The document discusses how to effectively engage customers through content marketing. It recommends creating relevant content tailored to different audiences and stages in the buyer's journey. Content should be delivered at the right time through personalized messaging across channels like email, social media, and mobile. Marketers should track customer behaviors and interactions across multiple touches to measure the success and ROI of different programs and channels. The goal is to attract potential customers, engage them with helpful content, and nurture them into qualified sales leads over time through personalized conversations.
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Top 10 Strategies for Post-Pandemic Hospitality MarketingMilestone Inc
Travel demand has started its rebound, and already STR is projecting many US destinations are within 10% of their 2019 demand levels. Travelers are taking vacations, but are you getting them in the door? Now is the time to plan your digital marketing strategy so your hotel doesn’t miss out on this pent-up demand.
Our experts share trends, tips, and strategies to help you create a marketing plan now so you see a successful 2022.
Understanding the Metrics that Drive Real Business ImpactLinkedIn
When budgets are tight and teams are slim, understanding the impact of your programs is more important than ever. But what are the metrics that really matter? It’s time to move beyond top funnel engagement metrics and dive beneath the surface to understand the quality and effectiveness of the KPIs that actually benefit the business.
If you’re struggling to identify the metrics that prove your marketing efforts are providing business worthy return, this should help. By reviewing this presentation, you’ll learn the difference between metrics and analytics and which powerful metrics you should be looking at to become more efficient at optimizing the purchase path and driving revenue.
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Top 10 Strategies for Post-Pandemic Hospitality MarketingMilestone Inc
Travel demand has started its rebound, and already STR is projecting many US destinations are within 10% of their 2019 demand levels. Travelers are taking vacations, but are you getting them in the door? Now is the time to plan your digital marketing strategy so your hotel doesn’t miss out on this pent-up demand.
Our experts share trends, tips, and strategies to help you create a marketing plan now so you see a successful 2022.
Understanding the Metrics that Drive Real Business ImpactLinkedIn
When budgets are tight and teams are slim, understanding the impact of your programs is more important than ever. But what are the metrics that really matter? It’s time to move beyond top funnel engagement metrics and dive beneath the surface to understand the quality and effectiveness of the KPIs that actually benefit the business.
If you’re struggling to identify the metrics that prove your marketing efforts are providing business worthy return, this should help. By reviewing this presentation, you’ll learn the difference between metrics and analytics and which powerful metrics you should be looking at to become more efficient at optimizing the purchase path and driving revenue.
A briefing on new marketing techniques and digital technologies that businesses should consider in 2018. Introduced with the Gartner Marketing Hype Cycle.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
Do tech marketers differ from their non-tech counterparts and reign supreme in particular domains of marketing expertise?
New LinkedIn research says yes. But more importantly, findings from our recent global marketer’s study point out significant lessons that non-tech marketers can learn from today’s tech trailblazers.
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
One of the biggest challenges facing media companies is how to efficiently scale digital content production to reach and engage new audiences. Savvy media professionals
recognize the critical role of freelance writers to enable them to create the type and amount of content required to be competitive in this new world.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
As 2017 draws to a close, we as marketers are developing strategies and tactics to continue to wow our customers in 2018. To help you get ahead, we've compiled a list from the team at Marketo on what they think is important to focus on in the coming year.
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...LinkedIn
Join us for our live demo of our advertising solutions: LinkedIn Sponsored Content and LinkedIn Text Ads. These products allow you to connect with the world's largest audience of active, influential professionals. In this webinar you will learn how:
- Sponsored Content enables you to publish relevant content straight to the feed of any member across desktop and mobile. With native ads in the world’s professional feed, your content marketing captures the attention of highly engaged people – and drives qualified traffic right to you.
- Text Ads are easy to create and great for budget-conscious campaigns—set your own budget and only pay for ads that work on our pay-per-click platform.
SMX West 2016 - Search, Content and Digital Marketing Maturity FrameworksBrightEdge Technologies
The convergence of search, social and content marketing has meant that the silos that once separated marketers have virtually merged. In this session, Brad Mattick will discuss how to transition from search practitioners to organizational leaders in a content marketing industry that is forecast to grow to $300 billion in the next four years. Key takeaways will focus around building a community framework to evangelize search and content as a leading performance channel. Marketers will learn how to integrate search, social and content into wider digital campaigns and develop internal conversations that resonate with key c-level executives.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
C2C 2016 LookBookHQ Demandbase Case StudyLookBookHQ
Elle Woulfe, VP of Marketing, LookBookHQ and John Dering, Director of Marketing Programs, Demandbase, dive into how LookBookHQ has been used to increase content engagement.
The 2017 State of B2B Digital Marketing ReportDemandWave
Get a sneak peek of our sixth annual State of B2B Digital Marketing Report where nearly 200 B2B marketing leaders weighed in on the top goals and challenges of 2017.
Curious about the future of hospitality marketing and distribution? This presentation to HSMAI's Washington, DC chapter explains why the future of hospitality marketing for independent hotels and brands alike starts this year.
Do tech marketers differ from their non-tech counterparts and reign supreme in particular domains of marketing expertise?
New LinkedIn research says yes. But more importantly, findings from our recent global marketer’s study point out significant lessons that non-tech marketers can learn from today’s tech trailblazers.
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
One of the biggest challenges facing media companies is how to efficiently scale digital content production to reach and engage new audiences. Savvy media professionals
recognize the critical role of freelance writers to enable them to create the type and amount of content required to be competitive in this new world.
Let's face it: content marketing is hard. How should you you structure your team? How often should you create content? How long should it be? How should you distribute and measure it? When should you optimize and do paid promotion? We get these questions (among many, many more) nearly everyday at NewsCred.
Welcome to our yearly report on the content marketing practices of business-to-business (B2B) technology content marketers in North America. Here you’ll see how technology marketers replied to our sixth annual content marketing survey, and how the results compare with the 2015 ndings.
A new question about content marketing maturity level revealed that 71% of technology marketers who say their organizations are e ective at content marketing are in the “sophisticated/mature” phase, indicating that success grows with experience.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
As 2017 draws to a close, we as marketers are developing strategies and tactics to continue to wow our customers in 2018. To help you get ahead, we've compiled a list from the team at Marketo on what they think is important to focus on in the coming year.
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...LinkedIn
Join us for our live demo of our advertising solutions: LinkedIn Sponsored Content and LinkedIn Text Ads. These products allow you to connect with the world's largest audience of active, influential professionals. In this webinar you will learn how:
- Sponsored Content enables you to publish relevant content straight to the feed of any member across desktop and mobile. With native ads in the world’s professional feed, your content marketing captures the attention of highly engaged people – and drives qualified traffic right to you.
- Text Ads are easy to create and great for budget-conscious campaigns—set your own budget and only pay for ads that work on our pay-per-click platform.
SMX West 2016 - Search, Content and Digital Marketing Maturity FrameworksBrightEdge Technologies
The convergence of search, social and content marketing has meant that the silos that once separated marketers have virtually merged. In this session, Brad Mattick will discuss how to transition from search practitioners to organizational leaders in a content marketing industry that is forecast to grow to $300 billion in the next four years. Key takeaways will focus around building a community framework to evangelize search and content as a leading performance channel. Marketers will learn how to integrate search, social and content into wider digital campaigns and develop internal conversations that resonate with key c-level executives.
Improve Lead Quality with AI powered call trackingSmart Insights
Discover how top brands have incorporated Artificial Intelligence into their online lead generation strategy to generate a greater return on investment from Google Ads.
Google's data confirms that over 70% of sales leads are generated through inbound phone calls - find out how they used AI to discover whether the call was a sale or not in real time, enabling faster optimisation.
5 Key Takeaways:
- For offline sales, bridging the gap after they click hasn't always been possible, until now using Artificial Intelligence
- Call Tracking has its limitations without AI - you know you've had a call, but was it a new sale or a returning customer?
- Trying to match data from multiple systems won't always be accurate - create your own data with AI
- Using AI can speed up your call analytics, enabling you to understand in real-time what's happening with your lead generation strategy to implement real-time optimisation of your Google Ads.
- Generate more sales through better customer insight, not only from new customers, but returning customers and what keywords they are using to find you.
If you are looking at new ways to generate inbound telephone leads, improve the quality of leads or improve conversion then you should tune in for this webinar.
C2C 2016 LookBookHQ Demandbase Case StudyLookBookHQ
Elle Woulfe, VP of Marketing, LookBookHQ and John Dering, Director of Marketing Programs, Demandbase, dive into how LookBookHQ has been used to increase content engagement.
Practical marketing automation from BMANEO eventBMANEO
Rick Neiman presents Avery Dennison’s road map to Marketing Automation--one that took them to the intersection of content management and lead generation.
Subscribe Now: How Subscriptions Can Drive Recurring Revenue & Customer LoyaltyTinuiti
Scaling your Direct-to-Consumer (D2C) brand requires an ever-growing toolbox, which includes first-party data, lifecycle tools like SMS messaging and loyalty programs, buttoned-up fulfillment and omnichannel marketing strategies, and a keen understanding of ecommerce trends.
The good news? Our subject matter experts, plus experts from across the industry, shared all the knowledge you need to grow and scale your D2C business in 2022.
Achieving your objectives via LinkedIn's Marketing SolutionsLinkedIn Europe
What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving advocacy? Whichever professional audience you’re trying to target, and whatever objective you are aiming to fulfill by targeting them, LinkedIn can provide you with a solution that’s rooted in a precise understanding of how they behave on our platform.
That’s the promise of the webinar that I’ll be presenting alongside Lucie Durnford on Thursday August 27th. It’s called Achieving your Objectives via LinkedIn Marketing Solutions – and it will showcase the many different ways in which we can leverage unique understanding of our members to help you achieve your goals.
Inbound Marketing: Buy-In, Budgets and Best PracticesKuno Creative
You may have heard of inbound marketing, but how can you use it to effectively market your products and drive revenue? This presentation will show you how to get other stakeholders in your company on board with inbound marketing, how it will impact your bottom line and how it has worked for others.
Request a Consultation: http://enterpriseinbound.kunocreative.com/inbound-services-quote
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Five Ways Analytics Empowers Marketing LinkedIn eMetrics Jimmy WongJimmy Wong
As presented at the eMetrics Summit in Chicago on June 10, 2015, in this fast-paced session, Jimmy Wong from LinkedIn shares five ways in which marketers at the world’s biggest professional social networking company use custom-built analytical tools and techniques to acquire, delight, and retain B2B customers. See how a combination of open-source and commercial technologies can be leveraged to hack together optimal solutions for marketing. Learn how these in-house techniques can be applied to your own organization.
Jimmy Wong heads up the business analytics team for LinkedIn’s B2B marketing. At the intersection of marketing and technology, Jimmy has extensive experience in building scalable analytical products and optimizations for B2B marketing and sales. He also runs the local Toastmasters club and mentors college students on starting their careers in marketing and analytics. Jimmy is passionate about empowering marketers to succeed through analytics.
Tune in to this webinar to hear how revenue-focused marketers are turning the tables on traditional approaches to content marketing — and yielding greater returns from their current programs — by taking tips from the playbooks of digital publishers such as YouTube and The New York Times! http://ow.ly/PutR306d7qU
Email, mobile, and social media marketing lessons from top performing b2-b a...MarketingSherpa
According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix.
So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum.
You will learn how to attract, engage, and convert more customers through ideas to optimize your already existing campaigns and launch new marketing programs.
Analytics for Customer Acquisition - Presentation at Nasscom Product Conclave...Arun Agrawal
Don't jump into Google Analytics without defining your KPIs first. Set your targets and analyse with this guide.
Includes strategies and tactics to solve the low traffic and low web site conversion problems. Apply these ideas to improve your sales and leads by a huge margin at a low cost.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
It’s your job to create and sustain positive awareness for your brand throughout the long buyer’s journey and beyond. We can help.
You're invited to join special guest speaker Adrianne Psarras, Communications Manager at Seed Equity Ventures, and LinkedIn's own Andrew Kaplan as they demonstrate how to get—and keep—your brand in front of the professionals that matter most to your business. They will cover how to:
- Get in front of the right people early and often
- Reach and influence business professionals in the right context
- Educate your audience with the relevant content they crave
- Use awareness and engagement to drive bottom-funnel conversions
- Measure the impact of your branding efforts every step of the way
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
As businesses pivot their strategies and start to incorporate new technologies into the mix this year, marketing operations is becoming even more crucial when it comes to keeping the leads flowing and the ROI growing.
Watch Alex Fleming, Head of Marketing Operations, Adobe Experience Cloud, present his webinar: What's in Store for Marketing Operations in 2021.
In this webinar, you'll learn:
-Tips and best practices on how to integrate new technologies into your mix
-Predictions about what's yet to come in marketing operations this year
-How to prioritize and structure your team for success
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
An ever-changing environment can shift business priorities in an instant, but one thing remains the same — demand generation has a significant impact on the bottom line.
So, what happens in 2021? And how can we prepare?
In this webinar, you'll learn:
• How to achieve growth with limited resources
• Why and how intent data can be a core part of your strategy
• Simple tactics and optimization techniques to move the needle
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
Um die digitalen Erlebnisse zu ermöglichen, die den immer komplexeren Bedürfnissen der Käufer gerecht werden und das Wachstum vorantreiben, brauchst du vorausschauende Lösungen. Hört von Kathrin Thorburn, Solution Consultant von Marketo Engage, die neuesten Innovationen von Marketo Engage informiert euch über all die aufregenden neuen Produktfunktionen, die jetzt verfügbar sind, sowie die, die später in diesem Jahr auf euch zukommen.
Lerne mehr über die Marketo Roadmap Themen und welche Innovationen damit verbunden sind.
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
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
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
9. Everyone says they’re doing it
(WHEN ASKED, MOST MARKETERS SAY THEY DO CONTENT MARKETING)
B2B marketers B2C marketers
10. I usually scan the information then
trash it. 59%
Much of the material is useless. 62%
Base: 319 business and IT decision-makers and
senior-level IT and business executive decision-makers at companies with 1,000 or more employees
If everyone is a content marketer, how
does my stuff break through?
75%Vendors give me too much material
to sort through.
15. Page 15
Tips
1. Address a need – what does your reader care
about?
2. Be relatable – this is knowing your audience
3. Make a point and get to the point…
4. Standout
5. Listen to inputs from sales, social, and of course
your customers
Litmus test: If you are doing it well, your customers,
partners, and friends will thank you for it!
16. Webinars
SlideShare Presentations
Videos
Blog posts
Podcasts
Infographics
Activity Books/Worksheets
Articles
Maybe you don’t need another eBook…
19. #C2C16
How do you know?
“Lead scoring is the shared sales and marketing methodology for
ranking leads in order to determine sales-readiness”
1. Lead Fit
2. Lead Interest
3. Lead Behavior
4. Buyer Stage and Timing
25. Page 25
• 74% of consumers
get frustrated when
website content
appears that has
nothing to do with
their interests.
• The average
website conversion
rate is 2%.
28. Page 28
Visitors presented with personalized content convert 5X more than avg.
Local Live Events
Web Personalization - Location
29. Page 29
Web Personalization - Vertical-Based
Default View
Personalized for Visitors from the
Healthcare Industry
Higher engagement, with average visit duration rising
313% and average pages per visit increasing 163%.
30. Page 30
Account-Based Marketing (ABM)
Visitors from UPS Visitors from Barclays
Increased opportunity stream from key accounts
32. Page 32
Conversion Rates
33%Conversion rates for personalized
campaigns
20%Increase in qualified lead gen
with selected content
Visitors presented with personalized
content convert 5X more than avg.
33. #C2C16
Retargeting - OK
An Internet User Visits Your Site Leaves Your Site
On Other Sites
Your Ad Appears
Your Ad Piques
Their Interest
Customer Visits
Your Website
YOUR
SITE
42. #C2C16
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Hi, are you ready to buy?
Bummer – too much, not relevant
43. #C2C16
• Here’s a cool video
• Check out this article
• See our latest offering
• Share this with friends
• Here’s what others like!
• Download our new book
• Happy birthday
• Join us at our event
• You like X, check out Y
• Fun ways to learn more
• Take this survey
• You haven’t bought yet, here’s a 10%
discount
Ideal: Adjust, listen, respond
44. Page 44
• Personalized CTAs
resulted in a 42%
higher conversion rate
than generic CTAs.
• Leads who are
nurtured with
personalized content
produce a 20%
increase in sales
opportunities.
50. #C2C16
• Attends event
• Logs into mobile app
• Downloads content
• Click email
• Fills out form
• Score is changed
• Product interest
• Inactivity
IT
Finance
C-level
Triggers – Can listen for behavior
51. #C2C16
Marketo Aggregate Email Performance
Triggered
Nurture
provides 2x
Avg. Click to
Open Ratio to
Regular
Nurture
Triggered
Nurture
provides 10x
Avg. Click
Ratio to Batch
57. #C2C16
First Touch
Watched our
demo video on
home page
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected with
Sales Rep
3 months
$100K
$100K
58. #C2C16
Multi Touch
Watched our
demo video
on home page
Registered for
Analytics
Webinar
Downloaded
Analytics
Survey Results
Attended “Top
10 Marketing
Reports”
Webinar
Engaged with
us at Big
Tradeshow
Connected
with Sales Rep
3 months
$25K
$0
$25K
$25K
$100K
$25K
59. #C2C16
Know what is effective at
TOFU vs. MOFU
Page FT Revenue MT Revenue
Tradeshows $410,000 $525,000
Webinars $320,000 $903,000
Content – Demo Video $500,000 $117,000
More efficient at pushing
leads through funnel
More efficient at
acquiring the right leads
61. Goal: Brand awareness and lead generation
Metric: engagement with C- level, new names, pipeline
Timing: month one, three months out, 1 year
Questions:
Did we create C-level engagement?
Did this topic resonate with our target audience?
Did this post bring in any news names?
Did this content help create pipeline?
What were the top performing channels?
How did the program do overall wrt to pipeline?
Large Content Initiative
63. Early Stage Assessment
Early Indicators Metric Comments Rating
Engagement 1.3K shares Above our
standard index of
50
New Names 2309 $17 / new name –
this is reasonable
Did it resonate with our target
audience (C-level marketers)?
% of names
– C level
50% were VP or
above, good
64. Later Stage Assessment
Late Indicators Metric Comments Rating
FT Pipeline $1.04M 26 FT ratio – good
ROI
MT Pipeline $2.34M 59 FT ratio – good
ROI
Closed Won $ (FT) $455K 10x - positive
65. Top Performing Channels Revenue Won
Webinar - sponsored $350K
Email - Marketo database $25K
Email - sponsored $22K
Social - paid $15K
All others $43K
Top Performing Channels
66. Did we create C-level engagement? Yes – 50% of new names were
VP and above
Did this topic resonate with our target audience? Yes – 1.3K shares, above our
index for the month
Did this post bring in any news names? Yes -2,309
Did this content help create pipeline? Yes - $1.04M -FT, $2.34M- MT
What were the top performing channels? Webinar
How did the program do overall wrt to pipeline? 10x ROI
Performance Report Card
67. #C2C16
The Right Message, At the Right Time:
1. Content is king but it has to be relevant and
mapped to the respective buying stage.
2. Make acquisition awesome - Grow your top of
funnel and increase conversion using
personalization across channels.
3. Engage potential buyers by listening to their
behaviors – and responding with multi-channel
relevant - conversations.
4. Deliver the purchase-ready leads to sales
through nurturing and scoring.
5. Measure channels and programs – so you know
what works and can course correct in real-time.
@HeidiBullock
Marketo provides software that helps marketers develop long-term relationships with their customers – from acquisition to advocacy
Marketo has really helped the marketer become the steward of the customer journey.
But this noise has also created a world of information abundance - buyers are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you
But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success. First of all, there is lots of noise out there - buyers are being bombarded by more than 2900 messages per day; they can recognize about 50 and remember maybe four.
Content marketing is the only marketing left
Not always about MORE content
Keep in mind, content is not just white papers or eBooks!
Can be simple and short blog posts, 4 minute videos, infographics, etc.
93% of marketers use video
In addition to unparalleled reach, Facebook lets you reach real people.
Facebook is able to deliver results because of it’s incredible reach across devices. With 180M monthly active users with 153M of those people also on mobile, all of the people who matter to you are on Facebook no matter what device they’re using.
Only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience. Because on Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful…especially when people’s authentic selves are represented across devices. In a world where audience attention is increasingly fragmented, it is important to leverage targeting platforms – like Facebook – that can reach audiences wherever they choose to consume content.
Cookies are less accurate and don’t work on mobile
The shift to mobile isn’t without its challenges – There are lots of different devices: 60% use more than 1 device per day, 25% use 3 devices every day (SOURCE: GfK, 2014; US & UK; n=~2000)
Imagine 60 years ago if you would told the marketing world that you would put a screen literally in the palm of every consumers hands and enable realtime marketing message delivery: We would’ve called it “Marketing Nirvana”
Where do you start? Your website is one of the first areas you want to spend time on and make sure it is optimized for lead generation.
In other words, nearly all of the people who visit a site for the first time leave without some form of desired action.
People are different you cant just show them all the same thing.
In the era of engagement you need to interact with your prospects as individuals, based on who they are and what they do, wherever they are.
Web personalization delivers a personal and relevant experience to your visitors based on who they are and what they do—whether that visitor is an anonymous visitor, a known contact, or a loyal customer.
We are going to go over four ways you can personalize with your audience.
First, let’s discuss where you can personalize on the different channels you might use.
Web Personalization – this includes your own website
Email Personalization – personalizing the content and even the layout for your audience
Social – personalizing the ads your consumers see on facebook or even through retargeting with google
Mobile – if you audience is on mobile (chances they are), you can use this channel to personalize content they see on their mobile device
NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.
Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They used RTP to target specific industries such as Healthcare.
Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like UPS and Barclays Bank.
Make sure to continue your account based marketing, with personalized content, not just in your outbound campaigns, but also once you are able to drive some level of interest and traffic to your website.
Here is an example where I am showing an example of content we might show for ENT vs. SMB at the top
And then you can do really cool things – you can serve 2 ads using auto-tuning and then the winner will be shown.
We have an education case study and a financial services case study. The winners are in red – and this is what was shown.
As a quick overview to how retargeting works.
Using marketing automation, specifically Marketo – you have the ability to
Target the right potential customers
Attract them with highly personalized ads
Engage them throughout the buyer journey
How does this work? With Marketo, there is the ability to connect Marketo’s rich data (such as a buying stage or target account) ---- to popular Ad Tech platforms such as linkedin, facebook, or google
(personalized retargeting ads, target display ads, optimized pay per click ads)
Now here is a personalized remarketing ad
Now that you know who you will segment, you want to identify the type of nurture – for example (pre –MQl) then the right tactics and cadence.
I am showing a simple example here. You will notice the tactics are NOT just limited to email.
This is what it sounds like when done wrong.
It beats an incessant drum for subscribers. And does not engage them or enthuse them to open in future.
This is more like what you want your email program to be. Note the use of 4+1+1 cadence
Done well this should have branches that adjust, listen, respond, react.
SO HOW DO YOU DO THAT?
Marketers see an average increase of 20% in sales when using personalized web experiences. (Source) CLICK TO TWEET
Personalized CTAs resulted in a 42% higher conversion rate than generic CTAs. (Source) CLICK TO TWEET
Leads who are nurtured with personalized content produce a 20% increase in sales opportunities. (Source)
Another channel you can personalize is on email.
Here are 3 ways you can personalize with email is with dynamic content, tokens and nurture.
I will go into this further next.
First is dynamic content.
What is dynamic content?
Dynamic content is where you can create a single email and make changes within the single email for each segmentation. The great thing about this is you only have to create one email and just switch out the image or maybe the offer for each segment.
In this example we are segmenting by age, but you can also think about it based on motivations.
Each age group has different preferences when it comes to going on a vacation even if they are all going to the same place.
For the younger crowd, they might be interested in the spring break activities and adventures.
For the middle aged group, they are more interested in family vacations and adventures you can go on with kids.
And finally for the older generation, they could be more interested in relaxation.
Though all three of these groups are getting the same offer – the reasoning behind the offer is different and you can use dynamic content to build these out and segment your database.
dynamic content is based on marketo segmentation
that we set up
Another way to personalize an email is with tokens.
Tokens pull in specified information from your database and use that information to personalize an email.
In this example, we are personalizing by the customer’s name, pet type, % discount and food brand.
Easily personalize any email with tokens. The more personal, the more engagement. Especially in the subject line.
Here it could say ‘Hi Lizzy, We hope you are enjoying your pet fish. For a limited time we are offering a 50% discount on the super fancy fish food…’
I would definitely be more likely to go spoil my new fish after receiving this personalized email.
Today’s digitally-empowered buyer is channel-agnostic. This new buyer has become the undisputed controller of her relationship with your brand. Now, more than ever, your customer is in charge.
As a Multi-channel marketer, you’ll need to do two things-
• Listen: Pay close attention to buyer behavior across all channels so you have a single, integrated view of the buyer persona.
• Act: Manage, personalize, and act on conversations with buyers across channels. A conversation you start in an email must continue when the buyer navigates to your website, and shouldn’t skip a beat when she jumps over to your Facebook page.
Some of the channels to consider are: Email, Web, Retargeting, Direct mail, Social media, Mobile( SMS/MMS)
An ideal situation, it to nurture based on your buyer’s behavior. Based on these inputs, you can send relevant information at the right time.
Star – when Marketo released CEE
But you know, marketing measurement is hard. And it’s hard for a number of reasons. Back in the age of information scarcity, it made sense to tie all the revenue for a win back to the source campaign, but today that doesn’t make any sense at all. Today there are multiple campaigns touches. For Marketo, our buyers engage with an average of 7 marketing campaigns before buying. At some companies, the number is as high as 25 to 30.
Campaign success is also hard to measure. Often campaign successes are tied to meaningless criteria such as a click, which doesn’t correlate to the desired business outcome the marketer had in mind for the campaign.
Further complicating mattes is that there isn’t often just a single buyer. You may have two buyers, and both come into the process at different times, through different marketing campaigns. With Marketo, we’ve seen as many as 21 people involved in the buying decision. Feel bad for the rep!
So how do you measure ROI with that sort of complexity. It starts with actually having the data.
I’ve seen situations where sales will close a large deal, and marketers go through a manual effort to figure out, and show the different ways that marketing helped closed the deal, so that they get some credit for it. And that can get crazy pretty quickly.
Step 1: Important to track all touches
Third party
Cost decent amount of $$$$
Plan to leverage for about 1 year
Attached is a breakdown by traffic source. Time period is Q3.
Organic search has the best engagement in terms of pages per visit combined with duration, although email referrals do great as an entry point but the content doesn’t seem to resonate much with that audience (given the visit duration).
Looking at PPC and referrals it looks like we can improve the ads to better match the content since engagement doesn’t seem great there.
Overall traffic isn’t impressive compared to other areas of the site, but it is also very specific types of content for a targeted group so that isn’t a big surprise.
2309 new names
Investment = $40K
$17/new name
To summarize, I will leave you with these five takeaways!
Again, I covered a lot of this very quickly today – for more details please attend one of the other 30 min webinars in the bootcamp!