Modern Marketing

Account Based Marketing and its Growing Interest Among B2B CMOs

Modern Marketing

5 Examples of Brands Using Cross-Channel Tactics to Drive Real Results

Modern Marketing

The goal of your cross-marketing strategy should be to tell all your audience and customers a similar brand story across multiple channels. However, you need do so in a slightly different way for each one while holding user engagement.

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5 Things B2B Marketers Should Learn from B2C

Modern Marketing

The world of B2B marketing is changing rapidly. Over the past few years, we’ve seen trends emerge that challenge many of the traditional ways we think about demand generation.

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

Modern Marketing

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.

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Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

When It Comes To Cross Channel Marketing, Mobile Is Not A Channel

Modern Marketing

Ok you may be thinking, based on the title: "This guy is crazy, of course mobile is a channel! " Yes, of course mobile is a channel. But marketers need to realize that is more than. Much more than that. Mobile is a way of life. And no that is not hyperbole. Not by a long shot. It is fact.

Strategic ROI vs Attribution: CMOs Must Know the Difference

Modern Marketing

For CMOs, and all marketers tasked with driving revenue, the constantly-looming question we try to answer is, “where should I spend my next marketing dollar to drive the most impact?”

Why Retailers Need To Move Beyond Cross Channel Marketing

Modern Marketing

The retail marketing power has shifted for the marketer to the customer in recent years as digital has disrupted what we used to think of as tried and true retail practices.

3 Ways to Integrate Account-Based Marketing Into Your Sales Practices

Modern Marketing

Now that you have discovered the benefits of using an account-based marketing (ABM) strategy to maximize your available marketing and sales resources by developing personalized campaigns for targeted accounts, it's time to focus on how you can further integrate ABM into your sales practices.

2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

The Mystery of Marketing Automation. Solved

Modern Marketing

Marketing automation is one of the great recent developments of our industry. Not only is everyone talking about it, but more and more companies and marketers are trying to use it.

The Customer Experience Story: Seamless and Not So Seamless

Modern Marketing

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.

How 4 Brands Are Revolutionizing the Customer Experience

Modern Marketing

As consumers, we don’t actively think about the “customer experience” — we just know when a brand makes us feel good.

These 6 Marketing Automation Statistics Show Where Marketers Really Are

Modern Marketing

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.

Why You Need A Content Marketing Strategy For Your Blog And Social Media Posts

Modern Marketing

In today’s digital marketing landscape, a growing number of social media platforms and channels are competing for a limited number of marketing resources.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Marketing Automation is More Than a Fancy Email Machine

Modern Marketing

Marketing automation is one of those terms that could have a variety of meanings, but the most obvious one is not really what it means. The tool that is called a marketing automation platform is not strictly about automating your marketing.

Think Beyond Mobile-First and Consider Mobile Experiences Like These Brands

Modern Marketing

A few years ago, mobile was viewed by digital marketers as a side channel; a sort of “diet-digital” that was marginalized because of smaller screen sizes and a less mature marketing ecosystem.

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A Deeper Look Into B2B Demand Generation

Modern Marketing

We just completed our third annual B2B Enterprise Demand Generation Study , which evaluated the maturity of the demand generation function within enterprise organizations.

Transactional vs. Promotional

Modern Marketing

Senders often approach our team with questions around “transactional” messaging. Sometimes our team receives email examples and are asked whether or not those messages can be sent off their transactional IP.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

5 Steps to Growing Your Marketing Performance

Modern Marketing

The path to better marketing performance is a lot like to taking a wild patch of land and transforming it into a manicured garden lawn. Like a garden, you can’t grow your marketing performance overnight but you can begin to make an impact this quarter taking one step at a time.

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7 Engaging CMO Interviews From 2016

Modern Marketing

As the year comes to a close and we make final plans for the New Year and celebrations and the like, I figured it was a good time to take a look back at some CMO Interviews from 2016 before we move onto 2017. Below are 7 CMO interviews from 2016. Well, sort of.

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

Modern Marketing

As 2016 winds down and we all look forward (hopefully) to some time off from work and spending time with family and friends, I thought it a good time to give some marketers some cross channel marketing stats to get to know up close and personal as we head into 2017. Let's dive right in shall we?

Marketers Need to Focus on Prospects' Behaviors, Not Demographics

Modern Marketing

Marketing is often about treating the largest groups of prospects and customers the same. This is how we scale. We aggregate data. We use demographic data, but we don't always look at our prospects' behaviors that indicate their intent.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

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

Modern Marketing

Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself.

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

Modern Marketing

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.

3 Ways Marketing Ops Can Improve Your Planning Process

Modern Marketing

“I can’t wait for planning season to start!” ” said no marketer ever. Let’s be real, for marketers, planning season can be a grind. It often involves long meetings, bloated documents, and endless debates to (try and) scramble together a plan for the year.

Why Email is Essential for Your Content Marketing Strategy

Modern Marketing

Go to any digital marketing event and you’re sure to hear one thing: content marketing is important. But the hot new art and science of being an effective brand publisher is actually more than just a trend; it’s becoming the atomic particle of all marketing.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

3 Ways to Optimize Customer Experience Via Email

Modern Marketing

The pressure to create and maintain a stellar customer experience is a daunting challenge faced by brands, and the onus is increasingly falling on marketers to own the strategy and tactics to deliver on the promise of delight. The CX quest is on.

Data Strategy and Data Modeling

Modern Marketing

Why Email Marketers Need To Confront the New Reality of Confirmed Opt-In

Modern Marketing

As some of you have found out in the worst possible way over the past month, Spamhaus is on a tear. If you aren’t familiar with Spamhaus, I suggest you do a little bit of Googling to find out about them. They are simply the most relevant blacklist in existence today.

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How Do You Create a Business Case to Prove the ROI of Your Cross Channel Marketing?

Modern Marketing

Gone are the days where the marketing department operated on a "wing and a prayer." " Data is now available on every marketing tactic imaginable. That's good and bad. It's good because now ROI can be calculated more accurately to justify campaigns and shape future initiatives.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Evolution not Revolution: The Future of Marketing Automation

Modern Marketing

I order an Uber on my smartphone, use an app to make sure my cappuccino (skinny, hold the sugar) is ready for me to pick up without waiting in the queue, and stream an episode of Stranger Things on Netflix using mobile data all on my way to work.

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The Big and Small ‘T’ In Digital Marketing Transformation

Modern Marketing

Much is said and written about digital marketing transformation by marketers, technologists, analysts and organizations of varying shapes and sizes.

Accelerate Conversions with Clean Data and Relevant Content

Modern Marketing

B2B organizations are rethinking established processes to increase collaboration between marketing, sales, and other customer facing departments to create a more consistent, targeted customer experience.

7 Ways To Use Account-Based Marketing Throughout the Year

Modern Marketing

Far from a passing trend, account-based marketing is gaining traction as an approach to marketing that goes well beyond just seasonal targets like the holiday retail system and reaches out to create an impact throughout the year.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.