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Customer Experience is the Most Critical Part of Marketing Right Now

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89% of marketers expect customer experience to be their primary differentiator, according to Gartner. That is quite a high number. That means you need to pay extra close attention to the words of our global Modern Marketing experts when they talk about customer experience. The notion of customer experience should not be underestimated as a key function of marketing moving into 2017.

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

You Can Run But You Can't Hide from the Importance of Data in Modern Marketing

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Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is no surprise that when we asked global marketing experts about marketing in 2017, many of them came back with predictions about data-driven marketing. Doug Kessler ( @dougkessler ), Co-founder and Creative Director, Velocity.

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2 Out of Every 3 Digital Media Minutes Now Spent on Mobile

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Right off the bat the fact that 2 out of every 3 digital media minutes is spent on mobile should surprise absolutely no one, least of any marketer reading this. The stat, (see chart below) which comes courtesy of comScore is yet another example of mobile finally delivering on the promise of keeping customers connected to the brand - anytime, anyplace. Elevated Expectations. Testing 1, 2, 3.

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How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

4 Steps to Standardize Your Data and Get Better Insights

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The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we don’t use data standards. Standards make data uniform. They drive information into a database and record it there in a consistent, predictable, and homogenous way. So, have some standards. Brainstorm standards. Standardize data sources.

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CMOs Not Happy With the State of Cross Channel Marketing

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It’s no secret that the best customers are the ones who engage with brands across multiple channels. It’s not surprising, therefore, that the brands who deliver value to customers across channels see strong growth. How much growth? Companies with strong cross channel customer engagement see a 9.5% year-over-year increase in annual revenue. The Struggle Is Real. CMO Corner

Spamhaus Risk and the Future of Email Acquisition

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Email address acquisition is the life blood of any growing email marketing program. So anytime someone proposes a change to acquisition practices, smart marketers get worried. Over the years, so many things have changed in email marketing, except the web-based email signup form has skated along mostly unchanged from the early days. Innocent Victims. So what’s a marketer to do?

7 Engaging CMO Interviews From 2016

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As the year comes to a close and we make final plans for the New Year and celebrations and the like, I figured it was a good time to take a look back at some CMO Interviews from 2016 before we move onto 2017. Below are 7 CMO interviews from 2016. Well, sort of. They are in fact a headline, a blurb, followed by my take on each interview with the link to read the full piece at the end. Marty St.

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B2B Marketing Trends for 2016

Talking Domain Reputation And What Email Marketers Need To Know

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Reputation is a word that means many different things to many different people in the world of Deliverability. The idea of what reputation is and how you should apply it to your business is a big topic that we will continue to explore. Today however, I wanted to talk about a specific phenomenon that we are seeing more and more over the past few months. Just Warming Up. Image source: Pixabay.

2017: The Year of the Data Driven CMO

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Happy New Year everyone! hope everyone had a great holiday season and I wish nothing but the best for everyone in 2017 and beyond. Now, as for you, the CMOs of the world, as we wave goodbye to 2016, the time has come to wave goodbye to some bad habits when it comes to the use of data and data driven marketing. Survey Says: Wrong. Picture a group of marketers on the TV show Family Feud. Surveys?

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To Successfully Personalize Marketing Communications Across Mobile Devices, Brands Need To Do This

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Today, more than 2 billion smartphones are in use globally and continue to become an integral part of people’s daily life. The proliferation of mobile devices that consumers use on a daily basis creates an enormous challenge for marketers trying to orchestrate a seamless cross-channel customer experience. Connect Identities Across Disparate Marketing Channels. Testing, 1, 2. Mobile Marketin

To Be Agile CMOs Must Align Digital and Traditional Marketing Strategies

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One of the definitions of the word align is to bring into cooperation or agreement with a particular group. According to the findings of a newly-released survey, presented by The CMO Club in partnership with Accelent Consulting and Oracle Marketing Cloud, CMOs the world over would be wise to bring into cooperation digital and traditional marketing. " Singles Only. Reach For This. CMO Corner

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The B2B Demand Gen Marketing Playbook

The Undeniable Benefit of a Consistent Cross Channel Marketing Message

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While you may see trend articles about the value of reaching out to customers and prospects on the mobile channel, the reality is that your audience wants to hear from you there. However, they also want you to talk to them on other channels, including digital and traditional channels. Say it the Same Way Everywhere. Multiple Channels Consulted for the Purchase Process. Cross Channel Marketing

4 Cross Channel Marketing Stats Marketers Need To Know Going Into 2017

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As 2016 winds down and we all look forward (hopefully) to some time off from work and spending time with family and friends, I thought it a good time to give some marketers some cross channel marketing stats to get to know up close and personal as we head into 2017. Let's dive right in shall we? 1. Two-thirds of all shoppers regularly use more than one channel to make purchases.

How A CMO Uses Storytelling To Engage Audiences

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Jeremy Duerksen is CMO at Peaksware. In his spare time he rides horses and dual sport motos - presumably not at the same time and races bikes. At Peaksware he is responsible for marketing eight different product lines across three primary markets: strength & conditioning, endurance sports and music education. Well not about horses and sport motos, maybe next time. Want to hear more from Jeremy.

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Solving the Multi-channel Conundrum: How to Leverage Your Marketing Data for Success

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Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and customers can no longer be seen as having a single customer journey. They exist, operate, and interact with brands on multiple platforms, devices, and channels. More than 60% of UK adults online use two or more devices daily. Main Takeaways.

A Content Formula for Complex B2B Organizations

These 6 Marketing Automation Statistics Show Where Marketers Really Are

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Marketing automation is a core technology that all marketers, especially B2B marketers need to implement to connect with prospects and generate the right leads for their sales team. The time of scattershot marketing, or even broadcast marketing, is long past. Marketers need to focus on prospects that have a higher likelihood of becoming customers. We are all guilty of this one. Be one of the 10%.

Think Beyond Mobile-First and Consider Mobile Experiences Like These Brands

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A few years ago, mobile was viewed by digital marketers as a side channel; a sort of “diet-digital” that was marginalized because of smaller screen sizes and a less mature marketing ecosystem. Fast forward to the present, and mobile is the alpha dog of the pack: Two-thirds of marketing emails are opened on mobile devices ( eMarketer ). What’s Different on Mobile? Social value.

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How 4 Brands Are Revolutionizing the Customer Experience

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As consumers, we don’t actively think about the “customer experience” — we just know when a brand makes us feel good. And the number of ways that we encounter brands is vast and continuing to expand thanks to things like native advertising, mobile app experiences, the Internet of Things and innovative offline and in-store experiences. Ideally, it does both.

A Deeper Look Into B2B Demand Generation

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We just completed our third annual B2B Enterprise Demand Generation Study , which evaluated the maturity of the demand generation function within enterprise organizations. While the results are showing incremental improvement overall, it is clear that organizations are still looking to master the art and science of demand generation. stated that their team skill set is highly effective.

Six Key Steps to Successful Marketing Automation Adoption

3 Ways to Optimize Customer Experience Via Email

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The pressure to create and maintain a stellar customer experience is a daunting challenge faced by brands, and the onus is increasingly falling on marketers to own the strategy and tactics to deliver on the promise of delight. The CX quest is on. Gartner estimated that by this year, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.

47 Things To Make You a Better Marketer Over the Holidays

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This time of year means many things to many people, of course. From conjuring up childhood memories to making to new memories with family and friends and so on. It's a time to slow down and enjoy the festive festivities, if you will. But who's to say the holidays can't be a learning time for we marketers? Not us. Figure out what exactly is in a fruit cake. Tell no one. And listen.

Over Two Thirds of CMOs Name Mobile Marketing a Top Priority For 2017

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Smartphones have been declared a device that people “can’t live without” With over two billion smartphones in use globally, mobile marketing presents an effective and personal way for companies to engage with their customers. The above is an excerpt from the Executive Summary of a new report from Constellation Research. And no, I will not state that 2017 is the year of mobile.

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3 Ways to Apply Technology to Enhance Customer Experience

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“See you in 10,000 miles!” ” This is the friendly sendoff I receive from the workers at my car dealership each time I drive off the service lot. It’s a standard farewell that tells me, a proud modern marketer, that I’m in good company wanting to take every opportunity to offer consistently stellar customer experiences. The customer experience is not linear.

8 Ways to Create More Effective Lead Generation Programs

Accelerate Conversions with Clean Data and Relevant Content

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B2B organizations are rethinking established processes to increase collaboration between marketing, sales, and other customer facing departments to create a more consistent, targeted customer experience. These new capabilities give marketers the power to strategically align sales and marketing communications to transform conversations into conversions. Product News

Data Driven Marketing Without a Data Management Strategy is Like a Day Without Coffee

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Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but. you get the point. Over seven million. That's how many hits I got back when I Googled the term "data driven marketing." " Quite frankly I am surprised it was not higher given the amount of "talk on the street" there is about it. Strategically Speaking. You do remember it, yes?

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Be Thankful for Account-based Marketing this Holiday Season

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Account-based marketing, or ABM, is what seemingly every B2B marketer has been talking about in 2016. And if you believe the experts and the surveys, it is something that marketers should be thankful for. Talk is cheap, but real results are something that your should proudly shout your thanks to the hills. Revenue. Customer Experience. Marketing Sales Alignment. " Oh that elusive ROI.

Why Customer Experience Is Just Like Gift Buying

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Ok raise your hand if you have not even started your holiday shopping yet. Yes, my hand is firmly raised. Trust me, we are not alone for many holiday shoppers are in the same dilemma. Or maybe it's not a dilemma as perhaps some actually enjoy waiting to the last minute. But that's another story for another time. Has there ever been a more ambiguous phrase than "one size fits all?"

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Marketing Automation is More Than a Fancy Email Machine

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Marketing automation is one of those terms that could have a variety of meanings, but the most obvious one is not really what it means. The tool that is called a marketing automation platform is not strictly about automating your marketing. Let’s look at some stats from a recent study from Ascend2 : 76% of marketers say marketing automation is very important to their marketing performance.

ABM Quickly Evolved from Latest Trend to What Felt Like Full Adoption

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Account-based marketing popped up in all corners of B2B marketing in 2016. Every martech vendor started offering it. Ever marketer implemented some form of it, or was planning to implement it. That's ABM in a nutshell. When we asked our panel of global experts to call out what had the most impact in 2016, several of them identified ABM. That doesn't make it a short-lived fad.

The Time is Now for the Future of Modern Marketing

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We often think that the future is just over the next hill, but when we asked global marketing experts to predict 2017 , it seems like the future is already here. We all know how important it is to collect and analyze the data—now being generated at a rate of 2.5 quintillion bytes daily—to improve the customer experience. It helps you know what to do and when to do it.

7 Things Your Email Deliverability Consultant Wish You Knew

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As an email marketer, you know email marketing success depends on sustainable inbox placement, but there is a lot of conflicting information out there. What do you really need to know about deliverability? Here are 7 key takeaways to help you think about deliverability in a new light this year. 1. How much is too much? Sit in your customer's chair. " 2.You get the reputation you deserve.

B2B Marketing Trends for 2016