A quote from Laura Ramos’ Forrester Blog: “it’s never been a better time to be a B2B marketer! B2B marketing executives enjoy more company clout. For example, a majority 88% of respondents said their peers turn to them more often for data and insight needed to strategize and plan, and 78% agreed that marketing’s influence on corporate strategy is greater today than it was just two short years ago. This is a welcome change from the days when marketing’s role seldom ventured beyond the “make it pretty” department.”
Where else would you rather be?
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Featured Marketing Automation Article
Rapid prototyping. Rapid prototyping means coming up with an idea, bringing it to life and then conceiving the next idea while the first program is hatching. Current tools and technologies allow anyone to engage in rapid prototyping. But relatively few will do it well.
Collaborate in a non-zero sum game. Technologists appreciate how they play a non-zero sum game, where one’s success doesn’t inherently lead to another’s failure; there can be multiple winners or losers. For most technologists, collaboration is not just what they do, it embodies who they are. As CMOs embrace technologists’ values, they’re going to find more people in marketing leadership roles not just willing to but eager to collaborate.
Stay up on the skills that matter. It’s not just technical skills that need to evolve. Tackling … questions requires new skill sets, building on more established skills of seeing the world from the consumers’ perspective.
Live in constant beta. On a much bigger scale, every half-decent app in the major mobile-app stores have iterated, usually significantly, since the first version was released. Similarly, be wary of any product ordered through a crowdfunding site such as Kickstarter or Indiegogo. The first generation is almost always disappointing in some or many ways. Technologists know that they must evolve, adapt and iterate everything that they do.
Especially with the third point: keeping up with skills that matter.
It’s a FREE report at http://solutions.forrester.com/bma-survey-findings-ramos, so take advantage of it. Fairly straightforward, and similar to what I wrote yesterday: adapt or die. Rethink it…completely rethink your marketing strategy, your marketing structure and your marketing staff.
Interested in seeing exactly what automation can do for you? Take the ROI calculator for a spin and see what your marketing and sales departments could be accomplishing.
Nice little model. Take it for a spin.
Clearly, we have an industry awash with talk about programmatic marketing and big data. But what is real, and what is BS? What practical executions exist today? And what does a future world look like if big data really is everywhere?
So, programmatic marketing and big data are real. The digital marketing industry didn’t invent big data. It’s existed for a long, long time; but, a programmatic approach that glues it together to make it actionable is brand new.
Marketers are actually executing on programmatic campaigns today, but surprisingly infrequently. Most are still running regular site retargeting, for instance, and haven’t made the shift to a programmatic version to eliminate waste. That shift will come, though, as long as the industry accepts transparency and the marketer can really understand what value each point of data has, so they can learn and adapt from it.
Programmatic, usually applicable to advertising, now taking on greater meaning. But does it, given the state of marketing automation and the forthcoming predictive marketing?
Q: Which of the following local search optimization tactics has your organization used?
Q: Which of the following local business listing tactics has your organization used for local search?
Platform brings marketing technologies and data together.
Digital marketing provider ExactTarget, a Salesforce.com company, unveiled its HubExchange app marketplace today. The platform promises to help marketers find, install, and integrate apps built by ExactTarget and its global ecosystem of technology providers.
The marketplace’s key features include cross-channel integration, which allows multiple marketing solutions within HubExchange to optimize customer data in one consolidated, easy-to-use application interface, as well as optimization, which can help build campaigns based on real-time, analytical insights compiled from each digital marketing application. HubExchange features apps with capabilities ranging from web conferencing and event registrations to QR code activation and Facebook ad retargeting.
This is fascinating: with the acquisition of ExactTarget by SFDC, how will this mesh with the AppExchange as ExactTarget becomes subsumed by SFDC?
Pay-Per-Click marketing is like online dating: it’s all about making a match, baby! Learn how to play matchmaker with your PPC Ads and landing pages.
In order to push your site’s visitors all the way through your conversion funnel, you have to maintain relevancy throughout their entire experience:
- This starts with the query they type into the search engine. Your ad must match their query or they won’t click on it
- Next, the offer and value proposition on your landing page has to coincide with the intent of their search query and the promise you made in the ad. If not, they’ll bounce
- Finally, the rest of the pages in your conversion funnel have to reinforce the same message at every step along the way. If not, they’ll abandon the funnel
The point: ensure message and offer continuity throughout the process!
Here are five tips for marketing leaders trying to rebalance their content generation efforts to ensure that key sales and marketing initiatives are fueled with the right kind of content:
- Product marketing must redefine its role as content creator.
- Marketing planning functions must build campaigns as content blueprints.
- Communications groups must be transparent in their approach to creating and delivering content.
- Sales needs a seat at the content planning table.
- Set realistic expectations for global vs. local content.
Missing: incorporating a marketing technologist into the planning process!
Paid search now accounts for around a quarter (24%) of the average business’ total marketing budget, according to a new report from Econsultancy and NetBooster.
Paid search is apportioned the largest average budget by companies (24%), followed by SEO (18%). Social media and display had equal average share of budget (both 11%).
This figure could potentially increase further by 2014, as more than half of respondents (55%) said they expect their PPC budgets to increase over the next 12 months.
In comparison SEO and social spending were both predicted to increase by 51% of respondents, while 42% said they expect to spend more on display advertising.
UK companies, but comparable nevertheless.
Do you have what it takes to fail at agile marketing? Here are 3 proven ways to make sure your B2B marketing is as sluggish as possible.
The principles of agile marketing…
- Make your highest priority to satisfy your customer through early and continuous delivery of marketing that solves problems and creates value.
- Welcome and plan for change. Your ability to quickly respond to change is a source of competitive advantage.
- Deliver marketing programs often, from every couple of weeks to every two months, with a preference to the shorter timescale.
- Ensure close alignment with the business, sales and development.
- Give motivated individuals the environment and support they need, and trust them to build great marketing programs.
- Learn through the build-measure-learn feedback loop.
- Keep a constant pace and pipeline to ensure sustainable marketing.
- Don’t be afraid to fail, just don’t fail the same way twice.
- Pay attention to marketing fundamentals and good design.
- Aim for simplicity.
When looking at these principles, are they not characteristics that you’ve practiced throughout your career? Outside of technology, I often think there’s nothing new under the sun, other than our collective capabilities to repeat history.
Consider a combination of tried-and-true methodologies for identifying the right customers for the right message at the right time, infused with fresh communication approaches.
In a newly released 2013 Loyalty Census (covered in this DM article: “Loyalty Programs Grow, But Participation Sinks“), Colloquy uncovers some startling statistics including:
- Loyalty programs grew by more than 25 percent in the past two years – but member activity levels have dropped.
- Some 2.65 billion people were enlisted in loyalty programs in the United States in 2012, a rise of 26.7 percent from 2010, but active participation – defined as one engagement within a 12-month period – fell by 4.3 percent.
The article goes on to identify that “…it’s crucial for companies to strengthen loyalty programs through innovation and relevancy. As competition increases, innovation through stronger reward initiatives, use of soft benefits, and use of [new] technologies will benefit the brands that offer loyalty programs.”
In other words, it’s not a set it and forget it situation: you’ve got to work it. And if you need to work it, does it make sense for a B2B organization? Is the LOE worthwhile?
[INFOGRAPHIC] How Do You Measure Content Marketing? | Brandpoint
This infographic provides a deeper look into how to measure content marketing success.
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