Category Archives: Marketing

Virtual Town Hall Recap: B2B Marketing During the Coronavirus

Thank you to all who joined us for our virtual town hall, focused on B2B Marketing During the Coronavirus: What Gift, Home, and Furniture Marketers Need to Know.

In 30 minutes, we covered actionable recommendations for your digital strategy, website, and marketing. We answered your questions on how to communicate thoughtfully while continuing to drive revenue and engagement across channels.

Watch the recording and download the two tactical resources to learn what can you do today and what should you do tomorrow, to successfully navigate these uncertain times.

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Marketing During the Coronavirus: What To Do

None of us, in life or in business, are immune to crisis. As the Covid-19 Coronavirus outbreak evolves, our norm is rapidly adapting – we’re social distancing, working from home, stockpiling hand sanitizer and paper goods. We’re stressed over our loved ones’ health, closed schools, and cancelled events.

It may not be business as usual, but for many, business moves forward. Some companies are sharing with customers how Covid-19 is transforming business operations. Many brands don’t have an update, but feel compelled to jump on the bandwagon – resulting in subscribers being inundated by very similar (and largely irrelevant) messages.  

Cancel everything is not a path forward. Instead, marketing during the Coronavirus means treading carefully. What’s the right chord between sensitivity, timeliness, and relevance? Should you be making a statement, what type of statement, and what else should you do in the weeks the world’s at a standstill?  

Pause and plan, but don’t panic: every business right now must ask and answer these questions, with their unique customers’ needs and interests in mind. We hope our strategic recommendations will help you navigate these murky waters and communicate more effectively.

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Webinar Recap: Dark Mode for Email 101

Thank you to all who joined us for our webinar, Dark Mode for Email: What Do You Need to Know?

In our 20-minute webinar, we covered what dark mode is and how it benefits your email subscribers.

Watch the webinar recording to learn why subscribers are making the switch, common misconceptions and limitations of the trend, and tips for designing and building emails for dark mode.

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Optimizing Email for Dark Mode

Screens everywhere are going back to black as dark mode surges in popularity.

Developers, designers, and marketers are adapting their content, emails, websites, and applications to create a “dark mode” experience to cater to the growing preference for darker themes and interfaces. As more users are opting for this color scheme, content that isn’t optimized for dark mode can be jarring – and frustrating.

Dark mode is more than a passing trend of individual preferences – it’s changing the email marketing horizon.

Are you ready to embrace the dark side (or mode) of email and evolve to meet the rising user preference? We’re illuminating what dark mode is, why subscribers are making the switch, and how you can enhance your campaigns to deliver dark-mode-friendly email experiences.

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Customer Acquisition in 2020: Best Practices

Whereoware CEO Michael Mathias recently spoke with CMSWire about customer acquisition in 2020 and beyond. Mathias discusses purposeful growth and how to strategically attract new business.

CMSWire logo

“Growth for growth’s sake can lead to unintended consequences, such as acquiring customers who ultimately have undesirable lifetime value or attrition rates, or who just aren’t that profitable,” said Mathias.

Check out the original article, or read our recap below.

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Webinar Recap: 4 Steps for Multichannel Marketing Success

Thank you to all who joined us for our webinar, 4 Steps for Multichannel Marketing Success.

In our 30-minute webinar, we covered how to combine email automation, search engine marketing (SEM), social advertising, and display ads to drive brand awareness, nurture leads, and increase sales.

Watch the webinar recording and download the slides to learn how to implement a 360-degree approach and apply lessons learned from one channel to the next for more personalized customer experiences and deeper engagement.

Watch the Webinar Recording:

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2020 Trends: Advances in Marketing, Content, and AI Transform Ecommerce

This new decade brings together marketing and e-commerce, breaking down old ways of creating siloed marketing strategies. According to Salesforceonly half of marketing and commerce teams share common goals and metrics. Putting the focus back on marketing alignment is a primary goal for companies to adopt in the new year and beyond.

In an article published on Digital Commerce 360, Whereoware CEO Michael Mathias shares his thoughts on customer expectations for 2020.

“In 2020, businesses will apply a lot more operational rigor in pursuit of connected customer experiences, and this will play out across five main trends,” said Mathias. 

Mathias goes into detail about the importance of AI technology, investing in customer-facing personnel, and the continued importance of content remaining king. 

To read the full article, visit Digital Commerce 360 here.  

Beginner’s Guide to Account-Based Marketing

Achieving marketing and sales alignment is tough. Sales reps are on the hunt for better leads, while marketers seek more effective ways for evaluating their impact. Instead, imagine a unified approach, where marketing and sales teams work hand-in-hand to pinpoint the most qualified prospects, and market to them accordingly.

According to MarketingProfs, by aligning sales and marketing teams, companies experience 36% higher customer retention rates and 38% higher sales win rates. End the sales and marketing tug of war, send your ROI soaring, and reach your revenue goals with Account-Based Marketing (ABM).

We’re diving into the ABCs of ABM: what it’s all about, the benefits you can’t ignore, and a crash course on creating a winning campaign.

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3 Social Media Mistakes You’re Making—and How to Avoid Them

While social media marketing has come a long way over the last decade, its goal remains the same: to foster interactive platforms for individuals to share, discuss, and co-create content.

When done the right way, social media has big-time potential to build your community, grow your customer reach, boost engagement, and drive traffic to your website (and conversions too!). In fact, according to Sprout Social, when consumers follow a brand on social, 87% say they’re likely to visit that brand’s site or app.

Social media is no longer just a “nice-to-have” for enhancing your online presence. After all, it’s where your existing and potential customers and buyers hang out the most. But sometimes, your social media efforts can do more harm than good if you’re not sending the right message, participating on the channels in a meaningful way, or are failing to collect and track data effectively.

Do any of these not-so-rare social media cardinal sins sound like you?

Are you:

  • … guilty of throwing content out into the universe without a clue of who you’re talking to? You might be a Community Crapshooter.
  • …employing a “more is more” strategy (or lack thereof), by posting as much as possible in an attempt to stay relevant? You might be an Over Sharer.
  • …using social channels as a soapbox for your brand and failing to truly engage your followers? You might be an Anti-Social Ghost.

If so, you may have fallen into an impersonal social media vortex that many brands find themselves in. Fortunately, we have some tips for how to break the cycle and put the “social” back in your social media.

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Meet Acoustic (Formerly IBM Watson Marketing)

Whereoware is excited to introduce Acoustic, the newest iteration of the IBM Watson Marketing suite of tools, released on July 15. The release follows Centerbridge Partners’ acquisition of IBM Watson Marketing software (the marketing automation suite Whereoware specializes in and has used daily for the last decade.)

Born from the desire to focus solely on marketers, Acoustic is dedicated to building products that “bring humanity back to marketing.”

Marketing is Acoustic’s number one priority, rather than an add-on feature to a larger technology suite.

Why Acoustic?

What’s in a name? In the words of Mark Simpson, Acoustic’s CEO, “our new name is a symbol of our ability to create environments that draw people in, inviting closer and more personal connections. By providing purpose-built solutions, we can empower marketers to make these true human connections. Only by listening carefully to consumers can marketers make themselves heard.

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