Our study focused on mature firms and customer-obsessed organizations, highlighting their strategic approaches to leveraging omnichannel strategies for sustainable growth. Here are a couple takeaways:• Personalization emerges as a key driver of successful customer communications, with a strong emphasis on tailored experiences.• While third-party channels remain popular, there is an opportunity to leverage first-party data […]
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Historically, customer experience (CX) has been a responsibility of the marketing team to improve sales, service, and commerce. However, retail teams now recognize that a superior CX requires collaboration across all departments towards a common goal of customer obsession. This involves leveraging advanced technology and data, as well as having a knowledgeable gatekeeper with a […]
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Few conversations make marketing leaders more uneasy than defending a martech budget to the CFO. Marketing talks about engagement, MQLs and brand lift. Finance talks about payback periods, cost of capital and margin. When the two sides don’t share a language, technology investments look like discretionary spending, and they’re the first line items cut when […]
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How digital advertising can benefit you Today, digital advertising expands beyond banner ads with basic targeting. It’s now possible to zero in on prospects based on specific demographics, intent, their stage in the sales funnel, and engagement patterns. These insights can then be used across display, search engine marketing (SEM) and search engine optimization (SEO), […]
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The growing imperative for marketers has arrived—but many firms have ground to make up in this area. According to Forrester, 77% of global B2B decision makers cite their use of data and analytics to guide decisions as one of their top weaknesses. Done right, marketing metrics and analytics can be a strategic enabler of trust, […]
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Whether you’re a novice or an expert marketer, A/B testing should be part of your campaign optimization toolkit. By testing one element at a time to see how it affects the broader performance of a program, you can assess the effectiveness of each variable in driving conversions and make necessary adjustments. By continuing to refine […]
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Convincing prospects to buy into your brand comes down to creating perceived value for your products and services. People are not receptive to hard-sell messaging right away, so you have to guide them down a path that helps them feel engaged and helps them solve a key challenge or address an unfulfilled need. To lead […]
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From a consumer perspective, the best brands are those that weave themselves into their customers’ lives—becoming a part of their identity. These brands are present all the time without obvious detection or being seen as a distraction. They don’t just show up to demand something—Buy Now! Start Today! Click Here!—but they don’t wait on the […]
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Having to make big decisions on behalf of your entire business can be intimidating — as marketers, sometimes we’d rather choose to play it safe and see what unfolds naturally, instead of risking the “wrong” move. But what if we told you the safer choice isn’t actually safe at all? It’s true: indecision and lack […]
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Your website is the hub of interaction between your company and your customers, and in an increasingly competitive digital landscape, today’s buyers aren’t simply looking for a one-size-fits-all customer experience. Web personalization empowers you to provide more relevant experiences to online visitors and speak to them with personalized messages at scale. It enables you to […]
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Experiments prove and disprove ideas about the world around us and help us arrive at the truth. But experimentation is not limited to science class or the field of psychology. It’s critical for marketing teams to adopt experimentation to continually improve and help prove their impact to their organizations. Unfortunately, many teams do not know […]
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Across all industries, marketing increasingly plays a critical role in company growth. It is the marketer’s responsibility to help their organization retain, nurture, and increase their customer base—not an easy task. Having the right technology and skill set is essential to provide measurable ROI and deliver on the bottom line. Everything starts with the customer, […]
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You can use B2B marketing agencies to supplement your resources with leading expertise; elevate your creative and content; and drive value from data, analytics, and martech investments. But to access these benefits, you first have to select from a diverse set of agencies that vary by size, capability, and B2B focus. B2B CMOs should use […]
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