Pipeline Generation: Face Economic Headwinds and Win
Act-On Blog
by Act-On
6d ago
Rising ROI expectations, increased inflation, and decreased consumer spending all add up to a CMO role that is quickly evolving.  “Surveys show CMOs are concerned about demonstrating ROI, with another significant challenge being the generation of leads,” says Jeff Day, SVP of Marketing at Act-On Software.  As CMOs create strategies to solve these challenges in the coming months, their role is also evolving. CMSWire surveyed 700+ marketers and found the future will require:  Increased cross-functional partnerships with sales More pressure to improve customer experience More robu ..read more
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Digital Advertising Terms and Jargon Every Marketer Should Know
Act-On Blog
by Act-On
1M ago
Getting started with pay-per-click (PPC) advertising—or any type of digital advertising—can be downright overwhelming. Advertising has its own special lingo and library of acronyms involved, and new tactics and technologies are constantly emerging. That’s why we created this glossary of digital advertising terms to help newcomers learn the lay of the land.  The following (relatively) jargon-free explanations of the most common digital advertising terms will help you navigate the world of online advertising. What is A/B Testing? A/B testing is a method used to determine which version of an ..read more
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5 Lead Nurture Campaigns that Build Pipeline and Support ROI
Act-On Blog
by Act-On
1M ago
Pressure has been building around proving ROI. Sure, it’s always been there to some extent, but that pressure has recently increased, according to B2B marketers. And many say that while expectations for ROI are increasing, their budgets are not. Hardly seems fair, right? A recent survey found that: 41% of marketers report they’re feeling more pressure to achieve a high ROI. 27% say it’s getting overwhelming. 14% say that “it makes them want to pull their hair out.” An effective way to improve ROI is focusing on strategic changes in your nurture campaigns to build stronger pipeline. Want a fe ..read more
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Email Sender Name Best Practices for Marketing
Act-On Blog
by
3M ago
Marketers often ask about the best practices for email sender names (also known as the email display name or “from” name). In email marketing, sender name refers to the visible name the recipient sees in their inbox. With 1-to-1 email, the “from” name is obvious: it’s the author of the email! But when you’re sending on behalf of a brand, you have a lot more options for the email display name. The display name is different from the “From” address. Most email clients don’t display the address until the recipient opens the email. Some careful people will take the extra step to verify the “From” a ..read more
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How We Rethought Our Email Marketing Automation Workflow and Nearly Tripled Email Open Rates
Act-On Blog
by Kelsey Yen
3M ago
When you set up nurturing sequences, it’s far too easy for them to get lost and forgotten, with staff turnover and programs continuing to run on autopilot. Revisiting your email marketing automation workflow and automation should happen regularly. We’ve been running automated programs for many years here at Act-On, and eventually ended up with 37 different sequences running.  Now, that might seem like a lot (and it is!). But really, what caught our attention was the results. They weren’t terrible, but they weren’t fantastic either.   Average at best.  And we wanted bet ..read more
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Marketing Automation Migration: Switching Platforms Made Easy
Act-On Blog
by Act-On
3M ago
Migrating to a new marketing automation platform can be intimidating. But it doesn’t need to be. Consider first whether you even need to perform a full migration. Changing providers offers a unique opportunity to take a look at your current programs and lists and determine what’s working, and what’s not. You might not need a full migration. Once you are 100% confident in the need for a change, it’s crucial to make sure the migration process goes well. Use this article as your guide for a smooth transition for marketing automation migration. Gather critical assets for marketing automation migra ..read more
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Pro Tips: 5 Considerations To Implement Marketing Automation Platforms
Act-On Blog
by Act-On
3M ago
The cracks in your marketing automation platform may have been showing for some time. It’s difficult to use. Your team uses tricky workarounds to bypass processes that aren’t working. Or the solution includes so many features that getting the most basic tasks done is more complicated than it should be.  Sound familiar? Yep, it’s time to switch.  But switching can seem like a daunting task. And staying the course with your existing platform is tempting, isn’t it?  But you also know that the problems you’re struggling with won’t go away without action.    The good n ..read more
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Marketing Automation: What it Takes to Make the Switch
Act-On Blog
by Act-On
3M ago
Considering a new marketing automation platform? You’re not alone. 23% of companies switched their provider in 2022! Unnecessary complexity and low utilization are driving the “Big Switch.” Marketing orgs only use 33% of their martech capabilities. Is it time to make a switch? Signs You Need to Consider a Switch Do any of these sound familiar? If so, you may need to join the 23% who switched. Painful to use Poor integrations Your growth means higher costs Lackluster support Unexpected upcharges Slow innovation/improvements Don’t Call it a Migration: Switching Providers Without the Pain ..read more
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Get Ready for 2024 Email Deliverability Compliance Changes
Act-On Blog
by Brandon Blair
4M ago
Email marketing is a constantly shifting landscape. Service providers like Google and Yahoo regularly update guidelines and evolve their standards to protect their email account holders. If you’re using email as a marketing channel, you need to stay abreast of these 2024 email deliverability compliance changes to avoid a negative impact on your campaigns. For 2024, one significant change looms on the horizon: Google, Yahoo and other mailbox providers are making sender guideline updates scheduled to take effect in February 2024. These changes are designed to enhance email security, improve use ..read more
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Marketing Automation for B2B: Building Effective Strategies
Act-On Blog
by
4M ago
Marketing automation is a tool that promises to help streamline workflows, scale with ease, and get better results. But as with any tool, it’s only as good as the strategies behind it, right? Yet creating better strategies requires better data, and this is where many marketers get stuck. According to our State of Marketing Automation report conducted in partnership with London Research, 49% of marketers cite being unable to measure ROI as a key barrier, and 36% note that a lack of internal knowledge is also a challenge. Without this intelligence, knowing whether your strategies have foundation ..read more
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