CMOs and senior marketing leaders today continue to be challenged across the board, from driving big picture vision and technology transformation to guiding teams toward improvement in areas such as content creation and campaign execution. I recently had a glimpse at the data behind Forbes Media’s CMO as Culture Warrior: The 8 Essential Characteristics of High Performing Marketing Leaders report. The report focuses on the essential characteristics of successful marketing leadership, but what I found particularly interesting were some of the more quantitative numbers the publisher gathered.
MegaPath, a provider of voice, data, security and cloud services, has announced a partnership with Tenfold, a phone intelligence platform. Through the partnership, the company said it will launch a new add-on for its Hosted Voice service, called MegaPath Connector, which will be powered by Tenfold.
I recently told my teenage daughter that we would have dinner soon and she simply responded: “Can you text me when it’s ready?”
Her answer explains a lot about how customer expectations are changing dramatically in our new digital world. Of course, “yelling” through the house (think “mass marketing”) to let her and her two siblings know that dinner is ready is not her channel of choice, but it’s mine.
A growing company uses multiple channels to generate leads. The marketing team generates leads using inbound methods, for example, and the sales team generates leads using outbound prospecting (cold calling).
Act-On’s Advanced Social Media Module adds social publishing, listening and reporting capabilities to the company’s marketing automation platform. The company says the solution can provide marketers with a clearer picture of social media's overall business value, including its role in powering the larger customer experience (awareness, acquisition, retention, expansion) and its direct contribution to the bottom line.
The module enables marketers to use key social behaviors from platforms such as Facebook, Twitter, LinkedIn and Google+ to score, segment and nurture buyers. It also tracks conversions of social leads and attributes revenue back to specific campaigns and channels.
Through the module, marketers also can:
The module is tailored to B2B social media managers at mid-size and enterprise companies looking to track engagement from clicks to conversions.
Act-On integrates with all major CRM systems, including Salesforce, NetSuite, Sugar and Microsoft Dynamics.
The module add-on is $6,000 per year, and includes:
With Act-On’s Advanced Social Media Module, marketers are able to leverage social behaviors as part of their marketing automation strategy and use those social actions to score, segment and nurture leads. This module is unique for the attribution; marketers can tie revenue back to key social campaigns and channels, as well as to individual social advocates.
B2B marketers are often envious of their B2C counterparts getting all the cool stuff. But when the B2B crowd tries to learn a few tricks from their consumer-facing colleagues, they find that many B2C tactics are better suited to selling candy bars than copying machines. Plus, a candy bar isn’t usually a considered purchase with a long sales cycle and multiple influencers. Unless you have kids.