This document summarizes a presentation on improving email delivery to Google services like Gmail. The presentation covers understanding Gmail reputation, the promotional and primary tabs in Gmail, spam folder delivery, tips and tricks for better delivery, and resources for additional information. The presentation discusses how engagement, user feedback, content scanning, and machine learning impact inbox placement in Gmail. It provides tips like using Google Postmaster Tools, sending to engaged subscribers, re-engaging dormant subscribers, monitoring delivery, keeping email content clean, and being aware of new features from Gmail.
Cracking the Inbox Code: Bounce and Performance ReportingMarketo
Deliverability can often be the biggest barrier between you and your email ROI goals. Many factors may prevent email from reaching the intended inbox, and it can be tough to translate the receiving network requirements into actionable marketing strategies.
Watch Email Deliverability Superstars Carmi Lopez-Jones and Steve Sonnenberg for their webinar, Cracking the Inbox Code: Bounce and Performance Reporting.
You'll learn how to:
- Decipher elusive bounce codes
- Set up bounce reporting in Marketo Engage
- Create custom email performance reporting by network
Curious to see how the Marketo Demand Generation team uses Marketo to automate campaigns? Sometimes the best way to understand marketing automation is to actually see it. Watch Mike Madden, Sr. Marketing Manager as he broke down five common use cases marketers encounter and showed you firsthand how to solve them using marketing automation!
A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across t...Marketo
With Demand Generation encompassing a variety of campaigns at every stage of the funnel, how are marketers supposed to know what to focus on if everything seems vital to success? Watch Hayley Ferrante and Tim Ozmina, Sr. Marketing Specialists on Marketo's Commercial Demand Generation team, as they dive into the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Marketing for Asset Management: How to Build Programs that Grow AUMMarketo
While prospects and clients become more tech savvy, you are still tasked with the same objective: build trust, educate prospects on macro-economic events that will impact investments and grow AUM. Listen to Mike Madden, Senior Demand Programs Manager at Marketo, to learn how to nurture prospects by investor persona, drive personalized engagement at scale, and build long-lasting relationships through digital channels.
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Marketo
In an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.
You'll learn:
-How traditional engagement programs still work, but only to an extent
-How to listen to your audience and automate triggered campaigns
-Why token personalization is important, but not advanced enough
A New Age of Direct Mail: How to Develop Campaigns, Define Engagement, and Pr...Marketo
There are many opinions about direct mail as a marketing channel, and the new age of digital engagement has given marketers more responsibility in terms of how we connect with people and measure impact. To create campaigns that matter, aligning success metrics with your program goals is a necessity. Watch Hayley Ferrante and James Leedom for their webinar, A New Age of Direct Mail: How to Develop Campaigns, Define Engagement, and Prove Impact, to learn how you can level up your direct mail game.
You'll learn:
How to develop a personalized direct mail strategy
Why attribution is non-negotiable
How to structure measurable direct mail programs
Creating Customized Buyer Journeys with AI and DataMarketo
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.
Cracking the Inbox Code: Bounce and Performance ReportingMarketo
Deliverability can often be the biggest barrier between you and your email ROI goals. Many factors may prevent email from reaching the intended inbox, and it can be tough to translate the receiving network requirements into actionable marketing strategies.
Watch Email Deliverability Superstars Carmi Lopez-Jones and Steve Sonnenberg for their webinar, Cracking the Inbox Code: Bounce and Performance Reporting.
You'll learn how to:
- Decipher elusive bounce codes
- Set up bounce reporting in Marketo Engage
- Create custom email performance reporting by network
Curious to see how the Marketo Demand Generation team uses Marketo to automate campaigns? Sometimes the best way to understand marketing automation is to actually see it. Watch Mike Madden, Sr. Marketing Manager as he broke down five common use cases marketers encounter and showed you firsthand how to solve them using marketing automation!
A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across t...Marketo
With Demand Generation encompassing a variety of campaigns at every stage of the funnel, how are marketers supposed to know what to focus on if everything seems vital to success? Watch Hayley Ferrante and Tim Ozmina, Sr. Marketing Specialists on Marketo's Commercial Demand Generation team, as they dive into the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
Marketing for Asset Management: How to Build Programs that Grow AUMMarketo
While prospects and clients become more tech savvy, you are still tasked with the same objective: build trust, educate prospects on macro-economic events that will impact investments and grow AUM. Listen to Mike Madden, Senior Demand Programs Manager at Marketo, to learn how to nurture prospects by investor persona, drive personalized engagement at scale, and build long-lasting relationships through digital channels.
Automate Your Email Strategy: Tips to Turn Traditional Email into a Revenue-G...Marketo
In an ever-changing environment, revamping traditional email marketing is more important and more difficult than ever. Changing up email copy and using personalized subject lines just won’t cut it anymore. It's time to reimagine email and engage with your audience in a way you never have before - with trigger campaigns based on engagement.
You'll learn:
-How traditional engagement programs still work, but only to an extent
-How to listen to your audience and automate triggered campaigns
-Why token personalization is important, but not advanced enough
A New Age of Direct Mail: How to Develop Campaigns, Define Engagement, and Pr...Marketo
There are many opinions about direct mail as a marketing channel, and the new age of digital engagement has given marketers more responsibility in terms of how we connect with people and measure impact. To create campaigns that matter, aligning success metrics with your program goals is a necessity. Watch Hayley Ferrante and James Leedom for their webinar, A New Age of Direct Mail: How to Develop Campaigns, Define Engagement, and Prove Impact, to learn how you can level up your direct mail game.
You'll learn:
How to develop a personalized direct mail strategy
Why attribution is non-negotiable
How to structure measurable direct mail programs
Creating Customized Buyer Journeys with AI and DataMarketo
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.
Wake Up Sleepy Subscribers with Marketing AutomationMarketo
Up to 80% of email databases are classified as inactive.* These "sleepy subscribers" haven't engaged with your emails in months, which negatively impacts your overall email program health. But with the right re-engagement strategy, you'll discover a cost-effective way to convert inactive subscribers into revenue! Learn from email marketing expert Mike Madden in our webinar, "Wake Up Sleepy Subscribers with Marketing Automation!"
All About Marketing Automation - What It Is & Why It WorksMarketo
As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggers, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!
We’re going back to the basics. Watch Ellen Gomes, Senior Manager of Content Marketing at Marketo, discuss strategies for creating and distributing content marketing, why content marketing can’t be ignored, and how to identify metrics that indicate success.
Top Video Marketing Trends to Take Advantage of in 2020Marketo
Many growing businesses, especially those with lean marketing teams, miss out on reaping the rewards of new and exciting revenue-generating channels because of a fear that they will require considerable time or money.
When it comes to video marketing, that is just not the case. Marketo and Vidyard will show you key video marketing trends that you can act on tomorrow, with limited time or financial investment.
In this live webinar, you'll hear:
-THREE video trends you can take advantage of now
-Best practices for getting started and scaling video
-How to partner with sales and drive revenue with video
The 8 Biggest Mistakes Field Marketers Make and How to Avoid ThemMarketo
People often hear “field marketing” and simply think, “events marketer.” Sure, events can be part of the field marketing success matrix, but that’s already one of the mistakes: not seeing field marketing as a strategic partner for your sales organization. Join this webinar to learn more of the common mistakes field marketers make—from not understanding sales goals to mismanaging the many details associated with your job.
Why Web Personalization is Essential for ABMMarketo
According to Infosys, 74% of customers feel frustrated when website content is not personalized. How many of those web visitors are in your target accounts? View these slides for best practices and success stories in boosting engagement across strategic accounts and marketing ROI with Web Personalization.
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
As Seth Godin put it, why waste a sentence saying nothing? If you want content opened, read, and clicked, it all starts with the subject line. Join Mike Madden, Sr. Demand Generation Programs Manager at Marketo, for our on-demand webinar, 3 Hacks to Boost Email Open Rates, to learn three simple and surprising tips to launch your open rates sky high!
Find the Right Marketing Automation SolutionMarketo
There are many different tools available to marketers today - but which will help you make the most impact? Mike Berger, Director of Product Marketing at Marketo, discusses the 5 important components that can drastically improve your marketing efforts this year.
Legend of the Hidden Audiences: Web Personalization at CA TechnologiesMarketo
Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
What's Coming This Year: Marketo's 2019 Marketing PredictionsMarketo
2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
Pathway to Email Marketing: Best Practices and How-ToMarketo
Your Marketo Email Marketing application has the power to automatically engage buyers with relevant email conversations automatically and at scale. Move beyond basic batch and blast campaigns to authentic, timely and relevant email communications that drive results. View these slides, as we share best practices and how-to’s from creating email campaigns in Marketo quickly and easily to reporting on results that matter.
The Evolution of Customer Engagement and What It Means for ManufacturersMarketo
Customer centricity is quickly becoming the most critical factor in establishing market differentiation and building long term customer loyalty for manufacturers. But many manufacturers struggle to know where to begin and how to closely align with their prospects and customers. Check out these slides on critical questions for manufacturers on how they are engaging customers today.
A Marketer's Game Plan for Successful WebinarsMarketo
The document outlines best practices for planning and executing successful webinars. It discusses developing compelling content, promoting webinars through email and social media, preparing speakers and the event, following up with attendees, and measuring the success of webinars through metrics like pipeline generation. The presentation aims to provide a marketer's game plan for leveraging webinars to attract prospects, establish thought leadership, and drive business outcomes.
We’re going back to the basics. Join Mike Tomita, Director of Online Marketing at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of digital marketing. We'll define the acronyms, translate the buzzwords, and give you the foundation you need to understand and implement an effective digital marketing strategy.
You'll learn:
- How digital marketing fits into your marketing mix
- Best practices for getting started and optimizing your programs
- Pitfalls, perils, and how to avoid them
This document provides a quick start guide for marketers to implement marketing automation. It outlines six steps: 1) Get organized by assembling data and content, 2) Sync with sales by setting up a lead management program, 3) Assemble a high-performance team with the right competencies, 4) Implement a pilot automated program to test the process, 5) Optimize and measure results using tactical and strategic metrics, and 6) Reap the rewards of increased qualified leads, revenue, and return on investment that marketing automation can provide. Keeping the initial setup simple and focusing on the basics allows marketers to quickly see results and accelerate their ROI.
Email Deliverability 101: 4 Tips to Inbox SuccessMarketo
Deliverability is an interesting beast. Spam filters and email UIs change frequently, malware and phishing campaigns are growing in number, and new laws and compliance regulations are altering the data privacy landscape.
With the right approach, you can overcome an ever-evolving email ecosystem. Watch Kiersti Esparza, Head of Product Management, Email Delivery and Compliance, and Carmi López-Jones, Manager, Professional Services, Email Deliverability, explain how to ensure your emails make it to the inbox.
This document discusses optimizing the events channel through content marketing. It provides tips on building an effective content marketing process for events, including gathering team members, understanding the buyer persona, creating a content campaign plan, scheduling content pieces, and tracking what content works. The presentation also provides examples of how Kapost and Marketo approach content marketing for events, such as creating pre-event, during event, and post-event content like blogs, videos, and resources. Finally, it outlines 5 best practices for an effective modern sourcing strategy through event content marketing.
Wake Up Sleepy Subscribers with Marketing AutomationMarketo
Up to 80% of email databases are classified as inactive.* These "sleepy subscribers" haven't engaged with your emails in months, which negatively impacts your overall email program health. But with the right re-engagement strategy, you'll discover a cost-effective way to convert inactive subscribers into revenue! Learn from email marketing expert Mike Madden in our webinar, "Wake Up Sleepy Subscribers with Marketing Automation!"
All About Marketing Automation - What It Is & Why It WorksMarketo
As a marketer, you've probably wished you could respond to prospective buyers anywhere and everywhere, at any moment in time, right? With triggered campaigns, you can! Watch Mike Madden, Director of North America Commercial & Customer Demand Generation, as he broke down the powerful use cases for triggers, from scoring specific actions to prioritizing leads for sales to creating timely emails from website visits!
We’re going back to the basics. Watch Ellen Gomes, Senior Manager of Content Marketing at Marketo, discuss strategies for creating and distributing content marketing, why content marketing can’t be ignored, and how to identify metrics that indicate success.
Top Video Marketing Trends to Take Advantage of in 2020Marketo
Many growing businesses, especially those with lean marketing teams, miss out on reaping the rewards of new and exciting revenue-generating channels because of a fear that they will require considerable time or money.
When it comes to video marketing, that is just not the case. Marketo and Vidyard will show you key video marketing trends that you can act on tomorrow, with limited time or financial investment.
In this live webinar, you'll hear:
-THREE video trends you can take advantage of now
-Best practices for getting started and scaling video
-How to partner with sales and drive revenue with video
The 8 Biggest Mistakes Field Marketers Make and How to Avoid ThemMarketo
People often hear “field marketing” and simply think, “events marketer.” Sure, events can be part of the field marketing success matrix, but that’s already one of the mistakes: not seeing field marketing as a strategic partner for your sales organization. Join this webinar to learn more of the common mistakes field marketers make—from not understanding sales goals to mismanaging the many details associated with your job.
Why Web Personalization is Essential for ABMMarketo
According to Infosys, 74% of customers feel frustrated when website content is not personalized. How many of those web visitors are in your target accounts? View these slides for best practices and success stories in boosting engagement across strategic accounts and marketing ROI with Web Personalization.
3 Powerful Marketing and Sales Alignment Strategies for Successful Business O...Marketo
Feel like you know Marketing and Sales alignment is important, but your organization just isn't quite nailing it yet? Join Heidi Bullock, GVP of Global Marketing at Marketo, to learn proven, practical tips for how to make it work and make it last. We will cover how you can leverage technology (like marketing automation), vetted processes, and other tips to help your teams work together more effectively and efficiently.
As Seth Godin put it, why waste a sentence saying nothing? If you want content opened, read, and clicked, it all starts with the subject line. Join Mike Madden, Sr. Demand Generation Programs Manager at Marketo, for our on-demand webinar, 3 Hacks to Boost Email Open Rates, to learn three simple and surprising tips to launch your open rates sky high!
Find the Right Marketing Automation SolutionMarketo
There are many different tools available to marketers today - but which will help you make the most impact? Mike Berger, Director of Product Marketing at Marketo, discusses the 5 important components that can drastically improve your marketing efforts this year.
Legend of the Hidden Audiences: Web Personalization at CA TechnologiesMarketo
Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.
Acquire More Clients with Marketing AutomationMarketo
For too long, financial services marketing departments have been seen as a cost center. It’s time to prove—and improve—marketing’s contribution to the bottom line using marketing automation and metrics that matter. Watch Joe Paone, Director of Marketing at Marketo, as we discuss how segmentation strategies, behavior scoring, and marketing analytics can help you prove ROI on marketing programs and acquire more clients.
What's Coming This Year: Marketo's 2019 Marketing PredictionsMarketo
2019 is here, and so are Marketo's marketing predictions for this year! Watch Mike Madden, Paulo Martins, and Paul Wilson for their webinar, What's Coming This Year: Marketo's 2019 Marketing Predictions, to learn about the trends you should be ready for in 2019.
Pathway to Email Marketing: Best Practices and How-ToMarketo
Your Marketo Email Marketing application has the power to automatically engage buyers with relevant email conversations automatically and at scale. Move beyond basic batch and blast campaigns to authentic, timely and relevant email communications that drive results. View these slides, as we share best practices and how-to’s from creating email campaigns in Marketo quickly and easily to reporting on results that matter.
The Evolution of Customer Engagement and What It Means for ManufacturersMarketo
Customer centricity is quickly becoming the most critical factor in establishing market differentiation and building long term customer loyalty for manufacturers. But many manufacturers struggle to know where to begin and how to closely align with their prospects and customers. Check out these slides on critical questions for manufacturers on how they are engaging customers today.
A Marketer's Game Plan for Successful WebinarsMarketo
The document outlines best practices for planning and executing successful webinars. It discusses developing compelling content, promoting webinars through email and social media, preparing speakers and the event, following up with attendees, and measuring the success of webinars through metrics like pipeline generation. The presentation aims to provide a marketer's game plan for leveraging webinars to attract prospects, establish thought leadership, and drive business outcomes.
We’re going back to the basics. Join Mike Tomita, Director of Online Marketing at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of digital marketing. We'll define the acronyms, translate the buzzwords, and give you the foundation you need to understand and implement an effective digital marketing strategy.
You'll learn:
- How digital marketing fits into your marketing mix
- Best practices for getting started and optimizing your programs
- Pitfalls, perils, and how to avoid them
This document provides a quick start guide for marketers to implement marketing automation. It outlines six steps: 1) Get organized by assembling data and content, 2) Sync with sales by setting up a lead management program, 3) Assemble a high-performance team with the right competencies, 4) Implement a pilot automated program to test the process, 5) Optimize and measure results using tactical and strategic metrics, and 6) Reap the rewards of increased qualified leads, revenue, and return on investment that marketing automation can provide. Keeping the initial setup simple and focusing on the basics allows marketers to quickly see results and accelerate their ROI.
Email Deliverability 101: 4 Tips to Inbox SuccessMarketo
Deliverability is an interesting beast. Spam filters and email UIs change frequently, malware and phishing campaigns are growing in number, and new laws and compliance regulations are altering the data privacy landscape.
With the right approach, you can overcome an ever-evolving email ecosystem. Watch Kiersti Esparza, Head of Product Management, Email Delivery and Compliance, and Carmi López-Jones, Manager, Professional Services, Email Deliverability, explain how to ensure your emails make it to the inbox.
This document discusses optimizing the events channel through content marketing. It provides tips on building an effective content marketing process for events, including gathering team members, understanding the buyer persona, creating a content campaign plan, scheduling content pieces, and tracking what content works. The presentation also provides examples of how Kapost and Marketo approach content marketing for events, such as creating pre-event, during event, and post-event content like blogs, videos, and resources. Finally, it outlines 5 best practices for an effective modern sourcing strategy through event content marketing.
Digital Marketing Bootcamp - Email and Nurture: Tips and TechniquesMarketo
The inbox is a cluttered war zone of mayhem. Open this, click that—how can you get your customer's attention in such a mess? Watch this webinar to learn the latest tips, tricks and techniques in email marketing.
Email & Nurture, Tips and Techniques (EMEA)Marketo
The inbox is a cluttered war zone of mayhem. Open this, click that—how can you get your customer's attention in such a mess? Follow these slides to learn the latest tips, tricks and techniques in email marketing.
Adobe summit 2019 - Executing with Precision: Robust and Scalable Email Marke...Iryna Zhuravel
Whether you’re sending your first or hundredth email campaign, your heart will inevitably skip a beat when you hit Send. Customer attention spans are the shortest they've ever been, and if you send an email with a broken link or scrambled image, you're not likely to get a second chance. With so many moving pieces in email marketing operations, it’s no wonder that "send-button anxiety" is a daily reality for most of us. Learn how to set up and manage a robust and scalable email marketing operation for a small company or a global enterprise. Ensure that your team can quickly send multiple emails in any language to any region with the confidence that the campaign meets the highest industry standards.
Discover best practices for:
Localization at scale
A production assembly line using tokens, templates, and snippets
Bullet-proof QA
This session is for all Marketo users, admins, and leaders.
Tips and Tricks: 5 Ways to Maximize Your Marketing AutomationMarketo
Marketers are consistently tasked to perform the seemingly impossible—do more, with less. So how can you scale your efforts, optimize your marketing programs and prove your impact?
Hayley Ferrante, senior marketing specialist on the commercial demand generation team at Marketo, an Adobe Company will present the marketing automation tactics that Adobe’s own demand generation team uses to maximize campaigns and deliver results.
You'll learn:
-How to develop nurture streams and implement traffic control
-What building blocks are necessary for webinars and event programs
-Key optimization and testing tactics for landing pages and emails
Marketo Silicon Valley User Group Meeting - Feb 28, 2013ryanvong
The document discusses advanced lead nurturing in Marketo. It describes the key components of programs like programs, progression statuses, program logic using components like Traffic Cop, Gatekeeper and Master campaigns. It also discusses how to organize programs with assets like campaigns, emails, forms and lists. The document provides examples of how to structure programs and tracks, and outlines considerations for reporting on lead flow and success criteria.
Whether starting from scratch, or looking to start over, our webinar will teach you the fundamentals of Google Ads campaigns, straight from our certified experts. You’ll also learn:
Pre-planning for paid search - How and where to start
Ins and outs of a successful campaign - scope, budget, and more
Fundamentals of paid search - Search, display, shopping, keywords
Restructuring poorly performing campaigns using Google best practices
Here is a useful presentation that shows the elements, the timetable, and the outcome for a well thought out integration of social media to fill your sales funnel. Use it to create your next media announcement.
This document discusses why email is still crucial for marketers. It begins by outlining key takeaways on how industry trends are shaping email strategies and how to take email programs to the next level. It then provides details on how Adobe clients increase their email ROI by capitalizing on customer data to optimize emails, providing tailored content for each person and context, following customers through their lifecycle, and taking advantage of remarketing opportunities. Case studies show increases in conversion rates, revenue contribution, and lift from remarketing emails. The document concludes by recommending marketers learn more by accessing recordings from Adobe Summit sessions.
This document summarizes a presentation about maximizing messaging on LinkedIn. It includes an agenda that covers poll questions about communication preferences, the messaging landscape and trends, LinkedIn messaging features, customer success stories, and a Q&A session. Key points discussed include the growing popularity of messaging apps, how LinkedIn messaging fits into the landscape, features like frequency caps and price floors, and case studies of companies that achieved lead generation goals using Sponsored InMail. Best practices for crafting effective Sponsored InMail messages are also provided.
Content Marketing: Fuel for Your Lead Generation StrategyMarketo
It’s no secret that content is a crucial component of any successful marketing strategy. However many businesses struggle to get started, build their team, and create enough engaging content that drives lead generation. Check out this presentation to learn how build a solid content marketing plan that gets you leads and grows revenue.
Heidi Bullock, Sr. Director of Marketing at Marketo, will show you:
• How to employ lean content marketing techniques
• How to construct your content marketing planned based around themes and personas
• Examples of Marketo’s own content marketing successes
• How to leverage content throughout the customer lifecycle
• Measuring ROI of content marketing
India VMUG Email Deliverability Deck.pptxDarshil35
This document provides information about ensuring high email deliverability. It discusses setting up SPF, DKIM and DMARC authentication to validate email senders. It also recommends IP warming when changing IP addresses, monitoring blacklists, and using tools in Marketo and Microsoft like the SNDS program to track inbox placement and spam complaints. Best practices mentioned include keeping lists clean, using relevant content, and following legal requirements. Certifications and an upcoming webinar with delivery experts are also advertised.
Get More From Less: Tips for Creative Programs That Drive RevenueMarketo
The document provides tips for creating effective marketing programs that drive results. It recommends focusing on high-quality content that is relevant to different stages of the buyer's journey. Content should be optimized for performance and include visual elements like infographics. Programs should leverage social sharing and peer recommendations. Tactics discussed include blogging, webinars, social media campaigns, and measuring multi-touch attribution to improve ROI. The key is repurposing content across channels and measuring performance to continuously improve programs.
Does this scenario sound familiar? You have taken on a project that can solve a core challenge that can provide measurable value to your business. It's an exciting opportunity to learn and grow, but that excitement quickly turns to anxiety as you are confronted with a list of unknowns and questions. Answering these questions, if they ever get solved completely, can be done in a myriad of ways. As new projects and challenges come along, the same questions and anxieties surface. Lather, rinse, repeat.
Analysis paralysis leads to projects getting forced on to legacy architectures, deliver results that are "good enough", or stop projects before they get started. This session will illustrate how adopting an agile mindset to cloud adoption can end this cycle and meet your business needs.
AllFamous Digital marketing company profile v1.4Pauline Pangan
This document presents digital marketing services from a company called AllFamous Digital. It outlines their proven three-part strategy of website optimization, content marketing, and social lead generation. Packages ranging from $3,950 to $7,950 per month include services like social media management, blog creation, email marketing, and reporting. The company is based in the Philippines and offers an outsourced solution for medium-sized Australian and New Zealand businesses seeking sales leads through digital channels.
Account Based Marketing with Marketo - LA User Group Dec 4, 2015Josh Hill
The document discusses account based marketing strategies using Marketo. It begins with an agenda for a Marketo user group meeting covering recent product updates, account based marketing, and solving business problems. Next, it outlines Marketo's Q4 feature releases including smart list subscriptions, custom objects, and mobile enhancements. Two sections then provide more details on implementing account based marketing within Marketo, including building account and buyer personas, data cleaning, and setting up a multi-level nurturing system. An example use case is also presented covering identifying target accounts, engaging them through campaigns, and measuring analytics.
This webinar covered new features and updates to the GatherUp customer feedback platform:
1) A new Customer Activity feature provides an improved interface to view all customer feedback in one place and filter reviews.
2) An auto-tagging feature (for PRO subscribers) uses algorithms to automatically assign tags to reviews based on keywords, helping analyze themes.
3) The Feedback Settings page was updated to give more control over how and when customers are asked for reviews.
4) Integration with Zapier was expanded to allow more automation of feedback collection and response workflows.
Leadership Session: Overview of Amazon Digital User Engagement Solutions (DIG...Amazon Web Services
This session, we describe how AWS provides the Amazon customer-centric culture of innovation, key technology building blocks, and a user engagement platform to help companies better engage their users. You also learn how Disney Streaming Services is utilizing the Amazon approach to engage its users. The intended audience is developers and business professionals who are responsible for digitally transforming their company.
Similar a Cracking the Inbox Code: Gmail and Google Apps (20)
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include:
- Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions.
- Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement.
- Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions.
- Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Marketo Engage January 2021 Product Release PresentationMarketo
The document summarizes the January 2021 release of Marketo Engage. It includes:
1) Enhancements to audience sync with Adobe Experience Cloud applications and ad networks.
2) Improvements to the user experience including support for workspaces and partitions.
3) New capabilities for sales teams including Sales Insight for non-native Salesforce integrations and enhancements to Best Bets, email workflows, and account/opportunity panels.
4) Additional features like program member custom field tokens, Salesforce OAuth authentication, and a landing page preview API.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
The document discusses planning for demand generation activities in 2021. It provides tips for budget planning, aligning activities with content, and ensuring consistency. It also discusses optimizing programs through A/B testing, evaluating results, and making data-driven decisions. Additionally, it covers using intent data to enhance account targeting and prioritize sales opportunities by surfacing accounts actively searching on relevant topics. The key takeaways are to plan strategically while allowing flexibility, capitalize on all engagements, optimize through testing, and leverage intent data when built and used correctly.
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including:
1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform.
2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage.
3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible.
The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
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Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Tifaine Highly is a Sr. Deliverability Consultant with Marketo’s Professional Services team. Tifaine is an email veteran with more than 13 years solving deliverability puzzles for senders, email service and marketing automation providers. Tifaine's superpowers include asking deep questions, sifting through delivery logs, and making complex problems easy to understand (with flair!)
Understanding what drives Inbox placement decisions at Google – and how your can affect them – is a powerful tool in your arsenal. In today’s webinar we’ll discuss what factors influence your reputation at Google, the real impact of tab placement, things to try if you find yourself delivered to the spam folder, and things to consider with your content.
It is important to remember that ‘delivered’ does not necessarily mean “to the inbox”. In specific, delivered means that the mail was accepted for delivery by the server that you’re attempting to send to but it does not indicate what happens with the mail once it has been accepted. Let's talk through an example...imagine that you’re sending a package via UPS to a hotel guest. The UPS driver goes to hotel with the package. The front desk staff accepts the package and the UPS driver marks the package as delivered. Then, the package is then handed to the hotel’s security team to be examined before it’s given to the guest. That security team is similar to a receiving server’s spam filtering system checking the mail before delivering it your subscriber. If the security team determines that the package is suspicious, they might dispose of the package, they might put it into a secure area until the hotel guest can give the ok to deliver it, or they may attach a sticker to the package indicating that it may be dangerous and deliver it to the hotel guest. This can happen with email as well and can result in an email being delivered but not to the subscriber because the server’s spam filter caught it before it reached its destination.
Hitting the inbox is difficult. Marketo partner 250ok reports a positive trend of improvement, with a 4% increase in inbox placement and a 5% decrease in missing emails between EOY 2016 and EOY 2017.
While 250ok reports some positive trends in email delivery and deliverability, at the end of the day they are still reporting that only about 87% of commercial mail is delivered. And about 10% of mail delivered is delivered to the spam folder!
Between missing mail and mail in the spam folder only about 77—78% of mail sent makes it to the inbox!
Inbox placement is hard, especially at Google. One of the issues that we hear from clients most often is difficulty delivering to the Inbox at Gmail and Google Apps hosted business domains.
When Gmail was launched by Google just over 15 years ago, it was an invite-only beta email system. Today, Gmail is Google’s flagship B2C email product. It accounts for more than 35 percent of most B2C list distribution this year, up from 33 percent in 2018. For B2B senders, Google Apps comprised nearly 30 percent of the B2B list, up more than 6 percentage points year-over-year. This past year, we witnessed Gmail evolve with a flurry of new features and functionality, a fresh redesign, increased security, email annotations, and surpassing 1.5 billion users worldwide. *
Google’s reputation system is often referred to as a “black box” because Google does not release specifics around how their filters work or provide feedback as to how to improve Inbox placement. They have discussed general information such as the importance of user engagement at various industry events and in their blog. We have also observed other behaviors that have helped us to understand how they filter mail.
The most important factor in your Google reputation is engagement – how your recipients are interacting with the email that you are sending, however Google uses a number of other measures as well, such as scanning content to determine if the message is a mass mailing, user feedback (such as using the “this is spam” button), and machine learning which continuously updates Googles filtering protocols.
Let's dig deeper on each of these.
*findings reported by our partner, 250ok, in their blog post: https://250ok.com/email-deliverability/happy-15th-birthday-gmail/
How do your recipients interact with the mail that you’re sending? Are they actively engaged and excited to receive that message: opening, clicking, replying? Or has their interest waned -- ignoring the email, deleting it without reading or worse – reporting it as spam? The more positive interactions your mail receives, the more likely it is to get delivered to the Inbox, so making sure that your audience is active and engaged is one of the best gifts you can give to your mail program. There are a number of ways that receivers like Google measure engagement. They look at the things we can track in Marketo, such as opens and clicks, but they also look at other things as well – did the recipient reply to the email? How long did they spend reading it? Did they read it multiple times? Have they added the sender to their address book? Are they looking for your mail in the spam folder and marking it "not spam?" That is a sign of positive engagement. It's not easy to dig through the spam folder. Most of us don’t even notice it!
All of the ways that people interact with email are measured and used to determine if the mail was wanted and that information used to determine Inbox delivery.
Google measures engagement both at a global level and at a user-specific level. If your subscriber has marked an email as spam, then it is likely that future emails from you will be delivered to that subscriber's spam folder even if your overall reputation is positive. However if a large enough segment of your audience marks your mail as spam, then your mail overall is more likely to end up in the spam folder. By the same token, if your mail starts getting delivered to the spam folder and your audience goes into their spam folder to remove it, that can result in your reputation improving and your mail moving back to the Inbox. That "this is not spam" vote is powerful stuff by Gmail standards.
It's also true that Google uses automated processes to scan messages to determine whether they are one-to-one communication or mass mail. They also can recognize when an email is attempting to collect sensitive information (such as social security number or credit card numbers). In addition they use machine learning to continuously update their filtering protocols based on both sender and recipient behaviors.
When identifying a sender and assessing that sender’s reputation, both domain and IP reputation play a part. Many ISPs look primarily at the reputation of the IP and secondarily at the reputation of the domain when determining a sender’s reputation, however Google looks primarily at the sender’s domain reputation with the IP reputation being a secondary factor. The benefit to this is that it means that your reputation is portable – when changing sending platforms you take your reputation with you. You still need to warm up a new IP at Gmail because the domain/IP pairing has changed, but you aren’t starting completely from scratch. On the other hand, it means that if your domain has suffered a reputation hit you will need to work to repair your reputation in order to get delivered to the Inbox.
That also means that you can benefit from a subdomain strategy to manage the reputation of your mailstreams separately, even if you're mailing on a single dedicated IP. This is GREAT because Gmail recommends segmenting classes or types of mail using a subdomain strategy. For example, you may mail from news.brand.com and purchase.brand.com and offers.brand.com to keep your newsletters separate from your transactional mail and your promotions.
Inbox delivery can also be impacted by the reputation of the domains in your links. For example, link shorteners like bit.ly and tinyurl tend to have poor reputations due to being misused and abused to hide links with malicious software downloads or forms designed to collect personal information. As a result domains used in shortened links are often blacklisted which can result in your mail being sent to the spam folder, marked with a red “This mail is unsafe” banner, or blocked. There are domain based blacklists as well that can list domains used in your From email address or in links to web pages. Including domains that are blacklisted on the SpamHaus DBL, URIBL, or other widely used domain-based blacklists can impact your ability to reach the Inbox.
Ok, let's talk about Gmail tabs.
Ever since Gmail introduced the “tabbed Inbox” in 2013 marketers have been asking “How can I get delivered to the Primary tab?” The bad news is that there isn’t a good answer. Google has a proprietary algorithm that analyzes all emails sent to their users and determines which tab it should appear in. There is good news as well. First, Google considers all of the tabs to be “The Inbox” when it comes to delivery, so if you’re showing up in the Promotions tab, that means you still have a positive reputation! In addition. there have been several studies performed since the release of the tabs that show that marketing messages delivered to the Promotions tab rather than the Primary tab have improved open rates because they’re where the recipient expects them to be.
That bears repeating. Don't panic if your mail is in the promotions tab. Consumers are savvy and the studies show that promotions placement is having a net positive impact on engagement!
And by the way, Google recently announced annotations for mail in the Promotional tab. Annotations use recipients’ interest to highlight and group the most relevant email promotions at the top of the tab. There are a number of customizable elements with annotations such as sender logo URL, single image preview URL, and expiration date. Our partner 250ok has a great blog post (included in the resources slide at the end of this webinar) with all the details.
So what do you do if you find that your mails are getting delivered to the spam folder at Google? There are a few steps to take to help repair your reputation.
First, monitor your domain and IP reputation through Google Postmaster Tools. We'll take a look at them in just a minute.
Then send to the most engaged segment of your audience.
Monitor the results using the Email Deliverability power pack.
Once you see your mail delivering to the Inbox, re-engage the dormant subscribers.
All the while, you'll want to keep your mail clean – make sure it’s properly authenticated and that there are no issues with your HTML that may cause the mail to render in unexpected ways,
Google offers Postmaster Tools to help monitor your sender reputation with Google. You can view a number of different metrics – IP or domain reputation, spam reports (by percentage), and other metrics that can help you diagnose why your mail might be getting delivered to the spam folder. It’s also a great resource for tracking progress as you work to repair your reputation and get moved back to the Inbox.
I'm going to tell you, the tools are an indicator that you're having problems, but don't count on them telling you what the problems are specifically. Sure they'll highlight a spike in complaints (presuming your mail is delivering to the inbox so complaints are tracked) but other than "bad/low/medium/high" reputation indicators you're not going to find the silver bullet here.
Because user engagement plays such a significant role in determining Inbox placement, the best way to course correct if you see your mail being delivered to the spam folder is to temporarily restrict your sending to the most engaged portion of your audience. We recommend focusing on the people who have opened or clicked an email in the last 30 days. By targeting this group and temporarily suspending sending to people who are less engaged, you are sending a message: that you are listening to your audience and that their response is important to you.
As an example, I worked with a client whose audience was largely Gmail. They had been seeing decreasing open rates for some time and upon digging further discovered that they were being delivered to Gmail’s spam folder. While working with them I determined that a significant number of their subscribers had not interacted with any mail in more than 9 months. Working together we restricted their sending to Gmail recipients to only people who had opened or clicked an email in the last 30 days. Within a week, their seed tests showed delivery to the Inbox and their open rates started increasing. We slowly reintroduced the less active segments of their list until they started to see a dip in open rates. At that point they determined their risk tolerance and decided to implement a reengagement campaign for the people who were still unresponsive. Now, not all changes happen that quickly but if the earlier you identify the warning signs and make changes, the better.
In order to have visibility into not only your delivery but your inbox placement, use an inbox monitoring tool like the Email Deliverability Power Pack. This, combined with the Google Postmaster Tools will help you see the changes to your reputation at Gmail and know when your Inbox delivery improves. Monitoring your opens and clicks within Marketo using either the Email Analytics reports or Email Insights will give you another measurement of improvement. As a general rule, as your Inbox delivery rates increase so should your open rates.
Once your mail is being delivered to the Inbox, it’s time to reach out to the subscribers who weren’t engaging previously to recapture their interest. It is likely that the reason they weren’t opening your mail was because they weren’t seeing it due to it getting delivered to the spam folder. Once that issue is addressed, it’s time to give them the opportunity to interact with you again. It’s best to start slowly to ensure that you maintain your successful Inbox delivery and determine the point at which the risk to sending to the unengaged portion of your audience is greater than the rewards. Our Deliverability Consulting team can help you build a plan to welcome these users back into the program while minimizing the risk to your reputation.
The lesson here: When working through a tricky spam delivery issue at Gmail, focus on your engaged audience and stay the course. You may not see an immediate shift from spam delivery to inbox, but with time and consistency, you will see movement. Once you see your mail delivering to the Inbox, re-engage the dormant subscribers, gingerly. This is NOT the time to try to win back EVERY Gmail subscriber ever. It's time to take a measured approach to win back focused on the least risky and stop re-engagement once you see indicators of spam delivery or declining engagement.
We will have an entire episode dedicated to re-engagement in a future session, so stay tuned!
Last on our list of Tips/Tricks: Keeping it clean. This has a multi-faceted meaning.
Rendering tools like the Design portion of the Email Deliverability Power Pack will help you ensure your HTML is rendering as expected. Different email clients read and render HTML differently so ensuring that your carefully coded emails appear to your recipients as expected will encourage them to engage with your content.
Use responsive design to ensure that your emails will render better on mobile devices.
Be aware that messages over 102KB will be clipped by Gmail and may impact your subscriber interaction with the message.
Avoid URL shorteners as they've been abused by spammers and may carry negative reputation.
The List Unsubscribe feature is configured by default within Marketo and is included with all outgoing campaign sends. When present, this feature allows a recipient to unsubscribe when using the “this is spam” button in Gmail. When the user marks a message as spam, they will see an additional dialogue asking if they want to unsubscribe. If they click “yes” then Gmail uses the List Unsubscribe to send Marketo a notification of the request. This notification is received and processed by our system and the recipient is unsubscribed so that you don’t continue to send mail to someone who has marked you as Spam and helps ensure that you are sending mail to people who want it.
As noted earlier, an engaged and well permissioned list is critical for success at Gmail. Opt-in is required by Gmail, while Double Opt-In is preferred. While Google cannot necessarily see that someone has opted in, they can see if your content includes opt-in confirmations. They also use user behavior to determine if a mail is wanted – the more people interact the clearer it is that they wanted your message. Having an unengaged list sends the message that your mail is either not well permissioned or doesn’t provide enough value to your subscribers that they want to spend the time reading it. Other indicators of poor permission include high spam complaint rates and high invalid address rates.
Ensuring that your mail is properly authenticated is another way to keep it clean. There are three main standards of authentication. The first is SPF which, at its heart, states that it’s ok for the IPs named in the SPF record to send on behalf of the domain the record is published for. You can also specify whether a failure should be considered a “hard” fail – as in “if it doesn’t pass, I definitely didn’t send it!” or a “soft” fail, or “if it doesn’t pass, I probably didn’t send it but there are legitimate reasons why it might fail.”
DKIM is a cryptographic protocol which signs the body your email and selected parts of the header. The signature is included in the “DKIM signature” part of your headers and the public key to decrypt the signature is published in a DNS record. Ultimately this allows you to assert responsibility for the message and validates the domain identity. It ensures the message has not been altered during transmission. By default, Marketo signs DKIM for all of our clients with a Marketo domain, however if you have added your sending domain to Marketo under the Admin – Email – SPF/DKIM section of the UI and published a DKIM record that shows as “verified” In the application, then Marketo will also sign using your domain and published key as the primary DKIM signature.
Both of these are great and have gained wide acceptance since they were introduced a number of years ago. The downside from the receiver perspective is that they don’t dictate what should be done with a message that fails authentication. This is where DMARC comes in. DMARC allows you to publish a record in DNS stating what you would like to happen with mail that doesn’t pass SPF or DKIM. You can choose to specify that you want the mail handled as normal. This allows you to collect reporting so you can see where your authentication might need to be buttoned up. The next option is a quarantine policy – basically asking the receiving server to place the mail in the spam folder if it is not properly authenticated. Lastly you can specify that you want all mail that isn’t properly authenticated to be rejected. This allows you to protect your domain by making it harder for bad actors to spoof it and also helps increase trust on the part of the receivers as they know that you’ve taken steps to ensure that your mail is properly authenticated.
While DMARC is not as widely adopted as SPF and DKIM at this time, Google and other ISPs are pushing senders to move to having a DMARC policy as it provides more protection for both you and the receivers.
To recap, in order to maintain or repair your reputation at Google, you’ll want to:
Make sure you are monitoring your reputation using the Google Postmaster Tools. This can give you an early warning that there are issues so that you can take immediate action to correct them.
Ensure that you are sending to engaged subscribers. We understand (and so does Google!) that subscriber interest has an ebb and flow and that people may not open or engage with every piece of email from a sender. That’s to be expected. But the more engaged your audience, the clearer it is to Google that you’re delivering value and the better your Inbox delivery will be.
When you see subscribers who have gone quiet, stopped responding, or who have never responded at all, target them for re-engagement. We can work with you to develop a plan to reach out to those subscribers in a way that won’t negatively impact your hard-earned Inbox delivery.
Lastly, keep it clean – make sure your HTML is clean and renders as expected in Google (and other email clients!), make sure your mail is authenticated and you have a published DMARC record to enforce that authentication, and send only to people who have directly expressed interest by opting in to your program.
So, we know that engagement is key for Gmail. What could be better than driving engagement directly within your email with the newest feature, AMP?
AMP for Gmail is in early release. It allows senders to build dynamic and interactive email, and allows users to engage with content to take quick actions like take a survey, RSVP to events, and personalize their content.
In this example we can see how useful AMP is in helping me search listings for apartment rentals. I can browse the catalog of listings within the email, search through the photos, and likely find my new place fast, all without leaving my inbox.
But in order to take advantage of AMP, your mail must be delivered to the Inbox.
We hope our session today has you empowered to tackle Gmail and Google Apps Deliverability. We’ll leave you with resources and answer any questions you may have.
Thanks for joining us today!
If you want to learn more about deliverability to Google, please see these resources as a great starting point.
Does Gmail look at IP or domain reputation?
Good question, and the answer is both, and more! Not only does Google look at the reputation of your sending domain and IP, they also look at the reputation of the domain you use to sign DKIM and domains in your links. All of these can influence your Inbox placement at Google so it is important to ensure that you avoid using things like link shorteners which can negatively impact your deliverability.
Do Gmail and GoogleApps use the same filtering?
Great question! Their algorithms are similar but GoogleApps allows for administrators to customize their filtering based on their organizations leads which introduces some variability in Inbox placement between Gmail and GoogleApps. Both systems rely heavily on user engagement and recipient behavior so things that work to improve delivery for one will help with the other as well.
Does Marketo support AMP?
Presently AMP is in early release with only a handful of ISP partners supporting it, including Gmail and Outlook. Verizon Media is working on it and Mail.ru will support it longer term. There are only a few ESPs and Marketing Automation companies presently supporting AMP. Marketo is considering it for our roadmap. In addition, we are reviewing the roadmap for inclusion of Annotations support for the promotions tab. More to come!
Are their resources to help me solve my Gmail deliverability problem?
Absolutely! We have a wealth of deliverability content in the Community as well as a team of Deliverability experts whose charter is to help customers tackle the trickiest of deliverability issues.