5 Conversion Rate Optimization Lessons I Learned at #Inbound16

November 15, 2016 By Tony Paille

Inbound 2016 has come to an end. The hardest part of attending a conference like Inbound is when it is all over and you have to stumble back into the real world.

I haven’t quite shaken the habits I picked up over the four days spent with 160,000 marketing and sales professionals. On instinct, I tried to network with the woman at the checkout counter of my neighborhood convenience store yesterday. Her name tag said Janet. “Hi Janet, where are you from?” She threw me a dirty look and grumbled something inaudible. I don’t think we’re at Inbound anymore Toto.

Here are my 5 Conversion Rate Optimization takeaways from Inbound 2016 that would have even Janet saying “Ah ha.”

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Repurpose Your Content – Work Smarter, Not Harder

March 17, 2016 By Tony Paille

I don’t mean to brag but my company has been doing content marketing since before it was cool. How hipster is that?

I work for a technology association that has been around since the 1940s. At some point before I was born, we had a magazine. That used to be all the content we needed but things have changed a lot since then.

In this new digital world, there is more competition than ever for the attention of our audience. Our prospects can get very specific content from an array of niche sites that meet their individual needs. It is becoming harder and harder to create a high enough volume of content to keep our audience engaged and our funnel full of new leads.
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Set It and Forget It: An Automated Re-Engagement Campaign in 7 Easy Steps

February 8, 2016 By Tony Paille

List fatigue is a very real thing. No matter how hard you try, a portion of your email subscribers, 25% annually according to HubSpot, will eventually lose interest and stop opening your emails. This could be for any number of reasons:

You’re emailing them too frequently
Your emails have started to feel stale and predictable
They only joined your mailing list to download a piece of your content
They no longer need what you offer

Many marketers don’t think twice about the unengaged subscribers on their mailing lists. They continue sending them email after email, ignoring the signs that these messages may be unwanted. This can have serious consequences for your business.
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Lead Scoring for Beginners: A How-To Guide

January 19, 2016 By Tony Paille

As a marketer, you understand the importance of offering a relevant and personalized customer journey. This is relatively easy to achieve in the beginning, but as your traffic increases and your email list swells, it becomes very difficult to scale.

When you reach the point where you’re getting more leads than your sales team can handle, it is no longer cost effective or time efficient for them to follow up with every single lead. Instead, you need an automated process in place to identify leads that are sales-ready and those that need to be nurtured further.

This is where lead scoring comes in.

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The Marketer’s Guide to Customer Experience

January 5, 2016 By Tony Paille

The role of marketing has grown rapidly in recent years. So many new responsibilities have fallen under our realm of concern that it can be difficult to stay on top of it all.

Customer Experience (CX) has quickly gone from someone else’s job to a top priority in many marketing departments. If you’ve been asking yourself, “Where the heck do I start?” this article is for you. It contains everything you need to know as a marketer about Customer Experience design.

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