Learn how to properly use tags in Marketo. Also includes two program builds: CASL compliance and SLA tracking. CASL program scales for any opt-in and international program. SLA tracking program allows you to pull lists of violated SLA leads with lead owners attached. Voila!
Increase Your Instance's Curb Appeal with RTP and ABMKristen Malkovich
http://events.marketo.com/summit/2016/sessions/increase-your-instance-s-curb-appeal-with-rtp-and-abm
Are you embarking on the ABM journey and unsure where to start? This session will demonstrate how to increase your Marketo Mansion’s curb appeal using Real-Time Personalization and Account-Based Marketing. We’ll show you how to use Real-Time Personalization to overhaul your website’s landscape and how to create campaigns that flourish perennially. Then, we’ll examine how to utilize Account-Based Marketing to upkeep your enterprise-based clientele. We’ll polish up your programs, hierarchies, reporting and segmenting, and you’ll leave with all the tools to manicure your instance. You’ll walk away with a blueprint to increase your instance’s property valuation and the ability to creatively architect all your account-based marketing campaigns.
How To Build A Marketing Funnel In 5 Easy StepsBryce Anderson
Building A Marketing Funnel Can Take Time, But It Does Not Have To Be Complicated. This Presentation Walks You Through The 5 Step Process We Have Used To Build Dozens Of Profitable Marketing Funnels.
Data Health is Wealth: A Deep Dive on Capturing Clean Data For Better ResultsMarketo
This webinar explores how to get great marketing data — data that is not only reliable and accurate, but also actionable. The webinar discusses sources for data capture, the importance of unifying and normalizing the data, and gets into how to take the next step and leverage sophisticated tools to make your data quality even better. For those of you starting your marketing data journey, this webinar is a great blueprint, and for those of you who have been in this day-in and day-out for years, this is a great reminder of best practices that are easy to fall out of if you’re not intentional about keeping up.
Increase Your Instance's Curb Appeal with RTP and ABMKristen Malkovich
http://events.marketo.com/summit/2016/sessions/increase-your-instance-s-curb-appeal-with-rtp-and-abm
Are you embarking on the ABM journey and unsure where to start? This session will demonstrate how to increase your Marketo Mansion’s curb appeal using Real-Time Personalization and Account-Based Marketing. We’ll show you how to use Real-Time Personalization to overhaul your website’s landscape and how to create campaigns that flourish perennially. Then, we’ll examine how to utilize Account-Based Marketing to upkeep your enterprise-based clientele. We’ll polish up your programs, hierarchies, reporting and segmenting, and you’ll leave with all the tools to manicure your instance. You’ll walk away with a blueprint to increase your instance’s property valuation and the ability to creatively architect all your account-based marketing campaigns.
How To Build A Marketing Funnel In 5 Easy StepsBryce Anderson
Building A Marketing Funnel Can Take Time, But It Does Not Have To Be Complicated. This Presentation Walks You Through The 5 Step Process We Have Used To Build Dozens Of Profitable Marketing Funnels.
Data Health is Wealth: A Deep Dive on Capturing Clean Data For Better ResultsMarketo
This webinar explores how to get great marketing data — data that is not only reliable and accurate, but also actionable. The webinar discusses sources for data capture, the importance of unifying and normalizing the data, and gets into how to take the next step and leverage sophisticated tools to make your data quality even better. For those of you starting your marketing data journey, this webinar is a great blueprint, and for those of you who have been in this day-in and day-out for years, this is a great reminder of best practices that are easy to fall out of if you’re not intentional about keeping up.
Managing Your Marketing Database: How To Get Better ResultsPardot
As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but segmentation, healthy activity, and subscriber preference management are vital when building the value of one of your biggest marketing assets.
What determines the life, health, and value of a lead in your databases and what can you do about it? Join Mathew Sweezey, Marketing Evangelist at Pardot, and Scott Armstrong, Co-Founder and Partner at Brainrider for an in-depth look into managing your marketing database and getting better results.
Mailchimp & Shopify Split: What You Need to Know & How We Can HelpTinuiti
According to eMarketer, email is seen as the top ROI driver by US marketers, making it an extremely powerful tool in the world of Ecommerce. If you’re currently running your Ecommerce email marketing on MailChimp and wondering what’s next, this webinar is for you.
Some Topics We’ll Discuss:
-Why Many are Currently Considering a Migration from Mailchimp
-Ensuring a Seamless Migration Experience
-How We Combine Email Strategy & Management for Ecommerce Brands
-Top Three Mistakes to Avoid during an ESP
Case Study: Fifth Third Bank Cashes in on Checking Account ProductionMediaPost
Nick Ferrugia, Media Strategy and Execution, Fifth Third Bank
In order to capture new checking accounts, banks like Fifth Third need to get into the consideration set within a tight time frame around big life events and quick decision-making. As Nick Ferrugia shows, it takes a creative search approach to capture that in-market prospect but to do so while lowering acquisition costs, growing their present value, and improving ROI.
Penetrating Industries with an Integrated Sales and Marketing Strategy Marketo
Financial Services. Healthcare. Higher Education. Technology. Why is it important to market to industries? Because it’s effective, focused and strategic. By developing and executing on a vertical marketing strategy - from advertising on niche publisher networks to sponsoring industry tradeshows- you can drastically improve your response rates and drive revenue. View our webinar to learn how Marketo utilizes a cross-channel approach to generate interest throughout various stages of the funnel from the right buyers in the right industries.
How do you best serve a bilingual membership that spans a professional lifecycle from student to retirement? You create a spectacular automated, hyper-personalized newsletter that can take the heavy lifting off the staff and leverage previous technology and content investments. Join this webinar to learn how the Canadian Society of CPAs has blazed the trail for new communication methods that are making members respond and staff members rejoice.
How To Achieve a 30% Reply Rate on Cold Emails with Hull, Paddle, Outreach, &...Angela Sun
Average email reply rates can vary greatly, but some suggest they can hover around 1-5%. When Paddle, UK’s fastest growing software company, went to market with an outbound email strategy, they blew those numbers out of the water, consistently achieving reply rates of 30% or higher.
In this webinar, we’ll dive into how the Paddle team executed their outbound strategy to catapult their success. Topics covered include:
- Paddle’s phased approach
- What data they required and how they sourced it
- The tools and technologies used
- Best practices learned along the way
We encourage anyone with responsibility for B2B marketing, sales, revenue ops, growth, and customer data management to watch the reply of this engaging 1-hour webinar.
Replay: https://www.hull.io/blog/webinar-recap-paddle-30-percent-reply-rate-cold-emails/
Improve Regulatory Compliance & Risk Management Using Best PracticesLavante Inc.
Protect your companies' brand, add strategic value to AP, and assure your senior management that your vendor information is complete, accurate and compliant.
Mary Schaeffer from AP Now and Joe Flynn Founder of Lavante present how to:
* Improve Vendors relationships by enabling effective communication
* Define AP procedures for gathering credentials and ensuring government compliance
* Conduct an unbiased in-depth statement review process' to recover credits, erroneous payments, contract compliance, and more
* Leverage supplier portals to reduce costs and streamline AP processes
Fine out if you are using the best practices when it comes to your Government Regulation Compliance program. Or to watch the webinar on-demand, go here: http://bit.ly/1zAPxJC.
Successful B2B marketers are improving their email campaign results by sending the right email to the right person at the right time. Improve your top of funnel timing & targeting by watching this #LLS16 webinar as guest speakers Matt Heinz of Heinz Marketing and Emily Wingrove of Social123 share techniques for optimizing email campaign conversions: http://dg-r.co/2aMIMA0
Uncover Insightful User Journey Secrets Using GA4 ReportsVWO
Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites.
Discover Where Users Encounter Hurdles:
Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience.
Identify Optimal Paths:
Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.
Optimizing Your Campaign Process: Work Smarter, not harder
In this “meet the experts” workshop, you’ll discover:
The 4 levels of process management maturity
How to build an optimized campaign execution process
Actionable workflow examples and tactical tools
Google Analytics Konferenz 2018_ What Your Google Analytics Data Isn't Tellin...e-dialog GmbH
Medallia Digital provides invaluable qualitative data representing the voice of the customer (VoC). This provides insight to your customers' web journey, how they feel and why they behaved in a certain way on your website. It complements the quantitative data of web analytics by providing the “why” to the “what” and “when”. Learn how to enhance your conversion rate optimization and web analytics efforts from experts at Medallia.
NFIB Case-Study-Love Component Communications: Why NFIB Loves Its State Newsl...HighRoad Solution
You have one newsletter and 50 slightly different, but almost the same versions for each of your chapters. You love the power of email marketing, but not the rigamarole and intensely time-consuming tasks required to perform the various art and science elements needed to do email marketing well. Additionally, you’re ambitious. You want your organization to be the best and you want to take on interesting projects that pushes you as a marketer. If this sounds familiar then you’re not alone, and you’ll find this webinar led by the National Federation of Independent Business’ email marketing manager, Andrew Burch, absolutely fascinating. Learn how Andrew’s vision for his component newsletters turned into a new type of automation that allows him to reallocate his time towards more innovative tasks and makes his members happy.
Content Leader: Jenny Lassi, Martech Consultant, HRS
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.
More Related Content
Similar to Tag Talks: Organizational Goodies That Will Make Your Planning and Reporting Rock
Managing Your Marketing Database: How To Get Better ResultsPardot
As marketers, we all need healthy lists to do our jobs. Prospect and lead databases can be either friend or foe, depending upon many factors. Cleanliness is a primary tactical concern but segmentation, healthy activity, and subscriber preference management are vital when building the value of one of your biggest marketing assets.
What determines the life, health, and value of a lead in your databases and what can you do about it? Join Mathew Sweezey, Marketing Evangelist at Pardot, and Scott Armstrong, Co-Founder and Partner at Brainrider for an in-depth look into managing your marketing database and getting better results.
Mailchimp & Shopify Split: What You Need to Know & How We Can HelpTinuiti
According to eMarketer, email is seen as the top ROI driver by US marketers, making it an extremely powerful tool in the world of Ecommerce. If you’re currently running your Ecommerce email marketing on MailChimp and wondering what’s next, this webinar is for you.
Some Topics We’ll Discuss:
-Why Many are Currently Considering a Migration from Mailchimp
-Ensuring a Seamless Migration Experience
-How We Combine Email Strategy & Management for Ecommerce Brands
-Top Three Mistakes to Avoid during an ESP
Case Study: Fifth Third Bank Cashes in on Checking Account ProductionMediaPost
Nick Ferrugia, Media Strategy and Execution, Fifth Third Bank
In order to capture new checking accounts, banks like Fifth Third need to get into the consideration set within a tight time frame around big life events and quick decision-making. As Nick Ferrugia shows, it takes a creative search approach to capture that in-market prospect but to do so while lowering acquisition costs, growing their present value, and improving ROI.
Penetrating Industries with an Integrated Sales and Marketing Strategy Marketo
Financial Services. Healthcare. Higher Education. Technology. Why is it important to market to industries? Because it’s effective, focused and strategic. By developing and executing on a vertical marketing strategy - from advertising on niche publisher networks to sponsoring industry tradeshows- you can drastically improve your response rates and drive revenue. View our webinar to learn how Marketo utilizes a cross-channel approach to generate interest throughout various stages of the funnel from the right buyers in the right industries.
How do you best serve a bilingual membership that spans a professional lifecycle from student to retirement? You create a spectacular automated, hyper-personalized newsletter that can take the heavy lifting off the staff and leverage previous technology and content investments. Join this webinar to learn how the Canadian Society of CPAs has blazed the trail for new communication methods that are making members respond and staff members rejoice.
How To Achieve a 30% Reply Rate on Cold Emails with Hull, Paddle, Outreach, &...Angela Sun
Average email reply rates can vary greatly, but some suggest they can hover around 1-5%. When Paddle, UK’s fastest growing software company, went to market with an outbound email strategy, they blew those numbers out of the water, consistently achieving reply rates of 30% or higher.
In this webinar, we’ll dive into how the Paddle team executed their outbound strategy to catapult their success. Topics covered include:
- Paddle’s phased approach
- What data they required and how they sourced it
- The tools and technologies used
- Best practices learned along the way
We encourage anyone with responsibility for B2B marketing, sales, revenue ops, growth, and customer data management to watch the reply of this engaging 1-hour webinar.
Replay: https://www.hull.io/blog/webinar-recap-paddle-30-percent-reply-rate-cold-emails/
Improve Regulatory Compliance & Risk Management Using Best PracticesLavante Inc.
Protect your companies' brand, add strategic value to AP, and assure your senior management that your vendor information is complete, accurate and compliant.
Mary Schaeffer from AP Now and Joe Flynn Founder of Lavante present how to:
* Improve Vendors relationships by enabling effective communication
* Define AP procedures for gathering credentials and ensuring government compliance
* Conduct an unbiased in-depth statement review process' to recover credits, erroneous payments, contract compliance, and more
* Leverage supplier portals to reduce costs and streamline AP processes
Fine out if you are using the best practices when it comes to your Government Regulation Compliance program. Or to watch the webinar on-demand, go here: http://bit.ly/1zAPxJC.
Successful B2B marketers are improving their email campaign results by sending the right email to the right person at the right time. Improve your top of funnel timing & targeting by watching this #LLS16 webinar as guest speakers Matt Heinz of Heinz Marketing and Emily Wingrove of Social123 share techniques for optimizing email campaign conversions: http://dg-r.co/2aMIMA0
Uncover Insightful User Journey Secrets Using GA4 ReportsVWO
Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites.
Discover Where Users Encounter Hurdles:
Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience.
Identify Optimal Paths:
Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.
Optimizing Your Campaign Process: Work Smarter, not harder
In this “meet the experts” workshop, you’ll discover:
The 4 levels of process management maturity
How to build an optimized campaign execution process
Actionable workflow examples and tactical tools
Google Analytics Konferenz 2018_ What Your Google Analytics Data Isn't Tellin...e-dialog GmbH
Medallia Digital provides invaluable qualitative data representing the voice of the customer (VoC). This provides insight to your customers' web journey, how they feel and why they behaved in a certain way on your website. It complements the quantitative data of web analytics by providing the “why” to the “what” and “when”. Learn how to enhance your conversion rate optimization and web analytics efforts from experts at Medallia.
NFIB Case-Study-Love Component Communications: Why NFIB Loves Its State Newsl...HighRoad Solution
You have one newsletter and 50 slightly different, but almost the same versions for each of your chapters. You love the power of email marketing, but not the rigamarole and intensely time-consuming tasks required to perform the various art and science elements needed to do email marketing well. Additionally, you’re ambitious. You want your organization to be the best and you want to take on interesting projects that pushes you as a marketer. If this sounds familiar then you’re not alone, and you’ll find this webinar led by the National Federation of Independent Business’ email marketing manager, Andrew Burch, absolutely fascinating. Learn how Andrew’s vision for his component newsletters turned into a new type of automation that allows him to reallocate his time towards more innovative tasks and makes his members happy.
Content Leader: Jenny Lassi, Martech Consultant, HRS
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.
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
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.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
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.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
Tag Talks: Organizational Goodies That Will Make Your Planning and Reporting Rock
1. Tag Talks:
Organizational goodies that will make your planning
and reporting rock!
April 15, 2015
Kristen Malkovich
Marketing Automation
@kristen_malk
2. Page 2
TAGS: Something worth understanding
• Basics: Access from admin section
• Ways to slice and dice your data
• Organize your reporting, calendar and workspaces
• Type A personalities unite!
4. Page 4
Most importantly…
• Tags help you with your reporting!
• In standard reports:
• Program Analyzer
• Program Performance
• RCA Report Enhancers/Organizers
5. Page 5
Custom Channel Tags
• Opt-in
• CASL compliance
• Leads from opt-in only
• SLA Program
• Violated SLA list
• Impacts
• Increased sales-marketing alignment
• Organized AND detailed reporting
6. Page 6
Opt-In (CASL tracking) Set-Up
• New Channel Tag: Opt-in
• One email per status
• Fancified: Add on different subscription levels
• Smart Lists: Canadian People (country or inferred country is
Canada; email address includes .ca); potential vs. actual
7. Page 7
Let’s break it down…
• Smart Campaign 1:
• Trigger: lead is created
• Flow: Change data value; Marketing Suspended is true
• Send opt-in email 1; change program status to net-new lead
• Trigger Campaign 2:
• Clicks link in opt-in email 1
• Flow: Change program status to opt-in; send email 2 (double
opt-in)
9. Page 9
Still Breaking it down…
• Trigger Campaign 3:Clicks link in email 2
• Flow: Program status is double opt in
• Change data value suspended to false
10. Page 10
Renewals
• Trigger Campaign: program status is double-opt (or
clicked link in email 2—your choice or both)
• Flow: Wait 165 Days, Send Email 3 (Renewal email); wait 15
days
• Change data value: If clicked link in email 3, marketing
suspended is false; if not clicked link marketing suspended is
true
• Change Program status: (same rules as above); if clicked link
change status to opt-in renewal; if not, status is opt-out
12. Page 12
Impacts
• Campaign success report
• Compliance with CASL laws; date and time stamp with
program steps
• Apply to all opt-in programs
• Customize for a better experience
13. Page 13
SLA Violations!
• Prerequisites: RCA modeler
• Audit current SLAs in model
• You may not need both!
15. Page 15
Set-up
• New Channel Type
• Smart Campaigns:
• Choose: fast-track or MQL
• Lists: Incomplete, Complete
• Smart Lists: Program status
• Alert Emails
16. Page 16
Next Steps
• Trigger Campaign 1:
• Revenue Cycle Stage Was Changed
• New stage is: Fast Track/MQL/Etc.
• Flow: send alert email
• Program status to “alert sent”
• Add to list “Incomplete SLA”
17. Page 17
SLA Violation Cont.
• Trigger Campaign 2:
• If action is taken to accept lead
• Remove from incomplete
• Change program status to “SLA fulfilled”
• Add to list “completed SLA violations”
• Change Revenue Stage
• Fancified: Interesting moment
19. Page 19
REGULATE
• Trigger Campaign 3: Program Status is changed
• New Program Status is Alert Sent
• Date of activity
• Filter: Not Fulfilled
• Flow:
• Change status: SLA Violated
• Send Alert Email
• Fancified: interesting moment SLA Violated
21. Page 21
Final Step
• Trigger Campaign 4:If leads is accepted
• Filter: program status was SLA violated
• Change status to fulfilled, add to completed list
22. Page 22
Impacts
• Lists of violated SLAs
• Enables a higher level of alignment between Sales and
Marketing
• Enhances your modeler!
23. Page 23
Workspaces/Lead Partitions
• What: playlands and lead hotels
• Who: international marketing teams, field marketing
teams, cross-selling opportunities, upselling
opportunities
• Misc: testing environment, internal mailings
24. Page 24
Workspace/Partition Impacts
• Segment out your data
• Report in a more detailed/granular level
• By workspace and/or partition
• Originator Tag: workspace/team/product acquired the
lead
25. Page 25
Das Calendar
• High-level overview of all activities
• Drill it down by workspace
• Custom entry types identify specific events
26. Page 26
Lessons Learned
• Tags rock! Organize your data for reporting and
calendaring purposes
• Custom channel tags track any program; 1 per marketing
activity
• Workspaces are another incredible tool for organizing
leads, empowering teams and reporting like a boss
-tags are a simple way to make your marketo data work hardest for you
-easy to manipulate
-overall allows you to organize virtually every aspect of your marketing campaigns and data
Quick disclaimer: I learned that I couldn’t use any memes or photographs that I didn’t explicitly own, so I made my own—throughout this presentation you’ll see my dogs, friend’s pets and pictures of myself instead. Enjoy!
Additionally, all of these slides will be posted. I have textual and pictorial documentation of both workarounds depending on your learning style, so no need to take pictures or worry about not capturing the information
Two types of tags: channel tags and custom tags
Channel tags help you measure success within your marketing programs
Custom tags help you slide and dice your data and organize the strategy of your marketing programs
Can implore any number of custom tags: some ideas include: who is doing the work, the language the program originated in, what market segment you’re targeting, the type of program this is (different from channel tag if you’re having specified campaigns), what region of the world is this targeting, what segment of your database, any themes you’re running
If you’re utilizing workspaces and partitions, and moving leads in between partitions, it’s a good idea to have one to figure out the lead partition the lead originated from
Tags live within programs; applying tags through the setup part of programs enables marketo to ‘see’ them in other areas
Primarily within the reporting
Two custom reports where they are used are the program analyzer as well as program performance; even if you’re not utilizing RCA, they will assist you immensely with your reporting
Two custom tags I created: opt-in and SLA violations
Both are incredibly simple, but simultaneously sophisticated in the impacts that they can have on your company and reporting
Opt-in programs makes you compliant with Canada’s CASL law, allows you to report on how many leads you may have required from your opt-in programs exclusively
However, it’s not limited to these two impacts. You can easily augment this program to determine what success is within your opt-ins by using channel steps as subscription levels. This would mean that your subscription would be based upon how much content you’d want someone to receive, but you could easily put people into segmentations and simultaneously run reports to see what subscriptions you have the most of
SLA violation programs enhances your RCE lead-flow should you have that set up. If not, it can work as an interim program, or perhaps it just shows you the number of SLAs that are occurring. It can be as complex or simple as you’d like to make it. I think the best part of this program is that is quickly identifies WHO is getting stuck in your lead funnel, which allows you to take the data you collected and manipulate it further. You’ll be able to pull a list of violated SLAs, and perhaps after seeing who is stuck you can figure out why through a variety of other reports
Biggest and bestest impacts include: increased sales and marketing alignment—you’ll be able to work with your sales team to identify hiccups and who is stuck and hopefully how to ameliorate this.
Create a new channel tag
Create an email per status—for net new leads, have an opt-in message—
For leads that have responded to that, have an opt-in message—Thanks for wanting to listen to us yada yada
Double opt-in message—something along the lines of “now that we know you want to get serious, click here so we’re sure!”
Opt-in renewal—for canada—”your subscription is about to expire”
Opt-out—”see ya later alligator”
Should you want to make this program fancier, you could add in different types of statuses that would either increase or decrease your subscription levels
Build two smart lists of potential canadians and actual canadians
Create two smart campaigns—the first will capture all net-new leads as they enter the system.
I chose to mark our leads as marketing suspended since they didn’t actually unsubscribe—I also didn’t want to influence our unsubscribe rate with something that was mandatory.
The way I have this set up is so that this opt-in email is sent only once; you may want to increase that depending on your opt-in goals or after examining the deliverability of your first email. If you’re doing list purchases, this may be a program you clone and run separately, but that is entirely up to your discretion.
The second trigger campaign is based on whether or not they interact with your first email—again, you may want to send the first one more than once. But be sure to update their program statuses, this is where you’ll be able to see how many leads go from single opt-in to double opt-in
Once they click the link in the second email, you can un-suspend them and mark them as double opt-in
Or, if you’re fancifying your program, this may trigger a 3 email (perhaps not immediately, but within 24hrs?) that asks them their preferences.
Renewing CASL opt-in is where things were notably tricky. I was looking for an easier and more secure way to capture the date and time stamp that are required, and this renewals is simple but can be changed according to your business needs.
Although there is a difference for renewal times between leads and customers, I chose to mark everyone as leads, you may want to create an additional campaign for customers (however that is identified in your SFDC instance)
Although this is contingent upon you having a modeler set up, you COULD create a separate program channel if you don’t have a modeler and make a ‘butchered’ version of one to substitute/add people to these stages
This is not entirely finished but you can see the variety of phases we have, this model is focuses on the mql->sal stage; imagine we’re zooming in to that part!
Things you need to make this program include:
Setting up a new channel type
Choosing which stage leads you’re going to be looking at; in my previous model, I used fast-track, in previous models I fast-track, in my current model I’ve used MQL
Make two static lists: label complete and incomplete
Smart lists based on these program statuses
And the alert emails you want to send to sales!
First trigger campaign: the stage changes; if you don’t have a model set up, you have have this trigger based off of whatever action should be occuring on the salesforce end or even lead score…totally up to you!