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Showing posts from December, 2019

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

Profile Image Credit:  Linkedin 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 Sales Set Targets by Segment Companies Small < 100 employees - Marketing should source 50-60% of lead generation Medium 100 - 1000 employees - Marketing ownership 20-30% of lead generation Large >1000 employees - Marketing ownership 10% of lead generation Assign segment leads in marketing Build Segment Specific messaging Technology, automation and programmatic marketing is key for SMB Demandbase for reverse IP Lookup Radius or 6Sense for predictive Marketo Sales Insights to let sales know who's interested Optimizely for experimentation and personalization Conductor for SEO Intercom for in-app messaging

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 amazon.com 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 At