Martech

JANUARY 25, 2024

Ruth Stevens found her way into B2B marketing by accident, as many B2B marketers do. Her route took her through the publishing industry, then grad school, before diving into the intersection of marketing and technology by learning database marketing. Q: B2B marketing seems to be in this constant state of change.

Work Management 85

Work Management Marketing Management Database Marketing Lead Gen 85

Martech

MARCH 1, 2024

They expect to buy for their companies on their mobile phones. Buyers may place orders on their phones but still buy for their companies. The buying groups are still growing bigger every year as companies seek to reduce risk. Thus, a company’s real financial gains depend on a penetration strategy.

Tactics 123

Tactics Work Management B2B Marketing Marketing Management 123

SalesIntel

JANUARY 19, 2022

It’s time to freshen up your B2B marketing strategy. Because few companies take the time to intentionally update their B2B marketing strategy. We will lead you through the process of calculating the return on investment (ROI) of your current B2B marketing strategy. Database marketing. How do we know?

Sales Management 97

Sales Management ROI B2B Top of Funnel 97

ViewPoint

SEPTEMBER 29, 2016

By applying market segmentation techniques and testing segments you can identify and then prioritize on those segments that generate the highest return and eliminate those segments where the return is not sufficient to invest the time and money in the clean-up. Traditional Database Marketing Cleanups Miss the Mark – And The Potential.

Lead Ranking 120

Lead Ranking Lead Scoring Database Marketing Budget Programs 120

Only B2B

SEPTEMBER 28, 2023

In this blog, we’ll explore what B2B marketing personalization entails, the undeniable benefits it offers, and a step-by-step guide on how to integrate personalization seamlessly into your strategy. A study by Accenture Strategy found that 41% of consumers switched companies due to a lack of personalization.

B2B Marketing 62

B2B Marketing Personalization Top of Funnel B2B 62

Fount Media

MAY 16, 2021

Benefits of Email Database. In a recent study conducted by Lilistsxpanders, email marketing was rated as the best marketing channel in terms of ROI (Return on Investment), with 90 % of companies ranking it as “good” or “excellent.”

Top of Funnel 52

Top of Funnel Ideal Customer Profiles Database Marketing Marketing Budget 52

ANNUITAS

NOVEMBER 18, 2020

I personally remember thinking the business model didn’t make sense, and as a marketer focused on B2B, I struggled to make the connection between the seemingly selfless intent of the platforms and the needs or desires of my clients. I’ve written dissertations on the value of “database marketing” and “personalization”.

Ethics 130

Ethics Personalization B2B Opt-out 130

Biznology

AUGUST 26, 2013

First, let’s look at the special characteristics of B2B databases, which differ from consumer information in several important ways: In consumer purchasing, the decision-maker and the buyer are usually the same person—a one-man (or, more likely, woman) show. Parent company/enterprise link. Year the company was started.

De-duplication 80

De-duplication B2B Marketing SIC Planning 80

The Point

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company?

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

Customer Experience Matrix

DECEMBER 14, 2016

market only since March 2016, although many U.S. marketers will recall its previous incarnation as SmartFocus.* The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages.

Marketing Management 120

Marketing Management Bundling Marketing Automation Services Personalization 120

Customer Experience Matrix

FEBRUARY 3, 2010

post described the different mindsets of database and digital marketers but it was pretty short on differences between the two marketing methods themselves. DB or Not DB Database marketing is built around a marketing database that contains addressable, identifiable individuals.

Work Management 120

Work Management Paid Search Agency Marketing Management Database Marketing 120

SalesIntel

APRIL 21, 2021

To ensure that marketers and sales professionals can identify and reach the right leads at the right time, data cleansing and data enrichment are the two most commonly used methods to have accurate contacts for outreach. Data cleansing, also known as data cleaning, ensures that a company’s data is accurate, consistent, and reliable.

Enterprise Management 95

Enterprise Management Work Management Marketing Management Top of Funnel 95

Valasys

AUGUST 18, 2020

LinkedIn, besides, being a popular professional networking website can also be used as an effective tool to generate leads for B2B companies. Using LinkedIn as a marketing platform gives businesses an opportunity to communicate with their networks and find their clients as well. Gathering leads from the pre-existing Databases.

Paid Content 98

Paid Content Lead Generation Linkedin Sales Qualified Leads 98

ViewPoint

MAY 23, 2011

Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Ruth is Founder of eMarketing Strategy , a consulting practice that assists companies build their customer acquisition and retention strategies. Response files were typically sold on a list by list basis.

Resources 120

Resources B to B Work Management Marketing Management 120

Porch Group Media

AUGUST 4, 2020

To achieve marketing objectives, marketers have increased spend in several key areas including: 56% – Site/Mobile Chat 55% – Mobile App Functionality 51% – email 50% – Video 47% – DMP 47% – Marketing Database. Customer-centric marketing begins with a solid foundation of data insights.

Marketing Management 59

Marketing Management Planning Customer Satisfaction Peer-to-peer 59

Biznology

NOVEMBER 27, 2013

The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists. B2B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size, and job role/title.

Lead Ranking 80

Lead Ranking Marketing Management B to B Lead Scoring 80

Customer Experience Matrix

SEPTEMBER 9, 2009

database marketing, or, more poetically, narrowcasting. search marketing. The audience in database marketing is still passive, but it's targeted at segments that marketers have some reason to believe are interested. This defines the relationship between the marketer and consumer after the initial purchase.

Social Media 120

Social Media Narrowcasting Media Database Marketing 120

Adobe Experience Cloud Blog

NOVEMBER 20, 2018

The evolution of marketing automation has had a profound influence on marketers and buyers alike. From the days of spray-and-pray email marketing and complicated database marketing, the technology and expertise of marketers have truly elevated marketing automation as a practice.

Marketing Automation Services 134

Marketing Automation Services Marketing Automation Automation Trends 134

Biznology

APRIL 24, 2015

While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. With responsibility for demand generation, Sechrist is mired in database marketing. Past purchase of cloud-based software.

Ideal Customer Profiles 80

Ideal Customer Profiles Case Studies Case Study Marketing Management 80

NuSpark Consulting

DECEMBER 14, 2013

While email marketing may not have the current gravitas of social media marketing, it remains an important and underused tactic to reach potential customers for your business. When utilized correctly, email marketing is a powerful tool that can replenish and locate contacts for your company. Advertising'

Buy 100

Buy Blast Campaigns B2B Curation 100

Customer Experience Matrix

JULY 22, 2010

When campaign management systems consolidated in the late 1990's and early 2000's, most were bought by enterprise software companies. This is a natural result of a maturing market, as technology-oriented pioneers are replaced by buyers less likely to research their options in depth. Finally, we come to Web marketing companies.

Marketing Automation Services 120

Marketing Automation Services Enterprise Management Work Management Marketing Management 120

Customer Experience Matrix

SEPTEMBER 17, 2009

The press release is frustratingly vague (“With the ability to engage socially active customers and prospects in their preferred networks, marketers can link that knowledge to relevant communications that ignite conversations on behalf of the brand.”) But, on talking to the company, it turns out there is a pretty interesting product here.

Social Media 120

Social Media Segmentation Marketing Management Media 120

Biznology

MARCH 6, 2015

This could be an email sign-up, or a piece of gated content–like a white paper or research report–in exchange for providing important data elements like name, title, company name, address, phone, and email. Second, use the IP address to identify the company from which the visitor arrived. How should I handle job changes?

De-duplication 80

De-duplication B2B Marketing Work Management Marketing Management 80

markempa

SEPTEMBER 9, 2013

Tweet According to the MarketingSherpa 2012 Lead Generation Benchmark Report , 24% of marketers ask a timeline-to-purchase question on their lead capture forms. I suspect marketers do so because they have heard about “BANT qualified leads” and apply these criteria to Web forms. Another 17% ask budget-related questions.

Lead Gen 120

Lead Gen Lead Ranking Lead Scoring Sales Qualified Leads 120

PureB2B

JUNE 13, 2017

The birth of marketing technology happened sometime in the 80’s , when computers became powerful enough to store large volumes of customer information. a customer management company, developed the first ever database marketing software, basically a primitive CRM platform. Social Media Marketing Software.

Marketing Automation Services 85

Marketing Automation Services Marketing Automation Work Management Marketing Management 85

Tony Zambito

OCTOBER 18, 2015

Personalization is an extension of database marketing, whereby attempts are made to differentiate through personalized marketing. The sterile nature of buyer profiling being performed by marketing today is based on identifying many facts-based or logic-based attributes and characteristics.

Ideal Customer Profiles 100

Ideal Customer Profiles Profiling Buyer Personas Marketing Management 100

Customer Experience Matrix

APRIL 10, 2014

The product changes were quite modest: new search engine optimization features for entry level users; a global marketing calendar; and relabeling of InsightEra, which Marketo purchased in December, as Marketo Real Time Personalization. This borders on integration of Web display with marketing automation, an extremely important trend.

Marketo 120

Marketo Marketing Automation Services Conference Work Management 120

PureB2B

JUNE 13, 2017

The birth of marketing technology happened sometime in the 80's , when computers became powerful enough to store large volumes of customer information. a customer management company, developed the first ever database marketing software, basically a primitive CRM platform. Social Media Marketing Software.

Marketing Automation Services 62

Marketing Automation Services Marketing Automation Work Management Marketing Management 62

Customer Experience Matrix

JUNE 22, 2011

Adobe describes its scope as nothing less than optimizing customer experience and marketing spend across the entire customer journey, from first learning about a company through validation, purchase decision, product use, and commitment. Offline interactions, such as telephone and retail, are definitely out of the picture.

Enterprise Management 120

Enterprise Management Digital Asset Management Marketing Management Marketing Automation Services 120

Customer Experience Matrix

DECEMBER 12, 2007

I’m at the National Center for Database Marketing Conference this week. Richard Deere of Direct Data Mining Consultants, a very experienced modeler, told me that interest in segmentation always increases during recessions, because companies are more determined to increase the return on diminished budgets.

Analytics 120

Analytics Budget Programs Vendors Paid Search Agency 120

MarketJoy

JUNE 25, 2018

Outbound Marketing – Brief Overview and Facets Around it. Ever been curious as to what exactly is “outbound marketing?” It is a marketing & sales procedure adopted by many companies to share information regarding their products & services. Strategies to Transform “Outbound Marketing” Big Time.

Paid Content 56

Paid Content Work Management Marketing Management Top of Funnel 56

Customer Experience Matrix

DECEMBER 22, 2006

When I really think about it, what I find intriguing about smartphones is their potential to break down the barriers that have traditionally separated marketers from their prey…er, I mean, their customers. In conventional consumer marketing, companies knew basically nothing about individual customers.

Work Management 120

Work Management Privacy SMS Marketing Management 120

Convince & Convert

APRIL 28, 2010

Because our behaviors on the social Web leave a noticeable fingerprint, smart companies can modify the way they engage and interact with us, based on our social graph, purchase history, etc. But now, social media is enabling companies to make influencer outreach a foundational marketing tactic. online average of $79,000.

Social Media 149

Social Media Media Webinar Metrics Marketing & Strategy 149

Hubspot

JULY 10, 2015

Many companies have their print magazine subscriber data files in an in-house fulfillment management system or an outside fulfillment house. Continuing to increase the number of email addresses in your database has immense value to you as a content company. Creating a Self-Growing Email List.

ROI 28

ROI Marketing Automation Services Funnel Advertising Digital Marketing Funnels 28

Customer Experience Matrix

FEBRUARY 23, 2011

The company also created special editions for ad agencies, which now provide about 40% of its business. I can’t say for sure because there are several companies in the field that I’ve never researched. But it doesn’t really matter, because MarketingPilot is now positioned as an integrated marketing management product.

Resource Management 120

Resource Management Digital Asset Management Enterprise Management Marketing Management 120

PureB2B

MAY 30, 2022

Without leads, B2B marketers don’t have prospects. Without prospects, your company has no way to expand its client base. You can get your product in front of more decision makers at more companies and win more accounts as a result. Assessing the market need. However, with the right leads, everything else falls into place.

Work Management 62

Work Management Lead Generation Paid Content Sales Qualified Leads 62

Hubspot

SEPTEMBER 6, 2013

Marketing has started to follow a similar trend. Smart content in marketing began with the personalization of email campaigns. Using data from a contact database, marketers could segment their mailing lists based on a recipient''s characteristic. This personalization turns everyday static objects into "smart" objects.

Work Management 28

Work Management Marketing Management Marketing Automation Services Content 28