Jon Miller

Rise of the Marketing Platform

I’m about to make a staggering statement. Ready for it? Marketing has changed a lot recently. Yes, I know, real “profound”. But jokes aside, when you put recent marketing trends into a historical context, you see just how fast the industry is changing. The evolution…

Here’s How to Make Your Website As Personalized as Your Email

Your customers are multi-channel and multi-device users, cruising from your website to your mobile app to their email inbox. And they expect your marketing messages to cruise right along with them. But while email marketing professionals have gotten really good at connecting with their...

What Physics Taught Me about Marketing

I come to my career in marketing by way of a degree in Physics. In college, I spent my summers researching fusion at Lawrence Livermore National Laboratories, and came "this close" to accepting a role in a PhD program at MIT. Instead, I decided...

Get More Email Opens and Clicks Using Behavioral Targeting

Knowing who your customers are is great, but knowing how they behave is even better. Their personas and demographics tell you what they might be interested in, but their behavior tells you what they definitely are interested in. Behavioral data can be highly predictive of...

Here’s How to Maintain Your Email Marketing List for Engagement and Better Deliverability

Most companies focus their time and energy on building their email marketing list – as well they should. But it's not enough just to build a list – you also need to maintain it. This means: Letting subscribers manage their preferences (or opt-out if they...

CHART: 23% of Email Engagement Is Explained By Segmentation

Marketo's email marketing research team recently looked at hundreds of email sends to examine the relationship between the amount of segmentation used and the level of engagement. In the chart below, the horizontal axis shows the size of the send, measured by the number of...

The Problem with Implicit Opt-In For Email Marketing

There are legal definitions of spam — in the U.S., for example, spam can be classified as any email that violates the 2003 CAN-SPAM Act or any other countries' bulk email laws. Canadian law prohibits senders from emailing anyone who has not explicitly requested...

Email Marketing: What to Test and How to Test

One of the most powerful aspects of email marketing is that it can be tested (and thereby optimized). Following generic "best practices" or fixed "rules" is not a path to success, because what works for one audience won't necessarily work for yours. Testing is...

Big Data: It Doesn’t Mean What You Think It Means

If the prognosticators are right, we've moved from a manufacturing economy to an experience economy. Today, businesses have to create amazing, memorable experiences, rather than simply delivering reliable products at the right price. But this is more critical than ever in a world awash...

Marketo’s 1,000th Blog Post: Our Modern Marketing Definition Revisited

This is the 1,000th post to Marketo's blog. It seems fitting to commemorate the occasion by revisiting our very first post, "Modern B2B Marketing Defined", and commenting on what's changed – and what hasn't – since August 8, 2006. What Hasn't Changed The three core...

Content Curation for Lead Nurturing

By now, many marketers are convinced of the value of lead nurturing – but they remain flummoxed by the task of creating content to fuel their programs. In this post, I'd like to propose that marketers can and should embrace content curation as an...

Anatomy of a Blog Redesign – 10 Best Practices from Marketo

The Marketo Marketing Blog has long been one of Marketo's most important and valuable marketing strategies. We started writing it in 2006 (here's the first post) and have since published more than 950 articles. Our efforts have generated more than 27,000 inbound links...

Research: Why Behavior Matters in Lead Scoring

Marketo's Definitive Guide to Lead Scoring defines lead scoring as a "shared sales and marketing methodology for ranking leads in order to determine their sales readiness." "A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead...

How to Measure the ROI of Your Marketing Programs

Measuring the contribution that a given marketing program has on revenue and profits is the holy grail of marketing measurement. As a result, perhaps the most common question marketers ask is, "did this program (this tradeshow, this email blast…) deliver a return on our...

How to Create Marketing People Love with Marketing Automation

Modern marketing in the digital age is not just about numbers and processes. Buyers, (even those empowered by easy access to information) are still humans – which means they make decisions based on emotional connections, stored memories, images and feelings more than rational...

Marketing Automation 101

Every business is on a journey to grow and increase revenue. But in order to achieve these goals along the way, you need to align your people, process, and technology. And how do you get there? Marketing automation technology can help. In this post,...

What is the Difference Between Thought Leadership and Content Marketing?

The other day, I asked the following question: How would you define the difference between thought leadership and content marketing? — Jon Miller (@jonmiller) February 7, 2013 Here are some of the responses I got: RT @jonmiller: Thought leadership can be in content used for…

How to Create an Amazing Content Resource Center

Creating great content is only part of the content marketer's challenge. Once you've become a frequent publisher of content, you still need people to find it and read it (and ideally share and link to it). Without an effective distribution and promotion strategy, your...

What Lucille Ball Can Teach Us About Marketing Automation

Before the internet and social networks, buyers had limited ways to obtain the purchase information they needed, so the seller controlled the buying process. But then, buyers moved into the power position. They could access the information they wanted on their own online, anywhere...

Buying Marketing Automation Software: A Best Practice Process

So you've decided to buy a marketing automation solution. Now you need to select the right vendor for your company. Of course, we think Marketo is almost always the best solution—yes, we're biased. But here's an unbiased process you can follow to maximize the chances...

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