Marketing Automation Feed

Cartoon for the Weekend: Make Sure Your Marketing Automation Touches Are Applicable

You have permission from the Sales Lead Management Association and the Cartoonist, Stu Heinecke to copy and distribute this cartoon as is with attribution!

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It isn't always easy for marketing to give prospects (and customers*)  appropriate content.   It's far too easy to snatch "something," jam it into the automated system and not think-out the needs of the end users.  It isn't enough to have your name on something and think that the touch is delivering something of value.   Garbage-in, Garbage-out;  deliver value every time.

 

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If you rearrange your website, don't forget to check inbound links.

Technology, security and more are constantly evolving. We have to stay on top of our websites. We need to clear out clutter, outdated items and more. But when we do BIG updates and restructure our sites, we have to remember to go back and check for fallout, or the fall-off of inbound links due to errors.

The SLMA has sponsors. 

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Each sponsor gives us a link to their site for their banner ad. Most of them send us a link they can track. BUT, when these sponsors change marketing team members, structure of their site, campaigns, the links most likely will change resulting in a 404 error when people click on the ad. This makes us look bad. We have clicks but they show no conversions due to the 404. 

A great way to see what is happening is to use the search console from Google (FREE) to check for errors in the inbound links. You can see what pages are having issues and who is linking to them. This is a good task for an intern or marketing assistant to check monthly. Doing this will help you correct issues, connect with companies that believe in you enough to link to your content.

Hey, don't forget to check drip campaigns and email marketing templates, too. Once we set up these auto-pilot types of campaigns, we forget that if we restructure the links, change our provider on squeeze pages and more, we break our drip campaigns which will increase our unsubscribes and grumpy recipients. These are great tasks to add to a quarterly calendar. We have found in the past that once in a while we have a typo in a link, but then we share that same content or post with some reworking bringing along the broken link, so we perpetuate our own 404 errors. Search console will help you find those types of errors, too.

While you're at it, send the people linking to broken pages a thank you and the URL with corrected link so they can quickly find it and update it. If you make it easy, they will usually do it for you. 

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Tips on Using Marketing Automation for B2B Industrial Companies: Listen While You Work

 Listen to Fred Yee as he gives advice on converting sales leads that have a long sales cycle. 

Long Sales Cycles are difficult enough for salespeople to keep top of mind, much less gearing up a marketing automation program to do it for you. Too many marketers are so short of content that the longer the sales cycle the more likely that the content and communications may be lacking in specificity for each prospects need.  During this live program, Fred Yee, CEO and founder of ActiveConversion discusses how to use the “smarts” in marketing automation to your advantage for long sales cycles. The host is Jim Obermayer.
 
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Vista Equity Partners Acquires Marketo for $1.79 Billion

Significant news, while posted on the SLMA Home page is also posted on our blog. 

Vista Equity Partners to acquire all outstanding Marketo common stock for $35.25 per share

  ImagesSAN MATEO, Calif, – May 31, 2016 – Marketo, Inc. (NASDAQ: MKTO), the leading provider of engagement marketing software and solutions, today announced that it has entered into a definitive agreement to be acquired by Vista Equity Partners (“Vista”), a leading private equity firm focused on investments in software, data and technology-enabled businesses. 

The terms of this all-cash deal provide substantial value to Marketo

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