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Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry

Salesforce.com Acquisition of ExactTarget: Excerpts from the Industry | The Marketing Technology Alert | Scoop.it

Excerpts from industry analysts and journalists...


SalesForce/ExactTarget Deal Means More Complexity For MarketersForrester

  • Raises the specter of further market consolidation by large players. By making a bold move into not just automation, but digital media, Salesforce will raise pressure on Adobe, IBM, Microsoft, SAP, and other traditional enterprise application providers to make similar moves, raising the valuations of Responsys, Neolane, and Silverpop. Salesforce can now monetize both seat licenses and media CPMs, and clearly wants to create a billion dollar business line in the marketing cloud.
  • As a large, established vendor, Salesforce will make it easier for marketing departments to convince their IT and procurement peers of adopting ET. If Salesforce chooses to suppress digital media CPM rates, existing ET customers benefit, but Salesforce would make it difficult for (now much) smaller vendors, like Responsys and Silverpop, to compete.

 

Salesforce.com Acquires ExactTarget - Gartner

  • Why ExactTarget?  With a marquis customer list, and the ability to support robust email marketing programs, they offer Salesforce.com and their customers the capabilities needed to build out the marketing cloud. In fact, when existing Salesforce.com customers were seeking support for complex email requirements, the folks in San Francisco would point customers east to the folks in Indianapolis…often enough that integration via the Salesforce.com APIs already exists.

 

Salesforce Acquires ExactTarget, Continues Marketing Automation Industry Consolidation - Customer Experience Matrix

  • I doubt Salesforce will suddenly stop integrating with other marketing automation vendors.  Small, independent marketing automation firms already had a tough time selling against big competitors, so this only makes their lives marginally harder.  The smart ones (and that's most of them) already have a strategy in place to differentiate themselves from the big industry leaders.
  • I've long argued that CRM and marketing automation should be part of the same system.  Like a broken clock, the time has come when I'm right.  Marketing automation sits between email and CRM, in the sense that it uses both heavily.  So Salesforce has effectively surrounded the marketing automation vendors with its purchase, even ignoring Pardot.  This means that Salesforce will be in the room with a solution when email and CRM users discuss expanding into marketing automation.  In many cases, clients will extend their Salesforce deployment without considering anyone else..

 

With ExactTarget Acquisition, Salesforce.com Has Spent Close To $3.5 Billion To Get Into The Chief Marketing Officer’s Suite - TechCrunch

  • If Salesforce.com does wish to push deep into lead management, it will need to either invest heavily in its own development or acquire a company, which will bring another hefty price tag. Last month, Marketo, a marketing automation leader, had a successful initial public offering. It opened at $13 per share. Today it is trading in the $22 range with a market capitalization of about $812 million. Eloqua, the other leader in the category, sold to Oracle late last year for $871 million. [TechCrunch blew it with this analysis, not realizing that Pardot came with ET!]

 

Salesforce to acquire Exact Target: I now pronounce you 'Marketing Cloud' - ZDNet

  • This move is precisely (I would have said "exactly" but that sounded redundant) what salesforce needed to do. They now have an excellent email marketing suite, a strong upper-end-of-the-small-and-through-the-middle-of-the-mid-market marketing automation suite (via the Exact Target acquisition of Pardot last year) and, as an added bonus, the social comms tool Co-Tweet, which was one of the underutilized gems owned by Exact Target. They are also acquiring a substantial customer base that is reasonably ripe for salesforce's other offerings.

 

Salesforce.com's ExactTarget Buy Equals Marketing Clout - InformationWeek

  • By combining ExactTarget's digital marketing capabilities with Salesforce.com's sales, service and social marketing capabilities, Salesforce said it will create "a world-class marketing platform across email, social, mobile and the Web." Salesforce marketing capabilities were previously limited to social channels, powered by capabilities gained through the acquisitions of Radian6 and Buddy Media. In contrast, rivals including IBM, Microsoft, Oracle, SAS and Teradata, among others, have much broader, multi-channel marketing capabilities, most on the strength of acquisitions over the last three years.

 

Our Take

  • For the CMO with SFDC and MA: You can maintain your MA without concern, regardless of vendor. You may, however, want to seriously consider the soon to be native ET/Pardot advantages, as that will reduce your operating costs to maintain separate systems.
  • For the CMO with SFDC but without MA: Your IT challenges will be resolved. CIO concerns will be overcome as SFDC acts as a Trojan Horse for your MA.
  • For the SMB marketplace: Your life just got a bit easier. Salesforce meets the needs of all sizes of businesses, and this bundled solution will improve your time-to-marketing efforts.
  • For Oracle/Eloqua: This is going to be difficult. Oracle wants to improve its CRM business, and the Eloqua acquisition to round out its offering makes sense. However, Salesforce want to improve its marketing capabilities, not necessarily its CRM business, so that it can fully assist the Marketing function. Big difference. Salesforce just cut Oracle off at the pass.
iNeoMarketing's insight:
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Your Must-Read Marketing Technology Summaries, Curated Friday, 5/29/15

Your Must-Read Marketing Technology Summaries, Curated Friday, 5/29/15 | The Marketing Technology Alert | Scoop.it

Today’s digests of curated articles summarized for your quick review: 


 

 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

___________________________________

About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at www.neomarketing.com.

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Top Free Websites for Digital Marketers to Master Excel Skills | Siteber

Top Free Websites for Digital Marketers to Master Excel Skills | Siteber | The Marketing Technology Alert | Scoop.it

MarTech is the New Black. Get fashionable. Contact us to see how.

iNeoMarketing's insight:

This list is a helluva lot better than Googling for an answer!

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10 Simple Mistakes Sales Development Reps Make When Emailing Prospects | Datanyze Blog

10 Simple Mistakes Sales Development Reps Make When Emailing Prospects | Datanyze Blog | The Marketing Technology Alert | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

FWIW...

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Email Opens, Conversions, and Read Times by Device Type - Profs

Email Opens, Conversions, and Read Times by Device Type - Profs | The Marketing Technology Alert | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

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Learn to Code – Learn Online with 6 Websites | Agile Scout

Learn to Code – Learn Online with 6 Websites | Agile Scout | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

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Slideshare is the digital marketing secret weapon - new research | Convince and Convert

Slideshare is the digital marketing secret weapon - new research | Convince and Convert | The Marketing Technology Alert | Scoop.it
In my estimation, the reason why more experienced social media marketers gravitate toward Slideshare is that they eventually recognize that social media is about actions, not eyeballs. The “reach” offered by the larger consumer-oriented platforms is seductive, but if only a tiny percentage of your fans are seeing your posts in those venues, is the reach really reliable?

Slideshare’s audience is bigger than you might think, is terrific for lead generation, and is populated by people actively seeking information and resources (not dissimilar from a search engine, in that regard).

And that audience is hungry for information. It’s not uncommon to generate significant views and downloads for Slideshare presentations, including 24,000+ and counting for my presentation on reliable reach:


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

iNeoMarketing's insight:

Click through for the research, but here's the critical point: it works, and it's wide open territory for the B2B Marketer. C'mon Man.

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Why Link Building Is NOT the Future of SEO - QuickSprout

Why Link Building Is NOT the Future of SEO - QuickSprout | The Marketing Technology Alert | Scoop.it
By no means am I saying that you should ignore SEO. Optimizing your code for search engines, building links when you have spare time, and growing your social media channels are all activities you should continually do.

But they shouldn’t be your main focus.

You should be shifting the majority of your focus to building a great product or service as that is what users want. And when you aren’t building, you should be creating great content.

You need to provide content so great that people will want to not only read it but also bookmark it, share it, and tell their friends about it. Your content should be so detailed and helpful that no competitor would dare to copy you as it would take too much time and energy.

In addition, you should be signing up for Google Webmaster Tools and continually analyzing your click-through rates. You can get this data by clicking on “search traffic” in the navigation bar and then clicking on “search analysis.”


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

iNeoMarketing's insight:

Link building is a part of the deal. The other parts: responsive design, site speed, strong content, good video.

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Marco Favero's curator insight, May 29, 3:36 AM

aggiungi la tua intuizione ...

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The dirty little secret some SEO companies don't want you to know - Biznology

So here’s the dirty little secret some inbound marketing companies don’t want you to know.

That content you’re receiving (and paying for)?

There is a high probability that the firm outsourced the content (and paid $5-$50 dollars for the post). Often, their business model is to bring on newbie copywriters, give them some general guidelines, and set them loose.

Internally, there is no discussion about your tone and feel, your sales cycle, your reader, or your conversion goals. It’s all about cranking out the content for the lowest possible cost.

Of course, I’m not saying all SEO or inbound companies hire dirt-cheap freelancers or very green writers. There are many companies who hire professional writers (and their prices reflect it). What I am saying, is if a monthly retainer package that offers 25 pages of original content a month seems dirt cheap, well, you get what you pay for.


From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

Moral of the story: write your own content. ALWAYS write your own content (unless you've directly contracted with a vetted copywriter).

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explore logics's comment, Today, 6:03 AM
Looking for cheap SEO Packages for your website? Search engine optimization is a process to increase traffic on your website and get more business online, is all about high rankings. http://explorelogics.com
explore logics's curator insight, Today, 6:03 AM

Looking for cheap SEO Packages for your website? Search engine optimization is a process to increase traffic on your website and get more business online, is all about high rankings. http://explorelogics.com

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Madison Logic launches B2B account-based marketing suite - FierceCMO

Madison Logic launches B2B account-based marketing suite - FierceCMO | The Marketing Technology Alert | Scoop.it
Madison Logic, a provider of B2B marketing services, has launched an account-based marketing suite.

Dubbed Activate ABM, the platform aims to help B2B marketers leverage intent data to define company targets, retarget website visitors and use predictive targeting.

"B2B marketers need better digital marketing solutions to help them identify the right audience at the right companies across the marketing funnel," said Sonjoy Ganguly, senior VP of product at Madison Logic, in a statement. "While the programmatic ecosystem is focused on reaching individuals for consumer based advertising goals, enterprise decisions are made by multiple decision makers. Because of this, the new generation of account-based marketing solutions are designed to reach groups of individuals at target companies."


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

iNeoMarketing's insight:

FYI...

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The Six Pillar Principles of Agile Marketing - DestinationCRM

The Six Pillar Principles of Agile Marketing - DestinationCRM | The Marketing Technology Alert | Scoop.it
Thus with a tip of the hat to agile marketing evangelist Scott Brinker, here are six Agile Pillar Principles to follow:

Be focused. It is all too easy to confuse responsive agility with short-term thinking and a lack of campaign planning. Have clear goals, KPIs, and metrics you are trying to achieve as you iterate the campaign.

Be adaptable. As a marketer you need to know you can't just expect everything to be mapped out flawlessly every three months. There will always be things that come along, so diversify your plans.

Prioritize the problem. There's no shortage of marketing problems to solve. Know your priority and throw time and energy into your biggest problem first.  

Empower your team. Sometimes the biggest problem is the management barrier. Give your team the right tools and power to tear up processes when they need to, and encourage creativity and execution in real time.

Test relevance. Test fast, fail fast, and learn fast from your data. Success is a process, not an end product.

Bonus: Don't ignore the mix! As with all the tools in a marketers' arsenal, agile marketing is just one (increasingly important) part of a wider marketing mix. Overall, it's about finding a balance between the long and the short term.


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

iNeoMarketing's insight:

One person's take on Agile. Whatever the case may be, you need a structure before tackling Agile.

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How to Code A Live Dynamic Twitter Feed in HTML Email | Litmus Blog

How to Code A Live Dynamic Twitter Feed in HTML Email | Litmus Blog | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

This one took me aback. Pretty cool, and the code is available when you click through. Not for the novice.

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How to get your tweets ready for Google’s Twitter integration - White

How to get your tweets ready for Google’s Twitter integration - White | The Marketing Technology Alert | Scoop.it

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

iNeoMarketing's insight:

It's a start, but I'll continue to look for more direction to help your Twitter SEO.

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Introducing audience insights | Twitter Blogs

Introducing audience insights | Twitter Blogs | The Marketing Technology Alert | Scoop.it
Insights about people and markets help advertisers create powerful messaging that resonates. Today, we’re excited to introduce audience insights, a new tool to help advertisers better understand key audiences on Twitter.

With audience insights, you can easily discover valuable insights about your followers and the people who have engaged with your organic Tweets. You can also identify new, relevant audiences to target for an upcoming campaign. Your audience insights dashboard provides aggregate information about user demographics, interests, purchasing behavior and more.


iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

iNeoMarketing's insight:

It'll be rolled out shortly. Curious as to B2B usage.

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GoDaddy Brings Intuitive Email Marketing To Small Businesses - MarketWatch

GoDaddy Brings Intuitive Email Marketing To Small Businesses - MarketWatch | The Marketing Technology Alert | Scoop.it

The new GoDaddy Email Marketing product is the latest addition to the company's suite of applications that help small businesses run more efficiently and grow, while providing a holistic customer experience. GoDaddy Email Marketing is now integrated with GoDaddy Website Builder and is also available as a standalone product.

GoDaddy Email Marketing is easy-to-use, allowing small business customers to create email marketing campaigns without the complicated set up they might get from other email marketing platforms. A simple, affordable way for small businesses to stay competitive, the service was rolled out in March, stemming from the acquisition of Mad Mimi in August, 2014. The former Mad Mimi team leveraged its substantial experience serving small business customers with world-class marketing solutions and applied the same level of expertise to GoDaddy Email Marketing.


This scoop comes to you compliments of ineomarketing.com.                                             

iNeoMarketing's insight:

For those with less than 5000 contacts. 

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WebCanny's curator insight, May 29, 12:02 AM

Great Approach Highly appreciable,will be definitely Helpful 
http://webcanny.com.au/ ;

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[FREE REPORT] 2015 State of B2B Marketing Automation | Regalix | Regalix

[FREE REPORT] 2015 State of B2B Marketing Automation | Regalix | Regalix | The Marketing Technology Alert | Scoop.it
Given the increasing pressure that B2B marketers are facing in meeting sales revenue objectives, it is not surprising to find more and more of them implementing a marketing automation solution to streamline their marketing activities. The complexity of the situation is made more vivid by the increasing number of channels that marketers have to engage with customers today.
KEY FINDINGS OF B2B MARKETING AUTOMATION 2015:
82% respondents choose improve lead nurturing as their key marketing automation objective
79% marketers say they invest in marketing automation
77% respondents choose analytics & reporting features as a factor to consider while evaluating a marketing automation tool
64% marketers say they saw the benefits of using marketing automation within the first 6 months of its implementation
62% respondents say they expect their marketing automation budget to increase in the next 12 months
62% marketers have been using marketing automation for over 2 years
31% marketers rate their marketing automation efforts as very effective
iNeoMarketing's insight:

Grain of salt required, as it depends on how you define marketing automation.

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Your Must-Read Marketing Technology Summaries, Curated Thursday, 5/28/15

Your Must-Read Marketing Technology Summaries, Curated Thursday, 5/28/15 | The Marketing Technology Alert | Scoop.it

Today’s digests of curated articles summarized for your quick review: 


 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

___________________________________

About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at www.neomarketing.com.

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B2B Buyer Journey Mapping Basics - Forrester

B2B Buyer Journey Mapping Basics - Forrester | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:

Probably the smartest brief of buyer journey mapping. Click through for details. Lori Wizdo may be Forrester's best analyst yet serving the B2B Marketing Professional (and that includes Laura Ramos!).

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Myth Busting 101: Insights IntoThe B2B Buyer Journey - Forrester

Myth Busting 101: Insights IntoThe B2B Buyer Journey - Forrester | The Marketing Technology Alert | Scoop.it
It’s still true that today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way.  But that’s where the prevailing knowledge about ‘today’s buyer’ will fail you.

All of these arresting statistics about buyers represent buyer behavior on average.   Averages are great because they show us directional change in the aggregate. But savvy marketing practitioners know that it’s irresponsible to build your customer engagement strategy on aggregate trends. The behavior and proclivities of your buyers might be very different from those averages.

You need to engineer a cross-channel, engagement strategy to successfully engage with your buyers, who proactively seek the information they need to advance their decision process.  Buyer journey mapping is a technique B2B marketers can use to understand your buyers' path to purchase.


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

iNeoMarketing's insight:

Here's the deal: the buyer's journey differs from person to person. So what to do? As I say to all clients: Be There. Just make sure you're there with the right information.

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Why Do B2Bs Use Marketing Automation? Leads, Leads, Leads - eMarketer

Why Do B2Bs Use Marketing Automation? Leads, Leads, Leads - eMarketer | The Marketing Technology Alert | Scoop.it
Regalix’s study found that B2Bs were all about leads when it came to marketing automation. When asked about the key marketing automation objectives their company was trying to pursue, the top three responses each related to this process: improving lead nurturing (82%), improving lead quality (76%) and increasing lead generation (74%). Upping sales revenues was the No. 4 objective, at 53%, while no other option broke the 50% mark.


iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

iNeoMarketing's insight:

You're kidding? Who knew?

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14 Different Terms Used Across Marketing Automation Platforms | Marketing Technology

14 Different Terms Used Across Marketing Automation Platforms | Marketing Technology | The Marketing Technology Alert | Scoop.it
14 Different Terms Used Across Marketing Automation Platforms by Douglas Karr on Marketing Technology
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Affimity's curator insight, May 28, 8:05 AM

That's an interesting article

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[FREE] The Sophisticated Marketer’s Crash Course in Lead Nurturing - LinkedIn

[FREE] The Sophisticated Marketer’s Crash Course in Lead Nurturing - LinkedIn | The Marketing Technology Alert | Scoop.it
The most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing—which includes display and social media advertising.

This free guide reveals the basics of building a complete lead nurturing program that goes beyond email to nurture both known and anonymous prospects.

Discover:

How to segment your audience to build powerful lead nurture streams.
How to nurture both known and anonymous prospects with display and social media advertising.
Why lead nurturing is a critical part of an effective always-on marketing program.


iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

Obviously slanted towards LI, but that's a good thing, as it guides you as to how to use LI as a part of your inbound strategy.

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The Persona Is Dead, Long Live The Person - MediaPost

The Persona Is Dead, Long Live The Person - MediaPost | The Marketing Technology Alert | Scoop.it
Because personas are intended as a bridging tool, they often remain stranded in no-man’s land. To use them effectively, practitioners should feel comfortable living in this gap between quant and qual.  Too far one way or the other, and it’s a pretty safe bet that personas will either be used incorrectly or be discarded entirely.

Because of this potential for abuse, maybe it’s time we threw personas in the trash bin. I suspect they may be doing more harm than good to the practice of marketing. Even at their best, personas were meant as a more empathetic tool to allow you to think through interactions with a real live person in mind. But in order to make personas play nice with real data, you have to be very diligent about continually refining personas based on that data.

The holy grail of marketing would be to somehow give real-time data a human face. If we could find a way to bridge left-brain logic and right-brain empathy in real time to discover insights that were grounded in data but centered in the context of a real person’s behaviors, marketing would take a huge leap forward.


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

iNeoMarketing's insight:

True personalization is on its way, negating the need for anything persona. At this point, I would spend resources on implementing personalization and not personafication.

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Should You Really Build An Integrated Solution? | SiriusDecisions

Should You Really Build An Integrated Solution? | SiriusDecisions | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

An article geared towards vendors, but absolutely applicable to the purchaser. Here's why: during the vendor selection process, you want to look for these four factors!

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2015 Internet Trends Report - Mary Meeker, KPCB

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

iNeoMarketing's insight:

Her annual state of the state. You know the drill.

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To Really Make the Most of Martech, Look Beyond the Tools - ITSMA

To Really Make the Most of Martech, Look Beyond the Tools - ITSMA | The Marketing Technology Alert | Scoop.it
We put together our “Lucky 13” list of recommendations to catapult your marketing team into that lauded group:

  1. Building effective marketing technology infrastructure is a step-wise approach.
  2. Let business and marketing objectives dictate marketing technology investment priorities.
  3. Centralize marketing technology planning and implementation.
  4. Sales buy-in and participation are essential for success.
  5. Build some creative tension into the team.
  6. Develop rollout and training plans for every significant technology tool.
  7. Ensure that marketing ops teams are adequately staffed to support all campaign activity and other requests from other parts of marketing.
  8. Make use of outside agencies that specialize in marketing automation.
  9. Identify affinity and interest in marketing technology within the existing marketing team.
  10. Get over the fear of failure.
  11. Look to peers for recommendations on tools and vendors.
  12. Focus on relationships at least as much as technology.
  13. Recognize that results take time.


This scoop comes to you compliments of ineomarketing.com.                                             

iNeoMarketing's insight:

And please make a note of number 8! Yes, that's us, thank you very much.

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