Analytics

Systems in Control Part 3 – More Better Data

Systems in Control Part 3 – More Better Data

How well do you understand your best customers?  It’s a simple but loaded question.  

Businesses spend a considerable portion of their budgets every quarter trying to get “more better data”–not grammatically incorrect here, think quantity and quality! They want great data and lots of it. In my previous blogs, I talked about the importance of Keeping Marketo Healthy and how to Sync (Marketo-Saleforce) The Right Way, but today I want to focus on how mature businesses successfully keep their systems in control by managing their data effectively and keeping clean organized databases.

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Posted by Phil Leichtle in Best Practices, Marketing Automation, Optimization
AI and Content Marketing – The Future is Officially Upon Us

AI and Content Marketing – The Future is Officially Upon Us

If you’ve ever asked Siri or Alexa a question, had a discussion with a chatbot, or looked to see what’s sitting in your Gmail’s spam folder, you’ve interacted with artificial intelligence (AI). Because the goal of AI is to create machines that can work and react like humans, AI tools can be used to automate simple tasks so that you can focus on the more advanced stuff, and they’ll process information faster than you could if you were to try and do the work manually.

So how can it affect your content marketing strategy?

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Posted by Nicole Pytel in Content, Lead Generation
Skip This Step and You’ll Never Truly Know If Your Marketing Efforts are Successful

Skip This Step and You’ll Never Truly Know If Your Marketing Efforts are Successful

No matter your industry, your audience, and your marketing initiatives, your ongoing success depends on one thing—properly analyzing your content’s performance. After all, if your words, videos, images, and graphics aren’t resonating with your audience, your marketing strategy will never generate the results you want.

But lots of organizations aren’t analyzing the right way, and that’s where this strategy comes in.

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Posted by Nicole Pytel in Content, Marketing Automation, Optimization
Are They Ready to Buy? Breaking Down the 4 Pieces of the Engaged Intent Puzzle

Are They Ready to Buy? Breaking Down the 4 Pieces of the Engaged Intent Puzzle

Wouldn’t it be nice if you knew which visitors to your website, which subscribers on your email list, and which followers on your social media pages were most ready to do business with you? 

If you think you need a crystal ball to figure this out, think again. What you really need is a way to measure engaged intent.

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Posted by Nicole Pytel in Content, Marketing Automation, Optimization
Marketing 2020 – A Superhero’s Guide to Strategizing for Tomorrow’s Success Today

Marketing 2020 – A Superhero’s Guide to Strategizing for Tomorrow’s Success Today

It may be the dog days of summer, but 2020 should already be on your mind. It’s time to dig through their 2019 stats, read up on the latest trends, try to decipher the latest and greatest ideas from the marketing visionaries—all on a quest to figure out the perfect strategy. There are so many technologies emerging, so the challenge we face is looking at what worked last year, what is on it’s way out, and what new technology holds a promise of more demand.

As we move into 2020, marketers will continue to try to engage their prospects on more meaningful levels, building conversations geared toward gathering more data to empower them to push the right content at the right time. 

So how do we start a conversation and keep it going?  

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Posted by Marcie Weaver in Brand Awareness, Lead Generation, Marketing Automation, Social Media
Marvel Marketing Minute – Harness the Power of Real-Time Acquisition Channel Dashboards in SFDC by Using UTMs

Marvel Marketing Minute – Harness the Power of Real-Time Acquisition Channel Dashboards in SFDC by Using UTMs

Hoolicon, your company’s largest event, is coming back in 2020!  Your marketing team is going full force to promote this event through marketing emails, sales outreach, telemarketing, direct mail, and so much more.

With all of the various acquisition channels you’re using to promote this event, you’ll want to track them using UTMs (short for “Urchin Tracking Module”) in your URLs. Otherwise, you’ll have no idea which channels led to which signups.

But how do we capture all of that data onto one screen for an easy visual that’s ready to share with your company’s executive team?

The answer is simple! Create one “Acquisition Channels” SFDC dashboard.

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Posted by Janice Lee in Marketing Automation, Marvel Marketing Minute
Making the Most Out of Marketo’s Best Reporting Tool

Making the Most Out of Marketo’s Best Reporting Tool

Last week, we talked about several of the Custom reports you can create in Marketo to get an even better look at your data. This week, we’re discussing one of our favorite features—Marketo’s Revenue Cycle Explorer (RCE).

If you purchased it, you’ve got the platform’s most advanced reporting tool. With it, you can dig deeper into your data and see things like the ROI relationship between your marketing and your opportunities, large pivot tables, and a more specific analysis of your sales funnel.

But if you want to take advantage of everything that RCE has to offer, you have to understand Channel Analytics Behavior.

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Posted by Marvel Marketers in Best Practices, Marketing Automation

Get the Nurture Results Your Team Actually Needs

It’s a brand new quarter, and chances are your Demand Gen team is hungry to launch an engagement program. As it turns out, they even have the proposed program outlined, including how they will determine success—5 unique clicks across different email assets.

You think about the possible ways to track this, and your first instinct is to set up a “clicks link” email trigger in Marketo. From there, you would just add the right link and the minimum number of time constraints possible. Done, right? 

Well, not quite.

The constraint parameter you’ve added in this instance doesn’t actually account for unique clicks. Crap. Lucky for you (and the rest of us Marketo users out there), there’s another way to do this by using a custom field. Let’s set one up for this hypothetical situation together.

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Posted by Marvel Marketers in Additional Resources, Best Practices, Education, Marketing Automation, Optimization