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I’ve possibly never had so much fun writing an Econsultancy blog post. For an hour or so yesterday, I was listening to ‘old’ in-game radio adverts from the Grand Theft Auto computer games, handily available here.
Whilst they are hilarious, in aping existing companies they also use many of the ad man’s techniques to sell a product.
I’ve tried to succinctly describe these techniques in this post. I hope you enjoy the fake product names and slogans as much as I did, and aren't put off by the some of the products' slightly poor taste. Thanks to GTA Wiki, where I grabbed the crazy product images.
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.
There are numerous advantages for businesses in using social media monitoring tools, most of which are regularly discussed. But one of the benefits that is quite often overlooked is lead generation.
The figures are rather extraordinary. 68% of marketers claim to have created leads from social media sites and 55% have closed deals found from a social media lead.
This article is aimed at explaining how to navigate the key areas of creating a lead generation campaign, in order to assist in the finding of viable leads for your business.
Over a quarter (28%) of companies are satisfied with their conversion rates (either 'very' or 'quite' satisfied), up by 6% since 2012 and the highest level since 2009.
Addtionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months
The fifth annual Conversion Rate Optimization Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.
The research, based on a survey of almost 1,000 client-side and agency digital marketers, revealed that A/B and multivariate testing, using multiple methods to improve conversion and having a structured approach are among the seven factors most correlated with improved conversion and sales...
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
It's never too early to get your house in order for next year.
This morning at FUNNEL and the Festival of Marketing, I listened to Adam Sharp from clevertouch, marketing automation specialists.
Adam outlined how the marketing department is changing, and what you need to be thinking about to prove that the marketing team is the place where fundamental change can be driven within the organisation.
Flash sales, mystery boxes, group coupons, the thrill of buying at a moment’s notice or getting unexpected delights by mail have all been in the marketing spotlight within the last year.
However, unless you take the time to carefully craft your flash sale campaign, it can go down like a lead balloon, leaving customers unimpressed and apathetic.
Here are a few examples of such sites, as well as an analysis of what they did right, and wrong. Study their successes, sidestep their mistakes, and learn from them to apply their lessons to your own campaigns.
The more digital we become (define and measure that how you will), the more advantage we can gain from being ‘human’ in our communications and sales approach.
As community and privacy is eroded, social skills and the ability to network become high-value attributes, where once they may have been called soft skills.
When former Apple SVP of Retail Operations, Ron Johnson, took over as the CEO of American retail giant J.C. Penney, he had hoped to do for his new employer what he had done for Apple, where he led the development of the Apple Store and its Genius Bar.
Unfortunately for Johnson, the revolutionary tactic of ditching discounts and offering consumers straightforward low prices every single day of the year, turned out to be more disastrous than revolutionary.
Minter Dial is co-author of a new report published by Econsultancy entitled The Sales Organization of the Future.
The report, which is free to registered Econsultancy users, explores how product-oriented companies need to evolve into value-added services organizations to meet the changing expectations of customers in a business environment which is fundamentally changing.
I asked Minter some questions about the report and the imperative for business change.
Econsultancy has this month published the second edition of the Marketing Automation Buyer’s Guide, which contains an analysis of market trends, profiles of vendors and tips for marketers who want to invest in an automation platform.
Below, I've focused on one of the trends highlighted in the report: the integration of traditional prospect data with social data and the steps that marketing automation vendors have been taking in this area.
For companies looking to drive business online, lots of time and money is invested in lead generation. But what happens when the leads start flowing in?
Unfortunately, it's easy to perform reverse alchemy on leads, taking a golden lead and turning it into lead. What's worse: oftentimes, this happens almost immediately.