THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING

New and Updated version (circa 2019) - by Marketo

"Social media is one of the most powerful ways to reach and engage with your buyers today.

Because it’s almost universally used—by consumers and brands—social media is one of the most effective (and perhaps cost-effective) channels to connect with your audience.

Today, it’s not enough just to be on social media. You need to be actively engaging with your audience— building your network, sharing content, asking your audience to share content, participating in conversations, and responding to comments.

As social media adoption continues to rise, an omni-channel social media marketing strategy is essential to your brand’s success. You can’t afford to be absent from conversations going

on about your brand, especially when your competitors are part of them.

Change is constant for social media. Ensure your strategy can stand the test of time by defining your goals and then by testing and adapting the activities you do to support them over time. Technology will help your team and social media marketing strategy adapt and iterate quickly in addition to enabling you to understand how your cross-channel, continuous conversations with your audience on social media platforms ultimately contribute to achieving your goals and driving revenue.

Now that you understand how to develop a social media strategy, you'll be able to use social media marketing to engage your customers at each stage of the journey and create content that's relevant and drives toward your objectives."

Download THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING

The B2B Marketer’s Guide to Decoding Metrics

e-Book by Marketo

As a marketer, you know how critical it is to understand how your marketing efforts contribute to the bottom line. To do this, you need to know how to measure the impact of your campaigns, identify which campaigns and channels are your top performers, and understand how the dollars you spend translate into revenue growth. Yet, many marketers struggle to do this in a scalable and repeatable manner. Some of us may have challenges doing it at all.

Metrics don’t just let you to talk a good game, they’re the building blocks of making great decisions and getting marketing the credit it deserves.

Keep calm and measure on!

Download "The B2B Marketer’s Guide to Decoding Metrics": 

The Definitive Guide to Account-based Marketing

111 pages eBook by Marketo 

Account-based marketing (ABM) is a strategic approach that organizations—from marketing to sales to customer support—are implementing to target and engage their audience and drive revenue across the business.
Rather than marketing broadly across a large number of organizations, companies that employ an ABM strategy focus their resources on a targeted set of accounts and look to deliver strategic, orchestrated campaigns personalized to those accounts—whether they’re prospective or existing customers. While both broad-based demand generation and account-based marketing strategies have their benefits, account-based marketing is the most effective when you need to focus your time and efforts on high-value accounts. That’s because the accounts that you target with ABM are strategic.

Account-based marketing (ABM) is not new, but it is experiencing a resurgence in the marketplace. In the past, it was difficult to scale ABM initiatives due to the high level of personalization it requires. With advances in technology, ABM is now more scalable so more organizations, often led by the marketing team, are implementing an ABM strategy to drive higher value outcomes.

Download "The Definitive Guide to Account-based Marketing"

The 8 Biggest Mistakes Email Marketers Make & How to Avoid Them

New extremely useful eBook by Marketo 

Even the most seasoned email marketers have made mistakes. But the biggest mistake of all is not knowing what the biggest mistakes are so that you can avoid or fix them.

This ebook cover the eight most common email marketing pitfalls, including those related to deliverability, subject lines, design, and more, to help you understand how to avoid or fix them.

By following the tips outlined in this guide, you’ll be well equipped to avoid major email marketing disasters that could hurt your success, sender reputation, and credibility.

Download "The 8 Biggest Mistakes Email Marketers Make..."

THE DEFINITIVE GUIDE TO MOBILE MARKETING by Marketo

Since the introduction of the iPhone in 2007, smart phones, tablets, and mobile devices have permeated all aspects of our lives. These devices allow for communication, commerce, and interaction on a level never previously seen. This creates tremendous opportunities for marketers.

The rapid adoption of mobile has changed marketing forever. Consumers are now tied at the hip to their smartphones and tablets, and as a result, marketers can now engage with buyers in a very personalized, relevant, and always-connected way. Mobile has and will continue to create tremendous opportunities for persistent engagement.

This produced by Marketo guide explains:

• What is mobile marketing?
• How to create a mobile marketing strategy
• How to use SMS/MMS messaging
• The benefits of using responsive design
• Everything you need to know about apps
• How to measure and optimize your mobile strategy

Download THE DEFINITIVE GUIDE TO MOBILE MARKETING

Must Read: Definitive Guide to Engaging Email Marketing

A 155 page extremely useful eBook by Marketo

Written By:
Jon Miller - VP of Marketing, Marketo
@jonmiller

DJ Waldow - Waldow Social
@DJwaldow

Additional Contributors:

Dayna Rothman - Content Marketing Manager, Marketo
@dayroth

Caitlin Roberson - Wordisseur

Designed By:

Davis Lee - Creative Director, Marketo

Lynn-Kai Chao - Graphic Designer, Marketo


TABLE OF CONTENTS

• Why Should I Read the Definitive Guide to Engaging Email Marketing?
• Part One: What is Engaging Email?
• Part Two: Trusted
• Part Three: Always Relevant
• Part Four: Conversations, Not Campaigns
• Part Five: Coordinated Across Channels
• Part Six: Strategic - The New Metrics for Email
• Part Seven: Graduating from ESP to Marketing Automation
• Appendix: Email Marketing Experts
• Appendix: Reference Links
• About Marketo

Download Definitive Guide to Engaging Email Marketing