Monthly Archives: April 2019

How to Ditch the Guesswork and Create a Culture That’s Driven by Data

How to Ditch the Guesswork and Create a Culture That's Driven by Data

Becoming data-driven has become the aspiration of every executive, founder and manager. Those that succeed see greater customer acquisition, retention and, as a result, major bottom-line benefits. Companies are now investing more money than ever on big data tools, but according to a recent article in the Harvard Business Review, 

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The Lead Gen Fulcrum: 22 case studies to help you optimize for maximum perceived value

A customer often perceives the value of an offer differently from the marketer. This can be illustrated with the Lead Gen Fulcrum where the customer’s perceived value of your offer is on one side of the fulcrum and the customer’s perceived cost of that offer on the other end.

In this replay of a YouTube interactive session, Flint helps us understand how to think like a customer so that we can tip the balance in favor of value over cost.

He looks at several webpage examples and case studies that illustrate how the MECLABS team weighted the value side of the fulcrum while lightening the cost side in the mind of the customer.

Viewers will also receive the link where you can download the file he pulls his examples from. This research-backed Lead Gen swipe file contains 22 case studies showing where and how improvements to webpages and emails were made. This is a great resource to have on hand for improving your own webpages.

The post The Lead Gen Fulcrum: 22 case studies to help you optimize for maximum perceived value appeared first on MarketingExperiments.

Segment of One: A Glimpse into the Future of Digital Marketing

At Modern Customer Experience in Las Vegas, Shashi Seth, SVP of Oracle Marketing Cloud, described how the future of marketing is basically looking at a segment of one (in a panel called "The Future of Digital Marketing). 

It all started with mobile, which has impacted digital marketing in a huge way. Seth pointed out that consumer behavior has changed with the times, too. Customers now expect more from their brands,  and micromoments count. What is a micromoment? It involves a consumer interacting with a brand at the touch of a button and in real time. The challenge for digital marketers now lies in intersecting people at micromoments with relevant marketing messaging that adds to their lives rather than disrupting them. 

The Changing Landscape of Marketing

According to Seth, customers now expect a unique, connected, and seamless experience across all channels and instant gratification. You only have a micromoment to capture their attention and hold it with a strong message and delightful and engaging experience. If you don’t, they will move on to the next offer. This has made the old methods of marketing obsolete.

Thus, modern marketers must adopt a mobile-first approach with their global audiences. You must keep in in mind that customers:

  • Desire to all be treated uniquely.
  • Are in charge. They decide when, where, and how they’ll interact with your brand. They want a frictionless experience and to be able to start a conversation on any channel, which can carry seamlessly onto another channel if they choose.
  • Wish to be served in the least amount of time possible but with the most convenience.
  • The walls between B2C and B2B are breaking down. The delightful experiences people have had with B2C are making them expect more of the same from B2B, but really, you are always marketing to people, regardless of whether it is B2B or B2C. You could say that it is now B2ME.

Traditional segmentation is vanishing, and every customer wants the most relevant and personalized experience possible tailored to them. How can you connect and engage with them? They are basically asking for not just personalization but hyper-personalization. They want to be treated as a segment of one.

Get Ahead of the Curve

This might be the future, but the future is now. It is happening right in front of everyone’s eyes. You cannot afford to be left behind. In fact, you best get ahead of the curve.

But how can a smart, savvy digital marketer do so? Seth feels that these are important actions to take:

  • Adopt a data-first mindset. More data fluidity and making better use of the data you have will allow you to better understand customers and anticipate their needs and not waste even an iota of their time.
  • Push automation and intelligence to the max. The huge amount of data you will need to capture and process along with and customers expecting to be served in real time requires marketing automation to help you. You have to be able to do more with what you have, and marketing automation will allow you to save precious time, effort, and money.
  • You must treat every customer uniquely, differently, and appropriately. You need to take the intelligence you derive from micromoments and stitch them together for a fuller picture of your customer and to create a more connected experience.
  • Embrace omnichannel fluidity. You have to be ready to engage with customers across any channel and in real time and keep up with them if they go from channel to channel.

Data Versus Intelligence

To create the right marketing message, Seth thinks that you need both data and intelligence. What is the difference between the two? Intelligence is data put together with the right and most proper context to put it to work. The right context provides a deeper understanding of customer needs, behaviors, values, and preferences.

Intelligence helps you hyper-personalize and craft better and more effective marketing. It helps you anticipate customer needs and get right to the point when addressing them to engage with them and pique and hold their interest. It will allow you to create content that takes into account where a customer is when they receive it and speaks more directly to them.

                                            

Find out more about data and how to craft effective marketing based off of it with “Getting the Digital Handshake Right.”

 

Modern Marketing Influencer Blog Series: 5 Key Q&As About Influencer Marketing Success

The Modern Marketing Influencer Blog Series asked top influencers from across the marketing spectrum what’s on their minds and what topics and pressing issues in their fields they feel are begging for more insight.

The Oracle Marketing Cloud (OMC) marketing team recently sat down with Michael Krigsman, founder and host of CXOTalk, to discuss influencer marketing. Michael is an influencer and industry analysts and also regularly interviews influencers for CXOTalk.

 

When Does an Influencer Program Work, and When Doesn’t It?

First and foremost, it depends on whether your goal is raising awareness or generating leads. Influencer marketing is not the same thing as demand generation. There are blurred distinctions, but most of the time, people use influencer marketing for building awareness as opposed to posting a gated white paper or hosting a webinar to collect a bunch of leads.

Second, for an influencer program to work, you as a marketer have to be able to give up some control, so think carefully about this. Influencers have their own audiences and stakeholders, as well as rules of engagement for those groups. You can make requests or suggestions regarding what influencers do and say, but you aren’t in complete control, even if they are being paid directly or indirectly. Think of influencers as having their own brand separate from yours, and your relationship is an area of overlap where you collaborate to benefit from more awareness about your separate-but-aligned messages.

So naturally, you need to make sure you are clear on what your message is and how it aligns with the influencer’s message. And be sure that your marketing strategy includes opportunities to include influencer participation, whether for blogging, quotes in longer-form content, social awareness, or events participation.

Can You Provide Some Tips for Finding the Right Influencers?

The first hurdle is, do they have an audience that is an audience you want to reach? You are looking for someone who can spread your message by expanding your existing audience or reaching a different, adjacent audience.

Next, for B2B marketing, make sure the influencer has subject matter expertise — that is, a deep understanding of the products or services. This isn’t always important for B2C marketing, but it is especially important for B2B because these purchases tend to be much larger dollar-wise and are more technical.

And third, make sure you are on board with how the influencer will engage people. Part of that is, do you feel comfortable with the influencer? Do you like that person? You are going to collaborate together, so chemistry is important.

What’s a Good Way to Approach an Influencer to Ask Them to Collaborate?

You can ask the influencer how you, as a brand, can get them engaged. I think that's a reasonable thing to ask. Rather than just send a cold email saying, “Hey, would you come to our event?” Why not send an email that says, “Dear Influencer, We love what you do, and think that you're a great fit to work with us. How do you prefer to work with our brands? We’d like to have a conversation with you.”

How Do Influencers Differ?

Different influencers work in different ways. For example, the more prominent the influencer, the more stringent their demands will be. This is because in a particular niche or subject domain, the more prominent the influencer, the more opportunities are constantly being presented to them, and these can be small, high-value niches. For example, I’m very focused on senior-level executives. That’s a pretty small niche, but it’s a very high-value niche.

So the more in-demand the influencer, the more often they are invited to events, to dinners, having attention thrown at them, lavished on them, things like that. Can you give them what they want? That needs to be considered.

Another difference comes in distinguishing between broad influencers and micro-influencers. A broader influencer is someone who might have a million followers on Twitter. A micro-influencer is somebody who has 3,000 followers on Twitter, but those followers are engaged and part of a very focused group that’s of interest to the marketer. Both of these types of influencers work well. Just remember that someone with a million followers is going to have a much more heterogeneous audience.

Influencers also vary by where they are in building their own brand, and this will affect how they want to engage with you. For example, an influencer who’s just starting out will be more than happy to attend your event for three or four days if you pay for travel. But somebody who's more prominent is not likely to want to do that. They've done that lots of times, and they receive many of those invitations, so they’ll want to do something different. Be clear on what that is, and if that fits your goal.

How Do You Define Success of an Influencer Program?

That's simple. When you're done, you look back and you say, “We are happy with what we got out of it, and the influencer is happy with what they got out of it, and everybody wants to do it again.”

Like you, the top priority for influencers is to build and engage with their audience — people who like what they do and like to hear what they have to say. If you align on the other things we’ve discussed, it should be the start of a great relationship.

                                        

Influencers marketing can pay great dividends, but for any marketing campaign to achieve success you need the right tools to accomplish your goals. Find out how Oracle Marketing Cloud (OMC) can help you upgrade your marketing game.

What You Need to Know About Employee Engagement Software

What You Need to Know About Employee Engagement Software

Engaged employees are critical to an organization's health. David Johnson, principal analyst serving CIOs for Forrester, cited it, along with cash flow and customer satisfaction, as one of three factors that determine the health of a business.  Yet companies struggle to get employee engagement right. According to findings from

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Who Is the Most Important Person on Your Content Team?

Who Is the Most Important Person on Your Content Team?

I’m about to go out on a limb for something I truly believe in — even though it may be an unpopular opinion. I’ve been a content strategist for more than 15 years, before we were even called content strategists. And workflow has always been a struggle.

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