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(FREE EBOOK) How to Make the Business Case for Social Media - Social Media Explorer

(FREE EBOOK) How to Make the Business Case for Social Media - Social Media Explorer | The Marketing Technology Alert | Scoop.it
Nichole Kelly, in partnership with NetBase, release a new eBook in the Social Savvy series which shows marketers how to measure social media ROI.


Digest...


Everyone’s doing social media marketing, but does anyone know if it’s worth the investment? The people we marketers report to—the ones who sign off on budget requests—and we ourselves want to know how we can measure the return on our investment in terms of business metrics like leads and sales.

 

The new eBook, called Calculating ROI to Make the Business Case for Social Media Marketing, describes a methodology for measuring social ROI, explains where social media fits into the traditional sales funnel familiar to business decision-makers, and offers advice on aligning social goals and metrics. You can get a free copy here.

iNeoMarketing's insight:

And it's FREE!


If it's digital marketing and it's FREE, then it's for me!


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Philip Darbyshire's curator insight, June 6, 2013 10:15 AM

ebook   a kind of white paper on steroids!!

The Marketing Technology Alert
The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Has B2B Creativity Died?, and the Top 13 MarTech Articles Curated Monday, 10/20/14

Has B2B Creativity Died?, and the Top 13 MarTech Articles Curated Monday, 10/20/14 | The Marketing Technology Alert | Scoop.it

“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.”

Scott Adams

 

Once upon a time, boys and girls, B2B marketers would get together (with or without their agency) and talk about how to communicate with the target audience. Perhaps it was a corporate message, or maybe it was a new product launch. But they would gather around the table, agreed upon what attributes they thought appealed to the market, created messaging, and wrapped it with a campaign.

 

There would be third party insight on trends, there would be anecdotal evidence, there would be brainstorming. And after all that, there would be storyboards, revisions, revisions, revisions until a wonderfully creative campaign was finalized where everyone agreed it was the greatest thing ever. Ever!

 

And then it flop or succeed or whatever. Who knows: there was no meaningful way to measure it. The marketers would just pat themselves on the back, because their effort was just so damn creative.

 

And that’s the way it used to be (or in some circles, still is). Dr. Feelgood was in session.

 

And today? Dr. Feelgood has been murdered, and Optimization may be holding the knife. More on this tomorrow…

 

"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:

>> IDC's Worldwide Marketing Technology 2014-2018 Forecast: $20 Billion and Growing Fast http://sco.lt/6jNAx7 

>> The Market Opportunity for Marketing Automation in 2009 - David Cummings http://sco.lt/9390Kn 

>> Dreaming of Contextual Marketing - Forrester http://sco.lt/6cv4nB  #MarTech #CX

>> 10 Proof Points – Why Customer Experience Is the Next Big Thing - Gartner http://sco.lt/5Cqkdd  #MarTech #CX

>> 5 Marketing Takeaways From Dreamforce 2014 | Oracle Marketing Cloud http://sco.lt/6bHsnJ  #MarTech

>> Customer Experience Matrix: Dreamforce 2014: Process Is More Important Than Analytics http://sco.lt/8qwWn3  #MarTech

>> Why Copyblogger Is Killing Its Facebook Page - Copyblogger http://sco.lt/8u8W0H 

>> A Great Tool to Troubleshoot Google Analytics Tracking Codes | Marketing Technology Blog http://sco.lt/4wNiyn  #MarTech

>> The Sophisticated Marketer's Guide to Generating More Leads With SlideShare - HubSpot http://sco.lt/6yqaaf  #MarTech

>> Without Call Tracking, Your Campaign Attribution is Growing More Inaccurate | Marketing Technology Blog http://sco.lt/7p0Nk1  #MarTech

>> ‘Generalist’ marketers now in high demand - Marketing Week http://sco.lt/7yrNLd 

>> 7 Email Marketing Myths [Infographic] - Smart Insights Digital Marketing Advice http://sco.lt/5NJy2j  #MarTech

>> [FREE REPORT] Lead Generation Strategy Research Summary Report | Ascend2 http://sco.lt/7C5yk5 

 

See ALL Top Curated Marketing Technology Articles here.

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Gagein 2.0 Uses Predictive Scoring And AI To Prioritize Sales Activities - Demand Gen Report

Gagein 2.0 Uses Predictive Scoring And AI To Prioritize Sales Activities - Demand Gen Report | The Marketing Technology Alert | Scoop.it

Digest...


Gagein announced the next generation of its sales productivity tools as well as upgrades to its Salesforce edition at Dreamforce. The application is positioned as a tool that uses artificial intelligence, Big data analysis and predictive algorithms to find actionable sales triggers from online news.

 

Gagein 2.0 is designed to help salespeople:

-- >  Identify high-value prospects based on real-time news;

-- >  Predict which prospects offer the highest sales potential; and

-- >  Rank them based off of their potential.

 

Gagein 2.0’s key features include Predictive scoring — using patent-pending predictive algorithms, Gagein calculates sales potential based on aggregate composite trigger values adjusted for time, company size and momentum, and ranks the resulting list of prospects.   

 

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iNeoMarketing's insight:

AI? I don't know, but the predictive portion is interesting. FYI.

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How to Use Google+ Profiles and Pages for Better Visibility | Social Media Examiner

How to Use Google+ Profiles and Pages for Better Visibility | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


Google+ business pages generally represent entities like brands, businesses or companies and have their own set of benefits and constraints. Google+ profiles represent individuals, have one administrator and let you add people and pages to your circles, +1 other pages and +1 content across the web.

 

#1: Claim a Custom URL

Google+ now offers easy-to-remember custom URLs (plus.google.com/+username) so it’s much easier to find and connect with others and promote your content. Custom URLs are available for both Google+ profiles and pages and are very easy to set up.

 

#2: Optimize for Search

Whether you’re looking at your profile or your page, I suggest you start with the About section—tagline, introduction, contact information, links, etc. Link to your website(s) and profiles, pages and channels on other social networks—make it as easy as possible for people to learn more about your business. Don’t forget to include these links on your personal profile as well.

 

#3: Leverage Personal Audiences

When you optimize both your personal profile and page, you can use them together to cross-promote and amplify your industry content—whether that content is your own blog post or other related news you’ve found throughout the web.

 

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iNeoMarketing's insight:

Just don't kill your peeps with company stuff.

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4 in 5 Companies Report Steady or Increasing Costs-Per-Lead - Marketing Charts

4 in 5 Companies Report Steady or Increasing Costs-Per-Lead - Marketing Charts | The Marketing Technology Alert | Scoop.it
A slim majority of marketers and salespeople from around the world say that their lead generation effectiveness is improving, while just 1 in 10 see it worsening, finds Ascend2 and its Research Partners in a new study [download page]. While that may be the case, respondents (chiefly B2B-focused) were more likely to say that their costs-per-lead are increasing (25%) than decreasing (19%).


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iNeoMarketing's insight:

Seriously, who the hell knows? The measurement for each company surveyed is probably as diverse as a Pantone table.

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The 15 Best Free Social Media Dashboards and Tools - SumAll

The 15 Best Free Social Media Dashboards and Tools - SumAll | The Marketing Technology Alert | Scoop.it

Digest...


1. SumAll 

2. Buffer 

3. Hootsuite 

4. SocialBro 

5. Klout 

6. Visual.ly

7. Visual.ly’s Facebook Insights 

8. Edgerank Checker 

9. Social Mention 

10. Tailwind 

11. SharedCount

12. BuzzSumo 

13. NutshellMail 

14. Keyhole

15. Wolfram Alpha

 

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iNeoMarketing's insight:

Not your usual list! Worthwhile to click through to the post and read a brief review of those that may not be familiar.

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Technology Marketing Blog: IDC's Worldwide Marketing Technology 2014-2018 Forecast: $20 Billion and Growing Fast

Technology Marketing Blog: IDC's Worldwide Marketing Technology 2014-2018 Forecast: $20 Billion and Growing Fast | The Marketing Technology Alert | Scoop.it
Organizations worldwide will spend approximately $20.2 billion on software solutions for marketing in 2014. The marketing software market is expected to grow to more than $32.3 billion in 2018. It will be one of the fastest-growing areas in high tech, with a compound annual growth rate (CAGR) of 12.4%. Over the five years from 2014 to 2018, organizations cumulatively will spend $130 billion on software for marketing departments. This forecast includes a wide range of solutions in four broad categories: interaction management, content production and management, data and analytics, and marketing management and administration.

 

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iNeoMarketing's insight:

Incredible growth.

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Dreaming of Contextual Marketing - Forrester

Dreaming of Contextual Marketing - Forrester | The Marketing Technology Alert | Scoop.it

Digest...


At Dreamforce in San Francisco earlier this week, Salesforce Marketing Cloud CEO Scott McCorkle highlighted retailer Eddie Bauer’s strategy to make marketing so good that it feels like customer service and customer service so good that it feels like marketing. He may well have added that when marketing and service are well executed, they both begin to feel like sales – or at least the extension of sales environments that they are meant to support.

 

This thinking underscores the blurring lines between marketing and customer experience. Where does one start and the other begin? And does it really matter? Certainly to the customer it doesn’t; all he or she wants is a great experience that delivers value appropriate to the current context. So then, why do brands continue to let organizational or functional silos get in the way? It’s easy to say that legacy systems and processes still dictate what brands are able to achieve, but surely with today’s business technology capabilities, it’s possible to do better.

 

Fitbit and LiveNation are just two examples of how digital technologies are both disrupting every industry and providing opportunities to deliver better customer experiences. Putting technology to work for your brand means building a contextual marketing engine that leverages customer insights to spark interactions across the entire customer life cycle. Does it really matter if you call it marketing, services or sales, as long as you delight your customers with contextually relevant experiences?

 

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iNeoMarketing's insight:

From Forrester: "Contextual marketing engines create sticky, highly engaging environments for customer interaction and yield proprietary data that cannot be replicated by traditional marketing methods or third-party data sources. The results translate into unprecedented levels of customer engagement, increased revenue, and better product experiences."

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5 Marketing Takeaways From Dreamforce 2014 | Oracle Marketing Cloud

5 Marketing Takeaways From Dreamforce 2014 | Oracle Marketing Cloud | The Marketing Technology Alert | Scoop.it

Digest...


1. Connectivity These technologies are also opening up new opportunities for ways consumers can communicate, connect, and collaborate in the workplace.

 

2. We’re in the age of the customer – “Power to the Consumer”  

>> The customer journey is comprised of a thousand moments. Marketers now need to figure out which moments have the most value and how to relay messages at those key moments.

>> Personalization – customers want a personalized experience. This means they want the right content put in front of them right when they want it, with the least amount of distractions. 

 

3. Mobile is the now and the future

 

4. All business is social business –  Social media is here to stay and now plays a critical role in all business.  Social has become the preferred medium of communication for consumers and businesses to connect, share content, and communicate.

 

5. Email is still King - Although social media seems to be the popular form of communication today, email is still king.  Predictions are that global email users will expand to over 2.8 billion by 2017. Email is still king for B2B marketers even though email addresses churn at higher rates than social media handles.

 

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iNeoMarketing's insight:

FWIW, coming from Eloqua's POV from attending Dreamforce.

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Why Copyblogger Is Killing Its Facebook Page - Copyblogger

Why Copyblogger Is Killing Its Facebook Page - Copyblogger | The Marketing Technology Alert | Scoop.it

Digest...


Here’s the first thing you need to know about social brand presences: Your fan and follower numbers mean absolutely nothing

 

[The table above] shows Copyblogger that, despite good intentions, best practices, and having a slew of fans, Facebook might not be the best place to invest brand time and energy.

 

The Copyblogger Google+ community’s statistics blow Facebook away by miles.Twitter is an amazing platform at both the brand level and for many of the individuals in the company (plus, you retweet posts like nobody’s business).

 

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iNeoMarketing's insight:

Since day 1 we've been recommending to spend resources on LI, T, SlideShare.

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The Sophisticated Marketer's Guide to Generating More Leads With SlideShare - HubSpot

The Sophisticated Marketer's Guide to Generating More Leads With SlideShare - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


Title:

-Go negative: According to a recent study by Outbrain, the average clickthrough rate on headlines in their distribution network withnegative superlatives was 69% higher than that of their positive counterparts.

-Include numbers

-Keep your title to about 55 characters

 

Cover:

-Text should be readable at small sizes

-Use high contrast colors

 

Length:

-Keep to about 60 slides

 

Include clickable CTAs throughout the presentation

-Do not place them in the first three slides

-Only place links in the middle of the slide

-Place important CTAs early on in the presentation

 

Make a CTA the last step of the Story

 

Disable SlideShare’s PDF download and create a specific CTA within the presentation to download a high-resolution version of the presentation.

 

If you're a PRO user, use the lead capture forms.

 

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iNeoMarketing's insight:

Details when clicking through. The biggie: sign up for the PRO account so that you can use the lead capture forms.

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‘Generalist’ marketers now in high demand - Marketing Week

‘Generalist’ marketers now in high demand - Marketing Week | The Marketing Technology Alert | Scoop.it
Speaking at the Adobe Digital Marketing Symposium in London today (16 October), Adobe’s EMEA marketing director John Watton suggested that digital skills are now central to all roles and that marketers should offer a rounded “blend” of skills.

“We need more generalists who can look across the channels and drive the right mix for whatever we’re trying to do,” he said. “When search came out we had search specialists, when social came out we had social specialists – some of those roles are now merging into one generalist.

“Are we now going to have a wearables specialist or an ‘internet of things’ specialist? Those specialisms can drive you down silos. It’s about having a blended mix and we look for skills and people who can understand this digital age, rather than offline versus online marketing.”

 

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iNeoMarketing's insight:

It's an interesting thought which ignores a significant point: the management of these very specific applications require very specific attention. Generalist VPs are important, but not the nuts and bolts folks.

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7 Email Marketing Myths [Infographic] - Smart Insights Digital Marketing Advice

7 Email Marketing Myths [Infographic] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it
Dispelling some email marketing 'best practices' In our email marketing campaigns, we are always looking to boost our open and clickthrough rates and the b. Marketing topic(s):Email communications strategy. Advice by Dave Chaffey.

 

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Who Manages Attribution, and the Top 10 MarTech Articles Curated Friday, 10/17/14

Who Manages Attribution, and the Top 10 MarTech Articles Curated Friday, 10/17/14 | The Marketing Technology Alert | Scoop.it

Who should manage the Attribution process? That depends on how serious you are with Attribution.

 

If your Attribution process is one that is qualitative, then anyone with an email inbox can do that. There’s no science to it: just survey the audience (Sales!) and ask very general questions that fairly useless. Feel good kinda process, unless Sales comes back with answers that are just as useless as the questions.

 

And then there’s the Attribution process that is a bit more thoughtful, where the inbound lead is matched up against the sales pipeline so as to show impact. Shortfall? Inbound only, and without account as to the factors that drove the lead deeper into the pipeline. It’s a quick report from your CRM admin, and only shows one true fact: leads that entered the pipeline…period. Extrapolating that to revenue is folly.

 

True attribution? It’s the degree of value Marketing has provided to assist with each and every revenue dollar from inbound and outbound efforts. To ascertain the value, it starts with the data, i.e., a tracking of the touchpoints between Marketing and Revenue. From there, it’s the interpretation of the data based on a set protocol, and reporting on the results. So who is most qualified to manage this process? The analytics professional: the person so steeped in tracking and reporting. This is the logical person to drive the Attribution process.

 

Need to assign Attribution? It’s a function of your Attribution Process.

 

"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:

>> Enterprises' Top Digital Marketing Priorities for 2015 - Profs http://sco.lt/9Hbn5F 

>> Digital Analytics Pros: Wait Before Diving Into The Salesforce Wave - Forrester http://sco.lt/5trGxV 

>> Marketing Accountability Is the Horse, Automation Is the Cart. Put Accountability First - Profs http://sco.lt/5CvRXF

>> Can Michael Seifert's Sitecore Be The Customer Experience Management Platform of The Future? - Forbes http://sco.lt/7KdJtB

>> There's A Simple Rule That's Helping Marketers Advertise More Effectively On Social Networks - Business Insider http://sco.lt/6qbSvx 

>> Intelliverse Launches Fully Managed Marketing Automation Program | Business Wire http://sco.lt/871vZB

>> White Label Marketing Automation For Agencies and SMBs - Boingnet http://sco.lt/6VfH2f

>> Overcoming the Top 3 SMB Challenges with Marketing Automation - Media Current http://sco.lt/68sxqz

>> What Is Cloud 2.0 CRM | Visual.ly http://sco.lt/6saNnN

>> Infographic: What will CMOs prioritize in 2015? - The Hub http://sco.lt/8OXbqj 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Data is a Marketer's Best Friend - TechTarget | Mktr2Mktr

Data is a Marketer's Best Friend - TechTarget | Mktr2Mktr | The Marketing Technology Alert | Scoop.it

You don’t need a team of data scientists and analysts to get started with managing your ongoing flow of marketing data. Here are some ways to better leverage existing marketing data, measure marketing contribution and speak the language of data to your sales, finance and executive teams:

1-Ask your sales and executive team what data is most important to them, why it’s important and how often they want to review results.
2-Establish substantive and measurable goals based on what your sales and executive team is focused on.
3-Take a balanced approach between creative development and data analysis. Lead with marketing data with your executive team – not the creative execution.
4-Look closely at how sales and finance report updates and results to senior management and be consistent with their data driven approach. Don’t just share the good news – a lot can be learned from failure.
5-Be consistent. Establish a regular reporting system (i.e. weekly, monthly, quarterly) and be sure to use the same format so that your key stakeholders get accustomed to the framework you are providing.
6-Best case scenario is to integrate your marketing data directly into the sales workflow and deliver key information such as lead details, account-based insights and project intelligence.


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iNeoMarketing's insight:

And keep your data clean!

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Best Marketing Conferences: Formstack’s Must-Attend List for 2015 (Q1)

Best Marketing Conferences: Formstack’s Must-Attend List for 2015 (Q1) | The Marketing Technology Alert | Scoop.it

Digest...


1. Social Media Strategies Summit  February 10-12 | Las Vegas, NV

2. SMX West  March 3-5 | San Jose, CA

3. Adobe Summit  March 9–13 | Salt Lake City, UT

4. ClickZLive  March 30 – April 2 | New York, NY

5. The Marketing Nation Summit  April 13-15 | San Francisco, CA

6. WordCamp  Multiple Dates | Various Locations

 

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iNeoMarketing's insight:

I make it a point to collect as many conference recommendations as possible and forward to you. Click through for a quick summary of each.

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Practical Marketing Predictions to Plan for 2015 | Marketing Technology Blog

Practical Marketing Predictions to Plan for 2015 | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
Practical Marketing Predictions to Plan for 2015 by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

Push #'s 4, 5, and 6 up to the top.

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Most Effective Ways To Grow Your Twitter Followers - Digital Information World

Most Effective Ways To Grow Your Twitter Followers - Digital Information World | The Marketing Technology Alert | Scoop.it

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B2B Content Marketing Trends for 2015 [Infographic] - B2B Infographic

B2B Content Marketing Trends for 2015 [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it
B2B Content Marketing Trends for 2015

 

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The Market Opportunity for Marketing Automation in 2009 - David Cummings

Here’s how we presented the market opportunity for marketing automation in 2009:

Marketing teams don’t have a central platform to run their campaigns and track ROI (e.g. accounting has QuickBooks, sales has Salesforce.com, etc)
B2B online marketing, while smaller than B2C online marketing, is growing fast and benefits from the shift in offline to online advertising
Roughly 150,000 companies pay for a modern, web-based CRM (Salesforce.com, SugarCRM, Netsuite, and Microsoft Dynamics)
The vast majority of companies that pay for a modern, web-based CRM need a marketing automation system, yet less than 3% of the market is vended (we cited publicly available customer counts from each CRM vendor and marketing automation vendor)
iNeoMarketing's insight:

From one of the founders of Pardot. Fascinating and clearly spot-on.

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10 Proof Points – Why Customer Experience Is the Next Big Thing - Gartner

10  Proof Points – Why Customer Experience Is the Next Big Thing - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


-- >  “89% of companies surveyed plan to compete primarily on the basis of the customer experience by 2016 “

-- >  “65% of companies have the equivalent of a chief customer officer — they report equally to the CMO and CEO”

-- >  “18% of the total marketing expense budget was spent on customer experience in 2014”

-- >  “39% of outperformers have developed a fully integrated digital-physical customer strategy”

-- >  “93% say that improving CX [customer experience] is one of the top three priorities for the next two years; 97% state CX is critical to success”

 

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iNeoMarketing's insight:

Many more points when you click through, but suffice it to say that CX is not Next but Now.

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Customer Experience Matrix: Dreamforce 2014: Process Is More Important Than Analytics

Customer Experience Matrix: Dreamforce 2014: Process Is More Important Than Analytics | The Marketing Technology Alert | Scoop.it
The analytics cloud* is a step forward only because Salesforce has been so far behind: it bulk loads data into a star schema relational database using inverted index for speed, which is a solid but old-fashioned approach. Of course, it’s cloud-based but so are other, newer approaches that are ultimately more flexible and scalable. Solutions to the really hard problems of entity association (matching identifiers for the same person in different systems) and predictive analytics are not included. Nor does the system handle real-time updates or allow queries by external systems for purposes like message personalization. The visualization itself is indeed fast and pretty, but it’s not obviously superior to Birst (also cloud-based), Tableau, or QlikView. The core technology was acquired when Salesforce.com bought EdgeSpring last June.


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iNeoMarketing's insight:

This is a notion that has been consistent across many articles. FWIW: it's the first step, and I fully expect that Wave will morph into something greater over a very short period of time. Think framework.

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A Great Tool to Troubleshoot Google Analytics Tracking Codes | Marketing Technology Blog

A Great Tool to Troubleshoot Google Analytics Tracking Codes | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
Google has it’s own Chrome plugin, the Google Analytics Debugger. Basically, when you turn the debugger on, all of the variables that are sent to Google are nicely organized in your JavaScript Console of your Chrome Developer tools

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iNeoMarketing's insight:

Nice catch by Douglas Karr!

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Without Call Tracking, Your Campaign Attribution is Growing More Inaccurate | Marketing Technology Blog

Without Call Tracking, Your Campaign Attribution is Growing More Inaccurate | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
Without Call Tracking, Your Campaign Attribution is Growing More Inaccurate by Douglas Karr on Marketing Technology Blog

 

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Content Marketing: Secrets To A Killer Viral Video - #infographic - Digital Information World

Content Marketing: Secrets To A Killer Viral Video - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This infographic from WhoIsHostingThis offers a wealth of tips on how to make your video content go viral.

 

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[FREE REPORT] Lead Generation Strategy Research Summary Report | Ascend2

[FREE REPORT] Lead Generation Strategy Research Summary Report | Ascend2 | The Marketing Technology Alert | Scoop.it
Leads fuel the sales pipeline. But prospects are becoming much more sophisticated about engaging with companies and sharing the information marketers need to generate demand. How will marketers reach the next level of lead generation performance in the year ahead?


The 16-page report contains charts and analysis on:
-Lead generation effectiveness is changing dramatically
-Most important objectives for lead generation in the year ahead
-Rating the success of lead generation to achieve important objectives
-Most challenging obstacles to lead generation success
-How lead generation effectiveness is changing
-Resources used to execute lead generation tactics
-Ratios for tactical effectiveness versus degree of difficulty
-How cost-per-lead is changing
-Extent of marketing software used to manage lead generation

 

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iNeoMarketing's insight:

Content with which you are familiar, with hard stats that you can use as a part of the 2015 planning process.

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