What is it about your business that appeals to customers? You might think it’s the high-quality products you make. Another good guess would be the stellar services you provide. In reality, it’s something else altogether: the unforgettable experiences you deliver. Of course, measuring the effectiveness of your experiences can be difficult—especially when you’re collaborating with […]

The post How To Measure Account-Based Marketing Success appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Account-based marketing (ABM) is a big undertaking—as many marketers who have kicked off pilot programs will tell you.  Among other things, it involves leveraging data to gain account insights, using paid media to conduct contact discovery, and making cross-channel engagement a priority.  But to ensure your ABM strategy is successful, there’s one thing you need […]

The post Meet The Revenue Team: The Key To Successful Account-Based Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

It seems that for decades, experts have been telling us to tear down the wall between sales and marketing. “Okay! We say yes! Love it! Let’s do that.” But how? While the general concept of having a united messaging force makes a ton of sense, the precise method of how to align sales and marketing teams […]

The post Marketing And Sales Need to Rally Around A Single Story appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

GDPR. CCPA. Congress grilling Mark Zuckerberg and other tech titans. Governments are rushing to address their constituents’ intense privacy concerns, and marketers and businesses should be taking note. Some regulations are already in place, but it’s clear more will be coming before long. Privacy regulations affect how you market and how you conduct your business […]

Sich gezielt auf das Kundenerlebnis zu fokussieren hilft den Unternehmen dabei, im Wettbewerb mitzuhalten und in der heutigen, hochgradig kompetitiven Geschäftswelt zu gewinnen – das war das wichtigste Fazit der Keynote-Session, die am 23. März 2019 auf dem Adobe Summit – The Digital Experience Conference gehalten wurde. „Leistungsstarke Erfahrungen verändern die Art und Weise wie […]

The post 5 Marken, die Ihre digitale Transformation um ihre Kunden herum ausgerichtet haben appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Adobe recently published a report detailing the findings of a survey we conducted of 1,215 marketers and B2B buyers in the U.K., France, and Germany. The findings reveal that European business buyers expect vendors to display traits traditionally associated with consumer brands, demonstrating B2B and B2C landscapes are no longer distinct. The “Creating Epic Customer […]

The post B2B Vendors Need To Play Catch Up In A “B2E” World appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Marketing Nation Live, a B2B Marketing virtual event, is bringing together marketers from all over the world on September 18 for a day full of inspiration, education, and social networking. The virtual event has a little bit of something for everyone. Here’s why we think you should register. 1. With two inspiring keynotes and 15 […]

The post 10 Reasons to Drop What You Are Doing and Register For Marketing Nation Live—Now appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Your customers provide a huge amount of knowledge about their wants and needs through their data. Customer data can help brands formulate strategies that have more chances of succeeding and improve their conversion and growth rates. Additionally, brands can use customer data to create content that is search engine friendly and optimized according to their […]

The post How You Can Use Customer Data to Create Better Content for Your Customers appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Believe it or not, online and old school physical stores CAN (and often should) exist together. The secret lies with integrated marketing and just how deep a retailer is willing to go syncing the online and offline worlds. Global ecommerce sales grew by 18% in 2018, according to Digital Commerce 360. This increased online’s total […]

As the axiom goes: “Make new friends, but keep the old. One is silver, the other gold.” We all know new customers are important but retention is paramount to profitability. In fact, it costs more to acquire new customers than it does to upsell satisfied customers. So, why do customers leave? Research shows that only […]

The post 5 Ways SaaS Providers Can Prevent Customer Churn appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Email is dead—or at least that’s what the headlines claim. Sure, getting to “inbox zero” might be everyone’s focus today, but brands shouldn’t count out the power of a well-executed email campaign just yet. Why Email Still Works Marketers have argued about the viability of email campaigns ever since email became widely adopted as a marketing […]

The post Email Isn’t Dead; You’re Just Doing It Wrong appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Offering high-quality products and services to your customers is table stakes for any company to survive. But it’s hardly the be-all and end-all of business success. In today’s digital era of transformation, the experiences your organization provides are equally important. As a reminder, people buy experiences, not just products. And to deliver remarkable customer experiences, […]

The post Contact Discovery: Using Paid Media for Your Account-Based Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Every business eventually realizes that much of its marketing can be automated. Gone are the days of remembering to follow up with a lead, or websites that present the same offers to every visitor regardless of how they arrived on the page. Marketing automation is a no-brainer for big businesses, who might have hundreds of […]

The post 8 Myths About Marketing Automation appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

With 23.8% of marketers spending at least a week producing a single promotional email, it is quite clear how developing an email marketing strategy is a critical and crucial task. Therefore, it becomes imperative to have an email development process that’s not only well planned and efficient but also runs smoothly and fulfills your business’ […]

The post 4 Actionable Tips to Enhance Your Email Development Process appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Today’s marketers have a very specific goal: maximize revenue by delivering rich, meaningful experiences that turn prospects into customers and customers into lifelong advocates. Shifting from lead-based marketing–only strategies to combined lead and account-based marketing (ABM) strategies has helped many marketers achieve this. It’s enabled them to collaborate with sales and incorporate an account strategy […]

The post How to Master Cross-Channel Engagement with Your Account-Based Marketing Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

When I launched into the wonderful and terrible experience of planning my wedding, I had one budget item I would not budge on: florals. While I appreciate their beauty, the idea that I was supposed to allocate 20% (TWENTY. PERCENT.) of my budget to something that was completely perishable was baffling to me. I scoffed […]

The post The 5 Things Salespeople Need to Build Their Personal Brand appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

The 2019 FIFA Women’s World Cup is in full swing with people around the globe watching to see who will take home the cup. In soccer, each team chooses a formation and employs one goalkeeper and ten field players who fill various defensive, midfield, and attacking positions. At the beginning of the game, it is […]

The post What B2B and B2C Marketers Can Learn From the Women’s World Cup appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

I am sure most people have quit while waiting for a website page to load. Waiting is a hassle; we all expect fast-loading sites—anything less isn’t worth the wait in today’s time-poor world. If your website is like this, then you probably haven’t upgraded or even thought about your website for a little while now. […]

The post 5 Ways to Create the Optimal Customer Experience on Your Website appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Companies that thrive amid constant change and innovation share a common trait: Their leaders encourage employees to think more like entrepreneurs than traditional workers. However, thinking like an entrepreneur does not require setting up a startup inside an organization. It means leaders are inspiring employees to think for themselves, creating a culture where people want […]

The post How Thinking Like an Entrepreneur Can Supercharge Your Success appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

The digital revolution has raised customer expectations massively. People want much more than just a product—they crave a complete experience. The success of your marketing campaign no longer depends on the number of leads you generate. It rests on your ability to maximize your customers’ experience. That’s why forward-thinking marketers are prioritizing account-based marketing—determining together […]

The post Find Your Ideal Customer with Account Insights and Profiling appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Inside sales has always been a high-touch and highly professional strategy for reaching out to business buyers with a targeted message. And today inside sales reps are often a company’s first line of communication with existing customers and prospects alike. To make your reps as productive as possible, you want them focused on building relationships […]

The post How to Pair AI with Inside Sales to Grow Your Business appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

We’ve watched the integrated marketing agency space evolve from essentially non-existent years ago to all the rage today.  As a judge in the European and UK Search Awards for 5+ years, I’ve seen case studies move from single-channel silos to almost universally integrated programs cutting across multiple disciplines, models, datasets, and channels. Also, our agency […]

In our last post, we dove deep into describing integrated marketing.  We follow today with a powerful list of mashup tests to run, many of which yield tasty marketing fruit. “Integrated marketing” means melding most any aspect of marketing into a cohesive, strategic whole.  To get in the integrated mindset, we challenge you to let […]

Automation is making waves in the business world as more and more companies are moving towards digital transformation. Companies are allocating large sums of their marketing budgets for technology investments that promise to make their teams more productive and the business more profitable. Furthermore, the greatest benefits that business leaders expect to see from digital […]

The post What CMOs Need to Know About Marketing Automation appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

In our previous posts about demand generation, we explored some of the ways to drive an effective demand gen campaign. For our final blog in this series, let’s talk about KPIs—because the cold, hard truth is without metrics, no other aspects of your campaign matter. Let us know when this scenario starts to sound uncomfortably […]

The post Why Digital Marketing KPIs Keep Your Demand Generation Campaign Relevant appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Interactions with prospects and customers before, during, and after an event don’t just offer a chance for engagement, but also a unique opportunity to further customize your follow-up, communications, and their next event experience, which in turn helps accelerate impact, velocity, and conversion. The problem? More often than not, event data is either being forgotten, […]

The post Is Your Marketing Data Missing Your Most Powerful Data Set? appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Marketing metrics aren’t one-size-fits-all. For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback. Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other […]

The post How to Measure ROI and Understand Engagement in Your Experiential Campaign appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Account-based marketing (ABM) is not a new strategy, and you’ve most likely heard of it before. But in recent years, ABM has seen a huge rise in popularity. Account-based marketing spend is expected to increase by 41% in 2019, according to the 2019 Account Based Benchmark Report by Topo. New technologies have enabled marketers to […]

The post ABM Has Become Table Stakes for Creating Epic B2B Customer Experiences appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Within the last five years, an agency’s traffic manager has become the new production manager—building timetables for projects, tracking every single deliverable, and mapping out the company’s work. But the role isn’t valued as much as it should be. Last year in the United Kingdom, senior traffic managers enjoyed a 28% increase in their annual […]

The post A Traffic Manager Will Keep Your Agency Out of a Jam appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective. Account-based marketing (ABM) is when you target prospects by identifying a point of contact or […]

The post How to Determine the ROI of Account-Based Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.