Emerging Insights in Marketing and Blockchain
Smart Analytics Metric Engine Automation
Increased Revenue, Decreased Marketing Expenditure results in an increased margin.
As access to information increases, and as buyer expectations rise, and as competition intensifies, it’s critical for B2B marketers to become obsessed with delivering a superior experience to customers.
From mapping the customer journey to defining personas and then to delivering impactful experiences throughout the journey, it’s now all about the customer.
According to the customer intelligence firm Walker Information, customer experience will overtake price and product as the key brand differentiator by the year 2020. This differentiation translates into real revenue for companies, as evidenced through a great deal of recent Forrester research.
Those organizations that are most customer obsessed will win. Those that are internally focused will not.
The ROI of email marketing is one of its most attractive features for B2B marketers.
According to Campaign Monitor, for every $1 spent, email marketing generates a remarkable $38 in ROI. Want to improve upon this? Add A/B testing to your email marketing and you can improve conversions by 49%.
Email marketing may not be the sexiest tool in the B2B marketing toolbox. It may not generate headlines in Mashable or TechCrunch. However, it packs a very powerful punch.
According to Google, 71% of B2B workers start their research with a generic search.
The demand is clearly there, and successful B2B marketers recognize the opportunity.
According to the Chief Marketer 2018 B2B Lead Gen Outlook report, SEO ranks second when it comes to the channel producing the largest volume of leads, and ties with live events as the second in producing the highest ROI leads.
This is further corroborated by DemandWave’s 2017 State of B2B Digital Marketing report, in which SEO was listed as the second most effective channel for B2B lead generation.
Live events are pure gold for B2B marketers, even in this new age of social media.
According to Chief Marketer’s 2018 B2B Lead Gen Outlook report, live events tied with SEO as the second most effective channel for producing the highest ROI leads.
Speaking of ROI, 44% of marketers experience a 3:1 ROI from event marketing, according to Statista.
Bizzabo’s Event Marketing 2018 report confirms that 80% of the C-Suite (among 400 surveyed) see live events as critical to their company’s success.
With B2B, you’re often talking about high value purchases.
This increases the importance of in-person brand touchpoints and interactions, and live events will continue to successfully fill this B2B lead generation need into the future.
Account-based marketing (ABM) has been a hot buzzword in B2B circles, and it’s going to continue to deliver value moving forward.
ABM is a strategy for growth by focusing on best-fit prospects and customers. With ABM, it’s about quality, not quantity. It’s about targeting, not inbound. It’s about identifying your best prospects and customizing a program specifically for each account.
According to SiriusDecisions, more than 70% of B2B companies have staff that are fully or partially dedicated to ABM programs.
When it comes to results, as well, ABM delivers. More than 90% of B2B marketers acknowledge account-based marketing as either important or very important (SiriusDecisions). In a survey by Alterra Group, ABM had higher ROI than other marketing activities.
For those willing to focus on ABM and invest sufficiently, ABM = ROI.
As for the most effective form of content marketing, the Content Marketing Institute’s and MarketingProfs’ report pointed to whitepapers.
This mirrors the findings of the DemandWave 2017 State of B2B Digital Marketing report. Similarly, the Chief Marketer 2018 B2B Lead Gen Outlook report identified whitepapers as the most effective form of content marketing for moving prospects through the funnel.
Blogs are also going to continue to be a core vehicle for audience connection and lead generation. According to HubSpot, B2B marketers that use blogs receive 67% more leads than those that do not. Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
Moving forward, look for B2B content marketing to become more visual as well. The human brain processes visuals 60,000 times faster than text.
The Pictorial Superiority Effect (PSE) means that the more visual the input, the greater the recognition and recall by the human brain. People remember only about 10% of the text they read 72 hours later, while the percentage jumps to 65% when visuals are added.
According to the Salesforce State of Marketing Report, top performing marketers are 14X more likely to be heavy technology adopters versus under-performing teams.
The Chief Marketing Technologist Blog documents the evolution of the marketing technology landscape each year. The landscape grew by roughly 40% in the past year, to a total of 5,381 solutions (from 4,891 unique companies).
This is growth from 150 such technology solutions identified just five years ago, marking nothing less than explosive growth.
Ashu Garg, General Partner at the venture capital firm Foundation Capital, has predicted a 10x rate of growth in the marketing vertical in the coming decade, reaching $120 billion in size.
Agile marketing is a process in which small, cross-functional teams focus on high priority initiatives in sprints, making deliveries in each sprint, with the aim of continuously and incrementally improving results over time. After each sprint, the teams measure the impact and identify ways to remove obstacles and improve results.
The methodology is based on rapid iterations as opposed to large-scale, waterfall style delivery, where projects are under cover for long periods of time and then released in a “big bang” type of launch. Agile encourages collaboration among team members rather than working in silos, and it relies heavily on rapid, data-based feedback with continuous small bets for constant improvement.
Just as agile development is now the norm for software development, expect an increasing number of marketing organizations to adopt agile in order to deliver campaigns, initiatives, and results in a more rapid-fire manner.
A website visitor who’s been retargeted with a display ad is 70% more likely to convert according to Wishpond, while retargeted customers are 3X more likely to click an ad than those who have never interacted with the brand in question according to Invesp. Retargeting works, and is still largely underutilized by B2B players. As businesses look to engage with prospects throughout the purchase cycle, expect to see more B2B marketers capitalize on retargeting based on onsite behavior to deliver value throughout the funnel.
A smart contract is a set of promises, specified in digital form, including protocols within which the parties perform on these promises.
The basic idea of smart contracts is that many kinds of contractual clauses (such as liens, bonding, delineation of property rights, etc.) can be embedded in the hardware and software.
In a smart contract, the terms of the agreement are expressed in ways that can be readily verified, such as if/then conditional statements, and they are programmed as executable code into the blockchain.
A smart contract, for instance, might contain and enforce this agreement: Your ad will be shown on this website, and you pay the website publisher $10 for every thousand impressions. Once those impressions are reached, as reported by some external and integrated tracking service, then the appropriate amount of funds is released to the website publisher from, say, an escrow account.
The funds may well be in a crytocurrency like ether, and then the crypto could be swapped in some currency exchange for, say, dollars.
AI will advance more sophisticated attribution modeling, better audience targeting, better messaging, better creativity and experiences, customizing them according to time, location and event.
AI will assist human expertise and talent with a scientific touch.
IDC predicts that global spending on cognitive systems will reach $31.3 billion by 2019: China's marketing community will lead the way.
Scott Beaumont, President Google Greater China, Google
China’s internet economy has undergone a rapid expansion over the past decade.
From humble beginnings as an imitator, China has taken a dramatic leap to become a trailblazer in digital marketing.
In 2018, Chinese innovation and imagination in marketing will increasingly benefit from Chinas’ sophisticated digital ecosystem that combines data, technology, and content to enable better customer insight and new opportunties.
Steven Chang, Corporate Vice President, Tencent
Marketing used to rely largely on the asymmetry of information between brands and consumers.
However, with technological development and easier access to information, consumers now have a more significant role in information selection and screening.
Brands and marketers will find that the structure, content, and communication methods of marketing systems must change. How to develop marketing content to keep abreast with the pace of technological advancement is the most pressing question for every marketer.
Jin Yudong, CMO, Great China Area, Visa
Cross-sector marketing is where a single brand needs the collective influence of other brands, even ones in other industries and sectors, to achieve better marketing results.
While many companies engage in strategic partnerships, cross-sector marketing will require more extensive networks to enable a focal brand to achieve better results.
Companies must now forego previous conventional wisdom that used to spell success for them and let the people who are good at cross-sector marketing try out their ideas with greater freedom.
Helen Luan, Vice President of Online Media Group (OMG), Tencent
One of the best-observed doctrines for internet companies is “product is king”, which is to say, no matter how good a company’s strategy and execution (including marketing) is, it will not succeed unless it has a killer product.
While this doctrine will still hold, more and more internet companies in China are expecting their CMOs to go beyond promoting products, to create a holistic image of innovation, technology leadership, and social responsibility.
Ed Zheng, Senior Client Partner, Lead of Digital Practice, China, Korn/Ferry International
With machine learning gradually becoming a driving force, data optimization will take center stage as marketers realize that this underpins the future of AI.
A key challenge for CMOs lies in figuring out how to efficiently integrate data and content. As marketers increase their sophistication, the ability to realize the potential of machine learning and AI will emerge.
Su Tong, CEO, Hylink Digital Solutions
AAG (American Association of Geographers
The Association of American Geographers (AAG) is a scientific and educational society founded in 1904. Its 9,000+ members share interests in the theory, methods, and practice of geography and geographic education. The AAG holds annual meetings and regional events and publishes a newsletter, journals, and books. The association supports and recognizes its members through its grants and awards
American Surveryor, GIS User.com & Map User
The American Surveyor is published 8 times a year: January/February, March/April, May, June, July/August, September/October, November, and December by Cheves Media LLC. As a magazine created by surveyors for surveyors, our aim is to deliver to your doorstep a one-of-a-kind publication that will inform, educate, entertain, and inspire you. More than twenty nationally known and respected licensed surveyors have come together to provide content and help us launch this publication. Drawing from forty years of experience in all aspects of land surveying—from field to management, and technical support to journalism.
GISuser (Geospatial Information System User) is the most comprehensive, current, and information-rich resource for the GIS, mapping, geopositioning, and geospatial technology user.
Asian Survey and Mapping/Spatial Business News- Position Magazine
Position Magazine is Australasia's magazine for the surveying, mapping and geoinformation industries.
Asia Surveying and Mapping Online Newsletter, Spatial Business News. Published exclusively in Australia and the Pacific Rim.
BAE Systems is an international company engaged in the development, delivery and support of advanced defense and aerospace systems in the air, on land, at sea and in space. The company designs, manufactures and supports military aircraft, surface ships, submarines, fighting vehicles, radar, avionics, communications, electronics and guided weapon systems. It is a pioneer in technology with a heritage stretching back hundreds of years. It is at the forefront of innovation, working to develop the next generation of intelligent defense systems.
Directions magazine is an internet-centered publication delivering news, analysis, commentary and product information to people who need timely, insightful and accurate information about geo-demographic trends and the tools to analyze them. We are your source for demographic and mapping news. We will be the observer whose opinion matters in the areas of mapping technology and demographic trends and analysis.
Earth Imaging Journal
In January 2004, Earthwide Communications launched Earth Imaging Journal, a bimonthly publication devoted to "Exploring the World of Remote Sensing." Now the magazine is on course to become the world's No. 1 source for news and information about remote sensing and related geospatial products and services Earth Imaging Journal is published by a professional staff with more than 40 combined years of experience covering the geospatial market and sponsored by a cooperative consortium of industry leaders. The magazine is complemented by the Earth Imaging Journal Web site, which delivers a variety of online resources.
Since 1989, Eurimage has provided global satellite digital and photographic data, both directly to end customers and through a network of more than 150 expert Application Providers world-wide. Products include visible and infrared optical data and radar, offering a variety of mission and sensor types to meet the widest range of user needs.
Institutional clients include the Joint Research Centre of the European Commission, the European Union Satellite Centre and other UN and international organizations.
Geo Community International
The GeoCommunity™ is THE place for the Geographic Information Systems (GIS), CAD, Mapping, and Location-Based industry professionals, enthusiasts, and students to gather. The GeoCommunity is by far THE leading GIS online portal and daily publication reaching 37,000+ subscribers to our Daily SpatialNews NewsWire.
GeoConnexion International Magazine
Geoconnexion is the leading business-to-business magazine for all with an interest in Geographical Information. It is presented in easy-to-read format that appeals to novice and specialists alike. Geoconnexion is not an academic journal. Its coverage of business, political, product-related and community developments is geared to both technical and non-technical readers. Geoconnexion is vendor-independent and welcomes news and views from all quarters.
GeoInformatics Magazine provides coverage, analysis and commentary with respect to the international surveying, mapping and GIS industry. Recognizing the integrated nature of the geospatial information industry, GeoInformatics presents thought provoking and useful information. GeoInformatics Magazine is published eight times a year.
GeoSearch, Inc is a recruiting firm specializing in Geographic Information Systems (GIS), Global Positioning Systems (GPS), Photogrammetry, Remote Sensing, Civil Engineering and related sciences. We recruit technical, management, sales, and marketing professionals. GeoSearch began operations in October, 1989. We primarily serve developers, vendors of services, and users of mapping technologies. The company was incorporated in January, 1991 as GeoSearch, Inc and has been serving as a specialized Geosciences Recruitment firm ever since. With our candidate database topping the industry, we are able to work efficiently worldwide. Approximately 90% of our activity is in the domestic United State
Intelligence Data Systems
Intelligence Data Systems is a high-performance, innovative company delivering superior results for our clients. Our 100% employee-owner culture attracts highly-qualified personnel who want to work on our nation's most challenging intelligence problems.
Our ability to combine and deliver the proper mix of professional IDS staff, partner products, and partner services to deliver functional, operational, mission critical systems and solutions that are robust, on time, within budget, scalable, and embraced by the users. With a significant emphasis on providing solutions to the Intelligence Community, Department Of Defense, and related Civilian Agencies we pride ourselves in the fact that we are making a positive contribution to the defense and national security of our nation and coalition partners.
Intergraph - Z/I Imaging
Intergraph Mapping and Geospatial Solutions provides products and services; open technology and data integration; partners and people to help customers implement successful geospatial information-based solutions, which can be deployed on the desktop, the Web, or with mobile technology. Customers across the globe include local, regional, and national government entities; transportation and mapping agencies; utilities and communications companies; photogrammetry organizations; the military; educational institutions; and more.
ORBIMAGE is a leading global provider of geospatial imagery products and services, with a constellation of digital remote sensing satellites complemented by data from other optical, aerial and radar sources.
ORBIMAGE currently operates the OrbView-3 high-resolution imaging satellite that was successfully launched on June 26, 2003, and the OrbView-2 ocean and land imaging satellite launched in 1997.
PCI Geomatics is a world leading developer of Geomatics software (geographic modeling, measurement, analysis, and output) and solutions based on its remote sensing, digital photogrammetry, spatial analysis, and cartographic editing programs. The company is a privately held Canadian Corporation headquartered in the Toronto area with another large facility in the National Capital Region. Its software products and solutions are distributed through a direct sales force, international resellers, and third party developers.
Spatial Resources, LLC
Spatial Resources, LLC is a spatial advisory practice providing information and assistance to organizations in fields that have need for the efficient and effective application of spatial information.
Spectrum Mapping, LLC has brought together the top professional staff in the industry to offer a full spectrum of innovative and cost-effective aerial mapping solutions. While the name is new in the industry, the companies that now make up Spectrum Mapping bring over 25 years of successful and proven mapping, remote sensing, and software development experience to provide our clients with unsurpassed service and products.
The URISA Journal is a peer-reviewed journal published both in print and online by the Urban and Regional Information Systems Association, a non-profit international association for information technology professionals. The Journal is published quarterly and adheres to access and copyright policies designed to further the advancement of knowledge and science.
The Mission of Vector1Media.com is to promote spatial design for a sustainable tomorrow. To enhance and support knowledge and interaction for the improvement of economically sustainable living through the positive use and application of spatial tools and science. V1's focus is upon the geography and infrastructure serving all individuals in society, including public, professionals and stakeholders. This encourages Vector1 to communicate effectively and to develop media strategies that interest, enhance and create opportunities while working toward its goals.
Since 1911, Woolpert has provided Geographic Information Services (GIS) and Information Technology (IT) services to utilities, local governments and institutions throughout the U.S. and around the world. Our vision of GIS/IT goes far beyond automated mapping – rather, we want to make information systems part of the way our clients do business.
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