Matthews on Marketing

Matthews on Marketing

Marketingspeak: What is a ‘Lower Third’?

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Originally from the television industry, but now applicable to all kinds of video, a "lower third" is the graphic overlay that is typically used to identify the speaker. It can be used to convey any kind of information to the viewer. The graphic appears at the bottom, to be the least obtrusive, and in what is known as the safe area - an area viewable by all television screens. There is no hard and fast rule that it must be one third of the screen, and it can be either a horizontal bar with … [Read more...]

When to Go Outbound, aka ‘The Inbound Trap’

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When I ran marketing for the high-growth SaaS business Incapsula, I relied heavily on inbound marketing techniques to fuel our demand generation engine. Things went swimmingly in the beginning, but then I noticed the velocity of marketing-generated leads began to slow and dip below the growth expectations for the business. What happened? I had fallen into what I call “the inbound trap.” Let me explain. Inbound marketing uses techniques that bring buyers to you. At its core is creating content … [Read more...]

Two Formulas to Measure Content Marketing

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For all of the words written about the power of content marketing, too few discuss how it should be measured. Last year I wrote a two-part piece about what I called the  economics of content marketing, in which I shared two formulas to measure its impact. The two formulas measure content consumption and profitability. Consumption Compelling people to consume – read, watch, listen to – your content is the name of the game. Here is a really simple for measuring consumption: Consumption = … [Read more...]

Hiring for Inbound, Pretargeting, Next-Step Marketing: My Most Popular Posts of 2017

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Another year of blogging in the books. I've covered quite a lot over these last twelve months, from hiring to demand generation to new advertising techniques. Here are the most popular. How to Hire Great Inbound Marketers: Six Key Personality Traits Inbound marketing requires certain skills – skills you may not have in your department. As it becomes an ever-larger part of the marketing mix, finding people who are good at inbound is going to become more important. But as buzzy as inbound … [Read more...]

Marketingspeak: First, Second and Third Party Data

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Marketers have more data about potential customers than ever before. Some is in their own database and some is in big advertising platforms like Google AdWords. Most marketers use a combination, and hence the need to distinguish the various sources. First party data is the information collected by you about your prospects and customers. It is typically collected from your website or marketing automation system using cookies. It may also be supplemented by research done by your SDR team or via … [Read more...]