The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Why do you need to successful create a martech roadmap? Because helping organizations better understand who their customers are and how they interact with their brands will enable a more intuitive customer experience as businesses shift rapidly towards the omni-channel space. A successful martech roadmap includes four key elements: technology, data, people, and process.

Why do you need to successful create a martech roadmap? Because helping organizations better understand who their customers are and how they interact with their brands will enable a more...

The California Consumer Privacy Act of 2018, the most sweeping consumer privacy legislation ever passed in the US, gives consumers broad control over personal information collected by businesses.

The California Consumer Privacy Act of 2018, the most sweeping consumer privacy legislation ever passed in the US, gives consumers broad control over personal information collected by businesses.

Marketers should not only focus on interacting with customers only at specific moments throughout their retail journey. Reaching out to customers only when they first become a customer, when they make a purchase, or when they start looking elsewhere isn’t going to build the kinds of strong relationships that today’s retailers need. You have to keep in touch throughout the customer journey.

Marketers should not only focus on interacting with customers only at specific moments throughout their retail journey. Reaching out to customers only when they first become a customer, when they...

Data, a competitive analysis, a content audit, a content strategy, and a style guide can all point you in the right direction, but your own instincts will tell you the best way to create anything for the brand and the tone and voice it needs.

Data, a competitive analysis, a content audit, a content strategy, and a style guide can all point you in the right direction, but your own instincts will tell you the best way to create anything for...

Digitalization is important for marketing, the customer experience, and business. Nothing sinks the fortunes of a company in the eyes of a customer experience professional more than a website that doesn’t do what, from its appearance, it is designed to do. Taking advantage of digitization can help.

Digitalization is important for marketing, the customer experience, and business. Nothing sinks the fortunes of a company in the eyes of a customer experience professional more than a website...

Annotations are the newest feature in Gmail Promotions. How can you best use it and what should be looking out for? Read on to find out.

Annotations are the newest feature in Gmail Promotions. How can you best use it and what should be looking out for? Read on to find out.

Excessive availability of marketing technology further clouds marketers’ ability to distinguish between good and bad data. You should focus on information that helps brands build deeper relationships with customers. But how do you identify that information — and what should you do when you find it?

Excessive availability of marketing technology further clouds marketers’ ability to distinguish between good and bad data. You should focus on information that helps brands build deeper relationships...

Marketing automation can help with marketing and sales alignment. Marketing can use automation software to create email templates for sales to use for more consistent messaging, better sharing of data, and an improved customer experience.

Marketing automation can help with marketing and sales alignment. Marketing can use automation software to create email templates for sales to use for more consistent messaging, better sharing of...

When it comes to your B2B marketing strategy, your tactical approach to mobile should be different than that of your offline and online strategies. And, it’s not just about the screen size or functionality. There are other aspects to both your email campaigns and website that you’ll need to tweak in order to create a more effective user experience (UX) for your customers and prospects as part of your mobile marketing strategy. Find out what they are and how to implement them.

When it comes to your B2B marketing strategy, your tactical approach to mobile should be different than that of your offline and online strategies. And, it’s not just about the screen size...

Nothing harms email marketing performance like problems with email deliverability. What warning signs are there that a problem exists? Read on to find out about 11 of them.

Nothing harms email marketing performance like problems with email deliverability. What warning signs are there that a problem exists? Read on to find out about 11 of them.

Marketers use customer data to craft engaging and personalized emails. However, they need to also consider an email's deliverability and the right time to send. Plus, they have a responsibility to neither misuse or abuse the data they have.

Marketers use customer data to craft engaging and personalized emails. However, they need to also consider an email's deliverability and the right time to send. Plus, they have a responsibility to...

Millennial audiences demand a human, authentic touch to the emails they receive. How do you personalize to a huge audience then? The answer lies in using machine learning. Find out more.

Millennial audiences demand a human, authentic touch to the emails they receive. How do you personalize to a huge audience then? The answer lies in using machine learning. Find out more.

Consolidating to a single, unified marketing automation platform helps you: scale, segment data for effective campaigns, and develop programs to give customers targeted content. Read on to see how you can further benefit.

Consolidating to a single, unified marketing automation platform helps you: scale, segment data for effective campaigns, and develop programs to give customers targeted content. Read on to see how...

One of the biggest opportunities to improve your email marketing comes from optimizing your triggered or automated emails. These high-performing, workhorse emails reliably perform hour after hour, day after day. They include cart abandonment, browse abandonment, and post-purchase cross-sell emails, amongst others. Find out how to take a good look at how your automated emails are doing and where to go from there.

One of the biggest opportunities to improve your email marketing comes from optimizing your triggered or automated emails. These high-performing, workhorse emails reliably perform hour after hour, day...

To help deal with increasing volumes of engagement data, Oracle Responsys recently introduced a new feature called RFM that will help you address these challenges. RFM stands for Recency, Frequency and Monetary analysis, and is a customer segmentation model that hypothesizes that customers who engage or purchase more recently and frequently, and spend more, are more likely to respond positively to future promotional offers.

To help deal with increasing volumes of engagement data, Oracle Responsys recently introduced a new feature called RFM that will help you address these challenges. RFM stands for Recency, Frequency...

Mobile marketing is a key component of your overall marketing strategy because mobile is often preferred by business professionals for research and interaction. If you can develop and implement an effective and comprehensive mobile marketing strategy, then you are more likely to optimize your results with your target audience. However, you can’t just transfer over the same tactics from your digital marketing strategy, including your website, and assume that’s all you need for a successful mobile strategy. Find out what critical components you cannot miss.

Mobile marketing is a key component of your overall marketing strategy because mobile is often preferred by business professionals for research and interaction. If you can develop and implement an...

Account-based marketing means marketing to a set of accounts that fit an ideal customer profile (ICP), based on the common traits of previous and existing customers. These common traits can be identified by your sales team and by examining and comparing data points in your CRM. To successfully identify an ideal customer's traits, your CRM must contain quality data. What is quality data? Read on to find out.

Account-based marketing means marketing to a set of accounts that fit an ideal customer profile (ICP), based on the common traits of previous and existing customers. These common traits can...

Paring down to a single, unified instance or Oracle Eloqua helps simplify your systems, allows you to scale and build a new demand funnel and scoring model, and deliver the right information to the right customers at the right time. Read on to find out what other efficiency gains you can make.

Paring down to a single, unified instance or Oracle Eloqua helps simplify your systems, allows you to scale and build a new demand funnel and scoring model, and deliver the right information to...

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s why even the best email marketing programs suffer deliverability problems sometimes. To help you avoid trouble, the Deliverability Services team at Oracle Marketing Cloud Consulting (OMCC) shares the latest news and tips for what to watch out for. Here’s what’s going on at key inbox providers and what it means for email marketers.

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. That’s...

Visual content is taking over the web. First it was photos and GIFs, and now it’s video. According to some estimates, video will account for as much as 80% of all web traffic by 2019. As if that wasn’t enough of an incentive to start producing more video content as part of your content marketing strategy to boost search results, create more engagement, and help you work better with mobile.

Visual content is taking over the web. First it was photos and GIFs, and now it’s video. According to some estimates, video will account for as much as 80% of all web traffic by 2019. As if...

In order to help drive revenue, marketers have to bring new leads into the pipeline but also nurture the leads they already have to prime and ready them for sales. They prioritize leads by giving them scores based off relevant customer data. Find out how you can do the same.

In order to help drive revenue, marketers have to bring new leads into the pipeline but also nurture the leads they already have to prime and ready them for sales. They prioritize leads by giving them...

Even if your Account-Based Marketing (ABM) strategy has been producing results, you may have recently noticed a decrease in conversions or a blip in your revenue stream. These are signals that indicate it’s time to revisit that ABM strategy and see what needs to be revised to reflect changes in your B2B audience or the trends and desires driving their purchase decisions. You might want to look at refreshing content, focusing on growth, and personalization.

Even if your Account-Based Marketing (ABM) strategy has been producing results, you may have recently noticed a decrease in conversions or a blip in your revenue stream. These are signals that...

For marketers looking to build long-term loyalty, creating a ‘habit-forming’ site or app is the ultimate digital experience goal. Unlike those that push for conversion at every turn, these are the brands that prove so successful in building customer loyalty and generating positive associations in the long term. They are the brands that get bookmarked and saved, where people build wish lists, and where they return when they need a little retail therapy. In the short term they don’t convert every prospect, but in long term — they are the brands that win.

For marketers looking to build long-term loyalty, creating a ‘habit-forming’ site or app is the ultimate digital experience goal. Unlike those that push for conversion at every turn, these are the...

Many marketers have trained themselves to anticipate what to do next when it comes to sending emails, but how many do the same with our blogs, videos, and white papers? Often, marketers simply link to a page filled with content sorted by format, or worse, chronological dates. We are living in a world where our audience expects us to keep them at the edge of their seats. Are you living up to those expectations? Click through your content and see if you’re hooked to go past the first or second post. Even more personalized content experiences can make a huge difference. Read on to find out why.

Many marketers have trained themselves to anticipate what to do next when it comes to sending emails, but how many do the same with our blogs, videos, and white papers? Often, marketers simply link to...

Some of the more popular and traditional marketing strategies might plateau after a while. They can also become expensive for a typical marketing budget. If you’re looking to cut costs and see better results, it might be time to reach for some unconventional (often called guerilla) marketing tactics. Doing so requires a focus on creativity and resourcefulness to reduce your marketing budget while boosting your ROI. Here are eight unconventional marketing tactics you might try.

Some of the more popular and traditional marketing strategies might plateau after a while. They can also become expensive for a typical marketing budget. If you’re looking to cut costs and see...

Build or buy? When it comes to email marketing platforms, it’s a question that brands rarely bother to ask themselves anymore because nearly everyone buys. And when brands do seriously ask themselves this question, it’s exceedingly rare for them to actually choose to go down the build road. Find out why it makes more sense to buy.

Build or buy? When it comes to email marketing platforms, it’s a question that brands rarely bother to ask themselves anymore because nearly everyone buys. And when brands do seriously ask themselves...

A 2017 study showed that CMOs are facing the shortest lifespan in the C-suite. This is due, in large part, to the rapid transformation of marketing technologies and practices. As a result, many CMOs are turning to data to prove their worth and demonstrate marketing ROI. However, in order to prolong your tenure to work, it’s important to know what data is the most impactful to bring to the C-suite. Find out what four things a CMO can do to ensure they have a place with their company.

A 2017 study showed that CMOs are facing the shortest lifespan in the C-suite. This is due, in large part, to the rapid transformation of marketing technologies and practices. As a result, many CMOs...

Ascend2 and its research partners did a survey about MarTech utilization and what strategies go into it. Marketing automation, notably, looked strong, as it was found to be effective and not difficult to use.

Ascend2 and its research partners did a survey about MarTech utilization and what strategies go into it. Marketing automation, notably, looked strong, as it was found to be effective and not difficult...

CMOs know better than anyone the importance of a clearly-driven marketing plan for every social network you use. To cultivate a loyal following for your brand on Instagram, consider these marketing strategies that some of the most popular brands and CMOs use that include influencer marketing, live videos, hashtags, and more.

CMOs know better than anyone the importance of a clearly-driven marketing plan for every social network you use. To cultivate a loyal following for your brand on Instagram, consider these marketing...

As great as content marketing is, a “build it and they will come” philosophy only gets you so far nowadays...and that’s where email marketing comes in. Email marketing helps get your content in front of more people—specifically, your most loyal customers and most interested prospects. But email is about so much more than just content amplification. Find out some ways that email marketing makes your content marketing work harder for you.

As great as content marketing is, a “build it and they will come” philosophy only gets you so far nowadays...and that’s where email marketing comes in. Email marketing helps get your content in...

Both risks and rewards come with the use of data. Information can be misused, but it can also help you better understand and interact with customers. If you can justify your data management practices and are acting ethically, you will that you are able to communicate with customers with more far precision, quality, and reverence.

Both risks and rewards come with the use of data. Information can be misused, but it can also help you better understand and interact with customers. If you can justify your data management...

Whispering is intimate. If lead generation — the process of creating, maintaining, and monitoring prospect interest — were a spoken conversation, it would be a quiet, one-on-one chat. Shouting, on the other hand, gets attention. It’s the verbal equivalent of demand generation, which is how marketers develop and manage buying interest across a broad body of consumers. Although any message can be shouted or whispered, there’s a reason you use one in certain situations and not the other.

Whispering is intimate. If lead generation — the process of creating, maintaining, and monitoring prospect interest — were a spoken conversation, it would be a quiet, one-on-one chat. Shouting, on the...

A research report done by Ascend2 and Oracle Marketing Cloud looked at what was on the minds of email marketers and what they thought their primary objectives, critical challenges, and most effective types of email were.

A research report done by Ascend2 and Oracle Marketing Cloud looked at what was on the minds of email marketers and what they thought their primary objectives, critical challenges, and most...

Many brands have poor visibility into their email performance, which jeopardizes their customer experience and profitability. Find out what steps to take to ensure email quality and deliverability.

Many brands have poor visibility into their email performance, which jeopardizes their customer experience and profitability. Find out what steps to take to ensure email quality and deliverability.

In an effort to stay competitive, many media companies, marketing teams, and news organizations are employing teams of robot reporters to crank out stories using very basic templates created by human editors. These robot content writers are starting to show up in other areas as well, raising questions about what impact all this machine-generated content is going to have for the future of digital content.

In an effort to stay competitive, many media companies, marketing teams, and news organizations are employing teams of robot reporters to crank out stories using very basic templates created by human...

Think about your favorite cake. What makes it special? Maybe it’s the icing or tasty filling. Maybe it’s the chocolaty layers or extra moist texture. To you, this special cake tastes better than an average cake. It stands out because it has all the right elements. It’s different. What if you could give this feeling to your customers? Luckily, with the right content and an amazing experience, you can.

Think about your favorite cake. What makes it special? Maybe it’s the icing or tasty filling. Maybe it’s the chocolaty layers or extra moist texture. To you, this special cake tastes better than an...

Email marketing in India has grown by leaps and bounds. With the advent of artificial intelligence the task of email marketing has become a multifaceted endeavor. Marketers can no longer expect results by simply bombarding audiences with generic emails. Digital consumers want personalized communications from trusted brands.

Email marketing in India has grown by leaps and bounds. With the advent of artificial intelligence the task of email marketing has become a multifaceted endeavor. Marketers can no longer...

Every marketer wants to send personalized content to every subscriber. But when subscribers numbers in the millions, the sheer scale of the task demands a qualitatively new approach to email personalization. That’s exactly the problem that automated email templating solves. Through the power of machine learning, this technology leverages a library of creative content and generates millions of personalized emails — enabling small teams to get maximum impact from their creative assets, and keep serving fresh, engaging content to every subscriber on their lists.

Every marketer wants to send personalized content to every subscriber. But when subscribers numbers in the millions, the sheer scale of the task demands a qualitatively new approach to...

How many emails and texts should marketers be sending out and at what frequency? There is no single answer, and often testing and time will tell the tale. What will work for you? Read further for a few ideas.

How many emails and texts should marketers be sending out and at what frequency? There is no single answer, and often testing and time will tell the tale. What will work for you? Read further for...

The use of data has always played a role in helping to map out new digital marketing campaigns. What has changed now, however, is the increasing robustness of the tools and technologies used to analyze that data. For example, the new buzzwords now are artificial intelligence, machine learning, and deep learning. The growing belief amongst digital marketers is that, armed with these new tools, they are getting closer and closer to “cracking the secret” of how to deliver hugely successful online campaigns with maximum ROI.

The use of data has always played a role in helping to map out new digital marketing campaigns. What has changed now, however, is the increasing robustness of the tools and technologies used to...

When it comes to product adoption, no one team can own the transformation. Here’s a checklist for defining and managing a path to value by: assessing the current state, expanding product knowledge, setting a path to value, establishing accountability.

When it comes to product adoption, no one team can own the transformation. Here’s a checklist for defining and managing a path to value by: assessing the current state, expanding product knowledge,...

In the world of commerce, the use of visual and voice searches is increasing. Over the last several months, voice and visual queries have surged, particularly over the last holiday shopping season. This should hardly be a surprise when you realize that just about everyone with a smartphone has a voice-enabled device. Therefore, retailers have to adapt and use visual search as one of their tactics to engage with customers.

In the world of commerce, the use of visual and voice searches is increasing. Over the last several months, voice and visual queries have surged, particularly over the last holiday shopping...

Marketing is a conversation, and conversations almost always include storytelling. Look at it strategically. What emotions are you looking to stir with your content? Are you looking to educate your audience? Inspire or energize them? Emotions and empathy are the keys to making your storytelling and content marketing great.

Marketing is a conversation, and conversations almost always include storytelling. Look at it strategically. What emotions are you looking to stir with your content? Are you looking to educate your...

If done right, podcasting can be more than a corporate vanity project – it can be a way to reach new customers; develop your overall brand personality, bring in new advertising revenue; and super-serve your best customers by going very deep in content areas that matter the most to them.

If done right, podcasting can be more than a corporate vanity project – it can be a way to reach new customers; develop your overall brand personality, bring in new advertising revenue;...

Brands have turned AI’s data-crunching and pattern-finding power onto email subject lines, as well as other marketing copy. Finding success with methods staying on brand, looking at metrics, and testing.

Brands have turned AI’s data-crunching and pattern-finding power onto email subject lines, as well as other marketing copy. Finding success with methods staying on brand, looking at metrics,...

As its growth levels off, the Software-as-a-Service (SaaS) market is reaching a new level of maturity. This means CMOs need to take a hard look at positioning their products so that it added maximum value in the form of lower upfront costs for clients but also protecting your huge upfront investment. Those that strike the right balance will earn more profits and retain more customers.

As its growth levels off, the Software-as-a-Service (SaaS) market is reaching a new level of maturity. This means CMOs need to take a hard look at positioning their products so that it added...

With cross-channel marketing comes certain customer expectations. They want authenticity, diversity, consistency, and both off-line and online options. Can you deliver? Read on to find out.

With cross-channel marketing comes certain customer expectations. They want authenticity, diversity, consistency, and both off-line and online options. Can you deliver? Read on to find out.

Consumers long for a connection with a brand. Transparency shrinks the distance between a brand and consumers and builds trust. Consumers gain an authentic window into who you are, what your brand is about, and the value you provide. Transparency also helps scale trust at a faster rate.

Consumers long for a connection with a brand. Transparency shrinks the distance between a brand and consumers and builds trust. Consumers gain an authentic window into who you are, what your brand is...

A content strategy acts as your roadmap. It tells you where you are with your content, where you want to be, and how you intend to get there. To understand what your content needs to be, you have to understand your audience. This means looking at what worked before, what didn’t, and the lessons you learned from it.

A content strategy acts as your roadmap. It tells you where you are with your content, where you want to be, and how you intend to get there. To understand what your content needs to be, you have...

Many areas of digital media can overlap and create synergies between each other, such as content marketing and social media. Two seemingly disparate areas, these efforts both involve using stories and personality to engage consumers and get them invested in a brand. Using them in tandem — and building one off the other — can result in big wins in terms of both cost savings and audience impact.

Many areas of digital media can overlap and create synergies between each other, such as content marketing and social media. Two seemingly disparate areas, these efforts both involve using stories and...

It’s hard to imagine that any marketer today isn’t aware of the importance of “digital experience” (DX). No longer a nice-to-have, DX has become a pivotal differentiator for organizations in almost any sector, ahead of even price and the product itself because of the power experience has to drive customer loyalty and recurring revenue.

It’s hard to imagine that any marketer today isn’t aware of the importance of “digital experience” (DX). No longer a nice-to-have, DX has become a pivotal differentiator for organizations in...

Successful email delivery can grow your brand and build strong customer loyalty, so long as you properly manage your email reputation.

Successful email delivery can grow your brand and build strong customer loyalty, so long as you properly manage your email reputation.

Content marketing is all about providing the audience with the most relevant, valuable content for them. It enhances your brand, builds creditability, educates your audience, generates interest, and drive your new SEO strategy.

Content marketing is all about providing the audience with the most relevant, valuable content for them. It enhances your brand, builds creditability, educates your audience, generates interest,...

Bots are having a profound effect on how the internet functions and may even outnumber people on some platforms like Twitter. Email marketing is not immune to click bots, with the newest activity being from bots that mimic human subscribers in order to collect information to power data service businesses. The problem with these kinds of email click bots is that they create activity that inflates performance numbers and causes false positives that trigger automated campaigns and muddy targeting efforts. All in all, they simply make it more difficult to see how subscribers are truly responding. That can cause brands to make tactical or strategic changes that serve bots rather than actual subscribers.

Bots are having a profound effect on how the internet functions and may even outnumber people on some platforms like Twitter. Email marketing is not immune to click bots, with the newest...

These four methods help you keep a customer engaged post purchase and post meeting when they are more likely to start losing interest.

These four methods help you keep a customer engaged post purchase and post meeting when they are more likely to start losing interest.

Metrics will indicate what is working and not working with your current email marketing strategy. Conversions and revenue are the ultimate two metrics. However, there are other email metrics you should pay attention to in order to gauge just how engaged your recipients are with your emails.

Metrics will indicate what is working and not working with your current email marketing strategy. Conversions and revenue are the ultimate two metrics. However, there are other email metrics...

Oracle is honored once again to be named a Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs. This category involves capabilities ranging from segmentation, message creation, and campaign workflow management, to advanced analytics, personalization and integrations across multiple digital channels.

Oracle is honored once again to be named a Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs. This category involves capabilities ranging from segmentation, message creation, and...

ABM takes considerable practice to achieve what it’s capable of. However, it’s well worth the trial and error to determine what data will move the needle and how you can measure its effectiveness. Its personalized approach can fuel customer growth and your bottom line — all you have to do is sidestep some common mistakes to see it get traction.

ABM takes considerable practice to achieve what it’s capable of. However, it’s well worth the trial and error to determine what data will move the needle and how you can measure its effectiveness....

At the same time that email marketing is becoming more complex, all of the issues surrounding it are becoming more interconnected. That is strikingly apparent when looking at the latest B2B email marketing trends identified by members of Oracle Marketing Cloud Consulting’s Expert Services team, which assist Eloqua customers with all aspects of their email programs.

At the same time that email marketing is becoming more complex, all of the issues surrounding it are becoming more interconnected. That is strikingly apparent when looking at the latest B2B...

These four steps put you well on your way to building lasting and productive relationships with online social media influencers. As long as you are looking for ways to make them feel special and offer them real value, you will be able to build strong relationships. And, in a best-case scenario, those relationships will lead to new sales as they tell their friends and followers about your company’s products.

These four steps put you well on your way to building lasting and productive relationships with online social media influencers. As long as you are looking for ways to make them feel special and offer...

Transparency breeds trust and trust breeds opportunities for improvement. Be open and honest enough to authentically seek ways to improve the service from the people who are consuming it, but don’t go too far with your information sharing so as to make them question your company’s ability to get its act together and deliver high quality service in a consistent manner.

Transparency breeds trust and trust breeds opportunities for improvement. Be open and honest enough to authentically seek ways to improve the service from the people who are consuming it, but don’t go...

Businesses love having access to so much more data about their audience, customers, competition and overall environment. However, the amount of data is growing exponentially to the point where many companies are struggling to manage this unwieldy amount of information. Thus, many strive to find out how to best work with their data in a way that yields the most insights.

Businesses love having access to so much more data about their audience, customers, competition and overall environment. However, the amount of data is growing exponentially to the point where...

Starting Sunday May 5th and running through Wednesday May 8th will be the Sirius Decisions 2019 Summit in Austin, Texas. There are a whole host of things to do while inside the Austin Convention Center, where the Summit is being held as well as outside the friendly confines. Here’s one man’s list of top 5 things you should absolutely not miss at this year’s Summit.

Starting Sunday May 5th and running through Wednesday May 8th will be the Sirius Decisions 2019 Summit in Austin, Texas. There are a whole host of things to do while inside the Austin...

How do you go about creating an engaging email? What does it look like and how should you write it? Emails have to be easy to read, view, understand, and digest. Learn how to create engaging emails which drive conversions.

How do you go about creating an engaging email? What does it look like and how should you write it? Emails have to be easy to read, view, understand, and digest. Learn how to create engaging...

With so much to do within B2B marketing — including more research, segmentation, and personalization — marketers’ available time seems to be shrinking by the minute. This leaves you with a dilemma: either expand your marketing talent pool or invest further in technology. The answer is to add marketing automation, which can allow you to do more with what you have.

With so much to do within B2B marketing — including more research, segmentation, and personalization — marketers’ available time seems to be shrinking by the minute. This leaves you with a...

Influencer marketing is a good fit if it matches your goals, taps into a desired audience, and brings value to both the marketing pro and the influencer.

Influencer marketing is a good fit if it matches your goals, taps into a desired audience, and brings value to both the marketing pro and the influencer.

Customers now expect a unique, connected, and seamless experience across all channels and instant gratification. You only have a micromoment to capture their attention and hold it with a strong message and delightful and engaging experience. If you don’t, they will move on to the next offer. Modern marketers must adopt a mobile-first approach with their global audiences and utilize both marketing automation and data to their fullest extend to get ahead of the curve.

Customers now expect a unique, connected, and seamless experience across all channels and instant gratification. You only have a micromoment to capture their attention and hold it with a...

Subscribers expect email content to cater to their individual needs and circumstances. They have the same expectations of email design, which is why we’ve spent the better part of the past decade making our emails mobile-friendly. Email interactivity and now AMP for Email are the next waves in this tidal trend of creating individually compelling email experiences based on each subscriber’s behavior and email reading environment.

Subscribers expect email content to cater to their individual needs and circumstances. They have the same expectations of email design, which is why we’ve spent the better part of the past decade...

More than ever before, data is driving marketing strategy, tactics, and messaging, and that includes social media marketing. The proliferation of data is only set to rise as more people and businesses continue to share information about themselves on channels like social media. It’s in this information that a business can learn more about their audience, especially on sites like Twitter, Facebook, and Instagram where there is more sharing than on other channels.

More than ever before, data is driving marketing strategy, tactics, and messaging, and that includes social media marketing. The proliferation of data is only set to rise as more people and businesses...

AI has already shown remarkable promise at helping brands make sense of the hundreds of thousands of conversations happening each day on social media.

AI has already shown remarkable promise at helping brands make sense of the hundreds of thousands of conversations happening each day on social media.

Marketers should use retina images in their emails only when it creates a significantly better experience in terms of readability or impression. Get a better idea of when this is by reading more.

Marketers should use retina images in their emails only when it creates a significantly better experience in terms of readability or impression. Get a better idea of when this is by reading more.

A customer’s experience with your brand has become just as important, if not more, than the products and services that you provide. In fact, the experience and what you sell have become inseparable from each other.

A customer’s experience with your brand has become just as important, if not more, than the products and services that you provide. In fact, the experience and what you sell have become inseparable...

Marketers achieve success because they do their research; plan, test, and improve their methods; and they measure what matters. Find out what three marketing analysis mistakes you should avoid.

Marketers achieve success because they do their research; plan, test, and improve their methods; and they measure what matters. Find out what three marketing analysis mistakes you should avoid.

HR leadership definitely has a seat at the executive table today in having strategic conversations. Today's HR has a better understanding of the business value and is better equipped to recruit top talent as a result.

HR leadership definitely has a seat at the executive table today in having strategic conversations. Today's HR has a better understanding of the business value and is better equipped to recruit top...

When it comes to company roadmaps for marketing, part of the journey to engage with customers still relies on the art of marketing. Yet, marketing needs technology to reach the right audience at the right time. That’s the intersection between the two where companies need to drive toward to meet their goals for 2019 and beyond.

When it comes to company roadmaps for marketing, part of the journey to engage with customers still relies on the art of marketing. Yet, marketing needs technology to reach the right audience at the...

The ultimate goal of demand generation is building trust by continuing to drive your target buyers through the funnel, with content as a driving force. The question is, how do we deliver a content experience that propels prospects to self-nurture? It involves a series of moves to convert and nurture prospects, then continue to support them through the buyer journey.

The ultimate goal of demand generation is building trust by continuing to drive your target buyers through the funnel, with content as a driving force. The question is, how do we deliver a content...

Multi-brand retailers can inspire and delight customers by introducing them to new categories and brands — a unique experience that can’t be found at a DTC brand. By using data to introduce each customer to a wider universe of categories and brands as their tastes evolve, your email campaign will replicate the discovery experience your shoppers love.

Multi-brand retailers can inspire and delight customers by introducing them to new categories and brands — a unique experience that can’t be found at a DTC brand. By using data to introduce...

Human-to-Human (H2H) marketing leverages technology judiciously to reinforce the customer connection.

Human-to-Human (H2H) marketing leverages technology judiciously to reinforce the customer connection.

Marketing persona allows you to create content that is both relevant and useful to that segment. What, however, goes into crafting a marketing persona? As with almost everything that is marketing related, it comes down to data.

Marketing persona allows you to create content that is both relevant and useful to that segment. What, however, goes into crafting a marketing persona? As with almost everything that is marketing...

For email marketers, AI can be used to help find the optimal send time. Send Time Optimization (STO) capabilities are integrated into the Oracle Responsys and Eloqua marketing platforms today. Oracle’s AI-based Send Time Optimization solution utilizes proprietary algorithms, crunching historical data to determine the optimal day and time to send to email recipients on your list, removing the need to pick the one best time for your whole list.

For email marketers, AI can be used to help find the optimal send time. Send Time Optimization (STO) capabilities are integrated into the Oracle Responsys and Eloqua marketing platforms today....

It takes the communication and commitment of every team involved to launch an ABM campaign that balances quality and timeliness. Everything—from the big idea to the execution—must be unified. A connected approach will not only improve the distinctiveness of your campaign, but will work to galvanize corporate stakeholders and ultimately your brand’s reputation.

It takes the communication and commitment of every team involved to launch an ABM campaign that balances quality and timeliness. Everything—from the big idea to the execution—must be unified....

It’s not too late to create a plan for great marketing content in 2019. You just need these must-have ingredients.

It’s not too late to create a plan for great marketing content in 2019. You just need these must-have ingredients.

Voice-assistants are on the rise, and marketers need to adapt and make sure that their emails are saved and something people will engage with later. Read these tips to find out how.

Voice-assistants are on the rise, and marketers need to adapt and make sure that their emails are saved and something people will engage with later. Read these tips to find out how.

The goal of a loyalty program is two-fold: to improve customer acquisition and retention while collecting customer data. In today’s data-rich age, an evolved loyalty program will put your customer data to work in order to hyper-personalize individual customer experiences, and that’s what customers have come to expect.

The goal of a loyalty program is two-fold: to improve customer acquisition and retention while collecting customer data. In today’s data-rich age, an evolved loyalty program will put your customer...

Customer experience as a top priority for companies is a refreshing development for those of us who were reared in a world in which choice was limited and change was slow. There is now a vastly improved ability to get good service from a company without wasting too much of anyone's time thanks to a new emphasis on empathy.

Customer experience as a top priority for companies is a refreshing development for those of us who were reared in a world in which choice was limited and change was slow. There is now a...

Realize that it’s not so much about brand building, but generating more revenue. This means you put out the best and most convenient services possible tailored to your audiences. Therefore, you need actionable, real-time data so you can generate new customer segments to target and possibly bring down your sales cycle.

Realize that it’s not so much about brand building, but generating more revenue. This means you put out the best and most convenient services possible tailored to your audiences. Therefore, you...

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. These tips and tricks will help see that your emails get to where they need to go.

Email deliverability is constantly changing, as inbox providers adjust their filtering algorithms, blacklists tweak their listing criteria, and consumers evolve their definition of spam. These...

Marketing automation can help ensure you’re targeting the right individuals at the right time with the most relevant information.

Marketing automation can help ensure you’re targeting the right individuals at the right time with the most relevant information.

While some trends may be a holdover from the previous year or are taking on a bigger role, there are also new B2B marketing trends that need your attention in order to attract and maintain your customer base in 2019.

While some trends may be a holdover from the previous year or are taking on a bigger role, there are also new B2B marketing trends that need your attention in order to attract and maintain...

What makes a loyal customer nowadays? You can no longer say that it is just a satisfied customer or even a repeat customer. Really, you are looking for a lifetime of customer value. You want customers loyal to you and always coming back, but not only that. You want to push them up the loyalty ladder from just being repeat customers.

What makes a loyal customer nowadays? You can no longer say that it is just a satisfied customer or even a repeat customer. Really, you are looking for a lifetime of customer value. You want...

On March 20, 2019, the 13th Annual Markies Awards took place in Las Vegas, Nevada. For more than a decade, the Markie Awards have celebrated the art and science of digital marketing for more than a decade. However, this year, the Markies evolved and broadened their scope to applaud brilliance beyond just marketing. Therefore, the 2019 Markies honored the creators of standout customer experiences across marketing, sales, service, and commerce.

On March 20, 2019, the 13th Annual Markies Awards took place in Las Vegas, Nevada. For more than a decade, the Markie Awards have celebrated the art and science of digital marketing for more than...

To be where customers want brands to be when they need them, and to deliver a seamless experience, data and information must flow freely across the entire organization.

To be where customers want brands to be when they need them, and to deliver a seamless experience, data and information must flow freely across the entire organization.

As market forecasts improve, CMO's try to find new ways to exceed expectations by pushing towards marketing automation. CMOs know how to balance new technology with proven strategies, but they need to be able to communicate strong vision.

As market forecasts improve, CMO's try to find new ways to exceed expectations by pushing towards marketing automation. CMOs know how to balance new technology with proven strategies, but they need...

Acting on data helps you cull mailing lists to only the most active and engaged subscribers, and focus in on improving deliverability health.

Acting on data helps you cull mailing lists to only the most active and engaged subscribers, and focus in on improving deliverability health.

These nine reasons make email marketing uniquely powerful and should give brands great peace of mind about past and future investments in email marketing. Leverage each of these strengths by creating relevant, targeted, and compelling emails that are part of a long-term strategy that drives loyalty.

These nine reasons make email marketing uniquely powerful and should give brands great peace of mind about past and future investments in email marketing. Leverage each of these strengths by creating...

Proper marketing analytics strategy and execution can turn that data into new insights about buyer behavior, marketing program performance, sales activity, and business impact. Marketing leaders will need to commit to learning more about analytics and choosing technology that can easily evolve to match the current analytics best practices.

Proper marketing analytics strategy and execution can turn that data into new insights about buyer behavior, marketing program performance, sales activity, and business impact. Marketing leaders will...

Most businesses think of social media only in very fuzzy terms, without actually drilling down into the specific reasons why they are using it. But companies at the leading edge of social media are taking things one step further by building out sophisticated frameworks for understanding how social media can impact not just the business as a whole but also every business unit and every stakeholder within the business

Most businesses think of social media only in very fuzzy terms, without actually drilling down into the specific reasons why they are using it. But companies at the leading edge of social media...

Technology is disrupting the marketing industry. With big data in the middle, how should businesses go about redesigning the customer journey?

Technology is disrupting the marketing industry. With big data in the middle, how should businesses go about redesigning the customer journey?

B2B teams leveraging email marketing are doing so in an age of noise and commoditization. There’s far more content to compete with and more clutter than ever to break through. The average person checks email or instant messages every six minutes. Consider using these three tips to make your B2B emails stand out.

B2B teams leveraging email marketing are doing so in an age of noise and commoditization. There’s far more content to compete with and more clutter than ever to break through. The average...