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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 | Marketing | 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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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 | Marketing | 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.

 

___________________________________

-Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

-If you like this post or any of the scoops from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.


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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 | Marketing | 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.

 

___________________________________

-Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

-If you like this post or any of the scoops from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.


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