"Wow! It may have taken place seven days ago, but I am still exhausted — and exhilarated — from our inaugural B2B Marketing Forumin Miami last week. Here is a short recap of what we covered during the two days..."
Strongly encourage you to CT to see what was covered so that you have an idea as to what it on the leading edge.
For CEOs that are trying to plan for investing in software for the next couple of years, how can they plan to strategically invest in marketing technology while the marketing technology is quickly evolving?
Peter Reinhardt: This is the problem everyone is trying to solve. There are so many different tools in the marketing stack that companies have a hard time managing different channels and creating automation. Also, the cost of integrating and maintaining all of these tools, when data is decentralized, is enormous and makes things very difficult.
In my opinion, the most important thing for a business is to make sure that a company’s data, from all different channels, is in one place. When deciding what software to invest in, a company needs to choose a solution provider that basically acts as a central customer data hub. That way they can pull in data from all their different channels and distribute it to all their tools. A company’s marketing process needs to be just pushing buttons, rather than writing a lot of underlying integration software.
Data permeates every facet of business today, and marketing teams are evolving to reflect the data-driven culture. While there is still an art and creative science to marketing, even the creative aspects of the job are now driven by insights and analysis.
What this means is that no marketing leader can succeed without one foot firmly planted in data. The challenge for marketers is ensuring that data does not become a roadblock. Marketers must be able to work with data and apply data insights in an effective and measurable way if they want to succeed in today’s marketing landscape.
The benefits of data-driven marketing are well-documented. From precise targeting to real-time, actionable insights that enable informed decision-making, data has transformative powers. In fact, in a recent study that Avention (my employer) executed with B2B marketers, lack of access to the right data was cited as the number one roadblock to sales and marketing success.
A well-structured Marketing Technology stack enables a CX program — and it takes rigorous planning.
Your goal with a MarTech stack may not be to “buy it all now” and make it fit together, but rather plan a natural progression of solutions or puzzle pieces based upon the maturity of a business and its forecasted growth.
Planning goes a long way when it comes to marketing when time permits, but don't limit opportunities as a result of technology constraints nor limit growth as a result of perceived budget availability.
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"In an effort to get attention in the crowded marketing cloud arena, Oracle is launching a new campaign built from the ground up using its own marketing tech solution.
Oracle's b-to-b campaign, called "The Power of One" is in effect, a case study of its marketing cloud, using its own platform across multiple capabilities in its stack to create a single coordinating story as an example of what potential clients can do.
The global campaign is the first to tap Oracle's marketing solution in this way, especially in the microsite where reports, guides and case studies are not only organized by capability. It also uses progressive profiling and retargeting to create personalized experiences for each customer -- just like the kind of experience it wants to give marketers for their own customers."
Here’s a few of the major themes I observed, based on my interactions with dozens of B2B marketers throughout the entire event:
Marketers see account-based marketing (ABM) as a lever for change.
Marketers want to own more of the customer life cycle: more and more marketers want to extend their ownership of the customer life cycle beyond the explore and discover phases into the buy, use, ask, and engage phases — to create a virtuous circle of experience, conversion, loyalty, and advocacy.
Brand matters, but programs are stuck in neutral. The data that piqued my interest was that while 78% of B2B marketers now say that improving brand reach is one of their top business priorities, the combination of a lack of budget and skills is blocking progress in this key area, which is a correlation that several of the practitioners with whom I spoke at the forum confirmed.
These developments have given rise to what we call the marketer’s dilemma. Today’s marketer has more options to reach her target audience than ever before. Yet it has never been more difficult to earn the attention and engagement of that user.
It's clear that solving the marketer’s dilemma will require marketers, media publishers, and marketing service providers to reshape their capabilities. Marketers must develop the capacity to cope with the growing complexity of the task at hand. Media companies need to create new advertising products, rethink their distribution strategies, and use data to slice and dice their audiences in ways that deliver more targeting value for their customers. And marketing service players must shift to focus more on content and intellectual property development, evolve from a services supplier to a strategic business advisor, and accelerate marketers’ ability to move from experimentation to scale.
5 key themes emerged with respect to the critical capabilities that marketers need to navigate the new ecosystem. Firsthand insights.
"#1 – Creativity isn’t an idea or aspiration; it’s a work ethic. #2 – When you break away from the conventional, you can stop playing and start shaping. #3 – In order to embrace your creativity you need to trust and embrace your intuition. #4 – Constraints fuel creativity. #5 – Resourcefulness beats resources every time. #6 – You’re the key to your creativity. You’re the starter."
Founded by ex-HubSpot-ers, Crayon.co (free, or $299 a month to track five competitors), catalogs nearly half a million marketing sites, benchmarking and providing inspiration on everything from homepages, pricing, and About Us pages—all sortable by industry, CMS, and more.
No time to transcribe? Send the audio files to Rev.com and receive a magically transcribed version, often within hours, for only a dollar a minute.
Grammarly (free browser extension) and the Hemingway Editor ($19.99) are a couple of simple tools that help correct the passive-voice, obfuscating, corporate jargon that creeps into marketing departments.
Google reverse image search: Upload the photo or image you intend to use and find other instances or similar images.
Pexels and Unsplash are incredibly high-quality sources of royalty-free and generally free images. There are also other great sites and tools available for dressing up your images, such as Pablo and Snappa. Iconmonstr adds fast free icons to any content. And Dissolve.com delivers low-cost hi-res full-motion stock video that would have recently cost thousands.
Volleying images back and forth with markups and comments is easy with tools like Snagit ($49.95) and Skitch.
A marketer with strong data skills can offer deeper insights into how marketing campaigns pan out. Modern marketers know how to interpret data and -- most importantly -- analyze it to find meaning that will shape and drive future programs, leading to greater overall success.
The recommendation is that all marketers educate themselves on the most popular channels people are using on a daily basis to access content from. It's also vital to have a finger on the pulse of what the next best app will be -- like when Twitter came on the scene and completely changed the way people share and interact. And with that insight that comes an even greater need to understand analytic platforms -- to take a spreadsheet or chart of information and find consistencies, inconsistencies and outliers that will inform future marketing campaigns.
Just because a marketing campaign gets a big response, that doesn't mean it's necessarily positive. Maybe your latest Tweet went viral for negative reasons, which resulted in an increase of traffic to your site or more chatter about your product on the internet, but not in a positive light. A marketer needs to be able to weed through these types of interactions to figure out what type of engagement the brand is receiving.
Developing strong relationships between IT and marketing might be a new frontier for some executives, but it's an increasingly important shift that is happening in the business world.
Improving your conversion rate will increase your revenue, regardless of what else you have going on. So just improve your conversion rate. No problem, right?
Unfortunately, if you’ve ever tried it, you know it’s not that simple. There are countless variables that factor into whether or not a visitor converts, some of which occasionally defy conventional logic.
Fortunately, there are dozens of strategies you can use to increase your conversion rate. Here ar
Yeah, there are 50. CT: you may pick up an idea or 3.
Instead of a form that asks for simple contact information, more questions are being asked — and to prevent boredom, these questions are being presented in unique ways.
Many businesses have begun using drop-down menus, multiple choice, and even actual text fills to ensure the consumer is consistently paying attention to them. Additionally, lead forms are becoming highly customizable, and businesses are now able to ask questions that would be of interest to a consumer. Instead of feeling like application, this newly evolved format feels like filling out a profile — one that can be sent to a salesperson who would help them rather than sell to them.
With technology improving as quickly as it is, many lead form providers can automatically take the information that consumers enter into a lead form and convert it into an offer that’s highly relevant to the consumer. Lead forms are no longer what they used to be. They’ve evolved into something far greater than what many marketers could have ever imagined.
It needs to evolve into something that will completely go away.
"This list of topics is not only remarkably consistent from CMO to CMO, but also aligned to the data we collected in our 2016 global CMO Study. In alphabetical order, here’s what they’re paying attention to now:
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.