By Tyler Norris / June 12, 2018 Google Analytics Google Analytics 360 announced in 2017. The latest feature to become available pulls campaign data and website performance metrics from Google Analytics and makes it available within Salesforce Marketing Cloud. One of the big challenges with email marketing tools has been the lack of insight into site behaviors. Typically, actions that occur outside of email, or landing page templates generated by the tool, are largely invisible or tracked in a separate tool. Google Analytics can often serve as our data hub, measuring the success of different campaigns from different tools. With key campaign data in Salesforce Marketing Cloud and directly associated with your email campaigns, marketers can get a more complete picture of their email journey and mobile marketing efforts and how they ultimately affect website behavior and conversions. Metrics available in the Marketing Cloud interface include: Site Usage Pageviews Sessions … [Read more...] about Google Analytics 360 and Salesforce Marketing Cloud Integration
Importing leads into salesforce
One of the most common B2B search marketing practices is offering whitepapers, demos, trial software, and other assets in exchange for registration information. Many companies immediately turn these registrations over to the sales team, but this may not be the best approach based on lead quality and a lengthy sales process. Is a registration a lead? Marketers must determine if an online registration is really a sales lead. In my opinion, just because someone downloads a white paper doesn’t mean they should be contacted by a sales person. It depends on the specific action, of course, but I’ve found that many registrants are actually still early in the buying process… conducting general market research. These contacts are very valuable and should be nurtured and managed over time—but these folks clearly aren’t people who are ready to buy. If marketers pass ALL web registrations directly to the sales team, reps quickly become frustrated with lead quality and … [Read more...] about Are Online Registrations REALLY Sales Leads?
The phrase Big Data is everywhere. Not a day passes without the release of another report that describes the extent to which Big Data is influencing how we do business. But, what exactly is Big Data? What does Big Data mean in the context of digital marketing? How can we be more effective search marketers using Big Data? And, what can we do to make sure we have access to Big Data that works? I will deal with these topics in this post. Big Data Explained Big data is a phrase often used to describe the scale of data generated across multiple disciplines including, as IBM suggests, sensors used to gather climate information, digital pictures and videos, purchase transaction records, and cell phone GPS signals. It includes massive volumes of marketing data too, spanning search, social, local and mobile analytics, across every geography. Big Data means massive volumes of information. IBM reports that over 2.7 zetabytes of data exist in the digital universe today. With over 571 new websites … [Read more...] about The Importance Of Big Data, Integrity And Security
It’s been a big year so far for product listing ads on both Google and Bing. Google started putting more ads in the Knowledge Graph. Bing followed Google’s lead on combining tablet and desktop traffic. And Google said it would begin stripping paid search queries from referrer strings. Now that we’re halfway through the year, let’s step back and look at what’s happened so far in paid search. These were the 10 biggest announcements and changes to come from Bing Ads and Google AdWords in the first half of 2014. Bing Ads There were three announcements made by Bing Ads in the first half of the year that stand out: 1. Bing Ads Launches Product Ads In U.S., Mobile Version Now In Beta This is fairly big news for merchants that have seen so much success with Google Product Listing Ads. While early testers, not surprisingly, have seen lower volume, most agree the addition of product ads on Bing is a good move and worth setting up. Look for more advertisers coming on … [Read more...] about The 10 Most Important Paid Search Developments So Far In 2014
If you want to grow your business, you need to keep an ear to the ground and listen closely to your audience. One of the most effective ways of doing this is through social listening: paying attention to the conversations people are having on social media about your brand, competitors, industry terms, and pain points. Whether they're talking to you or about you, monitoring your prospects' conversations on social media has endless advantages. It can help you manage your online reputation, build a community, and complement your customer support efforts. But what many people don't realize is when implemented effectively, social listening can help you generate leads - and more revenue. With the right tools and tactics, you can discover conversations around your brand and related industry terms. If you're strategic and community-minded, these conversations will bring you new leads, stronger relationships and more conversions. Ready to get started? Here are four specific ways you can … [Read more...] about Generating Leads on Social Media by Listening