How do you make sure your outbound communication delivers a comprehensive, engaging, and consistent message? Try our 7-step strategy to organize key messages and bring true consistency to any campaign.
This week, we’re featuring our outstanding media coordinator, Elizabeth Sener, who brings years of media buying and planning experience to the Bulldog pack. Now, let us tell you a little more about what makes Liz tick...
Award season is upon us. No, it's not the Oscars; it's the best in B2B marketing. And lucky for us, one of our clients, TD Ameritrade Institutional, recently won a Killer Content Award for best video content. So, we sat down with Michael Colon, TD Ameritrade Institutional’s Senior Manager of Acquisition Marketing, to hear more about the strategy around this winning campaign.
So you’ve decided to build an email nurture. That’s great, but how do you make sure that your nurture is comprehensive and that all of your internal stakeholders are happy with the content before spending a lot of time and effort on the copy? Message maps!
Today we’d like to introduce you to Alicia Folwarksi—the almost-model-turned-tech-pro who helps keep our marketing automation team ticking. A native Texan, Alicia spent some time working in education before turning to automation and becoming a Marketo Certified Expert, an Eloqua Master and Inbound Certified.
Your banner ads are being blocked. Your emails are being deleted. Your commercials are being skipped. Times are tough, guys. And in an effort to liven things up, brands are turning to content. More specifically, B2B companies are cranking out infographics, case studies, assessments and other forms of “non-vertising” to position themselves as thought leaders and create brand awareness. But is it enough?
This week, we’re featuring Jillian Livingstone, one of our eagle-eyed quality assurance specialists. She’s the one poring over every document that goes out the e-door to make sure we get rid of any typos, errors or grammar no-nos!
Back in the good old days, social media was exclusively for college students. No one had to hem and haw over whether or not they should accept a friend request from their mom, politics were the last thing on anyone’s mind, and there were no advertisements littering your newsfeed. As social media has evolved, one of the most intriguing side effects is how it's transformed the advertising game.
This week, we’re featuring Stephen Varga, our multitalented senior production artist! We call on Stephen to fulfill a variety of tasks around the office. Whether it’s traditional coding, graphic design or crazy 3D modeling, Stephen pulls from his bottomless bag of tricks to make it all happen. He’s like the Mary Poppins of the creative team.
“It’s Dave, not Jake.” You know that uncomfortable moment when you realize you called someone by the wrong name? We all do it, but when it happens in business, it decreases the chances of a lead ever becoming anything more. This is where data comes in.
When driving, inattention to detail can lead to huge fiascos. For marketers, glossing over some of the key specifics, or ignoring them altogether, generally means poor campaign performance—or worse, loss of profits. Here are five guaranteed “campaign killers” to be on the lookout for...
There is something in the nature of parents, mentors and elders that compels them to dole out guidance or, perhaps, serve as a warning to others. In observance of Father’s Day, we’re sharing some nuggets of wise counsel that some of us Bulldogs have received from the fathers and father figures in our lives.
This week, we’re featuring Polly Allen, one of Bulldog Solutions’ magnificent Account Managers. Polly definitely knows her way around the B2B marketing world. For more than 15 years, she has executed major integrated demand generation plans for a multitude of high-tech clients. We think we’re pretty lucky to have Polly in our pack. Read on to find out why!
I call it the “Toaster Syndrome”—the condition in which management believes that automating marketing and demand generation processes is as easy as purchasing a toaster. In these circumstances, marketers must face the unrealistic expectations presented to them head-on. That’s why the toaster analogy is perfect.
Kendra is a native Texan and a graduate of the University of Texas at Austin (hook ‘em!). After finishing up her undergrad studies, she went on to complete graduate studies in Organizational and Corporate Communication at Emerson College in Boston before landing back in good ‘ol Austin.
As a native New Yorker, Kay brings a fast-paced, electric sort of energy to the Bulldog team that’s unmatched. In addition to building solid strategies for our clients, she keeps them—and us—constantly laughing with her dry wit and use of exercise balls as chairs.
Top o’ the mornin’ to ya! In honor of everyone’s favorite beer-drinking holiday, the Bulldog team put their thinking caps on and came up with some fun limericks about all things marketing. Browse a few of our favorites below to get in the spirit and enjoy a chuckle or two on us!
Here in Austin, the sun is shining brighter, the birds are tweeting louder and the traffic is a whole lot traffic-ier than usual. That’s right, folks—SXSW is upon us! All of the excitement got us thinking—how can companies make the most out of their events?
Robin is a financial whiz from Houston, Texas, with more than a decade of experience in all aspects of accounting, HR and financial management. But what’s behind all of her financial smarts? A ton of heart for helping others through her constant involvement and championing of events for Bulldog Solutions’ Dogs for the Ethical Treatment of People and the liveliest, most creatively decorated office of any controller out there.
Thanksgiving is a unique holiday that brings family together over a couple of great things: food, libations, and football. With Americans spending $133.7 million during Black Friday weekend alone, seasonality among advertisements comes as no surprise. To get in on the action, I’d like to highlight some of my favorite marketing campaigns focused on the glorious bird that is the center of an excellent Thanksgiving.
This past Thursday, marketers were treated to world-class speakers and motivating panel discussions at our Galvanize symposium. Didn’t make it out to the event? Or want to be reminded of some of the memorable moments? Check out the highlights from the first half of the day in our Part I post, and get the scoop on the second half of the day here with a few key takeaways from each speaker pulled from the tweets about each session.
This past Thursday, marketers were treated to world-class speakers and motivating panel discussions at our Galvanize symposium. Didn’t make it out to the event? Or want to be reminded of some of the memorable moments? Get the scoop on the first half of the day here with a few key takeaways from each speaker pulled from the tweets about each session.
This week, we’re featuring Randy Watson, who leads the pack at Bulldog. Prior to joining Bulldog, Randy served in executive roles at Acxiom and Alltel Information Systems. In both roles, Randy was responsible for building and bringing to market repeatable, customer-centric innovations. As Bulldog’s CEO, Randy is dedicated to company and team leadership, driving client success and delivering on our business value promise.
At Bulldog, we’re all aflutter knowing that our Galvanize symposium is right around the corner. If you’re looking to attend but aren’t an Austinite, you may be wondering, “How do I justify the cost of entry and travel to my boss?” If you’re local, not having you in the office for the day is probably more likely to be your manager’s main concern. Luckily for you, we’ve compiled a list of reasons that show how conferences like Galvanize are a great investment for your company!
Larry is an Austin, Texas native who holds a Bachelor of Fine Arts from Texas State University. Here at Bulldog, he not only applies a wide variety of artistic talents to help bring our clients’ campaigns to life, but his positive attitude is also an integral part of what makes working with Bulldog so fun!
Well, in addition to solving your current and potential customers’ problems and providing great recommendations, the key to successfully delighting them also lies in your attitude, because when an organization consists of happy, helpful people, it shows!
On Wednesday, a dozen or so Bulldogs gathered to attend a viewing party for Marketo's Marketing Nation Online. Here are the top three takeaways or overarching themes of the day with a touch of Bulldog POV mixed in.
When I was in college, I distinctly remember listening to my professor’s crazy stories about 1970s advertising agencies and thinking, “How the heck did they get anything done?” From big agencies to his own ventures, he’d seen it all, including an art director who could only come up with TV commercials in the bathtub while his copywriter parked himself on the toilet. And while his stories were crazy, I see now that they aren’t far off from the truth—although as a copywriter myself, I would never agree to a toilet-bathtub arrangement!
The big picture here is that we all have our own tricks to getting the job done. And creative teams aren’t the only ones who need to get imaginative—account managers, sales teams, CEOs…practically everyone has to dig deep from time to time. So what do you do when you need a little inspiration? Keep reading for some ideas.
Eventually, every parent faces the daunting dilemma of answering that uncomfortable question. Should you tell your child the full and unvarnished truth or candy coat the answer to an age-appropriate metaphor? Well, I’m not a psychologist, nor do I play one on TV, so my approach here is to just paint the picture in clear, sharp black and white. So, let’s start with where customers don’t come from…
Continue reading for details on where customers do and don't come from.
She’s the pint-sized CEO of BeeSweet Lemonade, a social enterprise with a delicious plan to save the bees. Mikaila Ulmer appeared on the series Shark Tank earlier this year, and earned a $60,000 investment. And just last month, Mikaila attended the Kids State Dinner at the White House after receiving a special invitation from First Lady Michelle Obama.
The phrase "The Beautiful Game" means something profound to football fans all over the world. I first discovered it watching the Euro 2008 tournament. I quickly became a Germany fan because of the way they played. They were technical and calculated...and also had cool names like "Schweinsteiger." Those first two attributes the modern day marketer also needs to embrace and embody. Germany was up against the Spanish, who play "Tiki-taka" style football with short passes, working the ball through various channels (not to mention flopping). Just like in football, a great marketer needs to move campaigns through different channels and be poised to respond to threats and opportunities.
On Wednesday, June 10, a group of nearly 20 Bulldogs and their families volunteered at Community First Village in east Austin. Check out our photo slideshow capturing some of the experience, from feeding the goats and cleaning out the chicken coop to mastering the fine art of mulching.
We’ve all been the new kid on the block at some point. For some of us, we’ve been there many times -- adapting to life’s opportunities and curveballs. And, some of us hold similar career positions our entire lives.
Hire or train? Obtaining the right skills for your organization.
We learned in the last edition that roles and responsibilities vary widely, depending on the organizational model your organization employs. Expectations of the very same title in one model may vary widely from expectations in another. As expectations and responsibilities vary, so do the related skill sets and demeanors of the individuals in those positions. So, how will you acquire those necessary skill sets to manage a Demand Center? Further, how will you balance those skills against the personality required to flourish in your particular organizational model?
How to fit the right model to your organizational objectives.
We learned last week that each of the organizational models is best suited to overall business goals and the existing organization’s tolerance for new skills and change. In that exercise, we reviewed a short survey of characteristics that might help shape the direction of your organization toward one of the three models: a) integrated automation, b) distributed demand center or c) centralized demand center.
How to fit the right model to your organizational objectives
We learned in the last edition that converting from traditional marketing to automated marketing has a major impact on your organization’s Marketing team. Beyond new skills, your team has to adapt the new technology to your processes, and this requires establishing the correct type of organization to accomplish your objectives. The three very different organizational models are:
When converting from traditional marketing to automated marketing, most organizational leaders underestimate the impact this change will have on their people. As with any change of this magnitude, people will fear an inability to adapt to new skill requirements, loss of personal connections and outright job loss. The first step in managing this type of change is to clearly understand the type of organization required to accomplish your organizational goals through automation.
In general, marketing automation is deployed through three very different organizational models.
1. Integrated automation: automation tools become an integral part of your current organizational structure. The addition of these tools represents a change in the way marketers perform their jobs, but the job function remains essentially the same. While this organization model has the least impact on your people, it may or may not be ideal for meeting your objectives. Considerations include the ability of your current staff to accommodate new skill sets, the ability of your managers to facilitate process changes and integrate new external vendors into the mix.
“If you don’t know where you are going, you’ll end up someplace else.” – Yogi Berra
“I’m not making any plans. I’m just going to let the universe surprise me.” – John Cusack
“Where is your marketing plan?” Over the last year we’ve had the opportunity to talk with leading CMOs across the country to ask them this question. Their answers revealed that marketing plans are spread out all over and kept in different formats. Revisions are often made via email. Moreover, the various parts of marketing organizations often plan in a vacuum, preventing each team from knowing what the others are doing. Sales teams are not leveraging the full breadth of marketing activity because they are simply not informed. And, finally, these plans are typically not linked to specific goals and don’t show when marketing activities drive revenue.
With marketing technologies on the rise, collaboration between BtoB marketers and technologists has become more prevalent and will continue to be a high priority throughout 2014. “Marketing is about technology and the marketers that embrace technology and the ability to work with technologists function at a higher level,” says Naylor Gray, Bulldog’s Director of Media Services.