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.
<a href="https://nimble.inc/blog/common-questions-about-hubspot">Common Questions About Hubspot</a>
<h2>HubSpot&#8217;s Evolution as a Customer Platform</h2>
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.
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.
<h2>The Revamped Sales Hub</h2>
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.
<h3>Prospecting Tool</h3>
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.
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.
<h2>HubSpot AI</h2>
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.
<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" />
<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" />
<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" />
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.
<h2>Other Features</h2>
<h3>Customizable CRM Records</h3>
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.
<h3>Tech Stack Consolidation</h3>
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.
<h2>Adopting Hubspot AI in Practice</h2>
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.
<h2>Conclusion</h2>
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.
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!

The Future of Customer Engagement: Highlights from Inbound 2023 Conference

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.
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.
<h2>What is Account Based Marketing (ABM)?</h2>
<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.
<h2>What industries are suitable for an ABM approach?</h2>
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:
Enterprise-Level Companies: ABM shines when targeting large, high-value accounts where building strong, long-term relationships is crucial.
Complex Sales Cycles: Businesses with intricate, multi-stage sales processes benefit from ABM&#8217;s ability to nurture prospects and maintain engagement throughout extended cycles.
Tech and SaaS Firms: ABM aligns perfectly with technology and Software as a Service (SaaS) companies seeking to showcase their solutions to key decision-makers.
Professional Services: Law firms, consulting agencies, and financial institutions can leverage ABM to engage high-value clients effectively.
Healthcare and Life Sciences: ABM is valuable for reaching healthcare providers, pharmaceutical companies, and research organizations.
In essence, ABM excels in industries where tailored relationships and strategic engagement are pivotal to success.
<h2>Understanding ABM: Types and Strategies</h2>
ABM manifests in three distinct types, each meticulously tailored to address distinct needs and objectives:
1:Many (Programmatic ABM): 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.
1:Few (ABM Lite): 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.
1:1 (Strategic ABM): 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.
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.
<h2>The ABM Process</h2>
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:
<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" />
<h3>ABM Strategy</h3>
Account Selection: This step involves scrupulously identifying and cherry-picking target accounts that align with your business objectives and growth potential.
Research and Insights: 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.
Buyer Persona Development: 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.
<h3>ABM Build</h3>
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.
Messaging Platform: 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.
Content Creation: 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.
Campaign Strategy Development: 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.
<h3>ABM Implementation</h3>
Campaign Execution: 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.
Sales Follow-Up: 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.
Reporting and Optimization: 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. 
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.
<h2>Leveraging ABM for Your Business Goals</h2>
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:
Large Global Technology Company
<ul>
<li>Customer-Centric Approach: Emphasize delivering exceptional customer outcomes to solidify relationships and foster loyalty.</li>
<li>Transforming Relationships: Shift the dynamics of customer relationships from transactional to collaborative and long-lasting.</li>
<li>Long-Term Vision: Secure stakeholder buy-in for a sustained ABM program designed to yield enduring benefits.</li>
</ul>
Large Regional Technology Company
<ul>
<li>Strategic Selling: Prioritize strategic selling and demand generation efforts to identify and engage high-value prospects.</li>
<li>Quality Lead Generation: Focus on creating and converting a higher number of high-quality leads to fuel growth.</li>
<li>Supporting Growth: Align ABM initiatives with ambitious growth plans to accelerate expansion in specific regional markets.</li>
</ul>
Local Technology Company
<ul>
<li>Revenue Growth: Set a specific target to increase sales revenue by a set amount through ABM-driven efforts.</li>
<li>Sales Cycle Optimization: Streamline and reduce the average length of the sales cycle to enhance efficiency.</li>
<li>Client Acquisition: Concentrate marketing activities on acquiring new clients to expand the customer base and market presence.</li>
</ul>
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.
<h2>Strategies for Success: F.I.R.E Approach</h2>
To maximize the effectiveness of your ABM investments, we use a strategic approach known as the F.I.R.E approach:
Fit: 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.
Intent: 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.
Relationship: 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.
Engagement: 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.
<h2>Tailoring Content to the Buyer&#8217;s Journey</h2>
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:
Awareness: 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.
Interest: Engage audiences who are actively exploring solutions with comprehensive solution overviews and compelling customer success stories that showcase the value of your offerings.
Decision: 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.
<h2>Conclusion</h2>
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.
<h2>Discover How ABM Can Transform Your Business</h2>
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.

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

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. 
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.
<a href="https://nimble.inc/blog/how-to-prepare-your-channels-for-black-friday">How to prepare your channels for Black Friday</a>
<h2>What’s the case?</h2>
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.
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.
<a href="https://nimble.inc/expertise-solutions/growth">Learn more about how Nimble can transform your business.</a>
<h2>Gear up for growth</h2>
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.
<h2>Segmentation, segmentation &amp; segmentation</h2>
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.
<h2>Be honest &amp; transparent</h2>
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.
<h2>Focus on quality content instead of sales</h2>
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.
<h2>There’s other ways than markdowns to offer</h2>
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>.

Increase visibility on Black Friday without offerings

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.
Working with a wide range of CRM systems (Salesforce, HubSpot, Klaviyo, 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.
<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>
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.
<a href="https://nimble.inc/blog/martech-evaluation-implementation">MarTech Evaluation &amp; Implementation</a>
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.
<h2>Features of a future-proof CRM</h2>
<ul>
<li>Unified Social Interaction: Tracks comments, likes, follows, messages, and other behavioral data from social platforms, all linked to a single contact ID.</li>
<li>Voice Assistant Integration: Support chatbots and IoT devices, enabling voice-activated interactions.</li>
<li>Enhanced Audience Sync: Custom audience syncs and lead generation across all paid marketing channels.</li>
<li>AI-Powered Lead Nurturing Insights: Uses AI to qualify leads and predict potential action based on context and sentiment analysis.</li>
<li>Automated Data Hygiene: Clean data wit AI by identifying and eliminating duplicate contacts and bots.</li>
<li>Smart Customer Feedback Management: Organizes customer feedback, monitors progress of customer support, sentiment analysis and ensures the appropriate team gets the message to take action.</li>
<li>Empowered Customer Self-Service: Allowing customers to self-serve inquiries about their orders or subscriptions, access past receipts, or retrieve care guide information independently.</li>
</ul>
<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>
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.

Working with a wide range of CRM systems (Salesforce, HubSpot, Klaviyo, Braze and more) with access to numerous features, we sometimes encounter blockers in functionality.

Crafting Digital Excellence: Essential CRM Features for 2023 and Beyond

Google&#8217;s SGE (Search Generative Experience) stands as a transformative force poised to redefine the very essence of Search Engine Marketing (SEM). At the recent Google I/O developers conference, Cathy Edwards, VP of Engineering, unveiled the immense potential of AI integration into Google&#8217;s search capabilities, marking a watershed moment for SEM professionals.
<h2>SGE: The Conversational Search Revolution</h2>
At its core, SGE ushers in a new era of conversational searches, fundamentally altering how users engage with search engines. It empowers users to ask intricate questions in a natural, conversational manner. In response, Google provides concise, featured snippets, eliminating the need for users to traverse multiple websites. This marks a profound departure from the traditional keyword-centric approach to search, with implications that reverberate throughout the SEM landscape.
&nbsp;
<h3>Contextualized Results and Personalized Recommendations</h3>
One of the hallmark features of SGE is its ability to offer contextualized results. While it provides direct answers, it also retains links to external websites, ensuring a broader spectrum of information is readily available. SEM professionals must adapt to this paradigm, necessitating a reevaluation of their content strategies to ensure relevance and engagement within the confines of Google&#8217;s evolving ecosystem.
SGE doesn&#8217;t stop at contextual results; it delves deeper into the realm of personalized recommendations. By incorporating user-generated perspectives, SGE allows users to evaluate information through the lens of real-world experiences. This accentuates the importance of SEM specialists in crafting thematic authority profiles within specific search categories—an indispensable consideration for optimizing SEM strategies.
<h3>Streamlined Complex Searches</h3>
Google&#8217;s SGE simplifies complex searches by presenting relevant products and features directly within search results. This feature is a game-changer for SEM professionals, as it necessitates a rethinking of how products and services are presented to the user in a more intuitive and compelling manner.
<h3>Expanding Functionality Beyond Search</h3>
Beyond its impact on traditional search, SGE extends its functionality into the realms of idea generation and content suggestion. This multifaceted approach broadens Google&#8217;s utility across diverse domains, presenting SEM professionals with opportunities to leverage these functionalities for enhancing their marketing efforts.
<h2>Navigating the SEM Landscape in the SGE Era</h2>
The introduction of Google&#8217;s SGE signifies a seismic shift in the SEM landscape. While the full extent of its impact remains uncertain, several key implications emerge, demanding attention from SEM professionals:
Changing User Behavior: SGE&#8217;s conversational nature may encourage users to rely more on Google&#8217;s direct responses, potentially diminishing traffic from traditional organic searches. This shift underscores the need for SEM professionals to adapt to evolving user behavior.
Redefining Ranking Metrics: Traditional ranking metrics may diminish in relevance as SGE places greater emphasis on thematic authority profiles. SEM experts will need to pivot their strategies, prioritizing product features, structured data, and competitive offerings.
Regulatory Challenges: SGE&#8217;s emergence prompts regulatory concerns, including issues related to intellectual property rights and the potential for hallucinatory results. Regulatory bodies are already addressing these matters, signaling potential changes in SEM practices.
In conclusion, Google&#8217;s SGE represents a pivotal juncture in the SEM landscape. SEM professionals must remain nimble, adapting to shifting user behavior, redefining ranking strategies, and navigating potential regulatory challenges. While the future remains uncertain, one thing is abundantly clear: SEM is embarking on an exciting journey into a new era, driven by the capabilities of Google&#8217;s AI-powered search engine.

How will Google's SGE affect paid search? - Insights from the Nimble Growth Team

How will Google’s SGE affect paid search? – Insights from the Nimble Growth Team

Nimble, a Journey Born Just Before the Pandemic
In a world characterized by constant uncertainty, the emergence of Nimble took place merely two weeks before the onset of the global Covid-19 pandemic. Amidst the challenges posed by the pandemic, economic downturns, inflation, and fluctuating interest rates, it became increasingly evident that we live in an era of perpetual change. What once was considered a phase or a new normal now seems like an ongoing state of transformation.
So, what do we need in this world of change? These are our six approaches to data initiatives that will enhance success, drive greater business value, and foster innovation. We call it the Nimble way.
Buckle up, we’re in for a long ride…
<h2>Embracing Change: A Necessity for Survival</h2>
Recent years have clearly demonstrated that organizations unwilling or unable to adapt to change face the risk of obsolescence. The ability to evolve has become synonymous with survival. This principle extends to the realm of data – an essential asset in today&#8217;s business landscape.
Changing and evolving might be easier said than done. After all, most big corporations have made everything into a robust and structured framework &#8211; where detours quickly fall in line with the ranks. But data teams have all the possibility to nudge companies in the right direction, it comes down to persuasion, competence and creativity.
<h2>The Data Dilemma: Quantity vs. Quality</h2>
In the data-driven landscape, the maxim &#8220;bigger is better&#8221; held sway for some time. The era of &#8220;big data&#8221; hailed the integration and management of massive volumes of information. However, this mindset has undergone a transformation; what was once called &#8220;big data&#8221; is now simply referred to as &#8220;data.&#8221;
This shift prompts a critical question: Is more data always better? The reality is that we don&#8217;t actually need vast amounts of data; we need the right data. Rather than chasing after immense datasets, we should focus on acquiring the data that truly matters and brings substantial value.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-1074" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/05/comiunication-min.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGNY25nRmmD7/8e9/5/uMIgzMlgpc/VnuL07twkArJsMja50+FAAAAAASUVORK5CYII=" alt="" width="2178" height="1332" />
An excellent example of this was a hotel that sought to understand its guests&#8217; health habits. Instead of conducting a complex demographic or psychographic analysis, they focused on just two factors: whether the guest used their gym facilities and whether they ordered a salad or a cake in their room. This represents straightforward data with a clear signal. Sometimes, it does not have to be more complex than that.
Analytical systems strive for continuous improvement towards perfection, yet at a certain point, we must recognize when to halt. Would Shakespeare&#8217;s sonnets be better if they were longer, or would Mona Lisa be more complete with an extra brushstroke? Conflicting strategies arise in human psychology—maximizing and satisfying. Maximizers seek the absolute best answer to the posed question &#8211; and this usually results in the best possible answer. However, even a maximization strategy fails to yield the perfect answer. Sometimes, it&#8217;s more effective to just opt for the satisfiers way of life and be “good enough”.
<h2>The Art and Science of Data Management</h2>
Just as in life, balance is crucial. Taking on a data diet, akin to cutting out excess and unnecessary elements, can lead to healthier systems, reduced costs, and heightened focus on the data that genuinely supports growth. However, sometimes more is indeed more, especially when new perspectives are crucial.
<a href="https://nimble.inc/blog/unleashing-the-potential-of-data-warehousing">Unleashing the Potential of Data Warehousing</a>
Data can be approached both scientifically and artistically. Science guides us toward well-informed answers, while art leads us to insightful questions. Like a skilled artist, adept at evoking emotions and reactions, we must learn to pose questions that challenge the status quo and provoke innovative thinking. Make sure to let your inner artist join the conversion every once in a while.
Art is a lens that prompts us to perceive the world in diverse and more insightful ways. Personally, I&#8217;ve encountered numerous technical artists who ranked among the finest developers, data scientists, and data architects I&#8217;ve known. When we regard analysis as an art, we are encouraged to take two actions. Firstly, we must intensify our focus on identifying the right question, not just the correct answer. The essence of art often lies in its ability to provoke and challenge.
<h2>The Power of Timing: Insights and Augmented Analytics</h2>
At the heart of effective decision-making lies a crucial factor—timing. Earlier this year, the IDC conducted a study on decision-making, revealing that a staggering 89% of executives agreed that any decision is better than no decision at all. This statistic speaks volumes, shedding light on a fundamental truth.
<blockquote>Executives are inherently wired to make decisions; it&#8217;s an integral part of their roles. Decision-makers are the architects of action, the driving force behind progress. However, more often than not, the synchronization between analysis and necessity remains elusive. Historically, traditional reporting tools served as a mechanism to alert decision-makers of challenges. Imagine sitting in a monthly meeting and realizing that last month&#8217;s lead count was lower than the previous month. This reactive approach has been the norm.</blockquote>
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-1787" src="https://cdn.wntr.io/nimble.inc/production/uploads/2022/06/nimble-blog-4.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAI0lEQVR4nGP4/+3e1MpUR2UBFQYGhgh/1ylNhesaM15c3A0AkRsLXRGK8fUAAAAASUVORK5CYII=" alt="" width="1920" height="1080" />
Yet, a paradigm shift is underway. Augmented analysis tools are poised to revolutionize how insights are delivered to decision-makers. Unlike their predecessors, these tools are equipped to proactively furnish analyses when they are most needed.
Augmented analysis has surreptitiously integrated itself into some of our most <a href="https://nimble.inc/blog/what-to-expect-when-comparing-metrics-between-google-analytics-4-and-universal-analytics">commonplace analytical tools, such as GA4</a>. This transformative capability ensures that analyses are readily accessible and aptly timed. But the true potential lies in going beyond access and veering into action.
Imagine presenting decision-makers with a clear understanding of impending opportunities or challenges that warrant timely decisions. The capacity to intervene in a crisis or seize a fleeting opportunity holds immeasurable value. After all, the sooner we identify an impending problem, the more options we have at our disposal to confront it effectively.
<h2>Understanding the Cultural Context</h2>
When embarking on the journey of adopting new technologies and innovative ways of working, a common pitfall is to overlook the role of culture and the necessary change management to influence it. The notion of a &#8220;best practice&#8221; often implies a &#8220;one size fits all&#8221; approach.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-1767" src="https://cdn.wntr.io/nimble.inc/production/uploads/2022/08/nimble-blog-1.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAI0lEQVR4nGOI8nRYP6Pl0rmjr/9/ZJBgYtg9v+XGiU0KLkYArnsMz3yJ/LwAAAAASUVORK5CYII=" alt="" width="1920" height="1080" />
Much like in professional sports, successful organizations should adopt strategies that align with the skill sets of their employees. Just as a sports team with a strong defense should focus on winning through defense rather than attempting to mimic another team&#8217;s offensive strategy, organizations equipped with a robust bench of financial data analysts should leverage these talents instead of striving to transform into data engineering powerhouses.
Rather than completely overhauling your culture, consider how to adapt and play within its framework. Strive to create a psychologically safe work environment where teams are unafraid of collaboration and comfortable with the notion of safe failure. This creates the space for experimentation and the exploration of new methods.
<a href="https://nimble.inc/blog/attribution-models-what-it-can-do-and-why-its-important">Attribution Models &#8211; what it can do and why it&#8217;s important</a>
For data teams, bridging the gap between technology and business is crucial. The question arises: How do we achieve this? Here are some thoughts. 
Get to know the business by getting to know the people. Have you ever bought a gift for someone you haven&#8217;t seen in years? Perhaps an old childhood friend or a distant cousin, solely based on a random fact you know about them? Like the fact that they adore penguins.
If your answer is yes, you&#8217;re certainly not alone. The data team can be likened to a distant friend who presents you with a seemingly thoughtful gift. They aim to deliver value to their stakeholders through rich insights that enhance their work and contribute to the organization. However, data empathy cannot be fabricated.
If you fail to genuinely grasp the needs of your consumers, your reports and analyses will hold approximately the same value as a stuffed penguin given to a distant friend. For data leaders aiming to create value, the first step involves engaging with consumers and business stakeholders.
<h2>Being a Data Concierge: Embracing the Nimble Way</h2>
<blockquote>The role of a data team should transcend that of a mere data plumber; instead, they should become a data concierge. This transformation involves understanding the consumers of data within an organization, akin to buying a thoughtful gift for someone based on personal preferences. Real value emerges when we grasp the nuanced needs and provide insights that enhance their work.</blockquote>
In conclusion, the Nimble way involves balancing innovation and adaptation. It calls for embracing the art and science of data management, understanding the power of timing, and fostering a culture that embraces change. By knowing when to ask the right questions and when to be satisfied with &#8220;good enough,&#8221; organizations can harness data&#8217;s true potential to navigate the ever-changing landscape successfully.
<h3>More on Data from our blog</h3>
<ul>
<li>
<a href="https://nimble.inc/blog/the-rise-of-conversion-apis">The Rise of Conversion APIs</a>
</li>
<li>
<a href="https://nimble.inc/blog/new-version-skadnetwork-4-0">New version, SKAdNetwork 4.0</a>
</li>
</ul>

The Nimble Way: Navigating Change and Innovation in the World of Data

﻿As the digital realm continues to evolve, marketers must remain nimble to leverage the power of search. The recent introduction of Search Generative Experience (SGE) is a game-changer, shifting the way brands need to approach Search Engine Optimization (SEO). Even though the official launch date is yet to be set for google’s SGE, big brands are already planning for the shift.
<a href="https://nimble.inc/blog/unveiling-googles-search-generative-experience-sge-a-paradigm-shift-in-the-world-of-search">Unveiling Google&#8217;s Search Generative Experience (SGE): A Paradigm Shift in the World of Search</a>
<h2>The rise of SGE promises to be revolutionary.</h2>
It will allow AI to generate natural language summaries within search results, making the hunt for information not just simpler but also potentially reducing the need for users to click through to individual landing pages.
A potential side effect? Brands might find their audience lingering longer on the Google interface, bypassing traditional click-throughs to websites. Moreover, the diversification in search perspectives means users might find more visual results from varied platforms like Reddit, YouTube, and TikTok.
However, there&#8217;s an exciting silver lining for brands. Google&#8217;s ability to showcase related topics in the Generative Experience can offer brands a unique opportunity. They can now aspire to rank above traditional search results, akin to the coveted &#8220;Position Zero&#8221; rankings from Rich Results.
<h2>SGE Implications for SEO</h2>
Given these advancements, brands might question the relevance of traditional SEO strategies. But in reality, the foundations remain unshaken:
<ul>
<li>Content is King: With Bard&#8217;s ability to pull content directly from sites, the emphasis on high-quality content becomes more critical than ever. Quality content will not just mean better rankings but also increased brand visibility and association with specific topics.</li>
<li>Importance of Backlinks: The strength of backlinks continues to hold its ground. With SGE placing more emphasis on quality, backlinks from reputable websites will be even more influential in rankings.</li>
<li>Stay Updated: Fresh content, mobile responsiveness, and an optimal user experience are paramount. With SGE emphasizing context, regular content updates will prove beneficial.</li>
</ul>
<h2>The Organic Shift</h2>
While there are concerns about traditional organic results being pushed down, it&#8217;s essential to view this evolution as an opportunity rather than a threat. Organic search, now more than ever, is pivoting towards information and awareness. The goal for brands should be to remain top-of-mind for users, compelling them to dig deeper or return for more.
<h2>How will SGE affect SEO?</h2>
While the long-term implications of SGE on organic searches remain to be fully understood, one thing is clear: the essence of SEO remains unchanged. The game might be evolving, but the rules stay the same.
For CMOs, this is a golden era. The opportunity to leverage these advancements and redefine digital strategy has never been more significant. And that&#8217;s where we come in. Let us guide you through this evolving landscape, ensuring your brand not only adapts but thrives.
<a href="https://nimble.inc/plans-pricing">Reach out to us</a>. Let&#8217;s embrace the future of search, together.

Search Generative Experience effects on Search Engine Optimization

Search Generative Experience and the effects on Search Engine Optimization

Artificial Intelligence(AI) technology has taken the industry by storm and will continue to do that for the foreseeable future. Digital marketing is no exception, Microsoft Bing and ChatGPT have already changed the world of search, but one key player has been missing from the discussion. Not anymore. In May of 2023, Google announced Search Generative Experience(SGE), and Liz Reid, vice president of Google search team said, “The future of search is about blending the best of search and the best of generative AI. It&#8217;s not either- or.”
Read more: <a href="https://nimble.inc/blog/highlights-from-google-marketing-live-2023">Highlights from Google Marketing Live 2023</a>
Given the significant shift involving AI integration into the search engine, which covers 93% of all searches conducted, numerous questions arise; What impact will it have on paid ads? Will conventional SEO practices remain relevant? Which content will hold the utmost value? Prior to addressing these crucial industry inquiries, it&#8217;s imperative to comprehend the nature of SGE.
<h2>What is Google’s Search Generative Experience?</h2>
As per google, SGE provides web results in a new layout which is designed to provide the user with a more extensive result.
SGE expand the traditional search experience with richer and better features such as:
<ul>
<li>Users can ask more detailed, complex and unique questions and the search results will be more personalised than ever before.</li>
<li>A new feature is something Google refers to as a “snapshot”. The SGE snapshot is a summarized cluster of relevant links and information that is provided to the searcher.</li>
<li>Early signs may suggest that the SGE snapshot will replace the currently important aspect called featured snippet SERP ranking. The featured snippet actually already uses AI to give the most relevant match for the searcher’s query.</li>
<li>Similarly to the way of interacting with ChatGPT, SGE gives the searcher the option to interact in conversational-style questions and dialogue in the process of finding the most relevant information on the web.</li>
</ul>
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-1704" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/08/screenshot-2023-08-30-at-163921.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGMoLKpcunyjhJSCiIQsg7K6gbt36Ladh+7cew4AcNwKKPcscvoAAAAASUVORK5CYII=" alt="" width="2880" height="1578" />
This means that searchers will see a snapshot on the top of the search result page that contains an overview of the options available, links, information and important factors to consider depending on the theme of the search. Finally, the more detailed the search is, the more personalized it will be.
To illustrate the concept in more detail, consider a scenario where you are exploring vacation destinations and decide to search on Google. For example, imagine that you are performing a search for a family trip to the alps for your family (like in the first example picture). You might have first searched using a generic query like “best alp village to visit for a family”. Currently, the result page will generate a list of destinations related to the search terms.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-1705" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/08/screenshot-2023-08-30-at-164018.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAIklEQVR4nGNobutZumITv7C4i7sXg7O7r6m1a2Vt+6OnbwB74Apfoz1smgAAAABJRU5ErkJggg==" alt="" width="2880" height="1574" />
However, with SGE the search experience gets more customised and enlightening where you can use a more detailed search inquiry. With a more detailed search query like “top family &#8211; friendly alp village for experienced skiers in France with ski in-ski out possibilities&#8221;. The generated snapshot will provide a much more detailed and customized overview of different alp villages that perfectly align with your preference and needs. It is safe to say that we stand before a paradigm shift in the world of search and that SGE will provide a better experience for the users.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-1703" src="https://cdn.wntr.io/nimble.inc/production/uploads/2023/08/screenshot-2023-08-30-at-163829.png" data-placeholder="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAQAAAACCAIAAADwyuo0AAAACXBIWXMAABYlAAAWJQFJUiTwAAAAI0lEQVR4nGNYsGBVeUWjqqaJtZ0rQ0VlW3VN+8XL9169/gYAjk0M3RSSFoEAAAAASUVORK5CYII=" alt="" width="2878" height="1582" />
This marks the first installment of a series here on the Nimble blog that delves into how SGE will impact the world of search. Subsequent parts will explore the effects of SGE on SEO, SEM, and provide insights into how we at Nimble are preparing for this new era of search.
<h2>More on SGE</h2>
<ul>
<li>
<a href="https://nimble.inc/blog/search-generative-experience-effects-on-search-engine-optimization">Search Generative Experience effects on Search Engine Optimization</a>
</li>
</ul>

Unveiling Google's Search Generative Experience (SGE): A Paradigm Shift in the World of Search

Unveiling Google’s Search Generative Experience (SGE): A Paradigm Shift in the World of Search

At Nimble we see the power of Marketing Automation and why it is essential to the modern marketing landscape. To its core, Marketing Automation refers to the automation of manual tasks, which translates to the needs of a fast paced adaptation to new marketing trends. It is widely used for email marketing, social media posting, lead nurturing and much more. We see that the key benefits besides efficient marketing is the ability to save time and resources for strategic planning and development.
The growing importance of <a href="https://nimble.inc/expertise-solutions/growth/crm-marketing-automation">Marketing Automation</a> cannot be argued against. As it continues to evolve at a rapid pace we see it as a necessity to align with the exciting trends to stay on top.
<h2>Marketing Automation today &#8211; what to implement before anything else.</h2>
<h3>Artificial Intelligence and Machine Learning</h3>
The field of <a href="https://nimble.inc/expertise-solutions/growth/marketing-automation">Marketing Automation</a> has been revolutionized by AI (Artificial Intelligence) and ML (Machine Learning), letting businesses take their goals to new heights by creating smart algorithms and leveraging data analysis. With the right use of these technologies as tools the marketer can upscale personalized experiences, predict behavior, automate content creation and optimize campaigns thereafter. If used efficiently, benefits from this can include increased engagement, higher conversion rates and real-time adaptation to changes.
<a href="https://nimble.inc/blog/martech-evaluation-implementation">MarTech Evaluation &amp; Implementation</a>
<h3>Personalization</h3>
A subject we hold dear is relationships, and we see how this reflects on how customers react to marketing. Adding personalization to marketing campaigns helps erase the de-humanized aspect from mass sendouts and add value to customers. Aside from just addressing them by their name, personalization in marketing automation allows the user to build tailored content and connect with the customer on a deeper level, based on their individual preferences, behavior and demographics.
<h3>Automated Customer Journeys</h3>
Marketing Automation offers effective ways of streamlining the customer journey process, all from building initial awareness to customer retention. In order for this to be done effectively and bring a seamless experience to the customer it is important for the marketer to analyze what touchpoints and milestones are key to the customer journey. By determining these they can later be set as triggers to continuously move the customer through automated flows and continuously nurturing them to the brand.
<h3>Integrating Marketing Channels</h3>
A tactic we strongly recommend is using multiple channels to increase a brand&#8217;s visibility in the modern media landscape. We see that it is best practice to adapt all content after each channel, but maintain a holistic approach to stay true to the brand. By integrating different channels with marketing automation the marketer can create a synchronized marketing strategy and strengthen the message. The real impact of this type of channel management is collecting leads to further nurture and creating a unified customer experience.
<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>
<h2>The future of Marketing Automation</h2>
Marketing Automation is constantly changing and developing. As we see an increase in businesses adapting to automation of tasks the bar is always rising, and we need to be open to new strategies to stand out from the noise. To our best knowledge, AI will be a powerful source in future trends in Marketing Automation.
Content creation has already started changing with the help of AI. As this moves more into creating visuals it is not unlikely that MA platforms will have to compete with either partnerships or owned tools to create visual images for every sendout with suggested canvases based on the business graphic profile.
An increased want for personalisation and disability access opens up for many potential strategies that companies can use to further their communication with customers. Faster content creation could mean that all future email marketing can contain videos and audios, helping not only the message to stand out and peak interest but can more easily be adapted to an omnichannel approach. Perhaps we may see in the coming years newsletters being read by an artificial voice of the CEO which they have previously recorded one time to later on be used for marketing purposes.

Trends in Marketing Automation - Nimble’s perspective on what’s to come

Trends in Marketing Automation – Nimble’s perspective on what’s to come

At Nimble we value the upkeep of our relationships above all. Nurturing customers is essential to any business, no matter the product or service they provide. Not only is it widely known that retargeting existing customers is multiple times as cost efficient as new ones, but these existing relationships give both parties a sense of stability. 
Loyal customers may turn into advocates, spreading good word-of-mouth, showing patience during challenging times, and trying out new offerings. Therefore, if you ask any Nimbler they would say that it&#8217;s pretty much a no-brainer that businesses should strive to keep their customers loyal.
&nbsp;
<h2>The Power of Marketing Automation</h2>
A marketer should consider Marketing Automation as an ally in their work. This tool allows the marketer to streamline the entire customer journey while simultaneously providing a personal touch, something we know to be essential to stand out from the competition. By efficiently automating workflows based on knowledge of the customer journey, with its various pathways and steps, the marketer can save the business both time and resources. When working with this we find it best practice to nurture contacts after they first opt in, to strategically learn more about the customers interests and divide these into segments where the communication is adapted for them specifically. By doing this we provide each customer segment with tailor-made recommendations, special offers, and nurturing messages.
Let&#8217;s not forget the magic of on-site triggers. These can prompt the business to send reminders about abandoned shopping carts or congratulate customers on successful purchases. The key is to reach the right person, at the right time, with just the right message. By further adding personalization the customers get a tailored experience that makes them feel both seen and valued.
&nbsp;
<h2>Using Marketing Automation as a customer loyalty tool</h2>
At its very core, customer loyalty relies on the understanding of the customers needs and preferences. By using Marketing Automation tools the marketer should collect valuable data and insights into the customers behavior, pain points and preferences. From these insights it is recommended to build personalized experiences to start building trust with the customer.
Insights should never be seen as complete, but will continue to grow the longer the relationship stands. An effective way to start gathering information is by AB-testing and measuring the performance of your communication, these can involve everything from tone of voice to sending time. The marketer should focus on continuously adapting after these to further enhance the precision to nurture future and existing leads. Use this to build effective strategies to nurture, communicate offers and general information to the customer. By helping customers in their decision-making process, you&#8217;re building authenticity and genuine trust in your brand.
Remember, balancing timing and relevance plays a big role to avoid over-communication where you risk damaging the customer or them opting out. If they&#8217;re indicating interest in making a purchase, that&#8217;s the perfect time to give them enough information to be convinced. This can be done by setting up triggered emails and follow-ups that connect with the customer when they&#8217;re at their most receptive.
A good practice is to set up a customer loyalty program, which gives the customer a clear view of their mutual benefits of staying loyal. Each program is unique, but a good way to get started is to set up an awards program or scoring system. Besides all else, these loyal customers can provide feedback on your business, giving you their unique insights. Customers love being heard &#8211; and we love hearing from them!

Boosting Customer Loyalty with Marketing Automation

Nimble Digital is extremely proud to be working with Roxtec to spearhead their Growth and Data initiatives globally.
Throughout 2020 we’ve been working together to enhance Roxtec’s B2B marketing growth in channels such as Facebook, Instagram, Microsoft Ads, Linkedin and more.
Working across 30 different countries prove unique challenges in both naming structure conventions, data collection and reporting, not to mention how we work with campaigns and audiences.
Lead time effectiveness has been a data project that we’re excited to be part of, where we’ve together delivered a complex business intelligence solution for Roxtec reporting and data globally.
We look forward to the opportunity in working together in 2021 and onward, having a strong plan forward.
—
Nimble Digital is your boutique digital partner with focus on advanced growth and data projects, specifically together with some of the worlds largest companies.
Roxtec is the world leader within sealing solutions for cable and pipe transits.
Nimble is an agile partner and has a customer-centric approach in everything they do. By combining Nimble Digital’s cutting-edge expertise in data-driven B2B digital marketing with marketing resources internally at Roxtec, we are creating a scalable model for the future.
Jonas Lindblom
Global Digital Marketing Manager, Roxtec International AB
We are humble and really proud to work together with Roxtec to accelerate their digital growth and data. It’s especially important to spearhead digital transformation in the current world situation. Together we have many strong and concrete ideas, projects and possibilities on how to continue scaling and increasing Roxtec’s digital footprint globally. Digital growth and data is a central puzzle piece and more than right in time. We look forward to continuing our already strong and close partnership.
John Milburn
Partner, Nimble Digital
For more information:
Jonas Lindblom
Global Digital Marketing Manager, Roxtec International AB
jonas.lindblom@roxtec.com
Ola Weidenberg
Executive Vice President Marketing, Roxtec International AB
ola.weidenberg@roxtec.com
John Milburn
Partner, Nimble Digital
john@nimbledigital.se

Roxtec Accelerates Digital Growth and Data Together With Nimble Digital

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