Key Tools to Streamline Growth

Top 10 Marketing Tools

Tools to Improve Your Marketing Initiatives

Wednesday, May 3, 2023 CONFIDENTIAL 2

Maintain organization with your team through familiar and customizable interfaces

Creates a single reference point and/or Gantt Chart for your entire team to access

Tool 1: project tracking tools will keep your marketing initiatives organized

Build a template for your projects for other managers to access (i.e., website build timeline)


Tool 1: project tracking tools allow managers to review and assign work their team members

Provide your team with a one stop portal to access documents, deliverables, and tasks

Easily communicate, assign projects, and leave feedback in one place letting the system update each individual team member


Tool 1: popular project tracking tools vary in price and function

Allows you to track internal documents, share project tasks, and coordinate sales team materials across your entire team and with your clients.

Easiest tool to set-up and integrate. Works well for businesses of all sizes. Primarily allows users to build

Gantt Charts and track projects.

Manage tasks, track your time, build customized reports, display Gantt Charts, and access Android and IPhone apps, all from one platform


Build a library of content to increase efficiency within your organization

A content library allows your team to reference past projects so they don’t

need to start a new initiative from scratch

Cloud storage providers will allow companies to tag and label all content to make them searchable and easy to

find

Tool 2: cloud storage enables your team to build a library of content to reference


Tool 2: cloud storage can be accessed and maintained right from your desktop

Save work on a cloud service provider and insure against any lost time when

accidents happen

Cloud storage providers have developed “desktop syncs” so

customers can easily save and access their cloud from their desktop


Completely free to use, includes a desktop sync, no maximum upload capacity

Another cloud storage provider that also provides a desktop sync. Price is $15.00 per user per month for 25-100 users. Can purchase an enterprise edition.

30 day trial period, starts at $15 per user a month at 5 users, price per user drops as you include more users

Tool 2: some competitive cloud storage tools are free to use


Tool 3: lead information providers allow companies to buy based on demographics

Many providers offer companies access to both B2B and B2C leads

Leads are provided based on your targeted demographic such as Job title, age, geography, company, &

revenue

Many providers deliver leads in excel sheets and some can integrate directly

into your SaaS CRM


Tool 3: lead information providers allow companies to append existing customer data

Lead information providers will not only provide you with new leads but

can also deliver more insights on your customer base

Insights include: Affinity interests, geography, age, household income,

disposable income, buying habits, etc.

Companies can use these powerful insights to build buyer personas on

their audience to improve their marketing efforts


Domestic resource for B2B lead information. Enterprise edition lets you access and download as many leads as

you want. Price is $4000 a year for 5 users

Worlds largest network of both B2B and B2C lead information. Over 80 Million companies worldwide in

their database. They sell you information based on variables and quantity

Great for appending your existing data. They will provide information such as disposable income, affinity

interests, geography, etc. Price depends on chosen variables and quantity they are appending.

Tool 3: lead information providers vary in their B2B and B2C services and abilities


Lead research tools help you identify the contact information of key

individuals while your browsing online

Many lead research tools will integrate into social media

applications such as LinkedIn

Their biggest advantage, cut down on lead research time by reducing the

time it takes to find an email address or phone number

Tool 4: lead research tools identify a lead’s contact information for you


Tool 4: lead research tools can provide 1 click access to contacts

Many lead research tools will install into your Chrome of Firefox browser to provide you with contacts in one

click

In this example, a customer can click on the icon on the top right hand of

his screen and the tool will automatically provide contacts tied to

the website your on


More advanced email tool that grabs emails and uploads them into your existing CRM. More advanced than email hunter and will provide emails with higher

degree of certainty

Crowdsourced lead information users will fill-in and validate. Will integrate will salesforce and update your

existing leads

Free to download chrome extension that will provide email addresses of leads on LinkedIn and company

domains

Tool 4: basic lead research tools are free and more advanced ones operate on monthly costs


Tool 5: tracking tools provide “macro” insight on overall digital marketing performance

Macro tools will tell you how your audience is getting to your website, how long they stay there, where they’re going, etc.

Many marketers use macro insights to understand how effective their other marketing channels are (revenue acquired from social media, paid search, etc.)

If you’re investing heavy in digital marketing, a macro tracking tool is highly recommended


Micro insights will allow companies to identify the companies and individuals

accessing their site

You can track how each individual was acquired, the links they visited, and

the content they may have read

Micro tracking tools provide sales teams with powerful insight regarding

the interest level of a potential customer

Tool 5: tracking tools provide “micro” insight on individual browsing patters


The gold standard in Macro web tracking tools, GA is free to use, and widely regarded as the Go-to medium

for website tracking and analytics

A pay per month Micro tracking tool that allows you to track how an individual lead is accessing your site,

great for advanced sales intelligence

CrazyEgg provides “heat map” dashboards of your websites outlining the areas of your website that draw

the most clicks

Tool 5: bread and butter tracking tools are free and highly recommended


Marketing automation allows brand’s to send out targeted drip-campaigns

to segmented audiences

Drip-campaigns are adjusted within the automation’s platform and are

optimized according to your audiences’ engagement

Marketing Automation allows you to educate and audience and provide

your sales team with the most informed leads.

Tool 6: marketing automation will automate lead nurturing campaigns for you


Tool 6: marketing automation can prospect the value of your opportunities

Assign dollar amounts to your leads so sales teams know where to direct

their focus

Forecast your revenue potential and set goals based on market potential

and market share

Integrate with your existing CRM to track leads as they progress through

your pipeline


Marketo is an established Marketing Automation platform that can track leads, fire drip campaigns, and

help prospect sales. Pricing is based on your email database size, and desired functionality

A rising start amongst automation platforms. They provide the same tools as Marketo but at more

competitive prices

MailChimp offers a cheap marketing automation solution that focuses on delivering drips. It’s good for

smaller companies with a smaller email list

Tool 6: marketing automation pricing is often times based on your amount of contacts


Tool 7: display prospecting channels will put your brand in front of new customers

Ads display as banners above, below, and to the sides of the user’s

intended content

Display channels vary by vertical but include: news outlets, popular

ecommerce websites, and search engines

When clicked, these ads direct to your intended landing page, but their

primary focus is to introduce new customers to your brand


Tool 7: display prospecting channels allow you to target by a variety of customer demographics

Ads can be directed at individuals who exhibit certain browsing patterns and/or demographics like age and

geography

Display prospecting ads can be targeted directly at your intended

customer

In-Market – target individuals that are browsing like products

Affinity – target individuals that exhibit certain browsing behaviors


High volume of traffic with a large network base. A great channel for launching CPC prospecting display

ads

Lower volume of traffic than Google, but a lower average CPC as well. Another great channel for

prospecting ads.

Tool 7: the best display prospecting channels operate off of a CPC model


Tool 8: display retargeting partners will help close deals with new and returning customers

Ads are placed in the same locations as prospecting channels

Display retargeting allows you to keep your brand name in front of people

who visit your website

Ads are static – permanent image and copy, or dynamic – change based on the user’s browsing patters (if user

looks at 3 products, those three products can show up on the ad)


Tool 8: display retargeting partners offer dashboards to optimize and track initiatives

Retargeting ads should serve as bottom funnel channels in your

ecommerce or sales pipeline

Many retargeting partners provide you with your own dashboard to

monitor progress of the ads

Benchmarking your performance with retargeting is crucial to running a campaign that increases revenue

rather than just costs money


Very competitive retargeter that chargers on a CPC model, so you only pay for engagement. Their team

will also operate off a benchmarked ROI

One of the most popular remarketing tools. They operate off a CPM pricing model, as opposed to CPC,

which we view as a negative but have one of the largest networks

Pricing is based on average monthly site sessions. If you have less than 40,000 visitors they encourage you

to manage your retargeting yourself rather than providing a dedicated rep

Tool 8: pricing models for display retargeting partners vary


Tool 9: Search engine marketing tools allow brands to pay to stay at the top search engines

Requires extensive research in the types of keywords you should use to

maximize ROI

Paid Search: pay to place your ads at the very top 4 positions based on key words (CPC – Cost per click model)

PLA: For ecommerce, utilize Google Shopping as a way to directly post your products so they come up in

searches


Tool 9: Search engine marketing tools allow brands to optimize their free search rankings

SEO: should not be ignored since it results in free high quality traffic to your brand

There are tools that install into existing CMS systems that allow you to easily evaluate and adjust your SEO tags, without needing a coder

Make sure you’re following best practices

Check your SEO tags

Score your SEO tag based off specific keywords


Allows you to pay for top rankings on Google searches. You pay per click and is considered the industry

standard in SEM

Allows you to pay for top rankings on Bing searches. Although the volume of visitors is smaller, there

conversions rates tend to be much higher than on AdWords

Tool 9: Search engine advertising tools vary in both reach and conversion value

WordStream Advisor offers PPC management by taking the heavy lifting out of analyzing and optimizing

campaigns and providing automatic alerts


A software powered by industry-led SEO metrics, Moz optimizes SEO strategy by breaking down the data for

you

A Drupal plug-in that scans and tests your site for issues in performance, security, SEO, and best practices

An easy-to-use WordPress SEO plugin that allows you to easily adjust and optimize your SEO tags for the best

results

Tool 9: Search engine advertising tools vary in both reach and conversion value


Tool 10: social media tools allow you to analyze your audience and campaigns for more insight

Social media tools provide a new level of analytics on post engagement

Easily see what the content and types of posts that perform best, and analyze the best times of day to post

Forecast your revenue of engagement on a social media ad to help budget more effectively


A social management platform that allows you manage all of your social profiles from one place making

communication easier

Another top tier social platform more focused on content. It allows you to measure what types of content resonates best with your audience and

forecast engagement

A top social analytics and management platform used by top brands like Coca-Cola and Toyota which allows you to do everything from track to build campaigns

Tool 10: social media tools provide a variety of functions and capabilities


Tool 10: social media tools streamline all social media accounts into a manageable dashboard

Cross promote, cross post, and manage all social media platforms from one centralized dashboard

Quickly respond to comments or inquires from social media seconds after engagement happens

Manage all your social profiles from one place


Tool 10: social media tools help you track and measure your campaigns

Track all your campaigns

Measure how your audiences interact with your content


Tools Examples

Project Tracking SmartSheet, Wrike, Basecamp

Cloud Storage Google Drive, Dropbox, Egnyte

Lead Info Providers D&B, Epsilon, Lead411

Lead Research Tools Email Hunter, LeadIQ, Data.com

Tracking Tools Google Analytics, CrazyEgg, Lead Lander

Marketing Automation MailChimp, Marketo, Act-On

Display Prospecting Google Display Network, Yahoo Bing Network

Display Retargeting Retargeter, Criteo, AdRoll

Search Engine Marketing Yoast SEO, AdWords, Bing Ads

Social Media Falcon Social, Hootsuite, Social Bakers

We recommend that you look into how these tools can improve your marketing initiatives

Wednesday, May 3, 2023Wednesday, May 3, 2023

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Key Tools to Streamline Growth

Marketing

Transcript of Key Tools to Streamline Growth