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

What are the difference between personalization and individualization, and when should you use one over the other? Read on to find out and learn more how big a role data and martech strategies play in both.

What are the difference between personalization and individualization, and when should you use one over the other? Read on to find out and learn more how big a role data and martech strategies play in...

In this age of personalization, it’s become even more important for a brand to acknowledge that they are speaking to a specific audience with their own unique set of needs, challenges, and interests. Nowhere is this more apparent than in looking at a B2B audience versus a B2C audience. Here’s what should be different about the content approach for each audience and what it matters.

In this age of personalization, it’s become even more important for a brand to acknowledge that they are speaking to a specific audience with their own unique set of needs, challenges, and interests....

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 Email Deliverability Services team at Oracle Marketing Cloud (OMC) Consulting 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...

Many marketers still struggle with their ABM strategies. However, once you start seeing ABM as a subset of everything you do, the confusion begins to lift. Find out more about to clarify things when it comes to ABM.

Many marketers still struggle with their ABM strategies. However, once you start seeing ABM as a subset of everything you do, the confusion begins to lift. Find out more about to clarify things when...

Episode 8 of On the Fly features Pam Didner, tech marketing consultant and the author of the book Effective Sales Enablement. Watch to learn how to leverage AI for sales enablement.

Episode 8 of On the Fly features Pam Didner, tech marketing consultant and the author of the book Effective Sales Enablement. Watch to learn how to leverage AI for sales enablement.

Marketing to CMOs means looking at the bigger picture: revenues, costs, strategy, management, and culture. What topics will catch their attention? What insights will help them prolong their tenures and tie marketing results to ROI. Find out what will interest a CMO.

Marketing to CMOs means looking at the bigger picture: revenues, costs, strategy, management, and culture. What topics will catch their attention? What insights will help them prolong their...

Oracle has been working tirelessly to provide our customers with innovative solutions to succeed in this new era, and after being evaluated among a group of 15 leading vendors, we are very honored to say that Oracle has once again been named a ‘Leader’ in Gartner’s Magic Quadrant for CRM Lead Management 2019.

Oracle has been working tirelessly to provide our customers with innovative solutions to succeed in this new era, and after being evaluated among a group of 15 leading vendors, we are very honored to...

To produce content in a timely manner, you need a content calendar. Using one excellent way to stay organized and plan engaging content. It helps you produce content and share regular, relevant information with your teammate during the content creation process. It also serves as a benchmark for analysis and changes. Read on for some tips on how to create a content calendar without the drudgery and frustration most would expect to go along with it.

To produce content in a timely manner, you need a content calendar. Using one excellent way to stay organized and plan engaging content. It helps you produce content and share regular,...

This year, there are just 26 shopping days between Black Friday and Christmas Day. That’s six fewer days than last year. This is likely to lead to more aggressive holiday messaging during early November, with retailers using every Friday as a warmup for the official Black Friday. Due to, there is likely to be stronger competition in inboxes this year. See how you can make your email marketing stand out by knowing what to expect for the holidays.

This year, there are just 26 shopping days between Black Friday and Christmas Day. That’s six fewer days than last year. This is likely to lead to more aggressive holiday messaging during early...

One of the most powerful tools to understand your customers, the experience they are having, and the experience they desire is journey mapping. With journey mapping, you walk in your customers’ shoes to understand the steps they take to do whatever it is they are trying to do with your organization. Journey mapping is both a tool (the actual map) and a process (how you use the learnings from the map plus additional mapping exercises, i.e., service blueprint and future state maps). You’ve got to know and create the tool, but you’ve got to embrace the process. You’ve got to do the work; you’ve got to execute on the learnings from the map.

One of the most powerful tools to understand your customers, the experience they are having, and the experience they desire is journey mapping. With journey mapping, you walk in your customers’ shoes...

In episode 7 of On the Fly, Brian Fanzo dispels the myth of the shrinking human attention span and talks about how this affects content marketing. Find out how you can capture someone's attention in this day and age.

In episode 7 of On the Fly, Brian Fanzo dispels the myth of the shrinking human attention span and talks about how this affects content marketing. Find out how you can capture someone's attention in...

With customers driving the evolution of CX at breakneck speeds, how can businesses keep pace, let alone thrive? The answer lies within their customer data—countless data points from many different sources (sales, marketing, service, commerce, point of sale, field service, finance, community, social, etc.). The problem? Harnessing that data into a single, dynamic view of the customer so you can market to a segment of one, on an enterprise scale with a customer data platform (CDP).

With customers driving the evolution of CX at breakneck speeds, how can businesses keep pace, let alone thrive? The answer lies within their customer data—countless data points from many...

Companies should pour more energy into finding ways to have their high-priced talent working on things that add real measurable dollar-generating value. Value like the kind that’s produced by giving your marketing team the tools they can use to infuse their campaigns with the ability to engage with more relevance and precision micro-target audiences in order to accelerate sales. find out how AI and machine learning can help.

Companies should pour more energy into finding ways to have their high-priced talent working on things that add real measurable dollar-generating value. Value like the kind that’s produced by giving...

While it’s nearly impossible to predict which content will go “viral,” it is possible to predict which content will become highly sharable. As a result, marketers are theoretically able to reverse-engineer the process of creating engaging, high-quality content. In short, simply study what has been successful recently – and then re-create similar types of content. You might say that this digital content has the right DNA to go viral. With that in mind, here are three key elements of any great shareable content.

While it’s nearly impossible to predict which content will go “viral,” it is possible to predict which content will become highly sharable. As a result, marketers are theoretically able...

One of the best reasons to use social media and other online platforms as a business is to engage with your audience. You get immediate feedback and love for your products and services. However, there’s always bad with the good. Some of those comments may also be negative, threatening, and derogatory toward your products, your brand, or your team. but how do you know if you're dealing with a troll or just an unsatisfied customer? What do you do? Read on to find out.

One of the best reasons to use social media and other online platforms as a business is to engage with your audience. You get immediate feedback and love for your products and services. However,...

Welcome to episode 6 of On the Fly! Our guest this week is Carla Johnson, one of the top influencers in B2B, digital, and content marketing.

Welcome to episode 6 of On the Fly! Our guest this week is Carla Johnson, one of the top influencers in B2B, digital, and content marketing.

Over-investing in selling products and under-investing in what it takes to help customers succeed is only going to satisfy the needs of short-term shareholders who are only interested in vanity metrics like new subscribers and number of users, and not the more critical metrics like net churn and customer retention, which are signals of long-term health. Find out what you need to do to build a more sustainable business.

Over-investing in selling products and under-investing in what it takes to help customers succeed is only going to satisfy the needs of short-term shareholders who are only interested in...

The lines between “content” and “advertising” have now blurred to a point where it’s simply cheaper and more effective for companies to create sponsored content. And as they create more and more content – blogs, videos, podcasts, e-books – they increasingly resemble digital media companies. Learn three good reasons why every company now needs to become a digital media company.

The lines between “content” and “advertising” have now blurred to a point where it’s simply cheaper and more effective for companies to create sponsored content. And as they create more and more...

It’s true that brands have ownership over the email addresses they’ve collected. But, beyond owning them as an identifier, brands don’t own email addresses because they don’t own the relationship that makes up the vast majority of each address’s worth. It's not paid media, it's granted media. You need to engender good will and trust and act responsibility with your list. It's good for business. Read on to learn more.

It’s true that brands have ownership over the email addresses they’ve collected. But, beyond owning them as an identifier, brands don’t own email addresses because they don’t own the relationship that...

In the digital era, marketing success demands that teams stay up to date on the latest technologies and tools and take the fullest advantage of them when planning and executing their campaigns. However, marketers need to understand the tools they use in order to unlock their greatest potential and achieve stronger results. Find out how to properly facilitate this process.

In the digital era, marketing success demands that teams stay up to date on the latest technologies and tools and take the fullest advantage of them when planning and executing their...

This week’s guest on our On the Fly series is Arnie Kuenn, Digital Marketing and SEO expert and currently Senior Advisor at Vertical Measure. Arnie brings us a very important content marketing tip.

This week’s guest on our On the Fly series is Arnie Kuenn, Digital Marketing and SEO expert and currently Senior Advisor at Vertical Measure. Arnie brings us a very important content marketing tip.

You need to make a mobile email as easy to read, understand, and navigate as possible for a person on the go and reading it off a phone or other mobile device. Consider these five tips to optimize your emails for a better mobile experience

You need to make a mobile email as easy to read, understand, and navigate as possible for a person on the go and reading it off a phone or other mobile device. Consider these five tips to...

Oracle is moving from being a product-based company to being a service provider hyper-focused on customer success. We are examining everything inside our company— processes, systems, customer feedback, product development, sales, and marketing—in order to better understand our customers and service their needs. The transformation of both the customer AND employee experiences is only possible with Oracle Cloud. With our platform, we are reimagining the possible and delivering exceptional customer and employee experiences that increase satisfaction, engagement, and loyalty. Read on to find out more about why this is possible.

Oracle is moving from being a product-based company to being a service provider hyper-focused on customer success. We are examining everything inside our company— processes, systems, customer...

You may have heard of ABM but may still be wondering what it is and if your organization could actually benefit from it. In this article, we will explore what ABM is, who benefits from it, and pose a few questions to ask yourself in the quest to figure out whether or not ABM is right for your company.

You may have heard of ABM but may still be wondering what it is and if your organization could actually benefit from it. In this article, we will explore what ABM is, who benefits from it, and pose a...

Find out what four principles your team needs in order to make lead management work effectively.

Find out what four principles your team needs in order to make lead management work effectively.

In Episode 4 of On the Fly, Christopher Penn reminds us not to disregard the quality of audio while creating your video.  

In Episode 4 of On the Fly, Christopher Penn reminds us not to disregard the quality of audio while creating your video.  

The field of “social selling” continues to change and evolve, according to the needs of those doing the selling. In the early days, “social selling” simply meant hanging out on social platforms like LinkedIn and offering solutions to people’s problems. Now, it’s been used for everything from turning “cold leads” into “hot leads” and for helping members of a sales team craft their marketing messages. Here are few do’s and don’ts of how to do it right.

The field of “social selling” continues to change and evolve, according to the needs of those doing the selling. In the early days, “social selling” simply meant hanging out on social platforms like...

Influencer marketing is a mutually beneficial relationship where you expose your brand to a new audience and the influencer does the same. You can expand your reach and build more creditability with the help of an influencer to engage and convert more customers.

Influencer marketing is a mutually beneficial relationship where you expose your brand to a new audience and the influencer does the same. You can expand your reach and build more creditability...

Having your email IP address or domain added to an email blacklist can seriously affect your deliverability, and therefore the profitability of your email program. This is doubly true if you’re blacklisted during one of your key selling seasons. For those reasons, it’s important to routinely check if your brand is on any email blacklists and, if it is, to take the necessary steps to get removed and then to make changes so it’s less likely to end up on an email blacklist again. Read on to find out how.

Having your email IP address or domain added to an email blacklist can seriously affect your deliverability, and therefore the profitability of your email program. This is doubly true if...

Randy Frisch, CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. Randy shares with us some tried and true methods to shorten the buyer’s journey.  Watch to learn more.

Randy Frisch, CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. Randy shares with us some tried...

To ensure prospects get the smoothest experience on their two step from awareness to evaluation, and your team hits the KPIs they’re on the hook for, the marketing-sales relationship needs to be tight. Add these steps to your process to bring sales and marketing closer—and increase your win rate.

To ensure prospects get the smoothest experience on their two step from awareness to evaluation, and your team hits the KPIs they’re on the hook for, the marketing-sales relationship needs to...

Lead scoring is something a digital marketer should understand. Knowing how to incorporate this tactic as part of integrated marketing and sales efforts is empowering not only for marketers, but also for their brands. Find out what not to do when lead scoring.

Lead scoring is something a digital marketer should understand. Knowing how to incorporate this tactic as part of integrated marketing and sales efforts is empowering not only for marketers, but also...

By integrating Oracle Responsys with Maxymiser, you can leverage the complementary features of both platforms to gain valuable customer insights and give your landing pages and experiences a personalized touch that can drive more value and customer loyalty.

By integrating Oracle Responsys with Maxymiser, you can leverage the complementary features of both platforms to gain valuable customer insights and give your landing pages and experiences...

There are several ways to determine the “best time to send emails." They vary in terms of the level of impact that they'll have, but they're all better than an arbitrary deployment time for your emails based solely upon hunches or how you’ve done it historically. Read on to find out about a few data-based approaches to picking deployment times.

There are several ways to determine the “best time to send emails." They vary in terms of the level of impact that they'll have, but they're all better than an arbitrary deployment time for...

In episode 2 to On the Fly series, Zontee Hou shares with us the importance of using video as a digital marketing tool and tips to master video production.

In episode 2 to On the Fly series, Zontee Hou shares with us the importance of using video as a digital marketing tool and tips to master video production.

A team of digital marketing heroes has an array of marketing methods and best practices to utilize in crafting a data-driven email. They work off a strong set of data that comes from their customers’ preferences, A/B and multivariate testing, analytics showing the results of their past campaigns, and their own experience and talents.

A team of digital marketing heroes has an array of marketing methods and best practices to utilize in crafting a data-driven email. They work off a strong set of data that comes from their customers’...

Beyond branding and funnel marketing tactics, demand generation efforts are specific methods for creating touchpoints for all aspects of the conversion and sales cycles. The goal is to develop long-term customer relationships, leveraging and extending the excitement for continued product or service purchases. And only a demand generation program enacts tactics focused on long-term relationships rather than immediate conversions.

Beyond branding and funnel marketing tactics, demand generation efforts are specific methods for creating touchpoints for all aspects of the conversion and sales cycles. The goal is to...

In this on-demand webinar, we discuss the forces that keep brands and their email marketing from aligning with consumer behaviors more quickly. You'll also learn how to overcome these forces and work better with mobile, personalization, and automation.

In this on-demand webinar, we discuss the forces that keep brands and their email marketing from aligning with consumer behaviors more quickly. You'll also learn how to overcome these forces and work...

How do you prioritize what to test during a campaign? Take these five vital considerations into account when creating a testing roadmap for your campaign to garner better results.

How do you prioritize what to test during a campaign? Take these five vital considerations into account when creating a testing roadmap for your campaign to garner better results.

What is the best kept secret on digital marketing? Jay Baer, of Convince and Convert, thinks it's on what day and at what time you post content. Is the best time what you think it is?

What is the best kept secret on digital marketing? Jay Baer, of Convince and Convert, thinks it's on what day and at what time you post content. Is the best time what you think it is?

The worlds of advertising and editorial, once separated by a metaphorical (if not literal) wall at all media companies, are now blurring in very strange ways. In fact, let’s be honest, it’s becoming increasingly difficult to tell the difference between the two. Read to see how this has changed the content marketing game.

The worlds of advertising and editorial, once separated by a metaphorical (if not literal) wall at all media companies, are now blurring in very strange ways. In fact, let’s be honest, it’s becoming...

Human nature may never change, but marketers can’t rely on old techniques to appeal to evolving audiences. Companies must blend new technologies with marketing savvy to keep up with the times — and no technology will play a greater role in marketing’s future than artificial intelligence. As businesses scramble to source better data and extract more meaningful insights, marketers must translate those findings into campaigns and conversions. To do so effectively, marketers need advanced tools of their own. Take a look at what the future will portend.

Human nature may never change, but marketers can’t rely on old techniques to appeal to evolving audiences. Companies must blend new technologies with marketing savvy to keep up with the times — and no...

Have your subject line writing strategies and tactics kept up with the times? Check and see if you’re accounting for these six changes in subject line writing, going from the oldest to the newest trend.

Have your subject line writing strategies and tactics kept up with the times? Check and see if you’re accounting for these six changes in subject line writing, going from the oldest to the newest...

It’s important to see how content should change across formats and channels. That’s because content created for one channel, like a website or blog, doesn’t necessarily fit other content formats, like email or social media. Nor can you copy and paste it into your mobile content marketing strategy. If you want to reach your target audience in today’s environment, you need to understand that it’s a mobile world—and you need a separate content marketing plan for this channel.

It’s important to see how content should change across formats and channels. That’s because content created for one channel, like a website or blog, doesn’t necessarily fit other content formats, like...

Sprawling messaging, confusing CTAs, and impersonal spam can all make for a bad email & a bad email can go unopened and unclicked. The tried and true ways to keep your audience opening, reading, and engaging with your messaging all still work. Use this marketer’s playbook and checklist of email basics to make sure your email is engaging and effective.

Sprawling messaging, confusing CTAs, and impersonal spam can all make for a bad email & a bad email can go unopened and unclicked. The tried and true ways to keep your audience opening, reading, and...

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...