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B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it

Condensed...


In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.

marketingIO's insight:

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.


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The MarTech Digest™, for Friday 2/5/16 #MarTech #DigitalMarketing

The MarTech Digest™, for Friday 2/5/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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[FREE] The 2016 State of Email Report - Litmus

[FREE] The 2016 State of Email Report - Litmus | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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30 Stats Every Marketer Needs to Know about Customer Experience - Kapost

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marketingIO's insight:

As if CX is new. Used to be called CustSat. CX tests were being done for consumer goods back in the '70s: researchers would actually embed themselves in households!!!

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Three Dirty Little Secrets About B-to-B Marketing - Ad Age

Three Dirty Little Secrets About B-to-B Marketing - Ad Age | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Luck is the residue of design.

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Dear Brands, You Really Can’t Live Without a Marketing Stack | Adobe

Dear Brands, You Really Can’t Live Without a Marketing Stack | Adobe | The Marketing Technology Alert | Scoop.it
In the End, Businesses Simply Cannot Afford NOT to Have a Marketing Stack

Without a unified platform, a business is left to attempt to put all of these pieces of the puzzle together manually, and without the data as common currency, there is often political infighting that further hampers the ability to orchestrate and execute a successful marketing campaign. The introduction of the platform dispels these roadblocks and creates an environment where both the customer and the business are getting what they want out of their exchanges with each other, all while reducing the time and resources needed to develop and manage the interactions across a myriad of marketing channels.


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marketingIO's insight:

No longer a nice to have...

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How to Create More Exposure Using LinkedIn : Social Media Examiner

How to Create More Exposure Using LinkedIn : Social Media Examiner | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

marketingIO's insight:

And the reason why I love Social Media Examiner: they always provide details on how to accomplish what they're recommending. Click through for details.

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Why 80% of our B2B content marketing failed - Econsultancy

Why 80% of our B2B content marketing failed - Econsultancy | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Of course it's about education! It's not about entertainment, but about learning.

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Adobe: Paid Search Growth is Slowing - CMO.com

Adobe: Paid Search Growth is Slowing - CMO.com | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

One guess where it's going...

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Tracking Actions in Interactive Email - FreshInbox

Tracking Actions in Interactive Email - FreshInbox | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

All the code you need when you click through. Great resource!

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101 Lead Magnet Ideas For Every Stage Of Your Marketing Funnel - CopyMonk

101 Lead Magnet Ideas For Every Stage Of Your Marketing Funnel - CopyMonk | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Quick exchange of your email address and you'll receive this one page list. A bit of a stretch to reach 101, but you get the idea.

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7 UX Principles to Include in Your Content That Will Hook Readers | @contentmrktrapp

7 UX Principles to Include in Your Content That Will Hook Readers | @contentmrktrapp | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

marketingIO's insight:

Above the Fold lives!

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[FREE] Predictive Marketing Cheatsheet and Glossary - Everstring

[FREE] Predictive Marketing Cheatsheet and Glossary - Everstring | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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11 Must-Attend Spring Marketing Events - Uberflip

11 Must-Attend Spring Marketing Events - Uberflip | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

I'll keep scooping these lists. Just look under the tag "trade shows" for others.

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Salesforce Announces New Pricing And Packaging -- What It Means To You - Forrester

Salesforce Announces New Pricing And Packaging -- What It Means To You - Forrester | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Always ask about the additional memory charges.

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7 Tips for Creating Professional Email Signatures - Digital Information World

7 Tips for Creating Professional Email Signatures - Digital Information World | The Marketing Technology Alert | Scoop.it

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The MarTech Digest™, for Thursday 2/4/16 #MarTech #DigitalMarketing

The MarTech Digest™, for Thursday 2/4/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

-> How to Set Your Marketing Automation Goals This Year - Pardot

-> The 16 Best Digital Marketing Conferences of 2016 - Unbounce

-> Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years? - MarketingCharts

-> Four Ways People Think and How to Convince Them to Buy - Profs

-> Survey: 62 Percent Of SMBs Don't Know Whether Their Marketing Works - Marketing Land

-> 7 Ways to Optimize Your Online Marketing Conversion Funnel | Marketing Technology

-> 5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate - Formstack

-> 195+ Visual Marketing Design Templates - HubSpot and Canva

-> How Today's "Safe Harbor" Agreement Addresses Privacy Concerns - Fast Company

-> Cold Email Generator - PresistIQ

-> Your Six-Step Road Map to Rebranding [Infographic] - Profs

-> 11 Types of Content to Make Your B2B Marketing Sing - Servant of Chaos

 

See ALL Top Curated Marketing Technology Summaries here.

 

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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How to Set Your Marketing Automation Goals This Year - Pardot

How to Set Your Marketing Automation Goals This Year - Pardot | The Marketing Technology Alert | Scoop.it

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marketingIO's insight:

Following the SMART framework...

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The 16 Best Digital Marketing Conferences of 2016 - Unbounce

The 16 Best Digital Marketing Conferences of 2016 - Unbounce | The Marketing Technology Alert | Scoop.it

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Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years? - MarketingCharts

Where Do Marketers See Their Most Exciting Digital Opportunities Today And in 5 Years? - MarketingCharts | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

marketingIO's insight:

Why do marketers insist on pursuing difficult-to-measure tactics?

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Laura-isabel Arbulu's curator insight, February 6, 8:29 AM

What is going to interest digital marketers this year and in the future ? 

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Four Ways People Think and How to Convince Them to Buy - Profs

Four Ways People Think and How to Convince Them to Buy - Profs | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

marketingIO's insight:

Aren't they all #4?

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Survey: 62 Percent Of SMBs Don't Know Whether Their Marketing Works - Marketing Land

Survey: 62 Percent Of SMBs Don't Know Whether Their Marketing Works - Marketing Land | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

marketingIO's insight:

Not a shocker.

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7 Ways to Optimize Your Online Marketing Conversion Funnel | Marketing Technology

7 Ways to Optimize Your Online Marketing Conversion Funnel | Marketing Technology | The Marketing Technology Alert | Scoop.it
7 Ways to Optimize Your Online Marketing Conversion Funnel by Douglas Karr on Marketing Technology
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5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate - Formstack

5 Types of Lead Magnets That Will Skyrocket Your Email List Signup Rate - Formstack | The Marketing Technology Alert | Scoop.it
Infographics
Webinars
Reports
Cheat Sheet
Ebooks


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marketingIO's insight:

ESPECIALLY webinars...

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195+ Visual Marketing Design Templates - HubSpot and Canva

195+ Visual Marketing Design Templates - HubSpot and Canva | The Marketing Technology Alert | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

marketingIO's insight:

Can't pass this up...

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How Today's "Safe Harbor" Agreement Addresses Privacy Concerns - Fast Company

How Today's "Safe Harbor" Agreement Addresses Privacy Concerns - Fast Company | The Marketing Technology Alert | Scoop.it
U.S. and European Union negotiators reached an agreement on Tuesday to preserve European users' privacy when data is transferred to servers in the United States, and maintains the ability of U.S. tech companies to legally store European data on their U.S. servers.

The new rule is set to replace a 2000 "safe harbor" agreement between the U.S. and E.U. that set minimum standards for data privacy and allowed thousands of companies a streamlined way to certify they were in compliance with those standards. That agreement was invalidated last year by the European Court of Justice, after a complaint by Austrian privacy activist Max Schrems, who argued that Facebook's compliance with the safe harbor rules wasn't enough to protect European users' data from U.S. mass surveillance programs.


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marketingIO's insight:

Holding EU data on your US servers? Heads up...

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