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.
Revenue Performance Management
“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 […]
Presenting people with visually appealing information that’s easily absorbed, understood and meaningful is not a simple task. In an age of in-bound marketing, content, specifically good quality content, is key. A common strategy amongst marketers today is to take survey data and turn that data into bite size chunks of easily digestible pieces. Where possible, taking […]
You need to provide an experience that entices people to stay Like me, you probably subscribe to many thought leaders and providers online. However, from time to time you discover little value in the content provided. I bought myself a Fitbit a few years ago and several months ago it fell off one day without me […]
Your ability to personalise campaigns and target the right people with the right message at the right time is largely dependant on the quality of your data. Here’s some campaign suggestions Eloqua users can use today to help improve the quality of your data. Don’t keep doing the same thing and expect something different. For repetitive […]
There is the very common saying, “every lead is different” and this is definitely true but how are we qualifying these leads?! In our previous blog we had a look at the revolution of the social selling funnel and we discussed how Sales are more involved in the initial stages of lead generation than in years past. We […]
What’s the difference? An email marketer has a list and a single email & they hit that list over & over again. They watch their unsubscribes increase and they deliver poor quality leads to the sales team. A marketer using marketing automation “engages” with buyers or donors based on their behaviour & Digital Body Language™ […]
Email continues to outperform Social Media as a tool to engage your audience, this doesn’t mean we write off Social. It just means we need to refine our message and specifically refine the audience or segment we engage with. We did some analysis and discovered… …that engaging with those people who were actively showing an […]
Long gone are the days when the sales and marketing teams are aligned separately in social channels. Sales teams are seemingly more involved in channels such as LinkedIn and Twitter, realising that by working alongside the marketing team, they can actively reach a wider audience and deliver a personal experience to potential customers. Marketing Automation enables […]
In this week’s book review, we look at Alex Allwood’s first pillar of Customer Experience (CX), Brand Purpose. Summary Allwood outlines that the culture of your organisation will go a long way to helping you build relationships with your customers. She cites organisations like Apple Inc., TOMS shoes and Dove Skin & Hair etc. Each […]