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Showing posts from December, 2019

How to Market to B2B Customers Small, Medium, Large & Extra Large by Lauren Vaccarello

Recently I happened to watch a video of Box, VP of Marketing, Lauren Vaccarello, delivering her speech on How to market to B2B customers Small, Medium, Large & Extra Large at "SaaStr 2017"
Please find excerpts from her speech

Top 10 things to know when marketing horizontal solutions
Align with SalesSet Targets by SegmentCompaniesSmall < 100 employees - Marketing should source 50-60% of lead generationMedium 100 - 1000 employees - Marketing ownership 20-30% of lead generationLarge >1000 employees - Marketing ownership 10% of lead generationAssign segment leads in marketingBuild Segment Specific messagingTechnology, automation and programmatic marketing is key for SMBDemandbasefor reverse IP LookupRadius or 6Sense for predictiveMarketoSales Insights to let sales know who's interestedOptimizelyfor experimentation and personalizationConductorfor SEOIntercomfor in-app messagingGreat Trial ExperiencePrepopulate some dataIn-app messaging and tutorial to onboardA/B test o…

Try Attribution Beta in Google Analytics

Google has released a new feature in Google Analytics - Attribution Beta

If you wonder what is attribution is? Let me explain the same

Attribution helps you to understand which channel and campaigns helped you to achieve the conversions

Eg: A Customer would have bought a watch in Amazon. But in the buying process, he would have lot of touchpoints

1. He would have searched for "Casio watches", Amazon would have populated the ad (PPC)
2. He left the website without purchasing. Later he will be followed several watch brand images (display ads)
3. Then the next day, he visits direct and searched for the specific Casio watch in black and made the purchase (direct)

This buyer's journey has 3 touch points.  PPC > Display Ads > Direct

Among above 3 channels, which one will get the actual credit is the biggest question mark?. To determine that, google analytics has Rules-based attribution models and Data-driven Attribution model

Rules-based Attribution Models Sourc…