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In this episode of the FINITE Podcast, learn about the power of customer data. We discuss when to start collecting it, who should own it, and how to use customer data to fuel a B2B growth strategy.Our guest is Jim Turner, SVP of Customer Experience at Exclaimer. He shares his impressive insights and experiences in growing B2B tech companies through the strategic use of customer data.Jim’s sentiment is clear: Product-market fit and early stage growth is not enough. You need to rely on customer data to evolve your company, expand services, acquire new customers, and of course, keep your current customers happy and hungry for more.
Scaling demand and navigating account-based marketing (ABM) in 2024 seems more like a tightrope act than an exact science. Businesses are testing strategies to find the sweet spot between being heard and being intrusive. But the importance of a strong brand in your demand generation and ABM strategies is more critical than ever. As B2B marketers, there’s a disconnect between what we’re saying versus what we’re doing. Although almost 80% of marketers said that their budget for brand awareness is set to increase in 2024, "15% have no brand guidelines," resulting in a lack of consistency in their branding efforts. This article unpacks the reasons your ABM efforts will have little impact if you don’t invest in your brand.
Exclaimer has revolutionized how businesses approach their marketing personalization efforts through the use of their email signatures. By harnessing the power of Exclaimer, businesses unlock a potent, yet underused marketing channel that marries the twin objectives of brand consistency and personalized customer engagement. Research shows that companies excelling at personalization generate 40 percent more revenue from those activities than average players.
The UK's rich history of technological progress places it in a prime position to lead the charge towards enhanced productivity. In 2022, rapid-growth UK tech ventures secured an impressive £24 billion in funding, surpassing both France and Germany. Despite this, the UK encounters challenges in converting these advancements into tangible productivity gains, resulting in stagnant productivity growth year after year. The issue at hand is multifaceted, with various factors contributing to the disparity. Legacy systems, entrenched work practices, and low digital literacy in the workforce all play their part.
In a world where the necessity of remote work is transitioning from a temporary solution to a long-term remote/hybrid working strategy, businesses are continually seeking ways to optimize their operations and maintain a cohesive and productive workforce. My conversation with Marco Costa, CEO of Exclaimer, a leading email signature management company, sheds light on the profound insights and innovative practices that are shaping the future of remote and hybrid work that support the company with its global expansion and growth ambitions, attract international talent and its evolving virtual and physical footprint.
In times of economic decline, the business landscape faces significant challenges. Market fluctuations can transform stable conditions into uncertain environments. But amid economic changes, there are opportunities to be found for vigilant leaders. According to Harvard Business Review (HBR), only a small number of companies—approximately 9%—flourish after a slowdown. And those that do outperform their industry rivals. HBR goes on to say that cutting costs may not lead to flourishing results. So, what does this all mean for IT operations? It means that economic downturns aren’t just challenges to overcome. They’re platforms for innovation and resilience-building. The structures put in place for stability will drive transformation and growth.
Amongst the demands of our daily tasks, one huge challenge that often goes unnoticed: constant messages from communication platforms at every turnaround. The volume of distractions bombarding professionals is staggering. Studies show that from endless Slack notifications and video calls these interruptions disrupt workflow and concentration. This makes it incredibly challenging to navigate through the sea of digital noise. With over 157 hours lost to unproductive workplace alerts each year, the impact on productivity is undeniable. This distraction epidemic not only affects workplace efficiency but also extends to businesses’ interactions with their customers. With audiences becoming increasingly easily distracted, studies show that consumers now have an average attention span of just eight seconds. Marketers need to create new strategies to capture and retain their attention. The increasing variety and number of media channels and platforms available for consuming content, has created an environment where it’s impossible to pay attention to everything. Standing out requires creative approaches that cut through the noise and resonate with target audiences on a deeper level. Marketers must adapt by crafting compelling narratives, leveraging personalised experiences, and embracing emerging technologies to engage distracted consumers effectively.
Pride Month is a concept with its heart in the right place but there has been a spate of rainbow washing in recent years. Companies that have no right aligning themselves with the LGBTQ+ community have been falling over themselves annually for a while now to “show solidarity” by sending a few minutes changing the colours of their logo on their social media profiles. It’s pretty damn patronising really and it speaks to a wider problem: the commercialisation of Pride without the commitment to lasting change. Because, while brands might single out June as the month to turn rainbow-coloured and launch marketing campaigns celebrating LGBTQ+ identities, as the calendar flips to July, the vibrant colours always fade, and the ideals promised in June often retreat into the background. To truly support the LGBTQ+ community, marketers must champion inclusivity year-round, transcending beyond a mere month of acknowledgment.
For women looking to break into the tech industry, the first thing I would recommend is to find good mentors early. Mentors can be found both within your organization and from without, and in today’s virtually connected world platforms like LinkedIn are invaluable. Connect with others, attend meetups and conferences, and participate in as many activities as you can. You’d be surprised how many “Women in Tech” groups there are out there, many with mentorship programs well worth exploring. Diversity and inclusion in the tech industry are crucial. Organizations can better support women in engineering roles by ensuring internal policies support women, including flexible working policies, support for returning to work after maternity leave, and ensuring recruitment practices promote diversity and inclusion. Creating a welcoming and supportive environment for women, particularly in tech, is crucial for hiring and retaining women in the workforce. Organizations can also get involved in grassroots initiatives, such as collaborating with schools and universities to encourage young girls and women to pursue a career in tech.
Scaling demand and navigating account-based marketing (ABM) in 2024 seems more like a tightrope act than an exact science. Businesses are testing strategies to find the sweet spot between being heard and being intrusive. But the importance of a strong brand in your demand generation and ABM strategies is more critical than ever. As B2B marketers, there’s a disconnect between what we’re saying versus what we’re doing. Although almost 80% of marketers said that their budget for brand awareness is set to increase in 2024, "15% have no brand guidelines," resulting in a lack of consistency in their branding efforts. This article unpacks the reasons your ABM efforts will have little impact if you don’t invest in your brand.
