What & Where?

We are excited to announce that Flying Cork is hosting our first marketing automation event at the Andy Warhol Museum on 4/16 from 6 – 9pm. We are bringing in guest speaker Sangram Vajre, The Director of Marketing at Pardot to discuss the alignment of Marketing and Sales through Marketing Automation. Sangram is responsible for all aspects of marketing for Pardot including Awareness, Demand Generation, and Pipeline Acceleration. He can be seen here speaking at the most recent DreamForce conference. Drinks and appetizers will be served during an hour of networking prior to Sangram’s talk.

Why?

Marketing automation is a category of technology that allows companies to streamline, automate, and measure tasks and workflows, so they can increase operational efficiencies and grow revenue faster. In layman’s terms, marketing automation solutions helps marketers and sales professionals drive more value out of every single lead.

The International Data Corporation (IDC) predicts that the total market for automating marketing will grow from $3.2 billion in 2010 to $4.8 billion in 2015. Some of the factors influencing its growth are changing buyer behaviors, greater emphasis on revenue generation and measurement in the wake of the 2008 recession, and the ease of adoption through the software-as-a-service (SaaS) delivery model (via Pardot and other solutions).

Since marketing automation solutions are rather new there are few experts available to own and leverage all components of these systems within an organization. At Flying Cork, we have invested heavily in marketing automation because we know the value it brings to our customers beyond lead generation. A true marketing automation strategy is a blend between science and art, which Flying Cork has historically blended quite well in our data-centric approach to interactive and digital marketing.

Who Should Attend?

We encourage all marketing and sales professionals who are interested in or have already invested in a marketing automation solution to attend. This is a great opportunity to get more information on how a marketing automation strategy can benefit your organization and hear it first hand from one of our preferred marketing automation partners.

Sign up now

Hello, my name is Betsy, and I used to not believe in the value of a paid search strategy.

“Real traffic” and “real leads” only came through respectable “real placements” earned via organic search. I left the creation of the ads and the strategy behind the keywords, campaigns and bids to a team focused on paid media, while I focused my professional attentions on driving traffic through websites, social profiles and mobile experiences. To me, buying search ad space was just another iteration of the much-maligned banner ad – great for padding the pockets of the search engines, but no one else was really seeing any benefit.

And I’m here today to say that I was wrong.

To continually maximize your success and help drive your bottom line, it’s critical to view your digital presence as an integrated unit consisting of both paid and unpaid components, dictated by your audience’s preferences and behaviors.

Find the Right Blend

Your audience doesn’t care about personal opinions about “real” strategies. And in the end, your audience is the key. Even if you’re not speaking to them through their preferred avenues, you can bet that your competitors are right there.

Paid search offers the ability to be hyper-targeted with your spend. With the right analytics, you can determine what keywords are driving leads to your site, and which of those are converting, and adjust your spend accordingly. While you can’t always rewrite your website content on the fly (nevermind the fact that search engine spiders won’t update that quickly anyway), you can quickly reallocate budget to your most profitable keywords. If your audience takes advantage of the top-served ads, investing time and budget in a paid search plan is invaluable.

A paid search approach also offers the ability to incorporate remarketing – delivering your ads back to people who have already shown some level of interest in your company. Pre-qualified leads, anyone?

At the same time, optimizing your website for search engine success can have a great impact on your placement in organic results. You can research your strengths, assess your weaknesses, and diligently track your competitors’ performance; but in the end, you can only affect changes on your own site. If they’re being as attentive as you, your competitors are also in a constant state of optimization. Coupled with the fact that search engine’s algorithms are almost as secret as the formula for Coca-Cola – and changing frequently – staying on the first page of results is a definite challenge. But if that’s where your audience is coming from, then you need to make every effort to be there.

Partner Up!

The final component of success (at least for this post) comes from having a team in your corner that has the experience to help you find the right digital media mix – the one that’s tailored to your customers and their unique behaviors.

Maybe you’re still searching for that right team. Flying Cork can help you take a 360-degree view of your customers and pinpoint the digital and interactive mix that will help you find your audience’s sweet spot.

Let’s pop the cork and find out more – contact us!

New Canadian Anti-Spam legislation (CASL) will take effect on July 1st of this year. It covers any electronic commercial message sent without consent from the recipient. This includes email as well as a variety of other electronic communication. The laws are intended to deter deceptive forms of spam from occurring.

So what does this mean for email marketers?

First, and most importantly, CASL requires you get permission from a subscriber before sending any kind of commercial communication via e-mail. If your email marketing plan follows best practices, this should not be a concern. There is a benefit to you as well. Receiving permission or an opt-in from a subscriber increases engagement and email success.

CASL also requires marketers to honor opt-out requests immediately. This differs from the US in that marketers are allowed 10 business days to process any unsubscribe requests. Using a platform that manages unsubscribe requests for you can ensure that subscriber status’ are updated in real time. If you are managing suppression files yourself, contact your email platform to see what options they have for automating this for you.

Additionally, senders should clearly identify themselves in a recognizable manner and ensure that products and/or services are not misleading. Again, this is a best practice and will only increase your subscriber engagement.

How will CASL be enforced?

Three federal agencies will be responsible for enforcement of these laws,. Violations will result in hefty fines.. The laws go into effect July 1, 2014 with a private right of action beginning July 1, 2017.

To avoid fines, make compliance with these laws part of all your email marketing initiatives and not just in emails sent to Canadian subscribers. These laws reflect email best practices and are meant to protect consumers everywhere.

For more information on the Canadian Anti-Spam legislation, visit, http://fightspam.gc.ca/eic/site/030.nsf/eng/h_00026.html. Consult your legal counsel for further interpretation of these laws.