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Dara Schulenberg
Works at Designs Marketing
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Dara Schulenberg

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'Good agencies will act like product companies, not service companies. Service companies aspire to a happy customer and a contract renewal. Product companies innovate quickly and offer better value with each iteration.'
The future according to brand and agency leaders at GE, Vice, Percolate, Taco Bell, adam&eveDDB, and 72andSunny.
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Dara Schulenberg

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Here's how to understand the value of high converting content and if you should invest in #CRO from +momoko price 

If your cLTV is relatively high, then investing in professional CRO usually makes sense. If your cLTV is low, then outsourced CRO is probably the last thing you should be thinking about.


http://copyhackers.com/2015/01/high-converting-copy-worth/?mc_cid=71e6267feb&mc_eid=589fe384cc
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Affirms the distinctions are structural globally.  Great summary table from +Frederic Filloux
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Definitely 1of the 5 you should read thoroughly today.  +Barry Feldman telling it like it is...
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Fascinating stuff from +Kevan Lee.   I'm a custom strategist. What's your 'type' and how accurate is the label?
This post originally appeared on the Buffer blog. Whenever I find myself doing research for new social media tips, the studies and resources I find are always fascinating. ...
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The agency irony of content marketing, social media and brand storytelling is a head-shaker. Yet, those who 'walk the talk' earn the very benefits of inbound that are attractive to customers. 

Here's three signs you're ready to put it to work for - not just in - your agency. What other signs would you add to  +Caleb Gonsalves' list?
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Great definition of the principles of Agile Marketing...

"Validated learning vs. opinions and conventions
Customer-focused collaboration vs. silos and hierarchy
Adaptive and iterative campaigns vs. big-bang campaigns
The process of customer discovery vs. intuition
Flexible vs. rigid planning
Responding to change vs. following a plan
Many small experiments vs. a few large bets"

Anything you would you add?
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Dara Schulenberg

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Seeing more of this in #B2B recently. Is painful to recover from by all accounts. Do you have any hacks for recovering from a negative SEO attack?
The term ‘negative SEO’ has been thrown around with increasing frequency in the last few months. The idea behind negative SEO is simple—essentially, if you have a positive SEO impact by building high-quality links and writing great content, then in theory, you should be able to negatively impact the rankings of a rival website by doing things that Google does not want webmasters to do.
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Resist the urge (yours or motivated by clients) to skinny-up persona development - time, effort or dollars.  +Tony Zambito reminds us that when "buyer personas are poor, your content is poor."  

I often use the analogy of constructing a building (or home). Personas and content strategy are the foundation. Stop decorating the rooms while overlooking the cracks in the foundation. How do you get teams to invest in the process?
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This is awesome. Are there any B2B companies you know of with a similar anti-hipster approach?  Would seem like marketing automation vendors would have low-hanging fruit.
You see them everywhere; you probably know one, and you might even be confused about whether or not you are one. Our generation's subculture of “hipsterdom
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Good for a morning laugh...
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Great post from +Christopher Penn which 'should' be required reading for clients. 

Many in #B2B still have a 'Build It & They Will Come' mindset to digital community building, completely underestimating the time, tools and - most importantly - skills required to build community. 

Community building is expensive, but in very different ways than traditional marketing. And, it build a far different asset than traditional marketing.  So much to learn and improve!
Crisis communications relies on a strong community to defend you. Are you prepared? Find out 3 ways to measure your brand community's strength.
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In her circles
1,543 people
Have her in circles
297 people
Darren Jones's profile photo
Matthew Anton (Matt Anton)'s profile photo
Jennifer Hoy's profile photo
Jassica William's profile photo
Gordon West's profile photo
Jason Swanson's profile photo
Karolin Schulze's profile photo
Steve Park's profile photo
Adam Garcia's profile photo
Work
Skills
Inbound Marketing, Digital Strategy, Marketing Communications, Lead Generation, Demand Generation, B2B
Employment
  • Designs Marketing
    Director, 2009 - present
  • Canyon Communications/Elevation Marketing
    Director, Digital Strategy, 2010 - 2014
  • ConstructHub
    CMO, 2007 - 2009
  • ITtoolbox
    Product Manager, 2006 - 2007
Story
Tagline
Digital Strategist for Web, Search, Social Media, Mobile & Local Optimization
Introduction
Embracing the technogeek marketer tendencies while raising an amazing 15 year old and finding time to ride
Basic Information
Gender
Female