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digital marketing

Tester pour réussir:

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Cet eBook s’adresse à tous ceux qui désirent approfondir leur savoir-faire en matière de personnalisation. Le document revient tout d’abord sur la notion d’A/B testing et sur les meilleures pratiques pour effectuer un A/B testing efficace.
La deuxième partie est consacrée à l’élaboration d’un plan d’action pour une stratégie de test de son site Web. Enfin, vous découvrirez comment vous pouvez augmenter sensiblement les conversions avec Acquia Lift.

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Test for Success: A Digital Marketer’s Guide to Personalization

Anglais

In today’s marketing world, buzzwords like automation, user experience, and custom content fill the pages of every blog post for customer experience and lead generation. It’s no wonder, given the wealth of data available on every prospective customer.

In this eBook, we show you how to take your testing strategy from concept to execution so that you can test for success, and ultimately drive more conversions on your site.

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Winning in the New and Improved Sales and Marketing Funnel [May 12, 2014]

Submitted on
lundi, le 12 mai 2014h
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By Cynthia Clark

The sales and marketing funnel has morphed considerably from a decade ago. In adapting to the new buying journey, marketers must deliver the right touches, in the right places, at the right time to move prospects to action.
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The buying journey has changed. Control has shifted from organizations to customers, which means today's customers are taking it upon themselves to learn as much as they can about a brand and its competitors before making a purchase.

According to Forrester Research, today's buyers would have gone through up to 90 percent of their buying journey before they make the first contact with a vendor. In some product categories, buyers will only contact a sales person when they're ready for a price quote. "The sales funnel is no longer linear and the customer is completely in control of the path to purchase," explains Mark Osborn, SAP's global lead for consumer products industry marketing.

With this trend prevalent in both B2B and B2C interactions, sales and marketing teams need to adapt to this reality and make changes to their funnel in order to remain competitive. As Claire Rodes, revenue marketing coach at the Pedowitz Group, notes, while in the past, sales teams were involved in the majority of the purchasing journey and marketing had a small part, their roles have now been reversed. Tim Riesterer, chief strategy and marketing officer at Corporate Visions, believes that organizations need to undergo a "fundamental mind shift" that revolves around having conversations with customers rather than deploying campaigns.

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CMO Interview: Marketing Open Source (to Marketers) [April 24, 2014]

Submitted on
jeudi, le 24 avril 2014h
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CMO

By Rohan Pearce

The CMO of Massachusetts-based Acquia wants to take the open source software message to other marketers

It's a product that costs nothing, is up against entrenched competitors, and exists in a category that enterprises have in the past been wary of. All in all, marketing open source software to other marketers was never going to be an easy job.

So you might forgive Tom Wentworth if he was a little wary of taking up the role of chief marketing officer at Acquia. But the CMO says that when he received a message from a recruiter asking if he was interested in the position, he jumped at the chance. "I couldn't have dialled back the number faster when I saw him asking about Acquia," Wentworth says.

Wentworth took up the role at Boston-based Acquia 17 months ago. The company provides software and services based on Drupal: A well-established, modular open source content management system.

Although it is Wentworth's first experience at an open source company, he has held marketing roles in other content management software vendors for about 15 years. Before Acquia, he was CMO at Ektron, and prior to that he was Web solutions evangelist at Interwoven, which was acquired in 2009 by Autonomy — which itself was snapped up by HP in 2011 (a somewhat fraught acquisition ).

Wentworth joined Acquia in December 2012. The decision was a "if you can't beat them, join them", he says. "As somebody's who's been in the market for so long, I saw the clear shift to open source and I saw the disruption Drupal was having in the market and really wanted to be a part of it.

"When I look at the future of integrated digital experiences and how I see CMOs are changing how they adapt digital technology, I think Drupal is so strongly suited for that and I had to find a way to get here."

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The Golden Age of Marketing [March 21, 2014]

Submitted on
vendredi, le 21 mars 2014h
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CMSWire

By Tom Wentworth

The Mad Men era of marketing has given way to Math Men — marketers who approach brand messages with growth hacking strategies revolved around data and technology.

We marketers have previously unimaginable technology at our fingertips every day that make us better at our jobs and drive us towards previously impossible innovation. A platform to segment audiences, one to analyze customer behavior, another to track results — the list goes on.

Our technology toolkit is full of solutions that are deployed in the cloud and easily integrated that provide a sandbox of opportunity to test new strategies quickly and easily. The goals of every marketing team remain the same — build brand loyalty, convert customers, etc. — but the path to reach those goals is lined with some awesome new toys.

Today’s technology solutions help us personalize marketing communications, set and measure goals effectively, and above all, generate revenue.

Personalization Becomes Contextualization
The greatest benefit to all these shiny toys is the ability to understand customers in a whole new way. Creating a comprehensive profile of a customer allows marketers to deliver hyper-personalized messages tailored to that person’s specific wants, needs and habits. Marketers can now take those personalized messages and make them contextually relevant.

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How Your Digital Marketing Team Can Generate Revenue [March 4, 2014]

Submitted on
mardi, le 4 mars 2014h
,
IT Business Edge

By Tom Wentworth

An organization's marketing team has traditionally been charged with owning a brand's image, a big part of which requires attracting and engaging both new and existing customers. But the era of digital disruption has forever changed the way organizations do business. This has, as a result, introduced the role of the digital marketer and brought to light new ways to reach and engage customers. Here are five ways, identified by Tom Wentworth, CMO, Acquia, that technology, paired with marketing know-how, can help organizations more effectively reach their target audiences, create brand loyalists and ultimately generate revenue.