Here are The Marketing Automation Alert’s best marketing automation-related articles curated today, Monday, 2/11/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
Featured Marketing Automation Article
“Many of the projects I do for companies start with buyer personas. After all, it’s a logical place to start as its next to impossible to develop a content strategy without a keen understanding of the people involved in buying complex B2B product offerings. But I’m noticing a trend I hadn’t foreseen…”
For personas to become useful tools, they must be based on interviews gathered from salespeople, customer service interactions and the buyers (customers) themselves.
And not just any kind of interview will do. The conversations must be focused on what the buyer is trying to achieve.
- What’s important to them and what’s driving the change?
- What’s impeding or speeding their need to change?
- How do they go about change?
- What do they need to know to embrace change?
- Who do they turn to for advice or information?
- What’s the value they visualize once they make a decision?
- Who do they have to sell change to in order to get it?
- What could cause the need for this change to lose priority?
Buyer personas are the starting point to creating B2B content: if you don’t know who you’re writing for, how do you know how to write it? This article provides excellent direction.
In their entirety…
The following is a description of popular KPIs often found on marketing dashboards.
- Conversion Metrics. This is a measure of campaign success. It’s defined typically as a ratio between the sum of reach-outs and visits to generated leads. In addition, the number of leads per channel can drive the allocation of resources to productive channels instead of ones that are not.
- Return on Investment (ROI). This campaign measure looks at success as a function of the overall investment. The formula is (Attributable Revenue – Campaign Investment) / (Campaign Investment) over a particular period of time.
- Incremental Sales. Each lead, win and failure has an impact on sales. The formula is Revenue Generated by Marketing Initiatives – Baseline Sales.
- Funnel. Marketers love this KPI because they can track the movement of prospects through different funnel stages (live, active, marketing qualified, sales accepted, sales rejected, closed sales). Other useful metrics can be tacked on to provide additional insights, e.g., time to move to the next funnel stage or percentage of leads leaving the funnel at each stage.
- Cost Per Lead. The formula is, very simply, Total Campaign Cost / Number of Leads Generated. Marketers use this to build a case for the expenditure of money and time. The overall goal is, of course, to minimize the cost per lead. If it’s too high, continuing the campaign cannot be justified.
- Engagement. This is a measure of campaign performance based on the number of unique opens, clicks and generated leads. Marketers use these metrics to optimize campaigns by adjusting content and call-to-actions (CTAs) to engender prospect responses.
- Social Media. This is the number of social media interactions over a period of time. Those interactions are defined as likes, retweets and +1s.
- Traffic Sources. This metric presents breakdowns of traffic by category and sources. A marketer is always interested in understanding the contribution from each source and the growth/decrease over a specific time period. This metric will drive marketers to probe deeply when needed and optimize as required.
- Organic Traffic. Instead of measuring organic traffic growth frequently, focus on the longer term picture, e.g., year-over-year (YOY) changes. This takes into account seasonality and provides a better overall measure of search engine optimization.
- Referral Traffic Growth. This metric should cover changes in referral traffic and referral traffic sources. A marketer should be able to use this to make decisions about optimizing inbound marketing sources, including third-party websites (other than search engines), social media platforms and partner websites.
- Cost-Per-Acquisition. This metric calculates CPA individually for each digital campaign and should reflect changes over the time period. This key metric for marketers is often used in management reporting to highlight the efficiency of marketing tactics.
This is one of the better pieces of curated content that covers what you need for a marketing dashboard.
Marketers everywhere are realizing how necessary marketing automation technologies are for their marketing efforts.
Regardless of where you are in the implementation cycle of marketing automation, it’s important to remember that amazing results will be gradual. According to a Focus Research Study, 75 percent of companies using marketing automation will see ROI within the first year of implementation, with 44 percent seeing results within the first six months. Being patient and realistic about your business needs will lead to the best results for your company.
The article offers a starting point for measuring MA ROI. Simple, easy: the way we like it.
New! B2B Marketing Automation Tools 2013: The Marketer’s Guide Consulting Editors: Scott Brinker, CTO, Ion Interactive and Publisher, Chief Mar
Anything with Scott Brinker’s name attached is worthwhile. Registration required.
For all marketers, marketing data analytics is essential to predicting customer behavior. However, only a small percentage of marketers are creating and testing hypotheses.
A quick webinar that focuses on predictive.
Trying to figure out social media marketing can be overwhelming, but it can be simplified by considering one core question.
A link, a funny photo, a famous quote, or even a recipe or coupon are legitimate types of content, but these are not the types of content that will optimize your social media presence and bring you powerful, lasting results. To really go for it, you must have at least one source of original rich content and you probably have just three viable options:
A video series.
Only in-depth, conversational content from at least one of these sources will provide the content fuel to give you a chance to reap the immense benefits from a social media strategy.
The answer is rich content, but smart, insightful content. A very instructive parable is used to communicate his core thesis. Short but powerful post.
A single price is essentially an ultimatum.
When most managers think about pricing, they harken back to their days of Economics 101: a rote downward sloping demand curve and an asterisked point labeled “perfect price.” At this optimal price, elasticity is such that it does not make sense to raise price (because the extra per unit profit is overshadowed by lost sales) nor discount (because increased sales don’t compensate for lower profit margin). If you rely on the approach suggested by this graph, pricing has traditionally been thought of as a simple search for one perfect price.
If your company views pricing in this manner, it’s not making the most of this powerful bottom-line enhancing strategy. First, a key challenge is few of us have actually seen a demand curve for our product — let alone an asterisked price point. But more importantly, even if you can determine your product’s perfect price, you end up in what I call a “Pricing Catch-22”: no matter what price you set, you’ll inevitably create missed profit opportunities. Some people would have paid more, while others would have purchased if only the price had been lower.
The way to break out of this Pricing Catch-22 is to offer good-better-best prices. Instead of creating missed pricing opportunities with a single price, this multi-price versioning strategy empowers you to capitalize on a downward sloping demand curve. Having an array of price points — low to high — allows customers to choose which price works best for them. By allowing customers to select the experience that works best for them, companies benefit by reaping higher margins from some customers relative to others. Just as important, they also grow their business by serving budget minded customers (with good versions).
A sensible rhetorical argument supporting this pricing approach.
Use this to track distribution dates for all of your content in 2013.
REGISTRATION REQUIRED. But a wealth of free tools available. Click through to registration to download (includes a quick video that gives a nice overview of the tool).
Content is a struggle for many marketers, but it can be quite effective at informing and moving your audience along the purchase path.
Not only the three tips, but the details to each tip. Includes a link to the webinar.
Here’s 7 ways to optimise your content for maximum readability.
1. White space is your friend
2. Use the mini headline
3. Use deep captions.
With most people using the email preview pane and viewing meta descriptions on Google searches “deep captions” are two to three lines long and can be seen as an extension to the heading.
4. Add highly relevant links
5. Use bulleted lists
6. Use formatting to enhance your story logic
Bold important concepts. You reader should be able to scan through your subheadings and bolded text and get the gist of your story.
7. Harness the power of numbers
People love lists and groupings. The top 10 things…The 3 steps to…This is grist to the scanner’s mill. Breaking down complex subject sinto bit sized lists.
Simple, easy steps to improve the presentation of the written word.
Whether it’s QR codes or innovative apps, digital disruption is here – and it’s already transforming traditional search marketing. It’s a great opportunity for agile innovators.
More thought provoking than a roadmap, but uncertain as to how this notion impacts B2B marketers. The impact probably varies by vertical.
February Marketing Conferences:
February 11 – 13 Online Marketing Summit in San Diego, California
February 19 – 22 Marketing Sherpa E-Mail Summit In Las Vegas, Nevada
February 19 WOMM Fest in Seattle, Atlanta, Chicago
March Marketing Conferences:
March 4 – 5 BRITE Conference in New York, New York
March 4 – 8 Adobe Digital Marketing Conference in Salt Lake City, Utah
March 8 – 12 SXSW Interactive in Austin, Texas
March 18-21 eMetrics Summit in Toronto, Canada
March 21st The Big Rethink: Brand Power in London, England
March 25 – 28 Search Engine Strategies in New York, New York
April Marketing Conferences:
April 2 – 4 Promotion Marketing Association Annual Conference in Chicago, Illinois
April 3 – 4 Inbound Marketing Summit in New York, New York
April 7 – 10 Licensing Executives Society Annual Conference in Rio de Janeiro, Brazil
April 9 – 10 Ad:Tech Digital Marketing Conference in San Francisco, California
April 15 – 16 DemandCon in San Francisco, California
April 15 – 17 FUSE, Design and Culture, Brand Strategy and Packaging in Chicago, Illinois
April 18 – 19 Forrester Forum For Marketing Leadership in Los Angeles, California
April 22 – 23 B2B Content2Conversion in New York, New York
April 23 – 24 iStrategy Global Digital & Social Media Conference in Miami, Florida
April 27 – 30 Retail Merchandising and Marketing Conference in Scottsdale, Arizona
May Marketing Conferences:
May 8 – 10 Sirius Decisions 2013 in San Diego, California
May 16 – 17 The Un-Conference: 360° of Brand Strategy for a Changing World, Featuring John Sculley in San Diego, California
May 21 – 22 BlueGlassX in Los Angeles, California
May 22nd BCAMA Vision Conference in Vancouver, B.C. Canada
May 29 – 31 Business Marketing Association in Chicago, Illinois
June Marketing Conferences:
June 3 – 5 Confab Content Strategy Conference in Minneapolis, Minnesota
June 3 – 6 Sustainable Brands in San Diego California
June 18 – 20 Licensing Expo in Las Vegas, Nevada
July Marketing Conferences:
July 17 – 20 Academy Of Marketing Science World Congress in Melbourne, Australia
September Marketing Conferences:
September 9 – 12 Content Marketing World 2013 in Cleveland, Ohio
September 16 – 17 Brand Manage Camp in Las Vegas, Nevada
September 17 – 19 Enterprise SEO Customer Conference in New York, New York
October Marketing Conferences:
October 3 – 6 ANA: Master Of Marketing Conference In Phoenix, Arizona
October 10 – 11 MarketingProfs B2B Marketing Forum in Boston, Massachusetts
October 12 – 17 Direct Marketing Association in Chicago, Illinois
October 15 – 16 Pivot Conference in New York, New York
October 21 – 25 Pubcon in Las Vegas, Nevada
October 21 – 23 The Market Research Event in Nashville, Tennessee
Another list of 2013 marketing conferences. To see more and compare, search by going to The Marketing Automation Alert’s Filter, and select the Trade Show tag.
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