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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

Why a Single View of Your Customer is Vital for Success

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More than ever before, we have an opportunity to see and interact with our customers and prospects across the largest number of channels and platforms. That provides more data to identify patterns in behavior that can be leveraged to create better messages and interactions with them. That’s why it’s important to collect all those perspectives and create a single view of each customer.

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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.

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What the Heck is Cross Channel Marketing and Why Would I Want To Do It?

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The term "cross channel marketing" is hardly new. It's been around for hundreds of years. Ok, maybe not hundreds but in some ways it seems that way, doesn't it? Marketers the world over have espoused its virtues and sang its praises while others, well have not. But for right now, let's start with the basics: What is cross channel marketing? How much growth? Why Ask Why?

150 Content Marketing Tips

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

Millennials Want to Identify with Brands and Their Content

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Millennials are officially America’s largest generation. According to recently released population estimates from the U.S. Census Bureau , there are approximately 75.4 million Millennials, or citizens 18-34 years of age, in the United States as of 2015. With the Boomer generation in decline, Millennials are expected to remain the dominant generation for decades to come. Currently, U.S.

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.

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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The Contextual Inbox: Moment-of-Open Email Marketing

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Are you one of the 40% of email marketers who don’t segment their email campaigns? Since all ESP’s have data collection functionality, customer data is abundantly available, and triggered emails are based on a basic level of segmentation already—that statistic seems out of place in 2016. There aren’t many reasons still available for sending an entire database the same email.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

6 Social Media Publishing Best Practices

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It is a challenge to define the audience for a guide to social media marketing today. Some of us have been using social media personally and professionally for more than 10 years. Or as my colleague Jeff Cohen put it a few months ago. "It is 2016 and we are still talking about social media marketing. They may come around in time." One Size Does Not Fit All. Forget them. Platforms Aplenty.

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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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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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

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 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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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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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.

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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?

Definitive Guide to Planning a New Content Initiative

Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.

3 Examples of Brands Doing Real Cross-Channel Marketing

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Whether you call it cross-channel or omnichannel marketing, as a consumer, I love it. love that I can connect with brands how and when I want. love when my mobile search results show me nearby store inventory. love opening an email with a discount code for the items I left in my online shopping cart. It makes my life easier, and I feel like a VIP who’s getting the red carpet treatment.

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

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.

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.

5 New B2B Sales and Marketing Strategies

The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.

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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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.

4 Examples of Content Curation Done Right

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In recent years there has been a lot of buzz about content curation , given its power to help fuel content marketing and better engage an audience. In fact in 2014, CNBC listed at as the #1 most overused word of the year. By now most marketers have heard of curation conceptually, but may not be familiar with how their peers use it in the real-world. Verne Global data center. Content Marketing

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

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.

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.

Why the Email Deliverability Platform Should Get All the Votes

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Since all the talk these days seems to be political in nature, I’ve been thinking of ways to involve Deliverability in these conversations. We’re getting closer and closer to the U.S. Republican and Democratic conventions. thought why not come up with the “deliverability” platform? Since, it’s my article, I guess I am the presumptive nominee! Don’t get fooled.

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.

Top 30 Publications Shared by B2B CMOs

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The latest scientific research lists the number of business and marketing related publications somewhere between a gazillion and a whole bunch. Ok, perhaps that is not the most scientific of research I referenced but you get the point. There are indeed a whole bunch of publications out there when it comes business and marketing all the various sub-topics within i.e. mobile, social, data and so on.

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.

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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