Audience research is critical in B2B PPC advertising. Learn the steps you should take to avoid making common mistakes with targeting when doing B2B PPC.
ABM in Practice: How to Personalize your HomepageOptimizely
How do you implement an ABM program you can trust to deepen engagement with the accounts that matter most?
In this presentation, learn:
1) How Optimizely started by identifying high-value website personalization opportunities for our most valuable audiences.
2) The homepage redesign process, and the requirements that enabled strategic personalization.
3) Real results from our personalization efforts so far, and plans for next tests and personalization campaigns.
Q2 Top LinkedIn Sponsored Content - North AmericaPearce Delisle
The document provides best practices for creating engaging sponsored content on LinkedIn based on an analysis of top performing posts. It identifies five forms that top updates are taking: 1) demonstrating in-depth expertise, 2) adding context to industry news and trends, 3) showing that professionals are people too through humor, 4) putting business challenges in context, and 5) explaining why the content matters and what audience will achieve from it. Key tips include investing in rich, value-added content, helping audiences understand implications and context, and using creativity and humor to differentiate.
The document discusses conquering the perfect storm of optimization by focusing on capability in technology, process, metrics, and innovation. It provides examples of tests conducted by Asda/Walmart to optimize site speed and mobile search. Specifically, slowing page load times resulted in decreased search queries, while making search more prominent on mobile through a persistent search bar increased search queries and cart adds. The key is to prioritize testing, track and analyze meaningful metrics, and focus on continuous innovation through technology and process improvements rather than buzzwords.
In 2019, organizations are still struggling to prove the value of their Customer Experience (CX) efforts. Learn how you can build an effective Voice of the Customer program and quantify the business impact.
A Case for Personalization - Frederick Herot - Marketing Innovation & Discove...QuantumDigital
Frederick Herot, VP Marketing of Realtor.com and Eric Cosway spoke on Personalization in direct marketing. More summit 2009 materials at TheDirectMarketingVoice.com; Follow for more twitter.com/quantumdigital
The document provides examples of top performing posts on LinkedIn and tips for creating engaging content. It analyzed posts that received over 25,000 impressions and had engagement rates higher than benchmarks. Examples are shown from various industries including technology, financial services, and education. Each example highlights aspects that made the post effective such as compelling headlines, relevant imagery, and clear calls to action. The document concludes with three tips for creating trending content, showing value through the content instead of just describing it, and inspiring the audience.
LTV prediction - How to save millions with MLViktor Gregor
This document discusses how machine learning can be used to predict customer lifetime value (LTV) for players in free-to-play games. It explains that accurate LTV prediction is challenging due to high variance between players and lack of long-term data, but can help optimize marketing budgets. The document outlines approaches for defining an ML prediction problem, training useful models, and communicating results to stakeholders in a way that demonstrates business value.
Beyond NPS: How to Measure the Entire Customer JourneyJeff Reekers
Presented by Aircall (http://aircall.io)
NPS has become a staple for companies to track their customer experience. We use it to forecast churn, appease investors, and view our customer base from a 10,000 foot view.
However, is surveying the customer base for an NPS rating enough? And are there other measurements that we should be considering for rolling out a credible NPS process while additionally assuring we monitor the entire experience a customer has throughout the customer lifecycle?
Aaron Bleiweiss, Director of Customer Success at Handshake, discusses how to effectively rollout and measure Onboarding Satisfaction surveys (OSAT) and Customer Satisfaction surveys (CSAT), how to drive decisions that instigate change based on the trends and how to use all measurements cohesively to create an end-to-end optimal customer experience.
ABM in Practice: How to Personalize your HomepageOptimizely
How do you implement an ABM program you can trust to deepen engagement with the accounts that matter most?
In this presentation, learn:
1) How Optimizely started by identifying high-value website personalization opportunities for our most valuable audiences.
2) The homepage redesign process, and the requirements that enabled strategic personalization.
3) Real results from our personalization efforts so far, and plans for next tests and personalization campaigns.
Q2 Top LinkedIn Sponsored Content - North AmericaPearce Delisle
The document provides best practices for creating engaging sponsored content on LinkedIn based on an analysis of top performing posts. It identifies five forms that top updates are taking: 1) demonstrating in-depth expertise, 2) adding context to industry news and trends, 3) showing that professionals are people too through humor, 4) putting business challenges in context, and 5) explaining why the content matters and what audience will achieve from it. Key tips include investing in rich, value-added content, helping audiences understand implications and context, and using creativity and humor to differentiate.
The document discusses conquering the perfect storm of optimization by focusing on capability in technology, process, metrics, and innovation. It provides examples of tests conducted by Asda/Walmart to optimize site speed and mobile search. Specifically, slowing page load times resulted in decreased search queries, while making search more prominent on mobile through a persistent search bar increased search queries and cart adds. The key is to prioritize testing, track and analyze meaningful metrics, and focus on continuous innovation through technology and process improvements rather than buzzwords.
In 2019, organizations are still struggling to prove the value of their Customer Experience (CX) efforts. Learn how you can build an effective Voice of the Customer program and quantify the business impact.
A Case for Personalization - Frederick Herot - Marketing Innovation & Discove...QuantumDigital
Frederick Herot, VP Marketing of Realtor.com and Eric Cosway spoke on Personalization in direct marketing. More summit 2009 materials at TheDirectMarketingVoice.com; Follow for more twitter.com/quantumdigital
The document provides examples of top performing posts on LinkedIn and tips for creating engaging content. It analyzed posts that received over 25,000 impressions and had engagement rates higher than benchmarks. Examples are shown from various industries including technology, financial services, and education. Each example highlights aspects that made the post effective such as compelling headlines, relevant imagery, and clear calls to action. The document concludes with three tips for creating trending content, showing value through the content instead of just describing it, and inspiring the audience.
LTV prediction - How to save millions with MLViktor Gregor
This document discusses how machine learning can be used to predict customer lifetime value (LTV) for players in free-to-play games. It explains that accurate LTV prediction is challenging due to high variance between players and lack of long-term data, but can help optimize marketing budgets. The document outlines approaches for defining an ML prediction problem, training useful models, and communicating results to stakeholders in a way that demonstrates business value.
Beyond NPS: How to Measure the Entire Customer JourneyJeff Reekers
Presented by Aircall (http://aircall.io)
NPS has become a staple for companies to track their customer experience. We use it to forecast churn, appease investors, and view our customer base from a 10,000 foot view.
However, is surveying the customer base for an NPS rating enough? And are there other measurements that we should be considering for rolling out a credible NPS process while additionally assuring we monitor the entire experience a customer has throughout the customer lifecycle?
Aaron Bleiweiss, Director of Customer Success at Handshake, discusses how to effectively rollout and measure Onboarding Satisfaction surveys (OSAT) and Customer Satisfaction surveys (CSAT), how to drive decisions that instigate change based on the trends and how to use all measurements cohesively to create an end-to-end optimal customer experience.
Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...Uberflip
Getting people to know who you are is easy. Getting people to know how you can help them is much more difficult. In order to truly educate potential customers about their business, Aon used a Content Experience Platform (CEP) to elevate their content marketing efforts. In this session at Oracle MCX 2019, Danielle Ashbaugh, Marketing Manager at Aon, spoke about how what started as a content solution has now become a mainstay for account-based marketing and demand generation, as well as a tool multiple solution lines now use.
This document provides tips on validating new business ideas and proving product-market fit through online testing. It discusses developing customer personas and profiles to better understand target markets. Methods covered include leveraging early adopters, conducting culture summits and crucial conversations, and using Google Consumer Surveys to test ideas and messaging. The document also offers guidance on setting up landing pages, running targeted AdWords campaigns, and analyzing key performance indicators like conversion rates and bounce rates to evaluate success. The overall recommendation is to validate ideas and offers online through iterative testing before fully committing resources.
Don’t Redesign Your Website in the Dark: Master the redesign process with cus...Optimizely
- How to assemble your redesign dream team
- How to navigate the HIPPO and keep the focus on your customer
- Guidelines for validating a website redesign using customer data
EEA Survery Results on Internet Marketing Social MediaGwyneth Iredale
This document summarizes the results of an EEA survey on internet marketing and social media. It discusses the audience and goals of companies' websites, how spending is allocated, and techniques for lead tracking and generation. Common successful marketing techniques included physical presence at events, direct mailing, newspapers ads, and word-of-mouth. Attendees requested more information on topics like blogging, email marketing, and maintaining a fresh online presence. The presentation concluded with an offer from Oslund Design to provide marketing assistance and tips.
Paid Search: What You Can Do, When You Should Hire Someone (MarketingBitz)Localogy
This document discusses paid search advertising (PaidSearch) on Google AdWords. It covers what paid search is, the types of ads available, and why businesses should use paid search. It provides tips on setting goals for ads, using ad extensions, geographic targeting, and targeting simple local keywords. The document also discusses when to hire an agency versus handling paid search yourself, how to evaluate if paid search is a good fit, how to track results, and initial actions to take to start a paid search campaign.
Live Demo: Unifying Your ABM Strategy with a Single PlatformDemandbase
Account-Based Marketing (ABM) is an easy philosophy to digest, but marketers are often left wondering how to translate philosophy into execution and results. Technology seems like the obvious answer, but disparate point solutions don’t address the core issues and can often make things more complicated.
In this webinar, Peter Isaacson, CMO, and Alan Fletcher, CPO, will demo Demandbase’s ABM Platform that provides the centralized foundation needed to execute ABM effectively.
In this webinar you will learn how to:
* Use the ABM Platform as a single source of truth for your ABM strategy
* Evaluate the holistic health of your sales and marketing activities
* Elevate your strategy to achieve more pipeline and close more deals
The document summarizes a presentation on behavioral pricing given by Emily Ellis of Boston Consulting Group. It discusses applying principles from Marie Kondo's book on tidying up to pricing by (1) committing to change, (2) knowing where to start and following a sequence, and (3) organizing choices by customer motivation rather than other factors. It also covers packaging choices to "spark joy" for different customer segments and removing obstacles to choice through sales tactics tailored to each segment. The goal is to reveal hidden growth opportunities by making subtle shifts informed by behavioral economics.
How to pick the best pricing strategy for your SaaS businessCustify
Deciding on a pricing strategy for a SaaS is often not as easy as it looks.
The pricing strategy is defined by, and in fact, integrated into your product. It is dependent on parameters like usage and features, making it a complex process. If you are a SaaS founder, you know exactly what we’re talking about.
Getting the pricing strategy for your SaaS right involves a deep understanding of your product and how it fits into the customer/ market ecosystem.
Let's see what pricing strategy is the best one for your SaaS
This document contains a presentation on SaaS sales models. It includes an agenda with different time slots, coverage of models like acquisition, renewal, and expansion. It also outlines templates for the sales process including trial offers, evaluation, and purchase. Different approaches are shown like self-service, transactional, and enterprise models. Graphics demonstrate concepts like the sales funnel and pricing versus complexity for each model.
Group Product Manager at Levi's Talks: Data for BeginnersProduct School
The document discusses data and data analytics for product managers. It defines data as facts and statistics collected for reference or analysis. It identifies common data types like quantitative and qualitative data. It provides examples of potential data sources for a company like customer support, payment processors, analytics tools. It outlines a process for working with data that includes defining goals, gathering data, analyzing results. It discusses considerations for working with data like roles, deliverables, timelines, capacity, and prioritization. It provides real world examples of how companies have used data analytics to address issues like friendly fraud, customer support costs, and payment failures. It also discusses technologies used for working with data like Hadoop, SQL, Python, and data visualization tools.
You can learn a lot about your customers by asking one question: “How likely are you to recommend us to a friend or colleague?” This is the standard Net Promoter Score (NPS) question and it is a key customer health metric that helps identify brand advocates and at-risk accounts, so you can fight churn. When an NPS program is done right, it can deliver powerful insights about customer loyalty at key stages in the customer journey. But how do you execute an effective NPS Program? We’re here to help. In this session, we’ll share best practices for NPS survey design and distribution, as well as how to integrate your NPS program with Salesforce so you can take action and impact the bottom line.
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...Craig Sullivan
This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points.
I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world.
If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.
How to Close Customer Feedback with NPS®?ZonkaFeedback
The process of Closing the Feedback Loop starts with collecting Customer Feedback. One of the most effective ways to collect Customer Feedback using NPS® Surveys. NPS® (Net Promoter Score) has been widely adopted with more than two thirds of Fortune 1000 companies to measure Customer Loyalty. NPS.
Read More @ https://www.zonkafeedback.com/blog/how-to-close-customer-feedback-with-nps
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
Quality Score (QS) is an algorithm used by Google to rank ads and determine ad costs. It considers factors like keyword relevance, landing pages, and historical user experience. QS is secret but advertisers can optimize accounts through tactics like refining keywords and landing pages. While QS aims to prioritize high-quality ads, it also favors existing campaigns and can complicate testing new strategies or launching new accounts.
Tenant Focus: Winning Efficiency Projects in the Commercial SpaceZondits
A presentation and training on winning efficiency programs in the commercial tenant space. This training was part of NYSERDA's Commercial Tenant Outreach program.
1. The document discusses strategies for building strong account relationships with customers, including reducing supplier counts, performing value analysis to lower total costs, and establishing different stages of relationships from awareness to commitment.
2. It also provides tips for pricing flexibility depending on market conditions, questions to consider for business expansion, benefits of just-in-time philosophies, and warning signs for the dissolution stage of a relationship.
3. Building trust is emphasized as an important relationship enhancer through demonstrating competence, dependability, customer focus, and honesty.
Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engag...Uberflip
Getting people to know who you are is easy. Getting people to know how you can help them is much more difficult. In order to truly educate potential customers about their business, Aon used a Content Experience Platform (CEP) to elevate their content marketing efforts. In this session at Oracle MCX 2019, Danielle Ashbaugh, Marketing Manager at Aon, spoke about how what started as a content solution has now become a mainstay for account-based marketing and demand generation, as well as a tool multiple solution lines now use.
This document provides tips on validating new business ideas and proving product-market fit through online testing. It discusses developing customer personas and profiles to better understand target markets. Methods covered include leveraging early adopters, conducting culture summits and crucial conversations, and using Google Consumer Surveys to test ideas and messaging. The document also offers guidance on setting up landing pages, running targeted AdWords campaigns, and analyzing key performance indicators like conversion rates and bounce rates to evaluate success. The overall recommendation is to validate ideas and offers online through iterative testing before fully committing resources.
Don’t Redesign Your Website in the Dark: Master the redesign process with cus...Optimizely
- How to assemble your redesign dream team
- How to navigate the HIPPO and keep the focus on your customer
- Guidelines for validating a website redesign using customer data
EEA Survery Results on Internet Marketing Social MediaGwyneth Iredale
This document summarizes the results of an EEA survey on internet marketing and social media. It discusses the audience and goals of companies' websites, how spending is allocated, and techniques for lead tracking and generation. Common successful marketing techniques included physical presence at events, direct mailing, newspapers ads, and word-of-mouth. Attendees requested more information on topics like blogging, email marketing, and maintaining a fresh online presence. The presentation concluded with an offer from Oslund Design to provide marketing assistance and tips.
Paid Search: What You Can Do, When You Should Hire Someone (MarketingBitz)Localogy
This document discusses paid search advertising (PaidSearch) on Google AdWords. It covers what paid search is, the types of ads available, and why businesses should use paid search. It provides tips on setting goals for ads, using ad extensions, geographic targeting, and targeting simple local keywords. The document also discusses when to hire an agency versus handling paid search yourself, how to evaluate if paid search is a good fit, how to track results, and initial actions to take to start a paid search campaign.
Live Demo: Unifying Your ABM Strategy with a Single PlatformDemandbase
Account-Based Marketing (ABM) is an easy philosophy to digest, but marketers are often left wondering how to translate philosophy into execution and results. Technology seems like the obvious answer, but disparate point solutions don’t address the core issues and can often make things more complicated.
In this webinar, Peter Isaacson, CMO, and Alan Fletcher, CPO, will demo Demandbase’s ABM Platform that provides the centralized foundation needed to execute ABM effectively.
In this webinar you will learn how to:
* Use the ABM Platform as a single source of truth for your ABM strategy
* Evaluate the holistic health of your sales and marketing activities
* Elevate your strategy to achieve more pipeline and close more deals
The document summarizes a presentation on behavioral pricing given by Emily Ellis of Boston Consulting Group. It discusses applying principles from Marie Kondo's book on tidying up to pricing by (1) committing to change, (2) knowing where to start and following a sequence, and (3) organizing choices by customer motivation rather than other factors. It also covers packaging choices to "spark joy" for different customer segments and removing obstacles to choice through sales tactics tailored to each segment. The goal is to reveal hidden growth opportunities by making subtle shifts informed by behavioral economics.
How to pick the best pricing strategy for your SaaS businessCustify
Deciding on a pricing strategy for a SaaS is often not as easy as it looks.
The pricing strategy is defined by, and in fact, integrated into your product. It is dependent on parameters like usage and features, making it a complex process. If you are a SaaS founder, you know exactly what we’re talking about.
Getting the pricing strategy for your SaaS right involves a deep understanding of your product and how it fits into the customer/ market ecosystem.
Let's see what pricing strategy is the best one for your SaaS
This document contains a presentation on SaaS sales models. It includes an agenda with different time slots, coverage of models like acquisition, renewal, and expansion. It also outlines templates for the sales process including trial offers, evaluation, and purchase. Different approaches are shown like self-service, transactional, and enterprise models. Graphics demonstrate concepts like the sales funnel and pricing versus complexity for each model.
Group Product Manager at Levi's Talks: Data for BeginnersProduct School
The document discusses data and data analytics for product managers. It defines data as facts and statistics collected for reference or analysis. It identifies common data types like quantitative and qualitative data. It provides examples of potential data sources for a company like customer support, payment processors, analytics tools. It outlines a process for working with data that includes defining goals, gathering data, analyzing results. It discusses considerations for working with data like roles, deliverables, timelines, capacity, and prioritization. It provides real world examples of how companies have used data analytics to address issues like friendly fraud, customer support costs, and payment failures. It also discusses technologies used for working with data like Hadoop, SQL, Python, and data visualization tools.
You can learn a lot about your customers by asking one question: “How likely are you to recommend us to a friend or colleague?” This is the standard Net Promoter Score (NPS) question and it is a key customer health metric that helps identify brand advocates and at-risk accounts, so you can fight churn. When an NPS program is done right, it can deliver powerful insights about customer loyalty at key stages in the customer journey. But how do you execute an effective NPS Program? We’re here to help. In this session, we’ll share best practices for NPS survey design and distribution, as well as how to integrate your NPS program with Salesforce so you can take action and impact the bottom line.
Cross channel testing insights and recommendations - jump - oct 12 2011 - w...Craig Sullivan
This presentation is about how to enable your website to optimise the *rest* of your business. There are recommendations here for how to instrument your web analytics, so you can see cross channel contact and touch points.
I've researched this thoroughly, and also give you a handy list of all the web analytics/call tracking companies of note. You'll find plenty of experiments to run with your call centre, and advice on how to track all of this crazy omni-channel and screen world.
If you do ONE thing with this information, promise me this please - I will implement tracking for some of my major 'other' channels that web drives, including phone, contact forms or chat.
How to Close Customer Feedback with NPS®?ZonkaFeedback
The process of Closing the Feedback Loop starts with collecting Customer Feedback. One of the most effective ways to collect Customer Feedback using NPS® Surveys. NPS® (Net Promoter Score) has been widely adopted with more than two thirds of Fortune 1000 companies to measure Customer Loyalty. NPS.
Read More @ https://www.zonkafeedback.com/blog/how-to-close-customer-feedback-with-nps
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
Quality Score (QS) is an algorithm used by Google to rank ads and determine ad costs. It considers factors like keyword relevance, landing pages, and historical user experience. QS is secret but advertisers can optimize accounts through tactics like refining keywords and landing pages. While QS aims to prioritize high-quality ads, it also favors existing campaigns and can complicate testing new strategies or launching new accounts.
Tenant Focus: Winning Efficiency Projects in the Commercial SpaceZondits
A presentation and training on winning efficiency programs in the commercial tenant space. This training was part of NYSERDA's Commercial Tenant Outreach program.
1. The document discusses strategies for building strong account relationships with customers, including reducing supplier counts, performing value analysis to lower total costs, and establishing different stages of relationships from awareness to commitment.
2. It also provides tips for pricing flexibility depending on market conditions, questions to consider for business expansion, benefits of just-in-time philosophies, and warning signs for the dissolution stage of a relationship.
3. Building trust is emphasized as an important relationship enhancer through demonstrating competence, dependability, customer focus, and honesty.
The document discusses the need for companies to differentiate themselves and create competitive separation in order to succeed. It emphasizes thinking beyond products to focus on customer journeys, experiences, and challenges. Three levels of perceived customer value are identified: basic offer, professional services, and end-to-end customer experience. Selling business outcomes rather than just solutions is advised. Overcoming barriers like the status quo, limited views, and fear of change is important for transformation.
Epson’s Journey Towards Data-Driven Customer CentricityVivastream
Epson implemented a Customer Data Warehouse (CDW) to centralize customer data from disparate sources and gain a single customer view. This allowed Epson to better understand customers, improve targeting of marketing campaigns, increase response rates, and grow revenue. Some key benefits included reducing duplicate customers by 60%, decreasing time to prepare marketing campaigns from weeks to under an hour, and exceeding revenue growth goals for email campaigns. Lessons learned included ensuring executive support, partnering with an expert provider, allocating sufficient time for discovery and design, and planning for ongoing optimization.
A review on enhancing digital customer experience with a holistic, integrated measurement system having clear linkages between metrics at every level of customer delivery
LOWE’S COMPANIES INC: optimizing the marketing communication mix case study s...Anjali Mehta
This case discusses Lowe's strategy to optimize its marketing communications mix for its new "Next Generation Installed Sales" initiative. Lowe's aimed to move beyond its do-it-yourself customers and target the "do-it-for-me" customer segment with kitchen remodeling services. The case analyzes Lowe's customer decision process, pain points, competitors, and reviews its traditional versus digital marketing approaches. It recommends a balanced integrated marketing communications strategy using different channels like TV, digital, social media, and in-store marketing tailored to the customer's decision stages from awareness to post-purchase. A SWOT analysis and marketing mix framework are also provided to guide Lowe's optimized marketing plan.
This document discusses developing a customer marketing program in the "Age of the Customer" where companies need to have a proprietary view of individual customers rather than relying on generic third party data. It emphasizes segmenting customers based on their attributes and requirements in order to prepare targeted offers. Several approaches to customer segmentation are described, including clustering, ad-hoc analysis, and network theory. The key aspects of successful customer segmentation are that the segments are substantial, exclusive, accessible, timely, and different in characteristics in order to enable smarter business decisions, better marketing promotions, differentiation, and balanced growth. The conclusion promotes a software engine that automates sophisticated customer segmentation using network theory without large costs.
Search Marketing in a B2B World - PPC and SEOMagnus Nilsson
Slides from my presentation held at SEM Konferansen in Oslo 2010. The session explored the major challenges facing B2B SEM, which makes it different to running a B2C campaign.
The document provides guidance on product management and user experience design. It outlines a 10-point framework for evaluating UX with principles like transparency, emotional rather than cognitive design, hierarchy of information based on customer needs, and progression that only exposes new functionality as users advance. The document also discusses defining business objectives, customer journeys, testing tactics, and implementing strategies through an iterative process of learning, testing and refining.
The document discusses using A/B testing and experiments to test ideas and make data-driven decisions. It encourages testing different ideas with customers, such as testing two potential presentations to see which audience prefers, or testing different ads or web page content to see what performs best. The goal is to validate concepts with customers faster using low-cost or free tools like surveys, rather than assuming what customers want without input from them. Customer data should be collected mindfully and with their consent.
The document provides information on the RoboPorter team working on an automated consolidated reporting solution. It lists the team members and their roles. It then describes the problem of manual consolidated reporting currently used by single and multi-family offices. The proposed solution is to use machine learning and natural language processing to automate reporting and make it more accurate. It provides details on the business model, target customers, competitors, and revenue model which involves subscription fees for the automated reporting software.
The Guide To Native Advertising For Affiliate MarketersAffiliate Summit
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: The session will give attendees an in-depth look at how to successfully use native advertising to drive desired consumer behaviour and ultimately increase revenue. Will include examples & case studies
The document discusses defining a strong market value proposition. It begins by defining a value proposition as a clear statement of the functional, emotional and self-expressive benefits offered to target customers. The key components of a value proposition are then outlined, including relevance to customer needs/pains, quantified value or benefits, and unique differentiation. Examples are provided of both good and bad value propositions from companies like Google. Finally, the document discusses tools for building a value proposition, including defining the target market, value experience, offerings, benefits, differentiation, and proof of concept through testing.
presented by Rob Bentley and Paul Reiman of Hewitt Associates at the TrueConnection 2008 Sales Performance Management Conference, hosted by Callidus Software
This document discusses how predictive analytics and content targeting can improve the user experience. It defines predictive analytics as examining patterns in data to identify future risks and opportunities. Content targeting provides customized content for users based on their behaviors and attributes. This enhances the customer experience by delivering relevant information. Predictive analytics has various uses, such as reducing churn, increasing sales, and optimizing operations. Case studies show how predictive analytics helped a truck manufacturer anticipate breakdowns and a retailer increase revenues through audience segmentation and recommendations. The document advocates for strategic content targeting over generic content to create a better customer experience.
Whole-Brained Marketing -- Blending Data Science with Creativity & ActionAileen Cahill
Breakthrough Marketing Begins With Data
Size Doesn’t Matter! “Big-Data” or small, Customer Relationship Marketing (CRM) all begins with data. And, it’s how you use that data that will set you apart from your competition; driving customer loyalty and your profits.
There’s truly gold in that data and mining it for customer insights is the first step toward marketing with much greater impact and return on investment. From precision targeting, to more relevant messaging and having the omnichannel insights customers and consumers expect, integrating and mining data is where breakthrough marketing begins.
Customer’s and consumers are in the driver’s seat! With complete information at their fingertips and numerous choices, “one size fits all” marketing has gone the way of the dinosaur. The technology for capturing, integrating and harnessing the data is prevalent. “Addressability at Scale” and personalization are the new marketing mantra.
Strategic planning is often misinterpreted as an academic exercise that distracts leaders from the goal of
producing clear business results. In fact, creating strategic alignment and focus to your activities is even more
critical when competition is intensifying and resources are constrained. Deepen your strategic planning
acumen with new tools that will help maximize value in a challenging economic climate.
The document provides information on starting a new business, including entrepreneurship, business planning, and key elements of a business model. It discusses entrepreneurship as launching and running a new small business. A business plan outlines business goals, reasons for attainability, and plans for reaching goals. The business model canvas tool breaks down a business into nine blocks: customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
Similar to B2B Audiences: How To Create & Effectively Use Them For PPC (20)
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
5. Why SPEND TIME ON AUDIENCES?
5
Audience research in content (PPC) marketing is as
important as keyword research in search PPC.
Melissa Mackey, beyondthepaid.com
“
“
6. Why SPEND TIME ON AUDIENCES?
6
Your audience is targeted (and small)
B2B markets demand higher CPCs
You won’t know ROI for a while
It’s easy to send the wrong message to the wrong
people
Buying can involve multiple departments
It’s easy to cast too wide a net
7. Possible
Impressions
Queries that would match to this
keyword
Keyword
Choice
“energy savings”
Energy Savings
Products For Large
Buildings
E X A M P L E
B2B
Company
Better defining your audience should keep you from
bidding on search terms that are superficially related to
your offering, but don’t actually indicate any relevant
search intent.
CASTING TOO WIDE A NET
@GranularMarketing@GranularPPC 7
12. BUYER PERSONAS
@GranularMarketing@GranularPPC
These are real people making decisions to purchase from you or not.
12
Buyer
Persona
Biggest Fears
SummaryChallenges
Common Objections
Frustrations With Current SolutionsProblems they want to solve
Important Information Needed
Goals
Role in Purchase Process
13. Tip
Go beyond the basics
Other Types of Information
What
Facebook
Pages they
like
Groups
they’re a part
of
Where they
buy other
stuff
Keywords
they would
search for
Industry
events they
attend
Content formats
they prefer
13
How they currently
solve the problem
14. @GranularMarketing@GranularPPC 14
Joe
Engineer
Biggest Fears
• Their system won’t integrate with your
solution
Summary
Joe is the Director of Engineering at a luxury hotel.
He’s responsible for the building’s efficiency when
it comes to overall costs of energy and
maintenance. He’s aware that energy
management systems exist, but has been hesitant
up to this point because of issues with believing in
the accuracy of the technology and the long-term
ROI that the large up-front cost would bring. In
order to be attracted to what we have to offer, he
would have to have enough information to believe
that the investment is worth it. Therefore, he
would be attracted to content like whitepapers
and case studies that prove our solutions.
Challenges
• Guest complaints about room temperatures
when they arrive (either too hot or too cold)
Common Objections
• Occupancy sensors are traditionally
inaccurate
Frustrations With Current Solutions
• Guests are able to set their own temperatures in
their rooms; creating extreme conditions that waste
energy and frustrate subsequent guests
Problems they want to solve
• High energy bills
• Lost budget due to room maintenance issues
Important Information Needed
• Typical energy cost savings post-implementation (and overall ROI)
• Per room install cost
• Integration capabilities
Goals
• Save on energy costs
• Increase guest comfort
• Improve brand and property loyalty
Role in Purchase Process
• The main researcher, but has to present the
solution to the hotel General Manager for
final approval
BUYER PERSONAS
Create profiles for each key segment of your audience.
15. Basic Tips For Audience Research
15
Ask the customers (surveys)
Ask those who talk to the customers (client or sales team)
Use what you already have (top accounts)
Listen to online conversation (common questions and concerns)
17. Apply What You Know
17
Layer audience characteristics to get granular
Target audience
18. Offer
How they enter your buying funnel
Messaging
What you’re going to say
Platforms
Where you’ll target your audience
I n f o r m e d S t r a t e g y
Firmographics
+
Buyer
Personas
Firmographics + Buyer Personas
@GranularMarketing@GranularPPC 18