There's a lot of jargon, fluff, and otherwise meaningless mumbo-jumbo being thrown around in the world of artificial intelligence — especially when it comes to marketing. We're here to give it to you straight. The implications of AI are huge. There are ways computers will help you move the needle like never before. The best part? This isn't some distant fantasy. It's happening right now. Read on to learn more.
The Magic of Blended Data - WOMMA Summit 2015Brandwatch
This document discusses how blending social media data with other data sources can provide business insights. It provides 6 examples of companies that blended social data with weather data, customer relationship management (CRM) data, event check-in data, liquor licensing data, and other third party data. This blending allowed the companies to learn more about customer preferences, improve advertising targeting, increase sales, and adapt brand perception. The document advocates that social media is just one part of understanding the business, customers, and market, and greater insights come from blending social data with other relevant data sources.
What Role is Social Data Playing in Digital Transformation? FOMBrandwatch
In the past five years, social media and digital technologies have evolved from experimental flirtations at the fringes of marketing teams, to something that multiple departments feel pressure to adopt and embrace. In this presentation Joel Windels, VP of inbound marketing at Brandwatch, discusses the various stages of becoming a social business while also detailing how social is being incorporated across the corporation.
1. Social networks are exploding in popularity, with over 100 million people using MySpace and over 70% of people ages 15-34 using social networks. Advocacy and word-of-mouth recommendations are becoming more important for marketing.
2. Brand advocacy has been found to strongly correlate with and potentially predict sales levels. Measuring online customer recommendations seems to lead actual sales changes by a month.
3. Political strategies of defining clear convictions, engaging constituents, and creating feedback loops can lead to increased brand advocacy, similar to how these strategies work in politics. Advocacy may be a new important currency for marketing.
The Future of B2B Marketing: Trends and Implications for MarketersDemandbase
B2B marketing is changing faster than most marketers can grasp and act on. In this session from LinkedIn, you’ll learn key emerging trends in B2B marketing and find out how programmatic advertising can help B2B advertisers capitalize on new opportunities. The presentation aims to challenge you to question conventional marketing wisdom and rethink how to build brand and generate revenue through programmatic.
Focused growth - Tom Betts, FT at DMX Dublin 2016DMX Dublin
This document discusses how the Financial Times uses data and research to drive customer-led growth and new revenue. It summarizes that the FT focuses on using customer data to personalize products and marketing across different channels. Engagement metrics like reader comments, social media followers, and time spent are analyzed to better understand customers and improve personalization. The goal is to engage readers as engaged readers lead to a healthier customer base and better predictor of future revenues.
Digitize to Win: 3 Strategies for Manufacturers Digabit
The manufacturing industry is going through a revolution, and companies that don't modernize their business practices are going to be left behind.
This presentation covers how manufacturers can capture the aftermarket, improve efficiency and provide better customer service using cloud-based technologies.
This document discusses the future of AI and marketing. It provides examples of how AI is being used by companies like BMW to answer customer questions without needing to speak to a human. It also discusses how machine learning allows algorithms to learn from data without being explicitly programmed, and how this will change search marketing as machines develop their own understanding. The document also provides examples of how contextual data from different devices can be used to personalize customer experiences through the shopping journey.
There's a lot of jargon, fluff, and otherwise meaningless mumbo-jumbo being thrown around in the world of artificial intelligence — especially when it comes to marketing. We're here to give it to you straight. The implications of AI are huge. There are ways computers will help you move the needle like never before. The best part? This isn't some distant fantasy. It's happening right now. Read on to learn more.
The Magic of Blended Data - WOMMA Summit 2015Brandwatch
This document discusses how blending social media data with other data sources can provide business insights. It provides 6 examples of companies that blended social data with weather data, customer relationship management (CRM) data, event check-in data, liquor licensing data, and other third party data. This blending allowed the companies to learn more about customer preferences, improve advertising targeting, increase sales, and adapt brand perception. The document advocates that social media is just one part of understanding the business, customers, and market, and greater insights come from blending social data with other relevant data sources.
What Role is Social Data Playing in Digital Transformation? FOMBrandwatch
In the past five years, social media and digital technologies have evolved from experimental flirtations at the fringes of marketing teams, to something that multiple departments feel pressure to adopt and embrace. In this presentation Joel Windels, VP of inbound marketing at Brandwatch, discusses the various stages of becoming a social business while also detailing how social is being incorporated across the corporation.
1. Social networks are exploding in popularity, with over 100 million people using MySpace and over 70% of people ages 15-34 using social networks. Advocacy and word-of-mouth recommendations are becoming more important for marketing.
2. Brand advocacy has been found to strongly correlate with and potentially predict sales levels. Measuring online customer recommendations seems to lead actual sales changes by a month.
3. Political strategies of defining clear convictions, engaging constituents, and creating feedback loops can lead to increased brand advocacy, similar to how these strategies work in politics. Advocacy may be a new important currency for marketing.
The Future of B2B Marketing: Trends and Implications for MarketersDemandbase
B2B marketing is changing faster than most marketers can grasp and act on. In this session from LinkedIn, you’ll learn key emerging trends in B2B marketing and find out how programmatic advertising can help B2B advertisers capitalize on new opportunities. The presentation aims to challenge you to question conventional marketing wisdom and rethink how to build brand and generate revenue through programmatic.
Focused growth - Tom Betts, FT at DMX Dublin 2016DMX Dublin
This document discusses how the Financial Times uses data and research to drive customer-led growth and new revenue. It summarizes that the FT focuses on using customer data to personalize products and marketing across different channels. Engagement metrics like reader comments, social media followers, and time spent are analyzed to better understand customers and improve personalization. The goal is to engage readers as engaged readers lead to a healthier customer base and better predictor of future revenues.
Digitize to Win: 3 Strategies for Manufacturers Digabit
The manufacturing industry is going through a revolution, and companies that don't modernize their business practices are going to be left behind.
This presentation covers how manufacturers can capture the aftermarket, improve efficiency and provide better customer service using cloud-based technologies.
This document discusses the future of AI and marketing. It provides examples of how AI is being used by companies like BMW to answer customer questions without needing to speak to a human. It also discusses how machine learning allows algorithms to learn from data without being explicitly programmed, and how this will change search marketing as machines develop their own understanding. The document also provides examples of how contextual data from different devices can be used to personalize customer experiences through the shopping journey.
Small & Medium Sized Businesses (SMB) : Not To Miss Digital Marketing Stats I...TechShu
Small and medium-sized businesses widely use social media and search engine optimization for digital marketing. Specifically, 74.5% of SMBs use social media like Facebook to promote their business, and almost half of SMBs engage in search engine optimization activities. Additionally, having a well-designed website is important for SMBs, with 59% believing their website is integral to their business and 36% of online marketing budgets going towards website development.
An Unbiased Approach: "How to Measure the Effectiveness of Online Marketing C...iMedia Connection
This document discusses a panel on measuring the effectiveness of online marketing in driving offline success. It provides background statistics on U.S. digital advertising spending and sales. The panel will feature digital media managers from NBC Universal Pictures and The Clorox Company, as well as the founder of Nuance Digital Marketing. They will discuss themes around consumer segmentation, customer value propositions, contextually relevant marketing, and defining success metrics. Specifically, they will address how online campaigns can drive additional offline sales.
Facebook is launching a new feature that combines geo-location with places on Facebook to help brands drive commercial opportunities. The feature will allow people to see top places, nearby places, hot places, and places to buy based on their location. It will also provide key stats on return on investment from social media, such as people being more likely to convert and buy more when influenced by social media. Facebook remains the best social media channel for driving purchases according to these ROI stats.
Facebook is launching a new feature that combines geo-location data with places listed on Facebook to help drive commercial opportunities. The feature will allow users to see top places, nearby places, hot places, and places to buy based on the number of Facebook check-ins. This could inspire users and help brands by showing what's popular in different locations. Statistics show that people are influenced by social media and more likely to purchase and spend more in their shopping baskets after social media interactions. Facebook remains the best social media channel for converting users and driving revenue.
The document discusses a mean comment a man left on a woman's dating app photo. The woman, Thea, shared the comment and photo on Twitter. Many people responded defending Thea and saying she looks beautiful. Clothing brand ASOS also responded, inviting Thea to direct message them. Thea later shared that she had the last laugh by including a link showing she had a successful partnership with ASOS.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
Social Media Lecture at Santa Clara UniversityKate Talbot
Kate Talbot will be giving a guest lecture on her 10-year career in social media since 2009. She will discuss her experience with brand messaging, activations and partnerships, product launches and updates, paid social advertising, and influencer marketing for B2C strategy. For B2B strategy, she will cover brand messaging, thought leadership, analyst relationships, and lead generation. Her overall strategy discussion will include topics like emotional connectivity, using data as insights, A/B testing, community creation, and targeting social networks. She will also provide advice on how to leverage one's position by being ahead of trends, being based in Silicon Valley, having a go-getter mindset, appealing to millennials, and having a data
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Hotel Metrics Marketing & Trends 2017 Webinar - The Metrics that MatterOh My! Metrics
Turn your hotel's grey areas into black-and-white easy to track metrics, so you can finally see what's working. Get the full webinar with voice here: http://bit.ly/FullHotel2017Webinar
Laura Gabriele of Oh My! Metrics explains how to find the metrics that matter, that will help you discover areas to improve your ADR, and make your hotel busier.
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer
For a hard-working marketer, what would the new year be without predictions about trends in ad transparency, generational targeting and voice search? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.
The Myths and Realities of Martech in 2018Samuel Scott
Samuel Scott's talk at the Synergy Digital Forum in Moscow in May 2018. He address the fallacies that consumers want personalized ads, mediums do not matter, short-term results are the most important, targeting solves the problem of waste, ad tech saves money by cutting out the middlemen, and brand building can be ignored.
This document discusses the future of customer engagement based on research from the DMA. It finds that while email is still a preferred marketing channel, influence comes from many sources. Trust is built through relevance, data privacy, and establishing a good reputation. Emerging technologies like smart home assistants and social/shoppable ads are gaining ground but influence remains broad. The key pillars for effective customer engagement are identified as relevance, data privacy practices, and trust.
Digital EDGEucation autumn - advanced paid search4Ps Marketing
Paid search advertising spending is expected to reach $131 billion by 2019, with $82 billion spent in 2015. Digital advertising overall will represent $171 billion, with $24 billion spent on social networks in particular. Marketers can use different paid channels like search, social media, and email marketing to drive awareness, consideration, and conversions depending on their business goals. This includes using features like look-alike audiences on Facebook and targeting users based on their email inboxes.
Social media platforms primarily make money through advertising and by monetizing users' data. They analyze users' personal information to serve targeted ads and share data with brands. While basic services are usually free for users, social networks employ business models like premium subscriptions, affiliate marketing, and group buying to generate revenue. Measuring the exact return on investment from social media can also be challenging due to the large volume of online conversations.
This document summarizes a webinar presented by Webmarketing123 on digital marketing trends for 2015. The webinar covered the impact of 2014 on search engine algorithms, top trends for 2015 including mobile usability and native ads, and an action plan. Key points included: thinking mobile first as mobile usage surpasses desktop, doubling down on native ads as buyers prefer them over traditional ads, going "old school" with great content, and getting comfortable with big data to tie campaigns to revenue. The webinar provided recommendations on completing a mobile checklist, testing native ads, investing in content, and closing the loop on revenue reporting to start 2015 strongly.
The document discusses trends in social customer relationship management (CRM). It notes that social engagement is moving into the mainstream for both business-to-consumer and business-to-business interactions. It also discusses how the adoption of social technologies will be mission critical for businesses to stay relevant as customers no longer want to be sold to directly and are more engaged through social channels. The document then covers challenges of integrating massive social data into business processes and approaches like using communities to scale customer relationships.
Data Driven Social Media Marketing InsightsArgyle Social
This document discusses four data-driven insights for social media marketing from a presentation. It provides examples of aggregated anonymous user data from Argyle Social, including the number of posts, organizations, definitions of terms, and insights. The insights are that RSS automation can be as effective as manual posting; scheduled posts generate clicks but not conversions; hashtag stuffing does not work and targeted hashtags are better; and curating drives clicks while creating one's own content drives conversions. It also discusses measuring awareness through fans, interest through clicks, and action through conversions and attribution models.
Multi-channel marketing is a double-edged sword. As the number of touchpoints increases, so too does the volume and variety of consumer data available to brands. Which can be either a huge opportunity or a massive problem for marketers.
An opportunity – to get to know what consumers really want, and create experiences that deliver. Or a problem – because unless you can tie all those customer identifiers back to real people, you don’t truly understand who you’re marketing to.
That’s where identity resolution comes in. In this session you will learn how beginning with an accurate and complete picture of your consumers can impact your omni-channel marketing success.
How can you drive association chapter and member communities success? Use a tool from the business community: performance dashboards. Presented at ASAE's Membership, Marketing & Communications 2013 conference by Mariner principal Peter Houstle, IFT Katie Paffhouse and EO Brian Constanzo
The document discusses the growing influence of digital technologies on retail shopping behaviors. It finds that while digital influence continues to grow, the rate of growth is slowing. Large e-commerce and digital platform companies now define customers' expectations for digital experiences. Brick-and-mortar retailers still lag behind in meeting these evolving customer needs and preferences. The document advocates that retailers focus internally on understanding their own customers and product categories better through analyzing customer journeys and behaviors within their own stores and data. This could provide more actionable insights than an outward focus on competitors.
Small & Medium Sized Businesses (SMB) : Not To Miss Digital Marketing Stats I...TechShu
Small and medium-sized businesses widely use social media and search engine optimization for digital marketing. Specifically, 74.5% of SMBs use social media like Facebook to promote their business, and almost half of SMBs engage in search engine optimization activities. Additionally, having a well-designed website is important for SMBs, with 59% believing their website is integral to their business and 36% of online marketing budgets going towards website development.
An Unbiased Approach: "How to Measure the Effectiveness of Online Marketing C...iMedia Connection
This document discusses a panel on measuring the effectiveness of online marketing in driving offline success. It provides background statistics on U.S. digital advertising spending and sales. The panel will feature digital media managers from NBC Universal Pictures and The Clorox Company, as well as the founder of Nuance Digital Marketing. They will discuss themes around consumer segmentation, customer value propositions, contextually relevant marketing, and defining success metrics. Specifically, they will address how online campaigns can drive additional offline sales.
Facebook is launching a new feature that combines geo-location with places on Facebook to help brands drive commercial opportunities. The feature will allow people to see top places, nearby places, hot places, and places to buy based on their location. It will also provide key stats on return on investment from social media, such as people being more likely to convert and buy more when influenced by social media. Facebook remains the best social media channel for driving purchases according to these ROI stats.
Facebook is launching a new feature that combines geo-location data with places listed on Facebook to help drive commercial opportunities. The feature will allow users to see top places, nearby places, hot places, and places to buy based on the number of Facebook check-ins. This could inspire users and help brands by showing what's popular in different locations. Statistics show that people are influenced by social media and more likely to purchase and spend more in their shopping baskets after social media interactions. Facebook remains the best social media channel for converting users and driving revenue.
The document discusses a mean comment a man left on a woman's dating app photo. The woman, Thea, shared the comment and photo on Twitter. Many people responded defending Thea and saying she looks beautiful. Clothing brand ASOS also responded, inviting Thea to direct message them. Thea later shared that she had the last laugh by including a link showing she had a successful partnership with ASOS.
Analyzing online traffic and making sense of all the data is something digital marketers do every day. After all we need to understand what’s going on in order to grow the business. Sometimes our assumptions are based on past experiences, sometimes we can support them with data, but quite often they are based on pure logic. Are they really? Over the years we’ve worked with numerous clients and learned that some assumptions are proven wrong more often than not.
Social Media Lecture at Santa Clara UniversityKate Talbot
Kate Talbot will be giving a guest lecture on her 10-year career in social media since 2009. She will discuss her experience with brand messaging, activations and partnerships, product launches and updates, paid social advertising, and influencer marketing for B2C strategy. For B2B strategy, she will cover brand messaging, thought leadership, analyst relationships, and lead generation. Her overall strategy discussion will include topics like emotional connectivity, using data as insights, A/B testing, community creation, and targeting social networks. She will also provide advice on how to leverage one's position by being ahead of trends, being based in Silicon Valley, having a go-getter mindset, appealing to millennials, and having a data
The increasing number of online retailers on one side and slowing growth of online user population on the other side are the driving forces of change in e-commerce. Number of returning customers is in decline as new competitors are entering the market. Cost of advertising is rising. One-time customers are not profitable anymore so online retailers need to shift focus to retention.
In this talk we'll walk you through the process of building the new framework. We'll deep-dive into data-driven digital marketing framework, explain how to use CRM data to enhance your segments and finish up with case studies expaining how to use the new metrics to identify top customers and maximize your profits.
Hotel Metrics Marketing & Trends 2017 Webinar - The Metrics that MatterOh My! Metrics
Turn your hotel's grey areas into black-and-white easy to track metrics, so you can finally see what's working. Get the full webinar with voice here: http://bit.ly/FullHotel2017Webinar
Laura Gabriele of Oh My! Metrics explains how to find the metrics that matter, that will help you discover areas to improve your ADR, and make your hotel busier.
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer
For a hard-working marketer, what would the new year be without predictions about trends in ad transparency, generational targeting and voice search? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.
The Myths and Realities of Martech in 2018Samuel Scott
Samuel Scott's talk at the Synergy Digital Forum in Moscow in May 2018. He address the fallacies that consumers want personalized ads, mediums do not matter, short-term results are the most important, targeting solves the problem of waste, ad tech saves money by cutting out the middlemen, and brand building can be ignored.
This document discusses the future of customer engagement based on research from the DMA. It finds that while email is still a preferred marketing channel, influence comes from many sources. Trust is built through relevance, data privacy, and establishing a good reputation. Emerging technologies like smart home assistants and social/shoppable ads are gaining ground but influence remains broad. The key pillars for effective customer engagement are identified as relevance, data privacy practices, and trust.
Digital EDGEucation autumn - advanced paid search4Ps Marketing
Paid search advertising spending is expected to reach $131 billion by 2019, with $82 billion spent in 2015. Digital advertising overall will represent $171 billion, with $24 billion spent on social networks in particular. Marketers can use different paid channels like search, social media, and email marketing to drive awareness, consideration, and conversions depending on their business goals. This includes using features like look-alike audiences on Facebook and targeting users based on their email inboxes.
Social media platforms primarily make money through advertising and by monetizing users' data. They analyze users' personal information to serve targeted ads and share data with brands. While basic services are usually free for users, social networks employ business models like premium subscriptions, affiliate marketing, and group buying to generate revenue. Measuring the exact return on investment from social media can also be challenging due to the large volume of online conversations.
This document summarizes a webinar presented by Webmarketing123 on digital marketing trends for 2015. The webinar covered the impact of 2014 on search engine algorithms, top trends for 2015 including mobile usability and native ads, and an action plan. Key points included: thinking mobile first as mobile usage surpasses desktop, doubling down on native ads as buyers prefer them over traditional ads, going "old school" with great content, and getting comfortable with big data to tie campaigns to revenue. The webinar provided recommendations on completing a mobile checklist, testing native ads, investing in content, and closing the loop on revenue reporting to start 2015 strongly.
The document discusses trends in social customer relationship management (CRM). It notes that social engagement is moving into the mainstream for both business-to-consumer and business-to-business interactions. It also discusses how the adoption of social technologies will be mission critical for businesses to stay relevant as customers no longer want to be sold to directly and are more engaged through social channels. The document then covers challenges of integrating massive social data into business processes and approaches like using communities to scale customer relationships.
Data Driven Social Media Marketing InsightsArgyle Social
This document discusses four data-driven insights for social media marketing from a presentation. It provides examples of aggregated anonymous user data from Argyle Social, including the number of posts, organizations, definitions of terms, and insights. The insights are that RSS automation can be as effective as manual posting; scheduled posts generate clicks but not conversions; hashtag stuffing does not work and targeted hashtags are better; and curating drives clicks while creating one's own content drives conversions. It also discusses measuring awareness through fans, interest through clicks, and action through conversions and attribution models.
Multi-channel marketing is a double-edged sword. As the number of touchpoints increases, so too does the volume and variety of consumer data available to brands. Which can be either a huge opportunity or a massive problem for marketers.
An opportunity – to get to know what consumers really want, and create experiences that deliver. Or a problem – because unless you can tie all those customer identifiers back to real people, you don’t truly understand who you’re marketing to.
That’s where identity resolution comes in. In this session you will learn how beginning with an accurate and complete picture of your consumers can impact your omni-channel marketing success.
How can you drive association chapter and member communities success? Use a tool from the business community: performance dashboards. Presented at ASAE's Membership, Marketing & Communications 2013 conference by Mariner principal Peter Houstle, IFT Katie Paffhouse and EO Brian Constanzo
The document discusses the growing influence of digital technologies on retail shopping behaviors. It finds that while digital influence continues to grow, the rate of growth is slowing. Large e-commerce and digital platform companies now define customers' expectations for digital experiences. Brick-and-mortar retailers still lag behind in meeting these evolving customer needs and preferences. The document advocates that retailers focus internally on understanding their own customers and product categories better through analyzing customer journeys and behaviors within their own stores and data. This could provide more actionable insights than an outward focus on competitors.
The document summarizes trends in digital media spending and advertising in 2011. Key points include:
- Razorfish ad spending grew over 25% in 2011, marking the third year of over 20% growth.
- Spending was distributed across search, display, mobile, social networks, and ad exchanges. Ad exchange spending grew over 60%.
- The number of publisher partners declined as focus shifted to fewer, more strategic partners accounting for 80% of spending.
- Investment in paid social media like Facebook increased as platforms grew massively in scale and marketers engaged in two-way dialogue.
This document discusses using data to drive social media marketing efforts. It provides insights from analyzing social media data from over 70,000 posts across 381 organizations. Key insights include that RSS automation is as effective as manual posting, scheduled posts generate clicks but not conversions, hashtag stuffing does not work, and Facebook influences more purchases than Twitter. The document also discusses measuring social media marketing efforts using a funnel to track awareness, interest, and actions. Metrics discussed include fans, clicks, and conversions to evaluate success.
The 2016 US presidential election will see record digital advertising spending, with over $1 billion going to political campaigns online. This represents a massive increase from 2008. Much of this spending will be focused on social media platforms. Campaigns are also utilizing programmatic advertising more to target specific audiences in real-time using data. This creates opportunities for all publishers to attract political ad dollars through private marketplaces, especially as 3% of spending is estimated to go to B2B publishers despite most focusing on consumer sites so far. Publishers are encouraged to act quickly to take advantage of advertising opportunities during the heated election period.
The 2016 US presidential election will see record digital advertising spending, with over $1 billion going to political campaigns online. This represents a massive 5,000% increase from 2008. Much of this spending will go towards social media advertising. Campaigns are also increasingly using programmatic advertising and real-time bidding through data management platforms to improve targeting of voters. Both consumer and B2B publishers have an opportunity to capture part of this large increase in political digital advertising spending through their websites and private marketplaces.
The pandemic has put pressure on marketers to focus on short-term ROI goals like customer acquisition. However, it has also disrupted traditional in-person customer experiences. Wise marketers will use social media to both drive quick ROI and recreate engaging digital experiences around discovery, connection, and fun. Livestreaming shopping events and short-form video are helping brands engage customers socially and monetize online. Marketers should also use multichannel campaigns and user-generated content to inspire customers and make online shopping a more social experience. This balanced approach will help brands acquire customers now while differentiating their experience for long-term growth.
Foundation Capital Research: The E-Commerce LandscapeJeff Grimes
The document discusses the emerging landscape of e-commerce and outlines several trends:
1) Social media is becoming increasingly important for e-commerce, with over 50% of Facebook/Twitter users more likely to purchase from followed brands.
2) Mobile commerce is growing rapidly as smartphones and location-based services allow online purchases to translate into offline sales.
3) Daily deals and group buying sites like Groupon have helped bridge online and offline sales for local businesses by measuring customer acquisition.
The Social Intelligence Report -Adobe Digital Index Q3 2013Aidelisa Gutierrez
Facebook advertising is becoming more cost effective, with CPC down 40% and CTR up 275% year-over-year. Images generate significantly higher engagement than other post types, though brands are using video less. Social media is driving more website traffic and revenue, with Pinterest visits up 84% and Twitter up 258% year-over-year. Attribution models may underestimate social media's impact by as much as 450%, as first-click RPV is 116% higher than last-click.
The document is a summary of a survey of 200 B2B marketing professionals about digital marketing goals, challenges, budgets, and tactics. Some key findings include:
1) The top digital marketing goal is delivering quality leads, followed by driving more leads. The biggest challenge is delivering quality leads, surpassing measuring ROI.
2) Nearly half of marketers expect to increase their digital budgets in 2017, while only 6% expect decreases. Over a third plan to spend 60% or more of budgets on digital.
3) The most popular content tactics are blogs and videos, while white papers produce the most revenue followed by webinars.
Smarter Commerce: Transforming for a Customer Centric WorldInternetEvolution
In this paper, we first look at how and why technology trends are radically transforming customer expectations and the commerce cycle. Second, we examine what this sea change means for businesses, and how companies
Smarter Commerce: Transforming for a Customer-Centric World
need to adapt their mind-sets and operations to create a more virtuous customer experience cycle. Finally, we provide an overview of IBM’s Smarter Commerce initiative, focusing on its solutions to help midsize companies
market and sell. Throughout the paper, we reference specific examples of midsize companies that are using
Smarter Commerce solutions today to more easily determine and deliver what customers really want—
through more effective customer interactions, better information and insights, and improved processes.
Medical Office Marketing ROI MeasurmentMichael Wolfe
This is a case study pertinent to hospitals and multi-office medical and dental practices that will enable them to do smarter and more effective marketing through a marketing effectiveness measurement system
The document is a research report on using digital tactics like social media and websites to generate revenue for trade shows and conferences. Some key findings include:
- Over half of respondents are shifting marketing funds from traditional to digital tactics like email.
- Roughly half say digital marketing is valuable for driving revenue, and 69% expect digital revenues to increase.
- Having a digital strategy is linked to attributing more revenue to digital and experimenting with new tactics.
- Email remains very important but organizations want better customer data and integration capabilities.
- Event attendance and leads are top metrics for measuring digital ROI, which 89% of respondents do.
Annual b2b marketing data benchmark report 2015Toni Wijaya
The marketing database sits at the heart of this machine and now has an inextricable linkage to your success in building interest, driving engagement and ultimately creating revenue. While enhanced analytics are increasingly seen as a key tool to identifying new sales opportunities and improving efficiency, so much of your success as marketers still boils down to how well your contact and company data is maintained, and how well it aligns with your go-to-market strategy. More than ever, you are measured by your ability to serve up content that helps customers prioritize and accelerate through the buyer journey. But you have to make sure there is a good fit for your offerings and a valid person on the other end of the line. Your relationship with your sales teams and your CEO depends on it.
The document provides presentation notes for a talk given to IAB Mexico. The key points are:
1) The presenter will review what works to build brands online by focusing on metrics beyond direct response like click-through rates.
2) While click-through continues to dominate online marketing, research shows that online ads can build brands similarly to other media and creativity remains important.
3) Large format ads like billboards have been shown to be most effective at moving metrics like awareness and purchase intent, reinforcing the message that "bigger is better" for online brand building.
The document discusses social selling and LinkedIn Sales Navigator. It begins with an agenda that includes why social selling is important, LinkedIn as a platform, LinkedIn Sales Navigator features, and success stories. It then provides statistics showing buyers are influenced by social media and make purchasing decisions before engaging with sales. It defines social selling as leveraging relationships and data to grow revenue. It highlights key LinkedIn statistics and Sales Navigator features like enhanced search and account mapping. Success stories are shared, including how Bouygues Telecom used Sales Navigator to reinvigorate sales. Key metrics are presented showing social selling leaders outperform laggards in opportunities and quotas.
iVIaster ClassHow do you w o r k lmith the CEO or CiVIOt.docxpriestmanmable
iVIaster Class
How do you w o r k lmith the CEO or CiVIO
t o identify which metrics matter most?
PANEL
Chad Latz
President, global digital and
social media practice, Cohn & Wolfe
chad.lat2®cohnwolfe.com
Bill Ogle
CMO, Motorola Mobility
[email protected]
Adam Schoenfeld
CEO and cofounder. Simply Measured
[email protected]
Dan Scott
CMO, Scott Kay
[email protected]
Eve Stevens
VP, measurement, Waggener Edstrom Worldwide
[email protected]
Identifying metrics that matter most
requires asking the obvious questions first.
What are the biggest issues facing the
business? What are the most pressing prior-
ities and objectives? Is the main focus repu-
tation, financial, or a combination of the
two? From there, you have a barometer to
help set key performance indicators (KPIs)
and outcomes.
Knowledgeable executives and marketers
are not mired in the confusion between
monitoring and true measurement, which
is actually focused on a quantifiable result.
Unfortunately, the conversation around
measurement is often tool-centric and
not outcome-oriented. The value is in the
analysis and having a business-aligned
measurement strategy in the first place.
We are often asked to create an integrated
measurement strategy for clients that evalu-
ates the relationship and output of earned,
owned, and paid media to drive action and
intent. While fan acquisition is part of
the strategy, it typically isn't the result the
C M O is looking for. Executives want
measurement outcomes that can impress
the audiences that matter most to them,
whether it is the board of directors or
the investor community.
Digital and social media help us evolve
our approach to measurement with tools
and the ability to accumulate and track vast
amounts of data. Social media has allowed
us to introduce new KPIs into the vernacu-
lar, but statistics such as number of likes or
followers are meaningless if they can't be
tracked through to an outcome.
"NUMBER OF LIKES
OR FOLLOWERS
ARE MEANINGLESS
IF THEY C A N T BE
TRACKED THROUGH
TO AN OUTCOME"
- Chad Latz
Paid media has long been held to a standard
that demonstrates conversions. As a result,
I haven't met a CMO who is content to let
their PR or social media agency off the hook
with a measurement strategy simply based on
reach and impressions. Instead, they demand
more value and a measurement approach that
highlights and presents business outcomes.
By establishing business-driven KPIs,
defining process inputs and a baseline, you
have the foundation for an approach that
measures and optimizes your program while
quantifying impact and ROI.
Chad Latz, president, global digital and
social media practice, Cohn & Wolfe
For most companies, the overarching
goal - whether through marketing, sales, or
product development - is to find a direct
link between brand engagement and financial
performance. Yet, despite all the measure-
ment tools at our disposal, identifying
metrics that accurately reflect this relation-
ship is often a challenge for ...
LIfecycle marketing connects a company with its customers by sending the right messages at the right time.
Obtaining Customers.
Marketing projections, supply chain instability, and Jon's disappearance are among the enterprise's hits and misses…
We can't go back since we've gone too far.
Stars in video games.
Innovate!
First and foremost, the customer.
My point of view.
But there is one fundamental truth that never changes:
Trend 1 discusses how marketers are increasingly focused on customer acquisition and ROI due to budget cuts from the pandemic. However, improving the customer experience and insights has declined as a priority. While short-term ROI tactics are important, marketers also need to focus on building innovative digital experiences that recreate discovery, connection and fun to gain long-term loyalty and growth. Lessons can be drawn from ecommerce on blending transactions with memorable experiences online.
Similar to The real stats behind B2B marketing (20)
How do you harness the best technology to attract and retain clients in a com...The Marketing Practice
How do you harness the best technology to attract and retain clients in a complex B2B sale? Two use case examples for Enterprise Demand Generation and Account-Based Marketing programs
4 ways data analytics can kick your annual B2B marketing planning into shapeThe Marketing Practice
This document outlines 4 ways that data analytics can help improve annual planning for 2021. It discusses: 1) Analyzing existing customer data to improve segmentation and targeting to increase retention; 2) Using propensity modeling and advanced segmentation to better target accounts; 3) Interrogating CRM data to prove the true value of past marketing efforts to secure more budget; and 4) Building a customized target account universe with firmographic and intent data to expand pipeline opportunities. Implementing these analytics-driven approaches can make planning more focused and cost-effective.
Tips and tricks from our own account-based marketing programs, having to shirt from in-person to virtual workshops in response to the coronavirus crisis.
The document discusses marketing strategies during times of crisis. It recommends maintaining marketing activities and share of voice during downturns, as evidence shows this leads to increased sales and market share later on. It also suggests refocusing spending on areas like R&D, advertising, and sales to position the organization for future growth. Additionally, the document provides tips such as focusing on helpful content in your area of expertise, equipping sales teams to work virtually, preparing for long-term changes, and keeping communications going during uncertain times.
How do you successfully pilot, refine, and scale your account-based marketing...The Marketing Practice
This isn’t an account-based marketing ‘how to guide’, this is a collection of learnings and things we wish we (and our clients) had known when we first started ABM over 5 years ago.
We hope that by sharing these with you, you can avoid some of the recurring issues that stall ABM programs and ultimately demonstrate how valuable the first 12 months of an ABM program is.
What's the key to ABM success in B2B Marketing? The integration of specialist teams to drive long term revenue growth. Here our guide to setting up and scaling successful ABM programs.
The Marketing Practice had its most successful year in 13 years, increasing revenue from £6.7M to £8.5M. Through integrated marketing programs, the agency drove extraordinary revenue for clients like Microsoft, increasing Lumia's business market share from 12% to 26%, and Atos, generating €284 in sales for every €1 invested. The agency also strengthened its operations, achieving an "Outstanding" rating in a best companies survey and raising £22,000 for charity.
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
The Lumia Business Transformation Programme was a comprehensive marketing initiative by The Marketing Practice for Microsoft to increase market share of Lumia smartphones among businesses. Through initiatives like the #OfficeLove campaign and Lumia Accelerate lead generation program, the program increased Lumia's business market share to 26% from 12% and delivered results beyond targets, including a 21% increase in Lumia consideration and generating 185% of the pipeline goal. The program provided a foundation for Microsoft to achieve its mobile and cloud strategy.
Our work with Atos on the Lead Generation Factory was rewarded with the trophy for Most Commercially Successful Campaign at the 2015 B2B Marketing Awards. Here is our submission.
This document lists categories for shortlisted entries in the 2015 B2B Marketing Awards, including best use of social media, most commercially successful campaign, best use of account-based marketing, best lead generation or nurturing campaign, and B2B marketing communications agency of the year.
Why are we doing Content Marketing? How is it being measured (good and bad examples)? How can we increase the ROI we are getting?
My presentation (with added notes for explanation) from Raconteur's High Performance Content event on 9 September 2015.
The Footsteps mission is to “Help children with the determination and the dream to move like their friends, but who lack the physical ability to do so.” Based in Wallingford, Oxfordshire, they offer an innovative, intense form of physiotherapy that children with disabilities can’t access anywhere else in the UK.
Every penny raised for them goes to supporting families that ordinarily wouldn’t be able to afford for their kids to go through the treatment. Which is why we’ve put together Chains for Change: a mission to cycle 175 miles in a day to raise money. From the £50 it costs to buy one footstep – an hour of physiotherapy – to the £9,000 it takes to fund a child for a year.
Pedal-off is on 10 July 2015. And there’ll be a host of other activities in the run up, when we’ll be inviting everyone at TMP to take on their own 175 challenge. And we’ll be welcoming the cyclists back with a big party.
At the B2B conference in November Paul Everett, Director of Marketing Strategy took us through the importance of building a balance between customer experiences and doing something as a business that’s worth marketing.
O2 developed an innovative approach with the #LGDF roadshow to build engagement with senior decision makers and generate a pipeline of qualified sales opportunities. The campaign repositioned O2 as a partner for delivering new digital services to the local government generating 680% of the pipeline target.
1. Nokia worked with The Marketing Practice to develop the Lumia Windows Phone proposition for businesses and run demand generation campaigns from 2013-2014.
2. A two-phase campaign was launched, with the first building awareness of Lumia momentum through digital ads. This grew Lumia business sales 10%. The second phase promoted a Lumia trial that over 200 businesses signed up for.
3. As a result of the campaign, Lumia's business market share grew from 11% to 18%, rising from fourth to second largest business phone brand in the UK market.
This document provides an overview of the role of an IT Operations Director. It describes their typical responsibilities like managing IT infrastructure, keeping systems running 24/7, and ensuring high availability. It discusses who they report to and manage, their typical background, objectives, and challenges like capacity planning. It also includes a glossary to help understand common tech terms from the perspective of an Ops Director, like data centers, firewalls, and service level agreements.
This document provides information about the role of a Development Director in an enterprise IT organization. It begins with an introduction to the role and then discusses what the Development Director is responsible for, including all in-house and packaged applications and systems used across the business. It describes typical backgrounds of Development Directors and discusses who they report to and manage. It also provides a day-in-the-life example and discusses interactions with other IT roles. The document concludes with a glossary to help understand terminology relevant to the Development Director role.
Paul Stevenson's presentation from our last Sales and Marketing Forum. Practical insights from his own experiences implementing marketing automation (specifically Eloqua) over the last 12 months.
The TMP Foundation was created in 2011 to support charity causes close to the hearts of people at The Marketing Practice. We want to support local charities in meaningful fundraising that will make a difference to lives in the area around our Oxfordshire home. As well as supporting national charity events throughout the year. Have a look around the site to see what we’ve been up to.
This year we’ll be supporting Naomi House - the presentation above provides an overview of the great work they do a few events to look out for across the year
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
1. The real stats
behind B2B
Marketing
HOW MANY TOUCHPOINTS DOES IT TAKE
TO CREATE A SALES-READY OPPORTUNITY?
WHAT’S HAPPENING
TO EMAIL OPEN RATES?
DROPPING BY 2% EACH YEAR
WHAT PROPORTION OF THE
AUDIENCE ARE VIEWING EMAILS ON
MOBILE DEVICES VS PCS?
AVERAGE ATTENTION SPAN —
HOW DO WE COMPARE VS GOLDFISH?
(NOT WELL)
2011 2012
2013
Source: http://bit.ly/1hgKs2k
WHAT PROPORTION OF TARGET DECISION-MAKERS HAVE ACTIVE,
BUSINESS-RELEVANT SOCIAL MEDIA ACCOUNTS?
WHAT PROPORTION OF B2B MARKETING CAMPAIGNS CAN BE
TRACKED THROUGH TO SALES REVENUE?
HOW MANY MARKETING LEADS ARE
CONVERTING INTO SALES ACCEPTED LEADS?
When you do what we’ve just done – compare data from over
100 campaigns in 2013 with those in previous years – you realise
that we really are in a new world for B2B marketing
7 13
20
17%
15%
15%
35% 75%
12secs
9secs
8secs
85%
60%
13%
SMB AUDIENCES
% %
%
2011 2013
20132008
2010 2013
2000 GOLDFISH 2013
themarketingpractice.com
4
4
4
3
5
77
4
5
7
4
5