Marketing automation is term that is gaining momentum whether
you are a B2B or a B2C marketer. But what does it mean and
what impact will have on your email and cross-channel marketing
efforts?
Marketing Automation is using a technology platform that
enables you to build content assets such as landing pages, emails,
Facebook tabs, web events, etc. and deliver them to a prospect
and/or customer at a time when it is most relevant to them in their
buying cycle. This "right time" is based on knowing your potential
customer by capturing demographic information, capturing their
interactions with...
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Many
organizations don’t fit squarely into a B2B or B2C bucket. More
often, companies have multiple marketing teams, divisions or
business units that focus on different marketing and sales
objectives. One team may manage vendor or partner relationships;
another drives online sales; while yet another supports a lengthy
direct sales cycle.
We are in the midst of a transformational shift in the Revenue
Performance Management market whereby:
- The buying process has changed; customers now touch dozens of
online and offline information sources before they ever talk to a
sales representative or buy...
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Each
week, marketers from around the world join the
ExactTarget Nexus partner ecosystem on Twitter for a
conversation about trends and best practices in the interactive
marketing industry. We call the virtual coffee chat the
Nexus
Café.
Last week we had the opportunity to speak with
Tim Kopp, ExactTarget’s Chief Marketing Officer, on corporate
marketing strategy. In an ever-changing digital marketing
environment, Tim shared his thoughts on developing an effective
marketing strategy and making adaptations to position for changes
in the marketplace. A summary of the conversation is
below:
@ET...
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Volvo Construction Equipment North America sells a variety of
multi-purpose machines that are used by companies in many
industries including road construction, forestry, mining, and
building demolition. To engage customers and provide content that
aids the product evaluation and purchase process, Volvo uses email
to deliver relevant product information with links to comprehensive
product details and video on Volvo websites. Volvo uses its CRM
system to track customer details, eMail activities, social
interaction, online form submissions, web links and more. This
method helps Volvo Construction...
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Connections
2010 is coming! In just 6 days weeks 2,000 interactive
marketers from around the world will gather for 3 days (September
14 - 16) of collaboration and education in this industry-leading
interactive marketing conference. From permission based email
marketing to social media marketing, Connections will explore
the latest topics in interactive marketing.
We also have a
lineup of partner-specific events that will educate and inform
our partner community while attending the Connections interactive
marketing conference. Here are a three highlights that partners can
expect at Connections...
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A client was asking the other day about B2B deliverability, how it
differs from B2C, who the big players are, etc.
This isn't the first time the topic of deliverability in the B2B
(business-to-business) email realm. Back in June, I answer the
question, "
Is
B2B Deliverability Different?" In a
more recent blog post, I link to information from Google
about how they've become a very large host of
B2B mailboxes.
Clearly, Google is a big player in this space. Meaning, a lot
of the B2B mailboxes you send to are going through spam filters run
by Google; just as if your recipients were at Gmail.com....
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iLab at ExactTarget is always rolling out new products,
solutions, features, and functionalities for your benefit.
Recent innovations include
Impression Tracking for Dynamic Content or
AMPscript,
Outbound Text Messaging with a Shared Short Code, and
International Text Messaging. Some spaces still remain so
don't wait any longer to become our newest partner in
innovation.
This week, we are excited to release
Omniture Test & Target. And in iLab, it's not
just another affordable email marketing solution--
it's
free! This new feature is a conversion product that allows
marketers to
test subs...
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This week, we’re going to tackle a commonly asked
question:
Why does my email look broken when forwarded?If you forward an HTML email using the forward button in your email
program, it will often break the code, making the design display
incorrectly for the recipient of the forward. Instead, use the
“forward to a friend” link built into the email, if one is
available. Using this link will send a clean email out of
ExactTarget, and give you the option to type a personal message
above the email. This link is either a button or text link
marketers commonly place either in the top or bottom of...
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A couple of conversations today prompted me to take a fresh look
at the "mobile email problem", as I have come to think of it.
After reading our whitepaper "Email
Marketing for the Third Screen" a client asked, "But I am still
not sure exactly what to do!" Yep, you are not alone.
There are a lot of ideas out there about how to solve the
problem. Some are better than others. Some are simply
poor and short-sided... but I digress. Fact is, all of the
proposed solutions are nothing more than workarounds to a
complicated and baffling problem derived from the fact that no
common coding standards...
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The difference between doing email appends right and doing them
wrong involves changing one significant step… the outbound
message. Instead of the outbound message containing a link to
opt-out, the outbound email marketing message should have
registration as the primary call to action. This approach to email
appends is called "opt-in" email append.
ExactTarget was one of the early proponents of this approach and we have
now real life experience with this approach under our belts.
Opt-in email appends have been very successful in delivering highly
responsive subscribers without the headaches...
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The hoopla has started to calm down, but the impact of the
iPhone is becoming crystal clear now. The battle between Apple and RIM is shaping up. B2B
marketers hoping that business users are only using Blackberries
need to take note. Optimizing your email for mobile rendering on
the Blackberry is not going to be the long term answer.
Furthermore, other smartphone manufacturers continue to release
phones that seem to be a direct response to the iPhone. Samsung's F700 and the
LG Voyager are just a couple of the more notable recent
releases.
It seems that iPhone’s full support of HTML on the web...
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If you send email to Yahoo subscribers, chances are you’ve heard
of the recent rendering issues within Yahoo Classic. The email
experience council’s RetailEmail blog
helped identify the issue and the workaround to prevent it, while
Pivotal Veracity confirmed via their testing that the coding
solution listed there is indeed correct (so if you’re looking for
the solution, make sure to check out the blog!)
Since we’re primarily a B2B email marketer, only 5% of our list is
comprised of Yahoo addresses. However, as we prepared to send the
September InSight, we figured it was a significant enough...
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