marketing data

The goal of any marketing plan is to generate qualified leads that convert to sales. Therefore, by definition, every marketer’s biggest customer is their salesperson. However, despite both departments working to generate revenue, marketing and sales teams often operate as separate entities with both parties pursuing different leads in conflicting manners. More than half of marketers and salespeople reported a divide between their teams in Walker Sands’ State of Martech 2019 report. This misalignment creates a rift that…

"The customer journey and Customer Success are not (or should not) be the sole responsibility of one executive or one group anymore. Everyone should feel very invested in customer success." Hi Allison, congratulations on joining the Demandbase team as its new CRO. Tell us about your journey in tech and how your professional milestones. I started in tech in earnest in 2007 doing account management for an executive compensation firm. In that role, I learned the ins and outs of the customer journey and Customer Success…

Think about your last experience at a restaurant—you know, before the global pandemic. If you had an excellent experience, many of the finer details of the meal are probably still sharp in your brain—the ambiance, the playlist, the conversation, the delicious food, of course. If you had a terrible experience, those details might be just as sharp, but not in the way any restaurant would want to be remembered. Now, if the experience was somewhere in the mediocre middle, the memories might be hazier. In fact, you may not…

Adverity, a leading marketing data intelligence platform, is recognized in the 25 September 2020 report titled, “Cool Vendors in Marketing Data and Analytics” by analysts Lizzy Foo Kune and Ethan Budgar at Gartner. Part of the Cool Vendor series, which is designed to highlight innovative vendors, products, and services, the new report acknowledges five “marketing data management, analysis and data delivery providers that exemplify emerging capabilities in marketing analytics.” Marketing Technology News: Medallia And…

Claravine, a leading technology platform that helps standardize, govern, and connect marketing data across every team, system, and channel, announced $5 million in Series A funding. The round, led by Grayhawk Capital with participation from Next Frontier Capital and Peninsula Ventures, brings the company’s total funding to $12.4 million. The new funding will help Claravine further build out product development and go-to-market strategies. "Many companies think you don’t need to focus on data standards upfront. Instead,…

Fewer hiccups with in-person event than expected as live events go online in the age of COVID-19 With the onset of the COVID-19 pandemic, companies had to immediately and completely transform how their live in-person events were held. Now that virtual events are the “new normal,” having a well-developed plan in place is an absolute necessity. A recent survey by The 614 Group finds 51% of marketing professionals expect virtual events to stick around. And while it’s bad news for the events business, only 19% expect in-person…

Designed by marketers for marketers, Supermetrics is an out-of-the-box tool that consolidates reams of data from multiple sources into their analytics and reporting tools Using Supermetrics, marketers can draw actionable insights from consolidated data and automate reports Supermetrics’ customers include Fortune 500 companies and data driven marketing agencies around the world Series B raise will support a push into the $18 billion data warehousing market, as well as further global expansion to new sectors including…

Maximizing Sales Performance is No Longer Just About Compensation. Today, More Than Ever, It’s About Continuous Planning.

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…

COVID-19 crisis runs deep into every business model. Particularly for retail, in-store shopping experiences has become a topic of serious discussion. Retail has always been under serious pressure to adapt to widening physical and digital shopping experiences, even as new e-commerce competitors kept taking a lion's share off sales and profits. Before the pandemic hit, we were already inching closer to the death of the High Street. But with lockdown restrictions and now, new COVID containment measures in place, its demise…

Account-based marketing - now known as ABM -  is not a new concept.  It was first coined by the Information Technology Services Marketing Association (ITSMA) back in 2003.  But it is a concept that is entering the mainstream as analysts such as Gartner and Forrester now cover ABM as an emergent category. However, the challenge with a concept that has been around 17 years is that most marketers' understanding of ABM is based on outdated thinking and concepts.  So it’s time we address these ABM myths head-on, explain why…

When a crisis hits with the scale and voracity as COVID-19 struck the travel and hospitality industry, a natural adjustment to the advertising budget occurs. The degree to which a brand decides to turn off the faucet or at least allow a drip in ad spending may help determine how quickly and efficiently they get back into the market.  In the weeks following the initial blow of the COVID-19 pandemic, we’ve seen clients deciding to drastically reduce spending and even pause their programs entirely and stockpile their budgets…

What is your approach towards knowing about the future of the market? How do you think about the future of your customers? Does your company have a dedicated team of people who can influence the industry? Do they share unique insights about the market in which their business resides? The answer to all these questions that have been asked above should be given through a thought leadership strategy. According to a recent survey conducted on Survey Monkey reveals that 65% from the 1000 plus surveyors say that…

The last time I went out to shop (this was in the pre-COVID-19 lockdown days), I couldn’t find my favorite peanut butter brand. The closest I got to finding one actually left me disappointed-- Because, the package had expired, and the label was missing! I wasted 30 minutes doing the drill. Has this happened to you as well? Must have… It's an ordeal everyone has to go through... Products and shops may differ-- experiences wouldn't. Microsoft understood the pain and took the opportunity to release a new-gen…

The sudden shift in e-commerce strategies due to the COVID-19 pandemic has changed the way retailers think. Strategies for implementing buy-online-pickup-in-store (BOPIS) and curbside pickup now dominate the conversation. In order to survive in today’s highly volatile environment, retailers and marketers must leverage technologies that reduce time-to-market and create engaging content that lead customers to shop online. Here are three strategies that focus on delivering great customer experiences that strengthen customer…

25 May 2018-- a historic day in the world of doing ethical business. On this day, in 2018, the European Union finally implemented the General Data Protection Regulation (GDPR). In the last 2 years of its existence, GDPR has been seen as a concerted effort toward building a secured user data privacy ecosystem, harmonizing the laws of privacy with user management, business goals and cybersecurity. In January 2020, we saw an overwhelming response to the introduction of CCPA as well. Together, GDPR and CCPA are seen as steps…

While this year’s pandemic presents many challenges to marketers, it also presents many more opportunities, particularly as consumer activity rapidly moves online. In this article, we explore how marketers who have created a data-driven link between marketing activity and the commercial impact of that activity on brand they support through analytics, are the ones best placed to grow from change. Increased digital consumer activity means a wealth of new data on consumer behaviour is being uncovered every day, not to…

Award-winning data and insight company REaD Group and data analytics specialists More Metrics have partnered to create a number of COVID-19 risk datasets that explore the risk factors and infection rates at a range of local geographies. Using open source, publicly available data, More Metrics has created a new set of data models that explore the impact of COVID-19 on the UK population. REaD Group can advise marketers on how to apply the available data to make sensible, sensitive decisions and inform their marketing…

ServiceNow Inc and Adobe Inc said on Tuesday they will make their software systems work together in an effort to improve apps used by customer service representatives. ServiceNow has long made software that large businesses use to field internal requests from employees to their information technology departments, but in recent years has branched into selling similar software for use by customer service departments to handle requests from external customers. Adobe, once known for its Photoshop digital imaging software,…

Chris Taylor of Cybereason Wins The Award for Excellence in Marketing Data Orchestration IntentData.io, Inc. announces that Chris Taylor, Marketing Director at Cybereason, has been awarded the first quarterly “Marketing Data Master Distiller” award for excellence in marketing data orchestration. Data has been a marketing theme for much of the last decade. Volume has grown, but often ROI is unclear. Companies are realizing that data quality, best practices, customer experience, data science, and the martech stack are all…