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YOU MAY BE AT RISK OF MARKETING MYOPIA! MarTech is moving rapidly, and you need to stay on top of trends. Subscribe to The Daily MarTech Alert newsletter NOW! Your privacy is protected.
 
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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!


  • See the article at www.socialmediaexplorer.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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Philip Darbyshire's curator insight, June 6, 2013 10:15 AM

ebook   a kind of white paper on steroids!!

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The Easy Path to Building Personas, and the Top 13 MarTech Articles Curated Thursday, 10/2/14

The Easy Path to Building Personas, and the Top 13 MarTech Articles Curated Thursday, 10/2/14 | The Marketing Technology Alert | Scoop.it

Myers-Briggs has 16 personality types. Jakob Nielsen defined 4 personality types when using the web. Bryan Eisenberg has identified four buyer personas as applied to web behavior.

 

When building a digital marketing model, you need to rely on personas as we all interact differently vis-à-vis email, sites, landing pages, etc. However, as research shows, it’s not that much different that you need dozens and dozens of personas.

 

You don’t have to go crazy blazing new trails when building your personas. And buyers are not dramatically different as they interact with your digital presentation. Use what already exists to create or fine-tune.

 

The KISS method applies here:

1) Limit your personas to three (remember: you need to shape presentation and content to the personas).

2) Use existing research to formulate your personas: Nielsen, Eisenberg, Tony Zambito, the Buyer Persona Institute. Start here: http://tonyzambito.com/10-ways-b2b-buyers-deeply-buyer-persona-canvas/

 

"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:

>> Marketing tech: $50B in investment, but top tools have only 4.1% penetration - VentureBeat http://sco.lt/6Zphkf 

>> [FREE REPORT] The 2015 Digital Marketing Budget and Trend Guide - ZOG Digital http://sco.lt/69eD0D 

>> 2015 B2B Content Marketing Benchmarks, Budgets, and Trends - CMI and Profs http://sco.lt/7V9qsb 

>> 2014 Statistics and Trends for Businesses on Social Media - Marketing Technology Blog http://sco.lt/8dYN8b 

>> 4 Email Plugins That Will Grow Your List Today | Convince and Convert: Social Media Strategy and Content Market... http://sco.lt/8HyrFh

>> How to Stream Google Hangouts On Air to Twitter and Facebook | Social Media Examiner http://sco.lt/5tgGw5 

>> Does your marketing speak persona? - Biznology http://sco.lt/62XPbV 

>> B2B Email Marketers Hone Best Practices As Use Of Email ‘Cleanup’ Services Grows - Demand Gen Report http://sco.lt/5nvtYH 

>> 10 Things B2B Marketers Should be Doing on LinkedIn - Act-On http://sco.lt/5nLs93 

>> How Gamification Can Improve Marketing Performance | Bunchball http://sco.lt/68vO1x 

>> [TABLE] Google Organic Click-Through Rates in 2014 - Moz http://sco.lt/4jqNmb 

>> Ecommerce Research Chart: ROI on marketing spend - Sherpa http://sco.lt/5gFttR 

>> [FREE PAPER] Why Modern B2B Marketers Need Predictive Marketing - Raab Associates http://sco.lt/95j3nV 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Peg Corwin's curator insight, Today, 9:24 AM

Deep dive into buyer personas for content marketing.

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[FREE REPORT] The 2015 Digital Marketing Budget and Trend Guide - ZOG Digital

[FREE REPORT] The 2015 Digital Marketing Budget and Trend Guide - ZOG Digital | The Marketing Technology Alert | Scoop.it

In this report, ZOG Digital breaks down every trend marketers needs to be aware of as they plan for the 2015 fiscal year including:

Why Brands Must Move Closer to Audiences through Data Insights
-Custom Audience Targeting
-Smarter Retargeting
-Relationship Building over Link Building


How Brands Can Position Themselves in 2015 – The Year Led by Content
-Content to Engage Audiences
-Rise of Content in Social Media
-Video throughout Search and Social Platforms


How to Move Your Brand Closer to Customers Across All Devices
-Responsive Design for Today’s Mobile World
-Smart Devices to Gain Market Share

iNeoMarketing's insight:

It covers topics that are out of the mainstream, so worthwhile to review.

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2014 Statistics and Trends for Businesses on Social Media - Marketing Technology Blog

2014 Statistics and Trends for Businesses on Social Media - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
2014 Statistics and Trends for Businesses on Social Media by Douglas Karr on Marketing Technology Blog

 

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How to Stream Google Hangouts On Air to Twitter and Facebook | Social Media Examiner

How to Stream Google Hangouts On Air to Twitter and Facebook | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


By sharing the YouTube link of your Google Hangout to Twitter and Facebook, you can stream the live event to reach more viewers.

 

Google Hangouts On Air are live video broadcasts that stream simultaneously on Google+ and YouTube. Through the magic of Google, YouTube automatically records your live video and saves it to your YouTube channel after the event.

 

Google Hangouts On Air is a fun way to host everything from general Q&A sessions to webinars to product launches. And because Hangouts On Air is integrated with YouTube, you can embed your live broadcast (as well as the saved one) just about anywhere—Facebook and Twitter included.

 

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iNeoMarketing's insight:

Brilliant! Had no idea this was possible. Combine Twitter's Lead Gen Cards with this program and you've got something powerful!

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B2B Email Marketers Hone Best Practices As Use Of Email ‘Cleanup’ Services Grows - Demand Gen Report

B2B Email Marketers Hone Best Practices As Use Of Email ‘Cleanup’ Services Grows - Demand Gen Report | The Marketing Technology Alert | Scoop.it
With the average person projected to send and receive close to 200 emails per day — according to a report from the Radicati Group — email management services such as Mailstrom and Unroll.me have grown more appealing, causing many B2B email marketers to revisit their best practices for timing and frequency of emails. These services are designed to give users control of when, how often and in what format they receive emails from specific senders.
There are potentially significant implications for B2B email marketers as recipients increasingly turn to these tools to help manage inbox overload. For example, based on their buying signals, a prospect may be put on an email nurture path with a cadence of once a week. With an email cleanup service, the user can opt to have those weekly emails condensed into one monthly email. Consequently, if a B2B marketer sends an email with a time-sensitive offer or a reminder on the day of an event, those emails may not be seen immediately by the recipient.

 

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iNeoMarketing's insight:

I've included this more as a prompt than anything else, to remind all that you should consider both types of services as your budget for 2015.

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How Gamification Can Improve Marketing Performance | Bunchball

How Gamification Can Improve Marketing Performance | Bunchball | The Marketing Technology Alert | Scoop.it
When done right, gamification platforms combine interactive design, actionable data analytics and the latest research about universal human motivators, leveraging them to influence actions by users (whether those users are customers, employees or partners). And it’s not about meaningless trickery or empty contests for valueless points or badges – those mechanics alone won’t motivate anyone.  No, when you gamify a workplace environment the right way, you apply the same principles that have always inspired people—achievement, status and rewards, so that employees are motivated to attain certain goals –and you leverage the results to learn more about your audience and how actions shape results.  As a result, gamification can lead to real, measurable improvements to a wide range of key performance indicators (KPIs), including those most important to marketing success.

 

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iNeoMarketing's insight:

As a part of your 2015 planning and budgeting effort, you should consider gamification as a part of your content marketing strategy, i.e., integrated into your content marketing strategy.

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Ecommerce Research Chart: ROI on marketing spend - Sherpa

Ecommerce Research Chart: ROI on marketing spend - Sherpa | The Marketing Technology Alert | Scoop.it
How can marketers get bigger budgets? More resources? More buy-in and authority from business leaders?The answer lies in three little letters that loom large over every marketing department — ROI.Read on to see median ROI data from companies at different revenue levels, ranging from just under $10,000 per year to nearly $1 billion in overall revenue.

 

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iNeoMarketing's insight:

50%? Really? Why not double the spend to reap the rewards? 

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The Top 10 Most Viewed MarTech Articles in September, and the Top 11 MarTech Articles Curated Wednesday, 10/1/14

The Top 10 Most Viewed MarTech Articles in September, and the Top 11 MarTech Articles Curated Wednesday, 10/1/14 | The Marketing Technology Alert | Scoop.it

Here are the top 10 most viewed MarTech articles published over the last 30 days in The Marketing Technology Alert:

-- >  What is Predictive Analytics - Position²

-- >  The Small Business Content Marketing Toolbox - #infographic - Digital Information World

-- >  23 of the Best Social Media Articles and Marketing Resources - Buffer

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

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

-- >  13 Insanely Useful Predictive Analytics Resources - Radius

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

-- >  10 key digital marketing technologies to use in 2015 - Smart Insights Digital Marketing Advice

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

-- >  How to Use Social Media to Drive Traffic for B2B Companies - KISSmetrics

 

"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:

>> The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner http://sco.lt/7si3m5 

>> 8 discoveries from our marketing technologist survey - Chief Marketing Technologist http://sco.lt/8QlvNp 

>> Marketing Evolution Is Failing In The C-Suite - Forbes http://sco.lt/78VqM5 

>> 5 Steps for Assessing Marketing Technology Business Value - Chief Marketer http://sco.lt/9ApLEn 

>> Following Salesforce and Adobe, Marketo announces ad agency partnerships of its own - The Hub http://sco.lt/8TbugT 

>> Act-On goes mobile -- and old-school -- hooking in phone calls to marketing automation - VentureBeat http://sco.lt/6ozvA9 

>> The Cornerstone of Website Optimization - Artillery Marketing http://sco.lt/4lcQXh 

>> My Favorite Top 10 Free SEO Tools | Siteber http://sco.lt/7MqaQL 

>> 14 Tools to Streamline Your Social Media Marketing | Social Media Examiner http://sco.lt/5BWKA5 

>> 6 Tips for Sequencing Your Marketing Content - ClickZ http://sco.lt/6mRWzZ 

>> What Works Where in B2B Digital Marketing? [Infographic] - B2B Infographic http://sco.lt/8jrRsf 

 

See ALL Top Curated Marketing Technology Articles here.

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8 discoveries from our marketing technologist survey - Chief Marketing Technologist

8 discoveries from our marketing technologist survey - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

Digest...


1. We identified six different archetypes of marketing technologists. See the infographic.

 

2. Less than 26% of today’s marketing technologists have a STEM undergrad degree.

…and just 19% had a STEM (Science, Technology, Engineering, or Math) graduate degree.

 

3. Marketing technologists come from both marketing and technology disciplines.

Marketing managers are the #1 job leading to a marketing technologist. But as a category, a technical or programming background is the most common. In other words, they’re doing things with technology they never expected.

 

4. Just 8.6% of marketing technologists reported to the CIO.

And speaking of their job, most of them don’t report into the CIO. Instead, most report into the CMO (31.4%) or CEO (23.9%). In sum, 64% reported into the CMO, CEO, CIO or similar SVP roles.

 

5. Just 7% of those surveyed have marketing technologist in their title.

While 78.9% of companies have an individual or a team to manage marketing technologists in our study, most of them don’t have “marketing technologist” in their title. Instead, marketing, business, or technology titles dominate.

 

6. Five skills — across both technology and marketing — emerged as table stakes.

Our respondents ranked 44 job skills by importance for the future of marketing; the top five are marketing strategy and positioning, target market identification, website design including responsive and adaptive, CRM systems and platforms, and the ability to persuade and negotiate.

 

7. Surprisingly, there are large skills gaps in both technology skills and, to a lesser degree, marketing fundamentals.

The marketing technologist of today may not be trained in traditional technology, but they’re increasingly being asked to provide expertise on these areas. Marketing technologists identified significant gaps in the hard technology skills they ranked as most important — big data and customer relationship management.

 

8. Marketing technologists are much more excited than stressed.

The good news — they are much more excited than stressed. 74.3% reported being extremely or very excited, but just 42.9% reported being extremely or very stressed.

 

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iNeoMarketing's insight:

The most comprehensive work I've seen in this area. You are not alone!

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5 Steps for Assessing Marketing Technology Business Value - Chief Marketer

5 Steps for Assessing Marketing Technology Business Value - Chief Marketer | The Marketing Technology Alert | Scoop.it

Digest...


When assessing potential tech products and services, a set of important criteria should be used. This is what we call business value alignment (BVA) and it’s something that can be done early in the research process, before too much precious time is invested on budget-scoping, assessing and implementing a misaligned solution. BVA refers to the business value created for both the buyer and the prospective marketing tech solution provider.

 

To arrive at a mutually beneficial BVA, CMOs and marketers should keep the following five steps in mind:

  1. Identify Basic Needs and Requirements
  2. Create a Blueprint: One of the most effective ways to illustrate BVA is to create a marketing technology blueprint. This is a simple visual diagram that outlines the current technology, systems, processes and data flow, making it easier to identify the gaps, overlaps and chokepoints. The blueprint shows where to improve, bring in new solutions or consolidate existing processes or technology to achieve desired goals.
  3. Develop Discussion Points: Give the prospective vendors a list of key goals and ideas in advance to make this an optimal working session. These topics often unveil new insights about the prospective providers, including their culture, how they think and how they work.
  4. Scope a Proof of Concept AND a Full Adoption Model: The ultimate BVA test is to put the technology or service to work in the true environment. In addition, sketch out what full adoption will look like as this will help the solution eventually scale.
  5. Determine Joint Success Metrics: Ask the internal team and stakeholders what success should look like in one month, a quarter or at the end of the first year. What are the key results to measure ROI?

 

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iNeoMarketing's insight:

Step 1 is normally referred to as a Requirements Definition. Step 2 eases understanding (and prevents eyes from glazing over). And Step 5 is absolutely critical.

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Act-On goes mobile -- and old-school -- hooking in phone calls to marketing automation - VentureBeat

Act-On goes mobile -- and old-school -- hooking in phone calls to marketing automation - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


Marketing automation platform Act-On andIfbyphone announced a partnership today that integrates Ifbyphone’s call tracking with Act-On’s technology, helping marketers add good old-fashioned phone calls to their digital marketing metrics.

 

What that means is that Act-On customers will be able to monitor and track phone calls alongside other metrics such as website visits, email opens, and ad clicks, helping to build a better, more holistic view of return on investment for campaigns. Essentially it ties the last mile connection — you or me picking up the phone and directly calling a company — with the originating source of that engagement.

 

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iNeoMarketing's insight:

I haven't seen/worked this, but the only thing on which I caution you is any delay from the time the call connects to the time that one hears the call coming in. At times there may be a 1-2 ring delay.

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My Favorite Top 10 Free SEO Tools | Siteber

My Favorite Top 10 Free SEO Tools | Siteber | The Marketing Technology Alert | Scoop.it

Digest...


1. Google Keyword Planner

2. Google Analytics

3. Google Webmaster

4. Moz Toolbar

5. Screaming Frog

This is a very useful tool for on Page SEO. Basically, after you launched the software and enter your website url. Within few minutes, the software will scrawl all inner page urls and basic SEO information for you.

6. Ahrefs

This is by far my favorite website to check amount of backlinks that my website has. 

7. GTmetrix

GTmetrix is a very cool online website speed diagnosis tool. 

8.  Majestic SEO

This is my second favorite website to check backlinks.

9. Google Trends

10. IFTTT

 

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iNeoMarketing's insight:

Excellent list of free tools. Jump in and review.

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6 Tips for Sequencing Your Marketing Content - ClickZ

6 Tips for Sequencing Your Marketing Content - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


The concept of content sequencing for digital marketing practices has been around for a few years but has yet to be widely adopted. Content sequencing within the scope of digital marketing can be described like this: “A process of distributing digital content in a scalable manner, which leads a consumer through a highly engaged experience with progressively branded messaging.”

 

1. Start With Data

To be effective at sequencing, analytics are essential. We need to cull through the data to find opportunities for success.

 

2. Use Content to Drive Traffic to Specific Owned Media

With content sequencing, our consumer is moved on a path that fulfills his interest/curiosity/desire/whatever-he-is-searching-for-in-that-moment with a scalable continuum of brand-related content.

 

3. Deploy Earned Media Within the Sequence

Sequencing should incorporate earned media because it helps with visibility. And search visibility is one outcome we're aiming for.

 

4. Begin Each Campaign Without Heavy Brand Placement

Focusing brand identity during the initial stage of a content sequencing campaign is important. Optimally, we want to approach a prospective customer as a sponsor or publisher of the resource being viewed. 

5. Re-Engage During the Journey

We have the ability to reconnect and re-engage the sequencing process through ads, email, social, and direct or site search. Brands should deploy enough unique content and brand touch points to become both visible (to spiders) and valuable (to consumers) so re-engagement can occur. The soft goal throughout all touch points is to contribute to a positive user experience.

 

6. Don't Saturate, But Deploy Multiple Channels

We need to be connected with prospects at different times, through multiple devices. That may be commonly understood among digital marketers. But I've got to stress that - for search marketers - mobile is essential to an effective sequencing campaign.

 

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iNeoMarketing's insight:

It's one approach. But if the buyer's journey is a labyrinth of ins and outs, ups and downs, then I doubt setting a sequence in place will work.

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Marketing tech: $50B in investment, but top tools have only 4.1% penetration - VentureBeat

Marketing tech: $50B in investment, but top tools have only 4.1% penetration - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


The bad news is that despite some $49.1 billion in investment scattered among 537 marketing technology products that have received major funding, overall penetration of the top 25 marketing technology products across a broad swath of 151 industries is a miserly 4.1 percent. That would be primarily, of course, outside the Silicon Valley bubble.

 

“As a whole, marketing technology is still on the wrong side of ‘the chasm,'” report author Stewart Rogers says. “While some categories have done well, the vast majority have yet to capture the hearts and minds of the average marketer.”

 

“It is as if the majority of the money is being spent on building mountains to house the gold, rather than on the shovels and tools to dig it out,” Rogers writes in the report. “That, in itself, suggests we are very early on in the evolution of marketing technology.”

 

Another sign marketing technology will continue to evolve? While there are over 1,400 marketing tech solutions available today, there are no single clear leaders in any category. With the top tools only seeing 4.1 percent average penetration, the overall market is very much still up for grabs.

 

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iNeoMarketing's insight:

Indeed, we are just in the early days. Many algorithms await us.

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2015 B2B Content Marketing Benchmarks, Budgets, and Trends - CMI and Profs

 

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iNeoMarketing's insight:

A MUST review. Take your time with this, and refer to it often.

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Ann Windham's curator insight, October 1, 9:25 PM

#TSTS #eventprofs #tradeshows #meetingprofs B2B Content Marketing Benchmarks, Budgets, and Trends - CMI and Profs

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4 Email Plugins That Will Grow Your List Today | Convince and Convert

4 Email Plugins That Will Grow Your List Today | Convince and Convert | The Marketing Technology Alert | Scoop.it

Digest...


1. HelloBar

This email collection plugin was created to make things simpler for the average blog. What it does is put the email subscribe bar at the top of your blog. You wouldn’t believe how hard it is to find a simple plugin that does this exact thing. It works for both desktop and mobile.

 

2. KingSumo Giveaways

Josh had gathered over 200k subscribers with this plugin, which is mind blowing. On top of that, he only used a $70 software as the prize. It’s very rare when this happens, but amazing that it did. He did a few things in his giveaway that made it successful: He made the contest short, he offered something his audience was craving, and launched his contest with 5,500 email subscribers.

 

3. Optin Forms

This plugin is beautiful. It replaces the original odd-looking Mailchimp opt-in forms for the better. You can choose to set it up to display on every post, and customize the color, text, and more. 

 

4. SumoMe

After you download the plugin to WordPress, go to your homepage of your website. Then, click on the crown symbol. This is your app store. From there you have many tools you can download. You’ll see mini-pop ups that you can try. You’ll have heat maps, which show you what people are reading exactly and where they are clicking. You’ll have the cool share buttons and other new features that come out every so often. All this for free. 

 

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iNeoMarketing's insight:

Intrigued by #2! TEST!

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Russell R. Roberts, Jr.'s curator insight, Today, 12:12 AM

For those of us running blogs or websites, e-mail lists are still a viable way to generate traffic and sales.  This plugin is quite versatile and could help boost visitor numbers to your website.  Aloha, Russ.

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Does your marketing speak persona? - Biznology

Does your marketing speak persona? - Biznology | The Marketing Technology Alert | Scoop.it
Understand, there is no problem with using market segments in your marketing. It is entirely reasonable that you might have different tactics to reach men 18-49 than grandmothers. But when you are entering the sphere of digital marketing, especially content marketing, you need more.

It’s not enough to understand gender, age, or even a few more demographics. You need to understand motivation. You need an idea of where they are coming from. You need to know what moves them to act–to choose you.

This isn’t simple and often it doesn’t even start out as very scientific. Sure, it would be great if you had reams of customer data that answered these questions for you (and over time that is exactly what you want to gather), but it is fine in the beginning if you approach this as an exercise for you and your team to brainstorm about who your customers really are.

 

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iNeoMarketing's insight:

I don't think I've read a more pertinent description of persona building than the comparison in this article to market segments. Persona definitions = understanding motivations.

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10 Things B2B Marketers Should be Doing on LinkedIn - Act-On

10 Things B2B Marketers Should be Doing on LinkedIn - Act-On | The Marketing Technology Alert | Scoop.it

Here are 10 things you should be doing on LinkedIn right now.

1.    Update your company description

2.    Empower your employees to be brand ambassadors

3.    Target college students

4.    Publish on LinkedIn

5.    Add a LinkedIn Follow button on offline content

6.    Join one group on LinkedIn and participate

7.    Engage with your Followers

8.    Add more visual elements

9.    Create a Showcase page

10. Analyze and Optimize 

 

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iNeoMarketing's insight:

Notice that building your network is not included. That's job #1.

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[TABLE] Google Organic Click-Through Rates in 2014 - Moz

[TABLE] Google Organic Click-Through Rates in 2014 - Moz | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

More data to help you justify your 2015 SEO spend, e.g., a 32% CTR from your SEO efforts projects to X contribution to your ROI.

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[FREE PAPER] Why Modern B2B Marketers Need Predictive Marketing - Raab Associates

 

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The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner

The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


My big concern is that most journey maps focus on the needs of one buyer persona.  But our research shows that B2B technology purchase decisions are made by teams.   Fulfilling the journey of a single buyer may not get the job done.

 

If you think about, B2B Buying is a lot like The Wizard of Oz or other similar quest oriented stories.  You have one lead character (the champion) who is the focus of the quest—without that person, there is not story.    But she is joined by others on the journey.  They want different things.  While supporting the main character, they will also follow some different paths.  

 

As a technology marketer and seller, it is crucial to understand all the players on buying teams and what decisions they are responsible for.  You need to understand their buying process in detail. (If we had asked the right questions about what it takes to buy, we might have been able to address the approved vendor issue earlier in the process and helped our champion accelerate the process).  There will be commonalities across customers, but some unique attributes for each one (everyone’s quest is a bit different).  You should ask them what their buying process is.   Then make sure you are addressing all of the sub-decisions that have to be made, by different people, to get to the final decision.

 

One good idea is to map the journey of the persona of your internal champion.  That persona is the most invested in seeing the purchase move to completion.  As part of their journey, they’ll want to understand and assist other’s in completing their work.   You may find you then need to map the journeys of other key players, but the “champion map” becomes your lead.

 

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iNeoMarketing's insight:

Dear lord, this complicates matters! He's right: the persona of the lead is important, but it's the team that drives the decision. Mapping of the buying process, with all defined roles, is indeed critical.

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Ann Windham's curator insight, October 1, 9:27 PM

#tradeshows #meetingprofs #eventprofs The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner

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Marketing Evolution Is Failing In The C-Suite - Forbes

Marketing Evolution Is Failing In The C-Suite - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


You can almost picture yourself in the room. It’s the time of year again where the marketing team has to put together a strategy, a plan and a budget for the next fiscal year.  After carefully considering the seismic shift that is happening across the digital web, the team has come back and said it is time to eradicate the marketing of old. Doing things differently is the only way. 

 

However, too often these days, the C-suite is not amused. Therefore they find holes in the “new way” as it is unproven, or lacks reach; but maybe it isn’t proof or reach at all that is to blame, but rather the lack of vision from the C-suite that is turning their back on the evolution of marketing?

 

Marketing must evolve, and comfort must be left in the rearview. The way things have always been done isn’t the way they should be done going forward. Unless you believe the consumer landscape hasn’t changed in the past 5-10 years. Oh, and in case you aren’t sure…It has.

 

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iNeoMarketing's insight:

It's about numbers and projection. Rhetoric is a losing proposition. But if you can present an insightful, fact-filled plan that shows attributable growth, you'll win.

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Following Salesforce and Adobe, Marketo announces ad agency partnerships of its own - The Hub

Following Salesforce and Adobe, Marketo announces ad agency partnerships of its own - The Hub | The Marketing Technology Alert | Scoop.it
After Salesforce partnered with Omnicom and Adobe allied itself with Publicis, Marketo becomes the third marketing platform to partner up with a host of digital agencies.

Marketo announced that its Engagement Marketing Platform (formerly its Customer Engagement Platform) would now be available to the clients of 150 digital agencies, including Digitaria (a JWT company) and Babcock & Jenkins.

“We have always been practitioners of customer-centricity and know there's deep value in truly understanding the needs of customers at each stage in their buying cycle,” says Lauren Goldstein, vice president of strategy and partnerships at Babcock & Jenkins. “Partnering with Marketo helps us merge things like marketing automation with a cohesive content strategy to reach customers when, where and how it's meaningful to them. The result is a continuous and consistent conversation with customers that converts into lifelong relationships.”

 

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iNeoMarketing's insight:

Talk about cutting down on sales expenses! Instant channel penetration for Marketo.

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The Cornerstone of Website Optimization - Artillery Marketing

The Cornerstone of Website Optimization - Artillery Marketing | The Marketing Technology Alert | Scoop.it
That's why the cornerstone of successful website optimization is focusing on your buyer persona.

According to Adele Revella of Buyer Persona Institute, "Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo."

For website optimization, buyer personas help you to

Create a website experience that "speaks" to them
Use the right lingo
Create marketing content and offers that interest them
Guide them along a specific path on your website
Encourage meaningful alignment for your entire company


 

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iNeoMarketing's insight:

Yet again we find the importance of buyer personas. Has to be done.

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14 Tools to Streamline Your Social Media Marketing | Social Media Examiner

14 Tools to Streamline Your Social Media Marketing | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


#1: Find Your Audience

>> My favorite (and free) hidden gem is Followerwonk. Specific to Twitter, this tool allows users to search Twitter bios (or Twitter profiles) by keywords.

>> An influencer marketing platform, Traackr creates specific lists of influencers and their qualifications, based on the criterion put into the system—whether it’s a region (New York) or topic (chocolate-lover).

 

#2: Discover Relevant Content

>> SEMrush is known for paid search insights that help customers identify the phrases that a site ranks for. You can then take those keywords and put them in the copy on your site.

>> You can also use something like Google AdWords along with or instead of SEMrush for the same purpose.

>> Moz’s Fresh Web Explorer tracks the most recent mentions of a keyword, providing insight into social buzz around a brand, topic or other key terms. Track links, chart mentions and monitor mentions over time.

 

#3: Manage Workflow/Campaigns

>> At its simplest (the free option), Hootsuite can be used to upload content and schedule posts in advance.

>> Kapost can support complex approval workflows, map specific content to a persona, support the development of complex campaigns and track the journey through a centralized calendar. 

>> Spredfast is fantastic for planning, executing and measuring interactive social media experiences.

>> Thismoment offers features similar to Spredfast, such as facilitation of engagement through methods like social mosaic walls, contest hubs and digital billboards.

 

#4: Measure Results

>> Socialbakers provides a simple way to measure, compare and contrast various social data touch points, such as how your social community grew this month or how brand channels performed against the competition or industry-related organizations.

>> Radian6 is a widely known tool for social measurement, and is especially beneficial for its ability to plug into Salesforce (it’s one of their marketing cloud products). If you use the Salesforce CRM, you can use it to track the customer journey across various touch points.

 

#5: Use Multi-Functional Tools

>> NetBase and Sysomos can be used to help find audience platforms and keywords for content, as well as monitor mentions and provide insight into conversations.

>> The TrustRadius platform is valuable from a comparison standpoint. Plug in two similar platforms and review the results.

 

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iNeoMarketing's insight:

Great when Social Media Examiner does a "tools" article, such as this one. Please click through for details.

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Jonh's curator insight, October 1, 1:38 AM

#5: Use Multi-Functional Tools

>> NetBase and Sysomos can be used to help find audience platforms and keywords for content, as well as monitor mentions and provide insight into conversations.

Zahra Kamal's curator insight, October 1, 3:43 AM

This article is a really useful guide to social marketing for beginners, it gives five basic steps on how to track and monitor your target audience.