Focus On: B2B Marketing Challenges 2017

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Our latest survey of b2b marketing and research professionals across North America and Europe reveals the key focal points for business during 2017. Listening to the voice of the customer offers a big opportunity to drive customer satisfaction, loyalty and ultimately market share - using tools such as the NPS, customer journey maps, and advanced segmentation (e.g. behaviors, needs).

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Design At Work

You’re great at what you do. Your happy, satisfied customers are a testament to that. But you want more. More customers, more business, more success. It’s time to take your business to the next level. Design At Work can help.

OTHER ARTICLES
MARTECH

Vendor Vetting: Things to Consider

Article | September 22, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

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CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | August 5, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

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CHANNEL PARTNERSHIPS

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | July 11, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

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CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

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Spotlight

Design At Work

You’re great at what you do. Your happy, satisfied customers are a testament to that. But you want more. More customers, more business, more success. It’s time to take your business to the next level. Design At Work can help.

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MARKETING DATA

Ruby Ribbon's C-Suite Executive Team Grows With the Hiring of Dana Long as Chief Marketing Officer

Ruby Ribbon | February 07, 2022

Ruby Ribbon, the social commerce-driven women's intimates, shapewear, swimwear and athleisure company, announced the appointment of Dana Long as their new Chief Marketing Officer. Throughout her career, Dana Long has established herself as a Global Brand and Digital Marketing Expert with experience working for a variety of startups and Fortune 500 companies looking to grow their business through omni-channel and online marketing through owned, earned, and paid media strategies. Prior to joining Ruby Ribbon, Dana led the Global Brand and Digital Marketing Teams for The Walt Disney Company for seven years where she worked on their Global Brand Marketing and Product Development teams for their Interactive Division. She also created the Global Digital Center of Excellence for Mattel, inc. where she provided knowledge and expertise in eCommerce performance marketing, digital content creation, social media marketing and created a digital analytics division. Dana also spearheaded the West Coast Digital & Influencer Practice for Golin, an Interpublic Group Agency. As her entry into the Social Selling sphere, Long spent three years at JAFRA Cosmetics International, as their Global Head of Digital Marketing, Strategy, and Communications at their headquarters in Westlake Village, California. Long said, "I'm so thrilled to join the talented team at Ruby Ribbon and work alongside like-minded individuals who are striving to provide high quality products empowering entrepreneurial business opportunities for women around the country. I look forward to working with the team and our community of women Stylists to share all that Ruby Ribbon has to offer." When she is not developing marketing strategies for Ruby Ribbon, Dana also serves as an advisory board member for Dress for Success, a non-profit dedicated to providing women with professional advice and appropriate attire to help them succeed in the workplace. Dana brings a wealth of global brand and digital marketing expertise that is strategic to the company, as we continue to lead in our rapidly evolving channel. Her career-long commitment to creating empowering growth and income opportunities for women serves as an encouraging reminder to our Stylist network that their own success is always achievable." Clint McKinlay, Ruby Ribbon CEO About Ruby Ribbon Launched in 2012, Ruby Ribbon is an innovative, social commerce-driven women's intimates, shapewear and athleisure company offering comfort, style and confidence for women of all shapes and sizes. From the start, Ruby Ribbon's mission has been to support and empower women by offering products that make them feel good and by creating opportunities for women to develop their own entrepreneurial businesses and support each other through a body-positive community.

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MARKETING STRATEGY

Bloomreach and Fast Partner to Make Any Digital Marketing Channel Shoppable With a Single Click

Bloomreach | December 06, 2021

Bloomreach, the world's #1 Commerce Experience Cloud, and Fast, the world's fastest online checkout experience, announced a partnership to drive seamless, one-click checkout across a brand's digital marketing channels. Fast Login and Fast Checkout are now available for all Bloomreach Engagement customers to embed into emails, text messages, and more, providing an innovative way for companies to capture customer demand right at the point of inspiration. Cart abandonment has been a long-standing problem within e-commerce. Nearly 70% of shopping carts are abandoned, and almost 20% of US online shoppers abandoned an order in the past quarter specifically due to a "too long or complicated checkout process." The ability to simplify that process can provide substantial opportunity for businesses to drive customer conversion, ultimately leading to better business results. With the integration of Fast, Bloomreach customers can unlock that opportunity by embedding one-click checkout into high-engagement channels such as email, SMS/MMS, and retargeting ads, making it faster and easier for customers to make a purchase. By integrating Fast Checkout with Bloomreach Engagement, we're able to remove friction to make it easier for consumers to check out anywhere with one click. No more redirects or adding an item to your cart. We know this will have a huge impact for sellers and go a long way in driving a better experience for their customers." Domm Holland, CEO and co-founder, Fast Bloomreach solutions enable businesses to power more personalized, relevant commerce experiences through a unique combination of product and customer data. This data-driven approach to commerce makes the integration of Fast an even more powerful capability for businesses — marketers, merchandisers, and CRM managers can see which customers are most likely to make a purchase and which products they are most likely to buy, then ensure one-click checkout streamlines how those customers shop. "Bloomreach Engagement plays a critical role in how our clients engage and inspire their customers. In partnering with Fast, we can now streamline their customer journeys from inspiration through to conversion," said Brian Walker, Chief Strategy Officer, Bloomreach. "We look forward to bringing the benefits of Fast to the businesses we serve and seeing the enhanced commerce experience and results this partnership will generate for our clients and their customers around the world." About Bloomreach Bloomreach is the world's #1 Commerce Experience Cloud, empowering brands to deliver customer journeys so personalized, they feel like magic. It offers a suite of products that drive true personalization and digital commerce growth, including: Discovery, offering AI-driven search and merchandising; Content, offering a headless CMS; and Engagement, offering a leading CDP and marketing automation solutions. Together, these solutions combine the power of unified customer and product data with the speed and scale of AI-optimization, enabling revenue-driving digital commerce experiences that convert on any channel and every journey. Bloomreach serves over 850 global brands including Albertsons, Bosch, Puma, FC Bayern München, and Marks & Spencer. About Fast Fast's mission is to make buying online faster, safer and easier for everyone. Its Fast Login and Fast Checkout product enable a one-click sign-in and purchasing experience that makes it easier for people to buy and merchants to sell. The company's products work on any browser, device or platform for consistent, stress-free purchasing, either on a merchants own domain or through headless checkout on any other website. Fast invests heavily in its user privacy and security, with a Zero Fraud Guarantee on chargebacks for sellers. Headquartered in San Francisco, Fast is a privately held company founded by Domm Holland and Allison Barr Allen and funded by Stripe, Addition, Index Ventures, Susa Ventures and Sugar Capital.

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SEARCH ENGINE OPTIMIZATION

ODYS and Niche Website Builders Announce Exclusive Aged Domains Partnership

Odys Global | November 26, 2021

Odys Global and Niche Website Builders have announced their exclusive Aged Domains Partnership that enables customers to build competitive websites and take their businesses to the next level. Odys Global, the premium marketplace for premium aged domains and websites has made a name for itself on the back of the quality of its solutions that work wonders for client businesses. Its domains with traffic have been featured on some of the most authoritative websites in the world. They save clients the time, hassle, and of course costs involved in starting with a fresh domain name and SEO, which can be a long and tedious process. Odys’ SEO domains have several stunning benefits including their age. Not only do they possess pre-built authority but also find references on some of the highest authority websites on the web. It offers businesses a cutting-edge advantage in the competitive online market as it assures them of increased visibility. And now those benefits are set to grow for online businesses thanks to the exclusive partnership with Niche Website Builders. Niche Website Builders is a market leader in content and link building in its own right. With the new partnership, its renowned services will be integrated into the Odys Global domain marketplace. ‘Build with Odys', powered by Niche Website Builders’ service is a new beginning that will harness the exceptional benefits of both services to ensure that customers can make their presence felt in the online market in style. It is fantastic to be able to announce this partnership with Odys, a match made in heaven for anyone looking to invest in a website on an aged domain. We look forward to working with Odys to provide customers with industry-leading websites built on aged domains.” Mark Mars, Co-Founder of Niche Website Builders The development is not just exciting but also timely for Niche Website Builders, which is approaching its second anniversary. The company has already taken giant strides in the industry in a short span of time and the new partnership will further cement its position as a force to be reckoned with. On the other hand, it offers Odys, a company that endeavors to offer clients innovative solutions, an opportunity to offer another powerful service to online businesses. Elena Grigoras, CEO & Managing Partner of Odys Global talked about the unique advantage of the partnership. “When traffic means everything, we don’t want our customers to waste time building their sites on their own. Bundling a premium aged domain purchase with SEO-boosting capabilities we look to empower all our customers to pull the gears faster and have everything they need in one place. With trust and superior customer service,” she said. It’s the vision the company has been built on, and it’s expanding it for clients through the partnership that holds tremendous benefits for them. About Odys Global Odys Global offers premium aged domains for online businesses. Customers can invest in aged sites that grow in value and work great for SEO. There are thousands of aged domains to suit various industries, budgets, and business-specific requirements. About Niche Website Builders Niche Website Builders is a renowned content publisher marketing agency that has become the trusted one-stop shop for a wide range of services from content creation to link building that offers exceptional results to clients.

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MARKETING DATA

Ruby Ribbon's C-Suite Executive Team Grows With the Hiring of Dana Long as Chief Marketing Officer

Ruby Ribbon | February 07, 2022

Ruby Ribbon, the social commerce-driven women's intimates, shapewear, swimwear and athleisure company, announced the appointment of Dana Long as their new Chief Marketing Officer. Throughout her career, Dana Long has established herself as a Global Brand and Digital Marketing Expert with experience working for a variety of startups and Fortune 500 companies looking to grow their business through omni-channel and online marketing through owned, earned, and paid media strategies. Prior to joining Ruby Ribbon, Dana led the Global Brand and Digital Marketing Teams for The Walt Disney Company for seven years where she worked on their Global Brand Marketing and Product Development teams for their Interactive Division. She also created the Global Digital Center of Excellence for Mattel, inc. where she provided knowledge and expertise in eCommerce performance marketing, digital content creation, social media marketing and created a digital analytics division. Dana also spearheaded the West Coast Digital & Influencer Practice for Golin, an Interpublic Group Agency. As her entry into the Social Selling sphere, Long spent three years at JAFRA Cosmetics International, as their Global Head of Digital Marketing, Strategy, and Communications at their headquarters in Westlake Village, California. Long said, "I'm so thrilled to join the talented team at Ruby Ribbon and work alongside like-minded individuals who are striving to provide high quality products empowering entrepreneurial business opportunities for women around the country. I look forward to working with the team and our community of women Stylists to share all that Ruby Ribbon has to offer." When she is not developing marketing strategies for Ruby Ribbon, Dana also serves as an advisory board member for Dress for Success, a non-profit dedicated to providing women with professional advice and appropriate attire to help them succeed in the workplace. Dana brings a wealth of global brand and digital marketing expertise that is strategic to the company, as we continue to lead in our rapidly evolving channel. Her career-long commitment to creating empowering growth and income opportunities for women serves as an encouraging reminder to our Stylist network that their own success is always achievable." Clint McKinlay, Ruby Ribbon CEO About Ruby Ribbon Launched in 2012, Ruby Ribbon is an innovative, social commerce-driven women's intimates, shapewear and athleisure company offering comfort, style and confidence for women of all shapes and sizes. From the start, Ruby Ribbon's mission has been to support and empower women by offering products that make them feel good and by creating opportunities for women to develop their own entrepreneurial businesses and support each other through a body-positive community.

Read More

MARKETING STRATEGY

Bloomreach and Fast Partner to Make Any Digital Marketing Channel Shoppable With a Single Click

Bloomreach | December 06, 2021

Bloomreach, the world's #1 Commerce Experience Cloud, and Fast, the world's fastest online checkout experience, announced a partnership to drive seamless, one-click checkout across a brand's digital marketing channels. Fast Login and Fast Checkout are now available for all Bloomreach Engagement customers to embed into emails, text messages, and more, providing an innovative way for companies to capture customer demand right at the point of inspiration. Cart abandonment has been a long-standing problem within e-commerce. Nearly 70% of shopping carts are abandoned, and almost 20% of US online shoppers abandoned an order in the past quarter specifically due to a "too long or complicated checkout process." The ability to simplify that process can provide substantial opportunity for businesses to drive customer conversion, ultimately leading to better business results. With the integration of Fast, Bloomreach customers can unlock that opportunity by embedding one-click checkout into high-engagement channels such as email, SMS/MMS, and retargeting ads, making it faster and easier for customers to make a purchase. By integrating Fast Checkout with Bloomreach Engagement, we're able to remove friction to make it easier for consumers to check out anywhere with one click. No more redirects or adding an item to your cart. We know this will have a huge impact for sellers and go a long way in driving a better experience for their customers." Domm Holland, CEO and co-founder, Fast Bloomreach solutions enable businesses to power more personalized, relevant commerce experiences through a unique combination of product and customer data. This data-driven approach to commerce makes the integration of Fast an even more powerful capability for businesses — marketers, merchandisers, and CRM managers can see which customers are most likely to make a purchase and which products they are most likely to buy, then ensure one-click checkout streamlines how those customers shop. "Bloomreach Engagement plays a critical role in how our clients engage and inspire their customers. In partnering with Fast, we can now streamline their customer journeys from inspiration through to conversion," said Brian Walker, Chief Strategy Officer, Bloomreach. "We look forward to bringing the benefits of Fast to the businesses we serve and seeing the enhanced commerce experience and results this partnership will generate for our clients and their customers around the world." About Bloomreach Bloomreach is the world's #1 Commerce Experience Cloud, empowering brands to deliver customer journeys so personalized, they feel like magic. It offers a suite of products that drive true personalization and digital commerce growth, including: Discovery, offering AI-driven search and merchandising; Content, offering a headless CMS; and Engagement, offering a leading CDP and marketing automation solutions. Together, these solutions combine the power of unified customer and product data with the speed and scale of AI-optimization, enabling revenue-driving digital commerce experiences that convert on any channel and every journey. Bloomreach serves over 850 global brands including Albertsons, Bosch, Puma, FC Bayern München, and Marks & Spencer. About Fast Fast's mission is to make buying online faster, safer and easier for everyone. Its Fast Login and Fast Checkout product enable a one-click sign-in and purchasing experience that makes it easier for people to buy and merchants to sell. The company's products work on any browser, device or platform for consistent, stress-free purchasing, either on a merchants own domain or through headless checkout on any other website. Fast invests heavily in its user privacy and security, with a Zero Fraud Guarantee on chargebacks for sellers. Headquartered in San Francisco, Fast is a privately held company founded by Domm Holland and Allison Barr Allen and funded by Stripe, Addition, Index Ventures, Susa Ventures and Sugar Capital.

Read More

SEARCH ENGINE OPTIMIZATION

ODYS and Niche Website Builders Announce Exclusive Aged Domains Partnership

Odys Global | November 26, 2021

Odys Global and Niche Website Builders have announced their exclusive Aged Domains Partnership that enables customers to build competitive websites and take their businesses to the next level. Odys Global, the premium marketplace for premium aged domains and websites has made a name for itself on the back of the quality of its solutions that work wonders for client businesses. Its domains with traffic have been featured on some of the most authoritative websites in the world. They save clients the time, hassle, and of course costs involved in starting with a fresh domain name and SEO, which can be a long and tedious process. Odys’ SEO domains have several stunning benefits including their age. Not only do they possess pre-built authority but also find references on some of the highest authority websites on the web. It offers businesses a cutting-edge advantage in the competitive online market as it assures them of increased visibility. And now those benefits are set to grow for online businesses thanks to the exclusive partnership with Niche Website Builders. Niche Website Builders is a market leader in content and link building in its own right. With the new partnership, its renowned services will be integrated into the Odys Global domain marketplace. ‘Build with Odys', powered by Niche Website Builders’ service is a new beginning that will harness the exceptional benefits of both services to ensure that customers can make their presence felt in the online market in style. It is fantastic to be able to announce this partnership with Odys, a match made in heaven for anyone looking to invest in a website on an aged domain. We look forward to working with Odys to provide customers with industry-leading websites built on aged domains.” Mark Mars, Co-Founder of Niche Website Builders The development is not just exciting but also timely for Niche Website Builders, which is approaching its second anniversary. The company has already taken giant strides in the industry in a short span of time and the new partnership will further cement its position as a force to be reckoned with. On the other hand, it offers Odys, a company that endeavors to offer clients innovative solutions, an opportunity to offer another powerful service to online businesses. Elena Grigoras, CEO & Managing Partner of Odys Global talked about the unique advantage of the partnership. “When traffic means everything, we don’t want our customers to waste time building their sites on their own. Bundling a premium aged domain purchase with SEO-boosting capabilities we look to empower all our customers to pull the gears faster and have everything they need in one place. With trust and superior customer service,” she said. It’s the vision the company has been built on, and it’s expanding it for clients through the partnership that holds tremendous benefits for them. About Odys Global Odys Global offers premium aged domains for online businesses. Customers can invest in aged sites that grow in value and work great for SEO. There are thousands of aged domains to suit various industries, budgets, and business-specific requirements. About Niche Website Builders Niche Website Builders is a renowned content publisher marketing agency that has become the trusted one-stop shop for a wide range of services from content creation to link building that offers exceptional results to clients.

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