It's All About Revenue

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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

Solving the Multi-channel Conundrum: How to Leverage Your Marketing Data for Success

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Lack of data quality and completeness is cited by 54% of companies as their biggest challenge to data-driven marketing success. 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. What is a data management system?

Be Thankful for Account-based Marketing this Holiday Season

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In 2016, we saw more than 70% of B2B companies driving ABM programs to align their sales and marketing efforts, improve customer experiences, and accelerate their revenue gains." Since these are all of critical value to B2B companies, and we all know what they mean, I'm just going to pull them out in a bulleted-list for you to review. Revenue. Customer Experience.

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

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The problem, however, is in most companies, the technologies, data systems, and people who are responsible for delivering that experience are not integrated, resulting in a disjointed, lackluster customer experience. According to the Aberdeen Group, companies with strong cross channel customer engagement see a 9.5% Ok perhaps a little melodramatic but you get the idea. Oh, sorry.

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

CMOs Need To Get Disruptive and Defensive

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For years we've heard about the need to be disruptive; the need to be different but with a purpose. In other words not disruptive for the sake of disruption but have an actual plan behind said disruption, as it were. Based on research from Accenture the type of disruption at play is disruptive growth. Well Positioned CMOs. On the Defensive. Own the Entire Experience. CMO Corner

Understand Customers and Their Lifecycle with Marketing Automation

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Just 22% of companies saw themselves as advanced email marketers. Marketing automation can power your email campaigns, but the more you understand you customers and their customer lifecycle, the harder marketing automation can work for you. This can actually provide a fresh perspective on a well-established campaign tool: email. 1. Improving your marketing automation capability.

Why Are 6 in 10 CMOs Spending Time on Methods That Don't Work?

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The CMO needs to the Customer Experience thought leader in their company. Disruptive Growth. That is at the heart of a recently-released report from Accenture entitled The C-level Disruptive Growth Opportunity. The 6 in 10 stat I referenced in the title comes directly from this report but before I get to that, I want to share some of other findings from this report. What gives? Period.

Why Cross Channel Marketing Needs To Be Visual

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Generating these visuals either through crowdsourcing or collaborating with photographers and multiple agencies and then using them across different channels is vital to the success of companies like Grouse Mountain Resorts. 3. Imagine you are working on building a cross-channel marketing campaign. Imagine it’s a launch of new webinar series or an introduction of a new product.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

3 Mobile Marketing Trends You Can't Afford To Ignore

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59% of these smartphone users expect companies to make their websites mobile-friendly. Another 43% expect companies to have a mobile app. Companies initially had control of the relationship because they controlled the information. If and when users abandon the funnel, companies have to discover the cause. You might want to sit down when reading this next sentence.

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Customer Experience Simplified

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Three out of four people have spent more with a company because of a history of positive experiences. I am a firm believer that we humans have a penchant for making (something) more complicated than necessary, a.k.a. overcomplicating everything. And we marketers take it to a whole new level. Here's some obligatory stats to back this up. It's a Cross Channel World.

The Power of Instagram in Email Marketing

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The world didn’t understand how a tiny company that helps share photos could be worth so much. 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. How could Facebook justify paying that much for a tiny competitor? Email Marketing

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Why Data and Customer Experience Should Go Hand In Hand For CMOs

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The problem or challenge lies in the fact that in most companies, the technologies, data systems, and people who are responsible for delivering that experience are not integrated, resulting in a disjointed, lackluster customer experience. Let's dispense with the amenities and jump right in. obvious. And yes this goes for both B2C and B2B customers. Every single day there are 2.5

Using Data-Driven Marketing for Business Success

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Data-driven marketing is now the framework that is guiding the development of more targeted campaigns, that are linked to what a company has learned about its customer base and audience, in the hopes that more leads and deals will be achieved. When we started our invoicing company we saw that there were patterns but didn't correlate them to data. There is help.

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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

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Rather than emailing a single mass campaign or message to a group of prospects and waiting to see what sticks, you tailor a singular version of your marketing message to each individualized company. 2. ABM Addresses Individual Decision Makers Instead of looking at one persona across many companies (“We want to reach CMOs!”), Sound too good to be true? It’s not.

What Plato Can Teach CMOs About Customer Experience

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In a report published by Accenture (“Digital Transformation in the Age of the Customer”), “improving customer experience” was listed as a top priority for the companies surveyed. Customer Experience (CX) continues to be a top priority for major brands. That should come as no surprise to anyone. But what does Plato have to do with it? Glad you asked. The Human Touch.

5 Simple Marketing Automation Tips to Improve Conversion

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Other data like company size, industry, or even past purchase behavior can be included in your persona definitions and can be easily collected with your lead gen forms. But in the end, isn't it all about conversion? Marketing automation is definitely not a set-it and forget-it type of program, but often it’s the small things that make all the difference. VP of Marketing.

What Global Marketers Can Learn From Quentin Tarantino

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As McKinsey puts it: “No single organizational model is best for all companies handling the realities of rapid growth in emerging markets and round-the-clock global communications.” Seems kind of fitting to reference Quentin Tarantino just days after he announced that he would be retiring from filmmaking after his next two projects are completed. At least it is according to IMDB.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Data is the Key to More Engaging Relationships with Your Customers

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Consumers have neither the time nor the energy to absorb every message that companies deliver to them each day. In today’s age, when a consumer goes to purchase an item, she is faced with an unprecedented level of choice. Purchase in-store or online? Name brand or generic? Local store or big box retailer? There is no silver bullet when it comes to collecting and using data.

Why Email is Essential for Your Content Marketing Strategy

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For instance, if Bob was previously checking out content about nutrition for senior, overweight dogs then wouldn’t you want serve him some specific, relevant content based on his demonstrated interests in the next educational email your pet food company sends (i.e. Go to any digital marketing event and you’re sure to hear one thing: content marketing is important. The results?

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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.

Global CMOs and the Vital Role of Culture and Teamwork

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Hubertus Devroye, Head of Marketing and Commercial at Dow Chemical, paints a picture of just how imposing a prospect this can be for some companies. We are a very “glocal” company so it’s important to address market and country differences in our overall cultural approach.” Culture and Teamwork. There is no one-size-fits-all for us. CMO Corner

Why a Single View of Your Customer is Vital for Success

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Defining the Single Customer View Concept A single customer view is an accessible and consistent set of information about how a customer has interacted with your company, including what they have bought, their personal data, opinions and feedback. Additionally, this data collected from the single customer view provides feedback on the products and services the company is marketing.

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7 Compelling Reasons to Invest in Mobile Marketing

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Compelling Reasons to Invest in Mobile Marketing Mobile holds many advantages and benefits for marketers, as companies are increasingly discovering. 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.

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How To Run An Effective SMS Marketing Campaign

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Keep them updated with SMS messages to avoid fielding phone calls or emails which cost your company time and manpower. 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. Personalization. Delivery status.

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Why You Are Losing Leads by Not Integrating Events with Marketing Automation

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60% of companies with revenue of 50 million or more currently use marketing automation. Event Automation allows companies to automate, personalize, and measure event management and marketing activities, so they can increase marketing leads, sales pipeline, and revenue generated from events. Why Is Marketing Automation an Essential Part of Any Effective Marketing Strategy?

11 of the Latest Lead Nurturing Statistics: Explained

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Content marketing teams have grown at large organizations, but not every company can fund these dedicated individuals. If you run marketing at one of these companies, look to defund some activities without a clear result as you shift focus to creating content. Sometimes they are, but the action of downloading that ebook doesn't tell you that in any way. That is no surprise.

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.

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How to Decide What Marketing Metrics to Track and Report

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Focus on what is important to your company, and not what some blog post says. We try to provide some best practices and to guide you in your strategic thinking, not presume what will work for your company. It really all comes down to understanding your own organization, tracking what helps you do your job, and providing analysis in your reporting about company-wide metrics.

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Gmail, TLS Encryption and Why Email Marketers Need to Know About It

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TLS has been around for quite a long time, and was primarily used by financial services companies who were looking for a higher level of security and encryption. I am not going to go into a deep dive about TLS and how it all works. Last week, Gmail announced that they were adding a “broken lock” icon for Gmail on the web senders who didn’t support TLS. Email Marketing

One Third of CMOs Not Integrating Within Digital Channels

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Companies with strong cross channel customer engagement see a 9.5% complete customer experience CX platform for both B2B and B2C companies, allowing you to manage your customer experience at every touchpoint. It’s no secret that the best customers are the ones who engage with brands across multiple channels. How much growth? year-over-year increase in annual revenue. CMO Corne

What B2B Marketers Need To Know About Video

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Meanwhile, 72 percent of B2B buyers now watch video content throughout their entire path to purchase with nearly half of those viewing 30 minutes or more while researching a company. 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. The Results.

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Still Wondering How to Get Started in Social Media in 2016?

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If you are looking to drive leads for a B2B company, online sales for a B2C company, or store traffic for a retail establishment, you do the same thing with social media. Again, engagement and audience building is important, but your overall goals need to align with the rest of your company. Perhaps you are not active on social media yourself. And it’s still growing.

100 Things You Are Doing Wrong on Social Media

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You are not listening for tweets about the company without the @ sign. 6. You are not letting people know your company is on Twitter. You are not making it easy for employees to retweet company posts. You are not providing a list of company employees on Twitter. You are not searching for company executive mentions on Twitter. You are tweeting press releases. 2.

Millennials Want to Identify with Brands and Their Content

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To better prepare your company for the direction that content marketing is moving, download The Future of Content Marketing. 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.

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Why Email Marketing Is Still Effective

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Many companies shy away from email marketing because they think it’s an outdated approach, but 59 percent of B2B marketers said email is the most effective channel for revenue generation. 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. Whoops!

Preview: 20 Social Media Marketing Statistics from Upcoming Industry Report

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Believe it or not, there are still companies that have not embraced social media as a means to improve marketing, customer service, lead generation and product development. It is 2016 and we are still talking about social media marketing. They may come around in time. Below you will find what they shared. Social Marketers Embrace Video 1. 58% of markers want to improve YouTube knowledge.