Monday, March 19, 2018

6 Tips for Seamless Marketing Automation Platform Migration


The right marketing automation software can help marketers streamline various tasks, boost their overall efficiency, draw key insights and drive ROI. But not all marketing automation software is created equal. Too often, marketers find themselves using multiple tools and platforms to achieve goals that could be resolved with a single, all-encompassing platform. It’s great to have an array of tools at your disposal, but when it comes to marketing automation, less is more.

It’s no secret that migrating your marketing automation platform is an undertaking. It can be daunting to consider the logistics involved with effectively executing a platform migration, but it doesn’t have to be stressful. Fortunately, you can take a number of measures to ensure that migration goes smoothly. Follow these 6 steps to make sure your transition is quick and painless.

1. Define your goals

If you’re reading this, you know full well the complexities and considerations that come with migrating marketing automation platforms. With that in mind, the most critical first step to implementing a successful migration is defining your goals for the transition.

Never switch marketing automation for the sake of switching. Assess the needs and aspirations of your marketing team to make a thoughtful decision that will benefit your business in the long run. Your marketing team’s goals will play a critical role in the process of selecting a new marketing automation platform and structuring your migration strategy.

2. Select the right platform for your business

Selecting a new marketing automation software is a critical decision that requires careful consideration; choose right, and you can transform your marketing team’s ability to meet and surpass their goals. Identifying what’s not working in your current platform will make it easier to select a new platform that better meets your needs.

Perhaps the greatest benefit of better marketing automation software is its ability to save time. In marketing, saving time will empower you to do more with a limited staff and budget. If you’re looking for a platform that will effectively scale as your business grows, we recommend choosing an all-inclusive software that offers plentiful integrations, like HubSpot. Utilizing an all-encompassing automation platform can help you optimize your lead nurturing process, boost efficiency and ultimately drive greater return for your marketing calories spent.

Tune in to the webinar "It's Not Me, It's You: When to Break Up With Your Marketing Automation" on 4/24/18 from 1:30 - 2:00 pm ET

3. Establish a realistic timeframe

We won’t sugar-coat it: migrating marketing automation platforms can be a lengthy process. That's why so many marketing teams are hesitant to pull the trigger, despite being aware that their current platform isn’t cutting it.

While you can identify a migration timeline, there may be unexpected bumps in the road. But remember, it will all be worth it once your shiny new marketing automation system is up and running and contributing to ROI. Approaching the process with a flexible mindset and focusing on long-term benefits will help keep your migration successful and stress-free.

4. Prepare to reconfigure your processes

If your current marketing automation platform is outdated or hyper-focused on one marketing function, it’s likely that there are processes or structures that will work differently in your new platform. For example, if you are using an automation platform that specializes in email marketing but you’re transitioning to a more comprehensive platform like HubSpot, the email automation functions will be structured differently within this larger platform.

To make matters trickier, some elements may stay the same but their naming convention or locations will change. Identifying these small nuances ahead of time will make all the difference when you’re dealing with more pressing concerns deeper into the migration process.

Save yourself from frustration and conduct some research on the way critical functions and names will translate from your old platform to your new one. Doing so can help your team prepare to adjust your strategy and processes so that you can jump right back in once the migration is complete.

5. Prioritize your data

Sure, data is a marketer’s best friend, but not all data is necessarily useful forever. If your current platform is storing old data from past initiatives or campaigns that are no longer relevant to your current or future strategy, it’s okay to leave it behind for the sake of saving time and resources.

It is essential to remember that the more you choose to migrate, the longer the process will take. It can be tough to part with your data, but you’ll save yourself a great deal of time in the long-run. Being decisive about the data you choose to transfer will help streamline the migration process, save time and drive efficiency.

6. Consider leveraging a strategic partner

If you’ve reached the end of this article and are still wary of migrating your marketing automation platform, don’t panic. You don’t have to undertake this engagement on your own. Recruiting the help of a partner like New Breed can take the heavy lifting out of migration and provide clear guidance for post-migration actions and utilization strategies.

Marketers know better than anyone that data is precious. By leveraging migration experts to help your team safely move data from one platform to another, you can provide peace of mind to your stakeholders, ensure that no data is left behind and structure your new platform for optimal use and marketing results.

Additionally, by allowing a strategic partner to take the reins on a migration initiative, you don’t have to halt your ongoing marketing engagements. In turn, your marketing team up will be freed up to focus on what’s most important: driving revenue.

Best of all, the right partner can help you do much more than simply move data from one platform to another. At New Breed, our migration process addresses the full lifecycle of a marketing automation migration, not just the transfer of data. We'll work with your team to ensure successful migration of key business processes and data and set you up for long-term success. During this time, our automation experts will guide you through setting up all the vital elements of an inbound campaign upholding inbound best-practices, so you can see the most return for your marketing automation investment. 

When choosing a marketing automation platform to purchase, there's a lot to consider. Save your spot in our upcoming webinar to learn how to make smarter marketing automation choices, execute a seamless migration process and achieve greater functionality, transparency and organizational alignment.

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Thursday, March 15, 2018

6 Ways to Improve CTA Language for Better Click-Through Rates


Today, conversion-optimized websites use CTAs as the focus of their lead generation strategy. There is a direct correlation between well crafted CTAs and the number of leads that convert.

Why? If you compared a web page, landing page or blog post to the classic plot structure, the point of climax is the CTA. That’s where it all happens! From there, leads are segmented and ideally moved further in their buyer's journey.


The obvious question is, then, how do you trigger that moment? The answer isn't quite so obvious. There are, after all, a multitude of factors that play into CTA performance. But the element that we'll focus on today — and the one that is quite often most responsible for driving the conversion — is the language of the CTA.

Best Practices for CTA Language For Increased CTR

Language can make or break a CTA. It’s important to understand what language will actually motivate your audience to click and convert. Here are six ways to improve CTA language for better click-through rates.

1. Start with a Verb

Use verbs that motivate action. But don't use just one word. A button that just says "View" doesn't provide your audience with any incentive to click. You have to mention the action you want them to take and the item or benefit they'll receive. Examples include:

• Get My Copy
• View Paper Now
• Contact Us
• Request a Demo
• Reveal Your Offer

Imagine knowing exactly what you'll get when you click the button! You're so much more likely to click. One important point: This advice is not applicable submit buttons beneath forms because the whole landing page is explaining the action to take and the value of the form submission.

2. Use Leading Language

The CTA is more than just a button. The language that leads to the button is just as important as the button itself. Often, top and middle of the funnel offers require you to provide a bit more context prior to gaining your audience's interest. Make sure this leading language is clear and focused on the goal of the CTA.

For example, let's say you want your visitor to download a new ebook. Arrange the page or image such that, prior to the button you want your visitor to click, there is a leading statement such as: "Start learning about how to improve CTA language now. Click below to get your free copy of our newest ebook."

Download our free eBook to learn how to make your website a more effective lead generation tool.

3. Personalization

Address the audience or audience member specifically and identify (in copy) what they are trying to gain from the offer. (See tip #1.) Using personalization when it is appropriate gives your site visitor or email reader the power to take action. Say, “Download your free ebook” instead of saying, “Download the free ebook." You are giving them the content. It's already theirs. Now all they have to do is take it.

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4. Make it Feel Exclusive

Use words like “Ultimate", "Secrets", or "Complete" in your titles. These will create a sense of exclusivity and urgency which will motivate the audience to click so that they do not miss out on the offer.

5. Keep it Short. But Not Too Short.

Use fewer words to focus your audience on the task you want them to complete. Opt for contextual language about the content they will receive and about how you are fulfilling the promise you’ve made. Avoid jamming extraneous words into button CTAs, which would make them too long and awkward. However, don’t use too few words, consequently misrepresenting the purpose or value of the action.

6. Don’t Get Stuck to the Bottom of the Page

When people think of CTAs, their minds tend to wander — to the bottom of the page. There are a few CTA types that can have click-through rates that are just as high, if not higher, than bottom of the page CTAs.

Anchor Text & Internal Link CTAs

Anchor text CTAs are still a simple, yet effective option. They grab the attention of the audience sooner which drives higher click through rates. Additionally, the visitor may want to click something that directly corresponds to what they've just read. You should give them that option by including these types of CTAs in your blog posts.

These CTA types also great for SEO optimization because they link internally and externally which help your website rank.

Slide-in CTAs

Slide-in CTAs have become popular among audiences because they aren’t as invasive as other animated CTAs. Most don’t slide in until the user reaches 50 percent of the page. They slide in as a static CTA which increases the likelihood of clicks.

Keep it Moving

The entire objective of a CTA is to help a user move forward in the buyer's journey. That's why every detail matters. What will motivate that user to continue? What sends them on to the next step? Is it color? Language only? The offer itself? Whatever the possible cause, language is certainly one important factor. Use the six best practices described above to create strong CTA language that will increase click through rates and generate more qualified leads.

Need help improving your overall lead generation strategy?

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Perspectives from Our New Employees from the MyBuys Acquisition

MyBuys acquisitionIt has now been over a month since we announced that Evergage acquired MyBuys. The Evergage team was very excited to have the MyBuys team come aboard to help advance the personalization cause. For this blog post, I spoke with several new team members that joined the company as part of the acquisition: Pari Patel [...]

Perspectives from Our New Employees from the MyBuys Acquisition

MyBuys acquisitionIt has now been over a month since we announced that Evergage acquired MyBuys. The Evergage team was very excited to have the MyBuys team come aboard to help advance the personalization cause. For this blog post, I spoke with several new team members that joined the company as part of the acquisition: Pari Patel [...]

Tuesday, March 13, 2018

New Breed's 8 Step Guide to Producing Content That Sells

In this eight-step guide, we'll share our secret formula for creating content gold.

1. Solidify your Buyer Personas


Your ability to create an effective content strategy is contingent on how well you know your audience. There's no substitute or shortcut for assessing whether your buyer personas accurately represent your ideal customer. But you can rest assured that any time you invest in identifying and documenting your personas' core needs, challenges, pain points and demographics will be rewarded down the line. Even if revisiting your buyer personas means taking a step back before pushing forward on new initiatives, doing so will directly impact your marketing performance and ability to drive consistent revenue growth.

2. Conduct a Content Audit to Identify Funnel Gaps


Before you can begin formulating a content strategy, it's important to take inventory of your existing assets. Comb through previously published blog posts, ebooks, templates and any additional resources and identify what funnel stage (TOFU, MOFU or BOFU) each asset maps to. Doing so will help you recognize conversion pathway gaps and allow you to focus your content efforts moving forward. If you find you have a plethora of TOFU and BOFU resources but no MOFU content, you're likely experiencing churn in the middle of your funnel because prospects lack relevant resources and engagement opportunities.

Next, identify the buyer persona targeted by each asset. Part of evaluating and optimizing your content strategy means knowing when to cut the cord and eliminate content that isn't attracting a qualified viewership. If a piece is generating page views but doesn't resonate with your target personas, it's not likely that those visitors are converting into paying customers. Attracting the wrong audience may get you short-term traffic, but it won't help you grow and see a return on your marketing investment. As you track existing content to individual buyer personas, consider the function that each asset is meant to fill and whether it's structured to achieve that end.

While you create an inventory of your content assets, pull key data on each piece of content to help inform your conclusions. Metrics like page views, click-through rate and conversion rate will have more practical significance if you can connect them to the strategic elements mentioned above. If a blog post has a high number of page views but a dismal conversion rate, check whether the content is persona-driven and aligned to the correct funnel stage to determine the best optimization approach to take.

As you're conducting a content audit, enlist your SEO strategist to do an SEO audit of your existing content and landing pages to help guide editorial calendar creation.

3. Create an Editorial Calendar

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Use the gaps you identified in your content audit to inform the topics you choose and the form they'll take. At this step, enlist the help of your SEO strategist to make sure all new content is framed and worded to drive search engine rankings and improve your relevance score. An SEO audit should have revealed any keyword gaps in your strategy and helped you identify click behavior and search intent — two things which can help you curate more relevant and helpful content to drive traffic.

An editorial calendar should include all your proposed content topics, titles, associated keyword(s), target personas, funnel stages, relevant offers and possible subject matter experts to be interviewed. Focus on addressing key content gaps before optimizing or re-writing content that's already performing at a reasonable level.

4. Conduct Interviews with Subject Matter Experts


Not everyone at your company will be a compelling and effective writer. Nor will they have the time to devote to drafting a piece of content. Identifying SMEs in your organization will help your copywriters quickly get up to speed on subjects outside of their wheelhouse (so they can write with the authority of an expert while maintaining journalistic concision) and allow your SMEs to be heard without having to write copy.

Interviews with SMEs shouldn't exceed thirty minutes and should give your copywriter all the resources and context necessary to deliver on the proposed topic and length. The more your content team works with specific SMEs, the more productive and fruitful their relationship should become. Your copywriter can use previous interviews with SMEs to help identify additional topics to address and hone the sophistication of their communication over time.

5. Create a Draft


At this stage, your content marketer should have everything they need to guide their first draft. Being an effective marketing copywriter means mastering the art of inception. In addition to writing well, writers should be able to operate with a number of characteristics and layers in mind. Of course, they must address the intended topic and takeaway. But they should also tailor their tone, focus and structure to align with the intended persona's pain points within the context of a specific buyer's journey stage. What's more, they should use keyword and intent research to guide their diction choices and topic scope. No piece of content should exist in a vacuum, so it's critical to keep related assets and CTAs in mind and write with the intention of connecting those dots, too.

6. Collaborate on Edits


No matter how dynamite your copywriter is, every draft needs a second pair of eyes. In addition to lending another perspective, having an editor will help you combat typo or error blindness — a common psychological phenomenon that describes why it's so difficult to catch your own typos. When we read our own work, our brain is preoccupied with the meaning we want to convey (an evolutionary function that helps us translate letters into words and narratives within the space of an instant) and our intention overrides our ability to accurately see what's in front of us.

Formalizing your editing process will also give you the opportunity to confirm that your end product checks all the boxes it was intended to. Furthermore, pulling SMEs into the final editing stage is a good way to ensure that a topic was translated and represented as intended without monopolizing an SME's time.

7. Optimize Content for Superlative Engagement


Every piece of content you create should be keyword optimized and include relevant inbound links and CTAs. Consult your SEO strategist to help formulate a linking strategy that maps to key pillar pages on your site and supports the development of coherent topic clusters. When choosing CTAs, relevance is crucial. Make sure that your associated offer aligns with the original target persona and funnel stage to increase the likelihood of conversions.

Your content should also look appealing. That means adding feature images and spacing the text in a way that promotes quick and easy content consumption. Numbered lists are a preferred digital medium because they highlight key takeaways and allow readers to navigate freely while maintaining their sense of place within an article. That said, lists aren't the perfect format for all topics. Remember to marry form and function to support greater reader comprehension.

8. Track Your Content's Performance and Optimize as you Go


The crux of inbound marketing is the transparency it enables. With all leads being funneled through your website, you'll have access to all the data insight you need to inform and focus your content marketing strategy. Once you publish a piece of content, track its performance and use engagement metrics as journey markers on the path of continuous improvement.

To learn more about how implementing a content marketing strategy will affect your bottom line, download our Why Content? guide below.


For the Customer’s Sake, Financial Services Companies Need to Blow Up Their Data Silos

financial services data silosThere are all kinds of reasons companies are changing their approach to data management—and the customer experience is as powerful as any. You may ask, “What does data management have to do with our customer relationships, let alone their perception of our brand?” Quite a bit more than you think, actually. Customer data—or more precisely, [...]

For the Customer’s Sake, Financial Services Companies Need to Blow Up Their Data Silos

financial services data silosThere are all kinds of reasons companies are changing their approach to data management—and the customer experience is as powerful as any. You may ask, “What does data management have to do with our customer relationships, let alone their perception of our brand?” Quite a bit more than you think, actually. Customer data—or more precisely, [...]