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

Meet the Markies is a series that shines a spot light on the individuals behind Markie-winning teams. This week's Meet the Markies features Bharath Ram Srinivasan of HPE.

Meet the Markies is a series that shines a spot light on the individuals behind Markie-winning teams. This week's Meet the Markies features Bharath Ram Srinivasan of HPE.

When analyzing email performance issues, you want to look at the root cause rather than just the symptoms to find a solution and enhance your performance and increase results.

When analyzing email performance issues, you want to look at the root cause rather than just the symptoms to find a solution and enhance your performance and increase results.

Predictive recommendations deliver sustainable content diets by serving up moments of discovery. The moments when customers’ tastes suddenly shift are precisely the moments when they need you most. Find out ow to keep up with your customers and their preferences.

Predictive recommendations deliver sustainable content diets by serving up moments of discovery. The moments when customers’ tastes suddenly shift are precisely the moments when they need you...

All marketers need to test more. In fact, we should have an “ever-on” testing mentally.   This can start with something as simple as how we collect email addresses on the website and then start marketing to our consumers. See how this applies during the holidays and all year round.

All marketers need to test more. In fact, we should have an “ever-on” testing mentally.   This can start with something as simple as how we collect email addresses on the website and then start...

Your subject line has the greatest impact on the success of your email campaigns. If no one opens your message, no one will click on your call to action, read your content, or engage with your brand in a meaningful way. Worse, if you continue to send emails with bland subjects, your future communications could end up in spam folders. Check out these best practices for subject line optimization.

Your subject line has the greatest impact on the success of your email campaigns. If no one opens your message, no one will click on your call to action, read your content, or engage with your...

Find out how Oracle Marketing Cloud works together with its creative agency, 90octane, to produce content specifically designed with an eye toward mobile.

Find out how Oracle Marketing Cloud works together with its creative agency, 90octane, to produce content specifically designed with an eye toward mobile.

What would William Shakespeare say to a modern-day marketer? His works give us an idea. Look at these 7 quotes for content creation inspiration.

What would William Shakespeare say to a modern-day marketer? His works give us an idea. Look at these 7 quotes for content creation inspiration.

Ignited by his marketing and customer experience (CX) background at Fortune 300 companies, Dan Gingiss is on a burning mission to “make the brand lovers louder than the haters by creating experiences they can’t wait to share with their friends and followers.” Gingiss is a keynote speaker, experience consultant, co-host of the “Experience This!” podcast, and contributor to Forbes with both of his ears keenly tuned to everything CX. That means he’s increasingly focused on the “Experience Economy”—a shift in power in which customers drive innovation and view their brand experiences as inseparable from a brand’s products and services. We asked what CX trends, tactics, and best practices are on his radar, and which brands are leading in this fascinating era. What best practices are separating the leaders from the pack? It may sound simplistic, but the first is essential: They are their own customer! Your consumer instincts will be pretty accurate with what your customers are thinking about their experience with you. The second insight is they understand that the customer journey is not linear. In the past, we researched, considered, bought, and used. But not anymore. It’s vital for companies to know there's a lot of back and forth, pauses and sideways. We go on tangents and look at competitors. Related to that is my third observation which is that leaders must eliminate organizational silos because those were built for a linear customer journey. Customers view organizations as a single experience. When we are organized in a siloed way, we create siloed customer experiences. Small changes make a big difference. Starting a CX program doesn't have to require millions of dollars in infrastructure. It’s about finding and fixing the small parts of your experience that cause customer pain. Is CX in B2B as important as in B2C? Yes, they’re equally important. I’m often asked, “I work for a B2B company. Does this apply to me?” My answer, which is not meant to sound sarcastic, is, “Are you marketing to humans?” Just because you’re in B2B doesn’t mean you're marketing to a building. The human you market to is a consumer who has had amazing CX experiences on a B2C level and expects the same from all companies, including B2B. Beyond the CX giants of Amazon, Netflix, and Uber, who else should we watch? I used to work for this company, and I swear they’re not paying me to say this, but Discover is a great example. It’s the nation’s smallest major credit card company, so leaders realized early on they needed an exceptional differentiator: customer experience. Discover is the only credit card company where the customer service is 100% based in the United States. When you call, the agent answers with, "Hi. I'm Sally in Phoenix." Oftentimes, the customer's first response is happiness that they're talking to someone in the US.   They also focus on simplicity of the digital experience. They found all the places that required two clicks and reduced them to one click. That and similar changes make it easy for consumers to do business with Discover. For example, a key customer pain point was that people didn't like being upsold when their call purpose was service, so Discover eliminated it. That was smart to say, “We know this is a painful part of our industry and we're no longer participating in it.” Starbucks has also done exceptional work drilling down to customers’ likes and dislikes. The first two “likes” are product consistency and a terrific rewards program. Also, they are one of the nation’s leaders in the prepaid market, because their mobile payment option is incredibly easy to use. Another company to watch is Imperfect Produce, based in San Francisco. They source fruits and vegetables farmers can't sell to supermarkets because they're not as pretty, but they’re just as tasty and nutritious. Imperfect Produce is absolutely nailing a social issue, with reminders that you're doing good for the world by helping farmers and eliminating food waste. They added gamification to their app so as you continue to buy from them, you can see how many pounds of produce you personally saved from the landfill, plus the equivalent CO2 and water savings from farmers not having to replant. What channels for augmenting CX are making a difference? You may have noticed a theme here that augmenting CX results in significant impacts. These companies I discussed combine multiple aspects of their business—remember eliminating silos?—into creating a great experience. Self-service channels such as Google, apps, and websites are important, particularly for Gen X and younger, as they prefer to solve problems themselves. Emailing, chatting, or—as a last-ditch effort—calling will be frustrating for them. Another trend is “private social”—social media direct messaging apps like Facebook Messenger or Twitter direct message. Companies like them because customers complain in private instead of in public on social media. Customers like them because they’re fast and easy with no active wait for an answer. Responses can sit in customers’ inboxes until they’re ready to read them. The Last Word Excelling in customer experience and the Experience Economy can be daunting, to be sure. However, industry leader Dan Gingiss distills his observations to a few key themes: embrace the Experience Economy in which customers are in charge, work together, and extend CX beyond B2C to B2B. For more information about how Oracle CX Unity helps businesses master the Experience Economy, click here.                

Ignited by his marketing and customer experience (CX) background at Fortune 300 companies, Dan Gingiss is on a burning mission to “make the brand lovers louder than the haters by creating experiences...

Everyone wants more subscribers who are regularly converting. While going out and attracting new, high-value subscribers is one path that every brand should explore, it’s also the most expensive. Thankfully, there are many other paths open to marketers to achieve their goals when they take a step-by-step approach to maximizing their email audience potential. One of those approaches is to leverage the email addresses you have on file and try to get more of those folks to opt in for marketing emails. Read further to find out the best way to go about doing this.

Everyone wants more subscribers who are regularly converting. While going out and attracting new, high-value subscribers is one path that every brand should explore, it’s also the most...

Co-written with Andrea Tucker, Director of Product Marketing, Oracle Marketing Cloud Lead generation and lead management both play an equally important role in fueling the revenue engine for your business. Where lead generation creates interest among your target audiences, lead management tracks, manages, and engages these leads to qualify them for sales. However, the rules of B2B engagement are quickly changing. Brands are embracing account-based marketing (ABM) strategies, which revolve around engaging the right buyers, not just generating thousands of unqualified leads. It brings together the right people in your organization to develop coordinated strategies for engaging, converting, and expanding target accounts. As B2B organizations prioritize lead quality over quantity, marketing and sales must take a sophisticated, data-driven approach to lead management. According to SiriusDecisions, there are three ways organizations can think about this: Large accounts: “A very small number of large existing or targeted accounts.” Some call this “one-to-one,” as this is when they employ highly targeted marketing and engagement tactics, such as including the company name in a piece of content, landing page, etc. Named accounts: “A moderate or larger number of defined existing or targeted accounts.” This is also known as “one-to-few” ABM. Industries/segments: “A moderate or larger number of new or existing accounts in the same vertical or other specific segment,” also known as “one-to-many” ABM. Effective lead management improves alignment between marketing and sales to better identify and prioritize high-quality leads for sales outreach. This means focusing on key accounts with a high intent to buy. However, few organizations have a solid process to successfully prioritize and identify those accounts, impacting the organization’s ability to reach and exceed revenue targets. 5 Core best practices to ABM success 1. Align sales and marketing around the buyer’s common goal. This has been a popular narrative in the B2B world as organizations work to create more seamless customer experiences across all channels. Every buyer journey is unique. Some may never interact with sales while others expect a high-touch, consultative experience. It’s up to sales and marketing to have unified goals and follow a cohesive brand story and approach to buyer engagement. Therefore, any combination of sales and marketing can be ready to assist buyers wherever they are in the decision-making process. “The job of defining shared goals may at first glance seem like a marketing job, but there’s a key role for sales operations to play.” says Steve Silver, Service Director of Sales Operations Strategies at SiriusDecisions. “Sales ops is in a unique position to reach across organizational boundaries and help synthesize revenue generation targets handed down by sales leaders, provide practical suggestions for mapping go-to-market strategy to account and territory assignments, plus translate these decisions into reliable sales forecasting data so that even finance is working from the same clear picture as sales and marketing.” 2. Prioritize accounts. In order to identify and prioritize the right accounts, you need robust, connected data. Company data including location, industry, and revenue, plus online signals such as new acquisitions, hires and funding rounds can help you select accounts that are most likely to buy—even when it may not seem obvious to your sales operations or demand generation team. This data should integrate into your CRM environment, so both sales and marketing have a comprehensive view of the accounts. Marketing can leverage these insights to fuel marketing campaigns while sales can use data to guide account and territory planning. Your ABM approach (one-to-one, one-to-few, and one-to-many) will dictate how many accounts you need to select. 3. Enrich account insights. Typically, sales and marketing have an established lead scoring method, aligning certain behaviors and actions to a numerical value. When leads and accounts reach a specific threshold, they’re officially qualified and handed off to sales. Both marketing and sales should contribute to the lead scoring methodology, accounting for the number of contacts within an account that engage with your brand. These metrics can help marketing and sales understand which accounts may have a higher propensity to buy. For marketing, this helps guide lead assignment. For sales, this helps reps prioritize the leads in their queue and determine where to focus their time and energy. When it’s time to engage, sales can pull from a wealth of account information and smart talking points to guide their conversations with these target accounts.   4. Tailor account engagement accordingly. In their conversations with prospects, sales reps can have deeper conversations focused on the specific contact’s unique situation within the organization. These can be more emotional insights that often funnel up to larger, account-wide issues such as the strategic direction of the broader business. Plus, marketing can relay important engagement metrics, such as an account’s behavioral interactions with campaigns and messaging, so sales knows what resonates. All of these insights transform the selling process from transactional to consultative, helping forge stronger customer relationships. Using innovative technology like artificial intelligence (AI), sales can receive automated actions on how to further engage a contact. 5. Measure and optimize. ABM isn’t just a one-off tactic. It’s an ongoing strategy that should influence the way your entire organization engages with accounts and buyers. That is why having access to real-time insights is critical to ongoing success. Data around campaign reach and impact, sales engagement, and results will help you gauge the impact of your ABM efforts and help you identify opportunities to cross-sell and up-sell within certain accounts. Reinventing Lead Management for the Experience Economy In the Experience Economy, marketing and sales should collaborate more closely to ensure they’re delivering on their brand’s promise and exceeding buyer expectations at every touchpoint. It’s the responsibility of marketing and sales to stop thinking simply in terms of lead handoff. Instead, they should think of new ways to collaborate to meet each and every buyer at their point of need. Oracle is dedicated to helping sales and marketing professionals thrive in this era and that’s why the company has once again been named a “Leader” in Gartner’s Magic Quadrant for CRM Lead Management 2019. Most notably, Oracle has been recognized for native tools and solutions that support ABM strategies. The reason is because Oracle’s deep legacy in data drives product innovation. In the age of ABM, those insights are critical to driving client relationships and generating long-term value for the organization. Learn More! Download Gartner’s Magic Quadrant for CRM Lead Management 2019. You can also contact us to learn more about how the Oracle CX Suite of products can help you reach your sales and revenue goals with engaging, connected customer experiences. Gartner, Magic Quadrant for CRM Lead Management, Ilona Hansen, Julian Poulter, Noah Elkin, Christy Ferguson, 23 September 2019 Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.    

Co-written with Andrea Tucker, Director of Product Marketing, Oracle Marketing Cloud Lead generation and lead management both play an equally important role in fueling the revenue engine for your...

In the first part of this two-part blog series, Shane Barker answered questions that can help you define parameters for your martech stack. In this blog, he provides guidance on choosing the right tools for your current marketing strategies and future ones.

In the first part of this two-part blog series, Shane Barker answered questions that can help you define parameters for your martech stack. In this blog, he provides guidance on choosing the right...

We are thrilled to have Tamsen Webster as our expert On the Fly this week! Tamsen has built expertise around helping individuals and organizations find, build, and tell the stories of their ideas. 

We are thrilled to have Tamsen Webster as our expert On the Fly this week! Tamsen has built expertise around helping individuals and organizations find, build, and tell the stories of their ideas. 

AI is the future. Marketers have already embraced automated tools that allow them to do more than they ever could more and work with more efficiency and effectiveness. What should every marketer know about AI? Read on to find out.

AI is the future. Marketers have already embraced automated tools that allow them to do more than they ever could more and work with more efficiency and effectiveness. What should every marketer...

This week's Meet the Markies features Michael Aho, Growth developer around Marketing Automation technology & team leader for use of data, Bonnier News.

This week's Meet the Markies features Michael Aho, Growth developer around Marketing Automation technology & team leader for use of data, Bonnier News.

Have you ever been talking with a service person and had to repeat yourself?  Of course you have. We all have, and we all hate it. It still happens even in 2019 and when it happens once, that’s one time too many. When we engage with a brand, we don’t care how its service or marketing departments are set up. We just want our issues resolved, quickly.  When each and every interaction with a brand is an opportunity to please and delight that customer, forcing them to provide the same information again and again creates a terrible brand experience. The problem begins with the data! When every customer interaction operates as its own distinct conversation, each touch – marketing, sales, logistics, delivery, service, loyalty - produces more siloed data, making a single view of the customer impossible. Without a single view of the customer, delivering a great, consistent experience across the customer journey itself is impossible. Consumer Data Platform (CDP) Solutions Fall Short CDPs have emerged with a promise that they’ll enable marketers to unify their customer data across their organization, and activate audiences across the broader ecosystem to deliver consistent experiences across channels. CDPs are the latest step in the evolution of data management systems that use data from platforms such as CRM systems and data management platforms to help you get a 360-degree view of your customers, and deliver unified customer experiences. But, point CDP solutions generally fail to provide a unified customer profile to all systems across the enterprise. The key problem is they’re too narrowly focused and do not consider the entire end-to-end customer experience across marketing, sales, service, loyalty, commerce, etc. The customer information contained in a CDP is of value to everyone across the company, not just to marketing. In its October 2018 report “For B2C Marketers, Customer Data Platforms Overpromise and Underdeliver.” Forrester states that “CDPs lack crucial capabilities to solve for identity resolution, data hygiene, and cross-channel orchestration.” The analyst firm further notes that without these capabilities, CDPs “can’t meet enterprise B2C marketers’ expectations for personalized and targeted customer engagement.” The Next Evolution Is The Customer Intelligence Platform (CIP) CIPs incorporate anonymous, third-party data as well as first-party known data to provide a complete understanding of the customer. They have a layer of intelligence that uses machine learning for predictive models and recommendations to produce more powerful and actionable insights. CIPs share those insights with any other system to enable sales, service, marketing, commerce, field service, finance, social and others with more, better intelligence. For example, if a customer is interacting with a service agent to report an issue, it’s imperative the sales system informs the agent that this is a high value customer who just made a major purchase. Similarly, if a customer has an open support ticket, it’s crucial that marketing system informs the marketer to not to include that customer in a marketing campaign until their issue is resolved. It’s infuriating to get a marketing email from a brand asking you to refer a friend or consider an additional purchase, when you're having service issues. This approach enables the brand to optimize customer engagement and helps to improve customer satisfaction and increases customer lifetime value. The Oracle Customer Intelligence Platform The customer relationship with brands is in constant motion. As marketing, sales, commerce, and service professionals, we must adapt to these shifts or they’ll take their business elsewhere. At Oracle, we launched our customer intelligence system at OpenWorld 2018, called CX Unity. It's a behavioral, transactional system that allows you to dive into the key intelligence about your customers and use it to optimize a process, whether service, sales, marketing or commerce. CX Unity applies that data-driven intelligence to determine the next best experience by feeding those actions directly into Oracle and non-Oracle applications. The Power of a Customer Intelligence Platform Connected Customer Profiles Oracle CX Unity connects and unifies all of your customer data together in context, in motion, and in real-time, regardless of source or size. This ensures that each and every customer interaction is data-driven. Across the entire customer lifecycle, we are identifying and building profiles, capturing each customer’s key event data to help better understand passions, interests, needs and attentions. With built-in ID resolution, CX Unity unifies and resolves customer identities across all disparate systems to build a single, unified customer profile for each customer. It captures events based on behavioral data, not just profile ID’s that it collects, but it analyzes what those profiles are doing behaviorally at the granular, individual level in real time. Enriched for Personalization While most marketers’ view of the customer may stop and end here, there is so much more about your customers that you simply just can’t glean from various sources.  CX Unity has an enrichment layer that provides seamless access to the world’s largest 3rd party data market, the Oracle Data Cloud. You can learn much more about your customers such as geo-demographics, estimated net worth, family size, offline shopping behaviors, intent and much more. Augment your connected customer profiles with data enrichment that blends second and third party probabilistic data with first party deterministic data to provide a true understanding of your customers’ intent for hyper-personalization. Intent-curated Segmentation A single view of the customer is great. But, that view doesn't mean much unless it’s actionable. With built-in predictive modeling and machine learning algorithms, CX Unity provides deep, granular, segmentation-of-one scale across as much data as you want, in real time. With segmentation as a core offering, it allows you to centralize audience creation and then execute those audiences across your entire CX ecosystem. AI/Machine Learning is natively embedded, allowing you to pick the best audiences for your campaigns. Actionable Customer Analytics Detailed analytics provide a deep understanding on why something performed the way it did. Often, causality is still hard to identify when you are looking at terabytes of engagement data. A detailed root cause analysis helps you optimize your campaigns by taking actions straight from the analytics. Seamless Experiences After you decide what experiences you want to serve your customers, you have to actually deliver them. Customers don’t think in channels. They expect an individualized experience wherever, whenever and however they interact with the brand. Great experiences should be delivered through every channel - direct mail, contact center, email, mobile, social, your website, and through advertising channels like search and display. CX Unity enables one-to-one personalization at scale. Create faster time to value with out-of-the-box integrations and a push-button ability to build and publish segments into Oracle and non-Oracle applications. More and more, we see the most innovative companies are starting to compete on this type of holistic experience, and Oracle is the only vendor that has the pre-integrated and industry leading solutions across this entire range of CX. You don’t need to take our word for it, we were cited as a leader in The Forrester Wave™: Digital Experience Platforms, Q3 2019. Your customers deserve a great experience whenever they interact with your brand. CX Unity enables companies to deliver contextually aware and highly personalized experiences that delight customers whenever and however they engage with them, improving customer satisfaction and increasing greater customer lifetime value. For more information, visit oracle.com/cx-unity              

Have you ever been talking with a service person and had to repeat yourself?  Of course you have. We all have, and we all hate it. It still happens even in 2019 and when it happens once, that’s one...

Everyone wants more subscribers who are regularly converting. While there are many paths open to marketers to achieve this goal, one of the most important is having email sign-up forms and processes that are as friction free as possible. Find out how to optimize your email sign-up forms and increase your audience.

Everyone wants more subscribers who are regularly converting. While there are many paths open to marketers to achieve this goal, one of the most important is having email sign-up forms and processes...

Have you always wondered how to plan and build your martech dream stack? It can be a daunting challenge, but digital marketing guru Shane Barker helps with answers to common questions in this two-part blog series. In this blog, he answers questions that can help you define parameters for your martech stack.

Have you always wondered how to plan and build your martech dream stack? It can be a daunting challenge, but digital marketing guru Shane Barker helps with answers to common questions in this two-part...

In episode 13 of On the Fly, Chris Sietsema of Teach to Fish Digital offers digital analytics tips, so marketers can make more informed business decisions.

In episode 13 of On the Fly, Chris Sietsema of Teach to Fish Digital offers digital analytics tips, so marketers can make more informed business decisions.

Display ad optimization allows you to customize visitor experiences on your website based on specific display ads that have been served, and Oracle Maxymiser’s display ad optimization feature can help take your testing program to the next level. Read further to find out how.

Display ad optimization allows you to customize visitor experiences on your website based on specific display ads that have been served, and Oracle Maxymiser’s display ad optimization feature can help...

A great deal of confusion exists about ABM, especially when reality seems to conflict with best practices. If you view ABM as primarily a data challenge, you can start to clear things up. Read on to find out how.

A great deal of confusion exists about ABM, especially when reality seems to conflict with best practices. If you view ABM as primarily a data challenge, you can start to clear things up. Read on to...

Marketers help sales teams sell. Find out five ways that a marketing team can prime a prospect before handing them over to sales to be converted.

Marketers help sales teams sell. Find out five ways that a marketing team can prime a prospect before handing them over to sales to be converted.

Because it gives you a way to determine whether your marketing audience prefers version A of something or version B, A/B testing is powerful. And increasingly it’s easy to do. Sometimes it seems so easy that we don’t even realize that we’ve completely wasted our time, missed out on golden opportunities, or—worst of all—confidently come to the wrong conclusions. The truth is that A/B testing is only powerful if you do it right and avoid the many pitfalls that can undermine your testing. Read on to find out how to avoid these pitfalls.

Because it gives you a way to determine whether your marketing audience prefers version A of something or version B, A/B testing is powerful. And increasingly it’s easy to do. Sometimes it seems so...

For many brands and small business owners, it might be tempting to dismiss emojis as frivolous, capricious and even a little un-businesslike. But here’s the thing: brands and business ignore emojis at their own risk. Emojis can actually open up a lot of new opportunities for businesses to connect better with their customers, prospects, and employees. Find out how.

For many brands and small business owners, it might be tempting to dismiss emojis as frivolous, capricious and even a little un-businesslike. But here’s the thing: brands and business ignore emojis at...

Our expert On the Fly this week is Brandi Starr, Chief Operating Officer of Tegrita Consulting Group. Like a true Modern Marketing Maven, Brandi reminds us that doing efficient marketing with less effort is possible. 

Our expert On the Fly this week is Brandi Starr, Chief Operating Officer of Tegrita Consulting Group. Like a true Modern Marketing Maven, Brandi reminds us that doing efficient marketing with less...

Companies must find a way to manage huge amounts of data due to how proper data management impacts the results of everything from email marketing campaigns to content marketing programs. Here’s how.

Companies must find a way to manage huge amounts of data due to how proper data management impacts the results of everything from email marketing campaigns to content marketing programs. Here’s how.

Meet the Markies is a series that shines a spot light on the individuals behind Markie-winning teams. This week's Meet the Markies features Meaghan Billinski, Digital Marketing & Automation Director (Global) for Movember. 

Meet the Markies is a series that shines a spot light on the individuals behind Markie-winning teams. This week's Meet the Markies features Meaghan Billinski, Digital Marketing & Automation Director...

Oracle Marketing Recommendations makes use of contextual and historical customer data and applies machine learning to identify and serve the right item—whether a service, product, or piece of content. The customer experience can be personalized automatically at the individual level, starting from the beginning of their journey from a homepage, a category or listings page, all the way through to product detail pages and checkout.

Oracle Marketing Recommendations makes use of contextual and historical customer data and applies machine learning to identify and serve the right item—whether a service, product, or piece of content....

In today's age, optimizing your digital presence to meet the needs of consumers is vital in promoting new sales, customer loyalty, and business growth. However, it can be difficult to achieve. What factors prohibit it and how can yo overcome them and benefit? Read on to find out.

In today's age, optimizing your digital presence to meet the needs of consumers is vital in promoting new sales, customer loyalty, and business growth. However, it can be difficult to achieve....

While you’d surely hesitate to change your brand name, most companies wouldn’t hesitate to hang signs in their windows or big banners on their store facade to communicate what’s happening in their store right now. This is essentially the opportunity that brands have with email from name extensions. This opportunity exists because most brands’ names don’t take up all of the characters available to them in the friendly from field in the inbox. What benefits does this provide? Read on to find out.

While you’d surely hesitate to change your brand name, most companies wouldn’t hesitate to hang signs in their windows or big banners on their store facade to communicate what’s happening in their...

We had the privilege of speaking with Bob Kraut, long-time marketing leader and 2014 recipient of the CMO Club’s CMO of the year, about marketing in a non-marketing world. Hear what he had to say.

We had the privilege of speaking with Bob Kraut, long-time marketing leader and 2014 recipient of the CMO Club’s CMO of the year, about marketing in a non-marketing world. Hear what he had to say.

A brand's creative rules make it impossible for a retailer to personalize an email for every one of the millions of subscribers on their list, while adhering to every brand’s rules across every variation. However, machine learning can help with personalization. Find out how.

A brand's creative rules make it impossible for a retailer to personalize an email for every one of the millions of subscribers on their list, while adhering to every brand’s rules across...

This week’s episode of On the Fly features Ann Handley, modern marketing guru and the Chief Content Officer of Marketing Profs.

This week’s episode of On the Fly features Ann Handley, modern marketing guru and the Chief Content Officer of Marketing Profs.

The key goal of account-based marketing (ABM) is to deliver specific messages and offers to specific accounts. Instead of a one-size-fits-all marketing messages of traditional marketing, the new world of ABM promises highly tailored and personalized messages that respond to customer pain points, goals, motivations and interests. It’s perhaps no surprise, then, that marketers have embraced social media as a key part of their overall ABM marketing strategies. After all, it’s on social media platforms like Facebook and Twitter where prospects and customers are sharing the most personal details of their lives.

The key goal of account-based marketing (ABM) is to deliver specific messages and offers to specific accounts. Instead of a one-size-fits-all marketing messages of traditional marketing, the new world...

Find out what monstrous mistakes marketers make and what monsters and beasts to avoid this Halloween when creating your campaigns.

Find out what monstrous mistakes marketers make and what monsters and beasts to avoid this Halloween when creating your campaigns.

As part of a B2B mobile marketing strategy, emails are an integral way to reach out to prospects with information they need to make purchase decisions. However, like the other components found in this mobile plan, there are differences in terms of the optimum mobile email experience. Read on to see what a mobile-optimized email should look like.

As part of a B2B mobile marketing strategy, emails are an integral way to reach out to prospects with information they need to make purchase decisions. However, like the other components found in this...

Learn five tactics to combat email channel cannibalization and keep your customer data safe, your attributions effective, and your margins in control.

Learn five tactics to combat email channel cannibalization and keep your customer data safe, your attributions effective, and your margins in control.

A customer data platform (CDP) pulls data from multiple sources to provide a single unified customer profile. Connected data paints a better picture of just who your B2B and B2C customers are and how you can better connect, engage, and help them. Find out what CDPs can do for you.

A customer data platform (CDP) pulls data from multiple sources to provide a single unified customer profile. Connected data paints a better picture of just who your B2B and B2C customers are and...

We are thrilled to have Neal Schaffer of PDCA Social as our guest on On the Fly this week from Kyoto, Japan.  Neal reminds us of the importance of real-life events in an increasingly digital world.

We are thrilled to have Neal Schaffer of PDCA Social as our guest on On the Fly this week from Kyoto, Japan.  Neal reminds us of the importance of real-life events in an increasingly digital world.

If businesses want to stay ahead of customer expectations and understand the data around user behaviors and trends, delivering personalized experiences versus the typical one-size-fits-all marketing approach is the solution that not only increases customer engagement but will lead to an increase in revenue. Read on to find out more about creating a personalization strategy.

If businesses want to stay ahead of customer expectations and understand the data around user behaviors and trends, delivering personalized experiences versus the typical one-size-fits-all marketing...

When both sales and marketing are working together, the result is a well-oiled revenue engine. For marketers, it’s important to constantly keep a pulse on the happenings of the sales team. Supporting sales is at the forefront of your responsibilities, and failure to understand how they operate could result in a leaky sales funnel or missed revenue targets. Find out five essential things that can help.

When both sales and marketing are working together, the result is a well-oiled revenue engine. For marketers, it’s important to constantly keep a pulse on the happenings of the sales team. Supporting...

Servant Marketing is marketing that puts customers’ needs first, rather than the needs of your business. Are you practicing servant marketing? Read on to find out.

Servant Marketing is marketing that puts customers’ needs first, rather than the needs of your business. Are you practicing servant marketing? Read on to find out.

Within the digital marketing world, agencies and brand owners are racing to explore how they can leverage the full potential of artificial intelligence (AI) and machine learning (ML) in order to reach their marketing goals. In fact, according to one estimate, 84 percent of marketing organizations are implementing or expanding their AI and ML programs in 2019. And for good reason – initial results show that machine learning can help to boost customer satisfaction, increase sales, and improve overall engagement around new product offerings. Find out how you can take advantage.

Within the digital marketing world, agencies and brand owners are racing to explore how they can leverage the full potential of artificial intelligence (AI) and machine learning (ML) in order to reach...

The 14th annual Markies Awards winners will be announced on March 25, 2020, at Oracle Modern Customer Experience. Winning entries are that those that spur action, forge connections, change minds, and push the boundaries of what CX can accomplish. Nominations are open from Oct 21 to Jan 24.

The 14th annual Markies Awards winners will be announced on March 25, 2020, at Oracle Modern Customer Experience. Winning entries are that those that spur action, forge connections, change minds,...

This week’s expert On the Fly is Ian Cleary of Razor Social. Ian helps brands bridge the gap between marketing and technology and today he has some tips for effective Influencer outreach. 

This week’s expert On the Fly is Ian Cleary of Razor Social. Ian helps brands bridge the gap between marketing and technology and today he has some tips for effective Influencer outreach. 

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.