Events are on every marketers docket for 2018 as a critical part of the demand strategy. However, most marketers are caught on a back foot trying to explain the ROI to their finance team and CEO when reports show that no deals are closed from individual events. ROI looks poor and it gets harder to … Continue reading Perplexed? B2B Marketers Say Events Key But Data Shows No ROI
RSA Conference just wrapped up at the Moscone Centre in San Francisco drawing again over 50,000 visitors and 600+ companies in the cyber security space. Despite the construction in and around Moscone, there was no dearth of crowds and event gimmicks — concession stands offering candy and popcorn, movie theater booth design and even Elvis … Continue reading RSA Conference 2018 – Event Marketing Decrypted for the CXO
In this Part 2 of B2C vs. B2B – Martech Challenge and AI, I will cover how B2B companies can, and need to, Scale and (hyper)Personalize at the same time to stay relevant and competitive. “Welcome then to the era of AI solution providers who have started changing the story and educating the progressive marketing … Continue reading How to Humanize and Scale? AI to the Rescue
B2C companies have for long led the way in targeting and personalization of customer segments to identify the most high value to the company. The whole genre of social media marketing and the tools around it came about as a way to reach more and more buyers in a targeted manner. However, we are talking … Continue reading B2C vs. B2B — Martech Challenge & AI (Part 1)
‘Personalization’ and ‘Engagement’ are all we ever talk about. They result in more engaged customer, a lower sales cycle, higher ASVs and a low churn rate. If we cracked this nut, we would own it all. Mapping content journey to customer journey, formats and channels that drive personalization, engagement that ultimately lead to profiling resulting … Continue reading Buying Signals — Can We Really Influence Them?
Chatbots have been around a long time, in one form or another. Siri is the most popular amongst them and in some cases has replaced the need for human interaction completely. However, the popularity has not grown as rapidly in B2B marketing as in B2C as these primarily served a customer service function in situations … Continue reading Of ChatBots, Machine Learning and Big Data
Customers are People Too! I finally get to talk about the crux of it, the hardest nut to crack — Relationships. There is no doubt that businesses for so long have, and still continue to focus on driving top line growth that they forget they are selling to people and not brick and mortar. The human stature … Continue reading With Customers, it’s All Heart — 99% of the Time
Last week I came back from a marketing conference and got inspired to write after a long summer break. The conference was great, lots of marketing minds, great energy and a great experience. However, after all the hoopla, drinking, and excitement got over I realized we were just a bunch of people drinking our own … Continue reading MQ WHO??
It’s 2018 and the time is ripe for an open conversation on driving demand vs leads and the ROI of marketing investment. As I talk to CEO’s, marketing leaders and colleagues, I still hear a lot of the old lexicon. I hear marketers promising to deliver MQLs and establishing KPIs around that. I hear … Continue reading It’s 2018: Demand Marketers Start Changing your Lexicon!