Act-On

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Pipeline Generation: Face Economic Headwinds and Win

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Rising ROI expectations, increased inflation, and decreased consumer spending all add up to a CMO role that is quickly evolving. “Surveys show CMOs are concerned about demonstrating ROI, with another significant challenge being the generation of leads,” says Jeff Day, SVP of Marketing at Act-On Software. As CMOs create strategies to solve these challenges in the coming months, their role is also evolving.

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5 Ways Marketing Leaders Help Sales Expand Pipeline

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Shrinking budgets, rising expectations, and a growing disconnect between CEOs and CMOs about the “most important” marketing metrics lead to more questions than answers about how to expand pipeline. According to a recent report , the probability of CEOs and marketing leaders agreeing on top marketing metrics is like a flip of a coin (50/50). But despite a growing disconnect, most can agree on one important priority: revenue growth.

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Digital Advertising Terms and Jargon Every Marketer Should Know

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Getting started with pay-per-click (PPC) advertising—or any type of digital advertising—can be downright overwhelming. Advertising has its own special lingo and library of acronyms involved, and new tactics and technologies are constantly emerging. That’s why we created this glossary of digital advertising terms to help newcomers learn the lay of the land.

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5 Lead Nurture Campaigns that Build Pipeline and Support ROI

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Pressure has been building around proving ROI. Sure, it’s always been there to some extent, but that pressure has recently increased, according to B2B marketers. And many say that while expectations for ROI are increasing, their budgets are not. Hardly seems fair, right? A recent survey found that: 41% of marketers report they’re feeling more pressure to achieve a high ROI. 27% say it’s getting overwhelming. 14% say that “it makes them want to pull their hair out.

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Email Sender Name Best Practices for Marketing

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Marketers often ask about the best practices for email sender names (also known as the email display name or “from” name). In email marketing, sender name refers to the visible name the recipient sees in their inbox. With 1-to-1 email, the “from” name is obvious: it’s the author of the email! But when you’re sending on behalf of a brand, you have a lot more options for the email display name.

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Marketing Automation: What it Takes to Make the Switch

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Considering a new marketing automation platform? You’re not alone. 23% of companies switched their provider in 2022! Unnecessary complexity and low utilization are driving the “Big Switch.” Marketing orgs only use 33% of their martech capabilities. Is it time to make a switch? Signs You Need to Consider a Switch Do any of these sound familiar? If so, you may need to join the 23% who switched.

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Pro Tips: 5 Considerations To Implement Marketing Automation Platforms

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The cracks in your marketing automation platform may have been showing for some time. It’s difficult to use. Your team uses tricky workarounds to bypass processes that aren’t working. Or the solution includes so many features that getting the most basic tasks done is more complicated than it should be. Sound familiar? Yep, it’s time to switch. But switching can seem like a daunting task.