The document summarizes how Bridgeway Software transformed its marketing department from a small, ineffective group to a strategic, results-driven function. Key changes included establishing foundational processes, controls and metrics; creating a content strategy through Bridgeway University; and generating qualified sales leads through integrated campaigns. These efforts led to substantial increases in key metrics like qualified leads and web traffic, strengthening Bridgeway's brand and pipeline.
Looking to start your Digital Marketing Career? Here are various job roles in the field of digital marketing. Digital Ready is a Digital Marketing Training Service Provider in Hyderabad for Professionals, Students and Corporates.
Seeking to hire Digital Marketing Agency in Noida?? we are at PegaLogics, offering various Digital Marketing Service Like SEO, SMO, PPC to rank your business 1st page. Get Pegalogics Business Plan and here!!! https://www.pegalogics.com/
23 social and digital services agencies should offerJay Baer
What does it mean to be an "agency"? You need to expand your palate and your palette if your agency is going to get a share of the increasing social media and digital marketing services pie. In this specific, useful presentation derived from years advising dozens of agencies across North America, social and digital consultant Jay Baer of Convince & Convert unveils 23 Social and Digital Services Agencies Should be Selling - But Probably Aren't.
Here’s your digital marketing playbook for the professional service industry ...Jeremy Mays
Modern-day Main Street looks quite different from the storefronts and sidewalk sales of old. Phone and business directories no longer lay on your doorsteps. Current trends show that most clients do their buying research on the internet. In lieu of print ads and bold street signs, professional services firms and consultants are flocking to the digital realm to perfect their online presence and find new customers.
Professional services companies face a unique challenge in the new digital world. Because the marketing efforts of attorneys, accountants, architects, and similar professions have relied so long on personal connections, they must find a way to translate that trust through digital messaging and that’s why we’ve built a digital marketing strategy playbook for professional services firms to give you the tools and techniques to grow your brand.
Looking to start your Digital Marketing Career? Here are various job roles in the field of digital marketing. Digital Ready is a Digital Marketing Training Service Provider in Hyderabad for Professionals, Students and Corporates.
Seeking to hire Digital Marketing Agency in Noida?? we are at PegaLogics, offering various Digital Marketing Service Like SEO, SMO, PPC to rank your business 1st page. Get Pegalogics Business Plan and here!!! https://www.pegalogics.com/
23 social and digital services agencies should offerJay Baer
What does it mean to be an "agency"? You need to expand your palate and your palette if your agency is going to get a share of the increasing social media and digital marketing services pie. In this specific, useful presentation derived from years advising dozens of agencies across North America, social and digital consultant Jay Baer of Convince & Convert unveils 23 Social and Digital Services Agencies Should be Selling - But Probably Aren't.
Here’s your digital marketing playbook for the professional service industry ...Jeremy Mays
Modern-day Main Street looks quite different from the storefronts and sidewalk sales of old. Phone and business directories no longer lay on your doorsteps. Current trends show that most clients do their buying research on the internet. In lieu of print ads and bold street signs, professional services firms and consultants are flocking to the digital realm to perfect their online presence and find new customers.
Professional services companies face a unique challenge in the new digital world. Because the marketing efforts of attorneys, accountants, architects, and similar professions have relied so long on personal connections, they must find a way to translate that trust through digital messaging and that’s why we’ve built a digital marketing strategy playbook for professional services firms to give you the tools and techniques to grow your brand.
2021 digital marketing playbook home servicesJeremy Mays
Home service businesses need sales to survive and need to maximize their return on marketing spend in order to thrive, grow, and own your market as a leader customers turn to over and over again. For the home services industry, the digital marketing game has changed. Today, digital advertising and marketing are leveling the playing field for local home service companies to compete on a larger scale.
Online marketing strategies to attract, engage, and convert customers have grown to dominate the market, meeting customers where they already are. But when you consider the digital landscape, the competition can be fierce and be hard to keep up if you’re not a marketing expert or have a full time marketer on staff.
We’ve built a digital marketing strategy playbook for the home services industry to give you the tools and techniques to grow your brand.
Here’s your digital marketing playbook for the retail industry in 2021Jeremy Mays
One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing. In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.
What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.
We’ve built a digital marketing strategy playbook for the retail industry to give you the tools and techniques to grow your brand.
The 2021 digital marketing playbook for the nightlife industry Jeremy Mays
Since the nightlife industry was decimated by Covid-19 and lock-down restrictions around the world, coupled with the rapid growth of technology to level the playing field, marketing in today’s highly competitive nightlife industry requires accurate, reliable and comprehensive digital marketing strategies strategies.
We’ve built a digital marketing strategy playbook for the nightlife industry to give you the tools and techniques to grow your brand.
2021 digital marketing playbook for consultantsJeremy Mays
The internet has revolutionized the way that people interact, and by extension their businesses too. For this reason, we believe that it’s never been more important for consulting firms to explore digital marketing.
Marketing consulting firms is both imperative and difficult. In a saturated marketplace, it’s essential to stand out from the crowd, but it’s difficult to find the time to maintain your digital presence and give your clients the attention that they deserve – and pay for. You wouldn’t leave your phone unattended, and sometimes off the hook altogether; the same should be true of your digital channels. After all, that’s how the modern customer will contact you. If they can’t contact you, they’ll simply contact someone else – someone with a well-maintained site, good Google reviews and active social channels.
We’ve built a digital marketing strategy playbook for the consulting industry to give you the tools and techniques to grow your brand.
The digital marketing playbook for the hotel industry in 2021Jeremy Mays
Since the hotel and hospitality industry has been decimated by Covid-19 and lock-down restrictions around the world, coupled with the rapid growth of technology to level the playing field, hotels, small-boutiques and resorts and scrambling to fill rooms and cut their vacancy rates as much as possible.
We’ve built a digital marketing strategy playbook for the hotel industry to give you the tools and techniques to grow your brand.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Here’s your digital marketing playbook for the real estate industry in 2021Jeremy Mays
It is true that people will make a final decision after seeing the property in person. But investors, buyers and even sellers are likely to conduct thorough research online before stepping through the doors and viewing the properties. That said, it is ideal that you, as a realtor, broker and agency have a strong online presence and active digital marketing activities to attract customers, boost your brand exposure and increase your revenue.
We’ve built a digital marketing strategy playbook for the real estate industry to give you the tools and techniques to grow your brand.
B2B Lead Gen and Brand Building - B2B Product Marketing SeriesMichael Fertman
Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.
"High Impact, High ROI, Low Cost Framework"
LeadCrunch is an intelligent demand generation platform that uses artificial intelligence to identify prospective B2B customers then curates them into either marketing- or sales-qualified leads using a marketplace of professional marketers. It empowers salespeople to focus on closing as it finds insights and new markets that accelerate sales cycles and reduce the costs of customer acquisition.
One of the biggest challenges facing media companies is how to efficiently scale digital content production to reach and engage new audiences. Savvy media professionals
recognize the critical role of freelance writers to enable them to create the type and amount of content required to be competitive in this new world.
Boosting profit by matching agency reporting to the client's bottom lineDemandSphere
Understanding how to match client goals to your agency's reporting back to them will not only make you more successful in your strategy but will also get you more referrals.
Masterclass: Advanced Strategies on LinkedIn [Boston]LinkedIn
You’ve launched campaigns, A/B tested, and know LinkedIn best practices….
Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!
Generating leads with Inbound MarketingAndrew Shaw
The world of marketing is changing fast. In this presentation, we describe the role of marketing in the Facilities Services sector and how the marketing team can make a real difference.
Founded in 2006, DigitalThink Interactive Networks [ Formaly NAVOMEDIA ] is an independent Indian interactive digital agency
with rigorous strategic analysis and client-side experience that inform our insights, design and technological solutions.
DigitalThink offer a full range of capabilities and expertise including
that term “ full service”. Explore few of services....
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...LinkedIn
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marketers
Find out what marketing professionals around the world have to say about LinkedIn Marketing!
Finding, Nurturing and Converting potential leads is the aim of Lead Generation. An effective strategy can boost the Lead Generation for your sales. Learn to use Google Logins, Content and effective headlines for a better Lead Generation.
2021 digital marketing playbook home servicesJeremy Mays
Home service businesses need sales to survive and need to maximize their return on marketing spend in order to thrive, grow, and own your market as a leader customers turn to over and over again. For the home services industry, the digital marketing game has changed. Today, digital advertising and marketing are leveling the playing field for local home service companies to compete on a larger scale.
Online marketing strategies to attract, engage, and convert customers have grown to dominate the market, meeting customers where they already are. But when you consider the digital landscape, the competition can be fierce and be hard to keep up if you’re not a marketing expert or have a full time marketer on staff.
We’ve built a digital marketing strategy playbook for the home services industry to give you the tools and techniques to grow your brand.
Here’s your digital marketing playbook for the retail industry in 2021Jeremy Mays
One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing. In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.
What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.
We’ve built a digital marketing strategy playbook for the retail industry to give you the tools and techniques to grow your brand.
The 2021 digital marketing playbook for the nightlife industry Jeremy Mays
Since the nightlife industry was decimated by Covid-19 and lock-down restrictions around the world, coupled with the rapid growth of technology to level the playing field, marketing in today’s highly competitive nightlife industry requires accurate, reliable and comprehensive digital marketing strategies strategies.
We’ve built a digital marketing strategy playbook for the nightlife industry to give you the tools and techniques to grow your brand.
2021 digital marketing playbook for consultantsJeremy Mays
The internet has revolutionized the way that people interact, and by extension their businesses too. For this reason, we believe that it’s never been more important for consulting firms to explore digital marketing.
Marketing consulting firms is both imperative and difficult. In a saturated marketplace, it’s essential to stand out from the crowd, but it’s difficult to find the time to maintain your digital presence and give your clients the attention that they deserve – and pay for. You wouldn’t leave your phone unattended, and sometimes off the hook altogether; the same should be true of your digital channels. After all, that’s how the modern customer will contact you. If they can’t contact you, they’ll simply contact someone else – someone with a well-maintained site, good Google reviews and active social channels.
We’ve built a digital marketing strategy playbook for the consulting industry to give you the tools and techniques to grow your brand.
The digital marketing playbook for the hotel industry in 2021Jeremy Mays
Since the hotel and hospitality industry has been decimated by Covid-19 and lock-down restrictions around the world, coupled with the rapid growth of technology to level the playing field, hotels, small-boutiques and resorts and scrambling to fill rooms and cut their vacancy rates as much as possible.
We’ve built a digital marketing strategy playbook for the hotel industry to give you the tools and techniques to grow your brand.
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Here’s your digital marketing playbook for the real estate industry in 2021Jeremy Mays
It is true that people will make a final decision after seeing the property in person. But investors, buyers and even sellers are likely to conduct thorough research online before stepping through the doors and viewing the properties. That said, it is ideal that you, as a realtor, broker and agency have a strong online presence and active digital marketing activities to attract customers, boost your brand exposure and increase your revenue.
We’ve built a digital marketing strategy playbook for the real estate industry to give you the tools and techniques to grow your brand.
B2B Lead Gen and Brand Building - B2B Product Marketing SeriesMichael Fertman
Overview of a typical B2B Product Marketing Branding and Lead Generation Plan to accelerate the sales growth rate and enhance brand recognition at a low cost and high ROI.
"High Impact, High ROI, Low Cost Framework"
LeadCrunch is an intelligent demand generation platform that uses artificial intelligence to identify prospective B2B customers then curates them into either marketing- or sales-qualified leads using a marketplace of professional marketers. It empowers salespeople to focus on closing as it finds insights and new markets that accelerate sales cycles and reduce the costs of customer acquisition.
One of the biggest challenges facing media companies is how to efficiently scale digital content production to reach and engage new audiences. Savvy media professionals
recognize the critical role of freelance writers to enable them to create the type and amount of content required to be competitive in this new world.
Boosting profit by matching agency reporting to the client's bottom lineDemandSphere
Understanding how to match client goals to your agency's reporting back to them will not only make you more successful in your strategy but will also get you more referrals.
Masterclass: Advanced Strategies on LinkedIn [Boston]LinkedIn
You’ve launched campaigns, A/B tested, and know LinkedIn best practices….
Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!
Generating leads with Inbound MarketingAndrew Shaw
The world of marketing is changing fast. In this presentation, we describe the role of marketing in the Facilities Services sector and how the marketing team can make a real difference.
Founded in 2006, DigitalThink Interactive Networks [ Formaly NAVOMEDIA ] is an independent Indian interactive digital agency
with rigorous strategic analysis and client-side experience that inform our insights, design and technological solutions.
DigitalThink offer a full range of capabilities and expertise including
that term “ full service”. Explore few of services....
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...LinkedIn
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marketers
Find out what marketing professionals around the world have to say about LinkedIn Marketing!
Finding, Nurturing and Converting potential leads is the aim of Lead Generation. An effective strategy can boost the Lead Generation for your sales. Learn to use Google Logins, Content and effective headlines for a better Lead Generation.
Harver Era Digital provides complete Digital Marketing including SEO, Social Media Marketing, PPC, ORM, YouTube SEO Brand Reputation Management and more.
Unlock your online potential with India's top digital marketing services! Boost your online presence and reach new heights with Harver Era Digital.
virtuation digital marketing agency, marketing agencyvirtuationdigital
With expertise in Digital Marketing SEO, captivating content creation, and strategic project management, we craft compelling narratives that drive growth and elevate your digital presence. Let’s Virtuation Digital be your partners in achieving greatness in the digital realm. Together, we will conquer the internet!
Shark Sense Digital is the best Performance Marketing Service provider company in India offering SEO Services, PPC Management & Optimization Services, Digital Marketing Services, Campaign Strategy Development, Creative Strategy, Demand Generation, Asset & Content Development, Attribution & Conversion in India.
Digital Marketing Case Study | Lead Generation & Content StrategyFresh Source Digital
See how Fresh Source Digital used content marketing, SEO and LinkedIn Sponsored Posts to generate highly engaged sales qualified leads for a corporate well-being company.
Content Marketing Case Study Enough Digital (Presentation).pdfAmieSparrow2
This is a case study demonstrating how Enough Digital's content marketing services generated over 1,000 new leads and a stronger digital presence for a high-profile company.
With Enough Digital's content visibility retainer, our client benefitted from increased online visibility, resulting in over 1,000 new business leads and counting. Get in touch to see how Enough Digital can elevate the online presence of your business. www.enoughdigital.com
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...
Bridgeway Marketing Case Study
1. CHALLENGE
Create a high-functioning
marketing department. Shed
mom-and-pop brand image,
while generating more qualified
sales leads.
SOLUTION
Established foundational
processes and controls, created
a content strategy, providing
valuable education to target
audience, while generating
qualified sales leads.
RESULTS
• 55% Rise in Demo/Contact
Sales Requests
• 42% Rise in Avg Qualified
Leads/Month
• 73% Rise in Content
Downloads
• 105% Rise in Avg Email
Sends
• 20% Rise in Web Traffic
“Our job was simple, get people
in our industry with a need to
know, like and trust us.”
Jason Emanis,
Director of Marketing
Beyond Customer Loyalty: How Strategic Content
Transformed the Bridgeway Brand Delivered 42%
More Sales Leads Each Month
Establishing the Foundation to Move Beyond the
Status Quo
In 2009, Bridgeway Software - a recognized and highly regarded provider of
legal services management solutions - was a successful company that had never
made a real investment in marketing. Our founder Pat O’Donnell believed that
if you gave customers outstanding service, they would return the favor through
loyalty and word of mouth promotion. He was right; for a while. But as Bridgeway
evolved, Pat recognized the need for its marketing strategy to mature as well. In
order for the business to grow, the marketing team needed to develop a strong
brand, industry awareness, measurable processes, and most of all, leads at the
top of the funnel – in other words, it needed marketing.
Pat hired David Samia as Bridgeway’s Vice President of Product Management and
Marketing to meet this very need. When David joined, marketing at Bridgeway
consisted of myself and one other who primarily focused on administration,
partners, clients, and some trade shows. There was little cooperation or align-
ment with sales and no integrated campaigns, only ad hoc activities executed
without any way to measure success.
Company leadership tasked David with making the function more strategic
through initiatives like messaging, positioning, and competitive analysis. But
he didn’t stop there. To be successful, David knew we needed to establish
foundational processes and controls that would justify our value. “A marketing
department won’t be around for long if we can’t prove its worth,” David would
often say. So the first thing we did was to get a handle on our budget. Together,
we mapped what we had, where it was being spent, and used in-house tools
2. ELEVATING BRANDS, CREATING FANS GENERATING LEADS
such as Salesforce to start tying marketing activities to
sales opportunities.
We began this process by tracking existing tradeshows.
We used Salesforce to map leads from a show back
to its costs, establishing an ROI model that proved
surprisingly positive. With this foundation, we set our
sights on expanding the marketing program in new
directions which included creating valuable content
that would boost awareness, increase engagement,
and generate leads.
Content, Campaigns, and
CustomerConnect LIVE
My vision of next-gen marketing at Bridgeway began
with a mission; to get in-house legal professionals
who need a business solution to know, like, and trust
Bridgeway. We knew that, at its core, this meant devel-
oping content that our audience would love.
And so Bridgeway University (BWU) was born. We knew
that education in corporate legal operations was scarce.
So we decided to fill that gap, develop that education
and become ‘the place’ for in-house legal professionals
to obtain real-world know-how about running legal like
a business.
We began with webcasts, featuring leading subject
matter experts, including non-customers, as well as
partners, clients, and in-house talent. Soon, my blog
was added to the platform, sharing both new and
curated content relevant to the legal community as
well as a wildly popular maturity model developed by
David and a few in-house experts. Around this time,
David was promoted to lead Engineering as well as
Product Management and I began spearheading the
Marketing team. We began producing white papers,
ebooks, and infographics on a wide variety of topics,
building a library that has attracted over 3,300 con-
tacts to date. While other industries may consider this
number to be small, it is fact significant given that our
target audience consists of small, in-house legal niche
market encompassed by the Fortune 1000 and a few
government agencies.
Fueling the content machine required and engendered
other improvements to our marketing organization. I
created a Marketing Project Manager role, aptly filled by
my colleague Abbey Peckis. She helped me implement
new project management processes, moving from a
reactive to proactive model centered on an editorial
calendar. In addition, she created a “brand bible”,
which allowed us to achieve greater consistency in
visual and written communication. Though Brandon
Burkman was on staff for several months as our Online
Specialist, we began ratcheting up his activity to include
more frequent email communications, more effective
list management and better use of landing pages and
the forms they leveraged. I also asked he and Abbey
to help increase collaboration with the Sales Team.
Meeting weekly one-on-one with sales also meant
greater alignment and coordination, which lead to a
much better working relationship between the two
departments. Finally, a new market research function,
manned by Eugene Schwartz, ensured that the over-all
Bridgeway team was knowledgeable and up-to-date
with the latest insights on prospects, clients, partners,
and competitors.
Creating Bridgeway University not only provided the
legalcommunitywithvaluablecontent,butitalsoserved
to give the Bridgeway sales team much more targeted
and worth-while leads. My team leveraged technology
including Salesforce and Pardot marketing automation
to drive awareness, traffic, engagement, and conver-
sion. But the process required people power as well
as technology. We worked closely with sales to clean
up and organize the lead database, then we defined
and implemented the requirements that resulted in,
not only a marketing qualified lead (MQL), but more
importantlyaSalesQualifiedLead(SQL).Withorganized
data and optimized technology, Bridgeway’s marketing
team ran integrated campaigns across search, social,
email, and web.
The same processes created as much success in person
astheydidonline.Forexample,eachyear,themarketing
team runs CustomerConnect LIVE, a client conference
that has become a benchmark for the industry. In its
20th year, CustomerConnect LIVE provided Bridgeway
clients with three days of training, thought leadership,
andvaluablenetworkingthatmergesPat’soriginalvision
of loyalty-driven marketing with cutting-edge strategy
and technology
3. ELEVATING BRANDS, CREATING FANS GENERATING LEADS
More Leads, Better Opportunities, and a Bright Future
Five years ago, David Samia was charged with laying the
foundation for a real marketing function at Bridgeway.
Since then, my team added to that foundation brick
by brick, building the necessary elements needed to
transform Bridgeway’s approach to marketing.
The results spoke for themselves. The business enjoyed
a stronger brand, greater awareness, increased loy-
alty, more efficient processes, and most importantly, a
thriving pipeline. KPIs, which were in place and mea-
sured consistently, were up across the board. Average
marketing qualified leads (MQLs) rose 42 percent from
2014 to 2015, along with a 55 percent increase in Demo
and Contact Sales requests from Bridgeway’s website.
Marketing was credited for driving seven wins worth
$2.07M in 2014, with another $4.07M in the pipe as
of June 2015.
In addition, the content marketing strategy paid off
tremendously. As of April 2015, Bridgeway University
boasted over 1,000 downloads, 2,400 webcast views,
2,800 active companies, and 59 opportunities from
leads with an estimated worth of $22.1 million.
Through my commitment to creating and promot-
ing useful, meaningful content, our collective group
increased each key metric of their digital marketing
program, including:
• 55% Rise in Demo/Contact Sales Requests
• 42% Rise in Avg. Qualified Leads/Month
• 73% increase in content downloads
• 43% more follows on LinkedIn, 25% more likes
on Facebook
• 20% increase in web traffic
• 9% increase in both email open rate and
click-to- open ratio
• 105% increase in average monthly email send
(All stats year over year, 2014-2015)
Thequalitativeresultswereequallyimpressive.Prospects
began approaching Bridgeway proactively instead of
being pursued. The Sales team was armed with not only
more leads, but better leads, qualified through hard
stats like title and company size combined with more
detailed information gleaned from webinar polls, web-
site activity, and content preferences. This information
communicated valuable insight into a prospect’s pain
points and motivations, and identified opportunities
that might otherwise be overlooked.
In fact it appears as if we might have done our job too
well as Bridgeway Software was just sold to Mitratech in
July. So what’s next? Well, Mitratech was smart to hold
on to Brandon and Abbey, two excellent marketers. As
formyselfandDavid,Mitratechalreadyhadexecutivesin
our respective roles, so we were the unfortunate victims
of repetitive roles in the combined companies. So while
we are both searching for our next adventure, I know
wherever we land we’ll be marketing with a purpose,
driving excellence, creating fans and demonstrating the
true value of an integrated marketing approach back
to the business.
About the Author
Jason Emanis, formerly the Director of Marketing at
Bridgeway Software, is a marketing leader, elevating
brands and creating
fans all while gener-
ating valuable sales
leads. Connect with
Jason on LinkedIn at
http://www.linkedin.
com/in/jasonemanis