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2014 as the Year of Social Selling, and The Top 10 Marketing Technology Articles Curated Thursday, 9/5/13

2014 as the Year of Social Selling, and The Top 10 Marketing Technology Articles Curated Thursday, 9/5/13 | marketing automation | Scoop.it

Or how to use technology to sell something.

 

Through the process of curating marketing technology articles, I have the opportunity to see trends rise and fall, sometimes quickly and sometimes strung out over many quarters. Of all the positive, upward trends in the B2B space, Social Selling tops all, and I’m continually surprised how it is largely ignored by all players (client, vendors, service providers, media, etc.). But the trend is too strong right now, and I think you’ll see Social Selling cross the chasm in 2014.

 

We can thank Jill Rowley from Oracle (Eloqua) for her seminal “The ABCs of Social Selling,” and if you haven’t read this, please do so now. And in today’s Alert, I’ve included three scoops that should provide you with the direction you need to formulate a social selling plan. Catch the wave.

 

Marketing technology…NOW!

 

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Featured Marketing Automation Article

 

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

 

http://sco.lt/4jfvyD

From blogs.forrester.com - Today, 7:15 AM

 

Condensed...

 

In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.

 

iNeoMarketing's insight:

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.

 

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50% of businesses believe that social offers greatest marketing opportunities over next year - Econsultancy | #TheMarketingAutomationAlert

 

http://sco.lt/98gUWv

From econsultancy.com - Today, 7:26 AM

 

Excerpt...

 

Digital marketing offers greater opportunities for businesses over the next year than more traditional channels, according to a new report.

 

When asked to identify which three marketing channels offer the greatest opportunities, half of brands (50%) mentioned social media followed by email (43%) and websites (35%).

 

In fact the top 10 most cited channels are all online, with the most popular offline channel being direct mail at 8%.

 

The findings come from the new Econsultancy and Responsys Cross-Channel Marketing Report 2013, which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.

 

iNeoMarketing's insight:

Only 20% of the respondents are retailers, so don't completely disregard the data, although I think 50% is too high/optimistic, and is setting social up for failure. For the B2B entity, social is a channel and a sales tool.

 

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Why and How to Verify Your Email Marketing Lists - Marketing Technology Blog | #TheMarketingAutomationAlert

 

http://sco.lt/72wxsH

From www.marketingtechblog.com - Today, 6:58 AM

 

Email marketing is a blood sport. In the last 20 years, the only thing that’s changed with email is that great email senders continue to get punished more and more by email service providers.

 

Summary...

 

Utilization of these list hygiene services can improve the percentage of emails that make it to the inbox, reduce your risk of being blocked by the Internet Service Providers, and reduce the risk of getting fired by your Email Service Provider… they’re worth the investment if you’ve got an old list or collaborating on one.

 

BriteVerify – tools you need to remove invalid emails from your customer databases, email marketing campaigns, or online newsletters and keep them out for good. You can easily drag and drop a file, share the file via the cloud, and get detailed reporting on your list without ever contacting the company. They also have an API if you’d like to integrate your email verfication with them!DataValidation – offers you an easy-to-use, customizable solution for maintaining a clean and accurate email database.eHygienics is a professional email verification company. They remove bounces, threats, protestors, litigators and all other perceivable hazards from subscriber databases. eHygienics offers real time API platforms which are used daily by subscribers worldwide.FreshAddress helps companies that depend on email to drive revenue by building, updating, segmenting, and cleaning their email lists.Impressionwise‘s data intelligence platform is based on policy-driven rule sets and real-time scanning algorithms that use a multi-layered approach to identify, validate and protect against a wide range of e-mail-based threats.LeadSpend – Remove harmful email addresses before you mail! Whether you have a single list to validate, or many, we provide several secure and easy-to-use list upload options.StrikeIron – Quickly and effortlessly verify and validate email addresses and domains to ensure their accuracy before you spend unnecessary time, energy and money, increasing your message deliverability by 90%.

 

iNeoMarketing's insight:

This is an excellent reference tool. How many contacts have you collected over the years? Rather than use a mailer to clean your list, and ruin your rating, these tools should help!

 

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Paid Search vs. Organic Search: Which Converts Better? - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/6zGBBR

From www.marketingprofs.com - Today, 7:09 AM

 

Search Engine Marketing - Paid search visits have a 35% higher conversion rate for e-commerce websites compared with visits from organic search, according to a recent report by MarketLive.

 

Excerpt...

 

Paid search visits have a 35% higher conversion rate for e-commerce websites compared with visits from organic search, according to a recent report by MarketLive.

 

The report, which was based on data from more than 200 e-commerce websites with over $1.5 billion in combined annual sales, found that visitors arriving from paid search links had a 2.6% average conversion rate in the first six months of 2013, compared with a 1.9% conversion rate for organic search visits.

 

iNeoMarketing's insight:

Yeah I know: this is B2C e-commerce oriented. However, it should prompt the thought as to the efficacy of your inbound programs based on conversions, not visits, especially with regards to the inclusion of PPC as a part of your mix. Don't ignore PPC without the proper analysis.

 

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17 Tactics for More Twitter Followers (And Two New Followerwonk Features to Help!) - Moz | #TheMarketingAutomationAlert

 

http://sco.lt/4yvsDB

From moz.com - Today, 6:53 AM

 

Like it or not, you need to build a significant following on Twitter in order to take full advantage of the platform. These 17 tactics, including two brand-new Followerwonk features, will boost your efforts.

 

Introduction...

 

You might ask, why do I want more followers anyway? Twitter does little for SEO (at least not directly). Well, I don't want to get into a whole sales pitch for social media generally, but a few points stand out:

Twitter is a lightweight, frictionless, and serendipitous way to engage customers. It doesn't require an email blast or the customer actively visiting your site. Once they follow you, they'll encounter you on their timeline during the normal course of their social experience. The little pings and pops you'll have with them accrue tremendous value.Your follower count is a good measure of your influence, and other people see it as such. The more followers you have, the more you'll attract, and the more you can use your influence to drive customers, conversations, and engagement.The more you are followed, the more likely you will appear in the "Who to follow" Twitter promotion on the left hand side of Twitter.com.

 

iNeoMarketing's insight:

Followers vs. the RIGHT kind of Followers. Big difference. Anyway, the author co-founded Followerwonk, so he should know the right way to boost your followers. Go for it.

 

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Create Your Personal Social Selling Command Center - MarketingThink | #TheMarketingAutomationAlert

 

http://sco.lt/8Nli7d

From marketingthink.com - Today, 6:39 AM

 

Having your personal social selling command center will help you put all of the important social media tools at your fingertips!

 

Summarized...

 

I use HootSuite, after a few years of trial and error testing, as MY social selling command center. There are other tools, so you will need to pick one that is comfortable for you. You will need to build out these five screens to help you navigate and respond to the many sales opportunities flooding in via Twitter, LinkedIn, blogging and other social media channels.

Listen For Key Selling Triggers. Set up a stream to listen for key sales triggers. This action will give you real-time data on what’s being said about your discrete and multiple streams of relevant information, like Big Data and Cloud Computing.Observe Social Media Activity Of Key Contacts, Media Publications and Relevant Social Media Channels. Devise a stream for your command center that shows you all the social media messaging of your customers, completion, thought leaders and media publications. You can have all of your key contacts in one stream, or add streams to cover separate customer, competition, thought leaders and media publications.Message And Respond To Your Contacts. From your command center screen use a stream of your contacts or listed people to direct message (i.e., like an email for Twitter) your customers to start or respond in a private conversation, to reach out to non-followers with a Twitter mention to engage in a public or semi-private conversation, or to reply to any message that is directed to you.Schedule Your Content. Regular content creation, curation, and deployment are the dilithium (that’s the Enterprise’s fuel) to your personal branding engine! A command center, like HootSuite, will let you schedule messaging so you can ration your “content fuel” over time for better performance.Measure The Performance Of Your Messaging. If your content and social selling messaging activity is working, then you want to do more of it. When it’s not working you need to change it. However, if you are not able to measure your work, then you cannot make these changes. Your social selling command center can help you easily make that decision since that measurement data is just a click away!

 

iNeoMarketing's insight:

You have three social selling blueprints in front of you: this one and the two adjacent scoops. With these three scoops, you can plan out your social selling strategy. You're welcome.

 

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10 Social Selling Tips From LinkedIn — Eloqua | #TheMarketingAutomationAlert

 

http://sco.lt/8ucmQb

From blog.eloqua.com - Today, 6:21 AM

 

The verdict on social selling is in: It works.

 

Excerpt...

 

Here are 10 tips to get you rethinking what you know about social selling, and on the right track:

To build your company’s page following, start running campaigns geared toward people already engaged your company to drive awareness and call to action to follow your LinkedIn page.Make your Twitter profile as professional as your LinkedIn profile. Use the same photo across your social networks so you’re easily identifiable, and make sure to link up to your LinkedIn profile in your Twitter bio.Don’t be afraid to get personal on Twitter. It’s a channel to share professional insight, as well as things that interest you outside your every day that support your personal brand.Get your employees in on the discussion.  Stop thinking of LinkedIn InMail as a general email channel. Leverage the insights you can gather form profiles and other social networks to indicate that you’ve done research on the person you’re connecting with.“Who’s viewed your profile” is a goldmine for helping you make connections with people who already demonstrate an interest in your personal brand. Monitor these visits and send personalized emails from sales reps who manage that particular account with a link to their individual sales rep profile.Cross-reference your profile viewer’s names with your nurture functionality in marketing automation and establish parameters for when it’s appropriate to shift from nurture communication to a one-on-one dialogue.Be insights driven and gather intelligence and social information that helps you prepare for sales conversations.Leverage LinkedIn to create personas based on activity, groups they participate in and, topics of interest. Look for correlating behaviors and defining attributes that align with your target buyers to establish propensity to engage, and even buy.Demonstrate real value in groups by participating in discussions and sharing relevant content. Sexton suggests a “4 to 1 approach”, to share four update items about news in your industry, customer and partner networks, and one promotional item that supports your company news.

 

iNeoMarketing's insight:

OK, now add this to the adjacent scoop where I said you need to seriously examine eGrabber Account-Researcher. One more social selling scoop coming up...

 

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14 Social Media Tools Used by Marketing Pros | Social Media Examiner | #TheMarketingAutomationAlert

 

http://sco.lt/8N3RFR

From www.socialmediaexaminer.com - Today, 6:17 AM

 

Social Media Tools: Discover the tools social media pros are using today and get more out of your social media marketing.

 

The list of 14...

 

Mention was developed as a user-friendly replacement for Google Alerts.My favorite new social media tool is Addvocate.The best new tool I’ve seen in many months is called Swayy.eGrabber Account-Researcher is so incredibly powerful for researching prospects that it’s absolutely worth the $80 a month fee.Enter Compfight.Tagboard is my new cool social media tool.A cool social media tool that has helped me get a better handle on effectively managing my Twitter account is ManageFlitter.Socialbakers has an effective tool called Analytics Pro, which provides an understanding of how your brand stacks up against your competitors.Post Planner is a content management tool that runs as an application within Facebook.That’s why it was refreshing to discover a new free Facebook page analytics tool from Komfo.An interesting tool I recently discovered is Rignite, which helps monitor several social media platforms.One of the coolest social media marketing tools that I’ve discovered and used is SocialOomph.Zapier has changed the social media marketing game for me in the most dramatic of ways.She recommended two tools: FixYourFunnel (an Infusionsoft-specific tool) and Mobivity.

 

iNeoMarketing's insight:

Your Action Item: click through on each (and article for additional feedback), and incorporate those that are appealing. For those involved with Social Selling, don't ignore eGrabber Account-Researcher.

 

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SEO in the Personalization Age - Moz | #TheMarketingAutomationAlert

 

http://sco.lt/52uX57

From moz.com - Today, 5:52 AM

 

With recent posts mentioning the rise of contextual and implicit queries, we are now seeing a deep personalization of search. This takes many forms, and has very real implications for our work as marketers.

 

Conclusion...

 

Amit Singhal [of Google] is right when he says that "Answer," "Converse," and "Anticipate"—deep personalization of search, I called it—is going to change search as we know it.

 

Is this maybe the reason why the Search Team at Google is now called the Knowledge Team? Is this maybe the main reason for "Not Provided" keywords?

 

What I know is that personalization is already so heavily present in search that avoiding it in the name of a fading neutral search is not doing good SEO.

 

Moreover, personalized search is clearly telling us how SEO alone is not enough, but that content, social, and email marketing by themselves are also not enough to obtain a real and complete success in Internet marketing.

 

Personalized search is pushing us to hasten the destruction of silos between Internet marketing disciplines, and hopefully it will oblige marketers to change and embrace a more holistic way of promoting a business online.

 

iNeoMarketing's insight:

The author builds the case that personalization has come to Search, and it’s a compelling case. Google's influence across its many offerings makes it a formidable tool, but the question remains as to specifically how the marketer can take advantage of Google's reach.

 

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Marketing Automation & Your CRM #infographic - Pardot | #TheMarketingAutomationAlert

 

http://sco.lt/5OyILZ

From www.pardot.com - Today, 5:44 AM

 

The reach of the modern marketing department is growing every day, touching more buyers, through more touch points, and generating more leads than ever before.

 

 


Via iNeoMarketing
Marti Konstant's insight:

With all of the tools available to optimize presence, and do things automatically on your behalf to promote your business, it is a dizzying atmosphere to jump in. Researching, experimenting, and participating in tool trials are a great place to start. These articles are a great start in trying to better understand the marketing automation and marketing technology landscape.

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iNeoMarketing's curator insight, September 5, 2013 10:18 AM
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Bad Data In, Bad Data Out: 5 Steps to a Squeaky Clean Database

Bad Data In, Bad Data Out: 5 Steps to a Squeaky Clean Database | marketing automation | Scoop.it
Bad data infiltrates every database, in the form of duplicate contacts, irregularly formatted leads, and junk records. You can't keep all bad data from entering your database, but here are 5 ways to keep your database clean and in compliance.
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4 Sources for Good Quality Lead Generation You Shouldn't Overlook - Business 2 Community

4 Sources for Good Quality Lead Generation You Shouldn't Overlook - Business 2 Community | marketing automation | Scoop.it
4 Sources for Good Quality Lead Generation You Shouldn't Overlook
Business 2 Community
... your website's subscription form. This way, you are contacting people who have given you permission to email them.
Marti Konstant's insight:

Timeless advice: from the SEO & Website, to content marketing, to email, and a dash of tradeshow and conferences.

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One email can boost event ROI significantly - Christopher S. Penn : Awaken Your Superhero

One email can boost event ROI significantly - Christopher S. Penn : Awaken Your Superhero | marketing automation | Scoop.it
Want better event ROI, especially for major events like Dreamforce and SxSW? One email can significantly improve the performance of these events for your business if your audience attends them.
Marti Konstant's insight:

When I came across this clever tip by Christopher Penn, I did not know whether to categorize this in email marketing or marketing automation. The reality is that most ideas or tips required smart intervention. If you are ever in the position of boosting ROI at a major conference, this is a practical idea that will get you there. Your sales staff will also love you if you use their list to do the heavy lifting of setting up appointments. The ROI in the end will be an increase in overall sales :-)

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Can Marketing Automation Work for Your Company?

Can Marketing Automation Work for Your Company? | marketing automation | Scoop.it
Marketing Strategy - I hear a lot of excuses about why marketing automation won't work: My company is too small; my product is too transactional; my leads don't respond; my porridge is too ...
Marti Konstant's insight:

At the heart of this question and theme of this article is that in order for any marketing program to work is you must know your customer. What are their preferences? When do they buy? How do they buy? How do they like to receive information? Most important: do they need what you have?

 

Caring for someone's needs and treating them like a person will go a long way toward cultivating a relationship over time.

 

Great example of the personal aspects of building relationships through automation.

 

Providing helpful, iformative information over time enables the person receiving the information to eventually raise their hand and say "I am ready to buy."

 

And, as Justin Gray indicates, the success of marketing automation works for B2B and B2C because these types of solutions are designed to work with people.

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Marketing Automation 101 - Content Jam

Marketing automation basics Overview of types of systems; how people choose Performance metrics to measure Process overview and essentials of lead scoring
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MarkCom Conseil's curator insight, March 22, 2014 12:39 PM

☆☆☆☆, really good content!

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The 411 on Marketing Automation & Email Marketing Service Providers | 

The 411 on Marketing Automation & Email Marketing Service Providers |  | marketing automation | Scoop.it
RISE interactive is an online marketing agency from Chicago, USA.
Marti Konstant's insight:

Great review of marketing automation vendors that serve medium to large businesses.

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MarkCom Conseil's curator insight, March 22, 2014 12:44 PM

Another interesting comparative study on Marketing Automation providers.

Une autre étude comparative des éditeurs de marketing automation

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Graduating from Email Service Provider to Marketing Automation Solution: My Personal Journey - Business 2 Community

Graduating from Email Service Provider to Marketing Automation Solution: My Personal Journey - Business 2 Community | marketing automation | Scoop.it
Marti Konstant's insight:

This is going to be a great journey. DJ Waldown, email marketer extraordinaire, who worked at two email marketing companies, had his own firm offering email and social consulting, is now working at a marketing automation company. He started marketing automation before he started the job at Marketo, so he knows what it is like to work with different platforms.

 

With this post, he is inviting us, the readers to participate in his journey into marketing automation.

 

I can't wait, as I am on this journey also - it will be a whole lot more fun participating in the journey with DJ

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Little-Known Google Marketing Resources You Should Consider Using — socialmouths | #TheMarketingAutomationAlert

Little-Known Google Marketing Resources You Should Consider Using — socialmouths | #TheMarketingAutomationAlert | marketing automation | Scoop.it
Are you aware of all the marketing power tools Google can provide for your online business? Here are some you should consider adding to your marketing toolbox

 

Digest...

 

Think Insights has actually been around for a couple of years, though the site has been recently updated. It’s largely self-promotional, but it also gives you free access to studies that show you how certain demographics use the worldwide web.

 

You might hesitate to use Google’s Surveys when you learn that this resource is a paid service, but you need to realize that stepping outside the usual email list by doing research with surveys will always entail monetary cost.

 

Market Finder  helps you determine who your potential customers are in the global arena. All you need to do is enter a keyword related to your product or service, and then choose the region where you want to promote your business.

 

Tag Manager is something practically everyone involved in online marketing will benefit from. What it essentially does is allow you to manage tracking tags centrally without touching the back end code, as long as someone in the IT department has already added the main container. This is marketing liberation: no more begging to the IT geeks!

 

Tag Assistant: This is actually the Chrome extension of the Tag Manager, so if you’re using, or planning to use, the former, then it could indeed be a good idea to use this as well. It makes the task of double-checking your tag configurations a lot easier.

 

Universal Analytics is an improvement of Google Analytics, and just like its label implies, it’s not bound solely to all things inbound.  Although Universal Analytics is still in beta form, it is expected to change your way of thinking when it comes to marketing analytics. It is also expected to change the way you use analytics, bringing in a new functionality and flexibility to reporting.


Via iNeoMarketing
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iNeoMarketing's curator insight, September 17, 2013 8:12 AM

I had no idea the Surveys and Market Finder existed! This is good stuff.


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Why Marketing Automation May Be Killing Good Marketing - OMI Blog

Why Marketing Automation May Be Killing Good Marketing - OMI Blog | marketing automation | Scoop.it
Is your marketing automation system hurting your marketing results? It may be. Here's why.
Marti Konstant's insight:

This headline caught my attention. While marketers have focused so much on the delivery angle of marketing automation, the critiques of marketing automation gone bad are not plentiful.

I have heard many anecdotal stories about emails that are not relevant for the target prospects or customers. For instance, people that are already customers are being fed information to recruit them into a demo.

I recently opted into a monthly product subscription service. When asked to provide feedback, I had some product AND delivery issues. I provided that information via a feedback form and instantly received an email that said they were SO happy that I enjoyed the service. Could not believe that I had received an automated email, when there was clearly a customer issue & I was NOT happy. The feedback form was not connected to other nurture marketing emails. They were out of sync.

Laura Beasley makes a great point that the funnel needs to be managed properly. As I read recently, marketing automation is a rigorous venture and must be managed properly.

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10 Ways Sales Benefits From Marketing Automation

10 Ways Sales Benefits From Marketing Automation | marketing automation | Scoop.it
By Chris Hardeman, VP of Sales, Act-On Software

Sales runs on high-octane fuel that consists of intelligence and time. When you know who to call, when to call them, what to listen for and what to say, you close more deals.
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MarkCom Conseil's curator insight, March 22, 2014 12:52 PM

Ou comment aligner les ventes et le marketing sur un tel projet

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5 Ways To Brainstorm Great Content Marketing Ideas

5 Ways To Brainstorm Great Content Marketing Ideas | marketing automation | Scoop.it
As a content marketer, one of the biggest challenges you probably face is generating a constant stream of interesting material that engages people (5 Ways To Brainstorm Great #ContentMarketing Ideas http://t.co/UNtpt06Wbd)...
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Marketing Automation Implementation Checklist - Projects & Tasks

Marketing Automation Implementation Checklist - Projects & Tasks | marketing automation | Scoop.it
Here is a list of projects you need to complete in order to get actual ROI from your marketing automation implementation. Anything less is a waste of money. (RT @JayArrWild: How to fix your automatic cat food dispenser!
Marti Konstant's insight:

Having prepped for some of these items on the checklist, Edward makes solid points on committing to the entire process of how you work with all of your systems, rather than just launching marketing automation in your company

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MarkCom Conseil's curator insight, March 22, 2014 1:01 PM

Very much Marketo-oriented, but good best practices

Trés orienté sur la solution Marketo, mais de bonnes pratiques.

Rescooped by Marti Konstant from Social Media, SEO, Mobile, Digital Marketing
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50 One Sentence Tips for Bloggers

50 One Sentence Tips for Bloggers | marketing automation | Scoop.it

The blogosphere is stuffed with tips for bloggers, but if you don’t have time to sift through 100,0000 articles, Here are 50 quick-hitting blogging tips.


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55 Lead Nurturing Stats That Should Be in Every Marketer’s Arsenal

55 Lead Nurturing Stats That Should Be in Every Marketer’s Arsenal | marketing automation | Scoop.it
Sometimes the higher ups aren’t keen on the idea of spending money to make money. That’s why we’re arming you with the biggest list of lead nurturing stats.
Marti Konstant's insight:

Building the case for the spend is the first step.

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Marketing winners

Marketing winners | marketing automation | Scoop.it
The Best Content Marketing Infographics on the Planet image copyblogger infographic 13 (The Best Content Marketing Infographics on the Planet image copyblogger infographic 13 http://t.co/eXvL3kh1J3)...
Marti Konstant's insight:

Great ideas for content creation. Many bloggers use a list like this to have ideas and content ready to publish

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B2B Social Media Marketing for Success - Moscow 2013

3 top benefits of social media for B2B companies, 9 B2B social media tips and trends, 1 model for successful social media marketing. Presentation at Moscow soci
Marti Konstant's insight:

Lee Odden reviews the benefits of social media and how it intersects with the marketing channels: awareness, retention & operations.

 

He also presents a number of stats of help marketers present business cases to their management.

 

The presentation is another thorough review by Lee of how to be successful with social media.

 

The most important takeaway for me, however, is that if you are not developing useful eBooks, you will be missing out on a number of viewership opportunities, and ultimately customer eyeballs.

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CEOs look toward disruptive technology more than CMOs - Chief Marketing Technologist | #TheMarketingAutomationAlert

CEOs look toward disruptive technology more than CMOs - Chief Marketing Technologist | #TheMarketingAutomationAlert | marketing automation | Scoop.it
CEOs have come to recognize, more than ever, that disruptive technology poses the single biggest existential threat to the future of their businesses.

 

Key excerpt...

 

Much of the rest of IBM’s report examines specific technological changes and challenges, mostly revolving around the themes of better customer experiences served through digital and hybrid digital-physical channels. As IBM’s own CEO, Virginia Rometty, says in the introduction, “Today, digitally enfranchised and empowered customers lead the agenda for every CxO profession.”

 

For CMOs, I believe this presents a clear opportunity to step-up investment in customer experience technology. It isn’t just about how technology can implement more efficient or effective marketing. It’s looking at how technology — and the tech-savvy talent necessary to leverage it — can change the playing field more significantly. Companies should pursue innovative, technology-powered capabilities to continually achieve and renew McGrath’s transient competitive advantages.

 

The big takeaway from IBM’s report for me is that the CEO is more attune than ever to such opportunities. The CMO should rise to the occasion to champion that charge forward.

 

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iNeoMarketing's curator insight, October 20, 2013 10:02 PM

Brinker's article points to the notion that CMOs (and CIOs) look to market factors as a greater impact on the organization that technology vs. the CEOs view. But what caught my eye was the justification to spend resources on customer experience technologies, which is the first time I've noticed this outside of the industry analysts. It's important, but worthy only of investigation in 2014 for the less than monolithic organization.

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Can Marketing Automation Work for Your Company?

Can Marketing Automation Work for Your Company? | marketing automation | Scoop.it
Marketing Strategy - I hear a lot of excuses about why marketing automation won't work: My company is too small; my product is too transactional; my leads don't respond; my porridge is too ...
Marti Konstant's insight:

Yes, there are good things and bad things about anything that is automated. For example, many of us still struggle with automated responses to customer service vs. talking to a real person. Yet in order to make the best use of time, it is essential to consider marketing automation.

 

Once you decide that it is right for you, the easiest way to start the research process is to look at the solutions and the size companies they serve. If  you are a small business or soloprenuer, research Office Auto Pilot (OAP) and InfusionSoft. Anything bigger than that, suggest understanding your specific requirements and review a number of solutions (Hubspot,  Marketo, Act-on, Pardot for starters). Once you define your specific requirements you will be able to broaden or narrow your search.

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Marketing automation delivers leads : News from warc.com

Marketing automation delivers leads : News from warc.com | marketing automation | Scoop.it
The largest source of intelligence on marketing, advertising, media and research.
Marti Konstant's insight:

This is a great summary for marketing leads who need to sell concept of marketing automation to their management. Stats like "marketing automation solutions can generate a 451% increase in qualified sales leads, and some companies delivered 50% more sales-ready leads at 33% lower cost.

 

Suggest taking these stats and developing a killer presentation to present to management. And then prove the stats by implementing and staying with the program.

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Technology Makes “Classic Marketers” the Neanderthals of Digital World | SiriusDecisions Blog | #TheMarketingAutomationAlert

Technology Makes “Classic Marketers” the Neanderthals of Digital World | SiriusDecisions Blog | #TheMarketingAutomationAlert | marketing automation | Scoop.it

Key excerpt...

 

Are classic, technology-light marketers doomed to suffer the same fate as Neanderthals with the rise of the digital marketer? This new species brings a mastery of new technologies, data and ideas that make him/her more adaptable in a rapidly changing marketing landscape. A classic marketer has two choices: embrace and adapt, or become irrelevant and unemployed. To evolve and better prepare your marketing organization to the modern technological landscape, it’s necessary to understand, accept and immerse yourself in the new technological and data-driven landscape. That doesn’t mean abandoning everything you’ve learned about marketing over the last several decades. It does mean taking only the strongest and most advantageous strategies and tactics (those advantageous Neanderthal genes, as it were) from classic marketing, adapting and applying them to the digital world.


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Marti Konstant's insight:

Are there really any classic marketers left? I cannot imagine that someone one their staff is an expert, thus making the classing marketer smart for surrounding herself/himself with the right talent. As a marketing leader, my POV has always been to roll up the shirtsleeves to figure out the new tech, but I understand that not every marketing leader can do that, based on the size of their organizations.

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iNeoMarketing's curator insight, September 17, 2013 9:43 AM

That's what is called a smackdown. And it could not be better stated.


Don't be that marketer.


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B2B Big Data Ain’t That Big, and The Top 14 Marketing Technology Articles Curated Monday, 9/9/13

B2B Big Data Ain’t That Big, and The Top 14 Marketing Technology Articles Curated Monday, 9/9/13 | marketing automation | Scoop.it

How big is B2B Big Data? Comparatively speaking, not that big.

 

Big Data is damn big in the B2C world: more buyers, wider channels, lots of information. For the B2B marketer, we don’t have nearly the number of buyers, prospect or even suspects. Most likely, your total market size is a minute fraction in the B2C world.

 

And there lies the advantage: because it’s not that big, it is conceivable that you can tie all marketing and sales data with internal financial/accounting data, and in turn integrate outside, 3rd party data, and you’ve got an engine that’s humming. And with that engine?: delivering the right content/messaging/offers at the right time. And the basis for the Predictive Life.

 

Marketing technology…NOW!

 

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Featured Marketing Automation Article

 

How to Use Dynamic Content for "Smarter" Marketing - HubSpot | #TheMarketingAutomationAlert

 

http://sco.lt/6HxjUH

From blog.hubspot.com - Today, 2:36 PM

 

Learn what 'smart content' actually is and get tips for implementing it in your marketing.


Digest...

 

What does 'smart content' even mean? In simple terms, smart content is content that adapts to the characteristics of the person consuming it. The goal of smart content is to provide a more relevant experience than could otherwise be achieved through static content.  

 

Smart content in marketing began with the personalization of email campaigns. Using data from a contact database, marketers could segment their mailing lists based on a recipient's characteristic. Moving to personalization across channels, particularly on websites, is an important next step in meeting customers' expectations and behavior.

 

You need smart rules to set the criteria for personalization and a smart content generator to pull up different pieces of content based on those smart rules. For example, a smart rule could be, "if the database says someone has already provided you with his or her company name, show them this piece of content." Smart content generators can then generate any type of content you'd like based on that rule: images, videos, text, call-to-action buttons etc.

 

Before you begin personalizing your website with smart content, make a list of things that would be useful for your leads and customers. What's useful?

Don't show me content I've already read or downloaded.Elevate content that fits my industry, role, or persona.Don't pitch me if I'm already a customer.Make some data from my profile easy to find -- like my account manager or my purchase history. 

 

iNeoMarketing's insight:

Call it what you want, but it's about delivering the right content at the right time to the right person. It's a function that is a necessary part of your marketing automation schema.

 

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Questions Sales Managers Need to Ask About Lead Scoring | @HeinzMarketing | #TheMarketingAutomationAlert

 

http://sco.lt/6reEzp

From www.heinzmarketing.com - Today, 11:43 AM

 

Sales managers can use these questions to succeed with lead scoring programs using marketing automation and CRM.

 

Condensed...

 

Here are the questions I recommend Sales execs ask their Marketing counterparts on lead scoring.  And for my Marketing friends, be prepared to answer these questions.  The beauty of these questions is they lead to deeper discussion and collaboration.

1. Why do we need lead scoring?

2. How do we work together on this initiative?

3. How do we measure lead scoring effectiveness?

4. How do we build the lead scoring model?

5. How do we establish the lead follow up actions?

Defining lead scores is important but the follow up actions is where it fails or succeeds.  Different leads require different follow up actions.  Some leads require an urgent and rapid response.  Others need a different touch in a different time frame.

6. What happens to leads that aren’t scored high enough for Sales follow up?

 7. Are lead scores static or dynamic?

Marketing automation platforms should continually score leads based on active behaviors, lack of interaction.  Lead scores should reflect the behavior and profiles on the current day, if not in real-time.  Static scores really don’t take advantage of the lead management horsepower that marketing automation can give Sales.

 8. How do we ensure ALL good leads are sent to Sales for follow up?

 9. When can we train the sales reps on our lead scoring process?

 

iNeoMarketing's insight:

If there was one unifying aspects to marketing automation, it’s lead scoring, i.e., both teams MUST be on the same page. And the Sales team will enjoy the process...because it's in their best interests vis-a-vis their comp plan. Let the conversation lead the marketing automation features used.

 

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What Is Big Data? - Forbes | #TheMarketingAutomationAlert

 

http://sco.lt/9CPfKj

From www.forbes.com - Today, 11:35 AM

 

Big data is new and “ginormous” and scary –very, very scary. No, wait.

 

Condensed...

 

While I fully expect your company to add its own individual tweaks here or there, here’s the one-sentence definition of big data I like to use to get the conversation started:

Big data is a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis.

 

Some people like to constrain big data to digital inputs like web behavior and social network interactions; however the CMOs and CIOs I talk with agree that we can’t exclude traditional data derived from product transaction information, financial records and interaction channels, such as the call center and point-of-sale. All of that is big data, too, even though it may be dwarfed by the volume of digital data that’s now growing at an exponential rate.

 

In defining big data, it’s also important to understand the mix of unstructured and multi-structured data that comprises the volume of information.

Unstructured data comes from information that is not organized or easily interpreted by traditional databases or data models, and typically, it’s text-heavy. Metadata, Twitter tweets, and other social media posts are good examples of unstructured data.Multi-structured data refers to a variety of data formats and types and can be derived from interactions between people and machines, such as web applications or social networks. A great example is web log data, which includes a combination of text and visual images along with structured data like form or transactional information.  As digital disruption transforms communication and interaction channels—and as marketers enhance the customer experience across devices, web properties, face-to-face interactions and social platforms—multi-structured data will continue to evolve.

 

iNeoMarketing's insight:

So can all this information be captured using your CRM/MA platform (with integration with your accounting and production systems)? Yes.

 

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Just How Valuable Is Your Big Data? - ClickZ | #TheMarketingAutomationAlert

 

http://sco.lt/8G566T

From www.clickz.com - Today, 11:29 AM

 

As people get more excited by big data, I get excited by small data. It may be small but it\'s powerful.

 

Digest...

 

If you look at the visitors who visit your websites or use your apps then they'll fall into one of three groups:

Anonymous visitors.

Observed visitors. These visitors have visited more frequently, so there's more data and more history, and potentially more to learn. Even though you don't know who these people are, you can begin to build up some kind of profile in terms of patterns of behavior and content consumption. When do they tend to visit? What do they tend to do when they arrive?

Known visitors.

 

So, as a visitor migrates through these segments on her customer lifecycle, the data on her gets richer and more valuable. However, the number of visitors in each of these segments gets smaller. By far and away the biggest segment is the anonymous visitors. Depending on the type of business or organization you are this segment could account for between 50 percent and 80 percent of all your visitors, meaning that the vast majority of the data that's collected, processed, stored, and reported on represents a poor return on investment. It's just numbers making up the numbers, so to speak. The real valuable data is on the relatively small numbers of visitors who are meaningful to you. This is the data you can do something with. It doesn't just tell you how many of them there are but who they are, where they are, and what they are like.

 

iNeoMarketing's insight:

If you're a B2B marketer, odds are pretty good that you have nothing to do with Big Data: relatively speaking, your data set is pretty small. Now it may very well be large to you, but vs. a consumer bank or a retailer, it ain't anything. So there's the opportunity: take advantage and drive insight from the relatively small data set. Not terribly difficult. Take your web analytics, cross tab with purchasing patterns, and you've got a start.

 

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The Fastest Growing and Most Valuable Email Marketing Companies - ClickZ | #TheMarketingAutomationAlert

 

http://sco.lt/73e4I5

From www.clickz.com - Today, 10:56 AM

 

A fresh look at the email-related companies making a splash in the private sector and public markets.

 

Condensed...

 

The blog Email Expert compiled a list of email-related companies that made the Inc. 5000. I took out their top one on the Inc. 5000 list, LivingSocial, as it certainly leverages email in a significant fashion but is not an email company from my view. I view an email marketing company as one that primarily sells email marketing products and/or services. This leaves us with 11 companies that cover a wide range of the email marketing ecosystem.

Sailthru - New York, NY #30LiveIntent - New York, NY #71Act-On Software - Beaverton, OR #172Marketo - San Mateo, CA #367Bronto Software - Durham, NC #1702BrightWave Marketing #1762Net Atlantic #2097Infusionsoft - Chandler, AZ #2296ClickMail Marketing - San Mateo, CA #2304Message Systems - Columbia, MD #3194Delivra - Indianapolis, IN #4592

 

iNeoMarketing's insight:

FWIW.

 

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What Exactly Does Google Consider High Quality Marketing Content? - HubSpot | #TheMarketingAutomationAlert

 

http://sco.lt/6zRw1Z

From blog.hubspot.com - Today, 9:31 AM

 

Read through Google's quality guidelines, what they mean, and how it should adjust your SEO and content strategy.

 

Key excerpt...

 

Matt Cutts and the rest of the web-spam team offer webmaster guidelines, with a stated intention to “help Google find, index, and rank your site.” The site covers technical and user experience tips before delving into content quality, with a clear caveat that the guidelines aren’t intended to be comprehensive. It’s definitely in your brand’s best interest to avoid using deceptive principles just because they’re not illustrated on the list, and uphold “the spirit of the basic principles.” There’s no substitute for reading the guidelines, but the points consist primarily of the following: 

Create blog content, landing pages, and site pages for people, not search rankings. Don’t try to trick anyone, and don’t use any tactics you wouldn’t feel comfortable explaining to Cutts himself. Invest significant time and resources into differentiating within your niche, and providing value. 

 

iNeoMarketing's insight:

Or where I came from: don't be a content knucklehead. Optimize your content? Of course. But the aforementioned really should be your guiding principles.

 

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4 Characteristics of Great Marketing Content - B2B Digital Net | #TheMarketingAutomationAlert

 

http://sco.lt/4mYsXx

From b2bdigital.net - Today, 9:03 AM

 

Condensed...

 

You have experienced great content as well. You come away saying “that was excellent” or “that was exactly what I needed.” Not “that was great, but it could have been shorter” or “that was good, but I wish ….” No, there are no buts about great content.

 

What does content that passes this test look like? It definitely takes more than a simple content formula! Unfortunately, since it is judged from the perspective of your audience, there is no hard and fast rule you can follow. However, there are a number of characteristics great content often has.

 

Great content is:

Educational (or entertaining). You come away wiser or with your cares temporarily melted away.Empowering. Great content is more than just actionable, it empowers you to do something you couldn’t have done before.Emotional. It makes you feel something, not just know something.Respectful of your time. It accomplishes the above without dragging on.

 

iNeoMarketing's insight:

And the fifth bullet: Profitable. It drives prospects into the hands of the sales team so that transactions take place.

 

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Why Do Content Marketing? - B2B Marketing Insider | #TheMarketingAutomationAlert

 

http://sco.lt/8GvcRd

From www.b2bmarketinginsider.com - Today, 9:21 AM

 

Why do content marketing? This is a question I get all the time. Read my answer here along with 5 other content marketing questions...

 

Key Q&A...

 

Why does SAP use Content Marketing?

We employ content marketing in order to deliver on the information needs of our audience. Our goal is to help our audience find the information they need to run their business, grow their revenues and beat their completion.

 

We know that if we put the needs of our customers ahead of our own, that we will earn their trust and ultimately, they will come to us when they are looking for technology, services and advice on how to be innovative.

 

So we create content that our customers want to consume and we are proving that it I helping to grow our business. Instead of creating content that focuses on what we do, we seek to create content that focuses on what we do for our customers and what value we can help them deliver.

 

iNeoMarketing's insight:

Learn from Michael, and we'd be wise to follow his direction. Content is about education, potentially useful information that will make the visitor smarter and more savvy so that the intelligent choice is made.

 

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Measuring the Profitability of Content - Duct Tape Marketing | #TheMarketingAutomationAlert

 

http://sco.lt/64jje5

From www.ducttapemarketing.com - Today, 8:59 AM

 

Although content might pull users into your lead funnel, low quality leads that don't turn into sales might be using up your resources.

 

Digest...

 

It is essential to check in about lead quality.  I asked for a huge data-dump:

1) Close rates for just the landing pages that had form fields.

2) Cost of converting a lead to a close

3) Average time a call that doesn’t result in a sale takes. T

4) Average pay of a call center employee.

5) Average value of a new patient.

 

We then categorized all of their content into three categories:

1) Bottom of the Funnel – These pages drive high converting organic visits. These pages mainly consist of physician bio pages (example) and geographic pages (example). This content is all geo-targeted, conversion focused and is sometimes served to search engine users in nearby areas when search for head terms.

 

2) Middle of the Funnel – This type of content fulfills information search queries. The content is not nearly as conversion oriented as the bottom of the funnel content. The users who land on these pages via a search engine are usually coming in via head terms.

 

3) Top of the Funnel – These are the pages that we, as SEOs, beg our clients to create. They are tangentially related to BodyLogicMD’s business and are mainly educational pages with the goal of pushing a user to convert through a very long funnel.

 

iNeoMarketing's insight:

Here's the point: profitability metrics based on the location of the content within the funnel, and making the appropriate changes. Segmenting the basis for analysis may lead to greater insight.

 

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Infographic: Anatomy of a Data Scientist - FICO Labs Blog | #TheMarketingAutomationAlert

 

http://sco.lt/7Q30K1

From ficolabsblog.fico.com - Today, 8:26 AM

 

Called the sexiest job of the 21st century by Harvard Business Review, the rise of Big Data has fueled demand for data scientists.

 

iNeoMarketing's insight:

Depending on the size of your organization, you're going to need one of these.

 

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The Benefits of Big Data Marketing! [INFOGRAPHIC] | IconicMind | #TheMarketingAutomationAlert

 

http://sco.lt/5Xfk2b

From visual.ly - Today, 8:22 AM

 

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The How-To Guide to Responsive Email Design | Litmus | #TheMarketingAutomationAlert

 

http://sco.lt/6zrVZZ

From litmus.com - Today, 8:20 AM

 

iNeoMarketing's insight:

And test your Responsive design using Litmus: we do, and it's a no brainer.

 

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1 in 2 Email Opens Said to Occur on a Mobile Device During Q2 - MarketingCharts | #TheMarketingAutomationAlert

 

http://sco.lt/8PHxdR

From www.marketingcharts.com - Today, 8:18 AM

 

Mobile-only (subscribers who only opened on a mobile device);Desktop-only (subscribers who opened only on a desktop, typically through a client such as Outlook);Webmail-only (subscribers who opened via a webmail service only, typically through a desktop with any free service, such as Gmail);Mobile-combo (subscribers who opened 2 or more times, at least one of which was on a mobile device); andOther (subscribers who opened 2 or more times, at least one of which was on webmail and at least one of which was on desktop).

 

iNeoMarketing's insight:

It's a mix of B2C and B2B, but the moral of the story: RESPONSIVE DESIGN. Build it with Responsive in mind, and this isn't an issue. Get rid of the issue.

 

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Which Industries Are Poised To Tackle Big Data? [Chart] — Eloqua | #TheMarketingAutomationAlert

 

http://sco.lt/9DFMWn

From blog.eloqua.com - Today, 8:15 AM

 

Big Data, Big Deal? Big Data is, well, a big buzzword right now. Solution providers are working furiously to solve the challenge of big data.

 

iNeoMarketing's insight:

Love it when I see categories such as "Services."


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iNeoMarketing's curator insight, September 9, 2013 3:05 PM
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Behavioral Data Is Key to B2B Marketing Automation

Behavioral Data Is Key to B2B Marketing Automation | marketing automation | Scoop.it
Companies’ decision-makers often get far down the sales cycle via digital means, and so it falls to the marketing departments, as opposed to sales, to guide and nurture these leads.
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2014 as the Year of Social Selling, and The Top 10 Marketing Technology Articles Curated Thursday, 9/5/13

2014 as the Year of Social Selling, and The Top 10 Marketing Technology Articles Curated Thursday, 9/5/13 | marketing automation | Scoop.it

Or how to use technology to sell something.

 

Through the process of curating marketing technology articles, I have the opportunity to see trends rise and fall, sometimes quickly and sometimes strung out over many quarters. Of all the positive, upward trends in the B2B space, Social Selling tops all, and I’m continually surprised how it is largely ignored by all players (client, vendors, service providers, media, etc.). But the trend is too strong right now, and I think you’ll see Social Selling cross the chasm in 2014.

 

We can thank Jill Rowley from Oracle (Eloqua) for her seminal “The ABCs of Social Selling,” and if you haven’t read this, please do so now. And in today’s Alert, I’ve included three scoops that should provide you with the direction you need to formulate a social selling plan. Catch the wave.

 

Marketing technology…NOW!

 

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Featured Marketing Automation Article

 

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

 

http://sco.lt/4jfvyD

From blogs.forrester.com - Today, 7:15 AM

 

Condensed...

 

In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.

 

iNeoMarketing's insight:

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.

 

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50% of businesses believe that social offers greatest marketing opportunities over next year - Econsultancy | #TheMarketingAutomationAlert

 

http://sco.lt/98gUWv

From econsultancy.com - Today, 7:26 AM

 

Excerpt...

 

Digital marketing offers greater opportunities for businesses over the next year than more traditional channels, according to a new report.

 

When asked to identify which three marketing channels offer the greatest opportunities, half of brands (50%) mentioned social media followed by email (43%) and websites (35%).

 

In fact the top 10 most cited channels are all online, with the most popular offline channel being direct mail at 8%.

 

The findings come from the new Econsultancy and Responsys Cross-Channel Marketing Report 2013, which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.

 

iNeoMarketing's insight:

Only 20% of the respondents are retailers, so don't completely disregard the data, although I think 50% is too high/optimistic, and is setting social up for failure. For the B2B entity, social is a channel and a sales tool.

 

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Why and How to Verify Your Email Marketing Lists - Marketing Technology Blog | #TheMarketingAutomationAlert

 

http://sco.lt/72wxsH

From www.marketingtechblog.com - Today, 6:58 AM

 

Email marketing is a blood sport. In the last 20 years, the only thing that’s changed with email is that great email senders continue to get punished more and more by email service providers.

 

Summary...

 

Utilization of these list hygiene services can improve the percentage of emails that make it to the inbox, reduce your risk of being blocked by the Internet Service Providers, and reduce the risk of getting fired by your Email Service Provider… they’re worth the investment if you’ve got an old list or collaborating on one.

 

BriteVerify – tools you need to remove invalid emails from your customer databases, email marketing campaigns, or online newsletters and keep them out for good. You can easily drag and drop a file, share the file via the cloud, and get detailed reporting on your list without ever contacting the company. They also have an API if you’d like to integrate your email verfication with them!DataValidation – offers you an easy-to-use, customizable solution for maintaining a clean and accurate email database.eHygienics is a professional email verification company. They remove bounces, threats, protestors, litigators and all other perceivable hazards from subscriber databases. eHygienics offers real time API platforms which are used daily by subscribers worldwide.FreshAddress helps companies that depend on email to drive revenue by building, updating, segmenting, and cleaning their email lists.Impressionwise‘s data intelligence platform is based on policy-driven rule sets and real-time scanning algorithms that use a multi-layered approach to identify, validate and protect against a wide range of e-mail-based threats.LeadSpend – Remove harmful email addresses before you mail! Whether you have a single list to validate, or many, we provide several secure and easy-to-use list upload options.StrikeIron – Quickly and effortlessly verify and validate email addresses and domains to ensure their accuracy before you spend unnecessary time, energy and money, increasing your message deliverability by 90%.

 

iNeoMarketing's insight:

This is an excellent reference tool. How many contacts have you collected over the years? Rather than use a mailer to clean your list, and ruin your rating, these tools should help!

 

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Paid Search vs. Organic Search: Which Converts Better? - Profs | #TheMarketingAutomationAlert

 

http://sco.lt/6zGBBR

From www.marketingprofs.com - Today, 7:09 AM

 

Search Engine Marketing - Paid search visits have a 35% higher conversion rate for e-commerce websites compared with visits from organic search, according to a recent report by MarketLive.

 

Excerpt...

 

Paid search visits have a 35% higher conversion rate for e-commerce websites compared with visits from organic search, according to a recent report by MarketLive.

 

The report, which was based on data from more than 200 e-commerce websites with over $1.5 billion in combined annual sales, found that visitors arriving from paid search links had a 2.6% average conversion rate in the first six months of 2013, compared with a 1.9% conversion rate for organic search visits.

 

iNeoMarketing's insight:

Yeah I know: this is B2C e-commerce oriented. However, it should prompt the thought as to the efficacy of your inbound programs based on conversions, not visits, especially with regards to the inclusion of PPC as a part of your mix. Don't ignore PPC without the proper analysis.

 

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17 Tactics for More Twitter Followers (And Two New Followerwonk Features to Help!) - Moz | #TheMarketingAutomationAlert

 

http://sco.lt/4yvsDB

From moz.com - Today, 6:53 AM

 

Like it or not, you need to build a significant following on Twitter in order to take full advantage of the platform. These 17 tactics, including two brand-new Followerwonk features, will boost your efforts.

 

Introduction...

 

You might ask, why do I want more followers anyway? Twitter does little for SEO (at least not directly). Well, I don't want to get into a whole sales pitch for social media generally, but a few points stand out:

Twitter is a lightweight, frictionless, and serendipitous way to engage customers. It doesn't require an email blast or the customer actively visiting your site. Once they follow you, they'll encounter you on their timeline during the normal course of their social experience. The little pings and pops you'll have with them accrue tremendous value.Your follower count is a good measure of your influence, and other people see it as such. The more followers you have, the more you'll attract, and the more you can use your influence to drive customers, conversations, and engagement.The more you are followed, the more likely you will appear in the "Who to follow" Twitter promotion on the left hand side of Twitter.com.

 

iNeoMarketing's insight:

Followers vs. the RIGHT kind of Followers. Big difference. Anyway, the author co-founded Followerwonk, so he should know the right way to boost your followers. Go for it.

 

__________________________________________________

Create Your Personal Social Selling Command Center - MarketingThink | #TheMarketingAutomationAlert

 

http://sco.lt/8Nli7d

From marketingthink.com - Today, 6:39 AM

 

Having your personal social selling command center will help you put all of the important social media tools at your fingertips!

 

Summarized...

 

I use HootSuite, after a few years of trial and error testing, as MY social selling command center. There are other tools, so you will need to pick one that is comfortable for you. You will need to build out these five screens to help you navigate and respond to the many sales opportunities flooding in via Twitter, LinkedIn, blogging and other social media channels.

Listen For Key Selling Triggers. Set up a stream to listen for key sales triggers. This action will give you real-time data on what’s being said about your discrete and multiple streams of relevant information, like Big Data and Cloud Computing.Observe Social Media Activity Of Key Contacts, Media Publications and Relevant Social Media Channels. Devise a stream for your command center that shows you all the social media messaging of your customers, completion, thought leaders and media publications. You can have all of your key contacts in one stream, or add streams to cover separate customer, competition, thought leaders and media publications.Message And Respond To Your Contacts. From your command center screen use a stream of your contacts or listed people to direct message (i.e., like an email for Twitter) your customers to start or respond in a private conversation, to reach out to non-followers with a Twitter mention to engage in a public or semi-private conversation, or to reply to any message that is directed to you.Schedule Your Content. Regular content creation, curation, and deployment are the dilithium (that’s the Enterprise’s fuel) to your personal branding engine! A command center, like HootSuite, will let you schedule messaging so you can ration your “content fuel” over time for better performance.Measure The Performance Of Your Messaging. If your content and social selling messaging activity is working, then you want to do more of it. When it’s not working you need to change it. However, if you are not able to measure your work, then you cannot make these changes. Your social selling command center can help you easily make that decision since that measurement data is just a click away!

 

iNeoMarketing's insight:

You have three social selling blueprints in front of you: this one and the two adjacent scoops. With these three scoops, you can plan out your social selling strategy. You're welcome.

 

__________________________________________________

10 Social Selling Tips From LinkedIn — Eloqua | #TheMarketingAutomationAlert

 

http://sco.lt/8ucmQb

From blog.eloqua.com - Today, 6:21 AM

 

The verdict on social selling is in: It works.

 

Excerpt...

 

Here are 10 tips to get you rethinking what you know about social selling, and on the right track:

To build your company’s page following, start running campaigns geared toward people already engaged your company to drive awareness and call to action to follow your LinkedIn page.Make your Twitter profile as professional as your LinkedIn profile. Use the same photo across your social networks so you’re easily identifiable, and make sure to link up to your LinkedIn profile in your Twitter bio.Don’t be afraid to get personal on Twitter. It’s a channel to share professional insight, as well as things that interest you outside your every day that support your personal brand.Get your employees in on the discussion.  Stop thinking of LinkedIn InMail as a general email channel. Leverage the insights you can gather form profiles and other social networks to indicate that you’ve done research on the person you’re connecting with.“Who’s viewed your profile” is a goldmine for helping you make connections with people who already demonstrate an interest in your personal brand. Monitor these visits and send personalized emails from sales reps who manage that particular account with a link to their individual sales rep profile.Cross-reference your profile viewer’s names with your nurture functionality in marketing automation and establish parameters for when it’s appropriate to shift from nurture communication to a one-on-one dialogue.Be insights driven and gather intelligence and social information that helps you prepare for sales conversations.Leverage LinkedIn to create personas based on activity, groups they participate in and, topics of interest. Look for correlating behaviors and defining attributes that align with your target buyers to establish propensity to engage, and even buy.Demonstrate real value in groups by participating in discussions and sharing relevant content. Sexton suggests a “4 to 1 approach”, to share four update items about news in your industry, customer and partner networks, and one promotional item that supports your company news.

 

iNeoMarketing's insight:

OK, now add this to the adjacent scoop where I said you need to seriously examine eGrabber Account-Researcher. One more social selling scoop coming up...

 

__________________________________________________

14 Social Media Tools Used by Marketing Pros | Social Media Examiner | #TheMarketingAutomationAlert

 

http://sco.lt/8N3RFR

From www.socialmediaexaminer.com - Today, 6:17 AM

 

Social Media Tools: Discover the tools social media pros are using today and get more out of your social media marketing.

 

The list of 14...

 

Mention was developed as a user-friendly replacement for Google Alerts.My favorite new social media tool is Addvocate.The best new tool I’ve seen in many months is called Swayy.eGrabber Account-Researcher is so incredibly powerful for researching prospects that it’s absolutely worth the $80 a month fee.Enter Compfight.Tagboard is my new cool social media tool.A cool social media tool that has helped me get a better handle on effectively managing my Twitter account is ManageFlitter.Socialbakers has an effective tool called Analytics Pro, which provides an understanding of how your brand stacks up against your competitors.Post Planner is a content management tool that runs as an application within Facebook.That’s why it was refreshing to discover a new free Facebook page analytics tool from Komfo.An interesting tool I recently discovered is Rignite, which helps monitor several social media platforms.One of the coolest social media marketing tools that I’ve discovered and used is SocialOomph.Zapier has changed the social media marketing game for me in the most dramatic of ways.She recommended two tools: FixYourFunnel (an Infusionsoft-specific tool) and Mobivity.

 

iNeoMarketing's insight:

Your Action Item: click through on each (and article for additional feedback), and incorporate those that are appealing. For those involved with Social Selling, don't ignore eGrabber Account-Researcher.

 

__________________________________________________

SEO in the Personalization Age - Moz | #TheMarketingAutomationAlert

 

http://sco.lt/52uX57

From moz.com - Today, 5:52 AM

 

With recent posts mentioning the rise of contextual and implicit queries, we are now seeing a deep personalization of search. This takes many forms, and has very real implications for our work as marketers.

 

Conclusion...

 

Amit Singhal [of Google] is right when he says that "Answer," "Converse," and "Anticipate"—deep personalization of search, I called it—is going to change search as we know it.

 

Is this maybe the reason why the Search Team at Google is now called the Knowledge Team? Is this maybe the main reason for "Not Provided" keywords?

 

What I know is that personalization is already so heavily present in search that avoiding it in the name of a fading neutral search is not doing good SEO.

 

Moreover, personalized search is clearly telling us how SEO alone is not enough, but that content, social, and email marketing by themselves are also not enough to obtain a real and complete success in Internet marketing.

 

Personalized search is pushing us to hasten the destruction of silos between Internet marketing disciplines, and hopefully it will oblige marketers to change and embrace a more holistic way of promoting a business online.

 

iNeoMarketing's insight:

The author builds the case that personalization has come to Search, and it’s a compelling case. Google's influence across its many offerings makes it a formidable tool, but the question remains as to specifically how the marketer can take advantage of Google's reach.

 

__________________________________________________

Marketing Automation & Your CRM #infographic - Pardot | #TheMarketingAutomationAlert

 

http://sco.lt/5OyILZ

From www.pardot.com - Today, 5:44 AM

 

The reach of the modern marketing department is growing every day, touching more buyers, through more touch points, and generating more leads than ever before.

 

 


Via iNeoMarketing
Marti Konstant's insight:

With all of the tools available to optimize presence, and do things automatically on your behalf to promote your business, it is a dizzying atmosphere to jump in. Researching, experimenting, and participating in tool trials are a great place to start. These articles are a great start in trying to better understand the marketing automation and marketing technology landscape.

more...
iNeoMarketing's curator insight, September 5, 2013 10:18 AM
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Rescooped by Marti Konstant from The Marketing Technology Alert
Scoop.it!

Create Your Personal Social Selling Command Center - MarketingThink | #TheMarketingAutomationAlert

Create Your Personal Social Selling Command Center - MarketingThink | #TheMarketingAutomationAlert | marketing automation | Scoop.it
Having your personal social selling command center will help you put all of the important social media tools at your fingertips!

 

Summarized...

 

I use HootSuite, after a few years of trial and error testing, as MY social selling command center. There are other tools, so you will need to pick one that is comfortable for you. You will need to build out these five screens to help you navigate and respond to the many sales opportunities flooding in via Twitter, LinkedIn, blogging and other social media channels.

Listen For Key Selling Triggers. Set up a stream to listen for key sales triggers. This action will give you real-time data on what’s being said about your discrete and multiple streams of relevant information, like Big Data and Cloud Computing.Observe Social Media Activity Of Key Contacts, Media Publications and Relevant Social Media Channels. Devise a stream for your command center that shows you all the social media messaging of your customers, completion, thought leaders and media publications. You can have all of your key contacts in one stream, or add streams to cover separate customer, competition, thought leaders and media publications.Message And Respond To Your Contacts. From your command center screen use a stream of your contacts or listed people to direct message (i.e., like an email for Twitter) your customers to start or respond in a private conversation, to reach out to non-followers with a Twitter mention to engage in a public or semi-private conversation, or to reply to any message that is directed to you.Schedule Your Content. Regular content creation, curation, and deployment are the dilithium (that’s the Enterprise’s fuel) to your personal branding engine! A command center, like HootSuite, will let you schedule messaging so you can ration your “content fuel” over time for better performance.Measure The Performance Of Your Messaging. If your content and social selling messaging activity is working, then you want to do more of it. When it’s not working you need to change it. However, if you are not able to measure your work, then you cannot make these changes. Your social selling command center can help you easily make that decision since that measurement data is just a click away!
Via iNeoMarketing
Marti Konstant's insight:

setting up a system as described by Gerry Moran will monitor results and help marketers to make better decisions.

more...
iNeoMarketing's curator insight, September 5, 2013 6:39 AM

You have three social selling blueprints in front of you: this one and the two adjacent scoops. With these three scoops, you can plan out your social selling strategy. You're welcome.


  • See the article at from marketingthink.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


Reg Nordman's curator insight, January 24, 2014 11:08 AM

How one person uses Hootsuite

Scooped by Marti Konstant
Scoop.it!

9 Awesome Reasons to Use Infographics in your Content Marketing

9 Awesome Reasons to Use Infographics in your Content Marketing | marketing automation | Scoop.it
We live in an age of "Big Data"..which means there is more data than ever before. In one day we create 1.5 billion pieces of content, 140 million tweets and 2 million videos.
Marti Konstant's insight:

We are wired to look at visual cues. Infographics always make sense. I am so impressed by content authors who offer Infographics to make it easy for readers to skim the content.

more...
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