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Showing posts from December 17, 2018
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How marketing and sales alignment can better drive the buyer journey

As a marketer today, you’re responsible for a more significant portion of the buyer journey — and for demonstrating the ROI of your efforts. You’re charged not merely with generating leads and funneling them into the sales cycle. Your role is to engage critical decision-makers before, during and after the conversion.This modern approach to marketing requires that you work hand-in-hand with sales. Businesses see measurably better results when the two teams are orchestrated — 36 percent higher customer retention rates, 38 percent higher win rates and 208 percent more revenue from marketing efforts, according to Wheelhouse Advisors. This research reflects trends we see on LinkedIn; for instance, prospects are 1.38 times more likely to respond to direct sales messages on LinkedIn if marketing has first influenced them.Even so, most marketing and sales organizations remain siloed. In the US alone, businesses waste an estimated $1 trillion per year due to lack of sales and marketing coordin…

YouTube crowns Amazon with top ad, OMD as top media agency of 2018

Amazon made it to the top of YouTube’s year-end ad leaderboard with its “Alexa Loses Her Voice” Super Bowl spot. Posted on YouTube on January 31, the ad has generated 50.1 million views this year, beating out the number 2 ranking top video — YouTube Music’s “Open the world of music. It’s all here.” — by more than 10 million views.YouTube also tipped its hat to two agencies that saw numerous clients named to the top ads of the year list.Why you should careAs we come to the end of 2018, many platforms are releasing year-in-review lists, but YouTube’s ad leaderboard is worth special consideration by marketers. Ranked using an algorithm that factors in organic and paid views, watch time and audience retention, YouTube’s ads of the year list highlights the leading advertisers on the platform. It also gives video advertisers a frame of reference for video ad view-counts on YouTube.YouTube also recognized two ad agencies. OMD was ranked by YouTube as the top media agency and Weiden+Kennedy e…

Bridging the gap between IT and marketing to improve martech collaborations

Techies and marketers need one another more than ever before. So why does it seem like they continue to operate in two totally different worlds?Like most cross-team challenges, the trouble starts at the top. A Leapfrog Marketing Institute study found that just 30 percent of marketing executives consider their relationship with IT to be very collaborative and productive; an even more stunning 13 percent of IT leaders agree. Although 20 percent of marketers feel working with their IT colleagues has improved alignment, just 4 percent of their IT peers say the same.What could mend the divide? Common goals and incentives can, according to the Leapfrog study, which found 63 percent of both groups acknowledged the two teams don’t share them. While marketing and IT will always have team-specific objectives, there’s at least one area both should care about: maximizing martech investments.Making peace over martechMarketing technology is, for obvious reasons, the perfect place for IT personnel a…

Top social media trends for 2019

How will the social media landscape change in 2019? Here are the key trends you need to consider for a successful marketing strategy.Social media marketing needs to be frequently adapted to the changing trends. The rapid pace that social media platforms evolve requires from marketers to be alert if they want to maintain successful tactics.2018 had been a busy year for all social media platforms. There were lots of positive and negative stories that had to do with their usage and it’s now time to review our social marketing strategies.Here’s a closer look at the key trends of the year and how they will affect 2019 to help you proceed to the necessary changes to your tactics.Messaging will grow even moreMessaging apps have already passed social media apps in usage and it seems to be a trend that will dominate 2019. People are moving beyond public posts on social media to private messaging, whether it’s simply about reaching their friends or even to stay in touch with their favorite bran…

5 techniques to make free shipping pay off in the holiday season and beyond

Perhaps nothing drives indecisive holiday shoppers over the purchase line than an offer for free shipping. Especially when paired with discount or dollar-off promotions, free shipping can be the factor that incentivizes comparison shoppers and squeezes every last dollar of revenue out of the year.The problem, of course, is that the cost of competing is not even close to free for retailers. Shipping costs have grown steadily on the heels of rate increases by the U.S. Postal Service, UPS, and FedEx — who have needed to adjust for the rising cost of last-mile delivery. No retailer is immune to the heightening expense. Amazon spent $21.7 billion on shipping costs in 2017, nearly double the amount it spent in 2015.The battle for e-commerce supremacy between mega-retailers forces businesses of all sizes to play in the costly free shipping game. However, there are some ways these businesses can use free shipping strategically to minimize loss and meet broader business goals during the holida…

All the ABM metrics to measure for your quarterly reporting

You know the drill. The end of the quarter rolls around, so you dust off your go-to spreadsheets and dashboards. It’s once again time to distill three months’ worth of marketing into one quarterly report.But this time, something is different. You’ve been working with your sales team on a list of target accounts, and your trusty old reporting model isn’t quite cutting it. It’s time to take an account-based approach to measurement.Why account-based measurement is differentThere are two big problems with using a traditional demand funnel to measure ABM.The traditional funnel is designed to track leads, not to give you a holistic view of your accounts.With traditional demand generation, you’re constantly pouring more leads into the top of your funnel. The top of the ABM funnel is static — accounts are not added throughout the quarter — because you’re working with a predefined target account list.When organizations use a traditional funnel to measure ABM, they sometimes “wrongly conclude t…