Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

Winning hearts, minds and money - in that order: The full B2B customer journey

Those of us who work in B2B businesses understand that when a customer discovers your brand, it’s just the beginning of a long road to a sale. According to Marketo, 96 percent of people who visit B2B websites aren’t ready to make a purchase -- at least not yet. At that point, potential buyers have only begun their long and intensive research processes, and will not respond...

By Paul Heald, 30 October 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

If you want to start a loyalty program – avoid these six common mistakes

Starting a loyalty program can lend a major boost to your customer retention efforts — and your bottom line. But it’s a complex undertaking that demands time, strategic thinking and teamwork. To make sure your efforts pay off, get started on the right foot by avoiding these six common loyalty program mistakes. 

Mistake 1: Thinking all loyalty technology providers are the same

When it comes to loyalty platform vendors, one size does not fit all. Besides basic differences like price and...

By Sandra Gudat, 26 October 2018, 0 comments. Categories: Campaigns, Customer Experience, Data-driven marketing.

B2B marketing: It’s time to talk to people, not companies

Over the past decade, the emergence of the digital age has meant that technology has invaded all aspects of our lives — and marketing is no exception. Big data, artificial intelligence, and rapid innovation mean that change is constant, and yet at the same time, we are also experiencing a back-to-basics approach in human-centric thinking.

B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this. Now,...

By Joyce Solano, 25 October 2018, 0 comments. Categories: Best Practice, Big Data, Customer Experience.

Brands are wrestling with personalisation, more than any other marketing tactic

Achieving a fully-personalised customer experience is something today’s marketing professionals dream about, where each customer feels the brand knows them and can anticipate their every need.

Get that right, and sales and loyalty will follow.

But while personalisation is at (or very close to) the top of the digital marketer’s priority list, it’s not proving easy to implement. In fact, a report by...

By Mark Jones, 19 October 2018, 0 comments. Categories: Advertising, Customer Experience, E-Commerce, Personalised Marketing.

Amazon first port of call for nearly half of online shoppers

The brand website is “losing importance” as a source of information for today’s shopper. Instead, Amazon now dominates as the first port of call.

In a report highlighting the retail giant’s growing monopoly in the world of e-commerce - if that were needed - inRiver surveyed some 6,000 consumers across Europe and found that just one in ten (11 percent) of shoppers will head to a brand’s website in the initial stage of purchase. Just 28 percent turned to a search engine.

Instead,...

By Mark Jones, 18 October 2018, 0 comments. Categories: Customer Experience, E-Commerce, Search Marketing.

Boost your company’s bottom line with secondary revenue streams

For marketing leaders, it’s essential to demonstrate commercial acumen, by having an awareness and understanding of not only your role and department but that of the wider business and its financial growth.

Particularly in the world of retail, which is continually evolving, marketers are hard-pressed to keep up with what their customers what, need and desire. Although competitive pricing and irresistible offers can...

By Richard Piper, 17 October 2018, 1 comment. Categories: Customer Experience, E-Commerce.

Customer comms giant Twilio to acquire SendGrid for $2bn

Twilio has entered into an agreement to acquire email API platform SendGrid in a $2bn (£1.82bn) bid to build out its leading Platform-as-a-Service, which virtualises the world’s telecoms infrastructure through APIs.

Used by more than 40K companies globally such as Airbnb and Netflix, Twilio lets software developers add capabilities such as voice, video, chat and messaging into their applications, backed by a “Super Network” connecting communications networks around the world.

With the...

By Mark Jones, 16 October 2018, 0 comments. Categories: Customer Experience, Email marketing, Marketing Cloud.