How Confident Marketers Are Using Interactive Content to Build Multi-Touch Campaigns

SnapApp

Tell me about a recent campaign you’ve run or been a part of – let me guess, it involved a long-form piece of content like a white paper, benchmark report, ebook, or something related to your thought leadership. When we create lots of TYPES of content: white papers, blogs, webinars, assessments, calculators, surveys, etc., Bored of the 40 page white paper? Let’s go back to basics: your core white paper.

How Confident Marketers Are Using Interactive Content to Build Multi-Touch Campaigns

SnapApp

Tell me about a recent campaign you’ve run or been a part of – let me guess, it involved a long-form piece of content like a white paper, benchmark report, ebook, or something related to your thought leadership. When we create lots of TYPES of content: white papers, blogs, webinars, assessments, calculators, surveys, etc., Bored of the 40 page white paper? Let’s go back to basics: your core white paper.

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NEWS DIGEST: 4 Demand Gen Essentials As We Enter Q4

SWZD

Half of B2B marketers have at least tested multi-touch attribution models. Blog Content Marketing Marketing Analytics News Digest Webinars White PapersIt’s almost 2018. Marketing automation has reached 55% market saturation (from Emailmonday). And half are still making demand gen decisions based on the last content items buyers accessed before converting.

NEWS DIGEST: 4 Demand Gen Essentials As We Enter Q4

SWZD

Half of B2B marketers have at least tested multi-touch attribution models. Blog Content Marketing Marketing Analytics News Digest Webinars White PapersIt’s almost 2018. Marketing automation has reached 55% market saturation (from Emailmonday). And half are still making demand gen decisions based on the last content items buyers accessed before converting.

Attribution: The secret sauce of digital marketing

Biznology

But I have rarely led sustainable upper-funnel content efforts for a simple reason: It’s difficult to track the first touches in a multi-touch customer journey to revenue. ” In practice, few digital marketers I talk to have attribution working well enough to give each touch point in a customer journey the credit it is due. Last-touch attribution. For several reasons, last-touch attribution doesn’t work.

The B2B Marketer’s Guide to Mastering Digital Attribution

Marketing Insider Group

IAB defines attribution as “the process of identifying a set of user actions (“events”) across screens and touch points that contribute in some manner to the desired outcome, and then assigning value to each of these events.”. Here, the multi-touch attribution model fares better.

High Bar Offers: Why Your Campaign May Be Asking Too Much

The Point

So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). * For a more detailed look at offer strategy, download our free white paper: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.”.

A Practitioner’s Guide to ABM

Full Circle Insights

Like RollWorks, Terminus is a comprehensive ABM platform that offers help with multi-channel ABM. Digital Source Tracker —Measure digital marketing from anonymous first touch to closed-won by connecting anonymous digital touches to known leads in Salesforce with Digital Source Tracker.

What is attribution modeling for social media marketing?

Sprout Social

It breaks down which social media platform it was, what type of content like a post, video or white paper and how often the customer had to interact before the conversion. There are three major types of marketing attribution models: first touch, last touch and multi touch.

The Quest for Unified Marketing Measurement

B2B Marketing Directions

Last year, Google published a white paper that addressed three of the most important - and still unsolved - challenges relating to the measurement of marketing effectiveness. This post will discuss the third "grand challenge" described in the Google paper.

How to Use Attribution Models to Decipher the Right Mix

Vision Edge Marketing

How do you assign value to your channels and touch points? For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Or do you give equal weight across all the touch points? Maybe you use a graduated scale where you give touch points closer to the end of the buying journey more value than touches earlier in the process?

Marketing Attribution – Beginning of a Data Journey

B2B Marketing Analytics

Given the connected world we live in and how we gather information, for every closed deal, numerous marketing touches are involved from web engagement (visits, clicks) to email engagement, to webinars, e-books, white papers, in-person events, and the list of possible touches goes on and on.

5 Metrics That Matter The Most In Marketing Analytics

B2B Marketing Analytics

Multi-Touch Attribution: We live in a world wherein a multitude of marketing tactics and channels are used by organizations to engage with customers. While all such touches have a varying degree of influence on the deals, they all come at a cost from the limited marketing budget.

Top 2 Marketing Analytics Priorities for B2B Marketing Teams

B2B Marketing Analytics

For every deal (especially in the enterprise space), countless marketing touches are involved from web engagement (visits, clicks) to email engagement, webinars, e-books, white papers, in-person events, and the list of all the touches goes on and on.

Marketing Analytics and ROI

B2B Marketing Analytics

Multi-Touch Attribution: We live in a world wherein multitude of marketing tactics and channels are used by organizations to engage with customers. For every deal (especially in the enterprise space), countless marketing touches are involved from web engagement (visits, clicks) to email engagement, to webinars, e-books, white papers, in-person events and the list of all the touches goes on and on.

How Many Touchpoints Are in a Typical Campaign?

SnapApp

When they provide their email address and click “download now” to receive your white paper, that’s a touchpoint. Think about a typical campaign with a long-form content asset like a white paper. White paper. CTA at the end of the white paper asking the customer to call or email for more information about a product or service. They run screaming from the mile-long form you’re asking them to fill out to get a white paper.

The Beautiful Game: A Guide to Attribution Reports with Salesforce

SmartBug Media

Knowing which campaign touches influenced the buying process on an account basis can be tricky because there are usually multiple contacts under the account and opportunity, and they are all being marketed to. Yet within all these touches is the holy grail of B2B KPIs: campaign ROI.

Marketing in quarantine: How can Tech companies stay relevant in a world in lockdown with marketing automation

Marketo

What content do you have at your disposal (white paper, thought leadership , demo videos, etc )? Marketo Engage, and especially Bizible , offer solutions to trace the origin of a prospect thanks to its multi-touch attribution model. .

How Many Touchpoints Are in a Typical Campaign?

SnapApp

When they provide their email address and click “download now” to receive your white paper, that’s a touchpoint. Think about a typical campaign with a long-form content asset like a white paper. White paper. CTA at the end of the white paper asking the customer to call or email for more information about a product or service. They run screaming from the mile-long form you’re asking them to fill out to get a white paper.

What Not To Do For Better B2B Customer Relationships

Industrial Marketing Today

These findings were consistent across most B2B industries with complex, multi-touch buying processes. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. webinars website design White Paper Marketing whitepapers YouTube Marketing Matters Marketing Matters is our monthly e-newsletter on best practices in industrial and B2B marketing.

Inbound Marketing vs. Outbound Marketing: Which Should You Choose

KEO Marketing

For example, a valuable prospect may provide her email to receive access to a white paper. That multi-touch action will create a dialogue and engage the buyer to move through the sales pipeline. This coordinated, multi-touch approach helps keep the company in front of the prospect. Business-to-business (B2B) focused companies use a variety of marketing programs in their attempts to generate sales leads.

7 Strategies for Using Content to Market Industrial Products

Industrial Marketing Today

2) Engage those visitors’ attention with industry leading content (website copy, white papers, videos, podcasts). And then, nurture them from cold leads to hot prospects with multi-touch drip email campaigns. Our website contains a Resource Library of white papers, tools, videos and an extensive glossary, all covering Inbound Marketing Automation in more detail. This white paper aims to change that perception of them.

5 Tips to Improve Through-Channel Demand Gen

Content4Demand

Bu it’s hard to communicate the value of something perceived to be complex and time-consuming—like a multi-touch campaign with emails, content assets, social posts and digital adds—so start small.

5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation

All three are part of an integrated lead generation funnel, and this article touches on each element while taking a closer look at lead nurturing. Your top of the funnel lead generation becomes a multi-touch process when you use more than one channel. Create a plan to add value every time you touch your future customers with valuable ideas, content, and resources. For example, a white paper can be broken into three to five articles that share a point of view.

How Do You Know It’s Time to Bring in a Marketing Expert | What’s Your Edge?

Vision Edge Marketing

Regardless of the reason, a common response to the pain is like the above approach – try to fix it with some inexpensive over-the-counter remedies, such as free or inexpensive analytics tools or dashboard templates, or how-to articles/white papers.

Scoping Qualified Prospects for B2B Lead Generation: Shotgun or Laser?

Pointclear

Starting with multi-touch marketing activities centered on exploratory phone calls and nurturing emails result in a pinpoint set of leads. Our infographic (download below) compares single-touch marketing campaigns that use a shotgun approach versus multi-touch, multi-media campaigns that center around laser-targeted outbound calling. For more insights into the B2B sales and cost per lead read our white paper: How Much Should a Sales Lead Cost

The State of Demand Generation

The Effective Marketer

The biggest complaint from marketers is that they can’t keep up with content creation needs (multi-touch programs, social media, nurturing programs, thought leadership, etc.). There are two steps for that: Classify by content type (white papers, brochures, testimonials, videos, case studies, etc.). If you missed the DemandCon Conference hosted earlier this month in San Francisco, the online recording of the sessions is worth checking out.

Demand 169

Full Circle Insights Innovates Again with Full Circle ABM

Full Circle Insights

The company offers multi-touch attribution, comprehensive funnel metrics, and lead management technology. White Papers. Picking the Right Attribution Model For You: Part 2, Multi-Touch Models. When is First Touch Most Important?

CMO 52

Top 10 Marketing Automation Mistakes

The Point

The core functionality of marketing automation technology – i.e. the fact that it “automates” multi-touch email campaigns – means that many of the programs it enables are of a type that continue over time, triggered by a particular event or action. We normally advise a template version for each major use case – say: white paper campaigns, Webinar invitations, and newsletters.).

4 Marketing Analytics That Matter for Driving Higher Revenue

Marketo

It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal. It’s about tracking all the touch points at which a prospect connects with your marketing programs, and measuring those multi-touch impacts. Flow: The Value of Every Touch Point. Do they download a white paper?

Lead Nurturing: 5 Useful Tactics to Get More Opportunities

Markempa

All three are part of an integrated lead generation funnel, and this article touches on each element while taking a closer look at lead nurturing. Your top of the funnel lead generation becomes a multi-touch process when you use more than one channel. Create a plan to add value every time you touch your future customers with valuable ideas, content, and resources. For example, a white paper can be broken into three to five articles that share a point of view.

Digital Source Tracker from Full Circle Insights Wins Product of the Year

Full Circle Insights

The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. White Papers. Picking the Right Attribution Model For You: Part 2, Multi-Touch Models. When is First Touch Most Important?

Interested in Leveraging Predictive Analytics? You’ll Need to Get Marketing Attribution and Funnel Metrics Right First.

Full Circle Insights

White Papers. Picking the Right Attribution Model For You: Part 2, Multi-Touch Models. Picking the Right Attribution Model For You: Part 1, Single Touch Models. When is First Touch Most Important?

Full Circle Insights Builds Strong Momentum in First Half of 2021

Full Circle Insights

The company offers multi-touch attribution, comprehensive funnel metrics and lead management technology. White Papers. Picking the Right Attribution Model For You: Part 2, Multi-Touch Models. When is First Touch Most Important?

CMO 83

Content2Conversion 2016 - My B2B Marketing Utopia

SnapApp

Multi-touch Demand Generation. As our Tuesday continued, next up on my list was going to see SnapApp’s very own Director of Marketing, Vanessa Porter , discuss “ How to Build a Multi-Touch DemandGen Campaign using Interactive Content.” ” In this behind the scenes session, Vanessa discussed how SnapApp turned one white paper into a 17 week campaign.

Content2Conversion 2016 - My B2B Marketing Utopia

SnapApp

Multi-touch Demand Generation. As our Tuesday continued, next up on my list was going to see SnapApp’s very own Director of Marketing, Vanessa Porter , discuss “ How to Build a Multi-Touch DemandGen Campaign using Interactive Content.” . In this behind the scenes session, Vanessa discussed how SnapApp turned one white paper into a 17 week campaign. As an event marketing manager, sometimes you look at your calendar and just think that you're crazy.

PowerViews with Andrew Gaffney: Tipping Points & Differentiators

Pointclear

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising and sales training materials for clients such as Major League Baseball, Canon, DuPont, SAP, Business Objects, Oracle and many others. He adds that—in addition to the digital contact—you still need a lot of personal and physical touches to make that final connection.

5 B2B Marketing Trends Your Business Should Focus On For 2019

Altitude Marketing

It requires a well-thought out plan that is multi-touch, multi-media and multi-channel. And finally, promote (advertise) some of these longer form pieces of content – like white papers and case studies – to move people down the funnel during the research phase. B2B marketing is always evolving. Every year, businesses test new tactics and update old strategies.

4 Simple Rules for Creating Interactive Content

SnapApp

Interactivity means you can spin that old white paper into a brand new experience for your audience in the same or different stage of the sales funnel. Check out their original white paper to get a sense of how their marketing team transformed hefty long-form content into a bite-sized piece, then try the interactive version below. Interactive content is an incredibly powerful tool for content marketing.

Rules 48

50 Inbound Marketing Resources Every B2B Marketer Should Subscribe To

SmartBug Media

5 Tools and Technology for Effectively Reporting on Multi-Touch Attribution. PPC Hero offers tons of helpful resources for paid search marketing, including articles, guides, white papers, reports, webinars, and conferences.