The MarTech Digest
491.0K views | +426 today
Follow
 
Scooped by marketingIO
onto The MarTech Digest
Scoop.it!

The Top 14 Marketing Automation Articles Curated Today, Thursday, 3/7/13

The Top 14 Marketing Automation Articles Curated Today, Thursday, 3/7/13 | The MarTech Digest | Scoop.it

Here are The Marketing Automation Alert's best marketing automation-related articles curated today, Thursday, 3/7/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

_____________________________________________________________

Featured Marketing Automation Article

 

SiriusView: Marketing Automation Platforms - Rep Capital

 

http://sco.lt/7QaDmT

From pages2.marketo.com - Today, 11:01 AM

 

iNeoMarketing's insight:

The blue ribbon report on MAP vendors comes from David Raab, but this is a nice overview. Doesn't include everyone, e.g., HubSpot, but it is something from which to work.

 

_____________________________________________________________

What do you mean by marketing as a science? - Chief Marketing Technologist


http://sco.lt/8DKYK1

From chiefmartec.com - Today, 12:00 PM

 

Excerpted...

 

Here are what I believe are the 4 principles of good marketing science:

 

1. Marketing as a science is about objectively using data to support decision making. It’s about understanding how to interpret data — and how to identify common errors or misrepresentations in interpretations. It’s also about critically questioning data, its source, its quality, the context in which it was collected, and alternative interpretations that it supports.

 

2. Marketing as a science is about looking for patterns in the market and in customer behaviors — within data, but also through more qualitative sources of information, such as conversations with prospects, peers, and third-parties. This is where data science is applied in the exploration of marketing data.

 

3. Marketing as a science is about embracing ideas from other scientific and engineering disciplines: psychology, economics, computer science, neuroscience, biology, industrial engineering, anthropology, sociology, etc. It’s about translating the work of other scientists and engineers into the context of marketing, at least as an inspiration for new models and hypotheses.

 

4. Marketing as a science is really about running good controlled experiments to test hypotheses. This is the heart of the scientific method applied to any discipline. It’s about designing good experiments. It’s about choosing meaningful hypotheses to test. It’s about minimizing confounding variables in such tests — while acknowledging that real-world marketing experiments are inevitably subject to uncontrolled influences.

 

iNeoMarketing's insight:

As usual, Scott Brinker has it right: the heart of science is the scientific method, the testing of hypotheses. An algorithm does not make a scientist.

 

_____________________________________________________________

How Will Twitter's New Six-Second Videos Change The Game? (Vine) - Aprimo


http://sco.lt/9Dhu9h

From blog.aprimo.com - Today, 11:53 AM

 

Summary...

 

What does Vine offer marketers? Is there any chance six seconds of airtime will add value to your social media plan, or help you stand out from the crowd? Definitely. And here’s why:

  • Everyone has a six-second attention span. There’s little chance your followers or customers will pull the plug partway through your Vines simply because the clips won’t last long enough to try their patience. Likewise, your followers are much more likely to pass it on to their social connections, knowing it won’t take them a ton of time or effort to enjoy either.
  • Anyone has time to make a six-second video. Forget storyboarding. Forget production values. Forget two drafts of a script. Forget choosing a song and opening titles. Vines are designed to show a moment in time, and that’s about how long they take to create, too –which means Vine is a painless addition to your content plan.
  • Choose one thing to say, and you’re more likely to succeed. Marketers often try and pack too much meaning into status updates and tweets, hoping to engage with more people in the process. But six seconds is only time enough for one idea or scene or design element –and that can help prevent overachievers from mucking it up too much.
  • Don’t underestimate the GIF factor. Everywhere you look online, people are posting GIFs, those wacky animated images that overflow from Tumblr blogs and forum postings and Reddit comment streams. A Vine is basically an overgrown GIF. Or an Instagram with more punch. Or maybe even something new the internet has been longing for?

 

iNeoMarketing's insight:

More benefits associated with the use of Vine. We completely agree with the notion that Vine is an overgrown GIF. Use Vine as a means to tease.

 

_____________________________________________________________

Tips from Top SlideShare Content Marketers - TopRank


http://sco.lt/6sW57h

From www.toprankblog.com - Today, 11:45 AM

 

Learn how top marketers from HubSpot, Tourism Australia and Dell use SlideShare for both written and visual content distribution and social promotion.

 

Excerpt...

 

Take a page from these SlideShare marketers, who have put out some of the most popular and useful pieces of content in their niche on the platform. Along with each example, you’ll find out just what it was they did to get it so very right; use these tips to improve your own SlideShare content marketing strategy. As a bonus, these are helpful resources in and of themselves, as each offers tips and advice on marketing.

 

iNeoMarketing's insight:

The article offers examples as to how some marketers have successfully used SlideShare as a part of their content marketing strategy. Readers of The Marketing Automation Alert know where we stand with SlideShare: it's a gotstobedone situation.

 

_____________________________________________________________

How to Drive More Traffic to Your Content - Online Marketing Institute | OMI Blog


http://sco.lt/8ojCi1

From www.onlinemarketinginstitute.org - Today, 11:50 AM

 

Learn how to become a better digital marketer by driving more traffic to your own website content through channels like YouTube, Slideshare, and Outbrain.

 

Summarized...

Traffic Channel #1: Amazon and Kindle

If you need to or just want to leverage the traffic powerhouse of Amazon, then consider giving away free e-books on the Kindle platform.  When you upload a book to Kindle, you have the option to sell it or give it away.  By giving your book away you have the ability to get your message out to more people, but you do need to be creative about how to capture the leads. Put together a bonus material such as a webinar, video, or other supplemental material and place strategic call to actions throughout the book to get the reader to go to your landing page to get the offer.

 

Traffic Channel #2: Youtube

Videos are the best way to allow your customer to connect with you before deciding to make a purchase.  Think of unique ways to use videos.  Maybe on your “About Us” page you can put a video with your story.  Create a testimonials page and put up videos of customer testimonials.  If you sell a product that requires technical expertise to use, create how-to videos.

 

Traffic Channel #3: Slideshare

If you are selling business to business, check out slideshare.net.  You can put up videos, ebooks, powerpoints, pdfs, and more.  Strategically you should use this as a sales mechanism.  Don’t just be giving away content to give away content.  Create shortened versions of live presentations and create call to actions.  You can always offer the full version of your presentation on your site behind an opt-in form.

 

Traffic Channel #4: Outbrain

You have most likely seen Outbrain without even realizing it.  Outbrain offers paid placement of headlines on major websites such as CNN.com.  You see it in the area of “From around the web” on the bottom right nav of their website and many others.  Even though you can’t technically publish your content on Outbrain, you can drive traffic to your blog using this paid service. 

 

Traffic Channel #5: iTunes (Podcasts)

The last channel I want to cover today is iTunes.  You need to create 10 episodes to go live on iTunes so the first step is to start creating some episodes!  Once you have your first 10, you can create an account and go live.  Podcasts are just like webinars or videos… but without the visual aids so you will need to learn to speak more visually.  

 

iNeoMarketing's insight:

Excellent ideas, especially using Kindle as a means to drive traffic. Worthwhile to click through and understand what needs to be done to be successful using Amazon.

 

_____________________________________________________________

Marketing Research Chart: Email marketing ROI | MarketingSherpa


http://sco.lt/7LXZAn

From article - Today, 11:13 AM

 

Q: What is the estimated ROI from email marketing programs for your organization? See chart!

 

iNeoMarketing's insight:

Throw a rock in the air and you'll hit on an ROI measurement. With all the issues associated with attribution, we believe that these numbers are based on estimates and perhaps guesses.

 

_____________________________________________________________

Marketing Metrics That Matter [Cheat Sheet] | - Pardot


http://sco.lt/5jPZ2X

From www.pardot.com - Today, 11:16 AM

 

_____________________________________________________________

Content Curation Leads to Content Creation | Business 2 Community


http://sco.lt/7DWOkT

From www.business2community.com - Today, 11:07 AM

 

Excerpt...

 

To help make this more efficient, or speed it up, it helps to have some curation tools.  Sites such as Scoop.it or Storify can help you organize your curation.  They make it easy to get started as well as plug you into a network of other curators.

 

By helping to automate some of the content discovery process, they can save you time searching and finding articles.  By making it easy to add your comments and ideas to curated articles, they make it easy to expand your writing.  They are linked to your social media so that your newly curated articles, as well as your newly created content, can be automatically posted to your accounts.

 

If you make content curation a process, a practice, it can lead to you becoming a writer, or a better writer.  That in turn is going to help you vault over the next hurdle of creating your own articles and posts from scratch.  Now you can fulfill the promise of your blog or marketing site and see your business increase as a result.

 

iNeoMarketing's insight:

We cannot overemphasize the benefits of content curation. In addition to the above, content curation provides an additional foundation for your content marketing production plans, but more importantly: it prompts thinking, and from there, your own topics will cascade!

 

_____________________________________________________________

BtoB study: Social marketing reaches critical mass - BtoB Magazine


http://sco.lt/9LEH6P

From www.btobonline.com - Today, 11:11 AM

 

Excerpt...

 

Social media marketing has reached a stage of maturity that places it firmly in the mainstream of marketing channel activity, with fully 96% of marketers engaging with social media in some fashion, according to a new report by BtoB.

 

In addition, according to BtoB's “Social Media: From Marginal to Mainstream,” 47% of b2b marketers are “very involved” or “fully integrated” with social marketing, up from 28% last year. Social media now commands 6% of the average b2b marketing budget, a figure that rises to 9% among best-in-class marketing departments, according to the report.

 

iNeoMarketing's insight:

We're scooping the obvious today, regardless, the growth rate is stupendous.

 

_____________________________________________________________

The Power of Prediction: Turning Predictive Analytics into Meaningful Metrics - AMA

 

http://sco.lt/9JoYV7

From www.marketingpower.com - Today, 10:56 AM

 

The future may be right now but predicting it and how consumers will behave can help organizations better prepare for tomorrow.  That’s where predictive analytics comes in.

 

In this exclusive interview, Eric Siegel, Ph.D., founder of Predictive Analytics World and Executive Editor of the Predictive Analytics Times, shares his insights about predictive analytics and how it can be used to turn Big Data into meaningful metrics.  

iNeoMarketing's insight:

We're still waiting for the genie to jump out of the bottle. Not there yet, but perhaps Big Data provides some guidance to the B2B marketer.

 

_____________________________________________________________

Content Is Not the New Black: Time-Tested Tips for Creating Compelling Content - Profs


http://sco.lt/8Fool7

From www.marketingprofs.com - Today, 10:53 AM

 

Content - Content has always been, and will always be, the very foundation of marketing. Yet we are challenged with meeting the constant demand for consistently compelling content. These tactics will help ...

 

Summarized...

 

Three Strategies

 

Strategy 1: Be an avid journalist to your internal audience

When you go to an event, make sure you participate in it. Marketing is not about setting up the logistics and swiping the name badges; you also should sit in the sessions and take plenty of notes. Your notes should include insights from customers that can be summarized in a valuable report and communicated to your stakeholders. The notes can then be repurposed as "Industry Newsflashes," "Customer Insights," and "Opportunity Analysis" for your internal audiences. Develop a content cadence for every event. Doing so will grow your internal visibility and readership.

 

Strategy 2: Insource your content, but control the output

Identify your domain experts and create an editorial calendar. I prefer to identify at least one person in each cross-functional area whom I can rely on as my go-to person. That person is typically a knowledge expert and someone easy to talk to.

 

Strategy 3: Outsource your topics to industry experts

I often say that marketing is all about perception. Companies want to be perceived as thought leaders in their respective field; however, constantly singing your own praises can put people off. One tactic that I have used successfully is to get someone else to do the praising in an indirect way. I select that "someone" very carefully.

 

In the technology space, I engage industry experts, media personalities, and well-known bloggers. The kind of perception you are trying to create is this: "Wow, these guys are associated with her? Impressive."

 

iNeoMarketing's insight:

Not the only strategies to embrace, but solid candidates to incorporate into your overall content marketing approach. We especially appreciate the differentiation between insourcing and outsourcing.

 

_____________________________________________________________

B2B Marketers Point to Email As Their Most Important Digital Tool - Marketing Charts


http://sco.lt/58jBWj

From www.marketingcharts.com - Today, 10:41 AM

 

Modern B2B marketing – increasingly reliant on digital marketing – has been shaped by forces such as tech-tracked ROI and the rise of social media, but one tried and true digital marketing channel remains most important, according to a study from BtoB magazine, sponsored by Eloqua. Respondents to the survey, who indicate greater adoption of modern marketing practices today than ever before, indicate that email (64%) is their most important digital marketing activity.

 

iNeoMarketing's insight:

Again referencing the Modern Marketer report from Eloqua, this graph leans towards the obvious. We should be asking questions such as: Doesn't marketing automation impact this percentage? Are your email campaigns built to be seen across a variety of devices? Will communication via social media make inroads into this percentage?

 

_____________________________________________________________

37 Ways to Repurpose a Blog Post [Infographic] - Infographic Journal


http://sco.lt/6y3XCz

From infographicjournal.com - Today, 10:43 AM

 

This infographic from Content Equals Money offers 37 tips and ideas for writers, bloggers, businesses and content creators to repurpose their best blog posts and share them over the web in many different ways.

 

iNeoMarketing's insight:

Now here's an infographic that we can refer to on an ongoing basis.

 

_____________________________________________________________

Infographic: 10 ways to get more followers on Pinterest - Ragan


http://sco.lt/9LHZgn

From www.ragan.com - Today, 7:16 AM

 

marketingIO's insight:
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
more...
(877)217-7933 Dell Support Toll Free's comment, April 11, 6:05 AM
1-877-217-7933 Why We Need Dell Computer Technical Support https://goo.gl/qRnQyR
Your new post is loading...
Scooped by marketingIO
Scoop.it!

Your Must-Read MarTech Digest™, for Thursday, 7/27/17 #MarTech

Your Must-Read MarTech Digest™, for Thursday, 7/27/17 #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:

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

MarTech CEOs Place Big Bet on Integrate

MarTech CEOs Place Big Bet on Integrate | The MarTech Digest | Scoop.it
Integrate, the pioneer and market leader in demand orchestration software – a large and rapidly growing segment of marketing technology – announced today that it secured $8 million in equity capital from new and existing investors to meet customer demand and further enhance its software. The company has now raised $35 million in venture capital since its inception in 2010.

Integrate's software tackles the last frontier of optimization in the B2B marketing stack, ensuring demand generation and top-of-funnel marketing programs yield results.  The company is experiencing a rapid expansion in its marquee customer base of enterprise and mid-market organizations, serving over 400 customers including brands such as Dell, Salesforce, Lookout, Iron Mountain and ServiceNow. Integrate's annual recurring subscription revenue nearly tripled this past year, and it generated positive operating cash flow for the past four fiscal quarters.
marketingIO's insight:

FYI...

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

B2B marketers still grappling with content as a strategic, business asset - The Drum

B2B marketers still grappling with content as a strategic, business asset - The Drum | The MarTech Digest | Scoop.it
Content still reigns as king among B2B and B2C marketers, but as a strategic, long term business asset, marketers are challenged with forming a clear corporate vision for it.

A recent report by the Content Marketing Institute polled 411 B2B and B2C marketers, and found that content marketers are less adept at using, analyzing, forming a strategy around it, and tying it back to business goals. The central finding of the report suggests that 92% of marketers view content as a business asset, but fewer than half (46%) have a documented strategy for managing content as a business asset.

It's not as if content marketers lack any sort of formal content management structures in place, the report notes. According to the CMI survey, most of the them have style and brand guidelines (70%) including content teams (60%), formal workflow process for planning, creating and delivering content (53%) customer personas (51%), content performance analytics (50%), and customer journey maps (33%) and structured content (32%).
marketingIO's insight:

Stop with this nonsense that content is an asset. Your DB is the asset, your marketing stack is the asset.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Zeta Global Acquires Boomtrain to Accelerate Roll-out of Its Machine Learning-Driven Marketing Cloud

Zeta Global Acquires Boomtrain to Accelerate Roll-out of Its Machine Learning-Driven Marketing Cloud | The MarTech Digest | Scoop.it
Zeta Global, the data-driven marketing technology innovator whose SaaS-based marketing cloud helps leading brands acquire, retain and grow customer relationships, announced today that it has acquired Boomtrain, a machine learning driven marketing technology platform that uses artificial intelligence to drive personalised messaging across all digital touchpoints.

Boomtrain developed the first marketing technology platform with machine intelligence at its core, enabling brands to better understand and communicate with their customers. Launched in March 2014, the Boomtrain platform has gained significant traction, attracting more than 120 clients including leading media companies such as CBS and Dow Jones. Boomtrain's technology will become the personalisation engine within ZetaHub, the Gartner Magic Quadrant-rated digital marketing hub. Following the acquisition, Zeta will hold one of the largest machine learning patent portfolios in marketing technology.
marketingIO's insight:

FYI...

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Paid Social Media Budgets: Network Ad Spend Trends

Paid Social Media Budgets: Network Ad Spend Trends | The MarTech Digest | Scoop.it
Facebook is the social network marketers most use for advertising - and the one marketers are most bullish about. See where else and how much marketers are spending social media ad budgets.
marketingIO's insight:

The only survivor will be FB, and it will morph into something that does not resemble today's FB. T is consuming itself and has peaked, LI will be folded into MS, Snap is dying, etc.

 

We are recommending to our B2B clients to plan for the loss of social advertising.

 

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

more...
Amélie Almonacil's curator insight, Today, 11:43 AM
Comment les marketers dépensent le budget #socialmedia ? 
Scooped by marketingIO
Scoop.it!

For Serious ROI, B2B Companies Should Adopt These Three B2C Marketing Strategies - MarketingProfs

For Serious ROI, B2B Companies Should Adopt These Three B2C Marketing Strategies - MarketingProfs | The MarTech Digest | Scoop.it
Here are the three B2C marketing strategies your B2B company should adopt to generate some serious ROI.

1. Use user-generated content (UGC)

2. Leverage social advertising

3. Think mobile, think optimized
marketingIO's insight:

We're beyond this.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50

Failing to Manage Content as an Asset Puts Personalisation Out of Reach of Most Marketers - Which-50 | The MarTech Digest | Scoop.it
60 per cent of enterprise B2B marketers are using a DAM but only 23 per cent are actively using a content marketing platform to support their editorial processes. Net, just over half even have a tool to managed their valuable content assets and a very small number have codified processes that happen in something more formal than an excel spreadsheet and email. 

Atomic content and personalisation is only possible if we, marketers, shift our mindsets, build some new skills and use the tools available to us to attend to the care and feeding of our content library.  A few months ago I wrote a very nerdy post about metadata and attributes. It sparked a lot of conversations about how hard it is to do this today. But trust me, it’s getting easier.  More tools – some CMPs and some re-imagined DAMs – are making it simpler to store and retrieve assets. The infusion of artificial intelligence (AI) into some of these systems will augment work done by marketers and creatives – taking the drudgery out of tagging and unlocking the value in our content – even making recommendations about which assets may work best for a given situation.
marketingIO's insight:

When you're considering the fuel behind personalization and AI, Excel ain't gonna cut it.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Fluid Experiences Guide B2B Customers on Their Buying Journey | Adobe

Fluid Experiences Guide B2B Customers on Their Buying Journey | Adobe | The MarTech Digest | Scoop.it
The challenge is to break down traditional silos by engineering engaging, omni-channel experiences that exceed customer expectations. Differentiation in the B2B marketplace is not just about product. It requires leveraging data, knowledge, and technology in order to create a virtual crystal ball that presents customers with the right information at the right moment.

A fully integrated B2B platform — one that goes beyond e-commerce to include customer data, marketing assets, content management, campaign orchestration, and analytics — provides a roadmap for customer engagement by providing real-time context about the person interacting with specific company content. That context then becomes a powerful tool for enabling highly targeted content delivery that offers customized solutions and product options.

Today’s B2B companies need a marketing platform that provides users with a rich digital buying experience that facilitates engagement and makes it easy to use. That means providing customers, sales reps, distributors, and service technicians with desktop and mobile apps that offer real-time access to marketing collateral, automated sales processes, and key sales systems that streamline purchasing and fulfillment.
marketingIO's insight:

Can wholesale digital disruption occur with a best of breed solution? With code, anything can happen.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Your Must-Read MarTech Digest™, for Wednesday, 7/26/17 #MarTech

Your Must-Read MarTech Digest™, for Wednesday, 7/26/17 #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, 7/26/17 #MarTech http://sco.lt/...

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Marketo's own marketing team feels the heat after company forgets to re-register its domain - The Drum

Marketo's own marketing team feels the heat after company forgets to re-register its domain - The Drum | The MarTech Digest | Scoop.it
Earlier today (July 25) it emerged that Marketo users were experiencing trouble with logging on to its website, which helps them use the marketing automation software to engage with their own customer bases, with #marketo soon trending online.

The vast majority of the sentiment was of a mocking nature, with many highlighting the irony of Marketo’s self-professed excellence in customer support, as well as the irony of the situation.

This soon prompted an acknowledgement and apology from Marketo’s social media team, which has since issued a statement and claimed that a fix is imminent, with the company’s chief executive Steve Lucas confirming that it was “resolving DNS issues” along with a ‘profuse apology’.
marketingIO's insight:

In short: Marketo was down about 6-8 hours yesterday (7/25/17). Twitter went apoplectic.  We're watching for the make-good.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

SharpSpring Enhances Offerings with New Visual Workflow Builder

SharpSpring Enhances Offerings with New Visual Workflow Builder | The MarTech Digest | Scoop.it
SharpSpring’s marketing automation solution allows marketers to send the right message to prospects at the right time, and this latest feature allows marketers to visualize that process as their campaigns are created. Now, it’s possible to conceptualize a prospect’s journey on screen from the top of the funnel all the way to a sale with a simple, bird’s-eye view of even the most in-depth workflows.

SharpSpring’s visual workflows are presented in user-friendly, flow chart layouts. The intuitive, point-and-click interface makes it easy to construct complex automation tasks with branching logic. The visual workflow builder uses color-coded shapes and icons to illustrate specific touch points on the buyer’s path to conversion.
marketingIO's insight:

You can mark that off the checklist.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

The Martech Purchase Process: How Buyers Evaluate Vendors - MarketingProfs

The Martech Purchase Process: How Buyers Evaluate Vendors - MarketingProfs | The MarTech Digest | Scoop.it
Buyers of marketing technologies rank demos, test drives, and self-driven online research as the most valuable methods for evaluating martech products or services. Check out details of this study.
marketingIO's insight:

I cannot emphasize this enough: you have to have IT participate, otherwise you own all layers of the OSI Model...and cybersecurity!

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Increase Conversions with Heatmaps, Scrollmaps, and Clickmaps - The Good

Increase Conversions with Heatmaps, Scrollmaps, and Clickmaps - The Good | The MarTech Digest | Scoop.it
Whether or not it’s doing its job of transforming more strangers into loyal customers. It’s not always easy to tell, though. It’s tough to know whether or not that’s actually happening.

Heatmaps, scrollmaps, and clickmaps can help. Using them together can tell you exactly what people are doing on your website. So you can see – plain as day – if your landing page is pulling its own weight (or not).

They’ll tell you where people are looking. Whether they’re reading or not. And how interested they potentially are in what you have to offer.
marketingIO's insight:

A nice primer.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

A Refresher on Marketing ROI - HBR

A Refresher on Marketing ROI - HBR | The MarTech Digest | Scoop.it
One of the downsides of marketing ROI is that it is easy to only recognize the incremental profits in short-term sales and underestimate the long-term benefits that marketing brings to brand value.

This “can be particularly challenging for executives who might be impatient to see a return. A CFO might just see marketing expenses walking out the door and not a corresponding build-up of cash flows and assets,” Avery explains. As a result, CFOs and CMOs are often at odds. “CFOs are under tremendous pressure to deliver quarterly earnings, and may not be patient for the longer-term effects of marketing to take hold. You’re asking them to believe in forward movement in a progression through a customer’s purchase journey, and that can take a long time,” she says. But marketing does more for a company than generate profits in the short term; it also builds lasting value and drives future profits.
marketingIO's insight:

Still hard to attain!

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat

HubSpot acquires AI startup Kemvi to arm salespeople with automated research - VentureBeat | The MarTech Digest | Scoop.it
Inbound marketing and sales company HubSpot has acquired Kemvi, a fledgling startup that uses artificial intelligence (AI) and machine learning to automatically extract information from websites, press releases, blog posts, and SEC filings in order to serve sales reps key insights into prospects. Terms of the deal were not disclosed.

Indeed, the company’s DeepGraph engine targets B2B companies with learning algorithms that can extract meaningful information and insights from any piece of digital text and then merge that with data and knowledge from companies’ own internal sales and marketing teams to forecast buyers’ behavior.
marketingIO's insight:

Powerful, and will play a significant role in ABM.

 

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

more...
Art Jones's curator insight, July 26, 6:34 PM

The team at Hubspot (Inbound Marketing/Sales Support Automation Platform) will begin integrating Artificial Intelligence into its offerings. The goal is to make mining data about your ideal prospect profiles from sources generally available via the web, faster and easier to acquire.

Anuj Saxena's curator insight, Today, 11:17 AM
Share your insight
Scooped by marketingIO
Scoop.it!

Email Subscribers' Attention Spans Are Increasing. Yes, Really! [Infographic] - MarketingProfs

Email Subscribers' Attention Spans Are Increasing. Yes, Really! [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Email recipients' attention spans are increasing, but they still aren't all that long. Check out the details, including tips for optimizing emails for short attention spans.
marketingIO's insight:

The human brain has capitulated! 

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Data from analyzing 5,000 social videos suggests that only 1 percent will go viral - Nieman Lab

Data from analyzing 5,000 social videos suggests that only 1 percent will go viral - Nieman Lab | The MarTech Digest | Scoop.it
Only 1 percent of videos posted to Facebook actually end up going viral — but it probably helps if your video is square rather than horizontal or vertical, is engaging in ways beyond Likes, and/or is geared toward Spanish speakers, an analysis by social video production company Wochit found.

Wochit analyzed more than 5,000 social videos that were created by more than 100 publishers between March and May 2017. It compared the results to the three-month period between December 2016 and February 2017.
marketingIO's insight:

Virility should never be a goal.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

How to choose the best Salesforce consultant: 25 key questions - CIO.com

How to choose the best Salesforce consultant: 25 key questions - CIO.com | The MarTech Digest | Scoop.it
Uncover your assigned Salesforce team’s true capabilities

Dig deeper into your assigned team’s consulting experience

Get the real scoop on client references

Verify your consultant’s Salesforce focus and depth
marketingIO's insight:

These are the categories for the 25 questions. Please CT for the complete set. BTW: these questions apply to ANY consultant.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

50+ Essential WordPress Website Maintenance Tips [Infographic] - Webbiquity

50+ Essential WordPress Website Maintenance Tips [Infographic] - Webbiquity | The MarTech Digest | Scoop.it
With 50+ WordPress website maintenance tips, this checklist can help you to deal with any maintenance issue in an effective manner, plus choose the best tools.
marketingIO's insight:

Please CT for the complete infographic.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

The New Type of Landing Page That Increased Our Contacts by 69% - HubSpot

The New Type of Landing Page That Increased Our Contacts by 69% - HubSpot | The MarTech Digest | Scoop.it
By setting the expectation of a gated offer early on -- by using a form that looks and reads just like our normal landing pages, but opens into an HTML page upon form submission instead of an offer download -- more people will fill out the form.

We pitched the idea of a brand new, gated template that looks and reads just like our regular landing pages, with one key difference: When the user clicks the form submission button, the page opens into an HTML page, instead of leading to a thank-you page with a PDF download button.

Using the new un-gated template, the two offers we tested both achieved significant increases in net organic submissions and contacts, compared with the original landing pages.

1) We're not tricking the search engine or the user.

2) Mobile favors hidden content, so Google has been relaxing its policies.
marketingIO's insight:

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

A Progressive Web App Might Be Right for Your Brand - Google

A Progressive Web App Might Be Right for Your Brand - Google | The MarTech Digest | Scoop.it

"PWAs were introduced in 2015. Because they use less data than a regular mobile app, they first took off in emerging markets that suffer from poor internet connectivity.

 

Now they’re taking off around the world. Hundreds of global marketers use them to create more seamless mobile user experiences.

 

It’s not hard to see why leading brands would embrace PWAs. They realize the need to provide the best mobile experience for users―regardless of platform."

marketingIO's insight:

The best page for more information: https://developers.google.com/web/progressive-web-apps/

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Your Must-Read MarTech Digest™, for Tuesday, 7/25/17 #MarTech

Your Must-Read MarTech Digest™, for Tuesday, 7/25/17 #MarTech | The MarTech Digest | Scoop.it

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

 

 

marketingIO's insight:

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Is marketing technology entering a post-platform era? - Chief Marketing Technologist

Is marketing technology entering a post-platform era? - Chief Marketing Technologist | The MarTech Digest | Scoop.it
iPaaS (integration-platform-as-a-service) and similar kinds of integration services were built from the ground up to be hubs. You plug all your marketing applications (particularly SaaS products) into the iPaaS service — most of which have hundreds of application connectors ready for you to pick from a simple menu — and then it handles piping data between them via their APIs.

Most iPaaS solutions initially focused on making it easy to integrate all your different marketing cloud services. They were the Data Plumbing layer in the above diagram. Many then added Data Parsing/Routing Logic that gave their users — “citizen integrators” — the flexibility to create more intelligent, multi-step recipes for reacting to events from any one connected product and triggering actions in response through other connected products.

The reason I call iPaaS solutions “virtual platforms” is because as long as they focus only on the Data Integration layer, they don’t serve as a System of Record for the data that passes through them, and they don’t provide Marketing Execution or Marketing Intelligence.

Indeed, this is exactly what customer data platforms (CDPs) have done. Many of them have an iPaaS-like background or capabilities, but they also serve as a System of Record, storing and even normalizing the data that passes through its engine. Several have now started to implement their own built-in Marketing Execution and Marketing Intelligence capabilities too — while still making it very easy for marketers to plug in alternate execution and intelligence services.
marketingIO's insight:

The definitive review! This is the heart of marketing technology.

 

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

How to Make Your CRM and Your Marketing Automation Get Along - DestinationCRM

How to Make Your CRM and Your Marketing Automation Get Along - DestinationCRM | The MarTech Digest | Scoop.it

Once your process is laid out and both teams are in agreement, it’s time to put the technology in place that will enable your strategy. As noted in the example above, it is essential for marketing automation platforms to be natively integrated with the sales CRM.

Without this integration, it is difficult to create a consistent experience for your prospects and customers. And on top of that, too much time and too many resources will be drained trying to coordinate activities to ensure leads don’t fall through the cracks.

Companies can drive 5 to 36 percent of growth simply through alignment, according to SiriusDecisions, so integrating your platforms from day one without using third-party tools makes sense. From the first day of your MAP and CRM integration you can:

  • automatically push leads to CRM and assign to sales at the right time;
  • sync all activities between the two systems so sales can track each lead’s engagement;
  • help prioritize outreach to create efficiency in the sales cycle;
    provide full visibility into each lead’s digital footprint so sales can customize conversations around interests;
  • give sales influence over the buyer’s journey from inside the CRM—sales can add leads back to marketing campaigns from inside the CRM if they need further nurturing; and
  • capture marketing’s impact on closed opportunities with built-in reporting. 
marketingIO's insight:

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

more...
No comment yet.
Scooped by marketingIO
Scoop.it!

Maximizing 2017’s Digital Marketing Success Using Project Management Tools - HuffPost

Maximizing 2017’s Digital Marketing Success Using Project Management Tools - HuffPost | The MarTech Digest | Scoop.it
In a nutshell, project management tools provide an easy, all-in-one solution for ensuring that your team stays on task until each project is completed. A prime example is Project Nucleus, which is an SEO project management platform. This tool is the first of its kind to offer truly robust pre-loaded SEO templates, along with video training for your employees.

Specialized project management tools are available for almost any industry and task you can imagine. SEO project management is one of the most critical aspects of digital marketing, which makes this particular option a must-have for many businesses.

The previously mentioned Project Nucleus joins a very small list of project management platforms that have been customized specifically for digital marketers. Other examples include Brightpod and ViduPM, but these tools need some catching up to do.
marketingIO's insight:

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

more...
No comment yet.