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Creating Successful Lead Nurturing Emails, Part II: B2B

Digital Marketing · By Mikel Chertudi On August 5, 2008 · 3 Comments

As I’ve talked about in recent posts, a suc­cess­ful lead nur­tur­ing strat­egy improves the num­ber and qual­ity of the leads you can gen­er­ate — for a sig­nif­i­cant increase in revenue.

Last time I out­lined some impor­tant ele­ments nec­es­sary for a strong lead nur­tur­ing pro­gram — com­mu­ni­ca­tions should be per­son­al­ized, rel­e­vant, well-timed, thor­ough...

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Avoid “anticipointment”: bridging the gap from ad to site

Digital Marketing · By Brent Hieggelke On July 23, 2008 · 2 Comments

A cou­ple of days ago at the Medi­a­post OMMA Behav­ioral Insider event, I pre­sented to the audi­ence about what should be the best friend of behav­ioral tar­get­ing net­works: site opti­miza­tion and site targeting.

I took the stage imme­di­ately after indus­try leg­end Dave Mor­gan, whom Steve Smith, the host of the...

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Pitching the Value of Organic Search

Search Engine Marketing · By Jordan LeBaron On July 18, 2008 · 18 Comments

It’s a sad real­ity that many well-known orga­ni­za­tions, includ­ing many For­tune 500 com­pa­nies, still don’t under­stand the value of organic search.  Even some busi­nesses with multi-million dol­lar paid search bud­gets have focused lit­tle effort in opti­miz­ing their sites for organic search.  The fact is these orga­ni­za­tions are fail­ing to cap­i­tal­ize on a major acqui­si­tion chan­nel,...

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Creating the Perfect Lead Nurturing Email to Recoup Lost Revenue

Digital Marketing · By Mikel Chertudi On July 17, 2008 · 1 Comment

In my last post I talked about lead nur­tur­ing strate­gies, and how to put one into place for your com­pany. I out­line five key ele­ments.  Com­mu­ni­ca­tions should be:

per­son­al­ized rel­e­vant well-timed thor­ough auto­mated

Auto­mated emails are one of the first, and one of the eas­i­est, areas of com­mu­ni­ca­tion to implement.

Imag­ine some­one goes online...

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Visitor Engagement: Time for a reality check?

Analytics · By Matt Belkin On July 14, 2008 · 13 Comments

One of my con­sul­tants caught me in the hall last week and asked what I thought about vis­i­tor engagement. A cus­tomer of his devel­oped a com­plex for­mula — a mashup of met­rics — to mea­sure “Vis­i­tor Engage­ment” on his site. The idea is that this will fea­ture promi­nently in exec­u­tive dash­boards.  If the num­ber goes up, great. ...

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On-site targeting: not just for the big guys

Personalization · By Brent Hieggelke On July 10, 2008 · 1 Comment

A recent con­ver­sa­tion with a friend I have had since sec­ond grade, Joel who now lives in Min­neapo­lis, illu­mi­nated the fact that seg­ment­ing and tar­get­ing on web sites is not the sole domain of big busi­ness.   The idea that you must be a big com­pany with many prod­uct lines for tar­get­ing to be applic­a­ble and...

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The Art and Zen of Testing for Success

Personalization · By Lily Chiu On July 3, 2008 · Add Comment

It’s Not Just About Lift

I often see the def­i­n­i­tion of suc­cess in a test get whit­tled down to a sin­gle goal: lift. Whether it’s lift in con­ver­sion rate, rev­enue per vis­i­tor, time spent on site, or some other KPI, I get the sense that many com­pa­nies think test­ing is lift or die. While show­ing lift...

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Making Web 2.0 Content Count

Personalization · By John Broady On July 1, 2008 · 3 Comments

Do you remem­ber the Buick Reatta?  Designed to be the come­back car for Buick in the late 1980’s, the Reatta instead became infa­mous for its ill-conceived “Elec­tronic Con­trol Cen­ter”, a touch­screen con­sole that lumped all cli­mate and radio func­tions in a sin­gle, con­vo­luted sys­tem.  Dri­vers and crit­ics howled about need­ing to nav­i­gate mul­ti­ple screens just...

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SEM tactic #1. Refining Keyword Bidding

Search Engine Marketing · By Wes Funk On June 24, 2008 · Add Comment

As Mar­keters, we often get busy with the mechan­ics of mar­ket­ing and for­get some of the fun­da­men­tals of key­word bid­ding.  Here’s a quick check­list to make sure your bids are optimized.

•    Search Engine Suggestions

Search engines offer sug­ges­tions on where to set your bids, based on the land­scape
and his­tor­i­cal search traf­fic.  They...

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Analytics Love: Rekindling the Romance

Analytics · By Matt Belkin On June 23, 2008 · Add Comment

Some­times I feel like a mar­riage coun­selor. Peo­ple ask me all the time how to sell the idea of web ana­lyt­ics within the orga­ni­za­tion, how to rekin­dle the enthu­si­asm that every­one felt back when they first signed on for web analytics.

As with any rela­tion­ship, enthu­si­asm for web ana­lyt­ics doesn’t grow on its own, and...

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