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The Most Common Misconception About Lead Nurturing | SiriusDecisions Blog

The Most Common Misconception About Lead Nurturing | SiriusDecisions Blog | The Marketing Technology Alert | Scoop.it

Excerpt....


Here are some tips to help you make this distinction and guide the development of a focused, effective approach to lead nurturing:

  • Segment and categorize leads. Unlike a drip marketing program, which may involve sending the same automated response to all responders, nurture involves segmenting and categorizing your leads, based on where they sit in the demand waterfall, to determine what type of treatment (i.e. content, offers and messages) they will receive to influence further engagement.
  • Guide buyers through the buying process. Lead nurture is designed to facilitate a buyer’s journey through the buying process and influence his or her decisionmaking process along the way. Unlike drip marketing, in which all responders receive the same message and offers, lead nurturing takes into account individual buyer preferences and delivers relevant messaging and content within the context of the stages of the buying cycle.
  • Determine how leads will be transitioned. Drip marketing programs tend to have a standard, impersonal method of followup. Lead nurturing involves the identification of specific signals that indicate a potential buyer is ready to move back into an active demand state, and a disposition that is tailored to the needs of the buyer and his or her stage in the buying cycle.


iNeoMarketing's insight:

We often hear people incorrectly use the term lead nurturing, and this post captures the essence of lead nurturing as compared to drip marketing and triggered emails.


  • See the article at www.siriusdecisions.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Attribution is Hard, and the Top 12 Marketing Technology Articles Curated Wednesday, 8/20/14

Attribution is Hard, and the Top 12 Marketing Technology Articles Curated Wednesday, 8/20/14 | The Marketing Technology Alert | Scoop.it

Easier said than done. That pretty much sums up measuring marketing ROI using technology.

 

MarTec offers a set of tools to achieve attribution, so it is certainly easier now than ever before to determine ROI, but this answers the question “what can I use to measure ROI?” It doesn’t answer the question of “how.”

 

I think we can conclude two things. First, attribution is still subjective. Unless we’re roaming around the craniums of prospects and can pinpoint the exact time and place of the decision, it’s a guess. Educated, but a guess. Second, the labyrinth that is the buyer’s journey is a mystery as it is personal to each and every buyer. So even if you install a sophisticated tag management system, it’s still subjective.

 

However, there’s a technique that is often overlooked that can help gauge the degree of contribution, and that is the scoring model, a function already at your disposal within your marketing automation platform.

 

Now you’d think that scoring is going away, as Predictive eliminates the need to point out high value targets via the subjective lead scoring model. It’s not, and you can use it to your advantage so long as you keep tabs on the prospect all the way through to the sale.

 

Attribution Scoring relies upon placing a value on each and every touch of communication and content, and that value is brought back to the record in the form of the score. So as the prospect navigates his or her way through your analog and digital presentations (presentations used in the broadest sense), the scoring can be used to evaluate how Marketing keeps moving the prospect through their journey.

 

So what’s the difference between Lead Scoring and Attribution Scoring? Same process, same paradigm, but it’s a different timestamp. Whereas Lead Scoring ceases upon the flip to Sales, Attribution Scoring continues onward, either through till the conversion to client, or beyond should you need to keep tabs on influence, LTV, upselling, cross-selling, etc.

 

With this in mind, you’re still measuring contribution to the sale, not true attribution. A score can only tell you how much Marketing contributed to the process, but not that it made the sale.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

-- > Disrupting B2B Markets Does Not Happen Overnight - Gartner http://sco.lt/6lVtyr

-- > B2B Content Marketing on LinkedIn Works: CRM Lead Management Brands Hit Their Mark - LinkedIn http://sco.lt/6NbCGv

-- > Why LinkedIn Will Suck Up All Your Marketing Dollars—and Why You’ll Like It - Kapost Content Marketeer http://sco.lt/5PQEhF

-- > The Past, Present, and Future of Marketing Technology - Radius http://sco.lt/5CG8jh

-- > 5 Steps to Better Marketing Operations Management - Smart Insights Digital Marketing Advice http://sco.lt/6INrxB

-- > Top 7 Mistakes Digital Marketing Agencies Make That Turn Into Lost Clients - Digital Marketing Depot http://sco.lt/4hkGFl

-- > How Authoritative Is Your Content? 6 Tools to Help You Find Out - HubSpot http://sco.lt/5UM4HJ

-- > Finding ROI in B2B Marketing Can Feel Like Pushing Water Uphill - ClickZ http://sco.lt/5T0TPV

-- > [NSFW] This Designer Destroys 2014′s Big Marketing Buzzword, and It’s Awesome - Contently http://sco.lt/859pSr

-- > Most Marketing Advice Tells Us How to Market to Marketers - Enterprise Irregulars http://sco.lt/4tWc9R

-- > How Content Is Changing And What Marketers Need To Know [Survey Data] - Marketing Land http://sco.lt/8kJfKD

-- > The Small Business Guide to LinkedIn - Simply Business UK http://sco.lt/5FEvbN

 

 

See ALL Top Curated Marketing Technology Articles here.

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B2B Content Marketing on LinkedIn Works: CRM Lead Management Brands Hit Their Mark - LinkedIn

B2B Content Marketing on LinkedIn Works: CRM Lead Management Brands Hit Their Mark - LinkedIn | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

SU = Sponsored Update. Granted the information is from LinkedIn, but this is strong.

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The Past, Present, and Future of Marketing Technology - Radius

The Past, Present, and Future of Marketing Technology - Radius | The Marketing Technology Alert | Scoop.it

Excerpt...


Gartner analyst Laura McLellan predicts that by 2017, the marketing department will spend more on technology than the IT department. Which technology solutions are the most crucial for B2B marketers today, and which will be the most important by 2017?

 

We believe that three technologies will dominate marketing spend by 2017:

  1. Marketing Automation
  2. Content Management Solutions
  3. Predictive Marketing Software

 

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iNeoMarketing's insight:

So a couple of things...

(1) Predictive will be a part of your MAP by 2017

(2) CMS is already a relatively mature category


So where will the spending be? Yes to MAP, but data management platforms will be vital, as will all the associated marketing technology services to drive the most productivity out of every dollar.

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Top 7 Mistakes Digital Marketing Agencies Make That Turn Into Lost Clients - Digital Marketing Depot

Top 7 Mistakes Digital Marketing Agencies Make That Turn Into Lost Clients - Digital Marketing Depot | The Marketing Technology Alert | Scoop.it

Sooner or later, every digital marketing agency faces problems with clients because of miscommunication or a lack of coordination. They might also be making disappointing mistakes when managing curated projects or following the latest SEO advice based on Google whims and bans.

 

In this whitepaper, Web CEO describes the 7 most critical mistakes that digital marketing agencies face. The issues and advice are based on real-life examples and case studies of our enterprise-level customers.

 

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iNeoMarketing's insight:

Top 7 out of lord knows how many.

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Finding ROI in B2B Marketing Can Feel Like Pushing Water Uphill - ClickZ

Finding ROI in B2B Marketing Can Feel Like Pushing Water Uphill - ClickZ | The Marketing Technology Alert | Scoop.it

Excerpt...


There are a few steps marketing and sales can take to ensure ROI is properly tracked.

-- >  Integration: It may seem like this goes without saying, but ensuring your MAP and CRM are properly integrated at a database level is the first step. Select a MAP that has a proven track record of integrating at a deep level with your CRM. 

-- >  Alignment: Marketing and sales must come together and agree on the process of lead management. This includes the handoff and critical pieces of data that must exist in both systems. This must be a top-down approach that is driven and governed by both marketing and sales leadership.

-- >  Preserve the Data at All Costs: Ensuring marketing source data like lead source and campaign IDs are mapped to the CRM records is crucial. These should be fields that sales cannot edit or update. 

-- >  Retain Data Through the Funnel: As a lead moves from lead to contact to account to opportunity, most CRM systems will support workflow that automatically copies the originating lead source to each subsequent table in the CRM. 

 

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iNeoMarketing's insight:

Superficial. There's much more than this, e.g., tag management.

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Most Marketing Advice Tells Us How to Market to Marketers - Enterprise Irregulars

Most Marketing Advice Tells Us How to Market to Marketers - Enterprise Irregulars | The Marketing Technology Alert | Scoop.it

Excerpt...


What every marketer has to realize (if they don’t already) is that every niche is different.  All of this Marketing Advice that’s available is great, but it isn’t gospel at all.  It’s just ideas.  The one critical deliverable you have to bring to the table to be a successful Marketer is some mechanism that takes all those ideas you want to try and effectively separates the wheat from the chaff.  That’s really the essence of Growth Hacking as I see it.  And the tools you need to do that work have to be Analytics and A/B Testing coupled with a keen analytical mind that thinks in these sorts of terms.  That keen analytical mind is particularly crucial because it is an art and a talent to devise experiments and then gain accurate actionable insights from them.  If you introduce too many variables (often unwittingly), your experiment may not be telling you what you think it is.


iNeoMarketing's insight:

And something that I've continued to state over and over...TEST!!

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The Small Business Guide to LinkedIn - Simply Business UK

The Small Business Guide to LinkedIn - Simply Business UK | The Marketing Technology Alert | Scoop.it
Thinking about using LinkedIn for your business? Not sure how to get started? This step-by-step guide will walk you through the process.


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iNeoMarketing's insight:

A great collection of individual guides. Well presented, and a fascinating way to present curated content. Please click through!

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Technology Marketing Blog: Organizational Tips for Leading the Marketing Transformation - IDC

Technology Marketing Blog: Organizational Tips for Leading the Marketing Transformation - IDC | The Marketing Technology Alert | Scoop.it

DIgest...


Here are some of the tips that Dr. Mirable, who has more than 20 years of diverse business consulting and academic experience, offered:

 

• What we believe about change determines how we will respond to change.

• Successful change initiatives require that leaders be included.

• People resist change for many reasons.

• Some resistance to change comes from unspoken resentment.

• Some change initiatives fail simply because the organization isn't ready. Assess your readiness and then bring those areas found lacking up to speed before embarking.

• The communication portions of most change efforts are weak and not consistent over the long haul.

• Company culture is essential to sustaining success over time.

• Reduce resistance by creating a "burning platform." Clarify the risks and benefits of the change and involve the collective wisdom of the group. Give people a role in the change. Involve a person's "head" and "heart" as well as the "feet" of required actions.

 

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iNeoMarketing's insight:

And of course, adjusting individual goals, objectives and compensation. Get the right people in place to drive the initiative.

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A 38-Point Blog Optimization Checklist: Jumpstart Your Lead Generation - Unbounce

A 38-Point Blog Optimization Checklist: Jumpstart Your Lead Generation - Unbounce | The Marketing Technology Alert | Scoop.it

Digest...


Your objective may be to increase traffic, generate leads or to raise your profile as an authority. But if you use your blog just to spread your sales messages, you may struggle to find readers and customers. And your blog may remain a whispering voice, lonely and forgotten.

 

So here’s a checklist to help you optimize your blog content, drive more traffic to your site and generate more leads...

 

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iNeoMarketing's insight:

It'd be unfair to scoop all 38 points, so I'll ask you to click through for the list. Use it as a means to audit what you're doing and how you're doing it.

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Google can now track when your online clicks lead to phone calls - VentureBeat

Google can now track when your online clicks lead to phone calls - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Companies can already find out when people click their ads on Google and then call a business. But when a person clicks and ad and then explores a bunch of pages on a company’s website and then makes a call hours later, that’s a whole other thing. Google couldn’t track that — until now.

 

Today Google announced the availability of this new feature on its Google Adwords service.

 

Setting up the feature is a matter of adding some code to the website. That action automatically sets up Google forwarding numbers for ad clicks.

 

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iNeoMarketing's insight:

Never understood why this wasn't available 10 years ago, forcing us to evaluate 3rd party solutions. So...finally!

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Miami Marketing Tools's curator insight, August 19, 7:16 AM

Interesting new feature in Google ad-words to help measure your ROI

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Landing Page Optimization: 5 factors that lead to (and prevent) conversion | MarketingExperiments Blog

Landing Page Optimization: 5 factors that lead to (and prevent) conversion | MarketingExperiments Blog | The Marketing Technology Alert | Scoop.it

Excerpt...


The MECLABS Conversion Sequence Heuristic is an attempt to bring the same discipline, rigor and sustainable success to the marketing department. It is part of a patented repeatable methodology (patent number 8,155,995) developed by Flint McGlaughlin, Managing Director, MECLABS (parent company of MarketingExperiments), based on years of testing and research of real product and service offers presented to real customers.

 

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iNeoMarketing's insight:

It's a revisit to the known conversion sequence from MECLABS. Get your refresh!

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Miami Marketing Tools's curator insight, August 19, 7:55 AM

Very interesting article on conversion sequence heuristics to help with your SEO

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Download the State of Marketing 2014 Report - CMO COUNCIL

Download the State of Marketing 2014 Report - CMO COUNCIL | The Marketing Technology Alert | Scoop.it

The "State of Marketing"—the most valued annual study by the CMO Council—provides an in-depth view of global marketing vitality and direction and serves as a valuable resource tool to help calibrate, prioritize and make a business case for marketing investments. The benchmark report is based on a 50-point assessment taken by more than 525 senior-level marketers from around the globe. The full report is available for purchase ($199 USD) and includes aggregate findings on marketing challenges, priorities, investments, organizational development, agency turnover, compensation and more. A complimentary executive summary of the report and a companion infographic can be sourced as well.

iNeoMarketing's insight:

I curated the Profs post that covered some of the highlights, and thought you would want to access the summary report as well as the means to purchase the report.

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Whats Holding Back More Effective B2B Real-Time Marketing? - Marketing Charts

Whats Holding Back More Effective B2B Real-Time Marketing? - Marketing Charts | The Marketing Technology Alert | Scoop.it

Close to two-thirds of B2B marketers employ some type of real-time marketing, details Econsultancy [download page] in a new report produced in association with Monetate. Adoption levels should only rise, as 86% of survey respondents agree to some extent that “real-time marketing is essential as behavior, device, place and time come together,” and many perceive customer experience benefits to the practice. Yet respondents identify numerous challenges to more effective real-time marketing.

 

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iNeoMarketing's insight:

Internal compliance, approvals, clearance from process owners, etc. There are many barriers for the B2B marketer.

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Disrupting B2B Markets Does Not Happen Overnight - Gartner

Disrupting B2B Markets Does Not Happen Overnight - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


In the B2B world, most innovations have implications far beyond the purchase.  People have to be retrained, systems have to be updated, processes have to be adapted, and more.   Additionally, in the destructive phase, someone (often the person who made the original purchase recommendation) has to make the case for early replacement.   That is not an easy position to take, with its significant political ramifications.

 

When you look at all these factors, you can see why B2B disruptions often take several years before they reach critical mass.   This should be reflected in your strategies.   Progress is critical, but focus on the best way to achieve that progress.   Get some wins from traditional competitive procurements.  Target new buyers that have been on the sidelines since there is less emotional and organizational “baggage.”  For destructive opportunities, focus your energies on one or two competitors and implement strategies to ease the transition from them to you.

 

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iNeoMarketing's insight:

And don't forget Geoffrey Moore's "establishing beachhead" approach.

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Why LinkedIn Will Suck Up All Your Marketing Dollars—and Why You’ll Like It - Kapost Content Marketeer

Why LinkedIn Will Suck Up All Your Marketing Dollars—and Why You’ll Like It - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Digest...


LinkedIn has surpassed these early adopters, and emerged as the most important player in the professional content sharing game.

 

Each of the professional networks’ 300 million users self-organize into industry specific categories, populating the site with personalized data that marketers drool over—like their geographic location, size of company, seniority level, non-profit interests, years of experience, and current job function.

Marketers mine these data fields, slicing and dicing them into manageable segments to communicate with and target.

 

By posting relevant content to each of these smaller segments at strategic times, sellers can get in front of people they believe to be buyers—instead of wasting budget reaching people outside of their ideal customer profiles.

 

Investing marketing dollars into LinkedIn’s content distribution channels in unlikely to disappoint, especially as the company continues to invest its own dollars to improve the quality of lead and revenue delivery. For instance, LinkedIn recently bought longtime partner Bizo, a data software company that’s been helping LinkedIn find the “right people” through digital data for years. The outright purchase of Bizo solidifies LinkedIn’s position in support of content.

 

>> LinkedIn’s Sponsored Updates User Guide PDF: the complete how-to user manual for sponsored updates, including how to set up a business page to how to analyze your results

>> The Content Marketeer’s “LinkedIn Emerges as the #1 Source for Professional Content:” a data-backed dive into how LinkedIn is outperforming other outlets for professional content

>> LinkedIn’s Targeted Ads page: information and online sign-up for paid ads

 

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iNeoMarketing's insight:

LinkedIn, Twitter, Google+, Slideshare. That's it, that's the list.

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PivotPointBrands's curator insight, Today, 8:24 AM

Even those of us who have been using LinkedIn for years are barely scratching the surface of its potential for for connecting us with key individuals, whether they are potential customers, hiring managers or business associates.

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5 Steps to Better Marketing Operations Management - Smart Insights Digital Marketing Advice

5 Steps to Better Marketing Operations Management - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it

Digest...


By thinking through and then implementing some of these following six steps, you can save time, reduce waste and improve operational marketing management.


>> Get everyone pulling in the same direction. Defining business and marketing objectives first is crucial, your most powerful leadership tool is clear and specific objectives. Define your battleground, understand where your efforts are likely to have the greatest impact to the goals you have set.


>> Identify the decision-making and operational structure. Defining individual roles within a framework will help prevent unnecessary overlapping and waste of resources. Once people have a clear suite of accountabilities and see how they fit within the team to help achieve the goals you will have an empowered and focused team. For marketing operations involving more than one team, decide if units will operate under a centralised decision-making structure, or whether local teams will have more tactical decision-making autonomy.


>> Design efficient, tailored processes. To run as smoothly as possible, each aspect of the marketing plan should be guided by a process which takes into account the decision-making structure, available resources, technology and internal and external policies. Designing efficient processes can require some trial and error, so be prepared to adapt them as necessary.


>> Use data to measure marketing performance. Data-driven marketing allows you to continually measure performance and adjust strategy so you’re always on course to reach goals it also removes the HIPPO effect and reduces time debating opinions. Work together with stakeholders to define performance indicators and ensure they are closely aligned with sales and business objectives. Make data-driven marketing efficient by automating report generation.


>> Utilise Technology. While I wouldn’t recommend chasing the next shiny new object, technology can be a great enabler. Tools such as the Adobe Creative Cloud, Basecamp, Google Docs and Dropbox have made traditional labour intensive and time-consuming tasks easy and accessible.

 

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iNeoMarketing's insight:

Should this come from Marketing Ops, or the CMO/CMTO?

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How Authoritative Is Your Content? 6 Tools to Help You Find Out - HubSpot

How Authoritative Is Your Content? 6 Tools to Help You Find Out - HubSpot | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Screen shots from the post's six recommended content authority tools. Nice.

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[NSFW] This Designer Destroys 2014′s Big Marketing Buzzword, and It’s Awesome - Contently

[NSFW] This Designer Destroys 2014′s Big Marketing Buzzword, and It’s Awesome - Contently | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Worth the 2 minutes, but lower your speakers!

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How Content Is Changing And What Marketers Need To Know [Survey Data] - Marketing Land

How Content Is Changing And What Marketers Need To Know [Survey Data] - Marketing Land | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Nice to see how marketers are responding to the buyer's changing search process.

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Attribution, and the Top 13 Marketing Technology Articles Curated Tuesday, 8/19/14

Attribution, and the Top 13 Marketing Technology Articles Curated Tuesday, 8/19/14 | The Marketing Technology Alert | Scoop.it

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

Your shift to the digital realm is moving rapidly. The basic tools are embedded, and the staff continues to improve their martech skills. You’ve got an engine that’s humming and ready to improve. Results are encouraging.

 

But are the results the right results?

 

Those last few feet are critical: tying the spending to ROI. It’s what gives the B2B marketer the strength to continue to grow the organization and drive revenue and profitability. With it, everything changes for you, and all in a positive fashion. Without it, it’s a disaster as you’re seen as a digital moneypit.

 

Your attribution plans are what differentiates you between the spender and the investor.

 

You must (MUST) lay in place plans for attribution, and you need to do this now. If you’re relatively new to digital, build it in as a part of implementation and reporting. If you have an existing system without attribution, stop your spending now and lay it in place. If you have attribution in place, continually improve it.

 

What it cannot rely on: human feedback. There was a time when marketers would survey Sales regarding the % of business driven in from marketing: archaic and inaccurate. It has to be system driven, smart and with sound logic.

 

And what has been generally ignored to date as a method to measure ROI is Attribution Scoring. More on that tomorrow.

 

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:

-- > Technology Marketing Blog: Organizational Tips for Leading the Marketing Transformation - IDC http://sco.lt/661kdF

-- > Marketing: The Corporate World's Least-Happy Function - Forbes http://sco.lt/99qior

-- > A 38-Point Blog Optimization Checklist: Jumpstart Your Lead Generation - Unbounce http://sco.lt/7VajD7

-- > B2B Lead Blog » Why Servant Marketing Matters http://sco.lt/6VZeL3

-- > Google can now track when your online clicks lead to phone calls - VentureBeat http://sco.lt/5QRW4n

-- > Full-Service Technology Vendors: Marketing Automation Support and More - Marketing Action Blog - Act-On http://sco.lt/5k6Epl

-- > Landing Page Optimization: 5 factors that lead to (and prevent) conversion | MarketingExperiments Blog: Researc... http://sco.lt/7i5Lyz

-- > The Best and Worst Words to Use in Subject Lines – New Research - ClickZ http://sco.lt/7pFj17

-- > Download the State of Marketing 2014 Report - CMO COUNCIL http://sco.lt/6lFzH7

-- > Does Infographic Marketing Still Work? A Data Driven Answer - QuickSprout http://sco.lt/4nuTAX

-- > Whats Holding Back More Effective B2B Real-Time Marketing? - Marketing Charts http://sco.lt/7vdhRZ

-- > The State of Chief Marketers in 2014 (infographic) - Profs http://sco.lt/99UAoD

-- > Visual Content Marketing Strategy eBook - Top Rank Blog http://sco.lt/8UXXIP

 

 

See ALL Top Curated Marketing Technology Articles here.

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Marketing: The Corporate World's Least-Happy Function - Forbes

Marketing: The Corporate World's Least-Happy Function - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


They looked up and realized they had bolted-on all of these digital people, agencies, supporting technologies, but in doing so, they had really created two parallel marketing systems.  They had their classic system, built to deliver scale through pre-planned, paid media.  On the other hand, they had this smaller, higher-RPM digital system, stocked with digital natives, but with an inability to really get the broad reach that could move the needle for the business.  Sure, they got flashes of digital success, even brilliance!  But those were often with small audiences and they didn’t endure. So, inevitably, they didn’t scale.

 

Having been through this pain, some leading brands realized their broader marketing system needed a wholesale change and they are aggressively moving to figure out how to change it.  They need to leave behind the system that derives scale via pre-planned, big bang, point-in-time communications thru paid media, and instead achieve scale and relevance through agile management of ongoing earned, owned and shared media.

 

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iNeoMarketing's insight:

So the source of the unhappiness is this dual world that marketers live in. Couple of things...


(1) The post is a focus on the B2C marketer. That's not to say that the B2B marketer leads a peachy life, but he/she doesn't have to deal with the ingrained nonsense to the same degree as the B2C marketer.

(2) It is relatively easier for the B2B marketer to transition to a sole digital world, and the components to the B2B lifestyle are far more identifiable.

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B2B Lead Blog » Why Servant Marketing Matters

B2B Lead Blog » Why Servant Marketing Matters | The Marketing Technology Alert | Scoop.it

Digest...


Let’s call it servant marketing, which can be defined as “serve first and market second.” Servant marketing works like this: How we sell and market informs customers of how we’re going to serve them. It’s not what we say; it’s what we actually do that matters.

 

I think servant marketing is built on the following ideas:

-- >  Empathize with your customers and walk in their shoes to understand their problems

-- >  Think like your customers when they set out to solve a problem and understand each step they take to solve that problem

-- >  Learn how you can help make your customers lives better

-- >  Provide your customers what they want

-- >  Help customers identify and solve problems

-- >  Give customers content and expertise that helps them gain clarity

-- >  Empower employees who touch your customers with the resources, training and tools to really help them

 

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iNeoMarketing's insight:

A bit too close to Customer Experience. May want to meld these two concepts together.

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Cammie Dunaway's curator insight, August 19, 3:26 PM

I have always liked the idea of Servant Leadership so this new concept of servant marketing has natural appeal

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Full-Service Technology Vendors: Marketing Automation Support and More - Marketing Action Blog - Act-On

Full-Service Technology Vendors: Marketing Automation Support and More - Marketing Action Blog - Act-On | The Marketing Technology Alert | Scoop.it

Excerpt...


Full-service solution providers offer a variety of services designed to help businesses run more efficiently. To distinguish themselves from one another, they often partner with specific brands that focus on a particular facet of the business process. There’s no end to the variety of services these types of vendors can represent, including:

-- >  Customer acquisition and customer relationship management (CRM)

-- >  Web design and development

-- >  Email marketing

-- >  Social media marketing

-- >  Mobile application development

 

Such solution providers offer marketing automation support, and often provide training and consultation for their service areas as well, so businesses can focus on their own industry rather than having to develop expertise in entirely new areas. The full-service provider can have many other distinguishing factors in addition to their choice of partners. Some serve niche markets like open source, and many choose to distinguish themselves through outside activities, like offering business advice to new clients or by targeting specific audiences, like VCs.

 

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iNeoMarketing's insight:

Look for the experience in the specific MAP and CRM solutions.

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Brandon Gains's curator insight, August 19, 10:52 AM

Check out the Referral SaaSquatch blog for more Product Marketing Content!

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The Best and Worst Words to Use in Subject Lines – New Research - ClickZ

The Best and Worst Words to Use in Subject Lines – New Research - ClickZ | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

The new data is showing that the gaps are growing.

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Does Infographic Marketing Still Work? A Data Driven Answer - QuickSprout

Does Infographic Marketing Still Work? A Data Driven Answer - QuickSprout | The Marketing Technology Alert | Scoop.it

Excerpt...


Although the data doesn’t look as appealing as it used to, if I were you, I would still continue to leverage infographics for the following 3 reasons:

-- >  They still produce good traffic – unless you are an exceptionally good writer, chances are you are going to generate more traffic from infographics than you will from your blog posts.

-- >  It helps with branding – more people will see your brand, assuming you put your logo on your infographics. This will help increase the amount of direct traffic you receive.

-- >  You’ll get great referral traffic – if it weren’t for infographics, I would have never generated links from sites like Forbes and Huffington Post. Sure, these links may not help boost your rankings as much as they did in the past, but they still drive qualified traffic to your site.

 

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iNeoMarketing's insight:

Infographics continue to play a role in the B2B visual marketing area. Don't discount!

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Brandon Gains's curator insight, August 19, 10:53 AM

Check out the Referral SaaSquatch blog for more Product Marketing Content! www.referralsaasquatch.com/blog