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Do you know what you are measuring? (Funny commercial)

Do you know what you are measuring? (Funny commercial) | Marketing Insights | Scoop.it
When the CEO of Encyclopedia Atlantica sees an unusual spike in the number of online orders, he goes a little crazy. The problem is that he hasn't taken the time to check out where the clicks come ...
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Stop guessing: B2B predictive analytics 101 with Brian Kardon | @HeinzMarketing | #TheMarketingAutomationAlert

Stop guessing: B2B predictive analytics 101 with Brian Kardon | @HeinzMarketing  | #TheMarketingAutomationAlert | Marketing Insights | Scoop.it

Key Q&A...

 

Most B2B marketing organizations aren’t executing on the predictive analytics opportunity, but the potential is enormous.  How can you help make a business case for more companies to focus here in 2014?


First, more B2B companies are embracing predictive analytics than you might think. The marketing teams at companies as diverse as Adobe, GE, Mindjet, Bank of America and Time Warner are using predictive analytics to find, prioritize and close their next customer.

 

Marketers have been great at transformation, from analog to digital, from embracing social, content marketing, organic search, and, of course, marketing automation. We are seeing that the use of predictive analytics is the next thing that will transform marketing performance.

 

Predictive analytics lets you stop guessing. You can predict which lead characteristics indicate likely buying signals.  A predictive model can scour a host of web, social and internal sources (think CRM and marketing automation) to evaluate thousands of attributes and provide a score that is predictive of buying intent. With predictive scoring, marketers can confidently push high quality leads to sales and keep earlier-stage leads in marketing automation for further nurturing.

 

The business case for predictive analytics is clear: more pipeline, higher conversion rates and faster revenue growth. Our customers are seeing 75 percent more pipeline and 2x win rates in a matter of weeks.

 

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marketingIO's curator insight, October 11, 2013 12:18 PM

It's worth repeating that last sentence: "Our customers are seeing 75 percent more pipeline and 2x win rates in a matter of weeks."


Predictive is far more than an interesting tool: it truly is the next significant feature to be added to the toolkit. And it's a natural companion to the Customer Data Platform's CRM and MA applications.


And it should be a part of your 2014 budget, if only to earmark a bit of budget to research.

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How To Work The Triggers In Your B2B Buyers’ Cycle - Pipeliner CRM Blog

How To Work The Triggers In Your B2B Buyers’ Cycle - Pipeliner CRM Blog | Marketing Insights | Scoop.it
What triggers your customers into buying mode? Once you understand their buyers' cycle, you can enhance your sales effectiveness.
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Notice Understand Consider Prefer Purchase Promote
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Inside the C-Suite's Mind: Top Challenges and Opportunities

Inside the C-Suite's Mind: Top Challenges and Opportunities | Marketing Insights | Scoop.it
C-suite leaders say changes in technology are dramatically affecting their operations and forcing them to overhaul every aspect of their business, according to a new report by IBM.
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Are we surprised ? 

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Lean Marketing

I've been thinking a lot recently about how we apply 'The Lean Startup' principles to marketing projects. We find success in tight feedback loops - where we get
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That's the way to go. Apply an iterative, short loop process to release content, based on user's feedback. 

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Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014

Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014 | Marketing Insights | Scoop.it
Business-to-business companies (B2Bs) in the US are looking ahead to 2014, with only 3% expecting a decrease in their marketing budgets next year and nearly half expecting to increase marketing spend.
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Why LinkedIn should be your first port of call for B2B marketing - The Guardian

Why LinkedIn should be your first port of call for B2B marketing - The Guardian | Marketing Insights | Scoop.it
The Guardian Why LinkedIn should be your first port of call for B2B marketing The Guardian LinkedIn is popular among businesses wanting to use social media for B2B marketing, but it comes low down the list of platforms that brands consider for...
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Benchmarking your digital marketing capability - Smart Insights | #TheMarketingAutomationAlert

Benchmarking your digital marketing capability - Smart Insights | #TheMarketingAutomationAlert | Marketing Insights | Scoop.it

Key excerpt...

 

Using a scoring of capabilities can help:

1 Audit current approaches to digital marketing to identify areas for improvement;

2 Benchmark against competitors who are in the same market sector;

3 Identify best practice from more advanced adopters;

4 Set targets and develop strategies and roadmaps for improving capabilities through time;

5 Communicate the current situation to budget holders and highlight investment priorities in for different activities.

 

This need for well-managed processes is still the case, particularly with ongoing developments in the technology for delivering customer experiences across mobile and desktop and the need to integrate content and social media from multiple sources. Given that digital marketing is “Always-on”, it makes sense to benchmark the overall capability of digital marketing using a simple scoring system.

 

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marketingIO's curator insight, October 11, 2013 10:05 AM

Fascinating how the author adopted software development benchmarking and applied it to digital marketing, based on the Carnegie Mellon Capability Maturity model (CMM).


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10 critical success factors for marketing your professional service | Business News, Articles & Blogs | SunZu @SunZusocial

Marketing a professional service can be a tricky business. After all - a service is invisible, isn't it?
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B2B SEO demystified: a content marketing case study | Econsultancy

B2B SEO demystified: a content marketing case study | Econsultancy | Marketing Insights | Scoop.it
As a frequent attendee of marketing conferences I’ve lost count of the number of times I’ve heard speakers tell their audience that SEO is incredibly simple, it’s just about having great content.
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Great case ! Should be read by many of us who still apply ineffective strategies, overinvesting in paid search whilst being nowhere outside of their owned, closed gardens (.com)
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Global Ad Trends: Mobile Takes Off, Internet Set to Surpass Print

Global Ad Trends: Mobile Takes Off, Internet Set to Surpass Print | Marketing Insights | Scoop.it
After several false starts, mobile advertising has now truly taken off and is forecast to account for 37% of all growth in global ad expenditure this year, and 31% in 2014, according to a recent report by ZenithOptimedia.
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And yet, many sites are not enabled, a minority of sites being deployed on mobile first responsive design, breaking the Cust Exp

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Is Klout Worth Really Worth It?

Is Klout Worth Really Worth It? | Marketing Insights | Scoop.it
This is the fourth post in the Social Influence Series.  If you’ve missed a past [...]
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The Breakthrough of B2B Video Marketing | Business.com

The Breakthrough of B2B Video Marketing | Business.com | Marketing Insights | Scoop.it
B2B video marketing is on the rise as businesses look for ways to create and repurpose content that engages their audience on multiple platforms and networks.

 

Digest...

 

IDG Research Services conducted a study to see how tech buyers are leveraging video to advance their decision making process when it comes to new purchases. The study and resulting infographic indicate that 95% of B2B tech buyers watch tech-related videos and that this correlates with purchase behaviors (Tweet this!).  But, why are tech buyers actually watching these videos? They want to:

Learn how to use particular products (61%)Find information on products they’re interested in buying (58%)Find how-to content (57%)Get product reviews (54%)Stay on the leading edge of technology (52%)

 

Creating a B2B marketing video doesn’t require as much budget or time as you may initially think. Easy ways to get started are turning slideshows, presentations and in-person demos into videos.


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marketingIO's curator insight, May 23, 2013 7:10 AM

We beg to differ on budget/time associated with B2B video, as that is a function of production value (which none of us feel the need to sacrifice). Outside of that, we have repeatedly said that this is a new found territory for you. Consider this scoop with the adjacent post regarding video as a viable replacement to TV commercials!


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Katelyn DeVan's curator insight, May 23, 2013 9:10 AM

As a Digital B2B Marketer, I find this trend extremely relevant escpecially in the electronics manufacturing industry. Videos are now allowing businesses to showcase their services in a more personal, and engaging way - where we have struggled historically by using traditional, and often "textual" methods.

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B2B Lead Generation Trends 2013

Welcome to the 2013 B2B Lead Generation Report! It’s no secret that B2B marketing is undergoing dramatic change. Marketing professionals are under immense pre
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