Search Engine Land

APRIL 23, 2024

It’s no stretch to say the marketing data landscape has changed quite a bit over the past two years. For one, the ways companies collect user data have been under the microscope, and policies from Apple and Google are forcing marketing data analytics changes across the board. How are companies succeeding in this new era of marketing?

Government 112

Government Campaign Follow-up Conversion 112

Martech

APRIL 11, 2024

In our zeal to harness the tech part of martech, the ops part of MOps and the automation part of marketing automation, MOps professionals have failed to accomplish the most important part of the equation — marketing. B2B marketing is suffering from an effectiveness crisis, having chased efficiency gains for years.

B2B 121

B2B Manufacturing Technology Technology 121

Martech

APRIL 19, 2024

Marketers who are judged by the number of leads they generate will push for quantity. But big-ticket purchases in B2C and B2B will help marketers see ROI with a small number of wins, which pushes some marketers toward quality. Marketers interested in tapping into social have a familiar decision to make regarding tactics.

B2C 107

B2C Lead generation B2B Campaign 107

Martech

APRIL 23, 2024

In marketing, they are typically used to predict things like customer behavior, propensity to convert, propensity to churn and campaign performance. Standard (or “descriptive”) analytics seeks to understand what has happened in the past, e.g. “How did our email campaign perform with a specific audience segment?”

CRM 98

CRM Sports Campaign Conversion 98

Martech

APRIL 10, 2024

Redefining martech: From hype to authentic innovation Here’s the truth bomb: Success in martech isn’t about the pitch but the product. The market is saturated with me-too products, copies of copies with little to differentiate them. User-friendliness should be the cornerstone of every martech product.

Pitch 102

Pitch Product Electricity Healthcare 102

Martech

APRIL 10, 2024

Omnichannel customer engagement company Emarsys, which has been part of SAP since 2020, announced the launch of AI Product Finder, a new solution for product recommendations and personalized customer experiences. AI Product Finder and Subject Line Generator. CEO Joanna Milliken Fuel for your marketing strategy.

Launch 101

Launch Product Retail Campaign 101

SaaStr

APRIL 21, 2024

Dear SaaStr: What Are The Top 5 Things I Should Know Before Starting a SaaS Startup? If you aren’t sure if your technical co-founder is good enough, ask the top engineering leader you know what she thinks. Make 100% sure the market will actually pay for your product. Everyone mentally budgets 10–12 months.

Start-ups 112

Start-ups Engineering Product Customers 112

Search Engine Land

APRIL 9, 2024

A full-funnel PPC marketing strategy is incredibly important. This article will take you step-by-step through the marketing funnel, giving you tactical recommendations on how to keep the marketing funnel in mind when building your PPC strategy and some recommendations on how to measure success.

A/B testing 112

A/B testing Campaign Click Through Rate Promote 112

Search Engine Land

APRIL 15, 2024

Then, you must create what Google calls “ helpful, reliable, people-first content.” Any savvy marketer knows you build trust with your prospects by being helpful and sharing. Step 1: Goals What is your goal for this content? Step 1: Goals What is your goal for this content? The goal is what you are aiming at.

Process 119

Process Objectives and Key Results Angle Follow-up 119

Martech

MARCH 28, 2024

Is your marketing team tired of hearing about AI? Marketing teams now find themselves surrounded by AI. There are now countless AI-powered tools available for marketers to help boost productivity, automate manual tasks, analyze data and more. To some extent, we all are. It’s part of the hype cycle of any new technology.

CRM 123

CRM Technology Technology Campaign 123

Search Engine Land

MARCH 20, 2024

Google Marketing Live registration is now open. The conference is Google’s annual event for showcasing its latest ad products, formats, developments, and updates. When is Google Marketing Live. You can register for Google Marketing Live 2024 here. You can register for Google Marketing Live 2024 here.

Growth 109

Growth Product Process 109

Martech

MAY 1, 2024

Rapidly advancing generative AI models promise to help scale marketing and sales functions by automating customer conversations. The company implemented Conversica conversational AI tools integrated with Iron Mountain’s marketing automation platform (MAP), Oracle Eloqua.

Conversion 79

Conversion Objectives and Key Results Drivers/motivators Trust 79

Search Engine Land

APRIL 17, 2024

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting.

Conversion 125

Conversion Gaming Objectives and Key Results Referrals 125

Martech

APRIL 18, 2024

The second-annual Green Media Summit at New York’s Javits Center last week showed the promise of greener pastures for marketers and customers concerned about harmful business practices overheating the planet. Left to right: Kellyanne Perez-Vera, Mastercard; Matthew Cullinen, HSBC Bank; and Solitaire Townsend from agency Futerra.

Transportation 98

Transportation Finance Strategize Promote 98

SaaStr

FEBRUARY 9, 2024

In this latest episode of CRO Confidential , Sam Blond, Partner at Founders Fund and former CRO at Brex, sits down with the CRO of Zapier, Giancarlo Lionetti (GC), to chat about Product-Led Growth (PLG) and Go-To-Market (GTM). Let’s dive into what’s making that hybrid model successful: PLG and Sales Led?

Go To Market 107

Go To Market Growth GTM Product 107

Partners in Excellence

FEBRUARY 13, 2024

There are a lot of definitions to this, including: Proving our product is the best choice of all the alternatives. …… But what about the reciprocal, what value do our customers create for us? What other value should we expect our customers to create in our relationships with them?

Customers 121

Customers Referrals Clients Strategize 121

Martech

FEBRUARY 26, 2024

See more about how marketers are using MarTechBot here. I am the first generative AI chatbot for marketing technology professionals. Prompt: Our product is loss-making for two years in spite of researched marketing plans. What could be wrong? I am trained with MarTech content.

Price 94

Price Strategic planning Referrals Sales 94

Search Engine Land

APRIL 12, 2024

This is reportedly why the new feature hasn’t been made available to marketers yet. Some advertisers worry that AI influencers could be used for manipulative marketing tactics. What TikTok is saying. Get the daily newsletter search marketers rely on.

E-commerce 116

E-commerce Contract Promote Campaign 116

Martech

APRIL 23, 2024

Marketers understand that not all of their relationships are perfect. No matter what is happening in the larger industry you operate in, your company might be going gangbusters. However, your vendor could begin tailoring their solutions to a smaller market. Has your vendor changed their product or marketing strategy?

Government 85

Government Technology Technology Trust 85

Martech

APRIL 25, 2024

Ogilvy’s 2030 Forecast asserts 60+ is the fastest-growing and wealthiest consumer class, representing a lucrative “silver economy” for product and service brands. So, how can marketers reach this broad and profitable segment? And what messaging will most appeal to their unique perspective and values? Outspend on Temu.

Trust 100

Trust Represent Legal Niche 100

Search Engine Land

APRIL 30, 2024

You try to define your target market, only to be told, “Our audience is anyone who wants our product – we don’t exclude anyone.” What you really need is an ad that smartly qualifies each click. It might feel new at first – most marketers were never taught this – but it’s a skill that will help you throughout your career.

CTR 89

CTR Real Estate Legal Clients 89

Martech

MARCH 19, 2024

How do we as marketers meet those expectations and set our brands apart?” trillion in annual global productivity. Furthermore, Sales and Marketing, combined, was flagged as one of four functional groups likely to deliver 75% of that value. “Customer expectations will continue to grow year-over-year.

Customers 96

Customers Campaign Repeat business Referrals 96

Martech

MARCH 13, 2024

Surveys and focus groups are the go-to methods for gathering customer insights to drive marketing strategy. Traditionally, marketing analysts have used data mining techniques on structured customer data to identify behavioral patterns and build predictive models. There are many more use cases for AI in market research.

Drivers/motivators 110

Drivers/motivators Customers Technique Engineering 110

Martech

FEBRUARY 20, 2024

B2B content marketing is an indispensable strategy for businesses looking to establish their brand, engage their target audience, and drive conversions. What is B2B content marketing? B2B content marketing is the creation and distribution of content, in all its forms, related to your business and relevant to customers.

Strategize 126

Strategize B2B B2C Trust 126

Martech

MARCH 4, 2024

We know with certainty that we’re in uncertain times and what we know today will be different tomorrow. It’s critical to constantly re-evaluate how you market and sell our products to customers because what worked last year, or even last month, may no longer be relevant. Instead of a year out, think about a quarter out.

Technology 109

Technology Technology Launch Product 109

Salesforce

MARCH 7, 2024

We all know it’s the key to great email marketing , but it’s one thing to know it and another to do it. But what exactly is segmentation in practice, and how do you make sure you’re doing it correctly? What you’ll learn What is email segmentation? What you’ll learn What is email segmentation?

Objectives and Key Results 114

Objectives and Key Results Customer Relationship Management SQL A/B testing 114

Search Engine Land

MARCH 27, 2024

Meridian , Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. price, product attributes, distribution, promotional actions) and external issues (e.g., In essence, MMMs split the drivers of sales into factors (e.g.,

Strategic planning 113

Strategic planning Technique Drivers/motivators Territory 113

Martech

FEBRUARY 28, 2024

Consumers make purchase decisions largely based on their online research, not necessarily on product packaging, benefits or customer service. What does that research look like? Searches for comparison guides, ingredient overviews, brand and product reviews, etc. What is business casual?” “How How to shrink jeans.”

Retail 104

Retail Trust Networking Presentation 104

Martech

APRIL 18, 2024

I’ve been writing about marketing tools for over a decade, and some of my earliest published articles were about the new breed of social media monitoring tools. I’ll start with what hasn’t changed and provide an overview of what I consider a strategic approach to AI tool selection. What does your business need to do with AI?

Strategize 129

Strategize Education Price Service 129

SaaStr

MARCH 1, 2024

Dear SaaStr: What’s The Number One Challenge for Scale-Up Stage Founders? In SaaS, once you have even a few million in ARR, the #1 challenge is recruiting top-tier VPs and building a truly top-tier management team: SaaS products mostly don’t sell themselves. SaaS products get too complex to hack a product roadmap too long.

Cold Call 101

Cold Call Engineering Gaming Up-sell 101

Search Engine Land

MARCH 21, 2024

This update ensures that what constitutes a conversion will be consistent and easily comparable between Google Ads and GA4 reporting, providing marketers clearer insights into user behavior across platforms. What Google is saying. Get the daily newsletter search marketers rely on. ” Why we care.

Conversion 110

Conversion Represent Process Product 110

Martech

DECEMBER 18, 2023

Artificial intelligence is rapidly transforming marketing operations. Let’s explore the current marketing applications of AI in CRMs and how you can best position your teams to capitalize on this disruptive innovation. Almost one in five executives are using or testing out AI to improve their marketing processes this year.

X-functional 118

X-functional Customer Relationship Management CRM Relationship Management 118

Heinz Marketing

MARCH 15, 2024

By Maria Geokezas , Chief Operating Officer at Heinz Marketing B2B purchases are complex, involving multiple decision-makers, each with specific needs. The key to unlocking value lies in alignment between your sales, marketing, and customer success teams—an alignment that comes from a singular, unifying force: customer understanding.

Growth 111

Growth Customers Objectives and Key Results Teamwork 111

Martech

MARCH 1, 2024

Customer retention is becoming more of a priority for B2B marketers lately. As buying shifts online and marketing takes on some traditional sales roles, retaining existing customers is essential for driving growth and profits. But, at last, B2B marketers are beginning to grasp the importance of retention marketing for profit growth.

B2B 117

B2B Cross-sell Pharmaceutical Account management 117

Martech

MARCH 22, 2024

As organizations continue embracing AI-driven approaches, marketing leaders should be empowered to push the boundaries of innovation and drive better results with less manual, time-consuming effort — but it requires thinking beyond basic applications. These days, they’re adding more AI features to help retrieve detailed insights more easily.

Strategize 93

Strategize Campaign User Experience Start-ups 93

Partners in Excellence

MARCH 20, 2024

Our feeds are filled with hacks, prompts, “cheat sheets” offering things like, “What are key decision maker roles for this… ? What are qualifying questions… ? What are trends… ? I refine them, suggesting a certain industry or market. How do I handle objections… ?”

Gaming 115

Gaming Engineering Presentation Start-ups 115

Martech

APRIL 15, 2024

Stanley Black & Decker is a truly iconic brand, around for more than 180 years, with a global market and its name practically synonymous with power tools. Q: You did a bachelor’s in economics and then — fashion marketing? This interview has been edited for clarity and length. Q: You studied in São Paulo.

CRM 95

CRM Retail Technology Technology 95