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ID BBN Guest writer

The ID BBN guest writer is a selected expert in his/her own field. The guest writers address interesting and current phenomena.

RECENT POSTS FROM AUTHOR

Marketing ecosystem affects the customer experience

We all hear talk about how important the customer experience is and we probably think we are doing a good job with it. A good customer experience drives sales and makes your customers more loyal to your brand.  But do you know how your marketing ecosystem affects your customer experience? Let me tell...

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Predictive Marketing Guidelines: Easier Than You Think

Most marketing professionals know that predictive marketing can produce dramatic improvements in business performance: reduction in customer acquisition cost (CAC), increased customer lifetime value (CLV) and lower churn. But still, they hesitate to take it seriously. Why? We’ve been wondering about...

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Existing data predicts customers’ future needs

There’s a lot of talk about machine learning and artificial intelligence. But most companies can’t see what purpose they serve. Companies have a lot of customer-related data like billing information, sales figures, support requests, leads, marketing communications responses and so forth. The data has...

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Predictive Marketing Adds Value to Many Business Processes

Predictive marketing is a powerful tool, and the ability to understand its implementation and use is quickly becoming a mandatory requirement for all CMOs. Related blog post: What is Predictive Marketing If you have systematically collected data from your contacts and customers, you can use predictive...

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Introduction to Predictive Marketing Analytics

Predictive Marketing is the process, tools and rules for applying predictive analytics to making marketing and sales decisions. The objective of Predictive Marketing is to anticipate which marketing and sales actions will most likely lead to the desired customer behaviour and to carry out those...

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How to make up one's mind? - Marketing as a service and outstanding customer experience

As consumers face challenges in managing their everyday struggle, they could be offered help from an unexpected direction: Marketing used to be about personification and providing engaging experiences of its own, but it will soon be about solving problems and helping people focus on what really...

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How to fill the functionality gaps in marketing cloud?

In last week’s blog post, we explained that an Integrated Marketing Cloud (IMC) is an instrumental platform in modern marketing, because it brings together and synchronizes the four core marketing automation functions. Related Article: THE FOUR ESSENTIAL FUNCTIONS OF A MARKETING CLOUD All IMCs do have...

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The Four Essential Functions of a Marketing Cloud

An Integrated Marketing Cloud (IMC) is a set of digital marketing services that work as one synchronised service. Related Article: A Non-Integrated Marketing Technology Stack Creates Problems If you haven’t implemented an IMC yet, then you should at least be thinking about it. An IMC is an...

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On Martech Mistakes: To integrate or not to?

Digital marketing is not easy. It is even more difficult if you aren’t utilising technology or if the different parts of your technology (i.e., your marketing applications) aren’t talking to each other. When it comes to making decisions about what applications to use, marketers are unique. Unlike...

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How to roll out marketing programs

Marketing automation (MA) opens up a new, more systematic way of engaging with your customers. Because of the amount of work and resources required, marketing has traditionally consisted of running a few non-targeted campaigns every year. MA enables you, with much less effort, to create a set of...

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CMO's role as revenue and customer experience driver

  The role of the Chief Marketing Officer (CMO) is changing. There are two main drivers behind this change:    1. Because more and more people like to do their own research, marketing is taking a bigger role alongside sales in lead management. Inbound marketing activities and online content...

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The Nordics Marketing Automation is two Years Behind the UK Market

To help B2B marketers in the Nordics (Sweden, Norway, Finland, Denmark and Iceland), we ran a survey together with B2BMarketing.net to identify how the region is performing and what the future could hold. The Nordics MA Sophistication Index 2018 was run in November 2017 and 88 Nordic B2B marketers...

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B2Bs Fail to Gain Benefits from Marketing Automation

During the summer of 2016, B2BMarketing ran a survey on the use of Marketing Automation (MA) platforms by European B2B companies. The survey was called MA Sophistication Index 2016-2017, and it was completed by 129 marketers.   "Marketing automation (MA) has been adopted by the majority of B2B...

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How to deliver value from marketing automation

Is your inbound marketing process generating high quality leads? Is your marketing automation platform returning solid ROI? If your answer to these questions is no or not sure, you should read this blog post. When I first started using a marketing automation platform years ago, I just jumped into...

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