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The Top 7 Form Conversion Killers And How to Thwart Them

More than 80% of abandoning visitors never return to the website. So, what’s killing those conversions? Smart marketers (or marketing ninjas) will thwart conversion killers before they strike, optimizing websites for ultimate conversion rates. Read on for the most common problems you may be facing when it comes to form conversion: Using social media wrong Be wary of making visitors sign-up for a new account, 86% of users won’t sign up for a new account if it requires a registration process; however, 77% of users…

A Guide for Choosing the Right Content Marketing KPIs for Your Business

A key performance indicator, or KPI, is used to measure the performance of websites and businesses. They are really great for figuring out what a business or website is doing well and what they still need to work on. Before you decide which KPIs you're going to use, there are a few tips to help you pick the right ones. Keep Them Business Goal Related You also want to make sure you make your KPI's business goal related. For instance, if you run a car insurance agency and you want to increase car insurance quote numbers by…

What 500,000 Sales Calls Reveal About How Sales Reps Should Ask Questions

Trish Bertuzzi from the Bridge Group once told me, “a great marriage begins with the first date, and a quality sales process originates with the discovery call.” A discovery call is a two-way call for the prospect to understand your solution and whether it can help them solve a real problem, and an opportunity for a sales rep to determine whether they should invest more time to develop the account. As a sales rep, time is your limiting resource. A good discovery builds rapport, establishes trust, qualifies a…

17 UX Trends That Are Better Than the Rest

Have you ever driven down a road that was incredibly uneven or bumpy? Did you ever get frustrated trying to install a piece of software on your computer? Have you ever eaten at a restaurant and had lousy food and even worse service? If you said yes, then you have been a victim of poor user experiences that you haven't forgotten. While UX is a crucial element in both the digital and physical world, it is in digital that we see the value of UX skyrocket, and that is for one reason - choice. People will often drive down a…

Supporting a New Age of Ad Targeting

Given that the average household has at least three devices and the fact that individuals can shift between these devices up to 27 times an hour, it can be nearly impossible for marketers to hone in on the most relevant audience and device for their campaign. Without a cross-device perspective, marketers won’t know if all the devices in that household belong to one individual or another, nevermind adding the complexity of shared devices and behaviors. However, what began as solving for media attribution has now evolved…

The Roadmap for Fast Profit Growth

Reducing variable costs is important for profitability, as is optimizing sales volume to leverage fixed costs. But for most companies, improving realized price (the price you actually receive) is the fastest, most effective way to grow margin and improve profitability. Today, a growing number of companies are focusing on pricing processes and capabilities to improve profitability. They understand that because customers’ perceptions of value vary—as does their “willingness-to-pay” for that value—it is important to treat…

Four Signs Your Document Management Tools Need a Fresh Look

The way documents are governed can play a big part in how smoothly an organization operates — and if it’s not done properly, it can also carry significant risk. But often, leadership doesn’t know whether the organization’s document creation and management tools need a fresh look. Fortunately, there are telltale warning signs that can point to the need for reconsideration of a document management strategy. If any of these sound familiar, it’s not only time to rethink where your documents are stored, but how they are…

What Type of Content is Best for Lead Generation?

You need more leads to fill your pipeline. After all, you need a certain volume of leads to ensure that your marketing machine churns out sales-ready buyers. But what kind of content do you need to draw in leads and ensure they convert? First, you need to make sure that your content is accessible to those at the top of the funnel. It’s tempting to use content that you already have, but is it a good fit for lead generation? What does that entail? Avoid Nitty-Gritty Jargon Content at this level should be…

For Brands, It’s Time To Start Paying Attention…To Attention

For years, marketers have worked around a major blindspot when it comes to measuring the effectiveness of television advertising. Certainly, advertisers know when their ads are delivered, and they know when a consumer purchases their products. But what happens in between these two events has until recently been something of a mystery. In order to fully understand how their ads influence consumers, TV marketers need metrics that tell them what really happens when the ad appears before viewers on-screen. How many people are…

The Secret to True Brand Authenticity

Understand what matters to your customers – and show you care Authenticity in marketing. Illusion or reality? I am encouraged that companies are inching closer to creating bonafide, meaningful connections, and interactions with their consumers – a challenge that marketers have struggled with for decades. In my experience, to achieve genuine brand relationships, companies must be vocal and heartfelt about the social issues that are bringing people closer together today – impacting brands and consumers alike. Companies…

Using B2C Tactics to Achieve B2B Ecommerce Success

On Monday, July 17 (or Prime Day, depending on who you ask) Amazon’s stock hit a new all-time high, making Jeff Bezos the richest man in the world worth more than $150 billion. This is certainly significant, but not entirely surprising given B2C ecommerce’s massive growth; in 2017, online retail sales worldwide reached $2.3 trillion, a nearly 25% increase over the previous year. Less celebrated, but no less noteworthy, is the even more rampant growth of B2B ecommerce. While B2C ecommerce sales closed 2017 at $2.3 trillion…

Influencer Marketing… But Not as You Know It

It’s almost easy to promote a new lipstick, shoe or phone via influencers, it’s simple product placement right? As long as you’ve properly screened your influencers, understand their content and have previous data insights, then you can even predict the results that they will drive. But  what about brands whose product are not as exciting, they’re a necessity and don’t get people interested very easily. You can’t just have an influencer posed next to a bottle of your latest toothpaste or pen and expect the sales to start…

What Digital Transformation Is — And Isn’t

As companies in every industry focus on their digital transformation plans, the term itself gets murkier and murkier. In a sea of jargon and marketing lingo, it’s hard for many to answer the question: What exactly is digital transformation in 2018? Confusion exists for good reason. Companies have invested billions in information technology for decades and embraced the internet for all the revolutionary impact it has on business processes and commerce. You’d be hard-pressed to find a B2B company that hasn’t digitized any…

Is a Virtual Workplace Really Possible?

For a growing number of the workforce, remote working is becoming a way of life. In fact, data from the Office of National Statistics (ONS) shows that half of UK’s workforce are expected to be working in a virtual workplace by 2020. How is this even possible, you ask? Well, collaborative technology has a major part to play in the rise of remote working. Digital tools such as video, social media and messaging apps are now being used to virtually coordinate teams and enable easy collaboration. More and more startups are…

Harnessing the Power of Small Data to Build a Better Customer Experience

In 2017, IBM estimated we create 2.5 quintillion bytes of data every day. As this number continues to grow exponentially, so does the very common misconception that larger quantities of data equate to a deeper understanding of people. It’s an idea present across every industry and sector, largely addressed under the guise of "big data." The reality for most companies--and one especially true for marketers--is that most of the "big data" that decision makers have access to isn't all the information needed to make accurate…

5 Reasons Video is the Best Choice for Account-Based Marketing

“Show, don’t tell.” “Seeing is believing.” “A picture is worth a thousand words.” These aphorisms about the primacy of the visual may be trite but they’re true. Four-fifths of all the impressions on the senses come from the eye. Our brains have evolved to rely on our vision to filter out threats and identify opportunities.   This is why video advertising works so well. However, applying video to account-based marketing (ABM) includes a host of challenges. ABM is the practice of creating a personalized mini-campaign aimed…

How Rewarded Video Ads Can Drive In-Game Purchases

The rewarded video ad format is adored by the mobile gaming and advertising worlds. We now finally have an ad format that satisfies the needs of advertisers, publishers and gaming audiences. Rewarded video ads provide gamers with a reward for watching the entire length of a video ad. In the mobile gaming world, this format works extremely well in mobile games. For developers, rewarded video ads offer the potential to increase in-app purchases and lengthen play session times, therefore increasing loyalty and retention. Also,…

How Your MarTech Stack Fails to Serve the Customer

In the older days of marketing, back in the early 2000s, a few brave CMOs invested in some rudimentary tools designed to help better manage their campaigns and audiences. These hardy pioneers sought to organize, analyze and improve performance, and thus created the first marketing technology stacks- integrated systems that brought order, unlocked targeted campaigns, and personalized messages for better results. Considering how far the marketing industry has come in the past few years is similar to comparing that of quill…

A CMO’s Top Three Priorities: Hyper-Growth, Hyper-Growth and Hyper-Growth

Times are changing. And quickly. Every year it seems CMOs are having to change tack in order to meet CEO expectations. Right now this pressure filled environment is all geared towards growth – but how can marketers balance their many responsibilities while also ensuring growth is quickly achieved and sustained? Stacking up responsibilities The introduction of GDPR earlier this year has had a profound impact on CMOs. In many instances, marketers have been handed responsibility over data interpretation, and have to also…

Facebook Watch Is Competition For Publishers: Here’s What You Can Do About It

Decision makers inside of every publisher, from editorial to revenue to product to management, should begin evaluating how they remove their valuable content from the Facebook platform and treat Facebook as a marketing tool. Given the size of audiences on Facebook, publishers cannot ignore the platform. However, the focus needs to shift from distributing content on Facebook to utilizing it as a marketing and acquisition product. Publishers and content creators need to treat the platform the same way ecommerce companies…