Who’s Speaking at TechX: Guest Keynotes and Spotlights - Dan Morgese

this  article publish on - Who’s Speaking at TechX: Guest Keynotes and Spotlights, November 02, 2016, By Dan Morgese

Second annual SiriusDecisions Technology Exchange, which will be held in Austin on November 15-17, delegates can look forward to a great experience with a full schedule of content and activities. During the two-day event, attendees will have the opportunity to hear from dozens of b-to-b practitioners about technology best practices and real-world examples of successful implementations of marketing, sales and product technologies by b-to-b organizations.

Among the highlights of TechX this year will be more than a dozen guest speakers who will present on the mainstage and during the breakout sessions. These b-to-b leaders have compelling stories to tell about how they have leveraged the power of technologies to help fuel their results. Please follow them on social media and click on the links below for a preview of the topics that each of these featured guests will cover at TechX.

Also, be sure to start following the event’s hashtag at #SDTechX for more great content and previews leading up the event. And visit the TechX site to review the complete agenda, list of speakers and other activities at TechX.

See ya’ll in Austin!

Client Guest Keynotes

How Technology, Process and Partnership Drive Blackbaud’s Demand Center

  • Mary Pat Donnellon, Blackbaud

Vice President, Marketing, Blackbaud

  • Michelle Duckett, Blackbaud

Senior Manager, Marketing Operations, Blackbaud

Fireside Chat: What’s Fueling the Marketing and Sales Technology Market?

  • Peter Arrowsmith, JMI

General Partner, JMI
LinkedIn profile

  • Devon McDonald, OpenView

Partner, OpenView

Fireside Chat: The State of the Marketing Cloud
  • Matt Zilli, Marketo

Senior Director, Solution Marketing, Marketo

  • Kishan Chetan, Microsoft

Principal PM Manager, Microsoft

  • Stephen Streich, Oracle

Senior Director, Product, Oracle Marketing Cloud

  • Laura Horton, Pardot

Director of Marketing, Salesforce Pardot

Driving Technology Adoption in B-to-B

  • Brian Vass, Paycor

Vice President, Sales & Marketing Technology, Paycor

Guest Spotlight Speakers

The Account-Based and Customer Marketing Stack: Capabilities Required for Impact
JJ Kardwell, Everstring, President and Co-Founder, Everstring

Applying Agile: How It Can Help and When It Doesn’t
Davor Golac, Group Manager, Office 365, Microsoft

Building the Capability-Led Sales Tech Stack
Greg Munster, Red Hat , Senior Director of Global Sales Productivity, Red Hat

Building the Capability-Led Marketing Tech Stack
Peter Mcrae, TIBCO, Director, Marketing Technology, TIBCO

Note : Any suggestion you have , please mail me on prabhakara.dalvi@gmail.com


Account Based Marketing Solutions with next generation Data as a Service - RC

Since couple of years, Account Based Marketing (ABM) is heralding new wave amongst B2B organizations. ABM is widely acknowledged as one of the best practices within B2B arena as it orchestrates precise targeting with focused sales and marketing initiatives hovering around set of ideal customers. 

As ABM focuses more on account- centric approach rather than contact focus, leveraging on best-fit target list  and then expand universe will be norm.

Here comes SMARTe Inc to aid and guide your ABM journey. Insightful and data driven B2B marketers across the world are reaping the benefits of maximization of data to achieve success through SMARTe’s innovative DaaS offerings. 

next generation Data as a Service (DaaS)

Relevant Contacts, next generation Data as a Service (DaaS) offering turbo charges your enterprise’s ABM initiatives with prized asset – DATA. It is proved beyond any skepticism that high quality data can make huge difference to your ABM programs, more number of enterprises are relying on SMARTe DaaS offerings.  

Relevant Contacts supports data driven ABM through:

1. Identifying best fit accounts (target account list build)
2. Delivering insights concerning accounts and contacts
3. Real time enrich of Company and Contact details

Relevant Contacts will drive your ABM philosophy with ‘relevant data’.


How to use Account Marketing for increasing ROI - ABM

A survey was being conducted recently for the B2B marketers about ABM adoption, Here is what we have learned. ABM is gaining traction with the B2B community, but the huge obstacle is, “The inability to identify specific decision-makers within targeted, in-market accounts.” This is the biggest challenge according to the surveyed marketers.

The good news is ABM investments is Skyrocketing, 57% of marketers say that 20% of their marketing budget is now dedicated to ABM; 83% say that their organization’s ABM 2016 ABM spending will be more than it was in 2015. 

In reality, the activity is good, but the execs expects ROI and customers, revenue is more important than lead volume. According to 40% of marketers, success is now measured by revenue or bookings.

So now it’s time for Marketers to execute on their ABM promises, 90% recognize the need to improve their ABM program results. Yet marketers agree two major obstacles often stand in the way of ABM success.

Identifying the right accounts & Obtaining accurate, rich data on target account decision-makers

It’s clear that traditional B2B advertising is missing the mark, 71% of the marketers say that digital B2B advertising frequently fails to meet expectations, which is probably because 96% believe that B2B advertising reaches a significant number of people outside their intended target.

Identify the accounts that show buying interest, Generate account-based decision-makers leads, Ensure lead data is rich accurate and 100% in-market companies, Quickly import complete lead data for nurturing and follow-up, Prove ABM program ROI with revenue/customers

Source :-  http://goo.gl/WIO1xr

Note : Any suggestion you have , please mail me on prabhakara.dalvi@gmail.com


Marketo Honors the Best of the Marketing Nation with 2016 Revvie Awards

Marketo, Inc. (MKTO), the leading provider of engagement marketing software and solutions, announced the 2016 winners of its annual Revvie Awards. The awards highlight the most creative Marketo customers, partners, and individual marketers who found innovative ways to attract and engage customers, propel their companies to new growth and success, and inspire others.

Recipients are being honored today during the 2016 Marketing Nation Summit at The MGM Grand. With more than 6,000 registered marketers from around the globe, this year's Summit focuses on inspiring "Tomorrow's Marketer" and features thought leadership, educational sessions, workshops, and training that empower marketers of every level to succeed in today's digital era.

"Marketo is passionately committed to inspiring our Marketing Nation, and our customers and partners in turn inspire our team every day," said Sanjay Dholakia, chief marketing officer, Marketo. "Revvie Award recipients remind us that marketing programs are a powerful means to impact the bottom line and connect with customers in long-lasting and meaningful ways."

The 2016 Revvie Award winners include:

Marketo Masters: Marketing Team of the Year, Enterprise: PR Newswire
PR Newswire's challenge was to transform their marketing department from a cost center to a revenue driver. The team reimagined its go-to-market strategy, positioning Marketo at the core of its program centered on the buyer's journey. This approach resulted in a 361 percent YoY increase in marketing-influenced revenue. 

Marketo Masters: Marketing Team of the Year, SMB: Pluralsight
Pluralsight switched its marketing automation provider to Marketo to scale its programs and provide a more personalized experience for customers. Marketo's agility as a business-to-business (B2B), business-to-consumer (B2C), and hybrid marketing platform allowed Pluralsight to increase its YoY B2B opportunities by 168 percent and B2C sign-ups by 184 percent.

The Bridge Builder: 3 Day Blinds
3 Day Blinds achieved success using Marketo Ad Bridge, integrating marketing technology with advertising technology for smarter targeting, more consistent messaging, and a more cohesive customer journey. Being able to precisely tailor messages depending on the customer's stage in their journey allowed for more consistent engagement, ultimately building trust and demand. This approach increased 3 Day Blinds' ad click-through rate by 140 percent and reduced cost-per-acquisition to  just one-fifth of what it was before the integration.

The Engager: Cancer Treatment Centers of America
Cancer Treatment Centers of America (CTCA) designed a personalized, responsive campaign that supported its strength as a care-oriented business while also leveraging the latest technology to deepen customer relationships. CTCA used Marketo to personalize communications to the needs of each patient to increase the likelihood that they would choose the organization for their treatment.

The Futurist: Blackbaud, Inc.
Blackbaud used the combined power of Marketo and partners SnapApp and Uberflip to develop an interactive content marketing program to drive sales. After deploying the content globally to their customer base, Blackbaud saw exceptional engagement rates and a 56 percent rate of conversion. As a result, the transactional sales team finished its first six months on the program at 133 percent of quota, ultimately adding more than $600,000 in new sales above target.

The Globe Trotter: Laureate Education Inc.
As a network of more than 80 campus-based and online universities across 28 countries, Laureate Education Inc., deployed Marketo globally to create a personalized experience for new and current students. To-date Laureate is using Marketo to create and deploy enrollment and retention campaigns for more than 2.6 million student records.

The Stack Master: WGSN (part of Ascential Group)
WGSN created a powerful marketing technology stack by integrating Marketo with a suite of applications and functions such as predictive analytics, data visualization, APIs, and native product features. Executing this program has helped re-engage low usage subscribers five times more effectively than traditional marketing techniques.

The Transformer: CenturyLink
CenturyLink successfully executed a seamless migration of two marketing automation platforms to Marketo to support the enterprise side of its business. With Marketo, CenturyLink has improved speed-to-market for new campaigns and created a 96 percent increase in lead generation revenue over the prior year while at the same time reducing the company's marketing automation expenses.

LaunchPoint Technology Partner of the Year: Vidyard
More than 120 Marketo customers use Vidyard's integration to generate more leads and increase sales efficiency through the strategic use of online video content, one-to-one personalized video, and second-by-second video engagement data. Joint customer Tradeshift, for example, deployed Vidyard's personalized video capabilities for a campaign that saw a 300 percent increase in click-through rates and engagement, their most successful marketing campaign of the year.

Digital Services Partner of the Year: Fathom
Fathom has reaped huge rewards through its partnership with Marketo, doubling revenue YoY to-date. Highlights from 2015 include assisting in the launch of Marketo's go-to-market strategies for sports and education. As a certified transformation partner with Marketo, Fathom's unique combination of business strategy and change management is helping drive transformation for The Ohio State University Fisher College of Business, McGraw-Hill Education, EBSCO, and more.

Marketo Sales Partner of the Year: Reach Marketing LLC
Over the last nearly three years, Reach Marketing has assembled an all-star team of marketing, data, and technology experts to support Marketo adoption among enterprise businesses. This dedicated group of certified Marketo experts, as well as consultants, developers, database managers, content marketers, analysts, lead lifecycle architects, and audience development managers, has driven joint customer wins and quickly set these companies up for success.

The 2016 Revvie Award individual winners include:

Champion of the Year: Joe Reitz, STANLEY Convergent Security Solutions, Inc.
Joe Reitz is a true Marketo brand evangelist as evidenced by his tremendous dedication to the Marketo community and the Chicago User Group. Reitz has given up his own time to create world-class videos to share tips with Marketo customers, delivering best practice adoption among other users.

Marketo Masters: Marketing Executive of the Year: Thomas P. Davis, Forbes Media
Tom Davis led the transformation of Forbes' B2B sales organization from a disparate system with four different email marketing tools into one optimized marketing automation and CRM system in just two months. Implementing Marketo allowed the global sales team to see the web activity of prospects across dozens of website properties and even more languages and geographies. Through Davis' leadership, the sales team has landed bigger projects, saved time and built relationships for the future.

Marketo Masters: Marketer of Year: Barry Brown, MPulse Maintenance Software
Without any prior knowledge of marketing automation, Barry Brown took it upon himself to master and implement Marketo at MPulse. Over four years, the company's sales team tripled in size, customer retention rates exceeded 90 percent, and annualized topline revenue grew by 40 percent. Brown, who will celebrate his 70th birthday later this year, will retire knowing that he played a critical role in propelling MPulse's digital transformation.

To learn more about this year's winners, please visit www.marketo.com/summit

Note : Any suggestion you have , please mail me on prabhakara.dalvi@gmail.com


How to Find Business Influencers for enrich ROI - B2community

In a study conducted by Forbes, only 1% of Millennials surveyed said that a compelling advertisement would make them trust a brand more. In fact, 33% of respondents said they rely mostly on blogs before they make a purchase. This is just one example of how today’s consumers, including everyone from Baby Boomers to Generation Z, are turning to their peers before pulling out their wallet. Social media, blogs, unboxing videos, and review sites are now an important step in the buyer’s journey. According to SiriusDecisions, 70% of the buyer’s journey is already complete before a customer even reaches out to sales.

As brands try to find new ways to reach their market, it’s no surprise that influencer marketing has the industry abuzz. Its ability to deliver ROI like no other has everyone from Jay Baer to Brian Solis talking about it, and last year Google even classified “influencer marketing” as a “breakout” keyword, meaning it experienced growth greater than 5000%!

Influencer marketing is a powerful tool, especially in a world where media is ubiquitous, and almost everyone has the capacity to articulate, repeat, or amplify an idea. But influencer marketing has to be about more than name dropping or pushing products. As marketers become aware of the benefits of this strategy, and influencer outreach programs become more popular, consumers are starting to turn a “jaundiced eye toward the endorsement itself” says Jay Baer. Your audience wasn’t born yesterday, and they can spot a hollow product placement from a mile away.

So how should you approach influencer marketing? We’re debunking the influencer marketing myths that mislead content marketers, and sharing insights into how you can find the right influencer and pull consumers down the funnel.

Myth #1: Influencers, advocates, and ambassadors are the same thing.  - business2community.com

Terms like ‘influencer marketing,’ ‘advocacy,’ and ‘brand ambassadors,’ get thrown around all the time – but do we really know what they mean and why they’re different? Let’s take a moment to set the record straight.

Let’s start at the most basic level with the fans. Fans simply love the brand. They might talk about your company or product casually on social media or with their friends via word of mouth, but they’re not paid and they’re not necessarily influential on a large scale.

Advocates are “super fans” or “brand loyalists” who engage with a brand because they truly love it and are inspired to take action, says Entrepreneur.

According to Jure Klepic of the HuffPost Business Blog, “a true advocate, often a highly satisfied customer, can be priceless.” For example, while shopping for a pair of boots at Blundstone, I received the best customer service I’ve ever encountered in the retail industry. Since then, I’ve convinced at least 10 of my friends and coworkers to purchase Blundstone boots. I’ve become a willing and outspoken advocate for the company even though they haven’t paid me a cent.

Though an influencer might have a larger audience than an advocate, peer-to-peer and word-of-mouth recommendations are highly influential, and may be just as important as an influencer’s endorsement.

That brings us to influencers. Though there’s a tendency to think of influencers simply as people or celebrities with large followings, you should really be thinking about them as people who resonate with your brand values.

An influencer might be a blogger, popular instagrammer, celebrity, or trusted industry expert. Ideally, an influencer will advocate for a brand simply because they love the product, with no expectation of compensation. However, influencers are often paid for their services or given free products and perks in exchange for a review, post, mention, or endorsement.

Ambassadors are hired by a brand for a long-term campaign. These are typically paid spokespeople who are given a deep inside knowledge of the brand or product, and usually have goals or targets that they’re expected to meet. An ambassador’s primary responsibility is to deliver the brand’s messaging to the public.

Now that we know how an advocate differs from an influencer, you’re better equipped to determine which one is best suited for your brand or campaign.

Myth #2: The best influencers have a lot of followers.

Contrary to popular belief, the number of followers an influencer has on Instagram, Twitter, Facebook, or LinkedIn is not the best way to evaluate whether they’re the right fit for your brand.

According to Baer, “we tend to confuse audience with influence.” But having a large blog readership or a ton of Instagram followers doesn’t inherently make an individual influential, it simply means they have a large following. For Baer, “true influence drives action, not just awareness.”

So, how do marketers ensure they’re cultivating awareness and action? There are two parts to this equation. Firstly, you have to ensure that you’re delivering the right content through the right influencer on the right channel. There’s no “one size fits all approach.”

You wouldn’t give a popular video game reviewer on YouTube your new kitchen gadget. Just because an influencer has a large following doesn’t mean it’s the right one. Relevance and resonance are more important than followers when assessing the value of an influencer.

Additionally, to be truly influential and drive action, an influencer must also be an advocate. It’s not enough to have someone with a large following tepidly review your product, they have to really believe in it. A modest review might drive awareness, but it won’t drive action unless they’ve become a fan of your brand.

David Alston stresses the importance of authenticity. He emphasizes the need for marketers to build genuine relationships with people in the industry that are built around a sincere desire to help them out. The same approach should be taken when searching for and building relationships with influencers. Follow and engage them on Twitter, share their content, and invest time in helping them with their cause. Michael Brenner suggests involving influencers in the content creation process to deepen the relationship. “While your ultimate goal is getting influencers to amplify your content, the co-creation project should focus on creative value for influencers as well.

Alston also recommends looking for the people in your space (and adjacent spaces) who are passionate about the same issues as you. It will be much easier to build a relationship with influencers and will give you access to the right audiences. If the audience can identify that an influencer isn’t genuinely psyched about your brand, product, or service, they’re not going to be inspired to take action. The real power of an influencer lies in their sincerity, excitement, and passion, not just the size of their audience.

So where do you start looking for the right influencer? Focus less on audience size and more on the influencer’s activity. Do they love your brand? Are they talking to an audience that might be interested in your products? Are they engaged with their audience and regularly replying and retweeting their followers’ posts? And how many people are retweeting their content or commenting on their blog posts?

For example, here at ScribbleLive we analyzed over 100 million news items, blogs, and social media sources to identify the world’s most influential CMOs. By focusing less on the audience size and more on the activity around an individual, we were able to identify the top 50 movers and shakers in the marketing world.

Myth #3: Page views and impressions matter.

Influence can be tricky to quantify and measure. Marketers are often under a lot of pressure to prove the ROI on their marketing efforts, but page views, and impressions (though important) aren’t enough. Marketers have to shift their thinking and take qualitative forms of ROI into account.

As we mentioned above, advocates can be extremely useful for a brand looking to ” unlock a new level of social media ROI and word of mouth.” You can activate existing brand advocates by making it easier for them to create and share content about your brand across their social accounts. Feature them on your brand’s Instagram, retweet them, or find a way to empower the customers who are passionate about your brand. By recognizing and engaging enthusiastic fans, you can cultivate loyalty and help spread messaging to new audiences in a less intrusive way.

Note : Any suggestion you have , please mail me on prabhakara.dalvi@gmail.com


Email Campaign is Still a Top Channel for B2B Marketing

Email marketing is a direct, trusted channel for online communication. With the right approach to email, B2B companies can educate and support business audiences and create more customers in the process.


B2B decision-makers make purchases based on what they need, which means impulse buys are less common. As a service or product provider, you are challenged to equip your audience with informative and engaging content across a long buying cycle. This post will explore how email supports the lead-to-close process and provide tips for building an effective campaign.

Email Supports Sales Activities

Despite its widespread use, telemarketing isn’t always the best way to generate new business. Time is a valuable resource for businesses, which means many prospects won’t hear you out, especially if they aren’t expecting your call. It can be difficult to make contact with the right decision-makers in an organization through cold-calling alone.

In situations like these, email is a perfect way to make contact without causing disruption. Prospects can open and read your communication at their own leisure and discretion. With the right sequence of messages and calls-to-action, you can warm up cold leads and lay the foundation for a successful sales call. Research has shown that nurtured leads produce 20 percent more sales opportunities than non-nurtured leads.

Email Improves Customer Relationships

Establishing a customer-centric email strategy will help you evaluate and respond to your customers’ needs. Using behavioral data and segmentation, you can deliver targeted communications and offer value that far-surpasses that of a generic newsletter.

Realizing the full potential of your customer relationships is very important. You want your prospects to not only choose your product, but to recommend your product. The ones who do will be more profitable to you. In other words, your end game isn’t the transaction; it’s advocacy.

Customer advocacy sets the bar high for email. It means batch and blast promotional mail won’t cut it. Instead, businesses should focus on aligning each message, each email, with the buyer’s current “decision-making moment.”

This graphic gives examples of effective content types for three major stages of the buying process:

B2B Email Tactics to Try

Companies with smaller budgets and limited resources often struggle to run effective email campaigns or shy away completely. But compared with other marketing channels, email is relatively inexpensive. According to a 2015 report by DMA, email has an average ROI of $38 for every dollar spent.

The three tactics below will help you leverage email marketing to its fullest potential.

1. Welcome new leads from search

Customers are good at blocking out distractions. They install plugins to block pop-ups and display ads. They use research to find what they need and avoid what they don’t. That’s why marketers invest so much into search engine marketing (SEM).

If you know anything about SEM, you know it revolves around content — usually starting out with free “carrot content” and gradually asking more commitment from the reader.

Valuable opt-in content can capture new leads and bring your visitors closer to making a decision, but it works best when paired with email. To strengthen the effect of opt-in content, send a follow-up email thanking the customer and providing another opportunity for engagement. For example: an invitation to a webinar or exclusive access to an industry report.

2. Plan an educational drip

Informative content is almost always more effective than a sales pitch. Emailmonday recently reported that campaigns with CTA text “more info” win 90 percent of multivariate tests against “try now” or “buy now.”

Help your customers make an informed decision with educational content wrapped in a clever autoresponder cycle. Some refer to this as a drip campaign. Drip campaigns help you provide timely information based on your customer’s position in the buyer’s journey:

New to the product: Introduce them to your company, product, or service at a comfortable pace; focus on education.

Potential customers: Explain how your product can address their key needs, objectives and challenges.

Leads with an intent to purchase: Differentiate your product or service from your competitors’ by highlighting advantages and showing industry expertise.

Deal close: Provide case studies, pricing, and well-timed promotions to reinforce that your product or service is the best choice.

3. Send automated, personalized emails

B2B customers expect to be treated as individuals in their moment of need. Forrester Research says that “In 2016, leaders will understand and anticipate individual needs to deliver personalized experiences, sharply increasing their lead in the market.”

Marketing automation will enable you to achieve that goal and nurture customers at scale. Email personalization doesn’t have to be a daunting task. You can use the data stored in your platform and divide prospects into segments based on declarative (job title, industry, company size) or behavioral data (downloads, browsing activity, etc.). Then, using automation triggers and autoresponders, you can dispatch different permutations of a message to the appropriate readers.

Behavioral data gathered from previous campaigns has a key role in this. You should also use web analytics (e.g. Google Analytics, tracking codes) to track the behavior of visitors coming to your website.

That’s because it works.  

Personalized and automated email marketing can help your business engage prospects in a relevant way at every stage of the buying process. To maximize ROI, make sure you analyze the behavior of every subscriber and adjust campaigns to keep your relationship moving forward. After the sale, set your sights on customer success and advocacy.

Note : Any suggestion you have , please mail me on prabhakara.dalvi@gmail.com


Market reverse trading update. 10 march.. My view

Today I catch some new thing for business purposes.  BSE finalize one formula for reverse trade for who want save from loss in derivatives transaction.  I clear that we stand against fraud trading with experimental techno,  it's take time but effective in future.

This session of NSE trading for Glenmark pharmacy with 62 qty.



What we expect from budget 2016-17

On Monday 29 Feb we receive budget sweet n sour point for fiscal year 2016-17.  What I expect :-

1. #Budget efficiency for tax benefit to saving money
2. On investment in equity Markets don't increase tax slab... We already paid more
3. Again regular life, 
     * fair hike of Rail Ticket
    *  petrol Surcharges
4. Don't redirect burden of bank NPA to normal people's pocket.

Dear FM #Jaitely

This request  from daily earner,  salary getter.. 

Let's see...

My amazing professional deck


This post doing from my mobile device with capture pic of my deck.

How set Success Bricks for Data-driven Marketing

Here are the things that would set you up for success in data-driven marketing.

Content: The mantra ‘content is king’ is pretty well-established now, and you don’t need me to tell you the importance of great content in marketing. Smart marketers understand that they must deliver the right content—either content that they’ve created themselves or customer-generated—at the right time and through the right channels.  But many marketers are still puzzled or have different views about how to measure the effectiveness of the content.

However, there’s one thing that can’t be argued: if you do not have the right content to engage with your prospects/customers, measuring success becomes a futile exercise. You  need to know which customer segments you’re measuring, the content you’re using to offer them, and its purpose in the purchase cycle. And if you’re using advanced analytics tools, you’ll be able to target individuals or groups within companies, see where they are in the purchase cycle, and what content they’ve consumed—and shared.

It’s worthwhile sharpening your focus. For example, it would be pointless to measure the effectiveness of top-of-funnel  awareness content to audiences who’ve already signed up for a 30-day product trial.

Analytics can also help you identify the pieces of content that do well so you can make them work harder for you. For example, if you see that a blog series has worked well you could repurpose that content as an ebook offer or as materials for a webinar. By spreading the wealth of your content you’ll have more places to measure engagement.

An eye toward details: In digital marketing it’s important to understand the data plumbing—how things are set up, the data sources, if and how the sources are integrated, what data is being generated, how it’s collected, and how effectiveness is being measured. It’s worthwhile doing a quick QA of a campaign that is about to launch so that you can see the kinds of data you’ll get back.

As a marketer, knowing how multi-touch attribution works and understanding the underpinnings behind the attribution numbers is crucial. if you do not understand how data is collected then you cannot present your case to your stakeholders in a convincing manner. You will quickly find yourself on a back foot rather on a front foot leading a discussion.

I’ve worked with marketers in the past who had to defer to their IT partners when asked basic questions about how they were measuring success. I didn’t feel very confident in their abilities as a digital marketer.

Organization Structure: With as many as 70 percent of B2B buyers using digital media to complete more than half of the decision-making process before engaging with sales[1], it’s critical that your digital teams aren’t siloed. If your web analytic, marketing automation, and paid media marketing teams report to different business units, it’s hard to create an integrated view across the customer base. Even if you provide customers with a seamless experience when they deal with your organization, how can you expect to generate insights from those customer interactions if you don’t have an end-to-end, single lens for analytics tracking.

I have seen many marketing organizations in a perpetual state of re-org, which hardly generates value for the customer, let alone provide useful marketing metrics. Constant re-orgs lead to anxiety and confusion for team members that affect the overall productivity of the marketing organization.

Culture: Does your organization have a culture to succeed in the digital world? The most important element is bias towards taking an action. There are people from two schools of thought – one would say: “Bring the insights and recommendations into the meetings for the decision making. If you don’t, a decision will be made regardless.” Their decisions will be based on prior experiences or gut feel. The other would say: “I do not trust the data,” and demands to know where, how, and when the data was collected. This camp would refrain from taking meaningful actions and wasting organizational resources.

In my career, I have learned to work in an environment that has a bias towards taking an action.  Successful marketers learn from their mistakes and channel their energy on how to do things better next time.

Divergent vs. Convergent Thinking: Marketers who will succeed in the digital age are divergent in their thinking rather than convergent. Convergent mindsets mattered when marketing activities were inefficient. Convergent mindsets focus on developing business processes, project management and following the norms. Now, as marketing technologies, such as marketing automation gain popularity, we’re on the efficiency frontier scale. What we need is a divergent mindset to measure the effectiveness of marketing – how can we increase the online engagement and customer satisfaction score, and shorten the time it take convert prospects into paying customers.

What has been your experience as a digital marketer? I’d like to hear your views on the factors that are shaping marketing teams in 2016 and beyond.

Thanks to :- Anish Jariwala Oct 28th, 2015 Next-Gen Analytics Solutions and @Sam___Hurley

Note : Any suggestion you have , please mail me on prabhakara.dalvi@gmail.com
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