The blog

Did your company finally decide to take the plunge and implement a marketing automation tool – but so far your marketing team is merely using it for emailing? As we saw in our Yearly Marketing Survey 2016, many marketers only associate marketing automation with automated emails and this is a complete misconception.

We're all for a more efficient way of working – and we bet you are too. THoMer Eva drew up a list of tools to ease your daily life as a marketer. From digital project management over design tasks to market analysis, find out which instruments to apply.

Nowadays marketers have a lot more choices than ever before when it comes to communication channels to reach their target audience, especially thanks to powerful online tools. When companies choose communication channels, whatever they are, they should never forget to take their employees into account in their communication plan. Indeed, employees represent the biggest company ambassadors and their engagement can bring tangible results.

You might find that your website is fashionable and trendy, or even better, that it truly stands out from the crowd. As a result, all the stats look great and sales as such should follow, but then they don’t. Why isn’t there a perfect correlation between the number of visitors on your website and sales performance?

In this second article of our series on marketing automation challenges, we focus on the team you need when opting for the new, automated way of campaigning. First, we look at the required roles for the set-up of your marketing automation tool and the roll-out of campaigns. We then dive into the integration of those roles into your organization, before moving on to the number of resources you need.

On the important day of May 25th 2018, not only did someone wish me a 'Happy GDPR-day', I also attended The Next Web (TNW) Conference in Amsterdam. The Next Web Conference is Europe’s largest tech festival gathering around 15.000 people eager to meet and listen to some of the most inspiring tech entrepreneurs, marketing gurus and policy makers. All of that in an incredible setting that looks more like a big summer music festival. Here are 3 talks I attended and would like to share with you.

Why it is important to discover the pile of data you’re sitting on It’s a famous sentence that occurs in numerous exciting and thrilling movies: “Come out, come out wherever you are…”. It indicates a breaking point in the storyline of every movie: will the person that’s hiding under the bed be found or not? The same reasoning can be applied to data: are companies able to find the data that’s hiding underneath the beds of different departments and change their storyline? And if they find the data, will they be able to get their happy ever after?

Today’s sales landscape has changed. There are more choices and more information in the current online and mobile world than ever. Buyers wait longer before contacting a seller – if they do so at all. By the time they get in touch, they have already defined their needs, finished their research, talked to other product users and started comparing prices. As a result, the sales cycle is no longer a traditional funnel, but a complex process with branching and overlapping paths.

How do you get started with marketing automation? THoMer Robine collected the basic principles and created an overview of the why, how and what.

As a female marketer who is following developments in the #MeToo-movement closely, I found myself wondering what broader impact this movement will have on business in general and, of course, on my own area, marketing. Upon reading “The Future 100” of JWT Intelligence - 100 trends to keep on your radar - I was delighted that the first trend mentioned was "The female gaze”, clearly a trend that is becoming harder and harder to ignore. Something female has been set in motion, and it is not about to stop. But what does it mean exactly? This blogpost is meant to give you a quick taste of the “female gaze”-trend and what you can learn from it as a marketer.