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Lead Scoring 101: How to Use Data to Calculate a Basic Lead Score


When most people start implementing inbound marketing, they're primarily worried about getting enough new leads in the funnel. But once you have a lot of leads, you need to figure out who's really interested in your product and who's just starting to look around. That's where lead scoring comes in. Types of Data You Can Use for Lead Scoring. 1) Demographic Information.

Good Forms, Great Leads: How to Use Web Forms Strategically

Marketing Action

In a conventional marketing strategy (especially if you have a long sales cycle) this may seem like good sense, but it can fundamentally cripple your ability to identify, segment, and target that lead so you could nurture them through a faster marketing and sales cycle. You’ll be able to create targeted segments, nurture campaigns, and much more to add personalization wherever possible.

9 Ways to Make Your Marketing Analytics Actionable


Tracking your marketing analytics can provide a ton of great insight into the performance of your marketing initiatives, show your boss how marketing is faring, and help you to prove that inbound marketing is really paying off. But that's only a small piece of why analytics are valuable. In fact, the true value of your analytics is what you can do with them. Have you ever?

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5 Key Differences Between Email Marketing and Marketing Automation


You’ve started to gather a critical mass of leads. Even better, you have a direct way to talk to them, via their inboxes, and they’ve opted in to your email list, so they do expect to hear from you. There are hundreds of different marketing software tools out there, most offering some variety of automation, email, and analytical functionality. Did they click a link?

Avoid these 10 Marketing Automation Rookie Mistakes

It's All About Revenue

Take your company’s lead scoring strategy. If you don’t define your lead scoring strategy correctly up front, or if you don’t know how to wash your data and improve your data hygiene, it will negatively impact the leads you pass to sales or advance to nurturing campaigns. 2. Lead Scoring. Some marketers will fail.

Businesses See 500% Lift in Email Conversion with Personalized Video


Inboxes are becoming more cluttered with the average person interacting with 121 emails each day. Email response rates are abysmal – just 18 percent of marketing emails get opened, and recipients only click through 2 percent of them. It’s called personalized video and it’s proving to make a big impact, increasing email conversion by 500% or more! Get the Guide.

The 14 Best Marketing Automation Tools


Marketing automation software tools can be very helpful in making lead nurturing and sales acceleration efforts more effective—even if the category is badly misnamed. But “segmented prospect email followup sequence design and automation,” while a more accurate label for the category, certainly isn’t as catchy. Marketing can’t be automated.) Pricing:  free.

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A Lead Generation Plan Begins With Content Marketing Strategy


Here’s a sample excerpt of a  digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increase conversions; a defined action on your website/landing pages. Increased leads. Phase Two: Lead Generation.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites. So, yes, there’s a need for a company like Empathy Logic.

A Lead Generation Plan Begins With Content Marketing Strategy


Here’s a sample excerpt of a  digital marketing/ lead generation proposal we did recently I thought I’d share because it really is a compilation of recent blog posts in a way. Our approach to lead generation beings with a message strategy. From there, the lead generation plan is developed, followed by lead nurturing. There’s more to the proposal than this, but the basics of a lead management plan is in place. Increase conversions; a defined action on your website/landing pages. Increased leads. Phase Two: Lead Generation.

Mega-List of Features in Marketing Automation (That You Won’t Find in CRM)

Modern B2B Marketing

Salesforce recently rebranded their social marketing application as the Marketing Cloud, and their website says you can use their solutions to “optimize campaigns from lead to close, on every channel”. Similarly, Workflow-oriented, highly detailed behavioral data, analytical queries. Analytics and Dashboards. Email and Online Marketing. Lead Management.

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The Best of the Best: 2016 Video Marketing Awards


It’s not every day someone emails you to say ‘thank you’ for the campaign you’ve run, or the video you’ve made. All campaigns take effort, but really great video usually goes above and beyond. Video Marketing Campaign of the Year – Lenovo & Traction. Thus, the “Users Happen” campaign was born. Best Personalized Video Campaign – Reltio.

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How Context Strengthens Your Entire Marketing Funnel


Ideally, you should be working to carry information and context about your leads throughout the different stages of your funnel -- minimizing as many breaks in your marketing chain as possible, and strengthening the impact of your marketing. In the early days of online marketing, tools like Google Analytics helped us understand our audience in aggregate. Forms & Landing Pages.

I’m a Marketer – Why Should I Care About Sales?

Marketing Action

Sales: “The leads from marketing are weak!”. Marketing: “Sales can’t close on the great leads we give them!”. Two little words can lead to a harmonious relationship between former rivals: Sales enablement. Sales enablement is a strategy to provide the sales department with leads, data, tools and content that helps them sell more successfully and generate revenue.

High-Performance Email Marketing for Attracting and Engaging.

Industrial Marketing Today

email campaigns per week, up from 15.4 And that reality of the flooded inbox is very evident from steadily dropping response rates of only 1% to 3% range for traditional email marketing. The old email marketing strategy of batch and blast or spray and pray is no longer effective. However, there’s no denying the low cost of email marketing. per week in 2006.

B2B 2

Businesses See 500% Lift in Email Conversion with Personalized Video from Vidyard


Personalization helps Act-On, Cetera Financial Group, Lenovo and Tradeshift get – and keep – audience attention in crowded email inboxes  . KITCHENER, Ontario – February 22, 2016 –  Getting your audience to pay attention to marketing emails is difficult in this era of crowded inboxes, but businesses including Act-On, Cetera Financial Group, Lenovo and Tradeshift are standing out from the crowd by using personalized video from Vidyard , the video platform that helps businesses turn viewers into customers. Tradeshift increased page views by 231 percent. About Vidyard.

Marketing Automation: 6 Examples of Success

Marketing Action

US Fleet Tracking achieves $30,000 revenue in Black Friday campaign. Within a few short days of implementing Act-On, US Fleet Tracking launched its first campaign on nothing short of the biggest eCommerce day of the year. The result: 25% of recipients filled out a call-back form and the campaign pulled down $30,000 in revenue. Increase in qualified leads and sales.

Which Marketing Software Applications Matter to B2B Marketers?

Marketing Action

Software for email marketing, customer relationship management, and web analytics can improve overall results by reducing manual processes, improving productivity, and providing much-needed insight into what works – and what doesn’t. Too many solutions – and a lack of integration – can increase complexity, putting more data into silos and reducing visibility across campaigns.

3 Steps to Choosing the Right Marketing Automation Solution for Your Agency

Marketing Action

The marketing automation solution you choose should support: Asset creation, such as email messages, landing pages, and online forms. Easy, minimal-click campaign creation, management, and scheduling. Lead generation, lead scoring, and lead management capabilities. Automated programs for lead nurturing, trigger email campaigns, etc.

How to Capture New Customers – i?marketing (Part 3)

Marketing Action

The three core tactics of your capture strategy are forms and landing pages, calls to action, and the identification of website visitors. Let’s look at each in turn: Forms and landing pages. Most landing pages have one purpose: to turn a visitor to that page into a known lead. In other words, these pages convert at a high rate.

Adding Marketing Automation to your Digital Mix

Modern B2B Marketing

To illustrate, let’s look at a few ways marketing automation can help with a digital B2B marketing mix: Campaign Design. marketing automation solution can simplify your campaign design process, decreasing the time and resources required for optimal campaign design, through features such as: • Sophisticated segments and lists. Email integration. Integrated analytics.

Demand Generation Implementation Survey: Half of Users Deploy Basic Features in One Week

Customer Experience Matrix

first done: first week first month second month third month later never total % used outbound email campaign 22 8 5 1 0 0 36 1.00 campaign response reporting 12 15 3 2 4 0 36 1.00 lead transfer to CRM 18 5 8 0 2 2 35 0.94 CRM integration / synchronization 23 4 2 1 3 3 36 0.92 landing page 19 9 2 0 2 4 36 0.89 lead scoring 12 7 3 0 10 4 36.89 multi-step lead nurturing campaign 8 10 7 2 5 4 36 0.89 Web site analytics 14 7 6 2 2 4 35 0.89 Webinar campaign 5 13 5 1 6 5 35 0.86 email survey 2 2 6 1 7 16 34 0.53

Aprimo Marketing Studio Expands the Scope of Marketing Automation

Customer Experience Matrix

The new offering is designed to support all stages of interactive marketing, starting with traffic generation from paid search, Web banner ads and blogging, and continuing with visitor behavior tracking, landing pages and forms, interactive dialogs, multi-step email campaigns, lead scoring and CRM integration. These are supported with Web analytics and extensive marketing operations features including workflow, digital asset management and financial analysis. There will also be fees as clients add users and email volume.

LoopFuse Offers No-Frills Demand Generation

Customer Experience Matrix

The process to set up multi-step campaigns (which the vendor calls “lead flows”) is now quite straightforward. Users first create the lead flow and link it to recipient and suppression lists that will determine who enters the flow. For example, the retrial node might check every hour to see whether someone has responded to a previous email. Esthetics aside, however, the actual capabilities of the lead flows are still somewhat limited. The vendor plans to add the second of these, removing a lead from a flow, in its next major release, due around next April.)

Aprimo Marketing Studio Supports Sophisticated Business Marketers

Customer Experience Matrix

This starts with the core functions of any business marketing system: outbound and multi-step email campaigns, landing pages, Web behavior tracking , lead scoring, integration, reporting and content management. The system then draws on Aprimo’s heritage in marketing management to add detailed cost tracking, project management, asset workflow including annotation and commenting on PDFs, and a flexible campaign calendar. Paid search campaigns are supported through integration with Omniture SearchCenter. You know who you are.

Treehouse Interactive Refines Its Features and Targets Larger Firms

Customer Experience Matrix

Its marketing automation system offers the usual range of functions: email, Web analytics, landing pages, multi-step campaigns, lead scoring, CRM integration, ROI reporting. The greatest divergence from industry norms is Treehouse contacts always enter campaigns by completing a form. Other systems select campaign members with rules that can access a broader set of data. In addition, Treehouse originally required all subsequent campaign steps to execute the same actions on the same schedule. Here's an update. form integration.

Oh, the Irony! Do Demand Generation Vendors Have A Sound Marketing Strategy?

Customer Experience Matrix

There are literally dozens of vendors offering “demand generation” software, which can be roughly defined as systems to generate and nurture leads before turning them over to sales. Their function lists usually sound pretty much alike: outbound email campaigns to generate leads; Web landing pages to capture responses; lead scoring to determine how to treat them; multi-step email campaigns to nurture them; integration with sales automation systems; and analytics to track the results. Enjoy your weekend.

Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Although Hubspot positions itself as an “inbound marketing system,” it actually does more than the search engine optimization, blogging, social media interactions and related analytics needed to generate Web traffic. The current version also hosts landing pages and Web sites, manages a lead database with profiles and Web activity history, generates lead scores, sends alerts to sales people, and synchronizes data with

Top 60 B2B Marketing Posts and Hottest Topics November 2010

B2B Marketing Zone Posts

Google Analytics. Buyers Set the Pace for B2B eMarketing - Marketing Interactions , November 16, 2010 The ability to instantly publish content, send email, and Tweet give the impression that speed is a marketer’s friend. How Content Travels and Works in Social: Stories and People - Social Marketing Forum , November 28, 2010 Content is a key element in all forms of marketing: without good and relevant content there are no emails, there is no sharing and your site or blog doesn’t rank in search engines. Social scoring will change your life. an email newsletter).