3 Ways to Future-Proof Your B2B Marketing Measurement

By Aaron Mahimainathan Measuring B2B marketing ROI has been an age-old challenge for marketers. And that challenge has only gotten both more complex and more important in today’s crazy, unpredictable world. Consider what we’ve all been through the past few years and how these changes have affected how we live and work: A pandemic, supply chain disruptions, geopolitical instability, economic headwinds, rising interest rates, bank failures and the list goes on and on. These […]

5 Customer Engagement Strategies That Will Increase Your Conversions

Conversions and customer engagement are closely related. Engaged clients establish solid, long-lasting bonds with the business, increasing loyalty and boosting conversion rates. However, a devoted client base does not increase on its own. It’s the outcome of careful planning, research, and execution that initially offers a first-rate client experience. Continue reading for 5 effective tactics […]

Here’s What’s Holding B2B Companies Back From Conducting Revenue-Driven Marketing

  By Rahul Sachdev, CEO, Fortella Not all that long ago, companies measured the value of their marketing efforts in terms of brand awareness. Marketers filled the role of brand ambassador, laying a foundation of knowledge, so the sales team didn’t have to spend valuable time and energy getting prospects up to speed. Today’s marketers […]

Unbounce Smart Traffic

Unbounce product director says Smart Traffic will assess five factors to boost conversions

Unbounce on Wednesday will launch a tool called Smart Traffic which the company says will democratize access to artificial intelligence that small and medium-sized businesses can use to better test marketing campaigns. The Vancouver-based firm said that Smart Traffic has already improved conversion rates on landing pages by 20 per cent in beta tests it conducted […]

ActiveCampaign Predictive Content

ActiveCampaign VP predicts its machine learning features will offer an alternative to A/B testing in e-mail marketing

A company called ActiveCampaign is trying to adopt machine learning in e-mail marketing in order to help marketers frustrated by A/B tests that fail to improve the results of e-mail campaigns with a machine learning-based application designed to predict what’s most likely to trigger an opening or other form of engagement. Based in Chicago, ActiveCampaign […]

D&B Lattice app LinkedIn

Dun & Bradstreet says Lattice app will lower social ad costs per lead and boost click-throughs

Three months after acquiring a customer data platform firm, Dun & Bradstreet has launched a desktop app aimed at improving the ability of B2B marketers to run social ad campaigns. The Short Hills, N.J.-based firms said the Lattice app, named after the firm it acquired, will eventually roll out across multiple social channels. Lattice will […]

Yesler B2B marketing advocates

Yesler research reveals 77% of tech buyers act as private advocates of their favorite vendors

B2B firms should focusing on driving advocacy via their existing customers earlier in the marketing process, according to research from Yesler that shows 77 per cent of tech buyers are privately recommending vendors to their peers. The Seattle-based marketing firm released the results of its survey of more than 400 CIOs and similar decision-makers as […]

Demand Metric GetResponse

Demand Metric and GetResponse data says automating mid-funnel tactics boosts marketing results by 3X

Mid-funnel performance can triple as marketing tactics are automated, despite the fact less than 20 percent of marketers are using technology to do so, according to research from Demand Metric and GetResponse on Wednesday. The two firms held a live webinar to discus the results of the research, dubbed the 2019 Funnel Friction Benchmark Study, […]

Oureach emojis B2B e-mail sales

Outreach data scientists put emojis in B2B e-mail subject lines to the test, and . . .

Adding little clocks or other emojis before and after B2B e-mail subject lines like “Quick call next week” have a negative impact on reply rates, according to tests conducted by sales enablement firm Outreach. Using seven different variations featuring emojis that were subject to an A/B split, Outreach found an overall 42 per cent decline […]

Spiceworks intent-based targeting

Spiceworks gets granular with intent-based targeting across 13 extra tech categories

Spiceworks on Wednesday said it would be able to help those marketing CRM, marketing automation and supply chain management applications improve their ability to reach buyers by adding more than a dozen categories to an intent-based targeting service it introduced last year. Austin-based Spiceworks, which serves as an online marketplace and community for discussions among […]

Intercom CSO Des Traynor

Intercom CSO wants to get the message out that retention is the new conversion in SaaS

It was probably the most important slide in Intercom exec Des Traynor’s presentation, and also the most memorable — probably because it had all the most popular marketing tactics pointing to a giant Poop emoji. The chief strategy officer at customer messaging platform Intercom was trying to make a critical point to the many other […]

B2B lead generation forms

5 Strategies to optimize your B2B lead generation forms

Are you wondering how you can improve your game plan for generating more frequent and better leads? For generating quality leads, you have to gain access to your audience information. You need to capture this information to understand the visitors’ preference which will help you persuade them to buy your product in the long run. […]

Unbounce landing page speed

Unbounce study urges marketers to prioritize landing page speed and AMP

While the vast majority of marketers realize that poor landing page speed could affect whether or not a customer purchases something, they are more focused on things like A/B testing content and refining ad targeting, according to a study from Unbounce released Tuesday. Based on a survey of close to 400 marketers who spanned industries […]

Mind the gap

Mind the gap: Building a bridge between marketing and sales with predictive analytics

The success of account-based marketing depends on collaboration and alignment between marketing and sales. Both teams must agree on goals, metrics and methods before they can implement an impactful account-based marketing strategy. Collaboration is imperative to success but difficult to accomplish considering the already labor-intensive and process-detailed workplans for each department. The good news is […]

Relation1 personalization

Relation1 exec maps out a more mature approach to personalization

If marketers are struggling to figure out how to develop a personalization strategy that works, the vice-president and managing director at consulting firm Relation1 suggests looking at a tactic that often doesn’t work — the traditional online retargeting campaign. Anyone who has went researching online for a new laptop, a productivity tool or a SaaS […]