Data is foundational to everything marketing does, from customer and competitive insights gleaned and executive decisions made, to the development of more informed segmentation strategies, the discovery of new markets, the successful personalization of messages, the selection of the right channels, and on, and on. If you think of your marketing campaign as a house, all of your efforts can be broken down into building blocks comprised solely of data. This begs the question: Is your data of a high enough quality that you are confident of the results you are projecting for your marketing endeavor ..read more

In last week’s blog, we covered four critical aspects of mastering the art of message orchestration, that answered the following questions: What is message orchestration? When messages are coordinated and perfectly timed, it creates a unified brand image across all touchpoints a customer has with your company. Who needs to be involved? Anyone in your company sending messages needs their content governed by good message orchestration practices, from sales and customer service, to accounting, the C-suite and beyond. What are the benefits of well-executed message orchestration? Marketers who hav ..read more

There is an ancient proverb that says, “A man has joy in giving the right answer, and a word spoken in due season — how good it is!” (Proverbs 15:23). In modern times, we marketers refer to providing the right words at just the right time as message orchestration; but the end result remains — it produces joy for you and your customers. Of course, anyone charged with managing message orchestration for their company is by now thinking of another proverb from the fifteenth century book Vulgaria Terentii: “Easier said than done.” In today’s blog, we’ll cover the steps you can take now to better or ..read more

Every marketer feels the pressure to consistently create campaigns that break through to intended targets across a variety of channels with a message that resonates deeply. Mastering the art of engaging prospects and transforming leads into mutually beneficial customer relationships in which all your revenue-generating goals are realized — better yet, surpassed — is no easy feat. However, with a little help from AI-empowered data, this mystic mountain of a task suddenly becomes infinitely more scalable. In today’s blog we’ll walk you through seven actionable steps you can implement now in orde ..read more

According to Online Marketing News, 78 percent of companies employ a skeleton marketing team that consists of a writer, a social media manager, and an SEO specialist. With a crew this tight and tidy—and with the C-suite’s expectations of marketers ever-climbing, it’s no wonder that marketing has one of the highest turnover/burnout rates. The good news is, your marketing team has a secret weapon, a “fourth man” as they say in soccer, and his name is Data! Your data is the sole source of all great insights, and these insights are essential to your team’s ability to create a more engaging, produc ..read more

If there’s one constant in B2B marketing, it’s change. In the last decade, B2B marketing has incorporated a number of B2C tactics that emerged from buyers’ ever-heightened expectations that B2B purchases should be as intuitive, data-driven and mobile-friendly as regular consumer purchases. Of course, many complexities remain in the B2B purchase process despite all attempts to appear consumer-savvy. These hurdles include: Average deal size – B2B purchases are typically BIG investments for buyers Number of people involved — There are usually anywhere from 7 to 15 people involved in a B2B buying ..read more

Despite everything you hear about AI being the magic elixir for every B2B challenge, the ultimate need of most B2B buyers is to have a relationship with the company they buy from that feels genuinely personal. Ironically, AI and automation will help you deliver a deeply personal experience, but make sure you let the realization sink in that your customers want you and your company to know them, understand them, anticipate their needs, and treat them like fellow human beings. In today’s blog, we’re going to explore a few tactics that will help you leverage personalization in more rewarding ways ..read more

There’s nothing quite like the advent of the new year to fill us with fresh hope for achieving better results, whether that’s working out more, eating less, learning something new, or dropping a bad habit. Of course, resolutions are not solely for personal gain, they are equally valuable in the B2B world, where they spur us on to set lofty goals and strive toward becoming the winners, leaders and rainmakers we always wanted to be. Lean In, We’ve Got a Secret to Share Although most Americans make annual resolutions, only nine percent keep them. The good news is, this is your year to join the ni ..read more

In Part One of Your Gameplan for Leveraging Data and Reaching Revenue Goals in 2024, we covered how to set measurable goals, create an ideal customer profile, and target the right people via segmented lists. This week, we’ll explore how enriched data empowers you to send the right message to the right people through scalable personalized content that is coordinated across a variety of channels, which leads to a triumphant customer journey—for them and you. Finally, we’ll talk about the importance of measuring your key performance indicators (KPIs) and pivoting according to what the data reveal ..read more

As the new year looms large on the horizon, every marketer feels the pressure to make this year the one in which breakthrough occurs, goals are realized, and lasting mutually beneficial relationships are forged. These are all worthy goals, or resolutions as the case may be, and in today’s blog we’ll walk you through a few actionable steps for you to take in order to close the gap between your reach and the leaf-piles of revenue that are just waiting for you to rake them in. Defining Goals “So tell me what you want, what you really, really want.” ~ Spice Girls, Wannabe Before we embark on our p ..read more