Account Based Marketing – The Hottest B-to-B Trend

Buy Cytotec In Malaysia At the beginning of 2016 I worked on a keyword research project related to b-to-b marketing, product and sales. Account based marketing was part of the search terms I was working with and is still a big part of the SEO strategy for the client.
Back in 2016 while still an important part for most b-to-b organizations, account based marketing wasn’t the hot trend it is today.

Account Based Marketing Search Volume

Buy Mifepristone And Cytotec Online When I started my keyword research on this topic there were hardly any other search terms in demand apart from the broad account based marketing keyword. The graph below shows the jump in searches for account based marketing and the increase in interest and search for what is account based marketing. Search volume data for 2016 I have from my research using the Google Keyword Planner. Since then the tool has changed a lot. Search volume data for 2018 I have from SEMrush keyword tool.

follow site ABM Search Volume

Account Based Marketing Interest Over Time Google Trends data shows a big increase in interest over the past five years for account based marketing. The increase started some time at the beginning of 2016 and continued through 2017. Searches although increased show a plateau during 2018.
I believe interest in this topic will continue to increase in 2019 but not with the speed it increased in 2016 and 2017.

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Ranking Winners Organic search results for the term have changed a lot since 2016. With the increase of interest in the topic websites like Marketo, Hubspot and Terminus produced their own detailed guides to account based marketing winning themselves top spots in Google organic search results.
First page of Google produces what is type of content with blogs and articles providing guides and explanation to what account based marketing is.

Amoxicillin To Buy Winning a spot in the top 10 Organic search results for such a competitive topic would be a hard exercise. You’d need a solid strategy and plan not only to create useful content that would outrank the competition but also to build brand awareness and authority on this topic.

Search Terms to Look Out For Based on this data and on the increasing interest in account based marketing and website optimization there are a few search terms that are worth montioring for search demand increases. Here are my thoughts on what these search terms might be

  • account based intelligence
  • account based marketing tactics
  • account based digital advertising
  • account based display advertising
  • account based ppc
  • account based seo

Provigil Rx Online My Recommended Resources on Account Based Marketing

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Scatter Plot Graph For Keyword Research

go to site The first post I wrote for this blog was on Bubble Charts in Excel with a video of how to create one and how you can use it in digital marketing reports. For the #SWDChallenge for October 2018 I explored the scatter plot graph and how it can be applied to visualize data for a digital marketing report or project plan.

follow Here is what I learnt from these exercises:

  • Bubble chart is best used when you have a few categories to compare or you want to add a third value to be represented by the bubble size
  • Scatter plots are great to analyse a large group of categories and look at a cluster rather than an individual category. Scatter plots also would only compare two values.

follow link Below is a keyword research analysis for search terms related to dresses.

Cytotec 200Mcg Tablets Express Shipping This is great data to support digital acquisition strategies and plan PPC and SEO programs. This scatter plot looks at keyword search volume and keyword difficulty to rank in organic search results. Does keyword search volume impact keyword difficulty to rank in Google Organic Search results

Cheap Provigil Prescription Scatter Plot - Volume vs Difficulty – Most search terms related to dresses have below average search volume and very high keyword difficulty to rank in Organic search

Buying AmoxicillinThere are several search terms that have below average but still high search volume with very low keyword difficulty

Buy Amoxicillin And ClavulanateNo search terms have very high search volume and low keyword difficulty for organic search rankings

see url This second scatter plot graph looks at keyword search volume and cost per click for paid search results. Does keyword search volume impact Cost per Click for Google Paid Search results Scatter Plot - Volume vs CPC – Most search terms related to dresses have below average search volume and low cost per click

watchOnly four search terms that have significantly high search volume have low cost per click – No search terms seem to have high search volume and high cost per click

Bar Charts Remake Bar charts are used extensively in marketing dashboards. They are my favourite way to visualize data since they are simple yet comprehensive and can be used for lots of types of data including trend over time and comparing categories.

Buy Priligy Dapoxetine Online Bar charts have to be used for their simplicity, yet most of the bar charts I see in reports and dashboards are cluttered with unnecessary colour and background distractions.

Cheap Cytotec Pills Online Below are some examples:

Order Dapoxetine Online India bar chart bar chart bar chart

Amoxil Cheap bar chart I am not remaking these particular charts. I found some interesting travel data from the National Travel and Tourism Office and using this data I am creating a few bar charts the way I like to use them – with fewer colours and no background clutter.

go The example below is data from 1997. It shows the number of Americans that travelled to Europe, Mexico and Canada each month. Back then Europe was the most popular destination among Americans. I have highlighted the bars with red as a contrast colour and used grey for the other Mexico and Canada.

source link bar chart The next example is the same data for 2017, 20 years later. In 2017 the number of Americans travelling to Mexico has significantly increased from 20 years ago. Using the same color scheme, I highlighted Mexico numbers in red and used grey for Europe and Canada. bar chart 2017

Viagra Dapoxetine Online Purchase The outcome from comparing the two bar charts above is the significant increase in Americans holidaying in Mexico over 20 years period. So below is an example of combining the data from the charts above into a horizontal bar chart. Since the outcome is related to Mexico I highlighted the data with red in both parts of the charts and used grey for Europe and Canada.

Buy Cytotec United States bar charts 1997 vs 2017

Buy Provigil Online From Canada Conclusion:

Provigil Canada Purchase Online When using bar charts be careful how you use colour. Use colour wisely to draw the audience attention where needed, remove all background elements and use an outcome title.

The Waterfall Chart

Purchase Provigil In Mexico I recently took part in a challenge organized by Storytelling with Data to create a waterfall chart.

I rarely see this type of chart in digital marketing dashboards, if ever! The challenge wasn’t limited to data related to digital marketing but I wanted to find a use case for a waterfall chart in a digital marketing environment.

The Waterfall Chart

What is a waterfall chart

Waterfall charts are used to show how an initial value has increased or decreased by a number of values in between that lead to a final value. These intermediate values can either be time based or category based.

My challenge was not only to create such a chart for a digital marketing report but to also find real data.

A couple of years ago I started working with a client on their blog and content strategy. Since we started publishing content that is relevant but also targeting high volume search terms, their visibility improved significantly.

A Waterfall Chart To Visualize Online Visibility Improvements

This type of data is a great candidate for a waterfall chart that will show how the number of keywords ranking on the first page of Google has increased over a certain period of time.

Such data can also be visualized with a bar chart or even a line chart.

The use of a waterfall chart however will emphasize on the intermediate values or in this case the number of new keywords in high positions for the intermediate time period (each month in 2017).

With the inclusion of a takeaway title this visual turned into a great data storytelling example.

Here are a few other use cases for a waterfall chart to be used in digital marketing dashboards

  • Newsletter subscribers at the start and end of year with their intermediate positive or negative numbers
  • Number of external links at the start of a link building campaign and at its end
  • Number of acquired leads for the duration of a paid media campaign

You can create a waterfall chart in Excel 2016 and other data visualization tools like Tableau. I used Excel 2013 and this tutorial.

The Pie Chart Dilemma

A pie chart is used extensively in presentations and reports. I use pie charts very often in my monthly performance dashboards. Or to be fair I used to.

The Naughty Pie Chart

In some of my recent videos I have used pie and doughnut charts without putting much thought.

If you watch my eCommerce Dashboard video you would agree it is hard to understand the pie chart I used for eCommerce conversion rate by country. The main reason being that the data contains many categories (countries) (slices) and a pie chart is totally unsuitable for the visualization of this type of data.

In fact it’s ugly!

So lately I have been very cautious about how I use pie charts. Or even doughnut charts!

Against the Pie Chart

Regardless of their popularity I have heard many data visualization experts to speak against pie charts and recommend using bar charts instead. The argument is that pie charts are hard to read.

When pie chart slices are close in values it is hard to determine which one is bigger. If the values are not close in size you can only determine which one is bigger but not by how much.

With bar or column charts however the audience will compare the end points. And because the values (size) of the bars or columns start at a common baseline it is easier to understand their relative values.

Also as discussed above pie charts are not suitable when you are comparing the values of more than a couple of categories.

In the visual below the pie chart is used to visualize traffic by marketing channel to a certain website. In this example we have seven categories included in the chart, each represented by a slice in a different color.

pie chart

Looking at this chart I have to agree it is hard to analyze each channel’s performance as compared to the other channels.

Below is the same data visualized with a bar chart. And it does look much better! It tells a good story that is very easy to understand.

pie chart vs bar chart

In Defense of Pie Charts

But pie charts do serve their purpose!

In the example above we are looking at seven different categories. But if we are visualizing only two parts of a whole a pie chart doesn’t look this bad. In fact I think I prefer it over a chart with only two bars.

Here is an example of a data visual for new vs returning visitors to a website.

pie chart two values



pie chart vs bar chart two values 1

Another big reason I have stuck with pie charts for a long time is that they are designed to compare parts of a whole. Or in other words they are the visual that will show percentage data labels.

All of the data visualization tools I have worked with only pie charts will calculate the percentage of each part to a whole. Including Excel.

Unless your numbers are already calculated and your tables include percentage values you will not be able to assign a percentage data label to a bar chart. (correct me if I am wrong here!).

Final Thoughts

Your lust for pretty data might lead you away from pie charts. And that’s understandable. But they can often be more effective if you are comparing two categories (two slices) within a total.

Excel Bubble Chart to Visualize and Measure Website Conversions

How to Use Excel Bubble Charts

Excel bubble charts are my favorite way to present data in Excel, yet I rarely see them in use in reports or dashboards. A typical scenario to choose a bubble chart is in a set of data with three values for a category. With bubble charts you have the ability to add another dimension of data in the size of the bubble. Another thing to have in mind when choosing a bubble chart is that these graphs use only values, both axes represent a value, unlike other charts which use the category for one of the axes. Therefore in a bubble chart the category can be added as a data label.

Visualize Website Conversions with an Excel Bubble Chart

Excel Bubble Chart

In this video I am using an eCommerce example to show you how you can represent your conversion data in an Excel bubble chart. In this example scenario I have used random numbers for several eCommerce categories on a beauty website that sells makeup and skincare. The table shows the number of sessions, the number of sales and actual revenue for each category of products. *Note, to have this type of data you’d need Google Analytics content grouping set up, it will make it possible to break all these metrics by all of the categories on the website. Here are some instructions on how to set up content groupings.* The bubble chart will present the number of sales on the vertical axis, the number of sessions on the horizontal axis, the size of the bubble is the actual revenue and the color represents the category. I have also used data labels to mark the revenue and the name of the category.

Steps to Create an Excel Bubble Chart

  • Start by selecting the three right columns (since bubble charts do not use categories for the axes, you only need to select the values in your table)
  • Then insert a bubble chart
  • Change the chart name to reflect the data you are reporting
  • To make the graph look cleaner delete the gridlines
  • Then edit the axes to start from 0
  • Then add data labels to include the actual revenue number and the category name
  • To add data label for the revenue data choose data label to be the size of the bubble
  • Then to add the category name select value from cells and select the column with the category data
  • Aligh the data labels above the bubble
  • Click on bubble and select “Vary by color” from the “Fill” options to add a different color for each category
  • Then add axes titles and align horizontally
  • Rename the axes to reflect the name of the metric (sales and sessions)
  • Finally adjust chart position to fit it within your dashboard

How to Analyze the Data

Ideally you’d want all bubbles to be as big as possible and at the most far top right corner of your chart. When looking at the data find opportunities in categories where you receive a lot of traffic, high number of sessions, but not that many conversions. Or there might be a category that is reporting good revenue and low number of sessions. This section of your website might have a big potential to increase traffic and further increase your revenue.

Have fun creating your excel bubble chart. You might find it useful for other sets of data you are reporting on.