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 […]

What every business can learn from David’s Tea

They may not have replaced Starbucks yet, but those teal David’s Tea cups are dotting communities across North America. Call it a true Tea Party, where the main winner is a humble Montreal company that has grown to become a Canadian success story. A story that every firm can learn from, no matter their vertical. David’s Tea […]

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 […]

P&G puts the spotlight back on product sampling

Procter & Gamble – the world’s biggest advertiser – is placing a renewed focus on product sampling, according to a report in Advertising Age. Dubbing the practice “Point of Market Entry” or POME, P&G is planning to use the technique of letting consumers try before they buy to address shortcomings amongst their biggest brands. For […]

How can you better measure the success of your mobile marketing?

To create more effective advertising campaigns, there is one key question marketers need to ask: what was it that persuaded a consumer to make a purchase? Determining attribution in digital advertising is one of the most difficult challenges in the industry today, and this is made even more challening with the rise in mobile devices. […]

A B2B content marketing editorial calendar program for anyone

Rule #1: don’t put them to sleep. Content marketing is effective, but it’s not easy to plan. If it isn’t aligned to corporate priorities, it won’t get the right results. Without a focus on relevancy and customer needs, it might cause drowsiness. A recent study showed that nearly 50 percent percent of the 88 percent […]

Lessons from a Shark: how to measure organic B2B content marketing

Page views? Time on page? Video views? Are these real content marketing performance indicators? No. Why not? If you know how much time was spent on a page, and that more time was spent on one page of content than another page, is that actionable information? Does it give you any insight into content ROI? […]

Same prospect, two trajectories: how brand vs conversion behaviour differs

Measuring from awareness to action online is not simple. It’s an ecosystem, it’s a path, it’s a narrative. Whatever the new buying process is, it’s clear that a funnel is no longer what we’re working with … or is it? Data shows there are two customer trajectories for all but the most rote or impulse […]