Just over two weeks after Inbound and at Market 8 we are still unpacking our minds from all the compelling keynotes and insightful sessions that we were able to attend. I know our team learned a lot and hopefully if you had the chance to join Inbound17 you did too. However, we know that speakers can only fit so much knowledge into a 45-minute talk, so we asked some of our favorite speakers for one additional takeaway that just didn’t make the final cut for their session.
Michael Bartholow
Senior Account Manager
LunaMetrics
Session: Data-Driven Remarketing: 3 Funnel Flipping Insights for Targeting Your Personas
Marketing teams need to stop treating remarketing as a separate campaign and start including it in their marketing efforts. Remarketing can help with budget waste and result in better customer experiences.
Data is indispensable when doing design work. If you have the data to back up any and all decisions you made while working on the design (or any other aspect of marketing) and can show these to executives you will have less friction and executives will understand better the choices made to help sway them your way.
Sales in SaaS needs to stop jumping into the product demo and instead focus on their prospects needs and problems. By helping diagnose a prospect's issues, you build rapport and can then show how your product can help solve these issues.
Storytelling by itself does not make you memorable, so as marketers we need to find a way to make it stick in our leads minds. We can do this by making our content perceptive, cognitive, and effective.
Don’t think of each action your lead takes is a separate action but rather a journey they are taking where every step is cumulative to help get them to the end goal, becoming a customer. By following their behaviors, you can setup triggers to reach out with content to help move them along on their journey.
Before trying to prove marketing's impact on ROI a company needs to define what measurements they will be using. Every business is different but to get a full picture try tracking 3 to 12 metrics and shifting them quarterly or annually. Focusing on these metrics will help paint a whole picture and help you make better decisions in marketing and sales.
It is not enough to just turn on Google Analytics and check the data every so often; instead, you should set goals within it. Business goals give you that context, and by setting these goals up, Google can show you just how you are performing to meet these goals.
While we were unable to catch all our favorite speakers, we look forward to participating at Inbound18 and bringing you one more takeaway. In the meantime learn how you can increase revenue with SEM+CRO in our ebook.