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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

You Can Run But You Can't Hide from the Importance of Data in Modern Marketing

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Surprising enough, 70% of companies are said to still not be collecting data from social media channels. Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. The thing that will make the most impact on modern marketing in 2017 will be data integration. Data-Driven Marketing

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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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The Customer Experience Story: Seamless and Not So Seamless

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“Customer experience is your customers’ perceptions of how the company treats them. 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. ” Toma Kulbyte, Super Office. Main Takeaways. Customer Experience

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.

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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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? 1. The average shopper makes on average 9.5

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.

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.

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. I had the chance to chat with Jeremy to talk about all sorts of things. Jeremy Duerksen is CMO at Peaksware. We ourselves usually aren't the experts.

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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 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.

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. Cross Channel Emotional Attachment.

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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.

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.

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.

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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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.

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."

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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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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Why CMOs Need To Be Bullish On Mobile DMPs

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Companies with strong cross channel customer engagement see a 9.5% 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. CMO Corner

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. have to admit that my own company results from ABM has me feeling the same way.

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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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.

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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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

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.

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

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According to a study earlier this year by Heinz Marketing and Highspot, more than 50% of companies that have committed to sales enablement efforts have experienced increases in sales conversion rates of greater than 10%. full 23% of companies have seen conversion rates increase by 20% or more, and 11% have increased their conversion rate by greater than 30%. data inspiration ).

Data is the Biggest Roadblock to Cross Channel Marketing Success

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With so many options, how do you assess the capabilities of each one to make the best choice for your company? 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. and more to come. A lot more.

Marketing without ABM is Like the Holidays Without an Ugly Sweater

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They recommend our company, products, and services when we ask them and even when we don't. 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. Today ugly holiday sweaters are everywhere. People have ugly sweater parties where they are required for all guests.

Why CMOs Need To Put Their Customers First

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The headline in question is followed by the subhead via this link : Study Reveals Customer Satisfaction Expands Dramatically When Companies Place Consumer Needs Ahead of Immediate Business and Marketing Goals. Customers are 269% more likely to be satisfied when they view a company's marketing as putting their needs ahead of its business goals, according to MarketingSherpa survey of U.S.

Behold the Ongoing B2B Mobile Marketing Disconnect

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In order to meet this evolution in device behavior, B2B companies must reframe the mobile experience across marketing and advertising channels along the path to purchase." 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. Chasing the Ever More Mobile Buyer. Houston, We Have A Disconnect.

How To Maximize Your ABM Investment With Better Data

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The Data Problem That Is Holding Back ABM Although quality data is key for ABM, recent research shows that only 70-75% of CRM and marketing automation data is accurate, and more than 80% of companies without effective demand gen blame data quality for marketing and sales flops. It is critical to know which companies use these technologies when performing target account selection.

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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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

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.