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The LinkedIn Guide to Personalized Content Creation - CMI

The LinkedIn Guide to Personalized Content Creation - CMI | The MarTech Digest | Scoop.it

Condensed...


How do you start your personalization plan on the right foot?

1. Find out who they are: Extensive research helps reveal what makes your audience members tick. Your buyer personas make that data actionable.

2. Listen to what they have to say: Listening to discussions on social media is today’s most powerful research tool for content creation. On LinkedIn, active “groups” are gold mines of information about each of your segments.

3. Create segment-specific content: Use your buyer personas to create a content plan for each segment. This part of the process takes a look at what each audience segment is talking about — and what they aren’t talking about but might find interesting.

4. Form a distribution plan: With your segments in hand, reevaluate your distribution channels. Are you approaching them with your audience segments in mind?

 

Below are three ways LinkedIn works with brands to promote content marketing:

1. Leveraging brand pages and native ads

2. Taking part in the conversation: Not everyone considers the conversations they have in LinkedIn groups to be “content marketing.” But that’s exactly what it is — providing helpful content directly to an audience member without imposing a sales message.

3. Creating personalized social experiences: LinkedIn APIs have uncovered a world of uses for creating personalized social experiences. Just ask PwC Netherlands: The global consulting firm worked with LinkedIn to create a successful professional relationship game based on a user’s LinkedIn network. CMI says: LinkedIn imposes few limitations on content marketers. Extending personalization beyond the walls of the professional network is a realistic goal that you can make happen with LinkedIn APIs.


marketingIO's insight:

We got excited when we saw the article title, but very little of the post concerned itself with personalization. And when personalization was mentioned, it came with APIs (pain). So if you have a nice dev team as a part of your marketing department, great. If not, then either start a business around custom program for LinkedIn APIs or just stick with the basics.


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Peg Corwin's curator insight, June 5, 2013 10:23 AM

Great ideas.

Greg Mudd's curator insight, June 5, 2013 12:51 PM

LinkedIn has rapidly become the number one B2B social networking tool for businesses and professionals, and in the process has transformed itself from a niche social network to a content powerhouse which is why LinkedIn should also be part of your content marketing strategy. Learn best practicies for delivering personalized experiences and best practices for audience segmentation.

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Your Must-Read MarTech Digest™, for Monday, 7/25/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday, 7/25/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


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Rethink Marketing Automation – for the CASL-Compliant Marketer - Act-On Marketing Action Blog

Rethink Marketing Automation – for the CASL-Compliant Marketer - Act-On Marketing Action Blog | The MarTech Digest | Scoop.it
CASL is a law that was passed to help cut down spam messages sent and received, but it does pose a certain challenge for marketers trying to get their message to prospects. In compliance with the new law, many Canadian marketers are being forced to rethink their digital marketing strategy.

Even with these new regulations, marketing automation remains a key tool for successful digital marketing. While many people think first of email marketing when they think about marketing automation, the reality is that email is just one small portion of its capabilities it has in store. Marketing automation functionality goes well beyond email, and can be leveraged throughout the entire customer lifecycle, from building brand awareness, to driving demand, to expanding customer relationships.
marketingIO's insight:

CT for the details, but bear in mind rule #1 regarding CASL: DOUBLE OPT-IN...documented!

 

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Email Marketing: 6 Types of Transactional Emails - Marketo

Email Marketing: 6 Types of Transactional Emails - Marketo | The MarTech Digest | Scoop.it

Here are a few best practices to consider as you’re developing your transactional email campaign:

  • Send it from a recognized ‘From’ address. 
  • Use a subject line that clearly summarizes the purpose of the email. 
  • Write copy that acknowledges and thanks the subscriber for their activity and conveys excellent customer service. 
  • Include a recognizable and clickable brand logo and incorporate your brand colors to boost brand recognition.
  • Use links that serve a specific purpose.
  • Be friendly, informative, and timely.

 

Here are six types of transactional emails you can send your subscribers based on their behavior:


1. Email Address Confirmation/Registration Emails
2. Password Resets
3. Order Confirmation Emails and Purchase Receipts
4. Feedback Emails
5. Reactivation Emails
6. Website/App Extension Emails

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Google launches imported call conversions | Search Engine Watch

Google launches imported call conversions | Search Engine Watch | The MarTech Digest | Scoop.it
Those using adding a phone number to their Google AdWords ads or running call-only campaigns have up until now been able to track conversions in a rudimentary fashion only.

Specifically, Google’s conversion tracking has enabled advertisers to track when AdWords ads result in calls of a minimum length.

But recognizing that this offers a limited view of conversions, Google has announced imported call conversions, a new feature that allows advertisers to import call data so that they can attribute detailed conversion data, such as revenue generated, back to the calls generated by their AdWords campaigns.
marketingIO's insight:

FYI.

 

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Do you have what it takes to be a martech genius?

Do you have what it takes to be a martech genius? | The MarTech Digest | Scoop.it
How well do you know marketing technologies? Do you know what makes a martech stack world-class, or the difference between ABM and CRM?  Put yourself to the test with the MarTech Challenge!

marketingIO's insight:

Perfect example of interactive content.

 

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Comparably lets you better understand industry-wide salaries - VentureBeat

Comparably lets you better understand industry-wide salaries - VentureBeat | The MarTech Digest | Scoop.it
Comparably has launched a new product aimed to give company leaders a market-wide idea about where compensation is going. With this latest offering, chief executives, management, and those in human resources can access Comparably’s full set of salary and equity data for free. Additionally, companies can claim their pages on Comparably to customize and receive analytics about how they’re viewed by employees.

Launched in March by Docstoc cofounder Jason Nazar, former Docstoc chief operating officer Mike Sheridan, Yammer cofounder George Ishii, and InvestedIn cofounder Yadid Ramot, Comparably aims to make work better. Nazar said the first way it’s going about that is to “provide transparency around compensation and culture.” While it started out by soliciting employees to anonymously submit their salaries and help them understand their equity, now it’s branching out to provide aggregate information to the business owners, shining a light on the real market value of their team and how both sides can move forward together.
marketingIO's insight:

Not just for CEOs...

 

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Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] - Profs

Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] - Profs | The MarTech Digest | Scoop.it
Web Sites - Marketers are increasingly turning to Web personalization to engage audiences on their websites. Are you? If not, check out these reasons to consider personalization.
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How to Segment in Google Analytics to Generate Better Results - CrazyEgg

How to Segment in Google Analytics to Generate Better Results - CrazyEgg | The MarTech Digest | Scoop.it

"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

  • Traffic source
  • Location/geography
  • Visitor type
  • Landing page type
  • Action taken
  • Content viewed
  • Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
  • Demographics
  • Technology platform
  • Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."
marketingIO's insight:

And how to AB test when you CT.

 

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Marketers Finding Email Personalization Effective, Web Content Personalization Difficult - MarketingCharts

Marketers Finding Email Personalization Effective, Web Content Personalization Difficult - MarketingCharts | The MarTech Digest | Scoop.it
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How Can Marketers Reach Millennials? By Speaking Their Language - Salesforce

How Can Marketers Reach Millennials? By Speaking Their Language - Salesforce | The MarTech Digest | Scoop.it
Some things to keep in mind:

Know thy audience. This is the beginning of everything for your brand. If you haven’t done your research, how are you supposed to know who your audience is?

Create original, memorable content. In my book Think Big, Act Bigger, I ask the question, “What’s your 118?” That’s the number of seconds you have to pitch – 8 seconds to hook people and 110 seconds to reel them in. On social media, it’s more like “What’s your 15?” A few seconds of genuine engagement can be a difference maker for your brand.

Get personal. Go back to ‘know thy audience.’ The audience you’re trying to reach likes personal stories because it gives them the feeling that the brand wants to genuinely engage. And it makes the brand feel personable and approachable.

Gain traction by being exclusive. Traditionally, coupons, discounts and offers gain a lot of traction, so any time a brand uses a word like “exclusive,” it gives people an air of importance that will encourage them to act – and do so quickly.
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How to verify your Twitter account - CIO

How to verify your Twitter account - CIO | The MarTech Digest | Scoop.it
Follow these steps to give yourself the best chance of getting verified.

  1. Open your Twitter account settings and make sure you have a verified phone number, confirmed email address, a bio, profile photo, header photo, a website and a birthday (required for personal accounts only). Your tweets must also be set to public in your privacy settings.
  2. Improve your chances of approval by having a username that reflects the real name of the person or company. The account’s profile or header photo should also reflect the person or company’s branding, according to Twitter.
  3. Fill out and submit the form to request account verification. Explain why Twitter should verify your account and provide examples to help the company understand your impact. Provide at least two URLs to showcase your newsworthiness or relevancy in your field. Finally, Twitter may also request a scan or photo of a government-issued ID to confirm your identity.
Twitter says it will respond to all requests via email, and users who get denied can submit another request 30 days later.
marketingIO's insight:

Worth repeating.

 

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Your Must-Read MarTech Digest™, for Friday, 7/22/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 7/22/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


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Tools For CMOs That Are Making Outbound Marketing Hot Again - Forbes

Tools For CMOs That Are Making Outbound Marketing Hot Again - Forbes | The MarTech Digest | Scoop.it
• LeadGenius. LeadGenius enables B2B companies to identify accurate contact information for every account in the US that fits their ideal customer profile. 

• Close.io. Close.io can be used to track workflow, letting sales teams make calls and send emails directly through the platform, with each communication logged. 

• Prezi. Presentations are an important part of closing deals. Prezi is a unique presentation tool, helping teams turn concepts into visually powerful sales pitches. 

• Geopointe. For sales teams that hit the road each day, Geopointe provides location-based Salesforce data, with accounts clustered by locations. The app can also help sales managers with territory management and easily divide accounts among team members.
marketingIO's insight:

Please dump PowerPoint for Prezi.

 

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Popular Social Networks With Marketers - Profs

Popular Social Networks With Marketers - Profs | The MarTech Digest | Scoop.it
marketingIO's insight:

Where's that grain of salt?

 

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Employee Advocacy and Engagement | LinkedIn Elevate

Employee Advocacy and Engagement | LinkedIn Elevate | The MarTech Digest | Scoop.it
marketingIO's insight:

Just a reminder that Elevate will be available come Q3 (by invite only right now). It's positioned as an employee tool, but you can obviously see the LeadGen benefits. Let's see if MS gets involved.

 

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5 Essential Marketing Automation Features for Better Sales - AgileCRM

5 Essential Marketing Automation Features for Better Sales - AgileCRM | The MarTech Digest | Scoop.it
1. Contact Insights
2. Triggered Emails
3. Lead Scoring

4. Lead Response Time
These alerts help reduce the response time and ensure that sales reps follow-up within five minutes, which in turn increases the lead qualifying success rate.

5. Sales Alert
Sending real-time alerts to sales reps streamlines the process between the marketing and sales teams. Imagine if a sales rep just closed an opportunity with a lead, and this lead went to the pricing page again. Here, the sales rep can get an alert about the lead’s behavior and the rep can make another call to convert this opportunity to a deal and close it.
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Best Marketing Automation Software in 2016 | G2 Crowd

Best Marketing Automation Software in 2016 | G2 Crowd | The MarTech Digest | Scoop.it
Learn what the best Marketing Automation Software is and what features define it. Read 4055 reviews of 110 different Marketing Automation solutions.
marketingIO's insight:

Current state of the state from G2.

 

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How to Structure a Marketing Team in 2017 - DeeplyDigital

How to Structure a Marketing Team in 2017 - DeeplyDigital | The MarTech Digest | Scoop.it
marketingIO's insight:

Missing: Data? SEO? Marketing Ops? Here's our take: http://img.scoop.it/wBC7qFu-_iW6WjMvK81Tz0QiFg_h6xvI8ufC6LhnDxU=

 

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The Marketing Cloud July 2016 Release is Now Live! - Salesforce

The Marketing Cloud July 2016 Release is Now Live! - Salesforce | The MarTech Digest | Scoop.it
Highlights of this release:

1. Email Studio and Content Builder Generally Available: Marketing Cloud's Email Studio is now generally available to all customers (with a rolling launch). Email Studio includes an entirely new email creation and send flow, ensuring the accuracy of email content. Content Builder is our powerful content management tool which allows you to consolidate assets in a single location. Upload images and content, making them searchable and easy to tag. Use out-of-the-box templates to create emails with a drag-and-drop interface. 

2. Approvals Service for Content Builder Emails

3. Send Email from the Marketing Cloud Mobile App

4. Predictive Scores (Beta)

5. Cancel In-Progress SMS/MMS Sends for MobileConnect

6. Campaign Management in Advertising Studio

7. Link Level Engagement Splits for Journey Builder

8. Salesforce Sends for Content Builder
marketingIO's insight:

Powerful.

 

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Your Must-Read MarTech Digest™, for Thursday, 7/21/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 7/21/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


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6 Success Factors for Adopting Marketing Automation - Act-On Marketing Action Blog

6 Success Factors for Adopting Marketing Automation - Act-On Marketing Action Blog | The MarTech Digest | Scoop.it
#1: Get your website in order
#2: Have a messaging strategy and good content
#3: Prepare your list
#4: Prepare your lead generation strategy
#5: Set appropriate expectations
#6: Use outside resources strategically
marketingIO's insight:

A few missing components: a common understanding with sales, integration issues, analytics and report, etc.

 

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Surge in bot creation leads to rise of bot directories - VentureBeat

Surge in bot creation leads to rise of bot directories - VentureBeat | The MarTech Digest | Scoop.it
Bots.directory covers all the messaging platforms mentioned above. It also supports filtering by categories. You choose a platform and category and the bots will be sorted by the defined parameters.

BotFinder is another chatbot store. Apart from the abovementioned platforms, it also includes Skype bots.

BotPages offers a long list of bots that work with the most popular messaging platforms including Twitter, WhatsApp, Viber, Line, and others.

Botlist provides bots that fit every taste. In addition to the above platforms, it supports Android, iOS, email, SMS, and others. This means that the store is not limited to text messengers only, but spills over to bots that can function far beyond what you can do in a chat.

Telegram Bot Store offers a variety of bots for its platform. You can sort them by categories, looking at recently added bots, the best new bots, or the bots that are at the top of the charts.
marketingIO's insight:

Directories where you can find bots, and where you can make bots available.

 

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26 WordPress Plugins for Social Media Marketers : Social Media Examiner

26 WordPress Plugins for Social Media Marketers : Social Media Examiner | The MarTech Digest | Scoop.it
#1: Social Profile Integration Plugins

#2: Social Sharing and Follow Plugins

#3: Administrative Plugins

#4: Comment and Discussion Plugins

#5: Bonus Plugins
marketingIO's insight:

Please CT for the full collection. Very nice!

 

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5 things you need to know about account-based marketing - CIO.com

5 things you need to know about account-based marketing - CIO.com | The MarTech Digest | Scoop.it

Why is ABM important?

  • It's really hard to turn leads into customers
  • Marketers need fresh tactics
  • Marketing personas only go so far
  • New tech makes account-based marketing programs easier to scale
  • Marketing is a more important revenue generator than ever before
  • Sales and marketing are more inclined to collaborate
marketingIO's insight:

One of the better primers on ABM, and chock full of links to ABM reports.

 

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CMO Survey: Which Emerging Technology Will Transform the Customer Experience? - Profs

CMO Survey: Which Emerging Technology Will Transform the Customer Experience? - Profs | The MarTech Digest | Scoop.it
Marketing Strategy - Senior marketers say Big Data is the emerging technology that will have the biggest impact on the customer experience, according to recent research from the CMO Council and SAP Hybris.
marketingIO's insight:

MIA: Vulcan Mind Meld.

 

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