How to Design a Data – Driven Marketing Strategy

Technology has opened up a lot of new avenues for businesses to reach their target customers and market their products. Technology and data are the major driving factors of modern day marketing. However, honing the art of data driven marketing is not really a simple task. While most marketers do realize the importance of leveraging data, many are struggling to make most of it. Data remains one of the most under used marketing asset of an organization.

Here is a list of important aspects you have to concentrate on while designing a data – driven marketing strategy:

Strategic Planning

Data is the biggest asset to develop actionable business intelligence. All the departments of the organization should be involved ensuring the quality of data and documenting the required data points. Ensure that you set a business vision encompassing the activities of all the departments of your organization. Understand the flow of … Continue reading

Programmatic Advertising – The Good, The Bad, and The Ugly

Increasing in popularity, the 2015 online marketing buzzword is predicted to be Programmatic Advertising (AKA – Automated Buying, Programmatic Marketing, Machine-Based Buying and many more). As you may have noticed, the internet is plagued with even more definitions of Programmatic Advertising than there are AKA’s. To ensure we are starting from the same place, I will be talking about Programmatic Advertising using Google’s definition.

“It is the practice of using technology and audience insights to automatically buy and run an ad campaign in real time to reach the right consumer with the right message in the right context. Regardless of the goal, programmatic buying means simple, efficient, effective transactions.”

Although the possible benefits of Programmatic Advertising have the potential to overshadow the costs, with any type of advertising Programmatic Marketing comes with risks. This article will discuss the good, the bad and the ugly of Programmatic Advertising or Programmatic Buying.… Continue reading

Thought Leadership – How to Dominate Your Online Space

The internet is playing an increasingly important role in influencing the purchasing decisions of your customers. For that reason, many businesses are looking for creative ways to influence the decision making process of prospective customers by establishing themselves as thought leaders in their respective industries. Establishing yourself as a thought leader in your industry increases your marketing results multifold. Thought Leadership allows your organization to establish itself as an authority with in-depth knowledge of the industry. It allows you to showcase your understanding of the concerns and issues within your industry, then to present yourself as a trusted advisor who can provide valuable information about the challenges faced by your audience. This post tells you how to focus your efforts in establishing yourself as a though leader in your industry.

Quality of the Content

“Content is King.” While digital marketing as a discipline has evolved over the past decade, one … Continue reading

Top 5 Mistakes While Implementing CRM Systems

CRM offers a wide array of features for its users. While some companies use it for tracking their leads, some might extend it to marketing automation and customer service. Whatever the mode of usage, CRM is one of the key drivers for the success of a company. While most of the companies are increasingly implementing the CRM, its success still remains a major concern. According to a study by Merkle Group Inc, 63% of the CRM initiatives fail. Based on our experiences with our clients, here is a list of most common mistakes we came across while implementing a CRM system:

Lack of Strategy

Lack of vision and strategy is the most common mistake not only in the case of CRM implementation but also in the implementation of any project. So, before implementing a CRM system, analyze your business objectives and define what exactly you want to accomplish by … Continue reading

Will ‘Marketing Eat Sales’ In B2B Companies?

comiendo From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses a recent Marketing Automation Panel Discussion reviewed by

This is a question that strikes at the heart of the terror B2B sales executives feel when they consider the ever-encroaching, destroys-everything-in-its-path, relentless unfolding of eCommerce. And does the focus on this question prevent large forward strides by otherwise forward-thinking companies?

To my surprise (but maybe not, upon further thought), this question came up at what was likely a very lively session of marketers at MarketingProf’s B2B Forum. My problem is that this question just creates the same age-old divide between marketing and sales.

I do think that for any company to achieve maximum effectiveness in serving customers, both marketing and sales have to play nicely together. Seriously, I think we all know this. … Continue reading

5 Under Utilized Powerful Google Analytics Features

Google Analytics is one of the most widely used and powerful tools for businesses to track and analyze the performance of their online marketing activities. Google analytics allows businesses to track:

  • Traffic sources
  • Keyword performance
  • Bounce rates
  • Time spent of website/pages
  • And much more

The “much more” is where many marketers get lost or overwhelmed. Many businesses fail to use some critical functionalities of google analytics, which can help in the understanding of marketing metrics and making more informed decisions.

Here is a list of google analytics features most of the business often overlook.

  • Flow Reports

Evaluating the efficiency of defined conversion funnel determines the success of the marketing plan. The flow reports in google analytics helps you in visualizing how a visitor is progressing in your defined funnel. It can help you analyze the part of funnel where you are seeing majority of drop offs. Using google analytics you … Continue reading