Act-On

FEBRUARY 1, 2024

From using specific CTAs to sending at certain times of the day, but does some of that conventional wisdom really make a difference? What kind of personalization actually drives engagement? And we spent the last few months A/B testing every send to separate fact from fiction on topics like timing, design, language and personalization!

Email Marketing 130

Email Marketing Opinions Marketing Design 130

Act-On

DECEMBER 9, 2023

We’ve been running automated programs for many years here at Act-On, and eventually ended up with 37 different sequences running. People entered our programs based on their ideal customer profiles (ICPs), and while this was good, it wasn’t as personalized as it could be. We had to get more personalized.

Open Rate 219

Open Rate Ideal Customer Profiles Marketing Automation Services Top of Funnel 219

Act-On

NOVEMBER 15, 2023

And remember: what you think a customer wants and what they really want are often very different. Sales enablement best practices: Build content around the buyer journey Personalization … it’s critical, isn’t it? Marketing automation helps you provide the right content to the right person at the right moment.

Sales Cycle 233

Sales Cycle Practices Marketing Automation Services Buyer Personas 233

Act-On

DECEMBER 19, 2023

The display name is different from the “From” address. Make an exception if your brand is a person’s name, e.g., Charles Schwab. You might also make an exception if using a person’s name really fits your message. If you do use a person’s name, follow it with a comma and the company name anyway.

Email Marketing 195

Email Marketing Practices Deliverability Best Practices 195

Act-On

APRIL 10, 2024

All you know about the person sitting across from you is their name, maybe what they do for a living, and that your cousin Susan thinks you might get along. Our leads might look something like this: Debbie is the Director of Marketing at a 2,000-person manufacturing company. Imagine going on a blind date.

Lead Ranking 164

Lead Ranking Lead Scoring Marketing Qualified Leads Sales Qualified Leads 164

Act-On

OCTOBER 11, 2023

You might have experienced something different in your career, or hear hot takes from podcast hosts and LinkedIn influencers on how they’ve discovered a better way. These different go-to-market motions require radically different approaches to marketing strategies , and you’ll want to structure your team accordingly.

Paid Search Agency 182

Paid Search Agency B2B Marketing Demand Generation Agencies Marketing Analytics Tools 182

Act-On

SEPTEMBER 25, 2023

And, sometimes, a lack of trust and personal relationships. But usually, these groups are separated into different parts of the org chart, eventually laddering up to the CEO. And when these teams are siloed, it’s easy for common stereotypes around the clashing personalities of sales and marketing professionals to set the narrative.

Work Management 147

Work Management Planning Marketing Management Paid Search Agency 147