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5 Issues with Marketing Automation - Salesforce.com

5 Issues with Marketing Automation - Salesforce.com | The MarTech Digest | Scoop.it
Over the last couple of years, people have been talking about marketing automation quite a lot. My company acquired a marketing automation vendor two years ago, so we occasionally get lumped in to that category.


Digest...


1. The name 

Run yourself through this MarketingGrader report and if you score very high, then you should worry about automation.  If not, you need to transform, not automate. Simply put, far too many companies are seeking marketing automation vendors when they should be focused on other components of their marketing. 

2. Email 2.0

Email 2.0 is where you create sub-lists based on different criteria and program multiple emails to them based on events – people get different emails based on those criteria.  Now, Email 2.0 does work better than Email 1.0 – the engagement is great and the click-through rates improve a lot with better segmentation.  But calling it marketing automation is kind of far-fetched – it is just fancier email marketing.

3. Marketing Automation solves a very small portion of your marketing problems

Marketing automation primarily concerns itself with the Lead to Qualified Lead stage of the funnel.  It works in this stage of the funnel a lot better than Email 1.0.  Improving Lead to Qualified Lead has decent leverage to it, but getting those two layers above it right, has remarkable leverage. 

4. A Playbook predicated on purchased lists

The marketing automation playbook for many companies is to buy a list and pump it through the marketing automation system. Constantly spamming a CIO with unsolicited messages from marketers and sales reps is unlikely to convert her into a customer; in fact, it’s significantly more likely it will irritate her.

5. Over-Reliance on email as a channel

Email marketing still works, but far too many companies overestimate its power as marketing channel. 

marketingIO's insight:

Jeez, talk about bashing marketing automation. This is a very selective view of marketing automation, and we suspect that Eloqua, Marketo, Pardot, HubSpot, Silverpop, et al would have much to say about this post...as you might.


To us, this is a myopic view of marketing automation. The topline functionality is email 2.0 IF you choose to only use that portion of marketing automation. It sidesteps web site tracking, social media integration, content marketing management, and so forth. Grain of salt recommended.


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What's in your marketing technology stack? | Smart Insights

What's in your marketing technology stack? | Smart Insights | The MarTech Digest | Scoop.it
Chart of the Day: The popularity of different martech stack components You will know that our options for using online services to manage marketing and get. Marketing topic(s):Managing marketing technology. Advice by Dave Chaffey.
marketingIO's insight:

I suggest you examine the blue and green as one unit of measurement, and what strikes me is the lack of inroads from the more complex technologies, e.g., MVT.

 

Click to view the complete article from its original source.

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

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How Marketing Ops Pros MacGyver MarTech to Get More Done | CustomerThink

How Marketing Ops Pros MacGyver MarTech to Get More Done | CustomerThink | The MarTech Digest | Scoop.it
Here are some responsible steps marketing operations practitioners can take when faced with a technology challenge or limitation.

1) Schedule Time with Your Tech Providers to Discuss their Product Roadmaps
2) See if another part of your stack can solve it
3) Reach out to peers to Ask how they’ve solved it
4) Implement a “Bridge” Solution or Process
marketingIO's insight:

Marketers can find great creativity in MarTech: you're not stuck with the functionality provided by the vendor.  Get creative.

 

Click to view the complete article from its original source.

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Twitter CPMs Increase 27% In 2017 [Report] - The AdStage Blog

We analyzed over 3.5 billion Twitter ad impressions from January to June 2017. Based on our data, we saw CPMs increase from $5.30 to $6.72 during the first six months of 2017, while the average CPC increased from $0.52 to $0.80.

Twitter’s CPM increased by 27% since January 2017.
The average CPC on Twitter increased by 18% since January 2017.
The average CTR on Twitter remained consistent month-over-month between February and June.
marketingIO's insight:

All the more important to test across a variety of networks, especially LI and FB.

 

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Most website redesigns are a waste of money. Here’s what sets the successful ones apart - EyeQuant

Most website redesigns are a waste of money. Here’s what sets the successful ones apart - EyeQuant | The MarTech Digest | Scoop.it
Find out how to make sure your website redesign is a success.
marketingIO's insight:

Heat mapping + analytics > opinion.

 

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How to Set Up a LinkedIn Lead Gen Campaign - SEMrush

How to Set Up a LinkedIn Lead Gen Campaign - SEMrush | The MarTech Digest | Scoop.it
Create the content you want to sponsor. It could be a post that you have already shared on your LinkedIn company page, or you can create a new post (known as direct sponsored content) and this post will not be shared on your company page. I will walk you through both of these approaches.
Create a Lead Gen Form template.
Choose your targeting option.
Define your budget, bid, and schedule.
Hit publish.
marketingIO's insight:

Simple and direct blueprint to follow. If you're new to LinkedIn advertising, this is an excellent place to start.

 

Click to view the complete article from its original source.

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

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How to Prioritize SEO Tasks [+Worksheet] - Moz

How to Prioritize SEO Tasks [+Worksheet] - Moz | The MarTech Digest | Scoop.it
Agree upon & set specific goals
Identify important pages for conversions
Perform a site crawl to uncover technical opportunities
Employ Covey's time management grid
Provide consistent benchmarks and reports
marketingIO's insight:

The worksheet associated with this article is a great place to start prioritizing.

 

Click to view the complete article from its original source.

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Marketing 101: What is the rule of thirds? | MarketingSherpa Blog

Marketing 101: What is the rule of thirds? | MarketingSherpa Blog | The MarTech Digest | Scoop.it
The rule of thirds is one of the first principles that all graphic designers, videographers, photographers and other creative roles learn. It’s a basic guideline for framing and image composition that results in the viewer seeing a balanced, more naturally flattering image.

To apply the rule, take your image and divide it into three parts vertically and again horizontally (it should look similar to a tic-tac-toe board.)

The rule states that the audience’s eye is naturally more drawn to the areas of the image nearest the intersection points. So, when you’re designing an image for a landing page, a social post, a PowerPoint slide, or even if you’re shooting a video, be sure to put the most important pieces of your image near these intersection points.
marketingIO's insight:

For more, see http://www.scoop.it/t/the-marketing-automation-report/?&tag=design and http://www.scoop.it/t/the-marketing-automation-report/?&tag=neuromarketing.

 

Click to view the complete article from its original source.

 

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HubSpot Hires Scott Brinker to Drive Platform Growth - MarTech Advisor

HubSpot Hires Scott Brinker to Drive Platform Growth - MarTech Advisor | The MarTech Digest | Scoop.it
Scott Brinker, martech thought leader and editor of chiefmartech.com is joining HubSpot as the VP of Platform Ecosystem. In his new role, Scott will be tasked with growing and nurturing HubSpot’s technology partner community.
Scott’s hire comes at a time when HubSpot’s Connect Partner Program has grown to over 100 integration with new partners such as AdEspresso by Hootsuite, Terminus, AdRoll, and Brightcove.
marketingIO's insight:

Sorta inside MarTech news, but demonstrates the importance of the ecosystem.

 

Click to view the complete article from its original source.

 

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

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Email for Inbound Marketing: Best-Practices and Tips [Infographic] - EmailMonks via MarketingProfs

Email for Inbound Marketing: Best-Practices and Tips [Infographic] - EmailMonks via MarketingProfs | The MarTech Digest | Scoop.it
See how email has been transformed from an outbound to an inbound tactic, helping marketers guide prospects and customers, providing education and useful resources all along the customer journey.
marketingIO's insight:

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

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Whiteboard Session: How Does Blockchain Work? - HBR

Whiteboard Session: How Does Blockchain Work? - HBR | The MarTech Digest | Scoop.it
Whiteboard Session: How Does Blockchain Work?
marketingIO's insight:

A 9 minute video overview.

 

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

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thomet's curator insight, September 22, 5:02 AM
Une explication claire du fonctionnement des #blockchain par #hbs
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On-Page SEO: Re-Optimizing Your Page - Udit Goenka

On-Page SEO: Re-Optimizing Your Page - Udit Goenka | The MarTech Digest | Scoop.it
Master the technique of on page SEO with secret factors to give an instant boost to your ranking. (Free On Page SEO Checklist included for limited time)
marketingIO's insight:

Nice little SEO cheat sheet. 

 

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Marketers Preparing For And Adapting To Email Compliance Standards Around The Globe - Demand Gen Report

Marketers Preparing For And Adapting To Email Compliance Standards Around The Globe - Demand Gen Report | The MarTech Digest | Scoop.it
CASL requires that all commercial email messages sent to or from Canada receive consent from recipients before sending messages. Such consent can be implied. If the sender has a preexisting relationship with the recipient, for instance, the communication is viewed as consensual. Australia’s Anti-Spam Act has similar stipulations and applies to emails to and from that country.

The GDPR has similar restrictions about email messages as well, but the law affects many more people — 750 million versus about 60 million for the combined populations of Canada and Australia. Neither soft opt-in or soft opt-out options are allowed. These restrictions are much more stringent that those set forth by the U.S.’s 2003 CAN-SPAM Act, which does not require that emailers permission before they send their emails.
marketingIO's insight:

If you're marketing into the EU, you MUST get into gear to become GDPR compliant. This is NOT something you can leave for the last moment, week or even month.

 

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

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[FREE] ABM Growing Up Fast: 2017 Benchmark Report – ITSMA

[FREE] ABM Growing Up Fast: 2017 Benchmark Report – ITSMA | The MarTech Digest | Scoop.it

Key findings from the report include:

 

Business Benefits

  • B2B marketers are finding great success with all three types of ABM: 87% of companies say ABM delivers higher ROI than other types of marketing
  • ABM is a long-term game; business results improve with experience
  • The benefits of ABM extend across all of marketing, and beyond: ABM influences all of marketing and is playing an important role in making companies more client centric

 

Budgets and Investment

  • Companies implementing ABM are spending an average of 26% of the total marketing budget on the approach, and 72% of companies are planning to increase ABM spending
  • The average ABM spending increase for 2017 was 23.5%
  • Companies implementing One-to-One ABM have the most diverse sources of funding, often receiving support from corporate marketing, field marketing, and sales

 

Campaign Tactics

  • ABM-ers work closely with Sales in all three types of ABM to develop “plays” and integrated campaigns
  • Companies focused on One-to-One and One-to-Few are most likely to invest in account-specific thought leadership, but practitioners of all three types are balancing digital engagement with live events, briefings, and roadshows; offline continues to play an essential role
  • Top challenges include developing assets that can be mass customized at scale, and personalizing and tailoring marketing for key contacts at each account

 

Tools and Technology

  • We’re still early in the adoption of ABM-focused systems and technology; most ABM-ers rely primarily on core marketing systems including CRM, marketing automation, and digital advertising
  • Roughly one third of organizations have adopted more specialized tools to support their programs, such as lead to account matching, website personalization, and predictive analytics, but these types of tools top the list for planned investment over the next 12-18 months
  • The push to scale ABM programs is driving a great deal of investment: ABM-ers look to new tools and technologies most often to help cover more accounts, automate processes, and improve online customer engagement
marketingIO's insight:

ITSMA is the leader in ABM thinking, so if this is on your radar, or you are neck deep in it, then you'll want to download this free report.

 

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

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Are heatmaps an underrated marketing tool? | Smart Insights

Are heatmaps an underrated marketing tool? | Smart Insights | The MarTech Digest | Scoop.it
A lot of marketing agencies, even the ones that are responsible for developing their client’s websites, don’t bother getting a heatmap subscription. They figure that through a tool like Google Analytics they’ll be able to see what people are doing on their clients’ sites, see what buttons/links they are clicking or not clicking, and be able to restructure things from there. And they can. But they are missing some important tricks.

The Advantage of Heatmaps

1. Speed

2. The Missing Links

3. The Dead Zones

4. Product Pages

5. Analytics Incorporated
marketingIO's insight:

Heatmaps are very simple to install, and should be used in conjunction with analytics. Don't ignore scrollmaps and clickmaps. For more: http://www.scoop.it/t/the-marketing-automation-report/?&tag=heatmaps

 

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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So You Want to Build a Chat Bot – Here's How (Complete with Code!) - Moz

So You Want to Build a Chat Bot – Here's How (Complete with Code!) - Moz | The MarTech Digest | Scoop.it
Anyone can build a helpful, functioning chat bot, even if you're not a coder. Robin Lord shares an insightful how-to, complete with lessons learned and free code via GitHub to fast-track your own bot's production.
marketingIO's insight:

It's not something you can get done overnight, but within a few weeks and some elbow grease, you've got it. And indeed the code is available via the link to GitHub.

 

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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[FREE] The 2017 Web Analytics Comparison Report - R2i

Download the 2017 R2i Web Analytics Comparison Report and research eight of the industry’s leading web analytics systems. COMPARE PLATFORMS BY:
• Reporting & Features  • Usability • Integrations • Tag Management • Data Availability • And More
marketingIO's insight:

R2i, out of the Baltimore area, is one of the industry thought-leaders. Way ahead of the curve.

 

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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The rise of sales-tech: What you need to know - CMO.com

The rise of sales-tech: What you need to know - CMO.com | The MarTech Digest | Scoop.it
While the sales-tech stack doesn’t yet rival that which has been built out for adtech and martech, it is catching up, thanks to a rush of technology-driven solutions hitting the sales industry. But can they finally help the sales and marketing teams actually get along?

That the development of sales tech has lagged marketing and advertising most likely stems from its core processes having not significantly changed with the evolution of surrounding technologies. Whilst the emergence of online advertising provided a rich data set for analysis and manipulation, the activities of sales have relied on manual data entry, and have generally failed to capture the full picture. 

However, with artificial intelligence now able to capture and comprehend the content of emails – and even phone calls – analysable sales data sources have now emerged.
marketingIO's insight:

It's so clear that B2B SalesTech will continue to grow and co-opt MarTech, and eventually there will be a union between Sales and Marketing that is tech-driven and managed by Sales Ops.

 

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

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Are Agencies Becoming Analytics Technology Providers? - eMarketer

Are Agencies Becoming Analytics Technology Providers? - eMarketer | The MarTech Digest | Scoop.it
eMarketer: Are clients open to the idea of agencies providing them with analytics tools?

Engel: Marketers and advertisers are sitting on massive silos of data, which they’re asked to provide value against. When an agency comes in and says it can activate all those data sources, the lightbulbs turn on for brands, so they’re definitely open to it. It might be different from how the brand has operated in the past, but if they come across an agency and technology provider rolled into one, they see the potential to move faster and be more agile.
marketingIO's insight:

It really is a no brainer for an agency to deliver this type of service, as there are rev-gen business propositions that can emerge from the data.

 

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

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VR and AR Offer Innovative Solutions For Real B2B Marketing Problems · Forrester

VR and AR Offer Innovative Solutions For Real B2B Marketing Problems · Forrester | The MarTech Digest | Scoop.it
In many ways, VR and AR are a logical extension of 3D modeling capabilities to serve marketing use cases. Before 3D modeling revolutionized the way products are designed and manufactured, engineers used 2D drawings and physical models for prototyping, but to truly understand the scope and impact of a product — you had to build it. VR and AR are now enabling marketers to gain similar efficiencies by enabling buyers to “experience” products that are expensive to ship, complex to visualize, or just too dangerous to test.

It’s not often that B2B marketers get ahead of our B2C peers in technology innovation and adoption, but that’s clearly the case with VR and AR. While the use of these technologies in B2C is held back by the lack of mass adoption, B2B marketers in a small but growing number of industries have already realized the relatively small incremental expense in VR/AR solutions and headsets is easily offset by a few more closed/won deals.
marketingIO's insight:

There's a cost, yes. But it's relatively insignificant for moderate to big ticket B2B physical items. And as VR/AR becomes easier to use, watch for presentations to be delivered in this format.

 

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

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HubSpot acquires Motion.ai to launch marketing bot platform - VentureBeat

HubSpot acquires Motion.ai to launch marketing bot platform - VentureBeat | The MarTech Digest | Scoop.it
Marketing and sales company HubSpot today announced it has acquired bot creation platform Motion.ai. Terms of the deal were not disclosed. The acquisition will bring bots to HubSpot’s more than 34,000 customers for the first time.

HubSpot’s best-known bot may be GrowthBot, which was made last year by CTO and cofounder Dharmesh Shah. The Motion.ai platform can currently be used to create bots for Slack and Facebook Messenger, and for chat on websites. Motion.ai has been used by brands like T-Mobile, Kia, Sony, and Wix.

HubSpot acquired Motion.ai because the company has come to understand the importance of providing customers with services that reach them on chat apps.
marketingIO's insight:

Bots are nucleons that float in and around the MarTech stack, and have the capability of filling in empty gaps in coverage.

 

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

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Marketing tech startup mParticle has raised $35 million in Series C funding - Business Insider

Marketing technology startup mParticle has raised $35 million in Series C funding.

mParticle has built software designed to help marketers suck in data from a multitude of sources – apps, websites, digital distribution channels, etc. – and make sense of it all. The company recently landed the No. 3 spot on Business Insider's ranking of the 19 most interesting ad-tech upstarts of 2017.
marketingIO's insight:

The CDP category continues to grow.

 

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

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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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