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Showing posts from June 28, 2017
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[FIRST LOOK] MarTech agenda is live!

I’m excited to share the MarTech agenda, featuring more than 30 sessions and presentations from 40 marketing leaders. If you’re passionate about marketing, technology and management practices that deliver business results, then you won’t want to miss this event, October 2-4 in Boston.The conference program focuses on the three pillars of martech success: marketing, technology, and management.Attend sessions in the Marketing Track for insights on:Building customer engagement,Reorganizing marketing efforts around a cutting edge martech stack, andUsing martech to immediately increase e-commerce sales.In Technology, you’ll learn how to:Separate AI fact from AI-vendor fake news,Develop the next generation of chatbots, andPlay a more active role in cybersecurity.Sessions in the Management Track will ensure you’re on the path to successful martech implementations. We’ll dive into:Implementing Best-in-Class Processes, the Foundation of Your Marketing Operations,Making the Leap from Chief Mart…

Facebook’s Messenger officially debuts Discover tab to highlight chatbots, businesses

Originally a place for people to chat with their friends, Facebook’s Messenger is officially making a home for people to find businesses and bots to talk to.On Wednesday, Messenger began rolling out a Discover tab to make everyone in the US more aware of the chatbots and business accounts on the Facebook-owned messaging platform. While Messenger opened up to developers in April 2016, seven months later, 78 percent of adults in the US weren’t even aware that chatbots existed. Now, after a year of growing pains for chatbots, Messenger’s mission in 2017 is scaling up the business-and-bot side of its service, and the new Discover tab is central to that mission.“We’re kind of already the White Pages of messaging apps. With now 20 million businesses actively responding to messages and 100,000 bots out there, we have a shot at becoming the Yellow Pages of messaging apps as well,” Facebook’s VP of Messenger, David Marcus, said in an interview in April.Messenger had announced that it would deb…

How to generate B2B leads with LinkedIn’s Sponsored InMail

In the B2B space, marketing qualified leads are the metric of choice. Unfortunately, for marketing in B2B, the “qualified” part is what’s so difficult.While search engine optimization is great, we still don’t have demographic data we can use to organically target our persona. For paid search, we can assume our audience would “type” certain keywords for what we offer. The difficulty in B2B is that you can’t guarantee that the people who find you from search engines have at least 500 employees and work in a vertical that you have great case studies for.With these issues at the bottom of the marketing funnel, B2B organizations are relying on referral partners, conferences, outbound sales, and — gasp! — social media.Social media is no longer an important thing that you should probably be doing; it’s a critical part of your marketing funnel. Now, I’m not saying that you need to be sharing or tweeting three times a day (not that that’s a bad thing). I am saying that you need a targeted and …

SugarCRM launches first product to help provide a ‘full view of customer’

SugarCRM is expanding beyond its base in customer relationship management with the release this week of the first in a line of Relationship Intelligence products.Called Hint, this initial product automatically searches the web and various databases for additional information on users in the SugarCRM. The person could have only a few basic data points — like name, email address or company — and Hint will add more.Co-founder and CMO Clint Oram told me that the searchable data involves 70 sources, although he declined to mention the specific ones. He noted that they include government and public data but not LinkedIn, which doesn’t have an appropriate data feed.The returned data, which is added to that person’s profile in SugarCRM, focuses on several current or recent status items, such as employment. Oram said SugarCRM’s search also has access to historical data about contacts, which might become an additional service in Hint at some point.[Read the full article on MarTech Today.]

via M…

Singular merges with Apsalar to form ‘unified analytics platform’ for mobile

Singular and Apsalar announced this week they are merging to create “a unified analytics platform” for mobile analytics and attribution.Singular’s platform utilizes feeds from 1,600+ media partners, marketing tools and attribution providers for both mobile apps and mobile web. Every day, the San Francisco-based company says, it measures and optimizes data from over 7 million campaigns.Apsalar, on the other hand, collects and attributes “customer data to ad clicks or views” for ads relating to mobile apps. Additionally, it segments audiences by behavior and then makes those segments available for retargeting.In a statement, Singular CEO Gadi Eliashiv said that “building native attribution and audience management into Singular has always been a key part of our plan.”Now, Singular will have a mobile attribution stack built in, connecting marketing data to customer data. Eliashiv says that Singular tracks data both from tracking tags on the front end and from partner platforms, thus provi…

Marketing with intent: The combined power of SEO and content

If we can agree that the ultimate purpose of marketing is to attract attention and generate interest, then combining SEO and content marketing is a no-brainer for smart brands and marketers.SEO is all about creating brand visibility – it ensures that customers can find your website. Engaging content is what will make them click and stay on your website.SEO and content marketing, when combined effectively and intelligently, become an unbeatable one-two punch that defines the experience – and success – of your brand.Today’s digital world is insanely competitive; it’s always shifting and evolving. More than a billion websites are competing for the attention of today’s consumers. Millions of new pieces of content are generated every minute of every day – blog posts, whitepapers, infographics, videos, GIFs, social media updates, and much, much more.All of this is done in the hopes of influencing people when they are in the market to buy a product or a service. Customers are seeking out sol…

How To Harness The Power Of User-Generated Content To Create Compelling Blog Posts

Around 200 billion tweets are made per year, and Instagram hosts over 80 million new photos each…
Click To TweetThis is just a small example of how vast the source of user-generated content can be on leading social media platforms like Twitter and Instagram.Gone are the days when platforms like Twitter were only used by influencers to react to a certain topic. These days, social media is making the news. If you are a content marketer or a blogger, then you can easily use social media as a vast source of content.From getting on-the-ground information to compiling a reaction to a certain topic, there are plenty of things one can do with user-generated content.You have very likely already read a few blog posts in the past featuring different kinds of user-generated content.In this post, I will make you familiar with the power of user-generated content and how you can harness it to create engaging blog posts.But before we begin, let’s cover the basics.What is user-generated content and why…

10 questions to ask when considering marketing automation software

You’ve decided to implement a marketing automation platform…great! This white paper from Sharp Spring details 10 things your agency should seriously consider before signing on the dotted line.Learn about 10 key questions to ask vendors, such as:Do they require long-term contracts or upfront fees?Are there limits on or extra charges for customer support?Is their solution highly rated by customers?Is the platform feature-rich and are new features added regularly?Visit Digital Marketing Depot to download “Top 10 Considerations When Selecting a Marketing Automation Platform.”

via Marketing Land

Marketing Day: B2B AdWords best practices, YouTube Studio beta & Gmail ad targeting

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Small business SEO: Your questions answered
Jun 27, 2017 by Marcus Miller Are you a small business owner looking to get started with SEO? Columnist Marcus Miller has written up this starter guide for beginners outlining what you need to know.SMX Advanced: A paid search roundup
Jun 27, 2017 by Andreas Reiffen What are today’s cutting-edge PPC strategies? Columnist Andreas Reiffen summarizes a couple of illuminating sessions from the recent SMX Advanced conference.5 successful B2B AdWords best practices for any company
Jun 27, 2017 by Todd Saunders
For B2B businesses in competitive markets, AdWords can be difficult to manage effectively. Columnist Todd Saunders provides some tips that will keep costs low and boost Quality Scores.Getting ahead of the marketing curve: 5 digital trends you must capitalize on now
Jun 27, 2017 by Jim Yu
From AI to the…

Small business SEO: Your questions answered

Being a small business is tough. Many businesses fail in the first year, and many more will not make it to the five-year mark. But even established businesses can fail if they are unable to adapt to changing times.Marketing is difficult — digital marketing even more so. And the black-box nature of SEO can make it the most difficult form of marketing your business. Yet when done well, there is little that can compete with strong, organic search engine visibility to promote your small business. Organic listings build trust with local customers, and all the best business relationships are built on a foundation of trust.In this article, I want to look at SEO as a marketing tactic specifically for small businesses. I will share everything we have learned working on hundreds of small business SEO projects. My intention is to arm you, as a business owner, with the knowledge and power to make the right decisions when implementing an SEO strategy — whether you choose to do some or all of the S…

SMX Advanced: A paid search roundup

One of my favorite aspects of SMX Advanced is the guarantee of emerging with a list of new tests to try out, along with pointers given by the industry’s top experts. SMX Advanced 2017 was no exception!Maximizing Performance With AdWords Campaign Drafts And ExperimentsMichael Elkins’ session, “Maximizing Performance With AdWords Campaign Drafts And Experiments,” contributed to this list rather quickly. Elkins, who is director of paid search at Red Ventures, spoke about leveraging campaign performance with Google Campaign Experiments & Drafts, a somewhat “new” replacement for AdWords Campaign Experiments (ACE).For a quick overview, Google’s testing capabilities began modestly with indefinite ad rotation, which evolved into ACE in 2014, and then more recently, New Campaign Drafts — a playground that offers plenty of new opportunities to improve our campaigns, including tests for ad copies, extensions, bid strategies, and of course, ad rotations. Elkins offers the following tips for l…

5 successful B2B AdWords best practices for any company

AdWords is a brutal marketplace for many B2B businesses. There’s low search volume and high competition, resulting in extremely expensive CPCs — not good.Instead of burning your cash on expensive and ineffective ads, consider these five AdWords tweaks and strategies that any company can implement immediately.1. Start with negative keywordsHoming in on the keywords that work for you is the single most important step for running profitable advertising for your company. The best way to do that is by answering the question, “What were the keywords that actually triggered my ads?” using the Search Terms report, and trimming the nonsense using negative keywords. In this case, there are two important exclusion categories.Irrelevant searchesDoes the search have anything to do with your company? Depending on how broad your keywords are, you’ll need to exclude homonyms, pop culture references (see below), misspellings and NSFW searches.Here’s a ridiculously hypothetical situation: You sell deli…

Getting ahead of the marketing curve: 5 digital trends you must capitalize on now

Many digital marketers believe that their brand provides a positive user experience. However, in many cases, the consumer feels differently. This disconnect can damage brand reputations and hinder the success of marketing efforts.We now live in a customer-first world. Consumers today have their choice of countless companies within nearly every conceivable niche, and it’s up to the organizations to demonstrate why they should gain more business over their competitors. Staying ahead of digital marketing trends and adapting strategies accordingly are essential to success.The brands that succeed are the ones that build an online experience tailored to the consumer, meeting their needs every step of the way. Sixty-one percent of customers report that they would not return to a brand’s mobile site after a negative experience, and 40 percent say they would go to a competitor’s site, according to Google.The need to have an intimate familiarity with customers, what they like and the platforms …