Marketing Technology Deployment: Five Keys to Success

Dec 18, 2014

That first step – it can make or break you. In sports, that first step can launch you into the lead of the race, or help you beat your defender down the field. A good first step often puts you in position for success. It’s no different in business, especially when it comes to technology.

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Tags: Blog, MRM, marketing technology, marketing resource management, marketing operations, Gleanster, implementation, deployment

Usability: Ignore It at Your Own Risk

Dec 11, 2014

kandi-quote-usability_v2That “uh-oh” moment…When you are looking to buy something – cell phone, smart TV, any piece of technology, really – what’s one of the first questions you ask the sales person? You want to know what the product can do; what it’s capable of. It’s often not until after we make the purchase that we step back and realize we have no clue how to make the product do what we bought it to do. It happens all the time in business, too; especially when it comes to marketing technology. The issue is usability and, according to a recent report by Gleanster on marketing resource management systems, “ease of use” is one of the most important criteria we should consider in the evaluation and buying process.

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Tags: Blog, MRM, marketing technology, marketing resource management, marketing operations, Gleanster, usability

A New Model for Marketing Operations

Dec 05, 2014

Jay Blog New Model no quoteGleanster, a leading voice in business technology research, insight and analysis, recently released their benchmark report on marketing resource management (MRM). Even living in a world that revolves around MRM every day, it’s always important to occasionally step back and view the industry through a fresh lens, and this report certainly provides that. More than anything, it does a good job of painting the challenges marketers face today as they look for MRM (and technology in general) to improve operations.

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Tags: Blog, MRM, marketing technology, marketing resource management, local marketing, marketing operations, Gleanster

Bottom-Up Communication Helps Corporate Learn from Distributed Local Sales Force

Nov 19, 2014

Communication, communication, communication. Great business strategies rely on it. Effective sales relationships bank on it. And in a distributed environment, successful marketing plans depend on it.

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Tags: Blog, marketing technology, distributed sales channels, local marketing, sales and marketing alignment

Listen! Your Favorite Music Contains a Lesson in Branding

Nov 13, 2014

At the risk of labeling myself a musical novice, I have to admit that I am rarely moved by a piece of music the first time I encounter it. I need to hear it a few times, get familiar with it. Over time, some music can evoke a pleasant feeling of general nostalgia. Other pieces become associated with specific memories. So, although the initial experience may not have affected me at all, over time that same music could have the power to generate a genuine emotional connection. It strikes me that there is a similarity here with the brand experience.

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Tags: branding, Blog, brand consistency, brand experience, nostalgia marketing

“Moments Matter” in Delivering a Seamless Brand Experience

Oct 28, 2014

“Moments matter,” said Kyle Lacy, an author and thought leader on digital marketing trends, at the recent Connections 2014 Conference in Indianapolis. “Every touch point and every connection is an opportunity to deliver a seamless brand experience to delight your customers.”

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Tags: Blog, brand consistency, marketing technology, localized marketing, local marketing, marketing channels

Five Ways to Improve Revenue through Smart Co-Op Funding

Oct 20, 2014

“A penny saved is a penny earned.” We’ve all heard the wise words of Ben Franklin at some point in our lives. And when it comes to your personal finances, it’s generally pretty good advice. Even when it comes to business, specifically your co-op / market development fund, there’s a tendency for leadership to be content with money going unspent – it helps the marketing and sales teams finish the quarter or year within their budget and the leftover money simply drops to the bottom line. But when you really look at the numbers, sorry Ben; a penny saved is revenue left on the table.

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Tags: Blog, sales, marketing technology, marketing resource management, co-op funds, market development funds, indirect sales channel

Decoding the Consumer Buying Process

Oct 09, 2014

On the children’s live-action adventure show Captain Midnight, members of the Secret Squadron used special decoder rings to decipher messages that no one else could understand. The secret decoding power provided a competitive advantage that allowed the Secret Squadron to win.

Wouldn’t it be great if you could slip on a special marketing decoder ring to decipher your prospects? Imagine the advantage of knowing the secret communication channel and message to most efficiently and effectively win the sale. Marketing case studies would be written and awards presented as victory over your competition would be certain. The challenge is that consumer’s aren’t predictable, linear, rational or sequential beings. In other words, good luck decoding your shopper. That’s not to suggest you should ignore consumer behavior or the buying process though. Because when you do crack the code by engaging your customers through the right touch point with relevant and timely information, you build consumer trust and improve their buying experience.

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Tags: Blog, marketing campaign, marketing strategy, marketing channels, buying cycle

Marketing Technology: What – or Who – Is Really Creating Value?

Sep 23, 2014

It wouldn’t surprise anyone if I said technology plays a big role in our daily lives. We spend most of our days staring at a screen of some sort, whether it’s in our office, on a bus, train or airplane, walking down the sidewalk, or just sitting on the couch. And as we become more comfortable with technology, we’ve placed more of our responsibilities in the hands of technology. This is as true of people as it is business.

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Tags: Blog, marketing leadership, marketing technology, marketing technology vendors, marketing technologist, marketing talent, local marketing automation

Getting the Most From Your Co-Op Funds Investment

Sep 17, 2014

Who doesn’t want to spend money wisely? When it comes to using co-op or market development funds (MDF), effective fund management at the local level is the key to success.

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Tags: Blog, co-op marketing, manufacturing, distributors, distributed sales, financial services, insurance, co-op funds, market distribution funds, dealers, MDF funds, channel partners

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