Smart Marketing Blog

Jennifer Dawkins

Account Director
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Recent Posts

How to Gauge the ROI of Your Marketing Program

Marketers are under steady pressure to demonstrate ROI for their marketing programs. And with so many great analytics tools out there, determining marketing ROI is no longer a guessing game. They key is to know what to measure, and when to help inform your marketing decisions and truly understand what’s working for your organization and what isn’t.

Brand Positioning: Questions to Ask

Simply put, brand positioning is the process of getting your target audience to know your brand and associate it with specific characteristics and attributes. One of the first steps to brand positioning is to create a company positioning statement that describes what you do, who you do it for, and what differentiates you from others in the market.

Create Target Personas—Define Who, and Who Not, to Target

Creating personas is a straightforward process that allows you to customize your messaging and marketing to your target customers’ specific concerns and needs.

Create Your B2B Content Marketing Plan

Content is a critical component to any inbound marketing program. It’s how new people find your company's website, it educates prospects and compels them to complete lead forms, and it ultimately builds trust between your business and your prospects and customers.

Setting Marketing Goals that Drive Success

‘Tis the season to be thinking of the year ahead. What do you want to accomplish? Where do you want to be next year at this time? How will you get there?

Creating Content that Sticks: A Content Marketing Checklist

The majority of the buyer’s journey happens online before the prospect talks to sales, so it’s important to carefully plan your content development, target it to your key personas, and develop relevant themes. Here is a step-by-step approach to the key stages of developing your plan, with focus on your objectives and success metrics to prove return on investment. 

10 Ways to Create Effective Email Newsletters

Email newsletters are one of the best ways to engage your database and bring visibility to your content. But only if the people you are sending your newsletter to actually open and read it. Here are 10 tried-and-true best practices to ensure you are delivering relevant, high quality content that your customers and prospects will welcome in their inbox.

What to Include on Your Marketing Scorecard

When developing a marketing plan, determining how you’ll measure the success of your activities is as important as identifying activities themselves. Are you making progress toward your marketing goals? Which activities are bringing in the most leads? Are people finding you on search?

3 Online Tools to Evaluate Your Inbound Marketing Foundation

If you’re looking to move to an inbound marketing model, the best place to start is to evaluate where you are today. Is your Website working for you? How’s your content marketing strategy? Can your target audience find you on search? We love these three quick and easy – and free! – online tools that will get you started.

Stop Sending Emails on Tuesday and Other Things I Learned at Inbound

After two decades of marketing, you pretty much know everything, right? The beauty of inbound marketing, though, is that you’re dealing with digital technology and human behavior – two things that are constantly changing. So there was a lot to learn at Inbound 2016. Here are a few of the things that surprised me, or that were just great reminders worth passing along.

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