Best Practices

Re-engagement: Ignite Your Inactive Subscriber

Re-engagement: Ignite Your Inactive Subscriber

Digital marketing spend in the US is anticipated to reach 3.24 billion dollars by the year 2023. Out of all those new leads, only 20% on average generate a sale. That transfers to approx. 2.59 billion dollars loss marketing spend in 2023.

Often many digital marketers focus on acquisition because goals are often set for how many leads programs need to acquire. While this is important in the marketing funnel, it is only one part of the challenge as we go from acquisition to a qualified sale (or your ultimate success metric). 

Digital marketers use re-engagement strategy to engage inactive leads or remove inactives from the database. This not only assists in maximizing marketing ROI, but also achieves a clean, truly engaged list of subscribers.

In order to successfully re-engage these leads/customers, it is important to track your rate of churn and understand your lead-life cycle.

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Posted by Fiona Smith in Audience Engagement, Best Practices, Customer Marketing
Why Don’t MQLs Convert?

Why Don’t MQLs Convert?

When our Marketing Director, Pam Hege, asked me “Wasif, why don’t MQLs convert?”, I replied sarcastically, “It’s because you didn’t provide me with any quality MQLs.” 🙂 (I have some making up to do with Pam after that reply.)  

The truth is that there are several factors, and while Marketing and Sales leaders might be asking these questions differently and have different opinions, the one thing they both agree upon—and are measured on—is net new revenue.

For decades, we have evolved both Marketing and Sales processes. As leaders and as an industry, we have done it all—from naming all types of marketing funnels, to dissecting, mapping, staging, and flipping them to equally complex methods in Sales processes and stages (i.e. Sandler, Mack Hanan, Tony Parinello & Rain Group solution selling to name a few). Then, when you layer all of that on top of each organization’s and each and leader’s best practices and frameworks, you will get our current problem statement. Why is it so hard for MQLs to convert into a qualified opportunity?

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Posted by Wasif Khan in Pipeline Marketing
Love Every Lead – Nurturing Strategies That Convert in Today’s Crowded Digital World

Love Every Lead – Nurturing Strategies That Convert in Today’s Crowded Digital World

In a time of such uncertainty and volatility, it is amazing to see how rapidly organizations have been able to pivot their business strategies to adapt to the times. In fact, if you are reading this blog post, you are likely a marketer who also had to quickly pivot to a 100% digital strategy with little-to-no room for error. It’s a huge feat, but you’re doing it, and you’re doing great!

But guess who else pivoted their entire marketing strategy? Your competitors, and all of their friends. Now everyone is flooding the digital space with flashy incentives and competing for your leads’ attention. So the question now is: How do we effectively nurture our leads in an oversaturated digital space?

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Posted by Janice Lee in Best Practices, Customer Marketing
A Superhero’s First Experience with Marketo – What’s It Like to Use if You’re an Eloqua Expert?

A Superhero’s First Experience with Marketo – What’s It Like to Use if You’re an Eloqua Expert?

For five and a half years, I spent my days learning Eloqua, helping with Eloqua curriculum development, and teaching others how to use Eloqua. I lived and breathed Eloqua and found myself very comfortable with the platform. Any time a new update came through, big or small, I worked with my team to learn it quickly, then turn around and teach it. Eloqua was life, and it was the only marketing automation platform I knew.

Recently, I joined an incredible team at Marvel Marketers. As a Marketo partner, the team is primarily versed in Marketo, and few are familiar with Eloqua. I was a new addition to the team, and a new source of information and education. I hit the ground running, and began absorbing Marketo like a sponge, trying to prepare myself to eventually teach Marketo, just as I had for years in Eloqua. 

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Posted by Michael Kirsner in Additional Resources, Marketing Automation
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
Marvel Marketing Minute – Is Your Web Design Hurting Your Credibility?

Marvel Marketing Minute – Is Your Web Design Hurting Your Credibility?

You could offer the very best products and services in the world, but does the rest of the world know that?

They may not if your web design isn’t right.

According to research done by One Day Labs, 75% of users say they judge a company’s credibility based on its web design, and 94% of first impressions are design-driven. For you, this means the right framework is vital.

How do you create it?

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Posted by Nicole Pytel in Content, Marvel Marketing Minute
Marvel Marketing Minute – 3 Ways to Prevent Missed Deadlines from Destroying Your Event

Marvel Marketing Minute – 3 Ways to Prevent Missed Deadlines from Destroying Your Event

Imagine this…

You’re in charge of a major event and those email invites that are scheduled to be sent out today aren’t going out anytime soon. You silently start freaking out because you had chosen this specific send date in order to give your invitees an entire month to RSVP, and the number of registrants is the biggest key result that your boss is using to measure your success.

How do you make sure this never happens again?

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Posted by Nicole Pytel in Best Practices, Content, Marketing Automation, Marvel Marketing Minute
Marvel Marketing Minute – Using Marketo Notifications to Take Control of Your Instance

Marvel Marketing Minute – Using Marketo Notifications to Take Control of Your Instance

As a Marketo admin, there are tons of data and processes that you have to keep your eyes on and monitor at all times. Depending on the size of your instance, this can be a daunting task. 

Thankfully, Marketo has a handy tool that will save you tons of time when trying to keep track of your instance—Marketo Notifications. Once you know how to read and understand Marketo Notifications, they become a great asset to add to your marketing tool belt.

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Posted by Cassie Lloyd in Best Practices, Marketing Automation, Marvel Marketing Minute
Marvel Marketing Minute – Let’s KonMari Your Marketing Automation Instance

Marvel Marketing Minute – Let’s KonMari Your Marketing Automation Instance

Our superheroes battle a number of villains, but clutter is one of the biggest. After all, cluttered marketing automation instances aren’t nearly as efficient or as accurate.

Clutter can sneak in a number of ways. Maybe you inherited a messy instance. Maybe your database has grown by leaps and bounds and you can’t keep up with it all. Maybe your company doesn’t have a policy in place to keep your instance clean and you don’t know where to begin to fix it.

Whatever the reason, let’s harness the power of one of Netflix’s favorite personalities—tidying expert Marie Kondo—to clean it out!

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Posted by Nicole Pytel in Best Practices, Marketing Automation, Marvel Marketing Minute
Marvel Marketing Minute – For the Love of Superheroes, Add Some Excitement to Your Content!

Marvel Marketing Minute – For the Love of Superheroes, Add Some Excitement to Your Content!

Let’s take a quick trip back in time to 1986…

Remember Ben Stein’s character in Ferris Bueller’s Day Off? He was, quite possibly, the most boring teacher to ever exist on the planet. His students stared blankly into space, tried to fight off naps, and even drooled on their desks. 

Here in 2019, there’s plenty of digital content that evokes the same responses. But unlike high school students, prospects and customers aren’t forced to listen to you until the bell rings. Unless you grab attention right out of the gate, people are going to click the “Back” button faster than Ben Stein can say, “Anyone? Anyone?”

So how do you inject some much-needed excitement into your content—without being cheesy and over-the-top? 

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Posted by Nicole Pytel in Best Practices, Content, Marvel Marketing Minute