This is a guest blog post for ExactTarget from Steven Shattuck.Steven is VP of Marketing at Bloomerang, a featured contributor to Social Media Today, and has been published in Search Engine Journal, Business2Community and the Content Marketing Institute. Steven will be making regular contributions to ExactTarget's blog to share his expertise in social media and content marketing.
So you've formulated your content offers and mapped them to each stage of a perspective buyer's journey. Now it's time to get started on creating that content, right? Wrong! Having a one-dimensional content strategy...
When
it comes to email marketing in the B2B space, one of the hottest
new trends is drip-nurturing campaigns created with marketing
automation. With the adoption of marketing automation reaching as
high as 76% in the most progressive industries, it is easy to see
why nurturing is the new “black”. So let's look at one of the
biggest mistakes people make when creating lead nurturing
emails.
This
brings up a question that is similiar (but not quite the same) as
one that we have 
#1
Way Retail Marketers are Leaving Money On the Table: Not Having an
Abandoned Cart Strategy
I was
doing some consulting recently for a company and they asked a great
question, so I wanted to share it (and the solution, of
course).
Wistia
hosts videos for companies so that prospects don't have to leave
the site to view it or watch ads. By using Wistia, marketers get
analytics on user behavior and interactivity with the video. If the
video was a hit, and most people watched it straight through,
perhaps the company will produce another one like it. If it wasn't
successful, it's time to come up with a new concept.
And so it begins again. The Consumer Electronics
Show is currently running in Las Vegas and is full of technological
advances and surprises. This year’s show boasts over 155,000
attendees and more than 3,000 exhibitors.
Welcome emails
are the best opportunity to solidify your relationship with a new
subscriber. This type of email marketing tends to record higher
open and click-through rates than any other emails, and are sent to
your most captive audience. Remember that at the time the welcome
email sends, you’ve just been invited into the subscriber’s world,
and they want to hear from you—as long as your content is relevant.
The stakes are high! So... how do we build an effective onboarding
strategy for our 
This
has been the best consumer email marketing program I've received in
2010. Early in the winter I bought some x-country ski bindings from
My mother-in-law owns a small retail store in a
quaint tourist town in Michigan. Over the years, I've learned
that retail is a complex business. You need to be open for
business when it is convenient for your customers, you need
to anticipate what they will want to buy and have it in stock, you
need to figure out the most effective way to make them aware of the
store and encourage them to visit.
