INBOUND ACCELERATOR

Almost 80 percent of marketers use market research to inform their business decisions. This statistic from HubSpot’s latest global survey of marketers really isn’t a surprise—using the data available from market research, rather than relying on best guesses and pure creativity just makes sense.

Read More

Topics: Analytics, Audits, Content Creation, Surveys, Content Strategy

Sometimes, the best approach to take in B2B marketing is to think about your customer’s customer.

Read More

Topics: Audits, Bylined Articles, Surveys, FinTech marketing, Thought Leadership

I’m going to go out on a limb and guess that 2020 has thrown a few wrenches into the marketing plans you carefully crafted 10-12 months ago—not to mention how your staff functions and potentially the budget you have to work with.

Read More

Topics: Planning, Audits, Video, Surveys, Management

When you are trying to cut through the clutter of an exponentially expanding amount of online content, it has to be great (as I talked about in my last lesson). One way of making your content great is to base it on original research.

Read More

Topics: Healthcare Marketing, Surveys, Marketing Lessons, Content Strategy, Education marketing, Client Success Stories

If you’ve been following the Inbound Accelerator for a while, you know we believe in the power of information, especially data gained through marketing research surveys, to fuel compelling marketing and public relations content.

Data provides the backbone for storytelling that helps brands communicate their message, and it applies as much to a consumer-focused industry such as higher education as it does to B2B marketing for companies like West.

Read More

Topics: Surveys, Education marketing, Client Success Stories

Recently I shared a post about the importance of integrating public relations and marketing as one of my 15 lessons from 15 years as a marketing agency owner.

Our long-time client West is a perfect example of taking a single content concept or piece of information and spreading it across all channels — owned, earned and shared — to generate awareness, industry authority and leads. (Visit our client profile page for West, now Intrado, to download a content package sample.)

Read More

Topics: Public Relations, Surveys, Integrated Marketing & PR

There was a day when a key part of a financial company’s branding strategy was based on a physical portrayal of its stability: the building itself. Large, solid, imposing structures, bank buildings have long been emblematic of the way the institutions want their customers to perceive them.

But with the rapid and nearly complete shift of financial services to digital and largely invisible infrastructures in the last 25 years, the need to build a brand identify of stability, authority and trust can no longer be met with a concrete structure. Particularly in the B2B financial technology arena, that brand identity must be built through careful curation of thought leadership, content and analyst relationships.

Read More

Topics: Bylined Articles, Surveys, Marketing Lessons, Analyst relations, FinTech marketing

One of the most compelling tactics marketers can use when creating content is to provide audiences with useful information they can’t find anywhere else. That information is typically in the form of research — either from surveys, owned data, or by analyzing data from other sources.

Read More

Topics: Content, Surveys

The philosophy we subscribe to at JONES, and have been able to bring to fruition for some of our most successful clients, is the idea that everything you do in marketing and public relations is connected. And it should all be pointing, ultimately, toward bringing in leads and closing deals.

Our client West Corporation (now Intrado) has successfully done just that with its healthcare communications and patient engagement technology department, working with us to take communications strategies from concepts through research, writing and design, promotion, and inbound lead generation all the way to finalized sales that

Read More

Topics: Public Relations, Content, Healthcare Marketing, Campaign Planning, Surveys, Integrated Marketing & PR, Client Success Stories, Thought Leadership

Some of the most compelling market content, especially in the B2B marketplace, is built on original research, data, and statistics that provide decision makers with solid information.

While most marketers are familiar with using surveys for market research to develop customer personas and optimizing marketing tactics, fewer have capitalized on the power of data as a basis for their actual marketing content, from reports and blog posts to videos and thought leadership articles. When used this way, surveys can provide the data that sets your marketing materials apart from the competition.

Read More

Topics: Planning, Content, Surveys