How To Unify Your Sales, Service and Marketing Departments Around Customer Experience

Imagine you’re getting ready to drive your car. But when you turn on the engine, you get a mobile notification telling you that your oil needs to be changed, and it gives you a link to the nearest dealership with a 10% discount coupon. You’re left surprised and delighted by the sheer, almost magical convenience of it all. But is that event classified as a sales, service or marketing interaction? The correct answer is: all of the above.

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Omar Akhtar   November 3rd, 2015

Brand Advocacy As A Marketing Strategy

Part 1: Observations

I wanted to share some thoughts on a market trend that, while not new, is very much coming into its own in terms of capabilities and relevancy.

Many of us are witnessing a paradigm shift in the selling of products or services. As control of an online conversation continues to shift, we are experiencing a power transfer from sales and marketing arms to that of the informed and empowered customer. Aside from the seismic impact this could have on the way businesses are managed and marketed, it is also creating new opportunities for those whose voice was previously limited to their in personal conversations.

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Bill Conticchio   October 6th, 2015

Avoid The 50 Ways Of Failing At Influencer Marketing

Brands: Stop Doing These Things!

Influencer Marketing is hot and that means the value of influencer relationships is higher than ever.

Working hard to romance in-demand experts to collaborate, co-create and even advocate can be a substantial investment. The mutual benefit from these long term relationships can mean anything from hugely successful marketing programs for brands to top billing at speaking events, book deals and consulting work for the influencers.

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Lee Odden   September 10th, 2015

The New Marketing Contract and Why Context is the Future of Marketing

We live in a time of great technology evolution and revolution. Innovation is not only upon us; it affects, even disrupts, us as marketers and as consumers of other businesses. Your customers are more connected than ever before and they’re always on. The number of touchpoints between businesses and customers has exploded. Technology is everywhere and something new is always on the horizon. Wearables. Smart watches. The Internet of Things. Everything is changing.

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ieadmin   August 11th, 2015

Do you still need to measure brand awareness?

As a marketer, I am a late bloomer. I spent most of my career in technology, not doing any marketing at all until 20 years into my career, in 1998. Now I spend all of my time on marketing technology, so I have experience only in digital marketing–not with any traditional marketing tactics and techniques. One question pops up over and over again is: “what about brand awareness?”

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Mike Moran   July 14th, 2015

How To Win at Web Marketing: Invest More Than The Other Guy

There are two true components to successful web marketing. The first is the knowledge/skill component. Without that you’re dead in the water. But once you’re at the top of your game (or you’ve hired those who are) then what? How do you grow your business faster than the competition?

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Stoney deGeyter   June 15th, 2015

Important Things To Remember When Creating B2B Content

Companies in the B2B space from IBM to HubSpot have been actively and effectively engaging prospects with longer sales cycle content for years. Like many competitive environments, a lot of emphasis for marketers has been about creating “more” content. More blog posts, videos, infographics, social messages, emails, and so on.

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Lee Odden   May 19th, 2015

Marketing Technology of the Future: Beyond the Customer Data Platform

The last three minutes of my MarTech Conference presentation are driving me crazy.

The preceding portions cover the current state of Customer Data Platforms. I have no trouble talking about that. But it somehow got into my head that the last section should look at how CDPs will fit into the long-term future of marketing technology. I have some fuzzy notions that this future martech will be radically different from today.  But to cover it succinctly I must first think it through in detail. That has been considerably harder than I expected. Here’s what I have so far.

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David Raab   April 21st, 2015

Brand Individuals and Influencers – Both Are Equally Important

From creating advocacy programs to the content co-creation we specialize in at our agency, working with influencers presents a number of challenges, especially when it comes to effectively identifying, qualifying and recruiting.

In fact, according to a study by Augure, 61% of companies say finding “true” influencers is a top challenge.

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Lee Odden   March 30th, 2015

NGData Gives Enterprise Marketers a Customer Data Platform of Their Own

If you read my recent post on Customer Data Platforms Revisited very, very closely, you might have noticed it listed a category of data vendors who “store unified profiles and expose to other systems”, which is pretty much the core definition of a Customer Data Platform. You would also have noticed that category had only two members, Aginity and NGData. I reviewed Agnity back in November 2013 and when I spoke with them more recently, found they were still doing pretty much the same thing and growing nicely. But, until today, I’ve never discussed NGData.

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David Raab   March 3rd, 2015