Tag Archives: CRM

The 2018 guide to B2B sales, Part 3: Using CRM data for lasting benefits

In Parts 1 and 2 of this B2B blog series, we discussed how to effectively use different channels for your B2B efforts as well as how to build your audiences, then segment and make use of the right content for mid-funnel remarketing and your overall nurture program.

In the last part of this series, we are going to discuss tying back-end results to front-end metrics so that you can ensure you are reaching qualified audiences with your paid media efforts.

With your paid media efforts, you can track and optimize toward on-site conversions. However, in B2B marketing, those onsite conversions are typically leads and more shallow conversions that do not indicate a sale.

At the end of the day, you want to understand what keywords, audiences, targeting methods, etc., are driving eventual sales – and reallocate focus and budget accordingly.

In order to do this, it is important to pass through parameters within your URLs to track at the most granular level possible; doing this allows your CRM system to identify what drives leads.

You’ll want to pass through campaign-, ad-, and keyword-level parameters in search or campaign-, ad set-, and ad-level parameters in social to identify how those areas are performing.

Back-end CRM data helps you do the following:

  • Campaign – understand what campaigns are performing to sales goals and invest more budget into the right campaigns and pull back on the underperformers.
  • Ad set (social) – understand what audiences are performing well (or not). You can then use this to test other similar audiences and push budgets accordingly.
  • Ad – identify what type of creative or messaging is pushing performance. This will help you in additional creative testing and message development.
  • Keyword – get down to the most granular level in search: understanding what keywords are driving the most qualified users

Now you will want to set up a frequency for matching up the back-end data with your front-end metrics. Think about how often sales volume comes in and the duration it will take to get significant data for optimization efforts.

You may want to set up a reporting cadence to be analyzing data anywhere from weekly, to biweekly, to monthly depending on the amount of sales you get.

As you continue to collect data, remember to take a step back and understand what is truly driving sales at a high level. Look at specific keyword themes, different types of messaging, and the audiences contributing the strongest value.

As you analyze this data, you not only want to optimize bids and budgeting accordingly; you also want to think about next strategic steps.

How can you continue to capitalize on these themes? Are there additional opportunities for keyword expansion? Can you test different variations of your top messaging theme? How can you expand on the audiences you see working – are there different ways to reach similar personas or types of people?

At the end of the day, you want to get out of the weeds when it comes to optimizations based on sales; you need to look at a higher level and refine your strategy to capitalize on what is working best.

This is Part 3 of our three-part series, The 2018 Guide to B2B Sales. If you missed Parts 1 and 2, recap them here:

How to Improve Your Lead Quality by Linking AdWords With Your CRM Using Offline Tracking by @wesleyparkerr

Learn how to dramatically improve your AdWords lead quality by linking your AdWords account with your CRM software using a feature called offline tracking.

The post How to Improve Your Lead Quality by Linking AdWords With Your CRM Using Offline Tracking by @wesleyparkerr appeared first on Search Engine Journal.

10 Ways to Improve Your Lead Quality from Search Engine Marketing Without a CRM by @PPCJoeC

For lead generation marketers, cost per lead (CPL) used to be the most important KPI. During our introductory calls with new clients. I always ask for their goal cost per lead is and then our company would aggressively try to generate as many leads as possible at that goal CPL. Many PPC advertisers still focus on cost per conversion or cost per lead as one of their primary KPI’s. From a high-level perspective, it makes sense. As long as you have conversion tracking or goal tracking set up, you’re able to easily see the campaign, keyword, and ad that led to […]

The post 10 Ways to Improve Your Lead Quality from Search Engine Marketing Without a CRM by @PPCJoeC appeared first on Search Engine Journal.

Online communications specialist, Employment

Job title: Online communications specialist

Position reports to: Communications director

Position location: Washington, D.C.

Friends of the Earth is a hard-hitting, progressive, environmental organization that pulls no punches and speaks sometimes uncomfortable truth to power. It’s an approach that has worked for four decades to produce important victories that help protect our planet and its people. We’re part of Friends of the Earth International, a federation of groups working in 74 countries on today’s most urgent environmental and social issues.

To accomplish our mission, Friends of the Earth is working at the nexus of environmental protection, economic policy, and social justice to fundamentally transform the way our country and the world value people and the environment. By focusing on reforming economic drivers such as tax or trade policy that are often used to empower corporations and governments to harm the environment, we have been able to make changes in the policies. Friends of the Earth is fighting to champion the environment and create a more healthy and just world.

Friends of the Earth’s communications department seeks a web savvy professional to expand our organization’s capacity to reach and engage broad online audiences. The position will implement complex web and social media projects, and support digital marketing and outreach efforts.

At Friends of the Earth, the online communications specialist will work across the spectrum of screen-based experiences—websites, mobile experiences, social media, community management, CRM outreach, relationship marketing and more. An understanding of content strategy and an eye for design and user experience are appreciated. The ideal candidate will be well versed in website development and digital architecture, and be able to translate big-picture, strategic thinking into actionable recommendations and solutions.

The position will work closely with project, development and membership teams to deliver creative and impactful solutions; and ensure the success of projects, on time, on budget and with respect to issue and organizational goals.

Principal Duties and Responsibilities

  • Facilitate web design, microsite deployment and enhancement projects, including functionality and vendor management.
  • Contribute online strategies for various media outreach and issue campaigns, including planning, useful tactics and best practices, measurement and testing.
  • Advise the communications director on the design, delivery and implementation of organizational web strategies and information architecture.
  • Identify opportunities offered by web, CRM, social media platforms and other technologies that will enhance the value of our online communication.
  • Coordinate and facilitate the technical aspects of email marketing and fundraising with the development team.
  • Drive efforts to gather details on technical requirements and information architecture.
  • Build information and content architecture/site maps, wireframes and other user experience documents to expose ideas in visual formats, as necessary.
  • Provide analytics of, and recommendations on, audience data, survey results, outreach metrics and website statistics.
  • Keep abreast of new trends on the web and provide creative ideas to the communications and development teams for potential implementation.
  • Maintain high levels of competence, creativity and professionalism.

Skills and Knowledge

  • Bachelors degree or equivalent combination of education and experience.
  • Minimum of five (5) years of experience in web development and implementation and digital strategy.
  • High interest in, and awareness of, news, politics, policy developments and issues related to Friends of the Earth and its program areas.
  • Enthusiasm and a passion for all things online, with a dedication to seek out and share ideas, tactics and trend data on a regular basis.
  • Excellent understanding of website development (discovery, design, development, testing and optimization).
  • Deep understanding of web content strategies, resources and tools.
  • Knowledge and experience with SEO and digital marketing; including email marketing programs.
  • Experience working with content management software, website development, HTML and web architecture.
  • Experience with online analytics, such as Google Analytics.
  • Excellent written, verbal, customer service and presentation skills.
  • Strong sense of teamwork and a willingness to work collaboratively.
  • Superior time management and organization skills.
  • Exceptional and demonstrated attention to detail and accuracy.
  • Must be able to work independently and successfully handle multiple projects and requests.

Salary and Benefits

Friends of the Earth offers a competitive salary, based upon experience and responsibilities.

To Apply

E-mail cover letter, resume, work samples and salary requirements to jobs@foe.org with the subject heading “Online Communications Specialist.” No mail applications or phone calls. The position will remain open until filled.    

Friends of the Earth is an equal opportunity employer. We encourage applications from women, people of color and other members of underrepresented groups who will contribute to the diversity of our staff.

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