In today’s complex and fast-paced business environment, it can be tempting to “just try something” and see what happens. To move beyond wishful thinking and generate tangible results requires specific goals and a well-crafted marketing action plan.
We are believers in balancing thinking and doing. Understanding that working to explore new ideas helps us execute programs and plans that drive more revenue for our clients. We push ourselves and our clients to think early, often and over again. Here you will find some of our latest thinking. We invite you to tap into the following:
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Demand Generation Measurements that Matter with SiriusDecisions’ Jen Horton
Measurements That Matter: Demand Generation In a sea of demand generation metrics and measurements, how do you know which are critical to success – and which will just get in the way? We spent some time with Jen Horton, vice president and group director of demand services at SiriusDecisions, to get her unique perspective on sorting out the confusion.
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Content marketing guru Michael Brenner on how to measure content
Measurements That Matter: Content Marketing Today, more than ever, marketing teams are being held accountable for delivering business results. Continuing our Measurements that Matter series, we recently chatted with Michael Brenner, a best-selling author, keynote speaker and CEO of Marketing Insider Group, to discuss why and how to measure the impact of content marketing.
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SEO wizard Rand Fishkin shares the 3 most important SEO metrics
Measurements That Matter: SEO Should you care about keyword rankings or backlinks? What about engagement metrics? How do you know what to measure during your SEO campaigns? We interviewed the one and only Rand Fishkin, founder of Moz and SEO guru, to find out what he thinks are the measurements that matter for search.
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How do you measure PR? Katie Paine ‘The Measurement Queen’ shows us how
Measurements That Matter: Public Relations To kick off our Measurements that Matter series, we spoke with Katie Delahaye Paine, best known as The Measurement Queen, to discuss what measurements are most important for PR, how to measure them and even some tips and tools to try out.
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7 Steps to refresh your brand message (and your revenue)
If the last time you updated your corporate messaging, “Gangnam Style” was topping the charts, your customers may be turned off by what’s likely a stale message. Customer concerns, needs and attitudes are always evolving. And if you’re not keeping up then you’re falling behind.
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Global acquisitions call for a global rebrand
In 2015, HighJump Software was in the midst of a successful growth-by-acquisition strategy. However, the acquisitions left the global supply chain software provider with multiple brands and websites, and a less than coordinated global market identity.
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Paid search campaign soars above expectations
Quantity vs. quality – when it comes to leads, most Sales teams will say they want both. So what do you do when your paid search campaign is driving low quality leads that don’t convert to customers? That was the challenge UL EHS Sustainability had been grappling with when they engaged Arketi Group.
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Your essential media relations checklist
Whether you are fresh to the PR scene or a media relations veteran, pitching reporters can be one of the most trying aspects of your job. Why? Reporters are busy. In fact, Cision estimates reporters receive between 80 and 100 pitches per day (and you thought you had inbox overload!). While breaking through the clutter can seem almost impossible, Arketi outlines five ways to help you establish better relationships with reporters and transform your pitches into placements.
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Five account-based marketing mistakes you’re probably making
Whether account-based marketing a truly innovative concept or just marketing’s latest shiny new toy, one thing is for sure. It won’t deliver results if you don’t do it right.
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4 things worth considering for PR and SEO to get along
With the typical B2B researcher performing 12 online searches before engaging with a brand, search and PR are on a collision course. To ensure that collision results in collaboration rather than recrimination, here are four things worth considering…
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Small business, big buzz
For technology providers selling to small businesses, generating media buzz in a crowded market can be challenging. NCR Small Business turned to Arketi Group to help them build awareness and draw more prospects into the funnel. (Spoiler: it worked out pretty well.)
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Why asking why makes us better marketers
The Arketi team has started asking “why?” more. It’s not that we’ve regressed back to our toddler days. Rather, we believe this simple question has the power to make all of us better marketers.
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Out of many, one
How do you build a brand for a newly-renamed company when many of its products have better-known names than their parent? Here’s how Aptean and Arketi brought order to chaos – and $21 million to the funnel.
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Who needs a PR or marketing agency?
We are often asked, “How do I know when I need an agency?” or “Do we have the right situation to hire an agency?” An agency can be a critical tool and resource to help your organization generate revenue. These four questions should help you decide if you need an agency partner.
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How Arketi and Cortera generated a firestorm of leads
Cortera, a provider of comprehensive business-to-business payment and purchase behavior insights, had a simple goal when they engaged Arketi. They wanted to generate several hundred new sales leads each month.
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How PMG used survey data to drive thought leadership
PMG, a provider of business process automation software, and Arketi Group brainstormed PR strategies to help the company capture more industry mind-share and media attention. The joint team settled on the idea of a thought-leadership survey campaign that would focus on a major concern of its target audience, IT professionals: the proliferation of cloud solutions in the enterprise.
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Bulletproof your marketing budget
As marketers, we’re all familiar with the adage “Half my advertising dollars are wasted – I just don’t know which half.” During the past decade, our CEOs and CFOs have given up worrying about which half it is – they’ve just slashed the marketing budget, and left you to figure out where to make the savings. And if you want more budget, you’d better have a bulletproof case for it.
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From buyers to believers
We’ve all read articles on marketing and client service comparing the cost of keeping an existing customer to the cost of acquiring a new one. Across almost every industry, new customers cost more than old ones – so customer satisfaction, as a means to retention, is “job one” for most businesses.
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The role of collateral in a digital age
Traditionally, marketers have used printed collateral to communicate key messages and build a consistent brand image among customers and prospects. Now that email and the web are our primary means of information exchange, there are new considerations for what we used to call “collateral.”
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How to give a presentation in nine words
All communications professionals are called on to give presentations from time to time, and for many, the prospect can be daunting. But it doesn’t have to be hard. The secret to a great presentation can be summed up in nine simple words.