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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)
Wednesday, May 3, 2023 CONFIDENTIAL 3
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
Wednesday, May 3, 2023 CONFIDENTIAL 4
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
Wednesday, May 3, 2023 CONFIDENTIAL 5
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
Wednesday, May 3, 2023 CONFIDENTIAL 6
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
Wednesday, May 3, 2023 CONFIDENTIAL 7
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
Wednesday, May 3, 2023 CONFIDENTIAL 8
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
Wednesday, May 3, 2023 CONFIDENTIAL 9
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
Wednesday, May 3, 2023 CONFIDENTIAL 10
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
Wednesday, May 3, 2023 CONFIDENTIAL 11
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
Wednesday, May 3, 2023 CONFIDENTIAL 12
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
Wednesday, May 3, 2023 CONFIDENTIAL 13
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
Wednesday, May 3, 2023 CONFIDENTIAL 14
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
Wednesday, May 3, 2023 CONFIDENTIAL 15
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
Wednesday, May 3, 2023 CONFIDENTIAL 16
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
Wednesday, May 3, 2023 CONFIDENTIAL 17
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
Wednesday, May 3, 2023 CONFIDENTIAL 18
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
Wednesday, May 3, 2023 CONFIDENTIAL 19
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
Wednesday, May 3, 2023 CONFIDENTIAL 20
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
Wednesday, May 3, 2023 CONFIDENTIAL 21
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
Wednesday, May 3, 2023 CONFIDENTIAL 22
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
Wednesday, May 3, 2023 CONFIDENTIAL 23
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)
Wednesday, May 3, 2023 CONFIDENTIAL 24
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
Wednesday, May 3, 2023 CONFIDENTIAL 25
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
Wednesday, May 3, 2023 CONFIDENTIAL 26
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
Wednesday, May 3, 2023 CONFIDENTIAL 27
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
Wednesday, May 3, 2023 CONFIDENTIAL 28
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
Wednesday, May 3, 2023 CONFIDENTIAL 29
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
Wednesday, May 3, 2023 CONFIDENTIAL 30
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
Wednesday, May 3, 2023 CONFIDENTIAL 31
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
Wednesday, May 3, 2023 CONFIDENTIAL 32
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
Wednesday, May 3, 2023 CONFIDENTIAL 33
Tool 10: social media tools help you track and measure your campaigns
Track all your campaigns
Measure how your audiences interact with your content
Wednesday, May 3, 2023 CONFIDENTIAL 34
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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