Author Archives: Rachel Rocker

About Rachel Rocker

Rachel is an independent Marketing consultant who has worked with Kwanzoo since 2014. She is passionate about B2B marketing, ABM, and display advertising. She spends her time uncovering what works (and doesn't work) for B2B companies and sharing her insights with clients and peers in the business community. Follow her on twitter- @r_lei_rocker.

13 Keys to Success: The Ultimate ABM Checklist

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With 2016 fast approaching, many B2B marketers are considering account-based marketing as part of their program mix for the new year.

What is Account-Based Marketing?

ABM is an outbound marketing program that provides the unique capability to target the exact accounts of interest to your company, as well as the key contacts or decision makers that you need to reach. ABM programs are more cost-effective in terms of media spend, and help accelerate the pipeline and boost revenues. For more detail on ABM programs and how they work, click here.

As you embark on the ABM path, you might be wondering: “How do we get the best ROI from our ABM program spend?” Well, look no further. Here is a comprehensive 13-point checklist that will help your marketing team achieve great results from ABM.  

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Getting the Whole Picture: The Value of View-throughs

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“I am seeing a spike in site traffic….and I have no idea where these visitors are coming from…”

Have you seen this happen at your company? You see fresh site traffic on your weekly website analytics reports, but you are unsure which marketing program is causing a spike in activity. You then find out that you have several retargeting and display programs actively running. Does this increase in traffic have anything to do with the programs you’re running?

It turns out that–more often than not–the answer is YES. What you are seeing are view-throughs. Many marketers underestimate or fail to attribute value to view-throughs. Let us get into view-throughs a bit more here – and hopefully by the end of this post we will convince you that view-throughs are well worth tracking for all of your display programs…

What are view-throughs anyway?

As a marketer, you may have heard of view-throughs at least in passing at conferences, presentations, or peer gatherings. Here is a quick summary of what view-throughs are: Continue reading →

Eliminate Double-Counting of Display Conversions with In-Banner Form Ads

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For the past decade or so, businesses have been hesitant to invest (more) in display advertising. The primary reason? Marketers are often unable to connect their display media spend to subsequent conversion events on their website.

The main obstacle marketers face is their inability to connect a specific display ad with the conversion, viz: purchasing a product or service, signing up for a webinar, or downloading an ebook. The key question for them: how can this linkage be established, when they can’t control how their prospects might behave, or predict the exact time and place of a conversion action?  Continue reading →