Addressing The Unique Messaging Needs Of The Enterprise Marketer

Addressing the Unique Messaging Needs of the Enterprise Marketer

You don’t want your company to be treated like every other company. You have unique needs, depending on your industry, your target customers, and your size. It seems unthinkable that enterprise brands would just accept that the email service provider they’re working with was built to serve the mid-market, but that’s what so many of them do every day. They work with ESPs that were typically built decades ago with the broad mid-market customer in mind.

They do this even though they know their needs for data and scale are far different from smaller companies. But they accept it because they don’t know anyone is built for them. They deserve a messaging partner that understands what makes the Super Sender different, and why the marketing cloud ESPs aren’t set up to serve them in the manner they need.

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MessageGears Segment Expands With Support For Facebook Custom Audiences And Google Customer Match

MessageGears Segment Expands with support for Facebook custom audiences and Google Customer Match

Although the industry puts a big effort on making the most of the moments that matter, ultimately marketers need to communicate with their customers in the way that their customers think of them. This means a constant two-way relationship between brand and consumer — not just sending messages (although cross-channel messaging is increasingly important), but staying top of mind in all channels, both active and passive. That’s why MessageGears has introduced support for Facebook Custom Audiences and Google Customer Match as destinations within its Segment product.

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Why Thoughtful Personalization Is Even More Important Today

Why Thoughtful Personalization is Even More Important Today

Savvy marketers have seen the winds blowing toward personalization as more a necessity than a “nice to have” over the past decade, as various technological advances have made it more possible than ever before to send marketing campaigns that make your customers feel like you understand their particular needs.

And the more enterprise brands that take advantage of that technology, the more expectations rise for you to do the same.

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Webinar Recap: Balancing Privacy And Personalization In Your Emails

Webinar Recap: Balancing Privacy and Personalization in Your Emails

When it comes to email marketing, consumer expectations have never been higher for personalization, or for data privacy. If you think this seems like a paradox, you may be right. The very customer data that enables you to send the types of highly tailored content your customers crave can also make your brand seem creepy if you cross the line for any individual on your list. It can seem like a losing battle, though, for some, to the point that some brands almost give up entirely, sending bulk mailings that don’t stand out in today’s crowded inbox. So what’s the solution?

In our recent webinar, email industry veteran Angela Vega (Senior Marketing Manager, Vrbo) revealed five key guidelines that can help you deliver content your customers will love (and that will lead them to buy) while respecting the security of their data at the same time. Here’s a look at those guidelines and how each can contribute to managing the tricky personalization vs. privacy balance.

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Webinar Recap: How To Achieve Customer Data Maturity With Enrichment Tools

Webinar Recap: How to Achieve Customer Data Maturity with Enrichment Tools

When it comes to sending sophisticated, personalized messaging campaigns, the quality and depth of your customer data is going to drive everything. If your data is comprehensive and organized in a way that’s accessible to your marketing team when they need it, your cross-channel messaging results will likely reflect the work and resources you put into that. If not, though, the likelihood is high that you’re lagging behind your competition when it comes to delivering campaigns that your customers look forward to seeing in their inboxes and on their phones.

So what if you have a good deal of customer data, but there are gaps that are preventing you from executing the level of strategy that you want? Our recent webinar with AnalyticsIQ looked at how their data asset can help you fill in those critical gaps, allowing you to know your customers better than you ever have in the past. And the better you understand who your customers are, their desires and motivations, the more targeted you can be with the messages you send them.

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Research: The Benefits Are Clear With Modern Data Warehouses

Research: The benefits are clear with modern data warehouses

Our exclusive new research into the enterprise marketing experience with modern data warehouses (MDWs) uncovered lots of interesting information about how those relationships are working from the marketing side. While the general tenor was quite positive, we received a wide variety of responses to our questions, as one would expect.

But the most consistent, resounding response came to our question about benefits to working with an MDW. No matter the size of the organization or their responses to other questions, enterprise marketers overwhelmingly said that they saw the benefits from having their data in an MDW.

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Channel Silos Are Negatively Impacting Message Personalization

Channel Silos are Negatively Impacting Message Personalization

As consumer expectations for personalization across marketing channels continue to increase, the importance for brands to smartly utilize the customer data they’ve collected grows alongside it. But, even for those marketing teams that are personalizing campaigns across multiple channels — from email to mobile push and SMS — channel silos threaten to damage the overall customer experience they’re trying to create.

While it’s easy to build campaigns in each channel separately — and most multi-channel ESP platforms require you to do so — it’s essential for marketers to think of these various channels as one interconnected way of communicating with customers. Why? Because that’s precisely the way customers think of them. And that’s especially true for Super Senders. All of the communications consumers receive are associated with the brand they receive them from, and they expect these channel to be seamless. If one channel doesn’t appear to know what the other is doing, that hurts trust and that overall experience with the brand.

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4 Benefits To Connecting Your ESP Directly To Your Data

4 Benefits to Connecting Your ESP Directly to your Data

Enterprise B2C marketers understand better than most the importance of having a clean and organized customer database. And with the massive amounts of data they’re dealing with, getting it to a point where it’s consolidated and easily accessible for marketing purposes can be a heavy, expensive lift.

Once your company has invested in the tools that can make that happen, though — whether that’s partnering with a modern data warehouse (like Snowflake, BigQuery or Redshift) or building out your own solution internally — how does your ESP fit into the data conversation? If you put all the time, money, and effort into organizing all your data, will your ESP be ready to help you take advantage of that? Or will it just stand as another obstacle that continues to make it difficult to fully utilize the tools you now have?

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Webinar Recap: How Personalization Can Go Wrong

Webinar Recap: How Personalization Can Go Wrong

Marketers understand the importance of personalization when it comes to their cross-channel messaging efforts, but it’s also essential to acknowledge that it’s quite possible to take it too far, even accidentally. In our latest webinar, Phrasee CEO Parry Malm joined us to talk about why too much — or too eager — personalization can often be worse than none at all, and how you can approach personalization in a way that will help you avoid common missteps.

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MessageGears Research: Cross-Channel Personalization Is Hard

MessageGears Research: Cross-Channel Personalization is Hard

Any enterprise marketer who has made the leap into cross-channel messaging knows it’s difficult to execute a sophisticated cross-channel strategy for a variety of reasons. At the top of that list of obstacles are technology that doesn’t serve the Super Sender’s needs, and data that’s challenging to access.

This is some of what we found in our new survey, where we asked enterprise marketers about their experiences in the cross-channel space, and tried to better understand what’s working and what’s not. And when it comes to personalization, there are some clear hurdles that they’re trying to find a way to get past.

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MessageGears announces $12M to eliminate data friction for enterprise marketers

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