Guide to email list management — now en español [EBOOK]

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From your favorite name brands to local mom and pop shops, these days, email is an essential part of any successful marketing strategy. To get the most out of your email marketing program and start seeing the impressive return on investment that the channel is known for, you have to develop a strategy that revolves around building and managing your contact list.

Recently, we released the Spanish language version of our service. Our eBook, Guide to Email List Management was designed to help you increase the impact of your campaigns. And now we’re excited to announce the release of the Spanish-language version of this comprehensive guide. Now even more small business owners will have access to this vital information. 

As you start preparing to launch your email marketing program or begin to fine-tune your strategy, you might ask yourself:

  • How do I build an email list from scratch?
  • What tools do I need to get started?
  • What is list segmentation, and is it something that I should be doing?
  • Once I have subscribers, how can I get them to engage with my content?
  • How do I handle unsubscribes and bouncebacks?

Spanish speakers can now find the answers to these questions and more in our Guide to Email List Management. Download it today, and take your email marketing to a whole new level.

Grow your email list the right way

Subscribe to our newsletter and download our FREE Guide to Email List Management eBook en español.

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Editor’s Note: Download the English version of our Guide to Email List Management here.

© 2017, Amber Humphrey. All rights reserved.

The post Guide to email list management — now en español [EBOOK] appeared first on Vertical Response Blog.


Vertical Response Blog

The only app on Donald Trump’s iPhone is Twitter

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Looking for a marketing automation platform? This guide takes the guesswork out.

All new for 2017, MarTech Today’s B2B Marketing Automation Platforms: A Marketer’s Guide is the source for the latest trends, opportunities and challenges facing the market for marketing automation tools. This 44-page report includes: profiles of 14 leading vendors pricing charts and…

Please visit Marketing Land for the full article.


Marketing Land – Internet Marketing News, Strategies & Tips

Social Media Metrics: How to Choose and Track What Matters

Interested in building a dashboard to track key social media metrics? Wondering which data and metrics to include? With a little strategic planning on the front end, you can select and track meaningful metrics that relate to your business goals. In this article, you’ll discover which metrics to track and how to organize them into […]

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– Your Guide to the Social Media Jungle

How to Inspire Your B2B Audience with Killer Content Marketing

B2B content marketers: It’s time to get over our inferiority complex.

Yes, the B2C folks are over there marketing cool stuff like basketball shoes and energy drinks, while we’re stuck with cloud software solutions and medical imaging machinery.

Yes, we’re marketing to business professionals on a buying committee that has to commit to million-dollar deals. Which would buy a lot of basketball shoes and energy drinks.

But that does not mean B2C has more fun. It doesn’t mean B2B is boring. It doesn’t mean we have to play it safe.

Can B2B content be as compelling, as emotional, as vibrant—let’s face it—as cool as B2C?

As we say in Minnesota, yabetcha.

Not only can our content be all these things, it should be. We’re not marketing to robotic cogs in a corporate machine. We’re trying to have a conversation with actual human beings.

Make sure you’re a worthy conversational partner by following these tips:

#1: Don’t Skimp on Personality

It’s hard to create truly dynamic content when you’re stuck behind a brand façade. Corporations may or may not be people, but content that looks like it was written by committee rarely has that human spark.

Your content should bring out the people behind the brand. Don’t leave authenticity and transparency in your mission statement; show it in what you write. One of my favorite marketers for showing personality is Buffer’s Kevan Lee. Kevan isn’t afraid to show the whole gamut of human emotion on the Buffer blog, from taking pride in accomplishments to acknowledging failure. His post, We’ve Lost Nearly Half Our Social Referral Traffic in the Last 12 Months, is brutally honest but optimistic at the same time. Kevan pulls no punches in describing how Buffer’s traffic has fallen off, admitting he’s not sure why, and offering readers a chance to follow along as he learns.

A post like that not only helps build rapport, it’s valuable to every member of Kevan’s audience that is experiencing a similar dropoff. The result of Kevan’s unfiltered sharing? 3.8 thousand shares and over 418 comments on just that one post. It’s powerful stuff.

#2: Bring Your Data to Life

Most marketers are familiar with Volvo Trucks’ “Split” commercial. It’s the one that features aging action star Jean-Claude Van Damme showing off his superpowers:

What’s often overlooked is that this video is B2B marketing. Volvo Trucks sells big rigs to businesses. That’s what this video is all about. While those not in the target audience see a cool stunt, truck drivers see amazing precision in handling, even while the trucks are in reverse.

Not only that, the commercial is an effective piece of B2B content marketing. After the ad aired, Volvo conducted a survey of 2,200 commercial truck owners. Half of those who saw the video said they were more likely to choose Volvo. A third had already visited the website or even contacted a dealer after watching the video.

B2B marketing relies heavily on data, much moreso than B2C. Tell a story with that data—give it tension and drama—and you’re more likely to persuade your buyer.

#3: Cut the Buzzwords

“Our cloud solutions actualize the potential of enterprise-level businesses to utilize resources and leverage best practices to ladder up their revenue.”

Is it just me, or is the previous sentence like being beaten to death with a damp sponge? What is it about corporate writing that makes people use words they ordinarily wouldn’t go near?

This concept is an extension of the “show your personality” mandate. Unless you go about your daily life talking like an instruction manual crossed with a thesaurus, drop the corporate-speak. And if you do talk like that in your daily life, seek help. Your friends and family will thank you.

On the minus side, if you start talking like people, you won’t sound like every other corporation. On the plus side…you won’t sound like every other corporation.

#4: Consider the Rest of Your Buyer’s Workday

What does your buyer think about when they’re not thinking about you? Most B2B content tends to focus on the narrow intersection between the buyer’s problem and the brand’s solution. That’s great for bottom-of-funnel content. But what are you doing to help your buyer the rest of the workday? How are you equipping them for success?

Some would say anything outside of the problem/solution framework is irrelevant. But it’s all relevant. The person you’re selling to has professional needs that go beyond your solution—help them advance their career and—again I say—yabetcha that will make a difference when the buying committee convenes.

HubSpot is a B2B outfit that has 100% internalized this idea. You will find plenty of marketing advice on their blog, but also posts on leadership techniques, mood improvement, and more.

#5: Take a Stand

So you’re committed to showing personality and talking like a human. The next big step is to bring a point of view to your content. Let your audience know what you stand for and fight against. Take sides. Stir up a little controversy, if it needs to be stirred.

Some brands steer clear of taking any kind of stand because they fear alienating potential buyers. Part of identifying your audience, however, is identifying who is not in your audience. The people who might be turned off by your brand expressing values, sharing a vision, or leading a discussion are people who were never potential buyers in the first place. Get opinionated and you can rally the people who matter to your brand and bottom line.

One of my favorite B2B marketers, Jason Miller, exemplifies this idea. He’s not afraid to counter the conventional marketing wisdom, or call out lack of diversity in the industry. This willingness to take a stand has helped make Jason a thought leader and helped bring readers to the LinkedIn Marketing Solutions brand.

#6: Be a Mirror, Not a TV

Would you rather be a talking head delivering a monologue to your customer? Or would you rather reflect who they are, what they value, and then show how your solution can help? Let’s make the question even easier: Which do you think your customers prefer?

Your audience should be able to see themselves in your content. That means writing with extraordinary empathy. Or, better still, that means showcasing their stories whenever you can. My favorite B2B example of this is HSBC’s “The Elevator.” The bank wanted to show they understood small business owners and were committed to helping them succeed.

So they created a web-based reality show with entrepreneurs from around the UK. HSBC provided business coaching for each contestant and awarded a cash prize to the winner. But the series wasn’t just about creating a compelling drama—every video showcased exactly the kind of customer HSBC was trying to reach. The result was an estimated £9 million in revenue from leads generated by the campaign.

No More B2C Envy

It’s time to step out of the shadow of our B2C colleagues. You have my permission to make your marketing every bit as personal, emotional, unique, and dynamic as the best B2C campaigns. Regardless of your vertical, good marketing is good marketing, and every target audience is made of—gasp—people.

Does marketing person-to-person get better results than marketing business-to-buyer?

Yabetcha.

Need help creating awesome B2B content? Explore our content marketing services.


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© Online Marketing Blog – TopRank®, 2017. | How to Inspire Your B2B Audience with Killer Content Marketing | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

J.K. Rowling slams Fox contributor in the wake of the Manchester attack

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Tributes and vigils have been taking place across the world in the days following Monday’s bomb attack in Manchester. 

The Eiffel Tower went dark on Tuesday to honour the victims. This is something that’s been done before in the wake of previous terror attacks. It’s meant as a show of solidarity, and a way to pay tribute to those who lost their lives.

SEE ALSO: People are pretending to have ‘missing friends’ after the Manchester attack

On Wednesday, journalist and Fox contributor Laura Ingraham took to Twitter to question the reasons for the Eiffel Tower going dark.

What exactly is accomplished by making the Eiffel Tower go dark? How does that improve situation w/ homegrown &migrant jihadis? https://t.co/Fs2GeWOTDi

— Laura Ingraham (@IngrahamAngle) May 24, 2017 Read more…

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How to Run an Instagram Story Takeover

Want to reach more people with your Instagram stories? Have you considered hosting an Instagram Story takeover to grow a larger following? Collaborating with highly engaged Instagram users will introduce their followers to your content. In this article, you’ll discover how to plan and execute an Instagram Story takeover. What’s an Instagram Story Takeover? Instagram […]

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– Your Guide to the Social Media Jungle

“There Aren’t Enough Qualified Women Speakers” and Other Garbage Excuses for Why Your Marketing Event Isn’t Gender Diverse

Blog images by Alejandra Porta.

I’ve attended enough tech and marketing events to make a few generalizations:

  1. Women are hugely underrepresented; whether it’s a panel or a conference speaker lineup, chances are it’s overrun with white men.
  2. Sexism is prevalent, and it spans from subtle (think underrepresentation, pinkwashed girls’ lounges) to overt (think harassment, non-consensual advances).

There are exceptions (there always are), but this is the general rule, and it’s a huge stain on the industry you and I are both a part of.

Now I want to make it clear, I’m not here to chastise anyone. As a used-to-be conference organizer, I’m guilty of it too.

When I ran Unbounce’s first-ever Call to Action Conference (CTAConf) four years ago, I invited four women to speak, two of which spoke on a panel. The other seven were — you guessed it — white males.

My reason was an all-too familiar one: “There aren’t enough qualified female speakers.”

This is garbage. It’s unacceptable. And it’s not a reason at all — it’s an excuse. What it really came down to was, I wasn’t trying hard enough.

I wasn’t asking my network for recommendations. I wasn’t doing enough research. I wasn’t making the extra effort required to widen the pool of speakers. I wasn’t committed to gender diversity.

Fast forward to today and my perspective has completely changed. Not only because it’s important to me on a personal level, but also because it makes business sense.

See, when you pull from the same pool of speakers as other folks in your industry, everything starts to look like white bread — bland and borderline junkfood. Your conference looks like that other conference that happened a few months ago. And the content? Yep, it’s the same, too.


When you use the same speakers, your lineup looks like white bread—bland and borderline junkfood.
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By digging a little deeper and expanding your search a little wider, you can discover fresh up-and-coming talent with new perspectives, new things to teach. And you show female attendees that their voice and their professional development matter.

And did I mention you sell tickets and attract more female attendees?

Moz, which hosts its own conference (MozCon), reported that as the percent of female speakers increased so did the percent of female attendees. What else can I say but duh?

I see a lot of progress being made around improving gender diversity in marketing and tech. People are asking questions, they’re holding companies accountable, they’re having those tough conversations, which is a great start.

But what are people actually doing about it?

This post will dig into specific steps you can take to improve gender diversity at your next event. They’re the result of an honest-to-goodness desire to do the right thing and our own cringe-worthy fumbles (more on that later).

It’s my hope that these tips and tactics will help to alleviate any hesitation you or your organization might have about taking the leap.

Commit to gender parity

At Unbounce, we’ve been having conversations around gender diversity for months, so when Unbounce CEO Rick Perrault challenged us to commit to gender parity at CTAConf 2017, the response was a resounding YES, YES, YES.

Making progress one Slack convo at a time.

It’s as simple as this. And yet it’s a bit more nuanced as well.

The truth is, achieving gender parity did take a bit more time and a bit more effort. But the result is a more dynamic lineup of speakers and an opportunity to tap into an audience that otherwise might’ve passed on your event.

Forget ROI — talk about RO why not?!


Commit to gender parity at your #marketing event—the result is a more dynamic lineup of speakers.
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So how did we do it? How did we stack our lineup with talented male and female speakers? (And more importantly, how can you?)

  1. Leverage your social network and ask for recommendations via Facebook, LinkedIn and Twitter (like Unbounce Co-Founder Oli Gardner did for the Unbounce Road Trip in 2015).
  1. Pull from existing comprehensive lists such as this list of 1,000+ tech speakers who aren’t men and this one featuring 100 influential women marketers.
  2. Trade past speaker lists and ratings with your network of event organizers. I sent personal emails to every event organizer I knew asking them for their past speaker lineups and ratings, and in exchange I shared our list and ratings. This tactic is one is my faves, and it’s how we scored a ton of speaker leads for CTAConf.
  3. Email past presenters and speakers and ask them for recommendations. It’s how we found Claire Suellentrop, who’s speaking about creating high-converting campaigns using Jobs To Be Done at this year’s conference.

Sponsor the women at your own company

I honestly believe that everyone has something to teach. EVERYONE. Regardless of gender, regardless of age, regardless of job title, everyone is an expert in something.

It’s this belief that gave me the courage to raise my own hand and ask to speak at last year’s CTAConf.

But I wasn’t a quote unquote speaker. I guess you could have called me a speaker in residence. I spoke at a few small-time events here and there, but I am not famous like Seth Godin. I don’t travel the world speaking at industry events or conferences.

I was caught in a classic Catch-22: I couldn’t become a speaker without experience, but I couldn’t get experience because I wasn’t a speaker.

But rather than focusing on what I didn’t have, our speaker selection committee focused on what I did have: enthusiasm and a whole lotta event marketing experience to boot.

Once the committee deliberated, I spent two hours whiteboarding my talk with Oli. He and Unbounce Senior Conversion Optimizer Michael Aagaard also reviewed my slide deck multiple times, providing constructive feedback.

Their expertise helped fill the gaps in my resume, so that when I stood up on that stage I felt prepared and supported.

And guess what? It went really well.

So this year we reserved one CTAConf speaker slot for employees, and we sent a callout asking for applicants. The response blew my mind: Four applicants, all women. And though the choice was a tough one, I’m pleased to say Alexa Hubley — Customer Communications Specialist and first-time conference speaker — will be on stage at CTAConf 2017 with her talk “Master Customer Marketing By Watching Romantic Comedies.”

So what can you do to improve gender diversity at your upcoming event? You can start in your very own backyard. Encourage high-performing women at your company to speak at events, and offer them mentorship and support to get them up on stage.

And if you’re a man who’s been asked to speak at an event, consider if there’s a woman you know who is equally qualified to speak on the subject. If there is, offer up your slot. In fact, Oli already did this, when he recommended me to speak at CIMC 2017.


For every man asked to speak at an event, there’s a qualified woman who hasn’t been. Find her.
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Create a code of conduct

A clear code of conduct helps create a safe environment for your staff and your event attendees by setting expectations for what is and what is not acceptable behavior.

From a diversity perspective, a code of conduct is an especially helpful tool for making women feel at ease, because there are strict policies in place to deter discrimination and harassment.

Creating a code of conduct out of thin air might seem intimidating, so I suggest pulling inspiration from existing codes and adding your own personal flavor.

When we created our code of conduct, we looked to other companies we admired, specifically Moz and Atlassian.

Wistia has written an exceptional post about how and why they created their code of conduct for WistiaFest, including how they made it visible. Humble folks that they are, they highlighted where they could have improved (so you can learn from their mistakes!).

You’ll notice three core principles outlined in all these codes:

  1. Be nice/respectful/kind/inclusive
  2. Be professional
  3. Look out for others
Wistia’s “Golden Rules.” Image via Wistia.

Including these three core principles and your company’s core values is a great place to start.

And remember, there are no rules when it comes to creating a code of conduct, except one… you have to be prepared to enforce it.

Enforce your code of conduct

A code of conduct is like insurance; you hope you never have to use it, but in those unfortunate circumstances, you’ll be glad you have something to back you up.

At this year’s conference, we’re making our code of conduct front and center with printed posters hung around the venue.

You’ll also find the code on the CTAConf website as well as in our conference app. And we’ve made it simple to report a violation by including a direct phone number to our event marketing coordinator in our code of conduct.

While I can’t go into the specifics of every reported incident, I can tell you we’ve enforced our code multiple times, with attendees and speakers.

Yes, speakers.

Remember when I mentioned cringe-worthy fumbles? Well read on, readers.

See, live events are a tricky beast. You have this very passionate person up on stage who’s pumped up and maybe a little nervous. You have no idea what’s going to come out of their mouth. You hope it won’t be anything offensive, but you really have no idea.

You do, however, have control over their content, specifically their slide deck. This is something we learned the hard way:

Props to Annette for calling us out. It wasn’t our slide, but as event hosts, the content that gets projected for all our guests to see is our responsibility. Period.

So what did we start doing to make sure this never happened again? We leaned on our code of conduct:

  1. We send all our presenters the code of conduct beforehand via email
  2. We include the code of conduct in our Speaker Field Guide, which contains everything a speaker needs to know, such as contact information, travel and accommodation info and slide deck specs
  3. (This one’s a biggie.) We review and sign off on everyone’s slide decks, slide by slide, to ensure there’s no offensive or discriminating content
  4. We don’t invite back speakers who’ve broken our code of conduct

And next year, we’ll take a page out of Moz’s book by including our code of conduct right in our speaker and sponsor contract.

So does all of this “extra stuff” add to our workload? You bet it does. But it’s something we account for now. And the payoff is invaluable.

We’ve still got growing to do

You may have noticed this post is focused on how to create a gender diverse event and not a diverse event. The truth is, we know we can #dobetter at elevating folks who aren’t typically asked to speak at events — not just white women, but people of color, non-binary folks and members of the LGBTQ community.

We know we have more growing to do and we’re committed to it, just as we were committed to achieving gender parity at this year’s conference.

I think we’ve come a long way as a company, and I think I’ve come a long way as a champion for women. The excuse I gave as a conference host nearly four years ago — that there weren’t enough qualified women speakers — is no longer an excuse.

Click to see full lineup of speakers.

We’re welcoming 10 exceptional men and 10 extraordinary women to the CTAConf stage in June, and I couldn’t be more excited.

Hope to see you there 🙂

If you’re interested in seeing our lineup of exceptional speakers at CTAConf this year, use the code “BlogSentMe” at the checkout to save 15% until May 31st.


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