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.
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.
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.
Confirmed speakers include:
- Ben Jankowski, group head of global media at Mastercard
- Jim Mollica, head of global consumer engagement and digital marketing at Under Armour
- Rebecca Harris Burns, global head of social media at General Motors
- Bob Lord, chief digital officer at IBM
- Michael Miller, VP of creative experience and social media at T-Mobile
- Adrian Parker, VP of marketing Patron Spirits
Starbucks is now the US champion of proximity-based payments via mobile apps, according to eMarketer. That puts the coffee chain with its 23.4 million app users ahead of such eminences as Apple, Google and Samsung.
Dr Pepper will no longer feature the Larry Culpepper character as its college football sponsorship mascot. "With the renewal of our college football sponsorship, we've decided to take our football-related advertising in a new creative direction and are planning an all-new campaign this season," said a Dr Pepper spokesperson.
Black and white background textures can make designs on web pages and social posts pop, Roshan Perera writes, adding that simple styles are often the most effective way to put text and content front and center. He offers 25 examples of subtle black and white design.
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