Good morning, and we’re virtually there. 

I mean we’re virtually at MarTech, the online version of our conference, which runs Tuesday through Thursday next week. It’s free to register, and you can find details of the agenda here.

Almost 80 sessions means a lot of quality content to choose from, and you can customize your own schedule according to your organization’s needs and your own professional development interests. There’s some fun in there, like the annual Stackie Awards, but everything is geared to offering actionable insights and advice to hands on marketers and marketing tech ops specialists like yourselves.

One thing we’re trying for the first time is a networking lounge in the afternoons, and I’ll be hanging out there hoping to hear how much you love this newsletter. Here’s my personal route through the agenda.

Kim Davis
Editorial Director, MarTech Today

 
 
 
Content
 

The growing importance of content analytics

 We’re all familiar with the content creation challenge: how to get enough content of the right kind. Also, the content deployment challenge: how to get it in front of the right eyes at the right time. But underpinning all that is the content analytics challenges.

Measuring the performance of your content assets, and beyond that actually being able to analyze what it is that’s working and why, are essential foundations to creating the right content for the right audiences. Data is over-taking hunches when it comes to investing in a content strategy.

In this multi-channel world, that doesn’t just mean good website metrics any more. For instance, Greg Bennett, Conversational Design Principal at Salesforce, told us: “In the last six months the use of Salesforce’s messaging channel has grown more than 600%,” said Bennett. “Our use of chatbots has increased over 170%, so when you see dramatic changes like that you need to instantly start analyzing the content that is being produced to measure its efficiency.”

Conversations by chatbot or phone can now be analyzed to ensure efficiency and quality of experience. Video is another obvious channel crying out for the right metrics. And to add a twist, analytics have to change to recognize current circumstances. Content which might have motivated shoppers in 2019 might be viewed differently in 2020.

Read more here »

 

5 critical elements for local marketing success

This guide from MarTech Today examines the market for local marketing solutions and the 5 critical elements for local marketing success: Listing Management, Local SEO, Local Landing Pages, Reputation Management, and Paid Search and Social Media. Also included are profiles of 17 leading local marketing solution vendors and capabilities comparisons.

Read more »

 
Decisioning
 

Weaving processes together: Pega’s outlook

Pega (or Pegasystems as some still call it) offers a customer engagement suite for marketing, sales and service. Nothing unusual about that any more. But Pega seems to come at the space from a different angle from most of its competitors, not least because it has its roots in business process management. It treats micro-sections of the customer journey as individual “cases” — problems to be solved using AI to recommend the next-best-action.

It’s an approach which might be an awkward fit for marketing teams focused on developing campaigns for audience segments (more of a macro- approach), but it serves some high profile global enterprise brands. One indication of Pega’s approach can be found in the Value Finder tool launched this week. Rather than helping brands to effectively target high-value customers, it analyzes individual under-served customers (those who engage little) to identify ways to meet them with the next-best relevant message. If that seems counter-intuitive, remember that under-served customers can make up 80% of a brand’s total audience.

Over the last twelve months, Pega has been responding to the distributed work environment (remote working and increased collaboration with partners) by offering tools like Pega Fabric to weave together processes taking place in disparate systems into something employees can access and control in one place.

Read more here »

 
UX
 

Act-On adds new UX experience

Marketing automation platform Act-On Software has added a new UX platform to assist marketers in customer journey mapping. Automated Journey Builder uses Act-On’s multi-channel platform to allow for visual mapping that can be scaled up or down based upon the campaign. 

The visual mapping platform from Automated Journey Builder helps marketers review strategies and optimize campaigns. The introduction of Automated Journey Builder comes after a recent brand update by Act-On that includes more focus on growth marketing.  

Why we care. As the customer journey grows more complex and less linear, automated journey building will be of increasing importance.

 

Drive real marketing success

Join us October 6-8 for 80+ tactic-rich sessions, empowering keynotes, virtual networking, and more… all free. Check out the MarTech agenda!

Register now »

 
 
 
Quote of the Day
 

“I believe we can certainly talk about the Marketing Ops maturity curve. It’s not about the team size or its configuration, the width and breadth of the martech stack – though that would impact it. The most important parameter is how much #MOPs are driving business strategy.” Helen Abramova, Verizon.