We’re all looking for ways to increase engagement with our emails. Best practices like personalization and dynamic content are very effective. But you want to kick it up a notch by putting a video in email and we don’t blame you.
Sales and marketing misalignment is an all-too-common problem. Many companies still face issues getting these two departments in sync. Although it may seem that both departments have different objectives, in the end, the goal is the same: to drive sales and revenue. Often it is differing short-term goals that get in the way of this shared vision. Marketing’s goal is to generate qualified, purchase-ready leads for the sales team, while the sales team’s goal is to close. When there is marketing and sales alignment, the right deals can be closed, and often in less time. This can make a significant impact on the business.
Download this ebook to learn more about sales and marketing alignment.
Today every single aspect of marketing has an associated numerical value: open rates, followers, shares, clickthrough rates, leads created, pipeline created, revenue, and so on. Yet for all the improvements in our ability to measure, marketing still struggles with it's perception as a cost centre—it's relationship with growth is still unclear in many organisations.
This report by Marketo and B2B Marketing uncovers the metrics senior marketers are currently using to prove their success and demonstrate how and where progress can be made in proving marketing's success at the highest level of the business.
The EIU surveyed 499 CMOs and senior marketing executives worldwide to explore which technologies and customer trends are likely to change marketing organizations the most over the next five years. The results paint an even more transformative picture for marketing in its quest to own the customer experience.
Consumers have more control than ever, and marketers need to step up their game accordingly. Email service providers (ESPs), vendors that primarily provide batch and blast email capability, can’t deliver the behaviorally targeted engagement needed to stay relevant, let alone the integrated multi-channel conversations necessary to maximize the impact of marketing. Only an intelligent marketing automation platform is up to the task.
Some ESPs have tried to evolve, but they are constrained by their very nature. Their databases are simple and lack easy integration with other enterprise systems. They were built for rapidly sending the same message to many, not for orchestrating intelligent one-to-one conversations, and are destined to always view everything through an email-centric, not omnichannel, lens.
Download this ebook and graduate from email to marketing automation.
Harvard Business Review Analytic Services, in association with Marketo, developed a whitepaper—"Designing a Marketing Organization for the Digital Age"—to guide CMOs on designing the marketing organization of the future. This whitepaper offers exclusive insights from some of the brightest minds in marketing, including academic scholars, management consultants and CMOs of some of the leading brands in the world.
What Marketing Automation Does
What are the components of Marketing Automation software? Beyond the time-saving and efficiency benefits, marketing automation enables business processes that are essential to any modern marketing department. For B2B companies, this includes lead nurturing, lead scoring, and lead lifecycle management. For B2C companies, it includes cross-sell, up-sell, and customer loyalty. And for all companies, it includes marketing ROI analytics.
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Today, most marketers offer the same experience to every website visitor, every time, regardless of their behavior or attributes. And they do it, each month, tens of thousands of times (sometimes much more)—as active prospects and customers visit their site. And that’s a mistake when you think about how much of their interested audience they alienate every day by skipping the chance to speak to them as individuals on their website.
Web personalization is the single activity that marketers can start today to engage your audience and drive revenue. It allows a marketer to identify, segment, and target visitors with specific, personalized messages across their website and over time—making their marketing more effective. This comprehensive, 100+ page guide is full of checklists, charts and examples to help marketers at any level, from beginner to expert, implement effective web personalization.
As a B2B marketer, you’re always looking for ways to more effectively reach your goals and support sales by bringing in qualified leads and generating demand for your company’s products and services. Traditionally, marketers do all they can to maximize their voice in the market and engage the largest number of potential buyers with broad-reaching demand generation techniques. However, it’s important that marketers consider all the available methods to move the needle and drive revenue for their organization and select the one that is most suited to their business. Account-based marketing (ABM) can be an effective alternative approach to marketing for many businesses.
This ebook highlights the benefits of ABM and illustrates how you can create and implement a lean and effective ABM initiative right now.