are likely to be more profitable than their competitors, and they are more likely to ensure that employees apply the most relevant data to the business activities that most affect the bottom line. Yet companies struggle with data for three reasons:  culture, organizational structure, and technology. Fortunately, these hurdles can be overcome and marketers can take specific steps to begin making better decisions.

The Culture Struggle 

The survey reveals an apparent disconnect between how chief executive officers see the current status and benefits of data initiatives and how lower-level managers see them.

It’s not that CEOs are out of touch, it’s that they’re not getting the real scoop. Each level of management filters out some of the bad information. When the problems get filtered out, CEOs expect marketers to do things they’re not able to do. They may think that applying analytics to marketing decision-making is easy and, therefore, can be done quickly. When the CEO thinks everything is okay, he’s not going to authorize additional funding to close a gap you know exists because he thinks you’ve already done it.

All of this makes it harder to weave data-driven marketing into the culture of the company.

What’s the solution? Tell your CEO the truth!

You can’t have a clear understanding of the situation if the data is wrong or the picture is incomplete.  If your organization is ready to be data-driven and your CEO and everyone on down supports it, then no one should have trouble with the facts. You shouldn’t have any trouble talking about problems like the system is not operating at the speed that is required or the data is not available. If you can’t talk about the problems, then you’re going to have trouble changing the culture as well.

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The Organizational Struggle  

There is little disagreement among those surveyed that they struggle with data because they lack access to that data they need and they lack the ability to convert that data into actionable insights. When it comes to capturing and disseminating important business data, 57 percent of the respondents believe their company does a poor job.

Too often, data are not shared across departments or broadly among staff focused on the same goals. Two-thirds of those surveyed agree that some departments have much better access to data than others.

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To use data to drive your marketing, identify the data you need and determine whether it is available elsewhere in your company. Often, valuable data sources are available, but not accessible.

The Technology Struggle 

One in three surveyed believes that the struggle with data is caused by a lack of technology. There’s a breadth of tools and variety of vendors and price-points and capabilities to choose from. What’s on the market can solve their problems, but only if they have it in place. If they have it in place, then they can focus on the other areas, like culture, and the organizational challenges that prevent sharing the information.

There are many user-friendly tools on the market that can analyze data, deliver customizable data feeds and dashboards, and visually present the data in clear terms. When marketers can see and understand the data clearly, they are more likely to ask the right questions and they become much better at conquering the ultimate challenge: extracting relevant insights from data and applying them to their business.

Even if your company lacks the ability to deliver information on iPads or other new platforms, presenting decision-making options and tracking performance of decisions help give data meaning and make it more likely that marketers will continue to engage and adopt a data-driven approach.

How to Overcome the Data Struggle 

Creating the data-driven organization is a three-stage process, say the experts who were interviewed for the report.  The ideal approach is for company leaders to share with employees a vision of cultivating a data-centric culture, and then to support that vision by funding the tools and talent. The third stage is to require, acknowledge and reward those who use data to make decisions.

However, few companies follow this idea approach. Most start at the bottom instead of at the top. Most companies focus on the technology and tools, then consider the expertise they need, and finally, work to instill a data-driven mindset across the organization. The survey showed that only one-quarter of the companies surveyed pay financial rewards to employees who use data to make decisions.

This is where marketing can lead the way, not only by adopting the data-driven mindset, but by communicating early successes across the organization and speaking out about the obstacles to greater success.

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Marketers without a data-centric background need to develop their skills. Those with the skills should foster a data-driven mindset in others by helping them understand analytics can help you fine-tune your gut instincts. Far from removing creativity and the personal touch, analytics enhances them. With data to analyze, you can test a broad range of ideas because if an idea flops, you know it and you can change direction quickly.

  1. Marketers without a data-centric background need to develop their skills. Those with the skills should foster a data-driven mindset in others by helping them understand analytics can help you fine-tune your gut instincts. Far from removing creativity and the personal touch, analytics enhances them. With data to analyze, you can test a broad range of ideas because if an idea flops, you know it and you can change direction quickly.
  1. Don’t be fooled by the need for big data analytics. Recognize that social media and other newer sources of data don’t change the fundamental process of data-driven decision-making. Every decision still starts with an understanding of the business problem, identifying the data available and transforming it for analysis, analyzing the data and deploying a course of action.
  1. Recognize that data analytics is easier than ever. With configurable tools and interfaces that enable sophisticated analysis, all you need is someone with the skills to set up the tools initially. Once that’s done, a broad range of people with no analytics training or know-how can make use of the results.
  1. Keep everyone moving toward better use of data. You can get some quick wins for instance, by using data to support A/B campaign testing, even if you don’t have a holistic and fully-integrated view of your customers based on their online and offline behaviors and preferences.
  1. Measure the results and reinforce the need to make decisions based on the data, rather than finding data to support decisions. An effective way encourage data-driven decisions is to make data use competitive and fun, and to link data use to the goals of the individual, not just the goals of the business.
  1. Compensation, performance incentives and indirect benefits are effective in encouraging employees to regularly use data. What’s more, 25% of executives at data-driven companies say their firms offer compensation and performance incentives to employees who embrace data, as compared with 17% of respondents from less data-focused companies.
  1. Investigate further. To understand more about how data-driven organizations function and drive superior financial performance, download the full report.

The bottom line is that data can be helpful to your career and your business — if you know how to embrace it. By incorporating some of the information outlined above, you’ll find that data can be a transformative part of your business experience.

Bill Franks is Chief Analytics Officer for Teradata.  Franks is also a faculty member of the International Institute for Analytics and author of Taming The Big Data Tidal Wave  and The Analytics Revolution. His work has spanned clients in a variety of industries for companies ranging in size from Fortune 100 companies to small non-profit organizations.  You can learn more at


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What Are the Most Important Trends in Content Marketing? Find Out Here.

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In a recent poll on digital marketing by Smart Insights, respondents said content marketing would have the biggest impact on driving results for their business this year. So, it comes as no surprise that 50% of B2C marketers expect to increase their content marketing budgets in 2015.

To help you build and strengthen your content strategy in 2015, we’re sharing an infographic by Smart Insights and JBH. Whether you’re seasoned content marketer or are just getting started, we’re sure you’ll find the stats and tips below helpful:


9 Successful Email Marketing Techniques You Can Use to Boost Sales

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After search, email is the next most effective marketing channel for e-commerce. However, it’s not always easy to create email campaigns that will generate results. To help you boost sales by using email marketing, the following infographic by Targeting Mantra, shares nine tried and tested campaigns that you can easily replicate:


Is Instagram Right for Your Business? Find Out Here.

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If you’re like many marketing professionals, you’re trying to wrap your mind around Instagram and whether or not it’s right for your business.

Well, Instagram might not be right for everyone, but it just might be yet another way to promote your business inexpensively via social media.

So, with that in mind, we’d like to draw your attention to the following infographic which includes some fascinating statistics about the platform:

  • There are 200 million active users of Instagram, 53% of whom are women
  • Users spend 90% of their time on Instagram using the mobile app, making it the most mobile of any social media platform
  • 42% of the marketers surveyed said they had plans to increase their use of Instagram in the future

This infographic is particularly helpful because it walks the reader through several important steps on using Instagram for business. Enjoy!

P.S. I wasn’t able to find a link for the creator of the infographic. If I missed it, or if you know who created this, let me know so I can give them the proper link juice.


Top 5 Social Media Analytics Tools for Advertising Agencies and Marketing Directors

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If you work at an advertising agency or are a marketing director for a large corporation, you’re probably interested in finding the best social media analytics tools to help you run your business.

There are a wide variety of social media tools out there, some of which are terrific and others of which are not so good.

We use a variety of good tools to help run marketing campaigns for our clients, and have learned a few things about which ones are the best and which ones are worth ignoring.

So, with that in mind, let’s take a look at the top social media marketing tools for ad agencies and marketing directors.

Google Analytics — This, of course, is a must for anyone running a digital advertising campaign or marketing campaign. By dropping a line of code into your website, you can track how people get to your site, how they navigate through your site, and how long they stay on your site. Google Analytics is getting more complex every day, which can make it difficult to use, but overall it’s really a terrific tool that everyone with a website should be using.

Act-On Software — Act-On is not a social media analytics tool as much as it’s a marketing automation tool, but some of the analytics features are so robust that it’s worth including on our list. If you’re interested in tracking how people engage with your brand via email and social media, then Act-On (or one of its competitors, which include SilverPop, HubSpot, Marketo and others) is a must. (Disclosure: Act-On is a sponsor of our sister blog called the 60 Second Marketer.)

KISSmetrics —The guys at KISSmetrics try to do what Google Analytics can’t. They take data and try to help you make sense out of it instead of just dumping it into your lap. It’s tough to compete against Google and it’s even tougher to compete against an entity like Google that provides its service for free, but KISSmetrics has done a good job so far and you have to give them credit for that.

Socialbakers — This social media metrics platform is perfect if you’re looking for in-depth data that allows you to measure, compare, and contrast your campaigns against your competitors. They provide a wide range of research and studies for free on their website and specialize in global analytics. According to the Socialbakers website, twenty percent of the Global Fortune 500 use Socialbakers.

SproutSocial —This platform allows you to publish posts to your social media channels while monitoring how people are responding to those posts. They have a dashboard that provides just the right amount of data and information so as not to be overwhelming. If you’re an advertising agency or marketing director that likes to see data visually instead of just a wall of numbers, then SproutSocial is worth taking a look at.

Here’s a screen shot of the SproutSocial dashboard to show you what I’m talking about:

Image of Social Media DashboardAs mentioned at the top of the post, if you work at an advertising agency or are a marketing director at a large corporation, you’re probably interested in finding ways to manage your social media campaigns. You’re probably also interested in finding ways to analyze data and put it to good use.

These are our top five social media management tools for people working in an ad agency or in a marketing department on the corporate side. What are your favorites? Let us know in the comments section below.


Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Book by Jamie Turner

25 Amazing Facts About Marketing That Every Business Person Should Know

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If you’re searching for an Atlanta-based advertising agency or marketing communications firm, you’re probably also interested in facts and figures about digital marketing.

Well, you’re in luck.

What follows are 25 amazing facts about digital marketing that every marketer should know, whether they’re based in Atlanta, Georgia or anywhere else in the country.

Ready? Terrific. Here goes:

  1. 75% of Americans bring their phones to the bathroom (11 Mark)
  2. 40.5% of consumers said they would rather see targeted ads that reflect their interests rather than random ads
  3. 70% of people in U.S. say they would like to receive offers on their mobile phone
  4. A new report commissioned by LivingSocial has revealed that small businesses are potentially missing out on $650 million each year by not using social media tools fully
  5. More than 25% of American use only mobile devices to access the internet
  6. 87% of those surveyed have used deal-of-the-day websites like Groupon or Living Social
  7. 66% of U.S. consumers and 49% of U.S. marketers believe television commercials are more important and effective than online ads
  8. The average American spends 2 hours a day social networking from a computer, tablet and/or mobile phone
  9. 47% of those businesses surveyed have generated leads from Facebook, 35% from LinkedIn, 34% from Twitter
  10. More than 30 million Americans watch television content via their mobile phones
  11. More than 65% of time spent on mobile is on apps
  12. Almost 50% of users install mobile apps after tapping on ads from the Facebook app
  13. Almost 90% of marketers use social media to distribute content
  14. 21% of Pinterest users purchased a product after seeing a picture on the site
  15. 98% of charities and non-profits are on Facebook
  16. Americans spend an average of 158 minutes every day on their smartphones and tablets (Flurry)
  17. 42.1% of consumers purchased a product or service after seeing or clicking an online advertisement
  18. In the United Kingdom, 93% of online experiences begin with a search engine
  19. 42% of those surveyed in the U.K. click on the first organic search result
  20. Twitter has, on average, a 1% engagement rate
  21. The number of Tweets goes dramatically down during the really good bits of TV shows or sports events – then shoots up when the good bits are over
  22. 93% of consumers subscribe to at least one brand’s email as opposed to 58% who Like a brand on Facebook and 12% who follow a brand on Twitter
  23. 69% of consumers favor email as their first online “check” of the day
  24. In the U.S., more users access the Internet through mobile devices than through PCs/wireline devices
  25. 40% of tablet owners said they’ve looked up information about a TV program while they were watching the TV show


Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Book by Jamie Turner