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| | CUSTOMER EXPERIENCE MATRIX
FEBRUARY 2, 2010 Can Old Database Marketers Learn Digital Tricks?
Summary: Database marketing and digital marketing are more different than it seems. Yesterday’s post touched briefly on what I see as a fundamental transition between database marketing and digital marketing, and in particular on the changes that marketers and their supporting vendors must make to navigate the change successfully. What’s less obvious is that the skills and attitudes that have served database marketers well for the past twenty or more years – an entire career for many – don’t transfer to the digital world.
| | B2BMARKETINGSMARTS
JANUARY 5, 2011 For B2B marketing success in 2011 — start with the data.
Salesforce Automation (SFA), Customer Relationship Management (CRM), and Point of Sale (POS) are all software solutions created to specifically track interactions and transactions with individual prospects and customers. With a database attached to each of them, it can be very tempting for B2B marketers to just tap that data for marketing purposes.
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| | FIFTH GEAR ANALYTICS
OCTOBER 7, 2010 Is Multichannel Marketing Really “Dual-Channel” Marketing?
With the clamor in the marketing world about multichannel marketing, it recently dawned on me that most so-called multichannel marketing is more like “dual-channel” marketing. The campaigns that I’ve seen usually combine two symbiotic channels such as website and email, website and bricks and mortar, email and phone, direct mail and phone, print and PURL, etc. There are three critical components in any multichannel marketing campaign: Coordinating and managing multiple marketing channels. What are the barriers to real multichannel marketing?
| | INSIGHTIQ BLOG
NOVEMBER 17, 2010 Online Analytics in Action: Footprints in the dark
Continue Reading Marketing for 2011: Five Critical Considerations for Success Dec 27 2010 As we close out the year and jump into 2011, I find myself looking back at the year to figure out how effective our marketing was and which marketing trends will serve us well next year. As marketers, we devote a significant portion of our budgets to event marketing. wrong.
| | DELICIOUS B2BMARKETING
JULY 31, 2009 Demandbase: A New Twist In The Lead Management Automation Market
Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. B2B marketers looking for ways to turn their Web sites into demand generation tools have some new solutions to consider. I’m sure I forgot a few.
| | DELICIOUS B2BMARKETING
JULY 31, 2009 B2B Lead Management Market Heats Up
Home Forrester Research « Getting Up Close and Personal | Main | Social Technographics Data Now Available » March 20, 2008 B2B Lead Management Market Heats Up [Posted by Laura Ramos ] Since the start of this year, I’ve been receiving a boatload of briefing requests from companies wanting to show me their lead generation and management solutions. And it’s not clear to me if lead management automation deserves to be a separate category or to be subsumed as part of the broader marketing platform. My point: B2B marketers are looking elsewhere for help generating demand.
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