Why Time Is the Real Barrier to Marketing Technology Adoption and What To Do About It

Customer Experience Matrix

My personal highlights were: - Sailthru introducing its next round of predictive modeling and personalization features and working to help users adopt them. Surveys often show that budget, strategy, or technology are the barriers.

Turn Marketing Analytics into Sales Enablement


The most effective marketing organizations in 2017 (and beyond) will be those who break down any remaining barriers that prevent them from working harmoniously with sales. Marketing Analytics Hive9 sales sales enablement

Trending Sources

Remove the Barriers to Strategic Planning in B2B Marketing

Digital B2B Marketing

There are four barriers I frequently see that keep companies from adopting effective strategic planning. If these barriers exist in your organization, they are effectively decisions that have already been made against strategic planning. What other barriers do you see to strategic planning? I am a digital and B2B marketer with a background in online media and analytics. I work with B2B clients on media and integrated marketing programs.

Three Ways to Break Down Barriers to Strategic Planning in B2B Marketing

Digital B2B Marketing

Common barriers I outlined in Removing the Barriers to Strategic Planning in B2B Marketing are not valuing strategic planning, not having sufficient time and resources, lacking alignment around a strategy and a lack of internal expertise.

4 Ways Digital Marketers Can Make Data Work for Them

Modern B2B Marketing

According to Forbes , best-in-class marketers are 56% more likely to use data and analytics platforms and 64% of marketing executives see data-driven marketing as crucial to success in a globalized economy. In this blog, I’ll cover four ways digital marketers can make data work for them.

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What Does Data Analytics Have to do with F1 Racing? —How 0.1 Seconds Can Be the Difference Between Success and Failure!


At the recent VMWorld event in Europe, Michael Taylor, the deputy IT director for the Lotus F1 Team talked about the importance of trackside analytics and how it can give their race engineers a significant competitive edge. Lesson for B2B Marketers: Use Analytics to Improve Process.

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Vidyard and Media One Creative Bring Video Personalization and Analytics to Businesses


New partnership delivers end-to-end video marketing solutions spanning content production, personalization, distribution, and analytics. While the majority of businesses are increasing their investments, a 2015 industry research report found that the top barriers to video marketing success include the lack of an effective video strategy and the lack of compelling content. Media One Creative specializes in working with clients and agencies to solve business challenges through video.

The state of B2B marketing in Asia—moving toward digital


What’s working, when it comes to media channels? . Why should someone have a powerful easy-to-use app for taking the bus to work, and then deal with antiquated systems and mountains of paperwork at the B2B workplace?

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The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

The single buyer model had worked well right up to the advent of the Internet and email. That’s when the barriers started falling down like the Berlin Wall at the end of the cold war. Connect predictive buyer modeling to predictive analytics to illuminate a 360 degree view of buyers.

CMO Spotlight: Jonathan Becher, SAP—TEAMS Work for PEOPLE and deliver EXPERIENCES


The world of sports is always an inspiring arena to motivate people and teams to work together towards a common goal. His Twitter handle describes him as a performance management enthusiast, sports analytics aficionado and three times CEO. Let marketing be the glue, not the barrier.

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What CMOs Need to Know That Will Keep CEOs and CFOs Happy


When they want to know if all the time and money they’re pouring into web marketing is working, they’re handed reports generated by campaign management systems—Hubspot, Marketo, Vocus, and even Salesforce come to mind. This guest post from Kirsten Chapman was originally published on LinkedIn.

How To Use Marketing Attribution Data In Your Next Board Meeting


There are a variety of value drivers including cash flow, reliable financial data, customer diversity, barriers to competitive entry, and growth potential. To address customer diversity marketing executives can work with their peers in product and customer success. For barriers to competitive entry, marketing can improve brand awareness and brand preference. Marketing Analytics B2B Marketing marketing ROI

Why Companies Don’t Market to Their Customers


However, there were significant barriers that existed that prevented this revenue from being realized. In my work with many large enterprise B2B organizations, I find this is the case more often than not. Lack of Analytics. However, even organizations that do have control over their data often lack the analytics necessary to determine the best approach to sell effectively to their customers.

How to Improve Your Website Experience: 10 User Testing Tools to Try


Your website should be viewed as a constant work in progress. Mouseflow is an analytics tool that gives users the ability to record their visitors experience with their website to identify patterns and trends in terms of mouse movements, clicks, scrolls, keystrokes, and form fills.

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A Marketer's Guide to Picking the Perfect Analytics Tool


You log in to your analytics program and poke around. If you're stuck with "data, data everywhere" and not a drop to act upon, it might be because your analytics program doesn't fit well with your business model. How long does it take to implement this analytics tool?

21 stats show CMOs leap before they look at ROI


With all of the data out there now, many expect greater accountability from CMOs to demonstrate strong analytic skills and the ability to measure return on investment (ROI). 77% say getting tradition and digital marketing to work better together remains a major goal (source: BRITE Study).

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Sangram Vajre: ABM Cloud, Pros and Cons of ABM, and the Future of Terminus


Even if we don’t win every deal, we still benefit whenever a new company learns the value of predictive analytics for B2B lead generation. In fact, the biggest barrier to ABM entry may well be confusion about where to start.

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Report: B2B Marketers Favor Internal CRM Data Over Third-Party Providers

KoMarketing Associates

Nearly a third (32 percent) also said that they intend to use at least three different third-party sources for analytics in 2017. This data suggests that B2B marketers still trust their own information over the analytics gathered from third-party resources. According to a report published at the end of 2016, low-quality data is proving to be a barrier for B2B marketers, specifically those who use automation.

How to Get More Leads From Social Media


Goals vs. Barriers for Lead Generation. Most of us have tried at least a dozen different lead-generation tactics, and even if the majority failed (alas, this happens more than we’d like to admit in marketing), a handful did actually work. Consider testing post headlines, content-asset headlines, images ‒ the works. You worked hard for that asset. If the numbers work for that metric, you’ve got a winner, even if the initial engagement rates are soft.

Why Don’t We Market To Our Customers?


However, there were significant barriers that existed that prevented this revenue from being realized. In my work with many large enterprise B2B organizations, I find this is the case more often than not. Lack of Analytics. However, even organizations that do have control over their data often lack the analytics necessary to determine the best approach to sell effectively to their customers. * This post first ran in July 2014.

3 Simple Mistakes You Might Be Making with Your Homepage

Vertical Response

If not, it’s time to call in Google Analytics. If you’re not currently looking at data by using Google Analytics or another tool, you could be missing out on important information about your website visitors. What works best for your audience?

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Going Global? A Video Marketing Strategy Is Your Key to Success

Content Standard

So, consider this: as VP of marketing for a company working primarily in domestic, English-speaking markets, you’ve recently been asked to develop a video marketing strategy for international audiences. Other calls to action built into the video can be tracked through analytics.

From Persuasion to Participation: The 5 Values for Nurturist Organizations (with Daina Middleton, Twitter’s Head of Global Business Marketing)

Crimson Marketing

Daina shares stories from her work at Performex and Elon Musk’s experience at SpaceX that suggest “four” may be the magic number for success with this kind of marketing system.

B2B Content Marketing: Will Video Kill eBooks?

B2B Lead Generation Blog

The rise of cameras and video recording on smartphones has lowered the barrier to entry, too. And it worked.”. The robust analytics gave rise to rapid experimentation at Act-On. “We

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Why You Shouldn’t Fear Producing Your Videos In-House


Take a look at your analytics to find the best performing content you already have. Here are a couple reasons why you should and how to do it with Act-On: How to Use Google Analytics to Create More Effective Content. Marketing videos can be a key part of your content marketing library.

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Building a Marketing Technology Stack for Your Demand Generation Efforts


Statistics from a Ascend 2016 Marketing Technology Trends report show significant barriers to martech success include inadequate technological integration between systems (38%), and poor data quality and completeness (36%). Analytics and tracking.

Report: Despite Challenges, Marketers See Benefits from Attribution

KoMarketing Associates

The “State of Marketing Attribution 2017” from Adroll recently discovered that the majority of marketers (35 percent) believe that defining the online customer journey is the greatest barrier to marketing attribution. This is followed by a lack of prioritization in analytics (32 percent) and the complexity of data (32 percent). How Attribution Impacts Data and Analytics. Industry News Performance Measurement data and analytics marketing attribution marketing measurement

Keeping marketing technology integration in perspective


I find that many commentators on the marketing technology landscape are quick to point out the problems there — too many choices and too much work to connect the pieces together — without stepping back to realize the context in which this landscape exists.

How to Create a Benchmark to Measure Content Marketing ROI


time on page, and bounce rate can all be accessed easily from an analytics tool , like the one found in HubSpot. Consumption barriers should be low; that is, prospects shouldn’t have to make significant sacrifices like time, privacy, or money to experience your content.

Attribution Will Be Critical for AI-Based Marketing Success

Customer Experience Matrix

That is, work is still organized into campaigns that deal with customer segments because the human manager needs to think in those terms. That now strikes me as less of a barrier. These vendors are still working with campaigns, not individual-level journey orchestration.

You’ve Heard Of Big Data But What Is Big Content?

Marketing Insider Group

In a similar way, Idio suggested that this was an important consideration because like Big Data, Big Content needs a strategy , an analytic model to support it and a process to manage the operations of the content marketing hub.

How To Measure A B2B Social Media Program

KoMarketing Associates

Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies are successful. Conversion Tracking Through Google Analytics. New to goal tracking in Google Analytics?

The Guide to a Successful Employee Advocacy Plan


As a general rule there are four steps involved in the process of onboarding employees: Establish a focus group – to sell the idea to a selected group of employees, to get a feel for what would work best, and what (if any) barriers are in the way.

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3 Lessons to Improve Customer Loyalty

Crimson Marketing

Yes, there are analytics tools to measure metrics and social reach, but it doesn’t always capture the full influence of your messaging. The problem is what works today isn’t necessarily going to be what works tomorrow.

PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]


Lori Richardson of Score More Sales recommends that you "Score More Sales": In my experience, based on working with sales teams every week in various companies, some have more finely-tuned lead scoring models than others. Congratulations, Lori, on working with a mix of more advanced clients.

5 data assumptions that marketers should avoid


Brand managers, striving to maximize spend and performance, have an opportunity to embrace advanced marketing analytics and positively impact collaboration, real-time decision-making, and revenue. This starts by removing the perceived barriers to entry for working with data.

Choosing metrics that drive content marketing ROI


More than 50% of digital marketing professionals cite challenges measuring ROI as a barrier to content marketing. This webinar is about how to measure your content marketing success. Only 1 in 4 professionals claim success with measurable ROI for Content Marketing (eMarketer).

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5 Tips For Marketing Leaders To Bridge Organizational Silos

Modern Marketing

Esoteric functions like Conversion Rate Optimisation and Behavioural Analytics are specialized skill sets, often not even located in the same country, let alone the same office. If each marketing function is a standalone profit/loss column - instead of what these functions jointly bring to your customers - look at how you could configure it to demonstrate what your people add when working together as a team. Different disciplines work as an integrated project team.

Layered Approach to Digital Marketing Helps Deliver 33% More Leads for RM Hoffman


Our sales engineers work closely with these engineers in the design of these machines. Then based on the analytics, we see what works best. We want to lower the barrier of communication so can engage on whatever way is best for our customer. Editor’s note: Richard M.

4 Ways to Marry Your Email Marketing and Website Optimization Strategies

Modern B2B Marketing

Whether you’re sending them to a specific landing page or inviting them to take advantage of a personalized offer on-site, the work doesn’t end in your customer’s inbox. Break Down the Barriers. Author: Becky Hirsch Do you hear that? It’s getting louder.