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Over a quarter (28%) of companies are satisfied with their conversion rates (either 'very' or 'quite' satisfied), up by 6% since 2012 and the highest level since 2009.
Addtionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months
The fifth annual Conversion Rate Optimization Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.
The research, based on a survey of almost 1,000 client-side and agency digital marketers, revealed that A/B and multivariate testing, using multiple methods to improve conversion and having a structured approach are among the seven factors most correlated with improved conversion and sales...
If you attend any sales or B2B conference then it’s difficult to avoid hearing someone mention ‘the rules of engagement’.
But, David Klanac of Pardot argues, it is actually a very relevant phrase. It’s the nature of the marketer’s job to follow the changes wrought by proliferation of media.
David was talking at FUNNEL, part of the Festival of Marketing, and gave his seven tips for lead nurturing.
The first step for Pardot was to actually ask the B2B consumer "what steps do you take to research and purchase a solution?"
This question is important because the tactics for buying have changed. When Google started in 1998, only 26 million web pages were indexed, ten years later in 2008 this figure stood at one trillion. With all that content it’s hard to get found. Nevertheless, consumers try, searching two or three times on Google before considering the purchase cycle.
So, what are David's seven tips for nurturing leads?
It's never too early to get your house in order for next year.
This morning at FUNNEL and the Festival of Marketing, I listened to Adam Sharp from clevertouch, marketing automation specialists.
Adam outlined how the marketing department is changing, and what you need to be thinking about to prove that the marketing team is the place where fundamental change can be driven within the organisation.
Flash sales, mystery boxes, group coupons, the thrill of buying at a moment’s notice or getting unexpected delights by mail have all been in the marketing spotlight within the last year.
However, unless you take the time to carefully craft your flash sale campaign, it can go down like a lead balloon, leaving customers unimpressed and apathetic.
Here are a few examples of such sites, as well as an analysis of what they did right, and wrong. Study their successes, sidestep their mistakes, and learn from them to apply their lessons to your own campaigns.
The more digital we become (define and measure that how you will), the more advantage we can gain from being ‘human’ in our communications and sales approach.
As community and privacy is eroded, social skills and the ability to network become high-value attributes, where once they may have been called soft skills.
When former Apple SVP of Retail Operations, Ron Johnson, took over as the CEO of American retail giant J.C. Penney, he had hoped to do for his new employer what he had done for Apple, where he led the development of the Apple Store and its Genius Bar.
Unfortunately for Johnson, the revolutionary tactic of ditching discounts and offering consumers straightforward low prices every single day of the year, turned out to be more disastrous than revolutionary.
Minter Dial is co-author of a new report published by Econsultancy entitled The Sales Organization of the Future.
The report, which is free to registered Econsultancy users, explores how product-oriented companies need to evolve into value-added services organizations to meet the changing expectations of customers in a business environment which is fundamentally changing.
I asked Minter some questions about the report and the imperative for business change.
Econsultancy has this month published the second edition of the Marketing Automation Buyer’s Guide, which contains an analysis of market trends, profiles of vendors and tips for marketers who want to invest in an automation platform.
Below, I've focused on one of the trends highlighted in the report: the integration of traditional prospect data with social data and the steps that marketing automation vendors have been taking in this area.
For companies looking to drive business online, lots of time and money is invested in lead generation. But what happens when the leads start flowing in?
Unfortunately, it's easy to perform reverse alchemy on leads, taking a golden lead and turning it into lead. What's worse: oftentimes, this happens almost immediately.
For many B2B businesses, email is an important channel for marketing to customers and potential customers. And, in many respects, B2B companies have opportunities to use email to build relationships in ways that B2C companies can't.
Yet relationship building is hard, and despite the opportunities email provides as a channel, many companies fail to take advantage.
Before the advent of the internet and mobile phones, if you wanted to "reach out and touch someone" it often meant picking up the telephone.
Today, despite the fact that we have more ways to communicate than ever, many companies continue to pick up the phone in hopes that the person they're reaching out and touching will eventually become a customer. In fact, although it may be one of the least sexy marketing channels, telemarketing is for some companies still one of the most effective direct marketing techniques employed.
Over the past several years, a growing number of brands have decided to invest significant amounts of time and money in Twitter. One of the most popular social networks in the world, Twitter has become, for many of those brands, a key component of a social media strategy.
For B2B companies, many of which keep an eye on what their B2C counterparts are doing, Twitter has also been a target for investment in social media.