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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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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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Thoughts of analytical bliss

The “Insight” analytics and reporting tool in Oracle’s Eloqua marketing automation system just got a major upgrade. Paradoxically the reporting capabilities of all leading marketing automation systems has always been their least functional part. In most systems, reporting and analytics consist of...

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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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#PowerAW – an inspirational get-together for modern marketers

The marketing automation idea group, also called Power After Work, comes together every last Friday of the month at 15 in Helsinki.  Do you work with marketing automation and want to grow and develop as a modern marketer? PowerAW is created for you! In the relaxed after work setup the participants...

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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 marketers...

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The B2B Tech Marketing Funnel Is Dead – Long Live The Funnel

If we asked for an apple, and we get an orange, are we supposed to be happy because it’s a fruit? Similarly, as a B2B tech marketer, we ask for leads and instead get a funnel. Are we supposed to be happy?   The B2B tech marketing funnel is considered the holy grail for a whole gamut of marketers and...

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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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5 Reasons automating some of your marketing will elevate your business

Picture this: You’re a marketer working for a software enterprise. You and your team manage your organization’s social media accounts, lead generation, email marketing, paid search campaigns, content marketing efforts, and more, on a daily basis. As your marketing team expands, the manual tools you...

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Why B2Bs Fail to Gain Concrete Benefits from Marketing Automation

During the summer of 2016, B2BMarketing ran a survey on the use of Marketing Automation (MA) platforms by European B2B companies. The survey was called MA Sophistication Index 2016-2017, and it was completed by 129 marketers.   "Marketing automation (MA) has been adopted by the majority of B2B...

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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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