Technology Section: CRM and marketing automation work together

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According to the results of a recent survey from Software Advice, if you’re using multiple software applications to get through your marketing day, you’re not alone. In its annual B2B Demand Generation Benchmark report, Software Advice surveyed 200 B2B marketing professionals in order to understand which channels, offers, content types, and technologies are driving results for their demand generation programs. Here’s what they found out about the kinds of software marketers are using to develop leads, and why some solutions are more valuable than others.
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Marketing Section: How technology is taking over marketing.

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We can debate functions and org charts. But in a hyper-connected digital world, everything that a business does — the entire customer experience that it delivers, from the very first touchpoint onward — is now the scope of marketing.

Marketing has more software entwined in its mission today than any other profession in the history of computing. Leveraging these capabilities requires new approaches to marketing strategy and management — as well as new kinds of talents within the marketing team, such as marketing technologists. Download here

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Campaign Management Section: Email Marketers to Focus on Content

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As consumers pull back on their email subscriptions to their favorite brands, marketers should be taking a look at what they can do to improve campaign strategies. Crisp subject lines,  contact frequency, and content optimization all matter. Some analysts are suggesting that marketers spend more time on these details and less on the mobile versus desktop format issue in order to improve the email campaign effectiveness.

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Marketing Automation: Best Practices in a Rapidly Changing World

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The smart management of marketing technology is what gives a company an advantage over the competition today. More tools than ever before are available to scale marketing efforts, cast a wide net and reach a large audience, while capturing an inbound prospectʼs propensity to buy in real time. Marketers can clone their best buyers using an immense amount of available data, and increase the impact and relevance of their programs through analytics, marketing management, drip and lead nurturing, and compelling content and offers. When marketers look at marketing from just five or 10 years ago, most companies were niche-focused, and with plenty of individual tools but little ability to get a complete picture of their market and campaign performance.

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A summary of what marketers can learn from The Data-Driven Marketing Survey 2013, Europe

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This week Teradata eCircle has released the results of its pan-European marketing study, “The Data-Driven Marketing Survey 2013, Europe”, which reveals that a shift to digital channels and the increasing importance of data have both led to a “class structure” in marketing technology investments among companies using these solutions.

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Campaign Management: Gartner MQ Campaign Management- New Entrants Fail to Shift Market Leaders

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In the first part of an examination of Gartner’s Magic Quadrant for Multi-channel Campaign Management (MCCM) for 2013, we saw that the market is characterized by a re-architecting of platforms by established vendors and the addition of new functionality by the newer ones. However, even with the new functionalities and cloud offerings, the new entrants still didn’t impact on the Leaders Quadrant consisting of IBM, Oracle (Seibel), SAS and Teradata.

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On demand marketing. The future is evolving right before our eyes!

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The recent issue of McKinsey Quarterly explains how marketing needs to be ready for new kind of customers.

Meet Diane. The connected, always on, read-to-spend, 25 year old. She meets a friend in a cafe and is impressed by her new headset. She scans a QR code on the headset using her phone and is instantly connected to a website that lets her wear on a virtual version of the same headset. As she checks out the various colour options she is invited to share a picture of her wearing the headset on Facebook, for a small incentive. Once she gets a few likes from her friends she is ready to make a purchase.

She uses the location tab on her phone to look for the best price in the neighbourhood and heads out to make a purchase. As she starts to use the headset she is asked to register as a user and get some incentives for doing so.

The story goes on. How Diane can now be converted into a brand evangelist and become an influencer for the company.

The story lists out four key steps to how marketing is changing.

  1. Now (Most of our needs are triggered when there is really no traditional marketing medium in front of us)
  2. Can I (How new tools like virtual trial rooms are connecting the real and virtual worlds in an almost seamless way)
  3. For me (When I, as a uniquely identifiable individual, can receive special incentive for buying something I like)
  4. Simply (How everything is so simple and seamless that anyone with a smartphone can engage and experience products and services in ways that was never possible before.

Read and download the recent issue of Mckinsey Quarterly from this link

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