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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.
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.
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 ...
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.
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.
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 ...
The cheese moved. The buying process has changed. Technology to support and further that change continues to grow and evolve. Communicating through the vast array of digital channels (website, SEM, social, email) is no longer an option. It is a must-do. The online presence of your business must attract and convert prospects.
My son’s best friend used to love Legos. He built huge spaceships, visited Lego stores, and joined a Lego club. He now wants nothing to do with Legos. It’s all about Minecraft. I asked why he can’t play with both at the same time. He said, “Legos are no longer cool.” Recently, I’ve seen similar discourse about technology and creative within marketing.
Martech guru Scott Brinker’s Marketing Technology landscape supergraphic expanded significantly from 2014 to 2015. The density is overwhelming. With 1,876 products in 43 categories, it’s almost like being in Boston last winter — so much snow and no clear-cut path toward what to do with it. Marketing technology is software.
Marketing automation for many marketers has become a utility. Emails are sent to prospects, and customers and leads are stored within the database for future communication. For the CMO, viewing the marketing automation platform in that light isn’t sufficient. It doesn’t justify the cost or the effort expended to implement and maintain the tool.