Blog

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative, and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

When my father was in college, he had a friend who was blind. His friend made a deal with him – he’d buy a car they could share. The catch? When my father’s friend wanted to take a girl on a date, my father would drop any other commitments and be their designated driver. Sometimes, just for fun, they’d go to an empty lot and his friend would drive the car – flying around at a reckless speed with only the yelling and screaming of his pals to prevent catastrophe.
Now, while we expect this kind of risky behavior in college (based on stories we’ve heard, not our own experiences, of course), flying blind is no way to run a marketing department. Thankfully, today we have access to the marketing attribution software needed to clearly see what channels, content, and campaigns are working…and which are not.
KPIs that matter
When we start our careers as marketers, we tend to jam our foot into the gas pedal and hurry straight into driving programs and campaigns. We learn how to use marketing channels. We learn about content, creative and CTAs. In time, we master marketing metrics such as views, click-through rates, and marketing-qualified leads. Still, something eludes us. We are counting a lot of things, but none of them are what the CEO really cares about – pipeline and revenue.
For most of us, our first step into the light was single-touch attribution, often enabled by a CRM. Now we could attribute revenue credit to the single campaign which appeared to trigger an important event such as product purchase. Helpful, but also unrealistic in the context of a long B2B buying journeys comprised of dozens or even a hundred or more customer touchpoints. So, about ten seconds after we started using single-touch attribution, we realized its limitations in B2B marketing. We were still flying blind.
We needed visibility to the whole journey – every buyer touchpoint, every channel, every content asset, and every campaign that made (or didn’t make) a difference. Only with this complete picture could we hope to optimize our marketing mix across every buying stage in order to grow the business. And, of course, we needed to be able to do this in a modern and automated way that didn’t involve spreadsheets and weekends.
Multi-touch attribution challenge
Led by Marketo (now Marketo Engage), marketing automation providers began to offer capabilities for taking on this multi-touch attribution challenge. In time, Bizible emerged as the leading attribution solution for B2B marketers. Bizible maintains this leadership today as a part of the Adobe Experience Cloud where it can take advantage of native integrations with Marketo Engage and other Adobe software.
So, what’s the value of not flying blind? What’s the value of knowing what’s working and what’s not? As it turns out, the value is immense. We see it with our Bizible customers every day and as we work with prospects to construct financial business cases for Bizible, we regularly come to ROI figures that are as compelling as you will find for any type of software. It makes sense when you think about it. As marketing teams grow in maturity and have gotten good at the mechanics of buyer engagement, there is really nothing more valuable than insights that help you tune that engagement for maximum impact and ROI. As one Bizible customer succinctly put it, “Bizible helps us understand where to put our marketing dollars.”
The financial value of an investment in attribution software
While we love to share customer success stories and create business cases with individual Bizible prospects, we know many marketers are seeking a more general description of the potential financial value of an investment in attribution software. To do provide this, we commissioned Forrester to perform a Total Economic Impact (TEI) study. Forrester’s TEI methodology provides a proven, industry-recognized approach for assessing the value of technology investments. Results are based on customer interviews and Forrester’s own independent analysis and expertise. In this case, Forrester interviewed five Bizible customers ranging in size from a $50M/year US company to a $52B/year global enterprise.
So, what did they find? What is the ROI of an investment in modern B2B marketing attribution? Forrester found an almost 4x return on investment in Bizible with a payback period of less than one year. Marketing teams were able to generate 15% more qualified leads and millions of dollars in incremental pipeline and revenue while also saving time thanks to Bizible automation. Meanwhile, marketing cost per sales opportunity was reduced by 17%, freeing up money to drive even more growth.
Forrester TEI of Bizible
Ultimately, it’s no wonder so many B2B marketing leaders consider Bizible a part of their playbook for professional success. While flying blind can be thrilling, there comes a time for every marketer and marketing team to graduate to what comes next. Those who do wonder how they ever did their jobs any other way. The B2B marketing attribution software exists today to understand the complete B2B buyer’s journey and link marketing to pipeline and revenue. With the new Forrester TEI study of Bizible, marketers now have a powerful new way to communicate that value to stakeholders and budget owners within their companies.
Check out the complete Forrester Total Economic Impact of Bizible report.
The post Modern B2B Marketing Attribution: Making the Business Case appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

submitted by /u/breach_house [link] [comments]

Finding the right person whose familiar with the platform is tough.
submitted by /u/jayhaze1 [link] [comments]

In the history of B2B marketing, account-based marketing (ABM) programs are still fairly new. According to the sixth State of Marketing report, 64% of them were started in the past five years. And they’re gaining in popularity because they generate results. New ABM research shows that most ABM programs generate greater return on investment (ROI) than other types of marketing. In 2020, three quarters of programs cited higher ROI, and about one fourth cited significantly higher return. 
Even better: these results aren’t only for seasoned ABM practitioners. They include companies that are just getting started on their ABM journey.
Businesses typically use ABM for one or both of the following reasons:

They have a limited addressable market
They find the Pareto Principle applies: 80% of revenue comes from the top 20% of accounts, and they want to implement a more targeted approach to nurturing high-value customers

ABM moves away from a broad-based lead generation method and assumes a more strategic focus on key account growth. With this approach, account-based marketing is used to grow revenue by increasing your conversion rate and your average deal size. We can model this as:
↑ Conversion Rate x ↑ Average Deal Size = ↑ Revenue
Is ABM Right for You?
More and more marketers are moving to an ABM approach because it works. Most marketers say that ABM delivers higher ROI and improves win rates and customer lifetime value. However, that doesn’t mean it’s automatically the right approach for every business. For example, a company that offers a low-cost product and has a large addressable market might want to use a broad-based marketing approach to cast a wider net over their target market.
So how do you determine if ABM is right for you? The first step is starting a conversation with your internal stakeholders. Make sure to include key players across marketing, sales, demand generation, operations, and even your top-performing sales reps.
Next, walk through this simple checklist to evaluate whether or not ABM is right for your organization:
The ABM Checklist

Do you have a B2B sales function?
Do you have a limited addressable market?
Do you have a large average deal size?
Do you value lead/account quality over quantity?
Does your product/service have a long sales cycle?
Do your customers demand a high level of personalization throughout the sales cycle?
Are several buyers typically involved in a purchase decision of your product/service?
Do you have high potential for upsell and cross-sell opportunities?
Does sales focus on a limited number of top accounts?
Is aligning your internal sales, marketing, and service teams a priority for targeting key accounts?

If you answered yes to two or more of these questions, your business may benefit from an ABM strategy. If you answered yes to all of them, ABM is a must!
Getting Started with ABM
It might be intimidating to think about launching an ABM strategy, but it doesn’t have to be. These resources can help you get started:

Podcast Series – How to Speak ABM: Target the right accounts and build strategies for successful ABM

How-To Guide – The B2B Marketer’s Guide to ABM: Learn how to put your customer at the center of every interaction

On-Demand Webinar – Pivot from Leads to Buying Groups to Win in 2021: Outperform Your Competitors and Achieve the Best ROI with ABM

This blog post was originally written and posted by Daniel Newman in 2018 and updated January 2021 by Jozi Hall.

I´m trying to include an “add to calendar” button in my Active Campaign account, so when a webinar attendee registers, he receives an automatic email with the add to calendar button (and he can add the webinar to his Google, Outlook or Yahoo calendar) It doesn´t look like there is a native way of doing it with Active Campaign. I´m looking at Addevent and Eventable, but I was wondering if there was a way of just doing it with code? As I have all needed fields in Active Campaign (date, time, name, URL, etc) If anyone knows a method and could share it, I would appreciate it a lot! For your info, I´m using WebinarGeek and sending all the webinar info to Active Campaign through Zapier (if anyone is interested, I can share some info on this, as I found quite tricky to find a proper webinar marketing automation method)
submitted by /u/1984ya [link] [comments]

Just like when I first watched The Matrix, when I initially heard the term “schema markup,” I was intimidated by the technical know-how I felt I needed to understand it.
However, just like the movie, understanding schema markup isn’t as difficult as you might think.
As a marketer, schema markup is important because you want to make it as easy as possible for search engines to crawl your website.

The easier it is for Google to understand your site, the higher in search engines your website can appear.
Below, let’s review what schema markup is, where to add it, and how it can improve your website’s structure.
What Is Schema Markup?
Schema markup is code you can add to your website that helps search engines return better results for users. Essentially, it gives vital information to search engines to include in your listing that can improve visibility online, as well as click-through rates.
In 2011, top search engines including Google, Yahoo, Bing, and Yandex collaborated to create schema.org, which is a “collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet, on web pages, in email messages, and beyond.”
Ultimately, schema markup is a form of microdata. According to Wikipedia, “microdata is an HTML specification used to nest metadata within existing content on web pages. Search engines, web crawlers, and browsers can extract and process microdata from a web page and use it to provide a richer browsing experience for users.”
For instance, schema markup will create an enhanced description — sometimes referred to as a rich snippet — which will appear in search results.
As a result of using microdata, your website’s structure will be simple and easy for search engines to crawl, making it easier to appear higher in search results.
1. iPhone 11 Example
Below is an example of a search engine results page featuring listings with and without schema markup data. As you can see, three of the top four results for the iPhone 11 have schema markup data including ratings, reviews, and price.
Although T-Mobile and Tom’s Guide are the third and fourth listing down, using schema markup microdata can improve its click-through-rate. Plus, it helps the listing stand out from the rest.

2. Betabrand Example

In the example below, there are three listings for Betabrand yoga pants on Google. The ones from Betabrand and Good Housekeeping don’t include additional information.

However, the one from Amazon includes ratings and reviews.
Again, including this type of information helps search engines provide more information that can persuade users to click on your listing.

3. Booking.com Example

In the example below, you can see Booking.com used schema markup to include ratings, reviews, price, and Frequently Asked Questions for an Orange County hotel. In their listing, they include a drop-down, answering questions a user might have.

If someone is searching for and might be staying in that hotel they can learn how close it is to the airport, the average cost, and the ratings.

Where to Add Schema Markup
You can add a variety of microdata depending on your service or product.
For example, you can include:

Reviews
Star ratings
Pricing
Availability
Events
Location
Price range
Payment options
Store hours

The options are endless. No matter what service or product you sell, you can use schema markup to enhance your search engine listings.
So, how do you add schema markup to your site?
Schema Markup Generator
The process is actually pretty simple. All you need to do is use a schema markup generator.
Step 1: Go to Google’s Structured Data Markup Helper
Step 2: Select the type of listing you want to add schema markup to. Then, copy and paste the URL in the form field.
Step 3: Add schema markup data on the right pane by filling in the information you want to show up.
Step 4: Hit “Create HTML” button.
Step 5: Copy and paste the yellow, highlighted code. This is your schema markup code. Alternatively, you can hit the “Download” button to grab the code.
Step 6: Paste the code into your content management system.
Once you’ve gone through this process, you’ll want to then test your schema markup to make sure it shows up correctly in search engines.
If you use HubSpot, you can actually use a Schema Helper integration to add schema markup to your posts.
Below, let’s review how to test your listing.
Schema Markup Tester
Now that you’ve added the schema markup code to your site, it’s time to test it out. You can do this by using the Google Structured Data Testing Tool.
You can test your schema markup two ways: by URL or code.
To test the URL, all you need to do is copy and paste the URL of the webpage you want to see. Then, the tool will showcase a preview of your listing.
To test the code, you can copy and paste the code the structured data markup tool generated for you. Again, a preview of your listing will appear.
While schema markup may seem technically intimidating, it’s actually a simple process. By using schema markup code, you can increase the visibility of your search engine listings and improve click-through-rates.