Insights From eTrigue

The value in anonymous visitor tracking. Part two

anonymous visitor data benefitsTracking anonymous web visitors using marketing automation is very important to any organization that relies on the web as a means to provide information to prospects. I wrote a short piece last month about the value of anonymous visitor tracking.  Let’s take a closer look at some of the ways you can leverage anonymous visitor data to help your sales team beat the competition and close deals..

Tracking down anonymous visitors isn’t difficult. You can apply a little bit of human intel and track down anonymous folks who visit your site. If you are a software company that sells solutions to IT operations folks, it’s probable that the visitors to your site that are looking at your software solutions are probably in the IT operations department. Sales and marketing folks can easily use the anonymous data to triangulate on a given organization’s buyers and work to establish personal communication with them. You may already have contacts in the IT operations department of that company, or you can easily acquire that information through a variety of sources. Continue reading

How much value is there in tracking anonymous visitors on your website?

Anonymous visitors to websiteThe value is clear-cut. Potential buyers are researching your company and products on you site long before they fill in in a form on your site or identify themselves. While marketers want website visitors to fill out forms; a whitepaper download form, or identify themselves via the “contact me” button, prospects – these anonymous visitors – won’t often do that during their first visits.

If you wait for prospects to self-identify before you start tracking their actions, you may find yourself trailing competitors who do track anonymous visitors and therefore have a much more complete idea of what the prospect has done on your site. Continue reading

Marketing Automation Takes Email to Next Level

marketing automation takes email next levelIf you are doing email marketing today, automation takes it up to the next level. To put it simply, marketing automation is a platform that allows you to automatically engage with customers and prospects to improve the quality of the marketing that you are probably already doing

There are a number of points to think about when weighing if marketing automation can be useful for your organization.

Let’s look at a couple of areas; what the technology is, what it does, and the benefits to you. Continue reading

A New Jump Action

Jump ActionWe’ve recently added new “JUMP” action functionality to the eTrigue DemandCenter campaign builder. This new action is used to move prospects anywhere you want within a campaign – backwards and forwards – and allows campaign steps to be repeated.

The Jump action is a great feature for triggering recurring prospect actions within a campaign where you want prospects and customers to go through a campaign more than once – without having to build a new campaign or add additional steps to existing campaigns. These campaigns might include steps such as “Thanks for being our customer,” or other actions that you want to repeat. Continue reading

eTrigue becomes the first Marketing Automation company to receive EU-U.S. Privacy Shield Certification from the U.S. Department of Commerce

eTrigue EU-U.S. Privacy ShiledeTrigue is the first marketing automation provider to receive the EU-U.S. Privacy Shield Certification from the United States Department of Commerce. This is a voluntary certification program that reinforces eTrigue’s commitment to digital privacy. eTrigue is one of the first 34 companies to receive the certification. The EU-U.S. Privacy Shield was just recently finalized in July, with certification beginning in August.

The European Commission and the U.S. Department of Commerce designed the framework to provide businesses with greater protection for the movement and storage of data across the Atlantic. Companies that participate under the EU-U.S. Privacy Shield self-certify annually to the U.S. Department of Commerce’s International Trade Administration that it fully complies with EU-U.S. Privacy Shield Framework and principles. This commitment is enforceable under U.S. law. Continue reading

Is Marketing Automation Right For You?

refinery-bokehMarketing automation isn’t for every organization, but it can benefit the vast majority of businesses. Determining if your organization needs marketing automation is no different from evaluating the potential adoption of any software solution.

Here are a couple of discussion points to consider when you begin your evaluation.

What are your current processes?

This isn’t as obvious a discussion point as it might seem. Marketing automation doesn’t magically accomplish results. You’ll need a thorough understanding of your current marketing processes to determine if you can benefit from marketing automation. Continue reading

Get Started – In-House or Out-House?

eTrigue marketing automationI was surprised to read that just 37% of marketing automation enabled organizations relied exclusively on in-house resources for their automation strategy planning, according to the conclusions of a recent survey by research firm Ascend2.

Doesn’t every organization already market their goods and services? I can’t imagine that many organizations lack in-house experience with inbound and outbound marketing campaigns. Automation builds on that expertise. It’s really about adding efficiency and making steps repeatable and measurable.

Organizations with familiarity using simple email systems shouldn’t have much difficulty with marketing automation. The discipline of having already thought through the marketing steps and building the content to reach, nurture and attract prospects should make strategy planning straightforward. Multi-part campaigns have the same steps and goals, whether triggered manually, such as with batch-and-blast emails systems, or through marketing automation. Continue reading