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Key Tools to Streamline Growth

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10 actionable and practical tools to improve your marketing initiatives across all facets.

Published in: Marketing
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Key Tools to Streamline Growth

  1. 1. Top 10 Marketing Tools Tools to Improve Your Marketing Initiatives
  2. 2. Thursday, June 16, 2016 CONFIDENTIAL 2 Maintain organization with your team through familiar and customizable interfaces Creates a single reference point and/or Gantt Chart for your entire team to access Tool 1: project tracking tools will keep your marketing initiatives organized Build a template for your projects for other managers to access (i.e., website build timeline)
  3. 3. Thursday, June 16, 2016 CONFIDENTIAL 3 Tool 1: project tracking tools allow managers to review and assign work their team members Provide your team with a one stop portal to access documents, deliverables, and tasks Easily communicate, assign projects, and leave feedback in one place letting the system update each individual team member
  4. 4. Thursday, June 16, 2016 CONFIDENTIAL 4 Tool 1: popular project tracking tools vary in price and function Allows you to track internal documents, share project tasks, and coordinate sales team materials across your entire team and with your clients. Easiest tool to set-up and integrate. Works well for businesses of all sizes. Primarily allows users to build Gantt Charts and track projects. Manage tasks, track your time, build customized reports, display Gantt Charts, and access Android and IPhone apps, all from one platform
  5. 5. Thursday, June 16, 2016 CONFIDENTIAL 5 Build a library of content to increase efficiency within your organization A content library allows your team to reference past projects so they don’t need to start a new initiative from scratch Cloud storage providers will allow companies to tag and label all content to make them searchable and easy to find Tool 2: cloud storage enables your team to build a library of content to reference
  6. 6. Thursday, June 16, 2016 CONFIDENTIAL 6 Tool 2: cloud storage can be accessed and maintained right from your desktop Save work on a cloud service provider and insure against any lost time when accidents happen Cloud storage providers have developed “desktop syncs” so customers can easily save and access their cloud from their desktop
  7. 7. Thursday, June 16, 2016 CONFIDENTIAL 7 Completely free to use, includes a desktop sync, no maximum upload capacity Another cloud storage provider that also provides a desktop sync. Price is $15.00 per user per month for 25-100 users. Can purchase an enterprise edition. 30 day trial period, starts at $15 per user a month at 5 users, price per user drops as you include more users Tool 2: some competitive cloud storage tools are free to use
  8. 8. Thursday, June 16, 2016 CONFIDENTIAL 8 Tool 3: lead information providers allow companies to buy based on demographics Many providers offer companies access to both B2B and B2C leads Leads are provided based on your targeted demographic such as Job title, age, geography, company, & revenue Many providers deliver leads in excel sheets and some can integrate directly into your SaaS CRM
  9. 9. Thursday, June 16, 2016 CONFIDENTIAL 9 Tool 3: lead information providers allow companies to append existing customer data Lead information providers will not only provide you with new leads but can also deliver more insights on your customer base Insights include: Affinity interests, geography, age, household income, disposable income, buying habits, etc. Companies can use these powerful insights to build buyer personas on their audience to improve their marketing efforts
  10. 10. Thursday, June 16, 2016 CONFIDENTIAL 10 Domestic resource for B2B lead information. Enterprise edition lets you access and download as many leads as you want. Price is $4000 a year for 5 users Worlds largest network of both B2B and B2C lead information. Over 80 Million companies worldwide in their database. They sell you information based on variables and quantity Great for appending your existing data. They will provide information such as disposable income, affinity interests, geography, etc. Price depends on chosen variables and quantity they are appending. Tool 3: lead information providers vary in their B2B and B2C services and abilities
  11. 11. Thursday, June 16, 2016 CONFIDENTIAL 11 Lead research tools help you identify the contact information of key individuals while your browsing online Many lead research tools will integrate into social media applications such as LinkedIn Their biggest advantage, cut down on lead research time by reducing the time it takes to find an email address or phone number Tool 4: lead research tools identify a lead’s contact information for you
  12. 12. Thursday, June 16, 2016 CONFIDENTIAL 12 Tool 4: lead research tools can provide 1 click access to contacts Many lead research tools will install into your Chrome of Firefox browser to provide you with contacts in one click In this example, a customer can click on the icon on the top right hand of his screen and the tool will automatically provide contacts tied to the website your on
  13. 13. Thursday, June 16, 2016 CONFIDENTIAL 13 More advanced email tool that grabs emails and uploads them into your existing CRM. More advanced than email hunter and will provide emails with higher degree of certainty Crowdsourced lead information users will fill-in and validate. Will integrate will salesforce and update your existing leads Free to download chrome extension that will provide email addresses of leads on LinkedIn and company domains Tool 4: basic lead research tools are free and more advanced ones operate on monthly costs
  14. 14. Thursday, June 16, 2016 CONFIDENTIAL 14 Tool 5: tracking tools provide “macro” insight on overall digital marketing performance Macro tools will tell you how your audience is getting to your website, how long they stay there, where they’re going, etc. Many marketers use macro insights to understand how effective their other marketing channels are (revenue acquired from social media, paid search, etc.) If you’re investing heavy in digital marketing, a macro tracking tool is highly recommended
  15. 15. Thursday, June 16, 2016 CONFIDENTIAL 15 Micro insights will allow companies to identify the companies and individuals accessing their site You can track how each individual was acquired, the links they visited, and the content they may have read Micro tracking tools provide sales teams with powerful insight regarding the interest level of a potential customer Tool 5: tracking tools provide “micro” insight on individual browsing patters
  16. 16. Thursday, June 16, 2016 CONFIDENTIAL 16 The gold standard in Macro web tracking tools, GA is free to use, and widely regarded as the Go-to medium for website tracking and analytics A pay per month Micro tracking tool that allows you to track how an individual lead is accessing your site, great for advanced sales intelligence CrazyEgg provides “heat map” dashboards of your websites outlining the areas of your website that draw the most clicks Tool 5: bread and butter tracking tools are free and highly recommended
  17. 17. Thursday, June 16, 2016 CONFIDENTIAL 17 Marketing automation allows brand’s to send out targeted drip-campaigns to segmented audiences Drip-campaigns are adjusted within the automation’s platform and are optimized according to your audiences’ engagement Marketing Automation allows you to educate and audience and provide your sales team with the most informed leads. Tool 6: marketing automation will automate lead nurturing campaigns for you
  18. 18. Thursday, June 16, 2016 CONFIDENTIAL 18 Tool 6: marketing automation can prospect the value of your opportunities Assign dollar amounts to your leads so sales teams know where to direct their focus Forecast your revenue potential and set goals based on market potential and market share Integrate with your existing CRM to track leads as they progress through your pipeline
  19. 19. Thursday, June 16, 2016 CONFIDENTIAL 19 Marketo is an established Marketing Automation platform that can track leads, fire drip campaigns, and help prospect sales. Pricing is based on your email database size, and desired functionality A rising start amongst automation platforms. They provide the same tools as Marketo but at more competitive prices MailChimp offers a cheap marketing automation solution that focuses on delivering drips. It’s good for smaller companies with a smaller email list Tool 6: marketing automation pricing is often times based on your amount of contacts
  20. 20. Thursday, June 16, 2016 CONFIDENTIAL 20 Tool 7: display prospecting channels will put your brand in front of new customers Ads display as banners above, below, and to the sides of the user’s intended content Display channels vary by vertical but include: news outlets, popular ecommerce websites, and search engines When clicked, these ads direct to your intended landing page, but their primary focus is to introduce new customers to your brand
  21. 21. Thursday, June 16, 2016 CONFIDENTIAL 21 Tool 7: display prospecting channels allow you to target by a variety of customer demographics Ads can be directed at individuals who exhibit certain browsing patterns and/or demographics like age and geography Display prospecting ads can be targeted directly at your intended customer In-Market – target individuals that are browsing like products Affinity – target individuals that exhibit certain browsing behaviors
  22. 22. Thursday, June 16, 2016 CONFIDENTIAL 22 High volume of traffic with a large network base. A great channel for launching CPC prospecting display ads Lower volume of traffic than Google, but a lower average CPC as well. Another great channel for prospecting ads. Tool 7: the best display prospecting channels operate off of a CPC model
  23. 23. Thursday, June 16, 2016 CONFIDENTIAL 23 Tool 8: display retargeting partners will help close deals with new and returning customers Ads are placed in the same locations as prospecting channels Display retargeting allows you to keep your brand name in front of people who visit your website Ads are static – permanent image and copy, or dynamic – change based on the user’s browsing patters (if user looks at 3 products, those three products can show up on the ad)
  24. 24. Thursday, June 16, 2016 CONFIDENTIAL 24 Tool 8: display retargeting partners offer dashboards to optimize and track initiatives Retargeting ads should serve as bottom funnel channels in your ecommerce or sales pipeline Many retargeting partners provide you with your own dashboard to monitor progress of the ads Benchmarking your performance with retargeting is crucial to running a campaign that increases revenue rather than just costs money
  25. 25. Thursday, June 16, 2016 CONFIDENTIAL 25 Very competitive retargeter that chargers on a CPC model, so you only pay for engagement. Their team will also operate off a benchmarked ROI One of the most popular remarketing tools. They operate off a CPM pricing model, as opposed to CPC, which we view as a negative but have one of the largest networks Pricing is based on average monthly site sessions. If you have less than 40,000 visitors they encourage you to manage your retargeting yourself rather than providing a dedicated rep Tool 8: pricing models for display retargeting partners vary
  26. 26. Thursday, June 16, 2016 CONFIDENTIAL 26 Tool 9: Search engine marketing tools allow brands to pay to stay at the top search engines Requires extensive research in the types of keywords you should use to maximize ROI Paid Search: pay to place your ads at the very top 4 positions based on key words (CPC – Cost per click model) PLA: For ecommerce, utilize Google Shopping as a way to directly post your products so they come up in searches
  27. 27. Thursday, June 16, 2016 CONFIDENTIAL 27 Tool 9: Search engine marketing tools allow brands to optimize their free search rankings SEO: should not be ignored since it results in free high quality traffic to your brand There are tools that install into existing CMS systems that allow you to easily evaluate and adjust your SEO tags, without needing a coder Make sure you’re following best practices Check your SEO tags Score your SEO tag based off specific keywords
  28. 28. Thursday, June 16, 2016 CONFIDENTIAL 28 Allows you to pay for top rankings on Google searches. You pay per click and is considered the industry standard in SEM Allows you to pay for top rankings on Bing searches. Although the volume of visitors is smaller, there conversions rates tend to be much higher than on AdWords Tool 9: Search engine advertising tools vary in both reach and conversion value WordStream Advisor offers PPC management by taking the heavy lifting out of analyzing and optimizing campaigns and providing automatic alerts
  29. 29. Thursday, June 16, 2016 CONFIDENTIAL 29 A software powered by industry-led SEO metrics, Moz optimizes SEO strategy by breaking down the data for you A Drupal plug-in that scans and tests your site for issues in performance, security, SEO, and best practices An easy-to-use WordPress SEO plugin that allows you to easily adjust and optimize your SEO tags for the best results Tool 9: Search engine advertising tools vary in both reach and conversion value
  30. 30. Thursday, June 16, 2016 CONFIDENTIAL 30 Tool 10: social media tools allow you to analyze your audience and campaigns for more insight Social media tools provide a new level of analytics on post engagement Easily see what the content and types of posts that perform best, and analyze the best times of day to post Forecast your revenue of engagement on a social media ad to help budget more effectively
  31. 31. Thursday, June 16, 2016 CONFIDENTIAL 31 A social management platform that allows you manage all of your social profiles from one place making communication easier Another top tier social platform more focused on content. It allows you to measure what types of content resonates best with your audience and forecast engagement A top social analytics and management platform used by top brands like Coca-Cola and Toyota which allows you to do everything from track to build campaigns Tool 10: social media tools provide a variety of functions and capabilities
  32. 32. Thursday, June 16, 2016 CONFIDENTIAL 32 Tool 10: social media tools streamline all social media accounts into a manageable dashboard Cross promote, cross post, and manage all social media platforms from one centralized dashboard Quickly respond to comments or inquires from social media seconds after engagement happens Manage all your social profiles from one place
  33. 33. Thursday, June 16, 2016 CONFIDENTIAL 33 Tool 10: social media tools help you track and measure your campaigns Track all your campaigns Measure how your audiences interact with your content
  34. 34. Thursday, June 16, 2016 CONFIDENTIAL 34 Tools Examples Project Tracking SmartSheet, Wrike, Basecamp Cloud Storage Google Drive, Dropbox, Egnyte Lead Info Providers D&B, Epsilon, Lead411 Lead Research Tools Email Hunter, LeadIQ, Data.com Tracking Tools Google Analytics, CrazyEgg, Lead Lander Marketing Automation MailChimp, Marketo, Act-On Display Prospecting Google Display Network, Yahoo Bing Network Display Retargeting Retargeter, Criteo, AdRoll Search Engine Marketing Yoast SEO, AdWords, Bing Ads Social Media Falcon Social, Hootsuite, Social Bakers We recommend that you look into how these tools can improve your marketing initiatives
  35. 35. Thursday, June 16, 2016Thursday, June 16, 2016 Thank You For additional information, visit TribalVision.com

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