Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

Marketo wrapped up its three day Marketing Nation conference yesterday, having once more displayed its own marketing prowess by attracting national media attention (see here and here ) with an appearance by Hillary Clinton. I wasn’t at the conference but Marketo briefed me on their plans.) The SEO and calendar features are still in beta and will be rolled out this spring and summer. The trick to winning these benefits is becoming a platform in the first place.

The ground truth of marketing technology: our agenda for MarTech West, April 23-24 in San Jose

chiefmartech

I’m incredibly excited by how the program is shaping up and the topics we’ll be covering, from the state-of-the-art in AI to the state-of-the-world with GDPR. Madeline Delianides , executive director of marketing technology, creative production & operations at The New York Times , will discuss Driving Evolution in a Complex, Distributed Environment from her experience at paper and previously at American Express and Oppenheimer.

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13 Marketing Tactics to Boost Your Event ROI

Marketo Events

Perhaps you’ve devoted days to perfecting every word and graphic for your presentation at a conference. Then, despite nailing your booth or presentation, you’ve been disappointed in the results. Leads trickled in and then wasted away. In this blog, I’ll give you 13 marketing tactics to boost your event ROI before, during, and after your events. In the lead-up to an event, there’s a lot of email competition and it’s all too easy for recipients to hit the delete button.

The average enterprise uses 91 marketing cloud services

chiefmartech

There’s a ton of topics in the report that are important to marketing — voice-based platforms, convergence of advertising and commerce, gaming-inspired innovation, the reinvention of media, and the spectacular Internet explosions in China and India — but I want to highlight some data from her analysis of “the cloud” and its accelerating change across enterprises. But in aggregate, marketers use a ton of them.

Martech companies talk customer-centricity, but can they be customer-centric?

chiefmartech

These choices are way harder than any martech integration challenges or other in-the-weeds scapegoats that companies claim hold them back from delivering better customer experiences. A few weeks ago, I read The Enterprise Almanac , a B2B enterprise report, produced by the VC firm Work-Bench, kind of in the vein of Mary Meeker’s iconic yearly Internet Trends deck. (It Lock-in sucks. “Like-in” is infinitely better. Like-in, not lock-in.

The Customer Experience Operating System (CX-OS)

chiefmartech

The following is a guest post by Gerry Murray , research manager for IDC’s CMO Advisory service and a popular speaker at the MarTech conference. All images in this post are courtesy of IDC. In the early days of the martech industry, every application had to be a standalone solution. In addition to the execution environment (email, web, social), they had to have all the underlying services for data, workflows, analytics, reporting, etc.

3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers

chiefmartech

Experts — the lines between software vendors and professional services firms will blur: software companies will offer more expert services; services firms will automate and bottle their expertise in code. Citizen) Engineers — in a digital world where every company asymptotically becomes a “software business,” organizations will extend commerical platforms with customized customer experience apps and business process logic, many via “ citizen developers.”

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What You Can Do Today To Get Your Data Ready For ABM

Engagio

What if 60% of the curriculum you learned in school was wrong? You know which accounts to go after in the first place. 50 – More than half of all records found in the average B2B contact database are misaligned. And it should not (and must not) get in the way of executing your marketing programs. Her #1 piece of advice is “first, focus on data hygiene for your key accounts and top marketing programs to give Sales visibility and confidence in the data shown.

Don’t Let Data Get in the Way of Executing Your ABM Programs

Engagio

You know which accounts to go after in the first place. 50 – More than half of all records found in the average B2B contact database are misaligned. And it should not (and must not) get in the way of executing your marketing programs. Her #1 piece of advice is “first, focus on data hygiene for your key accounts and top marketing programs to give Sales visibility and confidence in the data shown. Having good engagement data is key in ABM.

The CMO Council asked 8 good, hard questions about marketing technology management

chiefmartech

The following interview was originally published by the CMO Council in the August 2018 edition of their Marketing Magnified e-journal. These are my suggestions in reply. How would you characterize the state of marketing technology discovery, qualification, implementation and use in global enterprises today? In many ways, we’re living in the golden age of marketing technology. The tools are advancing in all categories. We’re awash in data.

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Sales Pipeline Radio, Episode 136: Q&A with Tracy Eiler @tracyleiler

Heinz Marketing

We were thrilled this last time to talk with Tracy Eiler , CMO at InsideView Technologies in an episode called, “Managing Massive MarTech Migrations: Strategic & Tactical Best Practices with Tracy Eiler. Listen in to hear her answer how the sales team is involved in that process and how should you help manage people through the change management and keep morale high throughout the process as well. Tracy is well decorated, a top 35 woman in BW Marketing Technology.

4 products Microsoft should build with LinkedIn

Ignite Tech

As someone who’s entrenched in the LinkedIn and Microsoft ecosystems, I thought I’d share four exciting products this acquisition makes possible: 1. Outlook could even show recent updates and thought leadership pieces from a particular profile as talking point suggestions to automatically populate in an email when selected. There’s no doubt that LinkedIn’s biggest asset is its social graph with data about virtually everyone in the business-to-business (B2B) world.

The only marketing prediction you need for 2017

chiefmartech

and largest publication in the field advertising and marketing. Late October to early February is prediction season in the marketing world. Is email dead, or the most undervalued tactic in your portfolio? Skeptics might also note that many of these predictions are written by marketing technology vendors. One day, your CEO suddenly asks you in the elevator what your plan is for physical content marketing in the 3D printing revolution.

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