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B2B Conversion Optimization: How Buyer Personas Inspire Content That Converts - TopRank

B2B Conversion Optimization: How Buyer Personas Inspire Content That Converts - TopRank | The Marketing Technology Alert | Scoop.it

Key excerpt...


Once we recognize that people process information differently and address their underlying motivation, you can create content objects that fit individual buyer persona needs. Writing for different B2B audiences will simply be a matter of identifying a “typical” scenario and developing persuasion momentum by answering the questions that the “persona” needs answered in order to move forward.


Here are four examples in which B2B buyers “typically” interpret information found on a website:


Persona I: The Methodical B2B Customer – Methodical types need to be prepared and organized to act. How can your solution solve this problem? Provide hard evidence and superior service. Do you have a white paper to download?

Persona II: The Spontaneous B2B Customer – Spontaneous types live in the moment. Why is your solution best to solve the problem now? Address immediate needs with relevant and credible options. How about offering a “Quick Start Guide?”

Persona III: The Humanistic B2B Customer – Humanistic types are usually slow to reach a decision and generally prefer the big picture. Who has used your solution to solve my problem? Offer testimonials and incentives. Does your website display testimonials of credible companies? Is a free trial offer or money-back guarantee appropriate?

Persona IV: The Competitive B2B Customer – Competitive types are goal-oriented and looking for ways to complete tasks. What can your solution do for me? Provide rational options and challenges. Can you provide a short video that explains your product or service? Do you offer an FAQ page that addresses their pain point?


iNeoMarketing's insight:

We're still looking for a magic bullet for creating personas, but until then, it's creative with continual hypothesis testing. Here are four decent B2B personas from which to work.


  • See the article at www.toprankblog.com
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Lead Nurturing is Trending Up, and the Top 11 Marketing Technology Articles Curated Thursday, 7/10/14

Lead Nurturing is Trending Up, and the Top 11 Marketing Technology Articles Curated Thursday, 7/10/14 | The Marketing Technology Alert | Scoop.it

Over the past 30 days, I’ve seen an increase in the importance of lead nurturing (see today’s infographic from Eloqua), and I have to ask: where the hell has everyone been?

 

Generally, B2B marketers recognize the efficacy of lead nurturing, but a small percentage actually implement lead nurturing, and I have to say: you’ve got to be kidding.

 

It flat-out doesn’t make any sense. One of the key features to any MAS package is lead nurturing, and even if you don’t have MAS, there are other means to execute on lead nurturing.

 

I don’t get it. A real head scratcher.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Is it time for ‘marketing-as-a-service’ (MaaS)? - Econsultancy http://sco.lt/7BbE3t

-- > Who’s winning in marketing automation? Round-up for 1st half of 2014 | Datanyze Blog http://sco.lt/6DLrhh

-- > 6 Marketing Automation Tools for Small Businesses | Street Fight http://sco.lt/6Ploe1

-- > Revenue Attribution and Marketing Automation - NewFangled http://sco.lt/99ELIX

-- > Why Video Should Be a Part of Your Marketing Automation - ClickZ http://sco.lt/67JtBp

-- > Three Ways to Visually Present Information (Without Spending a Fortune) - Profs http://sco.lt/5rLx7h

-- > No Photoshop? No Problem: 10 Visual Content Tools for Beginners - HubSpot http://sco.lt/5LlFkv

-- > How B2B Companies can Start “Playing to Win” and Stop “Playing Not to Lose” in CX - Accenture http://sco.lt/6U9m0v

-- > The State of B2B Lead Nurturing [New Benchmark Research] - Eloqua http://sco.lt/5GE4if

-- > The Top 10 Brands With the Most Influential Content Marketing on LinkedIn [Infographic] - Profs http://sco.lt/8l1DJR

-- > 5 Tips to Improve Your Video SEO - #infographic - Digital Information World http://sco.lt/6u84Pp

 

See ALL Top Curated Marketing Technology Articles here.

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Appboy can test six variations of a mobile app messaging at once - VentureBeat

Appboy can test six variations of a mobile app messaging at once - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


The marketing automation company Appboy is announcing at MobileBeat 2104 today that it can test six variants of messages to app users at once. Appboy’s multivariate testing helps app developers and marketers try out combinations of messaging, then measure the impact of each on metrics like conversion rate, clickthrough rate, and revenue generated.

 

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iNeoMarketing's insight:

For those who are in the app business. Interesting positioning.

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Dos and Don'ts When Meeting With a VC (Infographic) - Re/code

Dos and Don'ts When Meeting With a VC (Infographic) - Re/code | The Marketing Technology Alert | Scoop.it


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3 Memory Techniques That Get People To Remember Your Content - CoSchedule

3 Memory Techniques That Get People To Remember Your Content - CoSchedule | The Marketing Technology Alert | Scoop.it

Excerpt...


So, what kind of content gets remembered the best?

-- >  Something that makes an association to what the audience member already has in his memory.

-- >  Something that provides multiple ways of understanding a topic (multiple neural pathways), preferably through story, illustration, and anecdote.

-- >  Something unusual that isn’t so similar that it falls into the “I’ve seen this before” rote memory which can’t differentiate well. Good designers sometimes make the mistake of making everything look “similar” for visual branding purposes, not realizing they hurt the ability of some to differentiate among their content. Copycats also do themselves no favors for this same reason.

-- >  Something that doesn’t require long-term memory to grasp, i.e. isn’t so complex or long that they forget what they’ve read at the beginning. When we’re reading, we’re functioning on short-term memory. It’s easy to forget things. Blogger A.J. Kohn even suggests our infographics are getting too complex.

 

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iNeoMarketing's insight:

This summary provides just a bit of insight; you'll need to click through for more detail.

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Mail Tester: A Free Tool to Check Your Email Newsletter Against Common SPAM Issues - Marketing Technology Blog

Mail Tester: A Free Tool to Check Your Email Newsletter Against Common SPAM Issues - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it

DIgest...


Mail tester provides you with a unique email address that you can send your newsletter to and then they provide you an quick analysis of your email against common SPAM checks by junk filters.

 

The resulting tests are quite robust – the only obvious check missing is whether or not your email is designed responsively to mobile viewports. I don’t believe that impacts an email’s likelihood that it will end up in the SPAM folder, but it will absolutely impact your open and click-through rates.

 

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iNeoMarketing's insight:

Great find from Marketing Tech Blog: good stuff!

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Is it time for ‘marketing-as-a-service’ (MaaS)? - Econsultancy

Is it time for ‘marketing-as-a-service’ (MaaS)? - Econsultancy | The Marketing Technology Alert | Scoop.it

Digest...


You should be aware of software-as-a-service (SaaS) and cloud-based software. Should we not be thinking of marketing-as-a-service (MaaS)? If we can create marketing components that we can assemble on demand, then we can deliver new marketing experiences quickly and effectively.

 

Where could MaaS go? Imagine if we could draw on data sources, query that data and build segments on the fly, pull out marketing building blocks to deliver personalised messaging and experiences that are tailored to specific devices, medium and context of use.

 

Many marketers see the future of marketing being about increased personalisation and marketing automation. If that’s the case, they are best powered by MaaS, so I would expect to see this thinking and approach, if not this label, becoming more prevalent.

 

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iNeoMarketing's insight:

And hopefully marketing apps, pluggable into MAPs, solves the issue.

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6 Marketing Automation Tools for Small Businesses | Street Fight

6 Marketing Automation Tools for Small Businesses | Street Fight | The Marketing Technology Alert | Scoop.it

Digest...


Here are six marketing automation systems that small businesses can use to build smarter marketing campaigns.

1. Azuqua: Setup marketing workflows with triggering events.
Azuqua automates business processes that involve two or more SaaS apps.

 

2. SnapRetail: Access libraries of ready-to-use online campaigns.
Businesses who want to use social media and email marketing, but don’t want to spend the time developing their own campaign strategies from scratch, can utilize SnapRetail’s library of ready-to-use campaigns and pre-written social media posts.

 

3. Active Campaigns: Set autoresponders based on subscription data.
Active Campaigns gives local businesses a way to create their own automated sales forces, and connects email marketing campaigns to social media accounts and websites.

 

4. Spokal: Manage inbound marketing without worrying about the technical details.
Designed specifically for small business owners, Spokal is an inbound marketing automation system that helps its users boost traffic and improve their “social authority.”

 

5. GetResponse: Automatically respond to customer needs with action-based offers.
An email marketing platform for businesses, GetResponse offers campaign automation tools that help businesses keep their campaigns and subscriber lists organized.

 

6. Infusionsoft: Use automatic follow-ups to turn leads into customers.
Used by more than 20,000 small businesses, Infusionsoft provides its users with a way to automate their marketing campaigns.


iNeoMarketing's insight:

Very nice collection of small business tools.

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Why Video Should Be a Part of Your Marketing Automation - ClickZ

Digest...


Look at these scenarios to see why video should be a part of your marketing automation strategy.

1. You Want to Produce More Content, but You Have a Small Budget/Team.

2. You Want to Build a Personal Connection With Your Audience.

3. You Want to Better Target Prospects.

4. You Want to Instantly Increase Your Lead Gen From Webinars by 3 to 5 Times.

"At ReadyTalk, we've seen average attendance of our own live webinars drop from about 45 to 50 percent to about 35 to 40 percent over the past year, but we're getting three to five times that number of leads from the recording." They use a combination of video plus marketing automation to track the leads they generate from videos.

5. You Want a More Engaging Website.

6. You Want to Convert More Leads.

 

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iNeoMarketing's insight:

At this point, its a given. And frankly, it should be a priority, i.e., just as we have switched to mobile email marketing, so should we switch to video content.

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No Photoshop? No Problem: 10 Visual Content Tools for Beginners - HubSpot

No Photoshop? No Problem: 10 Visual Content Tools for Beginners - HubSpot | The Marketing Technology Alert | Scoop.it

Summary...


1) Canva

2) PlaceIt

3) HubSpot Image Editor

4) Death to the Stock Photo

5) NounProject

6) 55 Free Content Creation Templates

7) Google Fonts

8) Skitch

9) ColorPicker

10) GIFBrewery

 

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iNeoMarketing's insight:

For a quick description of each, click through.

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The State of B2B Lead Nurturing [New Benchmark Research] - Eloqua

The State of B2B Lead Nurturing [New Benchmark Research] - Eloqua | The Marketing Technology Alert | Scoop.it

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5 Tips to Improve Your Video SEO - #infographic - Digital Information World

5 Tips to Improve Your Video SEO - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it

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Is the CMO Dead? - ClickZ

Is the CMO Dead? - ClickZ | The Marketing Technology Alert | Scoop.it

Excerpt...


The Chief Digital Officer plays in the place where the enterprise meets the customer, where the revenue is generated and the mission accomplished. They’re in charge of the digital business strategy. That’s a long way from running back office IT, and it’s full of opportunity." Gartner implied that the CIO would evolve into this role. But now, according to Chris Curran, chief technologist and principal in the advisory practice at PwC, it's the CMO's game to lose. While collaboration is still the name of the game, he says, "It's more about the opportunity that is presented to the CMO than to the CIO."

 

Whether a company hires a CDO, and where that person sits in the organization chart, depends to a great extent on the CMO, according to Williams. "If you were a tech-savvy CMO, why would you need a CDO? When you have CMOs that aren't digitally aware, then having a CDO as your wingman makes perfect sense. By the same token, if you are a CIO and not that close to the marketing function, [a CDO may be in order]."

 

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iNeoMarketing's insight:

Scott Brinker refers to this role as the Chief Marketing Technology Officer, which is a bit more narrowcast.


I've been saying this for more than a year: the CMO needs to be tech savvy, tech knowledgeable. If not, then the CMO is at risk to report into the CIO on all things tech (and marketing is becoming tech-driven).


Build your Marketing Ops function.

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Yield Technology's curator insight, July 9, 9:07 AM

I dont think you be getting rid of the CMO any time soon, I think he is more technical then pure marketing today.

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FREE Forrester Wave Report on The Social Enterprise - Salesforce

FREE Forrester Wave Report on The Social Enterprise - Salesforce | The Marketing Technology Alert | Scoop.it


Excerpt...


With more companies shifting to become “Customer Companies” social enterprise vendors are on the move, adding more functionality and integration. Find out who’s leading the pack.

-- >  See how 13 companies stack up in the social enterprise marketecture

-- >  Discover why Salesforce Communities and Chatter are among the products cited as leading the pack

-- >  View the landscape from Activity Streams perspective

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iNeoMarketing's insight:

Yes, it's self-serving. But it's free.

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10 Real Time Content Discovery Tools for Curation, Engagement and Sharing - Top Rank

10 Real Time Content Discovery Tools for Curation, Engagement and Sharing - Top Rank | The Marketing Technology Alert | Scoop.it

Summary...


Here’s a growing list of real time content discovery tools and content recommendation platforms that you might find useful whether you’re an independent consultant or a marketing leader at a Fortune 500 company:

Buffer

Realtime by Bitly

HootSuite Suggested

Sulia

Spike

inPowered

Prismatic

bottlenose

Sailthru

Visual Revenue

 

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iNeoMarketing's insight:

This is NOT your normal list of content discovery tools. Click-through to the article to read summaries of each tool. Excellent compendium.

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[FREE] The B2B Video Marketing Trend Report via Vidyard and Demand Metric

[FREE] The B2B Video Marketing Trend Report via Vidyard and Demand Metric | The Marketing Technology Alert | Scoop.it


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Jumpstart: The Guide To Growing A Startup With Inbound Marketing - HubSpot


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5 Psychological Tactics Marketers Use To Influence Consumer Behavior

5 Psychological Tactics Marketers Use To Influence Consumer Behavior | The Marketing Technology Alert | Scoop.it

Digest...


1. Run Emotional Ideas

Studies have shown emotional and psychological appeals resonate more with consumers than feature and function appeals. In advertising copy, benefits--which often have a psychological component--generally outsell features.

 

2. Highlight Your Flaws

It’s no secret that consumers tend to doubt marketing claims--for good reasons. Many simply aren’t credible. One way to raise credibility is to point out your product’s shortcomings.

 

3. Reposition Your Competition

In Positioning: The Battle for Your Mind, Al Ries and Jack Trout delve into the limited slots consumers have in their brain for products and services, and the importance of positioning one’s business in the ideal slot. They also write about repositioning--changing the position a business occupies in consumers’ minds.

 

4. Promote Exclusivity

Near the top of Maslow’s hierarchy of needs pyramid sits self-esteem. People want to feel important; like they’re part of an exclusive group. That’s why advertising copy sometimes says: “We’re not for everyone.”

 

5. Introduce Fear, Uncertainty, and Doubt

Fear, uncertainty, and doubt, or FUD, is often used legitimately by businesses and organizations to make consumers stop, think, and change their behavior. FUD is so powerful that it’s capable of nuking the competition.

 

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iNeoMarketing's insight:

The behemoth uses FUD. The smaller guys reposition the competition.

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Neuromarketing –You (Don’t) Know (Why) You Want It - Inbound Marketing Agents

Neuromarketing –You (Don’t) Know (Why) You Want It - Inbound Marketing Agents | The Marketing Technology Alert | Scoop.it

Digest...


The oldest part of your brain, also the part that acts on the deepest subconscious and highest automatic levels, is known as the “Reptilian” brain. And this is the exact part of the brain that neuromarketers want control of. If they can sway your decisions by appealing to and manipulating the Reptilian part of your brain, they can ultimately convince you of what you need and want, without you even knowing you were having the conversation.

 

In the past, marketing and advertising experts had to learn what worked and what didn’t by trial and error. They surveyed, came up with a strategy, implemented it, and waited for a response (or silence) from their target audience. But with neuromarketing, that approach is no longer necessary.

 

Neuromarketers spend hours and hours studying brain patterns and biometrics and tracking eye movement to determine exactly what elicits the desired response (a subconscious decision to want, need or like the product or advertisement) from the Reptilian brain. With this technology, it’s possible to completely bypass the target audience’s will and reason, and that’s where many people have a problem.

 

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iNeoMarketing's insight:

Where is there an opportunity in the Reptilian Brain for your B2B Marketing?

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Who’s winning in marketing automation? Round-up for 1st half of 2014 | Datanyze Blog

Who’s winning in marketing automation? Round-up for 1st half of 2014 | Datanyze Blog | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Difference between #1 and #2? HubSpot adjusted so that it covers the pure marketing automation package.

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Revenue Attribution and Marketing Automation - NewFangled

Revenue Attribution and Marketing Automation - NewFangled | The Marketing Technology Alert | Scoop.it

Digest...


Revenue attribution doesn’t happen all by itself, though. Here are four primary things you’ll need to put in place: a conversion-driven website, a CRM tool, marketing automation software, and some practice.

 

1. Conversion-Driven Website

The first thing you’ll need is a conversion-driven website capable of integrating with both a CRM and a marketing automation tool. The site's job is basically to attract, engage, and capture leads.

 

2. CRM

As the sales process progresses, your salespeople need to use Salesforce to identify and create specific sales opportunities and take notes on all the different stages of the opportunity. Whether you win, lose, or draw, your sales activities are documented inside of the CRM.

 

3. Marketing Automation Software

The marketing automation tool is where everything starts to come together, because it’s the piece that’s capable of drawing lines between your digital marketing activities and the sales results.

 

4. Practice

The biggest obstacle to the success of the whole revenue attribution system is the humans who actually use it.

 

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iNeoMarketing's insight:

This is first layer attribution. Tag management is the second, third and fourth layers.


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Three Ways to Visually Present Information (Without Spending a Fortune) - Profs

Three Ways to Visually Present Information (Without Spending a Fortune) - Profs | The Marketing Technology Alert | Scoop.it

Digest...


1. Infographics

How to create: Visme is a cool free tool for creating beautiful infographics. Prezi can also be used to create cool presentations.

2. Videos

How to create: Start with free tools like Animoto and Masher.

3. Heat Maps

How to create: Some tools to experiment with are Crazy Egg, Click Heats, and Clicktale.

 

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iNeoMarketing's insight:

To keep with the theme of visualized content...

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How B2B Companies can Start “Playing to Win” and Stop “Playing Not to Lose” in CX - Accenture

How B2B Companies can Start “Playing to Win” and Stop “Playing Not to Lose” in CX - Accenture | The Marketing Technology Alert | Scoop.it

For an in-depth analysis, read the report—B2B Customer Experience: Start Playing to Win and Stop Playing Not to Lose.

 

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The Top 10 Brands With the Most Influential Content Marketing on LinkedIn [Infographic] - Profs

The Top 10 Brands With the Most Influential Content Marketing on LinkedIn [Infographic] - Profs | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Some best practices coming at you.

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Deb Nystrom, REVELN's curator insight, Today, 7:25 PM

I'm glad to pass along this handy, timely branding infographic from Marketing Profs.    

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Delivering Visual Content, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/9/14

Delivering Visual Content, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/9/14 | The Marketing Technology Alert | Scoop.it

I think we can all agree that the web for the B2B Marketer is ripe for the delivery of market-desired visual content. And that this visual content needs to be persona-fied for it to have a chance to max out its efficacy.

 

So how do you deliver?

 

Each tactic is so different. So each category of deliverable has its own make or buy decision. For example:

-SlideShare: make. If we can’t create .ppts at this point, it’s time to throw in the towel.

-Video: depends on the complexity of the desired end-product. For some video snackables, it’s a quick shoot ‘n run. For other more formal presentations, you’ll want to deploy outside assistance.

-Infographics: that’s a buy. I’ve seen way too many DIY infographic articles, and the end product is just not what it should be.

 

The actual deliverables are the easy part. The harder part is the personafication of each bit of visual content, and then the management of the process so that it meets specifications. And that’s your Content Guru’s role: that person needs to be the spec holder to all deliverables from the persona-fied content.

 

So take a hard look at your calendar. If you want to transition to visual-driven content, you’ll need to adjust your timing (providing you with extra time), adjust your budget, and make your decision regarding production.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Is the CMO Dead? - ClickZ http://sco.lt/4hvdWD

-- > A Method for Better Marketing Decisions - HBR http://sco.lt/8BV9f7

-- > FREE Forrester Wave Report on The Social Enterprise - Salesforce http://sco.lt/7AH0RF

-- > What is Analytics? 10 Analytics Technologies that Drive Marketing Decisions - MarketingTech Blog http://sco.lt/9CjIsz

-- > 10 Shocking Facts About Content Marketing Today - Search Engine Marketing http://sco.lt/5pLv05

-- > Next Up for B2B Email Marketing: Automation http://sco.lt/5EErk9

-- > How Retargeting Can Jeopardize Revenue, Brand Trust And User Satisfaction - AdExchanger http://sco.lt/63cGHp

-- > Free industry benchmark report: The Inbound for Agencies Report 2014 - HubSpot http://sco.lt/7FHRab

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A Method for Better Marketing Decisions - HBR

A Method for Better Marketing Decisions - HBR | The Marketing Technology Alert | Scoop.it

Excerpt...


Marketing increasingly must work across boundaries with other functions such as IT, sales, and finance to execute shared decisions. But it is at these seams that communication most often breaks down and processes stall. They key to effective collaboration is to define clear roles and processes for shared decision making. This video, based on Decision-Driven Marketing — an article featured in the July/August 2014 issue of HBR by Bain’s Aditya Joshi and Eduardo Giménez — shows how to improve decision making at the seams.


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iNeoMarketing's insight:

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