Martech Zone
Martech Zone provides daily articles for business, sales, and marketing professionals to research technology, discover new sales and marketing tools, and learn how to leverage platforms to drive greater business results.
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Customer Data Platforms
Infographic: What is Account-Based Marketing?
Account-Based Marketing is strategic approach to business marketing in which an organization considers and targets prospect or customer accounts based on the likelihood of them doing business with the company. This is typically based on an ideal customer profile (ICP) that matches both needs, technologies, and firmographics. Account-based marketing (ABM) has become the go-to strategy for B2B companies to target…
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E-commerce and Retail
How Can Retailers Capitalise on the International E-commerce Opportunity this Christmas?
With the global market for cross-border e-commerce now valued at £153bn ($230bn) in 2014, and predicted to surge to £666bn ($1 trillion) by 2020, the business opportunity for UK retailers has never been greater. International consumers are increasingly favouring shopping from the comfort of their own homes and this is even more appealing during the holiday period, as it avoids the…
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E-commerce and Retail
The Benefits of Testing Coupons and Discounts
Do you pay a premium to acquire new leads, or offer a discount to attract them? Some companies won’t touch coupons and discounts because they fear devaluing their brand. Other companies have become dependent upon them, dangerously reducing their profitability. There’s little doubt whether or not they work, though. 59% of digital marketers said discounts and bundles are effective for…
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Analytics & Testing
5 Data Disconnects and Bad Marketing Assumptions
We recently ran a user experience test of our site, and the results were split. The audience loved our content but were irritated by our advertising – especially where it was sliding in or popping up. While the testing validated the layout of our site, ease of navigation, and quality of our content – it also pointed to something that…
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Content Marketing
How to Create Content Ideas for a New Client
Creating content ideas for a new client is a critical process that can significantly impact the success of marketing campaigns. Here’s a structured approach to conceptualizing and strategizing content for a new client. A blank page can be an intimidating thing, especially when you are just getting started with a content project for a new client. But coming up with…
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E-commerce and Retail
5 Proven Times to Send Your Automated Emails
We’re huge fans of automated emails. Companies don’t often have the resources to touch each prospect or customer on a frequent basis, so automated emails can have a dramatic impact on your ability to communicate and nurture both your leads and customers. Emma has done a fantastic job in pulling together this infographic on the top 5 most effective automated…
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Sales Enablement, Automation, and Performance
Azuqua: Eliminate Your Silos and Connect Cloud and SaaS Applications
Kate Legett, VP and principal analyst at Forrester in a September 2015 blog post wrote in her post, CRM is Fragmenting. It’s A Controversial Topic: Keep customer experience front and center of your company. Make sure that you are supporting your customers through their end to end journey with easy, effective, enjoyable engagement, even when the customer’s journey crosses technology platforms. The…
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Content Marketing
12 Ideas to Differentiate Your Content Marketing
I love the fact that our readers stick with us even though we don’t get too wildly creative. Curating and publishing a ton of infographics helps differentiate our publication from others out there – but we’ve not gone too far beyond that. Our podcast interviews series with marketing leaders is one effort. Most of the reason we stick to concise…
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Analytics & Testing
Measuring Customer Engagement Real-Time via Voice Behavior Analytics
We just wrote about the importance of response times and the opportunity for your sales or customer service team to respond… and discussed the quality of their response as well. What if you could actually measure the impact of your conversations with your customers? It’s possible with Cogito Dialog. Cogito Dialog improves customer service agent performance by presenting them with…
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E-commerce and Retail
Ecommerce Personalization Solutions Require These 4 Strategies
When marketers discuss e-commerce personalization, they typically talk about one or two features but miss all the opportunities to create a unique and individualized shopping experience for their visitor. Online retailers who have implemented all 4 features – like Disney, Uniqlo, Converse and O’Neill – are seeing the incredible results: 70% increase in e-commerce visitor engagement 300% increase in revenue…
