Key Takeaways ... Information is considered to be an important asset for any company in the modern competitive world. The way enterprise technology and software companies need to approach marketing themselves is evolving and it is imperative to leverage tactics that will produce real results.. Information technology (IT) enables corporations to market their goods and services globally, often in just a fraction of the time it takes to promote products via word of mouth. Fortunately, we’ve been tinkering with many of these sales tools for quite a while. To stay on top of these trends many marketers attend CES in early January. Figure out the best time of day to publish a blog post. “We’re having conversations with companies who haven’t advertised in the magazine in 35 years,” Morelock said. Purpose-driven marketing is becoming increasingly popular, and technology plays a role in its rise – and in its authenticity. From budget to enterprise level sales and marketing software, there is something out there to fit any businesses’ B2B marketing needs. You can experiment to see what tactics work best for your buyer personas and you can collect all that crucial data to continuously sharpen your marketing campaigns so that they turn into slick lead generation machines. 73% of marketing executives see AI or a technology dependent on AI as critical to the future of marketing. All Rights Reserved. In “Y&R Gamechangers CES Breakfast” in the LinkedIn Lounge, Playboy executives explained that this change enabled by technology was one factor that put Playboy’s business model under stress. Click here to subscribe right now! Forward-thinking sales teams are finding more effective ways to apply analytics, and not just to the sales process. As a marketer or business owner, all you have to do is invest the time to find the right software, incorporate it into your business and watch what a positive difference it makes. Where a lead has come from to get your website. What type of subject lines get the most open rates. It also has a role in facilitating collaboration between the two business units.A prominent example of sales and marketing technology is the customer relationship management (CRM) system. Today consumers, particularly Millennials, want to have relationships with brands. It’s used to support four key strategies: increasing customer acquisition, reducing customer churn, increasing revenue per customer, and improving existing products. Once you’ve tried a variety of tactics to get likes, comments and shares and you realize you still get nothing, you know with confidence that it’s time to leave that particular group and find another, more suited one that hopefully your buyer personas are virtually hanging out in. Interestingly, the use of technology to improve sales processes is not new. Lisa Bridgett, sales and marketing director at upmarket online fashion retailer Net-a-Porter, answered that marketers ultimately need to rely on their natural intuition rather than on technology. Figure out the best time of day to share blog posts across all of your different social media channels. The use of technology in retail has also made payment processes easier with contactless payments. Similarly, Intel doesn't just sell microprocessors. Good advertising no longer means just delivering the right message in a compelling way; it also means delivering the message in the way that audiences prefer to receive it. Added Cory Jones, Chief Content Officer of Playboy, “This is our second chance to make a first impression.”. It’s just one example of how social media’s influence expands beyond the virtual world. Marketers must target and nurture their prospective customers across these new digital mediums if they are to truly adopt a full-funnel approach to marketing. For many B2B marketers working with long complex sales cycles involving … Marketing professionals use computer technology to plan, manage and monitor campaigns. Here’s an expanded answer to the role of technology in modern marketing. With websites such as glassdoor.com, companies that don’t truly commit to the purpose they say they are committed to, the lack of authenticity will be exposed and likely cost them not only consumers but talent. In the future, B2I (Business-to-Individuals) … But social media is also having a measurable impact in offline media. For example, here are just some of the things you can track: There’s so much more you can do with the right technology. It takes up to 5 seconds for the added blood supply to reach the specific area of the brain, and that is considered a downside of the fMRI technology for marketing research purposes. Not that advertising is bad. While a CRM is often the first sales technology investment, marketing automation is a close second, and a staple for most modern sales teams. Session after session at this week’s Consumer Electronics Show in Las Vegas made that abundantly clear. This tag can inform companies not only how many people are visiting but also provides insight into their characteristics. IoT and user-journey mapping to advertise to individuals. Marketers can tap into this business demographic data by placing a LinkedIn tag on their website. Database management systems, for instance, provide users with a systematic way to retrieve, manage, update and create data. Which landing pages are getting the most form submissions? Sales and marketing technology is, without doubt, something every business that deals in B2B sales should be investing in and here’s two big reasons why: By running your marketing campaigns through your marketing software you can track everything. They want to trust you and trust that you stand behind your values. The big trend now is that sales technology has matured, as has the way we use it. But to keep pace with the technological trends impacting marketing all year round, more and more marketers are subscribing the LinkedIn Marketing Solutions blog. They can search the Internet to arm themselves with information about the products and services they want to buy long before they enter a retail store or call a B2B salesperson. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. Participation culture is on the rise among younger demographics,” said Jake Katz, Vice President, Audience Insights & Strategy, REVOLT TV. This helps ensure that the information is consistently organized and can be accessed whenever it's necessary. A recent study by DataMeer found that customer analytics dominates big data use in sales and marketing departments. As Jon Williams, LinkedIn’s Senior Director, Partner, Agency & Content Experience Team, explained during a panel, LinkedIn has accurate and detailed business demographic data on its members. Instead, Playboy, which has published writers who included Ray Bradbury and Joseph Heller and featured interviews with people ranging from Malcolm X to Jimmy Carter in the past, would emphasize its journalistic heritage. This tectonic shift has made customer-centricity an imperative for marketers, and it was a topic that dominated the conversation at CES 2016. This information can help sales teams better understand how a customer became a lead. We are most likely just at the beginning of how software will transform sales. “We're in an engagement spiral. At Smart Insights we're huge fans of using analytics and insight to drive … Modern technology enables business executives and managers to work more efficiently and make better decisions. It's not just the value they receive from your product anymore. What layout seems to work best for your industry and for your buyer personas? Join over 100,000 of your peers and receive our weekly newsletter which features the top trends, news and expert analysis to help keep you ahead of the curve. If you’re interested in understanding how your current B2B marketing is performing and how you can build a lean, mean, lead generation machine, download our free B2B Marketing Health Check tool. “One-third of execs said customer experience was their No. LinkedIn knows what industry members are in, their job titles, the size of the company they work for -- with no personally identifiable information attached. These payment methods use RFID or NFC technology to allow the customer to make their purchase with their smartphone or even watch. Playboy is betting that people do actually read the magazine for the articles after all and is hoping the move will lead to a new generation of Millennial readers that it has already attracted on via its digital presence (which, ironically, include no nude photography). It's just most of it is executed poorly." The company teaches people around the globe prevent the spread of debilitating or deadly disease. Top performers solidify a consistent process and lever… Giveaways are often technology flavoured (mousemats, screen savers, free software etc). Additionally, marketers need to think of people less as customer segments and more as individuals; marketers muss strive to integrate data channels to create an individual user experience across devices and even offline – in the store and on the phone. Malcolm McDonald provides a useful summary of the impact of technology on marketing: Technology changes marketing: But to keep pace with the technological trends impacting marketing all year round, more and more marketers are subscribing the LinkedIn Marketing Solutions blog. Sales promotions. Customer-centricity was a common theme across all panels at CES 2016. Define the type of language in your blog posts or social sharing phrases that gets the better response from your buyer personas. Buzzfeed, Baage said, used to be seen as clickbait, but now it have evolved into news channel with the stories presented in in a way the readers find engaging. This allows you to fine tune your emails and adjust your funnel for optimal results. Our comments are moderated. The trends unleashed by technology almost always have unintended consequences that marketers must be prepared to take advantage of. By collecting data of your potential customers (leads) once they start to interact with your business either via your website, a social media post, a blog post etc, You can track: All of this valuable information gives your sales people a head start. 1 priority when differentiating their company,” said Mary Hamilton, Managing Director, Digital Experiences, Accenture Technology Labs, during a CES panel. They’ve already begun to get to know their leads and they haven’t even picked up the phone to talk to them yet. You can see which ones are being searched for most, which ones you can target to increase visitation to your website and which ones you shouldn’t even bother with. Sales tech and data-collection is more integrated. We’d purchase newspaper and magazine ads, design and distribute brochures, write editorial for publications, send out email blasts to our database, sometimes even send out snail mail (ugh! Decipher what day of the week and time of day are best to send emails to your buyer personas. We also point out when one of the platforms offers … A CRM serves as a single resource will all client information. To stay on top of these trends many marketers attend CES in early January. Marketo has found that companies with an aligned sales and marketing strategy are 67 percent better at closing deals. Insights-driven marketing. What social posts they’ve clicked on and interacted with and so much more. Motivational Tools. Here are five examples from CES 2016 of how technology is continuing its transformation of marketing in unanticipated ways: It’s hardly a secret that one of the impacts of the Internet is a proliferation of digital pornography, much of it free. If a B2B marketer, for instance, is running an ad in The Wall Street Journal or embarking on a TV campaign, the LinkedIn tag can show the marketer if the ad is driving the right people from the right industries or right job titles to the website. Your comment may not appear immediately. The impact of technology on consumers has turned business upside down. As you know, upselling or cross-selling to an existing customer requires far less resources than trying to bring in a whole new customer. Purpose-driven marketing is becoming increasingly popular, and technology plays a role in its rise – and in its authenticity. The largest providers are nowadays extensions of a core CRM, or also provide CRM functionality themselves. The use of 3D simulations and virtual reality means you no longer have to create a real exhibition space or show suites. There’s a vast ocean of sales toolsin the market. If a marketing message isn’t delivered in the right medium, it won’t get the engagement marketers crave. It invests in the economic growth and sustainability where the resources for their microprocessors are sourced -- Democratic Republic of Congo. In addition to bringing in new readers, Playboy hopes the move brings back some old advertisers who have long shied away from associating their brands with nude photography. What is a marketing technology stack? Technology is altering business in obvious ways – and in some not-so-obvious ways. Marketers must stay on top of technology trends not only for the immediately apparent benefits of making business processes more efficient. Buzzfeed was cited by Joakim "Jay" Baage, Executive Director, Ayzenberg Group, as an example of a brand presenting content in a way the audience wants to engage with it. Employees want an inspiring reason to wake up in the morning beyond just working for a company that's crushing the competition. Today’s technology has a key role in sales and marketing. In the face of increased competition for attention on digital channels, technology companies in the B2B sector can struggle to reach the right decision makers on the right channels to increase their sales funnel. Every business should be taking advantage of what’s on offer in the market now. You can analyze EVERYTHING! By understanding your current customers you can then tailor your products or services to what they want. Some of the changes taking place across the global industry include the use of chatbots providing useful information to travelers throughout their journey. Another shortcoming is that the equipment used is very expensive, so as hiring an expert who would skillfully use … What free content they’ve downloaded from your website. Marketing Automation. The first “traveling salesmen” used the railroad and then the automobile to broaden their geographic reach. © Business 2 Community. “We joked that the most common reason for subscriber churn was ‘deceased.’ This is not how you build a brand,” said Playboy’s Chief Digital Officer Phillip Morelock. How technology has changed marketing for consumers. Buzzfeed has mastered the art of optimizing its content in a way that the audience wants to consume it. This article originally appeared on G2M Solutions and has been republished with permission.Find out how to syndicate your content with B2C. Once a company has activated its employees to embrace the brand’s purpose, it then becomes exponentially more infectious externally, which attracts both customers and potential new hires. Eighty percent of the marketers in the room raised their hands. What type of emails get the most click-through rates. We took the time to narrow down the options (all 151) so you can spend less time researching and more time selling. Now, six years on I have witnessed the industry evolve and it’s so exciting to me to see how much sales and marketing technology has advanced and how much it revolutionizes the marketing function and allows for better synergy between the teams. In short, now is a great time to manage a sales team. ), all of the typical outbound marketing techniques you can possibly think of. This shift means that marketers, especially those with Millennials in their target market, must create content in a way that audiences can engage with it and “remix” it. You can see which lead nurture emails are getting the best open rate, click-through rate etc, see which ones aren’t performing as well. 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