While their use has been around for quite some time, I’ve found that many marketers are confused about how they should be leveraging UTM parameters to track their digital efforts. UTM parameters are tags added to the end of a URL that will allow marketers to obtain data from different marketing campaigns. The tagged UTM data can be captured in various systems such as website analytics, marketing automation and CRM platforms for reporting and analysis. This is important information that can then be used to assess the effectiveness of various digital marketing initiatives. Read more
We have all been there, whether working in an agency or in-house, when the question comes up – “What’s more important to you, lead quantity or lead quality?” Nine times out of ten the answer is “both!” and while this may not seem helpful, or even possible, there are ways to achieve an effective balance. Read more
Account-Based Marketing (ABM) has become a large focus for B2B organizations. The concept of casting a smaller net and focusing on key accounts and prospects is a massive departure from some traditional marketing strategies. Marketers are now collaborating with their Sales counterparts (gasp!) to identify specific companies and individual stakeholders within those organizations they want to target, then creating customized strategies to engage those prospects. So how can an organization leverage ABM to improve their marketing and sales efforts? While the possibilities are pretty much endless, here are a few suggestions for B2B marketers who are new to AMB campaigns. Read more
Conversion testing ideas and options for a landing page can be virtually limitless. In this post I share the three aspects of a landing page that we have found to be most impactful in terms of increasing conversions, and specifically — registration form submissions.
Just like an annual physical exam, marketers should regularly conduct a PPC “check-up”. The beginning of the year is a great time to do this type of assessment. In this post I cover the most important campaign elements to review including ad extensions, site exclusions and search queries. Improve the efficiency and effectiveness of your paid media program with a 2017 Check Up! Read more
Recently I logged into Google Search Console and I saw an Infrastructure Update at the top of the Site Error page. The message indicates that a Search Console update may cause “a change in data”. Read on to understand how many SEO experts are analyzing possible data anomalies… Read more
By default, Google Analytics loads reports in the data table view. This setting can be changed to present data in another visual format. In this post I’ll discuss how to take advantage of Pivot Tables. I’ll show you how to modify pivot table options, structure and format to better analyze and understand website performance. Read more