Effective Email Marketing Campaigns for Marketing Success

Apurva Pathak | December 24, 2021 | 137 views

Effective Email Marketing Campaigns
More than half the world’s population uses email. It is one of the most preferred means of communication today. For businesses, emails are a medium for account-based marketing. They help nurture leads, sell products, create brand awareness, drive website traffic and increase sales and revenue by conveying lucrative content to the target audience.

Sending emails to current and potential customers with the goal of improving your brand's standing, content engagement, and eventually landing a sale is an example of an effective email marketing campaign. Neglecting email marketing while carrying out your marketing strategy can be dangerous because it has the highest conversion rate compared to other marketing channels.

According to a 2020 Statista report, 3.9 billion people use their emails daily. By 2023, this number is projected to rise to 4.3 billion. Moreover, 78% of marketers have seen a steep increase in email engagement in the past year, based on Hubspot’s Not Another State of Marketing 2020 report. These statistics highlight the importance of email marketing in a marketing campaign.

Email Marketing: Implementation and Challenges

Ever since the pandemic hit, the importance of digital marketing has skyrocketed. Without utilizing all the digital marketing channels, it is impossible to reach the target audience. In the realm of successful digital marketing, email marketing has a big stake. It has the highest conversion rates, is preferred, and is simple and affordable.

In an interview with Media 7, Mike Dickerson, Chief Executive Officer at ClickDimensions talked about the importance of digital marketing in the current reality impacted by COVID-19.

"Digital marketing, and all the channels included within that, is more essential than ever before for businesses around the globe."

Businesses use email marketing to build brand credibility, deliver crisp and accurate messages to their target audience, and generate leads. They strengthen existing customer relationships, boost sales and achieve higher ROI, gauge the response of customers to content through metrics, and automate marketing workflows to streamline marketing processes. By interconnecting their marketing channels, they create a fluid buyer journey to increase the chances of conversion.

Like every other marketing campaign, an effective email marketing campaign needs effort, vigilance, testing, and upgrading. Email marketing can be challenging, but the good news is that you can remedy the issues easily. Here are some snags you might hit:

  • Ideal Email Frequency
Achieving the right frequency of emails can be challenging. If you send too many emails, the recipient might unsubscribe from your email list. However, if you don’t send enough emails, the recipient might not remember your brand. You can review your subscription process to know what frequency and information you have promised your recipients. You can consider revising the frequency based on the click rate, subscribe and unsubscribe rates, and post-click activity.

  • Low Subscriber Engagement
If your subscribers are not engaging with the emails, you can start by testing the segments and personalizing the content.

  • Data Syncing
You need to ensure that the data that comes from CRM and ESP responses is synced.

  • Irrelevant Content
Keep reviewing your click-through rates to pinpoint content that works. If your content is not relevant, your subscribers might stop opening your emails and may go as far as unsubscribing. Content includes everything from your subject line to your call to action, so make sure your content quality is high.

  • Unsatisfactory Campaign Results
If your delivery rates are lower than expected, consider subscribing to a list validation tool and reevaluating your subscription process. If the open rates are too low, try using different ‘from’ names to create a better impact. If the click rates are low, then align your content with your goals.

Creating Effective Email Marketing Campaigns for Business Success


To create an effective email marketing campaign, follow these crucial steps:

Decide Your Goal

Efforts without direction go nowhere. Define and understand the goals of your campaign. They can be anything from increasing website traffic, lead nurturing, creating brand awareness, or getting customer feedback. Aim for tangible results once you figure out what you want to achieve. Your goals should ideally align with larger organizational goals.

Define Your Target Audience

Identify the unique needs and pain points of the customer base you want to target. Create special campaigns for a specific group of customers. You can segment the customers based on their age, location, interests, gender, online activity, or engagement levels.

Choose a Relevant Type of Email Campaign

Depending on your campaign goal and target audience, choose a relevant email campaign. Some of the most popular email campaigns include welcome emails, cart abandonment campaigns, newsletters, re-engagement emails, announcements, holidays, invitations, promotional, seasonal, and testimonial or rating emails. These email campaigns can be executed using marketing automation workflows.

Time Your Campaign Correctly

Timing is important for effective email marketing campaigns. For maximum engagement, consider the ideal day of the week and time of day. Based on data from co-schedule, the best days to send out emails are Tuesday, Thursday, and Wednesday, while the ideal timings are 10AM, 2AM, and 8PM. Proactively verifying your target audience’s time zone and location before starting your campaign is advisable. Marketing automation makes it easy to time your campaign effectively.

Use a Conversational Tone

Nobody wants to read drab emails with no personal touch. For the recipients to respond, you need to create a relatable copy and an attractive subject line that compels them to open your email.

How Conversational Emails Helped the Obama Campaign with Fundraising

By using a conversational tone in the email and creating effective, attention-grabbing subject lines, the Obama Campaign raised a huge chunk of the $690 million.

They used great opt-in forms, which helped them collect more email leads. They also sent a follow-up/thank you page to encourage subscribers to donate to the campaign. They also kept on constantly testing email conversions using split testing of key pages.

Test Your Emails

A/B testing your emails is a good way to understand which of your email designs and content creates the most impact. Look at campaign performance metrics like open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.

Make Great Opt-ins

Experiment with different opt-in forms like welcome gates, exit pop-ups, and lightbox pop-ups. They can help you get new subscribers.

Focus on Design and Content

Your content should offer value to your recipient. It should also be pleasant to look at, concise, and effective. Focusing on the design and content elements is vital to the success of your campaign.

Wrapping it Up

If executed correctly, effective email marketing campaigns can be a game-changer for your conversions and, in turn, your revenue.

FAQ


What are the benefits of email marketing?

Effective email marketing campaigns help businesses create brand awareness, outreach to new and existing customers, and achieve high conversions.

What are the important email marketing metrics?

Some of the important email marketing metrics are open rate, bounce rate, click-through rate, spam complaints, and unsubscribes.

Spotlight

Rekener

Rekener is a customer data platform for B2B. We automatically create and maintain a 360 degree view of your customers using data from SFDC, Marketo, Hubspot and other sources. From there, we provide analytical applications that both (a) prioritize go-to-market resources on the right prospects and resources and (b) automate KPIs in order to constantly measure what’s working and what’s not working.

OTHER ARTICLES
CORE ABM

Increasing ABM Engagement through Sales Empowerment

Article | June 15, 2022

ABM implementation may be commonplace in the B2B domain, but the application of fundamental ABM concepts is not consistent. This inconsistency can impact the success of an ABM strategy. So, how can you ensure the success of your ABM? Follow these four simple steps: Look for Potential in Target Accounts Your sales team must investigate the target accounts' potential. The sales team must act confidently when a buying group becomes active. Your team should build relationships with unengaged buying groups. This helps inspire new buying initiatives. It may also increase the buying group's proactivity. Go Beyond the Lead-based Approach Your sales and marketing teams must move past their lead-based approach for ABM to work properly. Leads alone won't deliver the desired impact and may even have negative effects. Sales management must understand the subtleties and motivate change in mindsets and processes. Participate in Buying Group Marketing Your sales team needs better group and individual monitoring technologies to implement buying group marketing to ABM. Quality purchase intent data can provide insights into the behavior of target account individuals. Appropriate intent data can show which solutions and purchase-related topics resonate with each buyer. Your team can then create better tactics and outreach. Upgrade Your Sales Approaches Present a high-value offer (HVO) that combines insights into the buying group's needs and interests, as well as their business. Address the challenges that you are facing in ABM execution with this HVO. Bring together your marketing, sales, and account executives to chalk out relevant processes, roles, and responsibilities. With an Empowered Sales Team, Your ABM Engagement Rises An enabled sales team can help you drive improved revenue from a defined set of target accounts if it has the right approach and flexibility to optimize its processes and responsibilities.

Read More
CORE ABM

B2B Ads: Optimize Your Campaign with these 5 Steps

Article | July 1, 2022

Some companies are wasting a significant portion of their B2B advertising dollars because they lack the audience insights of larger, more seasoned B2B firms. Some are still using outdated strategies while understanding the nuances of digital marketing. Check out these five steps to optimize your B2B ad campaigns: Survey the Audience to Determine Brand Preferences Regularly survey your audience to see how open they are about confessing their brand preferences and ad campaign responses. In one of Forrester’s surveys, 91% of B2B buyers said they became aware of a previously unknown company due to advertising. Make Behavior Insights the Prime Metric Most B2B buyers may respond to the ads without clicking on them, so their behavior insights are crucial to know their response to the campaign. According to a Forrester report, 92% of buyers searched for the company featured in an ad, and 86% visited the advertised website without clicking on the ad. Base Ad Creative & Copy on Ad Preferences B2B buyers prefer ads relevant to their needs and interests. Irrelevant ads without any personalization can waste your ad budget. “Avoid promoting too much gated content and opt for higher-value advertising creative to reduce waste if form-fill efficacy is too low,”says John Arnold, Forrester Principal Analyst. Identify Preferred Media and Channels for Effective Outreach Marketers like you should go beyond using Google Search and LinkedIn for your outreach. Map your omnichannel approach to ensure maximum exposure across channels to get maximum impressions. Doing this can help you distribute your costs over multiple modalities. Access Media Time Spent to Allocate Ad Budget Track media time spent on the B2B buyer level and target buyers who spend media time on B2B products or services. Instead of spending money on account-based marketing vendors and having them figure out everything for you, be thoughtful about where you want to place your ads. 6 Conclusion: Don’t Wait for Buying Cycles to Develop for Your Ads to Work B2B buyers need to develop a stronger preference for your company or solution through your ads to enter your sales funnel. So, invest in ads and get them placed where they can get you the response and conversions you expect.

Read More
CORE ABM

Cookie-less ABM: What Should B2B Marketers Expect?

Article | August 8, 2022

Third-party cookie restrictions or outright bans were an inevitable step in the evolution of data protection. As a result, B2B marketers are preparing for a cookie-less future in which third-party data will no longer direct them to potential clients. They must now prepare new tactics to execute account-based marketing (ABM) strategies. Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” Abhi Yadav, the founder of Zylotech, states that ABM strategies greatly depend on trustworthy data: “We believe the foundation for any successful ABM program lies in the ability to “trust” your data. This requires scalable, repeatable processes for data management and governance across all people, accounts, and activities.” In light of the demise of third-party cookies, where can B2B marketers turn for reliable information? Let us find out. First-Party Cookies When it comes to potential customers, first-party cookies are the most dependable source of information. These cookies assist in monitoring audience behavior when they visit our websites and engage with our content. Based on recent interactions, first-party cookie data will produce more relevant content. Data Points When developing ABM strategies, delve deeper into first-party data and use locations and keywords. B2B marketers can then contextualize the content and figure out what prompted the viewer to interact with it in the first place. Tracking Technologies Tracking technologies like reverse IP tracking are legal and can aid your ABM campaigns. This technology enables businesses to conduct reverse IP searches and access the top-level domain data that IP produces. The name of the business hosting that IP and the other details of those who registered the business IP can be accessed. Using this information, B2B marketers can develop an effective target list and pursue the target accounts with personalized content. Contextual Advertising Contextual advertising displays advertisements to website visitors based on the content they are currently viewing. As a result, the visitors find these ads relevant to their needs and are more receptive to them. ABM Success Requires Reliable Data Using primary data sources will provide direct feedback on the relevance of your content based on interactions with potential clients. As we enter this first-party world, you must remain agile, with new ABM tactics ready to guide clients toward successful partnerships.

Read More
ACCOUNT MANAGEMENT

Why Should Tech and Demand Gen Only Support ABM, Not Drive It?

Article | July 7, 2022

Targeted advertising has become the norm on popular ABM platforms. As a result, many marketers have forgotten ABM's principles. Leadership, marketing, revenue, sales enablement, customer success, and product teams should work together to hit ABM numbers instead of completely relying on platforms and demand generation strategies. Here are three reasons why ABM platforms and demand generation campaigns shouldn’t drive your ABM strategy: GTM Teams Cannot Advance Companies focusing on targeted demand gen through technology make their ABM strategy campaign-based instead of focusing on the interactions the sales and marketing teams need to have with target accounts to deliver revenue growth. They struggle with winning multi-year contracts. Ideally, the teams should focus on filling the gaps left by competitors with different content and messaging in order to turn accounts into sales. Buying Journey Support is Limited ABM is about getting key accounts to generate revenue. When teams rely on technology to put out content and messaging for target accounts but don’t change their sales motions, processes, and conversations, their win rates drop. They should change their prospects’ experiences at every stage of the buying journey to deliver an optimal customer experience. Sales Cycles Continue to be Lengthy An ABM strategy should be used to influence both selling conversations and internal conversations that the sales teams are not privy to. Creating demand and building a pipeline through ABM platforms won’t bring revenue growth if there is no follow-through to convert accounts. Teams should engage in account-based enablement and come up with a plan to engage accounts that go dark or get stuck in the buyer journey. Use Technology and Demand Generation in Moderation Remember that ABM platforms and demand gen strategies can enhance your ABM efforts, but they shouldn’t be the driving force behind your ABM strategy. Marketers need to start using ABM to fix the revenue issues in their organizations instead of treating it like a targeted demand-generation function.

Read More

Spotlight

Rekener

Rekener is a customer data platform for B2B. We automatically create and maintain a 360 degree view of your customers using data from SFDC, Marketo, Hubspot and other sources. From there, we provide analytical applications that both (a) prioritize go-to-market resources on the right prospects and resources and (b) automate KPIs in order to constantly measure what’s working and what’s not working.

Related News

CORE ABM

Full Circle Insights Innovates Again with Full Circle ABM

Full Circle Insights | September 21, 2022

Full Circle Insights today announced the debut of Full Circle ABM, the first martech solution that gives B2B marketers the power to measure funnels in an Account Based Marketing (ABM) context. ABM is taking B2B marketing by storm, and in response to increasing customer requests, Full Circle has developed an innovative product that allows marketers to track account engagement from both digital and non-digital campaigns within an account funnel. Full Circle ABM addresses the reality that nearly all modern B2B companies sell to buying groups rather than individuals. A typical sales cycle starts with initial research followed by increased engagement across members of the buying group. With Full Circle ABM, users can leverage data from leading intent providers like 6sense, Bombora, and DemandBase, which flag accounts showing interest in buying a B2B product or service, even before members of the buying group become known to the business. In addition, the new offering also tracks and measures the buyer’s journey from initial click on a company’s web properties to closed sale. While Full Circle ABM is new and unique in the B2B martech space, it is powered by the same patented technology that drives Full Circle Insights’ award-winning Funnel Metrics and Campaign Attribution products. Customers asked for a solution designed expressly for ABM, and Full Circle Insights delivered with Full Circle ABM, a first-of-its-kind, CRM-native product that enables users to: Access the Full Circle Method ABM Dashboards, a set of out-of-the-box reports and charts organized into 4 dashboards Define and track an account funnel separate from the standard person-based funnel used in other marketing strategies Track target accounts through intent, engagement with marketing content, and progress toward becoming sales opportunities and customers Compare marketing impact on accounts for current time periods vs. previous time periods Monitor activity from defined members of a buying group so that the engagement value is assessed correctly, boosting conversion rates to yield more qualified opportunities Works with all Full Circle marketing analytics products: Campaign Attribution to attribute revenue to specific campaigns, Digital Source Tracker to track the impact of Digital marketing campaigns, Funnel Metrics for tracking person-based funnels, and Matchmaker for connecting Leads to Accounts in your CRM. “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Until now, there wasn’t a CRM-native application that addressed the challenges of measuring ABM campaigns and their impact on pipeline and revenue. That’s why we’re introducing Full Circle ABM.” “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Multiple interactions are often occurring simultaneously across an account and buying group. The lead-centric process blinds the organization to these insights due to its singular focus on engaging the initial individual. As a result, sellers often miss the opportunity to proactively engage other potential buying group members early in the buying cycle,” wrote Terry Flaherty and Mike Pregler in “Goodbye MQLs! Hello Opportunities!”, an April 2022 report by Forrester. “It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. Shifting to a buying-group-centric process ensures all members of the revenue team — marketing, RDRs, and sales — are charged with developing a complete understanding of the customer’s buying process and solution interests. “The Forrester B2B Revenue Waterfall has established a standard set of stages for tracking account funnels. Full Circle ABM leverages this standard to make the adoption of ABM measurement much easier,” said Crater. Full Circle ABM is available today with subscriptions starting at $15,000 per year.

Read More

BUYER INTENT DATA

TechTarget Launches Prospect-Level Purchase Intent Data for Healthcare in Latest Release of its Priority Engine Platform

TechTarget | September 30, 2022

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services, today announced that it has launched Priority EngineTM for Healthcare to help sales and marketing teams leverage its proprietary prospect-level intent data to fuel more opportunities and pipeline with buying groups at top companies across the healthcare industry. This new offering provides direct access to Xtelligent Healthcare MediaTM (acquired in August 2021) and TechTarget’s combined opt-in audience of healthcare tech and business decision-makers in one SaaS solution delivering customized insights specifically for B2B organizations targeting healthcare. “Being able to provide our customers with 1st party intent data on the largest healthcare technology and information audience on the web is a true game changer in our industry,” said Sean Brooks, Co-Founder, Xtelligent Healthcare Media. “Sales and marketing teams will now have direct access to entire healthcare buying teams, including Clinicians, Line of Business and IT Decision-Makers, to find more opportunities and accelerate technology deals.” These new enhancements: Add thousands of new accounts and 400,000+ new contacts into Priority Engine to provide better visibility into and opportunities to engage with full buying teams across the entire interconnected healthcare ecosystem, including: Providers, Health Systems, Payers, Pharmaceuticals, Life Sciences, Accountable Care Organizations and Federal/State Healthcare Agencies. This includes 90% coverage of health systems in the US. Deliver increased access to opt-in business decision-makers directly involved with healthcare purchasing. Xtelligent Healthcare Media’s audience consists of more than 70% Business & Finance Executives and Clinicians who have critical involvement across healthcare technology purchases that are becoming increasingly complex. Provide highly relevant, customized intent insights on topical interests, content consumption and vendor engagement of healthcare technology buyers at both the account and prospect-level to help marketing and sales teams to convert more opportunities and accelerate deals with better informed, personalized and timely outreach. TechTarget purchase intent insight is uniquely powerful because of how it is made and how it is delivered to B2B tech marketers and sales professionals. The actionable insights within the Priority Engine platform are achievable because of the depth of original editorial and vendor content spanning thousands of unique IT and business topics across TechTarget’s network of over 150 technology-specific websites and 1,125 channels. As enterprise technology buying teams grow and purchasing becomes more and more complex, we provide the information and resources to help every member of the team to research and make decisions. Priority Engine for Healthcare helps TechTarget to continue to grow and help its customers succeed in a relevant adjacent market that includes high levels of purchasing complexity and buying dynamics. “By expanding the amount of permission-based, relevant 1st party purchase intent data our customers have access to and delivering a full suite of marketing, sales and go-to-market services to engage real buyers, we help companies of all sizes achieve better results at scale in this market,” said Michael Cotoia, CEO, TechTarget. “As a leader in coverage of B2B enterprise tech for more than 20 years – combined with working very closely with our almost 3,000 customers – TechTarget has unique visibility into the buying dynamics across every major sector of the market. Our experience positions us well to bring our model to adjacent vertical markets with similar attributes to enterprise B2B tech – long/complex-sales cycles, large purchases, multiple members of the buying team and a strong need for 1st party data to enable marketers and sellers – just as we have done in Healthcare.” For more information on TechTarget Priority Engine, visit www.techtarget.com/Priority-Engine. About TechTarget TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 150 highly targeted technology-specific websites and 1,125 channels, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world. TechTarget has offices in Boston, London, Munich, New York, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.

Read More

ABM ACCOUNTS

Optimizely Kicks Off Flagship Opticon Conference

Optimizely | October 04, 2022

Optimizely, the leading digital experience platform (DXP) provider, today kicks off its annual Opticon conference in San Diego. Inspired by the explosive growth of technologies and digital transformations, Opticon is bringing together leaders of technology, media, business, and brands for three days of inspiring conversations on the evolutions and innovations shaping the future of digital experiences. During the event, attendees will learn practical next steps on how to optimize top-line growth, reduce customer churn, deliver world-class experiences, and make data-driven decisions to meet overall business goals. Optimizely will present 45 breakout sessions and 20 15-minute theatre sessions, and host over 20 client speakers throughout the event – including senior marketers from Venmo, Zoom, New Era, Tapestry and more. Today, Optimizely will also host a series of certification trainings for attendees to improve their digital marketing and experimentation skillsets, including: Get Started with Optimizely Full Stack Experimentation Experimentation Strategist Certification Prep and Exam Attempt Content Cloud Developer Certification Exam Optimizely would like to thank its event sponsors for Opticon 2022 including: Diamond sponsors: Microsoft, Google Cloud Platinum sponsors: Verndale, Siteimprove, Hero Digital, Valtech Gold sponsors: Niteco, Rightpoint, XCentium, UNRVLD, Perficient, Contentsquare, Digizuite Silver sponsors: The C2 Group, Whereoware, Annex Cloud, Glassbox, Quantum Metric, UserTesting, Fullstory Support: Heap After the conclusion of the flagship event, Opticon will be going on tour. On November 4, 2022, Optimizely will host Opticon London thanks to sponsors Microsoft, Google Cloud, Valtech and Siteimprove. Opticon Stockholm will take place on November 8, 2022, sponsored by Microsoft, Google Cloud, Valtech and Contentsquare. Learn more about the Opticon 2022 session line-up, certifications, and sponsors here. About Optimizely At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com.

Read More

CORE ABM

Full Circle Insights Innovates Again with Full Circle ABM

Full Circle Insights | September 21, 2022

Full Circle Insights today announced the debut of Full Circle ABM, the first martech solution that gives B2B marketers the power to measure funnels in an Account Based Marketing (ABM) context. ABM is taking B2B marketing by storm, and in response to increasing customer requests, Full Circle has developed an innovative product that allows marketers to track account engagement from both digital and non-digital campaigns within an account funnel. Full Circle ABM addresses the reality that nearly all modern B2B companies sell to buying groups rather than individuals. A typical sales cycle starts with initial research followed by increased engagement across members of the buying group. With Full Circle ABM, users can leverage data from leading intent providers like 6sense, Bombora, and DemandBase, which flag accounts showing interest in buying a B2B product or service, even before members of the buying group become known to the business. In addition, the new offering also tracks and measures the buyer’s journey from initial click on a company’s web properties to closed sale. While Full Circle ABM is new and unique in the B2B martech space, it is powered by the same patented technology that drives Full Circle Insights’ award-winning Funnel Metrics and Campaign Attribution products. Customers asked for a solution designed expressly for ABM, and Full Circle Insights delivered with Full Circle ABM, a first-of-its-kind, CRM-native product that enables users to: Access the Full Circle Method ABM Dashboards, a set of out-of-the-box reports and charts organized into 4 dashboards Define and track an account funnel separate from the standard person-based funnel used in other marketing strategies Track target accounts through intent, engagement with marketing content, and progress toward becoming sales opportunities and customers Compare marketing impact on accounts for current time periods vs. previous time periods Monitor activity from defined members of a buying group so that the engagement value is assessed correctly, boosting conversion rates to yield more qualified opportunities Works with all Full Circle marketing analytics products: Campaign Attribution to attribute revenue to specific campaigns, Digital Source Tracker to track the impact of Digital marketing campaigns, Funnel Metrics for tracking person-based funnels, and Matchmaker for connecting Leads to Accounts in your CRM. “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Until now, there wasn’t a CRM-native application that addressed the challenges of measuring ABM campaigns and their impact on pipeline and revenue. That’s why we’re introducing Full Circle ABM.” “B2B marketers are moving to ABM because it not only reflects the reality that business customers make purchases with groups of buyers at accounts but also by focusing on accounts, it’s much easier to coordinate and align with sales,” said Bonnie Crater, President, and CEO of Full Circle Insights. “Multiple interactions are often occurring simultaneously across an account and buying group. The lead-centric process blinds the organization to these insights due to its singular focus on engaging the initial individual. As a result, sellers often miss the opportunity to proactively engage other potential buying group members early in the buying cycle,” wrote Terry Flaherty and Mike Pregler in “Goodbye MQLs! Hello Opportunities!”, an April 2022 report by Forrester. “It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. Shifting to a buying-group-centric process ensures all members of the revenue team — marketing, RDRs, and sales — are charged with developing a complete understanding of the customer’s buying process and solution interests. “The Forrester B2B Revenue Waterfall has established a standard set of stages for tracking account funnels. Full Circle ABM leverages this standard to make the adoption of ABM measurement much easier,” said Crater. Full Circle ABM is available today with subscriptions starting at $15,000 per year.

Read More

BUYER INTENT DATA

TechTarget Launches Prospect-Level Purchase Intent Data for Healthcare in Latest Release of its Priority Engine Platform

TechTarget | September 30, 2022

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services, today announced that it has launched Priority EngineTM for Healthcare to help sales and marketing teams leverage its proprietary prospect-level intent data to fuel more opportunities and pipeline with buying groups at top companies across the healthcare industry. This new offering provides direct access to Xtelligent Healthcare MediaTM (acquired in August 2021) and TechTarget’s combined opt-in audience of healthcare tech and business decision-makers in one SaaS solution delivering customized insights specifically for B2B organizations targeting healthcare. “Being able to provide our customers with 1st party intent data on the largest healthcare technology and information audience on the web is a true game changer in our industry,” said Sean Brooks, Co-Founder, Xtelligent Healthcare Media. “Sales and marketing teams will now have direct access to entire healthcare buying teams, including Clinicians, Line of Business and IT Decision-Makers, to find more opportunities and accelerate technology deals.” These new enhancements: Add thousands of new accounts and 400,000+ new contacts into Priority Engine to provide better visibility into and opportunities to engage with full buying teams across the entire interconnected healthcare ecosystem, including: Providers, Health Systems, Payers, Pharmaceuticals, Life Sciences, Accountable Care Organizations and Federal/State Healthcare Agencies. This includes 90% coverage of health systems in the US. Deliver increased access to opt-in business decision-makers directly involved with healthcare purchasing. Xtelligent Healthcare Media’s audience consists of more than 70% Business & Finance Executives and Clinicians who have critical involvement across healthcare technology purchases that are becoming increasingly complex. Provide highly relevant, customized intent insights on topical interests, content consumption and vendor engagement of healthcare technology buyers at both the account and prospect-level to help marketing and sales teams to convert more opportunities and accelerate deals with better informed, personalized and timely outreach. TechTarget purchase intent insight is uniquely powerful because of how it is made and how it is delivered to B2B tech marketers and sales professionals. The actionable insights within the Priority Engine platform are achievable because of the depth of original editorial and vendor content spanning thousands of unique IT and business topics across TechTarget’s network of over 150 technology-specific websites and 1,125 channels. As enterprise technology buying teams grow and purchasing becomes more and more complex, we provide the information and resources to help every member of the team to research and make decisions. Priority Engine for Healthcare helps TechTarget to continue to grow and help its customers succeed in a relevant adjacent market that includes high levels of purchasing complexity and buying dynamics. “By expanding the amount of permission-based, relevant 1st party purchase intent data our customers have access to and delivering a full suite of marketing, sales and go-to-market services to engage real buyers, we help companies of all sizes achieve better results at scale in this market,” said Michael Cotoia, CEO, TechTarget. “As a leader in coverage of B2B enterprise tech for more than 20 years – combined with working very closely with our almost 3,000 customers – TechTarget has unique visibility into the buying dynamics across every major sector of the market. Our experience positions us well to bring our model to adjacent vertical markets with similar attributes to enterprise B2B tech – long/complex-sales cycles, large purchases, multiple members of the buying team and a strong need for 1st party data to enable marketers and sellers – just as we have done in Healthcare.” For more information on TechTarget Priority Engine, visit www.techtarget.com/Priority-Engine. About TechTarget TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 150 highly targeted technology-specific websites and 1,125 channels, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world. TechTarget has offices in Boston, London, Munich, New York, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.

Read More

ABM ACCOUNTS

Optimizely Kicks Off Flagship Opticon Conference

Optimizely | October 04, 2022

Optimizely, the leading digital experience platform (DXP) provider, today kicks off its annual Opticon conference in San Diego. Inspired by the explosive growth of technologies and digital transformations, Opticon is bringing together leaders of technology, media, business, and brands for three days of inspiring conversations on the evolutions and innovations shaping the future of digital experiences. During the event, attendees will learn practical next steps on how to optimize top-line growth, reduce customer churn, deliver world-class experiences, and make data-driven decisions to meet overall business goals. Optimizely will present 45 breakout sessions and 20 15-minute theatre sessions, and host over 20 client speakers throughout the event – including senior marketers from Venmo, Zoom, New Era, Tapestry and more. Today, Optimizely will also host a series of certification trainings for attendees to improve their digital marketing and experimentation skillsets, including: Get Started with Optimizely Full Stack Experimentation Experimentation Strategist Certification Prep and Exam Attempt Content Cloud Developer Certification Exam Optimizely would like to thank its event sponsors for Opticon 2022 including: Diamond sponsors: Microsoft, Google Cloud Platinum sponsors: Verndale, Siteimprove, Hero Digital, Valtech Gold sponsors: Niteco, Rightpoint, XCentium, UNRVLD, Perficient, Contentsquare, Digizuite Silver sponsors: The C2 Group, Whereoware, Annex Cloud, Glassbox, Quantum Metric, UserTesting, Fullstory Support: Heap After the conclusion of the flagship event, Opticon will be going on tour. On November 4, 2022, Optimizely will host Opticon London thanks to sponsors Microsoft, Google Cloud, Valtech and Siteimprove. Opticon Stockholm will take place on November 8, 2022, sponsored by Microsoft, Google Cloud, Valtech and Contentsquare. Learn more about the Opticon 2022 session line-up, certifications, and sponsors here. About Optimizely At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com.

Read More

Events