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Data is the Key to More Engaging Relationships with Your Customers

Modern Marketing

In this new business environment, marketers need to rethink existing processes and embrace data, technology, and content to deliver more meaningful customer experiences. Delivering this level of engagement to your buyers opens the door to meaningful, engaging relationships.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. Redefining market rules and design, as well as, impacting customer behaviors. Convergence of Behaviors.

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The Ultimate Guide to Interactive Marketing


Enter interactive marketing. . . What is Interactive Marketing? That's why interactive marketing is more effective at educating buyers: ( Source ). Now we have a high level understanding of what interactive marketing is, let's dive a little deeper. . Interactive Videos.

Motivating Buyer Behavior Through Online Relationships

MLT Creative

Presence was not that common or achievable in traditional media, because it did not allow for the interactive nature needed to create a feeling of presence. However, online environments do — and this online space means something to us.

New Approaches To Understand Customers Needed In A Digital Transformation World

Tony Zambito

For organizations to strive in such an environment, developing a robust multi-dimensional understanding of customers is becoming a strategic necessity. This is having a profound impact on how people engage in goal-directed behaviors, perform activities, collaborate, and make decisions.

Augmented Reality and Virtual Reality: Why B2B marketers should sit up and take notice


This shift has rapidly evolved from offline to websites, to smartphones, to tablets, to kiosks and large touch screens, to social media, and leading to interactive experiences everywhere. We now live in a moment of profound change.

Importance of Context to Understanding the New Social Buyer Persona

Tony Zambito

  I like these two definitions from for starters: Background, environment, framework, setting, or situation surrounding an event or occurrence. The Future of Buyer Relationships ( Image via Wikipedia.

Future of Buyer Personas is Social - Part 4 ( A New Role and Framework)

Tony Zambito

Buyer persona research has been and will always be about understanding buyer behaviors and perceptions.    The actual persona itself, the archetype created, is a representation derived from researching buyer behaviors and is meant to be an interpretative tool. 

How Ready is Your Organization for the New Social Buyer Persona?

Tony Zambito

  The new social buyer is an outcome of this evolution and it has forever changed the dynamics of the seller and buyer relationship.   Have organizations today kept pace with the changes in buying behaviors and patterns?  Image by daniel_iversen via Flickr.

3 Don’ts of small business content marketing


Exploit your position as a manageably sized operation, leverage the power of herd behavior, and keep your customers happy. They can respond quickly to changes in the environment, whether technological innovations, or fashion, natural disasters, or political upheavals.

Creating Scenarios About Your Social Buyer Persona

Tony Zambito

  What is new is that story telling is beginning to gain acceptance as a planning tool for strategies focused on buyer experience interactions and understanding the social buyer persona.  The Future of Buyer Relationships ( Image by jasoneppink via Flickr.

Email Marketing vs. MA Solutions: Which is Right for Your Business?


But of course, most customers don’t interact with companies using email alone. Customer relationship management (CRM) is largely a tool for sales.

Advanced Retargeting: Nurturing Your Audience Across Digital Channels


Next you want to focus on understanding goals, behaviors, language, processes, systems, and more. Lead nurturing is an automated program that encourages prospects to interact with your brand,” said Linda West , director of marketing at Act-On Software.

What B2B Marketers Can Learn About Buyers Without Trying Too Hard

KoMarketing Associates

In personal relationships, we use body language, tone of voice, micro expressions, actions, and other intangibles to infer someone’s perspective, attitude, intent, and desires. That can mean viewing browsing sessions of users interacting with your website.

Dear CMO Part II: Place the Voice-of-the-Customer at the Center of All You Do


We see that organizations who use these approaches are creating and delivering content in new ways, ensuring more relevant outcomes, generating more meaningful interaction, and expanding sales with their targeted customers.

The Act-On Email Deliverability Glossary, Part 2


The strategy of trying to contact inactive customers and reestablish an active relationship. An email sending environment in which IP ranges and reputations are shared among multiple senders. Another common form of authentication designed to catch spoofing and other spam-like behavior.

Campaign Management Is Dead. Here's What Next-Generation Marketing Automation Looks Like.

Customer Experience Matrix

But the list for the second mailing is pulled at the same time as the first, so it doesn’t allow changes in treatment based on subsequent customer behavior. This was realistic when interactions were limited to a few company-controlled touchpoints.

eglue Links Data to Improve Customer Interactions

Customer Experience Matrix

This brings us to eglue , which offers “real time interaction management” (my term, not theirs): that is, it helps call center agents, Web sites and other customer-facing systems to offer the right treatment at each point during an interaction. To repeat, the basic function of eglue is making recommendations during real time interactions. Eglue can use standard database queries or Web services calls to capture interaction data. Let me tell you a story.

3 Mobile Marketing Trends You Can't Afford To Ignore

Modern Marketing

Mobile is all about micro-moments: interactions that consumers expect to be fast, relevant, and frictionless - which makes the quality, relevance, and usefulness of marketing more important than ever in mobile. Apps = Main Digital Interaction.

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Herding cats? The Hidden Costs of Multiple Marketing Tools


Digital media has opened a whole new world of ways to learn about your customers and interact with them. Email, web sites, landing pages and forms, social media (in all its many ever-changing splendors), webinars, interactive media, infographics, search engine optimization (SEO), pay-per-click (PPC) ads, virtual events, website visitor tracking, and a host of other channels and apps – all are critical tactics in some marketer’s tool chest.

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The Path to Adaptive Marketing: An Introduction

Modern Marketing

Although companies leverage data available to them, customers deviate from the prescribed journey due to changes in environment. A customer relationship management (CRM) system, data warehouse and email system weren’t designed to understand those interactions.

New Developments in B2B Loyalty Marketing


But as buying has become more complex, businesses have developed additional strategies to deepen customer relationships and engender loyalty. Dedicated customer service phone lines, where the service personnel can develop an ongoing personal relationship with individuals in the account.

What the growth of inside sales means to B2B marketers


Many large enterprises have moved to a tiered selling model, where field sales cover large accounts, inside sales manages the relationship with mid-level accounts, and the smaller, less active customers are served by distributors, catalogs, or e-commerce.

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8 Ways Marketing Automation Can Expand Your Search Marketing Agency

Marketing Action

The power of search marketing can be extended significantly if you can help your clients manage engagement and build lasting relationships after that initial click. The key to making sure that initial click becomes a lasting relationship is to develop a lead nurturing strategy.

10 B2B Marketing Presentations to Favorite on Slideshare

KoMarketing Associates

They all provide important information for learning and development in today’s B2B marketing environment. The 2016 edition of Mary Meeker’s annual Internet Trends report covers today’s Internet growth and an in-depth look at global internet usage, growth, and behavior, and the impact on business and advertising. Slideshare can be an excellent resource for B2B marketers looking to showcase expertise, and provide a way to share thought leadership and information.

10 B2B Lead Generation Strategies for 2017


Marketing is ever-evolving, and that means new tactics are always emerging, trends are always shifting, and the same goes for audience behavior. Data analytics can also help you determine behavioral changes in your buyer personas so you can adjust your drip strategies accordingly. User behavior evolves just as quickly as innovations in technology. It helps you build a relationship with them. Build and Maintain Relationships Through Social Media.

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing


In the B2B marketing environment, successful ABM is the gold standard companies aim for. By linking data from different sources to a lead, we build a more complete view of the client and even identify relationships between various contacts.

4 Internal Struggles Great Leaders Must Overcome


Step outside of the executive bubble and make interacting with people at every level of your organization part of your routine. 2) Fighting Cynicism to Build Authentic Relationships. People like living in that environment.

8 Key Changes In Google Search B2B Marketers Should Know

KoMarketing Associates

This change in searcher behavior is just one change – either related to Google or driven by Google – that B2B marketers need to be aware of. That environment is rapidly shifting to a mobile browsing experience.

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Demand Generation 101: 7 Tactics For Generating High Quality Leads


From there, the lead is nurtured from that first interaction along a journey to the consideration phase where marketing passes the qualified lead off to sales. And it can definitely deteriorate your relationship with your sales team.

3 Ways to Incorporate Digital Innovation Into Healthcare Marketing

Modern B2B Marketing

To combat this while driving service line growth and moving market share, Valley Health System transformed the way it approached physician relationships. Moreover, these insights can enable physician liaison teams to build trusted advisor relationships.

5 Ways Mobile Marketing is Affecting Social Media

Marketing Action

You still get to track user interactions with your app and make use of push messages. Trend #5 – “Interactive” and “native” ads offer better user experience and greater ROI. Two types of ads harness this power: interactive ads and native ads.

Let’s move on from social media and “back” to connected lives

Heinz Marketing

I have a unique relationship with social media having extended my blogging efforts to it early on then working with a company (Gist) that was focused on bringing social media into the lives of business professionals as a sort of multi-dimensional CRM. How to prepare and educate my children about this environment is constantly on my mind. Relish face-to-face conversations that challenge your opinions and biases or even just voice to voice interactions.

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Who Should Nurture B2B Leads with Social Media?


In an earlier blog post on social selling , I discussed the need to better equip sales staff on how to use channels like LinkedIn to build relationships—but virtually any employee can act as a nurturing point if they’re empowered to do so.

Emails Falling Flat? 5 Steps to Make Your Email Marketing Resonate


Email is more personal than social media — it builds one-to-one relationships rather than networks. If you use behavioral data and feedback from interactive content to discern your audience’s pain points, you set the groundwork for a real relationship.

How To Generate ROI (Return On Interesting) With Content Marketing

Marketing Insider Group

Which, he explains, involves lots of time interacting with customers via social media and at conferences. Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics?

Critical Reflection

Buzz Marketing for Technology

In their work, Gustafson and Bennett identified eleven variables that affected the cadets lack of reflective behavior. The ability to reflect is a learned behavior that is cultivated by the individual over a period of time. Physical environment in which reflection occurs.

3 Good Questions to Align Strategy, B2B Marketing, and Sales

B2B Lead Generation Blog

Value is created or destroyed in actual interactions with customers and their buying processes, not in meetings or planning documents. Three Levers to Align B2B Selling Behaviors with Tasks. Have you intentionally linked your sales, b2b marketing, and strategy? .

Is Content Marketing Killing Your Customer Conference?


Also, thanks to SaaS’s common freemium model and easy-to-use apps, any employee can introduce an application into a company’s technology environment (barring integration and security policies that might be in place, that is). And with consumerization of IT, some companies even encourage this behavior. Allow for and encourage attendees to meet and interact with each other.

Survey Says: 42% of CRM Users Plan to Invest in Marketing Automation

Marketing Action

Customer relationship management (CRM) systems are vital to businesses both large and small across multiple industries. Most users (74%) said their CRM system offered improved access to customer data, and 64% said that it delivered improved relationship management.

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