Making Sense of Enterprise Marketing Technology (EMT)

Forrester eCommerce

Making sense of the enterprise marketing technology (EMT) landscape can easily overwhelm even the most dedicated martech aficionado. B2C marketing contextual marketing enterprise marketing platforms marketing & strategy

Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Forrester eCommerce

Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous. B2B B2B marketing customer advocacy B2B Marketing social media

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Marketing Unboxed: How Glossier Wins Over Fans with Marketing That Shines

Zaius

The first episode of Marketing Unboxed is here! This is our newest video series where we order a fun product from a top ecommerce brand, and then track every marketing touchpoint along the way to see what works, and what doesn’t. Can’t wait till the next episode of Marketing Unboxed?

Ask A Flowchart: What Should I Name My Marketing AI?

Forrester eCommerce

Artificial Intelligence is a big deal in marketing technology. Forrester sees strong potential in AI as an enabling technology for marketing, and it’s great to see many vendors embracing AI to enhance existing offerings and as the basis for new solutions.

Predictions 2019: B2B Marketing And Sales — Mission Possible

Forrester eCommerce

B2B marketing customer experience customer journey customer journey mapping predictions 2019

B2B 228

Personalized Marketing Equals Better Marketing Results

Zaius

This true story is one of many examples of personalized marketing failure , or how to really annoy your customers by suggesting products based on vague demographical data such as gender or age. Marketers, you can do better! Get more specific with your marketing.

These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs

Forrester eCommerce

The timing was right; CDPs were driving attention towards a historically sleepy corner of the martech universe centered around data management, gaining traction among vendors, and racking up mentions in the marketing trade press.

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Nine AI Marketing Use Cases That Have The Potential To Deliver Business Value

Forrester eCommerce

The use of artificial intelligence (AI) in specific marketing applications such as programmatic real-time bidding is now commonplace. Although marketing has yet to adopt it more broadly, new use cases are gathering momentum.

Beyond The Hype, AI Will Spark A Marketing Renaissance.

Forrester eCommerce

Marketing technology (martech) vendors are heavily pitching AI. In fact, many marketers use AI without even knowing it, when they use AI-powered algorithms for programmatic ad buying! The reality is that AI will scale existing data-driven marketing approaches and give modern CMOs […]. B2C marketing chief marketing officer (CMO) customer experience AI artificial intelligence Customer Experience (CX) Marketing Marketing Automation marketing innovation

The Empowered Marketer: Winning with Subscription Box Marketing

Zaius

But because subscription boxes are such a successful business model, the market has also gotten far more competitive. This is exactly why Yosef “Joe” Martin decided to get directly involved in marketing his beauty subscription box company, Boxycharm. The Empowered Marketer Video

Healthcare Content Marketing

Zmags

The post Healthcare Content Marketing appeared first on Zmags. It may seem strange to see creative content and healthcare in the same sentence. But it’s true that healthcare companies should care about […]. Ecommerce Best Practices customer experience healthcare

The Empowered Marketer: Catering to the High Fashion Buyer

Zaius

She’s the Strategy & Digital Marketing Manager for two different high-fashion online retailers: Need Supply and Totokaelo. Aneesha is constantly working to provide value through marketing that is both thoughtful and highly personalized. Listen to Episode 18: The Empowered Marketer.

Announcing The First Forrester New Wave™ Evaluation Of Influencer Marketing Solutions

Forrester eCommerce

The size of the influencer market on Instagram alone is set to grow $2.38 Accordingly, our Forrester Analytics data shows that 75% of marketers have already implemented or are planning to implement a solution to manage this market in 2018, and seventeen percent of B2C marketers consider influencers one of […]. What bubble? billion next year.

The Empowered Marketer: Making Marketing More Beautiful

Zaius

If you’re like most marketers, you likely have a long list of site improvements to make, A/B tests to run, and designs to update to make your site the best it can be. Listen to Episode 2: The Empowered Marketer. For email marketing, it might be MailChimp.

Marketing Innovation Starts And Ends With Customer Obsession

Forrester eCommerce

Despite all the monumental changes to technology and media which afford marketers the capabilities to build emotion-rich customer relationships, they frequently struggle to rise above roles as brand despots or sales vassals.

Email Marketing Inspiration from 100 Top Email Marketing Campaigns

Zaius

For marketers everywhere, keeping customers engaged and interested through email is an ongoing task. In fact, in a recent survey, 58% of marketers said it was their number one goal. Enter Campaign Monitor’s Top 100 Email Marketing Campaigns.

Email Automation: Pro Tips for Ecommerce Marketers to Win Big

BigCommerce

Email marketing continues to reign as the highest performing marketing channel for return on investment (ROI), according to the 2018… Email Marketing

Customer Retention Should be Ecommerce Marketing Priority #1: The Why, The How and The Return

BigCommerce

While… Ecommerce Marketing customer retentionDid you know that customers who stick with your brand over time will spend 67% more than new customers?

Makers and Marketers

Forrester eCommerce

Fall means that software conference season is in full swing, and that I’m on the road more that I’m off it. This week was an interesting one, as I found myself pin-balling from one end of my coverage to the other. On Monday I spent some time at IBM’s Agile Engineering Summit in D.C. Attendees […].

7 Tactical Ways Every Business Can Use Local Marketing to Sell More

BigCommerce

Location-based marketing is part of our daily lives as consumers. What is Local Marketing? This type of marketing specifically targets potential customers in a physical store’s community. Why has this type of marketing taken off recently?

Predictions 2019: Consumer Power Pushes Marketers To Better Data And Experiences

Forrester eCommerce

B2C marketing predictions 2019 b2c marketing“I get knocked down, but I get up again.” — Chumbawamba Halfway through the 20-year-long age of the customer, empowered consumers are more informed about their purchases, demand data privacy, and dictate the experiences that they want.

Adobe Changes Its Marketing Cloud Trajectory With Marketo Acquisition

Forrester eCommerce

On the one hand, I find myself proud to be a B2B marketer — to think that helping […]. B2B marketing chief marketing officer (CMO) customer experience marketing technologyI am still catching my breath. Adobe has agreed to acquire Marketo for $4.75 billion. The deal is the biggest in Adobe’s history and a massive encore to the acquisition of Magento for a mere $1.7 billion in May.

Introducing The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018

Forrester eCommerce

I am excited to announce the publication of The Forrester Wave™: Marketing Measurement And Optimization Solutions In Asia Pacific, Q4 2018. In our first 36-criteria evaluation of marketing measurement and optimization solutions in Asia Pacific (AP), we identified the seven most significant vendors — Analytic Partners, Data2Decisions, Datalicious, Fractal Analytics, Impact, Neustar, and Nielsen […].

Long B2C Sales Cycle? Use Content to Power Marketing

Zaius

If your brand sells an expensive or niche product with a long B2C sales process, you have to think about your marketing differently long-term. Use content marketing throughout long B2C sales cycles. Use triggers to improve content marketing.

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Global Marketing Automation Spending Will Reach $25 Billion By 2023

Forrester eCommerce

Marketers today are managing more channels, more content, and more data, while delivering vast quantities of personalized content quickly around the globe. As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast, 2017 To 2023, we expect global spending on […].

How You Can Build A Powerful Influencer Marketing Strategy in 2018

BigCommerce

In the words of marketing guru Seth Godin, “People do not buy goods and services. They buy relations, stories, and… Ecommerce Marketing influencer marketing

TD Ameritrade’s “Accountable CMO” Makes Marketing a Business Engine

Forrester eCommerce

My new marketer inspiration? advertising advertising agencies behavioral targeting branding marketing & strategy marketing executive leadership marketing measurement marketing metrics marketing organization & culture marketing ROI media buyingI have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management conference earlier this week in Hollywood, FL.

Marketing Innovation Requires “Process, Process, Process!” (Channeling Jan Brady)

Forrester eCommerce

Marketing has come a long way but it is not yet customer-obsessed. To address this gap, we’re pleased to announce the launch of Forrester’s new The Marketing Innovation Playbook. It’s time for companies to undergo a marketing makeover. Marketing innovation” and “process,” you […]. chief marketing officer (CMO) marketing & strategy B2B Marketing b2c marketing innovation market imperative Marketing marketing innovation playbook process

Marketing in Adjacent Markets

Rishi Rawat

Look for related markets adjacent to your core market. uncategorized MarketingHere’s a good example: Warby Parker sells eyewear online but they also have an app that allows any consumer with a phone to test eyesight.

The Key To Marketing And Sales Alignment? The Customer.

Forrester eCommerce

B2B marketers get it. They know they need to operate across their sales and marketing silos to get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle.

AI Helps Marketers Target The Right Customers, Across The Right Channels And Content At Scale

Forrester eCommerce

artificial intelligence (AI) B2C marketing chief marketing officer (CMO) digital marketing email marketing integrated marketing (cross-channel) marketing & strategy AI ROI

Marketers, You Desperately Need A New Mindset

Forrester eCommerce

You have to feel bad for marketers: For years, they’ve tried to keep pace with changing buyer behaviors and adapt to the cross-device and cross-channel habits of their customers.

WEBINAR: How Empowered Marketers Drive The Repeat Purchase

Zaius

We talked about this challenge with three brilliant marketers from exciting B2C and ecommerce brands: Jon Corwin of One Click , Jack Meredith of Kettle & Fire , and Joey Ng of Output. Email marketing strategies to engage buyers after their first purchase.

How Behavioral Marketing Campaigns Drive Ecommerce Revenue

Zaius

Buyer behavior is a goldmine of data for ecommerce marketers. So how do you actually execute a behavioral marketing campaign? This marketing strategy isn’t too complicated, but you have to put in the work. What is a behavioral marketing campaign?

Video: Adobe Premiere Rush CC Brings AI-Powered Video Editing To Marketers

Forrester eCommerce

application development & delivery content marketing video & teleconferencing Adobe adobe max content creation creative cloud creatives editing Nick Barber premiere rush video

Are You Modernizing Your B2B Go-To-Market Strategies?

Forrester eCommerce

Last week I had the opportunity to speak at a dinner event with 20+ senior marketers and business partners that InsideView sponsored.

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ABM: Just Another Name For Go-To-Market Planning And Execution?

Forrester eCommerce

Top B2B marketing leaders think carefully and thoroughly about which markets represent the best fit for their offerings. Account-based marketing (ABM) is the most recent embodiment of this practice – what is generally called go-to-market strategy.

Power Ecommerce Growth with Lifecycle Marketing

Zaius

This data powers your ability to execute lifecycle marketing — a strategy to engage with shoppers in the most relevant way according to where they are in their customer journey. Favors email marketing messages. Lifecycle marketing campaigns that work.

Do You Have a Consistent Marketing Message?

Zaius

Every website page, every marketing campaign, and every communication you receive on all marketing channels is always the same. Everyone makes mistakes, but having a consistent marketing message is incredibly important. The same is true for your marketing and data systems.

People Matter; Marketing Channels Don’t

Zaius

What matters more to your B2C business — a new customer buying your product or the new marketing channel that brought in the new customer? The marketing channel is only important because it brought in that new customer. If your B2C marketing strategy today is completely focused on marketing across multiple channels, then you’re thinking about marketing all wrong. In fact, omnichannel is a perfect reflection of this concept of customer-first marketing.

Back2Basics: Why B2B Marketers Should Differentiate On Customer Experience

Forrester eCommerce

age of the customer B2B marketing content marketing digital marketing B2B B2B Marketing customer experience customer obsession differentiation Marketing strategic messaging

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Morning Routines Every Digital Marketer Should Do

Zmags

The post Morning Routines Every Digital Marketer Should Do appeared first on Zmags. Your alarm didn’t go off, you missed your 8:15 bus, and the Uber you took cost an obscene amount of money. You go […]. Ecommerce Best Practices Zmags culture

The Data-Driven Marketing Revolution Will Be Televised

Forrester eCommerce

Bean’s chief sales and brand officer walk through the company’s brand refresh and corresponding marketing campaign. advertising B2C marketing marketing & strategy marketing methods media media buyingI recently heard L.L.