Help prospects navigate internal process to drive sales | Tool inserts user-generated content in marketing emails | AdWords brings extensions to call-only ads
September 22, 2017
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Help prospects navigate internal process to drive sales
Business-to-business marketers and salespeople can boost conversions by helping prospects to navigate the buying process. That means not only clearly explaining the problem your brand can solve, but also understanding internal barriers and helping them to influence their decision-making team.
CustomerThink (9/21) 
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Lead Generation
Tool inserts user-generated content in marketing emails
Listrak and Pixlee have partnered to enable email marketers to insert user-generated content, including photos or videos, into their messaging. Interactive emails are becoming more popular and peer content is more likely to influence prospects to buy, Pixlee's Awad Sayeed says.
MediaPost Communications (9/21) 
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General Insights & Strategies
AdWords brings extensions to call-only ads
Google has updated AdWords to enable three types of extensions for call-only ads. Callout extensions allow marketers to include more detail; structured snippets allow more contextual information; and location extensions let prospects know where their call is being placed geographically.
Search Engine Land (9/21) 
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Marketing Technology & Innovation
Facebook rolls out offline-digital targeting via Custom Audiences
Facebook is rolling out Custom Audiences for advertisers that enable them to automatically target users based on whether they have visited a brand's physical location, phoned their call center or made an in-store purchase in the previous month. The new targeting can be applied across Facebook, Instagram and Audience Network.
Marketing Land (9/21),  The Drum (Scotland) (9/21),  AdExchanger (9/21) 
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Google cleans up DoubleClick Bid Manager
Google has updated DoubleClick Bid Manager to address advertisers' transparency and fraud concerns by giving extra information about and automated refunds related to invalid traffic, and it is pushing for wider adoption of the Interactive Advertising Bureau's ads.txt tool. DoubleClick Bid Manager will only purchase inventory from sellers authorized by a publisher's ads.txt file.
MarTech Today (9/21),  The Wall Street Journal (tiered subscription model) (9/21),  Advertising Age (9/21) 
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Analytics & Measurement
Analytics, lead gen, awareness drive ad-tech adoption
Fifty-five percent of ad-tech buyers say their top reason for adopting the technology is being able to use first-party data to power analytics, per Technology Business Research. Lead generation and brand awareness were the second- and third-biggest reasons for using ad tech, respectively, while the biggest barrier was tech implementation.
eMarketer (9/20) 
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Association News
How to take content marketing to the next level
According to the Content Marketing Institute, 89% of B2B marketers and 86% of their B2C counterparts are using content marketing. However, within both sectors, only 6% said they feel their organization is sophisticated enough to do it well. Here are six principles for mastering content-powered engagement.
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