Category: Marketing Automation

One of the key features I like from the Winter’21 release is the Dynamic Actions for custom objects. Since the release, it is generally available (GA) for desktop and is Beta for mobile. Furthermore, now, the actions are also supported for standard objects (Account, … Continue reading →

 

 

With the Conditional Content functionality, you’ll be able to set different offer variants to be displayed for different groups of recipients in the same email campaign, and with the new popup creator, you’ll be able to easily and quickly create custom messages displayed to the visitors of your webpage. Find out about all the new features we’ve implemented in the 3rd quarter of 2020.

 

The 3rd quarter of this year can be safely called a resounding success – once again we’re providing our clients with a series of useful improvements and new tools in the SALESmanago platform, the majority of which was created as a direct result of answering to our clients’ feedback.

 

Conditional Content – personalize the selected widgets and whole sections of the email message, depending on the specified contacts’ segments or individual customer’s data.

 

 

The ever-growing number of our clients is an amazing font of inspiration for the development of our product. In this quarter, we realized one of the ideas consistently reappearing in the propositions from our Customer Advisory Board – conditional content in emails – thanks to which a highly advanced form of personalization has become a child’s play.

 

Conditional Content allows for customizing specific parts of the offer and the entire message body, so as to match the interests of specific groups of recipients of a single email message. You’ll be able to save on time by creating and sending a single message with multiple variants instead of a series of templates.

 

Easily create eye-catching popups, present your customers with dedicated offers, and encourage anonymous users to leave their personal data with the Custom Modal Designer.

 

 

We also introduced a new, advanced popup creator to the SALESmanago system. It allows the users of our system to set up visually complex creations, which will perfectly match the layout of the webpage and the type of device (desktop or mobile) on which the popup will be displayed.

With the Custom Modal Designer, you’ll be able to encourage your customers to leave their personal data or present them with tailored offers with striking popups that you can create without knowing how to code in HTML.

 

New dashboard and CRM analytics – more data pertaining to eCommerce sales.

 

 

Concurrently, we also keep developing our analytics – the new, modernized CRM analytics dashboard, which went through extensive, grounds-up changes, and was expanded with new, useful information about your contacts’ base.

We’ve added the eCommerce Funnel to the well-known statistical data – it shows the engagement of the customers and the relationship between engagement and the number of created carts and transactions.

We’ve added an entirely new section, showing the analytics of the contacts’ transactional activity over time and the total number of contacts buying products in the database.

 

Speed-up the implementation of new processes for many markets and brands thanks to the possibility of sharing resources between different SALESmanago accounts.

 

If you use multiple SALESmanago accounts to manage your marketing for different brands or on different markets, you can now easily copy existing email templates and automation processes from your main account to other ones, making it easier and faster to implement them in your entire business. This option is available for Enterprises that use our Private Cloud version of SALESmanago. 

 

A new way to add contacts to the mailing right before it’s sending.

 

Finally, we end on an improvement to the system’s functionality – although seemingly small, it opens up a lot of new possibilities. The users of our system can now select an option that will allow them to select recipients of the email just before its sending –  which means that mailings planned ahead in time can now also include contacts who met the criteria to be the target of the campaign even after it was already scheduled.

marketing automation

marketing automation

In January 2020, the world’s most popular internet browser, Google Chrome, announced that it would stop supporting third-party tracking cookies entirely within two years. By eliminating third-party cookies, Chrome will be guarding its users against nefarious cross-site request forgeries and data privacy breaches. 
However, third-party cookies have long been used by marketers for web analytics and deeper insights into customer journeys. In a world without third-party cookies, marketers will need to adapt their approaches and focus on first-party cookies, which are tracked with clear customer permission. 
That’s why Pardot has developed a new first-party tracking service that allows our marketing customers to keep providing personalized experiences based on their customers’ journeys and keep delivering relevant content at the right time. This service is currently in open beta — so all of our customers can opt in and start preparing for the end of third-party cookies.
In this post, we’ll explore what first-party context is, why it’s important, and other considerations you should take into account. We’ll also share how to get started with our new open beta. For even more context, check out this blog post about the browser privacy race.

Understanding First-Party Context

First-party context is an important concept, and it plays a large role in the way web data is exchanged between services. It depends on two factors:

The relationship between the service and the website
The type of cookies being used

In a first-party relationship, the service and the website share an Extended Top Level Domain + 1 or ETLD+1 — which is the part of your website domain that your company controls. For example, if your website is www.example.com, then your ETLD+1 is example.com. If a service you use on your website also shares example.com, then it’s considered a first-party service, over which you have control. If your website www.example.com uses files hosted on files.example.com, then files.example.com is a first-party resource.
The purpose of any type of web cookie is to store user activity data within the user’s browser that websites can then use to provide relevant services. Cookies are used to save user preferences or shopping cart information in case the page is refreshed or abandoned. First-party cookies are cookies operated by the website itself. Third-party cookies are cookies operated by a third party, like an advertiser. 

Setting Up Pardot as a First-Party Service

With the upcoming end of third-party cookies, we’re asking our customers to set Pardot tracker domains as first-party services. This is important for the following reasons:

Pardot tracker domains are used to host marketing content. By giving them the same domains as your websites, you’ll maintain consistent branding and assure your users that your marketing assets are under your control. 

If your main website is www.example.com and you then ask users to go to www.notexample.com to download a whitepaper, it creates an inconsistent experience at best. At worst, your customers might worry it’s a phishing attempt.

Web analytics data allows B2B marketing teams to provide personalized recommendations and serve the right content at the right time. With first-party context, you can track engagement across subdomains faster. 

First-party cookies are a critical part of maximizing progressive profiling on your site and on Pardot-hosted landing pages, as they allow you to confidently verify users before auto-filling potentially sensitive information.

What is Pardot’s Position on Web Tracking?

Pardot’s goal is to provide our customers with privacy-friendly services that help distinguish their analytics from internet-wide trackers and help fulfill their privacy obligations. Trust is our core value, and privacy is a key part of trust. 
While cookies are an important part of creating personalized customer journeys, we recommend that our customers always share transparent information with their users about how their data is being used. It’s best to always allow your web user to control whether you collect their data or not. Privacy is always more important than personalization. 
Pardot will never resell, share, or capitalize on user data. Our customers maintain control of this information if they ever decide to terminate our service. As attitudes and policies on digital marketing and privacy change, we’re committed to keeping our customers informed about new developments and adapting our services to their needs and their users’ needs.

Using Pardot’s First-Party Tracking Service

When using Pardot’s first-party tracking service, it’s essential to maintain both tracking alignment and tracking coverage.
Tracking Alignment
First, align your website and your tracker domain to maintain first-party context. The following scenario shows why this is so important:

Imagine a web user is interacting with three websites. One of the sites doesn’t maintain first-party context because the website and the ELTD+1 don’t align. 

The first visit by the web user generates activity with no issues because the website and tracker domain do share the ETLD+1 of “firstbrand.com.”

The second visit by the web user doesn’t generate any activity, because the website is on “firstbrand.com” but the tracker domain is on “secondbrand.com.”
The third visit by the web user again creates the visitor activity as expected, because both the website and tracker domain share the ETLD+1 of “secondbrand.com”

Overall, you should make sure anything you want to track has a domain URL that aligns with the website ETLD+1.
Tracking Coverage
Tracking coverage is a bit more complicated than tracking alignment, and it’s also more important. Since third-party cookies are no longer available, you’ll only be able to anonymously track a visitor across your sub-domains. However, if your web user chooses to identify themselves on multiple websites, then you’ll be able to see their full engagement.
Again, imagine a web user is interacting with three websites — only this time, all the sites have full tracking alignment.

The web user decides to visit three of your websites across two branded domains. Since two of these websites are hosted on “firstbrand.com”, the visits are linked to “visitor 1”.
Their visit to “secondbrand.com” is then linked to “visitor 2,” because there are no third-party cookies to link them together.
In their second round of visits, the web user decides to fill out a form on “www.firstbrand.com.” This results in the web user becoming a prospect and “visitor 1” activity is linked to “prospect 1.”
In their third round of visits, the web user decides to fill out a form on “go.secondbrand.com” using the same information. With this information, precious data from “visitor 1” and “visitor 2” are then linked to “prospect 1.”

At the end of the customer’s rounds of visits, a marketer will have a complete view of their journey. The important takeaway is that marketers will need to engage customers across different domains to achieve this when third-party cookies are no longer available.

How to Join Pardot’s First-Party Tracking Open Beta

All Pardot customers are invited to join our first-party tracking open beta. During the beta, you’ll have the opportunity to provide direct feedback to help improve the feature. 
Here’s how to get started:

Review the considerations and create a plan for migrating. The change requires placing new tracker codes on your websites and aligning your tracker domains properly — so be prepared. Please note that old tracker codes will continue to work until you swap them out, so you can change them at your own pace. 
Review your Pardot hosted content for domain alignment and align where possible. You may need to add new tracker domains. 

When you’re ready, go to your account settings page and check the box for Enable first-party tracking. 

Configure your tracker domains with default campaigns.
Generate the appropriate tracker codes for your tracked websites and swap them out.

If you only use one website domain or already align your tracker domains, switching to first-party cookies should be simple. Others may want to prepare for the switch in phases. Keep in mind that we recommend activating third-party cookies to start out with, especially if you use multiple website domains. You can turn them off once you’re ready to make the full switch to first-party. 
Still not sure if you’re ready to join the open beta? Check the following documentation for more details about the set-up process.

Hi, all I came across the free rss content congregated and one FB page auto poster awfully useful. However, does anyone know of a free alternative?
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Use data stored in the SALESmanago Customer Data Platform to improve the personalization of your ad campaigns and reach your customers with offers perfectly matched to their behavior and buying habits anytime when they browse the Internet. We introduce integrations with leading advertising systems – Google Ads and Adform.

 

Google Ads and Adform enable you to target specific audiences based on their data or browsing history, and generate paid website traffic. Good targeting and personalization of ads are the keys to generating more visits on your website, which translates into the higher conversion of your store.

 

Thanks to the integration of these platforms with SALESmanago, you are now able to use detailed information collected on each of your customers to create audiences and display ads on any site in their ad network as a part of your omnichannel marketing campaigns or in your automation processes.

 

Google Ads and Adform integrations allow you to:

 

Use transactional and behavioral data of your customers, saved in their 360º profiles, to create and manage ad audiences in Google Ads and Adform DMP Platform. 
Create advanced audience groups by using extensive capabilities to choose specific groups of contacts, e.g. based on Purchase, CLV & Customer Churn Prediction, tags and details, behavioral segments, and many other options. 
Conduct remarketing or win-back campaigns to individual customers who were on your website and met key characteristics and actions defined in Workflows and automation rules.
Supplement your omnichannel communication strategy with additional channels to deliver personalized offers at different stages of the customer’s life cycle.

 

Start displaying perfectly tailored ads

 

The integration process is really simple. You need to only find the right platform in the Social Media tab in SALESmanago and provide login data to your Google Ads or Adform accounts.

 

With that, all existing audiences defined in a given platform will be displayed in SALESmanago and you will be able now to edit them or add new ones.

 

When you add a new audience you can choose if you want to select contacts from your database manually, with all the filtering options such as tags, contact details, dynamic segments, AI predictions, etc., or whether this audience should be managed with automation processes. In this case, you have now new action in the Automation Rules and Workflows features available for you, that enable you to add or remove contacts from a specific audience on Google Ads or Adform, similarly to how it was already possible for Facebook Custom Audience integration.

 

In both cases, SALESmanago contacts are matched with advertising software based on their email address or phone number.

 

How can you use integrations with Google Ads and Adform in your campaigns?

 

There is a variety of use cases in which the implementation of this additional communication channel can become substantial in driving revenue from your existing customers.

 

You can create new audiences anytime you would like to conduct a single campaign supporting your omnichannel manual campaigns:

 

announcing new product premieres based on the customer purchase history
activation of customers with the high churn prediction value
targeting customers who did not open the emails with special offers
cross selling campaigns based on customer’s transactional history

 

However, you can also use automation processes to decide when the ads should be displayed depending on the different customer activities across their journey:

 

abandoned cart recovery campaigns for customers who did not agree to receive emails
conducting the onboarding process for the new customer with ads reminding of the activities they have to take to fully use the product they bought
retargeting customer with ads educating on the products the customer asked for on live chat or over the phone
win-back campaigns based on RFM segmentation offering other added values for next purchase to customers with different value

marketing automation

marketing automation

I am trying to find out what to expect from moving to Eloqua.
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We all like to believe that our content is air-tight, but even the best marketers may be making mistakes without even knowing it. From blog posts to emails and everything in between, content is a hugely important part of any marketing strategy. If you’re slipping up, though, you might be losing out on a lot…
The post Content Marketing Mistakes You’re Definitely Making appeared first on Benchmarkemail.

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