Buyer Intent Data
Article | October 7, 2022
Uncover the foremost account-based marketing events of 2023 and embrace the opportunity to attend these essential events, meticulously curated to empower marketers and shape the trajectory of ABM.
Introduction
In the ever-evolving world of account-based marketing (ABM), staying ahead of the curve is paramount for businesses seeking to achieve marketing excellence and drive meaningful results. Attending industry events has become an essential strategy for professionals in the ABM realm to remain competitive and gain a competitive edge.
From thought-provoking conferences to collaborative summits, these carefully selected events offer a unique opportunity to gain invaluable insights, exchange ideas with industry leaders, and stay abreast of the latest trends and strategies in ABM. Businesses can position themselves at the forefront of ABM innovation by prioritizing their attendance at these industry-leading events, resulting in propelling marketing efforts toward unparalleled success.
Go-To-Market Made Simple Roadshow 2023 – Quarter 2
June 23, 2023 | Boston (USA)
The Go-To-Market Made Simple Roadshow 2023 – Quarter 2 presents a compelling opportunity for go-to-market leaders to gain valuable insights and strategies in an ever-evolving landscape. This event acknowledges the rapid evolution of go-to-market design, emphasizing the need for a comprehensive approach that encompasses sales, marketing, product, and customer success. With the emergence of trends such as product-led growth (PLG), ecosystem, and account-based marketing (ABM), alongside traditional inbound and outbound motions, revenue leaders are seeking a more holistic way to run their businesses. Additionally, this event offers a valuable networking platform, enabling go-to-market leaders to connect with their executive peers and collectively tackle the most pressing challenges in the dynamic business landscape.
Breakthrough 23
October 16–19 | Frisco (USA)
Breakthrough 23 is an exceptional event that brings together marketing and sales leaders to explore breakthrough strategies and techniques in intent-based advertising, prospecting, and accelerating sales. With a lineup of esteemed speakers including Jason Zintak, CEO of 6sense, Latane Conant, CMO of 6sense, and Dylan Schick, Senior Account Development Manager at Exabeam, attendees can expect insightful presentations and valuable insights. Topics covered range from revolutionizing intent-based advertising to leveraging advanced prospecting techniques with 6sense and driving pipeline growth through coordinated campaigns. This conference offers a unique opportunity for networking with over 1,100 industry leaders and features engaging product sessions to stay at the forefront of marketing and sales innovation.
Collision Conference
June 26–29, 2023 | Toronto (Canada)
Collision Conference, renowned as one of the largest global tech conferences, invites professionals to immerse themselves in an exceptional networking and learning experience. Attendees can anticipate engaging with thought leaders and industry experts, including Adam Selipsky, CEO of Amazon Web Services; Sarah Guo, Founder of Conviction; and Dave Rogenmoser, Co-founder and CEO of Jasper, among others, to gain valuable insights and knowledge. With an impressive media presence, including over 1,200 journalists from renowned publications like Bloomberg, Financial Times, Forbes, CNBC, and the Wall Street Journal, Collision Conference provides unparalleled exposure for participants. By participating in the Collision Conference, professionals position themselves at the forefront of innovation, collaboration, and investment opportunities that shape the future of the tech and business landscape.
Inbound 2023
September 5–8 | Boston (USA)
A highly anticipated event, Inbound 2023, sets the stage for marketers to explore cutting-edge innovations, develop world-class content, and prepare their strategies for the upcoming AI boom. Embodying an incubator's energy and an accelerator's intelligence, Inbound propels the industry forward for the collective good. It serves as a launchpad for careers, a catalyst for business growth, and a catalyst for positive community transformation. With speakers, including Reese Witherspoon, Founder of Hello Sunshine; Morgan Debaun, Founder and CEO of Blavity Inc.; and Derek Jeter, Entrepreneur and Philanthropist, among others, on the deck, attendees can expect to be immersed in a transformative experience to elevate their marketing endeavors and forge meaningful connections. Inbound 2023 provides exclusive insights that assist marketers thrive, businesses scale, and the collective power of the community to drive positive change.
SaaStr Annual 2023
September 06–08 | San Francisco (USA)
SaaStr Annual 2023, one of the world's largest SaaS community events, unites over 12,500 SaaS executives, founders, and venture capitalists for an immersive experience. This three-day event features 100+ tactical sessions presented by renowned founders, emerging voices, and rising stars in the industry. With representation from 250+ speakers hailing from top SaaS companies worldwide, attendees can expect to gain actionable advice and insights to drive business growth from zero to $100M ARR with reduced stress and increased success. Sponsored by industry-leading organizations such as G2, Google Cloud, Greenhouse, and Vendr, among others, every session at the event will deliver practical insights and actionable strategies.
Outreach Unleash 2023
October 03–05 | Seattle (USA)
Outreach Unleash 2023 is an exclusive event centered around unleashing accelerated growth through a comprehensive RevOps approach. Emphasizing the importance of an abundance mindset, participants will explore how sales professionals can take ownership of their destiny and execute with the precision of a CEO, shaping a future of success. Renowned speakers and industry experts, including Em Falk, Director of Revenue Operations at Reylance.Ai; Donna Sanborn, Senior Leader of Digital Sales Effectiveness at Cisco; and Annie Lewis, Sr. Product Manager at Outreach, among others, share insights across a diverse range of topics, including metric myth-busting through data sharing between Outreach and Snowflake. This will enable attendees to harness the power of GenAI to achieve a competitive advantage. Furthermore, the event will delve into the strategies employed by top-performing sales professionals who approach their craft with passion and consistently provide solutions to executives' most pressing strategic challenges.
Product Marketing Summit
September 21 - 22, 2023 | Oakland (USA)
The Product Marketing Summit, organized by Product Marketing Alliance, brings together the world's largest community of product marketers in a collaborative gathering focused on sharing valuable insights. The industry leaders and experts, including Sudha Ranganathan, Director of Product Marketing at LinkedIn; Emma Stratton, Founder of Punchy; and Apoorva Sharma, Head of Global Cross-Product Solutions at Google, among others, will share valuable insights on navigating complex go-to-market strategies, optimizing product launches, establishing a strong market position, which will leverage ideal customer profiles and segmentation, and others. Product Marketing Summit promises to be a transformative experience, providing attendees with a clear roadmap for professional growth and enabling them to amplify the differentiated value of their products in today's competitive market.
MarketingProfs B2B Forum
October 04–06, 2023 | Boston (USA)
Discover the pinnacle of marketing events at the MarketingProfs B2B Forum, where marketers gather to unlock the strategies that drive growth, elevate brand reputation, prove ROI, and navigate the ever-evolving marketing landscape. B2B Forum is an ideal venue for marketers who want to improve their skills, grow their professional networks, and spark their imagination. It has a carefully chosen lineup of tactical sessions, inspiring keynotes, and memorable networking opportunities. With leading industry speakers on the deck, including Nilofer Merchant, Cofounder of The Intangible Labs; Moni Oloyede, Director of Marketing at Fidelis Cybersecurity; and Michael Brenner, CEO of Marketing Insider Group, among others, the B2B Forum will act as a catalyst for career development, idea generation, and celebration of the art of marketing. Attendees can expect to unlock valuable strategies, expand their professional networks, and be inspired by industry experts.
B2B Summit APAC 2023
September 19–20, 2023 | Singapore
B2B Summit APAC 2023 is the premier event dedicated to driving business growth and fueling the revenue engine in the Asia-Pacific region. With a focus on Forrester's B2B Customer-Obsessed Growth Engine, this summit delivers groundbreaking research, models, and frameworks tailored to meet the priorities of organizations. Marketing leaders can expect a comprehensive agenda featuring insightful breakouts, hands-on case studies, inspiring keynotes, and valuable peer connections. By attending B2B Summit APAC, Participants will gain the knowledge and strategies necessary to empower their marketing strategies and achieve results that surpass their goals.
B2B Marketing ABM Conference
November 02, 2023 | Austin (USA)
The B2B Marketing ABM Conference is an eagerly anticipated event dedicated exclusively to Account-Based Marketing (ABM). With a thoughtfully curated agenda spread across four stages, this conference offers a high-caliber program designed to cater to a wide range of marketing needs. Through hand-picking the big thinkers from hundreds of 'call for speakers' submissions, Stefano Lacono, Marketing Director of 6Sense; Ryan Almond, Global Vertical Marketing and ABM Director of Henkel; and Rebecca Powell, Senior ABM Marketing Manager at Showpad, among others, will provide attendees with actionable strategies and valuable insights to propel their ABM efforts forward, regardless of their current stage in the journey. From pinpointing areas of improvement to refining ABM strategies, participants will leave the conference armed with the knowledge and tools needed to unlock the true potential of ABM.
Conclusion
Attending account-based marketing events is an essential step in staying ahead of the curve and refining your ABM strategies in today's dynamic marketing landscape. These events provide unparalleled opportunities to gain insights from industry experts, discover emerging trends, and network with like-minded professionals.
By participating in these conferences, marketers can equip themselves with the knowledge, strategies, and tools needed to drive successful ABM campaigns, engage key accounts, and achieve remarkable results. Businesses must capitalize on and be part of these transformative events that are shaping the future of account-based marketing.
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Account Based Analytics
Article | August 3, 2022
If you are a seasoned marketer, you must be aware of how hard it is to find highly qualified leads. Wouldn’t it be convenient to have an intent data strategy that helps you identify companies that are looking for a product or service you offer by tracking their internet activity? If you are an IT service provider, some businesses must be looking to rope in a company like yours to help with their IT needs. If you find these businesses in time, you could clinch a deal with them.
Your sales and marketing teams will be able to work efficiently, your company will get more conversions, and your revenue will grow. This is what buyer intent data tools do.
What is Buyer Intent Data?
In the B2B domain, knowing what your target accounts want and need plays a big part in creating and executing ABM marketing. B2B buyer intent data indicates companies that are actively a part of your buying cycle. It allows marketers to understand what buyers are interested in, what kind of solutions they are looking for, what content appeals to them, and which topics they are stuck on. This data can be acquired from buyer intent data tools that measure buyer intent signals. They are generally a part of account-based marketing software.
Some of the buyer intent signals measured by buyer intent data tools are:
Subscription behavior
Clicks on social media ads
Website visits
Length of time spent on the website
People from the same company visiting your website
What the numbers say:
According to a SiriusDecisions study, a B2B prospect is already 67 percent into the purchasing journey.
73 percent of B2B marketers use buyer intent data in their email marketing.
62 percent of B2B marketers agree that B2B intent data improves their nurturing and personalization workflows.
It is no wonder that buyer intent data tools have created a buzz in the world of B2B marketing. Platforms that provide account-based marketing services have solutions that offer intent data for lead generation and intent-based marketing.
Types of Buyer Intent Data
There are two broad types of buyer intent data: internal buyer intent data and external buyer intent data. These can be used in any intent data strategy.
Internal Buyer Intent Data
This type of data is called first-party data, and it is gathered from your website, automation systems, or from within the account-based marketing software that you use. It is further classified into data you submit manually and data that your CRM perceptively creates. Some examples of this data are: website visits, time on page, lead information submitted, job title, downloads of the bottom of the funnel content like case studies, and viewing bottom-of-the-funnel pages like product comparison pages.
External Buyer Intent Data
B2B processes and sales cycles are often complex. Tracking customers on your website may not be enough. You need to widen your net and go above and beyond your website tracking software. You need to take a look at the off-site behavior of your customers by using buyer intent data tools. This will help you understand what prospective buyers are searching for on the web and not just on your website. Could it be that they are checking some review sites, or your competitor’s website, or possibly finding answers to their queries somewhere else but not on your website?
Understanding this B2B intent data will help you expand your sales funnel accordingly. You cannot control buyer behavior, but you can definitely decide strategically how you will respond to the buyer intent data.
Leveraging Buyer Intent Data in ABM Marketing
An effective account-based marketing strategy is a data-driven marketing strategy that targets key accounts with buyer intent. This laser-focused approach to targeting makes it more successful as compared to other marketing strategies.
Here is how buyer intent data can help you enhance your account-based marketing strategy:
Enhances Demand Generation
Buyer intent data enriches the demand generation process by assisting marketing teams in identifying and planning campaigns for prospective accounts. Email marketing and personalized ads can speed up outreach and conversion.
Optimizes Content Strategies
It improves content marketing strategies through insights into prospect behavior. It becomes easier to tailor a content strategy to target a prospect once you know what your prospect thinks about a solution or product you offer.
Improves Lead Generation
Your prospect’s online behavioral data can drive your lead generation strategy. You can target specific accounts based on their intent. Your cost-per-head (CPL) will go down significantly once you generate more interest in your sales pipeline.
Strengthens ABM Partnerships
ABM implementation also involves channel marketing solutions that are complex. Intent data can make the process manageable and bring clarity to the intentions and objectives of the marketing strategy. You can easily prioritize your ABM partners’ leads for higher revenue. It guarantees the success of your ABM group channel program.
Reduces the Churn Rate
You can reduce the churn rate by monitoring the research activity of your target accounts. You can easily identify the likelihood of churn. To tackle this problem, you can create personalized offerings for prospects who are checking out your competitor’s offerings.
Helps You Tweak Your Solutions
With the help of buyer intent data, you can understand your prospects’ pain points better. Tweak your solutions, design products or services based on the trends you see or the patterns you notice in your target audience’s behavior.
13 Best Buyer Intent Data Tools for B2B Marketers
Here are thirteen game-changing buyer intent tools for B2B marketers that can help you with your intent-based marketing plan:
1. Terminus
Terminus was named a ‘Leader’ in the 2020 New Wave of ABM platforms and has more than 1,000 customers trusting its account-based marketing strategies. Its account-based marketing tools help marketers analyze how their marketing strategies fare in terms of sales. Its deep B2B account database has over 70 million businesses. Its tools can sync easily with CRM and MAP data and deliver immediately marketable segments.
2. Bombora
Bombora provides risk-free intent data that is not only comprehensive, but also privacy-compliant. It can be integrated with multiple platforms across sales, martech, and B2B advertising. Its data comes from fully consented B2B publishers. The Bombora Data Co-op captures the buying signals of nearly 3.3 million unique domains through 20.1 billion interactions a month, across more than 4000 sites.
3. ZoomInfo
ZoomInfo has an impressive and comprehensive business database that can help you run B2B intent-based marketing campaigns. Its solutions bring together your sales and marketing teams. Its buyer intent data tools have features like lead scoring, sales prospecting, territory planning, and targeted outreach.
4. Demandbase
Demandbase’s platform, Demandbase One, is a great go-to-market solution. Its buyer intent data tools use data built around data privacy and security best practices. It has cloud solutions for advertising, account-based experience, sales intelligence, and data. With this single platform, you can orchestrate and automate your buyer journeys easily.
5. Slintel
Slintel, a 6sense company, analyzes buying behavior, patterns, sales intelligence, and digital footprints of your key accounts. It has a database of more than 15 million organizations. It helps marketers understand buyer behavior and pain points using buyer journeys and keyword insights. It evaluates over 100 billion data points to identify 3% of prospects with high buyer intent.
6. Leadfeeder
Leadfeeder features a variety of filters, both basic and customizable, that allow users to segment companies based on company demographics, location, behavior, location, and more. In addition, it integrates tools like Zapier, CRMs, and other email marketing tools which help provide insights on accounts. It has a responsive support team and is easy to use.
7. KickFire
KickFire provides first-party intent data by identifying anonymous website visitors through visitors’ IP addresses. This crucial data can be used by sales and marketing teams to create personalized content and increase sales outreach. There are different tool versions like LIVE Leads and KickFire for Google.
8. DemandJump
DemandJump provides insights into the customer journey and helps analyze your competitors. You can get information on what your prospects are doing, like which websites they are visiting and what things they are searching for. You can also find out what your competition ranks for, what kind of content they publish, and what kind of ads they use to attract traffic.
9. TechTarget Priority Engine
Priority Engine gives real-time access to leads that are ranked based on their engagement level and their purchase intent. You can use this information to enhance your ABM strategy, sales outreach, and lead generation. This tool also shows the topics which interest prospects, the kind of technology the prospects use and also provides contact information for leads whenever it is available.
10. Lead Forensics
With the help of Lead Forensics, you can engage with your prospects and customers swiftly. By using the valuable data that this tool provides, you can start useful conversations with the visitors to your website. You can also identify visitors, location, demographic information, and how much time they spend on your website.
11. Pure B2B
Pure B2B is a web-based demand generation tool designed to supplement businesses with their B2B content syndication. It helps in displaying ads, developing outbound leads with the help of predictive analytics and multi-source intent data. If you want to generate high-quality leads, you should consider using this tool.
12. Triblio
Tribilo allows you to combine account-based ads, web personalization, and sales activation through a single platform. You can easily engage with your customers, grow their awareness, and get in touch with your target accounts.
13. HappierLeads
Easily reach out to companies that show buyer intent but are not converting into customers with the help of HappierLeads. This tool accurately tracks website visitors and allows you to identify anonymous website visitors, connect with decision markets, and segment traffic.
By using account-based marketing services that offer the best buyer intent data tools, you can enhance your account-based marketing strategy. These intent data providers will highlight you in front of the buyers when they are in their decision-making process. Not only will it give you an upper hand in account-based marketing, but it will also help you proactively intercept prospects without having to wait for them to land on your website.
How Daniel Englesbretson, Founder of Khronos, leveraged Terminus to run successful ABM campaigns for clients
“What I have found is that, especially leveraging technology like Terminus, the data you get from the start speeds you up substantially, and gives you a lot more perspective that you couldn’t have had or wouldn’t have had before.” – Daniel Englesbretson.
ABM has become a mindset for Daniel. Read his full interview with Media 7 where he talks about the impact of AI on the ABM landscape.
Terminus’ account-based marketing software has shown tremendous results because it has one of the best buyer intent data tools in the market. Companies saw a 30 percent increase in opportunity size for the enterprise segment and a 2X increase in the probability of an account moving to opportunity.
Summing It Up
B2B buyer intent data tools can be a great addition to your arsenal of account-based marketing solutions. They can help you with swifter lead generation, boost your sales and save costs on pursuing qualified leads. Roping in a good-intent data provider will enhance your account-based marketing strategy.
FAQ
What information does buyer intent data reveal when a qualified lead comes to your website?
Buyer intent data reveals qualified leads’ areas of interest, referral sites, and pages visited. This data can be used to personalize outreach and contact prospects.
How can you leverage buyer intent data to achieve higher close rates?
You can use intent data for lead generation. You can appeal to a lead throughout the awareness, consideration, and decision-making phases. Buyer intent data positions you in front of the prospects early on in the buyer’s journey, and that is how you get higher close rates.
What are some examples of internal buyer intent data?
Website visits, lead information submitted, time on page, job title, downloads of bottom-of-the-content, and viewing bottom-of-the-funnel pages are some examples of internal buyer intent data.
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Buyer Intent Data
Article | September 11, 2023
ABX is about quality, not quantity.
The traditional metrics that have been used to gauge ABM success are not useful in the experience-centric realm. The new and more complex benchmarks for measuring success revolve around:
Relationship analytics
Journey analytics
Attribution analytics
Once you’ve successfully closed accounts, you want to make sure you understand which ABM programs helped to contribute to that sale so you can rinse and repeat. This is where you can evaluate how a vendor measures ABM success and the entire Account-Based Experience. You will want to choose a vendor who can help you optimize your programs from the top of the funnel to the bottom, and grow your customer’s lifetime value.
Some examples of metrics to measure include the volume and velocity of an account as it makes its way through the buyer journey. This helps you understand whether your programs are engaging enough as well as whether your sales cycle is too long.
A strong ABM vendor will also have different methods for measuring attribution since not all businesses are alike, and marketers love seeing attribution models so they can measure the success of their marketing efforts and ROI.
Other metrics to consider include advertising campaigns and website visits – but with an account-based lens. After all, you want to understand whether your advertising is reaching the right accounts and which accounts are engaging on your website. If you find you’re short-staffed, some ABM vendors offer strategic services to help you with your ABM strategy and measurement. To learn more about vendor onboarding and support, read the next section.
Because ABX has a different set of metrics than ABM, when it comes to measuring the performance of the ABM solution from the vantage point of the customer experience, the scope also changes.
The vendors on your shortlist should, among other features:
Offer a dashboard to measure ABM impact from across the funnel.
Track volume, velocity and conversion metrics for each journey stage.
Offer customizable subscriptions for all custom reports.
People and account based heatmaps.
Allow you to combine first party, third party, firmographic and technographic data for segmentation and reporting.
Allow you to compare the performance of different audiences or account lists and evaluate the impact of specific programs.
Enable you to see the engagement and activities that influenced the different stages of a deal cycle.
Measuring a journey and a relationship in the long term requires measuring as much data as possible, so find out if they also:
Centralize your existing data sources in one location?
Track B2B metrics by account?
Track and report on anonymous first-touch visitors by account?
Have strategic services in place to help you set up ROI reporting based on your strategies? Allow you to compare different timeframes for account stages?
Provide advanced BI capabilities for ABM?
The point of measuring is to take action based on knowledge and insights, and having an ABM solution that allows you to bring together all of the relevant data points for your decision-making is pivotal for the success of your business. Our agnostic Definitive Guide to Choosing an Account-Based Marketing Platform provides you with checklists like the one above as well as the reasoning behind the need for each of the features outlined in the ebook. Check it out and take advantage of the printable list we put together for your own use at the end of the guide.
ABX is about quality, not quantity. The traditional metrics that have been used to gauge ABM success are not useful in the experience-centric realm. The new and more complex benchmarks for measuring success revolve around:
Relationship analytics
Journey analytics
Attribution analytics
Once you’ve successfully closed accounts, you want to make sure you understand which ABM programs helped to contribute to that sale so you can rinse and repeat. This is where you can evaluate how a vendor measures ABM success and the entire Account-Based Experience. You will want to choose a vendor who can help you optimize your programs from the top of the funnel to the bottom, and grow your customer’s lifetime value.
Some examples of metrics to measure include the volume and velocity of an account as it makes its way through the buyer journey. This helps you understand whether your programs are engaging enough as well as whether your sales cycle is too long.
A strong ABM vendor will also have different methods for measuring attribution since not all businesses are alike, and marketers love seeing attribution models so they can measure the success of their marketing efforts and ROI.
Other metrics to consider include advertising campaigns and website visits – but with an account-based lens. After all, you want to understand whether your advertising is reaching the right accounts and which accounts are engaging on your website. If you find you’re short-staffed, some ABM vendors offer strategic services to help you with your ABM strategy and measurement. To learn more about vendor onboarding and support, read the next section.
Because ABX has a different set of metrics than ABM, when it comes to measuring the performance of the ABM solution from the vantage point of the customer experience, the scope also changes.
The vendors on your shortlist should, among other features:
Offer a dashboard to measure ABM impact from across the funnel.
Track volume, velocity and conversion metrics for each journey stage.
Offer customizable subscriptions for all custom reports.
People and account based heatmaps.
Allow you to combine first party, third party, firmographic and technographic data for segmentation and reporting.
Allow you to compare the performance of different audiences or account lists and evaluate the impact of specific programs.
Enable you to see the engagement and activities that influenced the different stages of a deal cycle.
Measuring a journey and a relationship in the long term requires measuring as much data as possible, so find out if they also:
Centralize your existing data sources in one location?
Track B2B metrics by account?
Track and report on anonymous first-touch visitors by account?
Have strategic services in place to help you set up ROI reporting based on your strategies? Allow you to compare different timeframes for account stages?
Provide advanced BI capabilities for ABM?
The point of measuring is to take action based on knowledge and insights, and having an ABM solution that allows you to bring together all of the relevant data points for your decision-making is pivotal for the success of your business. Our agnostic Definitive Guide to Choosing an Account-Based Marketing Platform provides you with checklists like the one above as well as the reasoning behind the need for each of the features outlined in the ebook. Check it out and take advantage of the printable list we put together for your own use at the end of the guide.
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Core ABM
Article | December 24, 2021
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.
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