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LT Outlook: MA vs. CRM, and The Top 14 Marketing Technology Articles Curated Thursday, 3/6/14

LT Outlook: MA vs. CRM, and The Top 14 Marketing Technology Articles Curated Thursday, 3/6/14 | Educomunicación | Scoop.it

On the surface, you would think that the overall market potential for marketing automation is smothered by CRM’s overall marketing potential. So here’s a thought…

 

We’ve been told by Gartner that marketing technology spending will outstrip IT spending by 2017. And you’ve seen the Marketing Technology Landscape from Scott Brinker. Where’s the marketer going to find all that good technology?

 

Embedded in their MRM or MAS. Why? Because that’s where you’ll find the marketer.

 

Marketing Automation was built for the marketer, and it is the natural container for all that marketing technology coming down the road. Case in point: Salesfusion’s 3/4/14 announcement that predictive (from their LoopFuse acquisition) will be made available in Salesfusion (and, oh by the way, negating the need to setup Lead Scoring).

 

So marketing technology spending will outstrip IT spending in a few years, and the marketer’s foundation is MAS or MRM, I’d tend to think that MA will outstrip CRM in market cap in <5 years.

 

And if that’s true, shouldn’t the acquired be the acquirer?

 

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Mobile marketing automation is the new, new, new thing - VentureBeat http://sco.lt/8fK92H

-- > The 7 Meta-Trends of Marketing as Technology-Powered Discipline - ChiefMarTech http://sco.lt/5V2Waf

-- > How to Create Visual Social Media Content | Social Media Examiner http://sco.lt/97mQpF

-- > Stay in Compliance: What Marketers Need to Know About ePrivacy Law - Marketo http://sco.lt/8pc6V7

-- > Marketers Adopt Social Media Analytics Tools - eMarketer http://sco.lt/998Ik5

-- > Marketers doing more in-house: the trend no-one talks about? - Econsultancy http://sco.lt/7M0LJp

-- > Strategies For Negotiating With http://Salesforce.com  - Forrester http://sco.lt/5Ikp7J

-- > Ignore GooglePlus, Google Search Will Ignore You - Digital Information World http://sco.lt/6Wy7Xd

-- > The B2B Marketer's Guide to SXSW 2014 | Demandbase http://sco.lt/7XqGqv

-- > Infographic:Trends That Will Shape Digital Marketing - Marketing Technology Blog http://sco.lt/8YDtjd

-- > 7 Steps to Content Marketing Success [Infographic] - Smart Insights http://sco.lt/8rf961

-- > You Have 8 Seconds to Engage the B2B Customer - Infographic - Skyword http://sco.lt/7naSTR

-- > What Will Content Marketing Look Like in 2014? [Infographic] - Profs http://sco.lt/4icoiX

-- > How Buyers Buy: Marketing With the 'Buying Center' Concept [Infographic] - Profs http://sco.lt/5T2EU5

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

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The Top 2013 Agile Marketing Articles, and The Top 12 Marketing Technology Articles Curated Wednesday, 12/18/13

The Top 2013 Agile Marketing Articles, and The Top 12 Marketing Technology Articles Curated Wednesday, 12/18/13 | Educomunicación | Scoop.it

As a mode of operation, agile marketing received a significant amount of coverage in 2013. And to no surprise, it was Scott Brinker who led the charge. I took a look back at the agile marketing articles curated in 2013, and these are the best offerings:

-- >  2014: The Year Agile Marketing Takes Off - CMS Wire

-- >  Debunking 3 myths of agile marketing - Chief Marketing Technologist

-- >  Five Key Features For Agile Marketing Operations - Teradata Applications

-- >  Agile: What Marketers Can Learn From Software Developers - Profs

-- >  How NOT to be Agile for B2B Marketers - G2M Solutions

-- >  Four ways agile marketing will change your business and interactions with customers - Econsultancy

-- >  Introduction to agile marketing (video presentation) - Chief Marketing Technologist

-- >  Agile marketing in practice: Pros, cons & other observations - Heinz Marketing

-- >  Agile Marketing: Managing Marketing in a World of Constant Change - Chief Marketing Technologist

-- >  Marketing That Makes Sense - The Agile Way - Pardot

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Marketing Automation: Are You a Tortoise or a Hare? http://sco.lt/70uae1

-- > Achieving Right Time, Right Message in Email Marketing and Beyond - ClickZ http://sco.lt/7dixdJ

-- > Superheroes of marketing automation: The VentureBeat top 10 http://sco.lt/8LnScr

-- > How do you measure the company blog’s performance? | MarketingExperiments http://sco.lt/6RZWwz

-- > Customer Experience Matrix: 4 Marketing Tech Trends To Watch in 2014 http://sco.lt/4nNw7l

-- > To Be Effective With B2B Video, Tell a Good Story - Marketing Pilgrim http://sco.lt/708C2L

-- > Retargeted ads want to know you better, and they will - PandoDaily http://sco.lt/6Z5tth

-- > The Nudge Effect in Email and How to Use It « Mass Transmit http://sco.lt/8HXTft

-- > Advertisers Plan Twitter Budget Increases as ROI Improves - MarketingCharts http://sco.lt/6iRq2j

-- > Email Subject Lines: Words and Tactics That Boost Open Rates - Profs http://sco.lt/7pqlLV

-- > Why Responsive Design is Important: 10 Key Statistics | SEOcial http://sco.lt/75ayI5

-- > E-commerce Eye Candy - Landing Pages Work [Infographic] - Building Keystones http://sco.lt/95ggbZ

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

 

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When MA is needed, and The Top 14 Marketing Technology Articles Curated Monday, 12/16/13

When MA is needed, and The Top 14 Marketing Technology Articles Curated Monday, 12/16/13 | Educomunicación | Scoop.it

When do you really need marketing automation?

 

Suppose you know every single targeted prospect in your market…everyone. You know all the players, responsibilities, purchasing approval processes, etc. Do you need marketing automation? Of course not. You don’t need inbound marketing: SEO, PPC, trade shows, social, advertising, etc. And it’s debatable that you need outbound marketing. You need Account Based Marketing, with a plan for each account. That’s it, that’s what is needed.

 

On the other end of the spectrum: suppose you do not know a single player. No one. Clearly marketing automation plays a role as a part of the inbound process. More than plays a role: it’s critical.

 

Suppose you’re somewhere in between. Suppose your company has client Accounts with Contacts but it’s not the complete market. You need to constantly reach out and keep your clients “entertained” with content, while you conduct inbound marketing to bring more into the fold. You need MA. Suppose you have a complete list of everyone in your market, but there is absolutely no relationship. MA plays an important role as you conduct your outbound efforts (inbound is not necessary).

 

Bottom line: if you have a relationship with everyone in your market, you need ABM. If you have to conduct inbound and/or outbound marketing, you need marketing automation. If you don’t need ABM, inbound or outbound marketing, then you better shake a lot of hands.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- >  Content marketing trends 2014 - Smart Insights http://sco.lt/8pw4HJ

-- >  Adobe Digital Marketing Blog | The New Marketer in the Digital Age http://sco.lt/64d9HN

-- >  Top 5 Indicators An SEO Company Is Trying To Rip You Off - TechWyse http://sco.lt/6lhmGf

-- >  Marketo Acquires Insightera | SiriusDecisions Blog http://sco.lt/8SaYpV

-- >  Content at the Center of Marketing | Kapost Content Marketeer http://sco.lt/7xrl33

-- >  How Google Is Killing Native Advertising by @wittlake — B2B Digital Marketing http://sco.lt/8vtv3h

-- >  Want Conversions? Start with User-Friendly, Useful Landing Pages - KISSmetrics http://sco.lt/4qhj29

-- >  Everything Technology Marketing: Developing Your Marketing Analytics Strategy http://sco.lt/9DeVBB

-- >  Why Your Gamification Efforts Are Failing | Gigya's Blog http://sco.lt/72JaQT

-- >  B2B Marketers Use Stories for Successful Digital Video - eMarketer http://sco.lt/74VygT

-- >  The Next Domain Gold Rush: What You Need to Know - Moz http://sco.lt/7nYyR7

-- >  Video Is the Future of Social - All Things D http://sco.lt/5QoMBl

-- >  Marketers Step Up Spending on ABM | IT Services Marketing Association http://sco.lt/7sbLzl

-- >  2 Fundamental Marketing Reports to Manage your Web Marketing - Bluewire http://sco.lt/5v2dXd

 

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

 

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The Ignorant CEO, and The Top 12 Marketing Technology Articles Curated Wednesday, 11/13/13

The Ignorant CEO, and The Top 12 Marketing Technology Articles Curated Wednesday, 11/13/13 | Educomunicación | Scoop.it

The Marketer with the greatest opportunity is the one who works for the ignorant CEO.

 

Not ignorant in a clueless way, but a lack of knowledge of the swift moving marketing technology environment. That certainly doesn’t make them bad CEOs: they just have other things on the agenda, and really shouldn’t care about how things get done…so long as they get done and objectives are attained.

 

That provides the Marketer with a wide runway. Work backwards for a second, and consider updates on Marketing’s progress. Those updates will be data-laden, leaving the CEO with a higher comfort level than a qualitative update (which is open to debate). The CEO won’t know the HOW (and may not care), but the results are attributed and justified, and that’s all the CEO needs.

 

So what does this offer the Marketer? The opportunity to change the way things are done. A tectonic shift to remake Marketing to drive greater results with different resources that will provide more opportunity, more measurables, and more experience.

 

Ignorance is bliss.

 

Marketing Technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  A Marketing Generation Gap - People vs. Technology - ClickZ http://sco.lt/76YAXR

-- >  Five Challenges Forcing Marketing Leaders to Evolve - Vocus http://sco.lt/5H5ILB

-- >  Why data-driven marketers shouldn't trust the data fully - Chief Marketing Technologist http://sco.lt/7WQxxh

-- >  Don't Call Me CMO: Top Marketers Say Job Has Evolved Beyond Title - Ad Age http://sco.lt/9ImFjF

-- >  Have a Source to Add to The Marketing Technology Alert? Add It Now! http://sco.lt/5nGhjl

-- >  Effective Content Marketing on Google Plus: 5 Tools to Measure Success - CMI http://sco.lt/8n79Zx

-- >  5 Tips for Your Lead Qualification Process | Lead Views  http://sco.lt/8mXgGn

-- >  The New Google Design: Understanding Google’s New Search Results Page | WordStream http://sco.lt/7OWeh7

-- >  Twitter Announces Custom Timelines For Tweet Curation Around Events And Topics - Marketing Land http://sco.lt/9D3mcb

-- >  The Most Important Content for Small Business - Duct Tape Marketing http://sco.lt/8UQdSz

-- >  How PPC Campaigns Can Enhance Your Inbound Marketing Strategy |  iSpionage http://sco.lt/7l5DRB

-- >  10 Best Blogging Practices [INFOGRAPHIC] - Digital Information World http://sco.lt/63lD29

-- >  How A Single A/B Test Increased Conversion by 336% [Case Study] - Unbounce http://sco.lt/5QQfK5

 

See ALL Top Curated Marketing Technology Articles here.

 

___________________________________

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Adrian Porter's curator insight, November 14, 2013 6:35 AM

Some good stuff here about the changing roles required to deliver transformation

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Not Out of the Woods, and The Top 14 Marketing Technology Articles Curated Friday, 11/1/13

Not Out of the Woods, and The Top 14 Marketing Technology Articles Curated Friday, 11/1/13 | Educomunicación | Scoop.it

As usual, no one had a final budget. Not as if that was a unique situation across U.S. industry.

 

But Susan had the budget review meeting set, and she wasn’t going to let up on the pedal as she needed to finish up the budgeting exercise in time for her board meeting in a couple of weeks. Sue rose to the CEO position through Sales, steering company sales through good and bad times, always hitting her numbers. She was tough, strong willed with carcasses left in her wake, and more than anything else, practical.

 

With Sue, Sam (CMO), Phil (CIO) and Paula (VP Sales) at the table, Jerry (CFO) led off the meeting using Prezi with a quick review of objectives for the year, last year’s performance and a comparison of department budgets from this year to next year. Sam’s budget stood out from others, and that became Sue’s initial focus.

 

“Why the jump, Jerry?” was Sue’s style, pointing her questions directly to the person responsible for the deliverable. To Sam’s delight, Jerry accurately portrayed Sam’s desire to change the direction of Marketing towards a technology-embedded function that would meet the changing competitive environment. Jerry parroted Sam’s rationale and proof points perfectly. It’s when discussion shifted towards the ROI that the mini-explosion took place.

 

“This is theoretical,” said Paula as she jumped in. “A significant part of the ROI argument relies on the reduction of the Inside Sales team, so you’re asking me to take a leap of faith while signing up to these numbers. I’m not buying.”

 

Jerry followed: “Look, Paula’s right. She’s got a formula that works and has proven to meet our sales numbers each and every quarter. I understand Sam’s argument…it makes sense. But Paula’s paying the way.” Without the headcount reduction, Sam’s proposed budget was wounded.

 

Sue immediately followed, as if she knew this debate was going to travel down this path. “As a company, we need to get smarter about what we do and how we do it. And part of that smarts is using data to our advantage to drive all parts of our organization. Lord knows we have enough information at our disposal to improve our decision making, and drive all facets of our go-to-market. I like where Sam is going with this, and we need that type of transformation to take place.”

 

Sam, stunned by this proclamation, felt vindicated while Paula started to shift her opposition into 5th gear.  It was at that point when Russ busted into the room. “Sorry I’m late. Damn red-eye screwed me.”

 

Marketing Technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  Old ROI Methods Are Holding Back The Adoption Of New Technology - Forrester http://sco.lt/5OYMcb

-- >  Three 'Light Bulb Moments' to Illuminate Social Marketing Success - Profs http://sco.lt/8JWh6n

-- >  Salesforce Launches A Private Version Of AppExchange For Companies To Manage Their Own App Stores | TechCrunch  http://sco.lt/9EVfTF

-- >  10 Examples of Brilliant Email Marketing (and Why They're So Great) - HubSpot http://sco.lt/7nJDqT

-- >  Bringing Predictability to Marketing Automation Adoption (One Playbook at a Time) - SiriusDecisions   http://sco.lt/8JVrxh

-- >  Stuck in the Visual Web: 6 Strategies for Winning Short-Form Video - ClickZ http://sco.lt/7wOO0X

-- >  ExactTarget Inc : New Research Finds 76 Percent of Businesses Expect Personalized Digital Marketing From B-to-B Bran... http://sco.lt/9LXEwL

-- >  Simple design change to incentive raises clickthrough rate from the dead by 48% | MarketingExperiments   http://sco.lt/6CnaYz

-- >  How to Avoid a Marketing Automation Catastrophe - Sales Benchmark Index http://sco.lt/8ygWy9

-- >  Eloqua Team vs Marketo Select in Marketing Automation Software - FindTheBest http://sco.lt/7tBZeD

-- >  Why You Need to Graduate From Email Marketing to Marketing Automation - Marketo http://sco.lt/8u09K5

-- >  Infographic: Are Content Marketers Ready for Disruption? - Marketing Technology Blog http://sco.lt/8xPKsr

-- >  Marketing Automation: The Risks And Rewards Of Software's Hottest Market - CMO.com http://sco.lt/8Jb5tJ

-- >  Marketing Automation Miracle or Myth - Direct Marketing News http://sco.lt/5LEcuP

 

See ALL Top Curated Marketing Technology Articles here.

 

___________________________________

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Peeling Away the Layers, and The Top 14 Marketing Technology Articles Curated Friday, 10/25/13

Peeling Away the Layers, and The Top 14 Marketing Technology Articles Curated Friday, 10/25/13 | Educomunicación | Scoop.it

The two factors that were trending in the wrong direction: cost per lead, and the time to close. The cost per lead metric had nothing to do with marketing costs increasing, and everything to do with fewer leads from the budget. Yes: Marketing’s role to assist Sales in its efforts to hit numbers worked last year, but the Q2Q view over the past two years was not good. The other metric, time to close, was even direr as it extended slowly but surely by 6-8 weeks, and Sam fully expected it to go another month by year end.

 

Damning stats for sure, and those were the key indicators to start to craft a different plan. So with that as a basis, the questions for 2014 were: (1) how many additional opportunities were needed, (2) when were they needed, and (3) how can the sales cycle be reduced?

 

It was fairly easy to quantify the additional opportunities needed to come through the door: that was just a matter of math. The qualitative discussions with Sales led Sam to conclude that Sales spent too much time qualifying leads, wasting valuable days pursuing and identifying opportunities from inquiries coming through the door. And they added headcount in the form of Inside Sales to qualify opportunities.

 

With this information, Sam concluded that the justification for the budget could be found in two areas: an increase in the inbound marketing efforts to drive more opportunities back into the organization, and holding onto inquiries longer. With comfort level rising a bit, Sam started to build a plan to address both issues and quantify the benefits (from increased sales, decreased costs, increased efficiency) from an overhaul of Marketing.

 

And as Sam start to vet components of the plan to IT and Sales, the pushback began.

 

Marketing technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  How To Go From CMO To CEO In 6 (Not Entirely) Easy Steps - Fast Company http://sco.lt/6QTlqr

-- >  Trends and Predictions On The Future of Content Marketing [Slides] - B2B Marketing Insider  http://sco.lt/8g9Ezh

-- >  Content Curation: Key Tips and Ideas for Brands - CMI http://sco.lt/4vjtCL

-- >  Persuading Senior Executives With Data - ClickZ http://sco.lt/9HKPz7

-- >  Why Do Big Companies Crowdfund? | Web Strategy by Jeremiah Owyang http://sco.lt/89ztSr

-- >  Infographic: Video Support in Email is Growing - and Working - Marketing Technology Blog http://sco.lt/6wUarh

-- >  Adaptive Web Design vs. Responsive Web Design | Skyrkt http://sco.lt/585RM9

-- >  The Complete Checklist for Creating Compelling Calls-to-Action - HubSpot http://sco.lt/7UuSO1

-- >  LinkedIn Hits 38% Of Unique Visits From Mobile, Up From 8% In Q1 2011 | TechCrunch http://sco.lt/5CPGzZ

-- >  How B2B companies talk past their customers | McKinsey & Company http://sco.lt/81pvTV

-- >  Adobe Digital Marketing Blog | The Cautious Road of Dynamic Insertion http://sco.lt/4lRvjV

-- >  Triggered email open rates are four times higher than newsletters - Econsultancy http://sco.lt/8FxkFF

-- >  MailChimp Enters Simple Marketing Automation Market - CMS Wire http://sco.lt/5kLABN

-- >  Social Marketing Automation - Marketo Acquires Crowd Factory http://sco.lt/5URctl

 

See ALL Top Curated Marketing Technology Articles here.

 

___________________________________

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The Clock is Ticking, and The Top 13 Marketing Technology Articles Curated Wednesday, 10/23/13

The Clock is Ticking, and The Top 13 Marketing Technology Articles Curated Wednesday, 10/23/13 | Educomunicación | Scoop.it

There wasn’t much time.

 

Jerry wanted the first draft of budgets in a month, and all Sam had was an idea that fundamental changes were needed. Well, actually a bit more than that: Sam had a decent understanding of the basic marketing technology applications in the marketplace, and what these apps could provide. Nothing in-depth, but cursory knowledge.

 

So Sam thought: I’ll inventory what I have, and take a harder look at all those marketing tech tools, and with that, I should have an idea on what I need to do.

 

Inventory was easy: the company had an excellent CRM system, and the SFDC instance was humming along perfectly. And the data was good (not great): some improvements could be made, i.e., cleaning. All email campaign results were integrated with the SFDC. SEO was owned by IT, so that was on auto-pilot, and the results were decent. The web site was OK: fairly generalized with a smattering of landing pages. Google Analytics, managed by IT, gave Sam decent data to create some interesting reports. Sam’s team was solid, composed of content generators from event marketers to product marketing to PR. All in all, Sam was pleased.

 

Time to take a look at what’s available in the marketplace, so Sam decided to start with Gartner’s Digital Marketing Transit Map, LUMA Partners Marketing Technology LUMAscape, and Scott Brinker’s Marketing Technology Landscape Supergraphic.

 

And that’s when the panic set in.

 

Marketing technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  Want to Be CMO? Learn Data. - Vocus Blog http://sco.lt/5F9nRh

-- >  How to write a marketing budget your CFO will enthusiastically support | @HeinzMarketing http://sco.lt/5SmXgn

-- >  Your Marketing Platforms Are Not as Accurate As You Think - Marketing Technology Blog http://sco.lt/5D6Ckj

-- >  Absolute essentials of B2B marketing automation | b2bmarketing.net http://sco.lt/6nEBpR

-- >  A New Look at the Value of Data to Marketers and the Economy - ClickZ http://sco.lt/8PVofp

-- >  The Power of a Good Logo | MIT Sloan Management Review http://sco.lt/9N6kqH

-- >  Personality Profiling and Messaging - Gartner http://sco.lt/5kIRpB

-- >  Blog SEO Tips for Non-SEOs: 3 Things Bloggers that Aren’t Search Nerds Forget to Do - WordStream http://sco.lt/6NXlbd

-- >  Four Steps To Turn Big Data Into Action - Forbes http://sco.lt/974h2f

-- >  15 top-notch content curation tools - Ragan http://sco.lt/8TWwz3

-- >  Five Key Elements to Integrated Online Marketing | XcelMedia http://sco.lt/7ZcFPN

-- >  A [Poorly] Illustrated Guide to Google's Algorithm - Moz http://sco.lt/58beD3

-- >  Quintessential Marketing Automation Guidebook White Paper - Manticore  http://sco.lt/86y7Bx

 

See ALL Top Curated Marketing Technology Articles here.

 

___________________________________

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The River’s Moving Fast, and The Top 14 Marketing Technology Articles Curated Friday, 10/18/13

The River’s Moving Fast, and The Top 14 Marketing Technology Articles Curated Friday, 10/18/13 | Educomunicación | Scoop.it

 

This marketing technology thing: it moves damn fast.

 

We’ve talked about the impending predictive analytics movement coming to your CRM and MA soon. SEO: it’s a given that changes need to be made on a continual basis…quickly. Now the latest: Twitter revising its private messaging application. The impact on B2B communications will be enormous.

 

On the other hand, we have yet another article about the difficulty in using marketing automation and other marketing technology-based applications and processes. And the stat that almost 60% of all B2B marketers find content creation and marketing the most difficult marketing tactic to execute.

 

Are we seeing a gap growing?

 

You must…MUST…convert your function and your skill sets over to technology. You have no other choice: competition, clients, prospects, IT are all pushing you in this direction, and you have no other choice.

 

Look at the proposed Marketing Dream Team as a starting point. Consider redefining your department between Content Creators and App Masters, adding Data Jockeys at a later point.

 

The river’s moving fast: please don’t get pulled under by the current. Make those systemic changes.

 

Marketing technology…NOW!

 

Today's curated article summarized for your quick review:

-- >  How To Embrace The Five Steps Of Data-Driven Marketing - Forbes http://sco.lt/5eDqHR

-- >  Branding Strategy Insider | Why Women Are The Superior Marketing Sex http://sco.lt/7LocfR

-- >  Twitter Plans to Revamp Its Private Messaging Product - AllThingsD http://sco.lt/5Vf4gz

-- >  3 Content Optimization Questions That Google Analytics Can Answer - CMI http://sco.lt/75ht2H

-- >  Five Tips for Tackling B2B E-Commerce Without Amazon - Profs http://sco.lt/5KqieX

-- >  5 rules for a B2B content marketing strategy - Smart Insights http://sco.lt/5aBKj3

-- >  A Big Deal for Content Marketing: Oracle Buys Compendium - Rebecca Lieb http://sco.lt/6O8jcP

-- >  Maximize Inbound ROI: Clicks, Content and Conversion - Act-On http://sco.lt/7Xk3BB

-- >  Infographic: Video Marketing - Social Proof by the Numbers - Marketing Technology Blog http://sco.lt/5eiuo5

-- >  Automation, Integration of Inbound Marketing Still Limited - eMarketer http://sco.lt/8KUell

-- >  Start With Social Media But Dig Deeper [INFOGRAPHIC] ~ GetSatisfaction http://sco.lt/8eZmDp

-- >  What works when selling to marketers | LeadJen http://sco.lt/5sGR7Z

-- >  The Ultimate Guide to Social Media Image Dimensions [Infographic] - HubSpot  http://sco.lt/50PsKv

-- >  The Anatomy of a High Converting Landing Page - QuickSprout  http://sco.lt/8MYFSj

 

See ALL Top Curated Marketing Technology Articles here.

 

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New Marketing Management, and The Top 8 Marketing Technology Articles Curated Friday, 10/11/13

New Marketing Management, and The Top 8 Marketing Technology Articles Curated Friday, 10/11/13 | Educomunicación | Scoop.it

Over the past few days we’ve covered the basic pieces to the new Marketing Department: (1) Data Jockeys, the (2) App Masters, and the (3) Content Creators. Now the question is: who reports to whom.

 

Let’s start with the easiest group, the App Masters. This is the domain of Marketing Operations, which is emerging as one of the most important marketing management functions, and the fastest growing.

 

The Marketing Operations manager (VP, Director, whatever) is your resident marketing tech expert, astute in all aspects of marketing technology from CRM to MA to SEO to A/B & MVT testing to whatever. If there is code, then there’s the need for Marketing Ops.

 

Obviously, the Marketing Ops Manager has to know the technology, otherwise he/she will be run over by staff. But the Marketing Ops Pro needs to be able to cross over and serve the Content Creators and the Data Jockeys, with knowledge of their mission, objectives and needs. And by the way: the Marketing Ops Manager MUST be able to speak the language of IT, and build bridges.

 

If there was ever a role that the CMO needs to embrace, it’s Marketing Ops. Without that, the CMO is subject to the direction from IT.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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Is there any Big in B2B?, and The Top 14 Marketing Technology Articles Curated Friday, 10/4/13

Is there any Big in B2B?, and The Top 14 Marketing Technology Articles Curated Friday, 10/4/13 | Educomunicación | Scoop.it

The rush of Big Data insight is slowing down, which means we’re coming to the end of the news cycle: “new” concept emerges, pros pontificate, laud, then denigrate, get bored, then move on to the next “new” concept. Of course, the concept stays and is evaluated for possible corporate pursuit. Sometimes it has legs, sometimes it doesn’t.

 

But has there ever been any Big Data relevancy in the B2B world? Excluding the sale of low cost expendables, e.g., office supplies, is the capture of data on the Big Data scale even remotely applicable in B2B?

 

B2B transactions are in the thousands range. B2C is hundreds of thousands to millions, with variables dwarfing that of B2B. There’s little need to explore and execute on Big Data strategies in the B2B realm as there just isn’t enough data. However, that doesn’t mean you shouldn’t capture the data and use it to examine for trends, then run scientific experimentation. There’s enough data out there to run MVT without overloading your cranium.

 

Just because your data isn’t Big doesn’t mean you should walk away from the examination of trends, testing, and optimization. Your data is Big enough.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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What a Great Day to Budget and Plan!, and The Top 14 Marketing Technology Articles Curated Wednesday, 10/2/13

What a Great Day to Budget and Plan!, and The Top 14 Marketing Technology Articles Curated Wednesday, 10/2/13 | Educomunicación | Scoop.it

Seriously, is it ever a good day to budget and plan? Well, today may be a decent day to tackle matters, as I’m delivering 14 very focused articles designed to help you with your 2014 plans. Each article, written very recently, provides you with some guidance, some data, and some templates to help you finish up what your management team needs: a comprehensive, sensible, technology-data-ROI driven plan.

 

Delve deep today: from a planning and budgeting perspective, it doesn’t get much better. And if you need more evidence, search the Filter function in the Marketing Technology Alert (search by keyword or tag).

 

Sometimes we’d prefer a turpentine and tonic over planning and budgeting, but with today’s edition, I think you can skip the turpentine.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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So Who’s the Genius, and The Top 11 Marketing Technology Articles Curated Monday, 9/30/13

So Who’s the Genius, and The Top 11 Marketing Technology Articles Curated Monday, 9/30/13 | Educomunicación | Scoop.it

I curate many “how to” articles each day, week, month. And everyone has advice on how to do this, do that, etc. And I look to deliver only those curated articles that offer value to the B2B marketer.

 

But that doesn’t mean its gospel.

 

The content is just advice, feedback, guidance. That’s all. It’s not a roadmap of to do’s and tasks, only a litany of ideas and concepts that may have validity…or may not. Much of it is proven, but proven by the user or author. And there lies the rub: it may not be useful to you (and it could prove to be counterproductive).

 

The content providers behind these curated posts are not geniuses when it comes to your business: that’s your role. So take the advice where applicable…and TEST it. Test, test, test. Some will work, some will not. But it’s on you, not the author.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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MTD's curator insight, September 30, 2013 10:19 AM

Technology is just that - a tool. That being said, much of the history of the advance of mankind is the history of advancing tools being met with appropriate, measured and therefore successful use of those tools by our species. So it makes sense to keep taking a look at the changes in the industry's kit, as long as you don't just use it to use it. Here's a quick view of some of the more sensible and reasonable, measured reviews of marketing technology this month. 

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The B2B Marketer’s Supermarket Sweep, and The Top 12 Marketing Technology Articles Curated Thursday, 9/26/13

The B2B Marketer’s Supermarket Sweep, and The Top 12 Marketing Technology Articles Curated Thursday, 9/26/13 | Educomunicación | Scoop.it

Recall the game show Supermarket Sweep: so much to pile into the shopping cart, so little time. The vast array of marketing technology available today is like Supermarket Sweep: you can’t shove everything into your budget.

 

I’m not saying that too much marketing tech is a bad thing, just that you cannot budget for everything out there. And if not today, then soon there will be marketing technology app for absolutely everything a B2B marketer needs. So what to do? How do you prevent market tech hangover from too much of a good thing?

 

Simple to say, hard to execute: (1) get an understanding of what’s out there; and (2) understand what you need to do, what you’re capable of doing, and your budget parameters. I can’t help you with the latter from my keyboard, but I can help you with the former with these resources: the LUMAscape, the even better Gartner transit map, and a webinar associated with the transit map.

 

Those Supermarket Sweep contestants had a plan before the running down the aisles willy-nilly, e.g., caviar before crackers. What’s your marketing tech caviar?

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

Receive a FREE daily summary of The Marketing Automation Alert directly to your inbox.  To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). If you find this post valuable, please share.


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Marketing Automation Soft Spots, and The Top 10 Marketing Technology Articles Curated Monday, 2/3/14

Marketing Automation Soft Spots, and The Top 10 Marketing Technology Articles Curated Monday, 2/3/14 | Educomunicación | Scoop.it

Where are the soft spots in Marketing Automation today? Some thoughts:

1) Predictive: technology that mines existing data to proactively recommend and react with pertinent communiques and offers. We’re starting to see this, as witnessed by the recent Salesfusion acquisition of LoopFuse.

2) Complete social integration especially measurements. I mean everything so that it’s a full view of every utterance mined for pertinent clues, with a full suite of monitoring tools.

3) Built in workflows so that staff can cleanly communicate by process.

4) Visual CMS, providing the user with the ability to create and disseminate visually based content.

5) An MA system that fully incorporates the nuances of Account Based Marketing.

6) Managing and measuring paid media, from search to social to whatever.

 

Given the velocity of change, is it even possible for vendors to fold into its platform this type of functionality? Or does the vendor rely on an ecosystem to deliver this functionality? Or does it merge with an MRM vendor to deliver true marketing automation (and not just L2RM).

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Email Marketing’s Expanding Role Fuels Marketing Automation Surge - TowerData http://sco.lt/7QIrq5

-- > Salesfusion Buy Sets Race for Midmarket Marketing Automation - CMSWire http://sco.lt/5GbnZh

-- > Marketing Automation Becoming More Human? - ClickZ http://sco.lt/8xtHtJ

-- > Do you need marketing automation? Ask yourself these 9 questions! - G2M http://sco.lt/69Y0OH

-- > [TABLE] KPIs for measuring content marketing ROI - Smart Insights http://sco.lt/6Neixt

-- > How to Analyze Your Social Media Activities With Excel - Social Media Explorer http://sco.lt/54C7gP

-- > Implisit Raises $3.3M For Self-Learning Service That Predicts Sales Steps | TechCrunch http://sco.lt/6lvhdR

-- > Five Tips to Enhance Your Call to Action - Profs http://sco.lt/5pWjcf

-- > 5 Things CMOs Need From Social Media Management Tools - Forbes http://sco.lt/4vbkzx

-- > 22 Social Media Marketing Management Software & Services Reviewed - TopRankBlog http://sco.lt/7hy6ZV

 

See ALL Top Curated Marketing Technology Articles here.

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THE 2014 Trends List, and The Top 14 Marketing Technology Articles Curated Tuesday, 12/17/13

THE 2014 Trends List, and The Top 14 Marketing Technology Articles Curated Tuesday, 12/17/13 | Educomunicación | Scoop.it

Here it is, the definitive review of the marketing technology trends that will occur during 2014, in no particular order:

 

1- Twitter will gain greater prominence with B2B marketers as Twitter continues to significantly improve their product. Their Lead Gen Cards are just the beginning as they will create and offer new inbound marketing products, while continuing to improve their platform, e.g., images opened as default.

 

2- Video plays a dominant role in the B2B marketer’s toolkit. It’s used everywhere, especially as a part of the lead nurturing process. Content libraries will be filled with videos created on a persona basis x lead and sales stage. And it will be the go-to component of the marketer’s retargeting efforts.

 

3- And speaking of retargeting...As a result of the continued outbound marketing effort by B2B marketers fueled by marketing automation, retargeting will play an even greater role in 2014 as marketers find ways to reinforce their message.

 

4- Predictive takes off.  Gartner has it at the end of their Hype Cycle, Marketo purchases a company who has Predictive capabilities, current Predictive vendors are experiencing growth. All factors that support 2014’s year of Predictive.

 

5- We’ll start to see Data Management be outsourced for B2B marketers. Somewhat akin to David Raab’s Customer Data Platforms, I’m looking for the whole magilla to be outsourced to experts who will keep it clean, up to date, add fresh names, and provide insights that in-house staff cannot provide.

 

6- Marketo becomes the clear market leader in marketing automation. With Eloqua subsumed by Oracle, and Pardot steered to the VP Sales by Salesforce, Marketo and Hubspot are left as the major standalones. However, Marketo has started its shopping spree, and will grow its market presence by adding greater functionality to its platform.

 

7- B2B becomes more visual. Video, full motion infographics (thank you HTML5), more images, SlideShare, YouTube: all factors pointing to greater visuality beyond the .ppt.

 

8- Google will continue to drive link building down to levels of little consequence while increasing the importance of Google+ and Google Authorship, thus your SERP is a function of your content. The way it should be.

 

9- Adaptive Web Design becomes far more prominent and by year’s end will replace Responsive Web Design as the go-to format, as load times become too much to bear for the ever increasing number of mobile users.

 

10- Gamification is taken far more seriously by B2B marketers as more suppliers enter the fray as outsourced business partners, creating and managing the whole effort on behalf of the B2B marketer.

 

11- Native advertising use by B2B marketers dies off as there is far more scrutiny regarding the appropriateness of this technique. Backlash will occur.

 

12- Lastly, we’ll start to see Sales Scoring start to emerge where the Sales function auto scores not only incoming inquiries but ongoing leads, contacts and opportunities. This will be wrestled away from Marketing as it will be a part of the CRM function.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- >  Former IBM Marketing Exec: `Marketing Automation Makes Me Wince' http://sco.lt/8hG8Q5

-- >  A summary of buying B2B email lists | NuSpark Marketing http://sco.lt/5EAabh

-- >  What’s the Best Vertical Market? - Gartner http://sco.lt/5UUndR

-- >  2014: The Year Agile Marketing Takes Off - CMS Wire http://sco.lt/6wOy2L

-- >  Choosing a Marketing Automation Platform | http://Loyalty360.org  http://sco.lt/82WhFp

-- >  Effective Direct Response Marketing: One-Shot vs. Campaign - Profs http://sco.lt/7Hcl3h

-- >  4 Ways B2B SEO Tactics Augment Event Marketing Initiatives - Search Engine Watch http://sco.lt/9Cd5LF

-- >  A Map to Marketing Automation: 6 Components for Smarter Marketing - Design Float http://sco.lt/7Lsk0f

-- >  Six Best Practices for Social Media Success Infographic | Wildfire http://sco.lt/5ruhrl

-- >  The Marketer's Guide to Actionable Data [Infographic] - Profs http://sco.lt/8s3APZ

-- >  Mobile Email From Name and Subject Line Displays [INFOGRAPHIC] « Mass Transmit http://sco.lt/4t0vJp

-- >  An Look at How Professionals Rate Marketing Potential & Performance - PR 20/20 http://sco.lt/4jZlFB

-- >  INFOGRAPHIC: B2B Marketing Outsourcing Considerations and Tips - Lydia's Marketing http://sco.lt/7YDT1N

-- >  9 Areas for Marketing Automation - inmedia http://sco.lt/4wdJE9

 

 

See ALL Top Curated Marketing Technology Articles here.

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MA Needs to Adapt, and The Top 13 Marketing Technology Articles Curated Thursday, 11/14/13

MA Needs to Adapt, and The Top 13 Marketing Technology Articles Curated Thursday, 11/14/13 | Educomunicación | Scoop.it

Scott Brinker recently penned a post on the 3rd party marketplace that is emerging around Marketing Automation, arguing for the API economy and the platform strategy. No doubt that it is a proven strategy, as it provides innovation to the platform user as well as an opportunity for the platform to spread its functionality and ultimately its market presence.

 

But there are inherently critical applications today that should be native to the MA application, and they cannot be ignored given the degree of usage by the market. These include:

► Retargeting

► Predictive Analytics

► Sophisticated optimization, e.g., MVT

► Content Curation

► Big Data tools (for B2B’s relative Little Data)

 

Take Predictive as an example. I could argue that given a choice between lead scoring and predictive analytics, I’d take Predictive every time, and base my whole lead nurturing strategy around it. In fact, you could see Predictive actually replacing lead scoring.

 

Of course there are short term issues with the 3rd party marketplace: picking the right application, learning how to use the new app within the MA environment (it’s never easy), going through integration process, vendor viability, etc.

 

However, the greater issue is the degree of importance that these features provide to the MA user, and the MA vendor is continually asking the question as to whether to include Feature A, and does it provide a sufficient ROI? I’d rather see them ask the question: will this position me as the market leader?

 

At some point, the MA vendor needs to incorporate these features directly into the MA platform before the feature vendors themselves become so formative that they look to subsume the platform via Make or Buy.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles summarized for your quick review:

-- >  On Digital Marketing Operations and Learning to Fly - Gartner  http://sco.lt/672kUL

-- >  5 Ways To Leverage Predictive Customer Intelligence For Improved Customer Retention And Loyalty - Fourth Source http://sco.lt/8pisXB

-- >  Content Curation's Business Benefits, and 12 Tech Solutions to Consider - CMI http://sco.lt/7YB4Nd

-- >  Retargeting Goes Mainstream: 1 in 5 Marketers Now Have Dedicated Retargeting Budget - ClickZ http://sco.lt/7oznpx

-- >  Should You Change Your SEO Strategy Because of Google Hummingbird? - KISSmetrics http://sco.lt/5H5baT

-- >  2 Key Concepts for Developing Content in Response to Google Hummingbird - ClickZ http://sco.lt/7jEsM5

-- >  5 Must-Know Things About Content Strategists - FastCompany http://sco.lt/6vcNBB

-- >  Making your design and content more persuasive - Smart Insights http://sco.lt/5sbPFJ

-- >  Top 10 Sources of Industry Knowledge for ABM Marketers | SiriusDecisions Blog http://sco.lt/7i0Ql7

-- >  linkbird » Content Marketing in SEO - Infographic http://sco.lt/6IRB8D

-- >  Role of colors on conversion rates | Halwits http://sco.lt/84LW6b

-- >  What funding is best for your business? | smallbusinessheroes http://sco.lt/6vbGz3

-- >  Top 5 SEO Ranking Factors |  SEOCompaniesRanked http://sco.lt/5N1Fyb

 

See ALL Top Curated Marketing Technology Articles here.

 

___________________________________

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Validation, and The Top 18 Marketing Technology Articles Curated Monday, 11/4/13

Validation, and The Top 18 Marketing Technology Articles Curated Monday, 11/4/13 | Educomunicación | Scoop.it

Russ explained that the Marketing budget didn’t go far enough, and no one was surprised by the unexpected. That was Russ’ nature: he saw things that the others did not see, and it’s one of the qualities that made him the industry’s best engineer and visionary. When he cofounded the company six years ago, it was his advanced view of the world that drove the product success in the marketplace.

 

“From the beginning, we adopted Agile as our development approach, and it’s served us well. And it’s an approach that will serve Sam well in 2014 and beyond. From the beginning, everything we did from a development standpoint was data-driven, and you can’t argue with its success. It too will provide Sam with the chance to significantly impact the sales effort, but you can’t execute on it without the necessary tools.” So far, Russ’ argument was compelling.

 

“Yeah I know that things have been going well for us, and that’s probably the same way our competition felt before we stormed in and disrupted the shit out of everything and everyone five years ago. It’s pretty clear to me that this is now occurring on the sales front: all these yahoos are executing better than us by applying the same philosophy we applied when we started this thing. If it were up to me, I’d double Sam’s budget on the spot, knowing the value of the technology spend now vs. two years from now.”

 

Sue (CEO) had always listened to Russ, and ran the company in alignment with Russ’ advice and direction: she knew the value that Russ brought to the table, and was nodding in complete agreement as Russ provided his opinion. It then dawned on Sam that this was not an unplanned Russ soliloquy:  Russ and Sue had been discussing this all along.

 

“Great minds think alike?” Sam thought. And was Paula (VP Sales) of the same mindset?

 

Marketing Technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  2013 Content Marketing Prediction Hits and Misses - CMI http://sco.lt/7mKy0H

-- >  Please Don't Stereotype Your Personas - ClickZ http://sco.lt/5cnWS1

-- >  Customer Experience Matrix: Bislr: A "Marketing Operating System" That Includes Marketing Automation As An App http://sco.lt/9JQaZt

-- >  5 Incredibly Useful and Free SEO Tools - Digital Information World http://sco.lt/7EbS0v

-- >  Sociocast: Simple Predictive Marketing for Your Site - Marketing Tech Blog http://sco.lt/5wYZKj

-- >  10 Questions to Ask When Planning Your 2014 Marketing Strategy - Vocus http://sco.lt/4p4TIX

-- >  Landing Pages for Content Marketing [Infographic] - Ion Interactive http://sco.lt/66hB8T

-- >  Killer Terms for Subject Lines & Calls to Action - ClickZ http://sco.lt/6YQ5r7

-- >  Innovation Excellence | Where Should Marketing Innovation Come From? http://sco.lt/5oKCYr

-- >  Mind the Digital Marketing Gap [Infographic] - Lyris http://sco.lt/5oksIz

-- >  Confidence Boost: Marketers Get More Savvy With Content Marketing [Infographic] - Profs http://sco.lt/8NQe13

-- >  Infographic: Email Marketing Trends In 2014 |  Uberflip http://sco.lt/4hHYDh

-- >  Marketers Deem Conversion Rate Optimization Crucially Important, Report Improvements - MarketingCharts http://sco.lt/5ccFRh

-- >  Infographic: 25 Awesome Social Media Tools - Marketing Technology Blog http://sco.lt/7M860f

-- >  What the Twitter IPO Means for Marketers [Infographic] - Prestige Marketing http://sco.lt/8zsSzh

-- >  The Guide to Inbound & Automation - Pardot http://sco.lt/765lA1

-- >  How To Identify The Right People To Follow On Twitter [infographic] - TheMyndset http://sco.lt/5VE7xx

-- >  Your Essential SEO Checklist - Pardot http://sco.lt/4rmi25

 

 

See ALL Top Curated Marketing Technology Articles here.

 

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Ray of Light, and The Top 11 Marketing Technology Articles Curated Tuesday, 10/29/13

Ray of Light, and The Top 11 Marketing Technology Articles Curated Tuesday, 10/29/13 | Educomunicación | Scoop.it

The IT floor was pristine, an oasis of order and organization which reflected Phil’s stoic, orderly view of life.

 

“Hey Philly.” Sam walked into Phil’s office at the precise time of the meeting, just the way Phil liked it. Many would mistake Phil’s preference towards orderliness with inflexibility, but that was far from the case. Phil appreciated rational discourse, and was amenable towards solutions that made sense for the company…something appreciated by the CEO.

 

“Look Sam. I understand what you’re trying to accomplish. It makes perfect sense to bring on board staff that can manage these technologies for you so that you can improve your operation. Frankly, it’s about time because I was thinking of the same thing, acquiring technologies that extended our CRM into your department.” That caught Sam by surprise: no idea that Phil was evaluating the acquisition of marketing automation to help convert the company towards a more data-driven environment. “But I don’t know a damn thing about Marketing, and you don’t know a damn thing about managing these technologies.”

 

Sam explained that it was not only marketing automation, but the continual need to optimize everything that Marketing was doing, from landing pages to SEO to the content being delivered. And the dashboard needed to be ten steps deeper in its analysis. There was an immediate need, but a long term need to keep Marketing ahead of the marketing technology curve. “That’s why it will all report into a Marketing Operations manager, someone who understands the technology, how to apply the technology, and how to communicate with other parts of the organization, especially your group, Phil.”

 

Exactly what I wanted to hear, Phil thought to himself.

 

Marketing technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  B2B Lead Blog » B2B Marketing: What an 11% drop in conversion taught a live audience http://sco.lt/6NPxqL

-- >  Four essential steps to creating a B2B marketing dashboard - Econsultancy http://sco.lt/8s7LjV

-- >  Survey: 50% of Marketers to Increase Retargeting Spend - Digiday http://sco.lt/8HiIIj

-- >  Is Marketing Automation Worth the Hassle? New Data Raises Questions - HubSpot http://sco.lt/8P1jwv

-- >  Crowdfunding's Big-Bang Moment - HBR http://sco.lt/5KYtfd

-- >  Three Steps to Refreshing Your Blog - Profs http://sco.lt/6aKzJJ

-- >  Do Marketers Need Big Data? - ClickZ http://sco.lt/6zoUEb

-- >  Content marketing goes mainstream | B2B Content Marketing http://sco.lt/7q2gAT

-- >  It’s Time to Rethink Your Content Marketing – Free 214 Page eBook from Linkdex http://sco.lt/4zLNhJ

-- >  Infographic: Increase Email CTRs with Social Sharing - Marketing Technology Blog http://sco.lt/84jQ9J

-- >  What Small Businesses Look Like on LinkedIn [INFOGRAPHIC] - LinkedIn http://sco.lt/8WGVlZ

 

A Pre-launch Program for Marketing Automation Alert Readers…

 

Customized Curated B2B Content now available in beta for B2B companies, agencies and marketing tech vendors*. To learn more, go to Q8content.com.

 

*Et disponible en Français

 

See ALL Top Curated Marketing Technology Articles here.

 

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First Take, and The Top 14 Marketing Technology Articles Curated Thursday, 10/24/13

First Take, and The Top 14 Marketing Technology Articles Curated Thursday, 10/24/13 | Educomunicación | Scoop.it

Jerry was adamant. “You can’t submit a budget based on rhetoric and projections pulled directly from your rear end.”

 

Sam had already argued about the need to transition Marketing to a data-driven function that would ultimately drive more revenue from their database of 120,000 targets, but Jerry was having none of it: “Sales has already signed up to the numbers, and all you have to do is put in place those things you need to help them, same way as last year.” Sam’s success last year became a roadblock.

 

Sam suspected that the same way last year just wasn’t going to cut it: prospects were getting smarter about products and services, competition was already moving in a data-driven direction, and there were already signs that “the same way” was starting to fall off. Jerry wasn’t buying. “I’m not getting through to this fucking guy,” Sam muttered.

 

The budget wasn’t terribly radical…from a B2B marketer’s point of view. But it was radically different from what was done in the past, and Jerry needed more evidence that the addition of a marketing automation package, a comprehensive social monitoring and measurement package, the addition of a social media manager and a data analyst, and a change of agencies was quantifiably justified.

 

“Yeah,” Sam thought. “This was too much for Jerry to grasp.” Back to the drawing board.

 

Marketing technology…NOW!

 

Today’s curated articles summarized for your quick review:

-- >  Customer Experience Matrix: Marketing Automation User Satisfaction: Clearly, There's Room for Improvement  http://sco.lt/4nzp0D

-- >  How to Get People to Share Your Content | Reputation Capital http://sco.lt/96ajmD

-- >  Digital Trends for 2014 - Innovation Excellence http://sco.lt/87eCjx

-- >  How to Use Gamification in Your Content Marketing Plan - Zerys http://sco.lt/5QST7x

-- >  Google To Upgrade All To Universal Analytics, But There's A D-I-Y Upgrade Tool Coming First - Marketing Land http://sco.lt/5NBFz7

-- >  4 Ways to Make Your Landing Page Copy More Persuasive - Unbounce http://sco.lt/6C0HPl

-- >  Social Media on the Rise - A Glimpse into the Future [Infographic] -  Wishpond  http://sco.lt/7D54yX

-- >  Analyze This: Learn Marketing Analytics in a Week - Act-On http://sco.lt/6954BV

-- >  The Future of SEO and What it Means for Inbound Marketing [SlideShare] - HubSpot http://sco.lt/7ylgpN

-- >  SEC Gets Closer to Opening Up Crowdfunding - AllThingsD http://sco.lt/6vcTQX

-- >  The art & science of email marketing for maximum ROI - Brafton http://sco.lt/8oZD17

-- >  The Essential Guide To Writing Amazing, Quite Clickable Email Subject Lines - Fast Company http://sco.lt/6rvgjh

-- >  The Modern Day Marketer | Lemon.ly http://sco.lt/7T312f

-- >  The Tweet Life [INFOGRAPHIC] - Social Media Explorer http://sco.lt/7ebtXl

 

See ALL Top Curated Marketing Technology Articles here.

 

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Avoid Teenager Perspective!, and The Top 16 Marketing Technology Articles Curated Monday, 10/21/13

Avoid Teenager Perspective!, and The Top 16 Marketing Technology Articles Curated Monday, 10/21/13 | Educomunicación | Scoop.it

Teenagers: they know everything…EVERYTHING! How did they get to be so smart, and their parents so stupid, in such a short period of time?

 

You and your organization are SMEs in your market. You have a perspective that no one else has, and an insight that your audience needs to hear so that their eyes are opened to a new way of viewing things.

 

But that’s not what they want.

 

Their perspective can’t be force-fed: it needs to be nurtured, to be brought along in a smooth and seamless fashion. It’s a full view that’s important so that your POV can be presented within context. It’s all relative. But how can you deliver your insight within context, comparable to the voluminous knowledge out there?

 

I’ve have a few posts today on content curation, and it’s a tactic you need to seriously consider as a part of your content marketing mix as it (1) provides a pipeline of content that supplements your efforts, and (2) provides a library service to your audience and delivering all relevant knowledge in your marketspace. You’re giving your audience a full view, and providing them with context, so that your written/spoken word can resonate and stand out.

 

We know individually we don’t know everything, and your audience doesn’t, so does it not make sense to collect and distribute all this relevant information to your readership? It’s a service that’s valued by your audience and provides the knowledge so that perspective can be nurtured over time. Clarity through curation.

 

On the other hand, we’d be so damn confused if all teenagers had perspective.

 

Marketing technology…NOW!

 

Today's curated article summarized for your quick review:

-- >  CEOs look toward disruptive technology more than CMOs - Chief Marketing Technologist http://sco.lt/8wmDbt

-- >  Marketing technology: So many tools, so little time (and money) - FierceCIO http://sco.lt/5oYBrF

-- >  6 Major Google Changes Reveal the Future of SEO - Search Engine Watch http://sco.lt/7KrPpB

-- >  Marketing Automation Has Plenty of Room for Growth - Marketing Pilgrim http://sco.lt/7TnmQD

-- >  Who Else Wants to Know What Marketing Automation Software Costs? - Capterra http://sco.lt/5k0bmD

-- >  How To Measure Your Personal Branding Success On LinkedIn - MarketingThink http://sco.lt/7H1pZJ

-- >  Marketo to debut automated email marketing platform | B2B Online http://sco.lt/931OTJ

-- >  Marketing to Aggressive Technology Buyers - Gartner http://sco.lt/5BDvCD

-- >  Will You Really Need a Higher SEO Budget in 2014? | WordStream http://sco.lt/8mtph3

-- >  Seven Advanced Writing Techniques to Make Your Blog a Smashing Success [Visual Sketchnotes] - Profs | #TheMarketingA... http://sco.lt/9KFhTd

-- >  Why content curation is a new form of communication - Scoop.it http://sco.lt/6QMPnF

-- >  How Marketing Automation Helps Sales Performance [INFOGRAPHIC] - Pardot http://sco.lt/5BNXuL

-- >  Marketing Automation Crash Course - Content Jam http://sco.lt/4qVChV

-- >  10 Things Every Sales Manager Should Know About Sales Performance [Infographic] - Profs http://sco.lt/8JXAsT

-- >  Infographic: Findability - 21 New Rules of Content Marketing - Marketing Technology Blog http://sco.lt/6SrEKP

 

See ALL Top Curated Marketing Technology Articles here.

 

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HealthCare.gov vs. Your Marketing Automation, and The Top 13 Marketing Technology Articles Curated Thursday, 10/17/13

HealthCare.gov vs. Your Marketing Automation, and The Top 13 Marketing Technology Articles Curated Thursday, 10/17/13 | Educomunicación | Scoop.it

The rollout of HealthCare.gov, the website for the Affordable Care Act (ObamaCare) has been a disaster, with less than a 1% conversion rate due to what the media reports as “glitches.” And its lack of performance could not have been elevated to a higher level given the pre-launch hype: not even close to living up to expectations.

 

Through his website Customer Experience Matrix, David Raab weaves together a report from a variety of sources telling us that there is a high degree of failure and dissatisfaction with the implementation and usage of marketing automation, hovering around 30%. That’s too high for robust systems rolling out to an audience that has bought-in to the concept (unlike the early days of CRM, where the failure rate was triple that due to lack of sales buy-in).

 

In a phrase: overpromised and underdelivered.

 

I suspect two reasons. First, vendors paint wonderful pictures of the post-MA implementation world, where ROI and control and reporting is maximized and simplified. However, to get there, you’re running through 2-3 years’ worth of land mines. It’s hard…very hard, and the constant stumbles are unexpected, and not reported by the vendors. Second, often the implemented MA doesn’t deliver on the promises, and that’s a result of less than ideal internal sales and marketing processes, aka you can’t put lipstick on a pig.

 

Will HealthCare.gov recover? Yes, as the visibility and media reporting is sky high, and there’s no way in hell that this administration will let it fail. Will your marketing automation implementation recover? For 30% of you, probably not.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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The Fundamentals vs. The Flashy, and The Top 16 Marketing Technology Articles Curated Monday, 10/7/13

The Fundamentals vs. The Flashy, and The Top 16 Marketing Technology Articles Curated Monday, 10/7/13 | Educomunicación | Scoop.it

I spoke to a professional baseball coach the other day, and he was comparing players from the Dominican Republic to players in the U.S. Apparently, there’s a conundrum: the U.S. players can cleanly execute the fundamental plays but are challenged by the more difficult plays, and the D.R. players can make flashy plays from those difficult situations but are challenged by the nondescript opportunities.

 

I wondered if B2B marketers are similarly challenged. We know that there is a fundamental approach and subsequent strategy and structure to your B2B marketing, and you could very well pour all of your resources into this while ignoring the flashy opportunities. There may be others that are pursuing the flashy, e.g., video, while their fundamentals are not fully baked.

 

The pro baseball coach said that they looking for “Domericans”: fundamentals and flash. Those are the players that make it. The same for your 2014 strategy: your fundamentals must be in place, but you need to allocate funding towards the flashy. You always want to be in a position to capitalize on the “new” from a position of strength, as the marketing technology realm is in severe flux. Look: there may be emerging techniques that can how a significant impact on your professional life. And you won’t know unless you a sliver of your budget to find these nuggets.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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2014 Skunkworks Ideas for You, and The Top 10 Marketing Technology Articles Curated Thursday, 10/3/13

2014 Skunkworks Ideas for You, and The Top 10 Marketing Technology Articles Curated Thursday, 10/3/13 | Educomunicación | Scoop.it

After curating over 3000 articles out of more than 200,000 over the past 18 months, there’s a list of skunkworks candidates emerging that you’ll want to consider for your 2014 budget. Some require no funding (just research), others require a bit of funding and time, but all are a part of the B2B transition to a marketing technology infrastructure. I’ve linked each topic to a series of background articles:

 

B2B eCommerce

Optimization (starting with landing page optimization, and working towards optimizing everything)

Predictive Analytics

Retargeting

Responsive design

Agile Marketing

Content Curation (EMAIL ME!)

Customer Data Platforms

Video

Gamification

Social Advertising

Video

Social Media Measurement and Monitoring

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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Renovate the Marketing Plan Template, and The Top 13 Marketing Technology Articles Curated Tuesday, 10/1/13

Renovate the Marketing Plan Template, and The Top 13 Marketing Technology Articles Curated Tuesday, 10/1/13 | Educomunicación | Scoop.it

Technology has wreaked havoc on ye ‘olde marketing plan template.

 

We’re at the point where technologies are providing capabilities that are beyond the comfy confines of the template, almost as if the cart is before the horse. Think about your Promotion Strategy for a second: how can it possibly incorporate Conversion strategies, Social strategies, Optimization strategies, and so forth. And how can cross-functional capabilities such as Optimization be described within the confines of Product, Promotion, Pricing and Distribution?

 

It’s almost as if the old school marketing plan shackles you.

 

Set yourself free. Rethink your marketing plan template, and develop sections/strategies that reflect the actual desires you have as you transition to a data-driven, technology-driven function.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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How Cheap is Twitter?, and The Top 16 Marketing Technology Articles Curated Friday, 9/27/13

How Cheap is Twitter?, and The Top 16 Marketing Technology Articles Curated Friday, 9/27/13 | Educomunicación | Scoop.it

Is Twitter getting to the point where everyone’s talking and no one’s listening (almost like Congress)? It’s so easy to follow someone on Twitter, and if it weren’t for Twitter’s built-in limits, everyone would be following everyone (or seemingly so). Follow me and I’ll follow you. Where’s the value and what’s the point?

 

It’s a QvQ argument (Quality vs. Quantity), and quite often Twitter is a hit or miss proposition (far more misses than hits), i.e., the market penetration for a tweet. A 2% CTR for an email campaign can be infinitely more impactful than a tweet.

 

With Twitter, it comes down to the focus of your B2B messaging: having the right followers, following the right people, sending the right tweets at the right time, and continually working the medium to communicate your content. But do you have time to accomplish this? Probably not.

 

Twitter is what it is for a B2B Marketer: a nice to have that supports other facets of your marketing (Twitter and Customer Service is another matter: a must have). Your social media should be focused on the big three: LinkedIn, SlideShare and Google+, and Twitter is a supporting piece.

 

Twitter’s value, like everything else, is a function of what you put into it. And your time needs to be placed elsewhere.

 

Marketing technology…NOW!

 

See today's Top Curated Marketing Technology Articles here.

 

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