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Introduction to Predictive Marketing Analytics

Predictive Marketing is the process, tools and rules for applying predictive analytics to making marketing and sales decisions. The objective of Predictive Marketing is to anticipate which marketing and sales actions will most likely lead to a desired customer behaviour and to carry out those...

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How to make up one's mind? - Marketing as a service and outstanding customer experience

As consumers face challenges in managing their everyday struggle, they could be offered help from an unexpected direction: Marketing used to be about personification and providing engaging experiences of its own, but it will soon be about solving problems and helping people focus on what really...

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Advice on Filling the Functionality Gaps in Your Integrated Marketing Cloud (Warning: There Are Risks Involved)

In last week’s blog post, we explained that an Integrated Marketing Cloud (IMC) is an instrumental platform in modern marketing, because it brings together and synchronizes the four core marketing automation functions. Related Article: THE FOUR ESSENTIAL FUNCTIONS OF A MARKETING CLOUD All IMCs do have...

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Editor’s picks: Things we learned at Power Lunch

What things should you consider when buying marketing technology? How do use marketing as a service to improve the customer’s experience? These and many other questions were answered at the Martech Power Lunch last week! Just as before, the latest Power Lunch hosted several inspiring speakers who...

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The Four Essential Functions of a Marketing Cloud

An Integrated Marketing Cloud (IMC) is a set of digital marketing services that work as one synchronised service. Related Article: A Non-Integrated Marketing Technology Stack Creates Problems If you haven’t implemented an IMC yet, then you should at least be thinking about it. An IMC is an...

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Marketing Automation 101: How to Roll Out Marketing Programs

Marketing automation (MA) opens up a new, more systematic way of engaging with your customers. Because of the amount of work and resources required, marketing has traditionally consisted of running a few non-targeted campaigns every year. MA enables you, with much less effort, to create a set of...

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CMO's New Role as Revenue Driver and Customer Experience Manager

  The role of the Chief Marketing Officer (CMO) is changing. There are two main drivers behind this change:    1. Because more and more people like to do their own research, marketing is taking a bigger role alongside sales in lead management. Inbound marketing activities and online content...

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Soap in a black box? Why integrations should not to be left to engineers

When data exchange between systems, a.k.a. integrations, are made visible and brought to every user's toolbox, the whole organization will benefit. Traditionally system integrations have been handled by kind of a rather secretive, esoteric and whimsical gentlemen's club, with members engaged in...

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Greetings from Chicago: Everything is possible!

The headline above contains the main message of the Oracle’s Modern Customer Experience Conference in Chicago this April. Everything is possible! And indeed, it seems that in today’s technologically driven marketing-world only the sky (and the budget) is the limit! Even though trendy themes like...

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The Nordics Marketing Automation Sophistication Index 2018: Two Years Behind the UK Market

To help B2B marketers in the Nordics (Sweden, Norway, Finland, Denmark and Iceland), we ran a survey together with B2BMarketing.net to identify how the region is performing and what the future could hold. The Nordics MA Sophistication Index 2018 was run in November 2017 and 88 Nordic B2B...

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3 Martech trends to watch

Rapid advances in technology are revolutionizing just about every area of our lives and work, including B2B marketing. From creation to distribution to consumption, tech is forcing brands to rethink how we use content. Technology is not going away, so our job as marketers is to stay up-to-date on the...

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Put people – no products – at the center of everything you do

Business-to-business marketing is undergoing a much-needed makeover to better align to sales and business results. Old ways of thinking aren’t going to deliver the results needed. Whether your business now claims their territory as B2B, or B2B2C or B2P (people) or B2H (human), a shift in focus is...

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Content marketing multi-tool for big publishers

Oracle Content Marketing Cloud makes large scale, multi-channel publishing a snap.Oracle Content Marketing Cloud, previously Compendium, is meant for co-ordinating large-scale, multi-channel marketing operations. The program concept is based on 5 P’s (Plan, Produce, Publish, Promote and Prove). For...

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DMP - new precision weapon for marketing

Extremely precise audience modelling opens vast new possibilities for digital marketers. DMP – Data Management Platform – is a special data warehouse used for classifying, analyzing and processing audience data collected from innumerable sources. The top level data classes in a DMP are: First party...

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Is your B2B marketing made to measure?

"What cannot be measured cannot be managed" … is the oft-quoted phrase that kicked off a roundtable discussion on the good, bad and ugly experiences of proving marketing ROI. We asked a group of B2B marketers how they are tracking measurement and ROI and the challenges they have experienced. Here is a...

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Harnessing the power of account based marketing

Account-based marketing (ABM) is a marketing technique that’s about identifying, and targeting with personalized messages the accounts that matter the most to your organisation’s goals. It’s designed to focus on, attract (clients and prospects) engage, convert, and measure the progress of your...

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