Category: Marketing

I see many ‘listicles’ about why companies should adopt marketing automation and the benefits of it but I really like this one about how to get started. Having worked with many customers on their Pardot implementations, these are top tips that I can absolutely relate to and recommend! The list is full of best practice advice including strategy, set-up, tracking ROI, training and user adoption. All important factors to marketing automation success.

Regardless of which marketing automation platform you use, take a look at these top tips to help get your strategy aligned with business, your ROI proven and your marketing automation program running smoothly.

 

As with all marketing initiatives, the implementation of marketing automation must be strategy-led to be effective.

 

When I first heard about GDPR and thought about the marketing teams I’ve worked with over the years, my first thought was “how are they going to keep mailing their databases?” But as time goes on, as this article suggests, I’ve reached the conclusion that GDPR is a huge opportunity for B2B marketers to catch up to the latest trends.

How often have you thought that your data needs an overhaul, a tidy, an update – but you just haven’t had time? How often have you seen a new technique you’d like to try from a B2C marketing world, but found yourself with the wrong information to achieve the end result?

With GDPR deadlines, Marketing teams everywhere have a specific deadline they must work towards and must make time in their schedules to get their databases in good order. So what better time to take this opportunity to review your most basic business practices – capturing data and communicating with customers. As the article says, consumers now are “expecting a level of service that first and foremost recognises them as individuals” – and we all have a perfect opportunity to go out with old, outdated techniques, capturing data in dubious fashions, and drive excellence across the business.

 

…while many organisations might regard the scramble to clean up their data ahead of the compliance deadline as a headache… I believe marketers and data professionals alike should view this deadline as an opportunity to improve the quality of their customer data once and for all.  

 

A survey of 260 marketers by Ascend2 suggests that message personalisation is the most effective email marketing tactic.

Continue reading “The most effective email marketing tactic of 2017” →

A recent survey from Liana Technologies has explored the application of marketing automation with 421 responders from Europe, Asia and the Middle East. The results revealed that over third of the companies are using automation in their marketing strategy, but the majority is still not 100% sure of the technology itself and how can they implement it. Continue reading “Why haven’t Marketers Started Using Marketing Automation?” →

Handling leads from events is a common headache for B2B marketers. After all, with the challenges and stress of a big event or trade show, it’s always tempting to focus on the logistics of making the event run smoothly on the day, and plan to handle leads after returning to the office. Continue reading “Top tips for post-event lead handling” →

For a long time now, clothing retailers have suffered the odd social media backlash for particularly poorly thought-out clothing designs. This is often directed at children’s clothes which have a history of ‘pretty princess’ vs. ‘aspirational superhero’ type messaging for girls and boys respectively. Continue reading “Why John Lewis’ Gender-Neutral Clothes Should Make B2B Marketers Think” →

We spend much of our valuable time, money and resources acquiring new leads – whether that’s attending events, creating content or running paid advertising campaigns. But do we do enough to convert these leads into paying customers? Continue reading “3 Top Tips to Start Lead Nurturing” →

A previously announced mobile landing page assessment tool has been rolled out in Google Adwords.

Continue reading “Google rolls out mobile landing pages assessment tool” →

Gating can be seen as the ‘value exchange’ of trading information for content. It’s a contentious issue amongst marketers, and it’s certain that if ten different marketers are asked about their gating strategy, they will give ten different reasonings and justifications. Continue reading “To Gate or not to Gate, that is the question!” →

OK, so this post’s title is a little bit hyperbolic – and much of the content of the article has been known for a long time. But it’s still worth remembering the basics.

Continue reading “Why the marketing campaign is dead and what should replace it” →