It is a known fact that integrated sales and email marketing data leaves companies better equipped to provide a superior customer experience, but it continues to be a difficult process for many marketers. According to research from Ascend2, only 25% of companies have extensively integrated disparate marketing technology systems. The same research indicates 22% have not integrated their marketing technologies at all.
Oracle unveiled new account-based marketing (ABM) capabilities, available through the Oracle Marketing Cloud. The new ABM features are designed to optimize users’ paid media targeting, enabling them to engage target accounts while simplifying the data management and integration processes involved.
The growth of Big Data has not gone unnoticed by B2B marketers. In an annual study from Infogroup Targeting Solutions, 54% of marketers said they have already invested in Big Data. Up to 30% of marketers said they plan to invest in Big Data for the first time in the next two years.
Although Big Data has been a part of the lead generation and nurturing process for quite some time, many B2B marketers are still developing strategies for managing and leveraging the influx of information they are collecting on prospects.
According to a report from Accenture, 40% of top marketing executives don’t feel prepared to meet their objectives, citing inefficient business practices among the top impediments to performance.
In response to these concerns, executives reported that they are shifting their investments to analytics to measure the changes in demand for multichannel marketing. Almost half (48%) of executives will be dedicating more funding to managing customer data, 40% will focus on web analytics, and 39% will invest in market analytics.
“Over the next ten years, IBM will sell more to the CMO than to the CTO.”
That’s a direct quote from Ginni Rommety, CEO of IBM, and there might be no better illustration of the change that is sweeping the art and science of marketing. The company that has built more than 100 years of technology sales is leading the shift toward marketing technology and automation.
LeadMD, a provider of marketing automation and CRM consulting services, has announced a number of partnerships to expand its stable of offerings. LeadMD can now offer a suite of services and products, including SEO, content development, various web application integrations and web marketing, said company officials.
Among LeadMD's new partners are:
Most businesses will increase their email marketing investments during 2013, and a majority also plan to integrate email with their social media and mobile marketing, according to a study released this week by StrongMail.
The email marketing solution provider surveyed 1,000 business executives during November, 2012. About 56% of the respondents said they plan to increase their email marketing budgets, making email the leading source of marketing investment for 2013.
Aprimo this week released an update to its integrated marketing management suite, including a number of new features aimed at improving usability and productivity.
Aprimo Marketing Studio 8.8 is being billed by the company as a "high productivity" version of its flagship integrated marketing management (IMM) offering. According to the company, the update includes dozens of enhancements that improve the efficiency and effectiveness of users' marketing campaigns.