Behavioral factors and marketing strategy (interview with a top manager)
Behavioral factors attract the close attention of both optimizers and marketers themselves, who are faced with clear tasks and tight deadlines. Today we provide a translation of a video interview with one of the top managers of a product solution aimed at collecting and analyzing behavioral data, which are subsequently used to correct marketing sales. The interview appeared in the Search Engine Journal in April of this (2014) year. Here's what he says about the importance of behavioral factors. We thank the ALTWeb Group analytics department and the SERPClick team for their assistance in translating. Recall that SERPClick allows you to improve ranking by directly influencing behavioral factors.
Effective marketing begins with the collection of data from which to predict consumer behavior and find ways to better respond to their needs.
In a recent interview with Marketo at the National Marketing Summit (one of the leading U.S. end-to-end digital marketing solutions - approx. Transl.), Murray Newlance talks to SalesPredict's Jaron Zaky-Or about how marketers can use user behavior data in order to conduct more successful campaigns.
Hello, Murray Newlance, we are in San Francisco at the Marketo conference with Jaron of Sales Predict.
- Yaron, what are you doing?
“We help sales professionals and marketers improve the efficiency of the sales funnel and generate higher revenue for their companies.” We do this based on data from our [company’s] previous successes, analyzing data from SalesForces, Marketo and external sources. [Based on the obtained data] we are creating a statistical model that [allows] to predict [what actions] will bring success in [building further] marketing policy and [expressed in increasing] sales. For this we take into account:
- user behavior data
- company data
- data on CA
- If I understand correctly, you are engaged in content marketing, PPC, SEO. [The actions you take] lead potential customers to the sales funnel, you organize them into groups:
- these leads are great, they are ready to buy
- these leads need to be warmed up
- these leads do not need to pay attention
And then you can say: depending on which group they are in, you need to [come up with a strategy] in order to reach out to them in order to increase sales.
- Yes exactly. Content marketing is the head of everything. If you have properly worked on your content, then in group A there will be leads that communicate with you at your webinars, relate to your target audience, and come from your targeted campaigns. In the third group [let's call it C] there will be those whose Persona (portrait of a representative of Central Asia - approx. Transl.) May be what you need, but the problem is that they have not yet interacted with your content, or you still didn’t reach them with the right content.
- Therefore, the first thing we can say: this is lead group C, it is not necessary for your sales department to contact them. First you need to prepare them (nurturing process - the process of "warming up" leads - approx. Transl.). Use content marketing, [we suggest] the necessary type of content marketing, methods [necessary] in order to reach out to them and increase their interest (engagement, involvement - approx. Transl.). In this case, they move to group B or A. It is then that the sales department can start working with them.
- Ned, do you have the opportunity to clearly determine what it is now necessary to create a certain type of content or you have carried out a certain type of promotion, but here is how you can optimize your actions and improve them. Do you have some kind of process in order to improve content marketing and return on advertising?
- Oh sure. We provide a conversion dashboard. It collects data about your previous successful campaigns, which are reasonably and very accurately analyzed - you can say, they are analyzed “scientifically”. As a result, the very groups of “success” and the group of “failure” are revealed, if I may say so, in which you were able to do something better or worse over the past period. This information is organized graphically for you. So, you can immediately see where you did it: what webinars, what their duration, what type of content is best for a certain person. Based on this data, you can plan new campaigns and improve the way you apply to your target audience.
- Awesome! If our viewers want to know more information and contact you, what is the best way to do this?
- Send me an email at firstname.lastname@example.org
- Yaron, thank you very much.
- Thanks you!
“I'm Murray Newlance from the Marketo Summit.” See you!
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Do you analyze user behavior to understand what they need?
- 75% Yes, user behavior helps us understand how to improve our site. 6
- 12.5% No, we do not pay attention to this. But it seems to make sense. 1
- 0% I'm afraid not, we are paying attention to other aspects. 0
- 12.5% Unfortunately, there is no suitable answer for me, I select this option. 1