See how email has been transformed from an outbound to an inbound tactic, helping marketers guide prospects and customers, providing education and useful resources all along the customer journey.
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Master the technique of on page SEO with secret factors to give an instant boost to your ranking. (Free On Page SEO Checklist included for limited time)
Nice little SEO cheat sheet.
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CASL requires that all commercial email messages sent to or from Canada receive consent from recipients before sending messages. Such consent can be implied. If the sender has a preexisting relationship with the recipient, for instance, the communication is viewed as consensual. Australia’s Anti-Spam Act has similar stipulations and applies to emails to and from that country.
The GDPR has similar restrictions about email messages as well, but the law affects many more people — 750 million versus about 60 million for the combined populations of Canada and Australia. Neither soft opt-in or soft opt-out options are allowed. These restrictions are much more stringent that those set forth by the U.S.’s 2003 CAN-SPAM Act, which does not require that emailers permission before they send their emails.
If you're marketing into the EU, you MUST get into gear to become GDPR compliant. This is NOT something you can leave for the last moment, week or even month.
Key findings from the report include:
- B2B marketers are finding great success with all three types of ABM: 87% of companies say ABM delivers higher ROI than other types of marketing
- ABM is a long-term game; business results improve with experience
- The benefits of ABM extend across all of marketing, and beyond: ABM influences all of marketing and is playing an important role in making companies more client centric
Budgets and Investment
- Companies implementing ABM are spending an average of 26% of the total marketing budget on the approach, and 72% of companies are planning to increase ABM spending
- The average ABM spending increase for 2017 was 23.5%
- Companies implementing One-to-One ABM have the most diverse sources of funding, often receiving support from corporate marketing, field marketing, and sales
- ABM-ers work closely with Sales in all three types of ABM to develop “plays” and integrated campaigns
- Companies focused on One-to-One and One-to-Few are most likely to invest in account-specific thought leadership, but practitioners of all three types are balancing digital engagement with live events, briefings, and roadshows; offline continues to play an essential role
- Top challenges include developing assets that can be mass customized at scale, and personalizing and tailoring marketing for key contacts at each account
Tools and Technology
- We’re still early in the adoption of ABM-focused systems and technology; most ABM-ers rely primarily on core marketing systems including CRM, marketing automation, and digital advertising
- Roughly one third of organizations have adopted more specialized tools to support their programs, such as lead to account matching, website personalization, and predictive analytics, but these types of tools top the list for planned investment over the next 12-18 months
- The push to scale ABM programs is driving a great deal of investment: ABM-ers look to new tools and technologies most often to help cover more accounts, automate processes, and improve online customer engagement
ITSMA is the leader in ABM thinking, so if this is on your radar, or you are neck deep in it, then you'll want to download this free report.
A lot of marketing agencies, even the ones that are responsible for developing their client’s websites, don’t bother getting a heatmap subscription. They figure that through a tool like Google Analytics they’ll be able to see what people are doing on their clients’ sites, see what buttons/links they are clicking or not clicking, and be able to restructure things from there. And they can. But they are missing some important tricks.
The Advantage of Heatmaps
2. The Missing Links
3. The Dead Zones
4. Product Pages
5. Analytics Incorporated
Heatmaps are very simple to install, and should be used in conjunction with analytics. Don't ignore scrollmaps and clickmaps. For more: http://www.scoop.it/t/the-marketing-automation-report/?&tag=heatmaps
Anyone can build a helpful, functioning chat bot, even if you're not a coder. Robin Lord shares an insightful how-to, complete with lessons learned and free code via GitHub to fast-track your own bot's production.
It's not something you can get done overnight, but within a few weeks and some elbow grease, you've got it. And indeed the code is available via the link to GitHub.
Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing
Download the 2017 R2i Web Analytics Comparison Report and research eight of the industry’s leading web analytics systems. COMPARE PLATFORMS BY:
• Reporting & Features • Usability • Integrations • Tag Management • Data Availability • And More
R2i, out of the Baltimore area, is one of the industry thought-leaders. Way ahead of the curve.
MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact marketingIO to see how. #MarTech #DigitalMarketing
While the sales-tech stack doesn’t yet rival that which has been built out for adtech and martech, it is catching up, thanks to a rush of technology-driven solutions hitting the sales industry. But can they finally help the sales and marketing teams actually get along?
That the development of sales tech has lagged marketing and advertising most likely stems from its core processes having not significantly changed with the evolution of surrounding technologies. Whilst the emergence of online advertising provided a rich data set for analysis and manipulation, the activities of sales have relied on manual data entry, and have generally failed to capture the full picture.
However, with artificial intelligence now able to capture and comprehend the content of emails – and even phone calls – analysable sales data sources have now emerged.
It's so clear that B2B SalesTech will continue to grow and co-opt MarTech, and eventually there will be a union between Sales and Marketing that is tech-driven and managed by Sales Ops.
eMarketer: Are clients open to the idea of agencies providing them with analytics tools?
Engel: Marketers and advertisers are sitting on massive silos of data, which they’re asked to provide value against. When an agency comes in and says it can activate all those data sources, the lightbulbs turn on for brands, so they’re definitely open to it. It might be different from how the brand has operated in the past, but if they come across an agency and technology provider rolled into one, they see the potential to move faster and be more agile.
It really is a no brainer for an agency to deliver this type of service, as there are rev-gen business propositions that can emerge from the data.
Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing
In many ways, VR and AR are a logical extension of 3D modeling capabilities to serve marketing use cases. Before 3D modeling revolutionized the way products are designed and manufactured, engineers used 2D drawings and physical models for prototyping, but to truly understand the scope and impact of a product — you had to build it. VR and AR are now enabling marketers to gain similar efficiencies by enabling buyers to “experience” products that are expensive to ship, complex to visualize, or just too dangerous to test.
It’s not often that B2B marketers get ahead of our B2C peers in technology innovation and adoption, but that’s clearly the case with VR and AR. While the use of these technologies in B2C is held back by the lack of mass adoption, B2B marketers in a small but growing number of industries have already realized the relatively small incremental expense in VR/AR solutions and headsets is easily offset by a few more closed/won deals.
There's a cost, yes. But it's relatively insignificant for moderate to big ticket B2B physical items. And as VR/AR becomes easier to use, watch for presentations to be delivered in this format.
Predictive Analytics is the next step in Marketing Automation. Contact marketingIO to see how. #MarTech #DigitalMarketing