Forget Rewards: Why B2B Loyalty Marketing is Different


Once in place, companies avoid changing vendors as much as possible. So, when you think about loyalty and retention in the B2B world, the loyalty is baked into the business model. Your vendors are already locked. Which operate in markets you seek to penetrate?

No August Activity Slump For Champion Comms

Champion Communications

These are just some of the points our clients have explored in their media interactions in August. How to avoid cloud vendor lock-in and take advantage of multi-cloud sourcing options .


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Five Impacts of CMO Budget Cuts – Gartner 2021 CMO Spend Survey


According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4%

Twilio Buys CDP Segment for $3.2 Billion

Customer Experience Matrix

The deal would be Twilio’s third acquisition this year, following much smaller deals in January for telephony platform Teravoz and in July for IoT connector Electric Imp. CDP Industry: Segment is/was the largest independent CDP vendor, although Tealium and Treasure Data are close.

A Small Glitch or Evidence of Impending CX Disaster


The process to choose a room was simple and easy, and everything was fine until I had to fill in my personal details. Postal codes in Canada are a combination of letters and numbers. Errors, easily caught in a QA process, should never be promoted to the level of stupid errors. Vendors, be proactive. Make sure everything you put in front of them to use is working as it should.

How to Evaluate B2B Data Providers


There’s no shortage of B2B data providers to choose from, but the quality of those vendors varies widely. Unfortunately, stories about being burned by data vendors are all too common. The ideal vendor will have comprehensive coverage that crosses industries and geographies.

Why does the massive landscape of marketing services firms not bother people the way martech does?


The large size of the marketing technology landscape stirs many emotions in the marketing community. Although maybe in some distantly analogous way it is. However, something else has always surprised about the fervent demand for consolidation in martech.

New Forrester Research: B2B Should Use B2C Customer Loyalty Principles


For years, B2B marketers have largely viewed B2C loyalty tactics as irrelevant in their space. Plus, customer retention has long been seen as the responsibility of those in sales, service, and support. Deepen engagement to lock in loyalty. To that end, Collins reminds us that while loyalty programs may have started in the B2C world, the concept can apply to the B2B space.

How to (Nicely) Push Back on Buyers Who Don't Tell You the Full Truth

The Forward Observer

In fact, one study found most adults can’t last 10 minutes without lying. Here’s how this exchange might play out: Prospect : Our customers would rather get support over the phone than over email or in the app. I’ve worked with about 45 companies in your industry, and the vast majority report that their users had to ask for in-app and email help. That surprises me, only because in a previous conversation I wrote down [the contradictory fact].

How to Decide Between an Open Source or a Proprietary Community Platform

Higher Logic

When designing your organization’s website and community, you need to think about what type of platform you want to build it on—in other words, do you want to build it on open source tools, like Wordpress or Joomla, or do you want to go with a proprietary source offered by a software as a service (SaaS) company? Although they found some proprietary solutions they liked, they were concerned about “vendor lock-in” and wanted to only seriously consider open source options.

3 Ways to Build Consumer Trust in Chatbots 

Martech Advisor

Here are three ways to build consumer trust in chatbots, writes, Abinash Tripathy, Founder and Chief Strategy Officer, Helpshift. Learn More: AI: The Magic Ingredient for Customer Experience in 2020. In fact, 18% of consumers believe AI poses an existential threat to humanity.

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The average enterprise uses 91 marketing cloud services


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.

13 Marketing Tactics to Boost Your Event ROI

Marketo Events

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. There’s power in numbers. Now it’s time to lock in the payback.

How AI empowered CDPs are bridging the gap between marketing data and true marketing intelligence


By giving these programs access to multiple data points, across business silos, a more accurate customer profile and effective campaign suggestions that will result in loyalty and sales are generated. That’s a lot of untapped data, housed in separate business silos, going to waste.

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


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


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.

Best Tools for SMB Online Lead Generation


No single tool can answer to all your needs in online lead generation. In this blog post I’ll share my favorite toolstack and give you some ideas on what should be your criteria for choosing your tools. When choosing any digital tools, something you want to avoid is vendor lock-in. You don’t want to end up in a situation where you lose your precious business data if you decide to replace a tool.

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Marketo Conference: Small Changes, Big Picture

Customer Experience Matrix

The product changes were quite modest: new search engine optimization features for entry level users; a global marketing calendar; and relabeling of InsightEra, which Marketo purchased in December, as Marketo Real Time Personalization. The SEO and calendar features are still in beta and will be rolled out this spring and summer. Marketo placed these changes in the context of unveiling itself as “customer engagement platform”.

Marketing Technology Landscape Supergraphic (2016)


I’m posting this from the 2016 MarTech USA conference in San Francisco — a fitting venue to release the 2016 marketing technology landscape supergraphic. You can click on the image above for a larger version — which you’ll obviously need in order to be able to see anything more than a colorful blur. But if you really want to zoom in an explore the landscape, you should download one of the hi-res versions here: 2016 Marketing Technology Landscape Supergraphic (PDF).

Inbound vs Outbound: What Works Best for B2B Marketing?

BOP Design

Although there are several exceptions, in our experience working with a variety of B2B companies, inbound marketing efforts work best for producing qualified leads that are near the conversion/closing stage. In other words, they are looking for the products or services the company is selling or offering. In terms of online research, evaluation, and browsing, you may not think it takes much effort for a prospect to get in touch with your firm.

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]


Funnels, in Miller's opinion, should not exist when the target market is finite because you cannot afford to lose ANY prospects. Much easier to pitch a close colleague than pushing a "name in field" in some outdated or inaccurate database. Three Reasons Why This is the Case: Marketing automation vendors have over-simplified lead scoring. If they do, I think they’ll find and address the gaps in their leading scoring systems. In Summary.

Best Tools for Online Lead Generation


Digitalization in B2B sales means that the internet is full of B2B SaaS products that promise to increase your sales, improve your lead generation and strengthen your sales teams. More niche tools are often harder in this perspective. You know best what kind of pricing suits you most, but in most cases people tend to favor low or affordable price. Training is a major part in implementing any new business process. Tip 5: Avoid vendor-lock ins!

Best Tools for Online Lead Generation


Digitalization in B2B sales means that the internet is full of B2B SaaS products that promise to increase your sales, improve your lead generation and strengthen your sales teams. More niche tools are often harder in this perspective. You know best what kind of pricing suits you most, but in most cases people tend to favor low or affordable price. Training is a major part in implementing any new business process. Tip 5: Avoid vendor-lock ins!

6 Tips For a Successful Marketing Automation Implementation

Circle Studio

billion in 2017. Many B2B firms are already leveraging marketing automation software and the majority of those that haven’t, plan to in the near future. A study from Act-On and Econsultancy found that 53% of B2B firms already have some form of marketing automation technology in place and 37% plan to utilize marketing automation in the future. So, what should you look for and how do you evaluate potential vendors? Put a plan and process in place.

How B2B Content Syndication Helps You Grow Quality Leads


In fact, it’s helped some marketers grow their site traffic by 2x. In simple terms, content syndication is a process of republishing a given piece of content on one or more sites to reach a broader audience. Pick a vendor whose audience reflects qualities you look for in a customer.

Top 5 Open-Source Project Management Software Tools

TrustRadius Project Management

Only 21% of businesses have put standardized project management (PM) practices and systems in place. . Open-source project management software outshines free PM tools in this regard. You also run the risk of ‘vendor lock-in’ when purchasing and using proprietary software.

Q&A with Acquia Chief Marketing Officer, Lynne Capozzi


Marketers have tools in the stack to look at what’s working and what’s not working. The challenge for marketers in 2020 will not be encouraging adoption, but rather creating a smooth, informal, and continuous customer experiences. We had a chance to sit down with Lynne and spoke about her career journey, the changing role of the CMO, and her predictions for the martech industry in 2020. I first joined Acquia in 2008, leaving in 2011 to run a non profit.

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


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


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.

The Customer Experience Operating System (CX-OS)


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. But it left other critical information locked in the systems, making orchestration, attribution, and optimizing customer experience difficult if not impossible.

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

In an industry where every competitor is striving for grater ease of use, stand-out simplicity is an impressive achievement. This simplifies the system in two ways: marketers have fewer features to learn, and they can reuse their work across many functions. Let’s run through the standard demand generation process to see how this works in practice. Here’s where segments reappear, since Web behavior can be used in segment definitions and system reports are run against segments.

7 Considerations When Choosing a CRM Solution for Your B2B Firm

Circle Studio

Keeping client and prospect correspondence in one place and syncing contact details across management tools are just a few reasons that your firm—regardless of its size—may want to consider investing (or reinvesting) in a Customer Relationship Management (CRM) solution. There are many CRM tools available in the marketplace, with many similarities as well as differences. What current processes are in place for recording, tracking and monitoring contact interactions?

5 Proven Steps to Creating a Lead Magnet That Attracts and Converts Prospects

Hinge Marketing

Ever wonder why your competitors seem to attract and lock in the best prospects? Assuming you have a decent website, there’s probably one crucial element standing in the way of capturing and keeping your ideal prospects: a lead magnet. A lead magnet, also referred to as an opt-in, buzz piece or lead generation piece, can significantly reduce the time it takes to convert a lead into a paying client. Zero in on a format.

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


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.

Prediction: Statistical Methods Will Replace Conventional Rules for Marketing Decisions

Customer Experience Matrix

Vendors who replace conventional decision rules with automated statistical methods may gain a key competitive advantage because the automated methods produce substantially and measurably better results. The question this raises in my mind is where the industry goes from here. The more sophisticated vendors will of course continue to add features, but it’s not clear that most marketers will be interested in the additional capabilities or be able to handle the added complexity.

Now that You’ve Hired a Video Production Company, Here’s What to Expect

Single Grain

Email, text, impromptu or scheduled phone calls, or regular in-person meetings? Certain days or times that work better for meetings and check-ins? This should be pretty straightforward, but sometimes it can get overlooked in the kickoff.

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Microsoft buys LinkedIn: the largest martech acquisition in history?


This is the largest acqusition in Microsoft’s history — over three times the size of its acqusition of Skype for $8.5 billion in 2011 — and one of the largest in the history of the digital age (we’ll graciously look past that whole AOL acquiring TimeWarner fiasco ). But it’s not entirely dissimilar either, in spirit or tactic. Vertical Competition in Marketing’s Digital Channel. They will have star offerings in all three stages.

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


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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The New Cloud Stack: Here's What the Company of the Future Looks Like


In late June, something pretty massive happened in the world of tech, though chances are most people didn’t even notice it. To people in Silicon Valley who pay attention to these things, these announcements were the equivalent of a huge earthquake taking place deep beneath the Earth’s surface. You work in marketing , so who cares about this techie stuff? It''s about building for the future versus being stuck in the past.

Rise of the Marketing Platform


The evolution of marketing has historically been measured in decades: 1900s – 1920s: Marketing is focused on product attributes. But in the last few years, technology has taken marketing by storm. What this means is that marketing has changed more in the last five years than in the hundred before that. The speed of change in marketing is picking up its pace, and it’s going to keep accelerating. Five Big Trends in Marketing Today.