Monthly Archives: March 2016

Uberflip’s Award-Winning Marketing Technology Stack

Source: hub.uberflip.com

Yes, replication in the structure, but you get the picture.

 

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The B2B Marketing Technology Stack – Smart Insights Digital Marketing Advice

Once you have your base component, which will typically be a CRM solution but in some cases may be a Marketing Automation platform, you can choose the tools to integrate into your stack. These may include:

CRM

Marketing Automation

CMS

Email

Analytics & Tracking

Ad Technology

Social

SEO & Content

Source: www.smartinsights.com

Simplified. Now take a look at the adjacent marketing stack from Uberflip.

 

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The 2016 TOPO Sales Framework

Source: blog.topohq.com

CT for details. Very smart.

 

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Salesforce survey: Customer satisfaction is more important to marketers than revenue or customer acquisition – Marketing Land

It’s all about customer satisfaction. That approach, which is increasingly becoming accepted wisdom among digital marketers, is confirmed in Salesforce’s newest “State of Marketing” report, out today.

Thirty-five percent of surveyed marketers cited customer satisfaction as their top success metric, edging out the traditional goals of revenue (33 percent) and customer acquisition (24 percent). This is the second year in a row that customer satisfaction has maintained this top position.

Customer satisfaction has become the top goal of many digital marketers, in large part because of digital technologies. When a comparably priced service or a product of similar quality is available within a few clicks, as it for many offerings, then keeping customers requires that they have positive feelings about their dealings with the brand.

Source: marketingland.com

People running to their comfort zone?

 

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Is ROI All That Matters In Online Marketing? – Forbes

ROI also forces a skewed perception that slants toward short-term results. 

The problem with this is that most modern online marketing strategies rely on accumulated payoffs that grow over time. For example, in content marketing, one good piece of content doesn’t offer a one-time return upon publication. It can be syndicated, expanded, and even left alone to continue compounding its value. Theoretically, every piece of content you create will carry value for you indefinitely in the future, meaning your ROI measurements are biased in two ways. You’ll always be measuring the present benefits of past efforts in addition to present efforts, and you’ll never measure the full potential your campaign has.

You need to compensate for this when thinking about the “value” of your marketing campaign. Measurable ROI alone isn’t enough to accurately capture the entire significance of your campaign—at least for long-term strategies like SEO, content marketing, or social media marketing.

Source: www.forbes.com

There’s far more in the article, but our stance is simple: if there’s an investment in online marketing, then there needs to be a return from that investment that solely focuses on the $$$.

 

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Digital Leads 2016 B2B Marketing Spending Growth – Chiefmarketer

U.S. B2B marketing and advertising spending will grow to $161.4 billion this year, with digital accounting for over half ($83 billion) of those expenditures, according to a new report from Outsell.

Outsell’s Annual Advertising and Marketing Study 2016: B2B Advertising shows that B2B spending will increase five percent overall. Digital spending overall grew in numerous categories, including native advertising and search, with mobile posting the highest growth rate, 25%.

Fifty-one percent of B2B marketing respondents planned to increase their budgets overall in 2016; only seven percent reported spending reductions.

Source: www.chiefmarketer.com

CT for a link to the study.

 

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Beyond the Buying Cycle – Gartner

We’ve come to realize that a focus on buying cycles is not enough.   We need to focus on the entire customer lifecycle.   Why?  Well, it’s somewhat obvious, but simply winning business is not enough anymore.  You need to work to make sure the customer gets value, then you can retain their business, grow your share of wallet, and ideally create an advocacy relationship with your customer.

Source: blogs.gartner.com

One of the most accurate depictations today. CT for details.

 

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