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What Goldilocks Taught Us About Closed-Loop Marketing

By Justin Eisner

August 6, 2014

Marketing has a clear mandate to prove ROI; we’ve heard this time and time again. Similarly, we’re now hearing the mantra “closing the loop” as the main way to validate our marketing spend and optimize it for future campaigns. Far too much gets written on the “Why,” yet the “How” is rarely addressed.

Closed-loop marketing typically refers to marketers’ ability to track a buyer all the way through their journey, from original lead to closed customer (all of your leads become customers, right?), and then attribute sales revenue back to the originating data sources, channels, creative assets, tactics, etc. However, in my experience, different organizations have different business models, strategies, agreements between marketing and sales for lead handoff, etc. — all of which influence the most effective points to initiate a closed loop.

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Marketing Integrations 101

By David Crane

There’s been a tremendous amount of talk about the importance of marketing integrations lately. In fact, it was a key theme at Oracle Interact this year. Kevin Akeroyd, general manager of the Oracle Marketing Cloud, recently stated in a CMSWire blog post: “Unlike the past, when it's been enough to go out and buy best-of-breed, I believe the winners are going to be the ones who are very committed to integration. Integration is going to become as important, if not more important, as buying best-of-breed assets."

As Scott Brinker predicted months ago, due to the proliferation of marketing technologies, marketing cloud vendors are increasingly leaning toward integrated, open-platform strategies to provide their customers all the capabilities they require.

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Integrated Marketing Needs Integrated Systems

By Scott Vaughan

If you’re like most marketers, your marketing operation has an increasing number of marketing tools and systems, a plethora of processes and a boatload of data being generated. And, there seems to be a new piece of technology creating more data and requiring new processes every week. While marketing technology holds tremendous promise, it doesn’t create nearly its potential value if it’s NOT integrated.

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Oracle Eloqua and Integrate Partner to Power Customer Acquisition

By David Crane

A few months back, we published a series of posts titled “Platform Wars,” in which I suggested that marketer needs would dictate whether all-inclusive marketing suites or platforms open to third-party solutions would come to dominate. Oracle’s announcements yesterday dealt a hard blow to all-in-one solution enthusiasts.

In one of three press releases published yesterday, Oracle stated:

“Modern marketing demands a unified, data-driven approach, not the data silos and integration challenges that point solutions create. Marketers need easy access to consolidated data to better engage audiences and analyze performance.”
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Why Marketing Must Close The Loop [Whitepaper]

By David Crane

June 11, 2014

Considering the advancement in technology and processes over the previous decades, it’s difficult to understand why so many marketing processes remain archaic, specifically regarding the ways we manually access and leverage the data we spend billions of dollars producing. Marketers annually invest billions of dollars in both marketing technology and owned media in an attempt to more effectively discover and engage with customers, but this attempt is drastically hindered. Why? Because marketers aren’t leveraging the data garnered from marketing technology (marketing automation, customer relationship management and data management systems) to its full potential.

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Making Your Marketing Frankenstack Work Via Integrations

By Kyle Gale

Whether you are pursuing an open platform or the elusive all-in-one marketing suite as your marketing tech solution, the need — right now — to connect and integrate marketing systems at the most basic levels is absolutely essential to obtaining the data you need to get your job done. The good news is despite the omnipresence of the Marketing Frankenstack (glued together marketing systems from different providers), this is very doable with today’s abundance of APIs provided by “Marketing Cloud” providers.

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The Integrate Imperative for Marketing: Start Connecting the Dots

By Scott Vaughan

Integrating people, processes and technologies is essential for any business. This is especially true for CMOs and marketers today as they invest in and develop unified processes and technology to align everything with their customer’s “experience” and “journey.” While it may seem like a no-brainer to integrate, it’s not always easy to find the dots, let alone connect them. There’s no better time to get started than right now.

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Missing Link: Integrating Media & Prospect Data with Marketing Systems

By Scott Vaughan

Marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing methods as they focus on their mandate to discover prospects and create new customers. To meet the challenge, CMOs have turbocharged Marketing Ops teams and are building their “Marketing Cloud”, leveraging marketing automation for nurturing prospects, adding CRM for managing pipeline and customer relationships, and spending millions on super-charged, branded websites and social pages, while pumping billions into media to promote their offerings.

With all of this progress, we’re still missing a vital component in the quest to modernize our marketing approach. We are NOT connecting the prospects generated by our media investment, nor their data, with our marketing systems and processes – a critical missing link.

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Media Partner Management: Automate & Integrate to Create More Customers

By David Crane

CMOs and marketing teams are directly accountable for producing revenue and providing measurable business value — both of which are driven by customer creation and retention. While working with marketing customers to identify roadblocks, gaps and points of inefficiency, I find that marketers are incredibly diligent about cultivating and honing prospect data once it’s inside their marketing systems, especially using lead nurturing and predictive lead scoring systems. However, they all seem to neglect inefficiencies and opportunities to improve the media investment process — specifically, the ways in which they interact with the media partners who distribute their content to generate and transmit prospect data.

Media partner relations is vital part of the marketing process. And overlooking such crucial initial steps in the customer creation process seems counterintuitive, but it happens all the time, and is even understandable. Here’s why.

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Integrating MarTech and AdTech Enables Revenue Marketing [Video]

By Scott Vaughan

I recently participated in REVTalks, a first-time event of about 400 revenue-driven marketers. I’ve hosted and participated in hundreds of events and the team at The Pedowitz Group put on something meaningful to shine a bright light on the present and future of marketing.

If you haven’t received the memo, marketing today is all about customer acquisition and creating revenue. Marketing as the anti-cost center. The RevTalks format, modelled after TedTalks, consisted of rapid fire 15 minute sessions, forcing all the marketing practitioners and experts to focus and get to the point. There was no time to meander through openings and introductions, nor for attendees to scroll their email as they were moving session to session. A useful format to keep everyone engaged.

Most importantly, the six topic areas made up a solid agenda and provided an accurate compass for today’s CMO.

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