The single marketing view of a customer is not a new concept. Every marketer longs for a more comprehensive and robust approach to centralizing customer data and making it actionable in marketing campaigns. But as Einstein once said, “In theory, theory and practice are the same. In practice, they are not.” Despite the overwhelming desire to establish a more robust approach to customer data accessibility, marketers struggle with fragmented customer technologies, legacy applications, channel proliferation, and data silos. Perhaps it’s time to re-think the model for making holistic customer data actionable. Customer expectations have never been more demanding; therefore, it’s imperative for marketers to embrace new tactics for building lifelong customer relationships.
Campaign management solutions are often considered as a cornerstone to fulfil marketing objectives. Choosing the right campaign management technology is a key step in the process of effectively executing the brand’s marketing strategy. CMOs, when trying to evaluate solutions, often struggle to differentiate the capabilities of one vendor over another. Indeed, most vendors are using the same broad messaging and promoting what appear to be equivalent features and benefits in their websites, data sheets and marketing presentations.
This white paper will contextualize research findings published in the Journal of Advertising (US) for marketers and reveal key insights and recommendations for maximizing conversion and engagement in email campaigns and minimizing damaging outcomes from these communications. Key points include re-thinking the concept of marketing pressure, five rules for managing marketing pressure, and taking action to enable intelligent and individualized messaging.
Explore the current and potential role of big data in marketing with this white paper, and learn the importance of embracing the future of data. Some key points from this white paper include a definition of Big Data, components of Big Data, and Big Data tips and benefits.
This white paper attempts to explain the importance of understanding the shift in customer loyalty strategies from transactional to emotional. Key points include moving beyond the punch card, the loyalty shift from transactional to emotional, the customer loyalty value chain, building the right foundation, incorporating emerging channels and techniques, and customer examples of loyalty in action.
This white paper will show the importance of Social-Local-Mobile (SoLoMo) marketing for those trying to break into the digitally obsessed consumer world. Some key points from this document include why SoLoMo is important now, its contextual relevance, and some tips for taking advantage of SoLoMo offerings to reach customers.
Read why transactional messaging is becoming a very important tool, combining promotional messages with traditional transactional messages to deliver relevant, timely messages to customers. Key points include the consistency and personalization that comes with transactional messaging and some examples of case studies from customers who’ve had success with transactional messaging.
This white paper attempts to build a case for marketing automation amidst times of tight budgets; it offers numerous resources to marketers who need to make an effective case to present to upper-management. Key takeaways from this document include the assembly of an effective executive summary, identifying the problem or solution with situation analysis, generation of proposals and objectives, financial analysis – costs and gains, as well as industry statistical support for your case.
This white paper includes some reasons why traditional Email Service Providers (ESP) may not be the answer in today’s cross-channel world. This document looks into disadvantages of traditional ESP and why marketers are turning to cross-channel campaign management platforms to achieve success.
Social marketing is being utilized by nearly all companies, but there are unanswered questions regarding its effects on business results. This white paper tries to answer this question by applying direct marketing techniques to convert social “fans” or “followers” into personal contacts and leads, which could impact ROI.
Every email marketer’s goal is to get into the inbox, and have their message opened and read. This white paper will attempt to simplify the first step, deliverability, by offering four tips that should help, including data quality, message & content, sending infrastructure, and reputation.
Read this white paper to take a deep-dive into what Neolane has to offer as an email service. Neolane offers a uniquely integrated solution spanning several channels to ensure your marketing department adopts one-to-one best practices.
Channel fragmentation, lack of personalization, and interactivity are all challenges that marketers are facing today. This white paper attempts to make a case for conversational marketing, and how it is changing the future of customer engagement, having fewer communications and more conversation.
Some marketers wonder why they need marketing automation if they already have Salesforce and email service providers, but the reality is, marketing automation ties all campaigns together to make data actionable and leads warmer so sales will be able to convert at a higher rate.
Research shows 50 percent of B2B marketers will look to acquire marketing automation by 2015, researching various products to help their marketing effectiveness. This white paper will make sure your company makes the right choice, and identify a solution that will meet needs now as well as in the future.
Oftentimes, especially in the digital age, personalized messages are resulting in positive customer experiences. However, managing these experiences between corporate and local entities can be very challenging. This white paper will show how marketers can leverage technology to steer these two entities toward one common business goal to improve sales and the overall customer experience.
Social media usage is rising by the day, and it certainly offers significant opportunities for marketers to reach customers and prospects. This white paper offers some social media marketing tips as well as how to engage, interact, and monitor your social media conversations.
This is a follow-up to our “Fighting Marketing Fatigue” white paper, which looked at improving relevancy and personalization. “Part II” looks into some ways to achieve related personalization and relevancy benefits, including improved customer engagement and ROI.
Customers are expecting relevant, personalized messages; gone are the days of “batch and blast” email marketing tactics. Despite the known desire of personalized content, marketers are oftentimes falling short and not getting personal enough. This white paper will help fight these issues, providing some tips for creating even more personalized customer communications.
From the moment a customer inquiry is made, marketers should take note and not have to re-establish relationships each time the customer is contacted. With small groups of contacts, manual processes may be efficient, but with hundreds or thousands of leads, marketing automation may be the answer. This white paper lets businesses know the right time to implement a marketing automation solution.
Marketers and customers have so many tools to send out and so much consumer information, creating a need for marketers to integrate customer experiences across all inbound and outbound channels and deliver messages through preferred channels. This white paper looks at the current challenges with integrating inbound and outbound channels and the need to focus on creating engaging customer experiences, the benefits of optimizing inbound and outbound marketing, and the critical role cross-channel campaign management technology plays in the process.
As lead generation shifts from quality to quantity, the management and nurturing of leads is more important than ever. This white paper gives some direction as to how to build a lead nurturing program, offering a few in-depth steps that will improve the lead nurturing process.
This white paper arms marketers with all the tools they need to present the C-suite with an undeniable case for marketing automation investments. Some tools to get the job done include third-party research, industry statistics, as well as a presentation outline to help build a case for enterprise marketing automation software.
Marketing automation software has a misconception of being very difficult to implement, forcing many to hesitate about giving its recommendation. This white paper will attempt to help marketers overcome this fear, providing an overview of the positive impact marketing automation can have as well as offers information for selecting the right service.
Many marketers are struggling to tie online and offline campaigns together to create a single marketing approach. In this white paper, Neolane and Aberdeen show how best-in-class organizations use cross-channel tactics to attain revenue and ROI growth.
As companies are always looking for ways to save money and cut costs while retaining effectiveness, marketers need to be able to make a case for their slice of the budget. Lead management software has become a must-have, giving marketers an avenue to automate demand generation, lead scoring, and ROI measurement to have cold facts when faced with budget cuts.
We know the importance of utilizing many channels to reach customers; however, the true opportunity for revenue growth lies within an organization’s ability to drive coordinated campaigns across channels, not in silos. This white paper highlights several examples of companies that have effectively adopted cross-channel strategies to see significant growth.
Neolane and Aberdeen Group make a case for automating closed-loop marketing, which is used by 88% of top-performing organizations. This white paper will inform you how to adopt closed-loop marketing strategies to adequately meet customer demands.
Gone are the days of effective business with separate marketing and sales teams. This report from Aberdeen Group explores the integration of marketing and sales technologies to optimize leads; it also explores how the best-in-class companies integrate sales and marketing to increase revenue across the board.
Direct marketing is evolving; no longer are direct mailings or email going to dominate direct marketing campaigns. This white paper looks at survey results that attempt to shed light on emerging channels that will affect direct marketing in the long-run as a way to help marketers prepare for what is on the horizon.