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How to Implement an Account-Based Marketing Program in Your Firm

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The burgeoning trend towards account-based marketing (ABM) takes that a step further, by customizing activities to enable a laser-sharp focus on each specific target account. Work with your sales team to review existing customers.

Building a Marketing Technology Stack for Your Demand Generation Efforts

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A martech stack, according to AdAge , is a “number of different technologies from a number of different companies, intended to attract and retain customers and get them from A to B in the most efficient way possible.” Customer relationship management (CRM).

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How to deploy content properly within your account-based marketing program

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The point of ABM is to cut out the broadest, most inefficient segments of the funnel used in most approaches to content marketing, in favor of an approach laser-focused on a particular customer.

How to Conquer 5 Common B2B Marketing Problems with Content

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This process helps you to attract, educate, engage and convert them into customers. Plus, a few changes will be required in the way customer service handles transactions, so she needs to consult with the Director of Customer Relations.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Google Analytics- Calculated Metrics for Lead Generation Websites

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Calculated Metrics are user-defined metrics that are computed from existing metrics available on Google Analytics, and allow more customized and relevant analyses than ever before. The formulas you create are found under “Other” when developing a custom report as below.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

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To create content that boosts lead and demand generation, you need to construct B2B buyer personas that give you a clear picture of your customer, mapping their journey from when they decide to solve a problem to their purchase decision.

How to Convince Your CEO of the Power of B2B Content Marketing

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Inbound marketing uses content to earn prospect and customer attention, attracting the company’s target audience to their website and converting them. You can simply do buyer persona research, create a strategy and then produce content for which your customers are looking.

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel

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When the customer submits a lead form on your website, your website will pass along the GCLID to Salesforce and store it within the corresponding lead and any future opportunities that are derived from this lead. Create a custom GCLID field in your lead and opportunity objects.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality

How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

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As account-based marketing (ABM) gains momentum, companies clearly see the value of identifying high-value prospects and targeting them with customized content. Improved understanding of customers and purchasing motivations. Development of Customer Profiles.

Retargeting; An Internet Marketing Tactic to Increase Conversions Rates & Leads

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High minimal spend; also offers email and social retargeting; known for customer service. Let’s talk retargeting.

Retargeting; A Internet Marketing Tactic to Increase Conversions Rates & Leads

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High minimal spend; also offers email and social retargeting; known for customer service. Let’s talk retargeting.

6 Tips for Collaboration When Producing and Sharing Great Content

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Even though your sales team doesn’t produce content per se, they are your boots on the ground when it comes to communicating with customers, which is why they should be brought into the content conversation early. Is your content marketing strategy plagued with glitches and slowdowns?

How B2B Marketers Sabotage the Power of Case Studies to Generate Demand

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Oh…just to clarify, case studies’ heroes are your customers, not your product. It’s okay to get a quote from a customer and edit it for clarity, but don’t make them up. Interview Your Customers.

Who Should Nurture B2B Leads with Social Media?

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Customer Service/Success Reps: Many customers and prospects want the companies they deal with to have a presence on social so they can get questions answered quickly. That means getting personal—and staying in touch—on any channels the customer likes to use.

How The Beatles’ Songs Optimize B2B Marketing Strategies

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Analytics is where all of your visitor and conversion data come together, where custom dashboards and reports can be developed and analyzed. The Beatles Give B2B Marketers Important Lead Generation and Content Marketing Optimization Lessons.

Effective Social Selling = Mindset over Tactics

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Spending remains heavy in campaign-oriented tactics for most brands, yet outside of customer service, the relationship a prospect has with sales staff is what they’ll remember about your company. Get a FREE customized social media assessment.

Why Marketing Automation Does Not Work

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No new customers. Start with the Customer. We already know our customers. Customers don’t reveal all their cards. Find out about the buying process and the questions your customers ask as they move through it. You’ve likely heard the information technology gurus.

Custom Reports: Measuring Lead Generation Conversions with Google Analytics

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This post is not a primer on basic Google analytics, but a look at some key custom reports and metrics that can help you strategize, with a focus on b2b lead generation websites that focus on conversions. Custom Reports. Google Analytics, Conversions, and Marketing Measurement.

24 Favorite Inbound Marketing & Digital Media Buying Tools That Don’t Include Google

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I can create custom audiences, create specific mobile ads, and test 3 rd party data targeting (from Datalogix and Axciom are two data providers). Unbounce provides ample landing page templates that can be customized for lead generation. Tools that Cover Search Marketing, SEO, Social Media, Conversion Rate, and Content. As a digital marketing lead generation strategist and online media buyer, you just can’t have enough tools to help manage my clients’ online activities.

A Tour of Online Display Advertising; DSP, DMP, RTB, Ad Exchanges

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The winning bidder gets to serve the ad, which is often customized on the fly to better tailor the message to the audience. Ever wonder how a banner ad finds you? Nowadays, exposure to banner ads continues to be rising.

Online Display & Social Media, Branding & Attribution- Affects on Conversions

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Buying Example : A customer finds your site by clicking one of your paid ads. In this particular sale, the Email and Social Network channels would receive the most credit because the customer interacted with them on the day of the conversion.

Online Display & Social Media, Branding & Attribution- Affects on Conversions

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Buying Example : A customer finds your site by clicking one of your paid ads. In this particular sale, the Email and Social Network channels would receive the most credit because the customer interacted with them on the day of the conversion.

Implementing Your Lead Nurturing Campaigns; Free Templates That Help You Plan

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What is your ideal customer profile? . We have three Thank you templates, which can be customized. Lead Nurture Planning.

How LinkedIn Sales Navigator Can Generate Qualified Leads

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Launched in August 2014, LinkedIn’s Sales Navigator makes use of the social platform’s richly populated database of business profiles to identify the ideal prospective customer.

The Relationship between Social Influence and Customer Experience

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The customer’s experience with you, from first exposure to your content through interactions with you along the buying cycle, is built on emotional response. When customers seek you out in a social channel, they’re looking for an opportunity to build an emotional connection.

Online Display Advertising, Targeting, and Capturing Leads

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You can find interested customers, such as sports enthusiasts, and show them relevant ads as they browse sites across the Google Display Network. A Look at Online Display Advertising for Lead Generation.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

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We negotiate hard with publishers and custom display platforms, and investigate creative opportunities to promote content and offers. Consider performing a buyer persona audit to ensure your content and message resonates with your customer’s needs. Happy New Year! I know it’s that time of the year that every blogger tries to put out a holiday-themed blog; well this is mine.

LinkedIn and Twitter Advertising and Marketing Options; A Primer

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Another option is a custom email, called a LinkedIn Partner Message that can be sent to a specific target audience via email. LinkedIn and Twitter provide unique advertising opportunities for those who wish to target messages towards those audiences within these networks.

How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

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It’s not just the tools, but it’s also speaking with customers, and many times, common sense. In fact, there are a number of ways to research keywords such as: As stated, speaking with clients and customers. Your potential customers don’t know you exist.

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Targeting B2B Companies with Online Display and Social Media Advertising

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You wish to nurture existing customers at these companies, or reach out to new key influencers at target companies.

7 Recent or Unique Google Adwords features you should be utilizing today.

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These are certainly unique ways to build a customer list. In this case, if you want to measure dynamically generated conversion values, you’re going to need your developer to add some custom code to your site, depending on the language of your e-commerce platform.

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation

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Like any content development plan, you first need to define what your customer’s pain points are before scripting your video. A B2B Video Marketing Strategy Overview. Name a memorable ad in the past. Chances are, it’s a television ad.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

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Get Content Get Customers: Turn Prospects into Buyers with Content Marketing. The original primer that reviews content marketing best practices and why content delivers leads and nurtures them into customers. Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability.

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Focus Roundtable Recap: Optimizing Landing Page Conversion Rates

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Let’s assume your average sale per customer is $5,000. I recently hosted a fantastic roundtable discussion on Focus.com on the topic of Increasing Landing Page Conversion Rates.

An Overview of the Google Adwords Recent Changes & New Features

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I am still reviewing this, but looks like a great way to promote custom apps for audiences to download. . Pity those poor writers who’ve written books on Paid search and Google Adwords. There have been so many modifications in search over the last couple of weeks that it makes those authors scrambling to update. Well, change is normal; just ask Google and Facebook. Many of the paid search changes are welcome; others are drawing controversy.

An Overview of Google Analytics Goals & Conversion Metrics

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By continually engaging audiences with emails and custom landing pages, typically via marketing automation, you can lead score the conversions until the leads are sales-ready. Top conversion paths: Shows the routes/channels your customers take to conversion.

Website Call to Action; Alternatives to “Contact Us” for lead generation

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Request a Custom Quote in 24 hours. Here’s a question to ponder: Why did you build a website for your business? Perhaps you didn’t really think about it and thought it was something that was expected in order to stay relevant.

Facebook Business Pages; Measuring What Matters for Success

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However, I use my own custom dashboard (below) because it’s my preferred method of reporting results to my clients. For my custom metrics dashboard, I export the last two months of data; the month I am reporting on, and the previous month’s data.