Watch this short clip to get a bird's eye view of the Trendemon platform, its positioning and the tools it can consolidate: Want to see Trendemon in action? Start your free trial or talk to us.
Join us for a session with Adir Zimerman, founder of Rainmakers, and an expert in lead generation, closing deals, and customer nurturing for B2B founders. In this discussion, Trendemon’s Founder and CEO, Avishai Sharon, sits down with Adir to explore critical topics shaping the future of sales: The balance between outbound, inbound, and buyer-led strategies The evolving role of founders in the sales process Creating effective feedback loops across product, customer success, sales, and marketing teams The future of SDR...
Our CEO and Founder, Avishai Sharon, recently joined DemandBase on their OnBase podcast! Tune in as Avishai dives deep into the evolving landscape of B2B marketing and the increasing importance of ABM strategies. Here’s a snapshot of the key topics discussed: The Shift from Traditional Demand Generation: Why traditional demand generation tactics are becoming less effective in today’s B2B environment and how ABM offers a more targeted and efficient approach to reaching and engaging buyers. Data-Driven Insights on Buyer Behavior:...
Join us for an insightful conversation as Avishai Sharon, CEO and Founder of Trendemon, sits down with Yam Regev, a Global Marketing Advisor. Don't miss out as they delve into: Role of the Marketing Leader: Defining the mission, setting KPIs, and aligning business strategy with marketing goals. Evolving Marketing Functions: How to integrate brand, product marketing, and demand generation into your strategy. Planning vs. Execution: Balancing strategic planning with operational execution for effective results. Adapting to Market Changes: Exploring how...
In classic B2B GTM (everything but PLG), there is no single buyer—there’s a buying group. For deals over $100K ACV, our data shows that 9-13 unique people from each company with a pipeline opportunity visit the seller’s website during the buying process. Interestingly, 80% of these group members will remain anonymous, even after the deal is won. Each member has different agendas, responsibilities, and questions they need answered. Here’s how we suggest structuring your content strategy to support the diverse...
Hiring a VP of Marketing or CMO is a daunting task, with over 50% of these hires failing within the first 18 months. Recognizing the high failure rate of marketing leadership hires, it's essential to explore the reasons behind these failures and how to mitigate them. The Root Causes of Failure A recent survey by Yuval Ben-Itzhak sheds light on why many marketing leadership hires don't succeed: Absence of a Clear Strategy (41%): Without a well-defined strategy, marketing efforts can...
With the rise of constant digital connectivity, old-school outbound outreach methods are no longer as effective. Flooding potential buyers with cold emails and unsolicited calls that demand their attention rarely achieves the desired outcome. So, why do we still cling to these antiquated tactics? It's time for a shift in perspective. Adopting a value-driven Go-to-Market (GTM) strategy could be the game-changer we need. The Inefficiency of Traditional Outbound Outreach Many professionals feel perplexed and frustrated when bombarded by cold emails...
Tune in to this episode of APAC's B2B Growth podcast! Trendemon’s Founder and CEO, Avishai Sharon, joined Shahin Hoda - Founder of xGrowth, to discuss digital personalization tactics for B2B marketers. The episode includes: B2B GTM playbooks Optimizing digital experience for maximum impact Building meaningful website experiences for target audiences Gated content vs. ungated content LLM for content creations and beyond Listen to the full episode here. Check out these insightful highlights: https://trendemon.wistia.com/medias/awie7bh2zq https://trendemon.wistia.com/medias/mf3lwovl65
In this post, we explore why and how optimizing B2B website experiences and conversion rate optimization (CRO) drastically differs from B2C websites such as eCommerce, travel, or consumer brands. We'll discuss how optimizing B2B websites requires distinct optimization approaches and capabilities compared to standard B2C approaches. Before we dive deep, let’s set the stage: The Website Optimization Category consists of 3 main sub-categories: 1) SEO optimization, 2) Performance Optimization, and 3) Experience Optimization. This post will focus on B2B Website...
We recently co-hosted an exciting in-person event with Envy, where top B2B marketing experts shared their most effective strategies. The event featured 8 sessions, each filled with actionable advice and real-world examples. Here’s a closer look at two of these sessions: Learning From Failure - How to Build and Grow an ABM Strategy from Scratch Hosted by Michal Hershkovitz, Sr. Demand Generation Manager at JFrog, and Avishai Sharon, CEO and Founder of Trendemon. Mid-Year Benchmarks: Insightful 2024 mid-year benchmarks provided...
The Shift in B2B Marketing Strategy It is now clear beyond doubt that the traditional B2B growth playbook is no longer relevant. Our latest discussion delves into the transition from linear funnels to dynamic flywheels, offering a new perspective on go-to-market (GTM) strategies that capture and retain the attention of target audiences more effectively. Understanding the Components of B2B GTM GTM strategies can be broadly categorized into inbound and outbound activities. Inbound tactics encompass search engine optimization, partner referrals, and...
In B2B GTM, personalization is quickly becoming a crucial strategy for engaging potential clients and driving conversions. A personalized experience will significantly enhance the way businesses interact with their audience, creating more meaningful and impactful engagements. One of the most effective ways to implement this strategy is through the use of playbooks. In this blog post, we'll discuss the importance of B2B website personalization, explore the role of playbooks, and share ways to track the impact of these efforts. Why...
As we're about to wrap up the first half of 2024, it’s clear that B2B buyer journeys are continuing to evolve, reflecting significant shifts in behavior and engagement. We are also witnessing changes in the priorities and efforts of B2B marketing organizations which could indicate the beginning of a pivot from defensive approaches which dominated 2022-3 towards careful growth initiatives and strategies. You can find our previous report analyzing the major shifts in buyer journeys of 2023 here. Our Data and...
In our previous posts, we discussed the end of the traditional B2B playbook that relies heavily on lead capturing and MQLs. Today, we’re diving into the future of B2B go-to-market strategies, focusing on a data-driven approach better suited for the current environment. This series, starting with this post, aims to introduce a new demand generation playbook for B2B marketers. This series will guide you through the intricacies of building and measuring brand success. Why Brands Should Focus on Building Their...
In our previous blog post, we explored the transition from purely intent-based strategies to a nuanced approach that emphasizes interest. While interest forms the backbone of our engagement strategy, measuring intent remains crucial to identifying ready-to-convert leads. At Trendemon, we utilize advanced methods to measure intent effectively. Here’s how we do it: 1. Engagement WIth Content Website engagement is a primary indicator of user intent. By analyzing how visitors interact with our site, we can gauge their readiness to engage...
We recently chatted with Jon Miller founder of Marketo and Engagio, where he made his predictions for what will come in the B2B marketing space in 2024. He agreed that the ABM playbook of recent years is dead and no longer effective. Now that we know this the first question always asked is what's next. The Shift from Intent to Interest Traditionally, B2B marketing strategies heavily relied on identifying intent signals, which suggest when a potential customer is ready to...
In our most recent ABM event, we ventured beyond the basics and delved into the transformative world of ABM. Whether you're still on the cusp of embracing ABM or already navigating its complexities, this blog post is your essential read. We kicked off the event by unraveling the 'when' and 'how' of stepping into ABM for newcomers, providing insights that demystify the initial stages of adoption. Then, we shifted gears to tackle a more nuanced topic - the common pitfalls...
Diving into Account-Based Marketing (ABM) is a significant strategic decision for any business. As we navigate the complexities of modern marketing, understanding whether ABM fits into your go-to-market (GTM) strategy is crucial. This post will guide you through assessing your business’s compatibility with ABM, evaluating organizational readiness, and taking the initial steps to implement this targeted approach. Is Your Business ABM Compatible? One could say that you don't choose ABM, ABM chooses you. In other words, ABM should be the...
In a recent insightful interview with Jon Miller, co-founder of Marketo, Engagio and ex-CMO at DemandBase, we delved deep into the transformative trends shaping the B2B marketing ecosystem. The discussion centers on the 5 key transformations that explain why and how to adapt your business to the latest trends. Here’s a snapshot of the key takeaways, but for the full range of insights, you won't want to miss the complete interview. Ready to watch? Click here to jump right into the...
Table of Content: Chapter 1: From Lead to Account - A Paradigm Shift in B2B Analysis Chapter 2: Macro Trends in B2B Selling Over the Past Three Years Chapter 3: 2023 Trends and Statistics in the B2B Buying Journey Chapter 4: Looking Ahead: GTM Strategies for 2024-2025 Welcome to our exploration of the B2B buyer journey, an in-depth analysis designed to illuminate the evolving landscape of B2B marketing and sales. In this e-book, we delve into the trends and benchmarks...
Watch our session, "Make Peace with Your CFO - Prove and Improve ABM ROI," hosted by Adam Kaiser, VP Growth Marketing at 6sense, and Trendemon's Avishai Sharon. Learn how to measure the impact of ABM on business outcomes. The session addresses challenges in the ABM journey, presents a CFO-friendly approach for measuring business impact, and discusses winning strategies such as website experience optimization and personalization. Want to see Trendemon in action? Start your free trial or talk to us.
In the realm of B2B marketing, traditional website conversion metrics, though popular, fall short when it comes to measuring the impact of Account-Based Marketing (ABM). The essence of ABM lies in its targeted approach, focusing on the buying group and account levels, rather than the individual lead. This fundamental difference is where the traditional metrics show their limitations, offering a skewed understanding of ABM's true effectiveness. Beyond Leads: The Account-Centric Lens ABM strategies are designed to engage specific accounts, tailoring...
The business landscape has seen extreme highs and deep lows over the past 3 years. From navigating the aftermath of COVID-19 to the volatility of fluctuating markets, from soaring successes to the bear market downturn. Join us as we explore how these shifts impacted B2B websites. Traffic Trends - The Shifting Balance Between Paid and Organic Visitors In 2021 organic and direct accounted for 78% of all website traffic, while only 11% of website visitors came from paid ads. In...
B2B marketers must stay ahead of the curve as we approach 2024. In this newsletter, we highlight five pivotal topics that demand your attention, providing insights and strategies to navigate the gaps. Join us as we unlock opportunities and guide you through the trends that will shape your success in the coming year. 1. Privacy and depreciation of 3rd party cookies The landscape of digital marketing undergoes significant changes with the impending deprecation of 3rd party cookies and increasing focus...
Google optimize is gone. Now what? Actually, a lot. There’s so much more you can do when it comes to B2B website optimization. And you don’t need Google for that. Watch our 30-minute webinar with Elad Hefetz from Airfleet and Trendemon's Avishai Sharon as we take a deep dive into Account-Based Experience Optimization and explain how to connect personalization, experimentation, and revenue attribution. You can also explore our AB testing capability on your own! https://www.youtube.com/watch?v=kIcIlWPEMcc Book a demo with us...
As we usher in 2024, the spotlight is on ROI. B2B marketers are gearing up to align their strategies with a revenue-driven agenda. The challenge lies in quantifying the impact of every marketing action, and presenting the numbers that prove the influence of these activities. Decoding ROI: Aligning CMO-CFO Objectives As organizations engage in year-end budget discussions, the intricate dance between CMO objectives and CFO expectations becomes increasingly apparent. In the B2B realm the challenge of attributing marketing ROI is...
Introduction Earlier this year we officially kicked off our partnership with 6sense. Now, armed with half a year's worth of data, we delve deep into how this partnership has translated into quantifiable results. Specifically, we assessed the conversion of custom audiences based on 6sense segments into successful deals in comparison to other audience subsets. Methodology Before diving into results, let’s understand our evaluation framework: Identification and Mapping: Through Trendemon's 6signal integration (a reverse IP company lookup API by 6sense), we...
Measuring B2B marketing success is broken, and it's costing companies millions. ‘What gets measured gets managed,' Peter Drucker famously said. But what happens when what we're measuring in B2B marketing is fundamentally flawed? What are we really managing then? In this post we’ll discuss one of the more painful aspects of B2B marketing - why is it so hard to measure? Let's be honest, folks—the metrics we're using to measure B2B marketing success are about as suited for the job...
In the intricate world of B2B marketing, it's easy to get lost in the myriad strategies, tools, and metrics that promise brand success. Yet, when you dig deep, you'll find that at its core, B2B marketing revolves around two poles: one concrete and measurable, the other more abstract and intangible. Welcome to the dichotomy of B2B marketing – the balancing act between demand creation and demand conversion. The Tangible: Demand Conversion Often mistaken for demand generation, demand conversion encapsulates those...
In the competitive landscape of B2B Marketing, strategies have become increasingly dependent on website optimization. For B2B marketers, the process of optimizing websites demands a unique approach that focuses on both the journey-level and the page-level. In this post, we will explore the world of website optimization for B2B companies, highlighting the key differences between B2B website personalization and optimization vs B2C, and why they must be a part of your strategy. B2B vs. B2C Website Optimization: Notable Differences Understanding...
In the fast-paced world of B2B marketing, optimizing individual web pages has been a common practice for conversion rate optimization and user experiences. However, limiting your focus to individual pages may lead to missing the mark in driving meaningful conversions. Today, we'll explore why it is more effective to see the bigger picture and optimize the entire website journey experience for each persona, stringing together the most engaging content pieces to create a seamless conversion path. Understanding the Buyer's Journey:...
2 years ago, when a new VP of Marketing joined a company, one of their first decisions was what to buy/who to hire. In other words, how to spend money. Fast forward 24 months, and the first question a new marketing leader asks is what can I drop and how can I save money. In this edition, we’ll talk about some questions you should ask before investing in content creation and how to avoid wasting those precious dollars on content...
Gartner’s recent survey uncovered that CMOs have seen marketing technology significantly decrease in productivity, with utilization rates falling from 58% to 42% in 2022. For this reason, 75% of marketers report being under pressure to cut MarTech spend this year to deliver better ROI. Despite marketers still investing in tech, most of it is not being utilized effectively. Cutting costs is a given these days but it must come with a change of strategy. Evolving from Account Based to Buying Group Marketing Changes are...
As efficiency continues to be a core theme of 2023, why are B2B sales and marketing teams still not aligned? We are living in an ROI-centric world right now, and looking past this alignment leads to a major waste of resources and also reduces effectiveness. It’s not all bad news, however, as we have a brand new, disruptive solution to share with all of you. Introducing One-To-Won: We at Trendemon, are revealing our biggest upgrade in the past 2 years,...
With Google Optimize 360 set to retire on September 30, 2023, lots of companies are looking for a new place to run their experiments and A/B test their landing pages. This sparks a question - is traditional experimentation and A/B testing the best approach for B2B’s or is it time to re-evaluate your website optimization strategy? We know Google Optimize 360 was originally designed for B2C’s to make their one-off experiments and it has done a great job of that. However, for...
Now more than ever, businesses are prioritizing efficiency over growth; you need to be able to show proof of value, or you’ll be wished adieu. However, figuring out your website ROI can be hard as f**k, or is it? As we know, ROI consists of 2 parts, the return, and the investment; the investment part is usually straightforward as it's usually how much you spend on your website. The real challenge is finding the return. In this post, we will share a...
One thing we can definitely take from 2022 is that it’s a buyer's world, and we're just living in it. The road these buyer journeys are on is longer and bumpier than ever. Let’s get right into it. Picking up from where we left off in part 1 of our analysis. In this edition, we will talk about statistics on the impact of personalized content and experiences on accounts. How Many People For Each Target Account Are Visiting Your Website?...
We recently invited Israel Blechman, CEO of TLM Marketing to speak with us about "Technology Buyer Journeys In 2022 And Where We Are Heading In 2023." Some of the topics that we covered were: Conversion rate benchmarks of B2B websites. How long does it take to convert from anonymous website visitor to SQL? Time & Touchpoints How are marketers changing their approach in 2023? Please enjoy a recording of the webinar together with the slides that we presented: https://www.youtube.com/watch?v=t1dm6Im2xfo The...
Google has announced that they will begin to phase out their Optimize service starting on September 30, 2023. This news has caught the attention of many marketers who have been using the service to improve their website and online campaigns. In this blog post, we'll discuss the sun setting of Google Optimize and how marketers can prepare for this transition. What’s Google Optimize? Google Optimize’s website optimization platform helped marketers test and personalize their website to improve user experience and...
B2B marketers attempt to win over buyers by creating vast digital worlds of design and content. However, the most challenging part of the job is proving that you actually generated sales. Brand awareness is one of a marketing campaign's least measurable outcomes and perhaps the most important. It can directly affect every other performance indicator that matters. The hard-to-grasp nature of increasing brand awareness is reflected in two key statistics. 84% of marketers list increasing brand awareness as their most...
B2B buyers are champions of effective time management, which is why they hate wasting time receiving generic ads from businesses that don't solve their problems or soothe their pain points. As a marketer, the ideal way to avoid irritating B2B buyers is by delivering relevant, informative content when they need it most, such as when they search for your business or visit your website. And what's more relevant than personalized content? 70% of buyers now expect to receive personalized content,...
The B2B buyers' journey can be a long one, with plenty of winding turns. When a company is looking for critical equipment or an enterprise software solution, the purchasing process can take many months and involve multiple decision-makers within the organization. This journey poses challenges for sales and marketing teams. It doesn't do much good to serve up content that shows off your product's best features. Why? Because that buyer is already familiar with your product's best features and is...
When B2B buyers research their purchasing options, they always have specific questions to address. They're looking for detailed, useful information – and they're going to spend more time engaging with sellers who can provide it to them. Content marketing is the umbrella term that captures all of the processes for creating and distributing this information. The individual responsible for shaping it all into an effective strategy is the content marketing manager. Almost two-thirds of successful B2B organizations have a defined...
Man oh man, ‘22 was a funky, roller-coaster of a year. Hopefully, ‘23 will be a chill year, I think we all earned it, no? Anyway, as everyone braces for the new year or just out for their holiday off-time, we took a look back at how b2b journeys looked in ‘22. Let's check out some figures: How did B2B websites convert in 2022? As part of our annual benchmarks analysis (stay tuned for the full report in the coming...
How do B2B businesses find clients? They have marketing and sales teams, of course. But if you reverse the question, the response is not so obvious: Your B2B marketing and sales teams find clients, but how do clients find you? 41% of B2B buyers read three to five content pieces before engaging with a sales representative. In response, B2B businesses are making their brand and expertise more visible by producing the valuable educational content buyers are actively looking for. And...
B2B marketing is not for the faint of heart, even if you have an incomparable product. First, winning over skeptical buyers burned in the past by slick marketing campaigns and overblown promises is an uphill battle. Then, before buyers step into your sales funnel, they spend a long time in the dark funnel doing independent research without engaging directly with brands. This results in ever-lengthening sales cycles, making it challenging to figure out the best ways to market to them....
A few years ago, we noticed that as we added more features, configuration options, and units to the Trendemon platform, our customers' usage stats (time spent on our system) was steadily growing. Great, right? Well… After taking a closer look, we saw a different picture: our customers were spending more and more time creating, managing and optimizing their website personalization campaigns. The more options they had, the more time they had to spend to operate the system. In fact, when...
Competition is fierce for B2B marketers. Buyers conduct their research anonymously, deftly avoiding your best lead-capturing tricks. Closing a deal means winning over an entire purchasing team, not just one or two key decision-makers. To connect with potential customers and bring successful close sales, you have to adapt your approach to meet the needs of today's buyers by using account-based marketing (ABM) techniques backed up with artificial intelligence and big data. With more than 70% of sellers purporting to have...
Buyers call the shots in the highly competitive world of online B2B sales. The best way for B2B sellers to hold their attention is to show them that you really, truly get them. That means understanding their big-picture pain points and feature wish list, of course, but also who the people behind the company are, how they like to make their purchasing decisions, and where they're at in their buyer journey. To reach buyers at this level, you need an...
The previous edition of The Journey presented a 3-step process for maximizing conversion rates for target accounts: Segmentation, Identification and Activation. Today we take it one step further and discuss a significant, yet often overlooked factor in ABM strategies - Intent data. Intent - the disruptive factor behind ABM Let’s start with the bottom line - According to ABM research by Inbox Insight, 88% of B2B marketers claim ABM has improved their conversion rates. There’s no doubt ABM has changed...
Leads are the lifeblood of B2B. When you're selling high-value business solutions, every purchase counts. The only way to keep the revenue stream flowing is to find viable leads for your sales team. The leads you want to focus on have already shown some interest in purchasing, categorized as either Marketing Qualified Leads (MQLs) or Sales Qualified Leads (SQLs). Everybody agrees that the key distinction between MQLs and SQLs is that SQLs are more interested and prepared to purchase than...
If there's one thing we know for sure about B2B buyers, it's that they rarely make an on-the-spot decision. Instead, they search Google to weigh their options, where they might come across your business in the process–or they might not. During their journey, B2B buyers don't want surprises and confusion. 80% appreciate content that helps them learn about a product or service during their research stage. This explains why B2B marketing is about providing the right content and information at...
So far we’ve explored the importance and methods for measuring MarTech ROI and Uplift. Now, we’d like to dive deeper on how to maximize conversion rates of target accounts visiting your site into pipeline opportunities. Like many things in life and in marketing, the theory is simple enough, but it's all about the execution. The theory has 3 parts: Segmentation, Identification and Activation. Each of those sections can make or break the effectiveness of the entire process. Segmentation - Breakdown...
As marketing methods and practices become more and more complex, measuring the whole process is more important than ever. B2B marketing attribution does precisely that. Marketing attribution is a practice designed to evaluate the marketing touchpoints along the buying/selling cycle, determine which channels and content had the most significant impact, and lead to the best conversion results. As 60% of B2B sales organizations will transition to a data-driven selling approach by 2025, correct B2B marketing attribution will become more critical....
Marketing to businesses just isn't the same as marketing to consumers. Nobody's impulse-buying B2B solutions at one in the morning because they saw a hilarious viral ad. B2B sales are driven by the conscientious nurturing of qualified leads, and running out of leads means no more deals on the horizon. That's why B2B sellers must generate an ample supply of leads on an ongoing basis. Lead generation is a high priority for 85% of B2B companies, and more than six...
Trendemon, powered by 6Sense data, generates its customers 5-18X uplift in website conversion rates The Challenge - Engaging anonymous buyers with relevant content The past few years have marked a shift in how B2B buyers conduct their research and purchase decisions - buyers are more reluctant to share personal info. Their anonymous journey, through multiple channels and touchpoints, is getting more and more complex, as marketers struggle to chase the unknown. In our realm of B2B website personalization, our customers...
As we’ve discussed in our previous post on measuring MarTech ROI , evaluating the impact of tech on business is hard. In this edition of the journey we’ll zoom in on one key component required for this evaluation - uplift. We will show how here at Trendemon we analyze it and reveal some interesting benchmarks and correlations around this topic. A recent survey by DemandGen Report states that only 10% of B2B marketers think they have an excellent ability to measure and analyze marketing performance and impact. 54% of B2B...
Today, businesses have access to more data than ever before. The sophistication of online metrics, data tracking, and customer analytics has changed how businesses interact with their customers for the better. Tools like Google Analytics and Search Console help businesses understand how customers interact with the online world, enabling them to act and react differently based on data patterns. 72% of business leaders in the B2B space say that the universal push toward digital transformation has created more data reliance...
The B2B buyer's journey involves many interactions with the company that eventually gets the sale. Succeeding in today's competitive, multi-channel selling environment requires orchestrating the buyer journey, anticipating the turns, and providing relevant information to guide the buyer toward the right solution. Effective journey orchestration requires ongoing tracking of your leads at the account and individual levels. It also demands a deep analysis of their behaviors and interactions to generate insights into their journey’s progress and their purchasing intentions. With...
In this edition of ‘The Journey’ we’ll discuss how to measure Martech’s true ROI and share our own brand-developed ROI Calculator. Simply plug in your numbers and get a clear view of ROI multiples and payback period for your MarTech solution or vendor of choice. ROI Measurement The ability to measure ROI is amongst the top 3 factors marketers cite as the most important when choosing a Marketing Technology solution replacement and had the largest change across the years according...
B2B marketing is changing. Diving into the hard sell no longer cuts the mustard. Buyers want to feel empowered to make the journey themselves. 60% of prospects search for a brand before buying, so businesses need to create informative content that guides stakeholders along the path to purchase—and down the sales funnel. Top-of-funnel (TOFU) marketing helps you grab the attention of buyers unfamiliar with your brand, product, or service. You can generate leads by appealing to a wide audience across...
For most B2B buyers, the ideal purchasing experience is not full of surprises. They'd really like to go on the internet and see the solutions they need manifesting effortlessly before them. B2B sellers can come pretty close to providing an experience like this, but not by blasting leads with every piece of marketing content that might be relevant. The way to create a purchasing experience that drives sales is to anticipate and meet your customer's expectations at every point in...
In this edition of The Journey newsletter, we took a deeper look into the current B2B Marketing analytics scene to gain a better understanding of the benefits and efforts in implementing personalized buyer journeys. We will also share stats that will arm you in your organization's personalization endeavors. Personalization is All Around Us When most people hear the term “personalization”, they immediately think of a B2C customer experience. But the truth is personalization has been around far before e-commerce, or...
Monitoring the sales processes for your business isn't easy. There's so much data to collect, so many metrics to track, and even more answers to find. But what if you could optimize your B2B sales pipeline to gain better visibility over your prospects' buying journeys or deal stages? Tracking the deal stages in your sales pipeline isn't just essential for maximizing conversions. The data you gather can also help you forecast, set KPIs, and ensure that your sales team feels...
For B2B marketers, the big question about sales funnels is: do you prefer your funnel right-side up or upside down? In the traditional lead generation model, you seek to bring in lots of leads through the top of the funnel, nurturing them down to the narrow end where you're left with a few well-qualified leads ready to convert. With account-based marketing, you start with one carefully-selected lead at the top, identify the key decision-makers you need to win over, and...
In this edition of The Journey newsletter, we’re about to shine a light on the dark buyer journey. More specifically, we’ll share data about how many touch points, sessions and page reads do buyers actually go through before sharing their real contact information. Flying Blind A 2022 Gartner CMO survey found that 67% find that orchestrating buyer journeys today is significantly more complex and difficult than just a few years ago. It’s a bit puzzling considering that marketers today have...
For many B2B companies, account-based marketing is one of the most effective ways to cultivate high-quality leads. However, your marketing system's advantages can evaporate if you hand these leads off to a sales team that hasn't fully adapted to an account-based strategy. The solution is to make sure they use a complementary approach: account-based sales. Account-based marketing (ABM) has been around for a long time, but big data has ushered in a true renaissance for this marketing method. In 2021,...
Many successful B2B companies are embracing the idea of working smarter, not harder. It's become clear that there must be a better solution than casting a wide net with your marketing efforts to herd leads into your funnel and hoping that one or two will emerge as customers at the other end. Now, sellers are adopting Account-Based Marketing (ABM) as their strategy of choice. Seven out of ten marketers use ABM, and 87% say that it outperforms their other marketing...
For many years, marketers had a dependable solution to serve online content to their audience: web-based Content Management Systems (CMS). Now, marketers are finding that CMS is a product of its time. CMS was built around the assumption that most people were browsing their internet on desktop PCs and laptops, doggedly plugging in search keywords and reading static web content. Unfortunately for CMS users, legacy web pages built with legacy systems are not driving conversions in 2022. The user experience...
In this edition of The Journey, we decided to take a closer look at the levels of interaction a typical B2B buyer has on your website. More specifically, how many touchpoints on average does it require to convert visitors into Sales Qualified Leads (SQL) or any other bottom of funnel goal. See our analysis below to uncover how many pageviews, reads and sessions do these journeys usually require. But before we dive in, why is it even a question we...
In a world where most marketers put more effort into video campaigns, webinars, and identifying new opportunities to reach their clients, it's fair to ask, "Is email still a good marketing strategy?" Surprisingly, the answer is still yes, it is. The oldest online messaging channel is still the most effective. Need proof? There are about 4 billion people who use email daily and it will reach 4.6 billion by 2025. The email marketing market continues to grow and is expected...
Creating compelling, authoritative content takes time, and it can be costly. When you make great content, the goal is to put it out in the world, so it can rack up views and shares, elevate your brand authority, and generate positive ROI. The question is, how can B2B companies that invest in high-quality content production find an affordable way to reach a wider audience? Content syndication via third-party platforms is a very effective way to do just that. But there's...
We're proud to present you with the first ever edition of the “The Journey – Customer Journey Insights & Trends” blog post series. This initiative will educate, share industry insights, best practices and provide you with the must-read knowledge to enable a simple yet impactful journey orchestration on your website. Over the past 2 years, with Covid playing a key role – Digital transformation has accelerated dramatically how B2B’s are selling and buying technology online. Trendemon has a unique advantage...
Seven out of ten B2B buyers use the seller's website as a resource when they're researching a purchase. Websites can look pretty, load fast, and be full of exciting content, but none of these things are going to drive conversions for B2B sellers unless they're part of a coherent B2B website strategy. A strategy ensures that your website isn't just a pleasant diversion for buyers on the journey toward purchasing your product or service. Your strategy determines how and when...
While there may be bountiful customer data sources all around us, it's not always easy to find meaningful signals amidst all the noise. The accuracy and relevance of data are a significant concern. 72% of organizations are convinced that data quality issues affect how their customers trust and perceive them. Rich, high-quality customer data is needed for your sales team to make deep customer connections that convert. While basic tools like lead capture forms can help you amass reliably accurate...
By 2025, 60% of B2B companies will have fully adopted a data-driven approach to sales. But even among sellers that have already made this transition, data is not always being used to its full potential. While nearly nine out of ten B2B companies say that data quality is an important factor in their sales and marketing decisions, only 38% are leading with account-based marketing campaigns that rely on high-quality data and effective personalization. To succeed in the modern B2B marketplace,...
Lead generation is the most important goal for 85% of B2B content marketers. On the flipside, while Linkedin is popular, it’s also a very challenging platform with 46% of all lead gen ads failing. Even with compelling content to draw leads in and a persuasive sales team, filling the pipeline with high-quality leads is never an easy task. The question then becomes: how do you stand out from the crowd and get the right people to pay attention? Thankfully, there...
Email marketing proves just how much you can accomplish with old-school techniques. While email may not be the hottest tech around, it still generates a whopping 4,200% ROI. For B2B sellers especially, email remains the preferred communications channel to reach key decision-makers. In order to utilize email’s vast potential, marketers have to develop ways to cut through the noise and get their audience to not just click on their emails so they technically count as “read,” but actually engage with...
We 've recently invited Beth Hanson to speak with us on how they orchestrate buyer journeys on their website. Beth shared their playbook, along with interesting learnings on what they saw work and what didn't. Here is a recording of that webinar together with the slides that we presented, enjoy! https://vimeo.com/649831029 The presentation slides: https://www.slideshare.net/AvishaiSharon/how-perforce-orchestrates-buyer-journeys-on-their-website-webinar
Does event marketing work? More than nine out of ten marketers believe that in-person events help them achieve their business goals. With pandemic safety measures having normalized virtual events, hosting and attending events has become more convenient and affordable than ever. Getting together like human beings to socialize and learn from each other — even in digital spaces — is a big part of what makes event marketing worth the effort. The most successful event marketers realize that what’s even...
There's a good chance you spent more time consuming video content in the last two years than ever before — and you’re hardly alone. Video marketing is having a real moment in the sun in 2021, with viewership of B2B webinars and similar online events increasing by ten percentage points over last year. For B2B sellers, webinars can be particularly effective, especially at the top of the sales funnel (TOFU), where participating in a webinar can entice 62% of buyers...
In a recent Gartner survey, nearly 60% of business leaders admitted that lead generation is their biggest challenge. Finding quality leads remains to be particularly challenging for many B2B marketers. With the digital space littered with tailored content that consumers barely have to struggle to find, and rife content syndication, B2B marketers find it hard to make their content generate quality leads. However, being challenging doesn't make lead generation any less important to the success of B2B companies. The right...
Ask any leader of an enterprise-level company what's most important, and you'll probably get the same answer: it's the customers – without whom there are no sales, no revenue, and no business. Yet, many enterprise companies struggle to understand their customers and their concerns. They have issues communicating through the channels their customers are most interested in and delivering marketing content that moves the needle. Without the right tools to gather knowledge about your customers and leverage it appropriately, it's...
We've all heard the plaintive cry of the frustrated shopper stuck in customer service purgatory: "I just want to talk to a real human!" It's a relatable sentiment, but one you can expect to hear less and less of in the years ahead. AI-powered automation is becoming increasingly sophisticated and helpful – and not just for dealing with basic customer service inquiries. Even in the challenging environment of B2B, AI chatbots are finding use in sales and marketing applications. There,...
Debates about information gathering and privacy on the web may be far from over, but let's face it. The big data genie is out of the bottle, and he's not going back in anytime soon. Buyers have come to expect and appreciate marketing approaches that recognize them as unique individuals. That's especially true in B2B contexts, where long sales cycles and highly deliberative purchasing processes are the norm. In fact, personalized calls to action are more than 200% more effective...
There are occasions in life where it pays to get up, toss out your plans, and just go with the moment. Making B2B sales is not one of them. B2B selling is challenging. The stakes are higher, sales cycles are long, leads can be hard to come by – and when you do get a lead, you're dealing with multiple decision-makers when you try to close it. To succeed in B2B sales, you need a good strategy, and you need...
Digital marketing is a multi-channel affair these days. Still, the point of engaging audiences across the far reaches of cyberspace is to shepherd them to where leads convert: your company website. It's the one environment where you have total control of the content, layout, and aesthetics that your audience will experience. There's no better place to show off exactly what you're all about and what you can deliver for your customers. However, trying to turn the website of your dreams...
There's no question that Account-Based Marketing has brought together sales and marketing programs. Account-Based Marketing (ABM) offers the personalization your customers need. Last week, we spoke with CATO Networks, a cloud-based security and network program, about their growth with ABM. Founded about five years ago, CATO has already acquired over 800 enterprise customers in 100 countries and has over 200,000 mobile users. Marketers Can’t Control the World. Unfortunately. Different people consume content in different ways. After tracking customer journeys for...
Marketing is like a transportation system. Sometimes, you need a bullet train from the hinterlands to bring in the sightseers from far and wide. Other times you need a taxi driver who knows the best routes and can take your leads exactly where they need to go. If traditional marketing campaigns designed to attract ideal customers are your high-speed rail system, what's the equivalent of the expert, street-savvy driver? For many businesses, the answer is account-based marketing. The idea behind...
Who's the most interesting person in the room? It's only human nature to suspect, deep down, that maybe it's us. People love to feel like kind of a big deal. That's why, for all the talk about nosy algorithms following us around the internet, personalization marketing works. Advances in technology and data analytics have allowed for tremendous growth and evolution in personalization marketing. It's also proven to engage buyers and provide a solid ROI. For example, Exceed.ai has found that...
For most B2B companies, effectively reinventing the wheel to execute a new, more engaging marketing plan can be a real challenge. When engagement is low, it can create tension between the sales and marketing teams – and leave talented B2B marketers wondering what went wrong. Today, 9 out of 10 B2B marketers consider ABM (Account Based Marketing) to be an effective solution to this problem. An effective ABM strategy integrates analytics and key marketing insights to help you understand where...
Realizing we don't always have the time to watch every webinar we want (as well as the onset of webinar fatigue), we thought it could be helpful to put together a deck with the key findings, benchmarks, stats and methodologies we've had our guest speakers on our webinars share. Enjoy! https://www.slideshare.net/AvishaiSharon/tldw-key-slides-stats-and-takeaways-from-our-202021-personalization-webinars
I had the pleasure of chatting with Marko Velimirović to discuss Trendemon's journey, our mission and what sets us apart in the marketing & sales technology space. Some key takeways: What Problem do we solve? The problem that we are helping our customers solve is how to understand if a user that is coming to their website is a relevant potential buyer. We help them understand what they are doing on their website, what’s the content they are engaging with,...
How do cyber security marketers can leverage account-based web personalization to reduce friction on their buyer journeys? This time, we've invite Limor Danai, marketing director @ Tenable to share with us her methodologies, best practices and challenges. Limor joined Tenable following the acquisition of Indegy, so we also discussed the differences between using personalization at a small startup versus a large enterprise like Tenable. https://www.youtube.com/watch?v=l1VsQL7ff4o&t=11s We've also shared some interesting statistics from our data, showing the strong correlation between number...
https://vimeo.com/508109716 How do you personalize B2B website experiences when you have over 50 different products, dozens of buyer personas and need to manage extremely long conversion cycles? This is the herculean challenge AudioCodes' marketing team is confronted. We've asked our good friend Daniel Bleichman, who heads marketing operations at AudioCodes, to share with us his approach, tech stack and methods for managing such complex buyer journey scenarios. Personalization is now regarded by digital marketers as the most effective yet most...
https://vimeo.com/496581689 Want a $250 Amazon gift card AND help turn your website into a B2B Growth machine? The digital marketing community and Trendemon are holding the first ever personalization challenge. We want to find which marketer can achieve the highest lift using personalized campaigns on their site and become the true Maze Master. Accepted participants (see basic requirements below) will receive access to Trendemon's attribution-based personalization platform for the period of the challenge and a consultation session on how to...
https://vimeo.com/480671037 Our latest release, with a completely new UI, a whole new set of powerful features to help you prove and improve content marketing ROI.
Over the past months we have been witnessing the migration of entire B2B business processes from offline to online. Field sales have transformed into inside sales and field marketing into digital. In our recent webinar, we discussed some of those transformations. We showed how Account-based marketers are finding new ways to engage target accounts online as well as leverage personalization. A major cornerstone of that transition process is the website. It's more important than you may think. Your website is...
Enterprise marketers that relied on direct, offline contact at events and conferences as a major source of leads are waking up to a new reality. In this webinar we will share stats and insights from our work regarding trends in customer journeys, especially in cyber security companies and discuss ways b2b and ABM marketers are closing the distance between them and target accounts online by leveraging account-based identification and personalization to engage their pipeline. Watch our webinar, done in collaboration...
Feedback is the lifeblood of marketing. Without a proper feedback loop, it's hard, almost impossible, for marketers to know whether their efforts are bearing fruit. When we started Trendemon, we seeked to answer What is the ROI of Content Marketing. It was that blindness content marketers suffered from, not knowing how their creative efforts impacted revenue, which prompted us to search for a solution. Today, we see enterprise marketers plagued by another blindness, but one that we're not sure most...
By: Halel Porat, Trendemon COO and Head of Customer Success The Sudden Death of Field Marketing The new reality of the COVID-19 pandemic has set the marketing industry on its ear in 2020. Events, shows, and field marketing are all out the window for B2B companies, replaced by ebooks, case studies, and webinars as just about everyone works from home. To overcome these new challenges, marketing teams are rethinking their strategies, and most shift to focusing on their own media....
Written By - Zach Watson Content strategy has a keyword problem. Just ask any writer where they get their ideas from. They’ll all respond with keyword research. I’m not saying that’s a bad thing in itself. Content strategy must be data-driven. But relying solely on data from Ahrefs, Moz, or some other keyword tool is like only listening to music on Billboard's Top 100. Sure, there’s good stuff on that list, but you’re also missing out on tons of important...
Lately, we see more companies and businesses around us forced into distress by COVID and its aftershocks. We are also experiencing our own share of upheaval. Having gone through several shocks in the past, I found myself thinking through some of the lessons that I’ve learned over the past few years. There are five key lessons that are now helping our company to face uncertainty, diminishing resources, and an unstable environment. As I was thinking through some of these lessons,...
How is ABM helping marketers adapt to the coronavirus era? As with many transitions (like work from home), Covid-19 has accelerated many organizational transformations. One of those transitions is the shift to ABM. This is in part due to the growing focus many companies now give to their existing customers and pipeline. Even before coronavirus, over 45% of marketers report achieving more than double the ROI from ABM. So, we wanted to break down ABM into 5 specific stages companies...
We’re proud to share our most extensive product release to date, with new powerful Account Based Marketing capabilities that will supercharge your marketing performance: Turn anonymous traffic to identified visits from enterprises and see from which specific campaigns your key accounts are coming from: Why is this important? This will help you find out whether your marketing campaigns are effective at bringing in relevant visitors. Improve your ROI by focusing on those channels that actually yield the most relevant and engaged enterprise...
While in many countries the physical streets are becoming deserted, the information highways are overwhelmed. As more and more of the world is keeping indoors, online activity, as the main connection with the outside world, is reaching unprecedented heights. Verizon reports more than 20% week over week increase in web traffic volumes (source). How is this affecting B2B marketers, as well as digital and content marketing in general? WFH in changing how we create as well as consume content In...
March 10, 2020 - It seems that everywhere you look these days, there is only one topic dominating the conversion - Coronavirus. As we try to glance beyond the panicked hysteria dominating the news cycles, we wanted to take a closer, data-driven look at online browsing and shopping behavior which may tell another part of the Covid-19 story. More specifically, since we work with content marketing teams in APAC as well as the US, we wanted to see how consumer...
On January 14 Google announced that within 2 years they will remove the support of 3rd party cookies. This move comes as part of their efforts to advance privacy on the web. Following this release, we’ve been getting a flurry of questions, from partners and customers alike, about how this will affect our content marketing analytics and attribution capabilities and mapping customer journeys. Hence, wanted to address the topic in the following post and shed more light not only on...
Just like in the Games of Thrones series, for many years the marketing landscape had its own giant wall dividing two populations: the B2B and the B2C (Brand) marketers. That wall separated ideas, methodologies and tools. Even the languages used on both sides were different. However, in contrast to the man-made ice wall, the marketing wall was not erected by people but by the available technology and capabilities. In the past couple of years, Account-Based Marketing (ABM) has taken the B2B...
Account-Based *Content* Marketing – Talking to the right crowd at the right time ABM is a buzzword in marketing these days. However, marketing teams might be surprised to find that this is not a new concept to the Sales Teams they work with. Sales have always had their eyes on target accounts, unlike marketers who have typically aimed to talk to anyone who is willing to listen. That’s changing now that marketers have more data available to them and the...
This post discusses how content remarketing can help you get your visitors to return to the conversion funnel. Content is a journey and one of the biggest challenges B2B brands face is getting abandoned traffic and relevant visitors back on their site and to the right track. The Content Remarketing Journey What Is Content Remarketing?First things first, what is content remarketing? Content remarketing or content retargeting is one aspect of content marketing which deals with the methods and tools to help get visitors...
If there’s one thing I see when I speak to marketers it’s that they have the best of intentions. Nobody falls asleep on the job (usually the job is more related to lack of sleep). Everybody wants to see their efforts succeed. But good intentions and success, unfortunately, don’t always go hand-in-hand. There are a lot of inadvertent mistakes that marketers make with regard to their content marketing. Check out the list below for a few of them: 1) Changing...
Paid content campaigns can often feel like a black hole. You invest in distribution channels, and quite often all you can really do is “spray and pray.” You invest in what you think is working - often relying on limited reporting - cross your fingers, and hope for the best. The reason for this is that connecting content with business goals is often difficult. Data is siloed and usually gives a partial picture at most. A certain source may initially...
In almost every conversation we are having with a major brand, the topic of privacy and the handling of private users’ data is discussed. Of course, GDPR was the main trigger for these discussions. But today, now that the initial shockwaves have subsided a bit, it’s a good time to take a deeper look into the issue. The purpose of this post is to explore how some corporations are adapting to this new environment where personal data is protected by...
It’s not every day a young and innovative startup gets a chance to meet with dozens of directors and VPs from the world’s top brands’ business units, hear what they focus on and share with them what they do. In February 2019 TrenDemon was selected to participate in “The Bridge Builders” Commercialization program. The program, sponsored by Coca-Cola, Walmart, Turner and Mercedes-Benz is aimed at closing the gap between the entrepreneurial community in Israel and the US market. We have...
Over the past few years since our founding, TrenDemon has received numerous recognitions and Thumbs Up from the Industry. We’re pleased to announce our latest feat – winning the award for “Excellence in Promoting Trade Relations between Israel and Japan in the Field of Analyzing the effectiveness of content marketing” by the Israel - Japan Friendship Society and Chambers of Commerce. Honoured at The 2nd JIIN Business Forum in Jerusalem before Hon. Mr Eli Cohen, Minister of Economy & Industry,...
“Over 90% of content that companies produce is ineffective at driving business goals”. This was from Avishai Sharon, our CEO here at Trendemon, in his recent interview with ILTV about our product. Capturing only 10% of the market is a tremendous waste of resources, so why waste them? How can you capture more engagement from your users? That’s where TrenDemon comes in. By tracking individual user journeys to understand what content is most successful, TrenDemon can help you maximize ROI....
When I talk to content marketers about business goals and ROI - I often find that they take on the look of a deer in the headlights. Of course, that's a problem that needs to be solved. But most people think the solution is to just force performance goals onto the content team. That ignores a much wider problem. Of course, content teams should work hard in the service of business goals, but there has to be a middle ground....
Being a content marketer can be hard. You need to constantly be feeding the beast with new content and after a while, it can get difficult to always come up with fresh ideas. We get that. That’s why we wrote this new whitepaper. We set out to understand what made popular content successful at each stage of the marketing funnel so that we could give you tips and tricks to use when creating your own content.] One of TrenDemon’s capabilities is the...
Last week, I had the pleasure of presenting at Content Marketing Conference in Boston. While I really enjoyed sharing some new concepts and ideas with the attendees, I enjoyed the sessions even more. One of the unique things about this conference is that the keynotes are all about the intersection of content marketing and comedy, which makes for a pretty entertaining 3 days. I came back armed with some great insights. Here are just a few of them: 1) When in doubt,...
We took on quite a big challenge a few months back. We decided to survey marketers to really understand their needs and preferences and to get a full picture of what content marketing looks like in 2018. This, combined with the data we see daily on our platform can really help uncover some interesting insights. We'll be sharing the results in the coming days, but today I wanted to call attention to an incredible missed opportunity that we uncovered during our research:...
When a new customer starts using our product, I always ask them the same question: "What is your main pain point? What insights are you hoping to discover? Many of them answer that they would like to know what the typical journey is for all the users that convert. In the beginning, this made sense to me: Of course, there is the best route to the office, and so people should take it. But as I dug in the data, looking for that...
Outbrain is a native advertising platform that helps advertisers get their content discovered through recommendation units on publishers’ websites. More than 35,000 websites carry Outbrain's promoted articles, while the company delivers more than 275 billion recommendations and one billion users each month. Our partnership with Outbrain started a little over a year ago with a small test on a single client. Since then we've expanded our partnership significantly. It's been incredibly exciting to see how our insights really make an impact and...
We understand how important it is for our customers to see the impact of their sources and campaigns on their business goals so that they're able to evaluate the effectiveness of their ad spend and invest in sources that work the best. To make that process easier, we've updated our “Insight Sources” report to show you the true impact of your referrals and campaigns. The amount of traffic, sessions, and conversions from each source. Sources that are driving the highest amount of readers Regardless of...
I just flew in from Las Vegas and boy are my arms tired! We spent last week at CMI's Intelligent Content Conference, where we got to speak to content marketers about the future of content marketing measurement. You can find our deck here. But beyond that, we had the opportunity to learn from other ICC speakers. In a conference that is known for being tech-heavy, there was a huge emphasis on the people on the other side of the technology. In his...
It started with a small idea. "Let's survey B2B Marketers to see what they're doing with their content right now." We see 1000s of data points around Content Marketing every day. What's missing is the marketers themselves. What do they care about? How are they tackling their challenges? So out the survey went. Over 500 marketers completed it over the course of a month. Then it was time to crunch the numbers. What we discovered was that combining our own data...
It always starts with a seed of an idea. Nurtured and cared for, with thoughtfulness and an eye toward innovation. Sometimes growth is hindered. You learn from mistakes and evolve. Pivot when necessary, and start growing anew. [bctt tweet="Pivot when necessary, and start growing anew." username="TrenDemon"] Here at TrenDemon it started with a concrete problem: Marketers don’t have a way to effectively measure and prove the impact of their content. Now, a few years later, our product has evolved and...
Have you noticed a change in your online browsing experience in the last week or so? If you’re using Google Chrome, that could be your user experience improving by a mile. Last week, Google released an ad blocker native to Chrome. Considering that ad revenue is almost 90% of Google’s revenue, this move may seem a bit self-defeating. But as a long-term strategy, this move definitely makes sense. By hindering display's abilities, Google has taken steps to ensure this revenue stream’s...
In another lifetime, my manager told me to delete a joke from a piece because business people “don’t believe in comedy.” Nevermind that we live in a world with two whole continents worth of “The Office,” or that I didn’t even think I was being funny. The stony-faced bosses shaved that piece of writing down until it was just a husk of jargon-y catchphrases. Like something a machine would make. But our audiences are human -- fatigued, content overloaded humans....
Have you installed a chatbot yet? No? What about a podcast? Podcasts are really hot at the moment. Have you started one? VR. You really need to look into VR. No? Facebook live? 360 video? Vine? You really need to get on Vine. That’s the future of content market - oh, wait Hurry up, you’re getting behind. ************* It’s so easy to fall into the trap of trying any new content format or platform that comes up. It’s like in high...
Marketers, you are sitting on a goldmine, yet most of it is turning to rubbish. In this post, I will discuss why marketers have to be mindful of data, the importance of data capital, and the main challenges of leveraging it. I will also review a basic framework that allows us to approach big data questions through small steps. Why bother with data? Data holds the key to sustainable growth. In marketing, similar to the scientific world, innovation and growth...
I’ve been a rabid consumer of content since the day I was born, and so has most of mankind for the better part of a century. For Baby Boomers, Gen-Xers, Millennials, and every other age group with whatever buzzword or label they have - our eyes have been glued to some screen or another our entire lives, consuming endless hours of content. That being said, as a content marketer with more than a decade of experience, I’m baffled by the...
Imperva is a leading provider of enterprise-scale data and application security solutions that enable compliance and protect critical information from criminal activity. Recognized for its world-class technology, at the time of writing this case study, Imperva was the only company to have led Gartner’s Magic Quadrant for Web Application Firewalls for four consecutive years. They're also a valued TrenDemon customer. We've been working together for a little over a year, and I must say - it's a true pleasure. Imperva works...
Online marketers share a struggle. They spend a lot of resources on creating, organizing, and optimizing the effect of content, but often do so in the dark. That’s why, when it comes to measuring the ROI for their efforts, proving the revenue benefits of content is their biggest challenge. Despite this, about 85% of marketers lack a method to measure the effectiveness of their content! Are you part of this group? Luckily, there’s hope. In our recent webinar, “How to...
Content marketers can often have a love/hate relationship with calls to action. There’s always the fear that a call-to-action can come across as too sales-y or aggressive, and placement and design can be a head-scratcher. If you decide to add a CTA to your article body, here are a few mistakes to avoid. 1) Not considering the traffic source or campaign. User behavior differs from platform to platform, and also by traffic source. For example - people engaging with your...
Part 3: The Death of the Conversion Pixel This is a 3-part series. Click here for part 1, and here for part 2. As I mentioned in part 1, that agency meeting is what got the ball rolling for us to take on the challenge of measuring content for brands. What we needed now was to truly understand the market’s needs and pain points. We sat down with ad agencies, brand marketers, and advertisers to learn more about their challenges. We wanted to better understand why...
Part 2: Learning from Success, Learning from Failure This is a 3-part series. Click here to read part 1. In my last post, I described how brands are racing to stay relevant, and how TrenDemon recognized their pain point and set out to try to solve it. Maybe now you’d expect to see some example of some big brand’s huge content marketing success story and how we used them as a benchmark to define our product. But in reality, it’s just not...
Investments have been made. People have been hired. Results are expected. We all know that content marketing works. But what indicators tell you that your strategy is paying off? And if it’s not, how can you improve it? After talking to countless companies struggling with measuring 1their content efforts, we came up with a helpful cheat sheet. Here’s a little taste of four things that indicate the health state of your content marketing moves. For more, download the complete Cheat Sheet. Reach...
Part 1: The Race for Attention The room was packed. We’re visiting the 33rd floor of the building that housed one of the top agencies in the country. A small crowd of advertisers and analysts is gathered around the meeting table. They had come to learn about how our analytics are helping other companies measure their content marketing efforts. I opened by stating that for our solution to work, you first need to define clear online events as your goals....
We are thrilled to announce the opening of our office in Tokyo! Last week, Avishai Sharon our CEO and Halel Porat, VP Customer Success and Operations kicked off our Japanese adventure with an opening gala attended by Outbrain, Amana, Treasure Data, GumGum, and many more. We were thrilled to share TrenDemon's vision for our business in Japan and beyond. Our new office address in Tokyo: 4-21-2 Nishiazabu Minato-ku, Tokyo, 106-0031 JAPAN Here's to an amazing 2018 in our new home!
I was running late for my next meeting. I rushed to the car- a rental I picked up at the airport - and starting looking frantically for the sat nav. This was a few years before Waze and Google Maps when digital navigation was just starting out. I launched the maps app from the display panel and typed in the address. A marker showed me the locations on a detailed street map of the area. I spent a few more...
How can content marketing analytics help uncover hidden opportunities in your data? Opportunities that can give you the edge you need to overcome powerful competitors? We will look at how the right marketing attribution metrics can help predict future outcomes. But most importantly, we’ll try to show, how small and lean operations can do content marketing effectively, and outperform competitors with massive budgets. But first, let's go back. Way back. When Winter Came 1939. Following the failed negotiations between Finland and...
Check out our interview with the Syncsort team regarding marketing personalization - link to full interview. Here is a short preview of the full interview: Can you tell us about the mission behind TrenDemon? How are you hoping to impact the digital marketing space? TrenDemon helps marketers better align their efforts with the company’s business goals. In my previous role, as a founder at an online marketing agency, I experienced first-hand the challenges of measuring and proving content marketing ROI. I was...
Two important topics B2B marketers face today are multi touch attribution and real time personalization. On the surface it would seem that these two are only loosely connected. Attribution is aimed at figuring out the impact of different sources, channels, events or assets on a given outcome or revenue while personalization is aimed at optimizing the user journey towards a desired goal or experience. In the following post we’ll try to show how these topics are more closely related and synergistic than we might think....
In this post I'd like to explore why, here at TrenDemon, we believe data visualization, especially in the world of b2b marketing and content marketing analytics, is a powerful component in unlocking the value of data and nurturing growth. In the previous post we discussed the impact of data capital and the importance of collecting and organizing data. This post, however, talks about ways to explore this data, gain a bigger perspective and possibly reach new ideas or insights about what's happening and why....
Marketers, you are sitting on a goldmine yet most of it is turning to rubbish. In this post I would like to discuss why marketers have to be mindful about what they do with their data, what is Data Capital, how to use it effectively and what are the main challenges they are facing. I would also like to share a basic framework of how we approach big-data questions in small steps and how we see successful b2b companies leverage it to outperform their competition. Why Bother With Data? Data...
Investments in marketing, particularly content, are set to increase. But if marketers don’t know if their efforts are boosting the bottom line, then what’s the point? Marketing analytics enable a marketer to gauge the success of strategy and its components as paths to eventual conversion. When marketing analytics show that a tactic isn’t working, change it; if it is working, try to repeat that success with other elements of your campaign. Following are three of the most important analytical results...
On the Internet, if you want to get your brand into people’s minds, you need to get them to come to you. A company must, therefore, have a website that is easy to use and content that serves whatever the user wants to accomplish. In other words, “content” is no longer just about your product. It is about supplying a diversity of information directly and indirectly related to what you do, so that your website becomes a trusted source and a place...
Thanks for reading part 5 of our series: Personalization Perfection. If you haven’t read parts 1, 2, 3, and 4, click here. Personalization is Vital The ultimate content is that which is adjusted to a specific user group. The majority of marketers have come to understand that personalized content is vital for a proper marketing campaign. In fact, it has gotten to the point that personalized content is seen as more important than outbound marketing or generalized content, and is getting a greater...
Thanks for reading part 4 of our series: Analytics and insights. If you haven’t read parts 1, 2 and 3, click here. In our last post, we looked at conversion optimization steps. An important part of conversion optimization is assessing user actions at vital parts of the page so that companies can change elements of the page if needed. Analytics are various tools that provide automated analysis and insights of user actions at touchpoints and other page elements to assist in the optimization...
Thanks for reading part 3 of our series: Optimization and Conversion. If you haven’t read parts 1 and 2, click here. Our previous blog looked at user experience (UX) issues that should be accounted for in the design of every website because a smart website is the basis for good content marketing. Once UX has been analyzed, the website must still be repeatedly altered to ensure maximum user conversion, AKA, conversion optimization. Evolve Your Website for Better Optimization Research has discovered that the average company...
Welcome to a new five-part series about the four vital factors in running a successful content marketing campaign. We’ll be covering tips, tools, and best practices, from the first step of the user journey all the way to reaching your conversion goals. What Your Content Marketing May Be Missing A growing majority of marketers feel that content marketing is the wave of the future. Properly done, content marketing costs 62% less but generates 3x more leads than traditional marketing. Great content creates a link...
Thanks for reading part 2 of our series: Analyzing the User Journey. If you haven’t read part 1, click here. Having great content is essential, but pointless if people cannot easily find, browse, or read relevant articles, or follow the all-important call to action. In fact, even if you paste quality content all over your homepage, few will return to a slow, unattractive, and generally confusing website. To discover how users are interacting with your website, analyzing the user journey is...
In many industries, automation software has taken the place of human activity. One area of particular growth is autonomous marketing software, covering various activities such as competitor intelligence, decision support systems, data mining, and operations management. The market for autonomous marketing will amount to more than $6.5 billion worldwide in 2019, growing from about $2 billion in 2012. What Does Autonomous Marketing Mean for Marketers Some experts believe that autonomous marketing machines can replace humans in areas that rely on these functions, such as marketing. We...
This post discusses the importance of content marketing analytics, content marketing attribution what are some key parameters we should look at to better understand our content’s performance and ROI. What is content marketing analytics?If you look up content marketing analytics or content marketing insights you can see many different interpretations. For the purpose of this post, we look at content marketing analytics as the system or method to measure and attribute the value of the marketer's content activities and assets in relation...
The purpose of this post is to explore the intersection between content personalization, marketing and automation. Before we can understand how personalization can help get better results from our marketing automation, let’s first discuss content and personalization. Personalization - Identifying a person’s attributes and customizing the experience accordingly The impact of personalization on performance cannot be understated. Here are some eye-opening stats to put things in perspective:1) Marketers see an average increase of 20% in sales when using personalized web experiences. (source)2) Personalized...
Digital marketers today are collecting and analyzing huge amounts of data in an attempt to connect the dots. One way marketers deal with this overwhelming amount of information is with marketing automation, meaning the ability to carry out actions automatically based on a given set of events. This automation revolution is now starting to penetrate the content marketing space and is helping automate one of the most significant parts of content marketing - content journeys. First things first - what...
According to Moz.com, today’s online consumer spends an average of just under 4 minutes per session. Additionally, very few users can be converted on a first time visit. In fact, “According to Monetate, a typical conversion rate will lie anywhere between 1% and 5%.” This implies that as a marketer, you have very little time in which to engage this potential user to convert. While you may try to impress with superb content, from product descriptions to the latest press release that glorifies...
Holidays are all about family time, great meals, reminiscing about the good times, making new memories, catching up. Right? Well, all that and a whole lot of online buying. In fact, it seems that with every year that passes, marketers have elevated their ‘pitch’ to consumers, thus rendering them with what often seems as endless wish lists – for products and services alike. In fact, this year, “…online sales are expected to show an 8.5 to 9% increase over the holiday...
For content marketers, staying organized and meeting demanding deadlines can be a daunting task, especially when quality can never be compromised. Thankfully, there are tools that serve content and/or marketing purposes that help make sense of all the mess and put content marketers on the right track. Let’s zoom into 10 of these great tools that we feel should form every content marketer’s dream toolbox: (1) Content & Task Management - Trello When will that post be ready? Did you add...
Maximizing content marketing performance is a function of multiple approaches and strategies. From producing and distributing quality content to drive sales to presenting relevant offers to push leads to convert, there are many different ways to convert leads into actual customers. However, it seems as though this is often easier said than done. With many competing companies expanding their budgets to facilitate content marketing production on a grander scale, it helps to focus on specific strategies that can maximize your...
As content marketers, we all know the value of what our former and current customers have to say about our product. In fact, we would all love to hear that our new customers reached us simply by word of mouth. However, in this digital age, the power of online reviews is often the first step in creating a relationship between the product and the potential buyer. In fact, the extent to which these reviews are powerful is astonishing. According to...
In today’s competitive marketing world where companies are repeatedly striving to have their products or services seen, having an updated blog is already a well-accepted industry norm. Unfortunately, keeping a blog requires consistent dedication and adequate writing abilities. After all, we can’t just types words out on Wordpress and expect that to have any sort of SEO value. Google and other leading search engines are far too smart for that to have any significance. Therefore, the challenge is quite obvious:...
While some people can’t bear the thought of whipping out a selfie stick while out in public, a significant amount of online users seem to live for followers and filters. When considering these two concepts, one name comes to mind – Instagram. Let’s start with the simple statistics. According to DMR, this leading social network tool enjoys 300 million users, which make up 20% of the total number of online users use the service! These figures may be impressive, but what...
To thrive in today’s marketing world, content marketers need to adopt a thorough strategy that will first and foremost address quality customer pain points and demands. Only in this way will marketers be better positioned to onboard new customers, retain existing ones, and drive sales in the long run. In order to accomplish this difficult task, content marketers must understand the value of customer centricity when establishing or upgrading their content marketing campaigns. According to CMO.com, the need is obvious....
For the busy content marketers, writing deadlines can be pretty difficult to meet, especially when you are expected to develop blog ideas on your own. With so many other content marketing publications and outlets, it also becomes difficult to differentiate one content piece from another. Therefore, brainstorming on the fly can only help to a limited extent. Thankfully, there are resources and simple tips that quickly help writers generate blog ideas. Here are 7 of them: 1) Perform a competitor...
One of the key determinants of content marketing success is the number of actual views your site generates, and the bounce rate. According to a BrightEdge Study conducted last year, “organic search drives 51 percent of all visitors to B2B and B2C websites.” This means that achieving impressive Google search engine results is one of the key drivers of significant levels of inbound traffic. Within this context, it is important to understand that there are many different parameters that can...
The decision to start a business blog is often fueled by the idea that to generate leads, you need to create valuable content that is worth reading. While this is a given in today’s competitive marketing landscape, where seemingly every business is publishing blog posts on a regular basis, the impact of such a blog is ultimately determined by its ability to engage and capture leads. Therefore, even if you have a team of truly creative and efficient writers capable...
With what seems like an endless number of marketing conferences, it can often be difficult to determine which are actually worth the hassle. Frankly, discovering which events will likely give you more “bang for your buck” can be another part-time position. Thankfully there are some that make this search process that much easier – these are the ones not to be missed and that stand out among the crowd. In just a week, one of the leading marketing conferences in...
With the emergence of multi-channel communication outlets, brands worldwide are seeking ways to differentiate their product offerings, while at the same time, reaching out to relevant audiences. This has proven to be a difficult task, with many competitors also looking (and often struggling) to deliver highly relevant and personalized content to end-users. For the past few years, we have been witnessing an exponential growth in content marketing. Yet, despite this growing investment in content creation and distribution, understanding the real...
As experienced marketers, we know the content marketing drill. First, develop customer personas and a target audience. Second, determine the appropriate message we want to convey to potential leads. Third, invest in hiring creative writing staff members or sourcing gifted freelance writers to put those messages into a succinct, yet persuasive format. Fourth, distribute the content and engage in other inbound marketing activities. And last, watch the leads come in. . However, this utopian content marketing schedule leaves out true,...
Last year’s elevator pitch of “describe your business or product in 15 seconds or less” has seemingly turned into a Twitter-dominated “tell your story or idea in 140 characters”. In both cases, the final goal is quite clear – you must be able to deliver a clear message to the end user. This is especially true considering the level of impatience surrounding consumer behavior, whether those incidences result from the time it takes for customers to be persuaded to make...
Marketing teams worldwide spend significant amount of time thinking about their specific customer profiles and how to best match their offers to each one, from brainstorming ideas on how to segment customers based on specific attributes, to planning out the most appropriate email marketing campaigns to increase their CTR. All of these efforts are often concentrated under content marketing strategies to best generate, nurture, and maintain leads. To truly understand eventual impact on the customer experience, from initial interest and...
One of the major goals of the online marketer is getting as many leads as possible. However, it is not an easy task. So it’s important to pay special attention towards your marketing efforts and analyze the effectiveness of them. When it comes to online marketing efforts, especially in B2B online marketing, content marketing holds a prominent role. According to HubSpot, marketers who are consistent with blogging are 13 times more likely to get a positive ROI, and 69% of the most effective...
When I wanted to build our b2b blog, I tried to find some simple guides to help me get started. I came across some great resources (some I’ll reference later in this post) but what I really needed was basic guide to help get me going in the right direction. Since I couldn’t find something clear and simple, I thought I’d give it a shot, based on our experience creating and promoting content for other companies. This post was originally...
In recent years the topic of customer journey (sometimes called buyer journey or user journey) has got some well deserved attention. One of the main reasons this is becoming a hot topic (see this Google Trends chart) is because we are gathering so much information about users and their behaviors, it is now becoming possible to connect the dots, see where they’ve been and derive some meaningful insights. credit: Dilbert But first, what is a customer journey anyway? Customer Journey Definition...
So, we’re kinda idiots. For those who know us, that may not come as a real shock but to be a startup in the content marketing space and not have your own blog, well, that takes the prize... . That doesn’t mean we didn’t practice content marketing, write guest posts or use inbound marketing for lead generation or nurturing but we simply didn’t have our own blog. The main reason was that we put off starting our own blog until...
As growth hackers we are obsessed with doing more with less, maximizing ROI and performance, analyzing journeys and measuring and improving results. This post is part guide part observations and examples we came across from clients using TrenDemon. The opportunity - your blog can do SO much more One of the things we discovered early on at TrenDemon when we started working with B2B brands and content marketers is that they many have great blogs, awesome content which they regularly update...
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