Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain

IDEA EXCHANGE

Welcome to Idea Exchange, where we share our latest thinking about how marketers of highly engineered products and services can design better interactions along the Buyer Experience Value Chain®. At Quarry, we believe a strong brand is just the beginning — which is why we focus on converting branding to buying.

Tag Archives: marketing

Modern Marketing: Where Scientist and Artist Become One

The growing prominence (and accessibility) of marketing analytics tools have put the spotlight, rightfully, on the customer. These tools tell us how customers behave on our websites, in social media, in stores and in response to direct marketing. Plus they give us an inkling of their motivations. Read more

Posted in Advertising & Media, All Posts, B2B Marketing, Featured Posts
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Moving into the Multi-Screen World: How Google Analytics Is Changing the Decision-Making Game

For marketers who rely on analytics for evidence-based decision making, this new multi-screen world has also presented some new measurement challenges and some great marketing analytics opportunities.

In late 2012 Google Analytics introduced the exciting concept of Universal Analytics—that is, the idea of using a single unique identifier to provide much better picture of user behavior as an individual and not a series of different device interactions. Google has also recognized the powerful potential of bringing together prospect and customer data from other marketing technology tools such as Customer Relationship Management (CRM), Marketing Automation and Content Management Systems.

What is exciting about Google’s proposed solution is that it recognized that marketers have begun to develop sophisticated, join-up marketing technology ecosystems, each with their proprietary view of your prospect or customer, and have proposed a method of connecting these systems for a more complete view of your customers’ buying journey. Read more

Posted in All Posts, Analytics & ROI, Customer Insight, Featured Posts, Lead generation, Mobile Marketing, Sales Effectiveness, Telecommunications, Tips, Trends
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Convergence Analytics: Why Now’s The Time

It might be the Holy Grail of marketing analytics, but don’t feel bad if you haven’t heard of convergence analytics before. A relatively new term in marketing analytics, it describes a new class of tool that takes the endlessly accumulating volumes of customer data and turns it into the insight needed to build more engaging customer experiences. Read more

Posted in All Posts, Analytics & ROI, B2B Marketing, Customer Insight, Featured Posts, Trends
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Taking A Gravity-Free View of the Marketing and Sales Funnel

As a visual metaphor, the sales funnel takes a complex and abstract customer experience scenario and reduces it to its essence. From their first contact with our brand, prospects are drawn down through the sales funnel, some becoming leads and fewer still emerging from the narrow end, as customers. The funnel implies a desired flow and objective end point in the customer experience. Read more

Posted in All Posts, B2B Marketing, Branding, Featured Posts, Marketing Automation
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How Many Fields Should You Have in A Form? [A New Must-See Chart]

Recently we released our new collection of 20 Must-See Charts for Modern Marketers. Created with our marketing automation partner, Eloqua, the charts distill data from 10 billion+ transactions processed by Eloqua every day for their 1,200+ customers to land on actionable insights you can use to power smarter marketing decisions in the year ahead. Read more

Posted in All Posts, B2B Marketing, Best Practices, Buyer Experience, Email Marketing, Featured Posts, Lead generation, Marketing Automation, Tips
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Tradeshows, Traffic and The Battle of Objectives: How QR codes improve live events

Marketers are continually looking for new ways to attract attention and generate engagement in their campaigns. This past year, integrating QR codes into marketing assets has been a growing trend, as is the case with all innovative tools. However, to be effective, you need to know when and how to use them. Read more

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Storytelling and the Art of Writing Resonant Copy

What can storytellers teach us about copywriting? Good stories, like good ads, are written for the reader; they are built on an understanding of the needs and aspirations of the audience. They address the challenges that stand between the reader and his or her success. And, as a result, they are more about people and less about things. Read more

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Six Potholes to Avoid When Learning to Ride Your New Marketing Automation Bike

B2B marketers are embracing marketing automation solutions. Spending on these solutions is set to increase 50% this year alone. If you’re one of the many marketers pushing off on your brand new shiny ‘marketing automation bike,’ we don’t want you to get hurt… so we have some advice. Read more

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From Advertising to BrandErgonomics

Advertisers and marketers today already have a keen awareness that the customer buying experience has changed significantly. Technology trends over the past decade have reshaped communications between brands and buyers, shifting more power into customers’ hands. To determine how to interact meaningfully with our customers, we need to understand that the same journey isn’t taken by each customer; the path is much more complex. At Quarry, our solution is the Buyer Experience Map. Read more

Posted in Advertising & Media, All Posts, Buyer Experience
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The Impact of Dirty Data (And What One Marketer Did About It)

Your marketing department runs on data. It’s like fuel for your demand generation engine. And the cleaner your fuel is, the more efficient your engine runs. Dirty data destroys your engine’s efficiency, reducing the impact of your campaigns—or in the worst cases, causes harm. Dirty data causes poor results when segmenting databases, and cripples support for dynamic content. Read more

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