Is retention marketing on your list of priorities? It’s certainly on ours! Keeping your existing customers happy not only helps secure more referrals but also paves the way for more cross-sells and upsells. In 2022, we decided to relaunch our Power-Up Series, which is a customer success program we paused during the pandemic. The relaunch transformed what was previously a basic webinar series into custom landing pages, office hours, and hands-on workshops. During the first year, 286 different accounts attended, and that attendance number jumped to 400 in 2023, which is a 140% increase. Customer ..read more

Now that we’ve covered the basics of lead scoring, and how to build your model, let’s tackle the last topic in our 3-part lead scoring series: lead scoring tools. Lead scoring is a process and a framework, not a tool — but technology makes it possible to implement at scale. Here are the lead scoring tools you can expect to use in your quantitative quest. Lead scoring tools: lead enrichment Lead enrichment tools like ZoomInfo supplement your first-party data (like form fills and website tracking) with third-party information.  While you don’t need lead enrichment tools to implement lead sc ..read more

Marketing leaders are facing an unprecedented time with unprecedented demands: Wring every drop of value from generative AI. Navigate ever-changing email privacy regulations. Deal with the loss of third-party cookies. And reassure your CEO and board that your tech stack and team deserve to ride out this wave of economic uncertainty.  So during this season of massive change, we sat down with marketing leaders who bring decades of experience and a refreshingly long lens to the current moment, including:  Wendy White, CMO at health and wellness SaaS platform Daxko, 30+ years in enterpr ..read more

Designing a lead scoring model seems like a complex proposition. And if you jump into it without a solid strategy in place, you aren’t going to see game-changing results (or a happy sales team). So let’s break it down. There are clear steps you need to take to build and implement a lead scoring model:  Assemble your cross-functional squad As we mentioned earlier, lead scoring is a team sport. It’s only useful when all the relevant players are aligned, bought-in, and using the framework on a daily basis. So before you start assigning points and determining thresholds, recruit active p ..read more

Imagine going on a blind date. All you know about the person sitting across from you is their name, maybe what they do for a living, and that your cousin Susan thinks you might get along.  But before you have a chance to ask any questions or get to know them better, they give you a big smile and say, “It’s so nice to meet you. I’d love to show you around my apartment. When’s a good time for you to come by this week?”  How inappropriate! But not entirely unlike when a colleague sends you a link to a gated ebook, you give your contact info to download it, and then get a phone call from ..read more

When it comes to email marketing tips, there are a few things that we have all been told to do. From using specific CTAs to sending at certain times of the day, but does some of that conventional wisdom really make a difference? After extensive tests, see what we uncovered. When’s the best time to send an email? What kind of personalization actually drives engagement? Do people prefer designed or plain text messages?  Email marketers have strong opinions on these questions. And we spent the last few months A/B testing every send to separate fact from fiction on topics like timing, design ..read more

Migrating to a new email marketing platform (aka marketing automation) can be intimidating. But it doesn’t need to be. Consider first whether you even need to perform a full migration. Changing providers offers a unique opportunity to take a look at your current programs and lists and determine what’s working, and what’s not. You might not need a full migration. Once you are 100% confident in the need for a change, it’s crucial to make sure the migration process goes well. Use this article as your guide for a smooth transition for email marketing migration. Gather critical assets for email mar ..read more

Rising ROI expectations, increased inflation, and decreased consumer spending all add up to a CMO role that is quickly evolving.  “Surveys show CMOs are concerned about demonstrating ROI, with another significant challenge being the generation of leads,” says Jeff Day, SVP of Marketing at Act-On Software.  As CMOs create strategies to solve these challenges in the coming months, their role is also evolving. CMSWire surveyed 700+ marketers and found the future will require:  Increased cross-functional partnerships with sales More pressure to improve customer experience More robu ..read more

Getting started with pay-per-click (PPC) advertising—or any type of digital advertising—can be downright overwhelming. Advertising has its own special lingo and library of acronyms involved, and new tactics and technologies are constantly emerging. That’s why we created this glossary of digital advertising terms to help newcomers learn the lay of the land.  The following (relatively) jargon-free explanations of the most common digital advertising terms will help you navigate the world of online advertising. What is A/B Testing? A/B testing is a method used to determine which version of an ..read more

Pressure has been building around proving ROI. Sure, it’s always been there to some extent, but that pressure has recently increased, according to B2B marketers. And many say that while expectations for ROI are increasing, their budgets are not. Hardly seems fair, right? A recent survey found that: 41% of marketers report they’re feeling more pressure to achieve a high ROI. 27% say it’s getting overwhelming. 14% say that “it makes them want to pull their hair out.” An effective way to improve ROI is focusing on strategic changes in your nurture campaigns to build stronger pipeline. Want a fe ..read more