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Bootstrapping Relevance: Making Web Conversions Meaningful for Long Sales Cycles

ConversionXL

Often, little more than a form fill tells you about the potential for a five-figure sale months down the road. Google Analytics insights frequently end with raw counts of goal completions, leaving a yawning gap between on-site behavior and sales for companies with long sales cycles. Analyze and act on that data.

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LinkedIn Video Ads: Relevance, Specs, and Use Cases

ConversionXL

On Facebook, an ideal customer may log on to see photos of a new nephew, not to check out a 30-second demo of your SaaS product. For YouTube pre-roll ads, Google recommends segmenting video ad campaigns into three phases: Tease. These are the technical, targeting, and cost considerations for rolling out a LinkedIn video ads campaign.

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Account-Based Marketing Software & Tools

ConversionXL

Ultimately, a successful ABM campaign needs to solve three problems. Deliver tailored marketing and sales messaging to those people. Use analytics from ad campaigns to prompt sales staff to take action. For example, based on intent data, who should be shown a “Schedule a Demo” ad or receive direct mail? TechTarget.

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How to Create a Demand Funnel (for 44X Revenue)

ConversionXL

That difference cascades down the funnel, allowing you to track the ROI of your lead sources between inbound and outbound campaigns—all the way through to revenue. by downloading guides, using the open parts of our product, requesting a demo). Notice how the top of the funnel is split between inbound and outbound efforts. Opportunity.

Demand 101
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Marketing Your Startup: A Billion-Dollar Company’s First Marketer Reflects Back

View from Seed

For awhile, that channel was a share option on all our blog posts, and we tried paying for stumbles for some campaigns. Yes, customers are you number one goal, but marketing-wise, you need specific, attainable goals, whether it’s leads or more demos or free trials or press hits. Some startups have really long sales cycles.

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B2B Marketing Attribution: Models, Tools, and Processes

ConversionXL

After she gets a series of lead nurturing emails and sales/marketing communications, she signs up for a demo and converts into a paying customer. Using Salesforce (which I dive into below), we created a report on how the event drove net new pipeline and whether it moved existing opportunities toward closed sales.

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A Quick Primer on B2B Conversion Optimization

ConversionXL

Some of the same underlying principles apply, but because of the inherent differences in buying decisions and sales cycles, pulling B2C optimization practices straight from the book might be a bad idea. There are a few things that make optimizing for B2B a different beast: The sales cycle is usually longer.

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