This week in inbound marketing we look at Facebook's new creative reporting functionality, nine important CRO metrics to monitor and measure, plus we look at how influencer marketing can help B2B companies in addition to B2C.
1) New & Noteworthy
Twitter Is Changing How Conversations Happen Based On User Behavior and Conduct
Focusing more on user behavior and less on content alone, Twitter recently announced that it will be changing the way conversations happen on the social media platform. The new change is based on user behavior, and offending users will have a harder time getting their tweets seen. See the full list of signals that Twitter will start monitoring.
Facebook Introduces New Creative Reporting
Have you ever run a paid ad on Facebook? If so, you’ll happy to hear about Facebook’s latest change, which gives advertisers the ability to create and monitor an ad from the same screen. No more jumping back and forth between Ads Manager and the editor—the new Creative Reporting feature will keep it all in one place. Read the full article about Facebook’s latest change.
2) Grow Your Inbound Marketing
9 of CRO’s Most Important Metrics to Measure
While the goal of CRO, or content rate optimization, may seem obvious, there are a few things you need to take into account before you can recommend or start measuring a change on a webpage, email, graphic, and so on. Before you move forward with any CRO efforts, make sure you are monitoring and measuring these nine important metrics.
ABM and Buyer Personas: How they Intersect
Personalized content is becoming the norm. When you shop Amazon, browse Google, or even look at your Facebook timeline, you’re looking at content that has been tailored to you based on your browsing history, content preferences, and so on. As personalization in marketing continues to expand, account-based marketing (targeting specific accounts you want to close) is also growing in popularity. But how do you choose which accounts to focus on—and how do you best nurture them through ABM? In this blog, Hannah Vergara explains how to use buyer personas to help you with your ABM marketing efforts.
3) Marketing Reports, Updates, and Trends
2018: The Year of Influencer Marketing for B2B Brands
According to a 2017 study from the Association of National Advertisers and PQ Media, brand spending on influencer marketing is projected to reach $101 billion by 2020. For B2C companies with consumer products to sell, having an influencer push your product is a no-brainer, but for B2B companies who are selling services with much longer buying cycles, does influencer marketing even make sense? In this blog, Michael Brito explains how B2B companies can utilize influencer marketing.
3 Steps to Mastering Account-Based Measurement
Businesses have more customer data today than ever before. But for ABM marketers, using this data to measure performance of an ABM campaign can be challenging—unless you know what to measure. In this article, Peter Isaacson shares three tips for measuring the success of your ABM initiatives.