How to get more marketing tech budget from your MD

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Whilst we’re seeing more and more autonomy being passed to savvy marketing departments, there are still important conversations to be had with the board, at least annually, about budgets.

And these budgets are likely to come into even sharper focus as we look ahead to the next two years. When 2015 drew to a close, statistics showed marketing spend had increased from 10 to 11% of revenue, on average, and budget growth was projected to rise further...

20 September 2016 | Best Practice

Is it possible to reactivate a dead lead?

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With so much focus on ROI in the modern business environment, it’s understandable that marketers want to maximise conversion rates from every campaign.

Efforts to personalise communication journeys and effectively nurture prospects through the funnel have never been so great. So, it’s pretty disheartening when the time comes to face the cold hard fact that a promising lead has gone dead.

But can that lead be resuscitated? Is there a best...

24 August 2016 | CRM

How to measure ROI from multi-channel marketing

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It’s no doubt one of the most used acronyms in the world of marketing – ROI (return on investment).

Understandable, of course. After all, there’s little point undertaking an activity if it doesn’t pay for itself and reap results. It could also be argued that a focus on ROI will become increasingly pressing over the next couple of years, as marketers work to justify their every move in the wake of Brexit uncertainty.

However,...

26 July 2016 | Personalised Marketing

How you can use SMS in modern marketing

With the ever-growing use of smartphones, brands would be foolish to overlook the role of SMS in a modern marketing strategy. But this form of marketing tech must form part of a holistic eCRM programme for its value to be truly realised.

The figures are changing all the time, with one staggering statistic being unveiled after another. But whichever headline you hone in on, there can be no disputing the importance of smartphones.

It is predicted that by 2017, for example, 4.77...

27 June 2016 | Personalised Marketing

Will technology take my marketing job?

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With advances continue apace in the marketing technology industry, is there a danger that tech will progress to the point it can do the job of a savvy marketer?

In late 2015, employed individuals throughout the country began to question whether a ‘robot’ would steal their job. The panic transpired as a result of research conducted by Oxford University and Deloitte.

The key – and widely published – finding was that 35% of UK...

27 May 2016 | Automation

If you think you know all there is about email personalisation – think again

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On average, we are subjected to 5,000 marketing messages per day. It’s therefore no surprise that if you try to recall a promotional email that you received yesterday, you’ll struggle.

Research also estimates that a typical professional sends and receives 131 emails each day. Add to that the volume of social updates, SMS and IM conversations consumed during those waking hours and you’re faced with a vast amount of ‘noise’. Being...

7 April 2016 | Customer Experience