Harnessing the Digital Marketing Ecosystem to Win with Connected Customers

Size: px
Start display at page:

Download "Harnessing the Digital Marketing Ecosystem to Win with Connected Customers"

Transcription

1 Harnessing the Digital Marketing Ecosystem to Win with Connected Customers March 2015

2 With nearly 1,900 marketing technologies available and seemingly endless ways to connect with customers, deciding what really matters can be overwhelming. This paper will help marketing executives cut through the clutter and home in on the tactics and technologies that help their businesses meet the demands of the connected customer. At the start of every year, Google publishes a report that identifies the tech trends the search giant believes will define the following 12 months. This year was no different, with Google recently releasing an infographic that highlighted the three biggest trends senior marketers should track in While Google s research is far from a guarantor of the future, the company s access to vast customer behavioral data certainly gives it the credibility to pontificate on what s to come. In this year s report, Google suggests that the proliferation of connected devices and the ephemerality of consumer decision-making will only gain momentum as more people and products gain access to the web. While those predictions shouldn t shock most senior marketers, there was one takeaway in the infographic that should make every senior marketing executive s ears perk up: Consumers today expect to get what they want in the moment they want it. Let that sink in for a moment. Then take a stab at answering this question: How do customers desires to be catered to at every point of their journey impact your marketing strategy? It changes everything. The age of the empowered customer is now and this consumer is researching, buying, and advocating for or disparaging your brand across numerous channels and mediums (both online and off). Your organization must have a keen understanding of how to meet customers where they want, when they want, and on their terms. What exactly that means for your organization (i.e., which tools, tactics, channels, and technologies you use) will depend largely on your marketing goals, but the implications of failing to meet those customers modern expectations are universal: If your business can t give the connected customer what they want, when and where they want it, those customers won t hesitate to go elsewhere. 1 ThinkWithGoogle, January 2015, 2

3 The Marketing Technology Conundrum Naturally, that leads to another important question: How can marketing leaders meet the demands of those connected customers across all channels and mediums without overwhelming (or bankrupting) their organizations? That s not an easy problem to solve and it s certainly not as simple as taking the shotgun approach of investing in every marketing tool, technology, or channel that comes on the market. According to leading marketing technology expert Scott Brinker, there are now nearly 1,900 companies offering software to marketing departments, and that ecosystem is evolving and proliferating by the day. 2 In theory, these tools and technologies are designed to automate processes in the marketing workflow, optimize marketing channel usage, and improve the effectiveness of marketing campaigns. Revisiting Google s infographic, the objective for modern marketing leaders should be to make interactions as fast, simple, and easy as possible, and ensure every customer receives useful information in all the moments that matter. Marketing technology can certainly facilitate that goal, but only if marketing leaders are laser-focused on the core tools that give their connected customer the right experience at the right time through the channels they prefer. In our own recent survey of marketers, 3 63% responded that their marketing technology systems either have limited integrations or just flat out don t play nicely with each other. What they often do instead is create confusion, overwhelm marketing practitioners, and cause marketing organizations to focus on the wrong things. 2 Chief Marketing Technologist Blog by Scott Brinker, January 2015, 3 The survey referred to throughout this paper includes responses from 773 marketing professionals and members of the MarketingProfs community collected in February

4 The Best-of-Breed Approach It s important to remember that technologies are not go-to-market strategies in and of themselves. Rather, the right technologies can empower your go-to-market strategy. Additionally, there s no such thing as a one-sizefits-all digital marketing solution that s appropriate for all businesses and all audiences. Instead, marketing leaders should be aiming to leverage a best-of-breed approach that supports their go-to-market strategy and the way their customers behave online. Taking this approach starts with viewing the digital marketing ecosystem as a collection of ingredients that, deployed individually, have only limited value. Only when those ingredients are combined in the right quantity and context and with the right purpose and focus will their value and influence on the connected customer actually be felt. Put another way, there are several moving parts that must work seamlessly to effectively execute a digital marketing strategy. Each of those parts is important on its own, but true opportunity is captured when marketing leaders close the gap between tools and execution and leverage technology as a means to: Increase agility to quickly adapt to everchanging consumer behavior Support the overall go-to-market strategy and enable the organization to run at the pace of the connected customer Scale and evolve alongside the greater digital marketing ecosystem The more your marketing organization embraces that bigger picture from your customers point of view, the easier it will be to tactically pull the right levers (technology, tools, and channels) at the right time and meet the demands of the connected customer when, how, and where they are active online. The 6 Key Pillars of Modern Digital Marketing It s important to re-iterate that evolving with and adapting to the digital marketing ecosystem does not mean experimenting with the newest, shiniest technology. Just because a new tool comes on the market or a new channel proves to be effective, doesn t mean your business should use it. Instead, your team must be laserfocused on the handful of technologies, tools, and tactics that help your business accomplish its unique goals. That could mean delivering a weekly newsletter, investing in more intelligent on-site search functionality, or optimizing your ecommerce user experience or it could mean none of those things. The key is to understand what you re trying to accomplish and then decide which tactics (and the technologies that enable them) will best support your go-to-market strategy. Do you feel that your digital presence provides value and gives customers the information they are seeking? 41% Absolutely! Value at every click. 58% Well, we ve got some work to do. 4

5 With that in mind, we believe there are six key pillars of a modern digital marketing strategy that CMOs should consider. This section will briefly explore the importance of these pillars and deliver insight into how technology can be used to improve the agility, adaptability, and scalability of each one. 1. Mobile Keep mobile top of mind. Your customers across all demographics and segments are interacting in more and more ways with their mobile devices. They share good and bad product experiences online. They snap photos of recent purchases. They share their whereabouts and their plans. And they do all of this intuitively largely because their mobile devices have become a natural and everpresent part of their lives. Yet, while it s clear that mobile is a critical piece of engaging the connected customer, many marketing organizations have yet to determine the best way to turn mobile into a viable marketing channel. That needs to change if marketers are going to keep pace with their customers online. How technology can be applied: With the right platform, you can make mobile a natural, electronic extension of your brand, leveraging mobile marketing as a real-time conduit for combining great content and context and collecting incredibly rich insight into customer behavior. Very simply, the companies that invest in building intuitive mobile apps and mobile-friendly websites are able to provide a user experience that gives their brand a distinct competitive advantage. 2. Search This pillar includes both search activity conducted externally (via search engines like Google and Bing) as well as searches completed via a company website. In both environments, search experiences are critical to helping customers easily and intuitively find what they want on any device. Without an SEO or keyword optimization strategy, it s less likely that customers will be able to discover your business organically on the web. And without sophisticated search capability on your website, customers often struggle to find and engage with the right content. How do you approach mobile in your digital marketing efforts? 18% 53% 7% We have a mobile app. We have the works! Responsive design, mobile apps, SMS, location based. Our website and s are responsive, so it works on any devise or screen. For your website, what is the single-most important traffic source? 45% Search 19% 15% Social 22% Mobile is not a priority for my company. 8% Advertising 6% Offline Channels 6% Other 5

6 How technology can be applied: Content is not static, and neither is the connected customer s path to it. By using state-of-the-art on-site search technology, you can more effectively guide each web visitor to the content, page, or product information they need and achieve higher conversion and customer satisfaction. Search technology also allows businesses to remove the guesswork of content optimization by tracking visitor search patterns and on-site behavior. 3. ecommerce Whether your business sells consumer products or business solutions, the connected customer, who is always ready to buy, now expects to be able to view and purchase goods on the web. These buyers also expect to be met with personalized product recommendations and purchase histories regardless of whether they re visiting your website through a desktop or mobile browser. Many commerce platforms today are not equipped to meet those demands, leaving customers feeling disappointed by their experience. How technology can be applied: While there are numerous ecommerce platforms to choose from today, the most valuable ones give marketers the ability to scale on-demand, integrate behavioral merchandising, deliver responsive mobile buying experiences, and personalize ecommerce content for individual customers. Those features can significantly increase a B2C company s revenue, and they ve also been proven effective in B2B ecommerce environments. According to a recent study by Forrester Research, 89% of B2B businesses reported an increase in annual revenue after implementing ecommerce capability Content In today s hyper-competitive world, content is now a critical component of earning customer loyalty and trust, both of which play a significant role in digital marketing success. Consider how you provide context around your offerings to make them relevant to customers on a 1:1 level. From that perspective, it s not enough to just create content. The key to standing out from the herds of other brands doing the same thing is to create personalized content s, web content, product information, etc. that uniquely addresses each customer s interests, needs, and pain points. By now, most marketers embracing the digital age have figured out that the right mix of content marketing from owned to purchased to curated is crucial to success. The secret to truly capturing the connected customer s attention, however, is to adopt a test and learn methodology that allows you to deeply understand what s resonating with customers over time. How technology can be applied: Content management systems make it easy to create instant, targeted campaigns and personalize or optimize any form of content. Typically, these tools also allow content to be managed in a single interface, personalized for specific social platforms or digital marketing channels, and A/B tested to optimize conversion. 4 B2B ecommerce Produces Results, Forrester Consulting, 6

7 5. As the digital marketing ecosystem expanded over the last decade, many marketing experts predicted that would become less relevant. Not only has that not happened, an argument could be made that is more important today than it was a decade ago. Used effectively, supports every stage of the connected customer s lifecycle, facilitates the buying process, drives repeat purchases, and keeps customers engaged with a brand. How technology can be applied: marketing technology has existed longer than most other marketing automation tools, and its utility and sophistication have evolved dramatically over time. Today, marketers can leverage cloud-based software to easily create targeted lists, adapt content and messaging to specific customers or personas, optimize content for mobile devices, and integrate social networking into campaigns. Collectively, those features can significantly increase open and clickthrough rates. When well integrated with a CRM or ecommerce system, you can see metrics even further down the funnel and connect results to overall purchase behavior. 6. Analytics By providing a single view of your customer s activity and behavior, analytics help senior marketers gain a clear understanding of which content, channels, campaigns, or platforms are performing well or failing to deliver results. This insight is critical to digital marketing success. Unfortunately, acquiring that insight all too often means wasting time jumping from system to system or having to deal with multi-system integration nightmares. Does your analytics application allow you to follow a visitor across channels? 28% Yes, we can track all digital activity seamlessly. 35% No, we have multiple analytics sources. 36% Combination of the above, with limited cross-channel view. How technology can be applied: The reality is that not all marketing technology is created equal. The best platforms empower marketers to acquire rich insight into their campaigns and activities through integrated analytics. This way, there s no need to waste time switching between systems or tools. Instead, you simply access a dashboard within the platform that aggregates cross-channel insights for you. Some technology even allows you to access analytics on-page removing the need to toggle between windows or applications. 7

8 The Emergence of the Marketing Technologist The back-office of marketing the internal operations that keep an organization pointed in the right direction used to be no more complex than Excel spreadsheets or a mailing database. Today, as evidenced by the previous section, the suite of technology in that back-office now looks entirely different. Modern marketing leaders must now manage CRM, content management, marketing automation, predictive analytics, and testing and optimization tools and the addition of that technology has altered the skills CMOs and their teams must have in order to do their jobs effectively. In fact, as the technology your marketing organization uses becomes more powerful, it s likely that you ll experience a more acute need for team members who have an intuition for how to leverage, configure, or alter those tools preferably without handholding from the IT department. Ultimately, this is where a new species of marketer the marketing technologist comes into play. Is there a marketing technologist in your organization? 39% Yep, you re lookin at him/her. 18% Next cubicle/desk over. Not me. 42% Nobody by that name here. So, what exactly does a marketing technologist do? According to technology entrepreneur Scott Brinker, who is widely credited with creating the term, marketing technologists generally have a tech background and possess an understanding of digital marketing strategy. 5 This person s primary purpose within a marketing team is to help the organization more effectively leverage the right technology to create the richest, most compelling customer experiences possible. At this point, virtually every company regardless of size, industry, or organizational sophistication can benefit from someone with that capability. After all, the digital marketing ecosystem is only likely to grow in complexity in the next few years. Having a marketing technologist on staff who is capable of helping your organization quickly identify and implement the right technology can be invaluable. 5 Scott Brinker on the Future of Marketing, EPiServer, 8

9 Is Your Marketing Organization Prepared for the Future? Of course, no one knows exactly what the future holds for digital marketing. New tools and platforms that help marketers do their jobs more effectively will undoubtedly emerge over time, and the best practices of today will very likely be outdated in five years. What is clear, however, is that for your company to thrive going forward, it must evolve into a business that truly grasps how technology can be used to influence customer behavior and action. This capability will allow your team to adapt at the speed of the connected customer and deliver seamless, highly relevant customer experiences. As you set out to adapt into that kind of marketing organization, be sure to keep the following best practices in mind: 1. Think like the customer The process of deciding which technologies and channels to focus on must start with an exploration of where your customers live online. What channels do they use? How do they prefer to be engaged? For all aspects of the digital marketing ecosystem, consider the value you can provide in those channels because that value-add is your true differentiator. 2. Start with a great foundation and scale from there The foundation of any digital customer experience is your company s website. Whether you operate a B2B or B2C site, prospective buyers will almost certainly judge your brand based on the look, feel, and usefulness of your site. If you deliver the best experience possible, you ll not only stand a far greater chance of capturing buyer interest, but also position yourself to scale efficiently as you expand throughout the marketing pillars mentioned earlier. 3. Scale based on the needs of your buyers and always plan for flexibility Whatever you do, don t try to copy the digital marketing strategy of a business that doesn t share your market, target customer, or budget. It s critical to understand which channels, tools, and technologies are right for your company, and always plan for change. Nobody knows what s on the horizon and it will likely come faster than you think. Make sure your organization is agile enough to quickly adapt to anything. 4. Select technology using a best-ofbreed approach Contrary to what many technology vendors and solutions would have you believe, there s no such thing as a onesize-fits-all platform that can meet the needs of every industry, market, or customer. Instead, CMOs should start with a foundation (a great website) and select technology or tools that align with their marketing organization s unique goals, and their customers unique preferences. Again, there s no prescriptive secret to conquering the digital marketing ecosystem. But if you stick to the best practices above, it will put your organization in the best position to leverage digital marketing technology to capture the connected customer s business. Technology, after all, is only as valuable as its implementation. Fail to select the right mix of tools, and the results can be devastating to the bottom line. If, however, you manage to successfully deploy technologies in the right context that empower your go-to-market strategy, then you ll establish a clear competitive advantage with greater brand awareness and customer affinity. 9

10 About Episerver EPiServer connects digital commerce and digital marketing to help organizations create unique experiences for their customers with measurable business results. By combining content, commerce, and omni-channel marketing in a single platform The Digital Experience Cloud EPiServer works full-circle for businesses online, from intelligent optimization and lead-generation through conversion and repeat sales, with unprecedented usability and agility. Supported by a network of 880 partners in 30 countries, EPiServer empowers more than 8,800 digital leaders to embrace disruptive, transformational strategies that can deliver standout experiences for their customers everywhere they engage. Founded in 1994, EPiServer has offices in the USA, Sweden, Australia, Denmark, Finland, The Netherlands, Norway, Singapore, South Africa, Spain, UAE, and the UK. Learn more at About MarketingProfs MarketingProfs is a rich and trusted resource that offers actionable information and guidance designed to make you a smarter marketer from social media and content marketing to lead generation and online conversions. More than 600,000 members rely on our free daily publications, podcasts, virtual conferences, and more to stay up-to-date on the most important trends in marketing, and how to apply them to their businesses. Plus, MarketingProfs delivers enhanced professional development training through online seminars and short webcasts, in-depth how-to reports, research, interactive planning tools, online courses, and in-person events. MarketingProfs helps the smartest marketers worldwide turn even the toughest marketing challenges into success stories. Basic membership is free register now at MarketingProfs.com.

The Changing Landscape of B2B ecommerce

The Changing Landscape of B2B ecommerce The Changing Landscape of B2B ecommerce For years, ecommerce was a B2C game a channel best suited for consumer brands and retail transactions. Several recent studies and some major shifts in buyer behavior,

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

Content without boundaries

Content without boundaries Content without boundaries Software to drive your web, social or commerce site Be creative and focus on your message With EPiServer you ll be able to focus on what s important: the message. At last you

More information

Content creation remains important as ever. Lead generation is still important, but lead nurturing is growing

Content creation remains important as ever. Lead generation is still important, but lead nurturing is growing Introduction As consumers flock to the internet, the marketing industry continues to evolve and expand. As this happens, traditional models of marketing begin to lose efficiency and new types of marketing

More information

Customer Activation. Marketing with a Measurable Purpose

Customer Activation. Marketing with a Measurable Purpose Customer Activation Marketing with a Measurable Purpose INTRODUCTION As a marketing leader, you need to think about the lifecycle that each of your customers progresses through from potential customer

More information

TOP 8 B-TO-B CMO MARKETING CHALLENGES OF 2015

TOP 8 B-TO-B CMO MARKETING CHALLENGES OF 2015 TOP 8 B-TO-B CMO MARKETING CHALLENGES OF 2015 Gleaned from research and assessment of reports from Gartner, Forrester, IBM, Forbes, Altimeter, LinkedIn, CMO.com, AAMA, Harvard Business Review, McKinsey,

More information

Future-proofing Your Business with Open Marketing. By David Mennie, Senior Director, Product Marketing, Acquia

Future-proofing Your Business with Open Marketing. By David Mennie, Senior Director, Product Marketing, Acquia Future-proofing Your Business with Open Marketing By David Mennie, Senior Director, Product Marketing, Acquia Table of Contents Marketing the Open Way 3 The Rise of the Technical Marketer 4 What Is Open

More information

B2B Web Analytics. Account-Level Visibility for True Business Intelligence

B2B Web Analytics. Account-Level Visibility for True Business Intelligence B2B Web Analytics Account-Level Visibility for True Business Intelligence I. Summary Because the modern website is an increasingly integral component to any organization s sales and marketing process,

More information

Product Content Services

Product Content Services Product Content Services CODIFYD PROVIDES ITS CLIENTS WITH COMPREHENSIVE, END-TO-END PRODUCT CONTENT SERVICES. STRATEGIZE FOR SUCCESS FOR QUALITY FOR RESULTS FOR EFFICIENCY FOR THE FUTURE CODIFYD.COM PRODUCT

More information

Frequently Asked Questions About Marketing Automation

Frequently Asked Questions About Marketing Automation Frequently Asked Questions About Marketing Automation What Is Marketing Automation And Demand Generation? Marketing automation software enables you to automate the internal and external processes of target

More information

Solving the Challenge of Lead Management Automation

Solving the Challenge of Lead Management Automation WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing

More information

How to Optimize Your Web Presence for Lead Generation

How to Optimize Your Web Presence for Lead Generation How to Optimize Your Web Presence for Lead Generation Introduction B2B Buyer behaviour is changing. In Four B2B Buyer Behaviour Trends Changing Business we identified and explored four key trends that

More information

4How Marketing Leaders Can Take Control of Data for Better

4How Marketing Leaders Can Take Control of Data for Better Steps to Achieve Better Marketing Results 4How Marketing Leaders Can Take Control of Data for Better Marketing Performance and Customer Interactions As a marketing leader, you rely heavily on data to inform

More information

Episerver Digital Experience Cloud Omni-Channel Digital Commerce for Dynamics AX

Episerver Digital Experience Cloud Omni-Channel Digital Commerce for Dynamics AX Episerver Digital Experience Cloud Omni-Channel Digital Commerce for Dynamics AX Power closed-loop digital commerce helping retailers sell online faster and more easily Online marketing and digital commerce

More information

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by

Marketing Report. 2013 survey results. Yesler Software Shortlist Maximizer Hanley Wood. Sponsored by Marketing Report 2013 survey results Sponsored by Yesler Software Shortlist Maximizer Hanley Wood Introduction B2B buyer behavior has been changing dramatically over the last few years as buyers become

More information

Take Online Lead Generation to the Next Level

Take Online Lead Generation to the Next Level Take Online Lead Generation to the Next Level 5 Ways to Capture New Market Niches By: Deven Pravin Shah WSI Internet Marketing Consultant Overview Many business owners ask the same questions about capturing

More information

Adobe Campaign Touchpoint Marketing Guide

Adobe Campaign Touchpoint Marketing Guide Adobe Campaign Touchpoint Marketing Guide Touchpoint Marketing Guide Table of contents 3 Introduction to touchpoint marketing 5 The art and science of inspiring the customer 6 The science of acquiring

More information

Measuring the Effectiveness of Your Content Marketing

Measuring the Effectiveness of Your Content Marketing Measuring the Effectiveness of Your Content Marketing 1 Measuring the Effectiveness of Your Content Marketing A 5-Step Process to Prove Value and Grow Your Business Measuring the Effectiveness of Your

More information

Sizzling Website Copy

Sizzling Website Copy Sizzling Website Copy FOR: Gavin Sloan www.whitelabelseo.com.au Home Page: An SEO Partner You Can Trust. Pure Results. Experience the Power of our White Label SEO.

More information

WEB & MOBILE ANALYTICS. Marketing Software Survey 2014

WEB & MOBILE ANALYTICS. Marketing Software Survey 2014 Marketing Software Survey 2014 WEB & MOBILE ANALYTICS A snapshot of the current software products & platforms made for and used by marketers across industries. CONTENTS Web & Mobile Analytics: Mini Report

More information

THE 10 Ways that Digital Marketing + Big Data =

THE 10 Ways that Digital Marketing + Big Data = 1 Ways that Digital Marketing + Big Data = Sales Productivity The best global companies are transforming the way they market and sell. Here s how! Evolves into Digital TOP 10 about us MarketBridge is a

More information

The State of Demand Generation

The State of Demand Generation Demand generation the practice of driving awareness and interest in a brand s products and services isn t new, but modern techniques for demand generation certainly are. Visionaries like Seth Godin have

More information

INBOUNDMARKETING. For Beginners. Everything you need to know to get started.

INBOUNDMARKETING. For Beginners. Everything you need to know to get started. INBOUNDMARKETING For Beginners Everything you need to know to get started. 2 Bill is a Certified Inbound Marketing Specialist with Honors with 18 years of marketing experience. Not only is Bill an Inbound

More information

8 New Year s Resolutions for B2B Marketers. Take your content marketing to the next level in the new year!

8 New Year s Resolutions for B2B Marketers. Take your content marketing to the next level in the new year! 8 New Year s Resolutions for B2B Marketers Take your content marketing to the next level in the new year! With the new year quickly approaching, there s no better time to start thinking about your marketing

More information

Marketing Report 2015

Marketing Report 2015 The State of Marketing Report 2015 TABLE OF CONTENTS EXECUTIVE SUMMARY KEY FINDINGS DETAILED INSIGHTS 2 3 6 Meeting Consumer Needs Consumer Channel Preference Marketers Current Workflow How Marketers Workflow

More information

OMNI-CHANNEL MARKETING. Top 9 Questions

OMNI-CHANNEL MARKETING. Top 9 Questions OMNI-CHANNEL MARKETING Top 9 Questions TABLE OF CONTENTS 2 3 5 7 8 9 10 11 12 13 14 15 16 Table of Contents Introduction Top 9 Questions How does omni-channel differ from multi-channel marketing? Why is

More information

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 2 2011 by Mark Mathson This work is licensed under the Creative Commons Attribution 3.0 United States License. Please feel welcome to share

More information

2015 Social Media Marketing Trends

2015 Social Media Marketing Trends 2015 Social Media Marketing Trends A 2015 survey and report on social media marketing practices and software usage By Megan Headley Research Director, TrustRadius First Published May 2015 2015 TrustRadius.

More information

ebook The Essential Guide to Content Personalization: the Science That Drives It and How to Start Using It Written by Asaf Rothem @asaf_rothem

ebook The Essential Guide to Content Personalization: the Science That Drives It and How to Start Using It Written by Asaf Rothem @asaf_rothem ebook The Essential Guide to Content Personalization: the Science That Drives It and How to Start Using It Written by Asaf Rothem @asaf_rothem Page 2 Table of Contents Executive Summary 3 The Challenge:

More information

The Buyer 2.0 Content Strategy Checklist

The Buyer 2.0 Content Strategy Checklist The Buyer 2.0 Content Strategy Checklist Consumers have dramatically changed the way they buy products and services in the past seven years. Today, buyers are taking the lead in the decision-making process,

More information

Connecting e-commerce and Digital Marketing COMMERCE. Commerce beyond boundaries

Connecting e-commerce and Digital Marketing COMMERCE. Commerce beyond boundaries Connecting e-commerce and Digital Marketing COMMERCE Commerce beyond boundaries Connecting ecommerce and Digital Marketing I can launch a new campaign and drive sales within hours of spotting a new trend

More information

Connecting e-commerce and Digital Marketing COMMERCE. Commerce beyond boundaries

Connecting e-commerce and Digital Marketing COMMERCE. Commerce beyond boundaries Connecting e-commerce and Digital Marketing COMMERCE Commerce beyond boundaries Connecting ecommerce and Digital Marketing I can launch a new campaign and drive sales within hours of spotting a new trend

More information

Everyone can change the web. Anytime. Anywhere.

Everyone can change the web. Anytime. Anywhere. Everyone can change the web. Anytime. Anywhere. Create a compelling, dimensional web experience and engage your customers. Experience is everything. 1 2 3 Experience Is Everything Why customers leave your

More information

How the right CXM solutions deliver better customer experiences

How the right CXM solutions deliver better customer experiences The Right CXM Solutions Nurture Better Customer Experiences 1 How the right CXM solutions deliver better customer experiences www.kentico.com 2 The Right CXM Solutions Nurture Better Customer Experiences

More information

Written by: Francois Muscat, Digital Marketing Expert

Written by: Francois Muscat, Digital Marketing Expert Written by: Francois Muscat, Digital Marketing Expert Copyright 2013 WSI. Each WSI franchise office is an independently owned and operated business. In the past, businesses could get away with sending

More information

Filling. Funnel. the. A small business guide to Inbound Marketing. Get found. Get liked. Get Business. By Bob Brill. Filling the Funnel.

Filling. Funnel. the. A small business guide to Inbound Marketing. Get found. Get liked. Get Business. By Bob Brill. Filling the Funnel. Filling the Funnel. Filling the Funnel A small business guide to Inbound Marketing By Bob Brill Get found Get liked Get Business A small business guide to Inbound Marketing. Get found Get liked Get Business

More information

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge More Enquiries, Same Budget: Solving the B2B Marketer s Challenge You need to increase inbound enquiries, both in volume and quality, but your budget is restricted. Sound familiar? Prospect Analytics offers

More information

THE ECOMMERCE MARKETING GUIDE TO FACEBOOK

THE ECOMMERCE MARKETING GUIDE TO FACEBOOK ADVANCED THE ECOMMERCE MARKETING GUIDE TO FACEBOOK A publication of 2 IS THIS BOOK RIGHT FOR ME? Not quite sure if this ebook is right for you? See the below description to determine if your level matches

More information

B2C Marketing Automation Action Plan. 10 Steps to Help You Make the Move from Outdated Email Marketing to Advanced Marketing Automation

B2C Marketing Automation Action Plan. 10 Steps to Help You Make the Move from Outdated Email Marketing to Advanced Marketing Automation B2C Marketing Automation Action Plan 10 Steps to Help You Make the Move from Outdated Email Marketing to Advanced Marketing Automation Introduction B2C marketing executives are increasingly becoming more

More information

Content Marketing in 2014:

Content Marketing in 2014: Benchmark Report Content Marketing in 2014: Sponsored By: 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. TABLE OF CONTENTS 3 Executive Summary 10 Content Campaign

More information

Why Automation Should Drive Your Marketing Engagement, Starting Now

Why Automation Should Drive Your Marketing Engagement, Starting Now Why Automation Should Drive Your Marketing Engagement, Starting Now Do we need a marketing automation system? If you re planning on marketing in 2016 and beyond, the answer is Yes. The truth of the matter

More information

THE QEDbaton B2B MARKETING TECHNOLOGY SPEND REPORT

THE QEDbaton B2B MARKETING TECHNOLOGY SPEND REPORT - 1 - THE QEDbaton B2B MARKETING TECHNOLOGY SPEND REPORT 2014 To stay ahead in the marketing arena, you need to know what technologies your competitors are investing in. TABLE OF CONTENTS The Marketing

More information

MULTICHANNEL MARKETING

MULTICHANNEL MARKETING REPORT Report Multichannel Marketing MULTICHANNEL MARKETING A Study Highlighting Current Approaches and Investment, Opportunities and Key Challenges 1 2 Introduction 4 Key findings 6 Conclusion 19 3 INTRODUCTION

More information

Enhancing productivity. Enabling success. Sage CRM

Enhancing productivity. Enabling success. Sage CRM Enhancing productivity. Enabling success. Sage CRM Customer Relationship Management Customer Relationship Management (CRM) is far more than just a software application. It is a business solution that gives

More information

How To Choose A Search Engine Marketing (SEM) Agency

How To Choose A Search Engine Marketing (SEM) Agency How To Choose A Search Engine Marketing (SEM) Agency Introduction During the last four years, in both good and bad economies, Search Engine Marketing (SEM) has continued to grow. According to MarketingSherpa

More information

Managed Service Marketing

Managed Service Marketing Managed Service Marketing Produce Deliver Design Measure Enterprise Marketing on an SMB Budget. The Problem: Your Prospects are Shopping Without You They self educate and do whatever it takes to thin the

More information

MARKETING AUTOMATION

MARKETING AUTOMATION MARKETING AUTOMATION Benchmarks from the Agency Perspective What marketing automation success will look like in a year ahead and how agencies plan to achieve it, based on a broad-range of client experience.

More information

FUTURE OF DIGITAL MEDIA CONTENT

FUTURE OF DIGITAL MEDIA CONTENT WHITE PAPER FUTURE OF DIGITAL MEDIA CONTENT Authors: Sudhakar Kamalakar Practice Head, Enterprise Collaboration Aspire Systems Rupak Jana Enterprise Collaboration Consultant Aspire Systems 1 The digital

More information

An Integrated Approach to Digital Marketing through Web Analytics

An Integrated Approach to Digital Marketing through Web Analytics I D C V E N D O R S P O T L I G H T An Integrated Approach to Digital Marketing through Web Analytics June 2005 Adapted from Worldwide Web Analytics Software Applications 2005-2008 Forecast and Analysis:

More information

THE 7 STEPS TO A SUCCESSFUL CRM IMPLEMENTATION DEPLOYING CRM IN THE NEW ERA OF CONNECTED CUSTOMERS

THE 7 STEPS TO A SUCCESSFUL CRM IMPLEMENTATION DEPLOYING CRM IN THE NEW ERA OF CONNECTED CUSTOMERS THE NEW ERA OF ABOUT THE AUTHOR Paul Rogers is the Head of Customer Experience and CRM within HCL s Applications Division. Based in London, Paul is responsible for leading HCL s CRM consulting and technology

More information

GET REAL ABOUT BUSINESS DEVELOPMENT. BUSINESS DEVELOPMENT FROM THOMSON REUTERS ELITE CHANGES THE GAME.

GET REAL ABOUT BUSINESS DEVELOPMENT. BUSINESS DEVELOPMENT FROM THOMSON REUTERS ELITE CHANGES THE GAME. GET REAL ABOUT BUSINESS DEVELOPMENT. BUSINESS DEVELOPMENT FROM THOMSON REUTERS ELITE CHANGES THE GAME. 2 THE MARKET HAS CHANGED. DOES YOUR FIRM HAVE THE TOOLS TO KEEP UP? Person-to-person contact with

More information

All statistics mentioned in this report were taken from the 2014 survey unless otherwise noted.

All statistics mentioned in this report were taken from the 2014 survey unless otherwise noted. About this Report In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies lead nurturing challenges and strategies. The survey revealed

More information

YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM

YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM Introduction WHAT IS CRM? CRM is much more than a buzzy acronym that s been tossed around the business and sales world for

More information

20 tried and tested tips to help you generate more leads

20 tried and tested tips to help you generate more leads e-book Series: Business growth 20 tried and tested tips to help you generate more leads page 1 Introduction 1 2 3 4 5 How to make your offers irresistible How to use your CTAs to grab people s attention

More information

How to Create a Content Strategy to Drive Each Stage of the Sales Funnel

How to Create a Content Strategy to Drive Each Stage of the Sales Funnel How to Create a Content Strategy to Drive Each Stage of the Sales Funnel 1 How to Create a Content Strategy to Drive Each Stage of the Sales Funnel Copyright 2014 Mooloop Ltd All Rights Reserved You re

More information

MARKETING METHODS TO ATTRACT CUSTOMERS

MARKETING METHODS TO ATTRACT CUSTOMERS THE TOP 8 WAYS TO LEVERAGE NEW ONLINE MARKETING METHODS TO ATTRACT CUSTOMERS A PRACTICAL GUIDE TO DIGITAL MARKETING TABLE OF CONTENTS 3 Inbound Methodology 9 Mobile Friendly Website 12 Blog Regularly 17

More information

Account-Based Marketing

Account-Based Marketing Account-Based Marketing Account-Based Marketing BRING LASER FOCUS TO THE TOP OF YOUR FUNNEL 84% of marketers say ABM provides significant benefits to expanding customer relationships. Account-Based Marketing

More information

Get on the Fast Track with RSS-Driven Automation.

Get on the Fast Track with RSS-Driven Automation. Get on the Fast Track with RSS-Driven Automation. Streamline your content delivery program through RSS, email, and social media. Maximize reach, increase engagement, build customer trust and, ultimately

More information

Elevate Customer Experience and Engagement in the New Digital World

Elevate Customer Experience and Engagement in the New Digital World Elevate Customer Experience and Engagement in the New Digital World John Chan CRM Solutions Lead, Microsoft Business Solutions Microsoft Asia Customer buying behavior has fundamentally changed therefore,

More information

Online Presence: What SMBs Want

Online Presence: What SMBs Want Online Presence: What SMBs Want How to successfully provide digital offerings to your SMB customers April 2015 An ebook by Contents Introduction...3 5 Facts about what SMBs want from online presence...4

More information

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans

Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans Omnichannel Strategy Adoption At Tipping Point, Marketers Share Action Plans By Karlene Lukovitz Industry Report by Exclusive Sponsor Introduction Marketers are keenly aware of the tremendous potential

More information

WHITE PAPER 7 REASONS WHY CRAFTER SHOULD BE ON YOUR WEB CMS SHORTLIST

WHITE PAPER 7 REASONS WHY CRAFTER SHOULD BE ON YOUR WEB CMS SHORTLIST 7 REASONS WHY CRAFTER SHOULD BE ON YOUR WEB CMS SHORTLIST PUBLISHED SEPTEMBER 2013 The evolution of the Web over the years has deeply immersed us into a new era of engagement, and enterprises are striving

More information

CONTENT MARKETING AND SEO

CONTENT MARKETING AND SEO CONTENT MARKETING AND SEO How to Use Content Marketing and SEO to Reach Customers and Business Goals What do you consider the most essential ingredient for your business s marketing success? In today s

More information

N 0 6/2014. Social Media Marketing & Analytics for B2B. parathink TM

N 0 6/2014. Social Media Marketing & Analytics for B2B. parathink TM N 0 6/2014 parathink TM Social Media Marketing & Analytics for B2B Plan, track, analyze and optimize your online visibility to bring customers to your site. (A quick-reading parathink briefing for really,

More information

Personal Business Analytics. The Top 5 Reasons You Need to Understand Your Customer s Customer

Personal Business Analytics. The Top 5 Reasons You Need to Understand Your Customer s Customer The Top 5 Reasons You Need to Understand Your Customer s Customer Personal Business Analytics 1 Table of Contents 3 4 6 9 12 14 19 Introduction Renew Your Focus Get Out in Front Create More Targeted Marketing

More information

Why Marketing Automation is a Must-Have For Every B2B

Why Marketing Automation is a Must-Have For Every B2B Why Marketing Automation is a Must-Have For Every B2B VP of Sales Robert M. Walmsley President and CEO, Tailwind Strategies In the age of Internet marketing there is no salesmarketing alignment issue more

More information

The B2B Content Curation and Distribution Workbook

The B2B Content Curation and Distribution Workbook The B2B Content Curation and Distribution Workbook A GUIDE TO THE ORGANIZATION, CURATION AND DISTRIBUTION OF CONTENT TO SALES TEAMS AND CHANNELS USING MOBILE Presented by Introduction There has been a

More information

Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts.

Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts. EMAIL MARKETING Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts. PERMISSION SEGMENTATION SUCCESS We all are

More information

Content Marketing Increase engagement, consumption, conversion and measurement with interactive content experiences.

Content Marketing Increase engagement, consumption, conversion and measurement with interactive content experiences. Content Marketing Increase engagement, consumption, conversion and measurement with interactive content experiences. Interactive Content Marketing Content marketing is incredibly effective at generating

More information

OVERVIEW OF INTERNET MARKETING

OVERVIEW OF INTERNET MARKETING OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What

More information

INTRODUCTION. Let s dig into the concept of digital marketing and how to be successful in today s modern, complex business landscape.

INTRODUCTION. Let s dig into the concept of digital marketing and how to be successful in today s modern, complex business landscape. 1 INTRODUCTION Digital marketing is fundamental to businesses success in today s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly

More information

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget.

Plus, although B2B marketing budgets have increased, the number of channels may far surpass what you can do with your budget. 1 CNBC s list of the Top 10 Most Stressful Jobs of 2011 revealed that the sixth most stressful job was that of an advertising account executive. The reason today s account executives are so stressed is

More information

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER

COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER COPYRIGHT 2012 VERTICURL WHITEPAPER: TOP MISTAKES TO AVOID WHEN BUILDING A DEMAND CENTER For many B2B organizations, building a demand center is a no-brainer. Learn how to ensure you re successful by avoiding

More information

Is your business reaching its digital marketing potential?

Is your business reaching its digital marketing potential? 10 WAYS YOU CAN HELP YOUR SMALL BUSINESS REACH ITS MARKETING POTENTIAL Some small business owners believe that their budgets limit their ability to play with the big guys. This is not always true. In fact,

More information

7 Secrets To Websites That Sell. By Alex Nelson

7 Secrets To Websites That Sell. By Alex Nelson 7 Secrets To Websites That Sell By Alex Nelson Website Secret #1 Create a Direct Response Website Did you know there are two different types of websites? It s true. There are branding websites and there

More information

STATE OF B2B MARKETING METRICS AND ANALYTICS 2015

STATE OF B2B MARKETING METRICS AND ANALYTICS 2015 STATE OF B2B MARKETING METRICS AND ANALYTICS 2015 Research Report - Feb 2015 WHO WE SPOKE TO To understand the state of metrics & analytics in B2B marketing today, we spoke to directors and senior executives

More information

Paid Search: What Marketers Should Focus on in 2014

Paid Search: What Marketers Should Focus on in 2014 [Type text] Paid Search: What Marketers Should Focus on in 2014 NETBOOSTER.COM Sergio Borzillo, Head of PPC (UK) Paid Search: What Marketers The 4 main areas to focus on for your Paid Search strategy in

More information

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool.

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool. MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4

More information

Introduction. ¹The rise of the digital bank, McKinsey & Company, (July 2014)

Introduction. ¹The rise of the digital bank, McKinsey & Company, (July 2014) Content Introduction 4 Delivering Data-Driven Unique Experiences 6 Peer Validation and Reassurance 8 Localized Targeting 10 Form Optimization 12 Identification of Visitors with High Lifetime Value 14 Omnichannel

More information

Digital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND

Digital Marketing for Cosmetic & Plastic Surgeons and Medical Spas DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND DIGITAL MARKETING FOR COSMETIC & PLASTIC SURGEONS AND MEDICAL SPAS DELIGHT INBOUND 1 BIGSHOT ' s ALL-INCLUSIVE MARKET ING SOLUTION...can provide you with the right content, expert design work, and marketing

More information

8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM

8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM 8 STEPS TO AN EFFECTIVE CONTENT MARKETING SYSTEM Produced by Katie Wilson Aspire Internet Design www.aspireid.com @aspireid Overview... 2 1: Set Goals and Create a Set of Metrics for Your Content Marketing

More information

B2B Display Advertising : Find, Nurture, and Harvest

B2B Display Advertising : Find, Nurture, and Harvest B2B Display Advertising : Find, Nurture, and Harvest Find, Nurture Harvest with B2B Display Ads 1 21st Century Most people don t realize just how deeply Internet technology has disrupted the traditional

More information

2012 State of B2B E-Commerce

2012 State of B2B E-Commerce 2012 State of B2B E-Commerce Executive Summary As digital commerce has transformed all commerce over the last decade, customers have been offered increasing control over their buying experience. Ease of

More information

Why Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members

Why Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members Why Traditional ESPs Aren t Cutting It for Email Marketers Results of an Adobe Study Conducted Across DMA Members Why Traditional ESPs Aren t Cutting It for Email Marketers Table of contents 3 Email marketing

More information

4 ways to grow your small business with Salesforce CRM

4 ways to grow your small business with Salesforce CRM 4 ways to grow your small business with Salesforce CRM Contents Executive Summary... 2 Make everyone more productive... 2 Customize: Make Salesforce CRM work the way you do... 2 Organize: Centralize your

More information

10 Steps To Getting Started With. Marketing Automation

10 Steps To Getting Started With. Marketing Automation So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.

More information

At a recent industry conference, global

At a recent industry conference, global Harnessing Big Data to Improve Customer Service By Marty Tibbitts The goal is to apply analytics methods that move beyond customer satisfaction to nurturing customer loyalty by more deeply understanding

More information

Creating a Digital Marketing Strategy

Creating a Digital Marketing Strategy Superfast Business Wales For a digital strategy to deliver success there must be a consistent message in any and all activity. You have to maintain a brand message across a variety of channels so that

More information

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation Chapter 2: Lead Generation - overview Introduction...3 The Modern Marketer...4 Lead Generation basics...5 Modern Marketing

More information

4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders

4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders 2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put

More information

5 Point Social Media Action Plan.

5 Point Social Media Action Plan. 5 Point Social Media Action Plan. Workshop delivered by Ian Gibbins, IG Media Marketing Ltd (ian@igmediamarketing.com, tel: 01733 241537) On behalf of the Chambers Communications Sector Introduction: There

More information

The Lead Nurturing. 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success. Act-On Best Practices for Email Delivery

The Lead Nurturing. 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success. Act-On Best Practices for Email Delivery & The Lead Nurturing 5 & 10 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success i The Lead Nurturing 5 & 10 Five Reasons You Can t Ignore Lead Nurturing; Ten Fundamentals for Your

More information

Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform

Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform 4 Contents 1 Executive Summary 2 Defining Marketing Automation 2.0 3 Marketing Automation 1.0:

More information

Best Practices of Mobile Marketing

Best Practices of Mobile Marketing Best Practices of Mobile Marketing With the advent of iphone, Android phones, and tablets, adoption of the mobile is contagious, and will continue in the coming years as well. The market penetration of

More information

YOUR COMPLETE CRM HANDBOOK

YOUR COMPLETE CRM HANDBOOK HIGHER EDUCATION: YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM Introduction WHAT IS CRM? CRM is much more than a buzzy acronym that s been tossed around the business and

More information

The Kentico EMS. value. Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Easy to use for creating

The Kentico EMS. value. Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Easy to use for creating Gain more leads, create compelling content, and optimize your marketing with Kentico EMS. Built on a scalable enterprise platform as part of Kentico CMS 7 Easy to use for creating online campaigns, forms,

More information

7 Ways Predictive Intelligence Can Elevate Your Email Marketing

7 Ways Predictive Intelligence Can Elevate Your Email Marketing 7 Ways Predictive Intelligence Can Elevate Your Email Marketing Email is the cornerstone of digital marketing. In fact, 68% of marketers say that email is core to their business 1. With competition for

More information

HOW TO LEVERAGE DIGITAL MARKETING IN THE HEALTHCARE INDUSTRY

HOW TO LEVERAGE DIGITAL MARKETING IN THE HEALTHCARE INDUSTRY HOW TO LEVERAGE DIGITAL MARKETING IN THE HEALTHCARE INDUSTRY The widespread distribution of digital technology has changed the nature of marketing. Businesses are now moving away from the distribution

More information