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Stuart O'Brien

EMAIL MARKETING MONTH: From CRM to scaleability – How to found the right solution for your needs
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For most Marketing Managers, email remains a powerful tool for customer engagement and brand promotion. However, navigating the vast landscape of email marketing solutions providers can be a daunting task. Here are some top tips to help you find the perfect partner to elevate your email marketing efforts, based on inout from attendees at the Digital Marketing Solutions Summit…

1. Define Your Needs & Goals:

Before seeking external solutions, take a step back and define your email marketing goals. Consider:

  • Target Audience: Understanding your audience demographics and their preferred communication channels is crucial.
  • Campaign Types: Will you focus on regular newsletters, promotional emails, or a targeted email automation strategy?
  • Data Management and Integration: Does your chosen solution integrate seamlessly with your existing CRM or marketing automation platform?

2. Deliverability and Compliance:

Landing in the spam folder defeats the purpose of email marketing. Look for providers with a strong track record of high email deliverability rates. Additionally, ensure the solution complies with UK data protection regulations like GDPR (General Data Protection Regulation) when managing customer email lists.

3. Functionality and Features:

Modern email marketing platforms offer a plethora of features. Consider your needs when evaluating potential solutions:

  • Email Design Tools: User-friendly drag-and-drop editors allow you to create visually appealing and responsive emails without relying on coding expertise.
  • Segmentation and Targeting Tools: Segment your audience based on demographics, interests, or purchase history to deliver personalized email campaigns.
  • Automation Capabilities: Automate email workflows, such as welcome messages for new subscribers or abandoned cart reminders for a more efficient marketing strategy.

4. Reporting and Analytics:

Data is key to measuring the success of your email marketing efforts. Choose a provider offering comprehensive reporting and analytics tools to track key metrics like open rates, click-through rates, and conversion rates.

5. Scalability and Flexibility:

As your marketing efforts evolve, your email marketing needs will likely grow. Look for solutions that can scale with your organization, accommodating increasing subscriber lists, campaign volume, or additional features as needed.

6. Ease of Use and Support:

A user-friendly platform is essential. Evaluate how intuitive the interface is for both you and your marketing team. Does the provider offer readily available support resources like training webinars, online tutorials, or a dedicated customer support team?

7. Cost Considerations:

Email marketing platforms typically offer tiered pricing plans based on features and subscriber list size. Consider your budget and prioritise features most relevant to your needs. Some providers offer free trials or entry-level plans with limited features, allowing you to test the platform before committing.

8. Security and Data Protection:

Data security is paramount. Look for providers with robust security measures in place to protect your customer data. These include encryption protocols, secure data storage, and two-factor authentication for user accounts.

Bonus Tip:

Seek out independent reviews and case studies from UK businesses using different email marketing solutions. Their experiences can provide valuable insights into the platform’s efficiency, user experience, and customer support quality.

By following these top tips, Marketing Managers can source the best email marketing solutions providers. The right partner will equip you with the tools and expertise to craft compelling email campaigns, ultimately generating better customer engagement and driving results for your business.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by 84 Video on Unsplash

If you specialise in Digital Printing we want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in April we’ll be focussing on Digital Printing solutions. It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today. So, if you specialise in Digital Printing and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk. April 2024 – Digital Printing May 2024 – Social Media un 2024 – Brand Monitoring July 2024 – Web Analytics Aug 2024 – Conversion Rate Optimisation Sept 2024 – Digital Signage Oct 2024 – Brochure Printing Nov 2024 – Creative & Design Dec 2024 – Online Strategy Jan 2025 – Content Management Feb 2025 – Lead Generation & Tracking Mar 2024 – Email Marketing

87% of marketers worry about technology replacing jobs in ‘red flag’ for CMOs
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With evolving organisational dynamics and rapid technology changes, 87% of marketers are concerned about technology, including GenAI, replacing jobs in their industry.

A Gartner survey of 627 marketers between August and September of 2023 found that 89% of marketers are concerned about layoffs at their company. While the majority of marketers are optimistic about their career progression and skill preparedness, 55% report experiencing mismatched job expectations in their current roles.

This is compounded by environmental uncertainty and undue burden from marketing technology: 61% of marketers reveal they have encountered a technology and/or process change in the past 12 months. In addition, marketers also cite instability in leadership as a factor, with 20% having experienced a recent change in senior marketing leadership.

“These findings should be a red flag for CMOs, as high environmental uncertainty, mismatched role expectations and martech burden can lead to burnout as well as increased attrition,” said Iliyana Hadjistoyanova, Director, Advisory in the Gartner Marketing Practice. “CMOs must refocus their talent strategy and prioritize development with a strong focus on upskilling and change management to ensure their function is prepared in the face of ongoing disruption.”

Additional Gartner survey findings that will better equip CMOs to respond to the fast-evolving landscape include:

A Gartner survey of 405 martech leaders between May and June of 2023 found 63% report that marketing lacks the technical skills to successfully integrate and operate some of the technologies in their stack.

“These leaders are seeing integration and skill gaps as driving these issues,” said Hadjistoyanova. “It is crucial that CMOs closely align with their martech leaders to establish talent development plans that not only assess but address these skill gaps. Martech investments have a direct impact on the employee experience, and CMOs must weigh these costs and benefits.”

Despite the acceleration of GenAI, which 47% of marketers are already using, the majority expressed concern about technology replacing jobs in their industry. In fact, a Gartner survey of 822 business executives between September and November of 2023 revealed that 26% of marketing leaders plan headcount reductions as a result of GenAI in 2024.

“When employee fears go unchecked, an environment of increased uncertainty will insufficiently prepare marketers for a successful future,” said Hadjistoyanova. “By developing robust talent plansthat incorporate the use of GenAI and work to increase skill preparedness, CMOs can mitigate its impacts on employees’ wellbeing, leading to overall engagement and retention. These actionable steps must address role transition and fit-for-purpose employee learning, as well as cover technology and process changes related to GenAI adoption.”

Marketers who engage in higher GenAI use are 30% less likely to report high burnout, and 40% less likely to intend to leave their jobs in the next year.

“Marketing’s use of technology is constantly adapting, and the accelerated adoption of GenAI will encourage greater performance and engagement, enhance creativity, as well as free up time and allow marketers to engage in more thought-intensive work,” said Hadjistoyanova. “While CMOs cannot fully insulate their employees from change, they must take early action in change management in a clear and transparent manner to ensure employee buy-in and mitigate any negative impacts of change.”

Photo by Jonathan Kemper on Unsplash

EMAIL MARKETING MONTH: Thinking beyond the inbox as part of customer experience
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Despite the rise of social media, good old fashioned email remains a powerful tool for UK businesses. However, the days of generic blasts to mass audiences are fading. Today’s digital marketing managers are embracing a more sophisticated approach to email marketing, leveraging new technologies and data-driven strategies to reach inboxes and nurture customer relationships…

From Batch and Blast to Personalisation at Scale:

Traditionally, email marketing involved sending the same message to a large subscriber list. Now, personalisation is key:

  • Segmentation and Targeting: Segmenting email lists based on demographics, purchase history, and online behaviour allows for targeted messaging that resonates with specific customer segments.
  • Dynamic Content: Dynamic content ensures each email feels personalised, displaying relevant product recommendations, offers, or loyalty program updates based on individual customer profiles.
  • Automation Workflows: Automated email workflows nurture leads, trigger re-engagement campaigns, and celebrate customer milestones, fostering stronger relationships.

A Symphony of Tools and Services:

Email marketing is no longer a standalone activity. Digital marketing managers are utilizing a range of related services to enhance their campaigns:

  • Customer Relationship Management (CRM) Systems: Integrating email marketing software with CRMs provides a holistic view of customer interactions, allowing for personalised email content.
  • Marketing Automation Platforms: These platforms automate email workflows, segment lists, and track campaign performance, streamlining campaign management.
  • Data Analytics Tools: Analysing email performance metrics like open rates, click-through rates, and unsubscribe rates helps refine strategies and optimize future campaigns.

The Future of Email Marketing: Beyond the Inbox:

The future of email marketing in the UK is likely to see:

  • Focus on Customer Experience: Emails will become more interactive and content-driven, focusing on providing value and fostering engagement beyond the initial click-through.
  • Omnichannel Marketing: Email marketing will be seamlessly integrated with other marketing channels like social media and SMS, creating a unified customer experience across touchpoints.
  • The Rise of AI: Artificial intelligence (AI) will further personalise email content, predict customer behaviour, and optimise send times for maximum engagement.

Building Trust and Value is Key:

Success in email marketing hinges on:

  • Building a Permission-Based List: Acquiring email addresses organically through valuable content and opt-in forms fosters trust and higher engagement rates.
  • Prioritizing Data Security: Ensuring compliance with data protection regulations like GDPR is paramount for maintaining customer trust and avoiding hefty fines.
  • Delivering Value: Focus on sending emails that genuinely benefit recipients, whether it’s providing helpful content, exclusive offers, or valuable industry insights.

Email marketing isn’t dead, it’s evolving. By embracing new technologies, data-driven approaches, and a customer-centric mindset, digital marketing managers can ensure email remains a powerful tool for driving engagement, nurturing leads, and fostering long-lasting customer relationships.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Stephen Phillips – Hostreviews.co.uk on Unsplash

Learn from Meta and DMA UK at the Digital Marketing Solutions Summit
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Join us in May at the Digital Marketing Solutions Summit, where top speakers from Meta and DMA UK, will be sharing their experience and knowledge.

Join us on the 8th May in London, for a highly beneficial day of seminars, learning and networking. Confirmed seminars include

“Unlocking the AI Opportunity”

An overview of the investments Meta is making in AI, the company’s commitment to responsible innovation, and their thoughts on the economic opportunity.

Presented by: Pete Buckley, Connections Planning Director – Meta

“Accountability, Responsibility and Innovation: The DMA’s view on the role of AI in the data-driven marketing industry”

Come and hear the DMA’s perspective on how consumer’s perceive A.I’s use in marketing and how the sector should evolve responsibly.

Presented by: Rachel Aldighieri, Managing Director – DMA UK

Further sessions to be announced!

Can you make the date? – Your place is entirely free of charge and also includes meetings with suppliers, lunch and refreshments.

Click Here To Register!

Doubts over marketing email deliverability following Google & Yahoo policy changes
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New research from email security provider EasyDMARC found that 25% of e-commerce retailers expect to see a notable drop in email deliverability following Yahoo and Google’s email authentication policy changes in February 2024.

Both Yahoo Mail and Google Gmail released statements confirming that beginning February 2024, bulk senders must deploy measures, including the Domain-based Message Authentication, Reporting, and Conformance (DMARC) standard to ensure continued email deliverability. The measure better prevents phishing and spoofing attempts by automatically identifying and disposing of emails that impersonate sender domains by sending them to junk or rejecting them altogether.

Both Google’s sender guidelines and Yahoo’s sender requirements & recommendations have stated that failure to comply with the new sending standards could negatively impact email delivery.

For e-commerce providers that rely on email as a marketing and customer communications channel, such measures could negatively affect customer engagement and sales.

With four billion daily email users and an ROI of up to $42 for every $1 spent, email marketing remains one of the most popular and successful marketing strategies for retail organizations. To determine how retailers are protecting this valuable revenue driver in light of the new guidelines, EasyDMARC reviewed the DMARC policies of the top 1,000 global online stores. It found that only 75% had deployed the security protocol.

Poor email deliverability can affect not just customer awareness but also the trust in and financial performance of e-commerce platforms. Emails missing inboxes can erode customer trust and directly impact sales, highlighting an important future link between cybersecurity compliance, brand reputation, and an organization’s bottom line.

Yahoo has indicated that the full impact of the roll-out is yet to be felt, stating before February, ‘enforcement will be gradually rolled out, as we monitor compliance through the first half of the year.’ As a result, businesses may have some leeway to adjust and fully implement DMARC standards before feeling the full effects of poor deliverability.

Gerasim Hovhannisyan, EasyDMARC CEO and co-founder, said: “Many people view DMARC and email authentication measures through the lens of security, seeing them primarily as tools to guard against malicious actors. However, while it is an effective way of fending off phishing and spoofing, the stakes extend far beyond security alone for retailers.

“Adopting these measures is crucial for staying competitive, safeguarding revenue, and maintaining vital customer connections. It’s not just about protection; it’s about ensuring uninterrupted engagement and preserving the trust that fuels relationships and revenue.”

Photo by Brett Jordan on Unsplash

LEAD GENERATION MONTH: How to maximise the lifeblood of B2B marketing
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In B2B marketing, lead generation reigns supreme as a core principle that fuels business growth. Unlike the impulsive purchases common in B2C marketing, B2B transactions follow a longer decision-making cycle, making lead generation a meticulously planned and nurturing process. Let’s break down the key principles of this vital concept…

What is a B2B Lead?

A B2B lead isn’t simply a contact name on a list. It’s a potential customer, an individual within a target organisation who demonstrates interest in your products or services and fits your ideal client profile. These leads likely hold decision-making authority or influence the purchase process.

Why is Lead Generation Crucial?

  • Targeted Growth: Lead generation provides a pipeline of qualified prospects, ensuring a focused sales approach rather than indiscriminate cold outreach. This translates into higher conversion rates and a more efficient use of your sales team’s resources.

  • Building Relationships: Lead generation initiates two-way communication between a business and potential clients. Even if a lead doesn’t immediately convert, nurturing the relationship fosters brand recognition and establishes trust, potentially influencing future buying decisions.

  • Data-Driven Marketing: The information gathered during lead generation offers valuable insights into your target audience. This data illuminates their pain points, preferences, and behaviours, informing your content marketing, messaging, and product development strategies.

The Key to Effective B2B Lead Generation

  • Identifying Your Ideal Customer: Clearly define your ideal customer profile by factors including industry, company size, job titles, and the specific challenges they face. This laser focus will dictate your lead generation strategies and increase the likelihood of attracting highly qualified leads.

  • Understanding the Buyer’s Journey: B2B purchases involve a complex journey with multiple stages. Mapping this journey helps you determine the best types of content and offers to attract and engage leads at appropriate moments.

  • Offering Value: Potential B2B clients are bombarded with information. Capture their attention by providing genuinely valuable content like ebooks, webinars, or whitepapers, addressing their pain points and showcasing your expertise.

  • Omnichannel Approach: Don’t rely solely on one lead generation tactic. Diversify your approach across tactics like content marketing, email campaigns, webinars, social media, and even trade shows to maximize your reach.

  • Measurable Results: Continually track lead generation metrics such as website traffic, conversion rates, and cost per lead. This data-driven analysis allows you to optimise your strategies and identify the most effective tactics.

The Art of Nurturing

Lead generation is only the first step. Nurturing these leads through relevant content and communication is paramount for building trust and moving them through the sales funnel.

B2B lead generation is not a sprint; it’s a marathon. It necessitates patience, strategy, and the willingness to adapt to a constantly changing landscape. By fully embracing lead generation, B2B marketers unlock the path to targeted business growth, establishing long-term relationships with clients who truly value their solutions.

Are you searching for Lead Generation Solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by LinkedIn Sales Solutions on Unsplash

If you specialise in Email Marketing we want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in March we’ll be focussing on Email Marketing solutions. It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today. So, if you specialise in Email Marketing and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk. Mar 2024 – Email Marketing April 2024 – Digital Printing May 2024 – Social Media Jun 2024 – Brand Monitoring July 2024 – Web Analytics Aug 2024 – Conversion Rate Optimisation Sept 2024 – Digital Signage Oct 2024 – Brochure Printing Nov 2024 – Creative & Design Dec 2024 – Online Strategy Jan 2025 – Content Management Feb 2025 – Lead Generation & Tracking

LEAD GENERATION MONTH: Sales analytics held back by data privacy, poor data and limited cross-functional collaboration
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Eighty-four percent of sales leaders agreed that sales analytics has had less influence on sales performance than leadership expected, as indicated by new research.

Gartner surveyed 303 sales leaders in July 2023 to understand the current state of sales analytics and the metrics used to drive insight generation and behavior change within sales functions.

“With analytics comes the expectation of transformative decision making, but the reality is that many organizations struggle to produce actionable insights regarding their most important decisions,” said Kelly Fischbein, Senior Principal, Research in the Gartner Sales Practice.

When asked to identify barriers to analytics success, data privacy concerns or regulations (45% of respondents), poor data quality (44%) and limited cross-functional collaboration (44%) were cited as the top three reasons (see Figure 1).

“The net result is compounding complexity: More uncertainty creates more demand for analytics, which creates demand for more data, which in turn presents analytics teams with challenging operational barriers,” said Fischbein.

Source: Gartner (February 2024)

To address the disconnect regarding sales analytics and influence on sales performance, CSOs must mutually define analytics value proposition with their operations leaders. The Gartner survey went on to find that CSO-led analytics are 2.3 times more likely to achieve higher forecast accuracy than non-CSO led analytics. CSO-led analytics are also 1.8 times more likely to exceed customer acquisition goals than non-CSO led analytics.

“To achieve higher strategic influence of analytics, CSOs must lead when it comes to aligning analytics strategies to sales objectives and communicating insights from analytics,” continued Fischbein.

To achieve this change in behavior, Gartner suggests CSOs:

  • Deploy a decision driven analytics approach to prioritize the analytics that can have the most influence on the decisions that have the greatest impact.
  • Build specialization in their analytics organization that aligns with their top priorities.
  • Analyze seller performance metrics comparatively to drive actionability.

Photo by Amy Hirschi on Unsplash

LEAD GENERATION MONTH: Holistic approaches to sustainable business growth
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In B2B marketing the ability to generate high-quality leads is crucial for driving sales and fostering business growth. Effective lead generation is not just about increasing the quantity of leads, but also about enhancing their quality, ensuring they are likely to convert into valuable customers. Here are the key pillars for implementing effective lead generation strategies for B2B marketing professionals…

1. Targeted Content Strategy: At the heart of successful lead generation lies a targeted content strategy. B2B buyers seek information that helps them make informed decisions. By creating and disseminating informative, relevant, and engaging content tailored to the specific needs and pain points of your target audience, you can attract potential leads. This content can take various forms, including blog posts, whitepapers, case studies, and webinars, each designed to move prospects through the sales funnel.

2. Search Engine Optimisation (SEO): To ensure your content reaches your target audience, SEO is essential. Optimising your content for search engines increases your visibility online and drives organic traffic to your website. This involves using relevant keywords, creating quality backlinks, and ensuring your website is technically optimised for search engines. A strong SEO strategy puts your content in front of the right people at the right time.

3. Social Media Engagement: Social media platforms are powerful tools for B2B lead generation, offering opportunities to engage directly with potential customers. By sharing valuable content, participating in industry conversations, and leveraging targeted advertising options, B2B marketers can build relationships with prospects and guide them towards conversion.

4. Email Marketing: Email marketing remains a cornerstone of effective B2B lead generation. Personalised, targeted email campaigns can nurture leads by providing them with valuable information and offers that align with their stage in the buying journey. Regular communication via email helps keep your brand top of mind and encourages leads to take the next step.

5. Analytics and Measurement: To continuously improve lead generation efforts, it’s vital to track and analyse key metrics. This includes monitoring website traffic, conversion rates, click-through rates, and the overall ROI of your lead generation activities. Analytics provide insights into what’s working and what’s not, allowing for data-driven adjustments to your strategy.

6. Collaboration Between Sales and Marketing: Finally, a close collaboration between sales and marketing teams is fundamental to lead generation success. Marketing efforts should be aligned with sales goals, ensuring that leads are properly qualified and nurtured until they are ready to be handed off to sales. Regular communication and shared KPIs between these teams can ensure a seamless transition and increase the chances of conversion.

Effective B2B lead generation in the UK requires a multifaceted approach, combining a targeted content strategy, SEO, social media engagement, personalised email marketing, rigorous analytics, and strong sales-marketing alignment. By focusing on these key pillars, B2B marketing professionals can attract, nurture, and convert high-quality leads, driving sustainable business growth.

Are you searching for Lead Generation Solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Campaign Creators on Unsplash