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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

7 Ways To Use Account-Based Marketing Throughout the Year

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One that seems to be applicable to almost every business segment is regulatory requirements since more companies are faced with increasingly complex compliance issues that leave them struggling to find a solution. Here are seven ways to put the power of ABM to work for your organization: Repurpose digital content to work for specific personas to address their specific needs and issues.

For CMOs and Martech It's Not About Spending, It's About the Right Spending

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But be that as it may, the good news, at least on the surface is more and more marketers agree that their company is spending the right amount on martech as seen in the eMarketer chart below. It's not about data. It's about the right data. How many times have you heard that or words to that effect? But that's another topic for another time. Below the Surface. Wonderful.

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

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But for companies looking to mobilize their websites and apps, the mystery often lies in how to do mobile testing really well. 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. They're watching videos, playing games, posting to Facebook and on and on and on. Testing 1, 2, 3.

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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.

4 Cross Channel Marketing Stats Marketers Need To Know Going Into 2017

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Another key finding from the report showed that while over two-thirds of responding companies agree their 'priority is for all key marketing activities to be integrated across channels’, only 39% say they ‘understand customer journeys and adapt the channel mix accordingly' Keeping Pace. Let's dive right in shall we? The average shopper makes on average 9.5

7 Engaging CMO Interviews From 2016

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But as Xerox prepares to spin off its $7 billion business process services arm into a standalone company called Conduent in January, it is borrowing more B2C tactics as it seeks to differentiate both of its brands. The company did manage to complete 62 remodels and open 13 new restaurants. Below are 7 CMO interviews from 2016. Well, sort of. Marty St. George says. Sounds simple.

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Gartner Names Oracle Marketing Cloud a Leader in Digital Marketing Hubs - for the 3rd.

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Secondly, increasing budgets for both digital marketing and advertising made choosing of a ‘Digital Marketing Hub’ a more strategic endeavor and thus required involvement from company executives. We appreciate the recognition for our capabilities in the identity management space in particular, which we believe is a foundational element of a successful Digital Marketing Hub.

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. Mobile marketing presents an effective and personal way for companies to engage with their customers. I'll leave it at that. CMO Corner

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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.

These 6 Marketing Automation Statistics Show Where Marketers Really Are

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59% of companies do not fully use the technology they have available (Ascend2). 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. We are all guilty of this one. Be one of the 10%.

How A CMO Uses Storytelling To Engage Audiences

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Under Jeremy’s guidance, independent marketing teams at each of Peaksware’s four companies TrainingPeaks, TrainHeroic, MakeMusic and Alfred Music continually evolve similar data-driven, content-based, LTV-focused strategies. 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. 5:30pm-8:00pm.

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3 Ways to Optimize Customer Experience Via Email

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Gartner estimated that by this year, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. This means that a vast majority of companies are putting most, if not all, of their eggs into the customer experience basket. The CX quest is on. Creating laser focused-CX email content doesn’t have to be a tedious task.

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?

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.

Hey CMOs, This Is Not An Alternative Fact: Improving Customer Experience Can Increase Revenue

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But most companies cannot measure those behaviors at the individual customer level. "This happens often also because companies are overly focused on optimizing their internal processes while they don't understand the customer perspective and the customer's journey," she says. Sorry, I could not help myself with the "alternative fact" reference in the title.

How 4 Brands Are Revolutionizing the Customer Experience

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And the company has done a phenomenal job of using social media to capitalize on the resurging popularity of Duck Boots among high school and college-age kids. Their online and mobile shopping experiences are second to none, but what’s worth noting is how the company is stretching these experiences with offline channels like the Echo and Dash buttons. Ideally, it does both.

CMOs Not Happy With the State of Cross Channel Marketing

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Companies with strong cross channel customer engagement see a 9.5% With so many options, how do you assess the capabilities of each one to make the best choice for your company? 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. The Struggle Is Real. CMO Corner

4 Steps to Standardize Your Data and Get Better Insights

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At most companies, the sales and marketing teams build, mine, and maintain multiple sources, pulling a wide range of data to drive leads through the funnel. ” All companies have their own data needs, goals, and sources, so it’s hard to give universal advice. Across the company, you can help everyone have access to same depth and quality of data for their projects.

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The Undeniable Benefit of a Consistent Cross Channel Marketing Message

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I’ve found with my company that when I’m inconsistent with our messaging, our customers become overly concerned that we are not telling the truth or we lack the attention to detail. 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.

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.

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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Using Link Targeting for Improved Inbox Personalization

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Retailers and business-to-business companies are adopting these web-like linking and conversion experiences due to the massive shift in desktop-to-mobile inbox engagement. Companies are currently using this technology to drive “tap-to-text” functionality. Email marketing has become more contextual and now has the power to personalize messaging as emails open in the inbox.

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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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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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.

Let’s Celebrate the 2017 Markie Awards Finalists!

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Covance Inc - Covance’s ABM showed an overall lift of 57% from their targeted companies, 19% who were not previously engaged with Covance in a meaningful way. NEC Companies – By leveraging Account-Based Marketing, NEC has been able to improve engagement with key accounts, increasing their click through rates 8 times higher than in the past. at Mandalay Bay in Las Vegas.

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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What the Holidays and Account Based Marketing Have in Common

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Engrossed in holiday planning and decorating both at the company and at home, it dawned on me just how much the holidays and account based marketing have in common. In the last few years, ABM has been growing in popularity with more companies anticipating good things from this marketing approach. I have to admit that my own company results from ABM has me feeling the same way.

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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3 Ways to Connect Video Advertising to the Customer Journey

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For example, a telecom company can offer phone upgrades through video ads if customers reach the end of their contracts, based on their CRM data, rather than general awareness messages. There’s more opportunity than ever to create engaging journeys that provide value to your customers. Leverage a variety of data to personalize your video creative. Cross Channel Marketing

Marketing without ABM is Like the Holidays Without an Ugly Sweater

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A key component of ABM is using firmographic data—derived from a variety of sources or providers—to make sure you have the correct information for all contacts at a company and that it is consistent. They recommend our company, products, and services when we ask them and even when we don't. Today ugly holiday sweaters are everywhere. Everyone is talking about ABM.

Why Your Brand Should Start Using Qualitative Data

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Companies also need talented people on staff to conduct qualitative research. Word choice is also critical in qualitative marketing because companies need open-ended questions to get qualitative answers. “It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. The words have explanatory Latin roots.

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Get More Value Out of Your MarTech Investments: Balancing People, Processes and Technology

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Yet, while it is essential, it can be challenging for many companies. On the other hand, there are some very talented technical people that know the technology inside and out, but don’t have the strategic vision for how the technology can be used to create efficiencies for their company. As I just mentioned the number marketing technology companies has exploded year over year.

Data Driven Marketing Without a Data Management Strategy is Like a Day Without Coffee

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However, even with the right technology in place, companies need to set proper goals and understand their strengths and weaknesses in order to organize and use data effectively and efficiently, based on their own needs and customer expectations. 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. Of course you do.

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ABM Quickly Evolved from Latest Trend to What Felt Like Full Adoption

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In the world of B2B marketing where a marketer's job is to get in front of and identify those prospects who are likely to become customers, it only makes sense to focus on companies that marketing and sales have determined are more likely to become customers. Various other surveys placed the percentage of companies considering ROI in the next 12 months at "all of them."

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

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

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Even if your company operates and reports on a fiscal calendar that is different from the calendar year, it is still helpful to look at a calendar year wrap-up to see how you did. These are things like title, company name, pain point / need / interest, and any additional details you need related to what you are offering. Specifically the MQL, or marketing-qualified leads.

3 Ways to Apply Technology to Enhance Customer Experience

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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. Each time I interact with the company, their commitment to optimized customer experience is apparent and palpable. “See you in 10,000 miles!” The customer experience is not linear.