Todd and Jenna discuss research-based insights on digital marketing strategies, tactics, and trends. Using our own research and data, we discuss actionable findings that marketers can use to improve their digital strategy, increase demand for their business, and improve their bottom line.
Using Research for Sales Enablement with Special Guest Terry Arnold
In a world inundated with generic pitches and recycled content, original research reports stand out as the disruptive force that engages prospects and reshapes the entire sales process. They position teams as thought leaders and close deals with unparalleled efficacy. Terry Arnold, Sales Enablement Consultant (previously VP of Sales Enablement at Anteriad), has direct experience developing a sales enablement program around original research, and in this session, he shares those highly actionable secrets with Todd and the Marketing Mode audience.
To get in touch with Terry Arnold:
taconsultingservices.com
https://www.linkedin.com/in/terrance-arnold/
To get in touch with Ascend2:
Ascend2.com
12 Oct 2023
The Importance of Original Content and Creating a Content Strategy
Content creation is the number one area that marketers plan to focus on improving in the year ahead... Today we discuss the importance of content, developing original content, and the need for an overall content strategy.
8 Oct 2023
Digital Marketing Outlook for 2024, According to Research
We are starting our planning for the 2024 research calendar. What topics did we find most interesting this year, and what do we see as impactful for 2024? Also, we need help from our audience for compelling new topics for research in 2024!
8 Sept 2023
How to prepare for your next research project
B2B research studies can be daunting. Here are some useful tips to prepare as you conceptualize and create a research project that will resonate with your audience.
B2B research studies can be daunting. Here are some useful tips to prepare as you conceptualize and create a research project that will resonate with your audience.
We review:
Determining how you want to use your research and what you want your research to do for you.
Creating the right topic for your specific situation, industry, and audience.
Knowing your audience and using that to your advantage from survey creation to content distribution.
...and more!
29 Aug 2023
3 Essential Elements For Formatting an Effective Survey
Today we discuss 3 things that we think are critical to formatting a successful survey for your next research project.
We review:
How you should be imagining a storyline for your research even before you start putting pen to paper when creating a survey.
What to consider when sequencing questions in your survey.
How the format of each individual question can impact the timing of a survey, and ultimately the quality of the data you get back from it.
11 Aug 2023
New Research: How SMBs Are Using AI
In this episode of Marketing Mode with Todd and Jenna we discuss a new report that we recently created with Constant Contact called An AI Awakening: How small businesses are using AI and automation to bolster their business.
We talk about how hard attracting customers can be for SMBs and the many uses of AI to create and repurpose content to combat this top challenge. We also discuss how this research was created, and why. And give some insight into why it is so important.
Thanks to Constant Contact for partnering with us on this research!
Link to the full report.
31 Jul 2023
The Use of AI in Email Marketing
Email is one of the oldest digital channels available to marketers today. But new technology is changing the way email is used for marketing. So how are marketing professionals using Artificial Intelligence (AI) in email marketing?
Just one-quarter of marketers consider their email strategies to be "very successful" which begs the question, could AI be used to reinvigorate stale programs? Who is using AI already and are they seeing results?
We dive into these questions and more as we review our recent research report: Email Marketing and AI 2023.
Review the full report here.
13 Jul 2023
The State of Marketing Automation 2023 Ep10
How much are organizations using automation throughout their customer journeys and how has this changed over time? Where are marketers finding the most value in automation? How much automation is too much automation? We answer these questions and more in this episode of Marketing Mode with Todd and Jenna.
Links to reports mentioned:
The State of Marketing Automation 2023
The State of Marketing Automation 2022
The State of Marketing Automation 2021
11 Jul 2023
How Original Research Provides Inspiration Ep09
Todd Lebo discusses inspiration found in a recent research study from BrightCove, conducted in partnership with Ascend2. The full report from BrightCove, "Using Video to Improve the Employee Experience: How to Meet Employee Expectations for Communication and Connection in the Workplace" can be found here.
7 Jun 2023
Our Research Content Draft Picks Ep08
Jenna and Todd go head-to-head in a battle to assemble the best research content marketing strategy. Infographics, blog posts, webinars, and beyond... we talk about our favorite ways to use research for content marketing programs.
12 May 2023
What Should Your Research Report Look Like? Ep07
Todd and Jenna discuss key elements that should go into the content and design of original research reports.
How do you want to position your brand in this research and data collection? Creating a brand-forward design vs creating a third-party-forward design.
Visually connect your brand with the research and data in the report.
Make it easy for your readers to skim by using callouts and sidebars.
Include CTAs and tips throughout the report to maximize the value for your readers.
Improve credibility of the research by creating a balance of data and aesthetically pleasing content.
3 May 2023
B2B PR and Getting Media Coverage with Research Ep06
Todd and Jenna give you some best practices for getting impactful media coverage of your original research project.
Some highlights:
Thinking about media coverage from the survey creation phase of the research process. How are we phrasing the questions? How will we be able to talk about the results?
Make sure you have special segmentation questions that will help niche audiences (and the media outlets that connect with them) identify more with the story you are telling.
Building credibility and the benefits of a third-party research firm reaching out to media versus the brand that funded the research.
And last but not least, some tips on how to build a media contact list.
27 Apr 2023
Get the Most out of Your Research with Segmentation Ep05
Get the most out of your research by using creative segmentations and looking at demographics in a new way. We discuss how to start the survey creation process with the final research in mind.
27 Apr 2023
Using Research in the B2B Purchase Journey Ep04
In this episode, we talk about some data that was recently featured on marketingcharts.com that highlights the most valuable content at the early, middle, and final stages of the B2B purchase journey. We discuss how original research can be used as the foundational content that fuels each and every one of the other content types including webinars, infographics, blog posts, ebooks, and more.
The research discussed was originally produced by DemandGen and Content4Demand and you can find the particular chart we are referencing here: https://www.marketingcharts.com/industries/business-to-business-229143
27 Apr 2023
The Role of AI and ChatGPT in Content Creation Ep03
In this episode we discuss how challenging it is to create engaging content and how ChatGPT (and other AI) could potentially help marketers overcome this challenge. We give our take on questions like:
Should marketers be worried about their jobs as new AI comes to market?
Is there a line that shouldn't be crossed when it comes to using AI in content creation?
How should marketers approach executives when it comes to the use of AI?
...And more!
27 Apr 2023
Navigating Limited Marketing Budgets Ep02
In this episode, we discuss some insights from our Digital Marketing Trends 2023 report, specifically about the reality of working with limited budgets and resources as pressure mounts to improve marketing performance.
27 Apr 2023
Trends in Marketing Personalization for 2023 Ep01
What you need to know about marketing personalization in 2023, according to research. We discuss how budgets and marketing technology impact personalization, how marketing personalization can improve the customer experience, and how B2B and B2C marketers are using personalization differently.
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