About 80% of business-to-business marketers who use marketing automation software have experienced a boost in lead generation and 77% have seen a lift in conversions, according to an infographic from Invesp. Ninety-two percent of automation users said their primary aim is to increase qualified leads, while 81% said customer retention is the main goal.
Runa Tripathy provides eight tips to boost lead generation, including offering high-value gated content, creating referral programs and creating regular videos. Use LinkedIn's SlideShare and employ low-cost automation software such as EngageBay, she suggests.
Business-to-business marketers should provide millennial prospects with brand experiences that are engaging enough for them to share on social media, Chris Cavanaugh writes. "Social media is the watercooler, keynote address, sales pitch and networking mixer all in one," he notes.
Constant digital disruption has transformed the agency world, spawning a plethora of shops with different specialties and making it even more complex for marketers to choose agencies to partner with, Isabella Barbato writes. The best agencies are those that combine technological and creative expertise to deliver engaging campaigns and provide clear performance data for brands, she adds.
If members of the C-suite align their goals and teams with the company's vision, they reduce redundancy, saving time and improving profits, writes John Mattone. "When employees understand their individual and team goals and how they contribute to overall organizational success, they're more engaged with their work, and more productive," he writes.
Account-based marketing has evolved from a buzzword to an achievable strategy thanks to more sophisticated artificial-intelligence-driven software, Steve Olenski writes. Marketers should seek tech solutions that can be integrated to allow all teams to track prospects across the entire customer journey and provide a seamless experience, he writes.
The Interactive Advertising Bureau's Tech Lab has published a Data Transparency Framework, the goal of which is "making data segment 'quality' consistently understandable, transparent, and comparable across vendors," the document states. The framework covers minimum standards for data vendors, including ID-level labeling and open-source API.
As brands shift more resources to social media marketing to better engage and persuade consumers and customers, some are learning a painful and expensive lesson: The same copyright regulations that guide advertising on traditional platforms also apply to Facebook, Twitter, YouTube, Instagram, Snapchat and a host of lesser players. Training and strict guidelines are key to social engagement without legal liability.
Don't miss the 2018 ANA Digital & Social Media Conference, July 25 to 27 in Rancho Palos Verdes, Calif. Presented by Meredith, this annual event will feature top-notch presenters sharing their insights on cutting-edge topics like AI, AR, VR, influencers, chatbots, content marketing and measurement.