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Tear Down the Silos: 5 Steps to Improving Customer Acquisition

It's All About Revenue

Reaching and creating new customers can be difficult in today’s hyper-connected world. Marketers are deploying a myriad of programs, processes and technologies to deliver on their customer acquisition goals. This disconnectedness, in turn, creates not only unpredictable results, but often a less-than-stellar customer experience. Not good. Marketing Automation

All CMOs are Planning to Increase New Customer Acquisition: How Predictive Can Help


How Predictive Marketing Can Help You Acquire New Customers. By incorporating predictive analytics into the mix, you can identify the right targets, plan the right strategy and get sales focused on the right opportunities. Join our webinar with Heather Foeh, head of culture and customer advocacy, and Carol Krol, editor-in-chief of Demand Gen Report, on November 18.

Marketing: New architects of the customer experience?

grow - Practical Marketing Solutions

There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “ dark funnel “). The customer journey is more tangled than the power cords in my computer bag. Now what?

Latest Marketing Technology Acquisitions Bypass Marketing Automation Vendors

Customer Experience Matrix

On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. The positive connection is that all of these are about integrating customer data. The obvious implication is that advanced analytics will become increasingly important, which is certainly correct. Yes, we’re talking here about Customer Data Platforms.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time.

Four ways customer connections will change by 2020

grow - Practical Marketing Solutions

It’s also going to be changing our customer connections. In general, this probably is how you connect with your customers today: Your website provides them a clear way to find what they’re looking for. It’s optimized for perfect viewing whether your customers/prospects are looking at it via a laptop/desktop or smartphone/tablet (it’s optimized, isn’t it?  Dramatically.

What Oracle’s Acquisition of Maxymiser Means

CMO Essentials

asked Aberdeen’s Omer Minkara , the Research Director focused on contact center and customer experience management, what he saw as the most interesting thing about this news. Only 4% of companies out there are satisfied with their ability to use customer data. This acquisition speaks to this need and shows that Oracle is listening to what the market is asking for.”

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Customer Experience Matrix

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by , Neolane by Adobe , and Responsys by Oracle. Products like Unica (now IBM ), Teradata Customer Interaction Manager, and SAS Marketing Automation were introduced before the earliest B2B marketing automation systems and B2C email products. responsive design").

3 Google Analytics Custom Reports to Measure the Impact of Your SEO Efforts

KoMarketing Associates

In this post, I will walk you through three of my favorite custom reports in Google Analytics that add value to reporting and testing. In addition, custom reports have saved me a large amount of time spent on monthly, quarterly or annual SEO reporting. What are Custom Reports? First, let me walk you through what custom reports are and where you can find them.

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time.

Predictive Acquisition: Get Up To Speed, Then Go After Those Promising Prospects


Enter predictive acquisition. Put simply, predictive acquisition helps you discover net-new prospects that look like your best customers – and identify other new prospects and markets, as well. Predictive acquisition can also help you identify promising current prospects within your CRM. Predictive Acquisition Best Practices. 1. Those days are over.

Overcome New Customer Acquisition Challenges with Inbound Marketing

KEO Marketing

Business-to-business (B2B) organizations sometimes struggle when it comes to acquiring new customers. They spend money in the wrong area and the result is customer acquisition campaigns do not see any return. Here are a few strategies to help overcome customer acquisition challenges and build greater market share. B2B Marketing

What are the most reliable content channels to connect with customers?

grow - Practical Marketing Solutions

Today I’d like to connect the dots on a few ideas about the most reliable content channels to reach customers. So, when we attain that magical level, what are the very best ways to reliably reach those customers? In Joe’s fine speech, he provided his view on the channels most likely to actually reach your customers, from best to worst: eMail subscribers. Pinterest.

Clarity on Customer Analytics for Marketing: A Q&A with Lynn Tsoflias

CMO Essentials

As modern marketers, we’ve all heard the promises of analytics technologies – goodbye guesswork, hello data-driven decision making – but how do we actually get there? In the realm of customer analytics, in particular, where the allure of deep, thorough, and relevant insights on customers makes the business case almost irresistible, what do you really need to know to be successful?

I don’t know my online audience and neither do you

grow - Practical Marketing Solutions

In fact, there is no social media analytics program on earth that would reveal his name to me because he is not engaging with me in a public way. This provokes an interesting question: How many of the most important customers and potential customers out there can you really identify through social analytics programs? You don’t know me. Does that seem surprising?

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time.

Microsoft buys LinkedIn: the largest martech acquisition in history?


To appreciate why Google, Facebook, and — especially with this LinkedIn deal — Microsoft are possibly the most powerful martech companies in the world, we need to step back and look at the big picture of how marketers connect with prospects and customers in the digital age. Interactions between marketers and customers must pass through at least two of these stages and very often all three.

10 of the Best Web Analytics Guides and Tips of 2013


Find the answers to those questions and many more here in ten of the best posts and articles about web analytics from the past year. downloadable custom Google Analytics reports by iMedia Connection. Know Your Social Traffic With These 3 Google Analytics Powerviews by Search Engine People. ” How to Filter Bot Traffic From Your Google Analytics by LunaMetrics.

15 Effective Ways to Reduce Cost Per Acquisition


Cost per acquisition (CPA) refers to the amount of marketing or advertising money spent to convert or acquire leads who click on your site or respond to your call to action (CTA). Put in simpler terms, ask yourself: how much of your marketing budget has to be spent to get a paying customer? Fixing these issues can have a significant impact on lowing your cost per acquisition.  .

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Content Shock is here. Now what?

grow - Practical Marketing Solutions

Related Stories A new process to quantify content marketing success Facebook content strategy is a time bomb for inbound marketing Polish up your best content to drive content marketing value What are the most reliable content channels to connect with customers? About two years ago, I wrote a blog post called Content Shock: Why Content Marketing is not a sustainable strategy. Google it!

Google Analytics 101: What Every Small Business Owner Should Know about the Powerful Website Analysis Tool

Vertical Response

Understanding your customers well enough to ensure you’re giving them what they want and need — that’s the key to success for any small business in any industry. It’s easy enough to learn about the customers and prospects who actually walk into your store or office, but what about those who visit your digital storefront? Tools/Services Google Analytics

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees.  A recent blog post titled The Thorny Question of Marketing Attribution: Does it Apply to B2B illustrates this perfectly.  This may sound heretical to some marketing analytics proponents, but I don’t think it matters all that much. Create a dashboard to showcase your marketing analytics.  Carpe Occasio.

Introducing Document Analytics


That’s why this week we’re excited to announce the official launch of  Document Analytics. With version control, you’ll be able to make sure your sales team and customers access only the most on-brand and up-to-date content, easily updating assets across campaigns as changes are made—all while using the same URL. How it works is simple.

Customer Conversations: Identifying Revenue Opportunities Using Customer Analytics


“We’re not going to make our revenue target for the fiscal year,” declared our customer, a Director of Customer Insights at a global technology company.  After listening a bit more I asked, “What customer analytics could your leadership team use right now that would help close some of the revenue gap, and at the same time demonstrate your team’s value?” 

57 Basic Marketing Analytics Terms Everyone Should Know


Never mind when you start using several different analytics platforms, you''ll find different terms for the same metric. So, we decided to put together a handy glossary of the most common marketing analytics terms you''ll find in your analytics software. All people using your Google Analytics account can review annotations at any time. Visit-to-Customer Conversion Rate.

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Customer Management Functions CDPs exist because marketers need to coordinate customer (and prospect) interactions across channels. In fact, most do not.

Google Analytics & Webmaster Tools for ROI

Confluent Forms

Google Analytics and Google Webmaster Tools can be overwhelming to many people, especially business owners that don''t have the time and background to delve into charts and formulate web strategies based off of the information found within. And that is the crux of this new offering: empowering you to realize more value from your website.

Marketo’s Take on’s ExactTarget Acquisition

Modern B2B Marketing

Many of our customers, prospective customers and business partners may be wondering what this move means for Marketo, since we are a leader in the marketing software space and so many customers also choose Marketo as their marketing automation platform. This means marketers must fundamentally change how they engage with prospects and customers.

Skyword Analytics Plus Google Analytics Make Us Better Storytellers

Content Standard

They ensure that people flow in, stories flow out, and containers of data are never misplaced. I’ve learned how to create and access Google Analytics (GA) views to help advance our content strategy at Skyword, and the result is as personally fulfilling as it is professionally valuable. What Skyword’s New Google Analytics Integration Means for Your Content Strategy.

3 Ways to know your prospects as well as they know you!

grow - Practical Marketing Solutions

As potential customers get to know you by investigating your website, reading your blog, downloading your content or subscribing to your newsletter, you should be doing the same. How can we get to know these potential customers and turn them into leads? How can we get to know these potential customers and turn them into leads? By Brooke Sellas, {grow} Contributing Columnist.

How to set up a Social Media Command Center

grow - Practical Marketing Solutions

Many organizations have established a social media command center as a means to amplify and speed up their marketing and engagement with customers. Leading organizations, such as Coca Cola and Southwest Airlines have created a physical space and hired dedicated staff (typically with a deep background in digital analytics) and now even smaller companies are looking into this capability.

16 Remarkable Web Analytics Guides, Tips and Techniques


There’s no question that web analytics are vital, but even Shakespeare acknowledged that one can have too much of a good thing.  In an environment where nearly everything that happens online can be measured, the challenge for marketers isn’t gaining the ability to measure even more factors, but rather the clarity to focus on measuring what matters.

Social media predicts the next Carpool Karaoke stars

grow - Practical Marketing Solutions

Big Data and Analytics economics of social media Influence marketing Mobile marketing personal branding Personalities of the social web research ROI and measurement Social Media best practices Social Media Strategy affinio big data analytics customer acquisition hannah chapple marketing data marketing strategyBy Hannah Chapple, {grow} Community Member. Karaoke, anyone?

Mick Hollison, CMO: How To Accelerate Sales Using Marketing Analytics [Podcast]

Crimson Marketing

This is the basic philosophy of sales acceleration platform in a world where the marketing and sales ends of the customer acquisition funnel are looking more and more alike. Mick Hollison, CMO at, shows how data science—especially marketing analytics—enables sales and marketing teams to unlock the high level performance potential they need to win.

Use Marketing Automation to Keep Customers and Expand Retention


Editor’s note: Marketing automation has long been the crucial game-changer for acquisition marketing. Increasingly, forward-thinking CMOs are extending its use to orchestrate the entire customer lifecycle, with particular emphasis on customer retention and expansion. This allows organisations to manage and trigger communications based on life-cycle stage or customer behaviours.

Leverage Web Analytics to Determine Lead Generation Goals


If you don’t have an exact numerical value as to the number of leads that need to be generated on a monthly basis to achieve revenue goals, you aren’t fulfilling the benefits of web analytics. Analytics should be consistently monitored to measure the success of marketing campaigns throughout the year. Average Revenue Generated per Customer. Revenue per Customer = $1,000.

Infer Infuses Microsoft Power BI with Predictive Intelligence to Deliver Next-Generation Sales Analytics


Press Release:  New Analytics Bring Unprecedented Pipeline Transparency to Best-in-Class Business Intelligence. Infer Inc. , a leading provider of predictive technologies that help companies win more customers, today launched a new sales analytics package for Microsoft Power BI. Founded in 2010, Infer delivers a predictive-first platform that helps companies win more customers.

Why the sales funnel is alive and well and living on the web

grow - Practical Marketing Solutions

B2B and social media Big Data and Analytics business strategy Content Marketing customer acquisition economics of social media Internet marketing marketing strategy Social Media and Sales chad pollitt marketing funnelBy Chad Pollitt, {grow} Community Member. Do a quick search for phrases around the death of the sales funnel. Makes sense, right? No way. Pre-Internet Brute Force.

Aginity Puts a Customer Data Platform on an Analytical Appliance

Customer Experience Matrix

When your only tool is a hammer, everything looks like a nail. I’ve been illustrating the point recently by asking whether every system I see is really a Customer Data Platform (CDP). The question comes up because nearly every customer management system builds its own customer database, which is one core function of a CDP. What distinguishes CDPs is that they make their database accessible to other execution systems and add some type of customer management intelligence. Aginity also provides some analytical and customer management features of its own.

Marketing’s Role in the Age of the Customer


Over the past few years there has been a power shift in the B2B space, away from marketing and sales teams and toward the customer. This is due to a number of factors, including that customers now have technology at their fingertips to research the tools they need, and make their displeasure known if a vendor doesn’t follow up on the promises they made.

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