Periodic data health check is an essential practice to ensure clean data for better targeting, engagement and conversion. Here, we will discuss how to audit data and best practices to follow for data cleansing in order to maintain the quality and accuracy of data and thus, improve your campaign performance, conversion and ROI.

If your lead contact database contains a considerable number of outdated, invalid, incomplete and duplicate records, then, chances are that your lead scoring could be inaccurate and you may be spending more than you need to thanks to such poor data health. Poor data health will lead your campaigns to unsuitable or wrong contact details – as a result, your marketing campaigns will try to engage people who might not be interested in your product, service or offers, or who might report your emails and content as spam.

We’ve identified five ways that clean data can help your marketing performance and your marketing ROI:

Clean data helps in better Lead Scoring and Predictive Analytics

Predictive analytics tools enable businesses to distinguish the ideal audience and accounts they need to focus on. Recently, marketers take into account more data points than job titles, in order to take a deep dive into their prospects. The more details they get, they more accurately they can score customers and map them into the right nurturing plan – and the better they get to know their buying behavior and buying intentions. Thus, marketers need to keep incorporating into their database an extensive range of fields which will help them to perform better lead scoring.

Clean data aids in buyers-driven campaigns

Accurate and clean contact dataset benefits marketers with intelligent information that lets them segment contacts based on prospects’ engagement and intentions. The better marketers can segment, classify, and personalize, the more effectively they can target their prospects and lead them through the buying phase. In that way, businesses can achieve better engagement and deliver more personalized content and experience and run lesser risks of unsubscription.

Clean data enables better optimization

Periodic data cleansing and data health check maintenance routine, businesses can ready database for scheduling, scoring and nurturing using their marketing automation platform more efficiently. Apart from that, marketers, users or business owners gain accurate insights and better reporting functionalities.

Clean data boosts performance

Once bad, duplicate, inaccurate or null data is eliminated with a data cleansing process, marketers can focus on completing incomplete data and incorporating with up-to-date. Thus, it is only clean contact records which will enable them to align the right information and content with the right contacts who would be interested and engaged with the communications. In other words, if your marketing campaigns are failing to target or to catch the pulse of the audience, despite relevant and useful content being communicated, it is time to do a data health check and data cleansing.

Enhanced account based marketing

After you have scored your leads, identified them as high-value prospects and want to put them nurturing program – you need to delve deeper on high-value customers to bridge all the communication gaps and feed them with the right information, tips, guides, updates and resources at the right time. Deep account-based marketing needs coordination between sales, marketing and customer service team and updating data collected on accounts from each end of ABM operations. When data collected from all the teams are incorporated, updated and modified in the database, marketers can take well-informed actions and strategies in pursuing key accounts.

Do you find this information useful? If you are interested in going to the next step and get tips on data cleansing and improve data accuracy – read our next blog post on how to do your own data cleansing and health check.

Let’s say that you have already mastered the art of designing a template, compelling subject line and copy, and discovered the best day and time to send. So, how about taking your email delivery skills one step ahead – and find out what it takes to spam-proof your email.

The biggest enemy of an email marketing campaign is ‘Report Spam’ button – once your emails are marked and start getting diverted to the spam folder, the shelf-life of your email marketing campaigns expires abruptly. Fortunately, following email delivery tips will help you review your delivery practices and correct mistakes to prevent your emails from being trashed to the Spam.

1. Using “sales@anycompany.com” or “marketing@anycompany.com” instead of a name?

Most marketers and companies commit this mistake: they use their department’s email address. But, your emails can perform better when they rather seem coming from a person than a department; seem more personal and pertinent to readers’ areas of interest, thereby, increasing open rates of mails. On the other hand, emails bearing sales, marketing, info, or webmaster fail to connect and engage readers. No wonder, why these mails mostly head straight to the spam folder.

And for replies from recipients, you can use a marketing automation platform to set the rules to channelize replies to the particular team or department of your company.

2. Traces of multiple recipients’ names or email ids

Yes, your mass email marketing campaign might target tens of thousands of recipients all at a same time – but, why do they have to know it? Mails with multiple recipients’ email addresses are a major red flag and must be removed before pressing the ‘Send’ button. Your leads do not necessarily have to know the agenda of your mass mail campaign; once they find out they are not the only one at the receiving end to get the exclusive offer or discounts you made them, they are most likely to mark or report as spam – end of the story.

Utilize a marketing automation tool to automate your mails to deliver to thousands of leads, at the same time, without leaving traces of multiple recipients on your mail.

3. ALL CAPS in Subject line or mail copy?

The idea is to spread the brand awareness or updates on new products or offers, not to SHOUT! After all, your targeted audience won’t love to be shouted at, no matter how lucrative offer you make. Moreover, if the information or offer in your email marketing campaign is valuable, the content itself will be able to communicate effectively, sans the use of uppercase in the subject line or in content.

4. ‘$’ sign or “Click …” in subject line

A promise of monetary prize starting with ‘$’, a toll-free number or instructions such as, “click here” are considered as sheer signs of spam with massive outbreak of email scams. Banish such phrases or terms from the subject line in order to avoid the risk of being marked as spam by your leads. Instead, try these subject lines that suggest zero intention of selling:

  • “Did you catch a glimpse of this yet?”
  • “You would want to read and share this”
  • “What did you miss this week?”
  • “Haven’t spoken for a long while”
  • “Your opinion is important”
  • “Following up on the last time we talked”

 5. Refrain from flooding their inboxes with mails

Sure does your lead nurturing protocol require following up prospects with multiple mails in a month of time, before the trial tenure lapses. Still, it doesn’t have to be this way – limit to two to three mails a month maximum. Your leads’ inboxes must be filled with important communications, messages from their loved ones, colleagues, bosses, insurance premium reminders, credit card payment reminders and the like – at that, they might not appreciate more than two to three mails from you no matter how exclusive, limited edition offers or products you present them.

That’s why, it is imperative to keep a track of schedule and dates of your email delivery to maintain prominent gaps in between. Utilize the time to measure the responsiveness and efficacy of previous campaign, compare open rates, click-through rates, bounce rates and other data to optimize your next email campaign to recipients’ reactions.

So, what’s keeping your email marketing campaigns from a safe distance from the spam folder? Share your email delivery tactics below or talk to us on Facebook, Twitter or LinkedIn. We love to hear and learn from you.

Landing pages are often the first medium of interaction with potential leads and are instrumental in lead generation process. Good landing pages entice potential visitors, deliver what they want, collect their details, and establish thought leadership in your niche. There are other reasons why you need landing pages along with an existing website.

What are they?

Landing pages give you the flexibility to experiment with design, messages, offers and discounts, call-to-action phrases, optimizing to targeted occasions and seasons unlike homepages or internal pages of your corporate website, where you need to maintain consistency. After all, can you alter webpages to mirror the look and feel of your social or online banner ads? That’s why you need landing pages as they can be tailored to your ads and deliver solutions to visitors that they came looking for by clicking on ads.

Designing a landing page that converts usually takes a lot of considerations, experiments, A/B testing, analysis, and consistent trial and error exercises until you know you are on the right track. However, this following checklist of 5 design essentials can help you cut short the long-drawn procedures and build landing pages which will bring leads to your business.

1. Landing page form elements –

The key to get visitors sign up and get information is to keep forms minimal. Pages that throw several questions in the face of visitors on sign-up forms often dissuade them from filling up forms, despite a good content or offer in place. Follow these best practices of landing page form design:

  • Less is more – so, emphasize on and limit to how much users’ information you actually need. Do not overwhelm your visitors with too many questions.

  • To facilitate them in revealing more information, you can ease their tasks of input by including checkboxes, drop-down menu, or radio buttons with readily available options to choose from – the lesser they have to type, the more you can encourage them in filling up forms.

  • Also, consider selecting the right-alignment for field labels to ensure better readability.

2. Great offers –

The offers on your landing pages must be the most sought after materials and must be more than what your webpages offer. After all, it’s the promise of the type and quality of offers that drive traffic to your landing pages and it’s the deal that gets you visitors sign up for you and share information you need. Offers that mostly work a great deal in filling up web forms are whitepapers, e-books, free demo, free trial at home, free consultancy, infographic and other content that your leads are mostly browsing online.

3. Compelling call-to-action –

Give your visitors ideas on what they are going to download with a combination of compelling call-to-action (CTA) phrase and the snapshot of the downloadable content. Your visitors will know what they will get after signing up on landing pages – thus, you can increase the odds of signup and conversion.

Though there is no such definitions of call-to-action phrases that will win you more conversions, but following tricks will be handy to avoid common CTA blunders –

  • Straight to the point – Simple, easy to follow and clear instructions will get you more clicks compared to complex CTA instructions that often confuse or annoy your visitors. When they don’t know where to click and what to do, they leave your page without taking any action.

  • Make it noticed at the first glance – In addition to clear instructions, you need to go an extra mile to make it accentuated and stand out. You can simply choose a slightly larger font size, experiment with different colors, images or graphics to make it noticeable – impossible to miss out.

  • Leverage social media – Link your social media profiles/pages to the call-to-action phrases to encourage them to engage with you on social media. Make sure you give them something extra for liking or following your page, such as an offer they cannot resist. Once they start following your social accounts, you can follow them up for social ad campaigns.

  • Get CTA in both image and text – Many email clients disable image displays and also, images often don’t get loaded owing to network glitches and for other reasons. Hence, make sure a textual call-to-action phrase cohabits with visual ones to prevent risks of losing conversions.

  • Some more CTA hacks: keep it short, simple and not more than four to five words. Remember, you are giving clear instructions, not bossing around – so, refrain from making your CTA sound as if you are ordering them.

4. Mobile optimization –

While you are running A/B tests on your landing page, make sure you have tested and your page looks great on smartphones and tablets. With greater rate of content consumption through mobile devices over desktops and laptops, you surely do not want to miss readers accessing your page on their smartphones and tablets. Test your landing page to sidestep major blunders such as, distorted looks, loaded with missed elements, call to action or significant buttons which lead to high bounce rates.

If you are not applying responsive web design (which create pages optimized to varying screen sizes of desktop and mobile devices), then try these: your landing page design must include larger and easier-to-tap buttons and there is nothing is ‘above the fold’ since you are unaware of where the fold will lie on different screen real-estates.

5. Your credibility –

When it comes to branding and promoting, slight, informative bragging will not annoy your readers for sure. Rather, you must establish credibility in your marketto make it easier for your leads to trust you. That’s why you need to elucidate a few pointers supported by actual data such as, existing clients’ logos, their testimonials, ratings from trusted organizations e.g., BBB rating (Better Business Bureau), awards and achievements won, industry standard badges, site security badges, inclusion of your business in major listings and other significant industry recognitions.

Try these above mentioned tricks in building your landing pages in ways that improve the responsiveness and productivity of your landing pages for the next marketing campaign. At the same time, continue monitoring and measuring traffic, clicks, engagement, bounce rates and signup data to find out what content and design click among your audience and which landing page converts more. And yes, don’t forget to share your views, opinions and queries with us – we are all ears for you!

 

Oops! Marketo did it once again as it recently broke the news of its ‘Winter 2016 Release Notes’ on February 5, 2016. With a host of improved and new features under its wing, Marketo will be sure to entice marketers especially who were wishing for new browser support, email clients, enhancements in mobile marketing and social media marketing, improved scheduling and many more advancements.

The 5 most prominent reasons why Marketo is geared to win and churn new consumers are –

1. ‘Head Start’ of Email Programs

With this new feature update, Marketo will enable users to select a specific time for any email program and process the email program, well in advance of before the stipulated time. Once users select their email program from ‘Marketing Activities’, they can simply access this new feature called ‘Head Start’ from the ‘Schedule’ tile. When this feature will be enabled, the email program will commence about 12 hours in advance. Users must remember that once the problem starts, it will be locked including the unsubscribing functionalities. Hence, users will need to tweak their unsubscribing feature because it will take one to two business days once the program is locked.

2. Better Mobile marketing

With this Winter 2016 Release Notes, Marketo will start offering improved mobile app integration benefits. Users can integrate their mobile apps to take advantage of sending push notifications to their mobile app consumers. For this, users need to access ‘Mobile Apps & Devices’ from ‘Admin’, assign a name to the new mobile app, and configure their mobile app, whether Android or iOS for push notifications.

3. REST APIs

One big improvement of Marketo Winter 2016 Release Notes is REST API which will enable users to use Program Objects for different assets including Smart Campaigns, Tokens, Forms, Emails, manage and measure statuses on lead lifecycles through Program Membership. The APIs will also come handy in getting statuses on multiple leads by program IDs. The asset types that get full access by REST APIs include Emails, Smart Lists, Forms, Tokens, and Push Notifications. The assets that are partially supported are Smart Campaigns, Static Lists and Email Programs.

4. Facebook Ads

Another major improvement presented by Marketo Winter 2016 Release Notes include Facebook Lead ads which will offer better opportunities to run lead generation ad campaigns through Facebook. This new improved Facebook integration with Marketo will enable users to capture Facebook lead ads and trigger new follow up actions and notifications based on the information provided by leads on Facebook fill out forms.

5. Marketo Custom objects

Marketo has rolled out anew enhancement which will allow marketers use custom objects to monitor their business-centric metrics, which will come handy in any kind of marketing campaigns whether that is focused in automobile industry or online training industry. This new feature update will allow users create custom objects in both ways – either in one-to-many structure or many-to-many structure or create an intermediary object.
Other noteworthy improvements Marketo heralded with this latest release notes include syncing with Microsoft Dynamics CRM, anonymous filter, support for Microsoft Edge, Microsoft Outlook 2016, real-time modification of content of marketing campaigns and many more. Do these new set of improvements benefit in your marketing efforts – share what you want from Marketo platform.

Many business owners and marketers create killer content and push it to the 10 different digital assets immediately – and then, forget it. Consider this: what if some of the targeted readers and consumers were not online or missed the update when the content was flashed for the first time?

Sadly, that’s how many bloggers and marketers mistakenly draw an abrupt end to their content’s shelf life, even when it can continue performing. So, how to reuse it over and over again? Here, we have spilled the beans for you.

One smart trick to expand the shelf-life of your content is to create several content snippets and distribute those across all digital channels. And that’s when a marketing automation tool is what you need to accelerate and beef up the process. A marketing automation tool lets you reuse content by automating the promotional activities. It also saves huge time and the effort of manually editing all your digital assets and embedding snippets on emails, autoresponders, landing pages, thank you pages, websites, microsites, social channels and elsewhere.

Whether it’s old or new content you want to distribute, all you need is the right type of content snippet that sparks interest among your readers. So, what are snippets and how do they work?

Types of content snippets

A content snippet is not just a tiny part randomly cropped off your main content. Best examples of crowd-pulling content snippets can be –

  1. Notable quotes from an article
  2. A small slice of graphical presentation
  3. A tabular presentation of statistics
  4. Ratings and stars
  5. Bullet points
  6. An industry influencer’s opinion on the content
  7. Tweets on the content or snippet of Facebook comment on posts
  8. An infographic created on the main points cited in the content
  9. The main feature image of the content
  10. Short variation of the title
  11. A question based on the content to instigate opinions/comment/feedback

How to promote content snippet?

3 simple exercises to get what you wanted from content snippets:

Customize

So, you are planning to spread snippets across all your digital assets, everywhere your targeted audience is looking for updates, new e-books, whitepapers, webinars, videos, podcasts and others. First things first: utilize marketing automation software to customize as per the digital platform you are targeting (for example, email, social shares, website sidebars, etc.). A great perk of using marketing automation software is that it will enable you to customize as per the targeted segment of the leads such as, the geography, time zone, language, areas of interests among other. Customize the look, design and the message of the snippet to the targeted segment of leads.

Schedule

After you have finalized the design and the message, next comes the execution part. Schedule and automate the content snippet for the span of a week or two. Marketing automation engines let you schedule the entire process and target the time slots and zones which you might have missed the last time (if you are reusing an old content). Once scheduled, your content will be populated across all your emails, social media profiles, landing pages, microsites and where you want, without having you to manually edit all your digital assets. Thus, you can save enormous time in content marketing by reusing content snippets, and by leveraging marketing automation software.

Measure

The third phase of reusing content with marketing automation platforms is measurement. Monitor and track the click data of snippets and the volume of traffic generated to measure the success and failure of all snippets. If the content started performing well and again, you can continue running snippets or experiment with a new set of snippets.

So, why are you waiting? Pick your new whitepaper or dig deeper into Google Analytics (or any social analytics) you use to extract the content that garnered high volume of traffic and engagement to create reusable content snippets.