THE MARSDEN MARKETING BLOG

Jeffrey Willis

Jeffrey Willis is a Client Success Manager at Marsden Marketing.

Recent Posts

Lessons from the Kardashians in B2B Content Marketing

Posted by Jeffrey Willis

Tue, May 16, 2017 @ 02:52 PM

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When you think of B2B content marketing, of course the first thing that comes to mind is WWTKD: What Would The Kardashians Do.

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Relationship Advice: Saying “I Do” to Your Marketing Agency

Posted by Jeffrey Willis

Tue, Feb 14, 2017 @ 10:00 AM

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"Marriage is a wonderful institution, but who wants to live in an institution?" — Groucho Marx
You court each other. You pitch a little woo. We all know first comes love, then comes marriage … then comes your marketing agency proposing a branding campaign that you don’t want anything to do with. Like sands through an hourglass, these are the agencies of your demise.

Signing the agreement and locking in your marketing plan can often feel like a marriage, bringing two parties together for better or worse.

So how do you avoid the worse and keep things better? By creating a strong foundation in these five areas, you can create a relationship that is happily ever after.

Trust
You’ve been through stuff. You’ve got baggage. However, that doesn’t mean you can’t open yourself up to another agency to market once again.

Trust should be cultivated in the early stages of the relationship. You’ve played the field and found the one. So how do you build trust with your agency?

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How Being Content Agnostic Can Drive Your B2B Marketing Efforts

Posted by Jeffrey Willis

Tue, Dec 06, 2016 @ 01:00 PM

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As Marsden Marketing’s only ordained minister (it’s amazing what you can do on the Internet nowadays), I’m here to tell you that agnostic is the only way to go. Of course, I’m talking about your organization’s content.

As marketers, we all know that we need a certain amount of content to attract, educate and move leads through the sales funnel. In fact, according to the Content Marketing Institute’s latest report, 89% of B2B marketers use some form of content marketing to drive profitable action from leads or customers.

The same report also found that marketers believe their content marketing programs are continuing to improve each year, citing higher quality content and more strategic development of that content being the primary drivers of performance. That said, 71% of those surveyed said their content marketing programs are still in the early stages.

So this begs the question, how do you create high-quality, strategic content that resonates? What is that silver bullet?

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5 Ways to Turn Marketers into Customer Retention Champions

Posted by Jeffrey Willis

Thu, Sep 22, 2016 @ 09:48 AM

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According to one report, 63% of marketers felt that driving new customer acquisition was their most important goal. With all the attention focused on lead generation, this often leaves your existing customers as the red-headed stepchildren of your marketing efforts.

Now let’s look at another stat: by simply increasing customer retention rates by 5% a company can increase its profits by more than 25%. In fact, the probability of converting an existing customer is 60-70% while the probability of converting a new prospect is 5-20%. 

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101 Ways to Find Inspiration for Your B2B Content

Posted by Jeffrey Willis

Thu, Jul 28, 2016 @ 09:27 AM

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"In writing, there is first a creating stage -- a time you look for ideas, you explore, you cast around for what you want to say. Like the first phase of building, this creating stage is full of possibilities."  - Ralph Waldo Emerson 

Well that sums it pretty well. What more is there to say, really?

As content creators we have all hit that wall. I believe the cosmopolitan call it “writer’s block,” but I prefer what, I assume, were the immortal words of The Incredible Hulk, “Thinking, writing hard.”

So, how do you fill that blank page when your mind is just as blank? Here are 101 inspirational sources and tactics that you may not have thought of to get your creative juices flowing, and help create the perfect piece of content for your business.

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15 Pitfalls of Automated Emails and How to Avoid Them

Posted by Jeffrey Willis

Tue, Jun 07, 2016 @ 09:21 AM

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You have a marketing automation tool, such as HubSpot or Pardot. That’s great. High five to your team! But now what? Launching an email is no longer simply loading and sending a message to your database. You are now more sophisticated, with the right technology to back it up. You are now thinking in terms of campaigns and multiple touch points throughout the sales funnel. You wield powerful functionalities that allow you to personalize and target like you have never been able to do before. Yes, the road to success can seem like a long and winding path filled with twists and turns. But, if you manage to take into account and avoid these 15 pitfalls of marketing automation emails, you will be well on your way.

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Pros and Cons: Is HubSpot’s CRM a Fit?

Posted by Jeffrey Willis

Thu, Apr 21, 2016 @ 10:57 AM

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I recently saw an article calling out the phrase “one size fits all” as a lie for - of all industries - hairnets.

And goodness knows if hairnets can’t be pushed into that one-size-fits-all box, something as complex as your customer relationship management (CRM) system surely can’t. 

Like a good hairnet, the fit of your CRM should be top of mind (or head) for your organization. It should be able to contain everything that you put in it, but easy to get out what you want, when you want it. Clearly it must be strong yet flexible, and it should feel comfortable for whoever is in it. 

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5 People You Need On Your Inbound Marketing Team [INFOGRAPHIC]

Posted by Jeffrey Willis

Thu, Mar 17, 2016 @ 09:37 AM

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Creating a superstar inbound marketing team is no small feat. Whether you are structuring your internal organization or partnering with a marketing agency, pulling together a high-performing group that excels at attracting and converting leads requires a strong, and often specialized, set of skills. From creative to technically savvy, having these five positions on your team will ensure your lead generation program thrives.

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#RIPTwitter? How the Timeline Change Affects B2B Marketing

Posted by Jeffrey Willis

Fri, Feb 12, 2016 @ 09:00 AM

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Twitter has become known for its timeline: clean and simplistic in reverse chronological order. Users see the most recent tweets at the top of their feeds, and fans love this - especially when big news and trending stories break. The up-to-the-second narrative that can occur is not only engaging, but gets to the heart of what made Twitter the social media giant it is.

But now that all has changed … right?

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The Voice: A Reality Competition For Your Company

Posted by Jeffrey Willis

Tue, Jan 26, 2016 @ 09:41 AM

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I am sitting in my big, red chair. I’d like to think I’m Pharrell Williams, but more likely I’m Christina Aguilera after another tabloid post about weight gain. You come on stage and the audition starts. Will you make me turn my chair? It’s all up to you now, and, of course, your voice.

This competition goes on every day, although the big, red chairs are more likely your everyday, run-of-the mill desk chairs.

As B2B companies we are constantly on a stage where our voices are being judged. Websites, emails, sales collateral, press releases and client presentations are all part of the big stage on which you present yourself.

With buyers going through more and more of the sales cycle digitally, your voice plays an increasingly important role. A company’s voice is about being consistent, relatable, and creating authority.

So if you want those desk chairs spinning around to say “I WANT YOU,” keep these 10 “judgments” in mind when finding your voice.

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