Over the last 15 years, my company has extensively studied organizations that are consistently growing at rates of 50, 100, 200, even 300% their industry's averages. What are the key things that these companies are doing that enable them to grow in such a way that they outpace their competition? It's like they've figured out a secret, and that's the focus of what I want to share with you today, the secret to fast growth.
Account-based marketing (ABM) has marketers and sales teams working together to examine the business issues facing the target prospect, map them to individuals, and tailor campaigns and sales efforts to address those issues at all levels.
ABM has existed for over a decade (ITSMA coined the term in 2004), but in the last couple of years it’s popularity has accelerated with B2B buyers increasingly demanding customized pitches.
The origin of email goes back to 1971 when even the smallest computers required a wheelbarrow to transport. In the early days, computers were a tool used for a limited set of tasks, they were part of a job for some, but it was the introduction of the Blackberry, iPhone and Android in the 2000’s that brought our inboxes to our pockets.
While I sympathize with Seth's frustration, Google, Microsoft and other ESP's (email service providers) are waging a war on spam. Many marketers still treat email as a commodity channel and blast away.
For Marketo users with email lists spanning multiple time zones, enabling the new time zone sending feature on email marketing campaigns is a no-brainer. Without timezone sending, your mailing sent out at 9 am EST will reach your west coast readers at 6am.
If your list consists solely of early rising CEO’s, this is perfect, but most data shows open rates peak between 8-10 am.
Wait til 9 am PST?
The great part about email is that it means we can get work done no matter what time it is. Unfortunately, the not-so- great part about email is that it means we think we should get work done no matter what time it is. If you ask American professionals what their biggest source of stress and worry is at work, they’re likely to say it’s the anxiety they feel when looking at their email inboxes. Because emails pour into our inboxes constantly throughout the workday, we’re always aware that there’s a pile of questions sitting there waiting for us to answer them — some of which may be urgent.
Why do we send marketing emails? To educate, inform and have our subscribers engage.
How often is too often
Emily loves email. In fact, she runs a company whose primary customer outreach is via email! Her inbox overflows on the weekends. During the week she tries to dig out so she can stay on top of business, but it’s always a challenge.
How is your email received?
You may have heard the old baseball maxim “pitching wins championships.” A starting pitcher has the most touches on the ball of any player on the baseball diamond and is largely responsible for the team’s success.
As it is easy to get distracted by the pitch, many of us overlook the receiving of the ball. To a large degree, the catcher is the most important playmaker – they are the only player with a view of the entire field.
Five years ago when MPULL was founded, we were seen as innovative for setting up marketing automation that was simply a series of “smart emails” sent after someone downloaded an ebook.
We’ve learnt a fair amount about what works, and what doesn’t. Here are our findings:
As an entrepreneur with a vested interested in email, not so long ago I’d argue with anyone that email marketing wasn’t a commodity. A recent conversation with an industry colleague changed my perspective. Looking at Merriam-Webster, a commodity is a ‘mass-produced unspecialized product’. By that definition, the sending of old-fashioned email blasts is clearly a commodity. Everybody can (and likely does) do it.