A marketing funnel, or marketing sales funnel, is a model for understanding the process of turning leads into customers. Like a funnel, marketers cast a broad net to drive brand awareness, capture as many leads as possible and then nurture prospective customers through the purchasing decision, which narrows in each stage of the funnel. The […]
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Target market is a group of consumers a product or service is aimed at. Brands can have more than one specific target market. Dividing an audience into small, more relevant target markets is called “market segmentation.” This process helps a marketer better define the buyer persona and more clearly position the value proposition to the
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Demand generation is an umbrella term for customer acquisition initiatives designed to drive interest in a company’s product or service to attract qualified leads. Ultimately, demand generation aims to improve marketing effectiveness by improving brand awareness and increasing share of voice among the target market. Demand generation programs can help your organization reach new markets,
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A customer journey mapping template helps you outline your customer’s buying process from beginning to end. It lists each step a prospect takes as they move toward doing business with you and reveals what they do, think, and need during that process. With the buyer’s journey laid out in front of you, you can more
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Marketing ROI, or return on marketing investment (ROMI), is a KPI that measures the contribution to profit attributable to marketing. It is a measure of marketing effectiveness. In simple terms, the best formula for marketing ROI is: (Gross Profit – Marketing Investment) −−−−−−−−−−−−−−−−−−−− Marketing Investment Today, accountability in marketing amounts to table stakes. Companies expect
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When you sit down to create a marketing plan, it can be a little overwhelming. With so many marketing strategies to choose from, it can be difficult to pick the tactics that are right for your business. On top of that, not all marketing tactics are created equal. Some strategies require more investment, meaning you
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Search advertising helps increase revenue, drive traffic, and boost brand recognition. It works shoulder to shoulder with organic search marketing, which gains traction as search advertising increases sales. And it’s also how, according to Google, businesses receive an average of $2 of revenue for every $1 spent on paid advertising on Google Ads (formerly Google
How to Build, Execute, and Optimize a PPC Strategy in 9 Steps Read More »
Marketers love metrics. And customer lifetime value (CLV) is one of the most important measures you can track. Calculating CLV can yield useful insights into your customers’ behavior, and when used alongside other data, like the cost of acquisition (CAC), it can help you make marketing decisions that lead toward greater profitability. Once you know
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To help blog posts and pages gain search visibility, you need to use on-page SEO to attract search engines and help them understand, recognize, and rank your content. To help you through that process, we created an on-page SEO checklist. That way you never miss an opportunity to optimize your webpages or blog posts. Download
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MOFu marketing is the strategy of using middle-of-the-funnel content to nurture leads and turn them into paying customers. It moves prospects from the awareness phase of the sales funnel down to the conversion phase. In this article, we’ll explain how you can create an effective MOFu marketing strategy that supports a strong B2B content marketing
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