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Columnist Mary Wallace explains how your technical setup, list management and marketing stra ...
I love watching my son master a LEGO set. Logic is the key ingredient in putting a set together, especially the super complex models that require many hours to assemble. The LEGO company is smart. For the complex sets, the company breaks the whole into units, which are packaged to be built separately. The assembled sections are then added together to create the overall object.
Let me get this out of the way: I’m a technology geek and a marketing aficionado. I adore working with marketing automation to drive business. The bright thrill of success bubbles over when various marketing technologies are stacked together to improve the user experience and boost engagement that results in sales. Nothing is better than building the digital pathway.
One of the fundamental premises of marketing automation is email engagement. And as modern marketers, we are under serious pressure for our emails to perform — they must drive engagement, conversions, and most importantly, revenue. But with the sophistication of the various tools at our fingertips and an overcrowded work desk, it’s easy to overlook the fundamentals of email performance.
Marketing automation is on the rise. The reason? Marketing automation vendors are promising accelerated revenue and improved ROI (return on investment). How will it do this? With lead nurture campaigns that provide specific content aligned to the buyer’s needs and lead scoring models that deliver warmed leads to the sales team.
Marketers are cool people. We tend to be very aware of the world around us — what’s epic and what’s yesterday’s news. We are thought leaders focused on driving change for others. And we want to be involved in doing legendary work. Running rad nurture campaigns or leveraging savage predictive intelligence ensures we’re doing it right, while deploying only batch-and-blast emai ...
Marketing automation tools empower marketers to create high-return campaigns that have a specific message based on a prospect’s needs. Using targeted messages coupled with strong content, marketers can effectively engage and escort leads down the buying cycle to a sale. Campaigns are most effective when both content and message speak directly to the buyer’s needs.
The internet, coupled with mobile devices, has provided a fulcrum for an escalating number of aspiring entrepreneurs to start their own businesses. Because of these technical advances, entrepreneurs offering everything from outdoor landscaping to speech writing can represent themselves in a cost-effective way.
Most of us have baked a cake at one time or another. We’ve put all the ingredients in a large bowl, mixed it up, dumped it in a pan, and then put it in the oven. When the cake was baked, we let it cool and added icing to the top. Why do we add the icing? Because icing makes a delicious cake even sweeter and provides a smoother, shinier confection to behold.
The number one B2B challenge for marketers is the inability to successfully integrate disparate technologies into a unified platform, according to Morgan Stanley’s “Software Eats the CMO Suite” survey (conducted by Digital Ascendant). What prevails is a disjointed customer experience and an inability to accurately identify which marketing tactics are truly driving sales and business results.
Marketing automation, the experts say, is complex. It involves getting segmentation correct, maintaining a clean database and building complex nurture campaigns. Plus, a vast amount of content is needed to make it work. Given that only 25 percent of Fortune 500 B2B companies have adopted marketing automation, it leads one to believe the experts are indeed correct.
With the advent of the internet, how we marketers do our job has changed significantly. We’re now using technology (e.g., marketing automation, predictive marketing) to engage prospects through a wider variety of media outlets (e.g., Twitter, Instagram, Snapchat). We are also being made more accountable than ever before for our business’s performance.
Martech, short for marketing technology, refers to the technology-based initiatives and tools that assist marketers. Some are in the cloud, while others reside within your own environment. Regardless of location, martech empowers us to be more efficient at what we’re doing. It helps us solve problems like getting personal with our leads and segmenting, as well as understandi ...
The marketing organization’s role has evolved significantly since the beginning of this decade. Marketing organizations are no longer measured on customer acquisition and brand awareness. Rather, according to a report from The Economist Intelligence Unit, they are evaluated based on their impact on revenue and customer engagement.
There’s no argument that the pipeline of new leads — ones that are well-qualified and ready to buy — is the responsibility of marketing. Content and a variety of tools in the marketing technology stack are what today’s marketers use to make this happen. One of the most basic of those tools is a marketing automation platform.
Approximately 76 percent of marketers feel that marketing has changed more in the past two years than in the previous 50. What a mind-boggling thought. Among the many changes, we’re seeing: Clearly, we marketers can’t accept the status quo just because “that’s the way it’s always been done.” What does it take for marketers to be successful in this ever-escalating time of c ...
The days of vintage advertisements, where glitzy sales techniques were employed to get new buyers, is long gone. The campaigns from the 1960s “Mad Men” days cause many of us to shudder at the duplicity involved. Instead, today’s marketers use content in a myriad of different media to communicate and inform their buyers.
No matter how big or small your company or department is, to achieve success in today’s environment, you need to get personal with your customers and prospects. The more personal you are, the more closely you can align your solution with your audience’s needs. This means more conversions and buyers.
Customers are the heart and soul of every successful business. It’s been that way since businesses began to crop up in ancient Greek and Roman times, and even before then in the Middle East. All functions within a business are about the customer — from marketing and sales to finance, accounting, R&D (research and development) and operations. Without customers, there is no business.
The news came over the radio early on a Monday morning last month. David Bowie had died after an 18-month battle with cancer. I was devastated. Bowie was my music idol. Just ask my college roommate, who had to live through our freshman year in a room where Bowie posters covered every available wall space. To the world, Bowie was much more.