While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition. Andreas Reiffen on December 14, 2017 Your marketing team is hard at work tweaking ads and landing pages to drive efficiency and hit … Continue reading The vicious cycle of ROAS targets is killing your business
Adam Henshall — December 7, 2017 — December 7, 2017 Understanding quality and seeking to improve it is arguably the core purpose behind undertaking process improvements. But where did this philosophy of process improvement come from? One key person is William Edwards Deming – sometimes referred to as Edward W. Deming. He’s principally a statistician, … Continue reading How to Use The Deming Cycle for Continuous Quality Improvement
B2B marketing automation specialists have become skilled at generating qualified leads from inquiries, but columnist Scott Vaughn believes that to be most effective, they need to expand their view and consider the entire customer life cycle. Scott Vaughan on April 3, 2017 Nearly a decade into the marketing automation (MA) revolution, we’ve developed a … Continue reading The marketing automation generation: Fulfilling the mandate for customer life cycle marketing
Raja Walia — March 8, 2017 — March 8, 2017 Industrial manufacturers have a long sales cycles due to RFPs, product design, feedback, testing and more. The need to nurture sales leads becomes critical to success due to the length of these sales cycles. How do you stay in front of the prospect during long … Continue reading Nurture Campaign Ideas For The Industrial Manufacturing Sales Cycle
Columnist Joe Goers argues that many websites are focusing too much on the bottom of the funnel — to the detriment of their SEO success. Joe Goers on November 7, 2016 Every SEO has heard these four words: “I need more traffic!” It seems that websites are becoming less focused on top-of-funnel content (general … Continue reading Successful SEO programs require content that supports the entire buy cycle
Columnist Amy Bishop believes it’s time to rethink the age-old strategy of a singular conversion point. Learn how to leverage your content to guide consumers through the purchase funnel while obtaining marketing insights that will help you drive sales. Amy Bishop on August 23, 2016 I am a big proponent of having multiple conversion options, … Continue reading Aligning collateral and micro-conversions with the buying cycle
by John W Hayes July 8, 2016 Follow @john_w_hayesJuly 8, 2016 I popped into my local bike shop recently to pick up some spare inner tubes. It’s a great place, very friendly, lots of expert advice and free coffee. It’s the kind of place you want to hang out and enjoy the company of other … Continue reading The Cycle of Success: People Really Do Like Email Marketing
Don’t ignore the power of visuals. Columnist Jim Yu discusses ways you can take advantage of images and videos to convert customers. Jim Yu on January 12, 2016 at 10:32 am When people arrive on your site, they will be forming their first impression within 50 milliseconds. They will then be deciding whether or not … Continue reading 5 Ways To Utilize Image-Based Content Through The Buying Cycle
Jessica MelhornSeptember 24, 2015 Video is a powerful way to engage informed and research-savvy decision makers. However, many marketers still employ an outdated approach to video. For example, a traditional “company overview” video may be forced to carry the burden of proof. What that single video needs to accomplish is too great and it reduces … Continue reading How To Incorporate Video Across The Buying Cycle
By Stephen Moyers September 9th, 2015 title=”Buying Cycle & Customer Acquisition In a dream world, once you cut the ribbon on a new website, traffic will come pouring in, gracefully flow through your pages, collect all the information it needs to make a buying decision, close the deal, and return for more in the future. … Continue reading Optimize Your Site For Every Stage Of The Buying Cycle
