In the world of Marketing Automation, Account-Based Marketing is a buzz word. However it seems Australian & New Zealand marketers haven’t quite caught on to the idea, at least from what we can see below from Google Trends. There’s isn’t even enough search data to show anything according to Google. So, what’s the problem?
Revenue Performance Management
In an earlier post by my colleague Marijke Timmers, she wrote about the value of Aligning Sales and Marketing. Along similar lines, aligning Advertising and Marketing will allow both departments to understand bottom line ROI for their efforts, while also delivering more relevant and personalised content to their prospects and customers.
Anyone who’s run an event or spoken at one knows, Q&A panels can be hard. Unpredictable. Downright awkward at times.When I asked an expert panel at a mobile marketing summit in Auckland recently about the role of mobile in B2B, I honestly wasn’t trying to trip anyone up. Nevertheless, the question drew a series of […]
I recently conducted a workshop in Auckland with a selection of NZ’s top brands. We invited both sides of the debate to work out once and for all: what does it take to align sales and marketing?
Today’s marketers are measured like never before. For many, the provision of Marketing Qualified Leads (MQL) to the Sales team is paramount and one of the key metrics. But what constitutes a MQL? Are all leads equal? Let’s look at this in more detail.
Technology now enables us to know more and do more, faster and smarter than ever before. This post contains a few quick tips on how setting up your marketing automation solution with agility at its core will help you deliver quality campaigns, at pace.
1. Retargeting / Sequential messagingThe most obvious use case for a cross device DMP is retargeting. With the ability to match a prospect or customer across their multiple devices, marketers can continue to engage their audience with the most relevant messaging based on where they are in their journey, and help progress them down the […]
It is no secret that people now spend more hours on mobile devices than they do on desktops. Without a cross device DMP, mobile marketing and engagement is often either undervalued or overvalued. Marketers undervalue mobile advertising because many still apply a last click/conversion KPI model. Read more…
The idea of Account-Based Marketing (ABM) is not a new one. If you’ve been around a while, you’ve probably been exposed to Enterprise Selling Process (ESP) originally from a company called OnTarget in the 1990’s. When you add a CRM system and a Marketing Automation Platform, you’ve got everything you need to get started with account-based marketing.
“But we’ve always done it this way”. I don’t know about you, but I want to scream when I hear this comment, especially when it’s in the context of a business process that’s causing delays or is impacting the Customer Experience (CX).
This past week I spent two days with a new client. As a global brand they license their unique services to a range of companies around the world. Their world of marketing is a mix of direct engagements with their end consumer and working with distributors where they’re only in a position to encourage distributors to fall into line with their campaigns.
The Cloud enables easy integration with a range of apps and other systems. Oracle Marketing Cloud Eloqua, when integrated with your CRM, delivers up to the minute data to marketers empowering them to deliver a unique Customer Experience (CX).
We often use the expression when consulting with clients, “you’ve purchased a Ferrari but you’re driving it like a Ford.” What do we mean by this? If you’ve got a leading marketing automation platform but still using it at a basic level, well then, you’re just not using it to its full capability. In short, your investment is just […]