Social Media websites have been stepping up their efforts to keep visitors browsing directly on their platforms rather than being linked elsewhere. The reason? It’s a simple fact that the longer a visitor is browsing on their platform, the more potential ad revenue which can be generated. Examples of this are News on Facebook and influencer content on LinkedIn Pulse. Continue reading “How do native social media lead gen forms affect marketing automation?”
Author: Matt Lincoln
Nurture Program Tips For The Savvy Marketer
Dreamforce 2017 stepped up the amount of content for B2B marketers, with one of the more educational sessions being delivered by Project Manager Allison Cuzzort, giving a deep dive into some best practice Engagement Studio tips. Continue reading “Nurture Program Tips For The Savvy Marketer”
What Does Apple’s New Cookie Change Up Mean for Pardot Users?
Apple’s new ‘Intelligent Tracking Prevention’ means that the first-party cookies used by Pardot will be deleted after 30 days of prospect inactivity in Safari 11. This is going to impact your ability to track visitors on Apple devices who visit your website less than once per month.
The first thing you should do is to check Google Analytics to see what percent of your visitors are Safari users. Typically this will be a higher rate for mobile than desktop visitors. If this percentage is significant enough to cause concern, the article below suggests increasing the frequency of your content and emails to more than once per month to keep visitors coming back to your site and keep their cookies active.
If all else fails and a significant proportion of your Safari audience let their cookies expire, do remember that any prospect re-visiting your site from a Pardot tracked email will be automatically re-cookied, and you can also use the Pardot forms on your website to re-cookie existing prospects in addition to new prospects.
What is Apple changing about cookies?
In Safari 11, which is included as the default browser on the new macOS High Sierra, Apple is saying “we’re watching our figure, please hold the cookies.”They’re calling it “Intelligent Tracking Prevention,” and long story short, they’re deleting 3rd party cookies after 24 hours, and they’re deleting 1st party cookies after 30 days.
The most effective email marketing tactic of 2017
A survey of 260 marketers by Ascend2 suggests that message personalisation is the most effective email marketing tactic.
Continue reading “The most effective email marketing tactic of 2017”
5 Pardot Things B2B Marketers Won’t Want to Miss at Dreamforce ’17
Dreamforce, the annual conference run by Salesforce just got a lot more exciting for Pardot users. This year Dreamforce takes place from November 6th-9th in San Fransisco.
Continue reading “5 Pardot Things B2B Marketers Won’t Want to Miss at Dreamforce ’17”
Top tips for post-event lead handling
Handling leads from events is a common headache for B2B marketers. After all, with the challenges and stress of a big event or trade show, it’s always tempting to focus on the logistics of making the event run smoothly on the day, and plan to handle leads after returning to the office. Continue reading “Top tips for post-event lead handling”
Google rolls out mobile landing pages assessment tool
A previously announced mobile landing page assessment tool has been rolled out in Google Adwords.
Continue reading “Google rolls out mobile landing pages assessment tool”
To Gate or not to Gate, that is the question!
Gating can be seen as the ‘value exchange’ of trading information for content. It’s a contentious issue amongst marketers, and it’s certain that if ten different marketers are asked about their gating strategy, they will give ten different reasonings and justifications. Continue reading “To Gate or not to Gate, that is the question!”
Get out of the ‘lead magnet’ mindset and focus on value exchange
A recent conversation with a customer about quality content has stuck in my head, most precisely the usage of the phrase “value exchange”.
Continue reading “Get out of the ‘lead magnet’ mindset and focus on value exchange”
Email marketing is now a team-wide job: too many cooks spoil the broth?
The 2017 Email Marketing Industry Census highlights a trend of email marketing shifting from an individual team member’s responsibility, to being shared by the marketing team as a whole.
Continue reading “Email marketing is now a team-wide job: too many cooks spoil the broth?”