3 Digital Marketing Strategy Mistakes You’re Making

Originally published in Destination CRM.

The digital marketing space evolves at breakneck speed. Technologies, trends, buyer preferences, and sales environments are always changing, and adept marketers must modify their existing plans to capitalize on every opportunity to engage and nurture their customers.

This is particularly true in 2021, as marketers are challenged to recoup lost revenue from pandemic-impacted 2020.

To help marketers maximize success and build a solid digital strategy, Whereoware’s Vice President of Strategic Solutions, Lynne DeRoché, shared three common marketing strategy mistakes with Destination CRM.

The first mistake? Not basing your digital marketing strategy on data and tying it to measurable goals. The best strategies “document business goals and set KPIs against each goal, and then build out the campaigns and channels you’ll use to reach these goals.” 

By using data to set goals, and then defining the metrics to measure campaign results to achieve each goal, marketers have a logical, data-driven plan to achieve desired outcomes, and the optimization foundation to improve results.

Visit Destination CRM to hear from DeRoché on the remaining all-to-common mistakes marketers make that decrease their digital marketing success.

COVID-19 Changed B2B Buying Forever

COVID-19 impacted nearly every aspect of everyday life. The B2B landscape was not immune to those changes – buyer expectations, preferences, and behaviors rapidly shifted, bucking “business as usual” for good.

The pandemic ushered in digital adoption in a massive way. The shift may have started as a crisis response, but it has transformed into the next normal, with implications for how buyers and sellers will continue to do business in 2021 and beyond. Buyers and buying cycles have changed, and there’s no going back.

We’re sharing how both B2B buyers and traditional buying cycles changed as a result of the pandemic, and how you can adapt your business to thrive in the new normal.

COVID-19 Increases B2B Online Buying

The lines between B2B and B2C continue to blur, and buyers expect the buying journey to mimic the consumer experience, offering the same online buying options. McKinsey found that 70-80% of B2B decision makers prefer digital self-service and remote sales rep interactions, due to safety precautions, ease of scheduling, travel cost savings, and a faster buyer experience.

More and more, B2B buyers were adopting self-service options in recent years, but they’ve often been limited to reordering products or making smaller purchases. Failing to expand beyond these options is a missed opportunity – 70% of buyers are now willing to independently purchase new items online in excess of $50,000, and 27% of buyers are comfortable purchasing in excess of half a million dollars.

We don’t expect buyers’ preference for convenient self-service tools to go away. In fact, 90% of B2B buyers reported that they expect the remote and digital buying model to stay for the long haul, and three out of four believe the new standard is as or more effective than the old model.

To meet this demand, a strong e-commerce presence and digital strategy is critical.

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Optimizely (Episerver) Named a Leader in Forrester Agile CMS Wave, Q1 2021

Optimizely (formerly Episerver), Whereoware’s longstanding technology Partner, has been named a Leader in The Forrester Wave™: Agile Content Management Systems, Q1 2021 Analyst Report.

The quarterly, 26-criteria evaluation provides an overview of agile CMS market trends, as well as assesses the strengths and weaknesses of 15 Content Management Systems vendors’ offerings, strategy, and market presence. Interested in learning how the leading CMS providers stack up? Dive into the full report here.

Receiving the highest possible scores in the content hub, content services, and supporting products criteria, the Forrester report noted that “Optimizely’s developer and practitioner tools and content services capabilities are particular strengths.”

“We believe Optimizely’s leadership position in Forrester’s most recent report is a validation of both the strategic business decisions we’ve made over the last 12 months and the continuous effort our team puts into improving our CMS strategy and capabilities,” says Justin Anovick, Chief Product Officer of Optimizely. “The breakthrough combination of our traditional CMS with the added benefits of acquired organizations like Idio and Optimizely make Content Cloud a strong choice for those searching for a content management system.”

Continue reading Optimizely (Episerver) Named a Leader in Forrester Agile CMS Wave, Q1 2021

Reduce Cart Abandonment: How to Build A Better Shopping Cart

Improving website user experience (UX) is a continuous process, as technology, product interests, and consumer behavior is constantly evolving. To get it right, marketers analyze every aspect of their customers’ journey to pinpoint areas to reduce friction and improve the digital experience. In fact, The CMO Survey found that 54% of Marketers focused on improving the customer experience throughout COVID-19.

Today’s customers expect to find products or information on a website quickly and without error, and simple irritants will cause them to click away to an alternative. Taking painstaking care to improve and elevate customers’ experience at every touchpoint is critical – a single bad web experience makes visitors 88% less likely to return (Equation Research).

If you’re overwhelmed by the endless customer experience challenge, one e-commerce area for immediate gratification and improved conversions and revenue is the shopping cart and checkout process. It is a pivotal moment for your customer and business: they’re eager to buy; emotions and urgency are high. It’s also prone for abandonment – Statista found that 88% percent of online shopping orders were abandoned.

Reduce abandonment and recoup lost sales by improving your customers’ cart experience. We’re sharing four optimizations to reduce friction and capture revenue.

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Webinar Recap: How to Thrive in 2021’s Digital-First Sales Environment

Thank you to all who joined us for our webinar, COVID-19 Changed Your B2B Customers and Buying Cycles Forever: How to Thrive in 2021’s Digital-First Sales Environment.

In 30 minutes, we shared research on how COVID-19 transformed the B2B customer and upended traditional buying cycles.

Watch the recording and get the webinar slides to learn how to adapt to meet the heightened expectations of today’s digital-native buyers. Discover how to future-proof your business with a digital-first approach and must-have digital strategy tactics to deliver a first-class online experience.

Watch the Recording

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Digital Strategy Mistakes to Fix for 2021

The once-in-a-lifetime challenges of 2020 accelerated the adoption of e-commerce and online sales. In fact, during just the first 3 months of the pandemic, e-commerce penetration in the U.S. grew more quickly than it had in the last 10 years combined.

A tumultuous year likely left your digital marketing strategy under intense pressure to perform in 2021. As digital has become the primary (if not only) way to reach your customers, delivering a stand-out customer experience is more important than ever.

According to eConsultancy, 88% of online consumers are less likely to return to a website after a single bad experience. Don’t let this happen – a strong digital strategy is your best tool for achieving a better customer experience.

As a digital agency for 20+ years, we help our clients understand their customers needs and motivations to deliver compelling content and offers that guide their next action. Our marketing experts continuously optimize digital strategies to achieve our clients’ business goals.

Our work is centered on creating genuine customer experiences online (albeit, this can be complex and easier said that done). Through the years, we’ve noticed patterns with the types of issues our clients come to us to solve, including:

  • “We can’t keep up with our customers’ changing demands.”
  • “Abandonment rates are high and customers are losing interest.”
  • “We set up automated campaigns, but we’re not seeing results.”

Sound familiar? Let’s address these common digital strategy mistakes and share quick tips on how to get back on track for the year ahead.

Continue reading Digital Strategy Mistakes to Fix for 2021

Digital Strategy During a Pandemic

When “normal” is thrown for a loop, smart marketers look to their data to understand the most effective ways to pivot their digital strategy.

Data-informed marketing is the focus of a sit down between Whereoware’s Vice President of Customer Success and Marketing, Randi Mohr, and the eCommerce Marketing Podcast. Mohr shares how marketers can continue to engage and sell throughout the pandemic by letting customer-focused data drive decision making.

“To truly be successful, your digital strategy has to be centered around the customer. Every strategic instinct should be focused on meeting the needs of your customers and motivating them to take a desired action,” Mohr says. “To genuinely be customer-focused, you need to harness, understand, and pay close attention to your data. The data tells a powerful story, giving you insights into what’s working for your customers (or in some cases, what’s not), so you can implement a successful digital strategy utilizing that information.”

Listen to the full interview below and reach out to Whereoware if you have any questions or ideas to maximize your digital strategy.

Webinar Recap: Optimizing Email for Dark Mode

Thank you to all who joined us for our webinar, The Dark Side of the Inbox: Optimizing Email for Dark Mode.

In 20 minutes, we shed light on what dark mode is, why your subscribers are embracing the trend, and practical tips for designing and building emails optimized for both light and dark themes.

Watch the recording and get the webinar slides to learn how to embrace the dark side. Discover how to evolve your marketing strategy to meet this growing user preference and deliver dark-mode-friendly email experiences.

Watch the Recording

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5 Non-Intuitive Ways to Grow Your Marketing Career

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Originally published in Authority Magazine.

Whereoware’s Chief Executive Officer, Michael Mathias, was interviewed by Authority Magazine as part of the Marketing Strategy Series, where marketing professionals at the top of their game share their insight and advice on growing your marketing career.

Mathias shares from his experience non-intuitive ways to grow in the marketing industry.

When asked for what advice he would give marketers to thrive and avoid burnout, Mathias’ advice is twofold:

“On the agency or supplier side, don’t ever stop talking to your clients,” says Mathias. “As a service provider, you can talk yourself into so many things that aren’t pertinent or real (shiny object syndrome), but nothing creates focus like the tangible needs of your clients. Anchor your growth roadmap on what’s best for your clients.”

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Episerver (Optimizely) Named a Leader in 2021 Gartner Quadrant for Digital Experience Platforms

Each year, Gartner publishes their Magic Quadrant Report, to provide a comprehensive evaluation of Digital Experience Platforms (DXP) based on both their ability to execute and completeness of vision. The report demonstrates the qualifications of each DXP in an evolving marketplace, and helps digital marketers find the right tools to power their customer experience.

In Gartner’s 2021 Magic Quadrant report, Whereoware’s longstanding technology partner, Episerver (Optimizely), is recognized as a Leader for the second consecutive year for Digital Experience Platforms, coming in the top 3 DXP players in the market.

Being named a Leader by Gartner for a second consecutive year is an honor and we believe it validates our purpose to empower people to unlock digital potential,” says Alex Atzberger, CEO of Optimizely. “Companies need to move from guesswork to a data-driven approach to achieve high ROI for their digital investment and content creation.”

Among the 16 vendors featured in the report, Episerver (Optimizely) is recognized for a powerful combination of vision, execution, customer understanding, and marketing. Episerver (Optimizely) maintains a strong reputation for cloud, personalization and content management capabilities.

Continue reading Episerver (Optimizely) Named a Leader in 2021 Gartner Quadrant for Digital Experience Platforms