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Martech Interview with Kevin Beales on Conversation intelligence
Sales management platformsare crucial for B2B success bringing convenience to buyers and sellers. In an Martech Interview on conversation intelligenceshares views on How do market players address this need? To create customized experiences and content, sellers must be able to access the right learning and sales content to support a highly complex and personalized B2B buying journey. We provide strategic and operational leadership to my team to combine the power of sales enablement with conversation intelligence to pinpoint where deals are being won or lost.
Conversation intelligencetechnology provides instant feedback and pinpoints areas where reps need improvement, saving managers hours of time and providing coaching to reps whenever they need it. It has three products that deliver the most substantial business outcomes when activated together: Modern Learning, Content Management, and Conversation Intelligence. This is where conversation intelligence (CI) can step in to analyze reps’ practice sessions and pinpoint where improvement is needed. Allego is the future of sales enablement. Our sales enablement, learning, content management, and conversation intelligence products accelerate performance for sales teams.
Allego’s AI-driven sales enablement platformaccelerates performance, ensuring sellers have the skills, knowledge, and content they need to drive results in a hybrid world. Allego is the future of sales enablement. Sales enablement platforms should address all seller needs in one platform, including access to learning, content, and virtual selling tools that improve efficiency and impact. Allego provides sales enablement that wins buyers and sellers.
About Kevin Beales - Kevin Beales is the founder and CEO of Refract, an Allego company. He is passionate about providing strategic and operational leadership to his team and positioning Refract as an industry leader in its space.
About Allego- Allego provides a complete sales enablement platform with patented technology that ensures sellers have the skills, knowledge, and content they need to engage buyers in a hybrid world.
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3 Shifts Advanced Marketers are making
Marketing is changing, and marketers need to stay ahead of the curve to retain customers and attract new ones. How can marketers advanced marketing strategies? Marketing is constantly changing, and marketers need to stay ahead of the curve if they want to retain existing customers and attract new ones. With an ever-moving target and escalating expectations from consumers, marketers who want to really break through must take new approaches and put data to use in new ways to create the kinds of customer experiences that offer greater value to both the customer and the brand.
According to McKinsey, the retail industry experienced the equivalent of 10 years of growth in digital penetration over a period of months early in the pandemic. That surge, however, has left many marketers behind the curve, especially in how they are using data. Cordial looked at the state of customer engagement in our latest study and identified opportunities for marketers to improve their approach to cross-channel marketing with a more data-driven approach. Consider these three ways to advance your marketing by putting data at the heart of your customer engagement strategy.
Introduce more 1:1 triggers- Today’s marketers know how critical email, SMS, and increasingly, mobile appsengagement are to developing customer relationships. Still, it’s not enough to simply send one-size-fits-most, general messages. Using triggered messages as part of your cross-channel marketing ensures a personalized message gets your customer’s attention at just the right moment. Marketers who expand their use of triggers see, on average, a 43% increase in AOV.
Level up with more advanced data models- Engaging customers with triggered messages is only the first step. Many companies are still using outdated data models that cannot address engagement opportunities with the granularity and speed they demand. Marketers who use more data attributes and advanced data models, on the other hand, drive outsized results.
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Strategies for Marketing During an Economic Downturn
Economic downturns are faced by marketers in every business and tackling them is a skill. Here are marketing strategies during an economic downturn. In the best of times, marketers have an increasingly difficult job. Driving company growth is not just one thing. Building and maintaining a strong brand, engaging customers, and building quality pipeline are just a few of things marketing teams own. Typically, you are squeezing more out of the same budget and don’t have enough people, resources, or in-house expertise for everything you want to do.
But what happens when you add economic uncertainty or downturns to the equation? Budget cuts, hiring freezes, layoffs, reduced headcount, and increased stress can make even the most confident marketers feel a bit shaky. Some of you reading this have been through economic downturns before and understand for every down there will be a reciprocal up. The economy will return, so no need to panic. Until then, here are a few considerations that have helped me in the past.
Here are few strategies for marketing during an economic downturn:
Double-down on existing customers- Customers are one of your most valuable assets. Make sure to treat them that way! Consider programs that are helpful like a free education or training course. Look at expansion opportunities as well. Now is a great time to ensure you have solid customer segmentation with clear paths for upsell and cross-sell.
Optimize digital spend and show ROI- Now is not the time to spend money on lower converting segments. In my opinion, it is also not the time to stop digital marketingspending (which some companies do). Test messaging and also double down on the highest converting segments. Additionally, make sure you can illustrate your ROI from valuable programs. Look at Tealium’s conversion API for Google and Meta to preserve conversion measurement.
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Digital Marketing Trends to Watch Out in 2023
Not all marketing changes are here to stay, just as not all fads are trends. What’s shaping the future of digital marketing? The market and consumer behavior have changed tremendously in the last few years. Marketing needs to consistently change to meet those demands, meanwhile ensuring the brand image reflects the same core values. Marketing is becoming more niche-focused by the day. But here are some digital marketing trends 2023that encompass all industries and domains. Let’s dive in!
Senior marketing execs must focus on garnering as much market information as possible. Because firstly, retention isn’t guaranteed, and secondly, if they fail to keep pace with market changes, they’d ultimately be wasting resources on the wrong prospects. Today’s marketing challenge is not gathering more data; it’s drowning in data. Most organizations amass colossal volumes of data but are clueless when it comes to using it.
Data Analysis- Data analysis is a marketing tool, not only because it processes data but also for steering marketing in the right direction and planning profitably. Marketing has relied on hunches long enough, and though it has a part to play, you must take the guesswork out of it for the most part. When you transcribe customer data into actionable insights- leveraging it to create the next steps, your marketing success becomes more predictable with marketing analytics. Data-driven marketing is here to stay, and there’s no counterargument strong enough to refute that fact.
Customer-Centricity- There is nothing that matters more than your customers’ needs and preferences. Customer-centricity is one trend that has and will continue to transform the future of digital marketing. Brands must see things from the end user’s viewpoint for designing offerings, product development, and promotion. The skill of anticipating what the customer might need and demand next pays off extremely well in the long run.
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Daily Practices of Data-Driven Marketers
In the absence of data, marketing is a stale interaction and businesses can lose invaluable opportunities. How can businesses leverage data to drive marketing efforts? Data-driven marketersare rising to the top for their focused and intentional use of data in strategy, analysis and execution. Gartner defines data-driven marketing as “the use of data acquired through customer interactions and third parties to gain insight on customer motivations, preferences and behaviors. Data-driven insights enable organizations to enhance and personalize the customer experience.”
In today’s world of booming privacy regulations and the expectation from customers that data given be used to their personal benefit through personalized customer experiences, there is almost no choice but to be a data-driven marketer. Without the use of data, in an intelligent and thoughtful manner, marketing becomes a stale interaction that will lead to fewer consent agreements and lost opportunities.
Daily Practices of Leading Data-Driven Marketers- There are many ways to weave data-driven marketing into your daily work life. For instance, you can set intentional weekly meetings or scheduled emails to review key data points that will help break down internal communication silos. You can ensure that your teams are set up with the right data analyticstools to help reporting and analysis that will bring data to the forefront on a daily basis. You can work key performance indicators (KPIs) into your daily conversations with staff to make sure all conversations are being led by data.
Customer data providescritical intel on customer interests, behaviors, and trends that should then shape your marketing strategy to increase customer engagement and loyalty. And this commitment to customer data as a driving force for your organization can’t just be at a high level, but must be ingrained into your daily work habits and practices. And you can establish clear goals and use performance metrics to assess progress on a daily basis.
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Martech Interview with Ali Fazal on Creator Management
In the creator economy for the next-gen brands, authenticity is everything. So how do you build authentic creator relationships? Taking the time to know your audience and gather the right insights in a Martech interview on Creator Managementwill help marketing succeed tremendously. The biggest view I have is that creator and brand relationships are so valuable but need to feel genuine.
GRIN is the pioneer behind the world’s first creator management platform, designed for the next generation of brands which recognize that, in the creator economy, authenticity is everything. We are on the cutting-edge of marketing innovation, so we must educate the market about the many ways creators can add value. For example, there are lots of mid-market brands that have a very creator-centric approach to marketing.
In the creator economy, the role of a marketing team has fundamentally changed forever. Brands can no longer fully control their content narrative through advertising alone since consumers are constantly posting to social media and tagging brands. This platform supports every brand’s journey to connecting with consumers through authentic creator relationships and is listed #1 across all top review sites, including Capterra, G2 Crowd and InfluencersMarketing Hub.
About Ali Fazal- Ali is the VP of Marketing for GRIN, the world’s first Creator Management platform. Before joining GRIN, Ali led marketing teams at Hibob, Yotpo, and Greenhouse Software. He is passionate about increasing marginalized community representation in media and is supremely focused on building household name brands with diversity, equity, and inclusion at their foundation.
About GRIN- GRIN is the pioneer behind the world’s first Creator Management platform, designed for the next generation of brands who recognize that, in the creator economy, authenticity is everything. Our platform supports every brand’s journey to connecting with consumers through authentic creator relationships and Influencer Marketing Hub.
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MarTech Interview with Deanna Ballew on Digital Experience
In an Martech interview on Digital Experience, Deanna Ballew shares views on how marketers need to find what can enhance digital customer experiences. Are there any solutions that make this easy? The most successful brands and organizations are those that understand the power of data to impact business decisions and drive the customer experience. Across every touchpoint and conversation, it’s clear that Acquia employees want to do right by our customers—whether that be delivering customer value or quickly resolving customer issues.
Honing in on the customer journeyand utilizing service design skill sets to ensure all of Acquia’s digital experience platform (DXP) customers can embrace our full product and service portfolio for maximum results. Customers use Acquia’s software to create digital experiences for customers, employees, and citizens. Our DXP includes solutions that help customers build, deploy, and manage by bringing together customer data and content, and then allowing it to be easily deployed across all digital platforms. Acquia’s solutions are open. We are there every step of the way to support them and their experiences.
Acquia also help organizations scale digital experiencesfrom small to large, from one website or application to thousands, while maintaining brand integrity, supporting the most stringent security regulations, and protecting customer data privacy. It’s been very exciting to see what new martech tools and technologies are getting stitched together to deliver exceptional customer experiencesat every touch point.
About Deanna Ballew- Deanna Ballew joined Widen in 2004 with a focus on research and development activities and served as the company’s Chief Innovation Officer from 2020 through the acquisition by Acquia in 2021. Her leadership transformed Widen’s software-development operations to embrace a product-led and user-centered approach to solving marketing problems.
About Acquia- Acquia empowers the world’s most ambitious brands to create digital customer experiences that matter. With open source Drupal at its core, the Acquia Digital Experience Platform (DXP) enables marketers, developers and IT operations teams.
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Martech Interview with Lynn Tornabene on Data Strategy
Lynn highlights in an Martech interview on data strategyabout how marketing techniques have evolved and how crucial it is to have a comprehensive data strategy to make informed marketing decisions. An insights-informed approach is the only way to determine what’s best for your company. Looking at the buying journey as a rigid, straight-line process we (think we) control to a more flexible one. Practices such as using intent data, machine learning and AI, triggered marketing, and data-driven orchestration across channels are now powering brand and demand programs.
Working with a client to create a new strategic approachto reseller marketing using intent data. Our research shows that companies with a data-driven marketing approach perform significantly better than their peers. We found that the marketers with a comprehensive data strategy are twice as likely to grow 20% or more and 3.6 times more likely to report excellence in deriving actionable insight from data. They wanted to lean into digital channels to create a “marketing-first” program that could generate more and better quality leads.
In marketing, Data analyticsis like breathing; it’s essential to survival. Without analytics, marketing is just a cost center. With good analytics, marketing is a revenue engine. Note that I said analytics, not reporting – reporting is required but not sufficient. And that modifier “good” is also important — if your analysis is based on opaque, inaccurate, or outdated data, you won’t have the insights needed to make good decisions.
About Lynn Tornabene- Lynn Tornabene, Chief Marketing Officer, Anteriad. Lynn is an accomplished business leader who has led and implemented successful brand transformations, launched market-leading products, and built and developed high-performing marketing and research teams.
About Anteriad- Anteriad powers B2B with the industry’s leading data: purpose built, highly-trusted, compliant, campaign ready and with global reach. Providing B2B marketing leaders with depth and scale as well as hyper granularity.
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How Shared Values Applies to Digital Media Industry
There is a shift happening in the wider business community. Organizations are focusing on “Shared Values.” How does it apply to the Digital Media industry? There is a shift happening in the wider business community. Organizations are changing their focus from charitable giving to “Shared Values.” Shared values to digital media Industrypresents a relatively new way of thinking about how to think about corporate responsibility. Rather than writing a check to a non-profit, companies can address many of society’s social issues through their business by way of donating their products and services.
Harvard Business Reviewwrites that a shared values approach “reconnects company success with social progress.” There are examples of a shared values approach in other industry sectors. New Resource Bank, a certified B Corporation, is a for-profit corporation that is not only driven by profit but also by their mission. Such corporations meet high transparency, accountability, and good performance standards.
In digital media, connecting a company’s success with social progress isn’t always as obvious of a leap. But it is not only possible, it’s happening today across many corners of our industry. There is momentum, a shared force if you will, that’s making the shared value approach more mainstream. Recently, I was invited to convene with executives in the digital Marketingcommunity to create the Gun Safety Alliance.
Leveraging Digital Media Technology and Expertise- There is an old adage that I repeat often: “Give someone a fish, and they eat for a day. Teach someone to fish, and they eat for a lifetime.” From climate change to global conflict, to diversity and inclusion, our industry’s ability to support important causes and amplify messaging is unprecedented. Publishers are not the only members of our industry who can get important content to audiences on a global scale.
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Creating successful campaign with the help of DSP
Programmatic advertisingconsists of buying and selling digital ad space. How can you create a successful campaign with the help of demand-side platform? We all have struggled with creating the first successful and profitable campaigns as advertisers, getting over many obstacles before reaching a successful and profitable one. Dive into this article to learn about them, so you can successfully create your first winning DSP advertising campaign. First of all, let’s start by explaining some basic terms.
What is a Demand-Side Platform?- A demand-side platform is a programmatic advertising platform where ad buyers can purchase and manage ad inventories from different sources. Demand-side platform (DSP) is an advertising platform where ad buyers can buy and manage ads from different sources. The whole process is done through a real-time bidding system. Real-time bidding refers to competing for particular ad space at the same time to buy, and the winning bid is the highest bid of the marketer, which will display his ad on the publisher’s website, which he competed.
How Does a DSP Work?- The process is pretty simple. The first step is to choose the audience that you want to reach. Following that, campaigns are set on the DSP. After that, ads are available on DSP, with the support of SSP (Self Service Platform) and ad exchange. Then, the marketer targets the criteria through DSP and, with the help of the two platforms, sends bids to purchase ad space through DSP as a programmatic advertisingplatform.
Create your campaign through DSP- In our DSP platform, you can create push and contextual campaigns. Push notification is the most popular campaign format. It is a message sent to the device after users subscribe to receive notifications from a publisher’s website. The contextual campaign format scans the page for keywords and presents users with the most-fitting ads on the website.
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