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How to build great b-to-b social content in three steps :: BtoB Magazine

How to build great b-to-b social content in three steps :: BtoB Magazine | The Marketing Technology Alert | Scoop.it

Digest...


Here’s my take on three steps to generating successful social content from and for your community of customers, partners and influencers:

  1. Discover. Use a mixture of listening tools like NetBase and Twitalyzer to conduct audience research (it usually takes more than one tool to get all you need). Always start by learning a) what is being talked about, b) who the most influential voices are, and c) where their virtual water coolers are found. You’ll learn the keywords of the conversation you want to join before you jump in, helping your message resonate with real customer pain points.  Create a scoring mechanism to prioritize the influencers who are most valuable to you. Then, find ways to engage in conversations with them.
  2. Empower. The real task is to get your internal experts (product management, designers, etc.) to talk to customers and influencers about how products are designed to solve business problems. It can be hard to get your experts to be on the front lines of communication.
  3. Publish: Here’s something that IS in the realm of marketing’s role in social media marketing—finding ways to highlight the most engaging content on your channels. You can link to popular blogs or discussions in your hosted community, or via Facebook posts, or tweets/retweets or LinkedIn comments. Feature links to your most popular blogs in your next monthly newsletter.


iNeoMarketing's insight:

The author is responsible for SAP's Community Network, so she speaks with authority. You'll want to click through to gain a greater understanding of her pillars.


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Annenkov's curator insight, April 12, 2013 8:50 AM

3 шага куратора содержания: открыть перспективное направление, обогатить новым содержанием и формой, транслировать сообществу.

ProjectManager.com's curator insight, April 15, 2013 3:43 AM

#b2b #marketing

The Marketing Technology Alert
The Marketing Automation Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Is a Marketing Engineer Certification Possible?, and the Top 13 Marketing Technology Articles Curated Monday, 7/27/14

Is a Marketing Engineer Certification Possible?, and the Top 13 Marketing Technology Articles Curated Monday, 7/27/14 | The Marketing Technology Alert | Scoop.it

The environment for Marketing Engineering (MktgE) is right: technology, algorithms, statistics, optimization, etc. The need is there for MktgEs. The knowledge is starting to be documented, and shortly we’ll see MktgE offered at the university level.

 

What about a professional certification?

 

Some engineering certifications are required by various jurisdictions as it impacts the general welfare of the public, so that drives the acceptance of a central association to test and certify. Others do not, but rely on associations who provide other jurisdiction-required certifications or rely on universities. In other words, there’s a reliance on an existing entity that is an authority.

 

Probably the best path for an MktgE is through a university, where there is a rigid curriculum offered at the undergraduate and/or graduate level, either full time or part time. Marketing Engineering courses are available, e.g., University of Michigan, but a single course does not come close to scratching the surface of all the mechanics involved with the application of marketing technologies.

 

There’s an opportunity to create a new area of study that goes deep, deep, deep into all facets of the new era of marketing, steeped in technology, science and math. All you need is one major university to start the ball rolling towards a Marketing Engineering degree.

 

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:

-- > Customer Experience Matrix: LinkedIn Buys Bizo and Oracle Adds Database Services: Everything Is Going According... http://sco.lt/6KvU6j

-- > Marketo Reports 60% Growth In Q2 2014, Citing Strong Product Adoption And New Apps - Demand Gen Report http://sco.lt/8Fit5l

-- > Why the Modern Sales and Marketing Funnel is Like a Pinball Machine - TechTarget | Mktr2Mktr http://sco.lt/7bue6D

-- > The Modern CRM - Forrester http://sco.lt/8sFw01

-- > Why Should I Use Video in My Next Marketing Email? - Tower Data http://sco.lt/8elzJx

-- > Math For Marketers: Why Attribution Is Upside-Down - Ad Exchanger http://sco.lt/7yPM9p

-- > How to Use Twitter Lead Gen Cards to Increase Newsletter Sign-ups - Search Engine Watch http://sco.lt/5hxUPJ

-- > A 217% Lift Every Content Marketer Should Be Getting, But Will You? - ClickZ http://sco.lt/5oMHyr

-- > [FREE!] The Forrester Wave: Digital Experience Delivery Platforms, Q3 | 2014 Adobe Experience Manager http://sco.lt/5HQotN

-- > [FREE] Jill Konrath - LinkedIn Sales Secrets http://sco.lt/578rQX

-- > 8 Digital Marketing Conferences in September Worth Attending - Contently http://sco.lt/5N2Oi9

-- > Enterprise Local Marketing Automation Tools 2014: A Marketer's Guide - Digital Marketing Depot http://sco.lt/5QV9uL

-- > The Terms, Laws, and Ethics for Using Copyrighted Images on Social Media - infographic - Digital Information World http://sco.lt/6RamcD

 

 

See ALL Top Curated Marketing Technology Articles here.

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Marketo Reports 60% Growth In Q2 2014, Citing Strong Product Adoption And New Apps - Demand Gen Report

Marketo Reports 60% Growth In Q2 2014, Citing Strong Product Adoption And New Apps - Demand Gen Report | The Marketing Technology Alert | Scoop.it

Digest...


Marketo  announced that Q2 2014 revenues reached $36 million, a 60% growth over the same period the previous year.

 

Deferred revenue for Q2 2014 was $53.2 million, up 74% year over year from $30.6 million and up 17% compared to the $45.6 million at the end of Q1 2014.GAAP net loss was $13.1 million, a net loss per common share of $0.33. Non-GAAP net loss was $6.7 million, or $0.17 net loss per common share.

 

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iNeoMarketing's insight:

Curious as to unit growth. We'll start to see stats come out shortly from all the vendors.

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The Modern CRM - Forrester

The Modern CRM - Forrester | The Marketing Technology Alert | Scoop.it

Digest...


1) Align your CRM strategy with your customer experience strategy.

 

2) Focus CRM outcomes on revenue uplift, not operational efficiencies. Don't focus on intricate cost-based justifications for CRM - focus on business outcomes which quantify the value of driving higher levels of revenue and company profitability through winning, serving, and retaining customers and enabling the workforce to be more productive and aligned to customer strategies.

 

3) Leverage CRM to support the end-to-end customer journey. Customers are increasingly impatient as they engage with companies. They want to use multiple communication channels and touchpoints in the course of a single interaction, and not have to repeat their situation every time they switch channels.

 

4) Deeply personalize engagement. Customer experiences must be deeply personalized, based on explicit and implicit feedback about customer needs and preferences, and must be delivered in the moment, taking into account a person’s current state and location.

 

5) Extend CRM by leveraging integrations. Welcome to the Internet of Things. With modern services and standardized APIs, it's easy to use lighter-weight CRM solutions, or best-in-breed applications, allowing organizations to purchase just what they need and integrate it into a larger technology ecosystem, rather than trying to purchase a massive application that covers every eventuality.  

 

6) Engage users simply.  CRM success demands role-based, simplified user interfaces. User experiences should be task-based and map to common processes, which proactively display relevant information such as the products that the customer owns, the services they subscribe to, and what customer tier they’re in.

 

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iNeoMarketing's insight:

It really is CRM 2.0, especially as the centerpiece of the marketing cloud. It's about revenue generation and an improved CX.

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Math For Marketers: Why Attribution Is Upside-Down - Ad Exchanger

Math For Marketers: Why Attribution Is Upside-Down - Ad Exchanger | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Makes perfect sense, and applicable to B2B.

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A 217% Lift Every Content Marketer Should Be Getting, But Will You? - ClickZ

A 217% Lift Every Content Marketer Should Be Getting, But Will You? - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Taking the time to test different headline options could give you a huge boost in the amount of traffic your content marketing can generate - it's worth the extra time and effort to test.

 

However, a recurring theme is that few if any headlines are tested continuously.

 

"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." - David Oglivy

 

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iNeoMarketing's insight:

The reason why I included this post is the David Oglivy quote: will always continue to amaze.

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[FREE] Jill Konrath - LinkedIn Sales Secrets

[FREE] Jill Konrath - LinkedIn Sales Secrets | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

If you've been following Jill, you know that she's been on top of this strategy.

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Enterprise Local Marketing Automation Tools 2014: A Marketer's Guide - Digital Marketing Depot

Enterprise Local Marketing Automation Tools 2014: A Marketer's Guide - Digital Marketing Depot | The Marketing Technology Alert | Scoop.it

Vendor Profiles:

• Balihoo

• BrandMuscle

• Bright Local

• Chatmeter

• Moz Local

• Kenshoo Local

• LocalVox Media

• Mediative Places

• MomentFeed

• Placeable (Location Insight)

• Rio SEO

• SIM Partners

• SproutLoud

• SweetIQ

• SycaraLocal

• Universal Business Listing

• Where 2 Get It

• Yext

 

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iNeoMarketing's insight:

Local only!

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Marketing Engineering as a Discipline, and the Top 15 Marketing Technology Articles Curated Friday, 7/25/14

Marketing Engineering as a Discipline, and the Top 15 Marketing Technology Articles Curated Friday, 7/25/14 | The Marketing Technology Alert | Scoop.it

“…the intrinsic complexity of many marketing problems defies easy solutions or automation; often, a combination of decision support tools and the judgment of the decision maker provides the best results. That is, approaches that systematically combine managerial judgment with formal decision models are Marketing Engineering (ME): a systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported interactive decision process. In an organizational setting, the ME approach required the design and construction of decision models and the implementation of those models in the form of marketing management support systems (MMSSs).”

Principles of Marketing Engineering

Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn

DecisionPro, Jan 1, 2007

 

It’s a great start, but ME is more than making and implementing decisions. Just as the mechanical engineer produces something, so should the ME. Something tangible, something measurable. An ME can make decisions, implement decisions, but must measure the results of the decision so that optimization can take place.

 

Its results that provide a seat at the table for Marketing, not decisions. If Marketing is going to go around and make decisions without being accountable for the results, then we’re right back to where we started pre-martech.

 

A definition of Marketing Engineering must incorporate a results-orientation where the results are in alignment with corporate goals and objectives. So I’d add the following to the above: …where the results are in alignment with corporate goals and objectives.

 

What makes a marketer an ME? More than a definition, it is based on achieving a set of standards laid down by a professional organization. Now it gets tricky, and more about this next week.

 

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:

-- > Oracle Creates Data Cloud To Provide Access To Anonymous User Data - DemandGen Report http://sco.lt/5aZP3h

-- > CMOs Who Take Charge of Digital Make More Money - DMNews http://sco.lt/4z6LtB

-- > 5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr http://sco.lt/7Jzke1

-- > Technology for Marketers: Are you Engaging Effectively? - Ruder Finn UK Ltd http://sco.lt/8OhUDB

-- > MarTech and GrowthBeat Agendas http://sco.lt/62ET5t

-- > The Evolution of SEO - RE/code http://sco.lt/7gLf8b

-- > What Are Personalizations Biggest Challenges and Opportunities? - Marketing Charts http://sco.lt/6AxdLN

-- > 10 Reasons to Combine Search and Social (Infographic) - Digital Marketing Philippines http://sco.lt/70CEK1

-- > The Future of Marketing [Infographic] - B2B Infographic http://sco.lt/5PzIMj

-- > The DNA of a Growth CMO – Growth Marketer http://sco.lt/5szxGj

-- > Google Plus to Increase SEO: 9 Tactics to Use Now & Benefit Forever - Social Media Online Classes http://sco.lt/4hUfj7

-- > Email Marketing: Copy test increases clickthrough 37% | MarketingExperiments Blog http://sco.lt/60RQX3

-- > 4 Advanced B2B Strategies for Hyper-Targeted Marketing Campaigns - ClickZ http://sco.lt/6g2R2P

-- > ‘It’s A Great Time To Be A Marketer’ - http://CMO.com  http://sco.lt/7eYcZl

-- > How Much Do Chief Marketers Get Paid? [Infographic] - Profs http://sco.lt/8ACcWv

 

 

See ALL Top Curated Marketing Technology Articles here.

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CMOs Who Take Charge of Digital Make More Money - DMNews

CMOs Who Take Charge of Digital Make More Money - DMNews | The Marketing Technology Alert | Scoop.it

Digest...


The median base salary of the 345 global CMOs surveyed for the report was $200,000. Only 4% of those polled reported bases of $500,000 and the top earners were more likely to focus on accomplishments that play well in corporate boardrooms: restructuring marketing to drive results, improving marketing yield, and building digital capabilities.

 

Crucial to ascending that platform is building alliances with other c-level officers with stakes in digitalization. Of CMOs earning between $200,000 and $349,000, 40% or more reported strong working relationships with CIOs, CFOs, and chief innovation officers.

 

One scenario being played out in boardrooms that could be holding marketers back is the appointment of chief digital officers, says [University of Virginia marketing professor Kimberly] Whitler. “Boards are interested in companies leveraging digital, but appointing a CDO bifurcates the role. CMOs are in charge of commercialization and they are more likely to produce results and be recognized if they are in charge of digital, too.”


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iNeoMarketing's insight:

Dammit, I've been warning you: embrace marketing technologies to drive opportunities and seize the digital initiative. It'll put more damn money in your pocket!

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Technology for Marketers: Are you Engaging Effectively? - Ruder Finn UK Ltd

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iNeoMarketing's insight:

Look at the channel preference!

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The Evolution of SEO - RE/code

The Evolution of SEO - RE/code | The Marketing Technology Alert | Scoop.it

Digest...


Here are five ways SEO has evolved over the past decade:

 

Instant results are so 2004. The way SEO is evolving, it is necessitating an overarching approach that embraces solid content and quality, which might not generate instant Web traffic. For both SEO consultants and clients, this means giving up the notion that there are secret, platinum-level strategies that will miraculously catapult a website to the top overnight.

 

Site rankings reports do not trump all. Page views, not entire website rankings, are critically important; and Google is finally eliminating keyword data for all — even paid — searches. Diverse analytics tools are the key, and a good SEO consultant will know how each page is doing, as well as the level of social media engagement.

 

Website design matters. When it comes to SEO, the length of time people stay on your page is essential, and if your website is horribly configured and inhospitable to the users, they just won’t stay on your page.

 

No more content for content’s sake. Flooding a website with useless, keyword-heavy content just to have new material to post will only bore your viewers and, ultimately, you. Why struggle to find alternate ways to say the same thing again and again? You want a site that people are eager to view and, importantly, eager to link to.

 

Exchanging links = bad. Link exchanges with random sites won’t help build your profile, and if the site to which you link is exceptionally unworthy, you can count on it turning into a dead link in no time. Furthermore, Google is becoming exceptionally draconian when it comes to linking with article directories.

 

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iNeoMarketing's insight:

A very straightforward explanation for the non-marketing tech person, and bullet points you may want to put in your back pocket for future arguments.

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10 Reasons to Combine Search and Social (Infographic) - Digital Marketing Philippines

10 Reasons to Combine Search and Social (Infographic) - Digital Marketing Philippines | The Marketing Technology Alert | Scoop.it
Discover these 10 hard-to-ignore reasons why combining search and social is beneficial for business owners.


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The DNA of a Growth CMO – Growth Marketer

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Customer Experience Matrix: LinkedIn Buys Bizo and Oracle Adds Database Services: Everything Is Going According To Plan

Customer Experience Matrix: LinkedIn Buys Bizo and Oracle Adds Database Services: Everything Is Going According To Plan | The Marketing Technology Alert | Scoop.it

Digest...


Arguably Oracle’s announcement was little more than relabeling of the BlueKai data management platform it purchased in February. But Oracle presented it in terms that make clear it sees a new, central role for data in the marketing technology stack.

 

The key notion is that this consolidated database has its own very high value, apart from the value of any applications that use it. Oracle is supporting this vision by ingesting data from hundreds of partners; doing advanced quality assurance, identity matching, and “signal extraction” from unstructured data (i.e., intent, sentiment, themes, topics, entities, etc.); and providing connectors to dozens of ad targeting, site customization, testing, and analysis systems. It also highlights functions to manage data access rights in compliance with privacy, regulatory, and contractual obligations, something that's also important even though I haven’t given it quite as much attention.

 

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iNeoMarketing's insight:

David Raab has been writing about customer data platforms for about 18 months or so, and it's starting to come to fruition. In retrospect, inevitable. The question from here is: when will predictive be brought into the scene.

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Why the Modern Sales and Marketing Funnel is Like a Pinball Machine - TechTarget | Mktr2Mktr

Why the Modern Sales and Marketing Funnel is Like a Pinball Machine - TechTarget | Mktr2Mktr | The Marketing Technology Alert | Scoop.it

Excerpt...


Learn the rules of this new game. Study your prospect’s every move and understand what their learning preferences are. Get comfortable with uncertainty and assume you have near zero control of his journey. Instead, make sure you are ready when THEY are ready. Use all the intelligence you have at your fingertips and be on constant alert, having your valuable commercial insights within reach and full view of your prospect as they chart their own path at their own speed. And make sure you honor their time by giving them a soft surround of genuinely valuable content and knowledge that they can consume as they need it and when they need it. When it’s time for them to bring their journey to a close they may just give you an opportunity to meet the needs that you’ve managed to help shape over time.

 

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iNeoMarketing's insight:

I love the phrase "a soft surround of genuinely valuable content." And as I often say: be at the right place at the right time with the right content.

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Why Should I Use Video in My Next Marketing Email? - Tower Data

Why Should I Use Video in My Next Marketing Email? - Tower Data | The Marketing Technology Alert | Scoop.it

Digest...


Video Improves Email Metrics

According to a study by the Web Video Marketing Council, 88% of email marketers report a positive impact from incorporating video into their strategies. To quantify that further, an Experian study found that when marketers included the word “video” in an email subject line, open rates rose by 7%, conversion rates rose by 21% and average order value rose by 24%.

 

Video Is Highly Deliverable

With the advent of HTML5 and progressive playback, technology is no longer the problem. Lynn Baus at MarketingLand explains that HTML5 is supported by a very high number of email clients, allowing marketers to deliver video to most inboxes without the need for a third-party plug-in. HTML5 also allows the marketer to designate fallback media, such as an animated gif or static graphic, for the handful of email clients that don’t support video. And finally, thanks to the use of hosted, progressively downloadable video files, users can launch a video even while it’s buffering.

 

Video Adds a Human Touch

Rather than your email coming from a cold, impersonal email address, video adds a new layer of engagement that you simply can’t get from text alone.

 

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iNeoMarketing's insight:

Outlook remains an issue, but if you search The Marketing Technology Alert for Video, you'll find workarounds for using video in your email.

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How to Use Twitter Lead Gen Cards to Increase Newsletter Sign-ups - Search Engine Watch

How to Use Twitter Lead Gen Cards to Increase Newsletter Sign-ups - Search Engine Watch | The Marketing Technology Alert | Scoop.it

Digest...


Newsletters are an amazing marketing tool. The fans that regularly read your newsletter are often your most valuable brand advocates. They are the amplifiers that spread the good word about your brand.

 

Building a large newsletter audience can be tough, but there are some great tools out there to help you through the process. One of them is Twitter.

 

Most marketers are initially discouraged from exploring the lead gen cards because it looks like you have to enter credit card information and pay for an ad campaign. But you that you can run these Twitter lead gen cards for free. Just don't promote it, and you never have to pay a dime.

 

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iNeoMarketing's insight:

If you're interested, then I STRONGLY encourage you to click through for step by step details.

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[FREE!] The Forrester Wave: Digital Experience Delivery Platforms, Q3 | 2014 Adobe Experience Manager

[FREE!] The Forrester Wave: Digital Experience Delivery Platforms, Q3 | 2014 Adobe Experience Manager | The Marketing Technology Alert | Scoop.it

What we're really talking about is the marketing cloud. Hey: the price is right in exchange for some registration info.

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8 Digital Marketing Conferences in September Worth Attending - Contently

8 Digital Marketing Conferences in September Worth Attending - Contently | The Marketing Technology Alert | Scoop.it

Digest...


1. Content Marketing World

2) Call to Action Conference

3) INBOUND

4) The FT Future of Marketing Summit

5) The Content Marketing Summit

6) BrandManage Camp

7) The Sales 2.0 Conference

8) The AMA’s Annual Marketing Conference

 

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iNeoMarketing's insight:

If you can, August's MarTech. Then Dreamforce.

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The Terms, Laws, and Ethics for Using Copyrighted Images on Social Media - infographic - Digital Information World

The Terms, Laws, and Ethics for Using Copyrighted Images on Social Media - infographic - Digital Information World | The Marketing Technology Alert | Scoop.it

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Oracle Creates Data Cloud To Provide Access To Anonymous User Data - DemandGen Report

Oracle Creates Data Cloud To Provide Access To Anonymous User Data - DemandGen Report | The Marketing Technology Alert | Scoop.it

Digest...


Oracle announced it is combining its BlueKai Audience Data Marketplace and other Oracle data services to create the Oracle Data Cloud, a platform designed to provide marketers with access to anonymous user-level data through a data-as-a-service (DaaS) model. With more than one billion profiles globally, Oracle Data Cloud gives organizations the ability to prospect at scale and deliver relevant ads and content across online, mobile, search, social and video.

 

The platform will provide ID and addressability mapping to link various customer attributes such as email, social handles, phone numbers, third-party cookies and mobile identifiers across channels to build a centralized profile. Additionally, Oracle DaaS for Marketing gives marketers access to Oracle’s ecosystem of more than 300 data partners for online, mobile, search and social marketing.

 

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iNeoMarketing's insight:

Then use the LinkedIn with Bizo integration and...holy crap! What else do you need?


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5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr

5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr | The Marketing Technology Alert | Scoop.it

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5 signs you may need automated content marketing workflows

 

#1 – Your organization has complex workflows

If you map out the steps it takes to create your top five content assets, and the number of tasks typically equals more than four per content type, it’s time to consider automated workflows.

 

#2 – You have multiple content and campaign types

Marketing organizations use an average of 13 content tactics. That doesn’t even include the number of campaigns, both outbound and inbound, running simultaneously. Automated workflows ensure each of these are developed and deployed in a unified and highly visible way.

 

#3  - You have a large network of collaborators

Automated workflows make it easier to track and manage all collaborators across their various roles and functions.

 

#4 – You have multiple distribution points

Without content to supply these channels, the investments are at risk of failing. Automated workflows tackle this problem by including each distribution point as a task. With content marketing software these distribution points are not only catalogued, but the content can be deployed to the channel directly from the platform.

 

#5 – You have extensive brand guidelines

Automated workflows enable brands to stay within the guidelines by making the corporate governance process part of the checklist. Automated workflows can save time and resources while enabling a better production process for content. And as content marketing becomes a centerpiece of marketing strategy’s worldwide, the forward-thinking organizations are putting workflows front and center.

 

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iNeoMarketing's insight:

You should know if you need automated workflows just by looking at your content marketing calendar. You do have a content marketing calendar, don't you?

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MarTech and GrowthBeat Agendas

MarTech and GrowthBeat Agendas | The Marketing Technology Alert | Scoop.it

There are two important conferences coming up in August:


The Marketing Tech Conference (MarTech)

Boston, MA: August 19-20, 2014

Seaport Boston Hotel & Convention Center

 

GrowthBeat

Aug 5 - 6, 2014

Hotel Nikko, San Francisco, CA

 

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What Are Personalizations Biggest Challenges and Opportunities? - Marketing Charts

What Are Personalizations Biggest Challenges and Opportunities? - Marketing Charts | The Marketing Technology Alert | Scoop.it

Personalization is an area of growing importance, recently found to be US digital marketers’ most important future area. Yet research indicates that marketers continue to struggle with it, and many industry respondents have trouble linking data to individual customer profiles. A couple of recent studies – one from Experian Data Quality and the other commissioned by Janrain [download page] and conducted by Forrester Consulting – take a closer look at the use of personalization and its associated challenges.

 

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The Future of Marketing [Infographic] - B2B Infographic

The Future of Marketing [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it

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For entertainment purposes.

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