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Showing posts from November 13, 2019
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LinkedIn adds Data Validation to Sales Navigator

LinkedIn launched Data Validation, a feature designed to help users manage their contacts and ensure they have the most up-to-date contact data. Data Validation will automatically flag contacts who are no longer with the company listed in users’ CRM.Contacts who update their employer on LinkedIn will be automatically marked with a “Not at Company Flag” field in the CRM and can be used to trigger different CRM activities to keep records updated.The latest update to Sales Navigator also includes an integration with Bing geographic data design to help users identify the best prospects on a location-based level.Why we should careFor sales and marketing teams that rely on Sales Navigator, the combining of LinkedIn and CRM data through data validation could positively impact their efforts by proactively keeping accounts updated.Syncing account data between LinkedIn and the CRM will help users identify opportunities at risk due to prospects leaving a position during an open opportunity. It a…

TV ad spending has peaked, will be less than 25% of total pie by 2022 — forecast

Traditional TV ad spending in the U.S. will decline roughly 3% this year and is in the midst of a long-term decline, according to eMarketer. The firm says that “TV ad spending peaked in 2018 at $72.40 billion.” By comparison, digital ad spending (all formats) is now more than 50% of overall ad revenue.Video on other platforms growing. Digital video formats, by contrast, are seeing increased spending. Connected TV (CTV), for example, is growing, according to eMarketer. Defined to exclude linear TV and video on PCs and mobile devices, eMarketer says that CTV will reach nearly $7 billion this year and $12.5 billion by 2022. By 2023, the firm says “advertisers will devote almost 5% of their paid media budgets to connected TV placements.” As streaming offerings give consumers more choice and the ability to avoid paying for cable channels they don’t watch, cord-cutting is accelerating. The five largest U.S. pay-TV providers lost more than 4% of their subscribers last year. And for the first …

Search Engine Land unveils Periodic Tables of PPC at SMX East

NEW YORK — For years, Search Engine Land has released regular updates to our celebrated Period Table of SEO Elements, and thousands of search marketers have downloaded that resource to better help them organize the myriad facets and, well, elements that make up for a good organic search strategy. Today we have finally created a similar resource for paid search marketers with the release of our inaugural Periodic Tables of PPC.Ginny Marvin, a renowned expert in PPC who leads our editorial team here at Search Engine Land, unveiled the resource at the SMX East conference in New York.“What I really wanted to be able to do is answer, ‘How do we wrap our arms around all of the complexity, all of the campaign levers, all things we deal with every day?'” Ginny said on Wednesday during her session on the report. In the end, that level of complexity made it impossible to contain everything in one table alone. So the Periodic Tables of PPC report includes two periodic tables as well as seven…

10 Lessons from 10 years in marketing and 10 in sales

In 1998, my software developer brother said: “you’ve gotta get into software – the internet is changing everything!” Fast forward to 1999, after passing a couple of interviews and slogging through some C++ books, I packed up my life, took a 50 percent pay cut, and headed to Denver to work as an inside sales rep for my first job in the software industry. Today, exactly 20 years later, I lead a product marketing team at Salesforce. How did I get here? In summary: I spent 10 years in sales. Then, in August 2009, I walked into our HQ in San Francisco for my first day as a marketer and I have been in marketing ever since.After 10 years in sales and 10 years in marketing, here are the 10 biggest lessons my career has taught me:1. The best marketers never stop listening to customers.In my experience, the best marketers I know are the ones who are always listening to customers. They’re passionate about delivering innovative and personalized experiences to their audience in the language of the…

The silent killers of loading time and how to fix them

Imagine visiting a website that takes more than 10, no two seconds to load. We know that the mouse is going to hover to the top right corner because honestly, no one has the time to wait nowadays.A Forbes article mentioned that a mere one-second delay in page load time means a seven percent decline in sales,11%fewer page views, a 16% decrease in customer satisfaction, and a seven percent loss in conversions. Your website may be a work of art with awesome features. It can have lightning speed chat responses but with slow loading time, none of that matters. Attention spans are growing smaller and patience is thinner than ever. Other than that, slow loading sites impactyour SEO because it affects how Google sees your page. Speed is a ranking factor Google uses to measure your page. Sure, content may be king, but speed can change how your content performs in search. We’ll dig deep and find the silent killers of loading time – both common and uncommon causes.1. Uncompressed images and biza…

Make your remarketing more effective and less annoying with call tracking data

It’s estimated that most Americans are exposed to around 4,000 to 10,000 ads each day. That’s a whole lot of opportunities to acquire new customers, and just as likely, annoy the everloving snot out of thousands of others. When you use remarketing to stay top-of-mind with customers, you’re walking a fine line between drawing in potential customers and infuriating your audience. Remarketing can and does work, but only if you can put customer experience above short-term vanity KPIs. Here’s how to do it and how to make the customer’s experience better using call tracking data.Remarketing, retargeting, and why people hate itWhat’s the difference between retargeting and remarketing? Remarketing is your overall strategy of reconnecting with customers and prospects after they have interacted with your brand. This could be a combination of email, paid digital media, direct mail and more. Retargeting refers to the cookie-based ads used to remarket to people after they have left your site on ot…

Google’s average position sunset: Are you set up for the transition?

On September 30th, Google turned off average position as a metric for search campaigns and now requires advertisers to transition to new impression share and impression rate tools.The news was first announced in February as an effort to establish more accurate and transparent forms of measurement. Advertisers now get to experience how often ads are appearing for eligible searches (share) and how often ads are showing at the top of the search results page (rate)—and while these new tools will ultimately be beneficial, the forced change from Google will undoubtedly stir up routine for many advertisers.Here are a few ways advertisers can get set up with the rollout of new metrics.Understanding the basicsTo understand the impact of this change, let’s first define impression share and impression rate. Impression share is the percentage of impressions an ad receives compared to the total number that the ad is qualified for on the search engine results page (SERP). Impression share is a nove…

Nine factors reshaping marketing and how you can stay ahead of them

Simply put: Marketing isn’t what it used to be. You’ve got big data. You’ve got artificial intelligence. You’ve got GDPR and agile workflows. All which ladder up to the holy grail of creating an ever-better customer experience.If you want to compete in this rapid digital world, you need to make your customers happy. Constantly. This white paper will get you started with nine of the most exciting trends developing in the world of marketing. Improve your business outlook by taking advantage of these transformations today and stay competitive by setting the conversation as the leaders of tomorrow.Visit Digital Marketing Depot to download “Marketing Trends: Nine factors reshaping marketing and how you can stay ahead of them,” from Acoustic.The post Nine factors reshaping marketing and how you can stay ahead of them appeared first on Marketing Land.

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