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How to Select the Right Lead Generation Media Mix

Most B2B lead generation campaigns involve multiple touches via multiple media channels.  But how do you decide which media are optimal, and more to the point, how they work together to generate a qualified lead?  It’s an iterative process. The first step is to establish with the sales team their monthly (or weekly, or quarterly) requirements for the number of ... Read More »

Organizations Across EMEA See Data Integration as Biggest Challenge

Experian Research: 69 PER CENT OF ORGANISATIONS ACROSS EMEA SEE INTEGRATION OF MULTI-CHANNEL CUSTOMER ACQUISITION AS THEIR BIGGEST CHALLENGE New market research launched today reveals the five new rules of customer engagement that will satisfy the demands of the new and growing generation of less-loyal and self-service customers of the future More than two thirds of organizations across Europe, the ... Read More »

Linking Data is the Biggest Challenge for Global Marketers

Annual global research identifies linkage, technology and organizational structure as the three key challenges in digital marketing Digital marketers are facing an on-going battle getting to grips with the huge amounts of data they have to work with. The biggest hurdles and key priorities for marketers this year are dependent on having accurate, enriched data, linked together in a central location ... Read More »

Three barriers to B2B data-driven marketing

Ask any business marketer about the importance of data, and you’ll get plenty of good answers. “It’s essential,” they’ll say. “Data drives everything we do.” That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study. But in my experience, answers like this are just lip service. ... Read More »

Named Account Marketing: New Tools to Reach a Limited Universe

Some B2B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers. It’s almost like mass customized selling, with maximum coverage and minimal waste. Best of all, a number of new tools ... Read More »

Salesforce.com Introduces Salesforce1 for Retail

Salesforce.com (NYSE: CRM) announced Salesforce1 for Retail.  Retailers can now leverage Mobile Clienteling and Salesforce Communities for Retail to build 1:1 relationships with shoppers anytime, anywhere and on any device to make every customer feel like a VIP. In addition, salesforce.com global alliance partners Capgemini and PwC have joined the Salesforce1 for Retail ecosystem to develop innovative new retail solutions built ... Read More »

IBM Acquires Silverpop

At its annual Smarter Commerce Global Summit event, IBM (NYSE: IBM) today announced it has completed the acquisition of Silverpop, a privately held software company based in Atlanta, Ga.  Financial terms of the deal were not disclosed. Silverpop empowers marketers with cloud-based capabilities that deliver personalized customer engagements that scale for any sized business.  Silverpop’s automated platform reduces the complexity of omnichannel marketing and makes it ... Read More »

TowerData Acquires email Data Aggregator Rapleaf

Email database company TowerData Inc. has acquired marketing data company Rapleaf Data. Financial terms of the deal were not disclosed. TowerData will add Rapleaf’s demographic, purchase and interest data, covering about 80% of all email addresses in the U.S., to its email validation service, allowing users to clean and enhance email databases at the same time. The acquisition is expected ... Read More »

Acxiom Disrupts Conventional Marketing Models with New Audience Operating System (AOS)

“Rather than Building a Better Mousetrap, Instead, We Chose to Breed a World-class Cat.”  Quote by Phil, Mui, Acxiom’s Chief Product and Engineering Officer. Acxiom® (Nasdaq: ACXM) introduced a new way for marketers, agencies and publishers to define, manage and reach best audiences across online and offline channels.  Acxiom Audience Operating System™ (AOS) is unique because it enables marketers to ... Read More »

Building Your B2B Marketing Database

Your most important tool in B2B is, arguably, the marketing database.  Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are adrift when it comes to customer segmentation, analytics, and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers.  In fact, your database is ... Read More »

E-marketing and the Rifle Shot into the Dark

Anthea Stratigos, Co-founder and CEO of Outsell Inc. expresses her frustration about the flood of irrelevant, misdirected mail.    The following is an excerpt of her recent ‘Insight’: “Every so often, everyday life with end users yields profound insights about how parts of the media and information industry really work. The ever increasing amount of irrelevant email pouring into the inbox ... Read More »

Referrals: The Best New Business You Can Get

Hands down, the best new leads come from referrals.  These prospects are likely to be highly qualified, since someone close to you thinks they might be a good fit.  Even better, the implied endorsement means the prospect is going to give you at least some serious consideration.  So close rates on referred leads tend to be high.  And since they ... Read More »

What B-to-B Marketers are REALLY Doing with Their Databases

B-to-B marketers are using their databases for a wide range of marketing applications. The leading uses are prospecting, campaign selection, inquiry management and querying. Marketers also conduct modeling, import and export data and use their databases for campaign response tracking.  This paper reveals the results of a survey of 192 marketers on what they really do with their databases. To ... Read More »

IBM Launches Online Marketing Service

IBM has combined a number of its online marketing software programs into a unified service, called the IBM Marketing Center. The IBM Smarter Commerce offering has been designed for organizations to outsource their online marketing efforts, eliminating the need to purchase and stitch together new marketing software and hire an IT team to manage it.  The service provides the ability ... Read More »

How Performance Marketing Accelerates B-to-B Prospecting

Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers.  What a treasure trove!  And on the face of it, a real boon, because you only pay when your prospect takes the action you’re looking for—the click, the download, the purchase, whatever.  But there are some potholes to consider.  Let’s look at how marketers get ... Read More »