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Using Pinterest To Build Your B2B Brand | Business 2 Community

Using Pinterest To Build Your B2B Brand | Business 2 Community | The MarTech Digest | Scoop.it

Pinterest is one of the fastest growing social media platforms on the market today, but B2B organizations haven’t all figured out how to make it work.


Recommended steps...

Optimize Your Pinterest Profile

Describe What You Do

Create Unique Content

Determine Your Pinterest Audience

Always Have a Call to Action


marketingIO's insight:

We've yet to find justification to use Pinterest for B2B marketing, regardless, the article offers one argument. Fairly certain the argument falls flat when looking at social media data.


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Paolo D'Ambros's curator insight, February 21, 2013 8:35 AM

i think that Pinterest is very important for keep out inspiration.

I often use PInterest for my graphics project.

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Your Must-Read MarTech Digest™, for Friday, 7/21/17 #MarTech

Your Must-Read MarTech Digest™, for Friday, 7/21/17 #MarTech | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Friday, 7/21/17 #MarTech
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TechTarget Announces New Integrations with Major Marketing Automation Platforms

TechTarget Announces New Integrations with Major Marketing Automation Platforms | The MarTech Digest | Scoop.it
Global marketing and sales services company TechTarget, Inc. (Nasdaq: TTGT) today announced that its IT Deal Alert Priority EngineTM purchase intent insight platform now integrates directly with Eloqua, Pardot, Hubspot and Integrate, in addition to existing integrations with Salesforce and Marketo. These API-based integrations ensure enterprise technology marketing and sales teams can quickly and easily inject ranked, in-market accounts and named prospects from Priority Engine directly into their workflows.
marketingIO's insight:

FYI.

 

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That Moment We Realized We Needed a New Marketing Metric… - Drift

That Moment We Realized We Needed a New Marketing Metric… - Drift | The MarTech Digest | Scoop.it

A CQL is someone who has expressed intent to buy during a one-to-one conversation with either A) an employee at your company, or B) an intelligent sales assistant (bot).

So you can break CQLs down into two distinct flavors:

-Human-qualified via conversation, or
-Bot-qualified via conversation
With both types of CQL, we use live chat to track all of those conversations, so we can look back and see which leads ended up booking meetings, becoming customers, etc.

In order to qualify leads using bots, we write sales scripts and have the bots ask the same questions our salespeople ask.

marketingIO's insight:

Brilliant!

 

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The Ultimate Facebook Business Manager Guide - AdEspresso

The Ultimate Facebook Business Manager Guide - AdEspresso | The MarTech Digest | Scoop.it
The Facebook Business Manager can be slightly daunting. But this ultimate guide will break it down, step-by-step, so it's easy to follow.
marketingIO's insight:

Ultimate is right!

 

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Getting Past the Empty State: How 5 Popular CRM Tools Onboard Users - Appcues

Getting Past the Empty State: How 5 Popular CRM Tools Onboard Users - Appcues | The MarTech Digest | Scoop.it
How top CRM tools—including Salesforce, HubSpot, and Freshsales—lower cognitive overload with brilliant user onboarding.
marketingIO's insight:

An excellent review. 

 

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The State of Sales 2017 US Report | LinkedIn Sales Solutions

The State of Sales 2017 US Report | LinkedIn Sales Solutions | The MarTech Digest | Scoop.it

"Technology is transforming the sales profession, from the way leads are generated, to the conversations that happen once the “digital handshake” is made.


To shed light on the evolving sales landscape, we surveyed thousands of sales pros and decision-makers in the United States to understand the impact social networks and business tools are having on the overall ecosystem.


Their answers can be found in our annual State of Sales report.


What you'll learn:

  • The most essential B2B sales tools and strategies in 2017
  • The impact social tech has on buyer and seller relationships
  • How to use sales tech to establish trust with buyers
  • The most important factors to close more deals"
marketingIO's insight:

If for anything, you'll want to CT as it gives you the state of sales vis-a-vis LinkedIn.

 

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The Indispensable Social Media Cheat Sheet [Infographic] - MarketingProfs

The Indispensable Social Media Cheat Sheet [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
With tips on image size, keyboard shortcuts, and must-have tools; writing irresistible headlines; best times of the day to post; and trends marketers should expect, this infographic is a must-see.
marketingIO's insight:

As usual, whenever I see an update, I'll post for you to CT.

 

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Eight Rules for Data-Driven Marketing - MarketingProfs

Eight Rules for Data-Driven Marketing - MarketingProfs | The MarTech Digest | Scoop.it

3. Take an action-based approach

The best data-driven marketers will find ways to minimize the time they spend "exploring" data and accelerate their time-to-insight. When you're considering the data you want to analyze, ask yourself two questions:

  • If I had this data regularly, how could I improve my efforts? If you can't answer, there is probably a better analysis to run.
  • What is the quick-and-dirty version of this analysis? If a cursory analysis of the data doesn't yield much, it may be an indicator that the data isn't as important as initially thought—or, at least, not as actionable.

 

4. Pick your battles

There will always be an infinite number of metrics you can analyze; but, most often, less is more. Whatever the major needle-movers are for your business, put 80% of your effort into optimizing those rather than trying to focus on every possible metric. Once you've picked your battles, the real analysis begins to determine how to improve tracking, fine-tune efforts, etc.; then, over time, you just need to wash, rinse, repeat.

marketingIO's insight:

I selected the two that popped out to me as the most important. CT for the other 6.

 

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Analytics play a key role in helping to drive digital transformation [New research]

Analytics play a key role in helping to drive digital transformation [New research] | The MarTech Digest | Scoop.it
Digital analytics are playing an increasingly important role in helping to drive digital transformation programmes, according to new research published this week by Econsultancy and Lynchpin.
marketingIO's insight:

Practically impossible to accomplish without robust analytics.

 

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Gartner Magic Quadrant for Sales Force Automation 2017 - Salesforce.com

Gartner Magic Quadrant for Sales Force Automation 2017 - Salesforce.com | The MarTech Digest | Scoop.it
New Gartner research positions salesforce.com in the Leaders Quadrant for Sales Force Automation. Download the 2017 Gartner Magic Quadrant Report and find out what Gartner analysts have to say about Salesforce.
marketingIO's insight:

Found it.

 

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Sales ops get ready. ASC 606 will change your life | CallidusCloud Blog

Sales ops get ready. ASC 606 will change your life | CallidusCloud Blog | The MarTech Digest | Scoop.it

"Most accounting teams are scratching their heads to figure out the revenue side of Revenue Recognition ASC 606, as the deadline for compliance is just a whisker away, falling on January 1, 2018. But what most companies are overlooking is the equally large impact on the cost side. And, as you probably know, the largest component of a company’s costs is its sales and channel commissions.

ASC 606 will affect you in these areas and more:

-Sales compensation plan design
-Use and timing of SPIFs and bonuses
-Increased reporting and forecasting of commissions spend

 

You should factor in ASC 606 as you start designing comp plans for 2018. If you don’t, your finance team will dictate what compensations plans and components you can and cannot use and when. But you don’t want comp plans that just comply with the latest accounting guidance. You want compensation plans to drive sales behaviors and help you achieve your company’s sales goals and strategic objectives."

marketingIO's insight:

You'll want to CT and download their eBook.

 

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Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

marketingIO's insight:

Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech http://sco.lt/... Get The #MarTech Digest: http://bit.ly/miocom

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The Ultimate Guide to International Email Spam Laws - Crazy Egg

The Ultimate Guide to International Email Spam Laws - Crazy Egg | The MarTech Digest | Scoop.it
I’m starting to get a lot of email from companies that haven’t asked permission to email me. I suspect that a few of the new sales prospect scraping technologies out there are supplying email addresses to aggressive sales and marketing teams.
marketingIO's insight:

Be very aware of GDPR.

 

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The 5 Elements Every e-Commerce Website Needs to Attract New Customers [Infographic] - Social Media Explorer

The 5 Elements Every e-Commerce Website Needs to Attract New Customers [Infographic] - Social Media Explorer | The MarTech Digest | Scoop.it
Which e-commerce website elements are most important to consumers? What should brands focus time, energy, and budget on improving? To find out, we looked at a host of recent surveys, research reports, and academic papers....read more
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Organizing for Martech: Re-examining modern marketing structure

Organizing for Martech: Re-examining modern marketing structure | The MarTech Digest | Scoop.it
Many organizations are struggling to optimize their staffing and skills to compete in a rapidly changing marketing world. What worked yesterday in marketing and technology may not work today – or tomorrow. With the rapid infusion of technology into the marketing organization, tensions between marketing and IT are inevitable.  

How do you structure marketing to manage martech? What skills do you look for….or even need? How do you foster collaboration across groups in this new environment? Who’s in charge? Who should be?

Join our panel of martech experts as they explore the challenges facing CMOs looking to transform their marketing organization. They’ll discuss emerging best practices and the pros and cons of different management structures. You’ll also gain insights into how they manage and run their own companies.

Attend this webinar and learn:

Best practices for organizing around function, channel, customer segment or lifecycle stage.
How to break down traditional marketing silos through re-organization.
How CMOs can successfully adapt the organization to changes from martech.
marketingIO's insight:

A webinar taking place on 8/15.

 

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Four Characteristics of a Customer-Centric Marketing Operations Organization - MarTech Advisor

Four Characteristics of a Customer-Centric Marketing Operations Organization - MarTech Advisor | The MarTech Digest | Scoop.it

"Begin with….An Enterprise and Marketing Adoption of Customer Focus

  • A set of corporate-wide KPIs based on the customers baked into MBOs (management by objectives) for every person in the organization
  • Senior management taking responsibility for sharing  why a customer-centric approach works for every person in the company
  • Decision-making in terms of delighting customers driven down and across every person in the company
  • Peer-to-peer recognition and rewards for individuals who delight the customer
  • Obsession around customer NPS (net promoter score) and customer sat scores


1. MarTech Stack
2. Skills and Capacity
3. Data Insights
4. Alignment"

marketingIO's insight:

It has to be the right stack.

 

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Driving growth in B2B sales and marketing increasingly tied to more navigable CRM tools - The Drum

Driving growth in B2B sales and marketing increasingly tied to more navigable CRM tools - The Drum | The MarTech Digest | Scoop.it
B2B sales professionals are increasingly asking for a better playbook citing they lack the power to share content with prospects and track them.

In fact, according to a recent report in eMarketer, who cite 2017 data from digital marketing company Regalix and enablement platform ShareDemos, these sales and marketing professionals are actually looking for features that make their jobs easier.

According to a large share of respondents (76%) said they want quick navigable sales tools. Nearly half (48%) said they want the ability to create and edit content in a rapid manner, and 40% want the power to share content with prospects and track them.
marketingIO's insight:

DAM!

 

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Investscape Q2 ’17: $2.4 Bn VC Funds Springs Martech Back to Action - MarTech Advisor

Investscape Q2 ’17: $2.4 Bn VC Funds Springs Martech Back to Action - MarTech Advisor | The MarTech Digest | Scoop.it
After a slow Q1, 105 marketing technology companies found favor with 278 investors in the April-May-June quarter of 2017 to bring this industry into focus once again; Gamification top funded category shows PE paying attention to firms creating tech meant to engage millennials
marketingIO's insight:

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Google's New Product Could Be A Stealth Torpedo For LinkedIn - Forbes

Google's New Product Could Be A Stealth Torpedo For LinkedIn - Forbes | The MarTech Digest | Scoop.it
Google has announced a tool that will let small to medium businesses recruit more quality candidates efficiently. ‘Hire‘ is not to be confused with ‘Google for Jobs’ which Google announced last month which helps people find jobs via search easier. Instead ‘Hire’ works directly with Google’s G Suite (Gmail). 

‘Hire’ is a smart play by Google. Not only will the tool get more small businesses using G-suite (a direct competitor to Microsoft’s Office) but it also makes the whole Google product set more alluring to those wavering. LinkedIn looks almost clunky next to Hire and isn’t half as friendly as Google to small and medium sized businesses looking to save time and money. While clearly belonging to Google, small businesses get a sense of ownership they are unlikely to get with LinkedIn. 
marketingIO's insight:

Hiring only, which makes complete sense for the SMB. I'm thinking this may be a Trojan Horse for something bigger down the road.

 

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CMO Council Exec Says Survey Shows 'Arrogance' of B2B Marketers Must End - B2B News Network

CMO Council Exec Says Survey Shows 'Arrogance' of B2B Marketers Must End - B2B News Network | The MarTech Digest | Scoop.it

"More than half of consumers across the U.S., Europe and Canada say company websites and e-mail remain their go-to channels — a sign one CMO Council exec says the “arrogance” of B2B marketers must come to an end.

While 38 per cent of respondents said brands are “getting there and know me better today than before,” the survey suggested mismanaging marketing channels or failing to invest in them could be costly. If they experience common frustrations such as not being treated like loyal customers (cited by 36 per cent of respondents) or deal with slow service from reps who don’t recognize them (33 per cent), they’re not afraid to walk. In fact, 47 per cent of customers said they would stop doing business with a brand that continues to frustrate them, and 45 per cent said they would spend their money with another brand."

marketingIO's insight:

Goes back to the adage that you need to do one thing, and do it well.

 

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5 Reasons Why Businesses Are Failing With Marketing Automation | Marketing Insider Group

FAIL #1: NOT INCLUDING THE RIGHT PEOPLE IN THE DECISION
FAIL #2: CHOOSING THE WRONG VENDOR
FAIL #3: NOT GETTING THE RIGHT SUPPORT OR SERVICE
FAIL #4: NOT GETTING EDUCATED
FAIL #5: YOU CAN’T GROW WITH THE PLATFORM
marketingIO's insight:

5 of many. #1 culprit: people. #2 culprit: data.

 

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Your Must-Read MarTech Digest™, for Wednesday, 7/19/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 7/19/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here.

marketingIO's insight:

Your Must-Read MarTech Digest™, for Wednesday, 7/19/17 #MarTech #DigitalMarketing

 

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Persuasive Techniques in Website Optimization: The Ultimate Guide for SaaS (100+ persuasion techniques) - Convertize

Persuasive Techniques in Website Optimization: The Ultimate Guide for SaaS (100+ persuasion techniques) - Convertize | The MarTech Digest | Scoop.it
Learn how to get more conversions and revenues from any marketing campaign with exclusive tips and insights. It's FREE
marketingIO's insight:

Use this as a table of contents, and CT for the specifics behind each.

 

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How B2Bs Are Harnessing the Event Stack - eMarketer

How B2Bs Are Harnessing the Event Stack - eMarketer | The MarTech Digest | Scoop.it
A typical event stack includes other assorted tools, such as an event mobile app, a CMS for the event website, on-site engagement tracking tools, networking capabilities, registration software, attendance scanners with RFID, beacons and perhaps even real-time polling systems, according to Alon Alroy, co-founder and chief of marketing at Bizzabo, an event marketing platform provider. "Then, there needs to be a whole suite of analytics, and insights to analyze data from all of these pieces and to digest that into something a B2B marketer can actually understand," he said.

marketingIO's insight:

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Is Twitter Doomed? Social Media Experts Weigh In - Social Media Explorer

Is Twitter Doomed? Social Media Experts Weigh In - Social Media Explorer | The MarTech Digest | Scoop.it
The problem is not so much monetization, but rather user growth.

Losing Twitter would negatively affect how brands are able to interact with their customers. 

I’m hopeful a media company will acquire Twitter and introduce innovation.

Twitter stock will continue to slide and the company will get gobbled up by one of the Big 6 major media conglomerates. It’s too enmeshed in our culture to just shut down without being snapped up. 

Worst case scenario, some media or tech company buys them for the impressions and user base alone. 
marketingIO's insight:

Thoughts from some social media experts. The exit is clear. Conversely, it'd be very surprising to see T purchase other platforms.

 

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