5 steps to agile B2B marketing | Improve email efficacy with cross-departmental collaboration | Marketers find more automation is not always better
October 19, 2018
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5 steps to agile B2B marketing
Agile marketing focuses sharply on customer needs and reacts quickly, and can help ensure business-to-business marketers have the right drivers for revenue growth. Fusion Marketing Partners CEO Christopher Ryan recommends five ways to prepare a marketing department for greater agility, beginning with building consensus that breaks down silos.
Forbes (10/18) 
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General Insights & Strategies
Improve email efficacy with cross-departmental collaboration
Business-to-business marketers must work cross-departmentally to coordinate emails to ensure consistency and avoid sending campaign emails that might conflict with messaging from finance or other departments, Red Hat's Catherine Mears advises. Create a joint calendar to track customer email plans and to identify opportunities for cross-promotion, she says.
Chief Marketer (10/18) 
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Marketers find more automation is not always better
More than one-third of marketers say they're seeing solid returns on conventional technologies for customer relationship management, but that enthusiasm falls off with pure-play automation technologies such as chatbots, according to a study from ON24. These may leave customers feeling as if they're mere numbers, said Joe Hyland, ON24's marketing chief, creating difficulties for marketers trying to "balance between human engagement and growth and invest in digital experiences that help scale one-to-one marketing."
MediaPost Communications (10/18) 
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Next Practices
Brands that are making the most of Twitter
Brands that are making the most of Twitter
(Leon Neal/AFP/Getty Images)
According to a recent report, 46% of American Twitter users access the platform daily, and brands are using it to connect with consumers. Netflix connects with users through pop-culture-based memes and trending items, while ShineText repurposes old content and shares previews.
Search Engine Journal (10/18) 
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Marketing Technology & Innovation
Adobe tool seeks to widen creative world of AR
Adobe's Project Aero is aimed at making it simpler for a wide range of developers to create augmented-reality experiences. The tool incorporates Adobe's artificial-intelligence platform Sensei to identify and create lighting as well as emotional and spatial awareness.
Adweek (tiered subscription model) (10/17) 
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Analytics & Measurement
Mobile ad fraud defined by Coalition Against Ad Fraud
Mobile ad fraud defined by Coalition Against Ad Fraud
(Pixabay)
The Coalition Against Ad Fraud has published what it says is the first set of standardized definitions of mobile ad fraud. The document notes the differences between technical and compliance fraud and outlines types of mobile ad fraud such as fake installs, click spam and false impressions.
MarTech Today (10/18) 
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Association News
24 tips to drive customer experience innovation
Research by ERDM indicates a high level of frustration with the poor quality of today's personalization, customer experience and life cycle engagement. Despite this frustration, customers are still willing to provide businesses with personal information to drive proactive, explicit personalization.
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Train, Kelly Clarkson to join the masters of marketing
Few seats remain for the 2018 ANA Masters of Marketing Conference, Oct. 24-27 in Orlando, Fla. In addition to an all-star lineup of speakers, enjoy special evening performances by the multi-award-winning band Train, provided by Westwood One/Cumulus Media, and singer/songwriter Kelly Clarkson, sponsored by iHeartMedia.

Featured speakers include:
  • Suzy Deering, CMO, North America, at eBay
  • Marc Pritchard, chief brand officer at P&G
  • Elizabeth Rutledge, CMO at American Express
  • Lisa Bacus, EVP and global CMO at CIGNA
  • Michelle Peluso, SVP and CMO at IBM
  • Jeff Charney, CMO at Progressive
  • Eric Reynolds, CMO at Clorox
  • John Dillon, CMO at Denny's
  • Greg Revelle, SEVP and CMO at Kohl's
Register now.
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Clarity is the antidote to anxiety, and therefore clarity is the preoccupation of the effective leader. If you do nothing else as a leader, be clear.
Marcus Buckingham,
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