There’s no greater transformative force in the world’s businesses than technology’s ability to connect people, increase competitiveness, and ultimately help organizations grow. But as the Business Technology market nears $4 trillion in annual spend, two significant challenges have emerged for both the businesses who buy technology and the vendors who sell it. First, technology buyers are operating in a landscape that’s constantly shifting as new technologies are introduced and new challenges emerge, such as ever-evolving…

Building a newsletter program can be difficult as a recent HubSpot article shared that open rates for newsletters for most companies “are lucky to hit 17%.” But, building a newsletter program focused on information instead of promotion can be even more challenging. Not only does the information provided need to be relevant, but it also needs to be engaging enough to inspire subscribers to open the next campaign. This is the challenge that the crew at Morning Brew, a daily newsletter providing updates on events in the…

There’s a memorable scene in “The Sorcerer’s Apprentice” from Disney’s Fantasia in which Mickey Mouse cuts up an enchanted broom into hundreds of pieces, only to be overwhelmed by hundreds of smaller versions of the same broom. It’s an allegory that marketers might take to heart when looking at customer segmentation. In many cases, segmentation creates a bigger problem by creating smaller versions of the same problem—namely, how to have a more personalized relationship with customers. You can’t fault marketers for not…

Sean Clancy SEO director Edge Online With the number of licensed real estate agents in the country continuously growing, a real estate professional like you needs to bring your A-game to your marketing strategies to stand out among the competition! Fortunately, the digital space has allowed more marketing methods to emerge. Couple this with a little creativity and your properties will be selling like hotcakes! Ready to level up your marketing game? Check out these 22 creative real estate marketing tactics! Have a…

According to Global Web Index, one out of three Internet users look for information about a product or brand on social media networks. Aware of this trend, more and more real estate agencies are turning to social media to promote their brands. However, the more agents that shift to social, the more difficult it is for any single real estate professional to stand out in the crowd. Realtors that want to be successful on social media need to come up with a unique marketing campaign. Being unique doesn’t necessarily mean…

Historically, marketing and sales have been siloed in two different arms of a company. Marketing was focused on establishing relationships with potential customers, while sales was concerned with closing leads. Marketing tried to understand and target its customers through data, while sales would often only reach out to prospects and clients when they needed to sell something. All of that is changing though, as SaaS subscription models call for a sales rep to resell a product year over year to customers. One of the…

What's the best you can do to delight your digital marketing customers? Do it now. Because, now is the time to build a relationship throughout the new customer’s journey with your company, engaging them with relevant information at each stage. Digital marketers rarely put enough effort into nurturing their one-time customers, focusing much of their energy and ingenuity on winning new ones. But this is a big mistake – those new visitors to your site are hugely valuable in your digital marketing strategy. The second…

The global coronavirus pandemic is dramatically changing our world, including the landscape of customer experience (CX) much faster than the marketing and media industries could have anticipated. With people at home, brick-and-mortar businesses have to quickly adopt new digital strategies to provide their customers with what they need right now.  In order to deliver on customer expectations, the best brands have strategies that continuously develop relationships through a series of thoughtful interactions, resulting in an…

Marketers Must Take an “Always-On” Approach to Cost Optimization Marketing leaders must approach cost optimization as an expansive, always-on effort that can have both an immediate and long-term impact on how marketing delivers against business goals, according to Gartner, Inc. To address this challenge, Gartner has identified five cost optimization tactics for marketing leaders. “Over the last few years, Gartner’s CMO Spend Survey has shown marketing budgets remain stubbornly flat — while CMO accountability continues…

Marketers Must Take an “Always-On” Approach to Cost Optimization Marketing leaders must approach cost optimization as an expansive, always-on effort that can have both an immediate and long-term impact on how marketing delivers against business goals, according to Gartner, Inc. To address this challenge, Gartner has identified five cost optimization tactics for marketing leaders. Gartner analyst Ewan McIntyre discusses 5 cost optimization tactics for #marketing leaders. #GartnerMKTG #CMO “Over the last few years,…

When you think of marketers, you likely don’t think of them using military strategies as one of the tactics in their business. But, that’s exactly what marketers at some of the top e-commerce companies in the world are doing. Businesses are using the flank military strategy to win over customers. The flank military strategy is a strategic and concentrated movement where someone surrounds a particular area to achieve an advantageous position over an enemy. But how does this apply to marketing? New entrants to a retail…

Home service companies are often lost in the fog of Facebook advertising. It is the sole reason GoMarketing has decided to open its doors for home service companies and offer Facebook advertising. In a span of a few years, Facebook advertising has managed to evolve at an unprecedented rate. Although social media advertising is a different game, the effectiveness of Facebook ads is in the same league as Google Ads. “Of course, organic growth matters, but Facebook advertising offers home service companies a chance to get…

Now that we are already into the New Year 2021, our content analysis picked the top 50 marketing technology updates from the industry that made the most buzz in 2020. We have organized these updates in chronological order. January 2020 Accenture Helps United Utilities Build and Deploy a Digital Workforce Management Solution, Based on Salesforce Platform "Accenture helped United Utilities, the UK’s largest listed water company, build and deploy a new digital workforce management solution built on the Salesforce platform,…

Despite the rise of omnichannel automation tools for marketing communication, Emails remain a Martech CMO's most preferred mode of communication. In 2021, we are hoping to see Email marketing grow rapidly. The rise of chatbots and communication apps has been cited to be the ‘email killers’. This may not be entirely true. As per reports, the global email users’ number was at 3.8 billion in 2018 and the number is expected to rise to 4.4 billion by 2023. The presence of such a large number of users enables marketers to target…

Data enrichment has finally become a marketing operation. Each year, we review tons of reports and e-books on how data is getting richer and managed better with Cloud and AIOps solutions. The biggest beneficiaries are Marketing and Sales teams, in addition to the thousands of business analysts and researchers who mine data to keep their marketing and sales efforts "well oiled". This year, mostly due to the COVID-19 crisis, and economic slowdown due to the tense geopolitical reasons has been a challenging one -- not just for…

Survey finds that driving revenue is the main priority for most B2B marketers, while top marketers show better use of data, a segment-driven approach to marketing, and closer alignment with sales A research report released from Fortella, a revenue-driven B2B marketing platform, found that most B2B marketers claim to drive a return on investment between 4x and 7x for their companies, with two-thirds of marketers ranking revenue generation as their primary responsibility. Titled “The State of B2B Marketing: 2021,” the…

Premium loyalty provider Clarus Commerce was named in the November 2020 Gartner Marketing Technology Vendor Guide. According to the report, “Loyalty marketing is used to increase wallet share and retention among existing customers as well as attract new customers. Common loyalty marketing platforms support programs that help drive retention and acquisition of customers such as loyalty cards, membership rewards, discount clubs, advocacy, promotions/offers, referrals, and other tactics. These platforms may also enable…

"Increasingly, marketing is delivering the sale too – right there online—essentially becoming a digital revenue engine. The notable aspect is we are moving Marketing away from just being a cost-center, we’re actually contributing to the company’s bottom-line." James, please tell us about your experience as a CMO of a global tech company through the COVID-19 crisis. My career path has taken me through several different types of roles, each of which brought their own challenges. COVID-19 has been one of those challenges,…

The article has been co-authored by Stephanie Geiger, Co-Founder of Government Marketing University. Integrated marketing is long heralded as a unifying marketing communications approach that ties together advertising, public relations, and social media to deliver a seamless and consistent brand and customer-centric experience. Today's marketers find themselves in an increasingly complex and competitive environment. With a dizzying number of markets, channels, tactics, and technologies, creating and excelling in that…

COVID-19 has forced marketing teams to shrink their martech and marketing ops budgets. During such challenging times, we can learn from recent ABM Tactics for Retail We have covered the Account Based Marketing concepts extensively in the past. And, knowing its delicate role in Lead Gen Marketing and Sales Acceleration operations, ABM remains a hot topic discussed by MarTech leaders around the world. Even the customers from emerging markets have begun to pick ABM tools and practices to not just target larger accounts but…