Customer experience should be the driving force behind every marketing technology decision, according to Jessica Kuipers, Marketing Manager at My Wealth Solutions, an Australian financial advisory firm where providing a personalized experience is paramount.

“For us, everything comes back to the customer experience,” says Jessica, reflecting on the company’s marketing strategy. She applies the same principle when it comes to adding or subtracting new tools from her marketing technology stack. She shares her approach to reviewing her current stack, and how to choose martech tools that will enhance the customer experience.

Hosted on Acast. See acast.com/privacy for more information.

Marketing is one of those fields where KPIs and industry benchmarks are used constantly to prove success to higher-ups and in-betweens.

But when it comes to email marketing benchmarks, the numbers don’t represent the truth to the degree that other fields might, which can make comparing your email marketing performance to industry benchmarks not only unreliable but also outright wrong.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

The ability to deliver personalized and relevant messages to your prospects and customers with the right message, at the right time, and at scale is critical to the success of any modern marketing strategy.

But that level of personalization is almost impossible to achieve if you’re not leveraging automation in your lifecycle marketing. From welcome sequences to targeted nurturing campaigns, automated journeys empower marketers to deliver the right content to the right people at crucial touchpoints throughout the customer journey—and achieve scalability without sacrificing personalization. 

Hosted on Acast. See acast.com/privacy for more information.

"Test everything" has become a popular mantra in the marketing world, with marketers everywhere—but perhaps particularly those working in the SaaS sector— encouraged to test absolutely every element of their marketing campaigns, right down to something as small as the shape and size of their call-to-action buttons.

“I think it’s quite easy just to test for testing’s sake,” says Sophia Firth, Marketing Manager at Rungway. 

While Sophia acknowledges she’s been down that route before, conducting A/B tests on extremely granular elements, she also notes that, more often than not, “you're not necessarily learning a lot from those kinds of tests.” She still thinks testing has its place, but that marketers should focus on testing elements of their campaigns that will actually move the needle.

Hosted on Acast. See acast.com/privacy for more information.

Lifecycle marketing is one of the most powerful tools in a marketer’s arsenal for nurturing prospects and retaining customers, allowing you to cater to your audience’s needs at every stage of the buyer journey. 

But what does it take to build lifecycle marketing campaigns that work? You must lay the groundwork first, by honing in on your ideal customer profile (ICP), mapping out the customer journey, identifying key metrics for success, and tracking the data that will allow you to refine your campaigns over time. 

Once you have those foundations in place, you’ll be able to automate lifecycle marketing campaigns—from welcoming new users through to customer retention and reactivation—that not only allow you to target your customers with the right message at the right moment, but scale those campaigns over time.

Hosted on Acast. See acast.com/privacy for more information.

“Talking to your customers is the single most important thing that you can do,” thinks Martin Gontovnikas, Co-Founder and GTM Advisor at HyperGrowth Partners and former Senior Vice President of Marketing & Growth at Auth0. But most product and go-to-market teams just aren’t talking to their customers enough, he thinks, leaving them with a poor understanding of the customer experience—which can hurt everything from their marketing efforts to the product itself. 

One of the reasons teams aren't talking to their customers enough, he believes, is a simple one: “It's very scary,” he says. “It's hard to talk to people you don't know. I think people are scared of not knowing what to ask, scared of wasting their time, scared that what two or three people say is not going to line up with what the rest of the audience says.” 

Hosted on Acast. See acast.com/privacy for more information.

Nurture campaigns are the foundation of any modern marketing strategy. But creating nurture campaigns that convert requires a delicate balance of head and heart—and a lot more complexity than you might think, believes Lara Barnett (Vandersluis), Head of Marketing for Logicalis Australia in Sydney, Australia, an expert at building out multi-layered email nurture campaigns.

“What makes a great marketer is empathy — being able to step into your customers' shoes, see through your customer's eyes, think through your customer's mind,” says Lara. 

Hosted on Acast. See acast.com/privacy for more information.

Did you know that the strength of a marketer’s login security can affect the success of their email marketing strategy? Marketers rarely have cause to think about cybersecurity and its effect on their job, thanks to their internal IT teams and the robust security configurations of whatever SaaS platforms they use.

Like most non-cybersecurity professionals, marketers’ engagement with cybersecurity is almost entirely related to logging in—often perceived as more of an annoyance than anything else.

But what many marketers don’t realize is that the strength of this one element can be the only thing standing between them and weeks, if not months, of deliverability problems for their email marketing.

Hosted on Acast. See acast.com/privacy for more information.

“We have to change the language we’re using to speak to decision-makers,” says Simon Walker. “The tech buyer has changed. For the last thirty years, the technology industry predominantly sold hardware to technical people. But that paradigm has shifted with the prevalence of SaaS and technology moving from hardware to the cloud, which means that everyone in a business can now be a technology buyer.”

Walker, the CEO and founder of Proposition, an integrated marketing agency based in Auckland, New Zealand, thinks many tech companies still haven’t caught up with that change, and, as a result, their marketing and sales teams aren’t speaking the language of the new buyer in their marketing campaigns.

“Often tech companies still want to talk about their products in terms of how they work and all of the whiz-bang features to an audience who doesn’t really care about how the technology works,” he says—they’re interested in how your product is going to make their work easier and solve their problems. “You need to appeal to their emotions; the problems they have, and make sure they’re comfortable they're being understood and the brand speaks to them."

Hosted on Acast. See acast.com/privacy for more information.