Since the early days of Marketing Automation, one of the main objectives in all Marketing teams has been to build and maintain a comprehensive email database. So, why would the UK pub chain JD Wetherspoon deliberately delete its email list of over 750,000 names? Not only this, their last email said (spoiler, many would have enjoyed sending the same, keep in file for future use): “we won’t be emailing you anymore and we have deleted your details” ( …) “from now on you can contact us and find out about events and news here”. It pointed at Wetherspoon’s Social Media sites. Why is this relevant to all marketers?
The global economy is recovering and meaningful growth now looks likely, but how many companies are prepared to risk the time, money and staff resources needed to fully exploit the opportunities out there? Indeed, for some companies, the fear of committing too much too early will hold them back from making the most of an approaching new business age.
Let’s be honest, sending business emails to European companies can be a nightmare. Get it wrong and you not only risk losing a potential customer but also a hefty non-compliance fine. WHAT’S THE CURRENT STATUS? The new General Data Protection Regulation (GDPR) will soon come into force and a new ePrivacy Directive concerning email marketing communications is under consultation. It replaces the current Directive from 2003 and sets additional requirements for organizations. All these new approaches to customer privacy will soon force marketers to work harder to obtain consent for using someone’s data.
Last week we had a couple of in-depth conversations with the CMO of a very large technology company and discussed their challenges to generate inbound leads using marketing automation. After the evaluation of their current situation I was not at all surprised when he asked: “Do you know of ANY organization where marketing automation REALLY delivers?”
There are many things within the marketing automation strategy that you need to ensure are correctly established and a connection with your CRM is right up there at the top of the agenda. In fact, it’s so important, that if you fail to connect the two, then you risk ruining your campaigns. It’s that critical and you ignore this at your peril. As we know what it takes to bring data from multiple sources under one roof, we at Celsius have built the Celsius Cloud solution. It delivers a consolidated view of all data from your multiple systems as a single Marketing Database.
As 2017 unfolds, we have curated a list with the best articles to understand the key drivers behind the year we have ahead. What will be the HOT Marketing topic of 2017? We will remember 2016 as the year of ABM, 2015 of Predictive, 2014 of Inbound, 2013 of Marketing Automation.
What’s 2017 going to shape up to be all about?
TOPIC 1: Account Based Marketing
- The Clear & Complete Guide to Account Based Marketing
- Account Based Marketing moves to Tier 2 Accounts
- Top ABM stats to persuade the skeptics
- Sirius Decisions: Account Based Marketing reaches its maturity
TOPIC 2 : B2B CRM Database Marketing
- CRM Marketing: Key Metrics to Measure Data Quality
- Data Integration with Celsius Cloud
- Why marketers need to be data driven
- How to Make Your Business Data Friendly – Data as a Service
TOPIC 3: Marketing Automation
- Sending B2B Emails Throughout Europe
- Why not benefit of Marketing Automation as a managed Service?
- How will email marketing change in 2017?
- INFOGRAPHIC ; How to send emails like a PRO
TOPIC 4: Top trends
The European Union might be a united area when it comes to political and economic ideals, but as for sending B2B emails within the territory, there are seemingly more rules than considerations contained in the Maastricht agreement. In fact, as regards to the rules of B2B email marketing throughout Western Europe, the EU is far from unified and if a company gets it wrong, it risks not only missing out on new sales, but even alienating existing customers and ending in court. This has rendered email marketing for all responsible companies a minefield.