Etumos

Overview When I think of metrics that every company should be tracking to understand how they are performing one of the first metrics that comes to mind is Lead Velocity. While there are a few different interpretations of what Lead Velocity means and how it informs your businesses performance, in this post I will be…

Overview I once had to dress up as Mr. Ralph Waldo Emerson for a school project in elementary school. The project required me to learn about his upbringing, his accomplishments, and the passion behind what he did. During my research I came across a quote he was famous for saying: “It’s not about the destination;…

Overview Marketers should strive to build audience segmentations that are reflective of a person’s buying stage. While most marketing organizations are responsible for many metrics, such as lead generation, conversion to MQL, MQL to SAL, what becomes pipeline, and so forth, often their entire database is treated as a monolithic entity as if they are…

What is Lead Volume? Lead volume can be defined as the number of qualified prospects you’ve obtained in your database who you believe might exhibit buying behavior at some point in time. The more leads you can produce (i.e. the amount of prospects you gather), the higher your lead volume will be. While a simple…

Overview Setting up segmentations in Marketo Engage is essential to ensure your business’s success by knowing and understanding your targeted audience. Having audience segmentations will allow marketers to create a more personalized message for the audience, which will then build customer loyalty and bring in valuable leads. What is Segmentation? Segmentation is a feature in…

Overview Data can be one of the most valuable assets a company has, but not all data is inherently valuable. Data quality affects business decisions and ability for team members to act. Companies should audit the state of their data and take action to proactively support and to address issues with data quality. Multiple Facets…

Overview The B2B marketing world is constantly evolving. Buyer journeys look completely different than they did even just five years ago. On top of that, markets for your products and services are severely competitive. It’s essential for companies to stand out amongst their competitors even just to stay afloat. Companies will often spend large sums…

Brand Loyalty and Marketo Establishing brand loyalty requires a strong brand identity and a comprehensive strategy that fosters trust, engagement, and emotional connections with customers. At the root of it all, brand loyalty is a consumer or business’ preference for a particular brand and their consistency in choosing that brand over others. The marketing team…

What is Brand Awareness? Brand Awareness represents the following: how recognizable your brand is with your target audience, how much familiarity they have with it, and to what extent it resonates with them. It is generally associated with things that are trending, interesting, and desirable. The more brand awareness you have for something you’re promoting,…

The backbone of a marketing automation platform is a prospect’s progression from original visitation and creation into a system all the way through becoming an active customer—driving that flow is how a prospect is treated within the system both operationally (behind-the-scenes data cleanliness) and effectively (choosing nurture communications, targeting tracks, and sales tasks). Lifecycle Processing…