Can Old Database Marketers Learn Digital Tricks?

Customer Experience Matrix

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. Digital marketers have no such illusions about the completeness of the data they could ever hope to assemble.

3 Quick Fixes To Improve Your Database Marketing

LeadGnome

While the term covers a broad range of marketing initiatives, at its heart, any form of database marketing is only as good as the health of your… well, data! Whether you’re sending emails or mailing postcards, inaccurate data can tank your database marketing efforts.

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How to leverage Database marketing to increase your conversions

Smarte

The face of Database marketing is still continuing to evolve despite being around for nearly three decades. Many marketers are yet to implement Database Marketing, wait a minute, what is Database Marketing? Step 3 – Grow existing market share.

Why It’s Time to Start Leveraging Database Marketing for PPC

Directive Agency

As marketers, there are a million and two initiatives we run at once, and it can get difficult to keep track of what is working and what the data is telling us. Enter database marketing. What is Database Marketing? Internal Databases vs. External Databases.

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What can your B2B data do for you?

Biznology

Data is all the rage in marketing today. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems.

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5 (doable) ways to drive revenue growth now

ViewPoint

Involving planning, collaboration and accountability processes, these sure-fire action items will help marketing leaders like you make real sales impact. Here they are—the 5 silver bullets you need to drive revenue growth: Market focus and intelligence. A targeted vs. a scattershot prospect database based on a mutual (sales and marketing) understanding of the market is step number 1. Marketing measurement. That’s marketing’s job.

Which Metrics Do Most Marketers Rely On? [CHART]

Modern Marketing

by Jennifer Horton | Tweet this Measurement is often a main reason that many clients cite for investing in marketing automation. These folks are in hot demand and are transforming marketing’s reputation from “making things look pretty” to “results-driven decision making”.

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Three barriers to B2B data-driven marketing

Biznology

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com.

Tempted to Do Away With Registration Forms? Think Again.

The Point

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns?

6 thorny data problems that Vex B2B marketers, and how to solve them

Biznology

Business-to-business marketers are plagued by data problems. Our legacy databases are not as robust as we need. Data entered by our sales people ends up as mush in our database. Which corporate address should I put in my database? As a marketer, your concern is delivery.

“Sirius” About Marketing Operations

Modern Marketing

When research firm SiriusDecisions held its first summit six years ago, the term marketing operations was a barely formed thought in the b2b world. “It Jonathan Block, of SiriusDecisions, says marketing operations is a fast-growing role. by Jesse Noyes | Tweet this.

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4 B2B Marketing Trends Everyone will be Talking about at the SiriusDecisions Summit

Modern Marketing

by Jesse Noyes | Tweet this It’s impossible to escape the seismic shifts that have rocked the B2B marketing world in recent years. The marketers joining the SiriusDecisions Summit today want more than tools. Last year, we spoke to Jonathan Block , Sirius’s VP and Practice Director, about how marketing operations had arrived as a lasting discipline within growing organizations. This year, Jonathan shared the four B2B marketing trends people will be chatting about.

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New directions for B2B data-driven marketing

Biznology

For us B2B marketers, the world is changing about as fast as we can stand. It’s a platform for communications, for selling, for just about every element of the marketing arsenal, and it’s is forcing marketers to think more carefully about customer and prospect data.

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Top 10 Demand Generation Resolutions for 2014

The Point

Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Clean up your database.

How to Optimize Your Marketing Database Strategy

Modern Marketing

by Anna Glushkovsky | Tweet this The most important question of any marketing database strategy is “What information is out there that I can access?”. Using cost of marketing campaigns or programs, you can derive the cost per lead and benchmark how one campaign performed stacked against another. So how do you optimize your marketing database in a way that will improve future campaigns?

21 Tips & Other Impressions from the Marketo User Summit

The Point

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. For one, I can report that no companies are coming to our firm asking us to help them align sales and marketing.

If It’s Wednesday, It Must Be a Webinar Invitation

The Point

Most marketing automation systems make it relatively easy to control email frequency and to establish priorities when multiple campaigns get scheduled in too small a window.

Understanding Relationships Within the Marketing Technology Landscape

Customer Experience Matrix

chiefmartec *, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. Even just counting the connections gives a useful measure of relative complexity. Scott Brinker, a.k.a.

5 Campaign Ideas for When You Have No Content

The Point

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Games can be used effectively to collect or update basic profile data (name, company, email), uncover additional contacts within customer or prospect accounts, or build up an existing database.

The High Cost Of Bad Data

Modern Marketing

Poor data quality can have a negative impact on your lead management system, the number of hours required for sales and marketing spends on menial tasks, and can lead to additional costs to increase the quality of the original data. Most marketing departments will allocate this cost to the data acquired and stop there. Marketing Manager. So now the sales person has to add a new contact to the database, which takes another 10 minutes. by Anna Glushkovsky | Tweet this.

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Do Lead Nurturing Campaigns Always Need an Offer?

The Point

As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. I expect any marketing email to have a tangible offer of immediate value, not just a link that the company deems I might find of interest.

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

The Point

Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era. Old fashioned, yes, but used smartly and effectively, direct mail can play a vital role in a well-rounded, integrated marketing plan.

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10 Questions: Do You Need Marketing Automation?

The Point

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. For other companies, the decision of whether or not to take the plunge into marketing automation is less of a slam-dunk.

Are Webinars too Popular?

The Point

2) where the audience already has a familiarity with your company and product — for example, in marketing to customers, or partners, or to existing prospects, perhaps as part of a structured lead nurturing program.

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Picking A Provider? Meet BERQ.

Modern Marketing

Or perhaps you’re in the market for lead management solutions. You need to evaluate your provider and measure results. For a marketing agency, you could look at the turn round time to complete a task and how big of a bite it will take out of your budget.

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Clarifying the Differences Between Database and Digital Marketing

Customer Experience Matrix

Summary: Database and digital marketing are both data-driven. post described the different mindsets of database and digital marketers but it was pretty short on differences between the two marketing methods themselves. DB or Not DB Database marketing is built around a marketing database that contains addressable, identifiable individuals. The consolidated database is the heart of the database marketing concept.

Demand Gen And The Whale: 5 Takeaways From Marketing World 2011

Modern Marketing

Recently, presented at a wonderful event in New Orleans – Frost & Sullivan’s Marketing World 2011. Some of the key takeaways included: Measure. In one session, a woman asked “Do we think all of these metrics are going to stifle our creativity as marketers”? I am a big believer that measurement enables us to be even more creative and take bigger risks. We all still struggle with what we should measure and how we measure our impact.

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3 Top Topics from Topliners

Modern Marketing

Every day dynamic conversations are happening between marketers who want to increase their topline revenue. See It: Multi-Touch Nurturing is a Winner with Asure Software – This Austin-based company launched a targeted campaign that used multiple communication methods to create measurable success. Lead Nurturing Asure Software data data cleansing database health database marketing Digital Body Language Eloqua multi-channel marketing topliners topliners.com

Top Social Media Measurement and Tracking Tools

delicious b2bmarketing

Sales & Marketing. --> Bloggers. --> Resources. Top Social Media Measurement and Tracking Tools. Social media audiences have effectively become another universe of prospects to tap, which means measurement and tracking is essential to yielding from these visitors both direct and indirect revenue. Here, digital audience marketers chime in on the ones they’re using now, and why. Erin Hoskins, Senior Marketing Director, New Media, Meredit h. Database Marketing.

Tools to Measure Buzz and Distinguishing Customer Centric Marketing from Customer Experience Management

Customer Experience Matrix

Sunday’s The New York Times had a long article on buzz measurement vendor Nielsen BuzzMetrics ( www.nielsenbuzzmetrics.com ) (“Brands For the Chattering Masses”, Sunday Business , December 17, 2006, page 1). Naturally this caught my eye since I had been pondering how to measure buzz for Customer Experience Management (see entry for December 8). Marketing could adopt customer-centric contact management without the entire company adopting customer experience management.

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Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. So Acxiom has taken its own database of more than 500 million email addresses and found the connections for each.

More Surveys Agree: Web and Non-Web Data Must Be Integrated

Customer Experience Matrix

It’s not that I’m obsessive, but just to gnaw a bit more on last week’s bone about the coming unification of Web and other marketing data. - a recent survey sponsored by enterprise marketing automation vendor Unica found that “integration with other marketing solutions” was the most commonly cited web analytics challenge (46%). So clearly data and system integration are indeed primary concerns for multi-channel marketing.

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The 100 Year History Lesson On Marketing Operations and MarTech

bizible

And this was the beginning of the accountable marketing mindset. In the 1920’s the careful attention to costs measurement of marketing effectiveness began. This mindset is alive and well today and we call it pipeline marketing. The Birth of Marketing Technology.

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Interview with Brian Hansford

Onalytica B2B

Brian Hansford – VP of Marketing Performance at Heinz Marketing. Key Topics: B2B Marketing, Demand Generation, and Marketing Technology. Bio: I’m VP of Marketing Performance at Heinz Marketing, where I’ve worked the last 6 ½ years.

Tips to Manage the Convergence of AdTech and MarTech

Modern Marketing

Modern marketers know that effective technology application largely hinges on the proper collection and management of data. Partners are critical to helping marketers drive top line and bottom-line performance across the enterprise. There are new ways to measure success.

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Key Insights to Inform the Future of Your CRM

Martech Advisor

With marketers spending more and more of their budget on personalization tactics, the need for people-based marketing strategies is growing and customer relationship marketing (CRM) is beginning to evolve. Customer relationship marketing (CRM) is continuously evolving.

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