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Account Based Marketing and its Growing Interest Among B2B CMOs

It's All About Revenue

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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How To Run An Effective SMS Marketing Campaign

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SMS has become a popular marketing platform for businesses in recent years and for good reason. Its affordable cost and high ROI make it an irresistible marketing strategy. But marketers should be aware that SMS is not a DIY marketing plan. There are lots of ways to do a texting campaign right and lots of ways to do it wrong, too. Today, businesses have many points of contact with their customers.

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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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150 Content Marketing Tips

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

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.

Are Three Quarters of CMOs Wrong About Customer Experience?

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Customer experience (CX), to absolutely no one's surprise, is at or near the top of the list of priorities among CMOs across the globe. There is no denying the importance of delivering the optimal CX to every customer, every time. However, inherent in CX itself is a list of priorities as to what makes for a great CX; what qualities if you will, compromise the best CX. So Why Is This Wrong?

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?

What B2B Marketers Need To Know About Video

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In case you hadn’t noticed, video has quickly taken over the Internet, and with it dramatically changed the behaviors of modern buyers. And this is a great thing for modern marketers. Cisco projects that video will comprise 79 percent of all Internet traffic by 2020. It makes perfect sense: video is a powerful medium. Step #2 – Adopting a modern video platform to optimize results.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.

5 Reasons You Need a DMP

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With more companies seeking to implement a digital marketing strategy that reaches their target audiences in more effective ways while delivering high-quality traffic , the need to incorporate a data management platform (DMP) for your website and apps has become more critical. This is the most efficient process for managing one-to-one relationships. Why Your Business Needs a DMP. Data Management

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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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.

Email Marketing: The Permission Question and the Deliverability Answer

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Permission is something that is discussed every day with our deliverability customers. They are always asking questions around what is and what isn’t acceptable. Senders want to understand who they can email, and how can they grow that list each and every day. The list of places where marketers are asking for permission also seems to grow every day as well. Why the change? Download it today!

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

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?

4 Simple Tips for Making the Most of Your Marketing Budget

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As every senior marketer knows, it’s essential to squeeze every last drop of value from your marketing budget. With boardroom expectations high, you need to be able to not only get maximum results supported by data, but also by customer experiences. If the conversation is only about financial stats, you need to make a change. Great experiences lead to great finances. Consumer sentiment.

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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.

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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Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

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

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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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.

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 Strategy for Marketing

Learn about the benefits and key considerations in developing a content strategy for marketing that's sustainable, scalable and sale-able.

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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How Marketers Should Engage Their Mobile User

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In our modern world, the average person has an attention span that lasts eight seconds. You read that correctly: eight seconds. And mobile marketers have even less time to capture the eye of a potential customer, acquire an app install , or win over a brand ambassador; making it essential to drive users to the right content, at the right time. Don’t let this deter you. Time spent in app.

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.

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.

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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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.

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

A Back To School Lesson For CMOs

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Last week I told CMOs what they need to know about back-to-school shoppers. This week, it's a lesson that transcends all CMOs, be they B2C or B2B. Let's get started. You in the back, sit up straight. I see you back there. But the fact is all of us — CMOs or not, should always be learning. Perhaps this lesson is more of a reminder for some. That's fine. Call it what you want.

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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.

The Future Will Bring More Cross Channel Marketing Opportunities

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It's time for Friday Five where we present five curated recent articles on one topic. This time, it's cross channel marketing. The Future is Poised to Bring More Cross Channel Marketing Campaigns. Your customers are engaging with your business across an increasing number of touchpoints – websites, social media, in-store, mobile and tablets. Personalized marketing is nothing new.