Accelerate revenue with these three Account Based Marketing tactics

In marketing, there was a time when more = better. By casting a wide net, marketers hoped to pull in as many leads as possible. More leads, more traffic to the website, more content — what could be better? 

The underlying idea was this: Increase the number of possible “attempts” to increase your chances of success.

With this “More of Everything” philosophy, marketing playbooks suddenly become over-abused, blogs became content farms, and companies started to over-measure and over-optimize commoditized best practices.

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iPaaS will be the Abstraction Layer for Customer Experience

Marketing acts like a giant pendulum.

What worked a year ago may not work today. What’s working today may no longer work a year from now. In the era of SaaS and digital products, opportunities get saturated, best practices become overused, everything suddenly becomes highly measurable, more predictable, and over optimized. Things that we relied on become less effective over time and its efficiency fades out.

Everything in marketing is doomed by this rule. Continue reading

Microservices stack as a future approach to Marketing

By now, you’ve probably already seen this image from Scott Brinker.

It gives you a realistic idea of how rapidly the marketing and sales technology landscape has evolved over the last 5 years and how tough the competition has become.

Every product that is able to affect the customer’s experience is — in some way competing.

However, as marketing technology’s power and ubiquity have grown, its strategic importance has not diminished. Modern marketing teams – more than ever – find their sweet spot on the boundaries between the technology domain populated by algorithms, systems, data, and the human domain populated by creativity, psychology, and brand.

Lately, I’ve been wondering how much of this marketing technology wave are customer ops teams really exploiting? In what proportion do they really use this new abundance of SaaS? And what is the speed of adoption of these new technologies?

While growth in marketing technology follows an exponential curve, organizational changes happen on a logarithmic curve.

This essay is a deep dive into the causes that hinder most companies from fully exploiting today’s technology abundance and the approaches that might solve some of today’s problems.

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From Asymmetry to Symmetry of information and the change of Sales

Sometimes marketers trick themselves and fall in love odd definitions. You’ve probably heard that “help is the new selling,” as if it’s something new. But is it, really? Isn’t this what salespeople have been doing since … ever?  Isn’t “helping people” at the core of selling? In thinking about this, I’ve had a chance to think about how the role of sales is changing.

Something has changed and it’s continuously evolving over time, only it’s not the helping per se. What has changed is how salespeople help.

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The Psychological Implications of Customer Experience

I’ve recently come across a number of articles that claim that “customer experience is the new marketing.”

After reading those words over and over again, a little idea started to whirl ‘round in my head.
I am a firm believer that good marketing focuses on what the potential user already wants to do, not on something that you want them to do. With this in mind, how is this “customer experience” idea something new?

Well, in fact, it’s not new at all.

Customer experience is actually the old marketing. “Old” not because it’s no longer cool but because it’s at the core of fundamental marketing practices. Retail and consumer marketing introjected this idea, not yesterday, but years ago.

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Nudges On Writing Well

A few weeks ago Alex sent me an email, asking if I wanted to write something for the ConversionXL blog. I said yes.

Early this week my post on Conversion XL went out. I got few emails asking about Plainflow, Customer Data Platforms, and marketing SaaS stack, but a very curious one took my attention.

 

Here’s the Email:

The other emails were about the “content”, this one was about the “form”.

I thought I’d publish something to explain what are our principles when writing down new articles and how looks like our workflow.

Simplicity

Best known as one of America’s most astonishing contemporary novelists, Sir Vonnegut was also a celebrated commencement. In 1995—at the University of Chicago, he said to students:

Still, being a journalist influenced me as a novelist. I mean, a lot of critics think I’m stupid because my sentences are so simple and my method is so direct: they think these are defects. No. The point is to write as much as you know as quickly as possible.

In today’s world where we are all fighting for people’s time, the ability to say in simple words all you have to say is vital. When writing a new post, most of our efforts go into stripping every sentence to its cleanest components.

We avoid difficult words. We prefer short words over long words. Same rules apply to sentences.

We always start writing on Hemingway Editor. It helps you simplify your prose.

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Finding Metrics That Matter

All metrics are shortcuts. When we’re faced with uncertainty, we use metrics to break our problem down into simpler, tangible pieces that we can understand.

Metrics are simple proxies that allow us to transform difficult questions into empirical, demonstrable ones.

When we’re faced with a difficult question, we often answer an easier one instead, usually without even noticing this subtle substitution. This is what economists call an availability heuristic — a mental shortcut where we use what we already know, rather than complete information, when making a decision.

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The Next Generation of SaaS Won’t Optimize for User Engagement

A few weeks ago Hiten Shah explained in a new interesting post why the most successful SaaS companies of the future will focus on usage, just like Facebook. In the write-up, he goes very deep into his explanation bringing examples of world-class SaaS companies like Trello, Slack, and Dropbox that are all building their strategies around this consumer-oriented product approach.

He predicts that this is how the next generation of SaaS will look like.

While I was reading Hiten’s post, I immediately recalled a frugal email conversation I had last month with Patrick Campbell, CEO at Price Intelligently.

Patrick briefly introduced me to the definition of what he calls “anti-active usage” products.

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Data Dictionary: How to Build one for your SaaS business

At the beginning of every startup, the most helpful data usually isn’t quantitative; it’s qualitative. You can’t measure very much in the early days for the simple reason you just don’t have enough data.

Analytics products like Google Analytics, Hotjar or Mixpanel won’t help you understand what problems your users really need to solve or what features you should prioritize after launch. At this stage, the only way for you to have a reasonable perception of the needs and the trends is to go out of the office and talk to people.

But when companies start to grow, they rapidly orient from a qualitative to a quantitive data collection approach. Which means they quickly start paying more attention to statistically significant numerical data than descriptive data, usually harder to analyze.

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AI implications on Marketing and Analytics

In his annual letter to shareholders, Jeff Bezos wrote:

Big trends are not that hard to spot (they get talked and written about a lot), but they can be strangely hard for large organizations to embrace. We’re in the middle of an obvious one right now: machine learning and artificial intelligence.

We’re probably not yet in the middle. We’re just getting started in shaping up the next industrial revolution with AI. This post is a deep dive into the why and the how Analytics and Marketing SaaS products will use Artificial Intelligence (AI).

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