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Category Archives: Marketing

The Most Important Steps of Effective CRO Marketing

CRO marketing can be unwieldy. Should you start with surveys or multivariate testing? Should you fix bounce rates or improve form performance? Every aspect of the customer journey is important, and you know that effective CRO marketing can impact trust, engagement, and ultimately, revenue.

Even though all of this can be daunting, we’ve broken down CRO marketing into the five most important steps.

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Fix the Marketing Handoff to Accelerate Account-Based Selling

Account-based selling has demonstrated staying power because of the benefits of landing large target accounts versus numerous small ones.

However, account-based selling is only as effective as its execution—inadequate follow-up costs sales significant revenue.

Read on to learn how to bridge the gap between the sales and marketing departments to reach more customers and drive greater sales.

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Just Another Fad? The Low-Down on CRO Marketing

CRO marketing is all about improving the conversion rate in any marketing or sales material so that the reader will take action. It’s about optimizing human behavior to improve the effectiveness of your marketing efforts and ultimately increase revenues.

We’ll use an example to illustrate. Let’s say you’ve got a whitepaper that you want people to download. CRO marketing would involve taking steps to get people to download that whitepaper.

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The State of Lead Follow-up - Education

Lead Follow-Up in the Education Industry

Higher education institutions rely heavily on lead generation tactics to recruit the right students to their schools. Part of the recruitment process is providing a positive and engaging experience, starting the moment a lead initiates contact with the school.

In this Sales Effectiveness Report, we take a closer look into lead follow-up efforts in the education industry. Are educational institutions promptly responding to lead inquiries with personalized answers? Or following up with each lead to make sure they’re satisfied with the information they received?

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Marketing’s Role is Changing from a Cost Center to a Revenue Center

How does the rest of your organization view the marketing department? Is it seen as a cost center or a revenue center?

For years, the marketing team was treated as a cost center—it relied on traditional and expensive methods of reaching customers, such as advertising. However, over the past several years, that perception has shifted. Many organizations now regard marketing as a revenue driver. Read on to learn what’s responsible for that shift and what to do if your company still sees the marketing team as a cost center.

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Personalization Webinar

Personalization and Performance Webinar: How much revenue are you losing due to slow, infrequent and impersonal follow-up?

In our recent webinar, CEO of Metadata, Gil Allouche, and Head of Product Marketing at Conversica, Gary Gerber, discussed personalization and performance in lead follow-up. Why is it so important? Are companies losing revenue when they don’t personalize their outreach efforts? The short answer, is yes.

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Why promptness in lead follow-up matters

Why Promptness in Lead Follow-up Matters

Last week, we hosted a joint webinar featuring Conversica CMO, Carl Landers, and Inside Sales VP of Marketing Strategy, Gabe Larsen, on the importance of promptness in lead follow-up.

Why does response time for lead follow-up matter? Well, it turns out that the longer companies take to respond to inbound inquiries, the more money they end up leaving on the table. In our two independently conducted studies, we uncovered a number of findings that support this theory.

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3 Ways to Fill Your Pipeline with More Sales Accepted Leads

The relationship between sales and marketing is often a sore topic. Greater alignment between the two requires developing a well-articulated process, supported by technology, that guides how sales and marketing work together.

The benefit of process and data is that, generally, both are objective. Data doesn’t have any personal feelings about the results of a marketing campaign; process isn’t listening in on phone calls with prospects. Because of this, many organizations have implemented sales accepted lead (SAL) stages into their demand generation strategy.

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Conversational AI: More Than Just a ChatBot

What’s the first thing you think of when you hear the phrase “conversational AI”? You wouldn’t be alone if you answered, “Chatbots.” Many people think that’s the only application of conversational AI.

However, conversational AI is more than chatbots. Read on to learn what conversational AI really is, how far it’s come in the past decade, and what the newest innovations in conversational AI can do for your business.

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5 Tricks of Conversion Rate Optimization Every Marketer Needs

We at Conversica care a lot about creating leads.  And if you’re a marketer at a company with any sort of digital presence, you’ve heard of CRO. It’s an important process you can use to improve the ROI of your existing site traffic while also improving the overall experience people have on your website, whether they are new or returning visitors.

We’re all responsible for understanding and remembering a lot of abbreviations (with no end in sight), so it might be helpful to review what’s meant by CRO. Then we can dig into the the latest tricks to help you enjoy the results of a well-tuned CRO process this year.

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