Emily Elizabeth

Think about your customers…what do you wish you knew about them? You know that they purchased something from you…and that’s probably about it. *What if you knew where else they were active in the marketplace, would that help you launch/carry new products or identify cross-sell opportunities? *What if you knew all of their demographics, interests, and purchase behaviors, would that help you build out personas so you can target/speak to them more concisely? *What if each of your customers had a custom rank and score attached to them, would that help you target your housefile in a more productive way by only marketing to the highest ranking people for a given campaign? Good blog post here on the Data Append topic. It highlights a few of the main benefits (and there are many more) of using data enrichment. Here are my key takeaways: Improved audience modeling and segmentation: Enriching customer data aids in creating more accurate audience models and segments, which can then be used to target the right people with the right marketing messages at the right time. This can lead to acquiring higher-value customers at a better ROI. Identify upsell and cross-sell opportunities: Data enrichment can also help marketers identify customers who are likely to respond to upsell efforts and those who would be interested in specific cross-sell opportunities. For example, a company that sells laptops might use data enrichment to identify customers who have recently purchased a laptop and are also interested in gaming. These customers would be more likely to be interested in purchasing a gaming headset or mouse. Better understand target markets: Appending information like demographics, interests, and purchase behavior can help brands create personas, personalize their marketing messages, and make better-informed media planning and creative decisions. Make better-informed decisions: Having a more comprehensive view of their customers helps marketers identify which marketing channels are most effective, which messages resonate with their target audience, and which campaigns are delivering the best ROI. https://lnkd.in/gRXf-iBy

6

🧑🏽‍💻What benefits of outsourcing to a marketing agency do you consider when choosing to hire in-house or outsource? ⚖️Striking this balance has allowed us to scale and benefit from the depth of experience agencies bring. #ForbesCouncil #outsource #inhouse #teambuilding #marketingstrategy

6

1 Comment

Don't just write blog articles. Do more. Do better. When the Landscape Leadership® team executes a content marketing strategy, we also create "pillar" pages. These in-depth resources are 3,000-4,000 words. They cover an expansive topic and then link out to blog topics that go into more detail. For instance, this "Year-Round Guide to Tree Maintenance in New England" links out to articles and pages regarding specific facets of that. Then those blog articles and pages also link to this page. The potential results? - Google more clearly associates the content within the website. - The website's domain authority improves. - Natural, quality inbound links are earned. - Users find deeper knowledge vs. thin, thoughtless content. - Leads increase. - AI-generated answers use this content and link to the pillar page. - First organic search result is a link (and image) to their pillar page. If your marketing agency is taking the easy, typical approach to content marketing, you're likely spending money without much impact. Do it right. #treeservice #arborist #landscaping #lawncare

8

2 Comments

In my experience, this time of year is when ad agency leaders are most vulnerable to the overhyped claims of new business gurus: a weak first half, the dog days of summer, missed forecast, and too much pressure on second-half performance, while the industry overall is up. Leave a comment, and I’ll set up a call. #LetsGrow! #adagency #agencygrowth, #agencyprospecting, #AgencyBizDev #BDtips #winclients #agencyowners agency growth consultant

1

3 Comments

In my experience, this time of year is when ad agency leaders are most vulnerable to the overhyped claims of new business gurus: a weak first half, the dog days of summer, missed forecast, and too much pressure on second-half performance, while the industry overall is up. Leave a comment, and I’ll set up a call. #LetsGrow! #adagency #agencygrowth, #agencyprospecting, #AgencyBizDev #BDtips #winclients #agencyowners agency growth consultant

1

💡 Are you making Martech decisions? If so, don’t miss out on Cella's latest ebook, "Solving the Martech Mystery: Strategies for Avoiding Buyer’s Remorse." Packed with actionable insights, this guide will help you sidestep common pitfalls and ensure your Martech investments deliver real value. Grab your copy today and stay ahead in the Martech game! https://bit.ly/4dNKQrh #Martech #Ebook #Cella #RandstadDigital

1

This is something that I think anyone in a professional setting should take a minute to read. I've found over the last few years, especially once Covid forced so many to work remotely, that the common courtesy of responding or replying to a call or email is now a lost art. No matter what area of business you may be affiliated with; sales, marketing, HR, management, etc., it's incredibly frustrating to be "ghosted." Most everyone is far busier than they would like to be, whether it be their job, family, volunteering, or whatever else may take up their time, but leaving other professionals simply hanging isn't a great look. That's especially the case if it's someone you've already had a nice rapport with. Often times those of us who have been ghosted are wondering a number of things that are probably a bit outlandish. "Are they on an extended leave of absence?" "Did they leave their job or get fired?" "Has the budget been slashed and everything we worked on is now thrown out the window?" "Have they been in a wild mountain biking accident?" "Do they suddenly hate me for some reason?" Thankfully, none of those things ever seem to be true. It's almost always something as simple as there is just no answer on things, but for some reason that seems to be difficult to say to the person on the other end. Most of us in sales are accustomed to hearing the words "No" or "this just isn't a good time," so it's unlikely our feelings are going to get hurt. However, any type of response or update is always appreciated, even if it is a no, yes, or that things are still left in limbo. We just want to know that you still exist and that our time and efforts are in any way valued. Professional courtesy doesn't take a lot of time, but it truly goes a long way with those that you work with. Most of us don't always have the answers that we're waiting on, or sometimes the answer is not at all what we want. And that's okay. But please take a moment to share that information with those who've taken the time to work with you.

1

5 Comments

How many manufacturing trade shows do you go to each year? Chicago, Atlanta, Las Vegas - those are the big three hubs it seems. If it's greater than zero - then you should consider the HubSpot Platform as your tool to increase the ROI on your big trade show investment. 1. Enter new contacts via the Hubspot App 2. Email contacts with educational product releated information 3. Notify salespeople when a contact visits the website And of course track and report on the status of all the new leads you closed! #tradeshows #manufacturing marketing #hubSpot #manufacturing

3

For my life science colleagues, SCORR Marketing has published an essential guide to #SEO. Learn how to enhance your website’s user experience, performance, and search rankings. Don’t miss out on these expert tips! 

2

In Forbes' recent article, "16 Big Trends In Marketing That May Soon Be On Their Way Out," Thomas Zawacki, President of Axle Agency and Chief Marketing Officer of Data Axle, shares his insights on how partnership between AI and human creative is critical for maintaining an emotional connection with audiences. "If only artificial intelligence had a heart. While generative AI boosts efficiency, it lacks the ability to create sentient connections, a crucial element in driving consumer affinity and loyalty. Research shows emotionally connected customers are 52% more valuable, driving higher long-term growth and brand advocacy. Brands must balance AI’s speed with genuine emotional engagement to create lasting impact and empathetic connections." #TechTrends #AI #DigitalMarketing #CustomerLoyalty

6

Attention Managers and Execs! I recently came across a concise article this weekend that I think you might find interesting. It's a quick read and highlights management principles that are applicable to companies across any industry. Kelly Johnson, someone I’ve followed and studied for years, is a key figure in the article. As the founder of Lockheed Martin's Skunk Works, Johnson was a true visionary. During World War II and the Cold War, he developed management rules that led to the creation of some of the most advanced aircraft ever built. One of these, the A-12 Archangel, which would later transition to the USAF SR-71 Blackbird, remains the fastest and highest-flying aircraft in history, even after 70 years. Johnson's 14 management rules are a masterclass in achieving the impossible. Kelly Johnson is a legend in military aviation and aerospace. It’s more than arguable that he was a key factor among many others that has saved America time again and again through innovation and ground breaking management principals to produce clean sheet to operational A/C in record breaking time. RIP Kelly Johnson, forever a legend in the history books. Fun Fact: Kelly Johnson was apart of a select few in 1950’s that selected the CIA’s secret remote flight test facility for the U-2, A-12 and its USAF predecessor, the SR-71. This facility was located in a remote desert area adjacent to the Nevada Test Site where nuclear tests took place for many above and underground nuclear tests. The site was at Groom Lake, Nevada, originally referred to as “Paradise Ranch” or “Watertown”. Today, the facility is more commonly referred to as “Area 51” in the civilian world or AFFTC, DET. 3 in the military. Enjoy the quick read, I promise you’ll learn something you didn’t know.

4

1 Comment

Organizations using manual methods in their TPRM programs can miss risks and struggle with pre-contract due diligence. So, how do you build a strong program? Join leading expert Bob Wilkinson on October 2 as he answers the top questions he's received on TPRM! https://lnkd.in/gDZ7vBAd #TPRM #VendorRisk #RiskManagement

1

1 Comment

Why should industrial companies invest in rebranding, and what's involved in getting it right? On this week's #contentmarketingengineered episode, Melissa Geertz pulls back the curtain on control system integrator Gray Solutions' recent rebrand and emphasizes the importance of being authentic to your company culture. Watch/listen to the full episode on your favorite platform or here: https://lnkd.in/gp-tZSzQ #branding #industrialmarketing #systemintegrators

11

What’s working for B2B CMOs when it comes to #DemandCapture? This week’s #TuesdayTips come from CMO Huddles Huddlers Heidi Bullock of Tealium, Grant Johnson of Billtrust, Hannah Grap of Sitecore, and Marca Armstrong of Sensera Systems 💫 👀 Focus on solving your buyer's problems, not just pushing your products 🗺️ Map out the buyer's journey & deliver relevant content at every stage 🔍 Think outside-in, not inside-out—be consultative 🤝 Equip your SDR team so they can get leads to the right solution

29

21 Comments