They say that “two is better than one.” But when it
comes to interactive marketing, I’d have to disagree.
I think that ONE is better than two.
We’ve all heard that siloed marketing is
unsustainable and a thing of the past—if you keep your interactive
marketing data separate from your social, website, point of sale,
and other customer data,providing a cohesive brand experience for
the end consumer seems further and further away. After all, your
customers don’t silo their interactionswith your brand—why should
you?
So, how can you unsilo your marketing and start
functioning as ONE cohesive unit?
Sta...
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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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At Connections 2011, over 500 of the 3,000 attendees completed the
Passport to Prizes by visiting the booths of the Platinum, Gold,
and Silver sponsors in the expo hall. I’m happy to be the one who
gets to announce the winners of all of the fabulous prizes
including the grand prize of two tickets to Super Bowl XLVI being
held in Indianapolis! So without further adieu, here are the
winners:
- Super Bowl Tickets: Alex Coleman, Zappos
- Microsoft Slate: Evan Modesto, Herff Jones
- HP Tablet: Heather Baker, Progressive Insurance
- $200 American Express Card: Jill Hartmann, Ohio National
- $100 Best Buy Gift...
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Today
is an incredibly exciting day for me because we
officially unveiled our new global partner
ecosystem,
Nexus! After a ridiculous amount
of late nights, good ideas, bad ideas, and everything else under
the sun it feels so good to have Nexus out in the wild for people
to see and experience. When launching anything, for me there is
always an enormous amount of anxiety in thinking about how others
will react and respond and today's event isn't any different.
What's different this time for me, is that the concept that sits
behind Nexus is not new or something we're trying to create,...
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Alaska
Airlines is hands down my favorite airline because they have an
award winning loyalty program, have a modern fleet of planes that
all look and feel the same, and have employees who are extremely
friendly and treat their customers like royalty. Alaska Airlines
knows that air travel can often be a pretty stressful experience
and they've brought a very human element to an industry that has
admittedly lost most of the human touch.
What are your favorite brands and why are they tops on your list?
My guess is that most of the brands that you like and are loyal to
are the ones who value...
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There is nothing like a new partnership announcement to help kick
off the first day of Connections 2010, especially one that helps
expand on our
integration with Microsoft Dynamics CRM.
Today our newest partner,
ClickDimensions, announced the launch of its Marketing Automation
for Microsoft Dynamics CRM application. The solution, which
is 100% Software-as-a-Service and developed on the Microsoft
Windows Azure platform, is built natively into Microsoft Dynamics
CRM and leverages ExactTarget’s market leading email marketing and
interactive marketing platform.
This solution gives our 500+ clients...
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Last week I had the pleasure of
presenting on a webinar with one of our partners, Baynote. Baynote
helps companies dynamically serve up hyper-personalized online
interactions by gauging website visitor intent and serving up
dynamic content/product recommendations. By leveraging Baynote's
technology together with ExactTarget, marketers can transfer the
highly personalized online experience into their email campaigns to
have a consistent experience across multiple channels.
During the webinar, we asked the audience several questions about
how they are doing this today, and in Boaz Ronkin's
blog...
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Ready to think about integrated digital marketing technologies but
not sure where to start? Don't worry, you're not alone! So many
organizations know that integration makes sense but for whatever
reason haven't taken the first step.
In this new paper:
10 Ideas to Turn Data Into Results, we collaborated with top
industry experts like Microsoft, Adobe, SAP, ATG, Web Analytics
Demystified and others to discuss how companies of every size and
industry are integrating their marketing technologies. I couldn’t
be more excited about their insights into email, customer
relationship management (CRM),...
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At 10:00 a.m. pacific on Wednesday, September 1st, I
get the great pleasure of presenting on a live
webinar with two guru's in one to one marketing, Don Peppers
from the Peppers & Rogers Group and Vinay Iyer, Vice President
of CRM Marketing for SAP. Hopefully you can join us for the
discussion (you can
register at this web page), here's a quick overview of what
we'll be covering:
Don: Delivering customer value by building trust and loyalty
Vinay: Creating the "wow" customer experience every time
Scott: Tactics for driving engagement through Email (ExactTarget)
and CRM (SAP)
Having read a ton...
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Earlier this week I was
having lunch with one of my co-workers who asked me a question -
"if you were an online retailer and a new ExactTarget client, which
one of our
Extensions Network
integrations would you use first, and why?"
Really good question I thought, there a ton of different options
that you can start with, but which would be the best to do first
and which would make the biggest impact? Unfortunately, I don't
believe there's a one-size fits all answer because not all
companies are made the same and have the same priorities, but I do
think that there are two smart areas to take a...
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At ExactTarget, we often talk about honoring subscriber preferences
in regards to permission, frequency, content and channel. In my
last post on
Email + Web Analytics I wrote about the value that
web analytics brings to the table by allowing you to sense behavior
and then respond with appropriate offers.
Here's my buzz-word free advice for today. Instead of just
observing behavior and reacting, why not also ask your
subscribers what they are looking for? It may seem like a
no-brainer, but not that many people do it, or do it well. This is
where preference centers, lead capture forms, and...
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On Friday, September 18th I'll be presenting at the
Internet Marketing Conference in Vancouver, BC on the topic of
Email + Web Analytics. In particular, I'll be
focusing in on how leveraging Email together with Web Analytics can
help your one-to-one marketing strategy in three main areas:
1. Understanding and optimizing the performance of campaigns
2. Improving the timing and targeting of campaigns
3. Increasing the relevance of content and offers delivered
through campaigns
The full description is below, and if you are going to be in the
area or are already planning on attending the event, I...
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Today
there was a great article in Clickz by Bryan Eisenberg called
Social Media is not the Message
that I couldn't agree with more. Bryan doesn't bash the importance
of Social Media, rather he embraces it and says that it
shouldn't take our focus away from making our
overall communications better. Here's my favorite
quote:
"Every status update, tweet, and inbox message is nothing more than
a communication between a sender and a reader. What you say and how
you say it matters. Be relevant."
Leveraging Social Media as a part of your overall marketing
communications strategy shouldn't come as a...
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Curious how to take your email marketing efforts to the next
level? One suggestion that might help is getting a seat
at the web analytics and optimization table within your
organization. It was Jason Burby's latest ClickZ article
titled
Integrating Web Analytics and
Optimization Into Your Business, that reminded me of this fact,
but the premise is simple: what's happening on the web can
definitely impact what can or will happen within your email
marketing programs. Whether it is better understanding your web
audience overall, at a segment level, or down to the individual -
by understanding how...
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Looking for innovative ways to take your 1-to-1 marketing
strategies to the next level and put new technologies to
work for you? On Wednesday, June 3rd at 2:00 EDT I'm
hosting a webinar on how to leverage email marketing and
social media together.
Joining me will be Emily Riley, Senior Analyst from
Forrester Research and Lauren
Kufta, New Media Coordinator from
Roadrunner Records. Emily
from Forrester will share some valuable research on the topic
as well as some examples of companies that are on the cutting-edge.
Lauren from Roadrunner will talk about their social media strategy
overall and...
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Today is a very fun day for us at ExactTarget as we start to see
two worlds (email marketing and social media) coming together. If
you didn't see it, we just announced a strategic partnership and
forthcoming integration with ShareThis - one of the leaders in the
realm of social media sharing.
One reason why we’re particularly interested in having a
partnership with ShareThis to jointly provide this capability is
because they allow for sharing across not only social networks
(they already support over 40), but also blogs and email. So, in
short, no matter where or how you want to share or post...
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OK, how is this for a buzzword-free thought around the practice of
Email Append?
Derek Harding from Clickz today summed it up pretty simply with two
words: "It sucks."
In
his
article he goes on to very clearly explain the short term and
longer term dangers of this practice. All concepts that line up
directly with what our very own email marketing deliverability and
strategy gurus Al Iverson and Chip House have
recently had to say.
Nice work Derek, and thanks for keeping it buzzword free!
OK, here's the deal. I'm a marketer that markets to marketers.
So, that means chances are pretty likely that if you're reading
this, you are also a marketer. Which means in theory, we should be
speaking the same language for the most part. So here's my promise
to you - and the reason why I think you'll enjoy the contents that
you find here: 2009 is going to be the year that I attempt to
go completely buzzword-free in my communications. I know, buzzwords
are everywhere so it's going to be hard to do, but here are two
reasons why I think it's important.
- Too many times, especially in the...
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