Why marketers shouldn’t ignore click-to-call

Let’s say, as a marketer, you have a retail brand client, who wants to take advantage of diverse and exciting marketing tools. You decide to incorporate click-to-call in your marketing scheme. A customer searches on Google or Facebook and finds this retailer. Instead of physically dialing the company, the customer clicks on the number or an advertisement and […]

14 ways to get more out of your B2B customer surveys

Regularly B2B marketers are tapping into their audience for data that they’ll then use as fodder for any number of marketing strategies. Such data could help inform infographics, blog posts, white papers, webinars, etc. Thanks to surveys, they can produce content that answers questions their readers have, and they’re engaging with buyers to let them know they’re interested […]

How to make analytics work for your account-based marketing

At the second Annual Marketing Innovation Summit for B2B, organized and hosted by Demandbase, an advertising and personalization company, attendees learned key components to how a B2B firm can excel with an account-based marketing (ABM) approach.  Data is the top factor in such a strategy. B2B analytics are built on three pillars: visitor segments, website goals and content groups, according to […]

How to make the best landing page for your account-based marketing campaigns

The closing sessions at the Marketing Innovation Summit for B2B at San Francisco’s AT&T Park examined best practices for creative and landing pages and account-based marketing (ABM) case studies. Demandbase’s Sarah Nels, an ad campaign strategy manager, took on the creative and landing pages best practices topic. She opened her presentation by posing the question […]

Live from MarTech: Experience optimization should drive your website redesign

Are you regularly testing your company website for optimization success? If not, Chris Goward would likely be wagging his finger at you. The CEO of Wider Funnel has built an entire company around the concept that testing offers the framework for successful experience optimization. He recently spoke at MarTech, a marketing conference taking place in […]

What you need to know about B2B marketing automation platforms

Marketing automation platforms provide powerful suites of tools that aid marketers and sales teams in creating more effective campaigns, but how useful are they really? A newly released report from Digital Marketing Depot titled B2B Marketing Automation Platforms 2015: A Marketer’s Guide took a look at the state of this technology. It provides some guidelines […]

How B2B marketing can see into the future with predictive lead scoring

Many B2B marketers spend an inordinate amount of time on sales lead generation. But how strong are these leads? Traditional CRM systems provide some metrics on the likelihood of leads converting to sales. However, these metrics are based on retrospective rules. If only marketers had some source of intelligence that utilizes forward-looking data so that they […]

Facebook’s new tools to help marketers analyze impact of Facebook Ads

Facebook today revealed a new suite of tools created to help marketers better understand how ads on the social network boost their business. In a blog post, Facebook wrote they are expanding their “conversion lift measurement capabilities.” Facebook notes its advertising partners need to learn more about conversion lift because it’s the best way they can understand how ads placed […]

10 conversion metrics B2B marketers need to track

It is a long, winding and usually bumpy path that B2B customers walk before they finally pull out their credit card or their PO number. In some industries, sales cycles are more epic than Peter Jackson film trilogies. Your next sale will almost certainly interact with your website, blog(s), social presence and other digital marketing efforts — especially if you […]

How this company specializes in conversion rate optimization

Website performance is a key priority for any brand. It is no accident that high profile companies have well-designed websites; these sites are the result of heavily-customized and multi-faceted optimization strategies designed to convert page visits to sales. If you want to make your website perform better and earn you more revenue, you may want […]