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Appboy Introduces Multivariate Testing Feature

Appboy logoAppboy, a marketing automation platform for mobile apps, announced new multivariate testing capabilities designed to help marketers test variations of headlines, copy and content on multiple messaging channels, including email, in-app messaging and push notifications.

The company is positioning the tool as a way for marketers to identify and automate the messaging mix that will have the highest impact on metrics such as conversion rate, click-through rate and revenue generated, according to Bill Magnuson, co-founder and CTO of Appboy.

2013 B2B Buyer Behavior Survey: Buyers Happier But Still Waiting To Engage With Sales

2013 B2B Buyer Survey CoverWhile B2B buyers strategically browse social media discussions during their research, web search remains a top source of information.

Additionally, nearly two thirds of buyers indicate that content had a significant influence on a decision. While the buying process is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.

Those are just some of the preliminary results of Demand Gen Report’s2013 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealing some striking trends observed during the purchasing process.

Marketers Strive For A Holistic View Of Buyers

customer relationship shutterstock 113068783It is clear that marketers can no longer treat all prospects alike, as sending out the same email to everyone no matter who they are or where they are in the buying cycle is not likely to yield stellar results. While the ultimate goal is to make a sale, it is becoming more important to develop a rapport with buyers and understand what drives their purchasing decisions. That was the message of several speakers at the recent Digital Marketing University event in Philadelphia held by Silverpop.

“You have to own the whole relationship with the customer,” said Ellen Valentine, Product Evangelist for Silverpop. “It seems like a bit of an oxymoron, but as we have more channels and more ways to communicate with the customer, the buyer expects a more personalized experience.”

Infographic: Why Responsive Email Design Matters

responsive design dgr chart of the week
With nearly half of all email being opened on mobile devices, marketers have to ensure that their messages are displayed correctly when buyers access them on the go. This infographic from Litmus, an email testing and analytics firm, provides a how-to guide for responsive email design.

PunchTab Launches Loyalty App For ExactTarget

PunchTab  Exact TargetPunchTab, a multichannel loyalty and engagement platform, has released a loyalty app that will work with ExactTarget. The app, which will enable marketers to reward customer engagement and create loyalty from within email, is available on HubExchange, the recently opened app marketplace for ExactTarget.

PunchTab App for ExactTarget HubExchange is designed to integrate consumer behavior across web, social, mobile and retail with ExactTarget email. This provides marketers with a more complete picture of the consumer, according to company officials.

Silverpop Hopes 'Universal Behaviors' Will Have Universal Appeal For B2B, B2C Marketers

amplify2013At last week's SiriusDecisions Summit, there was a lot of discussion about the role that tight, multi-system data integration will play in the future of marketing technology. It's an interesting and relevant topic, given some of the announcements being made this week at the Silverpop Amplify 2013 event.

Silverpop recently announced Email Insights — an application, built in conjunction with email analytics provider Litmus that allows marketers to preview and control how their email renders across multiple platforms and devices. In addition, Silverpop has unveiled Universal Behaviors, a much broader data-integration and behavioral marketing platform.

2013 B2B Content Survey: Trust Is A Make-Or-Break Issue For Today’s Buyers

cps 2013More than ever, B2B buyers rely on content – all types of content – to research and make purchasing decisions. That’s good news for content marketers working to validate their approach and secure more resources for their campaigns.

According to our 2013 B2B Content Preferences Survey, however, content marketers also face a growing number of challenges. Many buyers say they are overwhelmed by the amount of content available to them; they are more concerned about finding trustworthy content that focuses on hard data and demonstrable value, rather than still-typical sales messages.

B2B Benchmark Survey Reveals Marketers Expect To Spend More On Demand Gen In 2013

176613314801546161One third of B2B marketers say their demand generation budgets will grow by more than 20% in 2013, lead quality is getting increased scrutiny and social media as a B2B marketing tactic is on the rise. Those are just some of the results shared in this preview of the 2013 Demand Gen Report Benchmark Survey.

The survey was designed to gauge marketers’ demand generation spending plans for 2013 and how those budgets compare to the overall marketing budgets. The survey also looked at how marketers will allocate their demand generation dollars in the coming year.

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