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Three Ways Data Can Improve Your ABM Strategy

June 20, 2017 by Tom Pick Leave a Comment

Guest post by Krysta Williams.

Since its emergence, account-based marketing (ABM) has become the go-to strategy among B2B marketers- and for good reason. ABM produces more qualified leads, which in turn improves internal alignment and increases revenue, making this approach a no-brainer.

Although new tools and technologies have made ABM easier than ever, there is one major obstacle that prevents many companies from achieving ABM success—bad data. In fact, according to SiriusDecisions, 60% of companies have unreliable data–meaning only four out of ten companies can execute an effective ABM campaign.

Without consistent, complete, and correct contact data, your marketing team won’t reap the full benefits of your ABM initiatives. Not convinced? Here are three ways accurate data can improve your ABM strategy:
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Marketing Technology Needs to be Facebook-ized

June 13, 2017 by Tom Pick 4 Comments

Marketing technology has come a long way since the fictional Harry Crane got a mainframe installed at Sterling Cooper. In light the continued expansion of Scott Brinker’s marketing tools landscape and the role of marketers in managing the end-to-end customer experience, there’s no doubt technology will play an increasingly important role in the marketing function.

The question is: how technical should marketers become?

Image credit: A Big Picture Window

The recent Big Data Tech 2017 event in Minneapolis drew more than 1,000 attendees from across the business spectrum—IT, marketing, finance, operations—to learn about trends in data management and analytics. The event organizer, MinneAnalytics, is a fantastic group and did an excellent job with the conference, which had several standing-room-only sessions.

What was striking though was how technical even the “non-technical” sessions were. In presentations ostensibly targeted at business users, the content often seemed more focused on the underlying functions of data management than on actual applications of analyzing information.

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How to Make Your Content Stand Out in 2017: Three Expert Tips

June 6, 2017 by Tom Pick 4 Comments

Ever get the feeling that many of the digital marketing tactics effective in the past—even a year ago—no longer work as well as they used to? You’re not alone.

Keyword research, solid on-page SEO, and sharing content across the most popular social networks is still essential. But those and other established digital marketing practices are no longer enough to make your blog posts or other content stand out.

With an estimated 2.7 million new blog posts written every day, it’s getting progressively harder to stand out. Your audience only has so much attention to divide among all the potentially valuable and interesting bits of online content.

What to do? This question was raised at a digital marketing roundtable discussion in Minneapolis recently. Here are three tactics the panel of experts recommend starting or doing more of for digital marketing success this year and next.
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Four Data-Driven Metrics for Managing Your Customer Experience

May 30, 2017 by Tom Pick 2 Comments

Guest post by Josh Brown.

As business leaders try to adopt a more data-driven approach to their operations, they face a common challenge. While some areas of the company—like finance and inventory management—can easily be reduced to numbers, others aren’t as obvious.

Take customer experience, for example. How can a company possibly reduce the emotions, interactions, and personality traits that impact a customer’s perception of a business to a single number?

While it may be a stretch to find one number that summarizes the totality of your customers’ experience, that doesn’t mean you can’t use data at some level to guide business decisions about your customer lifecycle.

Here are four data-driven metrics for managing your customer experience.
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Nine Winning Digital Marketing Strategies From The B2B World

May 23, 2017 by Tom Pick

Guest post by Cheryl Joy.

According to recent research from Forrester, digital marketing spend in the US will reach $120 billion by 2021. Spread over paid search, video marketing, social media and other online channels, digital is expected to account for more than 46% of all advertising in the next five years.

But what does this mean for brands, especially B2B vendors, that have traditionally relied on more conservative means of attracting their audiences?

The rules of the game are changing, and establishing a digital presence has gone well beyond having a basic website and occasionally updated social media pages. Here are nine distinct digital marketing strategies by brands in the B2B space, and how they’re redefining the state of the art in B2B marketing.

Did anybody say B2B is boring? Not if you look to these guys for inspiration. Dig right in!
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B2B Marketing Blog | Webbiquity

Three Ways Data Can Improve Your ABM Strategy

Marketing Technology Needs to be Facebook-ized

Four Data-Driven Metrics for Managing Your Customer Experience

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