When traffic is coming to your website or blog, nearly unfettered, it gives you the opportunity to test out a variety of marketing initiatives. However, without that traffic, you're forced to spend money on costly ads before really determining the effectiveness of your offers and uncovering your cost-per acquisition (CPA), two things which are at the core of scaling out any business online.


Incentives can help you zight these external forces. Let’s go back to that example where you were shopping online but left your credit card in the kitchen. If you had a one-night-only 30% off coupon, would you have been more inclined to get up and walk to the other side of the house? If your shopping cart purchase was $20? Probably not. But if you were planning to spend $100 or more, the answer is likely to be a clear ‘you bet.’
In case you missed the last few classes, the answer is D. In the ideal influencer marketing engagement, your brand gets a boost in credibility, authority, and exposure to a new audience. The influencer gets a cool content asset to promote, association with other thought leaders, and is able to grow their influence in their niche. And the audience gets awesome content neither the influencer nor the brand could have produced on their own.
If the contact is a lead, try sending them emails containing more middle-of-the-funnel content that might upgrade them to a marketing qualified lead (MQL) or an opportunity in your sales process. This workflow could include content and web pages you've identified from an attribution report analysis as influential in converting leads into customers -- perhaps content like customer success stories/case studies, free trial offers, or product demos. 
Marketers use forms to collect contact information that allows them to qualify leads. Based on the information submitted, you can have automation set up to place leads in respective buckets depending on the initial data collected, Davis added. At that point, you are put in a position to identify your “best” leads and determine the best means of communicating with your new lead to ensure a higher closing rate. 
This becomes important when a company's marketing operations rely on a survey, email, social media or chatbot app for inbound lead-generation efforts that plug into Marketo or Eloqua, which, in turn, allows those marketing processes to continue regardless of which CRM the company uses. In effect, they act as middleware connecting the thousands of niche marketing automation tools and large CRM systems, where a company's customer data resides.
Marketing automation plugs into a company's CRM system, which, typically, has its own native marketing automation cloud service (such as Salesforce Pardot and Oracle Eloqua). Eloqua will work with other CRM platforms that compete with Oracle's, and Marketo, an independent marketing automation platform, will work with Salesforce, Oracle, Microsoft and other CRM systems. HubSpot also is a popular marketing automation platform that has its own CRM backbone.
There's more to drip emails than just sending pre-made messages. You'll need a way first to add people to your drip campaigns, and Sendloop is designed to make that easy. With a Facebook app, plugins and code snippets that make it simple to integrate with your website, plus sign up forms and hosted landing pages, Sendloop is packed with helpful ways to funnel contacts into specific drip campaigns. It'll then let you watch their moves on your site and more to further hone your message in subsequent drip campaigns.
Reporting: Marketers don’t throw darts in the dark. With infinite reporting capabilities on your side, you should be tracking everything to make sure that you’re investing your time in high-yield efforts only. Integrate a reporting system with your marketing automation efforts – from day one. Don’t wait. Pair systems (i.e. your analytics tools with your CRM) so that you can monitor data from
What you’ll learn is that abuse reports are the norm rather than the exception—it’s normal to have 1 for every few thousand emails that you send. Some consumers are sensitive to email marketing (due to years and years of abuse), and others aren’t always familiar with the opt-out process. It’s a genuine mistake — people sometimes confuse “abuse reports” with opt-out forms.
“We were working through this huge list from a sales-specific event. It wasn’t a great list; everyone on it was pretty cold,” says Rushe. “So I created a 3-email drip […]. The initial email asked if the person was free for lunch Wednesday, with a GIF of the InsightSquared dashboard. This email was sent on a Sunday. The second email was automated to send on Tuesday to anyone who did not reply; it asked “are we still on for tomorrow?” If they didn’t respond, they received a third email on Thursday, saying “sorry that yesterday didn’t work out, happy to reschedule.”

This article that explains “2 simple email marketing tricks you should be using” written by Paras Arora reflects the importance of email and how ecommerce companies like Amazon makes use of it. According to Arora, the frequency and number of emails that you send to your prospect’s inbox plays an important role in determining the success of your email campaign.


When writing this guide, we reached out to the marketer community to collect case studies and learnings about creative marketing strategies. Most of these examples are included throughout the guide, but some didn’t quite fit. So we included those loose ends here, from the perspective of four awesome marketers. What better way to wrap up this guide than with you, our community?
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