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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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The Marketing Automation Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Marketing’s Talent Alternatives Part Two, and the Top 11 Marketing Technology Articles Curated Monday, 7/21/14

Marketing’s Talent Alternatives Part Two, and the Top 11 Marketing Technology Articles Curated Monday, 7/21/14 | The Marketing Technology Alert | Scoop.it

So when outsourcing marketing technology is not the preference of the Marketer, who wants to bring in additional talent to work in lockstep with staff and other internal suppliers and internal customers, what are the options? What are the insourcing options?

 

There are three options from external sources: find ‘n hire, temp contractors, or completely insourced contractors and management.

 

The find ‘n hire is difficult today for two reasons. First, the talent to bring expertise in-house on a permanent basis is simply outstripped by the demand. And tech improvements continue to place pressure on human resources as we just can’t catch up. Second, the definitions as to job positions vary from one person to the next, e.g., although the roles are the same, one company may refer to the open req as marketing ops as another refers to it as marketing tech. One more item: your HR crew needs to be skilled at finding this talent and be able to speak the language of marketing tech during the hunt ‘n find process, just as they are capable of speaking IT. So there will be a bit of training from the outset (not to mention all those internal docs that need to be created, e.g., job descriptions).

 

Until supply equals demand, the B2B Marketer looking to insource should consider two other options: hiring contractors or hiring full project teams.  Both options allow the Marketer hands-on control of the project on-site, off-site, or a combination of the two. And both options are commonly deployed by IT.

 

With contractors, just as it is with IT, it’s a faster hire (with references that provide some sense of security).  And there’s great flexibility that unfortunately requires greater hands-on management. And that may be an issue: hands on management. You may not have the knowledge, time and/or inclination to bring on board a contractor on a short term basis to execute on some aspect of your marketing technology plan. Whereas with IT there are a bevy of internal project managers, that same level of expertise just does not exist across the majority of marketing departments.

 

If that is the case, then hiring a project team may be a solution. A project team is, at a minimum, a project manager and a contractor, where the contractor reports into the PM, who reports into you. The upside to a PM is that this person can act as your proxy during internal meetings bringing technical knowledge with management savvy (and at times, political skill). Bear in mind trust of the PM from other internal suppliers and customers will take longer than a FT hire, so there may be a bit of hand-holding.

 

Internally, you can always redeploy and train existing staff, and as an option we’ll cover that tomorrow.

 

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:

-- > RelateIQ and Salesforce: It’s not just about data science - VentureBeat http://sco.lt/904KiP

-- > Gamification in B2B Sales: Is it Time? Part II | Aberdeen Group http://sco.lt/5ZsLq5

-- > How to find -- and hire -- data scientists - VentureBeat http://sco.lt/87zkR7

-- > Reducing Marketing Tasks with Marketing Automation - Marketo http://sco.lt/5Cc4Jt

-- > Five Quick Tips for Marketing Automation Success - Profs http://sco.lt/5BPH17

-- > Is Digital Marketing The Next Candidate For ‘Friction Disruption’? - Ad Exchanger http://sco.lt/5805SL

-- > A Non-Wizard Calls Marketing Automation’s Bluff - ClickZ http://sco.lt/6CPOkL

-- > The five immutable laws of digital marketing http://sco.lt/8Tzf17

-- > [FREE REPORT] Forbes Insights: Breaking Down Marketing Silos http://sco.lt/7IBxCL

-- > How to Decrease Your Website's Bounce Rate [Infographic] - HubSpot http://sco.lt/74la9h

-- > Infographic: Digital media can help increase frequency of purchase by 11% - The Drum http://sco.lt/8CsVHd

 

See ALL Top Curated Marketing Technology Articles here.

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2014 Gartner Magic Quadrant for SFA | SugarCRM.com

2014 Gartner Magic Quadrant for SFA | SugarCRM.com | The Marketing Technology Alert | Scoop.it
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Compliments of SugarCRM.

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Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing Advice

Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it

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RelateIQ and Salesforce: It’s not just about data science - VentureBeat

RelateIQ and Salesforce: It’s not just about data science - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


In the case of Salesforce.com’s acquisition of RelateIQ, the reactions I’ve heard from customers and influencers have fallen into two camps:

  • “Why did RelateIQ — one of the hottest enterprise startups in a dynamic segment of the market — sell so early, when it still had so much potential for growth?” Unsurprisingly, I’ve heard this largely from the Valley cognoscenti.
  • “Who is RelateIQ, and why was Salesforce willing to pay so much money for them?” This reaction tends to come from people outside the Valley, including influential sales enablement professionals and well-connected customer-relationship management analysts.

 

A data science solution must do much more than optimize the way sales reps build relationships. Salesforce gets that this shift is happening. That’s why they paid so much for a company that the mainstream market hasn’t heard of. Now comes the hard part: integrating a nascent, next-generation platform and user experience with a mature infrastructure that was built for a different time.

 

We are still in the early days of the data science and sales marriage. The outcome of this relationship will be game-changing — using predictive insight to figure out exactly what actions will help the team exceed its current quarterly quota and which approaches will be most effective in future quarters.

 

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iNeoMarketing's insight:

It's one of the greatest moves in the past 5 years, more than the acquisition of MAPs by CRM vendors. I pray that it's more than just hype.

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How to find -- and hire -- data scientists - VentureBeat

How to find -- and hire -- data scientists - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


So how do you find and hire these newly essential employees? Not easily, according to data scientists Max Song and Carl Shan, who are working on a Data Science Handbook, and have published 120 Data Science Interview Questions.

 

Roughly 140,000 people are employed as data scientists right now, but by 2018, we’ll need 440,000 to 490,000, according to that report. The shortfall is due to the fact that this job is so new there’s not a direct educational equivalent, or an obvious career path. There’s no data science major in college, with the closest equivalent being perhaps a rare statistics major. But data scientists also need a firm grounding in computer science.

 

Employers and recruiters need to broaden their search to people who may not have the title of data scientist, and may have followed diverse educational and career paths.

 

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iNeoMarketing's insight:

It'll be more than 500K data scientists needed, as more technology will drive the need beyond what we can see today. Tough to find and hire today: the skills are there but spread across multiple individuals.

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Five Quick Tips for Marketing Automation Success - Profs

Five Quick Tips for Marketing Automation Success - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Having just completed a 60-day marketing automation implementation process, I want to share some lessons learned. So, before implementation...

 

1. Clean up your CRM

Make sure you clean up your CRM (customer relationship management) database. A clean CRM is important, because your marketing automation software will synch with your CRM, and if you have a lot of duplicates on the lists you import, you'll have a mess on your hands.

 

2. Validate/verify your email addresses

Even then, before you upload your contacts, make sure you run them through an email appending/verification service. That way, you can weed out the wrong/gone emails before you ever upload your contacts into your marketing automation software. Doing so means you will be able to lower your bounce rate when you run your first email campaign, which is important.

 

3. Communicate with and educate your sales team

Marketing automation affects the processes you have put in place and the agreements you have with your sales team, so you need to have a conversation.

 

4. Ensure you have the appropriate resources

At the very least, you will need the help of your webmaster/Web developer, IT department, Sales operations/CRM admin, and marketing and creative teams to help you with...

Tracking codes

Email authentication

Tracker subdomain creation

Custom font permissions, if necessary

Prospect lists

Unsubs/opt-out lists

File upload

Form creation

Landing page creation

CRM integration

Sales training

Content creation

Automation rules

Drip program creation

Grading and scoring

Lead assignment process

Custom redirects

Site search integration

Dynamic content

Page action triggers

Keyword monitoring

Technology connectors such as Google AdWords and GoToMeeting

 

5. Commit to continually educating yourself

I know so much more than I did 60 days ago, but if I have learned anything it's that I have a lot still left to learn about marketing automation usage, best-practices, integration, and educating others. Do not underestimate how much time it will take to learn what you need to learn in order to maximize your investment in marketing automation—and commit to taking that time to educate yourself, regardless of how hard it is to fit in.

 

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iNeoMarketing's insight:

Review #4 in great detail: spot on. HOWEVER...


There are two articles on btobonline.com by Nick Panayi, director-global brand and digital marketing for CSC, who implemented MA within his organization, which gives you the insight you need to plan out your implementation: go here and here to review them.

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A Non-Wizard Calls Marketing Automation’s Bluff - ClickZ

A Non-Wizard Calls Marketing Automation’s Bluff - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Marketing automation software does not do all of the work for you. Is it invaluable in doing my job every day? Absolutely. Has it increased our agency's success rate and ability to better understand what works for our clients' customers? Definitely.

 

But it is not a magic machine that will allow you to fire half the marketing team and "automate" their jobs. It is not a miracle maker that will drop engaging, useful, well-researched, beautiful e-books into your collateral pool. It can't come up with 68 clever tweets to promote said amazing e-book over the next month. Nor can it design accompanying graphics and animate videos to help gain visibility across LinkedIn and YouTube.

 

All of these things still must be done by human beings. And this is the part of marketing that is most challenging (for me, at least.) The coming up with ideas and putting pen to paper to script the video, write the e-book, record the webinar, or articulate ideas to a graphic designer.

 

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iNeoMarketing's insight:

Which leads to the question: how do you staff for the automation, and for your department? If there are greater capabilities, what are the skills needed to capitalize on these features?

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[FREE REPORT] Forbes Insights: Breaking Down Marketing Silos

[FREE REPORT] Forbes Insights: Breaking Down Marketing Silos | The Marketing Technology Alert | Scoop.it

How can the 21st century CMO create a cohesive, creative and streamlined marketing department that delivers a better product and message to the customer, leading to an ideal customer experience? This report aims to be a blueprint—a roadmap even—for CMOs who want to build better-integrated marketing teams, increase customer engagement and turn bigger profits, but who find that silos are a persistent, nagging barrier.

To shed light on this pressing issue, Forbes Insights conducted in-depth interviews with five leading CMOs, adding context to data previously gathered by Teradata.

 

Here’s a sneak peak at a few things we learned —much more can be found in the full report:

●Create new groups to span silos

●Create a unifying message to rally around the customer

●Create new seating arrangement

●Create a data-driven case

 

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iNeoMarketing's insight:

Qualitative report, and interesting ideas.

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Infographic: Digital media can help increase frequency of purchase by 11% - The Drum

Infographic: Digital media can help increase frequency of purchase by 11% - The Drum | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

Click to expand.

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Oracle Social Cloud becomes the latest social marketing platform to integrate with LinkedIn - The Hub

Oracle Social Cloud becomes the latest social marketing platform to integrate with LinkedIn - The Hub | The Marketing Technology Alert | Scoop.it

Excerpt...


Oracle Social Cloud joins a select group of platforms that have access to LinkedIn's API for marketing purposes.

 

By becoming the latest addition to LinkedIn's Certified Company Page Partner program, Oracle Social Relationship Management platform will give its users the ability to perform several marketing activities on LinkedIn through the Oracle platform. 

 

Other platforms that currently offer this capability include Adobe Social, Hubspot, Hootsuite, Sprinklr, Spredfast, Salesforce ExactTarget Marketing Cloud, NewsCred, Percolate and Shoutlet.

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iNeoMarketing's insight:

FYI

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How Effective are Purchased Lists, and Do You Need to "Warm Them Up" First? - Newfangled

How Effective are Purchased Lists, and Do You Need to "Warm Them Up" First? - Newfangled | The Marketing Technology Alert | Scoop.it

Excerpt...


We bought another 2,000 names and didn’t warm them up one bit, just threw them on the list and they started getting emails from us the next week, just whatever was in the queue for our full list. And you know what? We saw a 0.86% unsubscribe rate with those people. And that’s when we realized that so long as you are well positioned and are creating very strong, unique, expertise-based educational content for your prospects, then a highly targeted purchased list can be every bit as effective as the one you’ll build up organically over time via opt-in subscriptions, or the purchased list you took great pains to pre-nurture. The List Inc is an excellent resource, and I definitely recommend their services. There are others, like Hoovers and Goldmine and Data.com, which is owned by Salesforce, but I’d start with The List just because their data is so strong.

 

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iNeoMarketing's insight:

So two lessons: (1) the response from your purchased list is a function of the quality of the messaging; and (2) check out http://www.thelistinc.com for marketing and advertising contacts.

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Marketing Report Card: Professionals Rate Their Teams - Profs

Marketing Report Card: Professionals Rate Their Teams - Profs | The Marketing Technology Alert | Scoop.it

 

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How Benchmark Reports Doubled Lead MD’s Pipeline - Radius

How Benchmark Reports Doubled Lead MD’s Pipeline - Radius | The Marketing Technology Alert | Scoop.it

Digest...


Before LeadMD launched their benchmarks program, they identified the motivations of their customers, as well as the pain points. To benchmark a prospect’s CRM, LeadMD has developed a set of questions around marketing automation use and performance. After prospects have answered all the questions and filled out a simple form, LeadMD produces a benchmark report that compares a company’s performance to the performance that other companies report.

 

After just two months of offering marketing benchmarks to prospects, the LeadMD sales pipeline doubled, and the company closed a quarter of its forecasted revenue.

 

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iNeoMarketing's insight:

The power of free apps.

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For Social Media Leads, Automation Begets Automation - Ad Exchanger

For Social Media Leads, Automation Begets Automation - Ad Exchanger | The Marketing Technology Alert | Scoop.it

Digest...


Leadspace:

“The first generation was about putting data into databases, and the second generation was about building automation platforms [like Salesforce or Marketo],” Bewsher said. The focus for Leadspace is to use public and proprietary social data to layer on top of a client’s existing sales platforms and find new potential clients, or add color to existing ones.

Leadspace gathers data on individuals through the web, multiple social networks such as Facebook, LinkedIn and Twitter, and any structured data, such as first-party CRM or marketing databases or third-party business intelligence data sets from Dun & Bradstreet. If an individual known by the client posts on an online forum, for instance, Leadspace’s technology is designed to gather this additional information and combine it to create a more relevant profile of that person and their interests.

 

NextPrinciples:

Automating lead generation via social media isn’t limited to gathering newly available data and plugging it into a CRM. Some marketers are finding it useful to improve the community-building aspects that are the ostensible purpose of social platforms.

 

NextPrinciples brands itself a “social marketing automation solution.” Its product is similar to Leadspace it that it uses social media data to vet potential leads, but does so for the purpose of targeting leads with content on social platforms.

 

The company’s focus for now is on Twitter content optimization, but it has been working on integration with Facebook, blogs, forums and YouTube.

 

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iNeoMarketing's insight:

Social automation is a necessary part of the whole schema: CRM, MAS, SAS with a underlying 3rd party DB...and predictive.

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Navigating the Class V Rapids of Marketing Technology - Chief Marketing Technologist

Navigating the Class V Rapids of Marketing Technology - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Scott Brinker presentation that focuses on the marketing tech landscape.

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Create Compelling Marketing Videos That Educate and Entertain [Infographic] - Profs

Create Compelling Marketing Videos That Educate and Entertain [Infographic] - Profs | The Marketing Technology Alert | Scoop.it
Content - Want to marketing videos that grab your customers' attention and keeps them coming back for more? Then check out these tips for creating instructional, informational, and entertaining marketing videos.


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Gamification in B2B Sales: Is it Time? Part II | Aberdeen Group

Gamification in B2B Sales: Is it Time? Part II | Aberdeen Group | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Do you need further proof? We're a game-driven world today, and this stuff works.

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Reducing Marketing Tasks with Marketing Automation - Marketo

Reducing Marketing Tasks with Marketing Automation - Marketo | The Marketing Technology Alert | Scoop.it

Excerpt...


Here’s how it saved my team major hours:

-- >  Deduping. Updating leads from events, webinars, and external systems was a huge pain point. We were spending eight hours (or more) after each webinar just to properly dedupe and update existing records. With advanced marketing automation, this can be done in minutes.

-- >  Autoresponders. This made each lead feel we acknowledged their request — regardless of how many leads we had.

-- >  Automatic lead routing. With thousands of leads held back from sales in a nurture state, and hundreds more each day, I needed automation that could save me and my colleagues time better spent on creative work.

-- >  Email deliverability. I needed a platform that would improve list performance and track individual leads’ engagement. Previously, I had only limited tools across several systems.

-- >  Seamless integration with sales data. This ensures all the right activities and campaigns are updated in both your sales and marketing platforms.

-- >  Sales funnel reports. I was doing this manually in Excel — very time-consuming, and prone to error. With marketing automation pulling these reports, my team would have necessary visibility into sales funnel data.

 

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iNeoMarketing's insight:

You could look at this article as some of the benefits derived from the use of marketing automation (and you'd just be scratching the surface).

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Is Digital Marketing The Next Candidate For ‘Friction Disruption’? - Ad Exchanger

Is Digital Marketing The Next Candidate For ‘Friction Disruption’? - Ad Exchanger | The Marketing Technology Alert | Scoop.it

Digest...


Interestingly, whereas in other technology categories the industry consolidated around a few surviving large companies, the exact opposite has happened in digital marketing. The number of digital ad tech startups and successful companies has actually increased over time. If current trends hold, digital marketing technology is destined to be a multivendor sector where customers are able to choose from best-of-breed providers for many years to come.

 

Given the sensitive and confidential nature of digital marketing data, one industrywide platform such as Sabre has not emerged. Instead, what has emerged are platforms where enterprises can create their own private data clearinghouses. Enterprises that have architected such data layers are now enjoying substantial decreases in development time and substantially lower friction in sending data to and from the various systems they use to accomplish their digital marketing objectives. Volumes of data flowing through these shared enterprise data platforms have skyrocketed, growing more than 2,000% in the past two years, according to Ghostery Inc., which collects and reports on data collection activities within millions of browsers.

 

With the rise of the data layer, everyone wins. Digital marketing vendors get the data they need to perform their valuable services more quickly and with much less integration workload required by their customers. Customers benefit from being able to quickly deploy and use cutting-edge digital marketing solutions, as well as being to able to redeploy their development resources away from Javascript tag maintenance to much higher-value-add endeavors.

 

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iNeoMarketing's insight:

And, of course, the tools are available today to the B2B marketer, albeit not in the same capacity as the B2C marketer.

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The five immutable laws of digital marketing

The five immutable laws of digital marketing | The Marketing Technology Alert | Scoop.it

Digest...


#1. The Law of Inequality

The more you put in, the higher the rate of diminishing returns. Doubling the spend on a digital campaign doesn’t equate to double the returns. Marketing, whether digital or otherwise, has to be strategically focused on the markets that will yield the highest return.

 

#2. The Law of Virality

In many cases, virality is not a random effect but the result of careful engineering.

 

#3. The Law of Commonplace

If you don’t continue to innovate in the way you present yourself and engage with online audiences, you will get overlooked. Just stop doing the same old thing the same old way. Digital makes it supremely easy to switch things up frequently.

 

#4. The Law of Interruption

Successful marketers of tomorrow aren’t about interrupting their customers and prospects with messaging, about sending out advertisements and promotional content in the hopes that people will happen upon it; they are about having conversations and offering messaging as part of the engagement.

Messaging doesn’t get you engagement. Engagement gets you the opportunity to deliver messaging.

 

#5. The Law of Gravity

The more conversations you generate around a topic, the more likely the conversation will grow without your involvement. Gravity won’t happen overnight. It takes time to develop a conversation that will take on a life of its own which, unfortunately, often flies in the face of ROI-driven marketing.

 

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iNeoMarketing's insight:

Love #3, and it's so damn true. Change, adjust, morph, call it what you want, but it's relatively easy in the digital domain.

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FRANK FEATHER ~ Business Futurist's curator insight, July 21, 6:58 AM

Stop and think about these important marketing items.

Amanda Lane's curator insight, July 21, 12:58 PM

Digest...

 

#1. The Law of Inequality

The more you put in, the higher the rate of diminishing returns. Doubling the spend on a digital campaign doesn’t equate to double the returns. 

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How to Decrease Your Website's Bounce Rate [Infographic] - HubSpot

How to Decrease Your Website's Bounce Rate [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it

 

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Marketing’s Talent Alternatives Part One, and the Top 13 Marketing Technology Articles Curated Friday, 7/18/14

Marketing’s Talent Alternatives Part One, and the Top 13 Marketing Technology Articles Curated Friday, 7/18/14 | The Marketing Technology Alert | Scoop.it

[First, apologizes to our newsletter subscribers for missing yesterday’s edition. Fires everywhere that needed immediate action. You’ve been there: you know.]

 

How does the 1985-2005 IT skills shortage apply to today’s marketing technology environment? Let’s first look at today’s supporting marketing technology partner system.

 

There’s a wide swath marketing partners today that includes the agency and the marketing tech boutique shop. And we’re seeing the agency building out its marketing tech capabilities as they need to provide additional services to their existing clients (rather than lose the opportunity to assist their clients to boutique shops). This solves the one-off marketing tech project dilemma, e.g., SEO, social media, etc.

 

And there’s the large systems integrator who works exclusively with the Enterprise. That’s a different animal whose relationship is deep and expansive, proactive and reactive.

 

Lastly, there are the MAP certified partners who are available to assist the MAP vendor’s clients (and prospects) with the proper planning, implementation and ongoing management of the MAP’s solution.

 

So you have the behemoth systems integrator, agencies, marketing tech boutique shops and MAP certified partners providing support to the B2B marketer around marketing technology. All are outsourced. With the exception of the systems integrator, all are providing a narrow scope of solutions on an outsourced basis. And narrow = marketing technology oriented.

 

But we know today that marketing tech is not an island. It is an integral part of the corporate ecosystem, fully integrated and synchronistic with all functions, both internal to marketing as well as the rest of the organization (especially Sales and IT).

 

And yes, at times the existing partner web can fold into the client’s corporate environment. But outsourcing may not be the preference of the Marketer, who may want to bring in additional talent to work in lockstep with staff and other internal suppliers and internal customers.

 

What’s the solution to insourcing? Where is the talent? More on this on Monday.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Oracle Social Cloud becomes the latest social marketing platform to integrate with LinkedIn - The Hub http://sco.lt/8Gcccr

-- > [Infographic] A definition of Marketing Automation for 2014 - SmartInsights http://sco.lt/63SF4D

-- > How Effective are Purchased Lists, and Do You Need to "Warm Them Up" First? - Newfangled http://sco.lt/54QU6L

-- > Demystifying Data Visualization for Marketers - Annielytics http://sco.lt/88ovb7

-- > Marketing Report Card: Professionals Rate Their Teams - Profs http://sco.lt/6LKyGH

-- > Most B2B Marketers Struggle To Create Engaging Content - Forrester http://sco.lt/6YxiVN

-- > How Benchmark Reports Doubled Lead MD’s Pipeline - Radius http://sco.lt/6glga9

-- > Google+ kills off “real names” policy - Ars Technica http://sco.lt/6DuMHB

-- > Three Secrets of Selling Services: Solving Problems - Forbes http://sco.lt/4yCfQ1

-- > Top 5 Marketing Tech Skills —And How Much They’ll Cost You - http://CMO.com  http://sco.lt/81oiJ7

-- > Insourcing vs Outsourcing for Digital Marketing - Smart Insights Digital Marketing Advice http://sco.lt/4yYfKb

-- > Infographic: Brands on social media are 57% more likely to increase sales leads - Ragan http://sco.lt/7CeW6z

-- > Infographic: How content marketing affects search engine rankings - The Hub http://sco.lt/4p36TR

 

 

See ALL Top Curated Marketing Technology Articles here.

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[Infographic] A definition of Marketing Automation for 2014 - SmartInsights

[Infographic] A definition of Marketing Automation for 2014 - SmartInsights | The Marketing Technology Alert | Scoop.it

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Demystifying Data Visualization for Marketers - Annielytics


 

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iNeoMarketing's insight:

A tad lengthy and without text, but you'll get the idea.

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Most B2B Marketers Struggle To Create Engaging Content - Forrester

Most B2B Marketers Struggle To Create Engaging Content - Forrester | The Marketing Technology Alert | Scoop.it

Excerpt...


Our content marketing benchmark shows that B2B marketers have more work to do when it comes to consistently delivering a valuable exchange of information with prospects and customers. Key findings include:

-- >  Content is not marketing's job #1. A startling 72% of surveyed marketers say less than half of their marketing staff plays a primary role in content marketing today — leaving content to quickly devolve to talk of products and features, rather than interesting insights buyers crave. It's not surprise, then, that 87% say they struggle to produce content that truly engages their buyers.

-- >  Marketers produce content simply to fill the channel. Sixty-two percent admit to producing content on a campaign-by-campaign basis while 47% said that they focus primarily on creating content for distribution channels like their company website, online advertising, email, and social media. Another 16% said they mainly develop sales collateral. Altogether, this data shows an acute focus on acquisition that practically ignores the remainder of the customer life-cycle. 

-- >  They fail to highlight how they help customers become successful. While 71% of surveyed marketers say their content features case studies or customer stories, only 3% admit this is a primary focus of their efforts. 

-- >  Content lacks insight that buyers can turn into action. Only 12% of respondents make publishing research and perspectives the main focus of their content marketing, and no one said they engage external experts to validate those ideas.

-- >  Marketers focus on creating deals, not on building relationships. While more than three-quarters of respondents say they frequently communicate to their customer base, only 5% make this a priority, proving that marketers are too focused on acquisition rather than creating long-term loyalty. 

 

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iNeoMarketing's insight:

Please use this as a means to self-audit. I think many of us are guilty of at least one of these observations.

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