Will Scully-Power


Top 5 Predictions for Marketers in 2014
December 17, 2013, 5:29 am
Filed under: Uncategorized

2014

Top 5 Predictions for 2014

1.) TECHNOLOGY: Marketers move from Blast Email to Marketing Automation

Blast email marketing is dead. Digital and data-driven marketers will continue to move away from using blast email software solutions and move towards using marketing automation solutions in an effort automate operational communications and improve engagement with their prospects and customers. http://www.cmo.com/content/cmo-com/home/articles/2012/1/19/email-marketing-vs-marketing-automation-which-is-right-for-you.frame.html 

2.) STRATEGY: Marketers move from Outbound to Inbound Campaigns

Monthly adhoc outbound campaigns are out and inbound marketing campaigns are in. Content is king for fueling an inbound marketing strategy. Re-purposing content is key for this strategy to be effective. An example of this would be Stop Keep Start 2014 www.StopKeepStart.com 

3.) PEOPLE: Marketers will engage & retain agencies who focus on Data

Marketers today are faced with hundreds of digital marketing solutions. http://www.gartner.com/newsroom/id/2522415 Data is at the core of all of these solutions and navigating these can be a timely and costly exercise. Marketers will engage with agencies who have a core competency in database marketing.

4.) PROCESS: Marketers will focus on improving Marketing & Sales Alignment

Marketers will continue engage with Sales in an effort to improve the relationship between the two teams. Key to this is mapping the marketing funnel with the sales funnel to create one revenue cycle funnel with clear definitions and combined metrics. http://www.siriusdecisions.com/blog/tag/b2b-sales-and-marketing-alignment/ 

5.) METRICS: Marketers move from campaign metrics to revenue metrics

Senior executives will continue to demand marketers prove the impact on their marketing investments. Marketers will have to be able to talk financial metrics that executives can understand. This means moving beyond the click from campaign metrics like unique visitors, opens and clicks to revenue metrics like total marketing sourced and influenced pipeline and revenue. http://blog.hubspot.com/blog/tabid/6307/bid/34054/The-6-Marketing-Metrics-Your-CEO-Actually-Cares-About-Cheat-Sheet.aspx 

Will Scully-Power
Managing Director
Datarati
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