Blog and insights

For some years, customer experience has been high on the agenda of many companies in both B2C and B2B. In 2014, the Economist predicted that in five years, 75 percent of marketers would be responsible for the total customer experience. But are we ready yet?

Tiffani Bova is a growth and innovation evangelist at Sales- force, one of world’s leading tech companies. Tiffani sets out a new, proven framework for business leaders looking to pursue growth. She claims that there are only ten growth paths and she focuses on the mental game of growing business.

Marketing automation can be great tooling in order to achieve your marketing KPIs. However,  marketers often find themselves confused about how exactly to use marketing automation to the fullest. When results don’t show overnight, we blame the tool.

A core driver for many companies is revenue growth. For marketers, this means that you want to keep on optimizing all your activities. Can we model out conversion optimization? This would help in growing, because it helps in knowing where to focus our energy. Websites and landing pages should be conversion machines. I speak to Scott Tousley, one of the growth hackers at HubSpot, during his visit to The Netherlands.

Is your business all set? Or, are you still busy organizing data, privacy actions and your opt-in campaign? In both cases it could be good to look at the best practices of others. Because why would you reinvent the wheel?When we start thinking about a GDPR-compliant way of working we often start with an audit: what data do I already have, what can I do with it and who gave me permission to start mailing and who didn’t? Now we can launch our opt-in campaign, right? In the end that would be the easiest way to reach out to our contacts in the database.

Whenever we are to research anything about improving sales or marketing processes, it is virtually impossible to escape the unavoidable “creating better alignment between marketing and sales”. Sales enablement is a process that allows for sales to gain access to the necessary information, content and tools that will increase effective selling.

Marketing teams come in all shapes and sizes. Do you do everything yourselves? Or, are there tasks you would rather leave to an external agency or freelancer? There probably are.

Keeping up with new features and product updates is time-consuming. Marketing automation tools are constantly evolving, and choosing which new tools are worthy of your time can be especially difficult. I recently visited an Act-On event to learn more about Act-On’s product road map. The event, called Adaptive Journeys, A Look Into the Future of Marketing, introduced three new machine learning based innovations for 2018. For all B2B marketers, these will be total game changers.

Act-On is a SAAS marketing automation platform. It provides small, medium and enterprise level businesses with the necessary tools to generate, nurture and score leads. The system has become synonymous with ease of use, which is why it has gained such traction with B2B marketing teams. My journey with Act-On began a little under a year ago. It seems like a lot more than that. Which is likely due to the amount I have learned and the skills I’ve developed.