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Engaging boards on the future of marketing - McKinsey Quarterly

Engaging boards on the future of marketing - McKinsey Quarterly | The MarTech Digest | Scoop.it
At many companies, the whole organization is becoming more responsible for customer engagement. A few are extending this thinking to the boardroom. A McKinsey Quarterly Governance article.


Excerpt...


Three tips for improving engagement

First, much as most boards now include a strategy day in their calendar of meetings, we think it’s worth considering a customer-engagement day to take stock of the broadest strategic implications of changes in the marketing environment and of the company’s position with customers. On such a day, the directors of another Asia-based services company took decisive action to rethink its premium-pricing strategy after coming to grips with big changes under way in the customer base.

 

Second, it’s important to be mindful of the board’s composition, given the fast-changing nature of marketing. For example, including more board members with public-sector experience—including political-campaign skills—can provide valuable counsel to today’s ever-more-exposed CEOs.

 

Third, it’s important to keep board involvement strategic in nature and clearly aimed at governance issues and not the day-to-day management of marketing activities. To be sure, it can be valuable for board members with specialized expertise to provide it fairly regularly; we know of one company that’s asked an innovation guru on the board to work closely, between meetings, with the head of R&D. Yet any such involvement must ultimately connect back to the board; otherwise, there’s a risk of creating a cadre of shadow managers. In this case, the R&D director and board member jointly update the board on innovation efforts to ensure that it remains plugged in.

marketingIO's insight:

Why this is important: As we have seen over and over, spending for Marketing Technology will exceed IT by 2015 (Gartner). Your board (should you have one) will expect to understand why. As a marketer, you may want to start formulating your plan on how to bring the board along a particular path so that they fully support the investments in marketing technology.


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Industry Insight: New Technologies Will Disrupt Marketing Automation - PC Mag

Industry Insight: New Technologies Will Disrupt Marketing Automation - PC Mag | The MarTech Digest | Scoop.it

PCMag: Where do you think AI and ML will take MA over the next five years? What new features and opportunities will they give marketers?

 

Michelle Huff of Act-On: ML will act as marketers' co-pilot in their decision making and campaign execution process. AI will influence when, what, and where to engage with buyers and customers, predetermined by ML that can consume, digest, and compute mounds of data and turn it into actionable triggers and marketing activities. Essentially being able to predict and tailor outreach down to the best message, at the perfect time, and across the ideal communication channel.

AI will build on the foundation MA provides—a centralized engine for tracking, scoring, measuring, connecting, and learning from interactions with prospects and customers—and, ultimately, will give its users a way to anticipate and adapt engagement to their buyers' behaviors and actions.

marketingIO's insight:

And this will all belong to the Sales and Marketing Ops group, reporting into Sales.

 

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5 tips for mastering the complicated role of CMO - VentureBeat

5 tips for mastering the complicated role of CMO - VentureBeat | The MarTech Digest | Scoop.it
Here are five takeaways from the playbook that every CMO should consider as they lead their teams:

1. Exercise your financial muscles. Do whatever it takes to ensure you and your team are able to translate your activities to the top and/or bottom line in the right language. 

2. Represent brand purpose and hold the line. 

3. Culture is King. Period. 

4. Before you invest in one more campaign, invest in your team, and yourself. Providing the right tools, training, and development opportunities for your entire team, including you, is essential for survival not just a nice-to-have. I’m not talking about technical skills – you’ll have a long list of those that will continuously evolve — but soft skills that will help everyone on your team tap into their true potential and work better together. 

5. Everyone needs help, so ask for it. 
marketingIO's insight:

#1 and #4, yes. Other than that, there's debate.

 

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10 Things that DO NOT (Directly) Affect Your Google Rankings - Moz

10 Things that DO NOT (Directly) Affect Your Google Rankings - Moz | The MarTech Digest | Scoop.it
Not everything you do on your website affects your Google rankings. In this Whiteboard Friday, Rand goes through ten things commonly believed to influence rankings that Google actually doesn't care about.
marketingIO's insight:

The usual great video from Rand. Things you don't have to worry about.

 

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5 Tools to Use Google Analytics Like a Data Scientist - Online Marketing Institute

5 Tools to Use Google Analytics Like a Data Scientist - Online Marketing Institute | The MarTech Digest | Scoop.it
With that being said, here are 5 ways you can start to use Google Analytics like a data scientist.

1. Use Funnel Analysis
2. Use Segmentation
3. Use Real-Time Reporting
4. Use Diagnostics Tools
5. Use Predictive Analytics
marketingIO's insight:

You'll want to click through for the screen shots and details should you not know of these features. Still waiting for Google AI in Analytics.

 

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Q&A: Aberdeen’s Gary Skidmore on Engaging B2B Prospects - Chiefmarketer

Q&A: Aberdeen’s Gary Skidmore on Engaging B2B Prospects - Chiefmarketer | The MarTech Digest | Scoop.it
What are the best indicators that a B2B target is in the market for new technology or products?

Skidmore: The greatest predictor of a company’s next technology purchase is the tech they own today. That idea is true of most industries. Prior experience is the greatest predictor of future actions. So, you can segment those [variables] and then look for signals from target customers as to whether they are in [the buying cycle]. That’s one of the things about overwhelming amounts of information—you need to be able to identify which pieces of information are the most valuable to your company now. We create scores of likelihood to purchase based on a wide range of variables.
marketingIO's insight:

It's amazing how B2B marketers continue to make the same mistakes. It's institutional insanity.

 

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The Best Facebook Analytics Tools of 2017 - TrackMaven

The Best Facebook Analytics Tools of 2017 - TrackMaven | The MarTech Digest | Scoop.it
The Best Facebook Analytics Tools

TrackMaven

RavenTools

Cyfe

sociograph

Scoreboard Social

Grytics

SocialPilot

Qwaya

Sociamonials

Plumlytics Social

Keyhole.co

Peakfeed
marketingIO's insight:

A comprehensive list. As B2B continues to make the strong move to FB, pick one from this list.

 

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11 Design Lessons from the 100 Best Marketing Blogs - Digital Information World

11 Design Lessons from the 100 Best Marketing Blogs - Digital Information World | The MarTech Digest | Scoop.it
Every decision your business faces – choosing between a red or green purchase button or redesigning your website – has been encountered by hundreds of marketers before you.
marketingIO's insight:

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What's in your marketing technology stack? | Smart Insights

What's in your marketing technology stack? | Smart Insights | The MarTech Digest | Scoop.it
Chart of the Day: The popularity of different martech stack components You will know that our options for using online services to manage marketing and get. Marketing topic(s):Managing marketing technology. Advice by Dave Chaffey.
marketingIO's insight:

I suggest you examine the blue and green as one unit of measurement, and what strikes me is the lack of inroads from the more complex technologies, e.g., MVT.

 

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How Marketing Ops Pros MacGyver MarTech to Get More Done | CustomerThink

How Marketing Ops Pros MacGyver MarTech to Get More Done | CustomerThink | The MarTech Digest | Scoop.it
Here are some responsible steps marketing operations practitioners can take when faced with a technology challenge or limitation.

1) Schedule Time with Your Tech Providers to Discuss their Product Roadmaps
2) See if another part of your stack can solve it
3) Reach out to peers to Ask how they’ve solved it
4) Implement a “Bridge” Solution or Process
marketingIO's insight:

Marketers can find great creativity in MarTech: you're not stuck with the functionality provided by the vendor.  Get creative.

 

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Twitter CPMs Increase 27% In 2017 [Report] - The AdStage Blog

We analyzed over 3.5 billion Twitter ad impressions from January to June 2017. Based on our data, we saw CPMs increase from $5.30 to $6.72 during the first six months of 2017, while the average CPC increased from $0.52 to $0.80.

Twitter’s CPM increased by 27% since January 2017.
The average CPC on Twitter increased by 18% since January 2017.
The average CTR on Twitter remained consistent month-over-month between February and June.
marketingIO's insight:

All the more important to test across a variety of networks, especially LI and FB.

 

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Most website redesigns are a waste of money. Here’s what sets the successful ones apart - EyeQuant

Most website redesigns are a waste of money. Here’s what sets the successful ones apart - EyeQuant | The MarTech Digest | Scoop.it
Find out how to make sure your website redesign is a success.
marketingIO's insight:

Heat mapping + analytics > opinion.

 

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How to Set Up a LinkedIn Lead Gen Campaign - SEMrush

How to Set Up a LinkedIn Lead Gen Campaign - SEMrush | The MarTech Digest | Scoop.it
Create the content you want to sponsor. It could be a post that you have already shared on your LinkedIn company page, or you can create a new post (known as direct sponsored content) and this post will not be shared on your company page. I will walk you through both of these approaches.
Create a Lead Gen Form template.
Choose your targeting option.
Define your budget, bid, and schedule.
Hit publish.
marketingIO's insight:

Simple and direct blueprint to follow. If you're new to LinkedIn advertising, this is an excellent place to start.

 

Click to view the complete article from its original source.

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How to Prioritize SEO Tasks [+Worksheet] - Moz

How to Prioritize SEO Tasks [+Worksheet] - Moz | The MarTech Digest | Scoop.it
Agree upon & set specific goals
Identify important pages for conversions
Perform a site crawl to uncover technical opportunities
Employ Covey's time management grid
Provide consistent benchmarks and reports
marketingIO's insight:

The worksheet associated with this article is a great place to start prioritizing.

 

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Marketing 101: What is the rule of thirds? | MarketingSherpa Blog

Marketing 101: What is the rule of thirds? | MarketingSherpa Blog | The MarTech Digest | Scoop.it
The rule of thirds is one of the first principles that all graphic designers, videographers, photographers and other creative roles learn. It’s a basic guideline for framing and image composition that results in the viewer seeing a balanced, more naturally flattering image.

To apply the rule, take your image and divide it into three parts vertically and again horizontally (it should look similar to a tic-tac-toe board.)

The rule states that the audience’s eye is naturally more drawn to the areas of the image nearest the intersection points. So, when you’re designing an image for a landing page, a social post, a PowerPoint slide, or even if you’re shooting a video, be sure to put the most important pieces of your image near these intersection points.
marketingIO's insight:

For more, see http://www.scoop.it/t/the-marketing-automation-report/?&tag=design and http://www.scoop.it/t/the-marketing-automation-report/?&tag=neuromarketing.

 

Click to view the complete article from its original source.

 

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HubSpot Hires Scott Brinker to Drive Platform Growth - MarTech Advisor

HubSpot Hires Scott Brinker to Drive Platform Growth - MarTech Advisor | The MarTech Digest | Scoop.it
Scott Brinker, martech thought leader and editor of chiefmartech.com is joining HubSpot as the VP of Platform Ecosystem. In his new role, Scott will be tasked with growing and nurturing HubSpot’s technology partner community.
Scott’s hire comes at a time when HubSpot’s Connect Partner Program has grown to over 100 integration with new partners such as AdEspresso by Hootsuite, Terminus, AdRoll, and Brightcove.
marketingIO's insight:

Sorta inside MarTech news, but demonstrates the importance of the ecosystem.

 

Click to view the complete article from its original source.

 

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Email for Inbound Marketing: Best-Practices and Tips [Infographic] - EmailMonks via MarketingProfs

Email for Inbound Marketing: Best-Practices and Tips [Infographic] - EmailMonks via MarketingProfs | The MarTech Digest | Scoop.it
See how email has been transformed from an outbound to an inbound tactic, helping marketers guide prospects and customers, providing education and useful resources all along the customer journey.
marketingIO's insight:

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Whiteboard Session: How Does Blockchain Work? - HBR

Whiteboard Session: How Does Blockchain Work? - HBR | The MarTech Digest | Scoop.it
Whiteboard Session: How Does Blockchain Work?
marketingIO's insight:

A 9 minute video overview.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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thomet's curator insight, September 22, 5:02 AM
Une explication claire du fonctionnement des #blockchain par #hbs
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On-Page SEO: Re-Optimizing Your Page - Udit Goenka

On-Page SEO: Re-Optimizing Your Page - Udit Goenka | The MarTech Digest | Scoop.it
Master the technique of on page SEO with secret factors to give an instant boost to your ranking. (Free On Page SEO Checklist included for limited time)
marketingIO's insight:

Nice little SEO cheat sheet. 

 

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Marketers Preparing For And Adapting To Email Compliance Standards Around The Globe - Demand Gen Report

Marketers Preparing For And Adapting To Email Compliance Standards Around The Globe - Demand Gen Report | The MarTech Digest | Scoop.it
CASL requires that all commercial email messages sent to or from Canada receive consent from recipients before sending messages. Such consent can be implied. If the sender has a preexisting relationship with the recipient, for instance, the communication is viewed as consensual. Australia’s Anti-Spam Act has similar stipulations and applies to emails to and from that country.

The GDPR has similar restrictions about email messages as well, but the law affects many more people — 750 million versus about 60 million for the combined populations of Canada and Australia. Neither soft opt-in or soft opt-out options are allowed. These restrictions are much more stringent that those set forth by the U.S.’s 2003 CAN-SPAM Act, which does not require that emailers permission before they send their emails.
marketingIO's insight:

If you're marketing into the EU, you MUST get into gear to become GDPR compliant. This is NOT something you can leave for the last moment, week or even month.

 

marketingIO.com bridges the gap between your MarTech and your in-house experience. Contact us. #MarTech #DigitalMarketing

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[FREE] ABM Growing Up Fast: 2017 Benchmark Report – ITSMA

[FREE] ABM Growing Up Fast: 2017 Benchmark Report – ITSMA | The MarTech Digest | Scoop.it

Key findings from the report include:

 

Business Benefits

  • B2B marketers are finding great success with all three types of ABM: 87% of companies say ABM delivers higher ROI than other types of marketing
  • ABM is a long-term game; business results improve with experience
  • The benefits of ABM extend across all of marketing, and beyond: ABM influences all of marketing and is playing an important role in making companies more client centric

 

Budgets and Investment

  • Companies implementing ABM are spending an average of 26% of the total marketing budget on the approach, and 72% of companies are planning to increase ABM spending
  • The average ABM spending increase for 2017 was 23.5%
  • Companies implementing One-to-One ABM have the most diverse sources of funding, often receiving support from corporate marketing, field marketing, and sales

 

Campaign Tactics

  • ABM-ers work closely with Sales in all three types of ABM to develop “plays” and integrated campaigns
  • Companies focused on One-to-One and One-to-Few are most likely to invest in account-specific thought leadership, but practitioners of all three types are balancing digital engagement with live events, briefings, and roadshows; offline continues to play an essential role
  • Top challenges include developing assets that can be mass customized at scale, and personalizing and tailoring marketing for key contacts at each account

 

Tools and Technology

  • We’re still early in the adoption of ABM-focused systems and technology; most ABM-ers rely primarily on core marketing systems including CRM, marketing automation, and digital advertising
  • Roughly one third of organizations have adopted more specialized tools to support their programs, such as lead to account matching, website personalization, and predictive analytics, but these types of tools top the list for planned investment over the next 12-18 months
  • The push to scale ABM programs is driving a great deal of investment: ABM-ers look to new tools and technologies most often to help cover more accounts, automate processes, and improve online customer engagement
marketingIO's insight:

ITSMA is the leader in ABM thinking, so if this is on your radar, or you are neck deep in it, then you'll want to download this free report.

 

marketingIO’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how. #MarTech #DigitalMarketing

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Are heatmaps an underrated marketing tool? | Smart Insights

Are heatmaps an underrated marketing tool? | Smart Insights | The MarTech Digest | Scoop.it
A lot of marketing agencies, even the ones that are responsible for developing their client’s websites, don’t bother getting a heatmap subscription. They figure that through a tool like Google Analytics they’ll be able to see what people are doing on their clients’ sites, see what buttons/links they are clicking or not clicking, and be able to restructure things from there. And they can. But they are missing some important tricks.

The Advantage of Heatmaps

1. Speed

2. The Missing Links

3. The Dead Zones

4. Product Pages

5. Analytics Incorporated
marketingIO's insight:

Heatmaps are very simple to install, and should be used in conjunction with analytics. Don't ignore scrollmaps and clickmaps. For more: http://www.scoop.it/t/the-marketing-automation-report/?&tag=heatmaps

 

marketingIO’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how. #MarTech #DigitalMarketing

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So You Want to Build a Chat Bot – Here's How (Complete with Code!) - Moz

So You Want to Build a Chat Bot – Here's How (Complete with Code!) - Moz | The MarTech Digest | Scoop.it
Anyone can build a helpful, functioning chat bot, even if you're not a coder. Robin Lord shares an insightful how-to, complete with lessons learned and free code via GitHub to fast-track your own bot's production.
marketingIO's insight:

It's not something you can get done overnight, but within a few weeks and some elbow grease, you've got it. And indeed the code is available via the link to GitHub.

 

Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

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[FREE] The 2017 Web Analytics Comparison Report - R2i

Download the 2017 R2i Web Analytics Comparison Report and research eight of the industry’s leading web analytics systems. COMPARE PLATFORMS BY:
• Reporting & Features  • Usability • Integrations • Tag Management • Data Availability • And More
marketingIO's insight:

R2i, out of the Baltimore area, is one of the industry thought-leaders. Way ahead of the curve.

 

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact marketingIO to see how. #MarTech #DigitalMarketing

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The rise of sales-tech: What you need to know - CMO.com

The rise of sales-tech: What you need to know - CMO.com | The MarTech Digest | Scoop.it
While the sales-tech stack doesn’t yet rival that which has been built out for adtech and martech, it is catching up, thanks to a rush of technology-driven solutions hitting the sales industry. But can they finally help the sales and marketing teams actually get along?

That the development of sales tech has lagged marketing and advertising most likely stems from its core processes having not significantly changed with the evolution of surrounding technologies. Whilst the emergence of online advertising provided a rich data set for analysis and manipulation, the activities of sales have relied on manual data entry, and have generally failed to capture the full picture. 

However, with artificial intelligence now able to capture and comprehend the content of emails – and even phone calls – analysable sales data sources have now emerged.
marketingIO's insight:

It's so clear that B2B SalesTech will continue to grow and co-opt MarTech, and eventually there will be a union between Sales and Marketing that is tech-driven and managed by Sales Ops.

 

marketingIO’s MarTech Managed Services drives more leads faster. Contact us to see how. #MarTech #DigitalMarketing

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Are Agencies Becoming Analytics Technology Providers? - eMarketer

Are Agencies Becoming Analytics Technology Providers? - eMarketer | The MarTech Digest | Scoop.it
eMarketer: Are clients open to the idea of agencies providing them with analytics tools?

Engel: Marketers and advertisers are sitting on massive silos of data, which they’re asked to provide value against. When an agency comes in and says it can activate all those data sources, the lightbulbs turn on for brands, so they’re definitely open to it. It might be different from how the brand has operated in the past, but if they come across an agency and technology provider rolled into one, they see the potential to move faster and be more agile.
marketingIO's insight:

It really is a no brainer for an agency to deliver this type of service, as there are rev-gen business propositions that can emerge from the data.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

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