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How to leverage Twitter’s Vine app for B2B content marketing | SmartBlogs

How to leverage Twitter’s Vine app for B2B content marketing | SmartBlogs | The Marketing Technology Alert | Scoop.it

Summary...


10 video ideas for B2B companies just getting started with Vine:

  1. Showcase the building and grounds of your company’s headquarters.
  2. Use stop-motion animation to deliver an exciting company announcement.
  3. Show the steps it take to make your flagship product.
  4. Humanize your brand by introducing your employees.
  5. Encourage customers to showcase how they use your products with a Vine video and reward them with prizes or giveaways.
  6. Create video clips from a charity event or corporate outing your company has organized.
  7. Highlight a video testimonial: Ask your customers what three words they would use to describe your company.
  8. Create teasers for upcoming webinars, events or trade shows.
  9. Create a Vine campaign series; for example, how to install your product in four easy, six-second steps.
  10. Animate the cover page of (or data chart within) case studies, white papers or reports, promoting the full document in an engaging way.


iNeoMarketing's insight:

Readers know that we are bullish on Vine, and although the aforementioned are nice ideas, we starting to conclude that Vine needs to be used as teasers for all things marketing automation-related.


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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 Automation Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Marketing Engineering? Marketing Engineering!, and the Top 9 Marketing Technology Articles Curated Thursday, 7/24/14

Marketing Engineering? Marketing Engineering!, and the Top 9 Marketing Technology Articles Curated Thursday, 7/24/14 | The Marketing Technology Alert | Scoop.it

Engineering:

The work of designing and creating…new products or systems by using scientific methods.

Merriam-Webster.com

 

A few days ago, Scott Brinker in a MarketingLand article referenced the term “marketing engineering” which immediately piqued my interest. It was in reference to the growing use of technology to overhaul marketing processes that drives greater business efficacy, i.e., more opportunities, more revenue, more customers.

 

Is there such a thing as marketing engineering? Are we at a point today where the marketing discipline can be referred to as engineering?

 

Mechanical, Civil, Chemical, etc. Engineers would scoff at the notion. After all, there are college degrees proffered in those disciplines, not to mention professional societies with professional testing to achieve professionally certified degrees.

 

But take a look at the Merriam-Webster definition: the operative word is “scientific.” Is science used as a part of a Concrete Engineer’s profession? Absolutely: a knowledge of the components to concrete plus math (pour rate, etc.) points to the use of science to create something new.

 

Is math and science used as a part of a Software Engineer’s bag of tricks? Math is, and it is absolutely a requirement as a part of the effort to meet a Software Engineering degree. But science (knowledge about or study of the natural world based on facts learned through experiments and observation, also known as the scientific method)?

 

To answer that question, I’m drawn to the world of mechanical engineering, which is probably the closest discipline to software engineering where I can find common ground. If ME is acceptable (where machines designed and tested using math, testing and observation), then I have to think that the design of code to create output using math and the scientific method allows us to accept the term software engineering.

 

So if marketing technology involves the design and use of new processes through math and the scientific method, then I’m starting to feel real comfortable with the term “marketing engineering.”

 

But it requires a definition and far more structure. More on this tomorrow.

 

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:

-- > [FREE] Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide - Digital Marketing Depot http://sco.lt/7z95bV

-- > Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger http://sco.lt/5Y8UPB

-- > [FREE] Digital Marketing Insights for 2014 eBook - Celebrus Technologies Ltd http://sco.lt/8MUIwD

-- > Most Companies Expect CMO to Lead Digital Transformation - AdAge http://sco.lt/5HjrWr

-- > How CMOs and CIOs Feel About Collaboration - Marketing Charts http://sco.lt/6Sktgv

-- > Email Deliverability: 4 Horrible Myths On The Rise - MarketingLand http://sco.lt/6Y9HA9

-- > Should You Still Care About Google Authorship? - ClickZ http://sco.lt/5mo77p

-- > This app promises to make your writing bold & clear, just like Hemingway - VentureBeat http://sco.lt/8PfT0L

-- > The era of data-driven marketing [Infographic] - Econsultancy http://sco.lt/6okXDt

 

See ALL Top Curated Marketing Technology Articles here.

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CMOs Who Take Charge of Digital Make More Money - DMNews

CMOs Who Take Charge of Digital Make More Money - DMNews | The Marketing Technology Alert | Scoop.it

Digest...


The median base salary of the 345 global CMOs surveyed for the report was $200,000. Only 4% of those polled reported bases of $500,000 and the top earners were more likely to focus on accomplishments that play well in corporate boardrooms: restructuring marketing to drive results, improving marketing yield, and building digital capabilities.

 

Crucial to ascending that platform is building alliances with other c-level officers with stakes in digitalization. Of CMOs earning between $200,000 and $349,000, 40% or more reported strong working relationships with CIOs, CFOs, and chief innovation officers.

 

One scenario being played out in boardrooms that could be holding marketers back is the appointment of chief digital officers, says [University of Virginia marketing professor Kimberly] Whitler. “Boards are interested in companies leveraging digital, but appointing a CDO bifurcates the role. CMOs are in charge of commercialization and they are more likely to produce results and be recognized if they are in charge of digital, too.”


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iNeoMarketing's insight:

Dammit, I've been warning you: embrace marketing technologies to drive opportunities and seize the digital initiative. It'll put more damn money in your pocket!

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Technology for Marketers: Are you Engaging Effectively? - Ruder Finn UK Ltd

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iNeoMarketing's insight:

Look at the channel preference!

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The Evolution of SEO - RE/code

The Evolution of SEO - RE/code | The Marketing Technology Alert | Scoop.it

Digest...


Here are five ways SEO has evolved over the past decade:

 

Instant results are so 2004. The way SEO is evolving, it is necessitating an overarching approach that embraces solid content and quality, which might not generate instant Web traffic. For both SEO consultants and clients, this means giving up the notion that there are secret, platinum-level strategies that will miraculously catapult a website to the top overnight.

 

Site rankings reports do not trump all. Page views, not entire website rankings, are critically important; and Google is finally eliminating keyword data for all — even paid — searches. Diverse analytics tools are the key, and a good SEO consultant will know how each page is doing, as well as the level of social media engagement.

 

Website design matters. When it comes to SEO, the length of time people stay on your page is essential, and if your website is horribly configured and inhospitable to the users, they just won’t stay on your page.

 

No more content for content’s sake. Flooding a website with useless, keyword-heavy content just to have new material to post will only bore your viewers and, ultimately, you. Why struggle to find alternate ways to say the same thing again and again? You want a site that people are eager to view and, importantly, eager to link to.

 

Exchanging links = bad. Link exchanges with random sites won’t help build your profile, and if the site to which you link is exceptionally unworthy, you can count on it turning into a dead link in no time. Furthermore, Google is becoming exceptionally draconian when it comes to linking with article directories.

 

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iNeoMarketing's insight:

A very straightforward explanation for the non-marketing tech person, and bullet points you may want to put in your back pocket for future arguments.

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10 Reasons to Combine Search and Social (Infographic) - Digital Marketing Philippines

10 Reasons to Combine Search and Social (Infographic) - Digital Marketing Philippines | The Marketing Technology Alert | Scoop.it
Discover these 10 hard-to-ignore reasons why combining search and social is beneficial for business owners.


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The DNA of a Growth CMO – Growth Marketer

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Email Marketing: Copy test increases clickthrough 37% | MarketingExperiments Blog

Email Marketing: Copy test increases clickthrough 37% | MarketingExperiments Blog | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

By just looking at the Control you can tell that it is just too long for the short attention span of the web.

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‘It’s A Great Time To Be A Marketer’ - CMO.com

‘It’s A Great Time To Be A Marketer’ - CMO.com | The Marketing Technology Alert | Scoop.it

Digest...


Travis then delved into what was involved in the “enormous reinvention” that Adobe went through in marketing. “We spend 74 percent of our marketing budget on digital of all kinds,” he noted. “Just to put that in perspective, the average spend by like companies is under 25 percent. But because of new tools and processes, our ability to understand and optimize our marketing allows us to really show how we are contributing to the bottom line. We never before could actually prove the benefits to the business of what we were doing, and now we can.”

 

But this, he made clear, has required a big culture shift. “We had to bring in people with different skills or reskill our people to work in a very different organization than we had five years ago,” he said. “We also have brought things in-house that we use to go outside for—search marketing, for instance.” And while his organization still uses outside agencies, the relationship has changed.

 

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iNeoMarketing's insight:

https://www.youtube.com/watch?v=7z6dxQVhE8o

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[FREE] Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide - Digital Marketing Depot

[FREE] Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide - Digital Marketing Depot | The Marketing Technology Alert | Scoop.it

Learn about the latest trends, opportunities and challenges facing the market for enterprise digital analytics — particularly in light of the explosion in social media marketing and social analytics.

• What trends are driving the adoption of enterprise digital analytics tools?

• Who are the leading players in enterprise digital analytics?

• What capabilities do enterprise web analytics tools provide?

• Does my company need an enterprise digital analytics tool?

• How much do enterprise digital analytics tools cost?

 

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iNeoMarketing's insight:

Enterprise-oriented.

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[FREE] Digital Marketing Insights for 2014 eBook - Celebrus Technologies Ltd

Excerpt...


This research, commissioned jointly by Celebrus and Teradata and conducted by MyCustomer.com, asked digital marketers from the UK, France and Germany about:

Their digital marketing priorities and challenges.

 If they have a single customer view, what data they are using and where it is stored.

 The benefits they are seeing from a single customer view and their future plans.

 The analytics they are undertaking and how it is improving their marketing results.

 How customer analytics is being resourced and how things will change by 2016.

 The importance of personalisation and the role of real-time now, and in two years. 

 

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iNeoMarketing's insight:

UK, France and Germany focus.

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Glenn Cooper's curator insight, July 24, 12:43 AM

How did we do this stuff before computers?

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How CMOs and CIOs Feel About Collaboration - Marketing Charts

How CMOs and CIOs Feel About Collaboration - Marketing Charts | The Marketing Technology Alert | Scoop.it

Excerpt...


Last year, 44% of global CMOs surveyed by Accenture felt that there was no need for alignment with CIOs. This year’s Accenture study of the CMO-CIO relationship finds a rapprochement of sorts, with 83% of IT executives feeling a need to align and interact with marketing (up from 77% in 2012) and 69% of marketing executives feeling the same way about IT (up from 56% in 2012). But while many see the relationship improving, 45% of CMOs believe more collaboration is needed, and some problems persist.

 

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iNeoMarketing's insight:

"Strongly Agree" should be far higher.


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Jack Christiana's curator insight, July 24, 2:48 PM

This is a great article if you are into numbers

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Should You Still Care About Google Authorship? - ClickZ

Should You Still Care About Google Authorship? - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Should I Give Up on Google Authorship?

 

The short answer is no. Authorship is still important, especially for those looking to establish themselves as a thought leader in their space (and what savvy business person isn't striving to do just that?). Authorship should be one piece of your overall digital strategy, which should also include creating and publishing original content, providing value to your customers and other online users, increasing awareness, and establishing relationships with users and influencers.

 

This change was written on the walls. Google already started reducing the size and results of lesser-known authors months ago. Referred to as "second-class authorship" by Mark Traphagen, these authors aren't known experts in their field, but they had correctly implemented authorship and were creating original content.

 

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iNeoMarketing's insight:

You need to continue down this path until you knock yourself out from banging your head against the wall. It's too important.

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The era of data-driven marketing [Infographic] - Econsultancy

The era of data-driven marketing [Infographic] - Econsultancy | The Marketing Technology Alert | Scoop.it
Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology.


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Oracle Creates Data Cloud To Provide Access To Anonymous User Data - DemandGen Report

Oracle Creates Data Cloud To Provide Access To Anonymous User Data - DemandGen Report | The Marketing Technology Alert | Scoop.it

Digest...


Oracle announced it is combining its BlueKai Audience Data Marketplace and other Oracle data services to create the Oracle Data Cloud, a platform designed to provide marketers with access to anonymous user-level data through a data-as-a-service (DaaS) model. With more than one billion profiles globally, Oracle Data Cloud gives organizations the ability to prospect at scale and deliver relevant ads and content across online, mobile, search, social and video.

 

The platform will provide ID and addressability mapping to link various customer attributes such as email, social handles, phone numbers, third-party cookies and mobile identifiers across channels to build a centralized profile. Additionally, Oracle DaaS for Marketing gives marketers access to Oracle’s ecosystem of more than 300 data partners for online, mobile, search and social marketing.

 

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iNeoMarketing's insight:

Then use the LinkedIn with Bizo integration and...holy crap! What else do you need?


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5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr

5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr | The Marketing Technology Alert | Scoop.it

Digest...


5 signs you may need automated content marketing workflows

 

#1 – Your organization has complex workflows

If you map out the steps it takes to create your top five content assets, and the number of tasks typically equals more than four per content type, it’s time to consider automated workflows.

 

#2 – You have multiple content and campaign types

Marketing organizations use an average of 13 content tactics. That doesn’t even include the number of campaigns, both outbound and inbound, running simultaneously. Automated workflows ensure each of these are developed and deployed in a unified and highly visible way.

 

#3  - You have a large network of collaborators

Automated workflows make it easier to track and manage all collaborators across their various roles and functions.

 

#4 – You have multiple distribution points

Without content to supply these channels, the investments are at risk of failing. Automated workflows tackle this problem by including each distribution point as a task. With content marketing software these distribution points are not only catalogued, but the content can be deployed to the channel directly from the platform.

 

#5 – You have extensive brand guidelines

Automated workflows enable brands to stay within the guidelines by making the corporate governance process part of the checklist. Automated workflows can save time and resources while enabling a better production process for content. And as content marketing becomes a centerpiece of marketing strategy’s worldwide, the forward-thinking organizations are putting workflows front and center.

 

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iNeoMarketing's insight:

You should know if you need automated workflows just by looking at your content marketing calendar. You do have a content marketing calendar, don't you?

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MarTech and GrowthBeat Agendas

MarTech and GrowthBeat Agendas | The Marketing Technology Alert | Scoop.it

There are two important conferences coming up in August:


The Marketing Tech Conference (MarTech)

Boston, MA: August 19-20, 2014

Seaport Boston Hotel & Convention Center

 

GrowthBeat

Aug 5 - 6, 2014

Hotel Nikko, San Francisco, CA

 

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iNeoMarketing's insight:

Take your pick.

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What Are Personalizations Biggest Challenges and Opportunities? - Marketing Charts

What Are Personalizations Biggest Challenges and Opportunities? - Marketing Charts | The Marketing Technology Alert | Scoop.it

Personalization is an area of growing importance, recently found to be US digital marketers’ most important future area. Yet research indicates that marketers continue to struggle with it, and many industry respondents have trouble linking data to individual customer profiles. A couple of recent studies – one from Experian Data Quality and the other commissioned by Janrain [download page] and conducted by Forrester Consulting – take a closer look at the use of personalization and its associated challenges.

 

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The Future of Marketing [Infographic] - B2B Infographic

The Future of Marketing [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

For entertainment purposes.

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Google Plus to Increase SEO: 9 Tactics to Use Now & Benefit Forever - Social Media Online Classes

Google Plus to Increase SEO: 9 Tactics to Use Now & Benefit Forever - Social Media Online Classes | The Marketing Technology Alert | Scoop.it

 

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4 Advanced B2B Strategies for Hyper-Targeted Marketing Campaigns - ClickZ

4 Advanced B2B Strategies for Hyper-Targeted Marketing Campaigns - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Trade Show Hyper-Targeted Campaigns

 

1. The Cheapskate: If you want to forgo your expensive booth, then try a hyper-local, mobile geo-fencing campaign. This will allow you to buy up the mobile advertising in a geo-targeted area. You can even add layers of demographics on top of this to make sure you are targeting the right people in the area. This is a great way to spend a little to get a hyper-targeted audience. Remember: at trade shows, most people are on their cell phones anyway, so why not meet them where they are? This is much less expensive than a booth, and will easily get you in front of the correct people at the correct time. Also consider they are at a trade show to learn, so you can easily hit them with relevant content knowing they are likely to want to engage with that type of information.

 

2. The After-Party: Consider a new way to invite people to your party: try using geo-targeting via mobile to hit people right when the conference ends. This would allow you to get people on their way home, and allow them to know when and where your party is. It's a short-lived campaign, but one that may help you drive the leads you want to your party.

 

Breaking Into New Accounts via Hyper-Targeted Advertising

 

3. The Pre-Game: A great way to use this technology would be the Pre-Game campaign. If you are planning to have your inside sales team call ahead to set appointments, try using ABM to prep the companies you are about to call. Use ABM to advertise to the account for two weeks before your calling campaign. This will ensure your marketing makes it in front of the prospects so that your brand will be recognizable to them when you call.

 

Hyper-Targeted + Video via Social Feed

 

4. Twitter Made the Video Star: Many people are using retargeting, but did you know you could do this on your own on Twitter with video? Imagine that you want to do a hyper-targeted campaign targeted toward all of the people on a specific list. You can take your email list and make a special segment within Twitter, and then advertise a Twitter card to these people. I'd suggest using a video card, because your video can then be viewed within the feeds of people you may not be socially connected to, as long as you know their email. The video can have great content, then drive them to an opt-in section, or ask for a conversion in the feed. I'd suggest using a video-hosting solution such as Wisita or Vidyard if you are going to try this campaign, since it will make tracking your leads' engagement with your videos much easier.

 

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iNeoMarketing's insight:

Don't expect that you'll specifically follow each one, but it gives you an idea as to how to get creative with the technology.

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How Much Do Chief Marketers Get Paid? [Infographic] - Profs

How Much Do Chief Marketers Get Paid? [Infographic] - Profs | The Marketing Technology Alert | Scoop.it
Career Management - Most chief marketers earn between $100,000 and $350,000 per year, according to a recent report from The CMO Council.


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Miguel A. de Jesus's curator insight, July 24, 2:24 PM

Hmmm. ... I seem to be falling a little short.

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Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger

Why LinkedIn Could Be The De Facto B2B Data Platform - AdExchanger | The Marketing Technology Alert | Scoop.it

Digest...


Bizo brings a vast, pixel-based media exchange and anonymous demographic data on some 120 million-business professionals. This extends LinkedIn’s offsite reach and bolsters the quality of its in-market data.

 

What’s unique about LinkedIn’s new value proposition is the ability to fold marketing automation systems such as Eloqua or Marketo in with LinkedIn’s own properties.

 

One of the key benefits for B2B marketer clients is the ability to more effectively move leads through the sales funnel, according to Mary Beth Keelty, VP of marketing for agency PM Digital. "With content and relevancy continuing to grow in importance, this combination will offer great opportunities for B2B organizations to [get even more targeted with] media."

 

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iNeoMarketing's insight:

The more I look at this, the more fantastic it becomes. It may be...everything.

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Most Companies Expect CMO to Lead Digital Transformation - AdAge

Most Companies Expect CMO to Lead Digital Transformation - AdAge | The Marketing Technology Alert | Scoop.it

Digest...


Eighty eight percent of companies said they are going through a formal digital transformation effort this year, according to the report. The trend is one marketers should pay attention to, as 54% of companies surveyed by Altimeter said the mandate to lead the digital transformation is driven by the CMO. CEOs, the report found, champion digital transformation 42% of the time, with CIOs coming in at 29%. Respondents were asked to select all that apply.

 

The report comes at a time when many companies are implementing new technology across the board. Marketers are investing in social media management tools, marketing automation platforms and mobile friendly redesigns. Sales and customer service are quickly adopting customer relationship management (CRM) software. And the list goes on.

 

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iNeoMarketing's insight:

When martech spending will exceed IT spending by 2017, this is a natural conclusion.

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Email Deliverability: 4 Horrible Myths On The Rise - MarketingLand

Email Deliverability: 4 Horrible Myths On The Rise - MarketingLand | The Marketing Technology Alert | Scoop.it

Digest...


Myth #1: I Don’t Need To Worry About Placement If I Have A High Sender Score

Your Sender Score isn’t the same as your inbox placement rate. Instead, think of a low Sender Score as a higher likelihood that most, or all, email being sent from your IP address will be delivered to spam.

A high Sender Score is a lot like the TSA priority screening lines at the airport. You may be able to keep your shoes and belt on, but you still have to have to go through the metal detectors, and your luggage still needs to get scanned. For senders, a high Sender Score means that email providers will give your emails less scrutiny, but your emails will still run through some filters regardless.

 

Myth #2: Spam Traps Never Click Or Open An Email, So I Can Just Remove All My Inactives

Because spam trap network operators will often open an email for further verification if an email address is truly spam, and will even follow links in the email. Rather than removing subscribers based on open and click activity, focus on engagement levels over time and adjust your content, frequency and/or cadence accordingly.

 

Myth #3: I’m A B2B Sender, So I Don’t Need To Worry About Email Filters

Last time we looked at our own database, a third of all the B2B domains in our subscriber file were hosted by Google, which means that they are using the same filters as Gmail. Gmail’s spam filter looks at reputation data like spam traps, complaints, and unknown users, among dozens of other criteria. As a result, B2B email marketers need to follow the same deliverability rules and practices as their B2C counterparts.

 

Myth #4: My Emails Won’t Be Delivered To The Spam Folder If My Complaint Rates Are Low

If you find yourself asking a postmaster to deliver your emails to the inbox because of low complaints, try instead focusing on getting your subscribers to mark your emails as “not spam.”

 

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iNeoMarketing's insight:

And this is especially pertinent as the B2B world is so damn reliant on email communications.

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This app promises to make your writing bold & clear, just like Hemingway - VentureBeat

This app promises to make your writing bold & clear, just like Hemingway - VentureBeat | The Marketing Technology Alert | Scoop.it

Excerpt...


The Hemingway Editor might make you a better writer.

 

When the Hemingway Editor first debuted, it took the Internet by storm. The site hit the Web months ago, and now it’s available as a $5 desktop app with new perks: offline use, markdown support, and the ability to save and open your work.

 

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iNeoMarketing's insight:

FYI

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