B2B CMOs and CIOs: It’s time to rethink data management

Effective data management is critical to B2B digital marketing success. Columnist Sonjoy Ganguly explains how implementing a rich, B2B-focused data structure and collaborating with the right strategic partners can make all the difference.

Please visit Marketing Land for the full article.

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Diving into the new SiriusDecisions Demand Unit Waterfall

Columnist John Steinert discusses the new SiriusDecisions Demand Waterfall, which helps align sales and marketing on what B2B demand really is and how to find it through the concept of the “Demand Unit.”

Please visit Marketing Land for the full article.

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What is Kissmetrics Campaigns?

A few weeks ago, Kissmetrics CEO Brian Kelly announced the new phase of Kissmetrics – Customer Engagement Automation.

Customer Engagement Automation (CEA) is a platform that allows marketers and product teams to fully understand and drive customer engagement. It combines person-based digital analytics with scalable, engagement messaging.

Along with the CEA announcement, we released a new feature called Campaigns. With Campaigns, customers can send automated, triggered emails based on their user’s behavior.

Using our analytics platform, you’ll identify the segments in your user base that need some nudge. Whether it’s to get them to sign up, log in, use your product, etc. You’ll identify this segment with one of our reports, then use Campaigns to nudge them.

To best understand the value of Campaigns, let’s first discuss some common use cases for SaaS and E-commerce companies.

Campaigns Use Cases

Campaigns was created for marketing & product teams to help them acquire, engage, and retain more of their customers. Here’s some campaigns that SaaS and e-commerce companies can set up:


  • Abandon Cart email – Seeing customers are dropping off before purchasing? Send a triggered email to nudge them toward completing their purchase.
  • Follow-up Purchase – Stay on top of mind by sending customers a post-purchase email a week after making their purchase.
  • Personalized Product Offers – Selling a new product a segment of your customers will be interested in purchasing? Send an automated email to these users with an offer, then track it all within Campaigns.
  • Re-engagement Emails – E-commerce companies thrive on repeat purchases. Set up an automatic email to go out to customers who don’t purchase after x amount of days with an offer to come back and purchase.
  • Reward Loyalty – Segment your loyal customers by emailing them additional offers or free upsells on their next purchase.


  • Abandon trial users – Keep trial users engaged and increase the odds of a purchase by sending them an email to login and discover the value of your product.
  • Inactive paying users – Prevent churn by sending triggered emails to users after they haven’t logged in after a certain amount of time.
  • Feature Announcements – Send emails to all or a segment of your users who would be interested in using a new feature.
  • <li>Re-engage users – Email users who complete a part of your onboarding or feature usage but drop off before completing.

All these emails can be triggered to send within Kissmetrics. Identify the users that need more engagement, and then create a campaign to nudge them towards conversion.

Use Case: SaaS Company Struggling to Convert Trial Users

Let’s say you’re the Director of Growth for a mid-sized SaaS company. Your job is simple but challenging: grow the company. Acquire and keep more customers. You spend all day interpreting data and optimizing all stages of your funnel.

You use the Kissmetrics Funnel Report to track onboarding. These are all the trial users who have signed up and are currently working on getting set up and accustomed to using your product. After signing up and logging in, users begin the onboarding process by creating a workflow. Once they do that, they take an additional step by activating a part of the product.

Here’s what the funnel shows you:

saas kissmetrics funnel

The dropoff is clear:

opportunity in kissmetrics funnel

The weak part of the funnel is getting people to create a workflow. You move more people to creating their workflow, and it’ll have downstream effects on the rest of your funnel – after that it converts at 82%.

To nudge people towards creating a workflow, we’ll create a Campaign that sends them an email once they’ve logged in but have not created a workflow. To do that, we’ll create a new campaign and set the conditions.

We’ll name the Campaign “Funnel Improvement – Creating Workflow Trigger”

kissmetrics campaign first step

And we’ll set the conditions for the first email – triggering for people that have signed up, logged in, but have not created a single workflow.

delivery and trigger kissmetrics campaigns

We have those conditions set, now we’ll create the email. Here’s how the editor looks:

kissmetrics campaigns content editor

We’ll create the copy for this email:

kissmetrics campaigns editor email

We’ll click Save & Continue and review the conditions and the email:

review kissmetrics campaign

And that’s it! We’ll Save this message and it’ll be sent to those that fit our conditions. We’ll go back to the Messages page and set our Conversion goal as “Created workflow”:

conversion goal in kissmetrics campaign

And we’re set! That campaign will run and we’ll check in periodically to see how it’s performing.

Now onto the next optimization!


Kissmetrics pioneered behavioral analytics in 2009. Most analytics tools at the time only showed what was happening on your site. Kissmetrics was different because it showed you what was happening and who was doing it.

With CEA, we’re introducing the new phase of Kissmetrics be combining analytics with engagement to help you acquire, keep, and engage your customers.

If you’re already a Kissmetrics user, you can login and Campaigns will be available to you.

To get started with Kissmetrics, request a demo with one of our account executives.

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

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Writers: Here’s Why You Aren’t Getting More Great Clients

"It’s a particularly good time to join our list of recommended writers." – Sonia Simone

We’ve been saying it for years — writers run the web.

The internet depends on a wealth of content that’s worth reading, watching, and listening to.

And writers are the ones who put those words together. Who create and shape ideas, who teach us, who move us to action … while making all of it interesting and engaging.

It’s difficult work, and it’s necessary work if we want to attract and persuade the people who will become our customers.

So why do so many writers have a hard time making a living?

There are two ugly problems that keep writers from making what they’re worth, and I’m going to talk about both of them today.

Ugly Problem #1

The first ugly problem of freelancing is finding enough clients.

It turns out that getting really good at putting words together doesn’t always translate to marketing our own businesses.

Word-of-mouth can be a great way to find clients — but it’s not necessarily how you’re going to find the right number of clients to fill your schedule, or to find them when you actually need them.

We talk about freelancing as though it’s different from other forms of business … but it isn’t. Every business needs to have marketing systems in place, so you’re putting a compelling message in front of enough people, and converting a sufficient number to customers or clients.

“My clients love me” is not a marketing system.

Some day, if you’re very good, your marketing might be able to rest on your reputation alone.

You don’t have to starve before you get there.

Make sure you have a reliable way to get in front of people looking to hire a good writer. That might be spending time on LinkedIn, it might be cold-calling, or you could do the work to get onto our list of recommended writers.

The important thing is to make yourself visible to the kind of people who hire writers.

There’s another reason professional writers struggle, and it’s even uglier than the first one.

Ugly Problem #2

What’s even worse than not having enough clients?

Not having enough good clients.

Crummy clients burn all of your time, energy, and enthusiasm getting you to do ineffective work for lousy rates.

You won’t have the time, much less the emotional energy, to work on your own marketing. You’ll be too busy writing dreadful listicles for pennies — for people who don’t respect you or what you do.

What causes a lack of good clients?

Bad positioning.

Your marketing can’t just communicate, “Hey, I’m available.”

It has to communicate, “Hey, I’m different.”

Well-paid writers work hard to become true experts. Many of them specialize in desirable formats (sales letters, email sequences) or lucrative niches (healthcare, law). And they understand the structures that make marketing effective.

Well-paid writers don’t write dreadful listicles, because dreadful listicles don’t create great results for clients.

And knowing what kind of content creates results — and what kind of content should be kicked to the curb — is an important part of why well-paid writers deserve those great rates.

How to fix your positioning

Writers need to do two things to improve their positioning:

  1. Get very good at things that clients care about.
  2. Communicate that they’re very good at things that clients care about.

One of those, “sounds simple, is actually really hard” things, I know.

So how do you do it?

Well, getting very good is a matter of becoming a bit obsessed with your craft, and doing a whole bunch of it. Learn everything you can about persuasive copy. Read this blog, listen to podcasts, connect with writers whose voices you enjoy.

Study content strategy, then try it out. Write. A lot. Publish — on your own blog, on someone else’s blog, on any copywriting project you can. Pay close attention to what works and what doesn’t.

Once you’ve got the “being really good” part down, if you’re having trouble getting that across, you may just need a supportive community to get you over the confidence hurdle. In my experience, nothing quiets impostor syndrome better than finding a community of professionals who have your back when you’re feeling low.

So is Content Certification the answer to everything?

Right about now, you probably think I’m going to tell you that our Certified Content Marketer program is going to solve all your problems for you.

Well, it might … depending on what problems you’re having.

  • It will get you in front of people who are looking for writers.
  • It will teach you the strategies that allow you to get better client results.
  • It will give you the opportunity to ask questions about specific hurdles you’re encountering.
  • It will open a door to a supportive community that can help you find your professional confidence.
  • It will show you models for marketing systems to find an abundance of really good clients.

Here’s what it definitely won’t do for you:

It won’t teach you the art and magic of stringing the words together. You have to bring that magic with you. This program is intended for folks who are already solid writers.

This is a particularly good time …

At this point, I’ve seen a lot of writers get fantastic benefits from the program. Which has been a lot of fun to watch, to tell you the truth.

But I have reason to believe that we were just getting started … because once Copyblogger starts offering done-for-you services for the Rainmaker Platform, we think the demand for “our kind of writers” is going to spike pretty dramatically.

Now I don’t have a crystal ball, and I’m not going to make any guesses about precisely what the demand will look like.

But I do know that if I was still freelancing and I had a chance to be on the list of recommended writers right as Copyblogger was ramping up their ability to offer writing services … I’d be all over that.

Here’s how to take the next step

We’re going to be reopening the Certification program in the next few days. Just add your email address below to get all the details, and you’ll be the first to know when we open the doors to our new group of students.

Find out when our Certified Content Marketer training program reopens:

The post Writers: Here’s Why You Aren’t Getting More Great Clients appeared first on Copyblogger.

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7 great reasons to attend SMX Advanced in 2 weeks

Search Engine Land’s SMX Advanced is just 2 weeks away. Don’t miss your only opportunity this year to attend the conference designed for experienced SEOs and SEMs! Fewer than 150 tickets are remaining. Register now! Here are 7 reasons you should attend: Start with a deep dive. Attend a…

Please visit Marketing Land for the full article.

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