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Well-researched insights on the topics most important to you.

The Evolution of B2B Marketing
Before the rise of the internet and social media, the B2B marketer’s job was much simpler. In fact, marketing was often charged with merely providing branding and sales collateral, PR, advertising, and trade events. For the most part, the sales team found and developed their own marketing leads – through connections, on the golf course, or by cold calling into target accounts. For high-ticket items, a well-compensated local salesperson would spend months educating the buyer and developing the case for the purchase. They understood that they had to develop a relationship of trust with the sales lead and provide the right information at the right time within the buying process.

The consumer is in charge of—well pretty much everything

Words such as “relevance” and “relationship” have taken on a whole new meaning when it comes to B2C marketing. Consumers today want only marketing messages that are relevant to them; plain and simple. They know full well that you as a B2C marketer have information or in marketing parlance, data, on them.
They expect and quite frankly demand that you speak to them, not at them; that you use what you know about them to deliver a highly personalized shopping experience across every channel possible.  

Don’t Just Do Content Marketing. Do It Well.

Does your company have a website? A blog? A way of sending email messages to prospects and customers? If so, then you’re already doing content marketing: creating and distributing digital assets to meet your business goals. But are you doing it well? While most marketers commit random acts of content daily, the true intent (and real promise) of content marketing lies in having a defined content strategy that works hand in hand with your organization’s goals.

Activate the customer experience across all marketing channels
Data-driven marketing is not a new concept. But using data management platforms (DMPs), marketers are using big data to inform their marketing activity. A DMP is quickly shifting from a “nice to have” solution to a “must have” solution. Data has quickly become a core strategy and will drive marketing efforts for many years to come.  Read more for the three stages of Data Activation.

Email Marketing Gets Results
If your marketing strategy relies on email communications, you’ll be glad to know that email marketing is alive and well. According to research firm Econsultancy, “Email continues to be a vital component of the marketing mix and the vast majority of companies (72%) rate email as ‘good’ or ‘excellent’ in terms of ROI.” If you’re delving into email marketing, you should first determine how you’ll send messages, track responses, and keep up with unsubscribers. You may also need to choose an email service provider (ESP) or marketing automation vendor. Your choice will depend on your budget, feature requirements, and the number of contacts in your database (and don’t forget to allow for database growth).

Getting Started with Lead Scoring

Lead scoring can’t begin until marketing and sales agree on the definition of  Lead Qualification . Once they’ve reached this point, marketing can work to generate qualified leads and sales can work to close them. The definition of a qualified lead must include two dimensions:
  • Fit – The explicit information we know about a prospect’s role, company, industry, and revenues helps determine whether they’re the ideal decision maker.
  • Engagement – The implicit information we know about a prospect’s activities – favorite topics and level of interest – helps determine whether they’re ready to begin a conversation with sales.

Marketing Automation Connects the Art and Science of Modern Marketing

Marketing remains as much of an art as it ever was. Compelling offers, captivating visuals, clear positioning, and convincing copy are still challenging to create. Even though today’s new buying process requires elements of science in automating how marketing messages will be delivered, building an understanding of market segments, buyer journeys, and what moves a buyer still differentiates the best marketers from the merely good ones.
As we shift from sending bulk outbound messages to focusing on understanding and facilitating each prospect’s buying process, we need new technical capabilities. Marketing automation can guide the conversations, timing, and personalization we need to make the shift.

A Proven Way to Grow Revenue
Something interesting happens at organizations where effective marketing and sales alignment occurs – they win. According to a report by Aberdeen Research, companies that are best-in-class at aligning marketing and sales experienced an average of 20% growth in annual revenue, compared to a 4% decline in laggard organizations. At many of these companies, the sales and marketing organizations report to one senior executive who’s responsible for both attracting and closing business. So, sales and marketing share more than just a C-level executive – they also share goals, technologies, and processes that allow them to monitor and optimize every stage of every sale, from first touch to closed deal.


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Welcome to Topliners!

Topliners is the open online community for individuals who are interested in modern marketing. Every day marketers take to Topliners to question and learn from each other on the topics that most impact them from data, content marketing, automation, email, SMS, operations and driving revenue. Community members generate an average of 1,000 pieces of content per month. This resource on Oracle Technology Network is the go-to resource for marketers to solve tough challenges, find inspiration and deliver for their businesses. It is open to all Oracle Marketing Cloud customers and marketers.