Alba Optics releases its latest frame, an oversized, trail-ready sunglass called the Solo. The retro-styled silhouette gives you ample coverage to protect your eyes in a variety of conditions while removable side shields help guard against wind and dust. The frames also feature ventilation slots in …Reblogged 5 days ago from www.acquiremag.com
Hummer has been fully overhauled as a luxury EV brand under the GMC nameplate and the first model in the new range is an all-electric, off-road-ready supertruck. The standard Hummer EV will have a dual motor system with over 250 miles (estimated) of range and 625 hp with 7,400 lb-ft of torque. At …Reblogged 5 days ago from www.acquiremag.com
BMW’s high-performance X5 M Competition and X6 M Competition are being released in limited edition First Edition variants that will include design features exclusive to these models. This exclusive features will include exterior paint finishes such as BMW Individual Frozen Dark Silver and BMW …Reblogged 5 days ago from www.acquiremag.com
It’s rare to see Hiroshi Fujiwara without his trademark Oakley Frogskins and now the designer has teamed up with the eyewear goliath once again for a limited edition of his favorite frame, just in time for the style’s 35th anniversary. The Frogskins are finished in polished black with the Fragment …Reblogged 5 days ago from www.acquiremag.com
If you’re anything like us, there are days where you just don’t feel like putting on pants. That’s ok. That’s where bathrobes like this Casamera option come in. This robe has it all. Gloriously soft…Reblogged 5 days ago from coolmaterial.com
The Omni Off-Grid charger powers everything and connects anywhere. With off-grid communication for camping, emergencies, and adventures, it delivers not just impressive power but peace of mind. Boasting 1500 Watts max output & 1500 Wh battery capacity, it offers 16 power ports, a 1500W AC port, 100W USB-C for laptops, 18W QC 3.0 USB-A, 5V-30V DC, & pass-through charging. For connectivity: Long Range Off-Grid private networking, pinpoint accurate GPS location, extended mesh network coverage, and communication via voice & text. A funded Indiegogo.Reblogged 6 days ago from www.werd.com
The coronavirus crisis is having a wide-ranging impact on marketing. More people are spending more of their time and money online. Marketing technology is being rapidly and widely embraced. Plans are in a constant state of flux. The common theme? Digital performance is now more important than ever. But as digital ad spend produces diminishing ROI, and as Customer Acquisition Costs (CACs) rise, it’s vital that CMOs refocus their strategy in the right areas. With this in mind, here are the three areas where CMOs can improve to drive brand and revenue growth.
Content created in partnership with DeepCrawl.
CMOs need to understand that organic search should be a critical component of every successful marketing strategy, especially as it becomes clear how SEO impacts not just search visibility, but revenue and conversions, too.
The latest KPI report from Wolfgang Digital, for example, finds that paid and organic search generates “65% of website traffic and a stonking 67% of website revenue on a last-click basis.”
Meanwhile, Episerver’s B2C ecommerce benchmark from last year puts organic search (2.8%) second only to paid search (2.9%) and ahead of email, social, and display when it comes to conversion rates. And unlike paid search, SEO will convert customers months and years into the future with lower long-term costs.
But as brands across almost every sector and industry fight to have their product pages and content appear high up in Google search results, and as more people consume content and buy products online, CMOs do need to ensure that they apply the right level of focus to SEO within their marketing strategy.
It goes without saying that creating quality user experiences for customers is a key competitive differentiator for brands today.
In an age where retaining online customers is essential for every CMO, the impact of bad user experiences can be catastrophic.
According to Koderlabs, 52% of users don’t revisit a website because of poor aesthetics. That’s an awful lot of lost customers and revenue, and that’s without factoring in issues like slow-loading, non-mobile-optimized sites.
On the other hand, it also happens to be a big opportunity for potential growth. If you place more strategic focus on improving on-site user experiences, you could almost double your potential customer base, assuming Koderlabs data is correct. And that’s without factoring in the positive impact great UX has on search traffic.
Indeed, Google now regularly suggests creating great user experiences can help product pages and content appear higher in search results. And as we know, the higher you are in search results, the greater your brand’s traffic, conversions, and sales will be.
Want to understand how and why user experience should be at the heart of your marketing strategy?
Today, the customer is in the driving seat. Even the world’s most established brands now find themselves under intense pressure from fast-moving challengers. To respond, CMOs need to ensure they put the customer at the heart of their organization.
As marketers, we already know that customer-centricity is important. Indeed, in Econsultancy’s ‘Effective Leadership in the Digital Age’ report published late last year, they asked what the most important characteristic is to establish a truly “digital-native” culture. 58% of leaders reported the best way is to be customer-centric — higher than every other response.
Yet, according to the CMO Council, only 14% of marketers believe that customer-centricity is a hallmark of their companies today. So it’s clear, there’s still a lot of work to be done.
There are, however, three fundamental steps to creating a customer-centric organization.
First, you need to not just say that you put the customer first, but actually believe and enact a strategy that’s built around your customer. Second, you need to build meaningful relationships with your customers. Third, you need to focus on what the customer wants and needs.
This is but a simple overview, however, and to achieve true customer-centricity, every part of your business — from processes and policies to company culture — needs to be built around providing optimal customer experiences.
2020 has brought challenges to search and marketing leaders. But it’s also created significant opportunities to accelerate digital innovation.
Join the world’s best marketing and search experts at our online event on 18th November 2020 as they help you understand the new landscape, optimize your website for ROI, and reimagine your approach to customer experience.
The post How CMOs can drive growth through digital innovation appeared first on ClickZ.Reblogged 6 days ago from www.clickz.com
I co-founded Marketo in 2006, and to say the industry has changed since then is an understatement. In the 14 years since, marketing, technology, and, yes, marketing technology (martech) have been on a treadmill of constant evolution. But do you know what else has changed? How companies buy B2B products.
This part is essential because, while we’ve all collectively acknowledged the growth of martech, most marketers haven’t evolved their operations or tools to any commensurate degree.
You’ve got to grow to create a marketing department of the future. So, to help you out, let’s look at what that future holds so you can get on board rather than get left behind.
Marketing used to be thought of as the “fun” department (OK, we still are). Marketers would throw parties, print brochures, and conjure up fancy new logos as they flexed their creativity muscles. But we’ve since realized marketing has a lot more power and shouldn’t be limited to these areas alone. Marketing should drive pipeline and revenue.
So, marketing went from parties and printouts to emails and pipeline. They owned the top of the funnel and were pretty quick to embrace marketing automation tools to help them do so. They’d attract and capture the leads, and then they’d pass the baton to sales as if in a business casual relay race. At that point, sales would be on its own to pick up communications and close the deal.
From here, marketing evolved over the last 10 years to… well actually, wait… it didn’t evolve. Therein lies the rub. Some marketers indeed continued growing, but let’s be honest; most marketers have remained stuck in this second iteration of their role.
Even in countless B2B firms today, marketing still owns top-of-funnel emails and lead gen that ultimately gets passed to sales a la the baton method at a certain point. But this iteration should be firmly positioned in the rearview mirror instead, as we modernize and evolve.
So if marketers shouldn’t only be owning the top-of-funnel activity, what’s their new ideal role? Well, especially in ABM, the marketing team should be expanding its influence toward the bottom of the funnel. There are a few reasons for this.
First, privacy regulations like GDPR and the prevalence of sales engagement tools have contributed to sales teams sending their own top-of-funnel emails, so it’s a natural shift.
Second, buying committees are continuing to grow in size, making it very difficult for sales reps to talk to stakeholders one-on-one as they would have previously. But marketing shines in this capacity. Marketers know how to communicate different messages to different personas, all at the same time.
Even as marketing is taking on more bottom-of-funnel responsibility, sales is taking on more top-of-funnel activities. They must become comfortable sourcing email addresses, prospecting new leads, emailing prospects, and leveraging social media. Making sure each department owns the right things, rather than staying stuck in their status quo, is critical in this new environment.
In past marketing eras, orchestration was more straightforward. There were fewer digital channels, so naturally, a significantly lower volume of activities to coordinate.
Today, the story is drastically different. Marketers need to become adept with multi-channel orchestration, spanning digital channels as well as human touches. For example, follow up on direct mail with an SDR call or an event invitation with a personal follow-up from an executive.
The goal with this new era of orchestration is for marketing to support sales cycles and help accelerate deal velocity, working together in an integrated and synchronous manner. The two departments need to bid adieu to the old hand-off baton routine and instead operate as a soccer team, passing the ball back and forth down the field.
This is the modern – and indeed only – way to earn new business and grow accounts. Of course, when they operate as one team, they also need to be relying on the same single data set. It is also a shift from the siloed, separated way the departments functioned in times past.
Way back when, marketers used to see customer acquisition as the holy grail. Fast-forward, and even now, when we know better and have heard the stats about how much more it costs to gain a new customer than to keep an existing one, many marketers still lust only after the new names.
But this is short-sighted and ineffective. B2B marketing of the future and the present must have a bigger picture view of what matters most.
It’s time to turn your focus toward all sources of revenue, including new business, sure, but also expansion and retention. Modern marketers thrive when they keep the entire account journey in their sights. This also encompasses the journey post-sale, an area that is often overlooked by salespeople and marketing folks alike.
The rise of recurring revenue models and the increased importance of expansion revenue means the vast majority of revenue is generated after the initial sale. This is a fundamental mismatch that needs to be resolved.
So, now that you know what B2B marketing of the future looks like, ask yourself one question: Are you headed in the right direction? If so, keep on moving forward. But if not? It’s time to adapt to these new realities now.
With ABM, sales and marketing alignment, and the right technology to power it all, marketing’s influence can continue to provide value and grow. Without these pillars, you’re bound to get left behind. Your future is up to you.
Jon Miller is the Chief Product Officer of Demandbase. In his role, Miller is responsible for delivering Demandbase’s product vision to delight customers and fulfill its mission of transforming how B2B companies go-to-market. Miller has a long history of establishing and leading some of the most notable marketing technology companies like Engagio and Marketo.
The post Future of B2B marketing: Are you heading in the right direction? appeared first on ClickZ.Reblogged 6 days ago from www.clickz.com
Inspired by an earlier IWC pilot’s chronograph made available only to graduates of the U.S. Navy’s Strike Fighter Training Program aka Top Gun training, IWC’s release of the new Top Gun ‘SFTI’ Edition makes this exclusive, military-developed chronograph available to all. It features a 44mm ceramic case, 3-register design, and look closely—the red tip on the the chronograph seconds hand is shaped like a jet. Who says you can’t mix a little fun with function?Reblogged 6 days ago from www.werd.com