Anantha Ramachandran articles
How healthcare organizations can share information securely
With the global disruption of the pandemic, healthcare organizations are particularly challenged to promote telehealth services and engage patients and providers while adhering to strict compliance and security regulations. Marketing automation and customer data platform (CDP) tools such as Microsoft Dynamics 365 Marketing and Microsoft Dynamics 365 Customer Insights are expanding the ways in which
Why you should select an integrated platform for MarTech needs
When building a marketing technology (MarTech) stack, both the best-in-breed and single vendor approaches have their benefits and drawbacks. Today’s business realities has marketing operations teams and business leaders re-examining the best way to get necessary tasks accomplished: “one-for-each” or “one-for-all”. A changing landscape Digital transformation is driving marketing leaders to make decisions between two
Ways you can deliver quick and agile customer experiences
The past six months have highlighted how difficult it is to stake out ground when the landscape is constantly changing. The world has changed, and that, in some way, is a part of most conversations. Businesses, corporations, and enterprises are responding by searching for trends, pouring resources into data collection and analysis, and trying to
Key learnings from emergency communications
One very unsettling aspect of the COVID-19 pandemic is how it has exposed weaknesses in the communications plans that are meant to helpful. But in this moment, a communications cacophony rules. Medical and governmental authorities have messages they need to get to everyone. Businesses have a set of specific messages for employees and another set
Why educators should be looking at marketing automation
When people hear the words education and automation in the same sentence, many automatically presume the topic is online education. But automation crosses disciplines. As the population and social circumstances change, post-secondary education institutions face a shifting array of challenges, including attracting and retaining enrollment as well as reaching the segment that has left without
Five ways nonprofits can benefit from marketing automation
Nonprofits (or not-for-profits) exist in a highly competitive world. According to a report from Giving USA, the sector is large and with one crucial exception, growing: Donations. American organizations and individuals provided record-breaking levels of support in 2017. Strong support continued in 2018, with total giving from individuals, foundations, and corporations exceeding $427 billion. That’s
Turn prospects into engaged customers with intelligent sales and marketing
The selling landscape is undergoing fundamental changes, many of them driven by the effects of B2B customers’ experience as everyday consumers. Many retailers have created personalized, nearly immersive, online experiences for each customer. Consumers shopping for goods and services continually experience fresh and delightful interactions, from highly customized offers and recommendations to frictionless channels to
Five ways companies are transforming marketing
Digital transformation is essential to thriving and growing – and in some cases, surviving – in nearly every industry in every corner of the world. Making that transformation with minimal internal disruption and positive outcomes is the central goal of many organizations. Every organization’s transformation must take careful consideration of its past, including legacy systems
How to organize successful modern events with ease
In an era of increasingly sophisticated digital tactics, one question that is often raised is, “Are events still relevant?” Clearly the answer is yes for many companies. According to research by SiriusDecisions, B2B companies with revenues ranging from $100M to $1B devote between 30-40 percent of their marketing program budgets to in-person events. Their challenge
Drive demand with account-based marketing
Account-based marketing (ABM) can increase engagement, deal sizes, and conversions if it’s deployed for the right accounts at the right time. The challenge many organizations face is knowing how to customize an approach with the mix of ABM and broad-based demand strategies and tactics. In a new webinar, Jonathan Tam from SiriusDecisions joined me to