<p>In the swiftly evolving landscape of digital marketing, we&#8217;re witnessing a pivotal shift. The decline of third-party cookies, driven by increasing privacy regulations and changing consumer expectations for transparency, is challenging businesses to rethink their marketing strategies. This change marks a crucial juncture in how we approach data and privacy in advertising.</p>
<p>At the heart of this transformation is a need for a robust approach to measuring marketing success. The days of relying on third-party cookies are numbered, calling for a more sustainable, privacy-conscious strategy. This is where the power of first-party data comes into play. By fostering direct connections with your audience, you can gather valuable insights that not only respect user privacy but also offer a richer understanding of your customers.</p>
<p>However, leveraging this first-party data effectively is not without its challenges. Many organizations find their data fragmented and unstructured, scattered across various systems. This is where tools like <a href="https://blog.google/products/ads-commerce/simplifying-the-management-of-your-first-party-data/">Google Ads Data Manager</a> can be invaluable, simplifying data management and enabling more effective targeting and measurement.</p>
<p>The next step in this journey is integrating sophisticated tools like AI into your marketing arsenal. AI thrives on high-quality data inputs, and first-party data is the ideal fuel for these advanced algorithms. By harnessing AI, you can refine your marketing strategies, ensuring they&#8217;re both privacy-compliant and highly effective.</p>
<p>For instance, Google&#8217;s AI solutions leverage aggregated conversion data to enhance ad performance while ensuring individual data privacy. As you build a more robust data foundation and incorporate AI into your strategy, you&#8217;ll be better equipped to navigate the post-cookie landscape.</p>
<p>Preparing for a future devoid of third-party cookies means investing in a strong measurement foundation, prioritizing quality data, and embracing innovative solutions like AI. This proactive approach will not only safeguard your measurement strategies but also pave the way for sustained business growth.</p>
<p>As you embark on this journey, remember that adapting to these changes is not just about technology and tools. It&#8217;s about understanding and responding to the evolving needs of your customers, ensuring trust and transparency in every interaction. By doing so, you&#8217;re not just adapting to change — you&#8217;re leading the way in a new era of digital marketing.</p>


Thriving Post-Third-Party Cookies

<p>In the rapidly evolving digital marketing landscape, Nimble Digital proudly presents NimbleCrest AI, a pioneering solution that synergizes advanced AI technologies. This innovative approach transcends conventional marketing tools, offering a comprehensive, data-driven strategy to enhance marketing effectiveness for businesses</p>
<h2>Unveiling the Power of NimbleCrest AI</h2>
<p><strong>Efficient Campaign Management</strong><br />
NimbleCrest AI centralizes and automates campaign management, employing predictive algorithms to optimize performance. This feature liberates marketing teams from repetitive tasks, enabling a focus on strategic initiatives and creative ideation.</p>
<p><strong>Creative Generation Driven by Data</strong><br />
The solution rapidly produces conversion-focused creatives, leveraging data to ensure engagement and relevance. By harnessing AI-driven insights, it achieves significantly higher conversion rates through targeted and compelling ad content.</p>
<p><strong>Competitive Analysis and Customization</strong><br />
NimbleCrest AI enhances competitive intelligence by analyzing top-performing ads across the industry. It adapts to unique brand data, delivering customized and effective marketing strategies tailored to specific products or services.</p>
<p><strong>Scalable Integration and Collaboration</strong><br />
Designed for adaptability, NimbleCrest AI scales to meet diverse creative demands while ensuring seamless integration with major advertising platforms. It promotes collaborative efforts with multi-user management, streamlining the creative process.</p>
<p><strong>Advanced Machine Learning Techniques</strong><br />
Utilizing a comprehensive database of high-conversion ad creatives, NimbleCrest AI employs machine learning for creative generation. This method ensures the production of up-to-date, conversion-focused creatives, outperforming traditional, non-data-driven approaches.</p>
<p><strong>Conclusion:</strong></p>
<p>NimbleCrest AI represents a transformative leap in digital marketing. It offers a strategic, efficient, and creative solution for businesses wanting a scalable and efficient solution without adding more FTE&#8217;s, setting new industry standards. By harnessing the power of advanced AI, NimbleCrest AI not only aligns with current marketing trends but also drives growth and sustainable competitive advantage, propelling businesses to new heights of success.</p>
<p>Learn more about NimbleCrest AI by getting in touch with us.</p>


NimbleCrest AI: Revolutionizing Marketing with Advanced AI Integration

<p><strong>Triggerbee is a powerful platform that can take your online business to new heights. With its comprehensive functionality and dedicated tools, Triggerbee is the ultimate choice for small and medium-sized e-commerce businesses looking to maximize their potential and enhance their sales and marketing efforts.</strong></p>
<p>Triggerbee offers a range of critical features that are particularly advantageous for e-commerce businesses:</p>
<ul>
<li><strong>Customer Segmentation:</strong> With Triggerbee, you can easily segment your customer base and create target groups based on purchase behaviors, preferences, and other relevant criteria. This allows you to create targeted campaigns and offers tailored to the unique needs of your customers.</li>
<li><strong>Email Marketing:</strong> Triggerbee makes it easy to create and send targeted email campaigns. You can customize your messages and offers to maximize conversions and increase your sales of products like bedding to existing and potential customers.</li>
<li><strong>Automation:</strong> The platform offers advanced automation capabilities that help you save time and resources. Automate follow-up messages, customer care, and more to ensure that no opportunities are missed.</li>
<li><strong>Analysis and Reporting:</strong> Triggerbee provides insights into your e-commerce business through comprehensive analytics tools and reports. You can monitor performance, track conversions, and make data-driven decisions to improve your strategy.</li>
</ul>
<p>If you are an e-commerce business interested in tracking your customers&#8217; behavior on your website, segmenting customers, and automating email marketing to boost conversions, Triggerbee is the perfect partner to optimize your marketing and sales efforts. Our team of experts has in-depth knowledge of the platform and can offer a range of services, including:</p>
<ul>
<li><strong>Implementation and Configuration</strong>: We assist you in setting up and customizing Triggerbee for your specific business.</li>
<li><strong>Campaign Management</strong>: Our specialists can create and manage targeted campaigns to increase your sales.</li>
<li><strong>Analysis and Optimization</strong>: We continuously work to monitor and enhance your Triggerbee strategy for the best possible results.</li>
</ul>
<p>If you are already using Triggerbee or considering integrating it into your e-commerce strategy, do not hesitate to contact us. We are a dedicated marketing automation team that helps you find the best MARTech solution for your e-commerce business. Are you ready to take your e-commerce to new heights with Triggerbee? Contact us today to get started with implementation.</p>
<h2>Success Story: Boost Your Sales with Abandoned Cart Automation!</h2>
<p>Through Triggerbee, we have successfully implemented abandoned cart automations for several of our clients. The Triggerbee platform enables an effective way to capture online behaviors, including abandoned shopping carts.</p>
<p>When your customers add products to their carts but, for some reason, do not complete the purchase, our automation strategy can help you regain their attention and increase conversions. We create customized messages and offers to re-engage customers and ensure that no potential sales opportunities are lost.</p>
<p><a href="https://nimble.inc/plans-pricing">Contact us today</a> for guidance and assistance in implementing your Abandoned Cart Automation.</p>


Aim for Success with Triggerbee for Your E-commerce Business

<p><strong>App attribution, the process of tracking the source of app installations, has undergone significant changes, particularly with the introduction of SKAdNetwork 4.0 (SKAN 4). As a consulting agency specializing in app attribution, we&#8217;re here to shed light on these innovations and explain how they can help you measure the success of your ad campaigns while respecting user privacy.</strong></p>
<h2>The Challenge: Platform SDKs and Duplicated Attributions</h2>
<p>Before diving into the world of SKAN 4, it&#8217;s important to understand the challenges of traditional app attribution methods. Many app marketers rely on platform-specific SDKs, which often focus solely on their respective platforms and ignore activities on others. This can lead to duplicated attributions and inaccurate results.</p>
<p class="mt-2 pr-8 text-4xl font-bold text-green-400 animate-in fade-in slide-in-from-bottom-8 duration-700 delay-300 fill-mode-both md:mt-6 md:px-12 md:text-5xl lg:text-7xl"><a href="https://nimble.inc/blog/new-version-skadnetwork-4-0">New version, SKAdNetwork 4.0</a></p>
<h2>The Solution: Adjust Postback</h2>
<p>To eliminate the duplication of attributions, we turn to Adjust Postback. Adjust, a leading attribution platform, attributes installations based on the last ad click or ad view within the attribution lookback window. If no clicks are observed, the install is attributed to the last ad view, ensuring accurate attribution even in the absence of a direct click.<br />
Non SRNs and Advertising ID Matching</p>
<p>Correctly setting up app attribution involves matching the advertising ID from the device triggering the install event with records in Adjust&#8217;s database. This process ensures that the attribution is precise and reliable.</p>
<h2>Introducing SKAdNetwork</h2>
<p>SKAdNetwork is Apple&#8217;s answer to privacy concerns in the mobile advertising ecosystem. It offers aggregated, anonymized data, with the level of information shared depending on the data received by Apple. This is where we, as consultants, step in.</p>
<h2>Customized Attribution with SKAN 4</h2>
<p>SKAN 4 introduces exciting opportunities for channels to customize and optimize their attribution methods. Advertisers can structure their own hierarchy, including campaign ID, location, placement, time, and ad display specifics, enabling more granular attribution.<br />
The main advantage of SKAN 4 is its ability to measure campaign success while maintaining user privacy. Postbacks, sent to ad networks, can contain values from both the ad network and the advertised app, provided they meet Apple&#8217;s privacy threshold.</p>
<p><a href="https://nimble.inc/expertise-solutions/data">Learn more about our data offering</a>.</p>
<h2>A Game-Changer: SKAN 4 Updates</h2>
<p>SKAN 4 brings substantial updates to improve marketing performance:</p>
<p><strong>Multiple Postbacks</strong>: Advertised apps can now receive up to three postbacks for the winning ad attribution, allowing tracking of multiple conversions happening further into the app.</p>
<p><strong>Coarse Conversion Values</strong>: Advertisers can include both fine- and coarse-grained values in their conversion updates, even with low data volume.</p>
<p><strong>Hierarchical Source Identifiers</strong>: Ad networks can provide detailed information about the source of an ad impression, enhancing campaign flexibility and variable testing.</p>
<p><strong>Attributed Ads on the Web</strong>: SKAdNetwork for Web Ads now supports attributed ads on Safari web pages, expanding the reach of SKAN.</p>
<p><strong>Lockable Window</strong>: LockWindow reduces the waiting time for postbacks, enabling faster insights for key events in the user journey.</p>
<p><strong>New Privacy Threshold Tiers</strong>: SKAN 4.0 extends the privacy threshold, providing more data and fewer Null postbacks for better campaign optimization.</p>
<h2>Conclusion: SKAN 4 &#8211; The Future of App Attribution</h2>
<p>In a rapidly evolving mobile marketing landscape, SKAN 4 represents a significant leap forward. It empowers advertisers to measure campaign success accurately while respecting user privacy. As a consulting agency, we&#8217;re committed to helping you harness the potential of SKAN 4 and stay at the forefront of app attribution. Embrace these innovations, and you&#8217;ll be well on your way to achieving unprecedented success in your mobile app marketing endeavors. <a href="https://nimble.inc/plans-pricing">Contact us for more information</a>.</p>


App Attribution: Measuring Success in a Privacy-Centric World

<p><strong>At Nimble, we&#8217;ve gained valuable insights into a persistent challenge in the advertising world: creative fatigue. Rather than being a roadblock, creative’s can be harnessed to boost performance, and we&#8217;re here to share our experience.</strong></p>
<p>Let’s dig a bit deeper into the concept of creative fatigue, its prevalence, and its impact on ad performance.</p>
<h2>What is Creative Fatigue?</h2>
<p>Let’s start off with one simple observation; the demand for fresh content is relentless. The discourse around dwindling consumer attention spans is a frequent topic of discussion, with many asserting that attention spans have grown shorter over time. We&#8217;ve all experienced it ourselves—scrolling through platforms like TikTok, Instagram, or Twitter, only to be irked by encountering the same content repeatedly. Our expectations are set high; we crave novelty and excitement.</p>
<p>Content creators and social media platforms understand this dynamic all too well (that’s why the algorithm works the way it does). However, it seems that advertisers have not always given it the attention it deserves. Enter creative fatigue—a very real phenomenon that underscores the decline in ad effectiveness when users are repeatedly exposed to the same visual elements within an ad. Visuals wield more influence than we might realize.</p>
<h2>How do we begin to understand Creative Fatigue?</h2>
<p>Even though creative fatigue is a very straightforward concept, we should not base our strategy only on what feels obvious. Creating content is a time consuming process, and we need to make sure that it’s done right. The first step is always to measure it. One very common metric to use when measuring creative fatigue is frequency. Frequency is the calculation of total impressions (number of times the ad was shown) divided by the number of distinct users who saw the ad. This is a useful metric since it&#8217;s easy to understand, a frequency of 3.2 tells us that a user has on average seen the same ad about 3 times.</p>
<p>Using frequency does however have its drawback. For starters, <a href="https://medium.com/@AnalyticsAtMeta/creative-fatigue-how-advertisers-can-improve-performance-by-managing-repeated-exposures-e76a0ea1084d">as Meta in detail pointed out</a>, Frequency is measured on an ad level and not at a creative level. Fatigue can occur from the combination of ads, the placement of the ad and even from similarities in creatives, frequency simply does not capture that.</p>
<p>Instead of relying on the limited metric of Frequency, we track creative/user exposures at the creative level. In our experience, it’s more common than not that users are exposed to the same creative repeatedly.</p>
<h2>How Nimble measures Creative Fatigue</h2>
<p>To fully understand the effect of creative repetition on ad performance, we initially look at click-through rates (CTR) in relation to the number of times a user encounters the same creative. As the exposure count rises, we usually also observe a decline in CTR.</p>
<p>Beyond CTR, we also make sure to account for other factors such as audience saturation and conversion rates. When multivariate analysis is conducted, we usually account for:</p>
<ul>
<li>Historical creative exposure</li>
<li>Historical exposure to your account and ad</li>
<li>Click probability</li>
</ul>
<p>We just want to note that Regression analysis and logarithmic analysis can seem a bit intimidating at first (does it really need to be that complicated?). But the whole benefit with having a digital agency is that we will do the heavy lifting for you. Our philosophy is always that the information we provide should be easy to understand and take action upon. The focus for us is to always provide you with actionable insights.</p>
<h2>How does Creative Repetition impact Results?</h2>
<p>In contrast to the prevailing belief that repeated exposures can enhance ad performance up to a certain threshold, our experience has been that ad performance declines with repeated exposure to the same creatives. This realization underscores our commitment to the regular updating of creatives in our campaigns. Our recommended approach revolves around a diversified distribution of ad repetitions, grounded in the understanding that introducing fresh creative elements to ad sets with high repetition rates yields tangible improvements in both conversion rates (CTR) and overall ad performance.</p>
<p>Learn more about our <a href="https://nimble.inc/expertise-solutions/growth/creative">Creative offering here</a>.</p>
<p>Your organization&#8217;s specific requirements and the frequency at which you can produce creative content play a pivotal role in shaping your advertising strategy. Consider augmenting your <a href="https://nimble.inc/performance-marketing">performance marketing</a> efforts with the incorporation of digital creatives as an adjunct service. Our team of experts stands ready to assist you in evaluating the optimal configuration for your unique business needs, ensuring that you harness the full potential of your advertising endeavors.</p>
<p>If you want more detailed information about how Creative Fatigue affects ad results &#8211; <a href="https://medium.com/@AnalyticsAtMeta/creative-fatigue-how-advertisers-can-improve-performance-by-managing-repeated-exposures-e76a0ea1084d">we highly recommend this article from Meta</a>.</p>
<h2>Conclusion</h2>
<p>In summary, creative fatigue is a substantial consideration for advertisers seeking to optimize their ad performance. Users frequently encounter the same creative elements, which diminishes their responsiveness. To combat creative fatigue effectively, our data suggests that infusing new and diverse creative elements into ad sets experiencing performance declines can yield significant benefits. <a href="https://nimble.inc/plans-pricing">Contact us to learn more</a>.</p>


Creative Fatigue: Insights from Our Experience Working with Creatives

<p><strong>The Inbound 2023 Conference hosted by HubSpot recently concluded, and I am sure buzzing with excitement. There sure has been some groundbreaking developments in the world of customer engagement and CRM. As with many other things, AI is making its way into the scene, and <a href="https://nimble.inc/expertise-solutions/growth/crm-marketing-automation/hubspot">Hubspot</a> is certainly prepared for it. In this blog post, I&#8217;ll delve into the most significant takeaways from the conference, highlighting the game-changing features and tools presented during the event.</strong></p>
<p class="mt-2 pr-8 text-4xl font-bold text-green-400 animate-in fade-in slide-in-from-bottom-8 duration-700 delay-300 fill-mode-both md:mt-6 md:px-12 md:text-5xl lg:text-7xl"><a href="https://nimble.inc/blog/common-questions-about-hubspot">Common Questions About Hubspot</a></p>
<h2>HubSpot&#8217;s Evolution as a Customer Platform</h2>
<p>One of the most striking announcements from Inbound 2023 was HubSpot&#8217;s transformation into a complete customer platform. In addition to its renowned <a href="https://nimble.inc/expertise-solutions/growth/marketing-automation">CRM</a> and various hubs, HubSpot will now expand its marketplace featuring 1500 partners.</p>
<p>What does this mean? Hubspot will be more customizable than ever! This expansion empowers businesses to customize their interactions with customers and build tailored solutions. The emphasis on customization and personalized experiences is a welcome shift that aligns with the growth goals of businesses.</p>
<h2>The Revamped Sales Hub</h2>
<p>HubSpot unveiled an upgraded Sales Hub with a renewed focus on simplicity and productivity. The redesigned Sales Hub offers a more intuitive interface, providing sales teams with a better overview and improved prioritization tools. This revamp aims to help sales professionals focus on what they do best—selling.</p>
<h3>Prospecting Tool</h3>
<p>HubSpot has introduced a new prospecting tool designed for BDRs, SDRs, and sales teams. This tool streamlines scheduling, sequencing, and task management, providing a comprehensive view of leads and their various stages. Users can easily update lead stages, create deals for qualified leads, and schedule upcoming activities.</p>
<p>The tool also integrates a calendar feature for scheduling meetings directly within HubSpot. This innovative functionality addresses the challenges of modern sales processes, which involve multiple stakeholders. It allows for customization and provides clear overviews, making it easier for sales teams to collaborate with specialists and customer success teams. The prospecting tool enhances efficiency and offers customization options for a frictionless experience.</p>
<h2>HubSpot AI</h2>
<p>This is by far one of the biggest announcements from Hubspot in a long-long time. The introduction of HubSpot AI promises to revolutionise how marketing, sales, and customer service teams operate efficiently. With a multitude of use cases, HubSpot AI is set to enhance various aspects of business operations. It can assist in creating website content, landing pages, blog posts, emails, and even automate responses in customer conversations. Furthermore, it enables the automatic creation of multi-channel campaigns with precise targeting and tracking capabilities.</p>
<p><img decoding="async" loading="lazy" class="alignnone size-full wp-image-2098" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/3.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAAECAIAAAAmkwkpAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAP0lEQVR4nAE0AMv/AD5LSFxwbU1TSTEuIwDa2NXy9/tmdHMxPDQAVFZNkpWTwMfNuLu6AAEIAF1fVeLf4LSxrTlIF85kx8PsAAAAAElFTkSuQmCC" alt="" width="1080" height="1080" srcset="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/3.png 1080w, https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/3-150x150.png 150w" sizes="(max-width: 1080px) 100vw, 1080px" /></p>
<p><img decoding="async" loading="lazy" class="alignnone size-full wp-image-2099" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/6.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAAECAIAAAAmkwkpAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAPUlEQVR4nGMorilvmjihpKMlNTeR4dChPT+//1q3/3jvjCkMpeU5re31ccGhCTERDJHRfgmJoTJMDOoywgCpphZdCCBKywAAAABJRU5ErkJggg==" alt="" width="1080" height="1080" srcset="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/6.png 1080w, https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/6-150x150.png 150w" sizes="(max-width: 1080px) 100vw, 1080px" /></p>
<p><img decoding="async" loading="lazy" class="alignnone size-full wp-image-2100" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/8.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAAECAIAAAAmkwkpAAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAPUlEQVR4nGNwcXOcOGVKRmayhAQHQ0dHy+cvP1snTVbSlGdQUJb0C/A6dPRUa1sLAy8fg5KyZGtLc2xMGAD88xKxAHrsOQAAAABJRU5ErkJggg==" alt="" width="1080" height="1080" srcset="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/8.png 1080w, https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/8-150x150.png 150w" sizes="(max-width: 1080px) 100vw, 1080px" /></p>
<p>AI Forecasting for Sales: HubSpot AI also boasts an AI-driven forecasting feature that can predict revenue based on historical data. This feature eliminates human error from forecasting and provides a more accurate picture of future sales, potentially changing the way businesses strategize.</p>
<h2>Other Features</h2>
<h3>Customizable CRM Records</h3>
<p>Businesses can now customize CRM records to suit their specific requirements. This feature allows users to modify sections, change the order of information, and tailor CRM records to meet the unique needs of different teams within an organization.</p>
<h3>Tech Stack Consolidation</h3>
<p>Simplified Workflow: As a response to the trend of tech stack consolidation, HubSpot is making it easier for businesses to consolidate their tools and customize them based on their industry. The enhanced visibility of deal tags and improved task management directly from CRM views contributes to a more streamlined workflow.</p>
<h2>Adopting Hubspot AI in Practice</h2>
<p>The adoption of AI in HubSpot requires a strategic approach. Businesses are advised to implement one tool at a time, identify digital-savvy ambassadors, provide support to those in need, and establish organizational ground rules to ensure a smooth transition. As with all things AI, we will not be able to implement everything at once. The important thing is to make sure that AI can be implemented to help your business and make work more efficient.</p>
<h2>Conclusion</h2>
<p>The Inbound 2023 Conference by HubSpot showcased a revolution in AI-driven customer engagement. HubSpot&#8217;s transformation into a comprehensive customer platform, revamped Sales Hub, and the introduction of HubSpot AI promise to reshape the way businesses interact with their customers and prospects. By adopting these innovations strategically, companies can harness the power of AI to improve efficiency, streamline operations, and provide highly personalised customer experiences. The future of customer engagement looks brighter and more exciting than ever before.</p>
<p>Want to know more about Hubspot&#8217;s recent announcements, <a href="https://nimble.inc/plans-pricing">contact us</a> and we can help you go through them!</p>


The Future of Customer Engagement: Highlights from Inbound 2023 Conference

<p><strong>In the dynamic realm of modern marketing, businesses are on a perpetual quest for innovative strategies that fuel growth and profitability. Account-Based Marketing (ABM) has emerged as a powerful approach, transcending mere tactics to become a comprehensive strategy. At Nimble, we use ABM to leverage data-driven insights, targeted sales endeavors, and personalized campaigns to cultivate relationships with key accounts.</strong></p>
<p>Consider this article as your guide to the world of ABM, offering insights into its various types, the ABM process, its manifold benefits, and how Nimble customizes ABM to align with our clients unique business goals.</p>
<h2>What is Account Based Marketing (ABM)?</h2>
<p><a href="https://nimble.inc/expertise-solutions/growth/performance-marketing/account-based-marketing">Account-Based Marketing (ABM)</a> is a targeted marketing strategy that focuses on engaging a select group of high-value accounts rather than a broad audience. It involves tailoring marketing efforts to meet the specific needs and preferences of these accounts, often involving personalized messaging, content, and outreach. ABM is driven by in-depth research, precise targeting, and a coordinated approach between marketing and sales teams to foster meaningful relationships and drive business growth within these key accounts.</p>
<h2>What industries are suitable for an ABM approach?</h2>
<p>Account-Based Marketing (ABM) is ideally suited for businesses operating in B2B (Business-to-Business) environments, where precision and personalized engagement are paramount. It is particularly effective for:</p>
<p><strong>Enterprise-Level Companies</strong>: ABM shines when targeting large, high-value accounts where building strong, long-term relationships is crucial.</p>
<p><strong>Complex Sales Cycles</strong>: Businesses with intricate, multi-stage sales processes benefit from ABM&#8217;s ability to nurture prospects and maintain engagement throughout extended cycles.</p>
<p><strong>Tech and SaaS Firms</strong>: ABM aligns perfectly with technology and Software as a Service (SaaS) companies seeking to showcase their solutions to key decision-makers.</p>
<p><strong>Professional Services</strong>: Law firms, consulting agencies, and financial institutions can leverage ABM to engage high-value clients effectively.</p>
<p><strong>Healthcare and Life Sciences</strong>: ABM is valuable for reaching healthcare providers, pharmaceutical companies, and research organizations.</p>
<p>In essence, ABM excels in industries where tailored relationships and strategic engagement are pivotal to success.</p>
<h2>Understanding ABM: Types and Strategies</h2>
<p>ABM manifests in three distinct types, each meticulously tailored to address distinct needs and objectives:</p>
<p><strong>1:Many (Programmatic ABM)</strong>: This approach casts a wider net, targeting an audience of 100 to 1,000 accounts. It relies on data-driven targeting, insights derived from generalized buyer personas, and personalized messaging at scale. The primary focus here is on generating high-quality leads through digital communication channels.</p>
<p><strong>1:Few (ABM Lite)</strong>: Zooming in, this type narrows the focus to 10-100 accounts with high potential. It amalgamates executive profiles and buyer personas to drive progress via customized messaging and targeted communication.</p>
<p><strong>1:1 (Strategic ABM)</strong>: At the zenith of personalization, Strategic ABM zeroes in on 1-10 accounts. This approach is intensive, aiming for significant sales victories by engaging key executives and stakeholders through unique messaging and bespoke communication methods, often involving IP-targeted advertising and tailored web content.</p>
<p>We use these three distinct ABM types to personalize the ABM strategy to the unique business at hand. We always make sure to do a thorough analysis of your specific industry and need to make sure that you target the right audience.</p>
<h2>The ABM Process</h2>
<p>The Account-Based Marketing (ABM) process is an adaptable approach that adheres to a consistent sequence of stages, irrespective of the specific ABM type you choose. Here&#8217;s a detailed breakdown of each stage:</p>
<p><img decoding="async" loading="lazy" class="alignnone size-full wp-image-2048" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/09/screenshot-2023-09-21-at-083534.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGP49u1bbl1lRHZ625QJDD9//YyKDmfgYp8wezYAvJkM6uC7GooAAAAASUVORK5CYII=" alt="Steps in creating an ABM strategy for your business" width="1842" height="976" /></p>
<h3>ABM Strategy</h3>
<p><strong>Account Selection:</strong> This step involves scrupulously identifying and cherry-picking target accounts that align with your business objectives and growth potential.</p>
<p><strong>Research and Insights:</strong> In this phase, extensive research is conducted to gather insights about your selected accounts. This includes comprehending their pain points, needs, and challenges for your customers and specific industry.</p>
<p><strong>Buyer Persona Development</strong>: Crafting intricate buyer personas is pivotal to tailor your messaging and campaigns effectively. This involves creating profiles of individuals who influence or make purchasing decisions within the target accounts.</p>
<h3>ABM Build</h3>
<p>In this section, we&#8217;ll dissect the vital steps that empower you to strategically engage with your target accounts and realize your business objectives.</p>
<p><strong>Messaging Platform:</strong> Choosing a suitable messaging platform is paramount. It impacts the when, how and where of all your communication with your target audience. You can learn more about our CRM selection approach here.</p>
<p><strong>Content Creation:</strong> The creation of high-quality, relevant content takes center stage in ABM. This content should address the unique needs and interests of your target accounts, designed to both engage and inform.</p>
<p><strong>Campaign Strategy Development</strong>: The campaign strategy acts as the blueprint for your ABM initiatives. It delineates the precise steps, channels, and tactics that will be employed to engage the selected accounts and drive the desired outcomes.</p>
<h3>ABM Implementation</h3>
<p><strong>Campaign Execution</strong>: This phase breathes life into your meticulously planned campaigns. It entails the actual deployment of marketing materials and activities across chosen channels, encompassing both digital and offline avenues.</p>
<p><strong>Sales Follow-Up</strong>: Collaboration between the marketing and sales teams is the linchpin of ABM. After the campaigns are launched, the sales team engages with the target accounts, leveraging the insights and materials generated in the earlier stages to cultivate meaningful conversations and relationships.</p>
<p><strong>Reporting and Optimization</strong>: Continual monitoring and evaluation are paramount. At Nimble, we usually analyze performance together with the sales team on a weekly basis to gain further insights on how to refine reachout strategies. This iterative process ensures that your ABM efforts evolve and become increasingly effective over time.<br />
By meticulously adhering to this structured ABM process, you systematically approach your target accounts, delivering highly personalized and relevant content. The ultimate goal is to forge robust and profitable relationships that drive business growth.</p>
<h2>Leveraging ABM for Your Business Goals</h2>
<p>ABM should not only be tailor-fitted to align with your industry, but also your business objectives and requirements. Here are illustrative examples of we have customized ABM to suit different business scenarios:</p>
<p><strong>Large Global Technology Company</strong></p>
<ul>
<li><em>Customer-Centric Approach</em>: Emphasize delivering exceptional customer outcomes to solidify relationships and foster loyalty.</li>
<li><em>Transforming Relationships</em>: Shift the dynamics of customer relationships from transactional to collaborative and long-lasting.</li>
<li><em>Long-Term Vision</em>: Secure stakeholder buy-in for a sustained ABM program designed to yield enduring benefits.</li>
</ul>
<p><strong>Large Regional Technology Company</strong></p>
<ul>
<li><em>Strategic Selling</em>: Prioritize strategic selling and demand generation efforts to identify and engage high-value prospects.</li>
<li><em>Quality Lead Generation</em>: Focus on creating and converting a higher number of high-quality leads to fuel growth.</li>
<li><em>Supporting Growth</em>: Align ABM initiatives with ambitious growth plans to accelerate expansion in specific regional markets.</li>
</ul>
<p><strong>Local Technology Company</strong></p>
<ul>
<li><em>Revenue Growth</em>: Set a specific target to increase sales revenue by a set amount through ABM-driven efforts.</li>
<li><em>Sales Cycle Optimization</em>: Streamline and reduce the average length of the sales cycle to enhance efficiency.</li>
<li><em>Client Acquisition</em>: Concentrate marketing activities on acquiring new clients to expand the customer base and market presence.</li>
</ul>
<p>By tailoring your ABM strategy to your precise business goals, you unlock its full potential to drive growth, nurture valuable relationships, and achieve measurable outcomes tailored to your organization&#8217;s needs.</p>
<h2>Strategies for Success: F.I.R.E Approach</h2>
<p>To maximize the effectiveness of your ABM investments, we use a strategic approach known as the F.I.R.E approach:</p>
<p><strong>Fit:</strong> Ensure that the accounts you choose to target are a perfect fit for your offerings and align closely with your business goals. This alignment ensures that your efforts are directed toward accounts with the highest potential for success.</p>
<p><strong>Intent:</strong> Harness the power of intent data to gain valuable insights into what solutions your target accounts are actively seeking. Intent data is derived from the surge of activity within an account when they are in the midst of the buying process. Providers aggregate this data into structured formats, enabling marketing and sales teams to tailor their efforts to align with the specific needs of these accounts.</p>
<p><strong>Relationship:</strong> Cultivate and nurture relationships with key stakeholders within your target accounts. Building strong connections with decision-makers and influencers is paramount in ABM, as it paves the way for meaningful interactions and collaboration.</p>
<p><strong>Engagement:</strong> In the realm of marketing, engagement is the linchpin that transforms potential into profitability. It involves personalization, multi-channel outreach, value-driven communication, timeliness, continuous feedback, alignment with sales, and data-driven optimization. Every interaction should provide value and be guided by a long-term perspective.</p>
<h2>Tailoring Content to the Buyer&#8217;s Journey</h2>
<p>Content is king, and this is true even for those who drive ABM for a small set of accounts. That’s why we at Nimble always put content at the forefront of each strategic action. To effectively engage your target accounts, we always recommend creating content based on the buyer&#8217;s journey:</p>
<p><strong>Awareness:</strong> Attract relevant audiences by creating thought leadership pieces and how-to content that address industry trends and challenges, positioning your brand as a trusted source of information.</p>
<p><strong>Interest:</strong> Engage audiences who are actively exploring solutions with comprehensive solution overviews and compelling customer success stories that showcase the value of your offerings.</p>
<p><strong>Decision:</strong> For prospects in the decision-making phase, provide in-depth product information and case studies that highlight successful implementations, helping to convert or nurture leads toward making a favorable decision.</p>
<h2>Conclusion</h2>
<p>Account-Based Marketing is a dynamic and influential strategy that empowers businesses to cultivate profound and lucrative relationships with key accounts. By comprehending the diverse types of ABM, the structured process, and leveraging intent data, companies can harmonize their marketing and sales endeavors to achieve exceptional results. Whether your aim is to augment acquisition, fortify relationships, or synchronize internal teams, ABM is highly customizable to meet your unique business objectives, driving growth in the fiercely competitive business landscape.</p>
<h2>Discover How ABM Can Transform Your Business</h2>
<p>At Nimble, we&#8217;re committed to helping businesses harness the power of ABM to fuel growth, elevate relationships, and deliver remarkable results. To embark on your ABM journey, <a href="https://nimble.inc/plans-pricing">contact us today</a> and discover how our expertise can be your strategic advantage in the ever-evolving world of marketing.</p>


Mastering Account-Based Marketing: A Strategic Approach to Business Growth

<p><strong>Did you know that more than 51% of smartphone users have discovered a new brand or product through web search on their phone?</strong></p>
<p>Whether you knew it or not, you know how important digital marketing and <a href="https://nimble.inc/expertise-solutions/growth/expertise-solutions-growth-search-engine-optimization">search engine optimization (SEO)</a> are to your website’s success. Today it may seem impossible to be seen without paying large sums for ads on social media or google, but there is a way forward for those who want to be seen organically. Through search engine optimization, your customers can find you without having to spend money on expensive advertising.</p>
<p>But what are the most important factors in search engine optimization that you need to get right in order for visitors to find your website? While the answer depends in part on who you ask and the type of business you run, the most important ranking factors are usually design, content and links. Let’s go over some key concepts so you can optimize your website to rank better.</p>
<p><a href="https://nimble.inc/blog/search-generative-experience-effects-on-search-engine-optimization">Search Generative Experience effects on Search Engine Optimization</a></p>
<h2>User Friendly Design</h2>
<p>Web design and user experience is about more than just how your website looks. It also has to do with how yourwebsite performs, how easy it is to navigate and how fast it loads.<br />
Design is important because it’s the first thing new visitors experience when they find you. Before you discover how good your content or products are, they need to at least tolerate the look and functionality of your website. If your website loads so slowly that people abandon the page before seeing the content, or if it is not optimized for mobile devices and easy navigation, you will lose visitors. Not only that, but your notoriety with search engines will drop significantly.</p>
<h2>High quality content with prioritized keywords</h2>
<p>Assuming new visitors can navigate your website without issue, the next experience they have with your brand is the content you publish. This includes your home page and any blog posts you publish.</p>
<p>In addition to being a determining factor in whether people will stay on your site, Google takes high-wuality content very seriously. Because website content has a lot to do with keywords and other ranking factors, SEO specialists often prioritize content production and analysis of relevant keywords when optimizing web pages.</p>
<p><a href="https://nimble.inc/blog/google-helpful-content-how-helpful-can-it-be">How do we write for people and not for SEO?</a></p>
<p>One of the best ways to plan for a content strategy for your website is to try to look at the internet from Google’s perspective. Google’s job is to help its users find the information and answers they need. If Google fails to offer relevant, high-quality content, its users will spend less time searching, or perhaps even switch to another search engine. Therefore, Google only promotes websites with high-quality content that can be matched with searches.</p>
<h2>Backlinks</h2>
<p>Many digital marketing experts consider backlinks to be the second most important part of search engine optimization after high-quality content. This is because the quality and reputation of the websites linking to you reflects the thoroughness and professionalism of your own website. Having backlinks from poorly designed, rogue websites is like hanging out with the wordy group in class: you may see yourself as capable in many ways, but people will judge you based on the group you hang out with.</p>
<p>In addition to backlinks, which link to your website from other sites, outbound links that go from your website to someone else’s are also important. While opinions vary on what the most important ranking factors are, these three are the ones that SEO specialists usually focus on the most.</p>
<p>In conclusion, making sure that your website is visible and well positioned on google is crucial to an elaborate SEO strategy. By focusing on three critical components &#8211; user friendly design, high quality content with well-chosen keywords, and the establishment of reliable backlinks &#8211; you can increase your chances of ranking higher and attracting a wider audience.</p>


Search Engine Optimization Simplified: Focus on Design, Content and Links

<p><strong>Whilst a larger portion of companies begin to plan for Black Friday offerings and activations, there’s another portion who plans for how to not activate any Black Friday offerings. How do you “deactivate” a big sale happening? How do you break through the noise when a majority of companies raise their bids, shoot out never-ending emails and activate higher markdowns? We’ve got you covered. </strong></p>
<p>Since <a href="https://nimble.inc/">Nimble</a> have been working with both companies who traditionally have Black Friday but also companies who don&#8217;t &#8211; we’ve encountered and worked with many strategies on how to navigate when there’s a higher competition out there.</p>
<p class="mt-2 pr-8 text-4xl font-bold text-green-400 animate-in fade-in slide-in-from-bottom-8 duration-700 delay-300 fill-mode-both md:mt-6 md:px-12 md:text-5xl lg:text-7xl"><a href="https://nimble.inc/blog/how-to-prepare-your-channels-for-black-friday">How to prepare your channels for Black Friday</a></p>
<h2>What’s the case?</h2>
<p>Firstly, let’s talk about what’s actually the issue when everyone activates their campaigns at the same time with higher bids. It’s self-explanatory but just in case anyone forgets. The higher the bids, the higher the CPC, CPM and overall CPA costs gets. On top of that, picture yourself standing in a crowd, everyone is shouting to get one person&#8217;s attention &#8211; not that easy, right? The same goes for digital activations in all platforms. That sums Black Friday up pretty well. Looking a few years back, we also see a shift in trend where Black Friday has gone from being a one day event shifted to black weekend, week and even month. This makes it even harder for companies in general, but specifically for those who plan to not have any reduced prices or offerings during this occasion.</p>
<p>But let’s focus on how to plan to get the most out of this when you don’t really change anything in your market strategy.</p>
<p><a href="https://nimble.inc/expertise-solutions/growth">Learn more about how Nimble can transform your business.</a></p>
<h2>Gear up for growth</h2>
<p>Might sound easier than done. But truly, September is a wonderful time to start to acquire new leads, collect product reviews, A/B-test features on your site. Mainly, because the cost per lead isn’t as high as two weeks before Black Friday according to <a href="https://nimble.inc/expertise-solutions/growth/performance-marketing/meta">Meta</a>, but also to plan ahead and potentially <a href="https://nimble.inc/blog/boosting-customer-loyalty-with-marketing-automation">gain loyal customers</a> in your CRM ahead of Black Friday.</p>
<h2>Segmentation, segmentation &amp; segmentation</h2>
<p>Your loyal customers will be your most important during this event. If your main objective during Black Friday is to gain new customers, think again. It’s too expensive and competitive to even spend time and market budget on that. Focus on where your most profitable customers are and what their drivers are during this time.</p>
<h2>Be honest &amp; transparent</h2>
<p>When wanting to gain customers&#8217; trust during this time, it’s easy to ignore the fact that Black Friday is around and solemnly push out messaging about the brand, products or even new collections. Instead of doing so, be honest and transparent on why you don’t have any Black Friday offerings. A great example of a brand who actually profits from Black Friday even though there’s no sale, are Patagonia. They’ve had big campaigns where their messaging was to not buy from them, and if customers did, they donated the profits to organizations. Believe it or not, but they actually tripled their projected budget and did more than $10 million dollars. Why? Because they were honest and transparent on the decision to not have any promotions during this time. Sometimes, not participating in discount wars can actually boost brand perception.</p>
<h2>Focus on quality content instead of sales</h2>
<p>When the focus is not primarily on sales, businesses should focus on engaging with their audience and have <a href="https://nimble.inc/blog/google-helpful-content-how-helpful-can-it-be">high quality content</a> that the audience can engage with. Maybe have interactive sessions with polls, competitions or other activations that might break through all the sales-crazy discount ads.</p>
<h2>There’s other ways than markdowns to offer</h2>
<p>There’s always alternative ways to discounts. Instead of having reduced prices, look at bundled offers, extended warranties or loyalty points. While focusing on brand, look into ways to still engage your audience during this time. <a href="https://nimble.inc/plans-pricing">Contact us to learn more</a>.</p>


Increase visibility on Black Friday without offerings

<p><strong>What does a modern CRM system look like? The Excellence team has gathered important features of a future-proof CRM platform, functionality that will accelerate your digital maturity and growth.</strong></p>
<p>Working with a wide range of CRM systems (Salesforce, HubSpot, <a href="https://nimble.inc/klaviyo">Klaviyo</a>, Braze and more) with access to numerous features, we sometimes encounter blockers in functionality. Features we wish were developed, in order to save time and to get away from complex and MacGyvered (workarounds) that only fit a specific use case.</p>
<p class="mt-2 pr-8 text-4xl font-bold text-green-400 animate-in fade-in slide-in-from-bottom-8 duration-700 delay-300 fill-mode-both md:mt-6 md:px-12 md:text-5xl lg:text-7xl"><a href="https://nimble.inc/blog/unlock-your-marketing-potential-a-guide-to-choosing-the-right-marketing-automation-platform-for-your-business">Unlock Your Marketing Potential: A Guide to Choosing the Right Marketing Automation Platform for Your Business</a></p>
<p>This Excellence team provides continuous feedback and suggestions to product developers of leading CRM &amp; MA platforms. With the general response of “Thank you for your feedback. We will send it to our development team for future investigation and development.” We all know there is no one-fit-all CRM platform. However, we strongly believe that there are some great product updates to prioritize and features to look for when investing in a new CRM system.</p>
<p class="mt-2 pr-8 text-4xl font-bold text-green-400 animate-in fade-in slide-in-from-bottom-8 duration-700 delay-300 fill-mode-both md:mt-6 md:px-12 md:text-5xl lg:text-7xl"><a href="https://nimble.inc/blog/martech-evaluation-implementation">MarTech Evaluation &amp; Implementation</a></p>
<p>Based on our daily work, digital trends and scouting of what’s to come, we have gathered a list of important CRM features for a future-proof CRM below.</p>
<h2>Features of a future-proof CRM</h2>
<ul>
<li><strong>Unified Social Interaction</strong>: Tracks comments, likes, follows, messages, and other behavioral data from social platforms, all linked to a single contact ID.</li>
<li><strong>Voice Assistant Integration</strong>: Support chatbots and IoT devices, enabling voice-activated interactions.</li>
<li><strong>Enhanced Audience Sync</strong>: Custom audience syncs and lead generation across all paid marketing channels.</li>
<li><strong>AI-Powered Lead Nurturing Insights</strong>: Uses AI to qualify leads and predict potential action based on context and sentiment analysis.</li>
<li><strong>Automated Data Hygiene</strong>: Clean data wit AI by identifying and eliminating duplicate contacts and bots.</li>
<li><strong>Smart Customer Feedback Management</strong>: Organizes customer feedback, monitors progress of customer support, sentiment analysis and ensures the appropriate team gets the message to take action.</li>
<li><strong>Empowered Customer Self-Service</strong>: Allowing customers to self-serve inquiries about their orders or subscriptions, access past receipts, or retrieve care guide information independently.</li>
</ul>
<p><a href="https://nimble.inc/blog/trends-in-marketing-automation-nimbles-perspective-on-whats-to-come">Trends in Marketing Automation &#8211; Nimble’s perspective on what’s to come</a></p>
<p>Do you have any wild ideas to bounce or what to take your CRM strategy to the next level? <a href="https://nimble.inc/plans-pricing">Get in touch</a> to future-proof your growth.</p>


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