Digital Leaders: What’s Next for Enterprise Marketing?

April 25, 2013 by

Debi Kleiman of MITX and Butch Stearns of The Pulse Network discuss current trends in enterprise marketing and the different strategies and tactics for B2B marketers.

YouTube Preview Image

To view the full episode of Digital Leaders, follow this link.

Reference Links

 

Tune in to our next episode of Digital Leaders on Tuesday, May 7th at 11:00 AM. Join the conversation on Twitter using with #DigitalLeaders.

Follow The Pulse Network on Twitter – https://twitter.com/ThePulse
Like The Pulse Network on Facebook – https://www.facebook.com/ThePulseNetwork

Filed Under: Digital Leaders Tagged With: , , , ,

Key Takeaways – The Consumerization of Enterprise Marketing – Digital Leaders

April 24, 2013 by

On this week’s episode of Digital Leaders, hosts Butch Stearns of The Pulse Network and Debi Kleinman of MITX discussed the “consumerization” of enterprise marketing with Actifio CMO, Mike Troiano.

YouTube Preview Image

To view the full interview with Mike Troiano, follow this link.

Key Takeaways

  1. Keep the Message Simple

Fundamentally, there is no difference between B2B marketing and B2C marketing.  At the end of the day, whether you are selling to a large enterprise or to an individual consumer, a person is going to be the decision-maker. Rather than creating messaging and content that is dry and dull, use a conversational tone and use dialogue that people will understand. B2B marketing can be sexy if you do it right.

“Companies don’t buy products, people in companies buy products.”

2.       Focus on Solving Business Problems

Problems are much more expensive in B2B, and companies that are able to articulate a distinctive value proposition and present a unique case for solving a problem will be the frontrunners in B2B marketing.

During the interview, Mike Troiano brings up the effect of creating sharable content. By generating compelling content that people want to share, your customers will effectively market for you as brand representatives on their own social networks.

3.       People Want to Buy, Not be Sold to.

Consumers, even in the enterprise level, want to be empowered to be the decision maker. The easier you make it for them to make a purchase from you, the more apt they will be to buy your product or service.

 

Tune in to the next episode of Digital Leaders on Tuesday, May 7 at 11:00 AM.

Filed Under: Digital Leaders Tagged With: , , , ,

Key Takeaways – Managing Modern Retail – Digital Leaders

April 11, 2013 by

On this week’s episode of Digital Leaders, hosts Butch Stearns of The Pulse Network and Debi Kleinman of MITX sat down with Gary Lombardo of Demandware to discuss the impact of digital media  on businesses – on and offline.

YouTube Preview Image

To watch the full interview with Gary Lombardo, follow this link.

 Key Takeaways:

The Evolution of In-Store Shopping

Brick and mortar businesses are experiencing an incredible shift with the implementation of digital media and digital marketing efforts. With more and more people making purchases online, store owners need to embrace this digital shift in order to be able to capture the maximum amount of data possible.

With the development of NFC (near field communications) and other digital and mobile devices, store managers and employees receive alerts and notifications when valuable customers walk into their store and already know a significant amount of information about this customer.

The Need for Consistency from Online to Offline

For companies selling their products on and offline, maintaining a consistent brand presence and sales strategy is a crucial tactic. As Debi says, there is more opportunity than ever for companies to tie these two aspects of their business together, and those that do so the right way will be the most successful companies in the future.

Need for a Personalized Customer Experience

The need for a personalized customer experience is more important than ever now. Most consumers look for this personalized experience and value that experience, which brings them back to point of purchase again. “Digital divas” thrive off of this customer experience and will be your best brand representatives as they turn to their own social networks to share their experiences with your products.

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , , ,

How Mobile Technology is Changing the In-Store Experience

April 11, 2013 by

More and more consumers are using their mobile device as part of the buying experience.  In fact, a recent study from Deloitte finds that 34% of shoppers used a retailer’s mobile application while shopping.  As more consumers use their mobile devices while they shop, retailers need to adjust to change the in-store experience to match-up the online to the offline for their consumers.

Gary Lombardo of Demandware joins Butch Stearns and Debi Kleiman to discuss the way mobile is turning the in-store experience on its head.

YouTube Preview Image

 

Stay up to date with Digital Leaders 

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , ,

Key Challenges For Modern Retailers – Gary Lombardo of Demandware

April 11, 2013 by

As technology advances, the consumer has more tools at his disposal in the buying process than ever before.  This is both an opportunity and a challenge for retailers looking to capitalize on a whole new base of consumers.

Butch Stearns of the Pulse Network along with Debi Kleiman of MITX are joined by Gary Lombardo of Demandware to discuss the challenges retailers face, and why it’s all about omni-channel consistency.

YouTube Preview Image

Stay up to date with Digital Leaders here.

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , ,

The Changing Face of Retail – Digital Leaders: April 10, 2013

April 10, 2013 by

The retail industry has undergone a massive shift thanks to the proliferation of smartphones.  As smartphone use becomes a routine element of the purchasing process for more and more consumers, retailers need to strategize and plan to be adequately prepared for this shift.

On this episode of Digital Leaders, presented by The Pulse Network and MITX, Gary Lombardo of Demandware shares some of his thoughts on the shift in the retail industry.  Gary explains some of the relevant technologies, and how they are changing the experience for consumers both at-home, and in-store.  As Gary explains, one of the biggest challenges for retailers in the modern mobile era is also one of the most improtant components of their offering: consistency.  Gary, Debi Kleiman of MITX and Butch Stearns of TPN dive deep into the world of retail in the mobile era.

YouTube Preview Image

Also on this episode, Butch and Debi talk more about the ways that mobile has impacted the retail industry, and we’re joined by Carl Prindle of Blueport Commerce for this week’s MITX Member Spotlight.

Remember to stay up to date on the latest edition of Digital Leaders by clicking here, or by tweeting using #DigitalLeaders.

 

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , ,

MITX Member Spotlight – Blueport Commerce

April 10, 2013 by

The furniture industry is an $80 billion category, but its potential online is still relatively untapped. Blueport Commerce is working to expand the furniture industry online and in the digital world. Blueport is a full-service e-commerce provider that combines experience, technology and services to help make the transition to e-commerce easy, worry-free and profitable.

In this week’s MITX Member Spotlight, Butch Stearns of the Pulse Network speaks with Carl Prindle of Blueport Commerce. Carl talks about how his company uses digital to create a simple and helpful system to shop for furniture.

YouTube Preview Image

 Stay up to date with Digital Leaders here.

 

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , , ,

The Impact of Mobile on the Retail Industry – What’s Next

April 10, 2013 by

Is Mobile changing the world of Retail? Using smartphones has become a normal way to search for information and shop on applications and websites, but how much is it changing the way we shop in physical retail stores?

Butch Stearns of The Pulse Network and Debi Kleiman of MITX discuss the strong effect mobile has on retail in this weeks What’s Next segments.

YouTube Preview Image

Stay up to date with Digital Leaders here.

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , ,

MITX Member Spotlight – Verndale

March 28, 2013 by

Established in 1996, MITX- the Massachusetts Innovation & Technology Exchange is the industry association where digital marketing, media and technology converge. MITX is about all things digital, about what’s next for the Internet, and how it impacts the marketing and business worlds. We are committed to creating opportunities for New England businesses to connect, grow, and thrive.  On each episode of Digital Leaders, Presented by The Pulse Network and MITX, we’ll get to know one member of the MITX Community in our MITX Member Spotlight Segment.

On this edition of Digital Leaders, Ryan Moltenbrey, Director of Sales and Marketing at Verndale, joins the show for the MITX Member Spotlight Segment.  Ryan tells us what’s new at Verndale, some of the exciting new projects he’s working on, the biggest challenge the company faces in the marketplace right now, and much more.

YouTube Preview Image

To stay caught up with the latest edition of Digital Leaders, click here.

 

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , ,

Key Takeaways – The Importance of Managing Data – Digital Leaders

March 27, 2013 by

In this week’s episode of Digital Leaders, co-hosts Butch Stearns (CCO of The Pulse Network) and Debi Kleinman (President of MITX) discuss the importance of managing data with Mike Baker of DataXu.

Watch as Butch and Debi discuss the key takeaways from their interview with Mike Baker:

YouTube Preview Image

To watch the full episode of Digital Leaders and Mike Baker’s full interview, follow this link.

Key Takeaways – The Importance of Managing Data

You Must Act on Data in Real-Time

Marketers now have an opportunity to collect and analyze much more valuable data about their customers. With the development of programmatic marketing tools, such as the DataXu platform, marketers are collecting data in real-time, and need to make critical decisions in real time based on the data collected. These tools are also helpful for marketers looking to optimize their strategies and tactics.

Need to Manage the Omnichannel Customer Journey

The Omnichannel is based on the concept that consumers are being targeted with marketing and advertising messages everywhere they go. Marketers need to approach the customer journey with the omnichannel approach in order to ensure that their messages are being seen by consumers in the right places. One challenge many marketers face is determining which channels should be paired with specific types of messaging, so agility and flexibility in the marketing strategy is key. If the audience receives the right message at the right time, they will act and be converted into a paying customer.

Strategy is More Important than Ever

Marketing is becoming oversaturated with tools, platforms and different technologies to execute and enhance campaigns. It is important to remember that as a marketer, being an expert in all of these different areas is not a top priority. Being knowledgeable is vital, but being an expert in developing and executing your marketing strategy will have a significant payoff in the end.

 

Filed Under: Content Marketing 360, Digital Leaders, The Pulse on Marketing Tagged With: , , , ,
«Older Posts