Is MarTech Helping Retailers Achieve Their Marketing Goals?

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This year, customer acquisition continues to be a top priority for retail marketers, with 45% ranking winning new customers as one of their top-3 objectives for 2020. But customer acquisition is not the only focus for marketers: improving customer experience (39%) and customer retention (32%) are other leading priorities, per a new report [download page]… Read More » The post Is MarTech Helping Retailers Achieve Their Marketing Goals? appeared first on Marketing Charts .

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Only one in five marketers have a strategy in place for optimizing their martech stack

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30-second summary: Ascend2’s Martech Stack Optimization survey asked nearly 300 B2B and B2C marketers how are they addressing the challenge of optimizing their martech stack in 2020. 19% of respondents indicated that they’ve implemented a martech stack strategy, while nearly 60% of respondents are currently working on or developing a strategy. Improving marketing efficiency is the top challenge respondents faced, followed by improving revenue attribution. Data analysis, integrations, and real-time processing are key features that marketers look for when implementing an effective martech stack. Nearly 90% of respondents indicated that they either plan to, or will continue to, invest in their martech stack in the coming year. In January, research-based marketing firm, Ascend2, surveyed nearly 300 marketing professionals to assess how they’re addressing the increasing use of different marketing technologies (martech) within their organizations. The survey, conducted during the week of January 13 th , 2020, was answered by a …

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Why digital transformation should be your new demand gen strategy

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30-second summary: Ensuring that your business has the right digital tools can facilitate growth by enabling marketing and sales teams to improve brand engagement, better analyze data, more easily create content, and improve CX. Demand generation is facilitated by the right tools which can help marketing teams scale activities such as content management, lead nurturing, social media optimization, ABM, and more. There is no such thing as an average martech stack. Customization of tools is key to figuring out what works for you to achieve business growth. Chiefmartec’s Stackie awards include nearly 50 illustrations of martech stacks from a vareity of businesses which demonstrate how varied martech stacks can be. Incorporating tools that enhance and facilitate customer experience is an important (even critical) ingredient to using digital transformation for demand gen. Using technology to enhance business processes is nothing new. The very first business computer — The Lyons Electronic Office …

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Key insights: ClickZ benchmark survey, state of industry M&As, and more

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30-second summary: Board members, C-level, and Director+ level executives from retail and ecommerce, technology, media and publishing, and other businesses participated in our ClickZ and Search Engine Watch: Benchmark survey 2020 29.3% marketing leaders thought their current marketing technology stack is average in terms of achieving their marketing goals 46.3% said their marketing budgets are staying the same, while 28.4% said their marketing budgets are increasing Marketing leaders are planning to increase their marketing technology spends The top six technology marketers want to evaluate and invest in were – Search and social advertising, ecommerce marketing tools, experience building and management Lots more to discover in a quick snapshot We picked the brains of Director+ level executives to bring you juicy data insights on martech spending budgets, the technology they are keen on buying with a further detailed drill-down of each segment. More observations from the industry’s biggest acquisitions in the …

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Five ways data is transforming the brand-agency relationship

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30-second summary: Data-intelligence provider Infogroup published a guide that contains five use cases that agencies can use to better serve the changing needs of brands and clients. The use cases cover a variety of topics from creating new client pitches to developing personas using intelligence, and improving campaign performance. You can download the free guide, How Consumer Data Can Deliver the Ultimate Competitive Advantage for Agencies, from ClickZ. Infogroup is an intelligence company that offers a variety of data-driven products and services for agencies, marketers, and brands. The company—soon to be renamed Data Axle —provides data solutions to enterprise-level companies, SMBs, nonprofits, agencies and more. Headquartered in Texas, Infogroup was founded over 45 years ago. During that time, they’ve built two of the industry’s most robust business and consumer databases. Some of their top-tier clients include Aetna, eBay, Allstate, and March of Dimes. Infogroup recently published a paper aimed at …

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Key Insights: Leaders harness social media for digital transformation and customer service

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30-second summary: Our Marketing Intelligence September report ‘Search & Social Advertising’ as the front runner in this technology segment. Deloitte states that 77% of CEOs report that digital transformation efforts have significantly accelerated. Social media helped 69% of brands prepare for the COVID-19 impact on business and maintain customer/audience relationships. 66% agreed that social media programs have helped their business prepare for a broader digital transformation. Gartner benchmarked 118 brands on their digital customer service strategies. The sectors included Big Box retailers, department stores, fashion, specialty retail, grocery, financial services, watches & jewelry, and hotels. Customer service ‘leaders’ included H&M, Sephora, and a few more names. While Nike, Vans, Saks Fifth Avenue, Big Box retailers like Whole Foods fell into the ‘laggards’ category. Surprised? Dive in to find out more. As per our ClickZ and Search Engine Watch pulse survey’s latest insights, ‘Advertising & Promotion’ is the top marketing technology …

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Best Practice: Four ways to leverage lifecycle marketing

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30-second summary: Lifecycle is a more holistic view of the customer journey – accounting for post-purchase touchpoints such as: adoption, retention, expansion, and advocacy Increasingly, customers are expecting engagement in this context. And business leaders are expecting marketers to leverage this space Greenberg’s best practices include: tracking digital behaviors, defining segments pre- and post-acquisition, engaging around your offering, and developing advocacy programs September 17 saw ClickZ host a webinar by David Greenberg , SVP of marketing at Act-On. The presentation really dug into lifecycle marketing best practice. Greenberg also highlighted how the lifecycle approach differs from the more traditional funnel approaches to thinking about customer journeys, and shows how the old ways are simply not enough when looking at marketing strategies in today’s omnichannel world. Here are our takeaways: The differences between funnel and lifecycle marketing Greenberg points out that the best way to begin to understand how lifecycle marketing …

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Terminus co-founder explains why ABM is a B2B strategy, not a tool

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30-second summary: Terminus is an award-winning account-based marketing (ABM) platform aimed at helping B2B marketers reach target accounts more efficiently and effectively. The platform, self-described as “all-in-one account-based marketing software” combines first and third-party data to help B2B companies target in-market accounts, manage audiences, and orchestrate marketing campaigns. With ABM, the goal isn’t to obtain more leads, but to be smarter about targeting the right prospects and nurturing those prospects throughout the sales funnel. Terminus developed a TEAM framework that includes five elements—target, engage, activate and measure (TEAM) which looks at ABM as a B2B strategy, not a tool. In 2018, Terminus acquired a company called Brightfunnel, a tool that measures marketing’s impact throughout the sales funnel. Meaningful ABM metrics are focused on business outcomes—improved acquisition, speeding up pipeline velocity, and expansion of existing accounts. Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key …

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Customer Retention’s A Top Priority for Subscription Businesses: What Tactics Are They Using?

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With the benefits of greater revenue, higher profitability and predictability that recurring revenue programs bring, subscription-based companies rely heavily on retaining their existing customers. Indeed, 9 in 10 B2B and B2C subscription businesses put customer retention at a higher (62%) or equal (31%) level of priority than they do customer acquisition, per a report [download… Read More » The post Customer Retention’s A Top Priority for Subscription Businesses: What Tactics Are They Using? appeared first on Marketing Charts .

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How AI fits into the martech landscape

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30-second summary: Today, artificial intelligence, sensors, and digital platforms—and an explosion of data—have already increased the opportunity for learning more effectively; but competing on the rate of learning will become a necessity in the 2020s. The Lean AI Autonomy Scale serves as a framework for assessing how the different capabilities of martech vendors stack up with AI in the industry. All major ad platforms and exchanges are powered today by a dizzying array of complex calculations with the goal of delivering your message to the right audience at the right time — and encouraging people to take an action, buy a product, or a host of other outcomes a marketer might be looking for. Today, we’re at a place where buy-side solutions are emerging that operate a layer above the platforms themselves, working to orchestrate your spend, targeting and even creatives across channels. A range of emerging vendors are out …

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7 enterprise level providers of AI-enabled marketing solutions

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30-second summary: We provide seven examples of enterprise-level providers of AI-enabled marketing solutions as well as case studies for each. Each of these companies are leaders in their respective category, with B2B and B2C organizations each benefiting from their AI-enabled solutions. This list is not inclusive of every enterprise-level provider, but is meant to give mid-to-enterprise-level organizations an sense of the best-in-class tools that exist in the market today, and how organizations are using them to improve their marketing, sales, and customer experience initiatives. As part of our ongoing coverage of artificial intelligence (AI) in marketing, we’ve compiled a list of ten enterprise-level providers of technology solutions that utilize AI in some capacity. This list covers key categories within the martech space including digital asset management, marketing and sales enablement, customer experience/engagement, and account-based marketing. This list is not – by any stretch of the imagination – comprehensive in terms …

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