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Marketo IPO may spark suitors, including Salesforce.com - PC World

Marketo IPO may spark suitors, including Salesforce.com - PC World | The MarTech Digest | Scoop.it
Cloud-based marketing automation vendor Marketo's plans to raise up to $75 million in an initial public offering, which were revealed this week, could influence larger companies to acquire the company, including Salesforce.com and SAP.


Key excerpt...


While Marketo is integrated with other CRM vendors, such as Microsoft, Oracle and SAP, it gains most of its revenue from Salesforce.com, according to the filing.

 

Salesforce.com has been seen as reluctant to acquire similar capabilities for fear of alienating Marketo and similar partners. But it has also stood back and watched as one Marketo competitor after another has been scooped up for handsome sums.

 

Marketo's IPO could spur Salesforce.com and other vendors to seek an acquisition, since IPOs, if successful, can create serious buzz around a company. IPOs also set a market price for a company's stock, helping bidders come up with an attractive offer.


marketingIO's insight:

We don't see it. Our experience is that SFDC will acquire companies who add unique value for the SFDC customer, can be integrated easily (not only from a technology standpoint but from a management standpoint), and won't alienate other AppExchange partners. Marketo doesn't fit this criteria: they are not unique, they're a larger company that may not integrate cleanly, and will clearly alienate AppExchange partners. It's our humble opinion that SFDC will not acquire a marketing automation vendor: it's probably easier to slowly build that functionality into the mothership.


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How to find the right keywords for your content strategy: Lessons from a B2B SEO consultant

How to find the right keywords for your content strategy: Lessons from a B2B SEO consultant | The MarTech Digest | Scoop.it
By crafting content around keywords, you're increasing the likelihood that many more people will see and read your work. Here's how to pick your keywords.
marketingIO's insight:

This is a sensible approach to keyword research, which needs to be a part of your content strategy (and inbound efforts). See this link for more on keyword research: http://www.scoop.it/t/the-marketing-automation-report/?&tag=keyword+research

 

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

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How Dropbox grew 3900% with a simple referral program – Inside Viral Loops

How Dropbox grew 3900% with a simple referral program – Inside Viral Loops | The MarTech Digest | Scoop.it
The philosophy of Dropbox’s referral program was very plain. Since the product offered storage space in the cloud, they decided to reward people with more free space not only for referring their friends but also for accepting an invitation.

In order words, we’re talking about a 2-side referral program for a compelling product, that rewarded both sides for completing the desired task; registering for Dropbox.

The details that made a champion:

It was part of the onboarding process

People had a clear view of the benefits

Ridiculously easy invitation process

People knew their referral status
marketingIO's insight:

This is a tremendous case study with excellent detail. And as a bonus, you can find templates to use here: https://viral-loops.com/templates/refer-a-friend 

 

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

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What B2B Sales Teams Need From Marketing to Win Deals - MarketingProfs

What B2B Sales Teams Need From Marketing to Win Deals - MarketingProfs | The MarTech Digest | Scoop.it
B2B sales leaders say they could win more deals if their marketing teams delivered better messaging and more qualified leads. See what else the research has to say.
marketingIO's insight:

If you jumped into Doc Brown's DeLorean and went back 35 years, you'd find that these charts would be the same. Seriously.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact marketingIO. #MarTech #DigitalMarketing

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Most Marketers Say They Understand AI, but the Details Are Hazy - eMarketer

Most Marketers Say They Understand AI, but the Details Are Hazy - eMarketer | The MarTech Digest | Scoop.it
Very few consider themselves experts
marketingIO's insight:

For AI to be impactful, it needs to be integrated within MarTech applications. See Salesforce as an example.

 

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

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6 Hacks to Trigger an Action in your Email Campaigns - EmailMonks

6 Hacks to Trigger an Action in your Email Campaigns - EmailMonks | The MarTech Digest | Scoop.it
1. Offer Relevant and Personalized Content
2. Bowing down to Visual Hierarchy
3. Exclusivity with Interactive Elements
4. Designing an Actionable, Prominent CTA
5. Focusing on Font Styling and Colors
6. Adding a dash of Social Proof
marketingIO's insight:

I don't think they're hacks, but more best practices. You'll want to click through to view the examples.

 

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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Study: Just 9% of CMOs view themselves as owners of the customer experience - MarketingDive

Study: Just 9% of CMOs view themselves as owners of the customer experience - MarketingDive | The MarTech Digest | Scoop.it
  • "The confused relationship between sales and marketing departments when it comes to delivering on true multi-channel customer experiences is hampering brands' strategies, according to a report from the CMO Council, SAP Hybris and SellingPower magazine that was made available to Marketing Dive. Only 7% of sales leaders and 9% of CMOs view themselves as owners of the customer experience, the groups found. 
  • Delivering a multi-channel customer experience blurs the lines between sales and marketing relationships, with both groups understanding and cooperating on what's needed to accomplish their goals but neither group wanting to take on the lead or the risks associated, the report said. Because neither group wants to claim a leadership role, this vital revenue-generating opportunity area is being left without oversight and collective direction.
  • One issue is few sales or marketing leaders think they have the tools or technology to drive an organization-wide strategy. Thirty-five percent of sales execs and 38% of marketing execs said data and customer intelligence are limited to insights pulled from within sales or marketing. Fewer than 25% of sales leaders and 39% of marketers believe they have total access to a comprehensive customer view."
marketingIO's insight:

Here, let me state it: in the B2B world, there is no way in hell that the Marketing function should own CX. It's the Sales side, the Product Management side, and the Support side. No where does Marketing fit into this equation.

 

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

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Three New Facebook Ad Features to Boost Your ROI - MarketingProfs

Three New Facebook Ad Features to Boost Your ROI - MarketingProfs | The MarTech Digest | Scoop.it
1. Split-Testing

Split-testing is just the same as A/B testing. Facebook tests your campaigns on the basis of the parameters you select. It also allows testing three variations, like A/B/C testing; however, you can test only one variable at a time. The system creates a different audience group and runs the campaign. You can select one of the following options, and Facebook makes variations for you:

2. Customer LTV

The customer lifetime value (LTV) feature is another cool one that you should definitely check out. Facebook recently added this option in the audience section. To understand the feature, you must be aware of "lookalike audiences" on Facebook.

3. Fullscreen Canvas Experience

Another feature is Fullscreen Canvas, a mobile experience. You can create a custom layout to drive better engagement.
marketingIO's insight:

The article goes into great detail behind each of the three features.

 

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

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Facebook Disables Employer Targeting, And B2B Marketers Must Adapt | AdExchanger

Facebook Disables Employer Targeting, And B2B Marketers Must Adapt | AdExchanger | The MarTech Digest | Scoop.it
Facebook’s decision to disable segments around self-reported user information, including employers, won’t significantly change the amount of spend the platform gets from B2B marketers, according to numerous agency sources.

Facebook disabled targeting around self-reported segments after ProPublica revealed Thursday that advertisers can target users with anti-Semitic and derogatory terms. The ban includes employer and education segments, as Facebook users can list anyone under those categories without verifying their listed company or school.
marketingIO's insight:

Clearly a hit to ABM efforts.

 

Dark marketing clouds ahead? marketingIO helps you to see clearly. Contact us. #MarTech #DigitalMarketing

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Salesforce adds 3 new Einstein features, unveils AI startup fund - VentureBeat

Salesforce adds 3 new Einstein features, unveils AI startup fund - VentureBeat | The MarTech Digest | Scoop.it
Salesforce is celebrating the one year anniversary of unveiling the Einstein artificial intelligence capabilities for its products with a new set of three features for users of its Sales Cloud services.

A new Einstein Forecasting feature will use machine learning to help sales managers provide more accurate predictions about how well their team will perform over the course of a given period, based on all the data stored in Salesforce.

Einstein Opportunity Scoring will provide them with information about which in-progress sales deals are most likely to succeed, along with those that are at risk of falling through. 

Einstein Email Insights uses natural language processing to parse the contents of sales reps’ emails and tell them what they need to respond to, plus why that particular message is important. 
marketingIO's insight:

Now we're starting to see more separation from the field. Not yet 31 lengths, but on the way.

 

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

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Unilever finds startups can replace some agency tasks - Digiday

Unilever finds startups can replace some agency tasks - Digiday | The MarTech Digest | Scoop.it
Unilever, one of the world’s largest marketers, is briefing startups on the tasks previously handled by the agencies it has axed in recent months as part of its ongoing efforts to limit agency and production fees.

The advertiser slashed its spend on agencies by 17 percent in the first half of 2017, while simultaneously making more moves to get closer to entrepreneurs. Over the last six months, it has launched co-working spaces in Singapore and Ireland where its marketers can sit beside up to 50 startups, with plans to erect more throughout the U.S., Europe and Asia. In these hubs, both Unilever’s marketers and startups work on live briefs, while the latter also have access to networking opportunities such as fireside chats and mentoring programs.

By cozying up to startups in these spaces, Unilever plans to give startups like user-generated-content platform Vidsy and influencer marketing technology Mavrck more of its marketing budget. Startups are already taking on more of tasks such as customer research, content production and social listening, which Unilever’s defunct agencies once handled, according to Aline Santos, evp of global marketing. It’s left some of Unilever’s traditional agencies in a precarious position at a time when Santos and her team are cutting half of the 3,000 agencies they use around the world and are making 30 percent fewer ads.
marketingIO's insight:

This is out-of-the-box thinking that rewards innovation and risk-taking.

 

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

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10 Benefits of a Loyalty Rewards Program [Infographic] - MarketingProfs

10 Benefits of a Loyalty Rewards Program [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Loyalty rewards programs can give you immense benefits, but you have to know what your goals are and how to measure them. Check out this infographic for tips on loyalty-program success.
marketingIO's insight:

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

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New Forrester Waves Assess Customer Journey Analytics Platforms · Forrester

New Forrester Waves Assess Customer Journey Analytics Platforms · Forrester | The MarTech Digest | Scoop.it

To assess the state of the market and gauge how the vendors stack up, we evaluated the strengths and weaknesses of the top customer journey analytics platform vendors. The set of 27 criteria is the same for the two evaluations, but the weightings are different to reflect whether your company’s priority is journey visioning or journey orchestration.

 

  • The Forrester Wave™: Customer Journey Analytics Visioning Platforms, Q3 2017. Where we identified the 13 most significant vendors — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist, SuiteCX, TandemSeven, Teradata, Thunderhead, Touchpoint Dashboard, Usermind, and Verint — and researched, analyzed, and scored them.
  • The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017. Where we identified the 10 most significant vendors — Adobe, ClickFox, ENGAGEcx, Kitewheel, NICE, Pointillist, Teradata, Thunderhead, Usermind, and Verint — and researched, analyzed, and scored them.
    At the same time, we’ve also published a companion report “The Seven Top Questions About Journey Analytics” which answers some of the common questions we get about journey analytics.
marketingIO's insight:

Thunderhead is offering the Orchestration report here: https://www.thunderhead.com/useful-stuff/forrester-wave-customer-journey-analytics-platforms/. If you're a Forrester subscriber, you know the drill.

 

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

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Blockchain marketing technology has arrived and is about to explode - VentureBeat

Blockchain marketing technology has arrived and is about to explode - VentureBeat | The MarTech Digest | Scoop.it
To help answer that question, the first ever Blockchain Marketing Technology Landscape has been launched today by Never Stop Marketing. Inspired by Scott Brinker’s scarily humongous Marketing Technology Landscape, this first iteration shows both the current situation and the immense promise blockchain technology can offer marketers and advertisers. The most obvious target for disruption? Adtech.

marketingIO's insight:

The ledger as a foundation approach to transactional MarTech (which is pretty much all of it) is just starting. Watch this graph get filled up over the next 18 months.

 

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

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It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results | CustomerThink

It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results | CustomerThink | The MarTech Digest | Scoop.it

"Not everyone has a big budget to spend on completely restructuring their marketing org, buying fancy technology, etc. Take a deep breath and start small to win big. Here’s how Kate Athmer of Integrate suggests getting started:

  • Identify which demand gen challenges are affecting your organization. We created a demand marketing assessment guide to help with this. You can get it here.
  • Talk to your peers at other organizations to learn how they’re approaching similar problems.
  • Create a strategy for solving these challenges incrementally.
    • How can you reiterate manual processes to speed them up? For example, creating templates for repetitive efforts.
    • Are there any alternative ways to approach a problem that would be more efficient? Maybe existing tech you have could be repurposed?"
marketingIO's insight:

The sooner B2B MarTech is pulled from Marketing and given to Sales Ops, the better for mankind. And I'm a marketer.

 

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

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Hacking web design with neuroscience: 5 ways to influence how users see your website - EyeQuant

Hacking web design with neuroscience: 5 ways to influence how users see your website - EyeQuant | The MarTech Digest | Scoop.it

Hack #1: Visual simplicity (de-cluttering your design)
Follow our Simple 3-Step Process for Decluttering your Website, which includes tips for:

  • cutting back on unnecessary text,
  • stretching the page vertically by adding more white space, and
  • replacing "busy" imagery.

Hack #2: Luminance Contrast

Luminance refers to the intensity or perceived "brightness" of a light, or in this case, the brightness of a color used on your website. The idea that bright colors attract attention isn't new, but here's the thing: our data suggests it's the contrast in brightness that really matters - particularly when it comes to text and background colors. 

 

Hack #3: The Pop-Out Effect (Color)

We've found that the effect of luminance contrast is greater than the pop-out effect, but understanding both effects can help you determine the optimal color scheme. A good rule is to use a color that is high in luminance contrast but doesn't appear frequently on the page. That means:

  • No "ghost buttons" (more on that here)
  • Don't use your primary brand color to emphasize content
  • It can help if headlines, key value propositions, and calls to action are a different color from the rest of the text on the page.

Hack #4: Center-Left Spatial Biases

Many consultants claim that users scan/read pages in an F or Z-Shaped Pattern, but our data suggests those rules of thumb aren't reliable. We analyzed scan-phase eye tracking data from 99 websites (each one viewed by 46 people), and there is a center-left spatial bias.

Hack #5: Using Lines & Edges

You should avoid obnoxiously large text, but the data also suggests that if you want to increase the amount of attention going to your headline (or other text), you're better off increasing font weight (boldness) than font size. You should also consider edge density when selecting imagery. Images containing areas of high image density are more likely to distract users. Be careful with images that contain patterns or high-density backgrounds (trees, grass, rows of windows, etc).

marketingIO's insight:

Very smart guidance on website visuals. When you click-through, the article provides terrific examples 

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact marketingIO. #MarTech #DigitalMarketing

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How Should You Implement Your Software? | G2 Crowd

How Should You Implement Your Software? | G2 Crowd | The MarTech Digest | Scoop.it
For the purpose of this blog, I decided to look at three different software categories on G2 Crowd’s website: applicant tracking system (ATS), social advertising and accounting software. These categories were selected completely at random. I will take a look at the price, return on investment (ROI), user adoption and go-live time with these software tools, comparing an in-house team versus third-party consultants and vendor services teams.

marketingIO's insight:

Issues with the comparison: outsourced, used when there is a lack of staff, does not have the same executive access as in-house. As a result, time is extended impact go-live and ROI.

 

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

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How To Easily Change WordPress Themes - Bluehost

How To Easily Change WordPress Themes - Bluehost | The MarTech Digest | Scoop.it
After choosing a theme, you may want to switch to a new one or preview potential options for a switch. Before you change your theme, be sure to follow these steps and backup or clone your existing site to ensure that your theme change goes smoothly.

Be careful when changing your theme. Most of your information will transfer, but not all of it. Your pages, posts, default WordPress settings, and media uploads will be unaffected. However, the change will affect the display of your information.
marketingIO's insight:

Click through for the directions. It's a bit harder than what it reads.

 

MarTech is the New Black. Get fashionable. Contact marketingIO to see how. #MarTech #DigitalMarketing

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4 Elements of a Successful B2B E-commerce Strategy - B2B News Network

4 Elements of a Successful B2B E-commerce Strategy - B2B News Network | The MarTech Digest | Scoop.it
Advanced Configurability
You need advanced configurability of pricing options and end user capabilities, as well as complex product and service combinations for quoting and ordering.

 

Personalization

Gartner predicts that by 2018 B2B organizations with effectual personalization on their e-commerce sites will outsell by 30% their competitors without the same level of personalization.

 

Enrich the Commercial Process

Expand the traditional shopping cart approach so that B2B e-commerce solutions consider speed and quality throughout the end-to-end commercial process. This permits businesses to minimize the amount of time spent on menial tasks and offers customers information in a more comprehensive and suitable way.

 

Leverage an Integrated Platform

An integrated B2B solution enhances the customer experience with bill of material (BOM) level specifics on products, visibility into the supply chain, giving multi-channel order history, integrated order processing and on-demand reporting.
marketingIO's insight:

B2B E-commerce relieves a significant amount of sales burden.

 

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

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What to do when your CRM project fails - CIO

What to do when your CRM project fails - CIO | The MarTech Digest | Scoop.it
Many IT articles discuss how to avoid project failures…which is great, but according to industry analysts, at least one-third of CRM projects fall short. Here, we’re going to explore what to do if you’re in that unlucky 33 percent.
marketingIO's insight:

Please click through for the what to do's, but these are the questions you need to ask so as to drill down and find the issues.

 

Predictive Analytics is the next step in Marketing Automation. Contact marketingIO to see how. #MarTech #DigitalMarketing

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Uberflip Introduces AI-Powered Content Recommendation Solution - Demand Gen Report

Uberflip Introduces AI-Powered Content Recommendation Solution - Demand Gen Report | The MarTech Digest | Scoop.it
Uberflip AI is designed to give marketers the ability to fuse the art of marketing with the power of artificial intelligence. The solution aims to help marketers recommend content to their audiences. The company said its AI-based recommendation engine creates deeper content engagement, more personalized content experiences, and accelerates sales cycles for marketers and salespeople.

Features of Uberflip AI include:
Visitor Insights — Leveraging a direct integration with Bombora, Uberflip AI includes a dashboard of detailed visitor insights, such as topics of visitor intent and demographic data surrounding their company and industry. 

Content Recommendations — Using Uberflip AI, marketers can present personalized content recommendations in a variety of different layouts and locations throughout their Hub to boost engagement and conversion rates with content. 

AI Website Widget — Marketers can strategically place AI-powered recommendations on their websites to get the most interactions possible, seamlessly alongside Uberflip Hubs. 
marketingIO's insight:

Suffering from MarTech FOMO? We’ve got the cure. Contact marketingIO. #MarTech #DigitalMarketing

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14 Common Mistakes With UTM Tags (and How to Avoid Them) - Holini

14 Common Mistakes With UTM Tags (and How to Avoid Them) - Holini | The MarTech Digest | Scoop.it

"Contents

  • Mis-tagging Social Media links and not separating paid and non-paid social campaigns
  • Setting the medium to “cpc” when tagging Social Media campaigns
  • Mixing lowercase and uppercase letters
  • Making UTM parameter values difficult to read in campaign reports
  • Incorrectly using ‘&’, ‘=’, ‘?’ and ‘#’ symbols in UTM tags
  • Using UTM tags to track internal links
  • Not testing tagged links before using them
  • Creating unique campaign names for each medium and source
  • Making spelling mistakes when using Google Analytics UTM tags
  • Not following a consistent naming convention for UTM campaigns
  • Confusing the purpose of  “utm_source” and “utm_medium” parameters
  • Not using the mandatory utm_source parameter"
marketingIO's insight:

Predictive Analytics is the next step in Marketing Automation. Contact marketingIO to see how. #MarTech #DigitalMarketing

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The Ultimate Slide Deck Collection to Help You Excel As a Growth Hacker | Growth Engineers

The Ultimate Slide Deck Collection to Help You Excel As a Growth Hacker | Growth Engineers | The MarTech Digest | Scoop.it
Any growth hacker crave knowledge. While many aspiring growth professionals love to devour tips and tricks, they are not the essence of growth hacking.
marketingIO's insight:

BOOKMARK THIS!!! A tremendous collection of knowledge presented by topic. Want to get martech smarter! START HERE!!!

 

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

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How Do You Software: Value-Added Reseller or Implementation Services? | G2 Crowd

How Do You Software: Value-Added Reseller or Implementation Services? | G2 Crowd | The MarTech Digest | Scoop.it
Implementation service providers assist with software installation, setup, training and support, enabling businesses to get the most out of their software. Consultants work closely with the the business to understand their software needs; they then plan the implementation, set goals and train employees. Implementation services can be performed virtually or in person. Keep in mind that implementation service providers do not sell software, but rather they offer implementation, support and training services.

Choosing the right software is as important as choosing the right VAR, and many companies choose the software and VAR at the same time. Customers should consider purchasing software from a VAR if they need specific features within individual software products. VARs helps companies optimize their resources by adding value to software. Beyond offering software solutions, VARs often offer implementation services and support.
marketingIO's insight:

Look for a vendor who does both....like us.

 

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

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What's the Most Annoying Thing About Email Marketing? - eMarketer

What's the Most Annoying Thing About Email Marketing? - eMarketer | The MarTech Digest | Scoop.it
When bad data creates a poor experience
marketingIO's insight:

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact marketingIO. #MarTech #DigitalMarketing

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Why Marketers Need to Deliver Accessible Emails - Salesforce

Why Marketers Need to Deliver Accessible Emails - Salesforce | The MarTech Digest | Scoop.it
Web accessibility refers the ease with which people can access a brand’s online content and communications, including email. Typically, it concerns guidelines that designers, developers, and content creators can use to build digital communications so that people with disabilities can use and engage with them in meaningful ways. Disabilities that affect how people are able to access content online include visual and hearing impairments, limited mobility, and cognitive or neurological disabilities, among others.

Many people with disabilities use devices like screen readers and special keyboards to explore and interact online. Making your emails accessible simply means that you’ve built them in a way that allows these devices to understand and navigate your content.
marketingIO's insight:

The article delves a bit into the "how."

 

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

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