mary wallace

  • Marketing automation struggles to reach its full potential

    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.

    Marketing Land- 18 readers -
  • 4 tips for creating epic nurture campaigns

    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 Land- 15 readers -
  • Solving a marketer’s top 3 segmentation dilemmas

    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.

    Marketing Land- 15 readers -
  • Marketing automation is like icing on the cake

    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.

    Marketing Land- 11 readers -
  • Tackling the martech integration challenge

    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 Land- 13 readers -
  • Marketing automation made easy

    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.

    Marketing Land- 17 readers -
  • 7 great reads to drive your marketing career

    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.

    Marketing Landin Content- 10 readers -
  • 3 tips for embracing martech

    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 ...

    Marketing Land- 9 readers -
  • 6 keys to more effective email marketing

    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.

    Marketing Landin EMail- 22 readers -
  • Get the most out of your marketing automation investment

    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.

    Marketing Land- 10 readers -
  • 3 techniques to keep your content from being ignored

    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.

    Marketing Landin Content- 16 readers -
  • Achieve sweet success with marketing segmentation

    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.

    Marketing Landin EMail Content- 18 readers -
  • How To Market Successfully In A Digital World? Put Customers’ Needs First.

    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.

    Marketing Landin How To's- 21 readers -
  • What Marketers Can Learn From David Bowie

    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.

    Marketing Landin Content- 11 readers -
  • What Every Startup Needs To Know About Marketing

    Seventy-five percent of all startups fail. Ouch. Considering that startups and venture funding are on the rise for the first time since the dot-com bust in early 2000, that is an even scarier fact. Here are three tips to make sure your marketing effort will make you one of the 25 percent that succeed. Know Your Customer Stop looking at your product. Focus on your customer.

    Marketing Land- 14 readers -
  • Growth Hack Your Marketing Career For 2016

    The role of marketing has changed immeasurably over the past decade. With this revolution comes the opportunity for marketers to catapult their careers into new directions and amazing opportunities. As always, skills are the fulcrum point for a career trajectory in changing times. For marketers, it’s all about the “building block” skills, or those that empower them to craft ...

    Marketing Land- 21 readers -
  • Marketing Organizations Must Optimize, Or They Will Fail The Enterprise

    This month, my article is written with Mike Samuels, director of Customer Experience Strategy at Oracle. He and I were partner vendors, or shared the same client, an experience that served as the starting point for this collaboration. Long gone are the days when the sales organization was the primary revenue driver. Today, marketing is a critical piece of the business.

    Marketing Land- 15 readers -
  • Don’t Waste Marketing Leads: Achieve Revenue Goals With Sales Enablement

    Driven by the internet and mobile device proliferation, buyers are now in control of knowledge consumption. They are self-educating — gobbling mass amounts of content that’s helping them make their decisions. As a result, salespeople are no longer the sole providers of information for buyers. In fact, they’re now the second provider of information within a company.

    Marketing Land- 19 readers -
  • Marketers Need To Work Smarter, Not Harder

    Sixty-two percent of marketers are more than “somewhat stressed,” a WorkFront infographic highlights. Fifty-one percent say they’re stressed because they have too much to do in a 40-hour week. Clearly, we marketers are working pretty darn hard. What can we do to lift the pressure of not enough time in the day? Marketers need to learn how to work smarter, but not harder — an ...

    Marketing Land- 11 readers -