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By: Johnny Cheng In my role at Marketo over the past few months, I’ve had the pleasure of paging through mounds of enticing Marketo data. I have seen some absolutely outstanding stats from some of Marketo’s top customers—stats covering everything from email sends to opportunities sourced. Now, I want to share these stats with you so you can see the potential of what happens when smart marketers, the right technology and great campaigns come together. These stats show us how far marketers can take their marketing programs and campaigns. So, get your hands warm and get ready to learn about and applaud these truly impressive (and inspiring!) accomplishments. Largest Email Campaign Wow, over 249 million email sends from one campaign! That’s equivalent to the total U.S. population back in the 1990s. Aside from the volume, imagine the anxiety that email marketer had clicking the “confirm send” button. And judging from the deliverability and performance stats of the campaign, that email marketer deserves a raise (just sayin’). Why It’s Impressive: The sheer email sends coming from this one campaign is remarkable. Compared to the average send size which is 8,900 per email campaign across all Marketo customers, this is absolutely massive. What’s even more extraordinary is that this particular marketing team runs multiple email campaigns in the millions, ALL of which have over 90% delivery rate! They’re surely doing something right! Highest Performing Email Campaign (over 5,000 send size) Whatever this email campaign was, kudos to the marketing team; not only did they get an extremely high open rate, they got a near perfect click rate. With results like that, I’m going to imagine the email subject was “Free Trip to Disneyland (not a scam)” and the call-to-action was “Claim Your Free Tickets NOW (not a scam)”…and then the whole thing truly wasn’t a scam. But really, they seem to have cracked the code on what yields near-perfect results. Bravo, team, bravo. Why It’s Impressive: Think of your typical email campaign—what percentage of open and click rate would you be happy to get? At my past few companies, we were ecstatic to get over 30% open rate for prospects and double that for customers. It’s hard to fathom an open rate of 90%, and even more impressive—a 89% click-to-open rate, especially for this email send size. To do this, their team must have attained the email trifecta: a squeaky clean list, extremely relevant content, and an irresistible call-to-action. Nice job! Widest Net Cast by a Campaign Over 525,000 opportunities were sourced from one single inbound asset. I have no idea what the content of that asset was, but it must have been pretty compelling to capture that many leads. Just imagine that company’s sales team swimming in that ocean of leads (seriously, imagine it). What a fantastic problem to have! Why It’s Impressive: This is every demand gen marketer’s dream: the golden goose—an asset soooo good it practically prints leads. This campaign towers over the average 180 opportunities generated per campaign (first-touch attribution) across all customers. When I looked up which company this was, I wasn’t surprised to find it was one of the most well-known respected brands in the world (which partly explains the golden goose content). But what we can learn from their massive success, is the potential and power of great content. Largest Pipeline Attributed to a Campaign OK, get ready for this one. $2.3 billion of pipeline was generated from a WEBINAR. I’m not making this up. And I know you’re thinking exactly what I’m thinking on this one—that’s more than what the Titanic movie made! OK, maybe that’s not what you were thinking, but in all honesty, this webinar is the Titanic of webinars, and probably a lot cheaper to produce. Actually, even if they hired Leonardo DiCaprio to host the webinar, the ROI would still be impressive! Why It’s Impressive: Webinars usually perform really well in terms of pipeline attribution, but this one is beyond an anomaly. I actually have to take this off my data set because when I graph this, it breaks my chart—literally, it’s off the charts. I was only half joking earlier in that this might actually be a mainstream film that a media company classified as a “webinar”…that would explain a lot. If it’s not, they probably have developed a mean set of webinar best practices. What’s your company’s most impressive stat? Please share in the comments section below!
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Posted on behalf of our LaunchPoint Partner LookBookHQ.
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Posted on behalf of our LaunchPoint Partner LookBookHQ.
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By: Mike Telem Chances are you’ve already created many helpful blog posts, case studies, ebooks, and webinars in order to help educate your potential customers, so there is no need to convince you that content marketing works. But, one question remains: Are you maximizing their potential for lead generation across all of your channels? Today’s prospects independently research products and services before making a purchase, which creates numerous interaction touch-points. Now, organizations are starting to realize the importance of personalizing those touch-points and providing an engaging, valuable experience for each visitor. But realizing the importance is different than actually implementing a personalized experience. Let’s take a look at the 10 steps to help you build a successful personalization strategy: Step 1: Follow the 3 Ws of Personalization Think journalists are the only ones who live by Ws? Think again. Marketers have their own version—the 3 Ws to consider before launching a campaign: Who: Who are your key audiences, and what are the defining characteristics of your target audiences? Examine attributes such as geo-location, company size or industry, title/role, and the stage in the buyer’s journey. What: What are you personalizing? Determine which content assets are most valuable to your ideal persona, such as blog posts or case studies. Where: On which channel are you personalizing? (website, mobile, ads, etc.) Step 2: Choose Your Use Cases Wisely What goal are you trying to achieve with personalization? For example, you may be looking to generate new leads or nurture existing leads and further educate them.Start by choosing only two or three use cases that make the most sense or will have the most impact on your business. If you’re B2B, you can consider employing account-based marketing (ABM) to target specific companies, industries, or even personas that are “high-value.” However, for B2Cs, the focus can be on engaging consumers based on location, behavior, or past purchasing history or interactions with your brand. Step 3: Take a Closer Look at Your Use Cases After you’ve selected a few use cases to focus on, go one step further by detailing the specifics. For instance, for some companies this may entail listing account names or regions that are most valuable to your business. For others, you can zoom-in on a particular behavior or specific product interest. Step 4: Get Your Analytics in Place Before starting to run any campaigns, determine what you’re going to measure and how. To get started: Establish Analytics: This can help you understand how each key audience interacts with you. Set up your measurements to determine baseline metrics for the different verticals and audiences and start testing personalization campaign results to measure uplift. Create Segments: Track performance by checking how many visitors from each specific segment visit your website, how they behave on-site, and what type of content they prefer. Step 5: Repurpose, Repurpose, Repurpose Content marketing is the fuel that drives personalization success. Instead of creating tons of new customized content, make the most of existing assets by recreating particular sections, changing visuals, or modifying CTAs. The trick is tho repurpose what you have and tweak it to each particular segment.Once you’re equipped with all the assets, that’s where content recommendation engines (CRE), such as Marketo’s, step in. CREs identify all of the content you have, learn what works best for specific users, and then leverage this machine learning to predict and recommend the most relevant asset to each visitor. Step 6: Always Keep the Customer Journey in Mind In order to push prospects down the sales funnel, you’ll need to first map out your unique buyer’s journey. Based on your visitor’s stage, you’ll want to identify content that is the most relevant and suitable for that point. For example, with early stage buyers and prospects, hold off with case studies or gated content, and start with an asset that’s easier to consume, such as an infographic or blog post. Step 7: Use Web Nurturing to Draw Visitors Back You’re probably familiar with email nurturing, but what about web nurturing?Keep visitors coming back by serving personalized ads on social networks such as Facebook or LinkedIn or other websites they frequent via remarketing ads. Adding web and ad interactions to existing email nurture campaigns can increase the effectiveness of your programs, and as a result, drive up conversions and engagement. Step 8: Super Charge Your Ad Performance with Data It’s not just about serving ads to prospects across multiple platforms—it’s about retargeting them with the right ads.Tools such as Marketo’s Ad Bridge make this simple; you can “reel” visitors back to your site by suggesting new and extremely relevant content to them even when they’re visiting other sites. Personalized ads are the most effective way to show prospects that you know exactly what they’re looking for—and that you want to help them find it. Step 9: Don’t Forget to A/B Test Your Campaigns! You know the drill; without A/B testing, you’ll never know what works (and what doesn’t) in your personalization campaigns. So, what kind of metrics should you be examining up close? Ads: Check click-though and conversion rates for ad placements. Use offline event analytics. Web Engagement: Did the personalized CTAs and content drive engagement, and lead to more page views? Did you convert more anonymous prospects into qualified leads? Sales Feedback: Consult with sales on the quality of the leads specifically from personalization campaigns. Once you collect the data, use it to optimize and improve future campaigns. Step 10: Create Reports to Help Your Sales Team Personalization is an excellent way to push prospects down the funnel, but once they turn into leads, it’s a marketer’s responsibility to turn them over to sales. Use the same segmentation capabilities to provide your sales teams with real time sales intelligence about their target customersThe best way to do this is to create reports from your campaigns, such as: Key Organizations: Are certain companies showing more interest in your website? Key Leads and Accounts: Have you identified specific decision makers in certain sales territories? Product Interest and Behavior: What was this lead’s main interest and what drove him to your website? What was the context of his interest? Content personalization is essential in 2015 (and beyond). In fact, DemandGen Report found that leads who are nurtured with personalized content produce a 20% increase in sales opportunities. If you liked this post and are looking for a more in-depth tutorial on creating a winning real-time personalization strategy, download our recent ebook, 10 Steps for a Successful Personalized Web Engagement Strategy.
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By: Becky Hirsch Posted: August 11, 2015 | Email Marketing Do you hear that? It’s getting louder. It’s the sound of millions of emails, targeted ads, and personalized web experiences fighting for relevance. Despite the noise, B2B and B2C brands succeed at delivering relevant information to their target audiences. According to Direct Marketing Association, for every $1 spent on email marketing, the average return-on-investment is $40.56. But there’s a difference between threading the needle and really creating something. In many cases, data is being used to deliver personalized email campaigns with fantastic results. The Aberdeen Group says that personalized emails improve click-through rates by 14% and conversion rates by 10%. With results like these, the motivation to test, segment, and personalize email campaigns will no doubt increase. However, the success of these incremental improvements to email marketing depends largely on the next steps customers take after engaging with your email. Whether you’re sending them to a specific landing page or inviting them to take advantage of a personalized offer on-site, the work doesn’t end in your customer’s inbox. By looking at how you use data to improve email marketing from the broader perspective of your web or mobile experience, you can multiply the impact of your targeting. And it’s worth it. According to Steelhouse, using correct targeting and testing methods can increase conversion rates up to 300%. Break Down the Barriers Closing the data loop and breaking down the organizational divisions between email marketing and website optimization is increasingly common. Marketers are adopting this strategy, particularly as facts about open-rates on mobile come to light and digital teams unite forces. But any brand making a significant investment in email marketing will soon be throwing good money after bad without an optimized, personalized mobile experience. Eisenberg Holdings says that companies typically spend $92 to bring customers to their site, but only $1 to convert them. Instead, make your money count twice by investing in a strategy that combines data from email marketing with on-site behavior for a comprehensive approach to optimization. According to EConsultancy, 64% of companies would like to improve their personalization, 64%, their marketing automation, and 62%, their segmentation. The key is to unify these three key areas for a strategy that will keep your communications relevant and your audience engaged. Here, I’m going to share four ways your website’s optimization strategy can enhance your email marketing efforts, and vice versa! Let’s get started… 1. Use Website Data to Validate Email Segmentation Segmenting your audience for email marketing is not an uncommon practice. However, the segmentation of your website traffic is often treated as a mutually exclusive effort. Try This: Use your website data to validate predefined segments for email marketing campaigns with a URL parameter. By doing so, you can find out whether your segments behave how you expected them to with metrics that look at their behavior from first click to exit. 2. Use Email Marketing Attributes to Create a Better On-Site Experience The data from email and websites can interact in either direction. One leading travel brand worked with Maxymiser, a website and app optimization solution, on an email campaign designed to bring users to the site by converting email prospects with a featured destination that best reflected their preferences (either collected or expressed.) Using Maxymiser’s optimization solution, the brand selected 36 destinations to offer and used each one as a specific variant of the test. Try This: Segment visitors who came from email and determine which predictive attributes will make their visit the best possible experience. In the above instance, the brand took the attributes generated by an email campaign and used them to test and target on their site—and you can too. 3. Map Email Engagement and CRM With the right tools, you can map the unique identifier to a CRM file and target specific individualized content to that visitor. Try This: The data-driven marketer (you!) could place an individualized identifier in the URL of an email campaign. You can also match up an individual from the aforementioned unique URL to segments or visitor groups defined in the CRM file. 4. Test and Target from Email to Landing Page (Mobile or Desktop) Using your optimization solution, you can test custom content on your predefined email segments by redirecting them from email to a specific landing page. Try This: Optimize both your emails and landing pages in a single test and combine your analytics for a clear perspective on your user’s behavior. This might be a particularly interesting test to run on a mobile landing page. In Q1 2014, more email was opened on iPhones (38%) than all desktops combined (34%). You can be sure that these percentages have only increased in the last 12 months. With that being said, if you’re hoping to convert a visitor with email, you have to optimize your mobile landing pages. A website optimization solution like Maxymiser can run the aforementioned desktop landing page test on mobile as well. A unified optimization and email marketing team could easily work together to generate a rich tapestry of insights by segmenting email audiences and testing the optimal experience on desktop or mobile, depending on where the user comes from. So, don’t just think about the connection between email marketing and optimization; plan for success by aligning your strategy with a multi-channel approach like the one I have described above. On the road to becoming a holistic digital marketing organization, the marriage between email marketing and website optimization is one of the most valuable steps. Becky Hirsch is a content writer and editor at Maxymiser. She works closely with consultants and analysts to turn their optimization expertise into accessible content for the modern marketer.
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Note: This content was provided by our Partner,  Elixiter, Inc. What are Media Queries? Media queries act as a trigger for a conditional portion of CSS (cascading style sheet). They have three main components: the media type, the text expression (condition), and the styles to display if the condition is met. Let’s break down the media query into its parts: Media Type The media type has four main options: all, print, screen, and speech. For email, you will be using the “screen” option to target specific devices. Condition Think of the condition as your “if” statement. For example, “if screen size is less than 480px, then display these styles.” Your condition can be based on multiple features such as: width, height, aspect-ratio, device-width, and color. For targeting devices, you will most often use width (max or min), device-width (max or min), and device-pixel-ratio (aspect ratio). Styles The styles that you place within your media query function the same as any styles outside your media query. However, these styles will only be applied if the condition of your media query is met. Why Use Media queries? With Marketo’s lack of support for regular conditional CSS statements, many of us are required to build fixed width emails, rather than a mobile-first approach. Media queries allow us to target mobile devices, so even though we are building for desktop, our emails still render nicely on mobile devices. The most common issue with mobile emails is horizontal scrolling; the email renders too widely to fit on our devices screen all at once. This can easily be remedied with the use of media queries by making the container of our email fit to 100% of the width of our screen. Now that our email fits nicely across the width of our screen, our text appears very small and difficult to read. Thankfully, with media queries we can target and increase the font sizes used throughout the email. A more advanced use of media queries allows us stack content, and even make some content appear or disappear depending on the device. For example, loading an animation on devices that will render it, while ignoring that animation for all other devices allows for the best degradation. Proceed with Caution As with most features in email and websites, media queries are not supported everywhere. The majority of mobile device’s default email clients will support media queries, while a number of webmail apps for the different operating systems lack support for the feature. It is important to know where your clients are opening your emails to know whether or not media queries are the best fit for your email design.
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Note: This post was originally written by Danny Essner, who oversees Demand Generation and Marketing Operations at MediaMathhttp://launchpoint.marketo.com/mediamath/1553-terminalone-marketing-operating-system/. This post is the first in a series dedicated to exploring how B2B marketers can use programmatic technology to effectively reach their target buyer personas, and move them down the path to purchase. For the past five years B2B marketers have been obsessed with marketing automation. More specifically, B2B marketers have relied heavily on email lead nurturing to help them address their key challenges, including an increasingly complex sales cycle, sophisticated buyers who complete 60% or more of their research and purchase decisions before reaching out to a sales person, and the need to deliver both a higher quantity as well as better quality of qualified leads to its sales team. Marketing automation platforms are great, but the term “marketing automation” is a misnomer. Many of the so-called marketing automation platforms are, in reality, email automation platforms. Marketing automation implies a cross-channel solution that automates and optimizes across the multiple key channels marketers use to find and engage prospects and customers. And while email is important, it is not the only channel B2B marketers should use to engage new and existing customers through their buyers’ journeys. Now, don’t get me wrong, I am a huge fan of these automation platforms.   I believe in their power and have been using them for the past eight years. My concern is that marketers who have invested in these platforms have become overly reliant on email as the one channel they use to nurture leads and engage existing customers. According to eMarketer, B2B email performance is quite poor, averaging ~20% open rates and ~1.5% click through rates. Research shows that B2B buyers use a wide variety of tools in product/solution research. They research online, scour social media channels, and consume videos. A true full-funnel lead nurture strategy goes beyond email to include your website, social channels and the web. With this approach in mind, here are three recommendations B2B marketers can employ to expand beyond email: 1. Develop and Execute a Multi-Channel Lead Nurture Strategy Complement your email lead nurture programs with display advertising, social and website campaigns. As with email nurturing, messages delivered through these channels must be properly sequenced and relevant to each customer based on where they are in the buyer’s journey. 2. Create Message Alignment Across all Channels To realize the benefit of a multi-channel nurturing strategy, all channels must support one another in propelling the customer through their journey. Your messages must be aligned and consistent so that you’re always delivering the right message to the right customer at the right time. This means that the messaging for each channel must be specific to that channels, and all channels must be aware of where the customer is in their journey. 3. Build Out Your Marketing Stack Beyond Just Marketing Automation To nurture customers across multiple channels concurrently, automatically and at scale, B2B marketers must build out a robust marketing stack. B2B marketers can do just that by leveraging tools that engage customers across all relevant channels. This does not mean that, as a B2B marketer, you must scrap you existing marketing automation solution. Rather, you can complement your email-centric automation platform with a holistic, extensible cross-channel component to create the technology stack you need to properly engage customers through all relevant channels – email, website, social, video, display and mobile – in a consistent, synchronized fashion. It’s time to graduate beyond email alone. Let’s all adopt true marketing automation, where we automate the personalization of all messages across all channels.
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