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Account Based Marketing and its Growing Interest Among B2B CMOs

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In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. Not all that impressive. CMO Corner

How Big Data Is Revolutionizing Marketing And Sales

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Convergence and the power of data in modern marketingThis installment of the Friday Five — a collection of five curated articles from around the Internet, is all about Data. Ten Ways Big Data Is Revolutionizing Marketing And Sales. Of the hundreds of areas big data and analytics will revolutionize marketing and sales, the following is an overview of those that are delivering results today.

Email Marketing: Going Beyond a Unique Open and Click

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Is 20% a good open rate? What about a click-through rate of 5%? Well that depends on the industry you are in and what type of communications you're sending. There’s one thing I can tell you without knowing anything about you, you want these rates to be higher. Each week you send out a newsletter and each week you might get a 20% open rate. Is it the same 20% opening each time?

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Why Email is Essential for Your Content Marketing Strategy

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Go to any digital marketing event and you’re sure to hear one thing: content marketing is important. But the hot new art and science of being an effective brand publisher is actually more than just a trend; it’s becoming the atomic particle of all marketing. Because it works. In fact according to the Direct Marketing Association, email marketing yields an estimated 4,300% ROI.

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150 Content Marketing Tips

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

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

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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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Integrating Online Video with Your Marketing Tech Stack

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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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7 Compelling Reasons to Invest in Mobile Marketing

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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.

Still Wondering How to Get Started in Social Media in 2016?

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It is sometimes hard to imagine this for many marketers, but there really are people who are not yet using social media marketing for their business, or who could use a good refresher on how to use it well. Social media has gone from a check the boxes exercise to a critical component that is fully integrated into marketing campaigns and other business activities. And it’s still growing.

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

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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?

3 Email Marketing Lessons From Tinder

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About three years ago, I was having drinks with some friends in Tribeca, when one of the girls pulled out her iPhone to show us married gals how Tinder worked. We were hooked. It was so easy to swipe right, swipe left, swipe right again; trying to find a match for our friend. We must have swiped for a good five minutes (even if she didn’t necessarily approve of all our swipes). ” 2.

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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.

4 Simple Ideas to Personalize Your Email Campaigns Today

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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

Hey CMOs: Technology Now as Important as Creativity

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But as they say… that was then. And this is most assuredly now. And now we live in a world where technology has, well… pretty much changed everything, in particular in the fields of marketing and advertising. Technologically Creative. I can see some of you with raised eyebrows thinking to yourself ‘But Steve, technology and creativity don’t go together. Automating.

Preview: 20 Social Media Marketing Statistics from Upcoming Industry Report

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It is 2016 and we are still talking about social media marketing. Believe it or not, there are still companies that have not embraced social media as a means to improve marketing, customer service, lead generation and product development. They may come around in time. Every year Social Media Examiner conducts a large survey to get a pulse on social media marketing and how marketers are using it.

You Won't Believe How Many CMOs Don't Use Testing and Personalization

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I don't know about you but back in school I was not all that fond of tests. Oh I studied for sure but more often than a sense of anxiety came over me each and every time I had to take a test. But, what I realized, eventually, was that the results of a given test gave me some idea as to how much I knew (or didn't know) about a topic or subject. Pretty simple when you think about it.

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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.

Skills CMOs Look For When Building a Modern Marketing Organization

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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

Marketing Automation Technology and What Marketers Need to Look For

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Since marketers love a good stat, let's start this post off with one: 2567%. That percentage represents the increase in the number of martech vendors from 2011 to today. It comes courtesy of Scott Brinker, the guru of the infamous martech landscape chart and speaks to the warp speed growth the martech vendor space has seen over a very short period of time. – Aberdeen Group.

How to Decide What Marketing Metrics to Track and Report

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Yesterday I was at a marketing event and the topic of metrics came up. That's not a huge surprise, as modern marketers continue to be concerned with justifying their activities with the right metrics of success. The initial question was how do you know what metrics to track. jumped at the chance to respond. Over the course of the presentation there were a few more questions about metrics.

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80% of Millennials Have Been Influenced to Purchase by a Mobile Ad

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It's Friday which means it's Friday Five time, our weekly curated collection of five stories on one specific topic. This week, it's Mobile Marketing. Report Highlights the Millennial Opportunity on Mobile. 64 per cent of consumers have been influenced to purchase by a mobile ad – a figure that rises to 80 per cent among millennials. Read the full story on Forbes. Mobile Marketin

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.

Gmail, TLS Encryption and Why Email Marketers Need to Know About It

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Last week, Gmail announced that they were adding a “broken lock” icon for Gmail on the web senders who didn’t support TLS. For those of you who don’t know, TLS stands for Transport Layer Security. That’s easy to find if you are interested in the specifics of data encryption. For most of us, those details might be a little on the boring side. Email Marketing

Tools Marketers Need For Cross Channel Marketing Attribution

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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.

The Importance of Marketing Automation in Your Modern Marketing Future

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We asked global experts to provide their thoughts on the future of modern marketing and several of them highlighted marketing automation as the key to success in the future. Let's look specifically at some of those predictions. This one is pretty clear because it brings together content and technology and highlights those who succeed. This is the key to your success in future. Conversion rate.

Marketers Need to Focus on Prospects' Behaviors, Not Demographics

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Marketing is often about treating the largest groups of prospects and customers the same. This is how we scale. We aggregate data. We use demographic data, but we don't always look at our prospects' behaviors that indicate their intent. This is one of the ways to become a modern marketer. Paying attention to prospect intent is key to that transformation. That is an analyst's job.

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.

7 CMO Quotes You Need to Read on Marketing Technology

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Not long ago Scott Brinker, the mad scientist behind the now infamous martech landscape graphic released the latest version, this time going so far to name it the " Marketing Technology Landscape Supergraphic." " Not sure why he added the word "super" but it more than likely has to do with the fact that there are 3,874 marketing technology solutions on the graphic itself.

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4 Ways to Battle the Content Marketing Paradox

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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

10 Surprising Statistics About Marketing Technology

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With the hot sector of marketing technology becoming better defined, insights are emerging from those using it - and the results are mixed. This blog explores the figures. Marketing technology benefits: hiding in plain sight. As marketing technologists, we can’t ignore these figures. Nor should we. That is nearly two-thirds of those investing in marketing technology. It gets worse. Takeaways.

4 Ways to Turn Marketing Ideas Into Engaged Customers

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Having engaged customers is, of course, the holy grail for marketers. Some may argue that increasing sales would be ultimate goal but I would argue back that the more engaged customers are the more happy they are and in turn the more revenue will be generated. Successfully mine all of today’s rich sources of data. There is of course no shortage of data available. ” 4.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

5 Mobile Insights That Will Change How You Market to Millennials

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Everywhere you go, millennials are looking down at their phones. The grocery store, the bus, and don’t get me started on the movies. The question is: what are they really doing with their heads down, thumbs furiously typing and swiping? This is a serious question for marketers who want to not only reach, but genuinely engage their millennial, mobile audience. What are their views on privacy?

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11 of the Latest Lead Nurturing Statistics: Explained

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Every prospect who fills out a lead form, especially those who download a top of funnel ebook, is not ready to talk about your product. Sometimes they are, but the action of downloading that ebook doesn't tell you that in any way. This is where lead nurturing comes in. Modern marketers know that they must learn more about their prospects before passing them along to sales. That is no surprise.

Tips For Getting More Out of Marketing Automation

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The Friday Five —a collection of five curated articles from around the Internet — topic this go round: Marketing Automation. TIPS FOR GETTING MORE OUT OF MARKETING AUTOMATION. The good news is that of the 62% of companies under $100 million in revenue that have adopted a marketing automation platform, 85% are happy with their solution,according to a recent survey from Salesfusion.

Need to Know Deliverability Metrics

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Of course, all marketers know that Deliverability is the most important part of the email marketing cycle. Without deliverability success, what’s the point of all those other people in your organization? If your intended audience doesn’t see your email in the inbox, as the design was intended, and the time it was intended, somebody is probably disappointed. Bulking. Blocking.

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.

10 Marketing Automation Lessons from Bad Stock Photos

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When you are using marketing automation to improve connections with your prospects and customers, you are always trying to do better. No matter how long you have been doing it, there are always new lessons to learn. These lessons are everywhere if you are just paying attention. gave myself a challenge for this blog post just to prove that point. Some made me laugh out loud. Why do these even exist?

Content Marketing Strategy: How to Create Cross-Team Alignment

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When it comes to B2B marketing, alignment across teams can make or break your ability to execute campaigns successfully. Unfortunately, with a diversity of roles, functions, and technologies, teams are, more often than not, siloed. Singular, one-off projects are matched with custom, one-off KPIs or limited to a siloed business unit. So, how do you create internal alignment around a shared vision?

Here's Why Only 1 in 3 CMOs Comes from Marketing

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Only 34% of Chief Marketing Officers come from marketing. – K. Ullrich. Scary, right? As marketing has evolved, the top marketing leaders actually have a very diverse background. The assumption, that CMOs are traditional marketers is incorrect, as most are coming from a different area of the business. There are learnings marketers can take away from this. Generalists trump specialists.

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8 Steps to Guarantee Marketing Automation Success

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EmailMonday gathered an impressive list of statistics about marketing automation usage and its relevance for businesses in 2016 and beyond. Some key statistics from various sources include: • 91% of the most successful users agree that marketing automation is very important to marketing success across all channels (Ascend2). Review what you are using now before changing anything.

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.

5 Ways Video will Transform Digital Marketing in 2016

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2015 saw some incredible growth in the use of video content by marketers in both B2C and B2B markets. But more importantly, it also saw some staggering shifts in how marketers are using video and the kinds of results it’s helping them generate. Now that marketers are getting comfortable with video as a content medium for both brand and demand, the real fun begins. Let’s Get Personal.

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