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New Marketing Report: B2B Lead Generation Trends 2013 - Everything Technology Marketing

Welcome to the 2013 B2B Lead Generation Report! It’s no secret that B2B marketing is undergoing dramatic change. Marketing professionals are under immense pressure to deliver results and justify significant program and headcount investments. The B2B Technology Marketing Community on LinkedIn conducted the 2013 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices. The results are in! We received over 800 responses and are excited to share the results with you. We hope you will find this report an interesting read that contains the critical data points and trends to inform your 2013 marketing plans, campaigns and budget allocations.

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Your Must-Read MarTech Digest™, for Friday, 8/18/17 #MarTech

Your Must-Read MarTech Digest™, for Friday, 8/18/17 #MarTech | The MarTech Digest | Scoop.it

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

 

 

See ALL Top Curated Marketing Technology Articles here.

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4 Landing Page Types That Are Guaranteed to Convert (And How To Use Them) - Invesp

4 Landing Page Types That Are Guaranteed to Convert (And How To Use Them) - Invesp | The MarTech Digest | Scoop.it
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16 Ways B2B Websites Can Optimize Conversion Rates [Infographic] - MarketingProfs

16 Ways B2B Websites Can Optimize Conversion Rates [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Optimizing for higher B2B website conversion rates doesn't have to be complicated. This infographic has 16 simple ways to make sure your B2B website helps visitors become buyers.
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Making Custom Font Stacks Work in Outlook: Update - Email on Acid

Making Custom Font Stacks Work in Outlook: Update - Email on Acid | The MarTech Digest | Scoop.it
If you include a custom font at the top of your font stack, Outlook will ignore all of your fallback fonts and instead display Times New Roman. But fear not! As with most Outlook bugs, there are ways to get around this.

We covered this topic in 2015, and the blog was hugely popular. We offered one technique to help create working custom font stacks, but our readers had a lot of other ideas!

In this blog we’ll repeat our last technique, as well as a few of submitted by our readers. We tested all of these techniques to make sure that they work, but they may or may not work for you depending on how your email is coded and how your ESP modifies your code upon sending. Hopefully, at least one will do the job!
marketingIO's insight:

As usual, they include all the code you need.

 

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Free Report: 2017 State of the Conversion Optimization Industry - CXL

Free Report:  2017 State of the Conversion Optimization Industry - CXL | The MarTech Digest | Scoop.it
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Eight effective examples of email sign up forms - Econsultancy

Eight effective examples of email sign up forms - Econsultancy | The MarTech Digest | Scoop.it
According to research, 57% of email subscribers spend anywhere between 10-60mins browsing marketing emails during the week.
marketingIO's insight:

CT for the important context.

 

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Email Subject Line Length: Is Brevity Better? - MarketingProfs

Email Subject Line Length: Is Brevity Better? - MarketingProfs | The MarTech Digest | Scoop.it
Emails with shorter subject lines tend to garner significantly higher open rates and click rates than those with longer subject lines. See details from this email marketing study.
marketingIO's insight:

TEST!!!

 

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Optimizing Forms: How to increase the perceived value for your customers - MarketingExperiments

Optimizing Forms: How to increase the perceived value for your customers - MarketingExperiments | The MarTech Digest | Scoop.it
A good marketer is aware of the need for a clear value proposition. However, the value proposition must continue at the process level where you ask for a response from your customer.
marketingIO's insight:

A bit more than 4 minutes.

 

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The 5 most popular email marketing systems | Smart Insights - Smart Insights

The 5 most popular email marketing systems | Smart Insights - Smart Insights | The MarTech Digest | Scoop.it
The top 5 email marketing systems:

MailChimp
Constant Contact
AWeber
GetResponse
Adestra
marketingIO's insight:

GetResponse probably more marketing automation.

 

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8 Embarrassing Preview Text Mistakes + 4 Tips on How to Avoid Making Them [SlideShare] – Litmus Software, Inc.

8 Embarrassing Preview Text Mistakes + 4 Tips on How to Avoid Making Them [SlideShare] – Litmus Software, Inc. | The MarTech Digest | Scoop.it
We share real-world examples of 8 preview text mistakes that are undermining customer experiences in the inbox, plus tips on how to avoid them.
marketingIO's insight:

Probably the most overlooked aspect of email communication.

 

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Tackling GDPR compliance before time runs out | McKinsey & Company

Tackling GDPR compliance before time runs out | McKinsey & Company | The MarTech Digest | Scoop.it
Data protection has always been important. Now it’s becoming urgent. Here’s a primer on how companies can adapt to the new rules.
marketingIO's insight:

The best article we've seen to date.

 

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GDPR for marketers: Five examples of 'Legitimate Interests' - Econsultancy

GDPR for marketers: Five examples of 'Legitimate Interests' - Econsultancy | The MarTech Digest | Scoop.it

"1. Suppression

If a user objects to direct marketing, for example, a company may need to hold some personal data, however limited, in order to ensure no more marketing is sent to this user. This could be regarded as a legal obligation.

2. Personalisation

Though a retailer or a travel company may rely on consent for marketing comms, personalising a website's content (e.g. recommendations) to improve the user's customer experience may rely on legitimate interests.

3. Direct marketing

As the DPN suggests, legitimate interest could include direct mail from a charity to existing supporters updating them on details of upcoming events.

4. Web analytics

The DPN gives the example of 'a social media platform [using] diagnostic analytics to assess the number of visitors, posts, page views, reviews and followers in order to optimise future marketing campaigns.

 

5. Updating customer details and preferences

 

The DPN highlights the example of a retailer using an external service provider to verify the accuracy of customer data. The DPN also details that controllers have to be careful here as to how such activity is carried out."

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Taking financial services marketers on the GDPR journey | Capgemini

Taking financial services marketers on the GDPR journey | Capgemini | The MarTech Digest | Scoop.it
Resolution of the core data protection challenges of the “always connected” consumer vis-à-vis the limitations of the new GDPR regulation can be arrived at via three key areas:

o   Data locality (where is the data?),

o   Data security (how safe is the data?), and finally

o   Data access (who can access the data?).

Unleashing the full potential of data and/or customer information can be successfully accomplished by embedding a Data Management Platform (DMP) which acts as the command center of the marketing integrations, by centralizing the increasingly complex network of integrations, platform experts, and regulations.
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What GDPR Means for Your Business - Act-On Blog

What GDPR Means for Your Business - Act-On Blog | The MarTech Digest | Scoop.it
Data subject consent is a massive issue ‒ how you obtain consent from a data subject. Under GDPR, a data subject is the actual individual and not an anomaly. Cross-border data transfers is a big one. If you’re moving data around Europe or from Europe back to the US or wherever it may go, that’s something to think about. In terms of how it’s done from an adequacy perspective, under the current environment, the cross-border data transfer mechanism between Europe and the US is governed by a program called the privacy shield, and we are privacy shield-certified as a company. But there will be other entities that come to play to help that along.

Profiling and the right to reject will be a massive issue in terms of how individuals get profiled and how they have the right to object about being profiled; meaning, if I know that you’re wearing a white shirt today, I’m going to profile your shirt preferences, and maybe send you some white pants to go with that. As the individual, the issue is how you can manage that in terms of being able to opt out of that profiling moving forward.
marketingIO's insight:

CT for details on all 10.

 

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Your Must-Read MarTech Digest™, for Wednesday, 8/16/17 #MarTech

Your Must-Read MarTech Digest™, for Wednesday, 8/16/17 #MarTech | 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 Wednesday, 8/16/17 #MarTech
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The Demand For Industry-Specific CRM Explodes · Forrester

The Demand For Industry-Specific CRM Explodes · Forrester | The MarTech Digest | Scoop.it
Horizontal CRM solutions — as mature as they are (and they have been around for 20+ years) — don't always do a good job at supporting industry-specific business processes. Consider these examples: CRM users in manufacturing need capabilities to track projects, schedules, time sheets, labor efficiencies, and equipment inventory in addition to core CRM attributes. …
marketingIO's insight:

Commonly referred to "out-of-the-box" solutions.

 

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Emerging Risks in Cybersecurity: Gartner's Top Ten Predictions - Gartner

Emerging Risks in Cybersecurity: Gartner's Top Ten Predictions - Gartner | The MarTech Digest | Scoop.it
  1. "Through 2020, 99% of vulnerabilities exploited will continue to be ones known by security and IT professionals for at least one year.
  2. By 2020, a third of successful attacks experienced by enterprises will be on their shadow IT resources.
  3. By 2018, the need to prevent data breaches from public clouds will drive 20% of organizations to develop data security governance programs.
  4. By 2020, 40% of enterprises engaged in DevOps will secure developed applications by adopting application security self-testing, self-diagnosing and self-protection technologies.
  5. By 2020, 80% of new deals for Cloud Access Security Broker (CASB) technology will be packaged with network firewall, secure web gateway (SWG) and web application firewall (WAF) platforms.
  6. By 2018, enterprises that leverage native mobile containment rather than third-party options will rise from 20% to 60%.
  7. By 2019, 40% of IDaaS implementations will replace on-premises IAM implementations, up from 10% today.
  8. By 2019, use of passwords and tokens in medium-risk use cases will drop 55%, due to the introduction of recognition technologies.
  9. Through 2018, over 50% of IoT device manufacturers will not be able to address threats from weak authentication practices.
  10. By 2020, more than 25% of identified enterprise attacks will involve IoT, though IoT will account for only 10% of IT security budgets."
marketingIO's insight:

Does the CMO really want to own the vulnerabilities?

 

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Thierry Evangelista's curator insight, August 16, 12:26 PM

Does the CMO really want to own the vulnerabilities?

 

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The Rise of Virtual Reality and What It Means for B2B Marketers - Act-On Blog

The Rise of Virtual Reality and What It Means for B2B Marketers - Act-On Blog | The MarTech Digest | Scoop.it
  1. Consider your audience. VR isn’t for every audience, so evaluate your audience first before making the leap. Are they currently using VR? Would they be open to using this technology?
  2. Create a “try before you buy” experience. For example, IKEA released an interactive VR kitchen experience in which customers could virtually remodel their kitchen. Using VR, they got a 360-degree view while switching around kitchen colors and styles to truly understand what the finished outcome would look like.
  3. Engage your customers in a story. For example, the popular television series “Game of Thrones” created an experience that allows viewers to fully immerse themselves in a VR experience related to the show. Within three hours, the VR video captured over 1.7 million views. So if your brand’s story is highly visual and can include movement, tell it through VR.
  4. Create really amazing content. VR offers brands an opportunity to capture attention and engage with their audiences. But to reap the full benefits, you must create amazing content. For example, Tom’s Shoes used VR to highlight the company’s mission. The company created a short, inspirational VR clip that connects customers with a Colombian child who benefited from the purchase of shoes.
marketingIO's insight:

VR demos. 

 

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Building a marketing organization that drives growth today | McKinsey & Company

Building a marketing organization that drives growth today | McKinsey & Company | The MarTech Digest | Scoop.it
Technologies and customer expectations have changed faster than marketing organizations. Here’s how to fix that.
marketingIO's insight:

A tremendous article. A must-CT.

 

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Majority of Marketers Unsatisfied With Attribution: Report - Chiefmarketer

Majority of Marketers Unsatisfied With Attribution: Report - Chiefmarketer | The MarTech Digest | Scoop.it
Only 7.1 percent of marketers are truly satisfied with their organization’s marketing attribution efforts, according to a new economic trend report from the Data & Marketing Association (DMA) and the Winterberry Group.

Nearly a quarter of respondents (23.2 percent) said they were not satisfied with marketing attribution, while 39.3 percent said they were “somewhat” satisfied, and 21.4 percent said they were satisfied.

Interest in marketing attribution has increased over the last year for 62.9% of respondents to the DMA survey, conducted in June. Over half of those surveyed (54.9 percent) cited attribution as a top of mind focus for their organization.
marketingIO's insight:

Amazing how many B2B marketers continue to shoot themselves in the foot.

 

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The 5 Best Messaging Apps for Marketing in 2017 - HubSpot

The 5 Best Messaging Apps for Marketing in 2017 - HubSpot | The MarTech Digest | Scoop.it
Messaging apps aren't just for messaging anymore. Check out the 5 best messaging apps marketers should use today.
marketingIO's insight:

For B2B, it's Slack...for now.

 

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Why Your Marketing Automation ROI Is In The 'Lost And Found' - Forbes

Why Your Marketing Automation ROI Is In The 'Lost And Found' - Forbes | The MarTech Digest | Scoop.it
The majority of features, nine of them, are used by 33 percent or fewer companies:

A/B testing
Dynamic content
Social integration
APIs
Dynamic segmentation
Progressive profiling
Lead recycling
Account based marketing
Business intelligence integration
Even more surprising is that over 20 percent of companies have no plans to use the last seven features.   Not only does lack of adoption directly imped these marketers in achieving their business goals, it prevents them from capturing the data needed for a true 360 degree view of the customer. What is holding these companies back?  The study found for many companies it’s aligning “marketing automation activities across the business, and to demonstrate the impact these activities have”.  Having to prove in hard numbers the ROI and efficiency gains is a challenge that slows adoption.
marketingIO's insight:

And even more from the same study. 

 

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Study: Only 27% Of Marketing Automation Users Say It Impacts Contribution To Pipeline - Demand Gen Report

Study: Only 27% Of Marketing Automation Users Say It Impacts Contribution To Pipeline - Demand Gen Report | The MarTech Digest | Scoop.it

"The State of B2B Marketing Automation report reveals that just over half of B2B organizations (53%) are using marketing automation and 37% say they are planning to implement it. Additionally, only two out of five survey respondents (41%) believe their organizations are using automation to its full capacity.  In addition, more than half of respondents said they are only using three basic functions of marketing automation:
Email (73%);
Web forms (63%); and
Landing pages (56%).

Other key findings include:

  • 98% of B2B marketers agree that effective marketing automation is critical to long-term business success;
  • 58% “strongly agree” that marketing automation makes marketing team more efficient; and
  • 66% of respondents rank “high quality leads” as one of the top three reasons for implementing automation, while 49% say the same for “increased revenue.”"
marketingIO's insight:

More from that same study.

 

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Investment in Marketing Automation Drives B2B Marketing Performance, Act-On Study Shows

Investment in Marketing Automation Drives B2B Marketing Performance, Act-On Study Shows | The MarTech Digest | Scoop.it

"Act-On Software, the leading provider of adaptive marketing automation for fast-growing businesses, today shared findings from the State of B2B Marketing Automation study it commissioned Econsultancy to do that surveyed more than 350 B2B marketing professionals in North America and Europe. The study reveals a correlation between marketing automation investment and business performance. Leaders are 24 percent more likely than their peers to say they are currently using marketing automation, and almost two-thirds of these companies employ marketing automation technology, compared to 50 percent for the Mainstream.

While just over half of B2B organisations surveyed are using marketing automation, only 27 percent firmly believe that it has increased marketing’s contribution to pipeline. This could be because marketers are just only scratching the surface when it comes to using marketing automation. The research shows that there are only three areas where more than half of those surveyed are using marketing automation: email, web forms, and landing pages. These are the more basic functions within marketing automation, which can point to a potential misalignment between system, strategy, and skill-set."

marketingIO's insight:

Typical when technology outstrips human engineering.

 

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4 Things We Can Learn From B2B Marketers Using Marketing Automation | Salesforce Pardot

4 Things We Can Learn From B2B Marketers Using Marketing Automation | Salesforce Pardot | The MarTech Digest | Scoop.it
1. IT’S A MARATHON NOT A SPRINT

2. THE RIGHT SKILLS ARE ESSENTIAL

3. COLLABORATION CAN HELP WITH GDPR COMPLIANCE

GDPR requires businesses to handle personal data in very specific ways and this means marketing and sales teams will need to start working together. Though it will lead to more work, GDPR compliance will actually help B2B marketers do a lot of the customer-centric things they’ve been planning to do anyway.

4. ABM WILL CHANGE THE WAY YOU MARKET.
marketingIO's insight:

I'll have more on GDPR tomorrow. If you don't have a process, don't even think about email marketing in the EU and UK.

 

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