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The Ultimate Regift: Must-Read Marketing Advice From 18 Experts

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‘Tis the season… for caroling, decorating,
time with your loved ones, and of course,
gift exchanging. Odds are at some point in
your life you’ve found yourself a victim of
the (typically) dreaded REGIFT. It’s often
comparable to being on the receiving end
of a bad marketing message:
Unfocused, insincere, and seemingly
without thought—so how could it
possibly count? While the regift transaction is rarely
forgivable, we’ve compiled a roster of
18 marketing experts—some partners,
customers, and noted authors—whose
regifts will delight. Their advice has got
the holiday goods to help recharge your
marketing goods for 2015 and beyond.

Published in: Marketing
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The Ultimate Regift: Must-Read Marketing Advice From 18 Experts

  1. 1. JohnThe Ultimate Regift Must-Read Marketing Advice From 18 Experts
  2. 2. ‘Tis the season… for caroling, decorating, time with your loved ones, and of course, gift exchanging. Odds are at some point in your life you’ve found yourself a victim of the (typically) dreaded REGIFT. It’s often comparable to being on the receiving end of a bad marketing message: Unfocused, insincere, and seemingly without thought—so how could it possibly count?
  3. 3. While the regift transaction is rarely forgivable, we’ve compiled a roster of 18 marketing experts—some partners, customers, and noted authors—whose regifts will delight.Their advice has got the holiday goods to help recharge your marketing goods for 2015 and beyond.
  4. 4. We asked them a simple question: “What’s the best marketing advice you’ve received that you’d regift to another marketer?” Sans ugly holiday sweaters, they answered. And it went a little something like this...
  5. 5. @ardath421 In relation to writing—and something I learned while on a fiction writing retreat about 15 years ago, this advice is so relevant to content marketing that it needs to be regifted. “Deleting the first two paragraphs of a draft of content will help to ensure that you start where it gets interesting.” In other words, most of us need to burn a few paragraphs to get to the point. But with attention spans shorter than ever, if we don't get to it right off the top, we'll lose our audience. Relevance is an imperative! Ardath AlbeeB2B marketing strategist and CEO of Marketing Interactions
  6. 6. @jaybaer The best piece of marketing advice I ever received is from my first boss, the co-owner of a public affairs firm where I was an intern. He told me, “It’s our responsibility to give our clients our best professional advice. Whether they take that advice or not is really up to them.”This counsel holds true for all marketers because it neatly describes the truth that you can lead a consumer to water, but you can’t make them drink.You can test and optimize and do all manner of other things to help ensure sales and conversions, but ultimately it’s up to them. It’s a comfort to remember that sometimes. And it’s also scary to remember that sometimes. Jay Baer Digital Marketing Consultant and Best-Selling Author of Youtilty
  7. 7. My high school speech and drama coach, Modena Sallee, once told me that when you’re talking to an audience, you have to grab their attention right away. Ledes (written and otherwise) should smack people in the face, then what you follow with should make them thank you for doing so. That’s pretty solid advice for any marketing effort, in my opinion. @Jason Falls Jason FallsJason Falls, SVP for DigitalStrategy, Elasticity; Author; Speaker
  8. 8. @JoeGelata “Nothing exists except what is in contrast”. Differentiation is key to standing out and being recognized. This doesn't just include the product or service you market—it includes differentiating yourself. Joe Gelata Revenue Engineer & Director of Demand Generation at Vidyard
  9. 9. @remarkmarketing One of the lasting lessons I have held for years is the concept of SOSTAC, created by Paul Smith. It’s a beautiful planning model for anything marketing related from a major campaign to a simple campaign stream. I use SOSTAC religiously with client work and planning any marketing program.The steps refer to the (S) Situational Assessment (O) Objectives (S) Strategy (T)Tactics (A) Action/Execution (C) Control/Measurements. Even in a fast-paced world of Modern Marketing, SOSTAC works wonderfully. Brian HansfordDirector, Client Services,Heinz Marketing
  10. 10. @annhandley My friend Tim Washer of Cisco says such customer-centric content is like giving your audience a “gift”: Serving them with a mindset of generosity and largesse and giving. Thinking of every piece of content you produce as a gift for your audience does two things: 1) It forces you to view things from your audience’s point of view; and 2) It adds a human quality I like: Thinking of “content gifts” is both good for your business and good for your soul. And that's true all year ‘round... not just during the holidays. Ann Handley Chief Content Officer, MarketingProfs & author of the WSJ bestseller, Everybody Writes
  11. 11. @HeinzMarketing The gift that keeps on giving: “Follow the money.” It’s easy to get overwhelmed by tactics, to focus on means versus the ends. And much of what B2B marketers are doing isn't necessarily a direct line to closed business. Developing a daily discipline of measuring and triaging everything you do based on revenue and sales attribution and/or influence will not only help you focus on things that matter most, but also ensure the entire organization sees marketing not as a cost center, but as a profit center. Follow.The. Money. Matt HeinzPresident, Heinz Marketing, Inc.
  12. 12. @cahidalgo The best piece of marketing advice to regift is that everything starts with our buyers. Unless we know what events make our buyers buy, how they view their purchases, how and where they consume content and what challenges they are looking to solve, we as marketers will not be effective. Before there are any more dollars allocated to content development, marketing technology or campaigns, do the work necessary to get into the mind of your buyer and define a buyer-centric strategy, which will then dictate your marketing approach. Carlos Hidalgo CEO, ANNUITAS
  13. 13. @jasonkeath Be human whenever possible. Whether you’re talking to your CEO, community manager, or customer service team, help someone in your company have a human face to the customer. At one of the first Social Fresh Conferences, I created a very personal video for our attendees about which sessions I was really looking forward to and why. It did not get a ton of views or go viral. It was not trackable for conversions. But at the conference I talked to three different Fortune 500 attendees who said the video got them to buy their tickets. I didn’t create a sales video. Instead I was human and just talked about what I thought would be cool at the event. Jason Keath Founder & CEO, Social Fresh Conference
  14. 14. @sethwlieberman Marketers have only a single job in this world: Deliver value to their audience.That’s it. Value means lots of different things especially for different personas, stages of the buyer’s journey and customer lifecycle. Keep this dead simple mantra in your head and constantly ask: Is this piece of content, this program, this touchpoint adding or detracting value from its intended audience? Seth Lieberman CEO, SnapApp
  15. 15. @amandamaks Some of the best advice I ever heard was to get feedback from one or two salespeople before releasing a larger content asset. By doing so, you can ensure their opinions are heard and acknowledged. If they feel that ownership, they will be more likely to use or share that content— solving one of my worst fears as a content marketer. Amanda MaksymiwContent Marketing Manager, Lattice
  16. 16. @tmasotto To be most successful, marketing teams must not only capture buyer behaviors, but also act on that data using marketing automation to determine when and what to communicate with customers and prospects. More than 30 types of webinar metrics can be captured and passed to your marketing automation platform. Using webinars with marketing automation opens up the ability to send personalized messages during all phases of the customer journey. Tom Masotto Vice President Product Marketing & Business Development, ON24
  17. 17. @MargaretMolloy Good marketers understand nuances.Truly great marketers are simplifiers.They know how to take customer desires, complex scenarios, and multiple offerings to craft simple, elegant solutions. Margaret Molloy Global CMO, Siegel+Gale
  18. 18. @ScottMonty It’s not all about your brand. It should be about your customer. Scott Monty Executive Vice President of Strategy, SHIFT Communications
  19. 19. @marcusnelson The best advice I ever received was, “Change the beach head.” In other words, when your competitors are saying all the same kinds of things, there’s no distinction for your customers to grab on to. So change the conversation in a way that rises above what others are saying. Doing this in my last role prompted me to write “The Social Imperative.” Customers noticed immediately. Prospects were calling and wanted to talk again. Within a week competitors also had started changing their messaging to be closer to ours. Stop promotion jargon and start new conversations about what is meaningful to your customers. Marcus NelsonHabitual Startup Founder
  20. 20. @danielnewmanUV As marketers, a lot of time we want to out think our customers and jump ahead of the trends. It is in our nature; we want to outmaneuver and out innovate at every turn. Some of the best advice I have received has been so very simple: As marketers we need to be in the heart and mind of the customers. With the evolution of big data, social, mobile and cloud, we need to innovate with our customers, not for our customers.This allows us to focus on 1:1 marketing that embraces tools and technology but never ignores the core of what we do: serving the customer. Daniel Newman President, BroadSuite
  21. 21. @unmarketing Going viral isn’t a campaign, it’s the result of a good one. Scott StrattenPresident, UnMarketing Inc.
  22. 22. @djwaldow Be. More. Human. Stop using stock photos. Stop sending automated messages that are impersonal. Start marketing as if there is truly another human being on the other end (which there is!). Be. More. Human. DJ Waldow CareerTransition Coach, Coach DJ
  23. 23. About Oracle Marketing Cloud Modern Marketers choose Oracle Marketing Cloud solutions to create ideal customers and increase revenue by delivering personalized experiences across all marketing channels. Visit oracle.com/marketingcloud.

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