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Online Marketing Insights Articles

The following articles can also be found in Automation.com's own Online Marketing Insights e-newsletter. The monthly newsletter features tips & trends on important topics such as metrics, creative, e-mail marketing, lead generation and much more.

July 26, 2011

Content Marketing: Four tactics that led to $2.5 million in annual contracts

by David Kirkpatrick, Reporter - Marketing Sherpa

Content marketing is a vital piece of the marketing puzzle. Whitepapers have long been one of the keys to B2B marketing, and even webinars and online video are both pieces of content marketing.



This how-to looks at four successful content marketing tactics a marketing automation company uses to create buzz, generate leads and drive revenue. Also, find out how a corporate journalist can help build your brand.

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January 27, 2011

Organizations increasing and decreasing marketing budgets - the impact on tactics

By Marketing Sherpa

As marketing strategies evolve from outbound to inbound tactics, there is also a shift in the ways in which money and resources are spent. Marketing Sherpa asked more than 1,100 marketers how they foresaw budgets changing in 2011 for the following marketing tactics.

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June 25, 2010

How do you design an e-mail so people will read to the very end?

By Carissa Newton, Delivera

BtoB Magazine

Everyone is crunched for time and facing a bulging inbox. Marketers can respond to this challenge by being concise and compelling in their e-mail marketing design. There are three ways to do this.

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June 25, 2010

How can I use e-mail landing pages to drive conversions?

By Anna Talerico, ion interactive

BtoB Magazine

Turning e-mail clicks into conversions isn't difficult; you just need to tightly match your e-mail and your landing page experiences. A landing page is the first page a visitor views after clicking an ad or e-mail link. In order to turn e-mail readers into paying customers, make your landing pages a direct reflection of your e-mail.

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April 30, 2010

B-to-b firmly in social media: Done with experiments, marketers put social media into integrated campaigns

By Paul Gillin, BtoB Magazine

Two years ago, most b-to-b marketers were pondering their first tentative steps into the blogosphere and wondering what all the fuss was about a 140-character text message called a “tweet.” Today, with Twitter and Facebook emblems sprouting up on business Web sites like dandelions in a summer field, the question has become how to maximize the value of multiple social marketing channels.

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April 30, 2010

Marketers Rank B2B Challenges

By Jen Doyle, Marketing Sherpa

What are the greatest challenges that B2B marketers are facing? From generating high-quality leads and a high volume of leads to generating public relations buzz, see which challenges topped the list.

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March 30, 2010

3 Lead Management Mistakes That Stunt Sales Growth—and How to Avoid Them

By Silverpop Engagement Marketing Solutions

It's no secret that marketing and sales departments don't understand each other. Both groups are crucial to the success of a business, yet they tend to work apart, lacking common strategies, processes and technologies. This split can have serious consequences for the bottom line. By developing a strategic approach to lead management, marketers can avoid common pitfalls that halt sales growth.

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March 25, 2010

Social Networks That Boost Your Business

By Daniel Burrus, Burrus Research

The business use of Web 2.0 represents a new trend called “Business 2.0.” Business 2.0 is about using the new web-based social networking applications (many of which were originally created for personal use) in a way that fosters teamwork, customer touches, and internal and external collaboration in a low-cost seamless way. Daniel Burrus provides an overview of the best Business 2.0 tools.

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February 25, 2010

E-mail secrets & lies: The call to action

BtoB Magazine, January 28, 2010

By Karen J. Bannan, Contributor

Your e-mail message's call to action is often what gets people to click through or, even better, take a step toward making a purchase. Still, the wrong call to action or design can sink a campaign.

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February 25, 2010

E-mail Marketing: What's in it for you?

Are you ready for your e-mail marketing efforts to reach further than your company's own customer database? Read how Automation.com's Custom e-Mail Message and White Paper Alert Message opportunities can play a role in your company's overall marketing strategy.

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January 20, 2010

B2B Marketing Blogs

If one of your "professional" 2010 New Year's resolutions is to allocate more time reading up on marketing trends, read on. Below is a list of five B2B marketing blogs that we feel are worth visiting often throughout the year.



  • B2B Lead Generation Blog

  • B2B Marketing Blog

  • B2B Web Strategy

  • Modern B2B Marketing

  • Sales Lead Insights



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    January 20, 2010

    Looking back: The top 5 mistakes of 2009

    BtoB Magazine, December 17, 2009

    By Karen J. Bannan, Contributor

    As a philosopher once said, those who cannot learn from history are doomed to repeat it. Looking back at 2009, marketers made many mistakes. Some made more than others, of course, but there are five mistakes that were common enough that they need to be discussed.

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    December 15, 2009

    Nearly 40% of marketers plan to boost budgets: Marketing Priorities and Plans 2010

    BtoB Magazine, November 16, 2009

    By Kate Maddox, Senior Reporter

    As the economy slowly shows signs of recovery, almost 40% of b-to-b marketers say they plan to boost their marketing budgets next year, according to BtoB's “2010 Outlook: Marketing Priorities and Plans” survey. The top marketing goal for b-to-b marketers next year is customer acquisition. As to where they will spend marketing dollars next year, 73.4% plan to increase their online spending.

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    December 15, 2009

    Lessons learned from marketing in a recession

    BtoB Magazine, November 16, 2009

    By Kate Maddox, Senior Reporter

    B-to-b marketers, forced to slash budgets during the worst economic period in decades, said they have learned valuable lessons about marketing in a recession that they will use even as the recovery gets under way. Being challenged to work with smaller budgets has taught marketers how to do more with less, and many say they will continue these practices in better times.

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    September 28, 2009

    Press Releases: Writing Secrets that Maximize Your Online Coverage

    The main reason you wish your product releases to be published on an online site like Automation.com is to generate sales leads and send traffic to your web site. Therefore, it's important to write your headline and first paragraph so that (a) web site editors know what it is and will want to publish it and (b) once published, it can easily be found by search engines.

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    September 24, 2009

    Tips for Writing Quality White Papers

    White papers have become a popular online marketing tool of the times as they introduce a company's innovative products and demonstrate a company's strengths. Whether a paper is used for lead generation, education, customer retention or to close sales, the first step is making it attractive to your target audience.

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    August 20, 2009

    Closing the Click: Eight Tips for Creating Landing Pages that Sell

    iMedia Connection, July 30, 2009

    By Robert Boman

    Without a landing page that's designed to close the sale, customers will bail. And fast. So the big question is, how do you turn a landing page into a closing page? Read on for eight simple hints to start with.

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    August 20, 2009

    Online marketing's creative worst practices

    iMedia Connection, July 15, 2009

    By Ken Liebeskind, Freelance Writer

    With the wealth of digital media, much of it new, the propensity to render bad creative executions is prevalent. From static banners to repurposed videos to awkward click-to-call mobile and social media executions, there's a ton of bad creative out there that jeopardizes client advertising and marketing initiatives.

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