B2B Tech Marketers Have Work Cut Out for Them

Product reliability and ease of use are key for B2B technology marketers, according to a recent survey of technology product and service decision makers in the U.S. Four hundred B2B tech buyers participated in the survey, conducted for Lavidge by WestGroup Research. Overall, 68 percent cited reliability as the most critical criterion in their purchase decisions; 64 percent said ease of use was key. Among preferred marketing tactics, 40 percent of the decision makers ranked meeting marketers in person as their top preference.

The original article can be found here: http://www.ecommercetimes.com/story/84978.html?rss=1

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FTC Tightens Screws on Social Media Influencers

Social media influencer advertising has become a major factor in e-commerce. Marketers of both big and small brands long have committed large chunks of their advertising budgets to endorsements by well-known personalities. Social media influencer campaigns are based on that tried-and-true formula, but the implication is that the endorsements are voluntary. The FTC has taken notice of social media influencer programs and has expressed concern over whether endorsements are voluntary or are paid for in some way.

The original article can be found here: http://www.ecommercetimes.com/story/84876.html?rss=1

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Facebook Launches 'Discover Growth' Global B2B Ad Campaign

Facebook on Wednesday launched “Discover Growth,” a global ad campaign targeting B2B marketers.
The 30-day U.S. ad campaign will run both on and off the Facebook platform. The on-platform campaign reportedly will consist of one ad per day on Facebook, Instagram and the Facebook Audience Network. The ads will be a mix of video lead and link ads, complete with relevant direct-response data and insights. “It’s Facebook’s first global B2B ad campaign to attract more buyers,” noted Constellation Research analyst Cindy Zhou.

The original article can be found here: http://www.ecommercetimes.com/story/84685.html?rss=1

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Take Marketing Off Autopilot and Get Creative

More than a quarter of marketers went into marketing because they wanted to be creative, researchers have found. So why do so many B2B marketing efforts seem exactly the same?
The reason, in part, is that some things work well. In nature, convergent evolution leads different kinds of organisms to similar solutions when they work. The number of strategies that will lead to success is limited. Marketers don’t simply echo the successful efforts of other marketers, though — they also parrot things that don’t really work.

The original article can be found here: http://www.ecommercetimes.com/story/84466.html?rss=1

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Marketo VP Mike Telem: ABM Lets You Dust Off Old Marketing Techniques

“Account-based marketing is all about targeting key accounts. It’s a strategy for marketers to focus most of their efforts on key accounts,” said Mike Telem, vice president of product marketing at Marketo. “In most B2B businesses, you have a small number of accounts that are the most valuable. So it makes perfect sense that focusing on those accounts provides a better return on investment. Instead of generating a lot of leads and then qualifying them, you define your key accounts and go after them.”

The original article can be found here: http://www.ecommercetimes.com/story/84084.html?rss=1

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Rethinking the Customer Journey Map

If you talk to marketers for any amount of time about what they do, you are bound to hear the term “customer journey” at some point. The go-to exercise for marketers looking to up their lead generation games today is “journey mapping,” the exercise by which you try to understand how a potential buyer navigates through content on the way to a closed deal. However, the problem with buyer journey “maps” is that they infer you have more influence than you really do, Michael Fauscette of G2Crowd pointed out at last month’s CRM Evolution conference.

The original article can be found here: http://www.ecommercetimes.com/story/83630.html?rss=1

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Google Supercharges Enterprise Analytics

Google on Tuesday announced a suite of analytics products for marketers. The Google Analytics 360 Suite is a set of integrated data and marketing analytics products designed to give enterprise-class marketers the ability to reach consumers with the right message at the right moment, according to Google Vice President Paul Muret. The “products are unified, providing a consistent user experience and cross-product data integrations, plus services,” he noted. “It’s a complete measurement platform.”

The original article can be found here: http://www.ecommercetimes.com/story/83242.html?rss=1

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Facebook Gives Marketers a Blank Canvas

Facebook has yanked the drapery off its Canvas, inviting marketers to splash it with their best promotions. The new platform will provide brands with a new medium for storytelling, and it will return ad pages up to 10 times faster than mobile Web pages do, the company proclaimed. It’s a big screen ad experience for the small screen, compatible with both Android and iOS devices. Facebook has called on the creative community to help shape the design direction of Canvas, in an effort to maximize the ability of brands to tell compelling stories.

The original article can be found here: http://www.ecommercetimes.com/story/83165.html?rss=1

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Fire, Aim, Ready: Is Your Marketing Approach on Target?

Business-to-business marketers know what customers want, in general terms, from initial contacts with the people they buy from. It’s taken awhile, but through trial, error, some more error and eventually some actual thought, the mystery has been solved. Before I give it away, just ask yourself what you want in any communication from anyone when it comes to a business issue. What business issue? Any issue — they usually present themselves as problems. What do you want? Something that helps you solve that problem.

The original article can be found here: http://www.ecommercetimes.com/story/82697.html?rss=1

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Salesforce Makes Splash With Wave for Big Data

Salesforce on Thursday launched Wave for Big Data, a tool that will help marketers and salespeople leverage customer data in the Salesforce Analytics Cloud. Google, Cloudera, Hortonworks, New Relic, Informatica and Trifacta have signed on to the Salesforce Analytics Cloud Partner ecosystem. Powered by the Wave platform, the Analytics Cloud will let business executives discover correlations and patterns across any combination of transactional data, such as CRM, ERP, finance and HR systems, as well as unstructured or semistructured big data sets.

The original article can be found here: http://www.ecommercetimes.com/story/82109.html?rss=1

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Facebook Launches Atlas to Shoulder the Whole Digital-Advertising World

Facebook on Monday announced Atlas, a rebuilt ad platform that gives marketers access to its vast troves of user data and helps them direct highly targeted ads across the Web. “Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers,” explained Erik Johnson, head of the new Facebook service. “By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices.”

The original article can be found here: http://www.ecommercetimes.com/story/81125.html?rss=1

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Pinterest Tacks On New Marketing Tool

Pinterest on Tuesday revealed that it was rolling out an analytics tool for marketers designed to offer them more information on which content does well. The new feature, Business Insights API, lets businesses track which of their boards, pins and products are attracting the most engaged users, as well as which ones aren’t garnering clicks. In addition, developers will be able to use the API to track activity, helping them understand how consumers move and click on their brand’s boards.

The original article can be found here: http://www.ecommercetimes.com/story/80496.html?rss=1

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