Marketing Governance

Operational Marketing Excellence doesn’t come easily; it takes time and demands that you change stubborn habits, overcome emotional barriers, and mend broken processes. Software-vendor Aprimo has some top tips.

Between 20% to 40% of the things done in marketing don’t serve any strategic value. Find out how to overcome this problem so that everyone is clear about what they need to be doing and why.

This video tells you more about it.

With Marketo, you can define and automate every step of your traditional marketing programs.

This Revenue Performance Management solution by software vendorMarketo focuses on the integration of Marketing and Sales. The program allows marketers to see in which stage of the marketing funnel leads are, and where action is needed. It includes an extensive email automation function and a detailed history of actions by potential leads.

Finally Marketo includes an analytics page, which makes it easy to measure ROI and predict the impact each program will have on revenue. The program also includes a feature to create custom reports, to zoom in on certain results.

All in all, its a program with a lot of possibilities. .

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Companies can spend months, even years, trying to get their website to speak the language of the Web a little better. At Dakwak, we turn that idea upside down and got the Web to speak your language.

Website localization company Dakwak offers a kind of instant search engine translation service. This allows companies to show up in search results when a consumer types in a keyword in their own language, even when their website is not offered in that language. When the consumer follows the link, they are sent to the landing page that has been translated by Dakwak.

People are more willing to buy from websites in their own language, reasons Dakwak. And from an SEO perspective its an interesting service. But a quick test shows that Dakwak can still learn quite a few things from Google Translate. You can do a free trial here, to see if you would buy from a website that sounds like its just off the boat.

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Powerful cloud technology that helps you make smarter marketing decisions. Thats Turn.

Marketing software vendorAudience, each promise to optimize information for that particular area.

The reports provide win rates, performance indicators, and other insights into campaign data, and suggests ways of improving those results. This makes it not just a monitoring tool, but a more active way of managing campaigns.

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DAM, or Digital Asset Management, is an important part of Marketing Resource Management, as our guest columnist Jan Dejosse from ADAM Software frequently stresses.

While marketers produce huge amounts of assets, ranging from images, logos, to video, copy and templates for new campaigns, they tend to focus on the production process, and forget about the end results. Grant Halloran of Orbis Global, an MRM vendor, explains why its so important to manage and file digital assets carefully they are assets in the literal sense of the word: they represent value for the company. Often, assets are scattered in different locations, and difficult to get hold of. A well-organized DAM system can help to regain control of the digital asset library and make using (and, more importantly, re-using!) assets significantly easier.

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A one-billion dollar brand can achieve 35 to 70 million dollars in annual savings by addressing its marketing efficiency and effectiveness. It doesnt matter if you operate in one or many markets the challenges for your brand are the same.

Software vendor BrandMaster provides brand efficiency and consistency solutions. These range from helping to cut operational marketing costs, to achieving greater accountability for marketing, to gaining more control over your brand through better planning, execution and reporting, the video intones.

In their own words, BrandMaster provides an online platform to plan, synchronize and deploy all your marketing activities. Its a modular solution, so you can choose to use one or more modules in six categories: information, calendar, material, distribution, reports, and user admin. Its a pretty all-round Marketing Resource Management solution for tasks ranging from planning, to reporting, to asset management, to ordering. .

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Mtivity combines the discipline of procurement, the creativity of marketing, and the processes of IT.

Print procurement software company Mtivity provides solutions for print and marketing process. The program offers several separate customizable modules, which allow marketers to collaborate more effectively with buyers and suppliers saving time and money. The video boasts that Mtivity cuts out up to 32% of the normal print process. Though it is a little vague on how exactly this is achieved, with clients such as E-Graphics and Xerox, it may be worth looking into. .

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IBM, is the key to more relevant offers, increased response rates, and happier, more profitable customers. Their software solutions for Enterprise Marketing Management (EMM)  is a cross-channel approach. It allows marketers to steer the conversation with their customers, which leverages all interactions in inbound channels, to enable more effective marketing.

IBM outlines four proven best practices in real-time inbound marketing:

1. Make it personal
2. Balance business objectives with customer needs
3. Use real-time decisioning
4. Enable collaboration

But really they come down to the same principle: if you put your customer at the center of your marketing efforts, and you can deliver the right message at the right time to the right person. Take a look for yourself and wonder if your marketing is so relevant, it feels like a service. .

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