“In the rest of this article, I will share with you a basic process you can use to build upon. I was looking for a sexy and memorable acronym to serve you but couldn’t find any that didn’t sound lame. So I will give it to you as is:

• Define your goals and KPIs
• Do both quantitative and qualitative research
• Identify, select and prioritize segments to target
• Prioritizing your segments and experiences
• Design and orchestrate experiments
• Measure and iterate”

Source: conversionxl.com

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

When Brian Anderson first messaged Charlie Liang from Engagio to ask for a meeting, he couldn’t predict that his email would go viral. Brian, Co-Founder of Captuvate, had heavily tailored the message…

Source: blog.dogpatchadvisors.com

Don’t tell me something can’t be done. Tremendous.

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

Instead, we must use automation to segment customer groups. This gives us the opportunity to provide smart levels of generic support, geared to a particular group, providing products, services, and support which fit in with their expectations.

In this sense, our automated processes become hidden in plain sight. We use these processes to enhance levels of customer engagement, to understand different customer groups and what they want, and to gain insight into how to turn one-off customers into loyal clients. Marketing automation doesn’t involve churning out general responses en masse; it’s a support system, enabling us to connect customers with what they need.

First of all, automated interaction with different customer groups needs to be monitored. Processes which might work one week aren’t guaranteed to work the next, and – while automation software can give us data and insight into what’s and what’s not performing well – it can’t make the changes for us. Automated procedures, coupled with personal monitoring, are the way forward. What’s more, we must understand when to interject with personal interaction; when to override automation and deliver assistance and support ourselves. Again, we learn this by keeping track of the system and by monitoring customer movements and actions.

Source: marketinginsidergroup.com

Personalization is personalization. And as of right now, AI infused into marketing automation may be the only way to deliver real personalization.

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

#MarTech #DigitalMarketing

eMarketer: Can you talk more about this personalization platform? How does it work?

Weinstein: Imagine a customer is browsing eBay for shoes. Marketers constantly create deals—there are some deals on shoes, some on electronics and some on accessories for cars. As those deals are created, they’re placed into virtual “buckets.”

For every piece of marketing content, such as our newsletter, a machine learning model looks through all these buckets and decides that based on a customer’s browsing history, a shoe deal would be most relevant. It’s the best of both worlds—content is filled by a machine learning model selecting from deals that humans have created.

eMarketer: Why did you decide to build this platform in-house instead of buying a prebuilt one?

Weinstein: We evaluated a bunch of third-party offerings, but there were two reasons for doing this in-house. The first reason was eBay’s sheer scale. We are one of the largest marketplaces on the planet, with a billion items for sale and 167 million active buyers. Third-party solutions struggled with the scale.

The second reason was our internal decision to prioritize this work and be one of the best in the world at it. That’s why we decided we have to develop in-house expertise that will enable us to deeply understand every element of the stack, develop machine learning models and create real-time data processing pipelines to differentiate ourselves.

Source: www.emarketer.com

A great peak behind the curtains.

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

#MarTech #DigitalMarketing

We redesigned and personalized the homepage for three reasons:

• To get closer to a global maximum. We had reached a local maximum on our current site. After four years of iteration and conversion optimization, we had achieved the best possible version of the existing design. New A/B tests on the page returned insignificant results. We had to design a radically different site to get closer to the global maximum with higher conversion rates and engagement. In other words, we were climbing a mountain and had reached a small hill, but our goal was to summit the peak.
• To increase lead quality. Our existing homepage was filling the sales funnel with lots of not-so-great leads. Often, people wound up in a conversation with a sales-human who was not sufficiently educated about what Optimizely had to offer. Not a good situation for the lead or the sales-human. We had to redesign the experience so that folks understood our value.
• To support account-based marketing (ABM). ABM is an approach to marketing and selling that deliberately aligns sales and marketing around a list of important accounts and delivers targeted campaigns to engage those accounts. The goal is to be highly intentional with who you sell to and nurturing those interactions with personalized content. This personalization campaign was intended to drive engagement with our target accounts.

Source: moz.com

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

#MarTech #DigitalMarketing

Source: www.marketingcharts.com

MIA: what is really meant by personalization!!!

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

#MarTech #DigitalMarketing

1. Content vs. Web Personalization
2. The Death of the Homepage
3. Segmentation
4. User Flow Optimization
5. Activation is the New Acquisition

Source: adespresso.com

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

#MarTech #DigitalMarketing

We have the technology. According to a McKinsey report, technology is now at a point that marketers can effectively deliver real-time personalisation. The pay off they say is improved customer experiences and ultimately, real returns for businesses.

“It can boost total sales by 15 to 20 per cent, and digital sales even more while significantly improving the ROI on marketing spend across marketing channels.”

This is where the customer data platform (CDP) comes in. CDP is a data discovery and automated decision-making platform that operates in real time. According to the report, this platform allows marketers to scale their customer interactions effectively as they occur. The platform is “gradually becoming an industry-standard concept, with a small but growing cadre of third-party platforms emerging that will soon shape the category,” the report said.

Source: which-50.com

We covered this in a previous scoop, but this is a nice summary of the original article.

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

#MarTech #DigitalMarketing

1. Driving Inclusion of Feedback: The Customer Journey Perspective

2. Inbounding and the Art of Being A Listener

3. Targeted Individualistic Approach

4. Timing the Content Within the Marketing Funnel

5. Targeted Landing Pages – Taking Personalization to the Next Level

6. Targeted Incentives

Source: www.fourthsource.com

CT for the explanation.

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

70% of buyers have indicated that the vendor’s website was the most influential channel in making their purchase decision. Taking this stat and applying it to personalization means that if you can make that website experience customized to the user’s stage of the buying cycle, you can rely on your website to drive user sales decisions.

A great way to start is by breaking your customer base into categories to help drive your B2B marketing personalization. The examples below are segmented by industry, size, revenue, and location. Optimizely chose this example because it’s broad and can cover a large number of customers. After choosing your segments, you can determine the needs/interest of each segment at every phase of the buying cycle, create appropriate content for each segment, and even up-sell current free trial customers.

Source: blog.capterra.com

I scooped the section regarding website personalization. It’s indeed possible to build 1:1 website, but it relies on the same technology that deliver personalized URLs.

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

Source: www.marketingcharts.com

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

Here are four ways you can start today:

1. Persona-lize, don’t personalize Robert Rose, chief strategy adviser with the Content Marketing Institute, suggests focusing on a specified target audience instead of an audience of one. Study the people who are engaging with your brand at various stages in the buying process, and craft detailed personas to represent groups with shared traits. 
2. Perform a content audit Your goal should be to determine which pieces of content you already have that can be delivered to provide value for each audience in a specific context. Pair pieces of content to certain audiences and buying stages so you have various assets available when you define the experience.
3. Start small Pick one audience, and create three experiences for them: one for awareness, one for nurturing, and one for customers. Then iterate. Get an easy start by adding a slight tilt to otherwise generic content, brewing up other audience and context-specific content along the way. 
4. Begin with the web When faced with some sort of problem, most people turn to the Internet to conduct research before considering potential solutions. 

Source: marketeer.kapost.com

Smart, smart, smart, and not bogged down by the norm from 6 months ago.

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

1) Marketing will be (technically) easier in 2017

2) Incentives will become more important

The maturing of marketing technology will affect what it is marketing departments actually do with their time. Instead of focusing on just getting things to work, brands will spend more time on incentives and improve the overall customer experience.

3) Marketers will use artificial intelligence (AI) to personalize the customer journey

Companies which do understand their customers’ various journeys will use artificial intelligence (AI) to ‘improve communication’ with and ‘deliver personalization’ to their customers in 2017.

Source: econsultancy.com

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

“Laying the foundation for a scalable personalization engine

1. DEFINE ACTIONABLE AUDIENCE GROUPS

A good place to start with segmentation is within the customer journey. Even if you have the luxury of a perfectly homogenous customer base, user needs vary based on where they are in the adoption process. Content that is relevant to a visitor who has just learned about your product is not likely to be helpful to them once they become your customer and are considering an upgrade.

2) IDENTIFY DATA SOURCES

Once you’ve figured out your customer journey and audience segments, you should look at what kind of data you need to track. During the data collection stage, try to take a channel-agnostic approach and focus on identifying your data sources.

3) EXPLORE DATA ENRICHMENT OPTIONS

Third party data has traditionally been of limited use to marketers because it’s typically anonymized and not available in real-time. But that’s changing. Today, services have emerged that allow you to enrich your customer profile for the specific purposes of reducing friction in your sales funnel and delivering more personalized messages.”

Source: www.heavybit.com

Yup!!

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

Marketers today have more data and many technology options for personalizing the customer experience and communications. Check out the benefits and challenges of personalization.

Source: www.marketingprofs.com

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing