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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.
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This Month’s Top 10 Most Read MarTech Articles, and the Top 17 Marketing Technology Articles Curated Monday, 9/15/14

This Month’s Top 10 Most Read MarTech Articles, and the Top 17 Marketing Technology Articles Curated Monday, 9/15/14 | The Marketing Technology Alert | Scoop.it

Time for the Top 10. Here are the most read articles from over the past 30 days:

 

• Facebook, Google+, Twitter, etc. - Perfecting Your Social Media Profiles - #infographic

• Introducing the Content Marketing Team Matrix - Econsultancy

• Is Predictive the New New Thing in Marketing Technology? | Lattice Engines

• Advanced Twitter Marketing Techniques That Will Help Your Twitter Account Take Off - KISSmetrics

• LinkedIn Pulse: Why You Should be Using LinkedIn’s Blogging Platform - TechWyse

• Hubspot files for an IPO, but documents reveal a gloomy financial picture - The Hub

• Two Must-Have Twitter Apps for Managing Followers - Marketing Technology Blog

• 5 Major Reasons People Still Use Email [Infographic] - Socially Stacked

• 5 Steps to Better Marketing Operations Management - Smart Insights Digital Marketing Advice

• How To Use Instagram For Businesses [INFOGRAPHIC] - TechWyse

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

>> Why Processes Fail in B2B Organizations - Kapost Content Marketeer http://sco.lt/7uLEdl 

>> Why Most B2B Marketing Videos Don’t Support the Buyer’s Journey - Salesforce http://sco.lt/5LnzRh 

>> Here Comes the Content Marketing Shakeout | Convince and Convert: Social Media Strategy and Content Marketing S... http://sco.lt/6nMQz3 

>> 3 Reasons to Kill Influencer Marketing - HBR http://sco.lt/8ANZUP 

>> Why Influencer Marketing Works & 5 Tips on Doing It Right - Kapost Content Marketeer http://sco.lt/8nuDLt

>> Publicis Groupe to leverage Adobe Marketing Cloud - FierceCMO http://sco.lt/6Kq1Sb

>> Salesforce appears to be prepping a cloud-based analytics service - VentureBeat http://sco.lt/85PaiH

>> Inter-linking on Google+ - Forbes http://sco.lt/8tEC2b

>> Three Good Reasons Why Google Authorship Still Matters - Profs http://sco.lt/4iUoyn 

>> Google Penguin 3.0 Likely in 2014, Says John Mueller http://sco.lt/5Mwf0z

>> Free Report: State of Inbound 2014-2015 - HubSpot http://sco.lt/5ijNFR 

>> Infographic: Here's what a social CEO looks like - The Hub http://sco.lt/6Gw2QD

>> How Much Does Social Media Content Really Cost? - #infographic - Digital Information World http://sco.lt/6XxyE5

>> Why Is Twitter Monitoring Important? - #infographic - Digital Information World http://sco.lt/5BWJ1t

>> 5 Lesser-Known Social Media Platforms For Your Small Business - #infographic - Rapid Advance http://sco.lt/8FPx33 

>> A Keyword Strategy as Easy as Counting to Five [INFOGRAPHIC] - Inbound Marketing Agents http://sco.lt/70PQrx 

>> The 12-step Landing Page Rehab Program - Unbounce http://sco.lt/5pk7ZR 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Creating B2B Video to Support the Buyer’s Journey - Chief Marketer

Creating B2B Video to Support the Buyer’s Journey - Chief Marketer | The Marketing Technology Alert | Scoop.it

Excerpt...


Create several targeted videos aligned to the buyer’s journey.

 

What kind of videos would be made if, instead of starting out “Hey, we need a product video,” marketers thought “Hey, buyers need information”? We know that buyers in the awareness and consideration phases of the journey like summarized content. So, short (30-60 sec) videos make sense. And to accommodate the different interests and levels of engagement of buying team members, you need multiple short videos.

 

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iNeoMarketing's insight:

Parse and post so that you're where your buyers are. IMPORTANT: make sure your titles are descriptive.

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2014 B2B Digital Marketing Objectives, Budgets, Activities and Challenges - Marketing Technology Blog

2014 B2B Digital Marketing Objectives, Budgets, Activities and Challenges - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
2014 B2B Digital Marketing Objectives, Budgets, Activities and Challenges by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

The infographic is a solid summary of the findings, but if you want the study, you'll need to go to http://www.omobono.com/insights/.

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The Top Google Search Rank Factors in 2014 - Profs

The Top Google Search Rank Factors in 2014 - Profs | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

Thus the continued importance of G+. Wish LinkedIn was in there somewhere.

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One Insanely Actionable Content Marketing Strategy That Will Generate You 74% More Search Traffic - QuickSprout

One Insanely Actionable Content Marketing Strategy That Will Generate You 74% More Search Traffic - QuickSprout | The Marketing Technology Alert | Scoop.it

Digest...


In this post, I will teach you, step by step, how to identify keywords your competition is ranking for and how to create content that will outrank them. This approach is so effective that by leveraging it on Quick Sprout over the last 12 months, I’ve been able to increase my search traffic from 160,773 visitors to 280,428 visitors a month.

 

It isn’t very difficult to outrank your competition and generate more search traffic than they do. All you have to do is follow the steps above, using SEMrush and the CSV file you export.

 

Once you do that, make sure you focus on writing and promoting high quality content. It works so well that by following my own advice, I have been able to increase Quick Sprout’s search traffic by 74%.

 

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iNeoMarketing's insight:

You need to click through and review this approach: really brilliant stuff and easy to implement.

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The Four Social Programs Every Marketer Must Study | Forrester Webinar

The Four Social Programs Every Marketer Must Study | Forrester Webinar | The Marketing Technology Alert | Scoop.it

In this Webinar, social expert Nate Elliott will discuss key topics such as:

>> Which social programs create the reach, depth, and relationships needed to move your audience through the customer life cycle.

>> The steps you must take to build a successful social program.

>> How to prioritize and plan social programs that fit into your audience’s established social behaviors.

 

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iNeoMarketing's insight:

It's a free webinar from Forrester for clients and non-clients alike.

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Why Most B2B Marketing Videos Don’t Support the Buyer’s Journey - Salesforce

Why Most B2B Marketing Videos Don’t Support the Buyer’s Journey - Salesforce | The Marketing Technology Alert | Scoop.it

Digest...


Product-centric videos—by themselves—do not support the buyer’s journey! Why not?

1. A product-oriented explainer or demo video by itself will not create that crucial shift in perspective that transforms a viewer into a potential customer.

2. Today’s buyers are largely educating themselves about your solution’s applicability.

3. Buyers want information, not infomercials.

4. Buyers are working in teams.

5. Different buying stages require different videos.

 

Solution 1: Create several targeted videos aligned to the buyer’s journey.

Solution 2: Start thinking of new kinds of stories.

 

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iNeoMarketing's insight:

A successful video strategy starts with smart, accurate personas, matched to the various "points of landing" of the buyer's journey (whatever that labyrinth may be).

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3 Reasons to Kill Influencer Marketing - HBR

3 Reasons to Kill Influencer Marketing - HBR | The Marketing Technology Alert | Scoop.it

Digest...


1. It’s the wrong metaphor. 

The idea of influentials makes intuitive sense because we all know people like the ones Malcom Gladwell described in his book:  “Connectors” who seem to know everyone, “mavens” who possess deep domain knowledge and “salesmen” who have the gift of gab.  We’ve seen how they’ve influenced us, so it seems plausible that they play a role in spreading ideas. Yet social epidemics aren’t local phenomena.  They are long viral chains.  Just because someone might be good at getting an idea across, doesn’t mean that others are more likely to share the idea.  And if an idea doesn’t get shared, it doesn’t travel far.

 

2. Science finds little evidence to support influencer marketing. 

Recent research raises even more serious questions about the influentials hypothesis.  In one study of e-mails, it was found that highly connected people weren’t necessary to produce a viral cascade.  In another, based on Twitter, it was found that they aren’t even sufficient.  So called “influentials” are only slightly more likely to produce viral chains.

 

3. Recent events should remind us how precarious influence is.

But there is another reason to doubt the idea of influentials: recent events and common sense.  We’ve seen powerful social epidemics erupt in the Arab Spring, the Euromaidan protests in Ukraine and the 2004 Orange Revolution that preceded it.  Small, loosely connected groups overthrew powerful regimes.

Now, it hardly makes sense that Hosni Mubarak and Viktor Yanukovych, who controlled the media and the major organs of power, lacked influence or access to influential people.  Yet they were powerless to stop the street protests that eventually brought about their downfall.

 

The fundamental problem with influencer marketing is not that some people aren’t more influential than others, but that there is little, if any, evidence that influencer strategies—other than celebrity endorsement—are viable.

 

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iNeoMarketing's insight:

Ahhhhh....DATA!


This all points to the notion that the degree of influencer marketing success is miniscule relative to the aggregate effort.

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Publicis Groupe to leverage Adobe Marketing Cloud - FierceCMO

Publicis Groupe to leverage Adobe Marketing Cloud - FierceCMO | The Marketing Technology Alert | Scoop.it

Digest...


French ad giant Publicis Groupe will deploy the Adobe Marketing Cloud across an agency portfolio that includes B2B digital shop DigitasLBi.

 

The cloud will give Publicis Groupe agencies a unified platform from which to track and assign value to online and offline touchpoints, manage data as well as marketing assets and automate marketing across multiple channels, according to the statement.

 

The news follows a series of acquisitions that have helped Adobe push further into the coveted marketing cloud space—territory hotly pursued by technology companies ranging from IBM, Salesforce, Oracle and HP. Agencies are partnering with technology providers to gain an advantage for their clients—and they are playing a role in helping those providers shape their products.

 

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iNeoMarketing's insight:

The battle for the Enterprise gets more competitive.

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Inter-linking on Google+ - Forbes

Inter-linking on Google+ - Forbes | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

There are other tips (or hacks!), but this one is the most relevant.

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Google Penguin 3.0 Likely in 2014, Says John Mueller

Google Penguin 3.0 Likely in 2014, Says John Mueller | The Marketing Technology Alert | Scoop.it

Excerpt...


In the Google Webmaster Central office hours hangout on Google+ on September 12, Google Webmaster Trends analyst John Mueller says Penguin 3.0 will likely launch in 2014.

 

"My guess is yes," Mueller says. "But, as always, there are always things that can happen in between. I'm pretty confident we'll have something in the reasonable future, but not today, so we'll definitely let you know when things are happening."

 

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iNeoMarketing's insight:

The target will be moving again. As usual, stick with the basics.

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Infographic: Here's what a social CEO looks like - The Hub

Infographic: Here's what a social CEO looks like - The Hub | The Marketing Technology Alert | Scoop.it
The stats on CEOs who use social.

 

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Why Is Twitter Monitoring Important? - #infographic - Digital Information World

Why Is Twitter Monitoring Important? - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This infographic takes a closer look at what are the benefits of effective twitter monitoring for brands and how they can use twilert (tool) to effectively monitor their mentions on Twitter.


 

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Sean Lorden's curator insight, September 14, 9:58 PM

This article really stood out to me regarding why it is important to monitor Twitter and stay on top of a company account/page.  They provide you with several interesting statistics that actually show why monitoring a twitter page is important, and gives reasons as to why you should stay on top of your account or company account.  Many customers use it as a form of interaction, and some even make purchases based off recommendations on twitter.  Also, some customers feel a stronger connection by following their favorite companies on twitter, and marketers generate 2 times as many leads on twitter than those who don't.  It also leads to marketers closing deals via twitter and more money being spent for the company in the long run.  Overall, twitter can be very effective if used properly and kept up to date, and marketers should take advantage of this.  

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When Building Your Marketing Stack, Think Lego – Not Jenga | Bizo

When Building Your Marketing Stack, Think Lego – Not Jenga | Bizo | The Marketing Technology Alert | Scoop.it

Excerpt...


The key to creating a long lasting and solid marketing stack is to think about each technology as a building block that effectively aligns and integrates with the other products you are using. Think about how any one technology will feed data into the other parts of your stack – and how integrated the products really are. How well does your marketing automation system work with your CRM system? Can your lead scoring approach get magically transported into your marketing automation system to trigger a display ad campaign along with an SMS campaign?

 

It is relatively easy today to buy marketing technology. What is not easy is making sure that the technology you are buying plays well with everything you already have in place. If it doesn’t, then move on. It is not worth the effort it will take to port information from one system to another or try to analyze the very different data that each software spits out.

 

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iNeoMarketing's insight:

Let's see...what's the word....oh yeah...PLAN!!

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B2B Lead Blog » The Most Important B2B Marketing Metrics for CEOs

B2B Lead Blog » The Most Important B2B Marketing Metrics for CEOs | The Marketing Technology Alert | Scoop.it

Digest...


We need to be able to answer the big picture questions, like the following:

-- >  What effect are our marketing investments having on sales productivity? On the pipeline? On revenue?

-- >  What can Marketing do to lower the combined expense-to-revenue ratio of sales and marketing activities?

-- >  How much am I putting in and what am I getting out? The difference between these two numbers is often expressed as a percentage.

-- >  How much revenue can be directly attributed to leads coming from Marketing (i.e., the lead generation program in a specific time period)?

-- >  What is the total cost of your lead generation program during a specific time period?

 

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iNeoMarketing's insight:

Think ROI for the whole program, not individual components.

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B2B Digital Marketing: The 3 digital techniques B2B marketers must excel in - Smart Insights

B2B Digital Marketing: The 3 digital techniques B2B marketers must excel in - Smart Insights | The Marketing Technology Alert | Scoop.it

Digest...


1. Winning with websites

Websites still matter. And guess what? They might actually count as a classic piece of content marketing. Think about it. Where do people go as a result of all your marketing communications? Where is the one place you have total control over message, first impression and access to engagement statistics?

 

2. Getting found and staying found

Having a search engine optimisation strategy for your business helps to provide a structured approach to identifying the words that your customer and prospects use to then position your products and services to meet their needs.

 

3. Targeted touch points with high impact email

Email marketing is so much more than the email. It is the seduction of a problem resolved, the usable and useful nature of the solution, the context in which it is offered and where it is housed. Consideration, too needs to be given to the power of putting the right content in front of the right people at the right time. Email is still the only direct way to access the people you want to interact with most.

 

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iNeoMarketing's insight:

The basics, but I think we're all beyond that by now.

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How To Perform Competitive Analysis For An SEO Campaign - Forbes

How To Perform Competitive Analysis For An SEO Campaign - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


Following is a 4-step process for performing your own competitive analysis for SEO. There are many different strategies and tools one could potentially use, so feel free to adapt this framework to best suit your needs.

 

1. Identify your keywords

 

2. Identify your competitors

It’s very likely, however, that you also have direct competitors who you know nothing about. This is where using competitive intelligence tools can help. SEMRush and Keyword Spy are great tools for determining which sites or pages are ranking for your chosen keywords.

 

3. Determine the authority of your competitors

A key aspect of competitive analysis will be determining how authoritative your competitors’ sites are. Without this information, you may find you have unrealistic expectations or aspirations for your own site. Some factors you’ll want to consider include the age of a domain, the number of unique linking root domains to the site, and the “Domain Authority” of the site, courtesy of Moz’s Open Site Explorer.

 

4. Compare your site and pages with those of your competitors’
Now that you have a good idea of who your competitors are and how difficult it will be to compete against them, it’s time to perform a detailed analysis of how your site compares to theirs. You’ll likely want to run this analysis at both the page and site-wide level.

My favorite tool for getting a detailed comparison of up to four sites is QuickSprout. Another is Internet Marketing Ninja’s Side-by-Side Comparison Tool, which will give you data like page size, number of links, and words on a page, keyword density, meta data and linking structure of the page.

 

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iNeoMarketing's insight:

It's not that hard, it's just that it takes time which is the reason why it doesn't get done regularly and properly. This four-stepper takes away the pain.

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Technology Marketing Blog: Social Buying: The Importance of Trusted Networks during the B2B Purchase Process - IDC

Technology Marketing Blog: Social Buying: The Importance of Trusted Networks during the B2B Purchase Process - IDC | The Marketing Technology Alert | Scoop.it

Digest...


The study concluded that 75% of the B2B buyers studied and 84% of C-level/vice president executives use information from social media and interaction on social networks to make purchase decisions.

 

Social buying improves decision confidence.  The operative benefit in social buying is the ability to access trusted networks to increase confidence in high-stakes decision making.

 

Social media make accessing trusted networks easier. Buyers have long trusted their offline professional networks for this purpose. Online social networks improve access to trusted existing networks and open up networks that more easily extend beyond traditional boundaries. The bigger the buying decision, the more important social networks become.

 

B2B buyers use different types of social resources at different stages of the decision-journey. It's important not to lump all social media into one big stew of a category. "Social" is a media attribute that enables peer-to-peer audience participation. Some media are highly social and others not at all. 

 

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iNeoMarketing's insight:

Yet another proof point that the B2B buying process is a unique labyrinth where you can only be prepared to have the right content at the right time.


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Why Processes Fail in B2B Organizations - Kapost Content Marketeer

Why Processes Fail in B2B Organizations - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Digest...


1. No Roadmap for Change

Many organizations look to implement a process, but fail to plan for the change. Therefore the new process is rolled out in an ad hoc fashion and the uptake is minimal at best.

 

2. Unrealistic Expectations

I talk to many marketers who say their endeavors to implement new processes in their organizations was put to a halt by executives. Some of this responsibility lies with those executives, but a good portion also sits at the feet of those in marketing who didn’t set the proper expectations.

 

3. Not Involving Sales

It’s amazing how often marketers leave sales out of the various stages of process change. It stands to reason that changes in marketing will also certainly impact sales. It’s not good enough to simply train sales on the new approach to content, demand generation, distribution of content marketing, etc.—marketers must make sales part of the solution!

 

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iNeoMarketing's insight:

The expectations issue has EVERYTHING to do with the correct business case with ROI, and the subsequent attribution strategy.


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Here Comes the Content Marketing Shakeout | Convince and Conver

Here Comes the Content Marketing Shakeout | Convince and Conver | The Marketing Technology Alert | Scoop.it

Digest...


Content marketing may be a bigger industry than social media marketing, but the software portion of the industry may always be smaller. Even if content is the parent of social media, there is a lot less money to collectively be made in content marketing software than there is in social media software.

 

Today’s content marketing software is good. Better than it should be at this stage, really. But does a medium-sized business or small business need a software license to help them curate, create, manage, and measure content marketing? Multiple vendors at Content Marketing World 2014 take the “our solution is way better than Excel” approach to pitching their calendaring solution, or similar. And while it may be accurate that Excel is an unlikely candidate for the Beloved Software Hall of Fame, it is also true that every business already has it, has already paid for it, and already knows how to use it.

 

You can buy the best software in the world, but if you don’t have smart, dedicated marketers to operate it, the outcome will be middling, at best. All modern marketing software (of any stripe) requires labor to make the magic happen. That makes the true cost of software ownership not just licensing and training costs, but salaries and benefits, too. It’s another reason why I’m not sure SMB will embrace content marketing with the same fervor as they have social media. Many of those companies have only recently finished swallowing the new software and personnel expenses needed to “get good” at social, and now they are expected to do it again with content marketing?

 

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iNeoMarketing's insight:

Content marketing software comes after MAP, analytics, social media management. Why? Because you always have Excel.

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Why Influencer Marketing Works & 5 Tips on Doing It Right - Kapost Content Marketeer

Why Influencer Marketing Works & 5 Tips on Doing It Right - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Digest...


The notion of “influencer marketing” has developed into its own sub-category of digital marketing at large, with an estimated $240 million spent on the tactic each year. Influencers can make a huge impact with small effort, and marketers recognize that truth.

 

As our record-breaking traffic numbers show, one shout-out from an influencer has the unique power to launch a company (or their content) into the spotlight. For smaller companies, these endorsements can make or break businesses, and it feels like a seismic earthquake with rippling effects for the company mentioned.

 

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iNeoMarketing's insight:

Hold that thought until you read the adjacent post!

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Salesforce appears to be prepping a cloud-based analytics service - VentureBeat

Salesforce appears to be prepping a cloud-based analytics service - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Salesforce.com, already a big dealer of enterprise software, looks set to launch a whole new product line at its Dreamforce conference next month. The name: Analytics Cloud.

 

Here’s the evidence. Look at the the Oct. 15 column of the “draft agenda” Salesforce chief executive Marc Benioff tweeted out this morning. The highest green box in that column says “Analytics Cloud Keynote.” Whoa.

 

It’s a big deal for Salesforce to finally do more to analyze data, and likely the data already sitting in Salesforce software for tracking sales leads, help-desk requests, and marketing-automation tools. Think business intelligence, think business analytics, which lots of companies, big and small, can do for Salesforce data. Which could make the move a big deal for companies in the Salesforce ecosystem.

 

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iNeoMarketing's insight:

Cripes almighty: how close are we to having Predictive in SFDC?!?!?! With this new offering, we have the umbrella for Predictive.

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Three Good Reasons Why Google Authorship Still Matters - Profs

Three Good Reasons Why Google Authorship Still Matters - Profs | The Marketing Technology Alert | Scoop.it

Excerpt...


But there are three good reasons to still use Authorship. They all relate to visibility.

•  Author pictures are still there in personalized results. Anyone who is logged in and hasn't turned off personalized search results will see your picture and byline, as long they've added you to a circle.

•  Drive traffic to your Google+ profile. Creating another path from Google search to a social profile is a good thing.

•  Author authority may eventually affect rankings. Google patented the ability to use author information as a ranking factor way back in 2005 in the now-famous "Author Rank" patent. It seems committed to using author information to determine quality. Statements from Google indicate that connecting authors to content is still its goal.

 

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iNeoMarketing's insight:

It's really a question of measuring Effort vs. Reward.

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Free Report: State of Inbound 2014-2015 - HubSpot

Free Report: State of Inbound 2014-2015 - HubSpot | The Marketing Technology Alert | Scoop.it
The 2014 State of Inbound Marketing Report is a comprehensive overview on how the industry has evolved and how companies around the globe have shifted the way they do marketing.

 

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iNeoMarketing's insight:

The annual must-read report (54 pages).

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How Much Does Social Media Content Really Cost? - #infographic - Digital Information World

How Much Does Social Media Content Really Cost? - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
The data in this infographic shows there is an enormous need to help digital marketers and social media agencies with better technology for managing, governing and scaling content. A need that’s only going to become more pressing over the next few years.


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iNeoMarketing's insight:

It's one way to calculate it.

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Tony Pham's curator insight, September 14, 9:43 PM

social media is including the accounting information which show how developing of the marketing structure in the markets. this is a real cost that impact to the organization.