How well is your marketing working? How do you know? With closed-loop marketing, you can track every lead, customer and sale back to the marketing initiative that produced them. Unfortunately, many marketers shy away from closed-loop marketing, out of fear that it’s too hard or confusing.
It's time to close your loop - the one between marketing and sales.
You can do it, with the help of this guide, “An Introduction to Closed-Loop Marketing.” Not only will you be able to improve your marketing effectiveness, you’ll have the data you need to demonstrate the value of your marketing program to your boss.
Take your analytics to the next level with closed-loop marketing! Effective marketers should be able to tie every single lead; customer and dollar back to the marketing initiative that created them. That is the power of closed-loop marketing.
Closed-loop marketing cuts through the widespread vagueness of marketing myths and assumptions and reveals real data about the success (or failure) of your marketing efforts.
Download our "Introduction to Closed-Loop Marketing" guide to take the blindfolds off and focus on actual results rather than fuzzy metrics.
By reading this ebook, you will gain:
A clear understanding of how closed-loop marketing works
6 tips on becoming a better marketer by closing the loop
Details on how to fix your loop if you spot something odd in it
Closed Loop Marketing is a continuous process to deliver tailored omni-channel experiences that engage customers and drive conversions. By ‘closing the loop’, sales and marketing align around the end-to-end customer lifecycle and campaigns are measured for total revenue impact. The Closed Loop Marketing Architecture (CLMA) is a reference blueprint describing the stages of a modern marketing and sales campaign.
How to measure the success of offline marketing onlineIdeas 2 Propel U
As a start-up business, the ability to measure the effectiveness of your marketing efforts is crucial. By understanding which marketing channels are providing a return on your investment,
The blueprint for world-class demand generationJon Barkworth
The blueprint for a world-class Demand Generation infrastructure. An awesome, sales ready lead creating combination of inbound marketing, content marketing and marketing technology
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
Take your analytics to the next level with closed-loop marketing! Effective marketers should be able to tie every single lead; customer and dollar back to the marketing initiative that created them. That is the power of closed-loop marketing.
Closed-loop marketing cuts through the widespread vagueness of marketing myths and assumptions and reveals real data about the success (or failure) of your marketing efforts.
Download our "Introduction to Closed-Loop Marketing" guide to take the blindfolds off and focus on actual results rather than fuzzy metrics.
By reading this ebook, you will gain:
A clear understanding of how closed-loop marketing works
6 tips on becoming a better marketer by closing the loop
Details on how to fix your loop if you spot something odd in it
Closed Loop Marketing is a continuous process to deliver tailored omni-channel experiences that engage customers and drive conversions. By ‘closing the loop’, sales and marketing align around the end-to-end customer lifecycle and campaigns are measured for total revenue impact. The Closed Loop Marketing Architecture (CLMA) is a reference blueprint describing the stages of a modern marketing and sales campaign.
How to measure the success of offline marketing onlineIdeas 2 Propel U
As a start-up business, the ability to measure the effectiveness of your marketing efforts is crucial. By understanding which marketing channels are providing a return on your investment,
The blueprint for world-class demand generationJon Barkworth
The blueprint for a world-class Demand Generation infrastructure. An awesome, sales ready lead creating combination of inbound marketing, content marketing and marketing technology
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
Timely, efficient, flexible and consistent. That’s what marketers want most when it comes to marketing analytics. And that’s what Union Bank was after when it came to Beckon for a marketing analytics solution
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
IBM Thought Leadership Thursday - Marketing Attribution roadshow presentationBlair Reeves
This is a copy of the presentation used at several Thought Leadership Thursday events describing the fundamentals of marketing attribution from digital, cross-channel and marketing planning perspectives.
The Harvest Digital Guide to Attribution ModellingMike Teasdale
Balancing spend and developing strategy across channels like paid and organic search, display and social is one of the biggest challenges in digital marketing.
In the real world, attribution modelling often boils down to choosing a model and seeing whether we like the results it gives. But this is hardly scientific. So what would a data-driven process to defining and assessing a cross-channel attribution model look like?
The Complete Guide to Unifying Your Sales & Marketing EffortsClearPivot
For many companies, bridging the gap between sales and marketing can be a difficult task. These departments tend to habitually blame each other, leading to mistrust and miscommunication that can not just slow down the sales pipeline, but stall company growth over time.
While some organizations work hard to align the two departments, it's not uncommon for the rift to re-emerge. It's thus more important than ever to not just align the two departments, but to have them work together as a single revenue-generating organization.
This is called "smarketing."
The smarketing approach focuses on how best to implement the individual tools and practices necessary to align the two teams, resulting in a cohesive unit working together to improve performance and eliminate the struggles inherent to the two positions.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
This presentation is from Performance Marketing Summit (May 18, 2015 in Boca Raton, FL). Session description: Marketers need the right tools for precise attribution. I will cover some of these platform insights, strategies to further understand channel effectiveness, and tools to optimize campaign management.
Follow these eight steps to rise up out of the marketing data weeds and start beautifully communicating the business impact of everything marketing does.
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
Digital marketing ROI - An introduction to attribution modellingDifferent Spin
To help you get started in the potentially daunting realm of attribution modelling, we’ve crafted this whitepaper to explore what it is and how you can implement it for your business. We go through some of the most common attribution models and help define which of these is likely to be the best starting point for you.
Gary Angel, President of Semphonic presented a keynote discussion to the 2010 AIM Conference on the topic of attributing value to leads when the advertiser knows that multiple lead sources contribute to the buying decision.
aimconf.com
Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketi...Datalicious
Christian Bartens delivered a presentation on Multi-Channel Marketing and Analytics: Measuring and Optimising Your Marketing Effectiveness to an enrapt audience at the Marcus Evans Path to Purchase conference in Shanghai.
IBM Thought Leadership Thursday - Marketing Attribution roadshow presentationBlair Reeves
This is a copy of the presentation used at several Thought Leadership Thursday events describing the fundamentals of marketing attribution from digital, cross-channel and marketing planning perspectives.
The Harvest Digital Guide to Attribution ModellingMike Teasdale
Balancing spend and developing strategy across channels like paid and organic search, display and social is one of the biggest challenges in digital marketing.
In the real world, attribution modelling often boils down to choosing a model and seeing whether we like the results it gives. But this is hardly scientific. So what would a data-driven process to defining and assessing a cross-channel attribution model look like?
The Complete Guide to Unifying Your Sales & Marketing EffortsClearPivot
For many companies, bridging the gap between sales and marketing can be a difficult task. These departments tend to habitually blame each other, leading to mistrust and miscommunication that can not just slow down the sales pipeline, but stall company growth over time.
While some organizations work hard to align the two departments, it's not uncommon for the rift to re-emerge. It's thus more important than ever to not just align the two departments, but to have them work together as a single revenue-generating organization.
This is called "smarketing."
The smarketing approach focuses on how best to implement the individual tools and practices necessary to align the two teams, resulting in a cohesive unit working together to improve performance and eliminate the struggles inherent to the two positions.
How to Unlock the ROI of Your Marketing AnalyticsClearPivot
Profit-making businesses expect to grow over time — grow sales and grow in value. Companies that fail to grow are at risk of losing out to the competition, and eventually going under.
Marketing represents the engine of business growth.
Businesses have always needed to accurately identify their niche, develop a strong marketing plan that focus on the target group, and deliver an effective message. Now, they must also develop a keen focus in tracking marketing metrics. Why? Because many businesses spend significant money on their marketing efforts, but then experience disappointment because of poor results.
Smart businesses understand how to utilize analytics to align limited resources with the most effective marketing initiatives to get the most bang for their buck.
Learn how to identify key events — on-site and off-site initiatives — that are critical to filling your sales pipeline.
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Introducing Affiliate gold digging for affiliate marketing gold in 2021and Beyond! Inside this ebook you will discover the topics about the reason super affiliates make so much more than others these regular Affiliate program which to join getting paid the highest rates pay per lead programs PPC: get paid for sending visitors to a website recurring income how to get paid for the same sale over and over again and so much more!
Drive up demand, build your brand, and get closer to your customers
This is an ebook about B2B marketing automation, demand generation, and enhancing the customer journey. If you are a marketing or sales professional looking to really get to grips with these topics, to stay ‘in the know’, and explore the art of the possible then we suggest you grab a coffee and read on.
Who knows when that next moment of inspiration could strike right?..
How to measure the success of offline marketing onlineSuccessStartups
As a start-up business, the ability to measure the effectiveness of your marketing efforts is crucial. By understanding which marketing channels are providing a return on your investment, you can focus your efforts on those, rather than wasting valuable resources on campaigns that aren’t producing the desired results.
Monitoring the impact of online marketing is relatively straightforward with simple analytics tools that provide valuable insights, but it is also possible to measure your offline marketing using digital technology. Online and offline marketing is becoming intertwined, and one often has an influence on the other. For example a particular TV ad or magazine advert can spark a conversation on a social media network which will engage your audience and drive visitors to your website.
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
Similar to An Introduction to Closed-Loop Marketing (20)
The 7 Deadly Sins of Blog Content MarketingClearPivot
Blogging is one of the most common content marketing strategies — and one of the most difficult to do right. According to the Content Marketing Institute's 2014 B2C Content Marketing Benchmarks, Budgets, and Trends - North America, 55 percent of B2C marketers believe that adding a blog to the mix is effective for content marketing efforts.
However, many companies repeatedly make the same 7 mistakes over and over when they're blogging. Marketing departments that move in without planning or who have misguided preconceptions about modern-day SEO that will result in the company's content being ignored or even penalized.
The Handy Toolkit for Launching & Measuring a Remarkable CampaignClearPivot
Marketers are surrounded by loads of information about creating an effective inbound marketing campaign. The tools are there, but so often they seem scattered, out of reach. No longer. We’ve assembled everything you need in this “Handy Tool Kit for Launching & Measuring a Remarkable Campaign.”
Marketing that works fulfills a promise.
With each marketing campaign, you’re making a commitment to your audience – offering them a great deal, an educational opportunity, or another resource that they can use. In order to build trust and credibility with those prospects, you have to make good on your promise by delivering just what they expect.
You need the right tools, and you need to use them appropriately and consistently. In every campaign. Your Handy Tool Kit contains six essential tools:
- Landing page
- Calls to action
- Email
- Blog
- Social media
- Analytics
The kit not only puts the right tools in your hands, it explains – in detail, with examples – why you need each tool and how to integrate it into your campaign strategy. This is a must-have desk reference you’ll use every day.
Facebook. Twitter. LinkedIn. YouTube. Google+. Pinterest. Quora. Businesses are spreading themselves across social media, creating pages, starting hashtag trends, sharing photos and videos, and making new connections. In the past year, social media has expanded to include more than pithy status updates and quick connections.
Our most popular guide ever written, Social Media for Business, has been updated to include the latest in social media and how it applies to businesses. Learn how to get started with social media and select the platforms where ideal customers congregate. With all the choices available, companies need to know which channels are worth their time – and which ones don’t need as much attention.
Social Media for Business also helps companies create networks and build communities of followers and fans and demonstrate measurable ROI that bosses want to see.
Every good marketing professional knows the importance of inbound marketing in increasing traffic and generating new leads, but are you taking your efforts to the next level? Are you blogging frequently enough? Are you effectively promoting your content? Does your website even have enough content?
While you may have answered yes to these questions, the simple fact remains that many organizations just aren't going that extra mile to improve the results of their digital marketing efforts.
This slide deck details the relationship between improved traffic growth & lead generation and common inbound marketing benchmarks, gathered from more than 7,000 B2C and B2B businesses.
Online search has virtually replaced traditional means of looking for products, services or an individual business. If your prospects can’t find you online, you don’t exist for them. Search engine optimization is the key, but it’s just part of a broader inbound marketing strategy.
Whether you’re a novice or not-so-new to this subject, this slide deck will help you grow your business by mastering every aspect of search engine optimization.
Learn How to Attract Customers with TwitterClearPivot
Success in today's business world requires more than simply offering quality products or services at a good price. No, commercial success today demands a comprehensive marketing strategy that encompasses all available media to not only reach as many prospects as possible but also to actually engage them and ultimately turn them into customers.
When used well, Twitter can be a fantastic tool for a company to use to attract prospects. Companies that ignore the benefits of tools such as Twitter do so, as the saying goes, at their own peril.
The value of Twitter can be summed up in one statistic: Over 200 million active accounts. Audience size, therefore, is not an issue. The challenge lies in how to bring Twitter into a closed-loop marketing process. Sound difficult? It isn't, if you use this slide deck.
What exactly is HTML5 and why is it such a big deal? Will it make a big difference to your business, and is it worth the investment?
HTML5 gives your website new interactive capabilities that allow your visitors to engage with you like never before. Instead of constant page reloads, cumbersome, slow scripts and crash-causing plugins on your site, your website will flow with the technological efficiency of HTML5 and your brand will look much more professional because of it.
In case you need further proof that images have special value for marketing, consider the fact that in December 2011 Pinterest made it to #5 on one list of the hottest social networks. That even put them ahead of LinkedIn.
The truth is, Pinterest has far broader value than you might think, for both B2B and B2C businesses. It can drive traffic to your website, grow your earned audience, and boost social sharing. How?
In this guide, you will discover everything you need to know to become a savvy Pinterest marketer. You will learn:
- What Pinterest is and why it matters.
- How to build a loyal following.
- How to use Pinterest for marketing.
- Examples of brands successfully using Pinterest.
Everyone hates website redesigns.
We all know that your website is life-critical to your company. Yet the traditional web design process is deeply flawed and oh, so frustrating. Worse, all too often it doesn’t even deliver the results your business needs to grow and thrive. You’re wasting time and resources and missing out on opportunities in the process.
It's time to find a better way. You need Growth-Driven Design.
Growth-driven design is a process of ongoing modular website design, testing, and iteration, rather than the traditional large, expensive, fixed-scope website redesign process. It allows companies to incorporate real-time visitor behavior into the design process for faster turnaround and improvements, and signficantly less up-front risk.
Facebook is more than just likes and follows - it's a powerful inbound marketing tool and an indispensable weapon in the fight for new leads and customers. Unfortunately, many businesses don't yet recognize its power, causing them to leave countless sales opportunities untapped.
We contend that, much like Google 10 years ago, we are still in the infancy stage of Facebook marketing, and that early movers will still reap outsize rewards. Whether your objective is driving or increasing in-store sales, launching a new product, building awareness, or promoting a new app, incorporating Facebook into your campaign plan could make a significant difference in your results.
Email continues to be a powerful channel for driving business. Are you feeling the power? Or could your email marketing use a turbo-boost?
“An Introduction to Email Marketing” is more than a quick overview. It’s a how-to compendium that explains why a holistic approach to email – integrating it with your other marketing channels – is most valuable and how you can implement and measure a top-performing email marketing program.
Marketing directors and other corporate marketers are intimately acquainted with the need for continuous new content to fuel their campaigns and maintain their relationship with their audience, and the centrality of a blog in supplying said content. As is so often the case, however, familiarity can breed contempt, and many people in your audience might simply be tired of the same old, same old when it comes to the content you're sending them.
But the rewards of a high-impact blog are undeniable: companies like Groove, HubSpot, and Net-Results have found that a high-quality blog can become the biggest single contributor to growing their earned audience and their sales leads.
Make no mistake, business blogging is not for the faint of heart. Knowledge of a product, service or even entire industry or profession is not, in and of itself, sufficient to effectively blog about it. Expertise does not necessarily a good storyteller make. And a successful business blogger is just that: A storyteller.
A Visual Guide to Creating the Perfect LinkedIn Company PageClearPivot
Is your LinkedIn Company Page doing its job?
LinkedIn remains the premier B2B contact center. It’s the only place on the web where you can connect with potential customers and potential employees. But like every marketing tool, you have to keep it sharp and pointed in the right direction.
This Visual Guide to Creating the Perfect LinkedIn Company Page tells you how to create an impeccable company presence, using “Pro Tips” directly from LinkedIn. Better yet, it shows you, with multiple real-life examples of top-performing Company Pages.
In business, first impressions are everything. Whether it's a simple greeting from a team member when you walk into a store or a beautiful and easy-to-use homepage welcoming visitors to your site, it can be the difference between a one-time visitor and a customer for life.
A person visiting your website is identical to one visiting a brick and mortar store. Without an inviting and easy-to-use appearance that supports simple navigation and customer service, you run the risk of losing a potential customer.
In this slide deck, we've collected 54 stunning examples of effective website pages from real companies.
The 6 Marketing Metrics Your Boss Actually Cares AboutClearPivot
Clickthrough rates. Bounce rate. Time on site. "Viral coefficient." But when it comes to the marketing metrics that executives care about, the marketing department panics. But it doesn't need to.
In a way, executives are easy to please: they want to see the numbers that impact the bottom line. They want to know that the marketing program they approved is garnering solid returns for the company. They want to know how it's growing sales and how cost-effectively it is doing so. And when it comes to how many times someone "shared a post on Facebook," it's likely that the executives don't care, unless it somehow directly impacted sales. In fact, sharing these soft metrics may reinforce their collective belief that 73 percent of marketers are not focused enough on results.
But there's good news: marketing results can now be tracked and measured in a financially qualifiable way.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
An Introduction to Closed-Loop Marketing
1. INTRODUCTION TO CLOSED-LOOP MARKETING 1
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CLOSED-LOOP
MARKETING
AN INTRODUCTION TO
How to Close
the Loop Between
Marketing & Sales
2. INTRODUCTION TO CLOSED-LOOP MARKETING 2
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INTRODUCTION TO CLOSED LOOP MARKETING / / 2
CONTENTS
HOW CLOSED LOOP MARKETING WORKS // 8
WHAT YOU NEED TO SET UP CLOSED-LOOP MARKETING // 19
BECOME A BETTER MARKETER BY CLOSING THE LOOP // 25
HOW TO FIX A BROKEN LOOP // 33
CONCLUSION & ADDITIONAL RESOURCES // 38
3. INTRODUCTION TO CLOSED-LOOP MARKETING 3
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Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half.
“
”“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Almost a century after John Wanamaker
spoke those words, most online marketers can still feel his pain.
The irony is, today, marketers have the technology they need to “close the loop” between marketing and revenue, but few are
actually taking advantage of it. To many, setting up closed-loop reporting has remained too hard and confusing to implement.
Effective marketers, however, should be able to tie every single lead, customer and dollar back to the marketing initiative that
created them. This is how marketers can prove their worth, and understand how to more efficiently reach their audience.
It’s time that we changed the status quo. Marketers invest a lot of time in their campaigns and are not always sure whether their
efforts are paying off. Social media is the classic case: businesses engage in social media conversations without knowing how
these interactions can transform into new sales.
If you are unsure on where you should start to implement successful closed-loop marketing, this is the right ebook for you. We
will start by demonstrating the value which comes with closed-loop marketing data. Then, we will walk you through a step-by-step
explanation of how closed-loop marketing works and how it can help you become a better marketer. Lastly, we will show you how
you can fix your loop if you spot something odd in it.
4. INTRODUCTION TO CLOSED-LOOP MARKETING 4
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CHAPTER 1
HOW CLOSED-
LOOP MARKETING
WORKS
5. INTRODUCTION TO CLOSED-LOOP MARKETING 5
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1 2
34
Visualizing Closed-Loop Marketing
The cookie tracks
the visitor’s actions
on the website
Submission of a
lead capture form
Attributing
customer
acquisition to the
visitor’s original
source
VISITOR
ARRIVES
ON SITE
LEAD BECOMES
A CUSTOMER
VISITOR
CONVERTS
INTO A LEAD
VISITOR
BROWSES
WEBSITE
VISITOR ACTIONS
SOFTWARE ACTIONS
Cookie is set
on the visitor and
their source, e.g.
email, social media,
etc.
6. INTRODUCTION TO CLOSED-LOOP MARKETING 6
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INTRODUCTION TO CLOSED LOOP MARKETING / / 6
1
VISITOR
ARRIVES
ON SITE
VISITOR ACTIONS
SOFTWARE ACTIONS
The easiest way
to close the loop is to
make your website the central hub
for all your marketing. Search engines,
social media, email marketing, referral links,
paid search, even offline campaigns should get
filtered to your website. Once someone visits
your website, you can cookie them and
start tracking their activity.
COOKIE IS SET
ON THE VISITOR
AND THEIR SOURCE,
E.G. EMAIL, SOCIAL
MEDIA, ETC.
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The drop down menu enables us to switch this chart for a view of leads and customers by channel.
This is the entry point of your closed-loop system. As the lead progresses through your sales and marketing stages, you’ll be able
to attribute them back to the proper channel. If they came into your site through a link from a trade show, an email marketing
campaign or a search term, for example, you’ll be able to trace them back to that original source.
For instance, here is what that data can look like. Below you see a screenshot of HubSpot’s traffic by channel, brought to us by the
marketing analytics tools of our software. By looking at this data we are able to see trends and compare channels. We know which
are our most valuable sources of traffic and can work on optimizing the rest.
8. INTRODUCTION TO CLOSED-LOOP MARKETING 8
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Most web analytics systems will allow you to track sources of traffic like search term or referring website, but you’ll need to
go a step further than this in order to make sure that you’re accurately assigning your leads to the right marketing initiative.
To create a tracking URL, you just need to add a parameter to the end of your website’s link that your analytics system can
identify and associate with a particular campaign or initiative. This will enable you to more accurately track visitors who
otherwise look like they are coming from direct search.
The tracking token is added to the end of a link, allowing your analytics tool to pool a certain group of traffic. Different tools
employ different tokens, but here is an example of what a visit from Twitter could look like:
/?utm_medium=social&utm_source=twitter
By attaching this to your URL anyone who clicks that link is signaling to your analytics tool that they are coming from Twitter. The same
type of tracking tokens apply to different channels, such as email, paid media and referral traffic. Investigate with your marketing or
analytics software to make sure you have tracking tokens in place and your data gets assigned to the right categories.
You should assign a tracking URL
to every marketing campaign that
is sending traffic to your website.
!
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2
The cookie
tracks the
visitor’s actions
on the website
VISITOR
BROWSES
WEBSITE
VISITOR ACTIONS
SOFTWARE ACTIONS
As you attract traffic and
identify where that traffic is coming
from, you need to track the behavior
of your visitors. Which pages are they
viewing? What is their trajectory of actions?
Such intelligence will illustrate a path that
can, down the road, help you optimize for
faster visitor-to-lead or even visitor-to-
customer conversions.
10. INTRODUCTION TO CLOSED-LOOP MARKETING 10
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INTRODUCTION TO CLOSED LOOP MARKETING / / 10
This is the trickiest part of closed-loop reporting: making sure that you can connect a visitor’s session with their lead
information once they convert on a form. Without this piece, you’ll have two separate databases, one with anonymous
visitor history and one with lead information. As a result, you won’t be able to connect those leads back to their respective
marketing source.
In order to make this work for you, either do something very technical on the back end of your analytics platform or you start
using some software that does this for you. There are a few of companies out there that have figured out how to do this and
there is no point reinventing the wheel--full disclosure, the HubSpot software allows you to do closed-loop reporting.
Here is a screenshot of HubSpot’s Prospects tool which tracks visitors’ activity (when they are still anonymous) and provides
some actionable next steps, such as social media following.
11. INTRODUCTION TO CLOSED-LOOP MARKETING 11
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3
VISITOR
CONVERTS
TO A LEAD
VISITOR ACTIONS
SOFTWARE ACTIONS
In order to monetize the traffic you are
getting and send qualified prospects to your
sales team, you need to convert visitors into leads.
You can make this happen by sending incoming
traffic to landing pages which are going to make an
information exchange possible and collect more
insights from your visitors.
Submission of
a lead capture
form
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More than just knowing where your visitors are coming from, you’ll need to know who they are. This is curtail to closing the
loop and being able to associate closed customers back to their entry source.
The way to capture this information is to direct website visitors to a landing page with a submission form (or also known as a lead
capture form). Once visitors fill out this from, you’ll have whatever contact information you asked them for: name, email, phone
number, etc. As a best practice, you should be sending most of your traffic to landing pages and forms so that you can grow your
leads database.
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4
LEAD
BECOMES A
CUSTOMER
VISITOR ACTIONS
SOFTWARE ACTIONS
Now it’s time to figure
out how these visits transformed
into sales. Which one of your marketing
channels contributed the most customers?
Are there ways you can optimize the process
for other sources? Closed-loop marketing
enables you to identify the activities that
bring in the most (and least) revenue.
Attributing
customer
acquisition to the
visitor’s original
source
14. INTRODUCTION TO CLOSED-LOOP MARKETING 14
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INTRODUCTION TO CLOSED LOOP MARKETING / / 14
Finally, you need to look at all of the leads that your sales team has closed and attribute them back to their original
marketing initiative. If you’ve setup everything in steps one through four, this should be a relatively straightforward process.
For most medium-sized business, the easiest way to achieve this is through your Customer Relationship Management (CRM)
system. For smaller businesses, you might do this more manually using a spreadsheet.
Here is a screenshot of HubSpot’s analytics providing us with insights on customer acquisition from different marketing
sources, such as email marketing, social media and referrals.
15. INTRODUCTION TO CLOSED-LOOP MARKETING 15
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CHAPTER 2
WHAT YOU NEED
TO SET UP
CLOSED-LOOP
MARKETING
16. INTRODUCTION TO CLOSED-LOOP MARKETING 16
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INTRODUCTION TO CLOSED LOOP MARKETING / / 16
In order to set up closed-loop marketing you need to map marketing activities to sales. Such an integration requires connecting
your marketing software to your customer relationship management (CRM). In other words, you tie the intelligence emerging
from your marketing communication with prospective, current and former customers to the intelligence your internal team has
built with these same people.
In order to set up closed-loop
marketing you need to map
marketing activities to sales.“
”
PROMOTION
CONTENT
SEO
TRANSACTIONS
SALES
CUSTOMERS
MARKETING
17. INTRODUCTION TO CLOSED-LOOP MARKETING 17
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The purpose of a CRM system is to synchronize the activities of
your sales, marketing and customer support teams. A CRM
platform can support your business in a number of ways ranging
from selling and fulfillment to identifying and rewarding loyal
customers. SAP, Oracle, Salesforce and SugarCRM are some the
most commonly known CRM systems.
Marketing software, like HubSpot, keeps record of your
marketing data and makes it actionable--by optimizing
campaigns, enabling lead conversions and revealing results.
The CRM and the marketing software talk to each other
through an application programming interface (API).
CRM SOLUTION
MARKETING
SOFTWAREAPI
MARKETING
SOFTWARE
CRM SOLUTION
18. INTRODUCTION TO CLOSED-LOOP MARKETING 18
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As a sophisticated marketer, you want the two systems to talk to each other. When one of your sales representatives closes a
deal, she can mark that sale as “won” in your CRM and that will trigger an update in the marketing software. You will then be
able to go backwards and see where this new customer came from originally. What channel brought them to your website?
What pages did they view afterward? At what point did they convert into a lead?
Such intelligence will expose conversion assists, pages on your website that your visitors viewed before they converted into
leads or customers. Understanding a website’s conversion assists can help marketers identify the most influential pages
they own. In doing so, they can learn a lot about why those pages are (or aren’t) effective and apply these insights to improve
poorly performing web pages and to enhance other components of their marketing.
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As we demonstrated so far, closed-loop marketing offers data that is critical for successful marketing. Yet tying your
marketing software to your CRM impacts your business strategy in even more positive ways.
Closed-loop marketing also enables you to achieve alignment between sales and marketing and define the
operations between the two departments. Here are some of the other benefits emerging from the integration
between your marketing software and CRM solutions:
SALES ASSIGNMENT RULES
The type of campaign, lead grade or conversion event--all insights coming from your marketing system--can trigger
workflows in your CRM system. For instance, specific leads (based on form submission, physical location, etc.) can
get assigned to specific members of your sales team.
LEAD SCORING
Once you mark a sale as “closed won” in your CRM, you can work backwards to assign point values to the lead’s
demographics or specific actions taken on your website. These will all be indicators of the lead’s high probability to
become a customer. Once you’ve set point values for different lead qualification categories, decide at which point a
total score would validate sending a lead to your sales team for a conversation.
20. INTRODUCTION TO CLOSED-LOOP MARKETING 20
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LEAD NURTURING
As a result of your lead scoring mechanism, you will easily identify leads with low lead grades. Now you
can handle them in a more efficient way by sending them to a lead nurturing campaign rather than a sales
person. A series of targeted email messages can invite the lead to sign up for a webinar, download an ebook
from your landing page, or take some other action that will further engage them in your company.
CUSTOM LEAD SCORING
You can also customize the way you assign high grades to your leads. For instance, a grade could be boosted
if the lead converted multiple times on your website, thus indicating engagement. Or if it represents a
desired demographic profile. You could also use the qualifying questions on your lead capture forms to
calculate a custom lead score.
SETTING MONETARY GOALS
Tying your marketing software to your CRM system also allows you to set a campaign goal with a dollar
sign on it. Rather than measuring your impact through traffic and leads only, you can focus on the actual
customers certain channels and initiatives brought in to your organization. This is especially valuable if you
are investing a ton of money and effort in a campaign. Trade shows are a great example of the need for
setting monetary goals.
21. INTRODUCTION TO CLOSED-LOOP MARKETING 21
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CHAPTER 3
BECOME A BETTER
MARKETER BY
CLOSING THE LOOP
22. INTRODUCTION TO CLOSED-LOOP MARKETING 22
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Closed-loop reporting is one of the most powerful tools that online
marketers have at our disposal. Not only does it allow us to demonstrate
the work’s value to our bosses, organizations and clients, but it also
enables us to do better marketing.
Once you understand what marketing activities are generating leads,
customers and revenue, you can double down on what’s working, and
cut out what’s not. At the end of the day, marketing is about generating
revenue. A good marketing team should be like a money generating machine - you put a dollar in and
you get two dollars out (or at least $1.25).
In this section of the ebook we will review a few different ways in which closed-loop reporting helps you
attract more high-quality leads and become a smarter marketer.
Closed-loop marketing enables
us to do better marketing.
“ ”
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FOCUS ON THE RIGHT CHANNELS & OFFERS
Closed-loop marketing directs your attention to the most powerful conversion events and channels. By looking
at the sources and offers that traditionally brought in new customers for your organization, you will be able to
identify the behavior you need to engage in to qualify leads and push them down the sales funnel.
For instance, by looking at HubSpot’s Sources we are able to compare the efficiency of different channels in
respect to customer acquisition. In the screenshot below we are comparing the number of sales from social
media marketing to the number of sales from email marketing. It becomes clear that email marketing has a
higher lead-to-customer rate than social media. This insight can then help us take action: nurture the social
media leads with targeted email messages.
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DELIVER CLEARER RESULTS TO YOUR BOSS
The data you can gather thanks to closed-loop marketing will also help you build your authority and support
the decisions you make in front of your boss. It shows that your strategy is driven by evidence and doesn’t
rely on abstract theories or assumptions. That will also help you build powerful marketing presentations for
company-wide meetings or when jumping in comarketing partnerships.
The same type of intelligence will direct you to the content you can use to build your lead nurturing communication. You can
compare the efficiency of different offers in respect to customer acquisition. In the screenshot below we have used HubSpot’s
Landing Page Dashboard to compare the performance of two ebooks in bringing up new customers. This information will help us
decide which of these ebooks to use as a call-to-action when we are trying to push a lead down the sales funnel.
NEW CUSTOMERS:
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GAIN INSIGHTS ABOUT YOUR TARGET AUDIENCE
By gaining a 360-degree view of your sales cycle — looking at a user’s first visit to your website, browsing
through their activities and identifying their last conversion event--you collect insights about the ideal prospect.
This information can help you build a target persona.
Personas are fictional representations of your ideal customers, based on real data about customer demographics and
online behavior, along with educated speculation about their personal histories, motivations, and
concerns.
Analyzing the path that prospects take on the journey to becoming a customer is a great way to get
insights about the needs and challenges of your target audience. If you use a marketing platform
like HubSpot, you can see which search terms brought prospects to your site, how long they stayed
on your site, which pieces of content they viewed, and which forms they’ve filled out. Such lead
intelligence will help you make better decisions when identifying the characteristics of your ideal customers and ways to
nurture your new prospects.
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SHORTEN YOUR SALES CYCLE
By learning more about your leads and targeting them with smarter
communication, you decrease the amount of time that it takes them to convert
into customers. If a prospect with specific characteristics (e.g., a B2B company,
with 100 employees, located in Northern America) follows a certain trajectory
of actions to turn into a customer, then you can take that path and apply it to a
larger segment of that demographic profile.
As an example, let’s explore the lead intelligence of a company that became a HubSpot customer.
We see that initially the prospect became interested in our ebook “101 Awesome Marketing Quotes.” A few days after they
downloaded that ebook and converted into a lead, they visited HubSpot’s pricing page. That behavior, combined with the
customer’s demographics data, could dictate our behavior-based communications with similar type of companies. In other
words, we can encourage new leads of this type to visit our pricing page and get some information on HubSpot’s plans.
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SET THE RIGHT GOALS AND EXPECTATIONS
By knowing precisely what your visitor-to-lead and lead-to-customer conversion rates have been historically, you
can set the right goals and expectations in the future. To ensure that you are moving in the right direction, you
can also compare your current performance to last month’s and create a daily or a monthly leads waterfall.
Wondering how to build a daily leads waterfall graph? First, set a goal for the total number of leads. It might be a month or
a quarter, but start with your sales goals and your conversion rates. For instance, if 5% of your leads become customers and
you need 7 new customers next month, then you need 140 leads next month to hit your goal.
Then, take the total number of leads (in this case, 140), divide by the number of sales reps you have and the number of days
in the month to identify a goal for the number of leads you need to provide
each sales rep with each day. Now you just have to create the daily leads
waterfall graph, with the x-axis representing the day of the month, and the
y-axis - the percentage of the leads goal you have attained.
If you are using the HubSpot software, you’re in luck! Your HubSpot
dashboard will create this graph for you automatically using either a
custom goal that you can set, the last month, the month a year ago, or a
3-month average as the goal you track against.
Y AXIS:
% OF LEADS GOAL
X AXIS:
DAY OF MONTH
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KEEP YOUR COST PER LEAD LOW
As we already mentioned, closed-loop gives you insights on your most powerful inbound marketing offers and
enables you to set realistic goals for both marketing and sales. These two factors are key in determining how
you are going to spend your marketing budget and they dictate where your marketing dollars will go into.
For instance, if you were looking to host a trade show, you can easily decide on the type of offer you are going to promote at
the event. You have already identified what content helps you convert more leads into customers, now you just have to think
of a creative way to present it in front of your audience.
Similarly, you can do paid advertising efficiently. Just take the ideal lead
demographic information that you discovered thanks to connecting
your marketing software to your CRM, combine that with your best
performing offers, and you will be sure to attract some new sales
without wasting money.
29. INTRODUCTION TO CLOSED-LOOP MARKETING 29
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CHAPTER 4
HOW TO FIX A
BROKEN LOOP
30. INTRODUCTION TO CLOSED-LOOP MARKETING 30
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There are plenty of areas
where the loop can break.“ ”Setting up closed-loop analytics is not easy, and
there are plenty of areas where the loop can break. A
broken loop can directly hurt your business results.
In this section we will cover some tips to fix your
reporting process if it does break.
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SET TRACKING CODE ON EVERY WEBSITE PAGE AND
ON SUBDOMAINS
If any of your pages are missing tracking code, then you’ll break the loop. The same goes for all of your
sudomains. As we already mentioned in chapter one, a tracking token is the parameter you add to the end
of your link in order for your analytics to associate it with a particular campaign. If you have a subdomain like
blog.yoursite.com, then you should add the same tracking code to that sudomain in order to track the entry
point of your blog readers and the content they have viewed on your blog.
CREATE TRACKING URLS FOR ADS, EMAILS
AND OFFLINE EVENTS
Yes, this is a huge PITA, but it’s worth it. Get in the habit of creating these URLs
for any marketing event or campaign. That will allow you to look at clean
results and gain an accurate picture of how your channels and campaigns
perform.
For instance, you don’t want to confuse your paid initiative with your
email marketing campaign, do you? Or count social media
traffic as direct traffic, thus not realizing that you can invest
more in certain marketing efforts that yield good results.
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ASSOCIATING A VISITOR’S ONLINE SESSION WITH THEIR
LEAD INFORMATION
After a visitor first lands on your website and before they fill out a landing page, there is a key period of
browsing you need to be aware of. This is the place where most marketers stumble because it’s technically
difficult. To solve for this problem, you’ll need to find an integrated system that does this for you. HubSpot’s
marketing software, for instance, enables you to view your leads’ relevant social media information and past
browsing history.
ENSURING YOUR SALES TEAM IS PROPERLY CLOSING
LEADS
All the work that you’ve done to properly track visitors will go to waste unless you can get your sales team on
the same page. Come up with a system that both you and your sales team can agree upon, and make sure it’s
easy for them to close business in a way that will close the loop.
Once you’ve agreed on terminology, use common terms to develop a service-level agreement (SLA) between
. sales and marketing. An SLA is a contract between the two groups that sets expectations for
the quantity and quality of leads that marketing will deliver to sales, and outlines the
steps sales reps will take to follow-up on those leads.
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NOT NURTURING YOUR LOW
GRADED LEADS
If you haven’t set up lead nurturing to follow up with your low graded
leads, you haven’t necessarily broken the loop, but are certainly missing
out on an opportunity that can make your process much more efficient.
Shorten your buying cycle and provide your most engaged leads to your
sales team using some type of behavior-based communication that allows
your organization to stay top of mind for contacts.
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CONCLUSION
& ADDITIONAL
RESOURCES
35. INTRODUCTION TO CLOSED-LOOP MARKETING 35
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Closed-loop marketing cuts through
the widespread vagueness of
marketing myths & assumptions.“
Closed-loop reporting is one of the most sophisticated steps of successful inbound marketing. Getting it right
is an eye-opening experience that reveals both strengths and weaknesses, and cuts through the widespread
vagueness of marketing myths and assumptions. By reading this ebook you have taken the blindfolds off.
Now you are aware of the fundamentals of closed-loop marketing: how it works and what you need to set it up.
What is more, you know about the tremendous growth potential you, as a marketer, have by closing the sales
and marketing loop. Now go ahead and put this newly gained knowledge to practice!
”
36. INTRODUCTION TO CLOSED-LOOP MARKETING 36
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ClearPivot is an inbound marketing agency based in Denver, Colorado. We
map out clear paths to achieve our clients’ business goals, and pivot their
marketing content, campaigns and infrastructure to reach those goals.
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