Automation is making waves in the business world as more and more companies are moving towards digital transformation. Companies are allocating large sums of their marketing budgets for technology investments that promise to make their teams more productive and the business more profitable. Furthermore, the greatest benefits that business leaders expect to see from digital […]

The post What CMOs Need to Know About Marketing Automation appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

In our previous posts about demand generation, we explored some of the ways to drive an effective demand gen campaign. For our final blog in this series, let’s talk about KPIs—because the cold, hard truth is without metrics, no other aspects of your campaign matter. Let us know when this scenario starts to sound uncomfortably […]

The post Why Digital Marketing KPIs Keep Your Demand Generation Campaign Relevant appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Interactions with prospects and customers before, during, and after an event don’t just offer a chance for engagement, but also a unique opportunity to further customize your follow-up, communications, and their next event experience, which in turn helps accelerate impact, velocity, and conversion. The problem? More often than not, event data is either being forgotten, […]

The post Is Your Marketing Data Missing Your Most Powerful Data Set? appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Marketing metrics aren’t one-size-fits-all. For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback. Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other […]

The post How to Measure ROI and Understand Engagement in Your Experiential Campaign appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Account-based marketing (ABM) is not a new strategy, and you’ve most likely heard of it before. But in recent years, ABM has seen a huge rise in popularity. Account-based marketing spend is expected to increase by 41% in 2019, according to the 2019 Account Based Benchmark Report by Topo. New technologies have enabled marketers to […]

The post ABM Has Become Table Stakes for Creating Epic B2B Customer Experiences appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Within the last five years, an agency’s traffic manager has become the new production manager—building timetables for projects, tracking every single deliverable, and mapping out the company’s work. But the role isn’t valued as much as it should be. Last year in the United Kingdom, senior traffic managers enjoyed a 28% increase in their annual […]

The post A Traffic Manager Will Keep Your Agency Out of a Jam appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

When it comes to marketing and sales, the more precise and specific you can get with every customer, the better. Customers want to feel important and recognized by brands, and it is exactly why strategies like personalization are so effective. Account-based marketing (ABM) is when you target prospects by identifying a point of contact or […]

The post How to Determine the ROI of Account-Based Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

When mastered, demand generation can help transform even an underdog brand into a market leader. But getting there requires patience. The goal of demand generation isn’t overnight success, but a gradual, methodical shift in perception among your audience. And content is key to this shift. In fact, you could argue the whole reason demand generation […]

The post Demand Generation’s Secret Sauce? Strategic Content. appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Time is precious—and people must choose wisely how to best spend their hours. Many marketers today feel that focusing on acquiring new customers is the most worthwhile investment. While that’s certainly a priority, adding net-new logos isn’t the only way to generate revenue. And it’s far from the most lucrative option you have. According to […]

The post 3 Ways Customer Engagement Can Be a Boon to Your Business appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

From interactive philanthropic experiences to augmented reality, experiential marketing is on the rise, with more brands looking to create memorable experiences for consumers in order to drive sales. According to a 2018 Mosaic and Event Marketer EventTrack study, 84% of brands use events and experiences to promote their products and services to consumers. But simply following a […]

The post 4 Signs Your Experiential Marketing Lacks Purpose appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Our previous blog post looked at how important strategic content is for your demand generation campaign. But it’s vital to remember that if you don’t get it in front of the right set of eyes, your content is useless. That’s why we’re going to focus on another essential part of your campaign: distribution. Every successful […]

The post Demand Generation and Distribution: 4 Must-Try Digital Marketing Channels appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Think site security and performance are mutually exclusive? Think again. Having proper protections behind your site not only keeps it secure but also improves its reliability. The more reliable your site, the more your visitors trust you can keep their information secure and the greater their trust in your brand—and your marketing. Organizations across industries […]

The post Marketing and Web Security: How Marketers Can Mitigate Risk appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

In the not-too-distant past, businesses relied heavily on network television and terrestrial radio to connect with buyers and tout their products. But with more people fleeing traditional TV and radio for ad-free streaming services like Netflix and Spotify Premium, advertising on those once-powerful mediums has lost much of its luster. Today, there’s another place your […]

The post How to Advertise on Social Media—A Marketer’s Quick-Start Guide appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Any sales leader will agree that data and insights are key if you want your reps to crush their targets and drive productivity through the roof. One of the best ways to gather these insights in one place is by creating a sales dashboard. A sales dashboard collects key metrics and KPIs from several sources […]

The post 5 Ways to Optimize Sales Activities with Dashboards appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Cart abandonment is one of the biggest pet peeves for ecommerce brands. The average cart abandonment rate ranges from 69% to 81% across different industries, according to SalesCycle. Irrespective of exciting deals and great products, customers have a tendency to research multiple options before making a purchase. As a result, they end up window shopping […]

The post 5 Strategies to Combat Cart Abandonment Using Push Notifications appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

If you’ve landed here, it’s safe to say you probably have some questions about demand generation. Most likely, the first one is “What exactly is it?” The common misconception is that demand generation is all about creating demand for a product. The clue’s in the name, right? Well, demand generation is actually far more than […]

The post Demand Generation Marketing: A Five-Minute Guide appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

You know that pleasant feeling when you walk into your local cafe and the waiter greets you as if he’d just seen a dear friend, leads you to your favorite table, and asks you if you’d like “the usual”? Personalization is not a new concept, though only recently has it become the standard customers expect […]

The post How to Use Surveys at Every Stage of the Funnel to Drive a Better Customer Experience appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Success with content on social media can be simple if you’re organized and focus on efficiency. Of course, you know that you need to cater content directly to your audience’s needs or challenges and that you need to provide a variety of content to keep your audience engaged. But how can you create efficiency in […]

The post 7 Social Media Activities You Can Do in Under 15 Minutes appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

In the first post in our series on demand generation, we talked about what demand gen is—as opposed to what people think it is—and then looked at the five aspects of a successful campaign. Now, we’re going to cover one of those areas in detail: audience segmentation. Knowing how to effectively manage and segment your […]

The post How to Segment Your Audience for Demand Generation appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Now is always the time to strengthen your marketing strategy. As numerous new channels and platforms are mushrooming in the digital marketplace, marketers must take an omnichannel approach to drive meaningful interactions with prospects and drive better conversions. Here’s a chart that supports the importance of a cohesive omnichannel approach. This implies that marketers must […]

The post The Role of Email Marketing in an Omnichannel Strategy appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Some B2B sales take longer to convert. There are any number of reasons a customer’s pathway to purchase can require multiple touches over a length of time. Examples include: High cost, intensive learning curves, complex/one-off implementations, new technologies, 800 LB gorilla competitors, adoption requiring well-developed/networked relationships, importance of brand authority to decision makers, and/or cyclical […]

As nice as new leads are, customers are the most important resource your brand has. Customer loyalty is one of the best goals a company can aim for since it not only shows you’re doing your job well but is also a big driver of profits. 61% of customers go out of their way to […]

The post 3 Strategies to Create Customer Intimacy at Scale appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Landing pages. They’re the unsung heroes of B2B marketing. You won’t see them up for many awards, but their role in the buyer’s journey is critical. Without them, your database would be decidedly threadbare, and you’d have little idea what kind of content or offers your customers value most. Most marketers know the fundamentals of […]

The post 5 Quick Ways to Get More Conversions from Your Landing Pages appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

It’s no secret that working together in a team to achieve one common goal leads to a smoother and faster process. After all, two minds are always better than one, wouldn’t you agree? Just as it sounds, collaboration is a practice that brings together the whole team to achieve a specific goal. Working in a […]

The post Why Collaboration Is the Key to Building Better Products appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Though agencies loudly tout the importance of transparency, ongoing federal probes show that clients—and the public—still struggle to trust advertising agencies. The ongoing industry conversation about media transparency was shocked into life by the Association of National Advertisers‘ 58-page anonymously sourced 2016 report, detailing agencies’ widespread use of opaque business practices such as kickbacks. The report sent shockwaves through the advertising […]

The post When Clients Win, You Win: The Value in Building Relationships Over Client Lists appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

The asset management industry isn’t what it used to be. In the face of continued growth, the market has become increasingly crowded and fiercely competitive. But while competition has increased, differentiation among investment offerings has diminished. What’s more, there’s been a fundamental shift in the relationship between clients and brands. In today’s customer-centric business climate, […]

The post 5 Strategies to Address New Challenges in Asset Management Marketing appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

New opportunities to grow your business beyond your current market come up every day. How can both small- and medium-sized companies seize these opportunities to learn, grow, increase their sales, and retain customers? How can your business offer excellent service to customers across the world? Opening an office in your preferred location is one method […]

The post How to Grow Your Business Beyond Your Borders appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

Susan Wenograd has emerged as a preeminent fixture in the digital marketing space in recent years. She is one of the newest additions to the Aimclear family. As Vice President of Marketing Strategy, Susan is reshaping opportunities for brands to connect with customers via digital channels. For her, it’s all about injecting the right message […]

Aimclear recently added yet another marketing superstar to our team. Veteran marketer, mandolin maven, and content marketing/SEO strategist Mark Traphagen now calls Aimclear his professional home. We first announced Mark’s arrival earlier this month. Veteran Aimclear SEO Analyst Lea Scudamore first met Mark during a Zenith Conference several years back when she shared the stage […]

I know what you’re thinking: Drip campaigns? They’re about as relevant as Michael Bolton. But here’s the thing about Michael Bolton: He’s always relevant! Truth is, the concepts behind drip campaigns—sending communications to customers and prospects on a regular basis—remain as relevant today as ever. The difference is that marketing automation has made this process […]

The post Don’t Call It a Comeback: Drip Campaigns Have Been Here for Years appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.