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...
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 your ICP Successful...
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 marketers...
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...
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...
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...
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...
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