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Marketing Technology Trends for 2021| Deck7

2020-10-21T10:32:33.758Z

While selling is workmanship, it exclusively relies upon how much showcasing exertion you have placed in to make it conceivable. Furthermore, with regards to promoting endeavors, it will be inadequate except if you influence present day Technology innovation to accomplish these showcasing objectives as 'current advertising requires current arrangements.' These advances when used adequately do some incredible things as far as brand mindfulness and deals transformation.

Setting up a specialty in the market expects you to give an answer for the issues looked by the possibilities. The difficulties looked by possibilities are different and fluctuated as planned clients themselves. While sometimes prospects are uninformed of the issues which can make showcasing to these people troublesome. Here advertisers need to enable their possibilities to understand the difficult they have and how their item or administration can be an answer for those issues.

Artificial Intelligence (AI) - Man-made reasoning can fundamentally help with the keen determination of substance-dependent on the spot, history, and past conduct of the possibilities. Artificial intelligence devices are utilized to investigate customer thinking designs. Prior, information was gathered and broke down to comprehend purchaser purchasing conduct however man-made consciousness has supported this cycle sparing opportunity generally.

Chatbots - Chatbots are quite popular these days because it is an easy and convenient way to keep engaged with customers without any human interface. The catboats algorithms are designed in such a way that is more direct and personal than ever before. It can serve as an engagement driver and chat boat lead generator to jumpstart the sales cycle.

Voice search - this innovation has been stretched out to other brilliant gadgets like keen speakers and sound. Shrewd voice innovation like Alexa which turned out to be colossally mainstream in 2018 is blasting this year as well. In any case, using this brilliant voice innovation requires a client to upgrade his site to incorporate voice search. Voice inquiries are efficient and thus more helpful, it keeps going longer and is more equipped for fulfilling possible clients. Voice search is getting more normal with gadgets like Apple's Siri, Amazon's Alexa, and's Google Assistant. As indicated by ComScore, constantly 2020, half, all things considered, will be finished by voice.

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B2B Remarketing Way to Boost Your Conversion| Deck7

2020-10-13T10:51:05.443Z

What Is Remarketing?

In simple terms, remarketing is the practice of targeting a consumer with a recently viewed product to drive Leads. Looking at it from a broader perspective, remarketing allows you to familiarize your brand to your visitors thus helping build brand affinity. According to WordStream, brand affinity goes a long way when it comes to improved click-through rates for your content.

Remarketing is one of the more popular personalization tools in digital marketing strategy. It is not limited to new customers only; it can also target existing customers for a variety of reasons. This strategy allows you to market to your existing customer base with attractive deals including product or service plan upgrades, return to purchase additional products or services, and for customer service/retention purposes.

Ways to Start Your Remarketing Campaign

Search: Google Ads allows you to target users who visit your site and then return to the search engine.

Display: Utilizing the Google Display Network and other display platforms to target users with banner and text ads.

Video: YouTube ads that can be configured based on visitors' history viewing your content.

Social: Facebook, Twitter, and Instagram allow marketers to target users in the largest display network if they have previously visited your website….read more

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Top Lead Generation Tools in 2020-21 | Deck7

2020-10-09T09:25:15.370Z

You have your strategy in place so now is the time to track those potential customers. We know there are too many lead generation tools in the market hence we present to you our favorites. Pick what suits you best from the following lead generation software. Checkout top Lead Generation Companies in the World.

Prospect.io - This multichannel B2B sales and marketing automation platform closes deals like an expert. Prospect.io primarily boosts your outbound sales team productivity with its variety of features. It does everything, right from building the lists of your target audience to analyzing and improving your strategies in order to polish your marketing schemes.

AeroLeads - There’s nothing that this lead generation tool cannot do. It starts with finding official email IDs, business phone numbers to locations, and addresses, AeroLeads does it all. The best part about this tool is that it works on a variety of websites so you are not limited when it comes to options. If you want to increase your conversion rate, AeroLeads is the place!

What Are the Pros and Cons of Lead Generation?

Every process has two sides to it. Hence it is safe to know what the proceeding has to offer, and how you can use it for your benefit. Let’s get into the pros and cons of lead generation. Starting with Brand awareness & lead generation in great idea for B2B companies

Advantages

· Hastens information procurement – The landing page that you create for promoting your product/service organically speeds up the process of collecting potential customers.

· Speeds up online sales – The traditional sales process is now bygone. You can now sell your services/products to global customers using modern sales methodologies.

· Recognizes target audience – The lead generation strategies that you use clearly defines the buyer persona and vice versa thus making it easy for you to target your offerings to the right audience.

Disadvantages

· Low ROI – This method of marketing is a matter of risk when it comes to finances. One calculation gone wrong can affect your investments to a large extent.

· Possibility of misjudging leads – Your conversion rate won’t ever go up if you misjudge customers. You need to have the right tools and experiences to judge who is a potential sale, and whom you can let go….read more

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7 Strategies for B2B Lead Generation in 2020-21 | Deck7

2020-10-08T08:30:13.863Z

Lead Generation without Email Forms - It's the modern marketers’ way. When it comes to scaling your lead generation, it should not matter where you find them. There are a dozen ways to generate quality leads for B2B social media, paid search, SEO, and downloadable content to name a few. What's common between all those? Almost all of them redirect leads to fill up a subscription form on landing pages.

Forms aren't the best customer experience. The best customer experience would be simple and interactive. Think of all the success that Mailchimp and Slack have achieved, and it isn't because they were good at generating leads but because they offered a free, simple, and interactive experience even before the customer was thinking about making a purchase. Therefore, offering a free tool or trial is an ideal way to generate quality leads without having to put out email forms.

Content Syndication - It is futile to think that the customer journey will always begin on your website. Content syndication is when your web content is published by a third-party website. It involves all types of digital content like articles, whitepapers, e-books, guides, videos, and infographics. It is a win-win: the third-party receives free relevant content, while you get a broader audience reach. Syndication is the barter system in generating leads, where most of the content syndicators drop leads on your website. Which is why, you should choose best content marketing services

PPC - In case you’re well aware of your buyer persona and target audience, and want to see faster results, there’s no better way to do it other than pay-per-click advertising. It is useful for brand awareness and lead generation Depending on your goals you can post your lead ad in a variety of ways; the most common platform for advertising online being Google AdWords. You can choose from the three different ways to go about PPC advertising:

Search Network - These are the adverts that appear on top of a search results page when you google a product. The great thing about search network is that the intent is already present. As opposed to social media advertising, if someone searches for “managed WordPress hosting” the potential lead is either close to buying or doing their research. Lead Generation Companies In The World - Download Now

Videos for Engagement and Embedding Forms in Videos - YouTube is the second most popular search engine and you can use that to your advantage. Blogs and articles are good, but videos have emerged as the most engaging content marketing fuy on the internet with multiple options d generating strategies there is. Instead of gating your entire content library, a few video guides or info videos can be created out of them to attract organic traffic. An optional lead generation form can be embedded into these videos.

Zaius, for example, created a few videos for its Marketing Unboxed series where it has embedded a non-obligatory lead generation form, which appears if the cursor is moved over the video. Altogether, this is a subtle approach to make a sales pitch and still drive some serious results.

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Top 5 Marketing Technology Trends| Deck7

2020-10-07T06:47:56.890Z

1. Artificial Intelligence (AI): AI tops the list when it comes to trending digital marketing technologies. It has been responsible for making existing technologies smarter and more effective. AI algorithms analyze data insights which help marketers in understanding behavior and patterns of consumer’s buying journey effectively. Artificial intelligence can significantly help with the smart selection of content based on location, history, and past behavior of the prospects. AI tools are used to analyze consumer thinking patterns. Earlier, data was collected and analyzed to understand consumer buying behavior but artificial intelligence has boosted this process saving time to a great extent.

2. Chatbots: When it comes to technological trends, chatbots can’t stay behind in marketing automation dynamics. It provides 24/7 customer support and reduces call wait time for customers. According to research, the global chatbots market is growing at a 24% annual growth rate, and 45% of customers prefer using them as a primary mode of communication in the customer service industry. Chatbots are quite popular these days because it is an easy and convenient way to keep engaged with customers without any human interface. The chatbot algorithms are designed in such a way that is more direct and personal than ever before. It can serve as an engagement driver and lead generator to jumpstart the sales cycle.

A study of Oracle states that 80% of businesses will be using chatbots by 2020. Chatbots make use of natural learning processing (NLP) and machine learning (ML) to find the correct response for each query projected. Customers prefer interacting with chatbots as their responses are quick and satisfactory and can also retain the customer conversation query history to serve them best. For example, Uber has been quite successful in using chatbot technology to communicate with its customers in booking cabs, even on Facebook Messenger. Drive Conversion with Chatbots

3. Voice search: With AI-powered virtual assistants there is a considerable rise in voice searches. Different AI algorithms are utilized to recognize speech and transform it into a desirable search. Voice search involves the use of voice recognition techniques like automatic speech recognition (ASR) to deliver the best search results hence enhancing the customer experience. Voice search helps marketers to deliver and assist their prospects in their buying journey or in closing a deal.

Now, this technology has been extended to other smart devices like smart speakers and audio. Smart voice technology like Alexa which became immensely popular in 2018 is booming this year too. However, utilizing this smart voice technology requires a user to optimize his website to integrate voice search. Voice queries are time-saving and hence more convenient, it lasts longer and is more capable of satisfying potential customers. Voice search is becoming more common with devices like Apple’s Siri, Amazon’s Alexa, and Google’s Google Assistant. According to ComScore, by the year 2020, 50% of all searches will be done by voice. Brand awareness & lead generation

4. Virtual Reality (VR) and Augmented Reality (AR): The demand for VR and AR technology is on the rise and has made several new advancements and applications in the field of digital marketing. According to reports, virtual reality is expected to reach $30 billion and Augmented Reality is expected to reach $90 billion by the year 2020. Tweet This! Most of the firms are leveraging these technologies in order to boost their marketing capabilities and create a successful brand in the market. VR technology is revolutionizing the video game industry. Gamers can get the ultimate gaming experience with a virtual reality headset which enhances the interface of games. Also, VR headsets play nicely with most smartphones, making it easy to provide a fun, novel, and inspiring brand experience through the power of VR tech.

VR is revamping marketing dynamics too by enabling companies to bridge the gap between experience and action. It is also changing the dynamics between brands and consumers. People are seeking VR brand experiences rather than deploying ad blockers or clicking out of ads….read more

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Must-have B2B Marketing Technology Stack | Deck7

2020-10-07T06:46:23.105Z

CRM System - Nurturing customer relations is one of the important factors in scaling your business. All your marketing efforts and spend on driving traffic to your website results in most customers only giving you one shot. Not to mention that upselling and reselling to the existing customer presents a huge challenge. Just because a customer bought from you last month doesn’t mean they’ll buy again or stick around for good. A study done by Frederick Reichheld of Bain & Company states that increasing customer retention rates by 5% also led to an increase in profits by 25% to 95%. In that sense, it is pretty important that you manage as well as nurture your customer relationship at all times. When it comes to meeting these needs, Salesforce checks all the boxes on the list. It is one of the most customizable CRMs available out there that has been known to retain consistent growth for nearly two decades.

With a CRM system in place, you can engage with your prospects and customers on a personal level. Not only does it help you create better marketing campaigns but also boost your ROI. Brand awareness & lead generation

Account-based Marketing Software - Needless to say that marketers of today are expected to deliver on important parameters such as data enrichment, hyper-personalization, contextual experiences, and multi-channel touch-points. If you’re someone that’s looking for exponential growth in the said areas then ABM is the answer. With the sheer number of technology available these days it can be tricky not to get swayed. Hence, ensure to invest in the right tools that cater to what your business requires to scale your marketing efforts. Choose a tool that provides you with actionable insights and predictive analysis so you can tie your marketing spend to the outcomes. Look for key features such as:-

A unified platform that provides all the key elements for ABM and has capabilities for account targeting and management, personalizing cross-channel engagement, and revenue-based account analytics in the same platform as other cross-channel marketing campaigns.

While identifying loopholes and rectifying them is important, you need a solution that easily integrates with the other core technologies. See that you have a proper technology in place that provides a real-time, account-level view to coordinate outreach and drive alignment across teams so they can go after key accounts in a coordinated and collaborative fashion.

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Customer Experience Management (CEM or CXM) - Gartner says customer experience is now one of the top 3 areas for marketing investments. Hence, marketing leaders must guide and empower everyone across the enterprise to optimize their customer interactions. Customer experience management is a key differentiator in today’s hyper-competitive, hyper-connected global marketplace and there’s tangible business value in managing it effectively.

Web Experimentation Platform - Whether your focus is on product creation, sales or marketing development, running tests is absolutely crucial to finding your weakness and strengths. While that’s true, oftentimes it’s not enough to rely on your basic knowledge of tests to get the statistically significant data. Experimentation platforms such as Optimizely, VWO, etc, can help with your A/B testing, split testing, multivariate testing, and multipage experiment across websites, mobile apps and connected devices. Every business has its unique set of challenges that can’t be addressed with the same old one-size-fits-all approach. It’s up to you to discover what your unique set of customers prefers…..read more

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Get Conversation into Conversion With Chatbots | Deck7

2020-10-06T09:51:59.137Z

Want to overcome the traditional ways of engaging customers?

Of course, every modern marketer wants to personalize brand messaging, perform outreach, and deliver support to prospects and customers in this growing digital age.

But how? Let’s figure it out in this article.

Marketing in the 2000s was dominated by Search Engine Marketing and Optimization. The early 2010s saw the rise of Facebook and social media marketing. But today, it’s all about personalization. It’s all about capitalizing on business with the current conversational trend – chatbots and live chats to provide a personalized experience by communicating with the customers.

Have you ever noticed it? When you visit a website and within seconds a chat window pops up, offering to help you out.

That’s a chatbot in motion.

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Why Should Marketers Use Chatbots?

According to research by Econsultancy, 83% of customers admit that they need prompt assistance during their online buying journey. And in the absence of this assistance, they exit. AI-powered technology – chatbots come as a relief by driving interaction between services and customers.

In recent years, chatbots have become the buzzword when it comes to modern marketing or business. It runs on artificial intelligence technology so they have AI-equipped smart features needed to compile data, analyze it, and make an informed decision based on it.

A study of Oracle states that 80% of businesses will be using chatbots by 2020. Chatbots will storm the internet, marketing and sales departments by having a realistic conversation with the user. Still, there has been a lot of debate about the capability of chatbots, but if this technology is properly executed, it can serve as an engagement driver and lead generator to jumpstart the sales cycle.

According to the content strategist Brian Barr, chatbots act as a salesperson long before the customer's conversation with an actual salesperson. “The best thing about the chatbot is that they give you an automated cost-effective way to communicate with your customers in a way that is more direct and personal than ever before.” Brian writes.

Why Catboats Will Be a Crucial Parameter for Your Modern Marketing Strategy?

Chat bots are intuitive and engaging. One can instantly hook up to the idea of a chat bot for digital marketing. Let’s understand the five ways to use chat bots for marketing and sales.

Improve Customer Service Experience

When you meet someone for the first time and they address you by your name, you get the impression that they know you from somewhere. Chatbot applications are programmed to identify customers by their personal interactions.

In many cases, customers require urgent answers with a one-on-one conversation. Chatbots are perfect tools to satisfy customer requirements. Often, good customer service after a sale can cut down customer trust issues and convert a first-time buyer into a life-long customer.

Quick response, accurate response, and an answer to all customer queries, this is what a customer expects when they visit your website. All these services can be given by chatbots. Having recorded customer interactions over time, the chatbot is able to engage them in a two-way conversation….Read More

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Account-Based Marketing Guide for B2B Success | Deck7

2020-10-06T05:42:50.222Z

What is Account Based Marketing?

Account based marketing or ABM is a strategic and targeted marketing strategy, where key business accounts are marketed to directly. It’s a focused approach to B2B marketing where marketing and sales teams come together to target the best-fit or high-quality accounts and turn them into customers. Top B2B leaders say it’s no longer an option for marketers and sales to work separately. According to Alters Group, marketers achieved a higher ROI of 97% by incorporating ABM initiatives into their marketing initiatives.

Not just a buzzword but a game-changer for top marketers since the mid-2000s, ABM has become a staple in today’s marketing endeavors to drive demand and increase ROI. According to Roll works, “B2B organizations such as Bottom line Technologies, People.ai and One Neck IT Solutions are relying on a blend of traditional demand generation tactics with ABM strategies to cater to their audiences and appease senior leadership.”

Top Lead Generation Companies In The World

Who Uses Account Based Marketing?

Companies that are seeking to acquire specific and high-value customers have found an ABM strategy to be the most effective instead of taking a broader approach to their sales and marketing initiatives.

Account based marketing is a strategy and not a technology. There are typically four goals for adopting an account based marketing approach:

· Improvement in sales collaboration

· Cross-sell/up-sell the existing buyer accounts

· Acquire new logos

· To break into a new market/vertical

Benefits of Account Based Marketing

High return on investment – Effective ABM deployment can achieve higher business ROI. The 2014 ITSMA Account Based Marketing Survey stated that “ABM delivers the highest return on investment of any B2B marketing strategy or tactic.”

Reduced resource waste – The focused nature of ABM strategy allows marketers to focus their resources efficiently and only run those marketing programs that are highly optimized for the target accounts.

Personalized and optimized – The ABM tactic calls for personalizing your communication and messaging to specific accounts so your campaigns resonate with these target audiences. Customers are much likely to engage with content that is addressed directly to them and is relevant to their business and stage in the buyer journey.

Clear on tracking goals and measurement – It is easier to draw a clearer conclusion based on the effectiveness of campaigns whether email, ads, web, or events, for a smaller set of target accounts instead of a vast set of metrics.

Sales and marketing alignment – Account based marketing is one of the most effective ways of aligning sales and marketing. This is mainly because a marketer, when running an ABM program, operates with a mindset very close to sales – thinking in terms of accounts and how to best target them.

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How to Create a Winning ABM Strategy for Your Business?

Choosing target accounts will vary for every company as each organization has unique business goals and a personalized strategy that’ll determine its criteria. Before you start putting together an ABM plan, there are three key foundations to look into:

Purpose of your ABM program

Accounts you are targeting

Prospects within those accounts that you’re targeting

ABM has picked up more steam in recent times as vendors, bloggers, and market research firms all fuel a resurgence in account based marketing’s popularity. In 2017, only 29% of marketers had found ABM to be effective, whereas by 2019 the success of ABM shot up to a whopping 97% compared to other marketing tactics…..Read More

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Best Account Based Marketing Benchmarks | Deck7

2020-10-01T12:08:47.035Z

Account based marketing is dramatically shifting the operational dynamics between sales and marketing. Early adopters have seen phenomenal success and there’s so much hype from tech vendors surrounding it; though one might ask, what do account based marketing best practices look like? How are you supposed to begin on this journey and build a consistent pipeline with your account based funnel?

To some, ABM adoption may sound easier said than done and rightfully so. To get the right outcomes for your hard work, it is important that you also identify the best tactics, necessary budgets, and the right resources for adopting an account based strategy, and to tie your internal expectations to the external outcomes.

This article will provide an objective overview of tactics, budgets, resources, as well as captured organization insights to help you lay the groundwork on leveraging, developing, and enhancing your account based marketing initiatives. Let’s get started.

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Some Key Findings from Doing ABM

ABM is a strategic go-to-market approach that delivers key board-level metrics. Account based marketing improves customer lifetime value (80%), improves win rates (86%), and delivers higher ROI (76%) than a traditional go-to-market approach.
Since its early success, organizations have doubled down on ABM investments in 2019. Companies have increased their ABM spend by 41% in 2019.
More than two-thirds (69%) of top-performing account based organizations now have a dedicated account based leader. The market has caught on—70% of those who started their account based initiatives in the last six months have dedicated leaders.
The Ideal Customer Profile (ICP) of an ABM strategy separates top-performing account based organizations from their peers. More than 80% of the most successful account based organizations believe they have a strong ICP compared to 42% of the other organizations.
ABM is more than just marketing – it is a customized strategy based on the mix of customer-facing functions, marketing, sales development, and sales.
When doing a data-driven research on what factors contribute to ABM success, TOPO concluded that Orchestration was by far the most effective. It not only coordinated sales and marketing’s efforts but also allowed organizations to direct those efforts against the ICP.
Then defining the Ideal Customer Profile was found among the top three success factors by 15% of the survey respondents. Having a strong base of ICP has been one of the key differentiators for big players and remains one of the reasons for success.
Most businesses look to the right technology for their account based orchestration, however, finding the right technology should not overshadow the need to establish a strong account based strategy first. The same is reflected in the research results, where only 11% of respondents chose technology as a key contributor to account based marketing’s success.

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Top Account Based Marketing Challenges

While most organizations understand the benefits to an account based approach, operational zing a repeatable account based approach still remains to be a struggle. That’s because organizations are only able to prove success against a limited set of accounts, and they rely on non-scalable approaches to align execution, customization, and measurement.
That’s because successfully scaling an account based strategy requires having a scalable, repeatable, and tech-enabled approaches that can be planned, customized, and seamlessly executed.
With scaling ABM as a major challenge, organizations are expected to create a consistent and repeatable approach as account based marketing continues to mature. Two key factors that contribute to this are:
Having an account selection and rotation process – Organizations can group accounts that can be treated similarly, which will provide more visibility into the content, messaging, and resources required for execution in the coming months and quarters.

Tiring your target account list and tying resources to those tiers – Organizations can intentionally prioritize how resources are applied. Those that don’t align resources against tiers based on expected account value and instead use a one-size-fits-all approach, lose the benefit of intentionally applying resources where they deliver the highest returns….. Read More

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Modern B2B Content Marketing Strategy | Deck7

2020-09-30T12:11:28.678Z

An Overview of Modern B2B Content Marketing

Traditional marketing techniques for B2B marketing have proven to be not as effective as inbound marketing because of the nature of the message. Interrupting your audience is a key characteristic of outbound marketing while inbound marketing aims to solve a challenge or pain point that the customer is facing exactly when they are looking for the solution. When your prospect heads online looking for a solution it is the ideal opportunity to improve brand awareness and boost conversions.

Some of the goals of B2B content marketing are to let your target audience know about your brand, develop the information they have about the brand, and allow the consumer to see the benefits of using your product or service. Over time, the goal changes to drive leads to your business and convert a prospective customer into a qualified lead. What sets B2B content apart from B2C is that it has to have some form of use to the reader. If the reader is unable to apply what they have learned, then B2B content has not achieved its goal. There are exceptions to this rule but the main aim is to be viewed as a resource for other professionals in your target industry.

Top Lead Generation Companies In The World

Customizing Content to Your Buyer's Journey

Mapping what you make to the buyer’s journey is vital to its ability to help convert a prospect into a customer. Once you’ve created a detailed buyer persona, segment your buyers based on the stage they are in their journey to being a purchasing customer. Traditionally, a content marketing campaign has a wide top funnel and this is where your customer experience begins. Right from awareness to purchase, the experience needs to be a pleasant one that leaves them wanting more.

The core stages that a typical buyer goes through are:

· Awareness

· Interest

· Consideration

· Intent

· Evaluation

· Conversion

The B2B buyer journey usually includes more than one person. Even if it begins with one person, as they progress through the journey the individual grows into a committee and the buying decision requires a consensus. The B2B journey also does not necessarily need to be linear depending on your buyer’s organizational structure.

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High-performing Content Formats

There are four types of content:

· Audio

· Video

· Image

· Written

Qualitative over Quantitative Data in KPIs

KPIs have shifted and qualitative measures of engagement, especially on social media like Facebook, can help your business change strategies on the fly and adjust the tone of messaging appropriately. Brand messaging needs to find a fine balance between sensitivity and optimism and this can be like walking a tightrope initially.

Estimates state that a recovery period will emerge most likely in the middle of 2021 changing the content marketing ecosystem as you know it. There are studies conducted by various management consulting firms like McKinsey and Bain as well as other reputable sources like Harvard Business Review and McGraw Hill Research that show that finding equilibrium between investing in future opportunities and cost-cutting is the key to surviving the test of time.

There are many free and paid content marketing tools at your disposal to help you navigate uncertainties so there’s help available if you need it. If you’re unsure about where your business stands in terms of content marketing or you’re running out of content ideas, hire a content marketing agency like Deck 7 to conduct a content audit and run your next successful campaign. A whopping 84% of B2B marketers outsource their content creation process and it seems to work for them. Contact Deck 7 today to try it out for yourself…..Read More

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· 4275 Executive Square

· La Jolla, CA 92037

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