Monthly Archives: December 2015

Our Solar Energy Future

The transport sector of the US business community have helped make this country the strong nation is. Progress has been made in many areas that will strengthen our future of solar energy and improve our position in the world, even more than it is now. The good news comes from the reduction of petroleum use and emissions of greenhouse gases in the transport. This comes from the National Renewable Energy Laboratory and Argonne National Laboratory and confirmed by the Ministry of Energy and its previous assessments. Transport is responsible for over seventy percent of our oil consumption thus reducing emissions of greenhouse gases, accounting for more than thirty percent of this number is very beneficial to our national well-being power.

Solar electric cars are increasing. However, prices will fall further to average consumers can find cars more affordable. Like many of the technology, there will be less expensive ways for manufacturers to produce them. The positive effect on air quality will be. Our future solar energy will become stronger as the benefits are seen by all citizens. The will of the people is behind it, because the results will be positive on the economic cost of gas and the continuous increase.

Progress not only in the US but around the world about our future of solar energy continues on many levels. Many universities are investigating solar cells that develop increasingly effective in terms of the amount of sun energy will turn into practice. Although the use of decreases fossil fuel, the need throughout the developing world to cheap energy is increasing. Once solar energy becomes cheaper to use, there will be more interest worldwide in its use for domestic and industrial use. Germany is an excellent example of what the enormous changes that have taken place in connection with the switch of the nation in solar energy. Our future solar energy will also grow if the same initiatives that Germany has used can be used in the US also. Germany provides financial incentives in the form of payments for his people to make the transition to solar energy in their homes and businesses.

Our future solar energy will have a major effect on our economy with increased employment in relation to many sectors of the labor market. As this industry grows, jobs will be added in the manufacture, marketing, construction, and research and development to the list of job opportunities.

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How to Effectively Use Remarketing (Infographic)

It seems that each year that passes brings some new forms of advertising that marketers can add as another tool in their arsenal.

These past few years have brought native advertising to the mainstream, which comedian John Oliver analyzed this past August:

Native advertising has taken hold online. Here’s an example from Buzzfeed:

buzzfeed-native-advertising

This native advertising happens offline as well. You’ll find it in newspapers, magazines and hear it on the radio (it’s sneaky).

The web has also exploded with the growth of exit intent popups. Hover your mouse near the top of the browser to close or switch a tab and out of nowhere comes a near full page ad asking the visitor for something before they leave – typically an email address. Here’s an example, courtesy of 2xecommerce.com:

exit-intent-popup

In recent years we have also seen the growth of retargeting. This purpose of this is to advertise to people who have previously visited a specific site.

For example, let’s say you visit amazon.com today, place a few items in your cart, and leave. A few days later you’re browsing nytimes.com and see an Amazon advertisement with the products you put in your cart. You can then click the ad and are directed back to Amazon, and complete your purchase.

Sound like a new channel you’d like to test? Neil Patel of Quick Sprout has created an infographic to help you out. Whether you’re just diving into retargeting or have been around the block a few times and want a refresher on some of the principles.

How to Effectively Use Remarketing to Increase Your Revenue
Courtesy of: Quick Sprout

Resources for Learning More

We’ve covered retargeting in the past, including a couple webinars:

You’ll also find some great content around the web:

If you’re going to dabble in retargeting, it’s important to measure the results. You can use Kissmetrics to measure and optimize all your marketing campaigns. I’ve written some articles about how to do this:

You can also request a personal demo of Kissmetrics to learn more.

About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.

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How Marketing Can Use Big Data To Win Back Users

How do you win back lost customers? Columnist Josh Todd reveals some key strategies for using your data to engage with users and invest in the right customer.

Please visit Marketing Land for the full article.

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The Secret Formula For Irresistible LinkedIn Connection Requests

How do you get more people to connect with you and your brand on LinkedIn? Columnist Larry Kim has some tips for how marketers can quickly expand their LinkedIn networks.

Please visit Marketing Land for the full article.

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7 Things I Learned About Marketing This Year

As 2015 comes to a close, columnist Sanjay Dholakia takes a look back at the key changes that shaped the marketing industry and how marketers can learn from them moving forward.

Please visit Marketing Land for the full article.

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MarTech Landscape: What Is An Ad Network?

Ad networks have been around for nearly two decades. Find out how they work and what they offer publishers and advertisers.

Please visit Marketing Land for the full article.

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MarTech Today: Mobile-First Future, Apple Device Activations & Essential Search Trends

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web. From Marketing Land: A Mobile-First Future: Our Top Mobile Marketing Columns Of 2015 Dec 29, 2015 by Desiree Everts DeNunzio From Google’s mobile-friendly algorithm…

Please visit Marketing Land for the full article.

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10 CMOs Name Their Favorite Video Ad Campaigns Launched By Other Brands

This year, we asked 10 CMOs which video ads caught their attention. Here’s what they told us.

Please visit Marketing Land for the full article.

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The Benefits of Switching to Solar Power

As our lives become increasingly dependent on electricity to keep our needs, it seems that we must be careful how we get a profitable renewable. While other forms of “green energy” are only practical on a commercial level, solar panels are easy to install-power for residential consumers. Sunlight is a natural source of clean energy that is abundant worldwide so there is little reason not to enjoy. Simply switching to solar panels for 25 percent of its electricity, emissions overall average consumers will be reduced by more than 1.5 tons, helping to conserve energy for future generations, while saving thousands of dollar homes in the long term.

While this may seem like an expensive investment installation of solar energy systems, the average life of the solar system is more than 25 years, during which you are less dependent on a grid. In fact, if installed optimally in the right conditions, the solar panels are able to create the surplus electricity to sell to electric companies.

At the first change solar panels, many consumers decide to buy 1-3kw system, which accounts for about 25-40 percent of its current energy consumption. While this may not seem like much, the amount of electricity generated even a panel can lead to annual savings in electricity bills. In a few years, solar power has completely paid for itself and has 20 years to reduce energy costs for consumers.

A common concern about solar energy is that the cloudy regions receive good sun and force the end user to use only electricity from the grid of the utility company. Although there is a reduction in the amount of electricity produced during cloudy days, the panels installed optimally will collect enough energy to be a worthwhile investment. If the solar system is not able to gather enough electricity to power your home, the houses are without electricity. As a precaution all solar panels will be able to store excess electricity to use the reserve and are able to draw from the grid, utilities connected to ensure that a home is never without electricity. Another common concern is that residents with flat roofs may not get adequate sunlight, but the use of systems modern panel mounting for maximum power, regardless of how the tilt sunroof.

Although the transition to renewable energy appears to be a dangerous investment for the development of modern solar technologies they are both the environment and a great way to save money, even for residential users. The long-term savings from the solar panel to move not only help to maintain a healthy environment for future generations, but also economically benefit the end user.

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The Best Resources for Account-Based Marketing

I’ve spent the past few weeks discussing account-based marketing (ABM), a powerful but under-implemented strategy. My first post covers the history of account-based marketing, from the “Mad Men” days of the 1950s to today. My second post reviews the reasons B2B firms should implement account-based marketing.

Of course, understanding why you should implement account-based marketing and actually doing it are two different things. Knowing how to implement the right technology stack is essential to unlocking the true power of ABM. For the final post in this series, I’ll go over the best resources for setting up account-based marketing.

What’s ABM, again?

Let’s quickly review the definition of ABM:

  • Account-based marketing focuses marketing and sales resources on a defined set of targeted accounts, where personalized campaigns are tailored to each account.

Now that we understand what account-based marketing is, the next step is incorporating the right technology. Many times firms adopt technology without understanding its real purpose, sometimes without any real marketing strategy. Before you fall into the same trap, you need to take a hard look at the health of your Marketing and Sales departments.

Understanding Your Experience with Technology and Training

Every marketing firm is different. From client experience to employee expertise, your firm is going to have unique resources and know-how. While this might include SaaS, you have to be willing to admit when you aren’t ready for new tech.

Is your staff experienced enough with SaaS solutions to adapt to new systems and processes? Do they have good habits in place with existing SaaS solutions, like LinkedIn Business? Have you introduced new systems in the past?

After answering these questions, you’ll be able to realistically determine what you’ll need for ABM. Asking yourself the hard questions will help you determine the right resources and training for your team’s success.

Make Sure Marketing and Sales Speak the Same Language

No matter the firm, Marketing and Sales should be on the same page. Marketing and sales alignment is necessary for marketing to ensure their campaigns align with the needs of prospects identified by sales, and for sales to make sure they’re selling the right stuff to the right contacts. Both departments need to have the same success metrics, otherwise efforts from one could be counter-productive for the other.

Implementing a technology stack makes this relationship more important than ever. Solutions are built to streamline processes such as updating lead and contact information and streamlining campaigns, so the more you have your ducks in a row, the better. (And let’s not forget the cost of purchasing new SaaS.) As with any investment, you need to make sure you’re getting the most value you can.

Understand the Purpose of Your Technology Stack

It’s not uncommon for many companies, big and small, to jump on new technology. The enthusiasm is great—the fallout, not so much. Many Marketing departments don’t have a clear purpose or strategy for incorporating their chosen technology into their existing sales and marketing pipeline.

Before adding a tool to your technology stack, ask yourself what value it will add to your sales and marketing efforts. Do you want to use ABM because of its laser focus on lead generation and management? Are you looking for automations tools to help with campaigns? Many account-based marketing solution companies offer more than one product. Knowing what you need will help you and your potential provider find your ideal solution.

Identify Tools to Help Achieve Your Strategy

Finally, we’ve arrived at the most important question: What should you look for in an ABM solution? Some important features may include:

Action-Oriented Insights

Any ABM solution can slice and dice data into metrics and charts. However, these insights are useless if you can’t create actionable plans from them. Solid account-based marketing programs will provide straightforward metrics that you can readily understand and use effectively. Ideally, the system will also offer flexibility for you to create customized drill-down reports as you become familiar with your particular needs.

Lead and Contact Data Automation

The very objective of having an ABM stack is to reduce time-consuming tasks so you can focus on engaging your targeted segment. Good ABM solutions will help manage contact and lead information, such as automatically updating contact information or mapping new contacts into the appropriate accounts.

Reliable Support and Services

Just as your firm focuses on marketing and tailoring your services to your customers, your ABM provider should offer reliable real-time support. While this includes a traditional help desk, some firms go so far as to provide consultant services and host educational events.

Integration with Existing Solutions

We’ve already mentioned that account-based marketing requires constant communication with sales. ABM tools that integrate with existing solutions like Salesforce and marketing automation solutions like Marketo will keep your teams running smoothly.

ABM Technology to Add to Your Stack

Now that you understand what to look for in an account-based marketing system, I’m sure you’re wondering where to even begin looking for the solution that’s best for you. Fortunately, there aren’t too many out there right now:

  • Engagio – Though new to the ABM scene, Engagio delivers reliable automation and analytics no matter the size of your target segment. This solution connects to your existing Salesforce and Marketo accounts and your website to keep track of leads, marketing programs and site visitors. The utilization of metrics such as “engagement minutes,” allow for a more straightforward way of tracking lead interest.
  • LeanData – This California-based company delivers two ABM products. Sales Accelerator focuses on lead management, including automated lead conversions and contact owner assignments. Demand Management focuses on account-based reporting and nurturing, ensuring you have the proper data to adjust campaigns and properly target leads.
  • DemandBase – DemandBase offers a full suite of solutions, called the Marketing Cloud, to help teams streamline every step of the marketing process. Solutions include advertising, personalized site experiences and account-based measurements. DemandBase also provides consulting services by experts that will help create a marketing plan that’s best for you.

Before You Hit “Start”

Finally, we come to the $6 billion question: Is it time for you to implement account-based marketing? To review, here’s what’s on the table:

  • The opportunity to target “whale” accounts with tailored marketing campaigns.
  • The power to engage contacts and create organic referrals within accounts.
  • The confidence to sell more than ever before once you’ve set up your stack and hired in the right talent.

Like I’ve said before, ABM really is a no-brainer. But you have to be prepared.

Jumping the gun and setting up an ABM stack the wrong way will just make life harder for Marketing and Sales. Take the time to review your existing solutions and align your firepower with your targets. ABM will help you get where you want to go, but you need to be facing the right direction, first.

About the Author: Alp Mimaroglu is a Marketing Luminary. He specializes in marketing automation, demand generation, analytics, and marketing technology. Alp has extensive experience with both business and consumer marketing. He’s passionate about how technology is rapidly becoming the key to success in both the corporate sales and marketing landscapes. Follow Alp on LinkedIn and Twitter.

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