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How Data Will Change Marketing in 2017

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Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the point of not knowing what to do with all the insights. Here are some of the ways I see data changing my approach to marketing this year: Greater Personalization. Enhanced Content Relevance.

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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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

The Customer Experience Story: Seamless and Not So Seamless

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There is a real surge of interest and attention being paid by marketers to customer experience, and with good reason. In a highly crowded and fragmented marketplace, prospects need to be wooed and won over by brands. “Customer experience is your customers’ perceptions of how the company treats them. ” Toma Kulbyte, Super Office. Main Takeaways. Customer Experience

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

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.

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.

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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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%.

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.

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?"

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 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.

A Look Back at Modern Marketing in 2016

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Modern Marketing has come a long way in 2016. More leading brands are using marketing technology to better understand their customers and provide a better customer experience than ever before. Data is part of nearly every marketing conversation. Customer obsession and experience is the main focus. But this has also created a culture of more, more, more. Asking “Why?”

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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The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

CMOs: Data and Martech Key To Driving Revenue and Increasing Margin

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According to a recent report , The CMO Shift to Gaining Business Lift from the CMO Council and Deloitte, "the CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion." Data and Martech. The Truth About Martech Stacks. No, that's not a typo. CMO Corner

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.

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.

Does Your Martech Stack Add Up to a Good Customer Experience?

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The customer journey is an increasingly complex beast. Your prospects and customers are interacting and engaging with you over a whole series of different channels and touchpoints. Up to 76% of B2B buyers now use three or more channels before making a purchase. Responding to this fragmented picture, marketing technology came along to help marketers make sense of the new picture. Main Takeaways.

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.

Why Your Brand Should Start Using Qualitative Data

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“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word ‘data’? These days when marketers use the term, it’s often assumed they’re referring to numbers. In business, numbers are powerful, ever-present, and eye-popping. The words have explanatory Latin roots.

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4 Things That Should Be On Every CMO's Wish List

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With Thanksgiving now in our rear view mirror, it's time to focus squarely on those items we all crave, pine and dare I say, yearn for as marketers. Ok perhaps a little melodramatic but you get the idea. As kids of course we would make our wish list, and if we were lucky get a few of the items on it, like that way cool 10-speed bike I got when I was 14. Oh, sorry. where was I? " How?

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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

What the Holidays and Account Based Marketing Have in Common

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It’s that most wonderful time of year again -- with the holiday spirit in the air for businesses and consumers alike. As the founder of Due , a payments startup business, my team and I are pretty excited to celebrate our successes in 2016 and start focusing on the upcoming year. Here’s what crossed my mind: Both are highly anticipated. Both come out better when everyone collaborates.

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.

Marketing without ABM is Like the Holidays Without an Ugly Sweater

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It used to be that ugly holiday sweaters were something that showed up as gifts from far-flung relatives, only to be shoved to the back of the sweater drawer, never to be worn. They made an occasional appearance when your elderly aunt arrived for the holidays wearing one and all you could do was cringe. Today ugly holiday sweaters are everywhere. Account-based marketing is just like that in 2016.

Lead Scoring Setup is Not a Set-It and Forget-It Activity

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The turn of the calendar is often a good time to review your marketing plans and make sure every thing is on track for success. Platitudes, sure, but without regular reviews of all parts of your marketing funnel and technology set-up, you can’t be sure that you will continue to meet your goals. Specifically the MQL, or marketing-qualified leads. This is often an eye-opening experience.

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.

3 Ways to Connect Video Advertising to the Customer Journey

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There’s more opportunity than ever to create engaging journeys that provide value to your customers. And while video advertising is the fastest-growing component of your strategy, as well as the best way to establish emotional connection and build brand favorability, it’s not used to its full potential. Leverage a variety of data to personalize your video creative.

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.

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.

3 Mobile Marketing Trends You Can't Afford To Ignore

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You might want to sit down when reading this next sentence. The majority of your consumers are, or soon will be smartphone owners. Ok I am being quite sarcastic but that line, which I borrowed from the Forrester report The Path To Mobile Marketing Mastery , is all too true yet somehow I am not convinced the majority of marketers are aware of it. Hard to believe, I know. Mobile DMP. Take Control.

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5 Roadblocks Your Content Strategy Needs to Avoid in the Buyer's Journey

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The B2B buyer’s journey consists of the actions that a prospect takes from discovery of the product to purchase of the product, and your marketing content has a great influence on that journey. Consider these two points: 67% of the buyer’s journey is now digital. Today’s buyer can be up to 90% of the way through their journey before they personally reach out to sales. webinar.

With Email Deliverability Comes A Huge Responsibility

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I am privileged to manage global deliverability, across all Oracle Marketing Cloud properties. As you might imagine, I have the chance to speak to all kinds of customers, across all different customer life cycle stages. The End Comes First. Let’s start with the end-game first. The reality is that you, as the sender, control and are responsible for your own deliverability. Email Marketing

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.

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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3 Irrefutable Data Driven Marketing Facts

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Anytime anyone uses the word "irrefutable" you know they mean business. The definition alone tells you just how serious whatever context they're using the word in is - as it were: impossible to deny or disprove. Even the definition has a serious word in it: impossible. So when I write these are 3 irrefutable data driven marketing points I am going to make, you know I mean business. 1.

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Top 10 Modern Marketing Blog Posts of 2016

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As we approach the end of the year it is always instructive to review the top performing blog posts of the past twelve months. As Modern Marketers we need to know what types of posts resonate with our readers. This understanding of our audience helps us plan for the coming year. When things work, you want to do more of them. When they don't, you stop. In a word, or an abbreviation, ABM.

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.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.