Labor Day weekend is upon us, so we'll be napping for a few days. Anyway, it's been a slow MarTech content time, so it's a good time to take time off. If anything urgent pops-up, we'll get a scoop out the door. Otherwise, we'll see you next Tuesday.
Just 31% of projects use available or requested marketing analytics, well within the 29-37% range seen over the past 3-and-a-half years, according to US CMOs responding to the latest edition of The CMO Survey. B2C product companies appear to be leading the pack in usage of marketing analytics, however, at twice the rate of their B2B product counterparts (45.6% vs. 22.8%). B2B product companies also give the highest rating to marketing analytics’ contributions to their firms’ performance.
Overall, marketing analytics are most apt to be used for customer acquisition, customer retention, social media and segmentation, per the report."
It’s time for B2Bs to get audacious and enter the fray. To do that, it’s especially important for B2Bs to think in terms of firm-wide digital transformation, that encompasses customer experience along with organizational change and technology, closely coupled with innovation. Indeed, we’re seeing a trend towards investment in innovation centers to drive digital transformation, which is an encouraging step. And at the heart of technology-driven innovation are platforms that allow for flexibility, customization, speed, scale and low risk.
For B2B enterprises, the digital commerce opportunity far outweighs the corresponding challenge right now. According to Gartner, B2Bs that successfully consumerize their digital commerce site could by 2018 see market share gains and boosted revenues by as much as 25%. With the right platform and partner in place, the possibilities for B2Bs are immense—and firmly within reach.
From MarTech 101 to Advanced Techniques, marketingIO has you covered.
Testify! At the very least, a skunk works project should be considered for FY16.
Wishpond has announced a new pricing model that is designed to shake up the MAP industry — a “free forever” plan designed for small businesses. The Vancouver-based company, which was founded in 2009, launched its MAP in 2012, and has since attracted over 5,000 users.
Under Wishpond’s free plan, businesses can create an unlimited number of landing pages, website popups, newsletters and automation campaigns. The plan enables businesses to generate up to 200 leads, after which they can sign up for one of Wishpond’s paid plans, which start at $69 per month — still a far cry from the four-figure asking prices touted by other vendors.
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LinkedIn has acquired the predictive sales and marketing firm Fliptop in an effort to boost development of its own Sales Solutions offering. The professional social networking company says that the integration of the teams and technology will take several months. Financial terms have not been disclosed.
David Thacker, LinkedIn’s vice president of product, wrote in a post that Fliptop’s expertise will help it “accelerate our Sales Solutions product roadmap and make Sales Navigator even more effective.” Sales Solutions is the company’s business-to-business arm, and its main product is Sales Navigator, which assists in social selling. By integrating Fliptop’s predictive analytics into the product, customers should be able to better target individuals.
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Predictive now a part of LinkedIn, ostensibly to identify similar contacts or companies where there will be success? So which CRM/MAP will LinkedIn buy?
Datanyze crawled through some 40 million websites in search of martech tags or code.
The research found martech usage up across six categories: marketing automation, email marketing, analytics, tag management, ecommerce and web personalization.
IDC predicts martech spending in 2015 will reach $22.6 billion and will grow to $32.3 billion by 2018.
Marketing technology is a growing software space with IDC expecting 2015 spending to reach over $22 billion and almost doubling by 2018. To find out just how ubiquitous martech is, Datanyze crawled more than 40 million websites to find tags or code indicating the presence of martech. The results of this research found martech use up across six categories: marketing automation was up 4%, email marketing 3%, analytics 5%, tag management saw the largest growth at 9%, ecommerce 2%, and web personalization was up 7%."
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A few years ago, $17 billion was the projection. Unreal growth.
"Organizations will always need to both hire new employees and train the ones they have. But the questions of “what should our marketers know?” and “what should we train them on?” remain valid.
This is where competency mapping comes into play.
In order to effectively train employees, marketing leadership must first “chart the path” and identify the core competencies (defined as the knowledge, skills, process and/or tools) necessary for success. It’s important to consider competencies that are specific to each marketing function (e.g. product marketing, field marketing or marketing operations) as well as the organization as a whole. Marketing leaders need to decide up front what competencies are critical for their organization – and this decision should be driven by their specific business needs, not based on the trendy marketing skills of the moment."
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