Marketing White Papers

White Papers from leading Marketing experts provide great insight and research on timely relevant Marketing topics.

The Growth Marketer's Guide to Email Metrics

January 23, 2018

Email marketing continues to be the best digital channel for ROI, so improving email performance with key metrics is of the utmost importance. In this guide, Iterable has partnered with SparkPost to help you implement high-performing email campaigns. Here's what you'll learn in this whitepaper: The pivotal metrics used by email marketers, engineers and executives Industry-standard benchmarks for engagement, deliverability and performance How Iterable and SparkPost's joint solution can meet your needs

5 Ways to Prevent Poor Data Quality

January 5, 2018

Every marketer knows that poor email deliverability can cause major revenue decline. What many marketers don’t realize, however, is that problems with deliverability mostly stem from issues with data quality. Getting your message into a user’s inbox is reliant on your domain’s Sender Score. If your score is low, your message is likely to be likely to be hidden in the spam folder. That important Sender Score number is built from quality data. Don’t let your data quality compromise your email placement. Prevent poor data quality by understanding how good data goes bad and what to do to check your data before sending off your next email campaign. In this guide we cover how bots, typos, outdated data, and poor collection methods damage your data quality. Download this white paper and learn: Why your email campaign gets poor inbox delivery. How you acquire fictitious data. Why your methods of data collection could be the root cause of deliverability issues.

6 Ways To Boost ROI with Email Marketing

January 5, 2018

Email marketing is still the champion of the digital marketing world. If you want to get your business to the next level in 2018 then you need to start fine tuning the email communications that you are sending. Your messages need to be clear, your call to actions must be compelling. With as much digital competition that you have you will need to stay at the forefront of customers minds. Maximize the revenue you receive by putting in a little more effort into your email campaigns to gain more engagement. Download this white paper and learn: Ideas on how to create a compelling call to action. How to boost engagement by staying top of mind. Ways to improve inbox deliverability to get more eyes on your content.

10 Reasons Why Companies Adopt Marketing Automation

January 5, 2018

Marketers today are faced with a growing number of challenges. These challenges are often the driving force behind why they adopt marketing automation. This guide explores these issues and how marketing automation directly addresses them. You will learn: Top 10 problems marketers face today How marketing automation addresses those problems Key concepts in lead management, like routing, scoring and nurturing Marketing metrics used to refine and optimize results

Marketing Automation and CRM Integration

January 5, 2018

It’s the age-old problem: sales and marketing don’t work well together. Marketing thinks sales isn’t following up with the leads they generate. Sales thinks marketing doesn’t drive enough quality leads. What can alleviate the misalignment between the two teams? A marketing automation platform that’s well-integrated with the sales CRM. This guide will walk you through why system integration is important, how it works and best practice tips. You will learn: Why you should integrate your CRM with marketing automation. What to look for when choosing a marketing automation platform. Steps for aligning sales and marketing around the technology.

Marketing Automation Simplified

January 5, 2018

If you’re a B2B marketer, you’re likely expected to drive more qualified leads to sales, help sales close those leads more efficiently and prove your impact on ROI – all with your existing human resources. You can’t accomplish this working in disparate systems or using manual processes. You must find a way to scale your efforts so you can drive growth. You will learn: Basics of Marketing Automation How Marketing Automation Works How to Leverage Marketing Automation to achieve your goals

The Unexpected Impact of Call Conversions on Marketing ROI

June 13, 2017

For many shoppers, nothing beats talking to a real person. Even in today’s digital world, a phone conversation is often the best way to earn a customer’s business. And as digital advertising goes mobile, these conversations are becoming more common—calls to U.S. businesses from smartphones will reach over 160 billion by 2019, a 73% increase from 2015. How well your marketing drives phone calls can make it or break ROI. This guide shares the attribution, analytics, and optimization strategies that top CMOs and marketing leaders use for phone calls to significantly improve ROI and customer acquisition.

The Facebook Playbook for Phone Call Conversions

June 13, 2017

Facebook has gone mobile. And thanks to smartphones and click-to-call, Facebook ads will help drive 12 billion call conversions in 2016. This playbook from DialogTech explains the call attribution and optimization strategies marketers should follow to drive the most conversions and customers from Facebook ads. You will learn: Facebook Ad Tips to Drive Calls Drive Traffic From Facebook to Your Landing Page 5 Facebook Targeting Tips to Drive Calls

The Click-to-Call Playbook for Display Advertising

May 18, 2017

Consumers today view display ads on their smartphones. And when they convert, many prefer to call. Display advertising drove over 28 billion calls in 2016, and marketers must change how they measure and optimize display campaigns to be successful in 2017. Download this playbook from DialogTech and learn how to: Prove the real impact of your display campaigns on revenue Optimize ad placement to drive more conversions Target new audiences most likely to call Increase conversion rates by turning display ads into click-to-call ads

The Click-to-Call Playbook for Paid Search

May 18, 2017

Consumers now click on “Call” buttons from search ads and landing pages by the billions. To stay competitive, marketers must change their desktop-centric thinking and adopt new mobile-first ad, bidding, and attribution strategies for call conversions. Use this new playbook from DialogTech to get started. Learn proven strategies to drive calls and revenue from paid search, including: How to take advantage of AdWords and Bing ad formats for click-to-call Targeting and bidding options to drive call conversions The key data around phone calls you must capture to prove and optimize performance Ways marketers are controlling the in-call experience to convert more callers to sales