With big data analytics and “hyper-customization” becoming indispensable to generate leads and engage with prospects effectively, marketing automation has become an integral part of the marketing landscape. B2B estimates 46% of marketers have adopted some form of marketing automation, with 62% of them being strong adopters. By 2014, the tribe of strong adopters will grow substantially […]
Recently, we shared how dealing with big data can be like getting lost in the woods. It’s tough to see the big picture with so much digital information surrounding you. The first step to surviving the big data wilderness is to understand what it is, now the tough part — admitting you’re lost. As is […]
Recently, I introduced how Right On Interactive scores leads and customers in 3D. We’ve discussed the important roles both profile and engagement play in 3D scoring so now it’s only appropriate to dive into the last piece of the equation: lifecycle stage. It’s not enough to score leads and customers based upon their profile fit […]
Engagement indicates a person’s level of commitment. It can come in many forms, such as diamond rings or “@” replies. But engagement, however you get it, can be the difference between a suspect, a qualified lead and a returning customer. As we recently discussed, lead scoring ranks your prospective customers based upon metrics your organization deems […]
Ask your sales, marketing and client success teams to define a typical customer for your organization and you’ll receive at least three different answers. As I wrote last week, big data can help build your customer profile (assuming it’s good data) as well as your ideal customer profile as they may not be the same. […]
There can be quite a difference between who your customers are, who you think they are and who you want them to be. Earlier this year, we discussed big data and its value to organizations – especially those who want to better understand their customer base. Big data also enables marketers to create a profile […]
It has been very interesting to watch the quickly evolving marketing technology landscape with new companies coming on the scene, Marketo launching an IPO earlier this year, Eloqua being acquired by Oracle, Salesforce.com’s recent announcement to purchase ExactTarget + Pardot and more recently, Adobe’s acquisition of Neolane. This activity underscores the rapid innovation occurring to […]
Email marketing is still at the heart of most marketing communication plans. In addition, most brands have gone social as the popularity of social media grows year over year, with customers increasingly using different social media channels daily. Not to mention, dekstops and laptops are giving way to mobile devices, such as tablets and smartphones. […]
Working with Big Data can be a challenge for any business. Companies around the globe, large and small, struggle to deal with the sheer volume and variety of digital information constantly pouring in. Many organizations ignore the issue and never create a plan for using Big Data. Others know they should be doing something, but […]
Last month I had the pleasure of collaborating with Gary Galvin of Galvin Technologies on our webinar, “Using Data & Content to Find the Ideal Customer.” Galvin Technologies is a full-service web and software company whose services are to provide effective web design and development, web strategy along with custom software application development. It’s always interesting to work with subject matter experts from other […]