Smarketing – What is Collaborative Marketing? smarketing – What is Collaborative Marketing? smarketing – What is Collaborative Marketing? smarketing – What is Collaborative Marketing?
The concept of smarketing or collaborative marketing was born to avoid recurring conflicts between sales and marketing departments. By employing a smarketing strategy, organizations can increase the number of sales and customers. The use of analytics is fundamental in smarketing. Thanks to it, it is possible to provide specific content for each of the potential customers. The ultimate goal of any organization is to increase sales in order to increase customer loyalty and generate increased revenue. In achieving this goal, the sales department plays one of the most important roles, but it needs help from other divisions of the organization to improve its efficiency. One of the departments that plays the most important role in ensuring the success of the commercial section is marketing. However, marketing activity is not always aligned It is not unusual to see the sales department complaining about the low quality of the contacts or leads provided by marketing, or vice versa, or to see marketing complaining about the few sales made despite the efforts made to attract new customers. Smarketing: Strength through unity Butwhat is collaborative marketing or also called smarketing? It is a concept that arises to solve this confrontation. His goal is to ensure that both divisions work in unison to improve and increase sales results. Smarketing not only increases the number of leads, but also optimizes the resources available to an organization by minimizing the conflicts that usually occur between the two departments. In other words, smarketing aims to consolidate the whole process that starts from the moment the marketing department attracts a potential customer until the sales department closes a sale with him. For this purpose, a joint strategy, also known as the sales enablement in its Anglo-Saxon terminology, in such a way that the personnel of both departments work in an aligned manner to avoid errors in the processes, improve the quality of the contacts established, increase the number of sales or decide, for example, whether it is necessary to promote a communication channel or other or establish new strategies such as remarketing. Establish a smarketing strategy The establishment of a strategy for collaborative marketing The following elements, however, are characteristic of a joint project, although there are a number of elements that characterize the sales enablement. Among other things, it is necessary for the sales department to have access to the best content for each lead in order to move forward in the sales process. Likewise, it is essential to train the sales department so that it is fully aware of any new developments that may occur in the organization’s product portfolio. The value of analytics Applying analytics is also a fundamental element in establishing smarketing. Today, with technologies like 5G empowering data analytics, it makes no sense not to leverage the data you have to increase both the number of customers and sales. With the use of analytics and big data specific content can be provided for each of the potential customers, so that the marketing department will pass on to the sales department specific content for each of the potential customers, so that the marketing department will pass on to the sales department specific content for each of the potential customers. leads to higher quality to make it easier for them to close sales. Solutions such as Digital Customer Engagement by aggity are able to manage all data and provide a single view of each and every interaction that has taken place with the customer. In this way, the sales department can not only respond to customer needs, but also anticipate them. However, even if the best technology is incorporated, smarketing will not work if open and permanent communication is not promoted between the sales and marketing departments to ensure that lead generation is aligned with each and every one of their objectives.
The importance of email marketing in 2023
Among the variety of tools available to the marketing department of an organization, email marketing is one of the most effective. Thanks to its use, companies can inform about new products, gain new customers and build customer loyalty and, of course, increase their database and the information they have to be able to carry out much more personalized campaigns. Email marketing will continue to be one of the most important tools in a commercial strategy. Personalizing campaigns as much as possible will be the main objective. The great success of email marketing, within omnichannel marketing strategies, comes not only from its strong valuation as an element to attract customers, but also from the high return on investment it offers. Thanks to mass mail ings to the organization’s database, the company can carry out campaigns very economically and, combined with techniques such as remarketing, can achieve a great impact that can accelerate and increase sales. The problem with these mass mailings is that, sometimes, they are done on a recurring basis and therefore, they lose the effectiveness with which a particular email marketing campaign was designed by the company’s marketing strategists. Email marketing in 2023 However, thanks to technology, direct marketing campaigns can be carried out without the customer feeling annoyed by receiving a promotional mailing or having to «burn» the database. Therefore, when carrying out a mass emailing campaign, segmenting the database is the pillar on which to base the strategy. Thanks to this segmentation, the email marketing campaign will be much more effective and better adapted to the real needs and expectations of its recipients. Nowadays, companies, rather than acquiring new customers, prefer to retain existing ones. Having a refined database of each of your subscribers will allow you to have a better understanding of them in order to offer them the appropriate product or solution based on their profile and customer journey. With this segmentation it is possible to personalize each and every one of the fields that make up an email: from the subject line to the subscriber’s name, which makes the message more familiar and gives the recipient the perception that the campaign is fully customized to their tastes. Technologies at the service of email marketing The fact that companies increasingly want to personalize their email marketing campaigns has been reinforced by the incorporation of new technologies that are used more and more to reach a greater number of potential customers and loyalty of existing customers. . The use of artificial intelligence, the increase in proprietary and original content or the use of data analytics and automation are just some of the technologies that promise to radically change email marketing. Of all of them, artificial intelligence is gaining special importance as it improves decision making and, above all, allows us to know what type of messages are the most attractive to some users compared to others. It must be taken into account that for AI to work, it is necessary to have a quality database because thanks to it, it will be able to make the best decisions and effectively choose the messages to be sent to subscribers. Thanks to the capacity and speed of processing, which is set to accelerate with the development of 5G, artificial intelligence can perform different combinations to ensure a much more personalized and effective email marketing campaign. Platforms for email marketing success The use of a platform such as RedPoint Global by aggity, which is integrated in the Digital Customer Engagement by aggity proposal, is essential for this purpose. As an omnichannel communication platform, which unifies all the company’s data sources, it enables personalized communication and real-time marketing automation, including email marketing. By using technologies such as big data and artificial intelligence, the platform ensures that mass mailing campaigns are as personalized as possible and result in increased sales revenue and customer satisfaction. In this way, marketing departments achieve their two main objectives by sending mass e-mails.
Personalize and be Omnichannel, unavoidable steps to win and retain customers
In today’s hyper-connectivity scene, brand-customer relationships have improved substantially compared to just a decade ago. But the ability to contact in a multichannel manner has not meant the ability to establish a successful omnichannel interaction. And let’s face it, customers are still experiencing situations that are unbecoming of the digital age in which we live. We can still be devastated to find out that a hotel chain we are regulars with barely knows us. A certain degree of frustration is also common when the person we speak to at our telecom provider’s contact-center is completely unaware of the complaint we made on the company’s website a month ago. Not to mention that we have become accustomed to deleting offers and promotions that have nothing to do with what we are interested in from our inbox on a daily basis. And this is happening despite the existence of more and more channels and points of contact between customers and the company. Even in the era of consumer empowerment, when consumers’ expectations are higher and they are no longer satisfied with a good product or service, but aspire to personalized treatment. They do not understand that the brand with which they have a relationship is not able to interact with them through their preferred channels and do not excuse being treated as anonymous beings. They want good, complete and new experiences. In addition, they are aware of their ability to express and expand their opinion and influence, positively or negatively through their assessments and judgments. According to the study «Empowering The Data-Driven Customer Strategy» by CMO Council and RedPoint, only 7% of companies are able to interact with customers in a real-time, personalized and omnichannel manner across both physical and digital channels. Of the rest, 24% have already started to interact in real time with customers, but only through digital channels. One of the reasons for this data is to be found in the current technological infrastructures of companies. Just 5% of marketing executives surveyed are satisfied with the outcome of their IT investments in marketing, analytics and engagement, and omnichannel relationships. Only 16% seem to be happy with what their companies have done to make their customer relationships more personalized and synchronized across multiple channels. A paradox if we analyze that, in five years, 42% of companies have installed at least 10 solutions for these functions; another 33% have installed between 100 and 10; and 44% have allocated at least 25% of their marketing budget to replacing one technology with another. And all this despite the fact that, in the analyzed cases of true personalized and omnichannel interaction with customers, customer retention rates of 89% are achieved and that 40% of consumers recognize that they buy more from brands that provide a personalized shopping experience and interaction. Moreover, 86% of customers would pay more in exchange for a better customer experience and 79% would not consider buying from companies that do not actively demonstrate, in advance, that they understand and care for their customers. In this context, aggity is able to design and execute for its clients omnichannel communication strategies that engage customers through the most appropriate channel and with the relevant offer to attract, retain and increase the level of loyalty and its value. To achieve this, in addition to its digitalization services, the company exclusively markets RedPoint Global‘s solutions for the development of intelligent, omnichannel and fully customized marketing campaigns in Spain, Portugal and Mexico.RedPoint Customer Engagement Hub™ (CEH), an information hub that collects customer data across the entire organization and touch points to create unified, rich and dynamic profiles; and RedPoint Interaction™ (RPI), designed to develop real-time interaction with customers, intelligently optimizing data and different touch points and business areas. Written by BDI Comunicación for aggity
RedPoint Global’s alliance with aggity is consolidated with the visit of its CEO Dale Renner to Spain.
ONLY 7% OF B2C COMPANIES INTERACT WITH THEIR CUSTOMERS IN A PERSONALIZED AND REAL-TIME MANNER THROUGH PHYSICAL AND DIGITAL CHANNELS CMO Council and RedPoint study reveals that only 5% of marketing managers are satisfied with the outcome of their marketing IT investments Personalized, omnichannel interaction with customers offers companies an average retention rate of 89%, which drops to 33% for those without this capability Madrid, November 15, 2017 – Only 7% of companies are able to interact with customers in real time, in a personalized way and through all types of channels, both physical and digital. Of the rest, 24% have already started to interact in real time with customers, but only through digital channels. The reasons for this situation are diverse and include the current technological infrastructure of the companies. In fact, only 5% of marketing executives are satisfied with the outcome of their IT investments in marketing, data analytics, engagement and customer relationships, and only 16% express satisfaction with their organizations’ work to improve customer insight and relationships. Thus, 54% consider the budget allocated to these applications to be insufficient and 31% point out that the information in the customer databases is scarce or inadequate. This is despite the fact that, in the last five years, 42% of companies have installed at least 10 solutions for these functions; another 33% have installed between 5 and 10; and 44% have allocated at least 25% of their marketing budget to replacing one technology with another. The data comes from the study «Empowering The Data-Driven Customer Strategy», conducted by the international network of marketing executives CMO Council and the multinational RedPoint, with the aim of analyzing the ability of companies to develop business strategies based on deep customer knowledge, create strong and lasting relationships (engagement) and execute multichannel and real-time marketing interactions and campaigns, with a high level of automation. The study also reveals the poor ability of companies to measure the business impact of marketing and customer interaction actions. In fact, 28% simply say they can’t, 36% measure on rare occasions and from very specific interaction channels, another 30% have manual reporting systems, and only 5% claim to have access to this data at the click of a button and in real time. More loyal and higher-value customers The analysis also shows that personalized, omnichannel interaction with customers offers companies an average customer retention ratio of 89%, a percentage that drops to 33% for companies that do not have this capability. In this regard, it should be noted that 40% of consumers recognize that they buy more from brands that provide a personalized shopping experience and interaction and, in addition, the duration of their engagement with these brands is 30% higher. On the other hand, 86% of customers would pay more in exchange for a better customer experience and 79% would not consider buying from companies that do not actively demonstrate, in advance, that they understand and care for their customers. According to Oscar Pierre, president and CEO of aggity, «to grow in the digital age you have to engage with customers, establish a continuous dialogue with relevant and timely messages, interact across many communication channels and create compelling experiences.» «To make it possible,» Pierre adds. «it is vital to intelligently orchestrate data and have analytics tools in place to deliver personalized, consistent and seamless interaction across all channels and devices.» aggity designs and executes omnichannel communication strategies that engage customers through the most appropriate channel and with the relevant offer to attract, retain and increase customer loyalty and value. To expand the scope of these services, the company has reached a strategic agreement with RedPoint Global, through which it markets exclusively in Spain, Portugal and Mexico its solutions for the development of intelligent, omnichannel and fully customized marketing campaigns. Headquartered in Boston (Massachusetts) with offices in Boulder (Colorado), London (UK) and Makati City (Philippines), RedPoint has a team of more than 200 professionals and its technology is used by more than 200 organizations worldwide, with references such as Toyota, Shell, American Express, AIG, Under Armour or Carnival Corporation. RedPoint has two major solutions: RedPoint Customer Engagement Hub™ (CEH), information hub that collects customer data across the entire organization and touch points to create unified, enriched and dynamic profiles; and RedPoint Interaction™ (RPI), designs da to develop real-time interaction with customers, intelligently optimizing data and different touch points and business areas. According to RedPoint CEO Dale Renner, «Our technology stands out for its ability to automate marketing based on a deep and detailed knowledge of the customer. Among the The key to our rapid growth is our focus on managing and analyzing customer data. «The alliance with aggity», – adds to the power of our solutions in verticals and regions where digital marketing is the key to achieving priority business objectives».
Face it, black friday is already a fad. Make the most of it and boost your sales.
The black friday, november 24The date is one of the dates that has been a part of our lives for a long time, and in many cases it is extended until the end of the year. cyber mondayOn Monday, November 27, since the beginning of November, we are flooded with information and offers, stores go crazy and try to entice their audience with the most attractive discounts. But what makes this date so special? It is no longer enough to see the word «offer» to pull out our card and buy! Is your brand ready to drive sales and offer the best deals across channels? Let’s make a brief review of why we go crazy with the so called black friday and how to take advantage of this date to boost sales by offering the best to your customers, but making a difference, let’s not be one more, there are already many! Temporariness, you only have 1 day to buy! We are all interested in making smart purchases, but without a doubt the impact of black friday is that you only have 24 hours, limited time to shop. So, hurry up! The convenience of buying online. No lines, no people taking that coveted product out of our hands, no pressure and from the comfort of our couch! Additionally, the fact of paying virtually and not in cash has an influence, since we are not fully aware of the disbursement.The trust of the online store is decisive, as well as theseriousness and agility of the platforms, which allow consumers to make purchases in a calm and safe way. The democratization of marketing tools Marketing has to generate impact, attract, attract and retain. That is why good ideas in this area increasingly need tools to support them, so that brands can be able to can offer what the user needs, at the time he needs it, and in the «best» case what he does NOT need.Marketing professionals often do not have a clear vision of the needs, desires or intentions of your customers, which is necessary for know the omnichannel consumer and deliver highly personalized offers. What the marketer needs is a solution that can integrate their data and technologies that they use separately, in a way that supports innovations in segmentation across the various channels that customers use. These challenges are overcome with solutions like RedPoint by aggity, because they provide a central point of operational and data control for users, along with a flexible architecture. Disparate data collected from customers and the lack of data integration are two of the biggest barriers facing modern marketers. By implementing a customer interaction and information integration center, marketers can overcome both barriers simultaneously, empower your teams to make better decisions with more complete data and get an adaptable solution that will embrace innovationwith new technologies as they emerge. Social pressure, a factor that continues to matter even if we don’t want to acknowledge it. Although brands may go crazy in offering what they think is best, and in using support tools that drive these ideas, in the end, there is one indispensable factor: social pressure.As sociable beings, social pressure influences our behavior. According to psychologist Irene Bayarri «there is a strong tendency to compare ourselves with others and sometimes it also influences the purchases we make». It’s not just about buying for fashion, or for the cache it gives us to keep up with trends, but to look better than everyone else. Is your marketing team prepared to deal with these factors? Do you have tools to support innovative ideas that will make your sales soar this Black Friday? Do you want to go one step further and provide personalized offers to your users in real time? If the answer is not clear to you, contact us, we will advise you. Written by Victoria Alarcón Prado Head of Marketing aggity victoria.alarcon@aggity.com
RedPoint by aggity team presents at NetNovember the most advanced marketing automation platform to drive sales
aggity, an international group with headquarters in Spain and extensive presence in the Americas, specializing in new technologies for business environments, and its technology partner RedPoint Global, will present in Madrid at the NetNoviembre Congress a RedPoint by aggity, omnichannel marketing automation platform which allows the design of personalized communication strategies, at the right time and with individualized offers, all with the aim of attracting new customers, retaining them and increasing their loyalty. What makes RedPoint by aggity different from other vendors is its ability to enable marketing departments to create a unified view of a consumer, and leverage that view through real-time decision making to optimize engagement and increase sales. NetNoviembre will take place on November 28 and 29 at the NH Collection Eurobuilding Hotel, and will be attended by more than 100 companies of national and international brands from the banking, eCommerce, fashion, and other sectors. In addition to the meetings that aggity will have with the companies, aggity will participate by telling the attending executives an omnichannel success story of a customer. It will be a great opportunity to show different brands the value that RedPoint by aggity can bring to their marketing strategies and the achievement of their objectives. If you want to follow the progress of this Congress follow aggity on Twitter: @aggity and linkedin. See you at NetNovember!
What is Golden Record in master data management?
A Golden Record combines meaningful and reliable master data from multiple systems into a single view that is ideally more accurate, more complete and more truthful than data from any single source. Golden Record, a must in data management The golden record serves as a complete record (as the best of the best, in layman’s terms) or as «the only source of truth.» In this case, the «truth» is a reliable reference for collecting all relevant customer information across the organization that users can turn to when they want to be sure they have the most up-to-date data on a particular customer or prospect. This idea of a «Golden Record» has particular appeal to marketers, who rely on accurate, timely and reliable data in driving enhanced customer experiences. Closer sellers can reach the gold record, and are more likely to interact with customers through preferred channels with preferred offers. This helps to think about the Golden Record as a unified customer profileThis includes identifying information about the customer, as well as the channels they use to interact with the organization, their most recent interaction with the organization, and the recent offer to which they reacted positively. The gold record also covers how a customer transacts with the organization, including their most recent purchase, lifetime value and number of days since last purchase, for example. All this information is extracted from different data sources and mixed in the system creating the gold record. A changing and dynamic database Because the Golden Record comes from many data sources, it is also dynamic, as customer preferences and/or transaction history change, the record also changes. If a customer interacts with an organization primarily through email, and then changes their interaction primarily through social media, the system underpinning the gold record notices this change and updates their data accordingly. If the customer also decides to purchase something through a mobile app instead of a desktop interface, the gold record will update the relevant information. As a result of this flexibility, creating and maintaining a Golden Record can be transformational in customer engagement. This means that marketers should look for data management solutions that can streamline data collection, acquisition and analytics to put the organization on track to create a golden history and ultimately enable a 360-degree view. Credits: Red Point Global
Good news for email marketing: The email attention window is growing
Is email marketing dead now that consumers are spending less time on email and seem more focused on other things, such as social media? Or is it still one of those elements that despite having a long life are still very effective? Email marketing: is it effective or not? One of those issues that comes up time and time again in the world of marketing and strategy is the life of email marketing. It is one of those everlasting topics of debate. The truth is that the latest market movements and the latest studies give plenty of arguments to those who support the latter theory. For example, in recent times the media are creating newsletters and betting on them. They are a way to get back in control of the conversation, especially now that social networks have made things so difficult for them and are making it quite complicated for their content to reach the followers they have. In newsletters they control when and what is sent and, despite what you might think at first, consumers are receiving them enthusiastically. Newsletters and new email marketing formulas In fact, some media are even innovating in the field and are trying new and different things. The New York Times has just launched a pop-up newsletter, starring Game of Thrones. The media sends its subscribers (61,000 in three weeks) information related to the series. The opening rate is sometimes higher than 100%: some of your users open the newsletter more than once. It is not the first pop-up newsletter that they made in the newspaper, although they have achieved with these historical opening figures. But it is not only the media’s interest that is a symptom that things are still going well for newsletters: it is also the fact that the attention spans they achieve are still very high. According to a study conducted on billions of emails by the company Litmus, the amount of time we pay attention to newsletters has been increasing. According to their data, in 2011 we paid an average of 10.4 seconds of attention to emails. In 2016 it was already at 11.1, representing positive growth of 7%. In addition, not only has time in general increased, but also quality time. The number of recipients who simply look at it and delete it has fallen, while the number of people who read it (and actually read it and not skim it) has increased. The data is very interesting and perhaps can be explained much better if you think about how we now read this content. Mobile, a key factor In recent times, the use of mobile devices has been progressively increasing and it is often the first place where we see that we have mail. We don’t wait until we are at our desk to see what they are telling us, but we go straight in to see what is happening and what they want to tell us from our mobile. And, for email, that’s good news: we pay more attention to it on mobile. According to the study data, mobile device users pay more attention to their emails than desktop users, and not less as you might think at first. The attention window for emails on mobile is progressively increasing as the number of emails we open in this space increases. In 2011 they were 20%, now they are 55%. Therefore, the experts’ recommendations are to think mobile when sending e-mails and newsletters. Both the design and the subject line must be optimized to look good on mobile devices.
aggity and RedPoint sign strategic alliance to drive omnichannel and personalization of marketing campaigns
With this agreement, aggity is equipped with the best marketing automation technology and at the same time expands the presence of RedPoint technology in Spain, Portugal, Mexico and Latin America. AGGITY AND REDPOINT SIGN STRATEGIC ALLIANCE TO DRIVE OMNICHANNEL AND PERSONALIZATION OF MARKETING CAMPAIGNS The agreement with aggity brings RedPoint’s leading technology for customer relationship optimization to the Spanish, Portuguese, Mexican and Latin American markets. Wellesley Hills, Barcelona and Mexico City, June 26, 2017.- Spanish multinational digital solutions provider for the socialization of business management, aggity, has entered into a strategic agreement with leading data and customer relationship management technology provider, RedPoint Global, to provide solutions for the development of intelligent, omni-channel and fully personalized marketing campaigns, to be launched in the markets of Spain, Portugal and Mexico. As part of the agreement, aggity will offer customer engagement services using the RedPoint Customer Engagement HubTM (CEH) solution, which combines the power of the leading customer data platform for unified, rich and dynamic profiling with the RedPoint InteractionTM (RPI) solution for real-time customer interaction, which intelligently optimizes the relationship across all touch points and business functions. With RedPoint, companies have a hub to connect all their customer data, make real-time decisions and intelligently orchestrate their customer relationships. RedPoint was recently included in Gartner’s Magic Quadrant for Digital Marketing Hubs with its RedPoint Customer Engagement Hub1 solution, an evolutionary proposition designed to help organizations improve customer relationships as a means to sustain profitable revenue growth. According to aggity’s president and CEO, Oscar Pierre, «Companies are driven to find ways to optimize their customer relationships across all possible touch points and all business functions, and RedPoint’s leading Customer Engagement Hub solution delivers on that goal. «Our clients are permanently looking for the best technologies and, in the marketing field, the agreement with a benchmark company like RedPoint will help us deliver on our promise to offer differential omnichannel marketing services.» In a recent report, Ovum consulting analyst Mila D’Antonio notes that «RedPoint’s open ecosystem offers customers the opportunity to leverage their previous investments in customer relationship systems while incorporating new and emerging technologies. In addition, RedPoint’s expertise in data management, from the executive C-level throughout the organization, plays to its advantage in building a data-driven technology that intelligently orchestrates the best actions to take and connects customer and business insights to improve understanding of the customer journey. «2 According to RedPoint CEO Dale Renner, «aggity’s commitment to excellence and reputation as a service provider makes us confident that they will effectively bring RedPoint’s technology to a market that demands only the best marketing technologies available.» «Thanks to this agreement,» Renner adds, «aggity is equipped with the best marketing automation technology to meet growing customer demands, while at the same time expanding the presence of our technology in the Spanish and Latin American markets. aggity designs and executes omnichannel communication strategies that engage customers through the most appropriate channel and with the relevant offer to attract, retain and increase customer loyalty and value. About aggity aggity is a Spanish multinational company specialized in business management solutions. With more than 160 employees globally and a consolidated turnover in 2016 of €5.8 million, aggity is headquartered in Barcelona (Spain) and has a head office for Latin America in Mexico and delegations in Argentina, Chile, Peru, Brazil, Colombia, Venezuela and Ecuador. The company has laboratories specialized in digital transformation in Barcelona, Mexico (2) and Phoenix (US). aggity has more than 750 active clients in over 20 countries, across a range of industries including food, finance and insurance, healthcare and public administration. http://aggity.com/ About RedPoint RedPoint Global provides market-leading customer engagement and data management technology that enables organizations to optimize the value of their customers and move their brand with high contextual relevance across all touch points. RedPoint Customer Engagement Hub provides a unified view of each customer, real-time analytics to determine the best actions to take, and intelligent orchestration to personalize the relationship across the enterprise. Benchmark companies of all sizes and industries rely on RedPoint’s Customer Engagement Hub to drive their customer engagement strategy and maintain profitable revenue growth. http://www.redpoint.net/