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Five Must Have KPIs for B2B Marketing Reports
The ways of B2B marketing KPIs & reportshave been changing rapidly in the past few years. How can marketers measure their campaign impact with greater accuracy? If you’re a B2B marketer, you’ve been on a rollercoaster ride for the past few years. The pandemic temporarily halted in-person events, a major source of leads for many B2B companies, prompting marketers to shift to digital channels. Many CMOs scrambled to upgrade their martech stack and figure out how to measure campaign impact with greater accuracy.
While marketers on the B2B side may have expanded their use of digital channels, added to the martech stack, and adopted ABM in greater numbers, the “defend the spend” imperative remains. In fact, it gained intensity. So, what should marketers be measuring now, given all the changes in the industry? Here’s a closer look at five must-track KPIs for a new era in B2B marketing.
At the same time, marketers continued to adopt account-based marketing (ABM)strategies, which became the go-to approach after intent data providers made ABM practical at scale. Marketers also had to deal with changes in the customer base, reevaluating long-established ideal customer profiles to accommodate marketplace shifts as target customers reevaluated priorities and reined in spending.
Activation rate : Forrester revised its B2B Revenue Waterfall last year to more accurately describe the sales and marketing funnel in an ABM context. In the new framework, marketing’s most important job is to activate accounts, and the activation rate tells you how marketing campaigns are performing in terms of engaging and prioritizing buying groups after intent has been detected.
Pipeline speed : This KPI measures the velocity at which accounts are moving through the funnel, which is an important metric because it can tell you which campaigns are driving accounts through the funnel fastest. Say your company’s sales cycle averages 180 days and a certain campaign and/or channel is closing business in 90 days.
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The Martech Industry: Today & Way Forward
Martechis driving growth for organizations today. How crucial is it for companies to have Martech solutions in place to have a competitive edge? In the post-pandemic era, the world is experiencing transformation in all industries. Digital transformation has revolutionized nearly every aspect of business, including marketing. Competitive market conditions are pushing companies to adopt advanced tech solutions. The Martech industry today & in futureis deliberately focusing on enhancing user experience (UX). Enhancing UX is resulting in better outcomes and better consumer engagement to sustain businesses and marketers in the competitive market.
MarTech is the combination of Marketing and Technology, which consists of digital tools and platforms marketers use to inform, strategize, and execute business operations effectively. Changing consumer behaviors, buying patterns, and fluctuations in supply chains are impacting the global market. There has been a significant rise in the incorporation of effective Martech tools after Covid-19. Such digitally advanced tools and platforms enable marketers to grab opportunities in niche markets. And it is now important to understand what is coming up ahead!
Benefits of Martech-
Personalization- Business entities are focusing on the personalization of consumers, and AI bots are helping to assess individual buying behaviors and deliver better UX. The algorithms based on machine learning also enable data segregation and provide more personalized results.
Visualization- Augmented reality and virtual reality tech solutions are helping marketers and many e-commerceentities to provide a visualization of products. For example, the use of bots, automation, voice search, AR/VR, and data analysis is helping business entities ramp up their business. This technology enables a 3D view of products, which helps boost the buying confidence of consumers.
Automation- Automation can bring speed and efficiency to business functions. For example, the use of chatbots is replacing manual efforts and improving efficiency. This helps consumers to resolve their queries and get information about products or services on a real-time basis.
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Focus on Value Alignment Influences Customer Loyalty
The key to customer retentionin today's acutely aware world is the alignment of brand value with customer values. The world is evolving, and so are we. Today, we’re more acutely aware of the environments we live in, and the impact brands have within them. This awareness has not only made its way into the consumer landscape, but it’s also in the hearts and minds of humans like never before. So, what is driving this complexity in the consumer landscape today. How value alignment influences customer loyalty, and how can brands appeal to customers on a more human level? Let’s dive in.
Additionally, amid the digital revolution, access to information has never been easier. To be sure, it’s not just about product purchases and experiences anymore—consumer reasons for choice and consideration today are far more complex. Consumers want to engage with brands that have a greater purpose than just increasing shareholder value, and as such, new equation is emerging as consumers think about brand loyalty and the interplay of values. A simple Google search uncovers vast options and information about brands and the customer experiencethey deliver.
Options, information, and power: Consumers have it all - Consumers have more options today than ever before. On top of that, globalization and ease of entry for new brands make switching between them much easier. If consumers have a bad experience or the brand doesn’t seem to live up to their values, they can substitute another brand with the click of a button and relatively little risk.
Values-matching is the new price-matching- The stakes are high for brands today, and they’re under pretty extreme pressure to deliver. Brand loyalty is being driven by something more than reliable products and great experiences. Loyalty hinges on how and whether brands are being transparent about their values and how they connect to consumers as it relates to their own corporate goals.
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Why You Need an Alternative to Google Analytics?
Data and insights are the most valuable currency in your organization – but how valuable is your analytics if you can’t action them right away? It’s official – Google is now calling time on its Universal Analytics (UA) tool. Challenges associated with EU privacy now mean that Google is sunsetting its UA in favor of a privacy-first approach and it will be pushing its customers to adopt Google Analytics 4 (GA4).
Reasons Why You Need an Alternative to Google Analytics
You put yourself in the driver’s seat- While it’s great to innovate with Google, you may want to make a move that puts you in control. Adopting GA4 means having to learn the ropes again. The longer you wait to set up your GA4, the less historical data you’ll have; the tracking and dashboards you’ve previously created may need to be remade. A move is inevitable, but there’s more than one option for businesses.
First-party data and zero-party data are gaining ground- Marketing is shifting from third-party to first-party data, but if your primary source of insights is still Google Analytics you’re already behind some of your competitors. While GA4 aims to move away from cookies, you’re expected to provide rich customer insights as you’re encouraged to leverage first-party and zero-party customer data.
What is the true cost of free analytics?- “Free Analytics” sounds very tempting, especially for cost-conscious CMOs – but we all know that nothing ever really comes for free. Whether you’re an enterprise-level, SMB, or small business, every single piece of technology in your MarTech stack delivers a clear value and function, at a cost. And for many businesses, Google Analytics UA is usually the only platform in your marketing technology stack that’s free. For many businesses, Google’s UA has been indispensable, particularly as it came at no cost at all to their marketing budgets.
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Everything you need to know about Native Advertising
Native Advertisingis the most effective form of advertising out there. But how can you get the most bang for your buck? Native advertisingis like camouflaging; you make your ad look and feel like the rest of the content on a webpage or social media. These ads don’t interfere with user experience, and users don’t tune them out as they do with other advertising forms.
Traditional advertisingis no longer effective and is on its way to becoming obsolete. If you want to talk about a particular subject, what would they want to hear and where would they like to do so? Native advertising helps you make your ads look like just another piece of content. Since 2016, the ad spend has increased five times. But what’s driving this change? Let’s uncover.
Customer’s Standpoint- You only get marketing success when you look at the landscape and your strategies from a customer’s perspective. The purpose of native advertising is to engage your audience with compelling stories, opinions, and research, with authenticity. If you have a particular website in mind (a publisher), you only need to add /ads.txt after the website link to check if your native advertising tool is authorized to display advertisingon that website.
Maximizing the ROI- One thing to understand here is clickbait won’t work- native ads are all about telling genuine stories the audience needs to hear. The reason native advertising works wonders is that it’s not pushy or aggressive sales. Don’t promise something in the headline that you cannot deliver, or write the article about something unrelated. There are many native advertising tools in the market- Taboola, Nativo, Outbrain, Yahoo Gemini, StackAdapt, and more. The content of your native ad doesn’t need to align with the look and feel of your website; it should rather match the makeup of the publisher’s website.
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Customer Data Platforms: What It Is and Isn’t
What is a Customer Data Platform (CDP)?- Every organization defines CDPs in a different manner mainly including or excluding certain features. Within our teams, we define CDP as a centralized, cloud-based solution that helps organizations understand their customers and enable personalized, consistent & real-time experiences across marketing, sales, and service channels. A customer data platform (CDP) is one of the most essential tools being adopted across B2C as well as B2B industries in the last several years. CDPs become even more relevant to be able to cover the use cases which are generally enabled using third-party cookies.
Since the internet has taken over our lives, the digital world has accelerated at a fast pace. Is there a solution supporting this pace? Since the internet has taken over our lives, the digital world has accelerated at a fast pace, transforming the way we do business. The COVID-19 pandemic acted as a catalyst to revolutionize the digital transformation and eCommerce trends across industries, and added an increased emphasis on strengthening organizations’ eCommerce strategies, something I discussed in my last Forbes Technology Council article.
Personalization is one of many use cases which can be enabled when organizations understand their customers and predict their current states of mind, their needs, and the timeframe of their needs. To achieve this, it is essential to be able to utilize the owned and borrowed customer data (1st party, 2nd party, and third party) and to apply modern data analyticstechniques to be able to deliver highly personalized and relevant marketing messages at the right time.
With the ever-increasing competitionto gain customers’ attention, Personalization is no longer a ‘nice to have’ tactic in today’s marketing & sales communication. From better sales, and higher retention, to stronger customer loyalty, personalization delivers better outcomes & conversions for businesses. It is essentially a specialized data management system having all the technical & functional capabilities.
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Top Marketing Automation Trends for 2023
Marketing automationis a must-have for any business seeking to scale its operations. What are the most popular marketing automation trends for 2023? Marketing automation has emerged as a common tool for organizations over the past several years, and its use is only growing. The role and advantages of marketing automation for businesses are changing due to new trends, technology, and use cases. As 2023 approaches, there are numerous variables that we anticipate will support the development of marketing automation systems. In this blog, we will discuss some of the top marketing automation trends for 2023. Read on!
Automation has affected every aspect of marketing. Therefore, marketers need to keep up with the latest developments in marketing automation. Sales and marketing teams utilize marketing automation to speed up prospect qualifying, develop and roll out marketing communications programs, monitor performance, and more. Assisting in the completion of difficult tasks saves marketers and organizations time and resources.
Omnichannel Experience- Customer communications increasingly depend on omnichannel customer experience. Reliance on these suppliers grows as more companies adopt omnichannel strategies and as omnichannel products get better. Consider the experience you have had as a consumer recently. In addition to your email inbox, you are probably used to getting brand communications via push notifications, SMS confirmations, and highly targeted ads that appear on your social media platforms. A connected cross-channel trip is essential to the success of these initiatives, in addition to everything else.
Hyper-Personalization- A one-size-fits-all marketing plan is no longer effective in attracting the interest of your target market. Targeting various user types requires a customized marketing strategy. Customer relationships benefit from personalization. However, you can no longer count on attracting customers with customized email subject lines. It is essential to keep an eye on user activity in real-time and design a user interface that caters to their likes and preferences.
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Best Christmas Digital Marketing Ideas for Businesses
Feeling out of sight and worrying about how your brand will shine? Just relax back and have yourself Merry Little Christmas Digital Marketing Ideas! Christmas is the perfect time of the year to try your hand at some marketing campaigns. As people are usually very receptive during the holiday, businesses do not need big advertisement budgets. Theming your brand around the season will not increase consumer engagement and create strong brand awareness but also showcase the personality behind the brand.
Today, we are MarTechCubeare here with an Christmas gift; the top Christmas promotional ideas to get the best out of this holiday season. Follow the trail to know more.
Having a Christmas Themed Landing Page- This holiday season also calls for a lot of shopping for oneself and gifts for others. Having the perfect landing page that customers can drop by, will only make brands gain profits. So creating landing pages for Christmas shoppers will only boost your conversions. Seasonal landing pages can offer holiday-themed giveaways making it attractive for customers to choose your brand.
Creating Christmas Email Campaigns- While creating an email marketingcampaign, the only prerequisite is to align your product or services with the Christmas theme. If your subject line is fun and attractive, you can gain higher click rates sending a strong message to your customers. Businesses that are looking forward to boosting their sales during this season can also opt for marketing automation, which will target customers based on their online activity with your brand.
Adding a Christmas Website Image - The first digital glimpse of you and your product/service is your website. So why not modify it according to seasonal needs and give it a holiday makeover, making it more memorable? One of the great ways of creating a vibe and having people want to check your website is to make it trendy.
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Strategize Your Marketing Campaigns for Christmas
Christmas is the best time for marketers to increase sales conversions. How can one strategize their Christmas marketing campaignsfor this holiday season? The holiday season is here and everyone is gearing up for the customs that come with this festive season. It is a perfect opportunity for marketers everywhere to leverage this occasion and entice their customers to purchase more. With a well-designed marketing campaign, one can successfully inject a boost into their sales and also strengthen relationships with their customers.
Optimizing your marketing campaign for Christmas will keep you at the top of your customer’s minds when they’re all ramped up to do last-minute shopping. Let’s take a look at some strategies that will help you optimize your marketing campaigns for Christmas.
Fundamental Elements of a Successful Marketing Strategy
Define your target audience- Identifying and studying your target audience is the foremost step in crafting an infallible campaign. Segment your audience and collect detailed insights about them to know how to pitch your products and services. Learn where they browse and what their preferred medium is for browsing information. This will help you make informed decisions regarding your campaign design.
Audit your marketing campaign history- Learning from your previous marketing campaign during the holiday season is important. Retrospecting your marketing campaign history will help you learn about your consumer behavior during this season. You can take insights into past trends and see the growth pattern of your business. Summarizing all this information will help your define your objectives for a better marketing campaign.
Set realistic goals- Once you have defined your target audience and audited your marketing campaign history, you can move forward and set realistic goals for your upcoming holiday season. This will make your approach more customer-centric and also help you get as many sales as possible.
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Best Content Marketing Platforms for 2023
Content marketing successlies in consistency & creativity. How are content marketing platforms easing content management & lowering the stress of marketers? Post-pandemic, marketers are observing technical revolution and business transformation across the globe. The motive behind the whole transformation is to retain the consumer base and attract new ones. Marketing strategies are built around new ideas and tech innovations. Discover the best content marketing platforms 2023in this blog! Consumer base building initiatives revolve around the representation of the organization on the internet.
Content marketing is an effective strategyto increase your visibility in search results, connect with your target audience, and build brand awareness. For effective content strategy implementation, Content Marketing Platforms (CMP) are offering solutions to streamline content and make plans as per the requirement of the businesses. There is a need to plan and strategize to publish high-quality content on websites and social media platforms to get recognition in the market.
It helps upstream the content and creates a standard framework for the social mediachannels. CMP promotes the content and focuses on key performance indicators (KPIs). Similarly, it is helping business entities to keep consistency and creativity as well. Content management platforms are helping in brand creation and maintaining client relationships.
Active customer engagement is what all companies need these days to stay on top of the game. Technology-driven solutions are helping them to do so. CMPs are helping organizations promote their content to attract and generate a new customer base. The motive to focus on content is to influence marketers and the respective audience and make them familiar with your brand. The content marketing system can keep track of the audience on behalf of the client and help build a strategy to sustain in a competitive economy.
Are you missing out on modern marketers' needs in the digital era? Want to stay updated with Martechtrends? Check out Martech Newsfor such regular updates.
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