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As marketers, our actions have always been integral to not just driving business but capturing customer and prospect insight.
This is particularly the case in B2B, where everything from simple lead capture forms to more sophisticated marketing automation platforms have been a boon for enabling our colleagues in sales to understand the contexts of each lead that comes their way.
Yet despite all the advances in lead acquisition, nurturing and management, there is trouble in the camp.
60% of content marketers say their number one goal is to generate new sales leads. This is not an easy thing to do.
I’m going to show you how to make a quiz that produces a steady stream of brand new qualified leads.
If designed and executed correctly, this agile approach to target market engagement could easily be regarded as the Holy Grail of digital marketing.
Bypass indirect prospecting and establish direct and compelling conversation with B2B prospects and customers via the creation of a Digital Industry Network (D.I.N.).
A D.I.N. is a peer group of professionals engaged around a compelling topic of interest.
This network is created from scratch, comprises a conversation zone (e.g. LinkedIn Group) and other communication feeds, and is designed to build mindshare and stimulate conversation with a highly targeted audience.
The result is branding, awareness, thought leadership, reputation, demand generation and lead nurturing.
Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.
Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.
Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.
These days, there is a plethora of choice. There are myriad new tools, platforms and systems from which to choose to help drive the business.
However, whichever digital option a brand selects, most companies are failing to act on one very central theme for survival: customer centricity.
While many senior executives are speaking about being 'turned toward the client' unfortunately, it’s a clear case of easier said than done.
What are the keys to converting into a truly customer-centric organization? This is the question that I'll explore in this article, co-written by Stephen Gresty...
We're at an inflection point in B2B marketing, and marketers should celebrate the opportunity to show their true contribution to revenue and not fall back on squishy metrics like 'attention'.
Last week the esteemed Top Sales World blog published a piece entitled, “Attention (not leads) should be B2B marketing’s primary measure”.
I couldn’t disagree more. And, since the post doesn’t include a way to comment, I couldn’t disagree on the page itself, so I’ll do it here.
Social media monitoring can be used to perform various tasks in the advancement of your own brand. Generating leads, finding influencers and identifying key sites are just a few that could be mentioned.
However, what is often overlooked is how these tools can be used to analyze competitors. By keeping track of your competition you can become the leader in your chosen area of expertise.
This article is aimed at explaining the methods that can be put in place to track competitors through social media monitoring (smm) and what benefits this could have for your company.
Marketing automation is of growing interest to APAC marketers, but what hurdles do they face and how can they overcome them?
A fifth (21%) of APAC-based marketers reported earlier this year that they planned to increase their investment in marketing automation technology over the next 12 months.
To address this growing area of focus for the region’s marketers, Econsultancy teamed up with emarsys to produce the Marketing Automation in Asia Pacific Best Practice Guide.
Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.
This week’s finest digital marketing infographic comes from Wishpond with this effort looking at the state of social media marketing.
It gives a run through of various useful stats on social media usage and lead generation.
For example, did you know that 52% of marketers have found a customer through Facebook, 43% through LinkedIn, and 36% through Twitter?
Furthermore, roughly 46% of online consumers count on social media when making a purchase.
One of the B2B roundtables at this year’s Digital Cream London event focused on marketing automation, the findings of which have just been released in our free-to-access Marketing Automation Trends Briefing, sponsored by Oracle Eloqua.
According to Econsultancy calculations, major marketing automation vendors have secured more than $150 million in additional venture capital funding in the last few months.
Coupled with the consolidation spree we’ve witnessed lately, the market shows strong growth and potential, with some analysts predicting 50% industry revenue increase in 2013.
Lead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.
In fact, the average lead generation CRO campaign results in a 40-something conversion lift. As in 40% or more leads generated from the exact same traffic.
You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.
Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is.
Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it.
Here are three Case Studies to give you ideas to get started:
Overlays, screens that appear on top of a web page a visitor is browsing, are taking over as the most powerful way to gather email opt-ins from new visitors.
Thousands of sites use them, ranging from publishers such as The Motley Fool, to ecommerce sites like Joss & Main, and even Hilary Clinton’s last presidential campaign site.
Generally, a site with an overlay garners up to 400% more email opt-ins than a site that relies on an in-line form will.
To put that another way, if your site’s opt-in form gets a .5% opt-in rate now, adding an overlay could bring you a 4% opt-in rate or higher.
How can you make your overlays get an even better response rate? Happily, overlays are fairly easy to run A/B tests on.
Here are three examples to inspire you...