Marketers Toolbox - Ahrefs

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Marketers Toolbox - Ahrefs

What is Ahrefs?

Ahrefs is an all-encompassing marketing tool that helps users monitor and research competitors and increase search traffic with billions of keywords.

Why is this tool helpful?

The keyword, content, and backlink research helps determine the strength of the user’s organic search value compared to their competitor’s. The user’s traffic increases when their SEO value increases, bringing their competitor’s traffic down. A high SEO is crucial to be seen on the internet.

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How is it used?

The Ahrefs package includes a plethora of tools that monitor the web and competition. The competitors’ keywords and content are tracked and ranked. Ahrefs alerts the user who uses this knowledge to improve their content, website, and media to match the strength of the competitor’s.

Who would benefit from using Ahrefs?

Anyone who needs to improve their SEO or organic search.

Pricing?

Ahref's pricing options and offerings. 

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#MarketersBreakfast - Creating Fantastic Customer Experiences

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#MarketersBreakfast - Creating Fantastic Customer Experiences

AgencySparks is dedicated to bringing together marketers at established brands and top marketing agencies. Each quarter, AgencySparks hosts a #MarketersBreakfast that not only facilitates mixing and mingling but explores a topic that is intriguing to senior marketers.

Among the familiar faces present at the most recent #MarketersBreakfast were AgencySparks’ brilliant agency partners and distinguished brand leaders from Piedmont Healthcare, Georgia Pacific, CNN, Interface, Cox Automotive, and Turner Classic Movies. AgencySparks was thrilled to welcome contributions from the new attendees from prominent brands such as Pulte Group, Aaron’s, Parkmobile, Newell Brands, Honey Baked Ham, and Porsche Cars North America.

AgencySparks December Breakfast

After the attendees fueled themselves with good coffee, each person introduced themselves and shared a story about a great customer experience they have received from a brand. It was fun to hear the diverse perspectives about delightful brand experiences. Soon after breakfast was served and the group sharing experience, Kelley Mitchell Price, the Global Director of Digital Product Strategy & Experience Design, from InterContinental Hotels Group (IHG) began the discussion by sharing insights from her 15 years focusing on exceeding customer expectations. Here are some of Kelley’s tips:

See the world through the customer’s eyes.

Before acting on a project, ask if the customer gains any value from the product. What are the customer’s expectations? Before designing a form, is it even necessary to have a form?

Save time, money, and energy by knowing about the customer’s preferences before executing on anything. Always ask about the purpose of something before acting and step into the consumer’s shoes.

How can marketers do this?

Jeff Perkins from Parkmobile tweeted the following during the breakfast!

Jeff Perkins from Parkmobile tweeted the following during the breakfast!

  1. Empathy is a good start to understanding how the customer feels and responds to a product.

  2. Getting out from behind the desk and into the “real world” facilitates interaction with the customers, which makes all the difference. Investigate how people use the product in their day-to-day lives. How they interact with the product should influence the perspective of the customer experience (CX) design. IHG’s designers are required to stay in the hotels and experience the customer journey to get first-hand knowledge and research from the customer’s perspective. Tools like Basecamp and Box help keep the team on the same page as they inform their strategy.

  3. Evaluate the context. In order to personalize the message, marketers must understand the context of the consumer. Kelley stated, “You cannot personalize without context - and that's where localization comes into play.” Since qualitative data can only do so much, localization and being in the consumer’s shoes are the best methods to understand context. In terms of international marketing, regional/cultural differences matter a great deal and guide the digital experiences in the different regions. She shared the example that slippers are an expectation in hotels in Asia, but are deemed odd in Europe, North America, and South America.

  4. Repurpose customer content and address customer concerns to increase engagement and improve the quality of the company’s content. “In the digital space, your content IS your product.” IHG addresses all reviews - good and bad - because it increases awareness. Their goal is to be an option on the customer’s “Short List” of hotels. By thoroughly researching the consumer, differentiating their content, and offering helpful resources, IHG gains traction and becomes a top choice.

Photo from left to right: Cindy Kaufman (Interface), Kelley Mitchell Price (IHG), Brenda Richelt (Georgia Pacific), Raghu Kakarala (FortyFour)

Photo from left to right: Cindy Kaufman (Interface), Kelley Mitchell Price (IHG), Brenda Richelt (Georgia Pacific), Raghu Kakarala (FortyFour)

Past Marketer’s Breakfasts have included brand therapy sessions or discussions revolving around perfecting marketing methods like measurement or creativity. The event’s entire purpose is to create a comfortable atmosphere where brands and agencies connect with one another and learn about the best marketing practices. The breakfast opens a window for AgencySparks to do what the team does best - “matchmake.”

If you are a brand or an agency interested in attending one of our future breakfasts, contact us!

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Marketers Toolbox - Dasheroo

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Marketers Toolbox - Dasheroo

What is Dasheroo?

Dasheroo is a free dashboard tool available to store data, track and report marketing analytics, and provide insights.

Why is this tool helpful?

Instead of having multiple tools for data storage, Dasheroo stores performance metrics in one place. The features also allow users to monitor metrics and adjust settings from the extensive reporting.

How is it used?

Dasheroo creates dashboards from integrated services and internal custom data. The tool offers a mash up report for users to view metrics and conclude insights from two different sources. Team members can communicate with one another in real-time to ensure everyone is on track and up to date. Metric alerts notify users when certain metrics are under or over performing. Since all the data is combined, users can instantly track the correlation or causation of success.

Who would benefit from using BigPicture.io?

Marketers who have a plethora of data and need to easily access, view, and analyze it.

Pricing?

The tool is free and comes with one Dashboard, four Data Insights, and one Mashup Insight.

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The Context of Mobile

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The Context of Mobile

Mobile has become ubiquitous and is dominating the consumer’s life and the marketplace as evidenced by this annual report from Ofcom.

With such a powerful device in the palm of all of our hands, marketers need to leverage mobile to reach consumers. To be successful, marketers must optimize the mobile experience to fit the context of the usage of the device and user preferences.

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For mobile, context is not only based on location. Consumers are in a different mindset when they put down their phone just before bed and reach for it as soon as they wake. Users on a mission to book travel, research for a purchase, look up the hometown of their new favorite band, play a game while waiting in line, or navigate to an appointment all have very different contexts for their usage of their handheld devices.

Context relies on a variety of circumstances such as culture, environment, goals, tasks, connection, or device. Context is the user’s intentions while using the device and the marketer can influence how the user is affected. Mobile devices are continuously used in the consumer’s life. It is up to marketers to provide user friendly (contextually relevant) content with little disruption to the user’s “flow.”

Companies are able to meet consumer needs and improve the user experience by understanding them.

Terry Allen, the Lead UX Architect at AgencySparks mobile experience partner, Dragon Army, states,

“A few ways experience designers can better think through different contexts is by physically putting themselves in the scenario and experiencing what the users will feel—this includes anything from sound pollution to visual stimuli that alter the screen-only experience. Also, think beyond typical contextual considerations, including environmental, cultural, or even temporal contexts, as it helps to extend thinking beyond the device.”

Having trouble thinking of the consumers perspective? Evaluate their:

  1. Location. Where is the consumer and what are they trying to accomplish?

  2. Emotions. What is their emotional state currently? A quick temper can cause a user to lash out and become frustrated with the interface. Practice empathetic marketing on the site and ensure an easy-to-use interface to ease interactions. 

  3. Time. The user has a finite amount of it, don’t waste it or they will not visit again. Keep site messaging simple

  4. Consumer journey. Know where the consumer is in their journey and cater messaging based on their past or current behaviors. Data analytics helps track returning users, retargeting methods help diversify call-to-actions, and detailed personas determine the wants/needs of the consumer.

  5. Influencers. Review sites, celebrities, and personal relationships play a hand in a consumer’s purchase. Be mindful.

  6. Preferences. How much time do they spend on their mobile device and what features are critical to their experience?

Richard Makerson, from mobile experience partner, BlueFletch, says that "The goal is to become user focused instead of addressing the task or feature only. When developers have a high level of context and practical experience with use cases the quality of the work output is superior."

Knowing how to pinpoint the user’s headspace is important when creating necessary features.

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“There will always be feature demands spurred by device capability, but clients increasingly want deep integration with backend and third party systems,” says Allen. “These integrations add the functionally users expect and are, many times, already built—and can be leveraged via mobile.”

Meet their needs by developing the following device components to enhance the user’s mobile experience:

Functionality

Do the tools and features allow users to complete tasks and achieve goals?

  • Optimize and prioritize features like product search, product review, check-in, order status and shopping cart that are relevant to the business.
  • Place touch targets appropriately to avoid selection errors. The easier it is to navigate a site and click on mobile-friendly links, the less frustrated the user.
  • Decrease the effort required to enter personal data by offering autocomplete, spell check, and prediction technology. With these automatic features, be sure to clearly state privacy policies and ask for permission before collecting any information.
  • Keep alerts and notifications brief, informative and clear- they should be easy to act on or dismiss and should not interrupt the user’s workflow.

Content

Do the various types of material provide information or engage the user?

  • Present and produce a mix of product information, social content, support content, and marketing content for the user. Give the user control of what they can skip, listen to, or view. The content must add value and reside on a format supported by the device.
  • Encourage social participation with the content created by maintaining an active social media presence and offering easy ways to connect.
  • Provide and promote mobile offers that can be shared and go viral. This increases brand awareness and also acts as a tool to obtain user-generated content.

Design

Is the visual presentation and interactive experience in a logical structure that helps users navigate easily and complete tasks?  

  • Convey the brand identity in a thorough but quick manner on the app or site. The landing page should have the main features and content.
  • Present the user with a speedy, descriptive tutorial on how to use the app and make the support functions easily visible. The fewer taps needed to navigate, the better.
  • Maintain visual consistency through the use of color, typography and personality. Attention to details like contrast, color, font size, and typography come in handy when the user encounters varying conditions like lighting changes.

Makerson states, "The mobile experience and how a user interacts with a given mobile application is key to winning trust with the user. An application that is not intuitive or clear, leaving a user to ‘guess what this button does’, can invoke feelings of anxiety and unease. For enterprise applications, this can be the cause of lost productivity and have serious financial implications when considering that time is money."

Mobile is a powerful tool that influences how consumers behave and how marketers market. Allen believes that “Mobile can enhance, simulate or even add capabilities to the human senses, allowing physical experiences to go beyond how we naturally perceive or interact with them.”

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Marketers Toolbox - BigPicture.io

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Marketers Toolbox - BigPicture.io

What is BigPicture.io?

BigPicture.io is an integration tool for marketing analytics, event tracking, and data.  

Why is this tool helpful?

This integration tool allows marketers to track and analyze their consumers without needing to know code.  

How is it used?

Users post a snippet on their site that integrates with other platform pixels. This enables data collection when consumers click, engage, or interact with a site’s content. Then the data collected is sorted by the “People Intel” feature into contact details and information.

Who would benefit from using BigPicture.io?

Marketers who do not necessarily have a coding background, but need data on their clients in order to target and market to them.

Pricing?

The pricing for BigPicture.io starts off small and increases as the features become more advanced. 

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Marketing to Marketers

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Marketing to Marketers

Marketers view marketing through a unique lens - so marketing to them can be tricky. As a company that connects brands with marketing agencies, AgencySparks has two main target audiences: One being the senior-level corporate marketer looking for marketing agency support; the other being the agency-side marketer looking for potential clients. Consequently, the AgencySparks team spends a great deal of time thinking about how to market to marketers. 

Marketers alter their marketing approach depending on their target audience. Targeting marketers brings unique challenges that requires refined strategies and tactics.
 

While most people don't know the intricacies of the marketing process - Marketers DO! Treat them that way.

While most people don't know the intricacies of the marketing process - Marketers DO! Treat them that way.

Marketing to Marketers: Personalization

One benefit of having marketers as part of a target audience is their openness to personalized advertisements. Because marketers understand the moving parts that make up a marketing ecosystem, they are less likely to be put off by, for example, a retargeted ad following them around the internet. 

Marketers know what's under the hood of marketing campaigns. They know the tactics being used and what the desired outcome is. 

Marketers know what's under the hood of marketing campaigns. They know the tactics being used and what the desired outcome is. 

This receptiveness comes at a cost. Because marketers understand what’s “under the hood”, they know that the email they received that used their first name in the opening line is simply a merge tag - not a company’s effort to build a real relationship with them. This means making something truly personalized, in the eyes of a marketer, requires more effort and greater attention to detail.
 

Marketing to Marketers: Messaging

Marketers can easily recognize persuasive techniques like scarcity, reciprocity, social proof, liking, etc. used in advertisements. That’s not to say that these techniques will not work, but rather that marketers view marketing campaigns with a higher level of scrutiny than the average consumer.

When crafting a marketing strategy targeting marketers, emphasize elements of:

  • Empathy - Marketers are constantly tasked with putting themselves in their target audience’s shoes… so they would appreciate having the same done for them.
  • Authenticity - Marketers know how easy it is to spin a fact or feature in a brand’s favor, so authenticity and self-awareness goes a long way in building trust.
  • Substantiated Claims - Because marketers understand that one person’s results do not guarantee everyone else’s, things like social proof, customer reviews, details, competitor comparisons, and real facts go a long way.
  • Brevity - Because marketers are so familiar with the various tactics used to engage with an audience, advertisements aimed at marketers have a smaller window of opportunity to engage them. Start with the “why,” get to the point, and do it as quickly as possible.

 

Marketing to Marketers: Creative

There are no magic formulas for what makes a successful marketing campaign. Every marketer wants to have the ad that goes viral. They subscribe to sites like AdAge and Digiday to see what other brands are doing in their creative, hoping that it will spark an idea for their next campaign. As a result, marketers have a greater appreciation for quality creative than the average consumer - they cheer on brands who execute innovative creative ideas.

The flipside? Marketers hold creative to a higher standard. They can pick out a seemingly unimportant detail of a creative execution and then pinpoint how the detail could have been improved.

This picture is from the office of PM3, our multicultural marketing agency. It's part of a larger mural that's made up entirely of critiques marketers made about creative concepts.

This picture is from the office of PM3, our multicultural marketing agency. It's part of a larger mural that's made up entirely of critiques marketers made about creative concepts.

Developing creative that is targeted at marketers requires striking the balance between simplicity and substance, and between subtlety and clarity.
 

Marketing to Marketers: Building Loyalty

Every marketer has a brand that have earned their loyalty, however, it cannot be bought. Marketers know that for every brand that authentically engages in corporate social responsibility, there are two brands using cause-related marketing to exploit an issue or make a quick buck

Because marketers know how much of marketing revolves around providing value at every stage of the customer journey, they also know how to sniff out gimmicks. When trying to build loyalty amongst marketers, know that a campaign with robust discount/reward system or a partnership with a useful external resource will almost always outperform the flashy campaign that lacks substance. If brands want to create loyalty within this segment, the marketing strategy needs to focus on building trust through transparency, engagement, and useful content.

 

At the end of the day, marketing to marketers can be a double-edged sword: On one hand, marketers understand the challenges that other marketers face - they appreciate creativity and value brands that embrace innovative marketing tactics. On the other hand, marketers view the marketing mix through a critical lens and will dismiss a half-baked marketing strategy without a second thought.

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Crafting a Productive Marketer

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Crafting a Productive Marketer

The task: finish the blog in a day. Naturally, the topic of productivity seemed like a breeze. So, at the beginning of the day, I attended to my other duties, taking my time, knowing at the back of my mind I would eventually complete the blog.

Part of my job is to monitor social media and, well, it can easily become a distraction from other tasks. One Twitter article sparks curiosity which leads to another and then another until you’ve traveled down a rabbit hole and lost track of your main objective and, more importantly, your time.

I know I am not the only one who has a serious diagnosis of procrastination.  Being productive can be a challenge with my short attention span and list of everything else I could be doing in that moment scrolling through my brain like the Star Wars intro. If you’re of the rare species who excels in time management, I applaud you. There is no doubt in my mind, however, that at least one second of your day has been wasted, and all it takes is a second because each second adds up.

In a world filled with distractions endlessly piling onto one another, there steps you can take to improve.

This blog was inspired by a Marketing Mindset video on Productivity in which AgencySparks CEO, Joe Koufman, discusses the book 15 Surprising Things Productive People do Differently written by Kevin Kruse.

You can buy hid best-selling book here. Or download his free infographic here

Knowing how to be productive is beneficial to everyone, but how can we, as marketers, improve our productivity.

Strategize

Plan everything. Communicate objectives thoroughly to your team so that everyone collaborates and is on the same page. Delegate and manage tasks - marketing managers are not as useful if they are involved in every little task. Strive for effectiveness and efficiency in everything you do. Utilizing content calendars, productivity bots, or smart digital marketing tools help optimize time and energy. Formulating a comprehensive marketing budget before the year maintains a purposeful team and a proactive marketing director.

Increase Efficiency and Effectiveness

It’s easier said than done. Start every action thinking about the consumer’s perspective and what they find valuable. Save time and money by reusing templates and content and organizing the content in calendars. Reduce work revisions and miscommunication by holding frequent meetings. Having open communication ensures everyone understands the objectives, clarifies feedback, encourages collaboration, and streamlines approvals. Consolidate and standardize marketing operations by staffing appropriately and using tools when necessary.

Track Progress

Consistently evaluate your own work in addition to the team’s. Qualitative and quantitative reporting - such as analytical data and weekly updates - impact future productivity and outcomes.

Take advantage of these marketing activities to lead to the best productivity according to Docurated:

15 ways to be more productive in your life and your job by Kevin Kruse. 

Day-by-day it gets easier to be more productive. Follow the 15 steps to make your overall life more productive and then translate those efforts into your work, You will find it is not as difficult once you put a little effort into it.

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Marketers Toolbox - Unbounce

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Marketers Toolbox - Unbounce

What is Unbounce?

Unbounce is a landing page tool that generates leads, converts visitors, and tracks content.

Why is this tool helpful?

This tool simplifies and activates the user’s strategy. It also adds style to the landing pages and helps increase leads which eventually increases sales.

How is it used?

Unbounce helps users build a landing page that converts leads into sales. Features help improve Reach and personalized messages through marketing automation. Unbounce integrates with multiple CRM and analytic tools. The A/B testing and extensive analytical reporting allow the user to optimize their approach/strategy and adjust accordingly. By offering a number of designs and layouts, the user can test which message will resonate with the target audience for each campaign.

Who would benefit from using Unbounce?

Anyone or business who wants to increase their conversion rate.

Price?

Use the 30-day trial to experiment with the multiple features.

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Marketing to the Millennials of the Millennium

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Marketing to the Millennials of the Millennium

The 8.3 million Millennials in the US will make up 75% of the workforce by 2025. They spend more than $200 billion annually. The Millennial market is massive, confusing, powerful, and a generation marketers MUST understand.

Who are Millennials?

Millennials are the generation immediately following Gen X - born in the 1980s and 1990s. The youngest of the generation are now “legally” adults - how’s that for a shock? Because Millennials have grown up in the “Internet era”, they are taking over the market with their technologically savvy minds.

Tom Fishburne created this comic about marketing to Millennials. 

What do Millennials Care about?

According to the Brookings Institute, the following values shape Millennial’s beliefs and actions:

Need to achieve a higher purpose than themselves.

Millennials seek meaning in their lives and choose to support brands or companies that share the same concern and responsibility for the world . Brand names do not matter. Gen Y’s brand loyalty lies in companies that offer solutions to ethical, social, and environmental issues. According to Forbes, a Cone Communications study showed that “9 out of 10 Millennials switch brands to support a particular cause and 87% purchase a product with a social or environmental benefit.”

This also reflects how millennials choose their careers. They seek out jobs where every task contributes to a bigger goal and purpose.

Experience

The value of a memorable moment outweighs buying or owning material objects. This is why 79% of Millennials want to travel the U.S and 75% want to travel the world. They are in it for the memories and side with brands that give them a good experience. A report from The Intelligence Group further proves this point by stating that 35% of people would rather have access to items or places like AirBnB instead of claiming ownership.

Marketing is now about what type of experience can be offered to the consumer rather than the product itself.

Community and teamwork

Opposite to the Baby Boomers and Gen X who grew up focusing on the individual rather than the group, Gen Y had teachers and coaches who encouraged a team oriented dynamic.

Access to technology and better transportation allowed Millennials to connect better than ever before. This influenced them to form their tribes based on similar interests as opposed to proximity.

How can marketers reach Millennials?

Know the “Why” Behind the Business

Since Millennials are all about meaning and purpose, know yours! Consumers want brands who understand themselves and have clearly defined objectives and values. Simon Sinek has a motivating TED talk about communicating the story of a brand from the inside out - describe why the organization exists, then how, then what.

 

Be Purely Authentic

Millennials appreciate transparency. In fact, 43% of Millennials only read content behind brands they trust. Post pictures or videos of the company’s culture on social media to showcase a “behind the scenes” look. Add a human element to the brand by having a conversational brand voice/style and telling relatable and relevant stories through content.

Getting Millennial input via focus groups and surveys help influence the strategy’s direction. Listen empathetically to understand Millennials in order to bring them exactly what they want.   

Collaborate

The need to build teams and help the world inspires Millennials to have a hand in product creation. 42% of Millennials said helping companies develop and create future products and services interests them. Involving Millennials guarantees buyers, locks down a target market, and, since the brand is fueling self expression, builds a consumer-brand relationship.

Doritos Crash the Superbowl was a campaign where Doritos engaged fans in their product and advertising by encouraging them to make their own Doritos commercial. Above is one of the submissions.  

Optimize Digital Advertising

Millennial’s relax by multi-tasking - so it is best to reach them through multiple social platforms. Since Millennials spend up to 25 hours per week online, it is important to provide them with organically made content that benefits or educates them. Give them a reason to spread, share, or forward the content. Inbound marketing such as e-books, whitepapers, videos, or blog posts are preferred and trusted among the millennial generation. Thought leaders on blogs or videos are trusted and viewed 60% of the time compared to traditional advertising.  

Monitor Reviews

Access to technology throughout their lives mean Millennials have grown up with access to product reviews before committing to a purchase. According to HubSpot, 73% of Millennials think reading a product’s review before purchase is important. Millennials trust influencers on Snapchat and Instagram - where they retain most of their information and news.

Utilizing user-generated content is a method to strengthen the brand-consumer relationship and leads to an 84% influence on Millennial purchases. Just think about how Yelp, Amazon or Rotten Tomatoes reviews influence purchases and activity planning. 

Personalize, Personalize, Personalize!

There are too many Millennials in the U.S. to oversimplify and use the same targeting and messaging. Research and define the audience’s different types of personas to gain an understanding of their beliefs and motivators. Figure out how the product/service might fit into their experience and how the brand represents their passions. Reach Millennials through creative, individualized content that resonates with them. Interact and engage with Millennials because meaningful connections transform generic ads into experiences.

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Marketers Toolbox - Thrive Leads

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Marketers Toolbox - Thrive Leads

What is Thrive Leads?

Thrive Leads is an email list building, conversion, and lead generation tool.

Why is this tool helpful?

This tool helps convert site visitors into email subscribers by displaying call to action forms or offers. The customizable, user-friendly design features help capture and retain an audience. Thrive Lead essentially completes a user’s goal of collecting a list of interested consumers.

How is it used?

Thrive Leads has a design feature with multiple form options that are easy to create. Hyper-targeted lists can be built leading to conversions by leaving relevant offers to visitors. A/B testing and extensive analytical reporting help monitor visitors actions and adjust strategies moving forward.

Who would benefit from using Thrive Leads?

Anyone or business who wants to increase their conversion rate.

Price

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