B2B marketers are increasing their marketing technology budgets, with email, social media and marketing analytics solutions leading the charge, according to a study from Ascend2, Informatica and Dun & Bradstreet.
The "B2B Marketing Technology Strategy" report shows that 65 percent of B2B companies are increasing their spending on marketing tech solutions.
Email marketing, social media marketing and marketing analytics solutions fill out the top three spots in terms of most-used marketing technologies, with 89 percent of respondents leveraging email tech, 70 percent using social tech and 61 percent using marketing analytics technology.
A common theme behind these issues lies in communication (or lack of it) between departments. For example, the team creating content for Old Navy's menswear section may well be completely separate from Gap's.
This means they are creating content without any idea that they are competing with their own website, not just those of rival retailers.
In general, only one site will rank for each term on Google, so Gap needs to decide which of the two to prioritise, or perhaps to reconsider the strategy of using sub-domains.
What is needed in each case is a co-ordinated strategy and these departments need to communicate with each other.
Individual examples may seem trivial, but if this internal conflict is happening across a broad range of keywords it can have a serious effect for businesses.
A Facebook objective is geared towards improving sales — thus the creation of Lead Ads. With this, marketers don’t have to deal with having potential customers fill out any forms and can tap into the data already provided to Facebook. Starting today, brands better leverage this ad type thanks to new customer relationship management partner integrations that include Salesforce, Sailthru, Maropost, Marketo, Driftrock, and Eloqua.
In a time when customers are looking for more personalized approaches from brands, Facebook’s Lead Ads are giving brands a good starting point. Whether it’s to subscribe to a newsletter, service, or whatnot, companies can take that initial engagement and grow from it.
Additionally, businesses can now customize their lead ad forms using open-ended questions or multiple choice questions. You’re no longer beholden to what Facebook defaulted.
"As a solution, marketing automation software helps marketers automate their processes and work to effectively unite the marketing efforts of the various teams and locations around the world. But in order to make sure that marketing automation performs at its best, an enterprise company must implement a sound deployment strategy—the process of rolling out your marketing automation platform to your teams and locations.
Download this ebook to learn how to deploy marketing automation for a global enterprise, including:
How an enterprise knows it's ready for marketing automation
Questions enterprises need to ask themselves before deployment
Characteristics of both decentralized and centralized deployment
How to staff your global deployment team
How to prepare your organization for the deployment of marketing automation
There has never been greater awareness of Customer Success, as an integral part of growing a successful SaaS business. It’s often referenced as the one key tool for combatting churn. But to a SaaS business looking to ramp up their Customer Success efforts, you can find a lot of conflicting information from multiple sources across the web.
With this in mind, we’ve designed the next instalment in our series of SaaS-focused resources – The Ultimate Customer Success Cheat Sheet
"Sales operations leaders are deluged with unwanted applications, rogue technology purchases and point solutions. Here are four tips for gaining control of your sales technology infrastructure:
Maximize the value from tools you’ve already deployed. Be sure to include sales enablement (e.g. training, use cases, instruction guides, subject matter experts, help desks) in the effort to increase user value and engagement.
Ensure that tools are fully integrated from the end user’s perspective. The systems must be designed and integrated for a seamless experience, driven by consistent navigation and ease-of-use.
Leverage your vendors. Partner with them for help with implementation, training and enablement.
Shift from buying software to buying outcomes. I’m not necessarily advocating that you include performance clauses in your contracts (there are too many variables in the go-to-market motion), but you should clearly define the objectives and desired outcomes from any technology purchase or deployment in terms that are measurable, specific and time-bound."
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Creating engaging newsletters with your curated content is really easy.