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Stay Ahead: New Intent Tools, Zero-Click Marketing & More

Stay Ahead: New Intent Tools, Zero-Click Marketing & More

Ninth Edition: Through the Funnel (Marketing News & Jobs)

MarketingHQ
August 08, 2024

News From the Q to You!

From Marketing technology innovations, thought leadership analysis, to several hot new job listings we have a lot Q’d up in our 9th edition!

Martech Spotlight 🤖

These aren't sponsors: no pay for play, just us sharing innovative tools we think can help:

Hockey Stack centralizes and analyzes customer interactions from CRM, marketing tools, ads to provide a centralized view of customer behavior and multi-touch attribution that help determine the most effective channels and campaigns to run, and guide budget allocation decisions. Dave Gerhardt recently posted a short video highlighting some key capabilities.

RB2B is causing quite a stir with its person-level website visitor identity deanonymization feature, identifying visitors and sending their LinkedIn profiles to Slack in real-time. Despite privacy law concerns, RB2B states their RB2B solution is for US visitors, bypassing GDPR. The company hit $2M ARR just six weeks after reaching $1M ARR.

Factors.ai integrates data from CRM, marketing tools, and LinkedIn to provide insights for segmenting and scoring high-intent accounts and multi-touch attribution to enhance campaigns and improve ad spend efficiency. They offer website visitor identity deanonymization (but only at the company-level, not person) The recently launched LinkedIn AdPilot, which optimizes campaigns with precision targeting, balanced ad distribution, and comprehensive ROI measurement.

Hot Take 🔥

The case for second-party intent data: Gartner research shows that the average conversion rate at the top of the marketing funnel is 6%, but organizations using intent data are two times more likely to have a 10% conversion rate.

Marketing Leadership Toolbox 🧰

Carilu Dietrich (CMO & Advisor,) provides a list of crisis response best practices and resources gathered from top CMOs, PR leaders, and marketers. She details how to effectively manage crises with proactive planning, clear communication, and quick decision-making.

Forbes' recently published 19 actionable tips from industry experts on maximizing the impact of a fractional CMO. This is a great guide for setting clear expectations, fostering collaboration, providing resources, and measuring performance.

The one and only Rand Fishkin (most recently Cofounder & CEO Cofounder & CEO of SparkToro) highlights the decline of traditional attribution and click-based metrics in marketing, advocating for a return to 20th-century principles. Due to privacy laws, ad blockers, and algorithm changes, tracking user interactions is harder. So he advocates for "Zero-Click Marketing," focusing on valuable, platform-native content that provides immediate value without clicks, emphasizing impressions and engaging content tailored to each platform's audience.