All Things Data-Driven Marketing

B2B Video Marketing: A Strategy for Lead Generation

Video marketing is booming. It’s no longer news. Cisco predicts that, globally, video traffic will be more than 80% of all web traffic by 2022 (up from a prediction of 75% made in 2017).

Other recent reports claim a 17% leap in video content usage in 2018, with the average person watching more than 90 minutes of online video every day. In the same report, 85% of surveyed consumers said they would like to see more videos from brands.

However, simply creating videos isn’t enough. Content marketing in general—and video marketing in particular—needs strategic planning to work.

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Adobe Analytics Implementation: Hacks You Don’t Know About

A few years ago, our developers rolled out Angular on a few key web pages—without consulting the web analytics team. The pageviews on some of the pages suddenly dropped to almost nothing.

I bought two books on Angular to try to find a solution. Meanwhile, my manager stumbled on an alternative syntax for tracking pageviews in Adobe Analytics. As we found out, a similar alternative syntax also exists to track clicks (and anything else).

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online testing platform showing confidence interval.

Confidence intervals are a standard output of many free and paid A/B testing tools. Most A/B test reports contain one or more interval estimates.

Even if you’re simply a consumer of such reports, understanding confidence intervals is helpful. If you’re in charge of preparing and presenting those reports, it’s essential.

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Audience Segmentation: Where Do You Start?

As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.”

In conversion optimization, we talk about the importance of knowing our customers a lot.

But we rarely talk about the process of strategically segmenting our audience so that our products and services can sell themselves.

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Want to Reduce CPA? Try Machine Learning–Driven Retargeting.

The way we do retargeting is restrictive.

Creating a tailored, personalized campaign is often done with micro-triggers: Did the user spend more than X minutes on the site? Did they view more than Y pages? Did they add to cart? Are they visiting on mobile?

All of these data points personalize the messaging for retargeting campaigns.

But even a talented campaign manager can juggle only so many variables. Eventually, you end up with tons of segments that are difficult and time-consuming to manage. 

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Webinar Emails: A Start-to-Finish Promotion Process

Webinars can establish a relationship with leads and teach them how your product can improve their lives. Some 75% of marketing and sales leaders say webinars are one of the most effective methods to generate high-quality brand awareness.

But not every webinar is a success—78% of webinars have 50 or fewer attendees. A major reason? Poor promotion. If you can promote your webinar the right way, you can gobble up more viewers and increase conversions. 

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