So you’ve got a stellar email program? Great! Do you write eye-catching subject lines and tantalize readers with your dapper HTML skills? Fantastic. There’s just one problem; your list is dirty (and not in the fun way).
One crucial part of best-practice email marketing is often one of the most ignored rules, too. By maintaining a clean list, you are trimming off the excess weight that’s been holding your results hostage for so long.
In a new article on ZoomInsights, email marketing expert Christine Doré explains how and why she regular purges inactive subscribers from her organization’s email program. Want an easy way to improve your open and click-through rates? Read Doré’s excellent advice.
Matching your product or service with the right clients can be tricky. That’s why more marketers are turning to the practice of creating buyer personas, an exercise that can help instruct who to target and with what message. The process includes discovering key insights about potential customers, building an appropriate number of personas and focusing on specific goals.
A new article on ZoomInsights explains the process of creating buyer personas, with the help of Adele Revella, founder of the Buyer Persona Institute and author of “The Buyer Persona Manifesto.” According to Revella, it’s amazing how often companies have completely off-target ideas about who their true buyers are. The article offers some practical advice from Revella that can help you avoid that situation.
Research by “BtoB Magazine” and Bizo indicates that B2B marketers aren’t doing enough to engage prospects who are at the top of the sales funnel. A new ZoomInsights article covers the need to increase awareness of brand and products and to do so with the most appropriate tactics (hint: the corporate website is not one of them).
David Karel, vice president of marketing at Bizo, told ZoomInsights about Forester research estimating that buyers eliminate half of vendors well before they talk to a sales representative. But the BtoB/Bizo survey showed that many marketers are confused about which channels do the best job of driving brand awareness. In addition, Karel said that many marketers ignore tactics that are most appropriate for the top of the sales funnel, because those tactics can be the most difficult to measure. Find out more on ZoomInsights.
Examples abound of B2C companies using video with great success. But can B2B companies cash in on this trend, even if they’re small and therefore have limited resources? The answer, according to video marketing expert Greg Jarboe, is “Yes.”
In a new article on ZoomInsights, Jarboe shares the story of a small company’s success. Although the company manufactures consumer product, it used video B2B-style to get the attention of a buyer at a major retail outlet. Find out how it worked.
Nearly half of B2B marketers are making a big mistake with their hyperlinks. According to the MarketingSherpa Landing Page Handbook (second edition), 44 percent of clicks for B2B companies are directed to a company’s home page, not a campaign-specific landing page! The result: lost leads and conversion opportunities.
Fortunately, marketing automation systems are making it easier for marketers to create landing pages without needing the help of Web designers or the IT department. Some landing pages are more effective than others, however, and a new ZoomInsights article offers excellent advice on creating landing pages that convert visitors into customers. Check it out!
A key to good marketing — and also perhaps the hardest part to get right — is knowing what your customers want and figuring out how to give it to them. As a marketer, it’s your job to learn everything you can about your target audience, to make sure your message is reaching the right people at the right time. One of the factors that make understanding your audience so tricky is that they don’t always clearly voice their preferences.
A new ZoomInsights article explains that valuable preference information is available, if you know how to get it. The article provides helpful advice from digital evangelist Sundeep Kapur, including the differences between stated, observed and implied customer preferences and how to use that information to your advantage. Check it out.
Big data technology can help digital marketers better optimize the yield of their online advertising, increasing the spread between the cost of advertising and the revenue derived from it.
In a new article on ZoomInsights, marketing expert Brad Terrell writes about how the new technology could dramatically enhance profitability for digital marketers.
As an example of the need for automated data analysis, Terrell writes about the complexities involved in deciding how much a marketer should bid for ad space on websites. The goal, of course, is to pay the perfect price for each ad — the lowest possible price that gets the impressions that result in the highest possible revenue.
But this can involve analyzing hundreds of terabytes of data that are being updated in near real time. Yield optimization is among a class of big data problems for which increased analytic performance translates directly into increased business value. In other words, as Terrell puts it, when it comes to yield optimization, the marketer who analyzes the most data fastest wins. Read more.
Still sending partial leads to your sales team – ones you’ve collected from your Web form with only an email address and maybe a name? Before you create a longer Web response form on your landing pages, check out our latest ZoomInsights article. What’s the best length for a Web form? Are there other ways to get the info you need? You might be surprised to learn that a long, cumbersome form is sometimes the best idea and that there are ways to collect just an email address and still send your sales team a total picture of the prospect. Find out more, on ZoomInsights.
Dividing your list into subgroups and sending targeted messages to each group is a key tactic to raise the performance of your email program, but it’s one that many marketers ignore.
It might not be new or innovative, but it has proved to be one of the best ways to maximize open, click and conversion rates. Marketers can average three times the revenue per email (RPE) with targeted campaigns compared with broadcast (e.g. radio and TV) campaigns.
In a new article on ZoomInsights, email marketing expert Mike Hotz reminds us of four valuable ways to improve email performance through segmentation:
- Engagement segmentation (Who clicks)
- Email behavioral segmentation (What they click)
- Website behavioral segmentation (What they browse)
- Purchase behavior segmentation (What they bought)
Mike’s article helps you avoid the trap of spending all your time, effort and budget on something that might be new and untested when you can harvest plenty of low-hanging fruit by building on the basics. Check it out!
How do you get enough information from Web visitors to score leads, without bombarding them with too many Web form questions? Too few fields in your Web form and you could waste your sales team’s time. Some companies intentionally make Web forms long so that only serious prospects will complete them. But they might be leaving money on the table.
If your company needs as many Web form leads as it can get, form completion has to be super simple – and that means the bare minimum number of required fields. Like one: “Email address.”
That’s right. Thanks to new technology, you can rid Web forms of other demographic questions (i.e., name, job title, company name, company size, industry classification or other similar information) while still getting the vital information you need to properly score leads.
Don Wynns, vice president of business development here at ZoomInfo, writes about this new technology in a new article on ZoomInsights. He explains how technologies like the new ZoomInfo Append SparkPlug for Eloqua make it possible to create Web forms that have just one field and still get enough information to score the leads!
The article is a bit of a preview of a March 28 webinar, in which Wynns will provide more information about real-time Web form appending technologies, as well as a number of Web form best practices. Register for the webinar.