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Articles by Liam Moroney
Marketers discuss what it takes to succeed with intent data
Intent data comes in many flavors, including first-party and third-party data. It can help you optimize your content strategy and identify high-value prospects. But some of the vendors selling third-party intent data tend to over-promise on what it can do. Third-party intent data (like many types of data) can lack timeliness, accuracy and can misinterpret online activities as buying interest.
The Ghosts of Attribution Past: Why Attribution Haunts Your Brand
As the crisp autumn air settles in and jack-o'-lanterns light up porches across the country, we marketers face a different kind of horror: the specter of attribution that looms over our brand marketing programs. It's the skeleton in our closet. The vampire sucking the life out of our creative endeavors. The zombie idea that just won't die… …The notion that brand marketing is mere "arts and crafts" because it's difficult to measure.
Brand Marketing for B2B CMOs
One thing that made B2B SaaS unique was the VC-subsidized nature of the industry, where profit was of no concern. But that old world is mostly gone. Now, sustainable growth is what counts. And that means the old rules of marketing apply. Cue the rise in the brand marketing conversation. Buzzword. Fad. Trend. Or 1980s academic theory.
Even great demand gen can’t overcome a lack of brand marketing Original
Get traffic data and keyword intel on competitors instantly. For more than a decade of my career, I held various demand generation titles at multiple companies, and the function has evolved greatly in that time. However, if you’ve been listening to the chatter on LinkedIn over the past two years, that evolution has gained speed and influence.
B2B Reads: Outbound Selling a Relic of the Past? Boost B2B Sales with AI and More!
Summary Some of our favorite B2B sales and marketing posts from around the web this week. Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. Is Outbound Sales a Relic of the Past?
The problem with B2B marketing: Misaligned measurement is stifling innovation
It’s a tired cliche that B2B marketing is the “boring” sibling to B2C, but that doesn’t mean it’s not true. When it comes to the creativity of our advertising and its effectiveness, there are more systemic issues at play. Also, while B2B deals with leadership mindsets that make creativity difficult, that is only part of the problem. Most of the problem is that marketing success is measured by outcomes that have nothing to do with how advertising works.
'No-shows' hindering BreastCheck facilities in Clare
*Councillor Mary Howard at the BreastCheck clinic in Ennis. Pic: Arthur Ellis A LACK of awareness around the availability of BreastCheck facilities, particularly to foreign nationals is limiting the good progress that is being made in the county, a Clare councillor maintained. By Liam Moroney Speaking to The Clare Echo, Cllr Mary Howard (FG) stressed the importance of the service and its availability to all.
The false allure of B2B intent data Original
What has more allure in martech than a tool that promises to grant remarkable advantage over the competition? And among such tools, what could be more powerful than one that tells you who is ready to buy? Intent data has become a big category with various sources, all of which promise visibility and focus that can change everything.
Why B2B marketing needs brand building more than lead gen
Get traffic data and keyword intel on competitors instantly. B2B marketing is overly focused on measurement and attribution, appearing and claiming to be more science than art. Everyone wants to believe it’s a science. Investors, boards and leadership expect marketing growth to be measurable, predictable and projectable. But the truth is that marketing is not a hard science. Experiments are not repeatable and playbooks are not fully transferable between companies.
Op Ed: Liam Moroney On Analyzing Airline Traffic Recovery Trends
Rocketrip has been crunching TSA data to create projections on the pace of the rebound in air traffic. As vice president of marketing Liam Moroney explains, such projections can be useful for travel companies rebuilding operations and considering future staffing needs. The internet is awash with predictions about when travel will return and what new forms it will take.
Four Engagement Metrics Your Content Marketing Program Is Probably Misinterpreting
Content engagement analytics should tell you what formats, channels, and topics are resonating with your audience. Getting the full picture on engagement can take some digging, but it’s key to keeping visitors moving down the funnel towards conversion and ROI.
What Google Chrome's New Ad Filter Means for Content Marketing
On February 15, Google officially began rolling out its new, built-in ad filter for the Chrome web browser, aimed at removing the most intrusive ads that fail to meet the Better Ads Standards. This announcement has been coming for some time, and there have already been steps taken on mobile pages since last year. But the news has still sent shock waves through the digital marketing community. Though it’s been referred to as “the Chrome ad blocker,” it’s actually an ad filter.
Content Marketing and Marketing Automation: How Content Strategy Depends on and Benefits Demand Generation
Marketing automation platforms have become core pieces of technology for most B2C and B2B companies. These powerful software tools (Marketo and Eloqua, for example) allow marketers to score leads and nurture databases of them through regularly scheduled email sends. For many years, marketing automation platforms were complex, costly, and required dedicated resources. They were only available to companies willing to invest in building demand generation teams to run the platforms.
Measurement Framework: How to Document Content Marketing ROI
At NewsCred, we talk about how the goal of content marketing is not to be good a creating content, but to instead be good at business by using content. In this new age of performance content marketing, clearly defining a business outcome is critical to success. Yet, even as content marketers improve at identifying that goal – be it lead generation, e-commerce sales, increased brand affinity – understanding that journey in a measurable way is still challenging.
Content Marketing Action Analytics: The Need to Go Beyond Pageviews + Engagement
Content marketing continues to grow in popularity, year over year. Just one look at search trends over the past five years shows how persistent its growth has been: However, this has also brought measurement challenges. We are now in the era of performance content marketing. Simply showing pageviews and likes as program results won’t secure next year’s budget. CMOs want to see impact on a business level. But the truth is, content marketing measurement is challenging, even for sophisticated marketers.
Content Marketing and the Path to Predictability
Sign In or Join Now to save your favorite resources. Every business strives to reach a state of predictability. When a business becomes predictable, it can drive sustainable growth from knowing exactly how much money to invest to generate a precise amount of new revenue. Predictability is what allows small business owners to march into ABC’s “Shark Tank” and capture six-figure investments from investors like Mark Cuban.
How to Measure Top-of-Funnel Content: Key Metrics, Explained
At NewsCred, one of our favorite things to say is that content marketing is not about being good at creating content – it’s being good at driving business results through content. The definitive way of proving content marketing ROI is by using an analytics platform to measure hard conversions like leads generated or purchases completed.
Why Benchmarking May Limit Your Content Marketing
It’s human nature to evaluate how well we are doing by stacking ourselves up against other people. This instinct starts when we’re young: Which toy is my sister playing with? Is it more fun than the one I have? Whoops, I accidentally threw hers out the window and now I’m the only one with a toy. While this comparative and competitive behavior keeps us motivated and may drive us to perform our best, it can also be extremely limiting – especially when it comes to content marketing.
Where will Social Media Users go in 2017?
As social media networks continue to evolve at a breakneck speed, so does the demographic of users on the respective platforms. We looked at the data and pulled together current 2016 trends with early predictions about where social media users will go in 2017. Key points Facebook isn’t dead, yet. Millennials are still on Facebook, they’re just using the platform in a different way than their older counterparts. Rather than sharing personal stories and updates, they’re sharing third-party content.
Can You Quantify the ROI of Great Storytelling? - Insights
We’ve reached an enlightened age in content marketing. You’ve likely heard this statement repeated ad nauseum: “Content is king.” But can content and storytelling actually help your company’s bottom line? Absolutely. 76X ROI on a Used Shot Glass Researchers Rob Walker and Joshua Glenn created SignificantObjects.com as a way to show the value of storytelling. They acquired several random inexpensive knick-knacks from eBay actions — averaging $1.50 per purchase.
How to Write the Perfect Headline + 37 Templates to Get You Started
Over the past few years, we’ve seen an exponential surge in content on the web. Competition for online attention is more cutthroat than ever, and as a result, marketers have come up with new strategies to get their content read. “Clickbait” headlines that end with, “…and you’ll never believe what happened next” have become the norm in today’s world.
5 Proven Ways For Driving Traffic to Your Website With Visual Content
Driving traffic to your website has become a major marketing priority. But with so much competing advice, contributing factors and variable opportunities it’s often hard to figure out exactly how to get the best results. When putting together a traffic-driving strategy you need to get a little creative, because one of the most effective ways to drive website traffic is to leverage visual content. The Visual Content Era We are living in the era of visual content.
Newsletter Optimization: Take your Newsletter to the next level
When it comes to marketing channels, the newsletter is the dependable workhorse. New and flashier channels come and go, but the trusty newsletter has continued to be the backbone of content marketing distribution strategy – delivering vital traffic on a measurable and predictable basis. Setting up an infrastructure for your newsletter program is as important as the content that fills it and, sadly, many companies are operating blind when it comes to their newsletter success metrics.
How PR + Marketing Can Work Together On Content Marketing Campaigns - Insights
Content marketing campaigns cannot exist within the marketing bubble at your company. Instead, they have to be all encompassing, and involve employees on every level and in every division. One department that should be closely tied to marketing is public relations. When the two teams collaborate, they can create content marketing campaigns that are going to receive more exposure and attract additional customers.
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