2017

It's All About Revenue

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Customer Experience is the Most Critical Part of Marketing Right Now

It's All About Revenue

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.

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

It's All About Revenue

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 Data Will Change Marketing in 2017

It's All About Revenue

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.

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

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

The Undeniable Benefit of a Consistent Cross Channel Marketing Message

It's All About Revenue

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

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?

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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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

B2B Marketing Trends for 2016

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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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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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.

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.

The B2B Demand Gen Marketing Playbook

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.

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.

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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Why CMOs Need To Be Bullish On Mobile DMPs

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Not sure why I used the word "bullish" in the title. I don't think I have ever used that word before in a title or any of the thousands of posts I have written. Let's just call it the "Trump Effect" as to why I used that word instead of say confident or self-assured. Stats Incredible. Since we are marketers and we all love stats, try these on for size. CMO Corner

A Content Formula for Complex B2B Organizations

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.

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.

Marketing was Hard in 2016. Marketing Automation Helped Those Who Used It.

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As we move into 2017, it is instructive to look back at 2016. With more data available than ever, marketing automation was a critical component of B2B marketers' tech stack. Below are some thoughts from Modern Marketing experts about marketing automation. We asked each to provide a data point as inspiration for their views. data inspiration ). data inspiration ). data inspiration ). John J.

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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Six Key Steps to Successful Marketing Automation Adoption

Behold the Ongoing B2B Mobile Marketing Disconnect

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I don't know about you but I've heard the phrase "B2B marketers want to be more like B2C marketers" quite a few times in my career. Now, it may not have been those exact words per se but you get the point. Chasing the Ever More Mobile Buyer. That's the title of a recently release report from eMarketer on the state of B2B marketing and advertising for 2017. Or this?

How To Maximize Your ABM Investment With Better Data

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What has account-based marketing done for me lately? B2B marketers aren’t asking this question too often, partially because many are new to adopting ABM and are waiting patiently for the results to appear. But this may change in 2017 as marketers face additional pressure to justify their initiatives in terms of pipeline, ROI, and ultimately revenue. This was down from 34% in 2015.

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?”

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.

8 Ways to Create More Effective Lead Generation Programs

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

Uncovering CMO Insights On Their Journey To Digital Agility

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"The path of the journey to digital agility is paved with continuous planning, testing, and integration," says Sylvia Jensen, Senior Director, EMEA Marketing, Oracle Marketing Cloud. She of course is spot on for to be agile is to be continuous, to never resting on any laurels or getting comfortable – ever. Agile Marketing Defined. Survey Says. Next Step. CMO Corner

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Taking Your Content the Extra Mile By Marketing to Marketers, Earning Trust, and Mastering the.

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With many not-so-successful ABM implementations, an overload of Pokemon Go content, and increasing obstacles because of ad blockers it’s not surprising so many marketers are embracing a new year. To kick off this year, Randy Frisch and I have an inspirational lineup of content marketers to help you with your 2017 content marketing strategy. Our guests will fill your ears with goodness.

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Analysis: Marketing Conferences are Better Than Ice Cream

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Some days instead of writing about marketing I want to write about ice cream. Today is one of those days. I’ve been sitting at my desk daydreaming about Mint Chocolate Chip. I’m not a purist, so I don’t care if it is green or white, but the combination of creamy mint and the crunch of the chocolate has always hit the spot since childhood. Cup or cone. Hot fudge or sprinkles.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

What’s the Email Deliverability Fix?

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One of the most common inquiries that we receive from our customers is some variance of the following: Our email is going to the spam folder at a certain ISP, and we need to have it fixed. This answer to this question can be a frustrating one for those who aren’t initiated in the world of deliverability. Common Conversations. Each individual ISP looks at a sender in their own specific way.

Data is the Biggest Roadblock to Cross Channel Marketing Success

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Every day 2.5 exabytes of data is produced. Don't know what an exabyte is? Neither did I. One exabyte equals 1 billion GB. The reason I start off with a data stat is simple. Of course data is the biggest roadblock to cross channel marketing success. Because data seems to be the roadblock for ANY marketing success. Because there's so much of it. and more to come. A lot more. IoT ring a bell?

The Importance of Post-Holiday Email Relief

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The 2016 holiday mailing season may be behind marketers, but many top brands show no sign of backing down from sky high email volumes heading into the New Year. If a marketing team is forced to face the reality of not matching or surpassing their revenue goals, they may opt to continue churning out messages—hoping to recoup their losses. Why is this problematic? Avoid Temptation.

3 Reasons Why Customers Submit For A Markie Award

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As much as I love the actual Markie Awards night , it’s the days leading up to the deadline are some of the best of the year. Many of our Customer Success Managers, services consultants, partners and Sales teams have been reviewing submissions to help customers put their best foot forward. offer three reasons why below: 1. Make History and Be Part of Something Special. Oracle Marketing Clou

B2B Marketing Trends for 2016