What is “Scoring” (or “Lead Scoring”)? Scoring is a methodology to rank prospects regarding their value for the organization. It uses explicit (= demographic) and implicit (= behavioral) data. Explicit data is provided by or about the prospect like company size, industry segment or job title. Implicit scores are derived from monitoring prospect behavior like […]
For a B2B marketing automation platform like Marketo, there is no more important connection than to the CRM (Customer Relationship Management). The CRM is essentially the final destination of all marketing activities, especially for passing a marketing-qualified lead (“MQL”) over to sales. Marketo offers a native integration with two CRM systems, namely Salesforce and Microsoft […]
The 1 out of 14,106, it may sound like something out of a storybook, like finding a needle in a haystack. Source here – courtesy of Scott Brinker. Since 2011, the market for martech solutions has grown steadily to currently over 14,106 solutions. MartechMap – Supergraphic Courtesy of Scott Brinker. Source here. But what does […]
A/B testing is a methodology for comparing two versions against each other to determine which one performs better. It is essentially an experiment where two or more variants are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. We recommend creating and following […]
Hard and Soft Bounces There are two types of Bounces on the main level: Hard Bounces and Soft Bounces (Note: In filters and triggers, Marketo calls Hard Bounces just “Bounces”.) Roughly speaking, a “Hard Bounce” indicates that the email address doesn’t exist while a Soft Bounces points to a temporary problem. Accordingly, Marketo marks Hard […]
The evolution of marketing campaigns has always been intrinsically tied to technological advancements. Historically, marketers relied on static and structured data to personalize their campaigns: information directly collected from contacts (name, email, industry, etc.) or contextual data derived from specific events (adding items to a cart, birthdays, etc.). While these practices allowed for a certain […]
Here’s what you’ll discover Personalized Journeys: Experience how we customize interactions based on your behavior and profile, using automated workflows. Smart Qualification: See how we determine your buying stage with data-driven lead scoring. Seamless Handover: Understand how we connect you with our sales team when you’re ready for a conversation. Continuous Improvement: Learn how we […]
Future customer communication will place the customer at the center of a personalized world of experience. Data is generated and interpreted along the entire life cycle of a customer and used for a targeted and personalized approach via customer-specific channels. They therefore help to recognize and develop new customers as well as customer loyalty through […]
Digital marketing is increasingly developing into data-driven marketing. The challenge here lies in the data protection-compliant collection of data (0- and 1st party data) via different channels, linking it and rule-based control of tailored and personalized messages on the appropriate customer channel, all in real time if possible. Modern AI-based solution architectures offer the perfect […]
In the constantly evolving landscape of digital marketing, companies are constantly seeking innovative ways to enhance their advertising strategies and ensure their message reaches the right audience. Eloqua’s latest feature, Company Match Audience, is a game-changer for businesses leveraging LinkedIn ads for communication and lead generation. What is Company Match Audience? Company Match Audience is […]