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How To Test Your Landing Pages [Infographic] - Invesp

How To Test Your Landing Pages [Infographic] - Invesp | The Marketing Technology Alert | Scoop.it
A detailed Infographic on how to test landing pages, difference between A/B testing and Multivariate testing,important landing page element , landing page
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Heading Into the Stretch Run, and the Top 14 Marketing Technology Articles Curated Wednesday, 8/27/14

Heading Into the Stretch Run, and the Top 14 Marketing Technology Articles Curated Wednesday, 8/27/14 | The Marketing Technology Alert | Scoop.it

As we enter the US Labor Day holiday weekend, it marks the beginning of the calendar year stretch run, where we try to engage and close business, attend multiple trade shows (as exhibitor and attendee), and start the budgeting process.

 

So as you start your thinking around your plans for next year…before attending trade shows to conduct research…consider the following:

 

1) If you do not use marketing automation, then this is atop your list for 2015. Take a look at the Big 4, then compare what you see to the other participants in this market. Search here for a compilation of research pertaining to vendors: http://www.scoop.it/t/the-marketing-automation-report/?tag=marketing+automation+vendors

 

2) Prep your content marketing calendar, and stuff it with video. If you have a video as a part of your content presentation, investigate new tools to produce, manage and measure. Go here for research on video: http://www.scoop.it/t/the-marketing-automation-report/?tag=video

 

3) If you use marketing automation, supplement your B2B DB with 3rd party data. Multiple uses: a baseline upon which to build when the target visits for the first time, a base for predictive analytics, and a source of information for sales. More research here: http://www.scoop.it/t/the-marketing-automation-report/?tag=customer+data+platform

 

4) Focus the hell out of LinkedIn (and SlideShare). Leverage everything you can from LI.

 

5) Setup skunkworks around Predictive. Kick the tires, do your research. More research here: http://www.scoop.it/t/the-marketing-automation-report/?tag=predictive

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

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

 

Today’s curated articles collected for your quick review:

-- > Getting the CMO and CIO to work as partners | McKinsey & Company http://sco.lt/5YRAnZ

-- > Customer Experience Matrix: HubSpot Files for IPO: Solid Financials for a Young Company http://sco.lt/5el1UX

-- > Hubspot files for an IPO, but documents reveal a gloomy financial picture - The Hub http://sco.lt/9HDKb3

-- > Executive Perspective: The Biggest Mistake a Marketing Automation User Can Make - Pardot http://sco.lt/59SkOv

-- > Ready, Set, Send: Marketing Automation and the Customer Lifecycle - BizReport http://sco.lt/5EDWpV

-- > How B2Bs Can Prepare For Content In 2015 - MarketingLand http://sco.lt/8uicXR

-- > These Landing Page Copywriting "Best Practices" Turned Out To Be Fails - Unbounce http://sco.lt/4iDFuj

-- > Why Landing Page Emotion Makes All the Difference In The World - Forbes http://sco.lt/6VhDFZ

-- > 7 Examples of the Best Marketing eBooks - Kapost Content Marketeer http://sco.lt/97dMxN

-- > B2B Inbound Marketing Snapshot: Top Goals, Tactics, and Challenges - Profs http://sco.lt/5FzWOP

-- > B2B Marketers on Popular Lead Gen Channels and Successful Tactics - Marketing Charts http://sco.lt/8nKE0f

-- > How to Create Perfect Posts on Social Platforms [Infographic] - Socially Stacked http://sco.lt/4vBZy5

-- > Understanding Predictive Analytics- Infographic - Position² http://sco.lt/85OndB

-- > These SEO Tools Will Make Your Website Famous [Infographic] - B2B Infographic http://sco.lt/8wlO5J

 

 

See ALL Top Curated Marketing Technology Articles here.

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Customer Experience Matrix: HubSpot Files for IPO: Solid Financials for a Young Company

Customer Experience Matrix: HubSpot Files for IPO: Solid Financials for a Young Company | The Marketing Technology Alert | Scoop.it

Excerpt...


The basic picture, then, is a disciplined company that has grown quickly while keeping costs in line. As I say, pretty much what we suspected.

The S-1 does provide some other insights – in particular, highlighting HubSpot’s shift in focus from  very small businesses to mid-size business. The following table, taken directly from the S-1, shows this clearly: revenue per customer has climbed steadily from $5,395 in 2011 to $8,823 in the first half of 2014 – a 64% increase. Still, the average revenue per client is nowhere near Marketo, which is in the $30,000 to $40,000 range. 

 

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iNeoMarketing's insight:

If you examine Datazyne's recent reports on marketing automation penetration, you'll find that HubSpot is second to Pardot for new customers (and that excludes the free accounts).

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Executive Perspective: The Biggest Mistake a Marketing Automation User Can Make - Pardot

Executive Perspective: The Biggest Mistake a Marketing Automation User Can Make - Pardot | The Marketing Technology Alert | Scoop.it

Digest...


If you’re passing all incoming leads over to your sales team without using the lead qualification tools at your disposal, you’re not only missing out on one of the most important features of marketing automation, you’re missing out on one of the most important overarching benefits: sales-marketing alignment.

 

But if you’re using marketing automation to generate a larger volume of new leads (and patting yourself on the back for it) without making sure you’re sending higher quality leads over to sales, your bottom line isn’t going to benefit. Furthermore, your sales team is not likely to be impressed with all the extra work you’re making them do.

 

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iNeoMarketing's insight:

Let me put it another way: if you're just throwing leads over without bringing the prospect along, then you might as well save your money and just use a 3rd party email service provider.


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How B2Bs Can Prepare For Content In 2015 - MarketingLand

How B2Bs Can Prepare For Content In 2015 - MarketingLand | The Marketing Technology Alert | Scoop.it

Digest...


We’re still in Q3, but many of us are already thinking and planning for what 2015 will bring. For B2Bs, content will continue to be a prime marketing weapon, and the organic search channel will remain a primary way to reach your target customer.

 

Organic content has the ability to be an effective aspect of your content marketing program, but you need several key components. Quality content, yes, but it needs to be fueled by strategy and data, and optimized so that your target audience finds it at the moment they need it (this is what Google calls the Zero Moment of Truth).

 

In sum, content for the organic search channel has staying power. It can build authority for your brand, and help B2Bs remain a relevant part of the customer’s purchase journey, which often starts with search.

 

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iNeoMarketing's insight:

The moral of the story: content as the offer within your search program is the best approach.


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Why Landing Page Emotion Makes All the Difference In The World - Forbes

Why Landing Page Emotion Makes All the Difference In The World - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


If you want your audience to act, then you must make them feel the strongest emotion possible. What is your audience’s strongest emotions? Nearly all the research points to this fact:  Negative emotions are the strongest.

 

6 Ways to Tap into the Power of Emotional Decision-Making

 

1.  Place your CTA where the emotional message is the strongest.

2.  Use emotions that people respond to or mimic. People copy the emotions that they see or feel in others.

>> Use pictures of people expressing emotion. The right emotional images create the right behavioral response:  conversion.

>> Feature testimonials that express emotion.

>> Tell stories that include emotion.

3.  Use videos.

4.  Use design features that are memorable.

5.  Segment your users.

6. Use strongly-worded headlines.

 

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iNeoMarketing's insight:

The article is by QuickSprout's Neil Patel, the hardest working man in the business.

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B2B Inbound Marketing Snapshot: Top Goals, Tactics, and Challenges - Profs

B2B Inbound Marketing Snapshot: Top Goals, Tactics, and Challenges - Profs | The Marketing Technology Alert | Scoop.it

 

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How to Create Perfect Posts on Social Platforms [Infographic] - Socially Stacked

How to Create Perfect Posts on Social Platforms [Infographic] - Socially Stacked | The Marketing Technology Alert | Scoop.it

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These SEO Tools Will Make Your Website Famous [Infographic] - B2B Infographic

These SEO Tools Will Make Your Website Famous [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it

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The Four Traps of Predictive Analytics | MIT Sloan Management Review

The Four Traps of Predictive Analytics | MIT Sloan Management Review | The Marketing Technology Alert | Scoop.it

Digest...


The First Trap: Magical Thinking

The truth is, companies must understand what they want before they go analyzing things helter skelter, especially when it comes to making predictions. He points out that there are really only four things businesses can use analytics to predict: risk, opportunity, fraud and demand.

 

The Second Trap: Starting at the Top

Operational decisions, such as those in which companies choose a supplier or determine whether to extend credit, lend themselves well to predictive analytics. So companies need to recognize that predictive analytics works best for prompting decisions about operations, rather than initiating their use

 

The Third Trap: Building Cottages, Not Factories

Focusing on decisions can help companies avoid another path to failure: creating analytic models that don’t scale. Analytics specialists are no more connected to the business than technology specialists, Taylor said; focusing on decisions can help bridge that gap. Otherwise, analytics specialists are prone to create the equivalent of a cottage industry, where the models built apply to only one thing, or are too complex and expensive to be reused easily.

 

The Fourth Trap: Seeking Purified Data

Taylor says good data is useful, of course, but companies should start with the business decision they want to make, and then look for data that might help them predict outcomes. Remember that the needed data may come from outside corporate walls. For many either/or business cases, the data you need might not have to be pristine.

 

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iNeoMarketing's insight:

My take: start with low hanging fruit, located in the tactical realm. Gain successes in small chunks, learn, and delve deeper over time.

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Jean-Michel Franco's curator insight, August 26, 2:25 AM

Must read  article from the excellent James Taylor. Key simple takeaway: "there are really only four things businesses can use analytics to predict: risk, opportunity, fraud and demand". (may be a few to add, however, for example linked to predictive maintenance in discrete manufacturing)

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How does email file size affect deliverability? - EmailonAcid

How does email file size affect deliverability? - EmailonAcid | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Some excellent data for you to use as a part of your email marketing efforts.

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What Sales Should REALLY Expect from Marketing Automation - BizReport

What Sales Should REALLY Expect from Marketing Automation - BizReport | The Marketing Technology Alert | Scoop.it
In this Deep Dive we will explore what sales leaders should actually be demanding from marketing automation tools. In fact, survey data paints a very compelling picture about how sales should be evaluating the impact of marketing automation on sales performance. We'll explore why sales might be resistant in the first place, and how Top Performing organizations overcome these challenges to help support the collaborative pursuit of top line revenue growth between marketing and sales.


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Close Variant Matching – 2 Important Points to Keep in Mind - Search Engine Watch

Close Variant Matching – 2 Important Points to Keep in Mind - Search Engine Watch | The Marketing Technology Alert | Scoop.it

DIgest...


But now phrase and exact are no longer – exactly phrase and exact. In Larry Kim’s recent article, having a "true" exact or phrase match is no longer going to be possible. Close variants keyword matches will trigger keywords for not just singular and plurals, but for misspellings, acronyms, stemming, and abbreviations. What You Need to Know: Start building out your negative keyword list - now. Review your keywords carefully and think about what terms you do not wish to show up for. Especially for stemming keywords – there can be many variations that can be matched against the root word.

 

With close variant matching, you will see an increase in your impressions and clicks, because your keywords will be matching against more keywords. Per Google, close variant matching gives customers an average of 7 percent more exact and phrase match clicks. What You Need to Know: If you have a small or fixed monthly PPC budget, you will want to carefully watch your SQR report.

 

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iNeoMarketing's insight:

The big task is getting your negative keyword list together, as this incredible change to AdWords will open you up to undesired clicks.

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TonyaPriceConsulting's curator insight, August 26, 2:13 AM

Great tip - given recent Google changes, start building out your negative keyword list! If you are doing Google ads you will want to read this article.

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How to Build Your Google+ Hangout Audience | Social Media Examiner

How to Build Your Google+ Hangout Audience | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


#1: Foster Relationships Before You Broadcast: You’ll want to make sure your hangout subject is something of interest to your audience. An easy way to do this is to find and talk with the right people to estimate their interest in what you have to say.

#2: Team Up With Influencers

#3: Get Your Creative in Order: Have a number of images and at least one teaser video you can use in promotional posts on Facebook, Google+, LinkedIn and Twitter.

#4: Spread the Word: If you haven’t been very active on Google+ up to this point, now’s the perfect time to start! Enhance your Google+ presence by making sure your posts are optimized for engagement.

 

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iNeoMarketing's insight:

The basics. Blocking and tackling.

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Getting the CMO and CIO to work as partners | McKinsey & Company

Getting the CMO and CIO to work as partners | McKinsey & Company | The Marketing Technology Alert | Scoop.it

Digest...


The situation reflects a central truth in today’s big data world: both the CMO and CIO are on the hook for turning all that data into growth together. It may be a marriage of convenience, but it’s one that CMOs and CIOs need to make workespecially as worldwide volume of data is growing at least 40 percent a year, with ever-increasing variety and velocity. That’s why many CMOs are waking up to the fact that IT can’t be treated like a back-office function anymore; rather, the CIO is becoming a strategic partner who is crucial to developing and executing marketing strategy.

 

The digital explosion has forced CMOs and CIOs to work more closely. But that hasn’t always made them work better together. As the mix of IT spending shifts from the back office and supply-chain management (for those industries that have a supply chain) to the front office and customer engagement, tensions may arise about the CMO’s and CIO’s decision rights and budget authority. These tensions are reflected in research suggesting that most CMOs today see marketing as the natural leader of big data efforts, while most CIOs see IT in that role.

 

It’s easy to say that the CMO and CIO, and sometimes the CTO, should share leadership of the overall analytics effort and a mutual definition of its success. But that agreement needs to be followed quickly by the next stage: having shared accountability for business-performance improvement based on specific key performance indicators such as revenue generation, usage, and retention.

 

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iNeoMarketing's insight:

For an objective that is corporate-centric such as Big Data, then this makes tremendous sense. However, for marketing-centric challenges, e.g., implementing a MAP, then the marketer needs to drive the initiative (which means the marketer better have the requirements tightly together).

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Hubspot files for an IPO, but documents reveal a gloomy financial picture - The Hub

Hubspot files for an IPO, but documents reveal a gloomy financial picture - The Hub | The Marketing Technology Alert | Scoop.it

Digest...


By going public, HubSpot is following the route of its marketing automation competitor Marketo, which filed for an IPO last year. Unfortunately, also like Marketo, HubSpot's financial documents revealed that the company hasn't turned a profit in the last five years.

 

In its S-1 filing, HubSpot was candid about the risks it faced, acknowledging its history of losses and the possibility that it may not achieve profitability in the future. It also identified the risk of its customers assembling a suite of individual point solutions for content marketing, web optimization, email and social media marketing instead of buying HubSpot's all-in-one platform. Conversely, it's also facing competition from the larger all-in-one marketing platforms,  such as Oracle, Salesforce and Adobe, who can achieve economies of scale faster.

 

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iNeoMarketing's insight:

On one hand you can count the number of tech companies that were profitable pre-IPO. But this is one take. Another take is adjacent to this post.


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Ready, Set, Send: Marketing Automation and the Customer Lifecycle - BizReport

Ready, Set, Send: Marketing Automation and the Customer Lifecycle - BizReport | The Marketing Technology Alert | Scoop.it

This 4-part white paper series will take you through each step in the process, acting as the personal trainer that will whip your triggered email program back into shape, through smarter customer engagement and use of automation.


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iNeoMarketing's insight:

Basic content. The price is right.

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These Landing Page Copywriting "Best Practices" Turned Out To Be Fails - Unbounce

These Landing Page Copywriting "Best Practices" Turned Out To Be Fails - Unbounce | The Marketing Technology Alert | Scoop.it

Digest...


So-called best practice #1: Never be clever

So-called best practice #2: Lead with the benefit

So-called best practice #3: Use short headlines

 

There are very few facts in the world of copywriting and marketing, but here’s one I can stand behind: there are no best practices. There are only better practices. That’s why we test.


Because a “sure thing” doesn’t exist.

 

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iNeoMarketing's insight:

Test, test, test....!!!!!! Someone's best practice may be a disaster for you.

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7 Examples of the Best Marketing eBooks - Kapost Content Marketeer

7 Examples of the Best Marketing eBooks - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Excerpt...


It has resources and key examples, including the seven fundamental elements of a powerful eBook:

>> Table of contents

>> Psychographic targeting

>> Simplified messaging

>> Sidebar

>> Data illustration

>> Icons

>> eBook promotion

 

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iNeoMarketing's insight:

Some excellent examples. If you're contemplating an eBook, this is an excellent resource.

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B2B Marketers on Popular Lead Gen Channels and Successful Tactics - Marketing Charts

B2B Marketers on Popular Lead Gen Channels and Successful Tactics - Marketing Charts | The Marketing Technology Alert | Scoop.it

Content marketing, online registrations and webinars are some of the fastest-growing lead generation channels among B2B marketers this year, details Chief Marketer in its annual B2B Lead Generation Survey [download page]. Email remains the most popular lead generation channel, though, with 87% of survey respondents planning its use this year. It’s also among the most highly rated when it comes to sources of qualified leads.

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iNeoMarketing's insight:

Such a limited, selected list, and the fact is you can't learn a damn thing from this.

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Understanding Predictive Analytics- Infographic - Position²

Understanding Predictive Analytics- Infographic - Position² | The Marketing Technology Alert | Scoop.it
Predictive analytics has been gaining momentum as a tool that supports business objectives with respect to sales, marketing, customer support and finance.


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iNeoMarketing's insight:

Quick primer....

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Marketing Technology’s Soul is Creativity, and the Top 14 Marketing Technology Articles Curated Tuesday, 8/26/14

Marketing Technology’s Soul is Creativity, and the Top 14 Marketing Technology Articles Curated Tuesday, 8/26/14 | The Marketing Technology Alert | Scoop.it

To maximize marketing technology, you need to be creative.

 

No, this is not oxymoronic. And no, not “creative” akin to design.

 

To fully utilize MarTech, you need to look at challenges in a creative fashion. It’s one thing to develop a systemic process of opportunity identification, but another to turn the knobs and dials to get where you want to be.

 

Take flows as an example: a MAP contains a means by which to lay out a series if/then actions with delays here and there. Mechanically, it’s fairly simple. But it’s the right side of the brain that is the underlying impetus to creatively use the flowchart: how many if/then statements, how long of a delay, what is the follow-up, what piece of content works where?

 

To create that starting point (upon which continually optimization takes place), you need to rely on creativity, to think outside the box, to understand what your market segment seeks. And that includes using MAP in ways never designed by the vendor.

 

If content is the fuel to marketing automation, creativity is its soul. Creativity is what elevates the engineer to artist.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Marketing Technology…NOW!

 

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

 

Today’s curated articles collected for your quick review:

-- > The Four Traps of Predictive Analytics | MIT Sloan Management Review http://sco.lt/6PsUHR

-- > LinkedIn Pulse: Why You Should be Using LinkedIn’s Blogging Platform - TechWyse http://sco.lt/988DdB

-- > How does email file size affect deliverability? - EmailonAcid http://sco.lt/7hqyB7

-- > 21 Simple and Free SEO Tools - Buffer http://sco.lt/6Mc6Hh

-- > What Sales Should REALLY Expect from Marketing Automation - BizReport http://sco.lt/73BekL

-- > Marketing Ops Is Now a Must-Have: The Six A's of Marketing Performance Management - Profs http://sco.lt/6eUpTl

-- > Close Variant Matching – 2 Important Points to Keep in Mind - Search Engine Watch http://sco.lt/6o3xyL

-- > Top Website Best-Practices to Boost Your SEO - Profs http://sco.lt/5b7rdJ

-- > How to Build Your Google+ Hangout Audience | Social Media Examiner http://sco.lt/8gwImP

-- > 7 Content Marketing Metrics You’re Probably Undervaluing - Contently http://sco.lt/6aMowj

-- > Notes from the HubSpot S-1 IPO Filing - David Cummings on Startups http://sco.lt/4vG1wn

-- > HubSpot files to go public with a $100M IPO - VentureBeat http://sco.lt/6kaNd3

-- > What Is A Growth Hacker? #MarketingInfographic - Digital Information World http://sco.lt/5gwdnd

-- > How to Optimize Conversions for the 3 Major Website Types [Infographic] - B2B Infographic http://sco.lt/7FgHWD

 

 

 

See ALL Top Curated Marketing Technology Articles here.

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LinkedIn Pulse: Why You Should be Using LinkedIn’s Blogging Platform - TechWyse

LinkedIn Pulse: Why You Should be Using LinkedIn’s Blogging Platform - TechWyse | The Marketing Technology Alert | Scoop.it

Digest...


If you’re not yet using Pulse as a blogging platform, here are three reasons to start:

 

Your Content is Getting to People Who Matter

LinkedIn Pulse targets your content to those it’s actually applicable to. While sharing your blog with only those who are in the industry in which it relates to does narrow your audience, that’s almost a moot point as it’s still getting to those who matter.

 

Pulse Articles are Rich in SEO Value

LinkedIn is a highly trafficked website. In fact, it’s just one spot shy of being in the top 10 most trafficked websites on the Internet according to Alexa. That means Google is more likely to index this content than the content you put on your personal blog, and more likely to include your Pulse posts in Google search results.

 

It Takes Your LinkedIn Networking to the Next Level

Pulse allows you to each those same people you want to network with in an entirely different way. Instead of saying, “Read my resume, it shows I know a lot about SEO,” it says, “Read this article I’ve written showing my unique standpoint in linking structures and how Google views them.” One tells your desired audience what you can do in a quiet way, and one shows them in a way that’s much harder to ignore.

 

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iNeoMarketing's insight:

If you have a Company Page, then you need to utilize Pulse. It's that simple.

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Jordi Carrió Jamilà's curator insight, August 26, 12:43 AM

Interesante opción de LinkedIn para las paginas de empresa. 

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21 Simple and Free SEO Tools - Buffer

21 Simple and Free SEO Tools - Buffer | The Marketing Technology Alert | Scoop.it

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[The author] aimed to grab the ones that we’ve found valuable here at Buffer and the ones you can use via the web within minutes to get some amazing insights. If you’re interested in even more tools here are a few places to start:

>> 100 Best SEO Tools and Resources – an interactive tools list, curated by Moz

>> Annie Cushing’s Must-Have SEO Tools - a comprehensive spreadsheet of tools categorized to over 300 common tasks

>> SEO and Marketing Tools - a collection by Saijo George

>> The Complete Beginner’s Guide to SEO – an overview of what you might be able to do with these tools

 

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iNeoMarketing's insight:

Please click through to see the list of tools, some of which you may not have familiarity. Some excellent tools.

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Marketing Ops Is Now a Must-Have: The Six A's of Marketing Performance Management - Profs

Marketing Ops Is Now a Must-Have: The Six A's of Marketing Performance Management - Profs | The Marketing Technology Alert | Scoop.it

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>> Alignment: Marketing ops facilitate the alignment process and oversee the development of a customer-centric marketing plan that ensures that the marketing investment portfolio supports measurable marketing objectives that will have a direct impact on the business.

>> Accountability: Marketing ops drives the development of the framework and key performance indicators (KPIs). They manage the mechanics of measurement, perform the analysis, and publish the performance results. Marketing Ops translates marketing metrics into an actionable marketing dashboard that the leadership team and the marketing team can use to make strategic, tactical, and investment decisions.

>> Analytics: Marketers need the analytical muscle to build and use models to make smart investments and strategic decisions. Marketing Ops constructs and maintains an environment that enables Marketing to better use data and analytics.

>> Automation: Marketing Ops selects, deploys, and manages the automation and technology infrastructure to support the department. The deployment of a technology infrastructure, training, and change management falls under the auspices of Marketing Ops and serves as the big "I"—the infrastructure that Marketing needs to guide decisions, improve its capabilities, and prove its value.

>> Alliances: Marketing Ops is the conduit between Marketing, Sales, Finance, and the executive team. It forms and manages these alliances so everyone on the team is "rowing in the same direction." As part of its work, Marketing Ops should craft the operating level agreement that serves as the "rules and roles of engagement" for each of these partnerships and ensures that the liaisons from each group are included in appropriate meetings and decisions.

>> Assessment: While the marketing executive sets the direction and vision for the team, Marketing Ops conducts the benchmarking and assessments to determine what standards, best-practices, processes, and skills are needed to help the marketing team realize its aspiration. Marketing Ops enables marketing organizations to become, and serve as, a center of excellence.

 

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iNeoMarketing's insight:

The best article I've read regarding the role of Marketing Operations. This should be your standard. Outstanding!

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Top Website Best-Practices to Boost Your SEO - Profs

Top Website Best-Practices to Boost Your SEO - Profs | The Marketing Technology Alert | Scoop.it

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1. User-Friendly and Error-Free

At least as much as possible. Google and other search engines crawl your site on a regular basis, so the fewer soft 404 and "not found" errors, the better. But you're not building your pages for the sake of Google's crawlers; you want them to be functional and easy to navigate for users, without the frustration of bugs or missing content.

 

2. Keyword-Aware

I say "aware" because keywords are important but you have to be careful not to overload a page or site tags (title, header, and meta tags) with keywords. Doing so is not merely poor copywriting; it also frustrates users, and it will have a negative impact in search as Google releases more sophisticated updates.

 

3. Structured Coherently

True SEO work goes deep. You could argue it's a matter of information architecture—ensuring that the superstructure of a site makes sense. Pages on your site should be linked in an organized, hierarchical way, helping folks find related, relevant information as smoothly as possible. The result should be a clear, organized sitemap, an essential website element both to the search engines and to your users.

 

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iNeoMarketing's insight:

More blocking and tackling. Yup: these are the fundamentals.

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