When we hear the term data modelling, we think of data scientists pouring over humongous amount of data, working on high power computers and spending weeks or even months iterating and testing their models.
The 2nd SiriusDecisions APAC Summit was held recently at the Marina Bay Sands Convention Centre in Singapore on 9 October 2018. Verticurl was a diamond sponsor at the event & we were among an elite community of over 300 B2B Sales, Marketing, and Product Leaders in the region who were there to learn about how to address regional specific challenges with data-driven best practices and hear about new innovations across the B2B space.
While most marketers are focused on net new acquisitions, a relatively forgotten area is Installed Base Marketing. Installed base marketing is about looking at the customer journey beyond closing the deal and engaging with customers who are currently using the company’s product.
The SiriusDecisions Demand Waterfall has long been the go-to model for B2B marketers trying to create, manage and optimize their lead management process. Last week, SiriusDecisions unveiled the new and improved version of their waterfall. In some ways, it's an extension of their earlier model and in another way, transformative. Here's our take on what B2B marketers need to know and do about it.
The issue of reskilling of the marketing team to leverage the Martech-enabled marketing paradigm is a huge area of concern and opportunity for organizations (see Verticurl’s POV on this topic here). Most companies have been unable to handle this issue properly. As Martech moves front and center of most marketing teams, this issue is being manifest in a very interesting way.
One of the big reasons why Marketing Automation has managed to make marketing more measurable and hence successful, is its ability to provide the “Digital Footprint” of contacts. This has allowed marketers to go beyond looking at just the profile of the prospects and use their behavior to better target their marketing strategies and activities.
The technology revolution taking place in marketing is supposed to enable marketers to achieve better engagement with their customers. Similarly, there are multiple frameworks, methodologies and toolsets which help get the best out of these technology platforms.
Testing a concept has been around in the marketing lexicon for ages. Brands have created multiple test versions of brand identities, brand images, campaign designs, etc. and tested them using various techniques.