Category: Marketing

7 Common Reasons Why Your Email Marketing Strategy Isn’t Working

Posted on by Linda Forsstrom Torres

We know that marketing automation can help your marketing strategies and calculate your marketing ROIs. Using platforms, such as Pardot, makes your email marketing efforts more time efficient by automating your tasks. But there is more to it than just implementing Pardot. What happens after the implementation period when your marketing team start using Pardot for their email marketing strategies? What do you need to think about in order to get great email marketing results?

There is no doubt that email marketing needs thought, planning and strategy. Segmentation, email design, subject line, content and call to actions are just a few elements that you need to think about when planning your email marketing. The key thing to acknowledge while creating your email marketing is that you need to put in the time and effort in order for it to give you great results.

If you landed on this post and your email marketing strategies are showing great results – Great! But I still would suggest you read the following article to reduce the risk of turbulence in your future email marketing efforts.

 

In the B2B space, email marketing has a unique set of challenges – but once you learn how to turn the stumbling blocks into stepping stones, it is still a surefire way to win over customers and generate plenty of business.

Five Ways Artificial Intelligence Is Transforming B2B Marketing

Posted on by Linda Forsstrom Torres

Artificial intelligence (AI) is working! B2B marketers that uses AI are being able to process their customers data in an even better way than before and are being able to deliver personalised communication throughout the customer journey. AI has also improved the effectiveness of campaigns and increase business growth.

If your company is not already but wants to be able to predict consumer behaviour and automate actions of the customer’s journey, then a CRM system is what your company is missing. If you are not yet convinced, here are five ways that AI is transforming B2B marketing:

1. Enabling Predictive Lead Scoring

2. Leveraging Engagement Insights For Targeted Content

3. Powering Analytics For More Effective Campaigns

4. Fueling The Power Of Automation

5. Arming Sales Teams With Relevant, Actionable Insights

Follow the link below to read more about these 5 ways.

 

Research shows that 80% of B2B marketing executives believe that AI will revolutionize the field in the next five years. However, only 10% report using AI applications today.

Do you know what your prospect wants?

Posted on by Linda Forsstrom Torres

One of the trends for B2B marketers is to find the best way of making the process of prioritising leads for the sales reps more effective. Companies wants to know which lead it is that they should prioritise among their opportunities, in what way and with which tools.

Using marketing automation is a great solution to optimise that process but it’s important to use the platform’s capacity and implement marketing strategies. Tracking your prospect through your website, form or landing pages are one of the benefits a marketing automation tool can do for you but it needs indeed nurturing and strategies for the collected data. Your customers journeys have only just begun when they converted into a prospect. Kerry Cunningham, senior research director for demand creation strategies at SiriusDecisions, highlights that you should want to find out more about why they filled out that form or landed on that page.

It’s the power of people in plural that Cunningham’s marketing automation strategies have their focus on. Collecting the data from more than just one form or one landing page and mapping these actions will give you groups of people. This could then help the process of targeting the right prospect with the right product. It would be more effective because you would be able to treat and act towards this group in the same way, since you know that these prospects are interested in the same things.

You can read the whole article and find out more about this marketing automation strategy by following the link below.

A hot lead for a sales rep is somebody who wants you to call them, and who’s asking for that, who’s planning to buy something. What a predictively sourced lead is is a prospect who, if you apply your best effort against this prospect as opposed to any other average prospect, is more likely to turn into business.

GDPR: An opportunity, not a threat

Posted on by Matt Lincoln

Despite marketers across the EU having GDPR on their radars as a cause for concern in 2018, Mike O’Brien correctly identifies that GDPR should be seen as a positive influence on marketers which provides several opportunities.

GDPR offers marketers the chance to rebuild trust with customers who associate marketers with the absuse of long email lists of non-opt-in data.

Most importantly, it’s a chance to revisit marketing databases refine the lists down to communicate with prospects who will engage with your content. It’s also a perfect opportunity to use Email Preference Centers to allow prospects to indicate which types of communications they want to receive from you.

In 2018, marketers will recognise that sending targeted communications to engaged prospects is a win-win for all parties.

 

Ending on a positive note
Whether you’re a juggernaut like Google, which has four data processing centers in Europe alone, or a marketer with data on a single person in Poland, the GDPR is applicable to you. And while it certainly presents significant obstacles, there is also a huge opportunity.

Personalisation, Data and Best Practices in Digital Marketing

Posted on by Dorottya Dvorak

In a recent online discussion with CXOTalk, McKinsey’s top digital marketing adviser Robert Tas shared what he thinks are the most important components of digital marketing: personalisation, data, design, marketing technology and operating model – the speed at which we work.

All of these five trends are connected by one major goal: to create personalised experience for customers based on their specific journey and unique needs. Any ideal digital marketing process should begin with data collection, as without the necessary insights it is quite hard to connect all those customer touch points. Once that data is available, it’s up to the marketing team to use that information to design consistent end-to-end experience and engage with the customers in the right place at right time. Organising cross-functional teams around the outcome – such as a specific segment or journey – and listening to real-time feedback, could make a significant improvement in driving great impact with a marketing technology system.

You can watch the discussion on the link below – it’s a must for digital marketers. But in case you don’t have 45 minutes, you should take a look at this article at ZDNet.com with a great summary of the conversation.

 

We’ve been in this culture of reporting, and we’ve got to be in this business of insights. I want to see my clients step up their game and build out their data strategies, the number of data sources they’re using, how they’re connecting all those data sources, and really testing and learning their way in.

 

 

How do native social media lead gen forms affect marketing automation?

Posted on by Matt Lincoln

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?” →

What Does Apple’s New Cookie Change Up Mean for Pardot Users?

Posted on by Matt Lincoln

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.