The document discusses integrating marketing channels, campaigns, and reporting to maximize results. It highlights that best-in-class B2B marketers integrate email and social media campaigns more than average marketers. The key to success is implementing holistic marketing solutions that synchronize tactics and seamlessly link marketing components to ensure they complement each other. The document outlines seven integrated marketing tactics: email, social media, online events, blogs, landing pages, web site intelligence, and integrated analytics.
AddThis Webinar: Capturing Inbound Leads with Contributed ContentInfluence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join us as Charlie Reverte, vice president of website products at AddThis and Matt Kamp, director of strategic partnerships at Influence & Co. discuss how to optimize your marketing efforts, both on- and off-site.
How to Understand, Attract, and Engage Buyers at EventsSnapApp
Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.
Using Google Analytics and Google Adwords
Talley Wells, Atlanta Legal Aid Society, Inc
Mark Sherman, Nehmedia, Inc
Jillian Theil, Pro Bono Bet
An introduction to using Google Analytics and AdWords to improve your online presence.
AddThis Webinar: Capturing Inbound Leads with Contributed ContentInfluence and Co.
The world is saturated with companies competing for attention, and you work hard to target people in your core market. Creating exclusive, compelling content to get leads to our website is crucial BUT it is only one part of the equation.
So how do you further engage leads once they’ve made it to your site to continue their journey down the funnel? How can you turn earned media and thought leadership content into actual value for your business?
Join us as Charlie Reverte, vice president of website products at AddThis and Matt Kamp, director of strategic partnerships at Influence & Co. discuss how to optimize your marketing efforts, both on- and off-site.
How to Understand, Attract, and Engage Buyers at EventsSnapApp
Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.
Using Google Analytics and Google Adwords
Talley Wells, Atlanta Legal Aid Society, Inc
Mark Sherman, Nehmedia, Inc
Jillian Theil, Pro Bono Bet
An introduction to using Google Analytics and AdWords to improve your online presence.
This presentation, first made available in Dec. 2012 as a free member webinar for Pet Sitters International, explains why Google Analytics is important for pet sitters, how to sign up for Google Analytics and what important information pet sitters just beginning with Google Analytics should track and why. (http://www.petsit.com)
Forward Progress Overview - Rapid Launch Plan - 2016 - Team Based Community ...Social Jack
This is the proven system of our Rapid Launch Plan, taking your company to market with the combined power of Digital Marketing, Social Media, Social Teaming and the power of today's technology. We also include Social Jack's proprietary education programs. Once we plan and build, you have a choice to get coached to operate your digital world, have us operate for you or a combination of the two! Call us at 312-257-2224 for more info when you are ready!
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
Media newsroom are undermanned and no longer have the resources to produce in depth stories. Brands can earn media by collaborating with the media and helping them to produce great news stories.
Embrace it. Mobile devices are here to stay and your members are engaging with your organization on their Smartphones and tablets daily. With this in mind, what type of mobile experience are you currently providing your members?
Social Influencer Event Marketing - Brand Advocacy Program 2017Social Jack
In the last year, influencer marketing has become a necessity for any brand. Most brands have used social influencers in one way or another. What’s different now is the rise, prevalence and scale of numerous social platforms like Facebook, Instagram, Twitter, Vine, YouTube and Snapchat. Then combine that with streaming media to have to ultimate winning combo. With social media, brands benefit from positive contributions from their fans and followers without even having a formal influencer marketing program. We have a unique program that can take any influencers that you have now and blend them with influencers we have to make the ultimate social team for your brand. We can also bridge your conferences, expos, and events and use online events in concert with influencer marketing to create an everlasting effect on your events. Access our slide presentation for this program and then ask us for a demo of our program. – CTA = Free consultation
Top 10 Things to Analyse with Google Anaytics on a Monthly BasisSocial Beat
Here is a list of Top 10 Things to Analyse your website or app using the free Google Analytics Tool. These are things that can be analysed on a monthly basis to understand who is coming to your website, what are they doing there and what is driving them to come to the website or transact with you. Google Analytics a powerful yet free tool which can help grow your digital marketing strategy.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
This month we look at Google reviews, Google review attributes, re-opening your business during COVID-19, the power of tags and social sharing in GatherUp.
With the nature of a press release, search engines give them a high quality score for content and search rankings. This presentation will show you tips and strategies to build a press release strategy that offers a valuable ROI and increase your SEO results and buyer traffic.
Manage Up to Scale Up: Making the MarTech Business CaseUberflip
Seth Lieberman, CEO at SnapApp, teaches us how to scale our marketing efforts. He goes through the steps of assessing how to scale and building a business case.
Number 1 on Product Hunt: How I Got Early Growth for My Mobile AppIn Marketing We Trust
iOS engineer and founder of Filma App (recently voted product of the day on Product Hunt), Miguel Lorenzo, walks us through app development and ASO (app store optimisation). You'll learn how to approach early release (beta version with limited features), including how to track preferences in Google Analytics, get user feedback and find what your users really want.
In this presentation, we'll cover:
• Idea and app development
• Product launch
• ASO (app store optimisation)
• App promotion
• App landing page
• Product Hunt launch
You'll get loads of tips and learn how to promote your app with promotional videos for new releases for social networks. You'll also learn how to reach out to influencers and tech blogs to help promote your product.
Forward Progress - Social Influencer Event Marketing Services - Brand Advocac...Social Jack
Forward Progress has executed over 1,000 online events. Our exclusive social influencer program hsa been used by fortune 500 companies for over a decade. We use this to build community and drive continued success from online events to live conference events.
This presentation, first made available in Dec. 2012 as a free member webinar for Pet Sitters International, explains why Google Analytics is important for pet sitters, how to sign up for Google Analytics and what important information pet sitters just beginning with Google Analytics should track and why. (http://www.petsit.com)
Forward Progress Overview - Rapid Launch Plan - 2016 - Team Based Community ...Social Jack
This is the proven system of our Rapid Launch Plan, taking your company to market with the combined power of Digital Marketing, Social Media, Social Teaming and the power of today's technology. We also include Social Jack's proprietary education programs. Once we plan and build, you have a choice to get coached to operate your digital world, have us operate for you or a combination of the two! Call us at 312-257-2224 for more info when you are ready!
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
Media newsroom are undermanned and no longer have the resources to produce in depth stories. Brands can earn media by collaborating with the media and helping them to produce great news stories.
Embrace it. Mobile devices are here to stay and your members are engaging with your organization on their Smartphones and tablets daily. With this in mind, what type of mobile experience are you currently providing your members?
Social Influencer Event Marketing - Brand Advocacy Program 2017Social Jack
In the last year, influencer marketing has become a necessity for any brand. Most brands have used social influencers in one way or another. What’s different now is the rise, prevalence and scale of numerous social platforms like Facebook, Instagram, Twitter, Vine, YouTube and Snapchat. Then combine that with streaming media to have to ultimate winning combo. With social media, brands benefit from positive contributions from their fans and followers without even having a formal influencer marketing program. We have a unique program that can take any influencers that you have now and blend them with influencers we have to make the ultimate social team for your brand. We can also bridge your conferences, expos, and events and use online events in concert with influencer marketing to create an everlasting effect on your events. Access our slide presentation for this program and then ask us for a demo of our program. – CTA = Free consultation
Top 10 Things to Analyse with Google Anaytics on a Monthly BasisSocial Beat
Here is a list of Top 10 Things to Analyse your website or app using the free Google Analytics Tool. These are things that can be analysed on a monthly basis to understand who is coming to your website, what are they doing there and what is driving them to come to the website or transact with you. Google Analytics a powerful yet free tool which can help grow your digital marketing strategy.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
This month we look at Google reviews, Google review attributes, re-opening your business during COVID-19, the power of tags and social sharing in GatherUp.
With the nature of a press release, search engines give them a high quality score for content and search rankings. This presentation will show you tips and strategies to build a press release strategy that offers a valuable ROI and increase your SEO results and buyer traffic.
Manage Up to Scale Up: Making the MarTech Business CaseUberflip
Seth Lieberman, CEO at SnapApp, teaches us how to scale our marketing efforts. He goes through the steps of assessing how to scale and building a business case.
Number 1 on Product Hunt: How I Got Early Growth for My Mobile AppIn Marketing We Trust
iOS engineer and founder of Filma App (recently voted product of the day on Product Hunt), Miguel Lorenzo, walks us through app development and ASO (app store optimisation). You'll learn how to approach early release (beta version with limited features), including how to track preferences in Google Analytics, get user feedback and find what your users really want.
In this presentation, we'll cover:
• Idea and app development
• Product launch
• ASO (app store optimisation)
• App promotion
• App landing page
• Product Hunt launch
You'll get loads of tips and learn how to promote your app with promotional videos for new releases for social networks. You'll also learn how to reach out to influencers and tech blogs to help promote your product.
Forward Progress - Social Influencer Event Marketing Services - Brand Advocac...Social Jack
Forward Progress has executed over 1,000 online events. Our exclusive social influencer program hsa been used by fortune 500 companies for over a decade. We use this to build community and drive continued success from online events to live conference events.
Devise your Digital Marketing and Content Marketing Strategy - Step-by-Step p...Amit Singh
Digital marketing optimization has become required for Internet marketers who wish to compete successfully. From website visitor to closed business, and with the right tools, every phase can be optimized to reduce cost and increase sales. To excel in this internet-savvy world, digital marketers must stay updated with top digital marketing techniques to optimize internet marketing strategies
Devising your content marketing strategy in the digital age relies on data and technology more than ever before. Technology is used to gather the data, and the data is consumed by more technology to automate and optimize every phase of the digital marketing lifecycle.
Jon Wuebben, Content Launch - Speaking at the 2014 Content Marketing Retreat, Langley, WA
"The 6 Magic Metrics of Content Marketing"
Jon will explain the 6 primary metrics for measuring Content Marketing success.
While ABM isn't new, many of the modern technologies that make it more accessible, scalable and repeatable for B2B organizations are. Watch this #LLS16 webinar where Act-On team executives will share insights to help you kick start your ABM programs: http://dg-r.co/2blBYeW
Join Matt Lynch, the General Manager of Vorian Agency - Perth based technical marketing agency, with an educational walk through of how Pinterest works for Social Media Marketing, and how businesses can leverage Pinterest as part of their content marketing activities. #voriantraining
This seminar will explore the widely popular social media image scrapbooking website Pinterest as part of an integrated digital marketing strategy for your business to create brand awareness drive incidental traffic and create additional inbound links through to your website.
Things you can learn include:
consistent branding for account name
optimised biography and account information
Understanding Twitter Terminology
setting up boards and their descriptions
positioning the sequence of boards for optimal visibility
keyword strategy for content and file naming
filling your boards with pins
visual content marketing strategy
follower building strategy
cross pollination between your social media accounts
choosing good images to pin for viral distribution
This training session will give you insight into Facebook for business and how you can best optimise your profile, behind the scenes and settings of Facebook, recommendations on marketing, PPC and Ads Manager and more.
Get the most out of your social media channels and maximise your return on investment.
Things you can learn include:
Setting up a Facebook business page
Useful plugins and features
Content marketing strategy
Social media strategy
Pay-per-click advertising
Useful tools
Watch this #COSeries webinar on-demand here: http://dg-r.co/2o4VYtx
Create a campaign ecosystem that builds brand, drives demand, and expands customer relationships.
Not sure where to start with your campaign and content plan? As marketers, our leaders expect us to show measurable growth in building brand, driving demand, and improving customer experience. Join us to get a 5-step blueprint for creating high-performance campaigns that will wow your executives, guide your content creation, and set you up to show measurable results at year’s end. We often find ourselves on the dreaded execution treadmill. Running from campaign to campaign and tactic to tactic without understanding the impact we’re having on the bottom line. Build a high-performance marketing plan that will give you the freedom to grow, push boundaries, and track success.
In this webinar we’ll cover:
Aligning your campaign mindset to the buyer's journey;
Building a content plan to fuel your campaigns;
Mind your gaps: uncover your best opportunities for driving buyer's through the funnel; and
Effective metrics for evaluating ROI, and developing reports that “Wow”.
Maximize Performance of Your Campaigns with Sponsored Updates PartnersLinkedIn
Wondering how you can improve the ROI of your Sponsored Updates? LinkedIn advertisers using a certified partner to manage and track their campaigns are seeing results that are 20% above benchmark performance.
Through LinkedIn’s Certified Sponsored Update Partners, marketers can tap into a selection of third-party services and technology that can unlock greater campaign expertise, effectiveness, and efficiency.
Join LinkedIn’s Partner Enablement Manager, Jonathan Young to learn about the Certified Sponsored Updates Partner program, the benefits to marketers, and an understanding of what each partner offers.
Also hear from AdStage’s CEO and Co-Founder, Sahil Jain. AdStage provides powerful campaign tool to help you manage your Sponsored Updates and Direct Sponsored Content. Sahil will share client case studies, provide a live demo of the platform, and answer questions from the audience.
Statistics
The State of B2B Marketing: New Marketing Automation Stats for 2017Act-On Software
Many of the available marketing automation stats we regularly
use – to make strategic decisions, craft presentations, prepare
for sales calls – are getting a bit long in the tooth. So we set
off to uncover the most recent marketing stats by surveying
more than 350 marketing professionals in North America and
Europe to get their take on how investing in marketing
automation impacts business performance. The most
noteworthy results are included below.
Why Content Marketers Should Be Making Unicorn Babies Act-On Software
In this episode of the Rethink Podcast, we interview Larry Kim, CEO of Mobile Monkey, and founder of Wordstream. Larry is recognized as among the Top 50 Most Influential People in Digital Marketing. In this conversation, he talks about the differences between unicorn and donkey content, and how marketers can create unicorn babies.
Trust is a crucial part of attracting, converting, and retaining customers, and email newsletters are a great way to build that trust. A successful newsletter that is regular, reliable, and consistently delivers useful, interesting information can help you effectively nurture existing and future customers.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
Marketing Automation Hacks: The Act-On EditionAct-On Software
If you’re already using Act-On, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
Act-On's Director of Digital Marketing, Linda West shares various #MAHacks to help you get ahead!
Rethinking the Role of Marketing, reveals that top performing marketing teams are taking full control of the customer lifecycle – everything from customer acquisition, to the more lucrative customer retention and expansion.
Looking to make a lasting impression on potential buyers? Check out this presentation for the tips & tricks you need to really dazzle with your content!
Having a tough time selling your C-suite on the benefits of marketing automation? Give this presentation a gander for the tips, tricks, and best practices necessary to build the strongest possible business case for marketing automation!
Learn to separate the signals from the noise when it comes to search engine marketing in this exciting presentation on SEO basics, brought to you by Website Magazine!
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
Ever wondered what makes for exceptional marketing content, or struggled to strike a proper balance between selling and serving? Lucky for you, Act-On's top demand gen personnel have tips and tricks to share that are sure to help your online offers really resonate! Get to know the ins and outs of crafting killer content in this exciting presentation.
Looking to move beyond a batch-and-blast approach when it comes to emails you send? Find out how to create more targeted offers with our crash course on lead nurturing basics!
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Act-On Software
Get to know the ins & outs of Canada's latest anti-spam legislation in this exciting webinar led by David Fowler, Act-On's Chief Deliverability Officer!
Who Is The Modern Customer? How Do They Want You to Talk to Them?Act-On Software
Ever wondered what makes the modern customer tick? See what some of today's top brands have done to engage buyers (and what buyers themselves have to say about brands) in this exciting presentation on leveraging social for brand awareness!
4. About Demand Gen Report
• Launched in 2007 to track best
practices in lead generation
• Newsletter has grown to more
than 26,000 readers
• We also offer a menu of research
and best practices reports
• New audio/video podcasts at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists
5. Panelists
Janelle Johnson Andrew Gaffney
Director, Demand Gen Editor
Act-On Software Demand Gen Report
6. Marketing’s Missing Links:
Calculating the Cost and Benefits of Integrating
Channels, Campaigns & Reporting
Join the @ActOnSoftware conversation on Twitter
and discover what others are saying about us:
#ActOnSW
www.act-on.com | @ActOnSoftware | #ActOnSW
7. 65% of best-in-class B2B marketers
integrate their email and social media
campaigns, compared to an industry
average of just 51% .
- Aberdeen Research
www.act-on.com | @ActOnSoftware | #ActOnSW
8. What B2B Marketers are doing today
• Invest in campaign tools
• Use cutting-edge technology
• Gather data about their products
• Create libraries of marketing content
www.act-on.com | @ActOnSoftware | #ActOnSW
9. The Real Magic: What they need to do
• Implement holistic marketing campaigns and solutions
• Synchronize methodologies and tactics
• Link marketing components seamlessly
• Ensure elements compliment one another
www.act-on.com | @ActOnSoftware | #ActOnSW
10. 7 Key Areas
of Integrated Marketing Tactics
www.act-on.com | @ActOnSoftware | #ActOnSW
11. Key #1 - Email
Challenge
Marketers continue to struggle with:
• Reaching the right audience
• Creating compelling content
www.act-on.com | @ActOnSoftware | #ActOnSW
12. Key #1 - Email
Solution: Social Sharing Options
Higher share rates of Emails with social
media links vs. those without:
• 370% higher with LinkedIn
• 190% higher with Twitter
Pro Tip: Include social network buttons in your marketing email.
www.act-on.com | @ActOnSoftware | #ActOnSW
13. Key #2 – Social Media
Challenge
Social media is a peripheral player*
• 7% think it is mature
• 89% think it is not a major lead source
* 2012 eMarketer
www.act-on.com | @ActOnSoftware | #ActOnSW
14. Key #2 – Social Media
Solution: Social Media’s
Strength
Amplify marketing through SM
• “Share” and “Like”
• Live event hashtags (#)
• Monitor conversations
• Nurture relationships
Pro Tip: Keep social media posts “fresh” and “relevant” with choice bits of content.
www.act-on.com | @ActOnSoftware | #ActOnSW
15. Key #3 – Online Events
Challenge
Generating buzz for webinars and webcasts
• Most effective marketing resource
• Valuable source of information
www.act-on.com | @ActOnSoftware | #ActOnSW
16. Key #3 – Online Events
Solution: Gift that keeps giving
Make webinars
• A source of useful content
• Augment marketing campaigns
• Fodder for blogs and social media
• Compliment white papers
• Available 24/7
Pro Tip: Use an online event management tool that provides detailed analytics
on registrations, attendance and participation.
www.act-on.com | @ActOnSoftware | #ActOnSW
17. Key #4 – Blogs
Challenge
Blogging efforts seem uncoordinated
• Marketing campaigns are disconnected
• Posts are random and ineffective
www.act-on.com | @ActOnSoftware | #ActOnSW
18. Key #4 – Blogs
Solution: Relevant blog content
Blogging is a strong SEO tool
• Update blog posts regularly
• Reference integrated campaign
content
• Include a call to action
Pro Tip: Create an editorial calendar and coordinate blogging with campaign efforts.
www.act-on.com | @ActOnSoftware | #ActOnSW
19. Key #5 – Landing Pages
Challenge
Generic web pages are not effective
• Leads go to wrong content
• Prospects get lost or bored
• Opportunities leave
www.act-on.com | @ActOnSoftware | #ActOnSW
20. Key #5 – Landing Pages
Solution: Dedicated landing page
Send prospects to campaign dedicated pages
• Test and tune to boost conversion
• Provide a specific offer
• Create a call to action
• Tie campaign elements together
Pro Tip: Use a tool that creates track-able, unique URLs to tie landing pages to specific
campaigns or content.
www.act-on.com | @ActOnSoftware | #ActOnSW
21. Key #6 – Web Site Intelligence
Challenge
Web visitors are anonymous
• Unable to tie to a specific campaign
• Unknown which search term was used
• Unclear how they found company
www.act-on.com | @ActOnSoftware | #ActOnSW
22. Key #6 – Web Site Intelligence
Solution: Track incoming visitors
Correlate traffic to marketing campaigns
• Unique URLs for email/social media
• Enable cookies
• Track referring URLs
Pro Tip: Use web site intelligence and analytics to identify individual leads and site activity.
www.act-on.com | @ActOnSoftware | #ActOnSW
23. Key #7 – Integrated Analytics
Challenge
Web intelligence tools are incomplete
• Channel strength?
• Channel effectiveness?
• Prospect to qualified lead ratio?
www.act-on.com | @ActOnSoftware | #ActOnSW
24. Key #7 – Integrated Analytics
Solution: Use the right analytics
Understand your marketing campaigns:
• Content you intend to use
• Channels and platforms you will
employ
• Results you want to get
Pro Tip: Know what you want to measure in your campaigns before finding a solution.
www.act-on.com | @ActOnSoftware | #ActOnSW
25. Integrating your marketing efforts gives
you a range of tools and tactics that work
together to amplify your results.
www.act-on.com | @ActOnSoftware | #ActOnSW
26. Ready to Learn More?
• Sign up for a demo
act-on.com
blog.act-on.com
• Need it sooner
Call us: 1 (877)530-1555
Email us: sales@act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW
28. Q&A // Panelists
Janelle Johnson Andrew Gaffney
Director, Demand Gen Editor
Act-On Software Demand Gen Report
29. Thank You For Attending This Webinar
You can download this presentation at:
http://dg-r.co/mktmissinglinks
Editor's Notes
Andrew – set the scene
AndrewInvest fortunes in their campaignsBuy the very best tools and seek out cutting-edge technologyGather mountains of data about their productsCreate libraries of marketing content
Janelle – Here is where we see clients successfullyaddress these challenges and get the best resultsCreating a holistic approach to marketing campaignsLinking together marketing components into a finely tuned B2B marketing machineImplement holistic solutions and tactics into a world-class B2B marketing machine
Solution (Janelle)Social sharing reaches a vast new audienceemail sent without social sharing options produce higher click-through rates
Solution – Twitter homepagesocial media amplifies marketing program impactadding social sharing buttons to Email, blog posts, share quickly and easilyCreate hashtags for live events - builds buzz; starts conversationsUse social monitoring tools to track conversations Build relationships with your followers
ChallengeB2B marketers say webinar is their most effective content marketing resourceAudiences says - they seek out webinars for valuable information.Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
Solution – use Progressive Case Studya source of rich, useful content that can feed campaigns for weeks / monthsExtract most interesting snippets to create blog and/or social media posts - link back to the archived event.Extended content marketing campaigns - white paper, live webinar, and continue with blog and social media campaigns.
Solution – Screen shot: Blog landing pageBlogging really shines as a search engine optimization (SEO) toolKey = update blog regularly (at least once a week – Google loves fresh content!) – make judicious use of keywordsReferences other content from your integrated campaignsInclude a call to action – move potential leads to the next step in the engagement process.
ChallengeMany inbound clicks for campaigns drive leads to the company’s home pageMany prospects get lost or bored or frustrated -- ultimately go elsewhere
Solution – Promotion Landing Page Sending prospects to a dedicated landing page can double conversionsTest and tune landing page => can boost conversions even moreEvery piece of content must include a call to action – email, blog posts, social media or anything else – should lead your prospects to a landing page that’s customized to provide a specific offer or piece of information.
ChallengeTypical business web site’s visitors are anonymousUnless they provide additional information – don’t knowDon’t know particular campaign, specific company, particular search termMakes it hard to judge effectiveness of integrated campaign efforts
Solution: product screenshotSoftware to correlate incoming web site visitors with marketing campaign activitiesOne common method - unique URLs for email or social media links that set a tracking cookie on the user’s Web browserMarketing automation platform can track of where visitors are coming from, and what brought them to the site.
ChallengeNeed tools that measure the performance of every individual marketing channelNeed to know how activity in one channel affects activity in anotherNeed tools that close the loop on marketing campaigns - prospect to qualified leads => ultimately, customers
Solution: product screen shotUnderstand your marketing campaigns: the content you intend to use, the channels and platforms you will employ, and the results you want to get. Once you have made those plans, you can work backwards to pick the right analytics solution for your business.
Linking it togetherIntegration lets you meet prospects where they are – wherever they are.With marketing automation, managing multiple integrated tools becomes easy.