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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

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.

The 5 Fundamentals of Account-Based Marketing You Need to Know

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According to Forrester Research, fewer than one percent of leads turn into revenue-generating customers. Yes, you read that right: fewer than one percent. With that kind of lackluster return, B2B marketers, in particular, are increasingly searching for new tactics that will help them reach the right prospects at the right time with the right messaging. Sound too good to be true? It’s not.

Why Email Marketers Need To Confront the New Reality of Confirmed Opt-In

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As some of you have found out in the worst possible way over the past month, Spamhaus is on a tear. If you aren’t familiar with Spamhaus, I suggest you do a little bit of Googling to find out about them. They are simply the most relevant blacklist in existence today. There are different flavors of Spamhaus listings, but the one we want to avoid as legit marketers, is the SBL listing.

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Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

The Biggest Mobile Marketing Trends of 2016

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Been a few weeks, but it's Friday Five time - a curated collection of five recent articles on one topic. This go round it's all about mobile marketing. Top Mobile Marketing Trends for 2016. With mobile devices an ever-present fixture of modern life, keeping up on mobile marketing trends is more important than ever. Read the full story on Business2Community. Read the full story on Forbes.

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The Power of Instagram in Email Marketing

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Since October 2010, Instagram has seen massive growth in its user base. In the first two months after release, Instagram hit 1 million users. Two years later Facebook bought Instagram for $1 billion. The world didn’t understand how a tiny company that helps share photos could be worth so much. How could Facebook justify paying that much for a tiny competitor? Increasing Email Engagement.

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5 Simple Marketing Automation Tips to Improve Conversion

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No matter what marketing technology we use to better communicate with customers and prospects, we are constantly thinking about improving the experience for us and the prospects, optimizing the results, and even just making things a little easier. But in the end, isn't it all about conversion? Think Beyond Job Titles Persona creation often starts with a job title. VP of Marketing.

How to Run Marketing Better with Effective Budgeting and Planning

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It’s business planning season and we all know what that means — you’re in the trenches hustling to produce innovative, targeted, and dare I say it ‘proven’ business plans for how you are going to achieve corporate objectives and exceed revenue targets. And if you’re really honest, you want to impress leadership and climb a few rungs up the corporate ladder.

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.

Want To Know How To Harness Data and Optimize Customer Experience?

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Data and customer experience (CX) may be the two biggest things on marketers' collective minds right now. Marketers around the world want to know how to best use data and optimize the customer experience. Of course it's not that easy as today’s digital consumers are demanding. Five Key Functions for Optimization. Testing & Targeting. Personalization. Insights. Channels.

How to Rock the World of Events and Marketing Automation

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Did you know that 82% of marketers cannot quantify the data that is collected from attendee interactions at their company events? That leaves only 18% of marketers that are actually utilizing event data to its full potential. The good news is we can flip this equation by using event and marketing automation together. That’s powerful. What if we made events work for you. Marketing Automation

Machine Learning: Why the Most Effective Marketing Strategy is Invisible

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Innovative technology in the retail world doesn’t always mean flashy gadgets. In fact, most of the industry’s most effective form of digital disruption is invisible. Machine learning technology continues to further integrate with consumers’ daily lives, with new offerings such as Apple’s personalized App Store or Amazon price optimization tools. Cross Channel Marketing

What CMOs Really Think About Account-Based Marketing

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Is account-based marketing (ABM) a short-term trend or a long-term strategy? Is it resource intensive or scalable? An optional component or core pillar? There’s no doubt that today’s B2B CMOs are taking a growing interest in account-based marketing. But what are modern CMOs considering as they attempt to implement effective ABM programs at scale? Interested in reading more? 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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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

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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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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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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Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management

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Digital marketers are in a constant battle between driving leads and managing their CRM systems. With the ever growing and evolving CRM Lead Management market Gartner offers their Magic Quadrant evaluation of 17 providers to assist IT and Marketing Leaders to determine the right fit for their business. What is CRM Lead Management? How did Oracle Achieve its 5th Consecutive Year as a Leader?

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Taking Another Look at Confirmed Opt-in Email

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Email marketers have shied away from the idea of confirmed opt-in, also known as double opt-in, for a long time now. Given the evolution of email and its current entrenched state in our daily lives, it’s time to take another closer look at this topic. There is no denying this as the ultimate standard for producing the most valuable subscribers for any brand. The bar has been raised instantly.

One Third of CMOs Not Integrating Within Digital Channels

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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. Ok so far so good, right? From Within.

Tips to Manage the Convergence of AdTech and MarTech

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Modern marketers know that effective technology application largely hinges on the proper collection and management of data. Partners are critical to helping marketers drive top line and bottom-line performance across the enterprise. Success requires the integration of data, technology, and creativity, and clients look to partners for much-needed expertise and resources. their data.

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?”

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

CMOs and Cross Channel: You Won't Believe How Much Perception Differs From Reality

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After reading the following sentence your reaction should be something along the lines of "tell me something I don't know."Marketers "Marketers must keep pace with the modern customer – who is fast, digital and unstructured – to outpace the competition. Of course you already know that. Perception vs. Reality - It's Not Pretty. But wait there is more, kids.

Why CMOs Need To Know the Difference Between Cross Channel Orchestration and Coordination

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Let's cut right to the chase kids. It is important for CMOs and all marketers to differentiate between cross channel coordination and orchestration. Sending messages to individual Email, SMS, Push, and Social lists might feel like cross channel orchestration, but it isn’t. How Can This Be Done? So glad you asked. Provide real time retargeting. Drive cross channel conversions. CMO Corner

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.

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Going Global in Marketing Involves More Than Just Translating The Words

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Globalization is key to Modern Marketing. Global companies stand out from competitors, can work with remote teams in other countries, reach new and different kinds of customers and engage more deeply with segments in alpha cities. But as the Harvard Business Review points out , going global is “much easier to admire than to imitate.” Formal or Informal Translate everything!


Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Is This the Next Step in Marketing Automation?

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Friday Five , a curated collection of five recent articles on one topic. This time it's all about Marketing Automation. Personalized Videos: the Next Step in Marketing Automation. If you want to stay ahead of the game in the competitive binary options marketplace, then you need to ensure that you harness the power of the most effective marketing tools. Read the full story on Inc.

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?

Why Email Marketing Is Still Effective

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Time for Friday Five , a curated collection of five recent industry-related articles on one topic. This go round it's Email Marketing. Reasons Email Marketing is Still an Effective Tool. For some reason, “older” has become synonymous with “obsolete.” ” But this is not always the case. It’s true. You should still use email marketing for these six reasons.

Going Beyond Email Metrics: A Framework To Help You Plan Your Campaign

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Not long ago, I was reading a great post by my colleague Ben Fettes on the importance of understanding email metrics , how they're calculated, and how they can help a marketer not only to identify, isolate, and tackle potential issues in their marketing funnel — but also develop optimization strategies to create and deliver more relevant experiences to their customers.

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2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

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.

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.

Why So Many Email Marketers Are Worried About Spamhaus

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The talk this week in Deliverability has centered around a rash of Spamhaus listings. The narrative is that someone set off a massive number of “list bombs” (entering tons of email addresses at sites without CAPTCHA or Confirmations) which targeted websites that didn’t have any confirmation capabilities. Those addresses were then added to the lists of those sites. No Denying It.

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.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.