June, 2016

Customer Experience Matrix

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Usermind Makes Journey Orchestration Simple

Customer Experience Matrix

Maybe you’ve been waiting with increasing impatience for me to finish reviewing the set of Journey Orchestration Engines (JOEs) I first mentioned in March. More likely, it slipped your mind entirely. But I do worry about such things so I’m especially pleased for finish out the set by telling you about Usermind. Usermind Journey I'm not saying that Usermind calls itself a JOE.

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ZenIQ Account Based Marketing System Maps Buying Centers, Finds Data and Exection Gaps, and Recommends Actions to Fill Them

Customer Experience Matrix

When I first starting thinking about Account Based Marketing, I assumed that an ABM system would let marketers replicate at scale how sales teams manage key accounts: that is, to analyze each account in depth, set goals specific to that account, and then execute against those goals. But most vendors serving the ABM space have taken a much narrower approach, either in providing data about accounts, managing campaigns against externally-built account lists, or providing account-level metrics such as coverage, engagement, and funnel velocity. Then I saw ZenIQ. Now things start get interesting.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. In practice, this classification is more potential than real because few if any customer success systems actually expose their data to other systems in true CDP fashion.

Microsoft Buys LinkedIn for $26.2 Billion: Get Ready for Software Vendors as Data Owners

Customer Experience Matrix

Microsoft surprised pretty much everyone today by announcing a $26.2 billion acquisition of LinkedIn. This is fascinating since Microsoft intersects with LinkedIn in several areas: Dynamics CRM software, Office productivity software, and Bing online advertising. It gives Microsoft access to a rich trove of personal and company information, something it didn’t have before (although Microsoft probably collected more personal and company data than most of us realize). LinkedIn is primarily a social network with revenue from subscriptions, recruiting services, and advertising.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Accelerating Waves of Marketing Technology: My Interview on Scott Brinker's ChiefmartechTV

Customer Experience Matrix

I had the pleasure last week of appearing as the first guest on Scott Brinker's chiefmartechTV , an internet broadcast that will features interviews on marketing technology topics. The official topic was accelerating waves of marketing technology , although we did manage to sneak in Personalized Mona Lisa. You can view the broadcast here. See if you can count how many times my cat forces her way into the picture. marketing software marketing technology martech personalization soctt brinker

Future-Proof Your Marketing Technology Stack: Whitepaper and Webinar

Customer Experience Matrix

Research sponsored by the Raab Associates Institute has recently uncovered the earliest known marketing technology – a cave painting that promotes a local barbecue restaurant. Key selling points included freshness of the meat and how excited the kids would be. Archeologists disagree as to whether they also promised live music every Saturday night. You can download it here. Eastern time.

Intercom "Smart Campaigns" Replace Decision Trees: Interesting But Not Perfect

Customer Experience Matrix

I got all excited when I saw this description from messaging vendor Intercom about new "smart campaigns" in marketing automation that automatically send the best message at the best time in the best channel to each person without pre-designed campaign flows. Their critique of the current process -- essentially that fixed flows are too complicated -- is spot on. Alas, a deeper look left me a little disappointed. Then decide how often you would like them to receive messages, e.g. you may want to send, at most, a message every two days. My problem is step 4: messages are ranked by priority.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

bizible

Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains : As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. But what about Outlook? B2B Marketing

15 Cheat Sheets Every Successful Digital Marketer Needs

B2B Marketing Insider

It’s not easy being a digital marketer today. You need to know and do everything from content strategy to writing and editing, SEO, social media marketing, analytics and so much more. So how do you stay on top of it all? Here are 15 cheat sheets that will make your life easier and help you […]. Content Marketing

11 Overused Stock Photos to Ban From Your B2B Marketing

B2B Marketing Insider

Have you ever seen a piece of content and had a déjà-vu moment? You say to yourself, “I’ve read this before, and I know I’ve seen the gray-haired man holding an iPad somewhere.” ” B2B content has become pretty formulaic. Insert ‘Top 10’ list headline here. Insert stock photo of a businessman jumping in the air there. The Headset Hottie.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Should your content generate leads or relationships?

grow - Practical Marketing Solutions

A few years ago I had an interesting conversation with a Hubspot executive (now a former executive … but that’s another story). His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Are you sure that’s the right goal?” ” I asked.

Deliver More Sales Qualified Leads Using Predictive Intelligence

SalesPredict

One of the biggest challenges today’s B2B marketers face is generating sales qualified leads (SQLs). After all, what’s the point of creating and promoting all that content and spending all that time on social media if you’re not effectively reaching the people most likely to buy from your business? Why leads aren’t qualified. How predictive can help. How does it work?

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5 Ways to Create Super-Addictive Loyalty Programs

B2B Marketing Insider

You want customers to love your brand. Well, loyalty doesn’t happen overnight. It starts with building a quality relationship with your consumers. To reach “cult loyalty” status, like Apple’s fanatics, customers must identify with your brand on a deeper level. And one way to achieve that is through well-developed loyalty programs. It gives your company […].

Integrating Online Video with Your Marketing Tech Stack

It's All About Revenue

Video by itself is an effective, engaging content f o r m that provides high ROI, and integrating your online video platform (OVP) with your existing tech stack ensures you can make the most of your video investment. This integration is the third step in creating powerful digital 1:1 conversations with video: Step 1: “Who is it?” Step 2: “What should we talk about?”

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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Why You Are Losing Leads by Not Integrating Events with Marketing Automation

It's All About Revenue

Did you know that businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads? According to the State of B2B Event Marketing study , events are the most effective tactic for B2B marketers to increase their sales pipeline and generate revenue. Why Is Marketing Automation an Essential Part of Any Effective Marketing Strategy? What is Event Automation?

Why CMOs Must Shift the Dialogue from Marketing Budgets to Revenue Targets

It's All About Revenue

In 2007, David Court wrote an article entitled The Evolving Role of the CMO , as part of McKinsey & Company’s quarterly publication. David spoke to how the CMO was in a position to spearhead the evolution that marketing is is in the middle of, or was back then. However, that scrutiny has helped create a culture of accountability amidst this incredible time of change.

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Why Your Employees’ LinkedIn Profiles Should Be Part of Your B2B Marketing Strategy

KoMarketing Associates

We’ve covered the benefits of using LinkedIn for B2B marketing before, but many companies fail to see the benefits of helping employees with their own profiles. Because employees list their current job on their own profile, potential clients, colleagues, and hires could be looking at someone’s personal profile from a company before getting to the company’s official page or group. Great Images  .

7 Compelling Reasons to Invest in Mobile Marketing

It's All About Revenue

Mobile has experienced a meteoric rise in recent years. Smartphone and tablet usage has exploded, and the widespread proliferation of mobile devices is changing the way consumers and B2B prospects access media and online information. Over the past four years, smartphone usage is up 394% and tablet usage up 1,721%. Up to 29% of consumer media time is now spent on mobile platforms. Main Takeaways.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

4 Simple Ideas to Personalize Your Email Campaigns Today

It's All About Revenue

Those of us who craft email campaigns are always searching for ways to personalize our messages. Sending the right message to each subscriber at the right time can seem hard to achieve, because our email newsletters are such workhorses for our brands — we get reliable returns (opens, clicks, and sales) from emailing our subscribers. And we know it can deliver results. Email Marketing

70 Smart Tips to Instantly Boost Your Blog

B2B Marketing Insider

By Federica Auletta, Market Inspector  Blogging has become a universal issue. With hundreds of millions of blogs, nowadays everyone can start one. However, many of these blogs remain inactive, condemned to oblivion, and most of them are simply ineffective and therefore invisible. Nevertheless, the competition is stiff, the stakes are high, and the unstoppable development of the […].

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Your Employees May Be Your Best Untapped Brand Advocates

Webbiquity

Guest post by Liz Greene. If you were asked to rattle off your top marketing strategies, would employee advocacy make the list? Your employees are one of the most valuable marketing assets available, and if you’re not putting them to use as part of an overall marketing strategy, you’re missing out on an incredible opportunity to increase revenue. It’s simple. Identify. Willingness to help. Educate.

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5 Strategic Business Lessons From Game Of Thrones

It's All About Revenue

Chances are that this isn’t the first Game of Thrones post that you’ve read. For die-hard fans of the popular HBO television series based on George R.R. Martin’s A Song Of Ice and Fire book series, it’s common to have your Facebook feed flooded with articles on the show. The topics can range from recaps of recent episodes to memes to popular Reddit fan theories.

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Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Is it Time to Ditch the Term “Social”?

Synecore

Is social media social? Social

B2B And B2C Marketing: Is There Really Any Difference?

B2B Marketing Insider

What’s the difference between B2B and B2C marketing? Is there any difference at all? While both B2B and B2C marketers may use the same terminologies, the methods and tactics they use can vary greatly given their different needs. For those who are new to marketing or are exploring the “other side” of the marketing world, […]. The post B2B And B2C Marketing: Is There Really Any Difference?

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The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

ViewPoint

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up. summary: 1.

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Renew, Refresh, Rebrand: The Content-Centric ScribbleLive

Visually

ScribbleLive has been innovating since the company was founded in 2008. ScribbleLive was originally known as a live blogging platform but has evolved into one of the industry’s leading content marketing platforms. This evolution was natural. Marketing and technology rapidly change as a result of innovation. Long Live ScribbleLive. You might be asking yourself, why’d we do it?

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Skills CMOs Look For When Building a Modern Marketing Organization

It's All About Revenue

Enhancing the skill set of the marketing organization has become a top priority for today’s CMOs. Research from The CMO Club and Oracle Marketing Cloud shows that CMOs pay a great deal of attention to specific skills to modernize their operations. Customer Insights. Digital Marketing. Creating digital experiences is now a central part of any marketing plan. Social Media. CMO Corner

Research shows “be more human” really works

grow - Practical Marketing Solutions

Introduction: In many of my classes and lectures, I pass along advice Dr. Robert Cialdini provided to me when I was working on my Return On Influence   book. asked him, “In this very noisy world, how do we stand out?” ” His response was simple, elegant, and so true: “Be more human.” think the most human companies will win. think you will enjoy this. But does it work?

Podcasts and advertising: Meet social media’s new super power

grow - Practical Marketing Solutions

We are rapidly moving toward an ad-free world, which is kind of scary because the Internet really, really, really depends on ads. Ad blocking increased by 94 percent between 2015 and 2016. About one-third of all smartphone owners block the ads that make all that great free content possible. probably consume more content than ever. You heard me correctly. million. Find the podcast on Stitcher.

The overwhelming implications for driverless cars and marketing

grow - Practical Marketing Solutions

Most analysts believe that by 2020 there could be millions of self-driving cars on the highways. The implications are vast … for safety, for energy savings, for the creation of entirely new industries and business models. The time saved by commuters every day might add up globally to a mind-blowing one billion hours—equivalent to twice the time it took to build the Great Pyramid of Giza.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Influencer marketing tools of the trade

Biznology

We’re off to the races! Dan Krueger and I just launched a new influencer marketing campaign on behalf of the best pure, extra virgin, raw cold pressed, and alkaline coconut oil, Skinny Coconut Oil. So, since blogger outreach is at the top of mind, I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients! OK, now on to tools.

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Tools Marketers Need For Cross Channel Marketing Attribution

It's All About Revenue

Friday Five time — five curated recent articles on a specific topic. This edition: cross channel marketing. TOOLS FOR CROSS CHANNEL ATTRIBUTION. The IAB’s recently released survey results confirmed what most marketers and advertisers are already thinking—2016 will (and has to be) the year for cross channel attribution. Read the full story on Chief Marketer. At least it better be.

How to Use Storytelling to Engage and Persuade Consumers

B2B Marketing Insider

Storytelling is one of the oldest forms of persuasion. Going back to biblical times, the entire point of fables was to persuade the population to do the right thing. Nowadays, storytelling is used to sell us everything from cars to vacations. As you may have noticed by all those new cars on the streets, it’s […]. Content Marketing Engage Consumers Persuade Consumers Storytelling

Why People Give Back: The Neuroscience Of Advocacy

Influitive b2b

Here’s a simple fact: the human brain is wired for reciprocity—the need to give back after we receive. Take this example: a collaborative study done by researchers from four universities documented how bringing candy to a table after a meal influenced the value of tips that servers received. The results were astounding. If servers gave a piece of candy with the bill, they got 3% higher tips.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

4 Ways to Battle the Content Marketing Paradox

It's All About Revenue

We’ve long suspected it, but now there’s proof; the more glued we become to our devices, the less we’re actually engaging with content. recent TrackMaven study found that the amount of branded content across social media increased by 35% in 2015, while content engagement decreased by 17%, a phenomenon called the content marketing paradox. Content Marketing