Mura Experience Blog

Lead Nurturing - Outside the Inbox

By now, most marketers have been schooled on the importance of lead nurturing. We know that, according to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. And we know that in order to keep our sales teams happy, we should educate and engage prospects before we pass them off to sales. But how do we nurture leads beyond the inbox?

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Using Time Tested Tactics in Today's Marketing

Can you really talk about something as “way back when” when the “back when” is really just 20 years ago?  Well, you can when something as significant as the rise of the internet sits in the divide.  So here we are, talking about “way back when” in the late 90’s…

By Jeff Freund
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Three Pivots B2B Marketing Strategies Need to Create Compelling Experiences

The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to have, rather than those they expect and need to have with us.

By Ardath Albee
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3 Ways to Tap Creative Brands for Massive Inspiration

Our audiences don’t just want experiences from us as brands. They want creative experiences. They want us to surprise and delight them. But instead of doing just that, we marketers fall back and resort to the same old everything that we’ve always done, succumbing to all the reasons we hear about the ridiculousness of creativity.

By Carla Johnson
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The Buyer's Journey Is Your Company's Story to Tell

Nurturing a lead shouldn’t be a disjointed series of assets delivered sequentially. It should reflect a progression of narrative, focused on the customer and across channels to create a connected experience. 

By Sean Schroeder
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Needs and Wants, Shoulds and Coulds

“When you think about people’s needs, you need to ask yourself what you already have that can help. The harder thing is aiming to meet the wants of your customer. That’s harder because those wants usually require something that you haven’t created yet.”

By Robert Rose
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Why Brainstorming Fails – and What To Do About It

Content idea generation is both an art and a science, as you need to balance creativity with firm ROI. Like a gymnast, achieving this balance is no easy feat.

By Sean Schroeder
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MuraCon Keynote Speaker Announced!

Described as a “rock star” of the marketing world, Robert Rose, the Chief Strategy Advisor for the Content Marketing Institute and host of the This Old Marketing podcast, knows how organizations of all stripes can create experiences that go beyond what we typically define as success.

By Sean Schroeder
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Your 'Message' Might Be the Crux of Your Content Issues

Marketers have lost control of their brand conversations. Back when only a handful of channels existed, marketing and sales controlled the flow of information — particularly in the medium and high-consideration buying decisions.

By Sean Schroeder, relevance.com
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Why a Content Audit Will Improve the Success of Your Content

When you hear “audit,” what do you think of? Taxes? Banking? The IRS? Either way, audit is too often akin to a four-letter word. In the world of content, however, audits are wonderful things. If your content strategy isn’t up to par, then an audit can be the jolt it needs to work effectively.

By Sean Schroeder
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Announcing MuraCon DX!

A day-long educational event focused on creating compelling, content-driven experiences by some of the best in Marketing.

By Sean Schroeder
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Wrapped Around the Axle of Personalization? Extract yourself.

Avoid the trap of putting your cart before the horse. Focus instead on creating the relevant, rather than the personalized.

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3 Essential Resources for Creating Relevant Content-Driven Experiences

With content marketing in the B2B segment, the increased competition for engagement has made traditional methods of distributing content obsolete. What you need is a more targeted content marketing approach, made possible by these 3 essential resources.

By Sean Schroeder
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How Storytelling Accelerates Your Pipeline Velocity

Marketers typically don’t think of themselves as storytellers. Creatives? Yes. SEO experts? Sometimes. Wordsmiths? You bet. But “master storyteller” doesn’t usually fall under their job description. Yet that’s exactly what marketers are.

By Sean Schroeder
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How to Reach Your Audience with Strategic Planning and Content Targeting

If you want to craft content that generates results, embrace these tips to ensure that it’s well-planned and truly speaks to your target audience.

By Sean Schroeder
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Cards Against Humanity & Creating Content Experiences: (Un)Intelligent content?

Play Cards Against Humanity a few times, and you quickly find out that there are a few cards you can count on to get a reaction every time—and a few duds. Surprisingly, it shares an M.O. with what some are calling an integral part of Content Marketing’s future: Intelligent Content.

By Sean Schroeder
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Creating Complex Nurtures in Marketo

Not all Nurture Streams in Marketo need to behave the same way. Learn how we used Marketo to create an advanced nurture campaign to convey a rather complex idea to our leads.

By Ronnie Duke
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Connecting Content Marketing Experiences [Infographic]

Marketers have their fair share of challenges these days, but delivering relevant content experiences doesn't have to be one of them. Learn what it means to Connect Content Marketing Experiences and how it enables building rich customer profiles and the opportunity to deliver increasingly relevant content experiences. 

By Sean Schroeder
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Cards Against Humanity & Creating Content Experiences: Know Your Audience

In CAH, players tend to gravitate toward the most offensive pairings they can find in order to elicit the biggest response. Sure, this usually works great the first few times around, but as the game progresses, we learn more about each player—both by what cards resonate with them and by which cards they play. Once you learn that, you realize that if you want to win, you need a strategy to tailor your pairings for the wry, unassuming type as well as the bold guy with bravado.

By Sean Schroeder
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[Webinar] Connecting Content Marketing Experiences

“It’s getting tough out there.” So begins “Connecting Content Marketing Experiences: Three Keys to more connected and aligned technology and marketing agendas.” Author Robert Rose (Digital Clarity Group, Content Marketing Institute) is commenting on a particularly sticky challenge marketers face.

By Sean Schroeder
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Marketers Avoid Calamity: Cards Against Humanity & Creating Content Experiences

In the spirit of Cards Against Humanity, we’ve created our own expansion pack, “Marketers Avoid Calamity.” A mashup of digital marketing references and jargon, the pack is designed to mix in with the original game to create some, ahem, interesting content experiences.

By Sean Schroeder
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Ghosts in the Machine

Marketing Automation is great for users who enter your database via online methods such as landing pages or email, but what about people you meet in person? 

By Ronnie Duke
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Personalize? Or Persona-ize? Yes!

At its most sophisticated, intelligent content adapts according to what it “knows” (hence the termintelligent) about the person on the receiving end. Or should we say the persona? The Content Marketing Institute's Marcia Riefer-Johnston examines the apparent contradiction between "personalization" and "persona-ization."

By Marcia Riefer-Johnston
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Nurturing Beyond the Inbox: Closing the Email Loop

Email marketing has historically been one of the most effective methods of digital marketing. But what do we do when email fails? How do we ensure our leads are seeing relevant content on our websites even when they aren't opening our emails?

By Ronnie Duke
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How to Research Blog Topics: A 5 Step Process

We all know what it’s like to get that spark of an idea. We feel inspired and ready to take on the world with our blog post. The bones of the idea are there, but to make sure we’re credible, we need to see if the facts and figures back up our claims. With research, we can feel solid about the questions we’re asking and what we have to say in response.

By Dina Rodriguez
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Measuring Video Engagement with Wistia and Marketo

As video marketing becomes more and more important, marketers need to look beyond the play count and access more detailed analytic data on users' activity to see not only who's watching these videos, but which parts they watched or which they skipped over completely.

By Ronnie Duke
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Fine Tuning Buyer Personas

Justin Gray from LeadMD shares with us why user behavior doesn't necessarily dictate the buying potential of that lead. 

By Ronnie Duke
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Long-Term Nurturing, User-Generated Content and Wine

When an industry gets caught in an economic downturn, it can be a challenge to not only generate leads, but to nurture them as well. For marketer Bridget Kulla of James Hardie Industries, it meant pivoting from B2B to B2C and going beyond digital to weather the housing market crash of 2008.

By Sean Schroeder
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Video Marketing & the Buyer Journey

In the first of 3 interviews from Marketo Summit, Michael Litt shares with us some proven metrics on how you can use video to add more value to potential customers throughout their buying journey.

By Ronnie Duke
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Marketo Summit 2015 - Engagement for the Win

It was an exciting few days at Marketo Summit 2015! With so much information and so many great sessions, we wanted to break out some ideas that stood out most to us. 

By Ronnie Duke
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Sending Custom Querystrings to Marketo

Marketo is great for tracking page-based activity on your site, such as the user landing on a particular page, or clicking a link. But what about non page-load actions?

By Ronnie Duke
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5 Ways to Better Measure Site Engagement

Page views, and bounce rates tell only half the story. Here are some tips on the additional data you should be capturing to give you more insight into what your users actually do once they're on the page.

By Ronnie Duke
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Personalization vs Persona-ization

Personalization and the use of personas have both been hot topics for awhile now. Some argue that using personas just isn’t personal enough, while others argue that personalization doesn’t scale. But which is it?

By Sean Schroeder
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How To Develop Personas for Content-Driven Experiences

There’s a lot of talk out there about personalizing content and having “one-to-one” conversations with buyers. And while personalization can yield some great benefits, it’s difficult to scale, with marketers citing the ability “to personalize every single customer interaction with relevant data and offers” as their biggest challenge according to Forrester.

By Dina Rodriguez
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Is "Right Message, Right Person, Right Time" the Wrong Message to Content Marketers?

From Content Shock to CRaP--and an all around lack of quality content--the biggest threat to Content Marketing seems to be Content Marketing itself. By identifying some serious issues with the prevailing wisdom about messaging, we can see what we might be overlooking and how we might do better.

By Sean Schroeder
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Technology, Process, Strategy & People

From our favorite sessions emerged a theme: No technology can drive results in the absence of thoughtful strategy with clear goals and tactics. 

By Sean Schroeder
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Motivating Employees to Create Content

We understand the benefits to our employees to create content, but how do we create an environment to give them the opportunity to see the benefits?

By Dina Rodriguez
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Turn Your Employees into Successful Content Creators

Useful advice on how to get your employees to generate great content and how to avoid common issues along the way.

By Dina Rodriguez
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