Key Tools to Streamline Growth

Top 10 Marketing Tools
Tools to Improve Your Marketing Initiatives

Thursday, June 16, 2016 CONFIDENTIAL 2
Maintain organization with your team
through familiar and customizable
interfaces
Creates a single reference point
and/or Gantt Chart for your entire
team to access
Tool 1: project tracking tools will keep your
marketing initiatives organized
Build a template for your projects for
other managers to access (i.e.,
website build timeline)

Tool 1: project tracking tools allow managers to
review and assign work their team members
Provide your team with a one stop
portal to access documents,
deliverables, and tasks
Easily communicate, assign projects,
and leave feedback in one place
letting the system update each
individual team member

Tool 1: popular project tracking tools vary in
price and function
Allows you to track internal documents, share project
tasks, and coordinate sales team materials across your
entire team and with your clients.
Easiest tool to set-up and integrate. Works well for
businesses of all sizes. Primarily allows users to build
Gantt Charts and track projects.
Manage tasks, track your time, build customized
reports, display Gantt Charts, and access Android and
IPhone apps, all from one platform

Build a library of content to increase
efficiency within your organization
A content library allows your team to
reference past projects so they don’t
need to start a new initiative from
scratch
Cloud storage providers will allow
companies to tag and label all content
to make them searchable and easy to
find
Tool 2: cloud storage enables your team to build
a library of content to reference

Tool 2: cloud storage can be accessed and
maintained right from your desktop
Save work on a cloud service provider
and insure against any lost time when
accidents happen
Cloud storage providers have
developed “desktop syncs” so
customers can easily save and access
their cloud from their desktop

Completely free to use, includes a desktop sync, no
maximum upload capacity
Another cloud storage provider that also provides a
desktop sync. Price is $15.00 per user per month for
25-100 users. Can purchase an enterprise edition.
30 day trial period, starts at $15 per user a month at 5
users, price per user drops as you include more users
Tool 2: some competitive cloud storage tools are
free to use

Tool 3: lead information providers allow
companies to buy based on demographics
Many providers offer companies
access to both B2B and B2C leads
Leads are provided based on your
targeted demographic such as Job
title, age, geography, company, &
revenue
Many providers deliver leads in excel
sheets and some can integrate
directly into your SaaS CRM

Tool 3: lead information providers allow
companies to append existing customer data
Lead information providers will not
only provide you with new leads but
can also deliver more insights on your
customer base
Insights include: Affinity interests,
geography, age, household income,
disposable income, buying habits, etc.
Companies can use these powerful
insights to build buyer personas on
their audience to improve their
marketing efforts

Domestic resource for B2B lead information. Enterprise
edition lets you access and download as many leads as
you want. Price is $4000 a year for 5 users
Worlds largest network of both B2B and B2C lead
information. Over 80 Million companies worldwide in
their database. They sell you information based on
variables and quantity
Great for appending your existing data. They will
provide information such as disposable income,
affinity interests, geography, etc. Price depends on
chosen variables and quantity they are appending.
Tool 3: lead information providers vary in their
B2B and B2C services and abilities

Lead research tools help you identify
the contact information of key
individuals while your browsing online
Many lead research tools will
integrate into social media
applications such as LinkedIn
Their biggest advantage, cut down on
lead research time by reducing the
time it takes to find an email address
or phone number
Tool 4: lead research tools identify a lead’s
contact information for you

Tool 4: lead research tools can provide 1 click
access to contacts
Many lead research tools will install
into your Chrome of Firefox browser
to provide you with contacts in one
click
In this example, a customer can click
on the icon on the top right hand of
his screen and the tool will
automatically provide contacts tied to
the website your on

More advanced email tool that grabs emails and
uploads them into your existing CRM. More advanced
than email hunter and will provide emails with higher
degree of certainty
Crowdsourced lead information users will fill-in and
validate. Will integrate will salesforce and update your
existing leads
Free to download chrome extension that will provide
email addresses of leads on LinkedIn and company
domains
Tool 4: basic lead research tools are free and
more advanced ones operate on monthly costs

Tool 5: tracking tools provide “macro” insight on
overall digital marketing performance
Macro tools will tell you how your
audience is getting to your website,
how long they stay there, where
they’re going, etc.
Many marketers use macro insights to
understand how effective their other
marketing channels are (revenue
acquired from social media, paid
search, etc.)
If you’re investing heavy in digital
marketing, a macro tracking tool is
highly recommended

Micro insights will allow companies to
identify the companies and individuals
accessing their site
You can track how each individual was
acquired, the links they visited, and
the content they may have read
Micro tracking tools provide sales
teams with powerful insight regarding
the interest level of a potential
customer
Tool 5: tracking tools provide “micro” insight on
individual browsing patters

The gold standard in Macro web tracking tools, GA is
free to use, and widely regarded as the Go-to medium
for website tracking and analytics
A pay per month Micro tracking tool that allows you to
track how an individual lead is accessing your site,
great for advanced sales intelligence
CrazyEgg provides “heat map” dashboards of your
websites outlining the areas of your website that draw
the most clicks
Tool 5: bread and butter tracking tools are free
and highly recommended

Marketing automation allows brand’s
to send out targeted drip-campaigns
to segmented audiences
Drip-campaigns are adjusted within
the automation’s platform and are
optimized according to your
audiences’ engagement
Marketing Automation allows you to
educate and audience and provide
your sales team with the most
informed leads.
Tool 6: marketing automation will automate
lead nurturing campaigns for you

Tool 6: marketing automation can prospect the
value of your opportunities
Assign dollar amounts to your leads so
sales teams know where to direct
their focus
Forecast your revenue potential and
set goals based on market potential
and market share
Integrate with your existing CRM to
track leads as they progress through
your pipeline

Marketo is an established Marketing Automation
platform that can track leads, fire drip campaigns, and
help prospect sales. Pricing is based on your email
database size, and desired functionality
A rising start amongst automation platforms. They
provide the same tools as Marketo but at more
competitive prices
MailChimp offers a cheap marketing automation
solution that focuses on delivering drips. It’s good for
smaller companies with a smaller email list
Tool 6: marketing automation pricing is often
times based on your amount of contacts

Tool 7: display prospecting channels will put
your brand in front of new customers
Ads display as banners above, below,
and to the sides of the user’s
intended content
Display channels vary by vertical but
include: news outlets, popular
ecommerce websites, and search
engines
When clicked, these ads direct to your
intended landing page, but their
primary focus is to introduce new
customers to your brand

Tool 7: display prospecting channels allow you
to target by a variety of customer demographics
Ads can be directed at individuals who
exhibit certain browsing patterns
and/or demographics like age and
geography
Display prospecting ads can be
targeted directly at your intended
customer
In-Market – target individuals that are
browsing like products
Affinity – target individuals that
exhibit certain browsing behaviors

High volume of traffic with a large network base. A
great channel for launching CPC prospecting display
ads
Lower volume of traffic than Google, but a lower
average CPC as well. Another great channel for
prospecting ads.
Tool 7: the best display prospecting channels
operate off of a CPC model

Tool 8: display retargeting partners will help
close deals with new and returning customers
Ads are placed in the same locations
as prospecting channels
Display retargeting allows you to keep
your brand name in front of people
who visit your website
Ads are static – permanent image and
copy, or dynamic – change based on
the user’s browsing patters (if user
looks at 3 products, those three
products can show up on the ad)

Tool 8: display retargeting partners offer
dashboards to optimize and track initiatives
Retargeting ads should serve as
bottom funnel channels in your
ecommerce or sales pipeline
Many retargeting partners provide
you with your own dashboard to
monitor progress of the ads
Benchmarking your performance with
retargeting is crucial to running a
campaign that increases revenue
rather than just costs money

Very competitive retargeter that chargers on a CPC
model, so you only pay for engagement. Their team
will also operate off a benchmarked ROI
One of the most popular remarketing tools. They
operate off a CPM pricing model, as opposed to CPC,
which we view as a negative but have one of the
largest networks
Pricing is based on average monthly site sessions. If
you have less than 40,000 visitors they encourage you
to manage your retargeting yourself rather than
providing a dedicated rep
Tool 8: pricing models for display retargeting
partners vary

Tool 9: Search engine marketing tools allow
brands to pay to stay at the top search engines
Requires extensive research in the
types of keywords you should use to
maximize ROI
Paid Search: pay to place your ads at
the very top 4 positions based on key
words (CPC – Cost per click model)
PLA: For ecommerce, utilize Google
Shopping as a way to directly post
your products so they come up in
searches

Tool 9: Search engine marketing tools allow
brands to optimize their free search rankings
SEO: should not be ignored since it
results in free high quality traffic to
your brand
There are tools that install into
existing CMS systems that allow you
to easily evaluate and adjust your SEO
tags, without needing a coder
Make sure you’re
following best practices
Check your SEO tags
Score your SEO tag based
off specific keywords

Allows you to pay for top rankings on Google searches.
You pay per click and is considered the industry
standard in SEM
Allows you to pay for top rankings on Bing searches.
Although the volume of visitors is smaller, there
conversions rates tend to be much higher than on
AdWords
Tool 9: Search engine advertising tools vary in
both reach and conversion value
WordStream Advisor offers PPC management by taking
the heavy lifting out of analyzing and optimizing
campaigns and providing automatic alerts

A software powered by industry-led SEO metrics, Moz
optimizes SEO strategy by breaking down the data for
you
A Drupal plug-in that scans and tests your site for
issues in performance, security, SEO, and best
practices
An easy-to-use WordPress SEO plugin that allows you
to easily adjust and optimize your SEO tags for the best
results
Tool 9: Search engine advertising tools vary in
both reach and conversion value

Tool 10: social media tools allow you to analyze
your audience and campaigns for more insight
Social media tools provide a new level
of analytics on post engagement
Easily see what the content and types
of posts that perform best, and
analyze the best times of day to post
Forecast your revenue of engagement
on a social media ad to help budget
more effectively

A social management platform that allows you manage
all of your social profiles from one place making
communication easier
Another top tier social platform more focused on
content. It allows you to measure what types of
content resonates best with your audience and
forecast engagement
A top social analytics and management platform used
by top brands like Coca-Cola and Toyota which allows
you to do everything from track to build campaigns
Tool 10: social media tools provide a variety of
functions and capabilities

Tool 10: social media tools streamline all social
media accounts into a manageable dashboard
Cross promote, cross post, and
manage all social media platforms
from one centralized dashboard
Quickly respond to comments or
inquires from social media seconds
after engagement happens
Manage all your social
profiles from one place

Tool 10: social media tools help you track and
measure your campaigns
Track all your
campaigns
Measure how your
audiences interact
with your content

Tools Examples
Project Tracking SmartSheet, Wrike, Basecamp
Cloud Storage Google Drive, Dropbox, Egnyte
Lead Info Providers D&B, Epsilon, Lead411
Lead Research Tools Email Hunter, LeadIQ, Data.com
Tracking Tools Google Analytics, CrazyEgg, Lead Lander
Marketing Automation MailChimp, Marketo, Act-On
Display Prospecting Google Display Network, Yahoo Bing Network
Display Retargeting Retargeter, Criteo, AdRoll
Search Engine Marketing Yoast SEO, AdWords, Bing Ads
Social Media Falcon Social, Hootsuite, Social Bakers
We recommend that you look into how these
tools can improve your marketing initiatives

Thursday, June 16, 2016Thursday, June 16, 2016
Thank You
For additional information, visit
TribalVision.com

Key Tools to Streamline Growth

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