BlogDigital Marketing / Inbound Marketing

7 Tried & Tested Inbound Marketing Strategies for SaaS Companies

By Aditi Jain
June 28, 2017

With internet taking over companies’ operations, Software as a Service (SaaS) companies are witnessing a tremendous demand growth. This requirement has to be fulfilled by quintessential services to the customer’s needs. If you are a SaaS company or a client or here just because your internet wanted you to have an insight on SaaS, then you are at the right place. With startups being the new cool thing, SaaS companies are here to stay. To trail long enough, you have to turn on survival mode through inbound marketing techniques.

Here are smart inbound marketing strategies for SaaS companies

1. Google AdWords

While inbound marketing can significantly decrease your AdWords spend, thousands of people still prefer to click on search engine ads. With ads becoming notable in Google search results, you should continue to invest in PPC or else you might end up on missing out potential leads. AdWords remains pivotal for innumerable reasons. It delivers focused traffic to your website and is highly scalable, i.e you can increase or reduce your budget based on the needs of the business on any given day and time. The best strategy is to run a series of trials and see what investment generates the best ROI for your business. HubSpot has launched the Ads Add-On feature so that the companies can run the inbound and paid campaigns from within the software.

2. Co-marketing

Many SaaS businesses collaborate by running a co-marketing campaign with other firms that either complements the services offered by them or share a similar point of approach to marketing. Typically, the companies involved in co-marketing, create a piece of content, host a webinar, create an eBook or publish some research work. The leads generated and the expenditure incurred are also shared by the companies involved. Both companies have the chance to leverage each other’s followers and potentially reach a different customer base. If both firms are aligned, co-marketing can be very productive. However, it’s pivotal to ensure both firms are in agreement and understand the other's expectations from the start.

3. Build Brand Awareness

Every firm should develop their online personal brand to popularise their existence. By increasing brand awareness, you can expect your company to improve its customer retention and hence get more leads. Some key inbound marketing strategies one should include:

Collaborating with a group of influencers whom their clients trust
Monitor keywords of brand and industry to optimise organic results
Consistently develop content on landing pages optimised for Google search engine

4. Establish Trust with Investors

As a startup founder, to receive funding, it is necessary to find the right investors and please them as well. To do so through inbound marketing strategies, one should -

Create a buyer’s persona that helps you to identify your ideal customer. Knowledge of your audience will help you with your investors
Redesign website by making a framework around the buyer’s journey, giving the investor a preview of the firm’s audience and its demands. The company’s ability to understand the same will help the investor to gain trust
Providing content that answers their buyer persona’s central questions and hence answers the same.

5. Be active on social media

Your industry, target customers and whether you’re B2B or B2C affects your ability to utilise social media in your inbound marketing strategy. For B2C companies, depending on what your customers expand their social space on, you can incorporate any or all of the following into your plan: Facebook, Twitter, YouTube, Instagram, Pinterest and Snapchat. Post engaging content that goes viral, write relatable posts and just go with the trend. Choices are unlimited, and you have to make the right ones. For B2B companies, LinkedIn, Twitter and Facebook are the holy grail. Finding and being a part of relevant discussion threads on LinkedIn, tweeting consistently, following the trend on Twitter and sharing posts on Facebook are likely to connect you with your potential audience. Best channels and practices for your company can only be found after regular analysis and engagement on social media. It is pivotal to create a social media presence, formulate your brand's voice, monitor and develop your engagement levels, conversions and clickthrough rates.

6. Speak your customer's language

Inbound marketing is an excellent tool but must ensure that the customer understands what the company is providing them. Often, marketing content has the potential to become monotonous, complicated and jargon-ridden. To avoid losing customers due to this hindrance, develop a format and language your target consumer will enjoy. Your website must be designed in such a way that the reader is not reading your content but instead is having a conversation with you. The content must be simple enough for a layperson to understand but also advanced enough to reach your target customer’s needs. Jargon-ridden content can be left out entirely, or your website must define it and tell the consumer what it means. The key is to develop the content in a way so that it addresses the demand of the customer. If he spends time on your website, make it worth it. Your customer base might be an amalgamation of marketing people, sales department, techies and the CEOs. The tone and format you use for your targeted content should focus on who you are writing it for. Their tone, manner, conversations, the publications they read and the influencers they follow on LinkedIn and Twitter; keep track of all these sources and formulate your content accordingly.

7. Nurture Qualified Leads

Website traffic and leads can be generated by sign ups, promotional offers, blog subscribers. But marketing efforts can turn futile if the leads aren’t converted. An inbound marketing software can come to your rescue if all marketing techniques do not convert your audience. Website traffic and leads can be drastically increased, integrating sales and marketing, if inbound marketing techniques are implemented according to the following methods -

Design a plan of action after analysing the interaction of leads with website content, blog posts and email
Integrate inbound marketing software data to provide sales departments with crisp information as to how to increase leads.

Charles Darwin might have said ‘survival of the fittest’, but in this race, it is survival of the smartest. Inbound marketing software are as smart as they come with a packaged deal for your SaaS company to give your customer the perfect master plan.

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5 Things to Consider for Choosing Marketing Automation Software

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By Riya Arora
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1. Specify goals for enhanced vision

Organizational objectives are set by all companies, but setting sharp measurable goals will give you a clear direction with vision. The workforce will, therefore, align with specific targets to ensure justice to all automation practices. It will be vague to tell the employees that the tool should be used to nurture potential leads or boost return on investments. But it will be reasonable and strategically pacifying when you state the numeric targets with logical calculations; they will understand its essence and the plan. Consider the following types of programs for efficiency in performance:

Lead Attainment: SEO, Email and Social Media Marketing
Nurturing and Advancement: Behaviour Tracking, Lead Flow, Blogs and Landing Pages
Smarketing: CRM integration, Tracking size of deal, Position of lead in Buyer’s Journey and Customization of MQLs and SQLs
Marketing Cost: CTAs, Result Oriented Email Templates, Design Creatives and Content Creation for Blogs

2. Focus on Lead Management Process

After ascertaining the kind of programs you can achieve the greatest productivity from, research for the resources that will make those programs function.
On framing a program chart with defined steps to be followed by a lead, you can organize and standardize your flow of work. This will save time, create effective communication and offer advanced tracking.
Next, form the right type of content for every step to orderly attract the lead. For instance: if a lead opens your website blogs and subscribes or downloads an ebook, the content can be easily framed according to the context by knowing the journey: Blogs, CTAs, Landing pages and form, eBooks, thank you page.

3. Assess your workforce

Having the right people to do the right job makes open source marketing automation more productive and less challenging. You need to evaluate your team beforehand to ensure secure and optimum utilization of the marketing automation tool.

Analyse the requirements for staffing, training and incentive allocation.
Get the workforce educated about buyer personas and buyer journeys.
Ensure they’re focussing on revenues and skilled with technology.
Sales and marketing teams must comply with each other for Smarketing.

Hold meetings and personal sessions with your workforce, enable them to know under which type of work their strengths can be nurtured and allocate responsibilities accordingly.

4. Engage in minor calculated tasks initially

A marketing automation software is diverse and takes a multitude of automation practices in the account. From reporting clicks to managing email tracking, it is designed to establish a major growth rate with small strategic steps.

Set your team’s mind to first establish a routine with regular tasks like tracking journey and reports.
Once it gets handy and acquainted with the software, assign major tasks like email tracking and lead nurturing.
Marketing channels shall be incorporated once the team has begun to engage with the system and its understanding.

5. Know your audience

Your audience is a vast pool of consumers who are educated and have researched well to reach you. If you are successful in gathering their attention and give answers to their queries, they will turn from visitors to leads. Hence, your target audience needs a direction with education to build trust and loyalty in service. Analyze the type of audience you currently gather and aim at attracting the audience you need to gather. Keep researched statistics in hand and make the best use of the marketing automation software. >> Know more about Hubspot and Hubspot India Partners.

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BlogSocial Media Marketing | Content Marketing

How Effective is Your Content Marketing Strategy?

By Daksh Bansal
June 23, 2017

Wondering whether the money you put into the content marketing is helping the company? Is the strategy achieving what you thought it will? Are you a part of the group of people who believe you can’t gauge the results from content marketing? This article will help you understand better the methods of assessing the content marketing strategy you put into place. Analysing the content marketing strategies, by going through the individual aspects of what it entails, will help you to understand better about the content strategies and how they can be gauged.

Problems faced while following a content marketing strategy

[caption id="attachment_5372" align="aligncenter" width="719"]

Image Source: Wordstream[/caption] The issue faced by many business owners/decision makers is that there is no direct measure for how efficiently their content strategy is serving the various purposes they might be using it for. It seems like a problem with no head or tail as there are many factors that affects brand awareness and engagement, lead generation and sales. These problems if not identified and rectified can lead to fall in ROI as the costs of applying content marketing strategies to business practices isn’t cheap. It requires a planner, a content creator, and then people to analyse the data for every goal you want to achieve. For such problems, we have tools like Google Analytics which helps us to understand what factor affected the company in what way and when. After getting this data from these tools, it is a step-by-step process of analysing the individual factors. And then we can figure out what’s working in favour of company’s growth and what requires modification. This forms the basis on which we measure the effectiveness of any content marketing strategy.

Major benefits of Content Marketing

[caption id="attachment_5374" align="aligncenter" width="719"]

Image Source: Contentmart[/caption] Content marketing has several benefits and is certainly evolved as bigger reckoning force than what meets the eye. A good content marketing strategy not only helps you to build better brand awareness and affinity, but it also helps bridge the gaps between you and the relevant stakeholders for your brand. A unique proposition that content marketing provides is the fact that you can devise content in various formats, which can be further targeted to different audiences over the several mediums available today. By doing so, a brand can make sure that its content gets read, shared or liked by unique set of customers time to time. Another benefit that content marketing provides is the longevity aspect. Brands can produce timeless content to get repetitive customers over time by following the best SEO practices. This increases the readership of your content which in turn helps in generating leads. [caption id="attachment_5377" align="aligncenter" width="719"]

Image Source: Contentmart[/caption] Another benefit that content marketing brings to the table is of establishing authority. They say content is king, and good content is shared. However, if everyone is looking up to your piece of content, then it consolidates your position as the ultimate authority on that niche/product category. Another aspect to note here is the social measurement, which helps you to gauge the readership of your content. Social engagement is derived from accumulating the total number of engagement (likes, shares, video views, comments etc.), which further indicates the number of people talking about your content. The more people talking about your content, the more it trends and spreads in viewership. Content marketing is also successful in rolling out a specific call-to-action act. If your content is relatable and relevant, it would successfully entice consumers to share valuable data points like their contact number, or email ids. This, in turn, can help your sales team to follow up with the interested audience over a call/email and dole out interesting offers. Alternatively, this helps to build up website hits and duration of stay on the website. This is the lead generation measurement, i.e. how many viewers were converted into leads. Lastly, great content also helps in customer retention. As these are the people who will get the new viewers to see the content and go through the entire process. This can only happen if the existing customers are happy and are willing to consider a repurchase. For further information on collecting the data refer to this article

The main takeaways from the content strategy

[caption id="attachment_5375" align="aligncenter" width="719"]

Image Source: Licdn[/caption] If you had set up your content marketing strategy to get more brand awareness, then the main things you will have to look at is the consumption measurement and the shares measurement to get people talking about your brand or company. This will get the conversation going for whatever you had planned for the future after the execution of your content strategy. If the goal set was to increase brand engagement, the shares measurement will form an important part of your evaluation as brand engagement would entail comments, likes, shares, mentions and inbound links from other blogs/websites. With lead generation as your main goal, the lead generation measurement is what will give you an idea about how successful the strategy was. This will take into consideration the forms filled, the number of visitors on the website, the sections visited by the visitors. More the traffic more is the number of leads generated for your company to target. With a sales-oriented strategy, a lot more factors like ROI are taken into account to see if there is any profit from the strategy. If not, you will know at which stage the campaign fails and will be able to tweak your strategy to get a positive ROI and be successful with your content marketing strategy. For a goal of customer retention, you can check the sales for the number of renewal rates by existing customers to see what size of your existing customer base is loyal to your brand and you can target them to become advocates of your company.

Conclusion:

Through this process, we saw that, though a daunting task, the analysis process of breaking down the multiple factors that affect a company and its online presence, into simple cause and effect relations helps you understand the online presence of your company and its ups and downs. Through the knowledge gained by understanding the causes and effects, we can design content marketing campaigns based around what is desired for the company - be it creating awareness, engaging with the target audience, attracting leads, selling the product or retaining the customer base. These strategies can be reapplied to tweak these offers over time to get the positive results desired. With the plethora of social media outlets where the audiences lie, this analysis is an important part of understanding what content is best suited for what audience on the various different media outlets. Are you interested in engaging and converting new customers for your business? let’s talk about how we can help.

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Top 5 Growth Experts Every Marketer Should Follow

By Shivraj Panwar
June 22, 2017

Growth is a passive and endless function. It is a positive development in size or maturation over the course of time. Whether it’s a buyer or business everybody craves for it. Organization hires a team of growth hackers whose sole aim is to search for marketing medium who would pinpoint the final practical, efficient approach to growing a business. Growth hacking’s focal point is to employ low-cost alternatives e.g. social media , targeted advertising rather than doing outbound marketing e.g. buying advertisements, through mediocre media such as radio, newspaper and television. Following are the names of some of the respected growth experts who are well versed with the syllabus of taking a business to whole new level.

5 Growth Hacking Experts to Follow

1. Brian Balfour: founder and CEO, Reforge

He believes in the theory Startups=Growth.
He is a skilled growth hacker as he was the co-founder of startups like Viximo and Boundless learning.
CEO of a begetter growth programs called Reforge.
You can pursue his teachings on Coelevate and Reforge Blog.

2. Andrew Chen: Head of Rider Growth, Uber

Andrew got into the limelight after the increasing brand growth of Uber in 2009.
Dating app and pet themed product making companies alike Tinder, Barkbox owes their success to Growth hackers like Andrew Chen.

3. Sean Ellis: CEO Growth Experts

He has been a growth hacker even before the word was coined.
He has been an “interim growth executive” for companies like Eventbrite, Dropbox.
Former founder and CEO of marketing software company Qualroo.
The “Startup Pyramid” shares Sean’s tips and tricks on how to grow.

4. Noah Kagan: Chief sumo, sumo group

From Facebook to mint, Kagan has backed the launching and marketing of several products and services.
OKDORK is kagan’s gift to companies who are exploring new strategies for marketing, business introspections.

5. Sujan Patel: Co-Founder, Web Profits

Co-founder of Mailshake and Link texting.
Founder of Single Grain and Narrow.
He is also known for his regular additions in Forbes, the Wall Street Journal, Inc 100 and Entrepreneur.com.
Sujan’s book “100 days of Growth” sold more than 30,000 copies worldwide.

Never settle

growing something like this from scratch might look to be an appalling task that's rewarding accomplished by a minority. But as these experts have shown, it can be done and they're more than willing to share their knowledge. Plus, there are a plethora of quality resources to help you master your growth, from blogs to HubSpot's growth stack. As a next step, start to formulate a gradual plan, with manageable actions and benchmarks. And fear not -- as this list shows, there's always someone out there who will be willing to help. We saw the accomplishments of these experts and how your business could be benefitted from it. which growth experts would you add to your list?

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BlogDigital Marketing / Inbound Marketing

Inbound Marketing- “Changing The Marketing And Business Landscape.”

By Team #ARM Worldwide
June 22, 2017

The Market has witnessed a breathtaking displacement after the debut of inbound marketing in the last few years. Earlier customers used to rely on fancy advertisements, cold calling and chunk of low-quality leads but not anymore and inbound marketing strategy attracts customers like a bright flower lures the bees. Inbound marketing comprises of content marketing, social media marketing and search engine optimization and creates attractive marketing campaigns which attracts the crowd. It works on a guiding principle “customers don’t want to be sold to, they want to be educated.” Inbound is like a boomerang, similarly when we introduce inbound marketing to general public, they come to you when they are ready rather than you going out and selling them something that they don’t even need now. Inbound marketing works on “Inbound methodology”, which consists of 4 phases namely:

Inbound poses proudly on two stanchions:

Buyer personas: buyer personas is the fictive portrayal related to customer’s goals, motivations, behavior patterns and demographics. It assists in understanding the buying habits of the consumers. Buyer persona profiles are made after identifying trends prevalent in the current scenario.

Buyer’s journey: is the excursion, a buyer goes through to become aware, consider and decider to avail the product and service.

Awareness Consideration Decision

A customer gets aware about the problem in the first stage.

Now that the consumer is aware, he would try to rectify the problem and look for probable solutions.

In the 3rd stage, consumer decides which product will solve his problem and buys it.

Inbound marketing was coined by hubspot in 2005 and with the new technologies coming up every day, Inbound marketing became one of the most effective technique to charm new customers. In 2006 many businesses understood that to be successful, content must be linked with customers' benefits as content is the message your inbound strategy delivers. Let’s understand why inbound marketing has acquired a substantial share in the market now-a-days: 1. Inbound marketing stands out from other marketing forms because it is customer centric and provides educational content. To gain a competitive edge, targeted audience should be hypnotized with the educational content. 2. There is no scope of skepticism in calling it a long-term strategy because it understands the consumers psyche. Consumers have endless options, hundreds of brands are coming up with similar products, and all they need is someone who can understand their needs. This is where inbound marketing comes as a knight in shining armor. 3. Potential customers no longer get influenced by cold calling, television commercials or print media. The best way to tempt them is to have an informative website. primary and secondary should be well chosen so that your name pops up on the 4. A company can never determine the effectiveness of radio advertisements, how many people are reading your direct mail? Are they paying off? But with the help of inbound marketing tactics, you can witness what is working, what is not and what can be improved. Enactment of inbound setup would yield higher returns after all return on investment is the lone aim of every institution irrespective of its field of area. 5. Inbound marketing follows the targeted approach which reduces the cost of each action and cost of leads. Following are some numbers drawn from the research regarding outbound marketing:

1. 1. 45% of direct mail are never opened.
  2. 85% of crowd overlooks television commercials.
  3. 84% of people closed the website because of intrusive advertisements that pops up on the screen.

6. It doesn’t feel like marketing to your prospects because inbound marketing unlike outbound does not sell, rather it guides them towards the right path with didactic content. Show your audience that you are trying to help them and not swaying them to buy something they don’t need. 7. Inbound marketing with the help of search engine optimization increases the number of visitors on a website and puts business on the map. Search engines sends spiders which crawls through the web searching for that content. 8. It has been observed that the retention rate of inbound sales is almost three times more than the outbound because customers get what they want and satisfies the customers. And what else can an organization wish for. 9. Inbound marketing is effective and efficient for both small and large businesses. Small businesses can easily generate leads and can keep the track of their expenses too by organic marketing. Inbound marketing is a pocket friendly way of attracting customers. 10. Today, marketing is way more complicated than it was two or three years ago, now you can buy software’s to get your work done. Marketing automation software’s are available in the market and to make a profound impact adoption of inbound marketing strategy is necessary. So we have concluded how inbound marketing has made its mark in the industry. Market analysis says that it will not fall back, what do you think? Do you think inbound marketing would get affected by virtual reality and artificial intelligence? Do write in the comment section and let us know your reviews.

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BlogDigital Marketing / Inbound Marketing

Top 10 Reasons Why You Need Inbound Marketing Software

By Riya Arora
June 21, 2017

Marketing has changed considerably over recent years. It has evolved from outbound or traditional methods to earning the interest of customers without paying money for it, through inbound marketing. Inbound marketing is the process of providing important and knowledgeable content to earn the interest of visitors and potential customers rather than buying it with paid marketing. Inbound marketing software is user-friendly, can be accessed easily and remotely, and help businesses get more customers. From increased leads to more traffic, you get everything from your inbound marketing software, crafting the perfect consumer and business experience. While your competitors are already on the forefront of the market because of their inbound marketing team, your business can not stay behind. Hence, here are the top 10 reasons why you need to use Inbound Marketing software

1. Outbound marketing is expensive than inbound marketing

[caption id="attachment_5235" align="aligncenter" width="719"]

image source: SEOPressor[/caption] As per data from HubSpot’s State of Inbound Report 2016, companies can save a major chunk of money every year by investing in inbound marketing. Also, according to marketing research agency Demand Metric content marketing – a branch of inbound marketing that drives website traffic and lead conversion through original content creation – can generate three times the number of leads as compared to outbound marketing, but costs 62% less. Moreover, inbound marketing is cheaper than paying for radio ads, television ads, and old newspaper ads that aren't as focused as your online marketing strategies.

2. Higher Lead Conversion

With inbound marketing software, you can help potential leads to qualify for a certain service or product. Creating a sales funnel with dedicated content pieces and communicating with leads at each stage of the funnel helps you in the process of qualifying the leads. By reaching out to your target audience with content that appeals to their current needs and pain points, the conversion rate increases.

3. Better Marketing Decisions

[caption id="attachment_5292" align="aligncenter" width="719"]

Image Source: webprodigy[/caption] With inbound software, like Hubspot, you can have all your inbound marketing analytics in one place. With social media metrics, landing page conversions, email clicks and so much more, all at one click, you'll be able to make better marketing decisions at each phase of the practice. Reporting is easier as you can get the answers to refine your marketing processes by just clicking a few buttons.

4. More Website Traffic

[caption id="attachment_5293" align="aligncenter" width="719"] More Website Traffic

Image Source: cybercamps[/caption] Through social posts, blogging and landing pages, the inbound marketing software offers innumerable variants to get to the website at any phase of the buyer's search. The right keywords on the landing page make it possible for your website to be found in search results. And, the right content draws your target audience to your website. Inbound marketing strategy also helps to find and collect data through your website which helps in the long run of the business.

5. Buyer-Focused Content

Traditional marketing methods are marketer-centric. It’s all about you and your products. It’s not about your buyer’s wants and demands. Inbound marketing is, on the other hand, is a different ball game. It’s about giving your buyer what they need. It’s focused on creating customer-centric content that buyers are already looking for. Inbound marketing software help you to send your message to the right customer and ensures that your audience is always listening to you.

6. Staying ahead of competition

[caption id="attachment_5240" align="aligncenter" width="719"]

Image Source: My Clone Solution[/caption] According to the 2015 State of Inbound report, 84% of small businesses are predominantly using inbound marketing. Inbound marketing is becoming more sought after day by day. Your competitors are already using inbound marketing to generate and convert leads because they know it works. If you don’t implement it, you’ll fall far behind, losing out on potential clients and converting less leads.

7. Pro Data Analytics

Data collected by tools like inbound marketing software and Google Analytics such as HubSpot are valuable for virtually every phase of formulating your inbound marketing strategy: from content creation to lead realization. All kinds of data can be collected about your website traffic, leads and customers that is then used to measure the success of goals and take informed marketing decisions.

8. Know Your Customers Better

[caption id="attachment_5242" align="aligncenter" width="719"] Know Your Customer Better

Image Source: Subiz[/caption] With inbound marketing software, you can know more about your target audience by creating good consumer experience online, asking good questions on landing page forms and following the conversations happening on social media. Understanding customer trends are pivotal for success in inbound marketing. Your potential customers are online, make sure you know where they are so you can communicate and cater to their needs.

9. Increased Brand Awareness

[caption id="attachment_5243" align="aligncenter" width="719"]

Image Source: protocol 80[/caption] Inbound marketing made it possible for even the smallest companies to gain global reach. By producing content that is a part of the buyer’s journey, your target consumer will be able to find your brand as they conduct their research. If you’re not providing content, they won’t find you. If they like your content, they’ll share it with their social networks which can increase your visibility dramatically and solidify your reputation as a credible resource.

10. Increased Trust & Credibility

Many buyers have disliked and shunned outbound marketing. They don’t want their day to be interrupted by your call or email. Moreover, that is just one sided conversation. Inbound marketing gives you the chance to listen better and develop a better understanding of the challenges your prospective customers are facing. People are tuning out of radio ads, TV commercials, and banner ads. They’re not paying attention. Giving them the content they seek online is how you’re going to get customers to buy from your company. Traditional Marketing has become old news with the advent of inbound marketing software taking over the market. Businesses, small or big, have to move ahead with the trend and give the customers what they want and where they want. Inbound marketing is one of the most efficient strategies in today’s online consumer community, and if you’re not using it, chances are you’re missing a key opportunity to develop relationships with your potential customers.

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25 Tips to Reshape Marketing Automation

Convenience for workforce = Delighted customers A business is considered successful not when it generates more revenues than others, but when it’s improving on an intimately regular basis to achieve organizational goals. Such enhancement may be in the shape of support or guidance to customers, transparency and visibility with other…

By Vanyashree Chaudhary
June 20, 2017

Convenience for workforce = Delighted customers A business is considered successful not when it generates more revenues than others, but when it’s improving on an intimately regular basis to achieve organizational goals. Such enhancement may be in the shape of support or guidance to customers, transparency and visibility with other departments, or an ease in mechanism for time saving and efficiency building. However complex or urgent the current targets may be, the long term need is to improve experience of those who work for you and those you work for. If you aspire to be one such organization, an effective Marketing Automation Tool is what you need.

Marketing Automation: What and Why?

Marketing automation tool refers to the software that is designed to automate marketing actions.

It unifies repetitive tasks to boost productivity by conserving time.
It regulates the steps in the process of converting visitors to leads till they can be handed over to the Sales team.
It gathers the lead information and tracks its actions in order to identify the buyer persona, and places them correctly in the buyer’s journey.
Be it through online forms, automated emails, reports, lead scoring or activity tracking, marketing automation software smoothens the tasks hard to manage.
In advanced scenarios, the information collected directly (form responses) or indirectly (IP address) customizes persona’s next step.
Inferred tasks such as perceiving frequency and duration of visits with utilised content types personalize customer experience as well.

Publishing smart content is yet another way of putting forward what the prospect demands to search for. Keeping an eye on the tracking of clicks, it is easy to recognise lead’s interest in order to put the right type of online material forward and trigger their enthusiasm for more. Organizations that initiated the use of Automation Marketing were generally technology-specialised companies. Easy access, visibility and multi-screening kept all actions under their eyes and improved awareness. The sellers now carried detailed information of the prospects, respected visitors’ needs and could predict their behaviours for different actions. That’s the real power of automation, it opens all windows for wise decisions!

Evolution of marketing with Automation: Feel the Difference

Initially, Sales Reps responsible for the leads couldn’t have access to extensive data or weren’t educated about leveraging them. As a result, the leads hard worked upon with efforts and time couldn’t be reached with what exactly they required. Docurated's recent report on the state of sales enablement mentions that sales reps are not informed about from where to obtain the right content and think about conversion only when they aren’t left with options. challenges are contributing in bridging the sales & marketing silos with the best marketing automation software. Admirable successful stories are recognised where tech-savvy inside sales teams manage the leads as they transition from marketing to sales.

Whisper hints into ears and guide your reps

While your team is habituated to ongoing marketing measures, you need to make sure they not only adapt the automated way but also feel comfortable with working on it. Have a look at the following ways:

Run insights through their minds by providing regular lead notifications with details. This reduces chances for delays in procedures.
Mention suggestions with regards to content with context.
Provide notifications customised to sales management for increased transparency.
Hand over the process to sales channel at the right time.

It’s always better to bring clear and organized operations by removing the head trash.

Marketing automation for b2c

For a more optimised and contextual experience in Automation Marketing, we bring before you 25 review tips to improve lead nurturing with escalating revenue growth graph. Unlock the best potential of the tools you’re owning already.

Basic information in lead notifications

Keyword from which they found you. (in case the keywords are not known, extrapolate from the words which lie on the ranking entry page)
Identify which kind of buyer persona they are.
Identify where they lie in the buyer’s journey.
State which product pages they showed interest in. (for bracket context)
A list of all the content they’ve consumed, downloaded, read or looked upon. (not only initial or end content)

Game plans work best when organised

6. Take note of all sort of questions the prospect is dealing with. 7. Give detailed points of the common decision criteria for the persona. 8. Explain their position in the buyer’s journey, their intuitive steps and estimated time they take before placing an order. 9. Emphasise the business case that can resonate with the lead. 10. Research on other expected buying criterion that may get involved.

Deal prospects with minute coordination strategies

11. Mentioning hyperlinks in email templates according to the preference of specified buyer persona at a specified stage in the buyer’s journey. 12. Recommending varied types of content that match the persona and stage of journey, also suggesting how and why the rep should introduce them. 13. Preparing a document of enlisted questions for the rep to ask (including guidance on sequencing and phrasing) for advance discussions and interpretive guidance. 14. Discussing how exactly the prospect’s current situation gets coordinated with sales. 15. Creating a series of next steps for an organized structural growth.

Sales team manages better when kept updated

16. Keep the sales manager informed about persona’s details (business size, industry, and products) for tracked coaching tips. 17. Optimize management resources based on rep’s strengths and weaknesses. 18. Provide extensive details frequently to target accounts or industries. 19. Notify sales management when unclicked internal emails are hit on. 20. Manage updates when you feed reps info clashes when they actually log some activity in the contact record.

Engage the lead’s enthusiasm

21. Boost the website’s revisit alerts in less time with specific key prompts. (e.g. visit the pricing page) 22. Provide text suggestions which are contextually relevant to encourage follow ups. (eliminate ‘touching base’ approach) 23. Share specific and informational content with the lead which is beyond general FYIs. This may be done as soon as it becomes available. 24. Track CRM record and mention viewed links in emails to facilitate review for the lead. 25. Text message notifications can be used for grabbing attention to high priority updates. To improve, you must begin! Frameworks of recognised companies build smart and motivated employees. Marketing Automation can contribute in driving workforce to action by simplifying complex mechanisms. Make sure you make the best of them! >> Know more about Hubspot and Hubspot India Partners.

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BlogDigital Marketing / Inbound Marketing

10 Best Marketing Tools for CMOs to Build their Strategy in This Year

By Shivraj Panwar
June 19, 2017

In today’s era, the world is shaping a massive space for budding to established marketers and marketing tools have become a need of the hour. They form the bridge or channel between an organisational goal or expectation and the real world. With shoulders broad yet occupied, they instigate, integrate, innovate and implement to make sure that the company raises its barriers and leans in to scale. Be it graphically impactful videos, live podcasts, professional whitepapers, attention grabbing eBooks and newsletters with the help of marketing tools, content is of paramount importance to ensure viewership, readership and circulation. It’s expected to be educative and informative with engaging and compelling professionalism yet friendliness. If you’re one of them and find this relatable, you’re at the right place. In this competitive and transforming world which can make or break your business within minute fraction of seconds, don’t you feel adopting right practices and using the most suitable tools and softwares are keys to your prosperity and development? Or aren’t you in search of the best, cost efficient platforms to give a leverage to your existing practices? Here you go with 10 best marketing tools trending in 2018 filtered and served right at your service. You’ll find a summarised list of all tools as you proceed towards the end. Start taking notes!

1. Marketo:

It’s a multi-functional platform offering customer engagement marketing, marketing automation, real-time personalization to offer tailored marketing management functionality, marketing channels, comprising budgeting tools and marketing calendars.

Key Features:

Email marketing and campaign management
Lead generation
Landing pages and forms
Website visitor tracking
Personalization of Mobile and Web

2. Pardot:

Pardot is a Salesforce product, is a jam-packed marketing automation tool for motivating sales through social marketing, lead generation and management, email marketing, sales intelligence, and more.

Key Features:

Email marketing with fully-branded templates
Landing pages, form builders, and search connectors
Link all your search campaigns in a single stage
Lead generating, grading, and tools used for nurturing
ROI report
CRM integration and Real-time sales alerts
Sturdy, multi-channel social marketing

3. Eloqua:

Eloqua offers a broad collection of marketing automation tools, from campaign controlling to lead administration, targeting, segmentation, and more. As compared to other tools, it lets you launch operations in days, rather than weeks, to support sales events, renewals, and a multiplicity of other activities.

Key Features:

Campaign templates tailored to your marketing objectives
Automate email marketing, content marketing, and demand generation
Create campaigns, landing pages, and forms with innate editing tools
Nurture leads with automated welcome emails
It includes webinars, up-sell campaigns

4. Customer.io:

Lets you send directed, individual messages to your customers based on their unique interfaces with your business. It integrates flawlessly with your website or mobile app, appointing into real-time data to prompt actions built on user behaviour.

Key Features:

Analyse user behavior and send targeted emails.
Elastic segmentation, data customization
Page views, events, and email activity
A/B testing
Rich customer profiles and in-context conversations

5. HubSpot:

HubSpot is an extensive inbound marketing platform, offering a variety of marketing automation features and competencies. It’s a one spot destination of integrated marketing tools, social, SEO, spanning blogging,email marketing, and more, HubSpot is an all-inclusive platform for improving marketing efficiency and marketing effectiveness.

Key Features:

Observes leads, landing pages, and performance in one
It streamlines content creation through Content management system
Uses real-time data to provide related, contextual marketing understandings
It helps you build automated workflows round your goals
It converts, tracks, and categorizes leads

6. AdRoll:

An extensively used retargeting platform. Leads and customers are engaged through advertisements on facebook, twitter, and mobile. Cross-device enables cross-platform retargeting capabilities, as well as bendable segmentation, customized experiences can be provided to them which would enhance the efficiency marketing world holds.

Key Features:

Cross-device, cross-platform retargeting
Facebook, Twitter, mobile, and web
Dynamic LiquidAds
Flexible segmentation
Transparent analytics
Expert optimization and conversion reporting

7. Pica9:

Pica9 CampaignDrive™ platform offers brand resource management, web-to-print, email, social, landing pages, and more. Results are enhanced from a single, intuitive interface to manage a multitude of marketing functions which streamlines the marketing efficiency.

Key Features:

Print collateral can be customized
Easy to use HTML email marketing tools
Email reports
Built-in approval loops to streamline workflows
Multi-channel capabilities
HTML5 web banners and landing page

8. Canterris:

Smarketing is no longer a word in the business books because Canterris made it possible in the real world too. It integrates sales and marketing processes of a business by optimizing content, lead management, coordination of marketing campaigns and more.

Key Features:

It creates and manages email, nurtures leads, and newsletter campaigns
Identifies the quality sales leads and makes new customers.
Website publishing tools
Website optimization
Budding library of plugins, modules, and extensions
Marketing analytics

9. Bremy:

Offers internet based, multi-channel publishing products and sevices. Digital marketing like email newsletters, database publishing and video proofing, now advanced enterprises can easily use tools like bremy to customize and achieve marketing efficiency.

Key Features:

Streamlined video proofing with multi-user collaboration
Progressive digital asset management
Streamline publication creation and modification
Email campaign after creating and targeting audience.
Makes templates, tickets and point of sale (POS) within terms

10. Outmarket:

Outmarket is also called as vocus marketing. It’s a combination of email, search, social, publicity, analytics, customer relationship management and more in one tool. Outmarket is a smart tool which enables you deliver the right content to right customers with personalized messages through efficient workflows.

Key Features:

Automate workflows to create custom experiences
Recommendation Engine to find relevant, engaging content
Lead scoring
Campaign management
Custom objects for seamless data integration

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Latest Google SEO Updates and Algorithm 2018

Hey all you SEOers! It’s that time of the year again when we need to look at the latest Google SEO updates once again. Yes people, Google has a new update ready for us again – in 2017. Some experts have been contemplating that the company has made up gradations…

By Shrishti Jain
June 15, 2017

Hey all you SEOers! It’s that time of the year again when we need to look at the latest Google SEO updates once again. Yes people, Google has a new update ready for us again – in 2017. Some experts have been contemplating that the company has made up gradations in Google Penguin algorithm probably in February this year. Yes! It is speculated and conjectured because Google is not someone who would let the cat out of the bag so easily – they are excellent secret keepers and are not going to reveal their strategies to us. It seems just like yesterday when we were making our bets on what was awaiting SEO in 2017. Then boom, and it's already 2018 — the time for planning, costing, and strategizing for your SEO success in 2018 is now if you’ve not done it yet. By keeping a close watch on the changes in the SERP’s with respect to your own rankings as well as feedback from the SEO community and Google itself can more often than not deduce what is required to be done to your website to increase your website’s ranking. Talks have been doing the rounds in the SEO community that a Google Update is on the anvil that is supposedly going to target Black Hat SEO, in particular, backlinks. There are also some wary notions that content quality is targeted as well. As we ready ourselves to head into Q2 2018, it will definitely be a good idea to look at the trends and developments that we have been witnessing since the beginning of the year to at least begin to understand where we are likely heading next. Click to know more about the Top 6 SEO Trends that will Dominate 2018. Here are a few trends that we singled out as being particularly important as we prepare for the ever-changing times:

Schema

Using a Schema markup is becoming progressively important with the forever transforming Google and the evolving user trends. Schema’s job is to make it simpler for search engines to fathom and comprehend your site, thus helping to ensure that it is displayed correctly. Schema can also be especially helpful when Google chooses to display rich answers, such as Quick Answers or a Rich Card. Google likes to make life easy for its users by displaying answers as simply as possible so that they can find what they are looking for. As of now, rich snippets are displayed for recipe and videos, AMP articles, local businesses, music, reviews, and TV & movies. Although there is a possibility of this changing in the future, using the Schema helps to ensure that your site is always ready. Google has also been increasing its usage of Quick Answers. Schema can help make the purposefulness and content of your site clear, so your text is more appealing for snippet boxes. Of course, we cannot overlook one of the latest updates of SEO 2018 without talking about RankBrain and artificial intelligence. Since Google lays special emphasis on this machine learning now, brands need to be doubly sure that their sites are easy for a machine to interpret. Schema can be of immense help if you want to make this a reality. As artificial intelligence is likely to grow by leaps and bounds in the future, using Schema now can keep your site prepared for whatever the future brings.

Hybridization

It is a well-known fact today that users have become extremely sophisticated online and the demands of digital marketing manage to pull professionals closer together. Now, mobile users check business mails on the go and desktop users redeem social media coupons. To tap into this potential and cache of customers, your team should be up and about running hybrid campaigns, and be prepared for these changes. To make sure your team is hands on:

Conduct trainings where you can manage to help members of different teams get to know each other’s goals and strategies
Create shared projects where members of different teams come together for joint goals
Advance ahead with common documents between the different teams that define vocabulary, expectations, and roles so that everyone can communicate effectively

Changes on the SERPs

Google has been testing and trying out the SERPs this past year. Particularly, they have been increasing the number of characters allowed in some of the Meta descriptions and titles. This trend could pose a challenge for marketers because they have not been rolled out to all websites, nor has Google announced that they are permanent. For the sites that are fortunate enough to receive the extra traffic, there are great prospects for including more keywords and more compelling descriptions to help attract more people to the website.

SEM alignment and intent signals

We all know that searches with focus on commerce display a higher number of ads on an average. This is mostly done at the top of the page but the click-through-rates are lower for organic search results as compared to those with fewer top-of-the-page. Gauging the terms that have organic search results above the fold is critical to prioritizing efforts. With regards to these subjects, organic and paid search teams should work in tandem to target these terms to boost ROI for both paid and organic efforts. It’s also essential for these teams to align their content strategy and plan to create web pages and assets that map what searchers are looking for.

Mobile and speed

Since the year 2015 when Google first introduced the AMP project, the importance of speed, particularly on mobile devices, has grown. The search engine has always recognized and made it clear that slow load times hurt the user experience, which is why even a one second delay results in a considerable reduction in conversions. With AMP, Google can intensify the importance of speed. Moving on to the Algorithm changes, here is some of the top ones in 2018:

Google Penguin

Google announced the entry of Penguin SEO update in April 2012 to catch hold of websites that were spamming the search results using black hat techniques. Before the advent of Penguin, sites normally utilized some negative external link building tactics to rank at the top in SERPs and boost their traffics. However, once Penguin was introduced it set the record right and stated that content was vital and those with amazing content would be recognized and those with little or spammy content would be punished. Disavow tool and contacting webmasters was done at a rapid pace to remove all such toxic links from search engines so that the webmasters could recover their websites. New SEO Updates in Google Penguin in 2018

Penguin went onto become a real time algorithmic update meaning every negative action will have an equal and opposite reaction.

Google Hummingbird

Google Hummingbird was introduced in September 2013 with the singular focus of understanding the user’s query. Before Google Hummingbird, Google crawlers could only fetch results from breaking down a phrase into keywords and then searching through billions of pages for that particular keyword. The name ‘Hummingbird’ comes from its aptitude of being “exact and fast.” Hummingbird looks at the entire phrase to decipher the meaning of that phrase. Google Hummingbird SEO updates aid pages matching the meaning do better in search results. SEO new updates related to Hummingbird

Application of meaning technology to billions of pages from across the web
Use of knowledge graph facts to ensure better search results
Easy recognition of keyword stuffing
Effectiveness of long-tail keywords

Google Panda

In February 2011, Google Panda was born. Its main job is to catch hold of sites that used duplicate or thin content on their websites. Google Panda was quite successful in impacting the ranking of entire sites or a specific section rather than individual pages on a site.

No multiple pages with the same keyword
Get rid of auto-generated content and roundup/comparison type of pages
No pages with only 1-2 paragraphs of text
No scraped content
Panda likes new content
Be careful with affiliate links and ads
Too many outbound links with keywords are bad

Google Pigeon

Google has confirmed that the update started to roll out on July 24 for US English results. The purpose of the update is to provide a more beneficial, relevant and precise local search result. And unlike Penguin and Panda updates this is not a penalty-based update, but a core change to the local search-ranking algorithm. So get set and gear up to dominate SEO in 2018!

Conclusion

These latest updates in the SEO algorithm of Google means that companies need to be careful when they try to promote their brand and/or product. In order to efficiently market themselves in a country rife with marketing competition, availing the latest SEO services in India will help give a leg up over their competition. In order to enjoy the benefits of these invaluable SEO services, contact us now!

Click to get the understanding of how SEO algorithm works

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BlogDigital Marketing / Inbound Marketing

Top 10 Tips to Retain Customers

It is exciting yet challenging for any organization to retain the customers they’ve converted. Customers have their sets of expectations and opinions, both of which contribute in building delightful experience as well as brand advocacy. And the experience during this duration either gets them closer or too separated from the…

By Vanyashree Chaudhary
June 14, 2017

Ensure quality in fulfilment and delivery

Content can lend a helping hand to customer services team by supporting with strategic information for onboarding new clients. Diversity in education with right type of content holds paramount importance. Think beyond the traditional ways and restrain from limit yourself to blogs and downloads by looking at offering videos, webinars, call-ins, user groups, etc. By supplying product information in multiple formats, the clients would gain flexibility in choosing for how they want to use it as per their convenience and time. Also, you hence build credibility and initial trust with the prospect.

Publish good content regularly

New content should be published regularly without fail. Keep your website constantly updated to add value to your users’ experience. The updates in different forms of content – blog posts, FAQs, how-to guides, product demos, product reviews, vlogs, podcasts, etc. could lead the customers back to you.

Revisit your on-boarding strategies

When your organization begins to ensure the quality of the service brought to the market, it would be the right time to evaluate how customers are reacting to your product once they’ve bought it.

Relook at your onboarding process.
Make it smoother for the customer to feel important and valuable.
Portals and email campaigns could be useful in the process.

Do everything you can in the right manner to retain the customers you’ve fought so hard to get on board.

Keep your audience informed

It is one of your priorities to keep customers informed with what’s trending to stay on top of all advancements in your field. This will help you stay ahead of the curve. Email campaigns can be exponentially useful. Customizable and personalized, they can be used to address users at any stage of the buyer’s journey. Different segments can be targeted through these campaigns. Beginning from new customers to recently churned and loyal ones, all can be appeased.

Address customer queries

The person intends to visit your page in search of solutions to his problems. Your content should tell them what they want to know.

There should be answers available that immediately address customer inquiries.
Provide more than FAQs to customers.
The right use of email and blog content can help the customer feel at ease.
Focus on quality

An app, downloadable plug-in or extensions are effective ways to stay connected with your users.

Make sure the content is up-to-date, constantly improved and enhanced.
Ensure it adds value for your customers with adequate quality.
Make it useful or entertaining enough to be shared.
There is always a new need for the product

It isn’t easy to upsell. But it is crucial for service-focused companies that intend to maintain a viable business. Know the market, respond to it. Create new product features with relevant content. Since your current customer is still a potential customer. Focus on gearing up to convert them with all-new features you’ve just launched.

Keeping audience engaged

Content does not necessarily need to be lengthy and complicated.

It can be as simple and short as a tweet, a reply to a blog post or engaging post on your Facebook page.

Customers must feel heard and important.
Respond to every comment you think is worth a reply.
Public loves games! Bring on a good contest.

You could look at adding some of your initial engagement content to add to the excitement – even your most loyal customers wouldn’t mind a good contest.

Build skillful support team

After conversion, there comes the moment when customer service can either shine or begin a downward journey. You wouldn’t wish to be part of stories wherein customers vent out about poor service and unprofessional departments. To build a responsive and adept customer service team, good content will help in staying afloat. They need useful content they can refer to and share with customers. It might range from a one-page flier to downloadable help guides.

Solving common product issues

Many companies are opting to put the content creation in their customer’s hands to take the issues to another level. This is done so they don’t become unbearably crushing for the customer service team to manage.

Educated customers can be empowered with tools like community forums and knowledge bases. These communities can use the expertise of their existing clients to help new ones.
Lending itself to innumerable SEO benefits, it’s a great way to use content to build customer service.

By word of mouth publicity, it might not be the painless to build a customer advocacy base, but you could always look at building content that could help your promoters in taking the next step.

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