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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Analytics & Testing
Putting Your CMO in Charge of Marketing Technology Pays Off!
A new study by the Chief Marketing Officer (CMO) Council and Tealium shows that business and marketing performance improvements are directly related to having a formal roadmap for managing digital marketing technologies and integrating the data produced from multiplying customer touchpoints. Entitled Quantify How Well You Unify, the new report explores the degree to which chief marketers are architecting digital…
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Content Marketing
Here’s Why People Hate Your Content
The web is undeniably a key resource of information for all audiences and it’s important to ensure it’s both effective and impactful in order for people and businesses to strive. The digital revolution is demanding. Websites need to be unique, relevant and fresh and content immediately needs to engage the reader. Content needs to be sharp, it needs to be…
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Marketing Infographics
Your B2B Sales Strategy Hasn’t Adjusted to the Buyer’s Journey
Alright… this is going to sting a little, especially to my friends in sales: Sales teams are struggling to engage with customers and meet their targets leading to a loss in sales productivity. The customer is increasingly difficult to reach, leading to sales productivity metrics dropping of a cliff. When sales reps finally speak with their target, they are viewed…
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Analytics & Testing
A Great Tool to Troubleshoot Google Analytics Tracking Codes
Oh, those smarties at Google with all their tools! Last week, a client was having some issues with their Google Analytics tracking, trying to segment visitors that were logged in versus those who were not. Central to the troubleshooting was ensuring the right events and data were being passed in to Google. I showed him how I would troubleshoot using…
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Email Marketing & Automation
BlackBox: Risk Management for ESPs Fighting Spammers
BlackBox describes itself as a consolidated, continually updated database of nearly every email address that is actively being bought and sold on the open market. It is used exclusively by Email Service Providers (ESPs), in order to predetermine if a sender’s list is permission-based, spammy, or outright toxic. Many of the problems that email service providers run into is fly-by-night…
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Email Marketing & Automation
The 5 Essential Steps of Building a Profitable Email List
A robust email list is like having a treasure trove of potential customers at your fingertips. Whether you’re starting from scratch or looking to expand your existing list, effective email list building is key. At Martech Zone, at one time, we had over 30,000 subscribers to our email newsletter. However, upon deeper review, we noticed that most of that list…
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Marketing Infographics
Reasons Why Your CEO Should Be On Social Media
Did you know that only 1 out of 5 CEOs has even opened a social media account? In my opinion, that’s absolutely pitiful given that the core competency of virtually any executive nowadays should be their ability to communicate with prospects, customers, employees, and investors. Social media provides an amazingly efficient means to communicate the vision and leadership you want…
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Email Marketing & Automation
Yesmail Adds External Email Triggers for Sports and Weather
As marketers, we tend to think of customer data and behavior as static fields like age, postal code, and home owner. However, we miss out on the live stream of events that occur around the customers’ life. Events as simple as the weather changing can alter a consumer’s behavior and shopping habits. If snow is on the way, for example,…
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Sales Enablement, Automation, and Performance
Transforming Your Sales through a Multi-Threaded Approach
I was invited to take part in a recent panel discussion at the Sales Management Association’s Sales Productivity Conference in Atlanta. The session was focused on Sales Transformation, with the panelists providing their thoughts and insights on best practices and critical success factors. One of the first discussion points attempted to define the term itself. What is sales transformation? Is…
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Analytics & Testing
Is Your Marketing is Suffering from Fragmentation, Disappointment and Lack of Organization?
You probably answered yes… and ours is a challenge as well. Lack of organization, fragmentation and disappointment are key themes stemming from the findings of the Cross-Channel Marketing and Technology Survey, released by Signal (formerly BrightTag). The results of the study highlight the fact that marketers largely do not feel that ad tech is helping them achieve the seamless cross-channel…
