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When Not To Challenge Your Customer

1riesterer1The call for B2B marketers and salespeople to always be challenging and disrupting the customer is a great piece of advice when you’re trying to acquire new business. But it’s actually very bad advice when you’re trying to keep your customers and convince them to pay more. In fact, disrupting your customer during a renewal or price increase discussion is exactly the wrong approach—one that could drive a great customer right into the arms of your competition.

Gartner Acquires CEB For $2.6 Billion

Technology research firm Gartner announced it has agreed to acquire advisory company CEB Inc. The company said the transaction is valued at $2.6 billion in cash and stock, and has a total enterprise value of approximately $3.3 billion. The deal is expected to close in the first half of 2017.

Study: 62% Of B2B Marketers Find Success With Content Marketing

CMI study imageContent marketing is getting better by the year, according to The Content Marketing Institute.  The organization released its seventh annual research report with MarketingProfs, titled: B2B Content Marketing: 2017 Benchmarks, Budgets and Trends — North America, which shows that more than half (62%) of B2B marketers surveyed said their organization’s overall content marketing approach is much more or somewhat more successful than one year ago — compared to 91% of top performers.

Study: Failure To Track Mobile Website Conversions Can Jeopardize Marketing Budgets

research generic imageNew research from DialogTech, an analytics and automation solution provider, shows that marketers could be missing out on nearly half of mobile conversions. This can lead to inaccurate ROI data and an inability to optimize marketing spend.

The report analyzes roughly 400,000 inbound phone calls and 60 million website sessions across its Voice360 platform to measure the number of mobile calls generated by mobile advertising. By not attributing inbound calls to mobile campaigns, marketers run the risk of allocating budgets to campaigns that are not driving revenue, the report concluded.

Additional key findings in the research report include:

  • Calls from mobile marketing sources are up 34% in the past six months across DialogTech customers, an increase of 78% on an annualized basis;
  • Mobile search and landing pages are driving a combined 81% of calls for DialogTech customers, while mobile display and social drive 19%; and
  • Many DialogTech customers see conversion rates over 10% from phone calls and others as high as 10-times the average.

“As marketers shift greater percentages of their budgets to mobile channels, getting closed-loop attribution for both digital conversions and phone calls is critical,” said Steve Griffiths, SVP of Marketing, Strategy and Analytics at DialogTech. "Our latest research illustrates marketers who analyze and understand the impact of phone calls in the mobile path to purchase have a significant advantage in developing impactful programs and accelerating customer acquisition.”

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