Good morning, Marketer, and are you breaking down your silos? An interesting observation from Stacy Greiner, CMO at Dun & Bradstreet (see B2B below): “Your email marketing team, your paid media team, your event team, your web team” all contribute to the ongoing conversation with a customer or prospect. Why not, then, bring those subject matter experts together in agile teams “that are carrying this conversation digitally to the people you’re trying to reach”? Perhaps it’s not surprising that Stacy was thinking along those lines. She told me: “My background was in engineering, so I think of marketing, and the go-to-market motion, as very much a system.” A single system, powered by versatile, agile teams, rather than a traditional federation of channel-focused groups. I think we’ll hear a lot of fresh thinking like this as brands and organizations find their own ways to digital transformation this year. Kim Davis
Editorial Director |
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| | | B2B | | | | | What B2B marketers can look forward to in 2021 | | “For me, this is the best time to be a B2B marketer. It’s not only B2B marketing’s opportunity, but it’s B2B marketing’s responsibility to take back control of the buying cycle.” Forceful words from Nick Heys, CEO of Jabmo, a global ABM platform serving industrial and manufacturing businesses, bio-sciences and healthcare. We spoke with Heys, and with Stacy Greiner, who became CMO at Dun & Bradstreet just as their offices closed for the pandemic lockdown back in March, to learn which B2B marketing trends from 2020 will define 2021. They agreed that marketers are in a strong position to drive the revenue engine. In-person events and face-to-face meetings may return next year, but the digital buyer journey will continue to be of paramount importance, and marketing rather than sales owns the digital space. Greiner also predicts a breaking down of silos within marketing teams in the service of less fragmented digital customer journeys. Read more here. |
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| | | | Meet BIMI: The brand-boosting email security marketers must have for 2021 | | There’s a lot of buzz around BIMI – Brand Indicators for Message Identification – Google’s new standard that displays brand logos alongside DMARC compliant email messages. The goal is to protect brands from phishing campaigns by creating a strict DMARC policy that stops impersonation attacks. Join our BIMI experts for this webinar where they will explain everything marketing managers need to know about BIMI and why it is important to every organization that uses email. RSVP Today! » |
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| | | Social | | | | | Facebook blocks Trump for remainder of term while Twitter sets temporary ban | | The largest social media platforms, Facebook and Twitter, have taken action against President Trump’s accounts. Twitter was the first to move, issuing a 12-hour lock on the outgoing president’s account, with the possibility of an even longer penalty if he doesn’t remove tweets that violate the platform’s rules. Facebook followed with a 24-hour ban, but then extended it indefinitely and for at least the next two weeks (read: the remainder of his presidency). The charged political climate is being reflected and discussed heavily on social media, causing advertisers to pause their campaigns due to brand safety concerns. “We advised our clients that there was so much coverage of the situation, running into a brand safety scenario, or coming off as insensitive to the situation in DC would be inevitable,” Jonathan Kagan, VP of search at Cogniscient Media|9rooftops, told Search Engine Land, “To avoid possible brand association, we recommend they temporarily cease paid social ads.” Read more here. |
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| | | | 2021 resolutions: 5 tips for your Google Ads campaigns Sponsored by SEISO | | As time goes on, Google Ads offers more automations and additional complexity. While some automation may be helpful, you need to be sure it’s not compromising your control over your campaigns. After all, Google doesn’t know your brand and the built-in functionality may not be what you’re looking for. To succeed in 2021, you must be able to integrate more data, retain control over automatic Google optimizations and fight against increased competition… all with the same 24 hours in a day. Let’s look at the 5 New Year’s resolutions you should focus on in 2021. Learn more » |
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| | | Analytics | | | | | Selecting better KPIs for your business: What to consider and how to bolster your most important metric | | A KPI is a metric, but not all metrics are meant to be KPIs: “Metrics reflect how successfully an activity is completed to support the KPI,” Tanu Javeri, global digital analytics enablement lead at IBM, said during SMX Virtual in December. “Simply put, KPIs are strategic, while metrics are tactical.” To single out the correct KPIs to guide your strategic decisions, you need to know what stage of growth your business is in, the actions you’re taking to reach your goals, as well as what the possible consequences may be as your organization shifts focus to your new KPIs. Once you’ve identified your KPIs, look to strengthen them by associating each step of your user journey with a metric that can provide you insight into what’s working well and what may be leading to lost business. You can bucket these metrics into leading indicators, which are useful for measuring the likelihood that you’ll reach your KPIs (metrics such as contact form fills and site traffic) and lagging indicators, which tell you about the current state of your business (through metrics for events that have already occurred, like revenue from last quarter or feedback scores). Read more here. |
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| | | | Unlock proven tactics to measure search marketing success | | Join us online, February 23 at SMX Report: a deep dive into everything you need to know about analytics for search marketing. Book now for just $99! Register now! » |
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| | | Data | | | | | Narrative partners with Experian for consumer insights | Narrative, the data streaming vendor, yesterday announced a partnership with consumer data giant Experian. The partnership will open up data from Experian’s ConsumerView database to clients using Narrative’s data streaming platform. The aim is to give Narrative platform users access to consumer data across such verticals as Financial services, automotive, retail and CPG. It will be possible to build audiences in Narrative, based on the actionable insights from Experian ConsumerView, and execute on those audiences in The Trade Desk, Google and Adobe. Why we care. Raw data is just that: raw data. Through this partnership, Narrative users should have the ability to convert that data into targetable audiences. |
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