Stop Everything & Setup Google Analytics Email Conversion Tracking!

It’s terrible when there’s activity on your site that you’re BLIND to. What pages are people using? What calls to action are effective? Etc.

(Note: we haven’t fully launched this yet, but you can be the first to know about a new course we’re doing on tuning up your website to be way more effective in just 3 days.)

So in this post I’m going to show you exactly how to setup one of the most important pieces of data you can track.

An email conversion is one of the most important events that can happen on your website because it turns visitors into relationships.

Yet, surprisingly, so many indie businesses aren’t tracking email subscribers in Google Analytics!

Tracking email conversions in Google Analytics is critical for understanding what pages on our site are EFFECTIVE at converting visitors to email subscribers.

And luckily, it’s a pretty easy thing to setup. So here’s what I’m going to walk you through:

  1. Create a “Thank You for Subscribing” page on your website.
  2. Tell your email marketing provider to redirect new subscribers to this new “Thank You” page. (I’ll show you how to do this for MailChimp and ConvertKit below.)
  3. Tell Google Analytics to track visits to this “Thank You” page as Goals.

If you don’t already have Google Analytics installed, you can read this or watch this to do that now.

OK, let’s get started.


1. Create a “Thank You” page on your website

This will be the page that every new subscriber will see as soon as they subscribe on your website.

When a new person subscribes, let’s send them to a custom page on your website instead of a generic page from your email provider.

Here’s the three things to do in this step:

  1. Create a new page on your website.
  2. Give it a URL you’ll remember like /thanks or /subscribe-success.
  3. Add content to this page suitable for a new subscriber. You’ll see ours, for example, if you signup for any of our free Guides. (Note: you can come back later and spend some quality time on this.)

Helpful links for this step:

  • Here’s a great article on what content you can put on your thank you page.

2. Set a custom “Thank You” URL in your email provider

Now we need to tell our email marketing tool to send each new subscriber to our brand new “Thank You” page.

Below I’ll show you how to do this in both MailChimp and ConvertKit.

Custom Thank You Page in Mailchimp:

In MailChimp navigate to your list and then click 'Signup Forms'
In MailChimp navigate to your list and then click ‘Signup Forms’”

Select 'General Forms'
Select ‘General Forms’

From the drop-down, select 'Confirmation thank you page'
From the drop-down, select ‘Confirmation thank you page’

Enter the URL of your thank you page and click 'Save'
Enter the URL of your thank you page and click ‘Save’

Custom Thank You Page in ConvertKit:

Navigate to the form you want to set a 'Thank You' page for
Navigate to the form you want to set a ‘Thank You’ page for

Click 'Settings'
Click ‘Settings’

Select 'Redirect to another page', enter your 'Thank You' page URL and click 'Save Form'
Select ‘Redirect to another page’, enter your ‘Thank You’ page URL and click ‘Save Form’


Tell Google Analytics to track visits to this “Thank You” page as Goals

Every time someone visits this thank you page Google Analytics will count that as a goal. You just gained a new relationship!
In Google Analytics navigate to Conversions -- Goals, then click 'Set up goals'
In Google Analytics navigate to Conversions — Goals, then click ‘Set up goals’

Click '+ New Goal'
Click ‘+ New Goal’

Choose 'Custom' then click 'Continue'
Choose ‘Custom’ then click ‘Continue’

Name your goal, choose 'Destination' and then click 'Continue'.
Name your goal, choose ‘Destination’ and then click ‘Continue’. What we’re doing here is telling Google Analytics to count a goal every time a visitor goes to a specific webpage — our “Thank You For Subscribing” page.

Enter your 'Thank You' page URL into the 'Destination' field. Turn on 'Value' and enter a '1' in the Value field. Click 'Save'.
Enter your ‘Thank You’ page URL into the ‘Destination’ field. Turn on ‘Value’ and enter ‘1’ in

Success!
Success!


Now you’re tracking conversions!

In the weeks to come Google Analytics will be tracking any new subscribers as goal conversions.
  • Now you’ll be able to tell — WITH DATA! —  which pages are the most effective at causing conversions on your site.
  • You’ll also be able to make important strategy decisions based on your new data.
  • These are the kinds of strategy decisions we’ll be teaching you how to do in the Website Tuneup Course, but if you’re experienced on the web already this data will help you come up with new strategies on your own!


Fizzle

A Handy Guide to UTM Codes: Know Which of Your Campaigns Really Work

Our traffic bounces all over the place. We have social. We have email. We have paid ads. There’s more sites, platforms, and networks than we could possibly hope to run our campaigns on. How do we keep track of it all? How do we know what’s working and what’s not? We use UTM codes. What’s a UTM? UTM stands for Urchin tracking parameters. They’re little pieces of data that we add to our URLs in order to see where different traffic comes from. They were introduced way back with an analytics tool called Urchin, the tool that was bought by…

The post A Handy Guide to UTM Codes: Know Which of Your Campaigns Really Work appeared first on The Daily Egg.


The Daily Egg

Marketing Doesn’t Have to Be Sleazy: 5 Real-World Examples

In my youth, a former coworker once told me, “I’d never date anyone who works in marketing.” When I inquired about his reasoning, he replied: “It’s just so sleazy. Choosing that line of work says a lot about a person.” Since I was young and impressionable, that sentiment stayed with me. So I was naturally
Read More…

The post Marketing Doesn’t Have to Be Sleazy: 5 Real-World Examples appeared first on Copyblogger.


Copyblogger

Sleaze, Suckage, SEO … and Savings

Someone must have slipped the team some hot sauce, because it seems we’re all feeling a little spicy. This week features strong points of view and plain-spoken advice. Ever feel a little shy telling people you’re a marketer? Do you worry that what you do seems sleazy to some? While marketers aren’t quite at “politician”
Read More…

The post Sleaze, Suckage, SEO … and Savings appeared first on Copyblogger.


Copyblogger

4 tips to beat back email burnout

There’s no denying that email marketing is an efficient way to drive business, but maintaining a steady flow of fresh content can be a challenge.

On the one hand, you don’t want to inundate your readers with so many messages that they unsubscribe. On the other hand, it’s incredibly valuable to sustain digital communications that keep you top-of-mind with past, current and potential clientele.

The key is to keep your email content compelling and original. If you have email marketing writer’s block, here are four quick tips that will help jump-start your efforts.

1. Empathize with your audience

As you start crafting an email message, put yourself in the shoes of your desired customer base. If you were one of the many subscribers receiving this message, what would you like to see? What would encourage you to open the email, and more importantly, act on it? 

There is some give-and-take at play here as well. You want to deliver content your customers will act on, but you also want to remain true to your brand’s voice and positioning. Don’t let the desire for opens and clicks tempt you to write something that is out of character for your business, or you’ll risk confusing your audience.

2. Make it personal

Of the hundreds of emails most of us receive on a daily basis, how many are actually opened and read from start to finish? Considering most email clients automatically divert messages away from recipients’ inboxes, the percentage is relatively small.

That said, the emails we’re most likely to open and read are from people we know. These messages are written in a very personal way, rather than as a large company addressing a nameless, faceless customer.

No matter what you communicate in your emails, write them as if you’re sending them to a single person, even if there are hundreds or thousands of recipients on your subscriber list. Assuming you’ve already imagined what your customers want to hear from you, writing as if you’re sending to a single recipient will further guide your content as you start tapping at the keyboard.

3. Use numbers

People love numbers. Offering readers a numbered list is a proven attention-grabber. This technique is most often used in “listicle”-style stories popularized by websites like BuzzFeed.

If the subject line of your email reads, “5 Things to Know Right Now About Your Health,” it’s much more likely to get opened than one with a subject line reading, “Get To Know Your Health.”

There is something about numbers in a news headline that makes audiences feel they’re about to read a quick-hitting story that can be consumed in no time. That same principle can be applied to email subject lines for great effect.

4. Keep it short and simple

Driving potential customers to open an email is one thing, and getting them to act on it is another. A great subject line can cause your open rates to skyrocket. That means you need body copy to match it. Avoid ultra-long body content in emails, which is more likely to induce eye rolls than produce clicks.

Come up with a catchy opening to your email, get to the heart of your message, and then get out. Don’t overthink it. Audiences appreciate emails that are short and simple because it shows how much you appreciate their time.

When writer’s block strikes, get your creative juices flowing again by remembering to empathize with your readers, talk on a personal level, offer some interesting numbers if appropriate, and above all keep it simple! Or if you’re simply too short on time, let Pro+ Full-Service Email Marketing handle the entire email marketing process for you.

Join 140,000 small business owners

Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook.

Subscribe

 

© 2017, Contributing Author. All rights reserved.

The post 4 tips to beat back email burnout appeared first on Vertical Response Blog.


Vertical Response Blog

10 Steps That Will Map Your Way To Inbound Success With HubSpot Marketing

HubSpot needs no introduction. It provides marketers a hassle-free interface to reach out to their audience and nurture them through various stages of the conversion funnel. Their “inbound marketing theory” is a systematic arrangement of several digital marketing channels, including social media, email marketing, and landing pages, brought together in one user interface that allows you to target your prospects with tailored messages which prompt them to consider your offerings and make purchasing (or other conversion) decisions while moving through your funnel. For inbound marketing, HubSpot is a practical solution for marketing automation. It has only grown in depth to…

The post 10 Steps That Will Map Your Way To Inbound Success With HubSpot Marketing appeared first on The Daily Egg.


The Daily Egg

Partner with VerticalResponse to bring email marketing to your clients

Is your company a reseller looking to add email marketing to the suite of services you offer your clients or affiliates? Partner with VerticalResponse to give your customers our industry-leading email platform, branded to look like your business. 

Multiple routes to revenue

By partnering with VerticalResponse, you have two ways to generate additional revenue:

  1. Expand your product offering to your clients with a co-branded version of the VerticalResponse app, and let them manage their own email marketing. 
  2. Professionally manage your clients’ email marketing for them using the VerticalResponse app.  

When you partner with VerticalResponse, our interface can be customized with your logo, colors, contact information and pricing.

Features for your convenience — and your clients’

Partnering with VerticalResponse is an easy and convenient solution for you and your clients:

  • Manage multiple client accounts — from one to hundreds — using one interface and one login.
  • See individual or group reports of clients’ campaign performance.
  • Quickly share reports with clients.
  • Receive live customer support. You also have the option to set yourself up as the first-level support for your clients, keeping a direct relationship with your customer.

Get all the great benefits of VerticalResponse

You and your clients enjoy all the features of VerticalResponse you already rely on:

  • An easy-to-use email editor with professionally designed templates, including coupons, invitations, announcements, newsletters and more. 
  • No design or coding skills necessary to use the app.
  • Real-time reporting on a variety of key email metrics.

Learn more about the benefits of partnering with VerticalResponse at this page. Or call (866) 683-7842, option 2, to start your partnership today.  

Spend less time reaching more customers

Try VerticalResponse today

(It’s free!)

 

© 2017, John Habib. All rights reserved.

The post Partner with VerticalResponse to bring email marketing to your clients appeared first on Vertical Response Blog.


Vertical Response Blog

How to Achieve the Engagement Your Customers Are Looking For

Being in a constant state of flux has been a reality for marketers for decades. Entering the digital age has merely quickened the pace. Fictional 1960s advertising executive Don Draper from the AMC series Mad Men, said, “People want to be told what to do so badly that they’ll listen to anyone.” Well, maybe not anyone, but it holds true that when making a purchase, prospects look for guidance not only from family and friends but a myriad of other sources.

In this era of the Engagement Economy, where everyone and everything is connected, customers have the power to equip themselves with all the information they need to make educated buying decisions. Unfortunately, a problem still exists between what marketers think they are achieving and what customers are experiencing.

The majority of marketers (though startlingly not all) see the value and importance of consumer and customer engagement. Self-reported by marketing professionals in The State of Engagement, a majority (85%) believe they provide a consistent experience across channels, 84% are more successful when stakeholder teams and strategy are aligned, and 83% deliver a consistent and personalized experience.

However, 47% of B2C consumers and 65% of B2B consumers think brands could do better in aligning with how they prefer to engage. Consumers want to have a personal relationship with brands and they expect value and advantages that are customized to their interests. They also value consistent engagement regardless of channel, calling for marketers to respond to consumer activities across channels in real time. In particular, both B2B and B2C consumers agree that it is critical for companies to integrate email, website and phone interactions.

That said, despite marketing efforts to understand and build a relationship with consumers, consumers do not feel the connection, and receiving too much irrelevant content has been cited as the top reason they choose not to engage. Consumers also feel that their experience with brands is primarily transactional in nature, void of intimate connection or engagement. So, how can marketers solve this problem?

In this blog, I’ll cover solutions to a big problem marketers face right now: misalignment between marketing’s approach to engagement and the consumer experience. 

Leverage Technology

Better engagement starts with providing an omni-channel experience, personalized content, and engagement at the right moment. Having the right marketing technology stack is essential for marketers. However, the report identifies tools as the number one barrier of marketers to effective engagement, with only a 56% average overall satisfaction with the abilities of tools across all aspects of engagement. To turn this around, according to The State of Engagement, “marketers need to shift their mindset and identify tools, solutions, and platforms that coordinate data from the various touchpoints and translate those activities into actionable insights.”

Align Strategy Within Your Organization

Ensuring that structure, buy-in, and alignment are central to any engagement strategy. The report reveals that internal alignment for consumer and customer initiatives is focused on getting customer service and support (75%) and sales teams (70%) on the same page. But alignment falls short when it comes to executives (56%). Marketers also consider demonstrating ROI on technology investments as the top challenge. As a solution, The State of Engagement suggests “moving beyond single-purpose tools to technologies, solutions, or platforms that facilitate the seamless flow of data and coordinate across elements in a marketing stack.”

Explore Advanced Approaches

As consumer demands rapidly change over time, marketers also expect to use more advanced approaches in the near future. Powered by artificial intelligence, which enables most of the mentioned technologies, predictive marketing turns the customer journey into a scientific process. Predictive marketing identifies the most appropriate way to engage the customer through the right segment, messaging, and channel at scale and near real-time. For example, Mintigo’s Intelligent Customer Engagement platform discovers the ideal customer and highest likelihood to buy, turns data into clear and meaningful insights relevant to consumers, and allows marketers to create adaptive campaigns and engagements.

Moreover, with insights into the context and outcomes of customer interactions as they move across the complex customer journey—from channel to channel, product to product, or business line to business line—marketers can better align executive leadership with the entire organization around consumers. The result? A more effective and holistic engagement strategy.

Don Draper was successful because he listened to people. He analyzed what they wanted and delivered campaigns accordingly, coming up with the right message to sell products and services. Marketers today operate on the same notion, but with tech-savvy and informed consumers, they must move as quickly as the rate of change in trends and demands.

Fortunately, marketers have an incredible range of resources to support their efforts. Combining the right technology, aligned engagement strategy, and openness to new methods with an overall customer-centric approach will empower today’s marketing leaders to best position their brands for success.

What solutions have you considered for aligning your engagement strategy with customer expectations? Did you discover any new possibilities in this blog? I’d love to hear about your future plans in the comments below.

The post How to Achieve the Engagement Your Customers Are Looking For appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Marketo Marketing Blog

An email feast: 40 Thanksgiving subject lines your customers will gobble up

Even before trick-or-treaters started knocking on your door, retailers were hanging up their stockings and began playing holiday jingles. The December holidays seem to start in early October. And if you feel like you’re missing something, it’s because you are: Thanksgiving!

Between Black Friday, Cyber Monday, Small Business Saturday and Giving Tuesday, Thanksgiving can often be overlooked. After all, your customers are likely too busy feasting, watching football and slipping into tryptophan-induced food comas to shop, right? Well, not exactly. Your customers might be house-bound, but in 2016, consumers spent $ 1.93 billion online on Thanksgiving Day, an 11.5 percent increase year-over-year.

We know you have a full plate, but if you want a slice of that pumpkin-spiced revenue pie, you need to remind your subscribers what your business has to offer this holiday season. We collected some of our favorite email subject lines to send before and during Thanksgiving.

  1. Your Holiday Shopping Is On Us! — Dwell
  2. Thank you for being a friend — Nordstrom
  3. Thanksgiving prep made easy: 20% off your order – in stores & online. — Pottery Barn
  4. 40% off with a cranberry on top. — American Eagle
  5. Harvest decor. Thanksgiving prep now, pie later — Wayfair
  6. Live the give — TOMS
  7. Happy Thanksgiving + Black Friday Preview! — GrubMarket
  8. A sale so good, you’ll want seconds. — Ties.com
  9. Giving Thanks — Move Loot
  10. These are the Tools You’ll Need For Thanksgiving — Get Them Now — Martha Stewart
  11. Happy Thanksgiving! Special Savings Inside Just for You — Williams-Sonoma
  12. So are you pre- or post-food coma??? — Dormify
  13. Enjoy 40% Off: A Happy Thanksgiving, Indeed — Barneys New York
  14. What to wear to your #Friendsgiving – Brooks Brothers
  15. Happy Turkey Day! The BIGGEST Black Friday doorbusters start NOW online — Old Navy
  16. Pre-Black Friday Deals … Just for you. — XOXO
  17. Your Holiday Parties Need These Festive Cocktails — Liquor.com
  18. From Us To You: Happy Thanksgiving! Plus: Enjoy 20% Savings — LivingSocial
  19. Start A New Thanksgiving Traditions + A Home for the #PAWLIDAYS — Zappos
  20. Yappy Thanksgiving Eve! — Barkbox
  21. The perfect Thanksgiving outfit — LOFT
  22. GOBBLE. THIS. UP. 50% off ALL Thanksgiving Essentials +$ 10 coupon — World Market
  23. The Perfect Thanksgiving: Coming to a restaurant near you — OpenTable
  24. Designing a Beautiful Thanksgiving — Homepolish
  25. This is HUGE. Shop our Thanksgiving sale. — Dillard’s
  26. Give thanks with Farmgirl Flowers — now 10% off! — Farmgirl Flowers
  27. The Best Vegetarian Thanksgiving Main — Epicurious
  28. A Different Kind of Turkey! 97-Pt Wild Turkey Master’s Keep 17 Year Straight — Wine Enthusiast
  29. Dress up your Thanksgiving table in sweet style — See’s Candies
  30. Don’t Forget To Order By Thanksgiving! — Mrs. Fields
  31. Last Change for FREE Thanksgiving Delivery! — CHEFS
  32. A Thanksgiving we’ll never forget — Anthropologie
  33. Where to Buy Your Thanksgiving Turkey — 7×7
  34. Turkeyed out? Dish up 50% off!— Vera Bradley
  35. How to stay healthy and fit this Thanksgiving — Aetna
  36. 20% off — early bird gets the sale — Jonathan Adler
  37. Thanksgiving Dinner Has Never Been Easier — Munchery
  38. Thanksgiving Eve! 40% Off EVERYTHING! — Heavenly Couture
  39. 14 Delicious Ways to Eat Thanksgiving Leftovers — The Dish from Food & Wine
  40. Happy Thanksgiving from the TCM Shop! We’re Thankful for You! — Turner Classic Movies

Bonus: 10 more subject lines

Are you stuffed from all those subject lines? We hope you saved room for dessert. Here are 10 bonus email subject lines.

  1. Tips and Ideas for a Stylish and Stress-free Thanksgiving — Bed Bath & Beyond
  2. They’re here!! Pre-Black Friday Deals to gobble up 🦃 – West Elm
  3. Early Black Friday deals are here. — Target
  4. Put your fork down – this sale is almost over! 40% Off Everything. — Bluenotes
  5. Your Thanksgiving begins here. — Hickory Farms
  6. Happy Thanksgiving! Get 3 FREE Ends Tonight — The Body Shop
  7. Thanksgiving is Thursday, Let Las Ramblas do the Cooking ­— The Hotel Contessa
  8. Everything You Need for the Perfect Thanksgiving Dinner — Calphalon
  9. Thanksgiving Stuff-a-Tote Event—Free Tote + 20% Off Everything Inside — Sur la Table
  10. It’s a Holiday Blitz! 3 Days of Must-Shop Deals — Jo-Ann Fabric and Craft Store

Because too much is never enough at Thanksgiving, here are even more

Thanksgiving has got us in a giving mood, which is why we’re giving you 10 more subject lines that you can personalize and use for your email marketing campaigns:

  1. Good gravy! Save 50% our most popular products
  2. OMG (Oh my gourd!) Don’t miss our big sale
  3. Feast your eyes on our biggest sale of the year
  4. A cornucopia of deals just for you
  5. Order now & don’t get stuck at the kids table
  6. Let’s talk turkey! Save 50% and you’re welcome
  7. We have a bountiful selection of deals for you
  8. No need to thank us for these exclusive deals
  9. We have cooked up some tasty deals
  10. Don’t be a turkey – get these deals now

Whether you’re offering a promotion, ramping up for the retail weekend or just saying “Thank you,” Thanksgiving emails are a great opportunity to connect with your customers and celebrate the season.

Join 140,000 small business owners

Get expert tips and email inspiration biweekly. Subscribe today and download our FREE Guide to Email List Management eBook.

Subscribe

Editor’s note: This post was originally published in November 2016 and has been updated for accuracy and relevance.

© 2017, Contributing Author. All rights reserved.

The post An email feast: 40 Thanksgiving subject lines your customers will gobble up appeared first on Vertical Response Blog.


Vertical Response Blog

3 Tech Trends Shaping the Future of Account-Based Marketing (ABM)

It’s easy to see why the technology-fueled resurgence of account-based marketing (ABM) is taking hold. B2B marketers are:

  • Driving bigger deals, higher close rates, and more revenue
  • Winning strategic accounts in specific industries or regions, or with other significance
  • Getting higher ROI vs. other marketing strategies

The 2017 State of Account-Based Marketing Study by SiriusDecisions validates this trend in ABM results and adoption:

  • 91% of the B2B companies surveyed are realizing higher deal sizes through ABM
  • 92% see a higher percentage of closed deals from qualified opportunities for ABM accounts vs. non-ABM accounts
  • More B2B marketers are moving from pilot programs to full ABM programs: 62% in 2017 compared to 40% in 2016
  • ABM as a percentage of overall marketing budget is increasing

Sirius Decisions

Source: 2017 State of Account-Based Marketing, SiriusDecisions

Simply put, the proven value of ABM is driving more investments within B2B organizations.

Technologies Fueling ABM Growth

So then why haven’t we always been practicing ABM? With the rise of the internet and digital marketing, it was challenging enough to make sense of individual behavior. Now, marketers are empowered with account-centric targeting, personalization, and measurement across their digital channels. Technology is playing a significant role in making ABM scalable in the Engagement Economy.

As marketers dedicate more budget to their ABM programs, the winning marketers are upgrading their marketing technology stacks to help operationalize and optimize their efforts. Let’s explore the key technology trends propelling ABM today and shaping its future.

Digital Channels

Digital Channels

          Source: The State of Engagement, Marketo

Automation Scales ABM and Reduces Risk

Ten years ago, ABM was centered on picking top “whale” accounts and pursuing them via outbound programs and tactics. To execute ABM effectively, marketers only needed to engage with accounts through a handful of channels, but without marketing automation, they could only focus on so many accounts.

Now, marketing automation enables marketers to pursue a blend of ABM strategies at scale. In addition to the top 10, 20 or 50 strategic accounts, marketers can engage all of the sales team’s named accounts, plus the longer tail of target accounts. This allows marketing to partner with sales to create demand in the accounts they’re pursuing, plus mitigate the risk of “putting all your eggs in one basket” by continuing to generate demand among the broader set of target accounts using less expensive channels (and alerting sales to new accounts that are engaged).

Going forward, we’ll see further automation of accounts throughout the customer lifecycle, and more consistent and coordinated engagement of accounts between sales and marketing.

Artificial Intelligence (AI) Introduces Intimate Customer Understanding

We’re also witnessing the transformational impact of AI throughout businesses, particularly in marketing. While marketers can get started with ABM with just a list of accounts their sales organization is targeting, AI puts more power in their hands, enabling them to confidently and precisely identify and justify the accounts to pursue.

With AI, marketers can understand their ideal customer profile (ICP) at an incredibly granular level. Savvy marketers are using AI to go beyond industry, revenue, and other firmographics to also analyze their historical sales, technologies accounts have implemented, company news, business clues on social media channels, and more. In other words, AI helps marketers leverage significantly more information from both internal and external sources to draw more precise models of their ideal customer. 6sense, Leadspace, and Mintigo are just a few of the Marketo partners helping marketers gain an intimate understanding of their ICP in this way.

Another area AI is enhancing is engagement. According to our report, The State of Engagement, 72% of marketers are expected to prioritize the use of personalized messages and content to engage with their customers. To that end, nearly 40% of them plan to leverage emerging technologies, such as AI and machine learning, to enhance content used throughout the customer journey.

AI enables marketers to personalize communications in a one-to-one way to and scale personalization beyond rules-based approaches. Marketo ContentAI is an artificial intelligence-powered solution that empowers marketers to personalize their content and offers at this next level. With ContentAI, marketers can predict the content most likely to convert each individual and target that individual across channels.

As the potential of AI for marketers continues to be realized, we’ll see more rules-based ABM activities enhanced by AI to make it easier for marketers to target the right accounts (and people within them), engage accounts across channels and get insights to optimize their programs.

Advanced Analytics Provide Attribution in an ABM Context

Is my ABM strategy working? Only one way to find out—measure its impact on the business. In the past, marketers performed spreadsheet gymnastics to pull together data and create models that showed that impact, or avoided it altogether. With automated attribution reporting, marketers can tie their efforts to opportunities, pipeline and revenue, and that’s even more important in an ABM context.

Here are 3 reasons why:

First, ABM is about partnering with sales to land target accounts. Marketers need to be able to show that the partnership is working.

Second, most marketers have more than one target account list. Attribution reporting will allow you to compare the efforts and results for one account list vs. another so you can optimize your ABM program.

Third, most marketers practice multiple or blended marketing strategies. Marketers running an ABM pilot or practicing a blend of ABM and inbound marketing, for example, need to know which investments are working, so they know how to allocate budget—especially as they are proving out hypotheses or transitioning between strategies.

In the future, expect to see more touchpoints and data brought into attribution models to make them more comprehensive and attribution analytics becoming increasingly easier for marketers to consume.

How Marketers Can Harness This Potential

It’s clear from the results of the SiriusDecisions survey that more marketers are doubling down on their budgets and moving forward on their ABM journey. Regardless of where you are on your journey, you’ll want to make sure you’re always in a position to move ahead.

When it’s time to consider technology, be sure to select an ABM platform that can support your ABM journey now and into the future. That may mean supporting multiple marketing strategies or hybrid strategies that give you the flexibility to adapt and discover what works best for your organization. To keep pace with rapid innovation, be confident this platform will continue to bring new capabilities and efficiencies to ABM.

And finally, look for a platform that can serve as the hub of your ABM technology stack. A single vendor rarely provides all of the technology you need, so the best place to start is with a platform that will give you the essentials for ABM and connect a wide range of technologies to help you grow and adapt over time.

This is how you can best shape your future in account-based marketing. Have other thoughts on where ABM is going or ideas on how to plan for the future? Let’s continue the discussion in the comments section.

The post 3 Tech Trends Shaping the Future of Account-Based Marketing (ABM) appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Marketo Marketing Blog