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Twitter Prepping Ad-Retargeting Exchange to Rival Facebook's - AdAge

Twitter Prepping Ad-Retargeting Exchange to Rival Facebook's - AdAge | The Marketing Technology Alert | Scoop.it
following the success of facebook's retargeting exchange, twitter plans to build its own version of fbx to let brands retarget visitors with ads on twitter.


Excerpt...


The micro-blogging platform is planning to erect an exchange similar to FBX that would let brands retarget people who visit their sites with ads on Twitter, according to people with knowledge of the matter. Twitter did not respond to requests for comment.


It's unclear how far along Twitter is in building the exchange, though Facebook managed to create FBX from scratch in a month. In keeping with the company's measured approach to advertising, Twitter is performing its due diligence. Since at least late last year, the company has met with several FBX partners who are well-versed in locating on Facebook people who had previously visited a brand’s site and retargeting them with non-standard display ads on the social network, in hopes of luring them back to the brand site. It works by by pinging a partner when a cookied user visits Facebook so that the partner can bid to target ads to that user on the social network. The talks are early but ongoing, and Twitter has not briefed potential partners on a planned launch date.

marketingIO's insight:

You'll want to keep an eye on this as well as Twitter's Lead Generation Cards.


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CATHLEEN SLONE's curator insight, June 6, 2013 3:15 PM

Twitter is in building the exchange, though Facebook managed to create FBX from scratch in a month #innov8u #careers #digitalmarketing #fb

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Making Sense of Marketing Organizational Models: A Preview | SiriusDecisions

Making Sense of Marketing Organizational Models: A Preview | SiriusDecisions | The Marketing Technology Alert | Scoop.it
Although we see variations, there are four typical marketing organizational models into which most b-to-b organizations fall. 
  1. CMO model. All (or the vast majority of) global marketing resources ultimately report to one leader. 
  2. Business unit (BU) model. The majority of marketing resources report to BU leaders, leading to improved focus and effectiveness in differentiated units and the agility to address specific regulatory issues.
  3. Matrix model. Marketing is managed through a network of BUs, regional and central marketing, and other functions. 
  4. Regional model. All regional and local marketing resources report to regional sales leaders, which lets the marketing organization focus on alignment and agility in new geographies. 
marketingIO's insight:

The question is how the supporting marketing technology is managed among these four models. It can be tricky.

 

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2016 Marketing Technology Update - Forbes

2016 Marketing Technology Update - Forbes | The Marketing Technology Alert | Scoop.it
marketingIO's insight:

Measuring revenue, proof of ROI, measuring profitability. Yup: concerns from the F2000 marketer.

 

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What Are the Most Critical Digital Marketing Technology Capabilities? - MarketingCharts

What Are the Most Critical Digital Marketing Technology Capabilities? - MarketingCharts | The Marketing Technology Alert | Scoop.it
marketingIO's insight:

No surprises, but watch social drop and analytics increase over the next two years.

 

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B2B Executives Focus on the Customer in Marketing Technology Spend - eMarketer

B2B Executives Focus on the Customer in Marketing Technology Spend - eMarketer | The Marketing Technology Alert | Scoop.it
Marketing automation and CRM tools enable a new customer-centric approach
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7 Steps to a Buyer’s Journey that Fuels Your Inbound Campaigns - The Whole Brain Group

7 Steps to a Buyer’s Journey that Fuels Your Inbound Campaigns - The Whole Brain Group | The Marketing Technology Alert | Scoop.it
1) Pick the best persona to map the buyer’s journey

2) Identify your internal information resources

3) Identify what happens in the Awareness stage

4) Focus on the Consideration stage

5) It’s time to make a decision

6) Tie it all together with some inbound campaigns

7) Identify triggers to hand off leads to your sales team
marketingIO's insight:

CT for details.

 

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B2B Demand Metric Benchmark Report - Radius

B2B Demand Metric Benchmark Report - Radius | The Marketing Technology Alert | Scoop.it
With demand generation so clearly a part of the critical path to revenue, B2B marketers are eager to discover and explore approaches, technologies, and data sources to drive more effective demand generation.

Radius and Demand Metric recently completed a study in an effort to understand current pain points for B2B demand generation marketers and how predictive analytics address those challenges now and in the future. This study measured the current challenges for B2B demand generation marketers with the objective of understanding specific, current pain points as well as how and where predictive analytics can address them.
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10 things marketers should know about Medium's new publishing platform - Econsultancy

10 things marketers should know about Medium's new publishing platform - Econsultancy | The Marketing Technology Alert | Scoop.it
1. It might kill the website

2. It offers discoverability..

3. ..and an escape from banner ads

4. It looks consistently great

5. It's a sensible choice for a corporate blog or nonprofit site

6. But remember, it's not open source

7. The Medium ad model is native

8. Paywalls can be implemented

9. Total time reading (TTR) is an important metric

10. These sites are live

Electric Lit
Pacific Standard
The Bold Italic
The Billfold
NewCo Shift
The Twitch Blog
Signal vs. Noise
Those People
Mel
Monday Note
The Black List
Film School Rejects 
marketingIO's insight:

Number 1 is not going to happen anytime soon, but #5 is doable.

 

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Demandbase + Integrate: Identify Decision-Makers in Target Accounts | Marketing Technology

Demandbase + Integrate: Identify Decision-Makers in Target Accounts | Marketing Technology | The Marketing Technology Alert | Scoop.it
Demandbase enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. Integrate is a marketing software provider on a mission to arm demand marketers with the tools, insights, and integrations required to change the way they execute demand generation.

In a productized integration between the two, accounts demonstrating increased engagement from Account-Based Advertising are synchronized with Integrate’s software. Integrate then orchestrates demand generation campaigns across an ecosystem of media partners to engage key stakeholders within those accounts and generate leads. The qualified lead data is then imported into the client’s marketing automation system to be scored and injected into the sales process and reporting is pushed back to Demandbase’s Account-Based Advertising dashboard.
marketingIO's insight:

CT for details and an infographic.

 

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7 Less Obvious Tools to Improve Your Visual Content - CMI

7 Less Obvious Tools to Improve Your Visual Content - CMI | The Marketing Technology Alert | Scoop.it
  1. Haiku Deck Zuru: Turn your slides into awesome visuals
  2. Bannersnack: Analyze how your audience interacts with your visuals
  3. 3. Datawrapper: Create cool charts
  4. DrumUp: Co-manage multiple social media channels and schedules
  5. Later: Plan and scale Instagram content management
  6. Tweet Jukebox: Promote visuals on Twitter
  7. Viral Content Buzz: Promote visuals on Pinterest
marketingIO's insight:

Great finds! CT for details and links.

 

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The State of B-to-B Prospecting Data Accuracy - Ruth Stevens

The State of B-to-B Prospecting Data Accuracy - Ruth Stevens | The Marketing Technology Alert | Scoop.it
marketingIO's insight:

See the white paper here: http://www.ruthstevens.com/wp-content/uploads/2016/04/WPState_ofB2B_ProspectingDataAccuracy2016.pdf

 

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Now entering… the age of cognitive marketing - MarketingLand

Now entering… the age of cognitive marketing - MarketingLand | The Marketing Technology Alert | Scoop.it
Digital marketers, accustomed to using software that helps them think about marketing, are now transitioning to a time when software will do much of the thinking. It’s called cognitive marketing, and research firm IDC expects that half of all companies will use this emerging generation of computer intelligence for their marketing and sales efforts by 2020.

IDC Research Manager Gerry Murray predicts that just a year from now, the current group of several dozen applications employing cognitive computing will become “hundreds.” Such applications, he told me, utilize “processes akin to the human brain, [by] taking signals and drawing conclusions.”

The converging drivers — massive computing power, massive amounts of data and a booming population of connected devices and sensors — are of course instrumental in delivering this new kind of marketing. Equally important is the ability to deliver cloud-based services, as most marketing services do these days — except that the cloud occupant here may well be IBM’s Watson supercomputer, or an equivalent, communicating through an API to the operational platform, also in the cloud.
marketingIO's insight:

Not who, but what the who do. We'll watch this space for you.

 

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Data Reveals 7 Surprising B2B Content Marketing Trends - Conductor Spotlight - Conductor

Data Reveals 7 Surprising B2B Content Marketing Trends - Conductor Spotlight - Conductor | The Marketing Technology Alert | Scoop.it
1. 6 Out of Every 10 Marketers Plan Their Content in Advance

2. 39% of Marketers Repurpose Older Content

3. 3 out of 5 Marketers Target Their Content 

4. Content Marketers Prefer Blogs, Videos, and Whitepapers as Medium of Choice

5. 62% of Content Marketers Rate Themselves “Good” or “Excellent” in Technical SEO

 6. The More Advanced the Technology, the More Effective the Content Marketing

7. 36% of Marketers Check Out Their Competition Frequently
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Terminus Launches New Targeting, Direct Mail Features For ABM Platform - Demand Gen Report

Terminus Launches New Targeting, Direct Mail Features For ABM Platform - Demand Gen Report | The Marketing Technology Alert | Scoop.it
Terminus unveiled new features for its account-based marketing platform designed to enhance the way B2B marketers target accounts, execute campaigns and move leads through the funnel.

The features are viewed through the Account Hub, a new dashboard intended to provide visibility into campaign strategies with real-time account behavior. Users can adjust campaigns in real-time based on account engagement to increase targeting and enhance ABM initiatives. Users can also set goals and strategies at the account level, as well as segment accounts based on these goals.
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Marketo Announces First Quarter 2016 Results (NASDAQ:MKTO)

Marketo Announces First Quarter 2016 Results (NASDAQ:MKTO) | The Marketing Technology Alert | Scoop.it
  • First quarter revenue increased 35 percent year over year to $62.2 million
  • Deferred revenue increased 37 percent year over year to $91.7 million
  • Improved operating leverage year over year
  • Launched new solutions to address expanded range of customer demand
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How to Increase the Domain Authority (DA) of a Website - Visual Contenting - VisualContenting

How to Increase the Domain Authority (DA) of a Website - Visual Contenting - VisualContenting | The Marketing Technology Alert | Scoop.it
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Your Must-Read MarTech Digest™, for Friday 4/29/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday 4/29/16 #MarTech #DigitalMarketing | The Marketing Technology Alert | Scoop.it

Today’s curated articles summarized for your quick review: 

 

                   

 

See ALL Top Curated Marketing Technology Articles here.

marketingIO: Marketing Automation in 30 Days™. See our solutions.

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How to manage the changing social ad landscape - The Hub

How to manage the changing social ad landscape - The Hub | The Marketing Technology Alert | Scoop.it
  • Don't worry about which platforms will survive or thrive in the future. View your platform choice objectively. Doing so permits a clear view of a platform's performance, based on analytics reporting.
  • Take advantage of the platform differences and tailor your message accordingly.  Instagram offers a way to tailor ads to appear by demographic and interest, as does Facebook.  While Tweets vanish fast, Twitter ads create extra views, that can also be multiplied through a remarketing setting.
  • Decide how to mix your paid search and social ad usage among customers.  The customer journey on a purchase decision may involve a mix of paid search and social ads. To gain some hints on which mix works best, use the Google Customer Journey tool, a free online solution that shows the likely order of media that a given customer might choose. The results are based on business size, industry, and country, with data based on Google Analytics accounts that volunteered their metrics to support the algorithms behind the tool.  Users can currently select from 19 industries, eight countries, and three business size categories. The tool can highlight if search ads and organic search are typically viewed earlier in the sale cycle compared to social media posts, or vise versa.  This knowledge can help plan messages to better match a customer's journey.  Ads that appear in paid search can be created to draw interest, while social media can serve as reminders of product or service benefits.
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7 of the Best Value Proposition Examples We’ve Ever Seen | WordStream

7 of the Best Value Proposition Examples We’ve Ever Seen | WordStream | The Marketing Technology Alert | Scoop.it
7. Uber – The Smartest Way to Get Around

6. Apple iPhone – The Experience IS the Product

5. Unbounce – A/B Testing Without Tech Headaches

4. Slack – Be More Productive at Work with Less Effort

3. Digit – Save Money Without Thinking About It

2. LessAccounting – Bookkeeping, Without the Hassle

1. CrazyEgg – Website Behavior Tracking at an Unbeatable Price
marketingIO's insight:

Not value props at all. What are they?...

 

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10 secret ingredients of a 10x marketer | Search Engine Watch

10 secret ingredients of a 10x marketer | Search Engine Watch | The Marketing Technology Alert | Scoop.it
They understand the importance of structured data – and build marketing as such

They know vendor weaknesses and tech idiosyncrasies

They automate for the win

They speak multiple business languages – finance, tech and operations

They build great relationships – but don’t treat fools gladly

They can measure their performance – but also know the grey area

They take joy in creative optimisation

They bring energy and urgency to their teams and colleagues

They really understand the customer

They don’t stop learning
marketingIO's insight:

And they have a kick-butt product desired by a market, which often makes a fool look like a genius.

 

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Landing Page Anatomy: Uncommon Remedies To Grow Conversion Rates - KlientBoost

Landing Page Anatomy: Uncommon Remedies To Grow Conversion Rates - KlientBoost | The Marketing Technology Alert | Scoop.it
Are you a landing page doctor? Do you know the body parts that bring you most money? This landing page anatomy shows what brings conversions.
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The Top Challenges in Understanding Customer Needs | SiriusDecisions

The Top Challenges in Understanding Customer Needs | SiriusDecisions | The Marketing Technology Alert | Scoop.it
There are a couple of areas where we see companies struggling:

  • Where do we look for customer needs? Many companies look to existing customers or prospects as a source for uncovering customer needs and leverage surveys, customer interactions and sales feedback to capture known needs. While useful, this common approach limits the organization’s view into the potential needs of current and new target customers that they could address.
  • How can we get marketing, sales and product to agree on a common definition of customer needs? Too often, need is defined as the need for the product or solution. This faulty definition creates a presumptive and myopic view that’s centered on the offering and therefore limits the understanding of the full dimension of needs that exist in every b-to-b organization. I see the impact of this most often in messaging that touts the product benefits instead of the business value.
marketingIO's insight:

As old as human civilization.

 

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Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions

Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions | The Marketing Technology Alert | Scoop.it
Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:

  • Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
  • Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
  • Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.
marketingIO's insight:

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

8/4/2014

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting - MarketingLand

Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting - MarketingLand | The Marketing Technology Alert | Scoop.it
Oracle’s Marketing Cloud is today offering account-based marketing (ABM) lead acquisition, and a deeper integration with topic-based data from its January acquisition of social insights platform AddThis.

Business data is enhanced so that marketers can target specific companies in an industry and individuals within those companies. This is being made possible by the direct integration of B2B data from Oracle’s data management platform (DMP), BlueKai, into the Marketing Cloud.

In addition to BlueKai, there is also a new integration with account-based marketer Demandbase, which is providing Marketing Cloud-specific info. Also new: additional functions for scoring, nurturing, tracking and messaging accounts and an ability for B2B marketers to more easily check the completeness and validity of incoming data.
marketingIO's insight:

Impressive!

 

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When To Say "No" To More B2B Social Media Channels - Capterra Blog

When To Say "No" To More B2B Social Media Channels - Capterra Blog | The Marketing Technology Alert | Scoop.it
While fairly simple to understand as a concept, finding your actual buyer persona(s) can be a daunting task. You need to figure out which questions are most important to define your buyers. Some questions might include:

What pain point does our product solve for our customers?
What size business is our customer?
What industry do they represent?
What is their title within the organization?
How do they measure success?
When are they most likely to be looking for your products?
Who are they in their free time?
What social media networks do they prefer?
marketingIO's insight:

Stick with the basics, then move out from there.

 

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4 Free Online Scheduling Software Solutions - Capterra Blog

4 Free Online Scheduling Software Solutions - Capterra Blog | The Marketing Technology Alert | Scoop.it
Appointy

checkAppointments

Setmore

SimplyBook
marketingIO's insight:

CT for links.

 

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