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Optify | 5 Lead Nurturing Emails Every Company Should Send

Optify | 5 Lead Nurturing Emails Every Company Should Send | The MarTech Digest | Scoop.it
In my last blog post “5 Reasons You Need Email Marketing Campaigns”, I noted that that out of all the other online marketing channels, many studies have shown that email marketing wins on ROI.


Summarized...


1. Newsletter

2. New blog post announcement

3. New product or service upgrade/announcement

4. Discount or promotion

5. Advice in the form of guides, eBooks or whitepapers

marketingIO's insight:

Lead nurturing content should be focused on the element of surprise, so whatever you send, surprise your recipient.


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Peg Corwin's curator insight, June 15, 2013 9:32 AM

Sensible suggestions, but I hope those blog posts are not saley.  Hope they answer client pain points, are fun, etc.

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Your Must-Read MarTech Digest™, for Thursday, 5/25/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 5/25/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Memorial Day weekend is upon us, so I’m checking out until Tuesday. With any luck, this photo will be a facsimile of me Sunday afternoon.

 

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

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A proposed model for organizing the chaos of marketing technology - Chief Marketing Technologist

A proposed model for organizing the chaos of marketing technology - Chief Marketing Technologist | The MarTech Digest | Scoop.it
Have wrestled with this challenge for 7 years, I’ve sketched dozens ideas in a notebook. Almost all of them have been crap. But there’s one that I’ve been chewing on for the past year that seems promising, so I thought I’d finally share a draft of it — The 6 C’s Model for Organizing Marketing Technology shown above.

It organizes marketing technologies into 6 domains that just happen to all start with the letter C (which was a wonderful stroke of serendipity, I swear):

  • Customers — all the data about customers/prosects in our universe
  • Content — all the content we produce and distribute in all channels
  • Community — interactions with customers as a group, e.g., social media
  • Commerce — capabilities to directly sell our products and services
  • CORE — our product/service and campaigns/data that cross all of marketing
  • Collaboration — the tools we use for collaborating inside marketing
I’ve mapped common “categories” of martech products (e.g., the alphabet soup of CMS, DAM, CRM, CDP, ABM, MDM, SEO, etc.) into these six domains to illustrate how I see these as clusters of related technologies. But it’s important to emphasize that what really gives meaning to these domains is the shared practices and organizational capabilities that tend to blossom within each of them.
marketingIO's insight:

Thought: This ain't the OSI model.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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If you want to improve your marketing ROI, stop spending on social media - Econsultancy

If you want to improve your marketing ROI, stop spending on social media - Econsultancy | The MarTech Digest | Scoop.it
We publish a six-monthly update that covers the research published over the period and despite our continuing search there is still no empirical link between money spent and commercial outcome gained that suggests performance levels to compete with other digital channels. 

B2B is much more interesting. There is an emerging argument for a commercial link in B2B activity on LinkedIn and an opinion poll reported here reinforces that story, although doesn’t add to the evidence base. In my agency's own experience however, social advertising has a poor ROI and even sponsored posts, whilst garnering Likes, fail to deliver an acceptable ROI compared to other sales channels.  

However using LinkedIn as a relationship sales channel (sometimes called linked selling) has proven a successful way to build an ‘opted in’ marketing database and generate leads. We have met a number of professional service firms who use this channel to drive their outbound new business activity but to date we can find no published research to quantify effectiveness. 
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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B2B Marketers See Most Value in CRM tools - eMarketer

B2B Marketers See Most Value in CRM tools - eMarketer | The MarTech Digest | Scoop.it
When it comes to marketing technology tools, business-to-business (B2B) marketers have a host to choose from. According to a March 2017 survey of US B2B senior marketers from Software as a Service (SaaS) lead generation company Leadspace, the tools they find most valuable are customer relationship management (CRM) and marketing automation.
marketingIO's insight:

Surprising?: No.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Consultancies are taking out ad agencies … and upending ad-tech and mar-tech - VentureBeat

Consultancies are taking out ad agencies … and upending ad-tech and mar-tech - VentureBeat | The MarTech Digest | Scoop.it
Pitches for sophisticated solutions that bolstered more than individual campaigns fell on deaf ears because agencies were incentivized to put on blinders and hit their metrics, arbitrary as they may be. Employees of ad agencies are also easily swayed by the influence of Google and Facebook despite the continued public fumbles with measurement and metrics. Agencies became convinced that the metrics Google and Facebook are known for were the only ambitions that mattered. That was the direct result of the sheer power of Facebook and Google’s charm offensives (read: expense account) against agency employees, and it worked

However, it’s hard to believe the employees of Accenture and their peers will be so moved by these same tactics. Consultancies are famous for seeing around the corner, and their advocacy for brands will likely have an entirely different flavor. They won’t be so driven by dogmatic thinking and the goalposts of “viewable”, etc. will likely change.

What does this mean for mar-tech and ad-tech platforms? We may see a reversal of fortunes. Those who succeeded in a world of ad agencies were built for a system of selling short-term gains. In an era dominated by the business outcomes and metrics-infused culture of consultancies, the ad-tech and mar-tech platforms that are likely to succeed are more likely to support a brand’s core business (developing lifetime customers and owning the relationship with them) than a short-term sales cycle (using up the budget).
marketingIO's insight:

Conclusion: Inevitable. And watch for the mid-tier consultancies to do the same.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Cool Vendors in Core AI Technologies - Gartner

Cool Vendors in Core AI Technologies - Gartner | The MarTech Digest | Scoop.it
  • Chronocam employs a unique approach to image processing that could disrupt the market for video networks.
  • Cortical.io pioneers an NLP approach rooted in neuroscience. It can compare and relate different texts across millions of documents in multiple languages within a generic body of knowledge or customized vertical domain- and jargon-specific databases.
  • Deepgram is an AI-based keyword search and classification engine for speech in audio and video.
  • Descartes Labs uses computer vision on satellite imagery spanning decades to produce actionable information about the planet.
  • SigOpt’s API automatically optimizes the tunable parameters of machine learning and deep-learning models, thereby eliminating trial and error. And it does it without looking at sensitive data.
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Top SEO Keyword Tools for 2017 | IMI

Top SEO Keyword Tools for 2017 | IMI | The MarTech Digest | Scoop.it

"SEMrush
Answer the Public
Soolve
LSI Graph
Infinite Suggest
Demographics.io
Keywordtool.io
AdWords Keyword Planner
Headline Analyzer"

marketingIO's insight:

Grain of salt: one person's opinion.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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6 AI Startups We're Keeping an Eye On - HubSpot

6 AI Startups We're Keeping an Eye On - HubSpot | The MarTech Digest | Scoop.it
1) Bizible

2) UiPath

3) vHive

4) Agolo

5) Vault

6) All Turtles
marketingIO's insight:

Heads-up: The AI firms are emerging, but for it to be effective, the AI needs to be baked into applications. Eventually, AI firms will have their IP sold into platforms.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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HTML5 and SEO Success - Convince and Convert

HTML5 and SEO Success - Convince and Convert | The MarTech Digest | Scoop.it
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Mark Cuban leads $1.5 million round in SaaS management tool Meta SaaS - VentureBeat

Mark Cuban leads $1.5 million round in SaaS management tool Meta SaaS - VentureBeat | The MarTech Digest | Scoop.it
As companies gradually shift to the cloud, they naturally pile on Software as a Service (SaaS) subscriptions. Meta SaaS wants to help these companies better manage their various subscriptions, saving them money along the way by pointing out underutilized services. The Austin, Texas-based startup came out of stealth mode today and announced a seed round of $1.5 million, led by serial entrepreneur Mark Cuban.

With companies paying for and using SaaS applications like Salesforce, DocuSign, Asana, and Box, keeping track of them all can get tricky. “There are just so many different SaaS vendors out there, it’s like herding cats,” said Meta SaaS’s cofounder and CEO, Arlo Gilbert, in an exclusive interview with VentureBeat.

Questions like “Who has access to these tools?” and “When does our contract renew?” led Gilbert and his team to roll out a SaaS product that tracks a company’s SaaS activity and alerts it to any underutilized service or upcoming contract renewal. “Auto-renewals can cost up to $10 million a year,” said Gilbert. Meta SaaS also created an employee portal that allows each employee to view tools already available at their companies to avoid duplicating accounts or contracts.
marketingIO's insight:

Thought: Is this the tool that corrals MarTech by the CIO? And where is performance management? Security?

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Why We Raised a $30M Series B Round | G2 Crowd

Why We Raised a $30M Series B Round | G2 Crowd | The MarTech Digest | Scoop.it
Today is a big day for G2 Crowd: We announced the closing of a $30 million series B investment round led by Accel (same great team that invested in Slack, Dropbox, Facebook and others) with participation from G2 Crowd’s founders, LinkedIn and Pritzker Group Venture Capital.

marketingIO's insight:

Who's happy?: The other crowdsourcing companies.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Radius Aims to Bring the Network Effect to B2Bs - DM News

Radius Aims to Bring the Network Effect to B2Bs - DM News | The MarTech Digest | Scoop.it

"The Network of Record is a data hub that Radius customers can plug their CRM and marketing automation solutions into to share their contact and account data with other customers. Like with Facebook, the more users contribute to the platform, the more valuable the Network of Record becomes. Darian Shirazi, CEO of Radius says companies can negotiate what kind of data they contribute to the platform; however, they are required to contribute something.


The Radius Revenue platform then uses this network of data to recommend different audiences its customers should target. It can also use cookie matching to link contacts' business and personal profiles, Shirazi says, and integrate with ad platforms to target decision makers. In addition, Radius announced integrations with Facebook, Google AdWords, Twitter, and data management providers earlier this month to enable more cross-channel targeting for B2Bs.


But why would companies want to share their precious data with others, anyway? For one thing, Shirazi says the Network of Record can improve data accuracy by cross-referencing and validating customers' data points with others'. And with multiple customers contributing to the network, he adds, information is constantly updated. He also says that customers can't detect which data elements came from which companies and that those paying for the Radius Revenue platform automatically get access to the built-in Network of Record."

marketingIO's insight:

Why important?: Radius has cracked the code for F2000 companies, as it takes the Data.com model and turns it upside down.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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[FREE] IDC's Worldwide Marketing and Intelligence Taxonomy, 2017 - IDC

[FREE] IDC's Worldwide Marketing and Intelligence Taxonomy, 2017 - IDC | The MarTech Digest | Scoop.it
This IDC study is a reference guide for budget management and cost control. It can serve as the foundation for sales, marketing, and finance executives to better demonstrate fiscal management capabilities to C-level executives and to improve decision-making processes based on standardized resource allocations.

"Using IDC's marketing taxonomy, coupled with benchmarking against IDC's industry-leading Technology Marketing Benchmarks database, will enable executives to advance their investment management capabilities," says Rich Vancil, group vice president of IDC's Executive Advisory Group. "Executives should use this taxonomy guide as a tool to optimize return on their activities and expenses across the marketing functions."
marketingIO's insight:

The point: We all need a common taxonomy if this is a profession.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Seven Tips for Building a Killer Email List [Infographic] - MarketingProfs

Seven Tips for Building a Killer Email List [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
An email list is vital for your marketing strategy, so check out this infographic with seven smart tips for building your list - from promotions on social media to opt-in incentives.
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Your Must-Read MarTech Digest™, for Wednesday, 5/24/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 5/24/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here.

marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

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When AI improves human performance instead of taking over | KurzweilAI

When AI improves human performance instead of taking over | KurzweilAI | The MarTech Digest | Scoop.it
“Much of the current conversation about artificial intelligence has to do with whether AI is a substitute for human beings. We believe the conversation should be about AI as a complement to human beings,” said Nicholas Christakis, Yale University co-director of the Yale Institute for Network Science (YINS) and senior author of a study by Yale Institute for Network Science.*

In a series of experiments using teams of human players and autonomous software agents (“bots”), the bots boosted the performance of human groups and the individual players, the researchers found.

The bots reduced the median time for groups to solve problems by 55.6%. The experiment also showed a cascade effect: People whose performance improved when working with the bots then influenced other human players to raise their game. More than 4,000 people participated in the experiment, which used Yale-developed software called breadboard.
marketingIO's insight:

Why important: Demonstrates that AI provides a foundation for humans to go beyond their baseline. And that's exactly what The Matrix wants you to believe.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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A Healthy Future Welcomes Consultative B2B Sellers - Forrester

A Healthy Future Welcomes Consultative B2B Sellers - Forrester | The MarTech Digest | Scoop.it
Almost 50% of the sales and marketing leaders who participated in a recent Forrester survey rate themselves as weak (or very weak) in presenting themselves as one team to senior leadership. Unsurprisingly, our B2B marketing team frequently advises clients about how complementary marketing and sales activities blur role definitions but clarify codependence. Nonetheless, we’re seeing progress because the majority of organizations report that sales and marketing are well aligned on segmentation and specific account targets. They also similarly define prospect and lead qualification criteria as well as targets for revenue goals.

marketingIO's insight:

Choice?: None. For high price, low volume products, it's the only path. At the other end of the spectrum: automate.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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How to Get Links For (Almost) Free: SEO Hacks For Tight Budgets - CrazyEgg

How to Get Links For (Almost) Free: SEO Hacks For Tight Budgets - CrazyEgg | The MarTech Digest | Scoop.it
1. Give stuff away for free
2. Create resources for bloggers
3. ‘Broken’ link building (if it ain’t broke)
4. Interview experts and round them up
5. Repurpose old content into a linkable asset
6. Network with journalists
7. Outwrite everyone
8. Be generous
9. Internal links
marketingIO's insight:

Consider: Links one of the SEO basics, but has to be done right. CT for the details behind each of the nine hacks.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Don't worry CIOs: You still control tech spending - CIO.com

Don't worry CIOs: You still control tech spending - CIO.com | The MarTech Digest | Scoop.it
Forrester Research analyst Andrew Bartels says the degree to which business executives are putting CIOs in such precarious positions is up for debate because surveys don't paint the whole picture. In short, the statistics vary based on who is telling the tale, with respondents excluding some forms of technology from their consideration.

For example, U.S. business executives Forrester surveyed in 2016 claimed that 32 percent of their total technology purchases were made outside the purview of IT. But Bartels says this can't be accurate because he estimates that 70 percent of all technology spending is on MOOSE, or maintenance fees, outsourcing agreements, telecommunications services, operations and maintenance staff, as well as associated servers, storage, PCs and other hardware equipment IT typically controls. The remaining 30 percent of U.S. tech spending goes to new projects, where business involvement is greatest.
marketingIO's insight:

#1 Factor for CIO involvement: Cybersecurity. The CMO does not want to be on the hook for any lost data.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Blockchain Enters the Chasm of Death - Fortune

Blockchain Enters the Chasm of Death - Fortune | The MarTech Digest | Scoop.it

"Who will survive the shakeout and be around when blockchain goes mainstream? Arvind Krishna, director of research at IBM, says it will be the companies that create software that makes it easy for businesses and consumers to actually implement all of blockchain's possibilities. He likens it to the early days of email: even though email technology had been around for years, it still took the likes of AOL to package it in a way that got lots of people to use it.


The good news is blockchain applications could soon be as ubiquitous as email. The bad news, of course, is companies must cross the chasm, and that could take many months (if they make it)."

marketingIO's insight:

Heads-up: This is right out of Geoffrey Moore's Crossing the Chasm. Give it time, and watch for the winners.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Four tips for kickstarting your marketing automation activities | ClickZ

Four tips for kickstarting your marketing automation activities | ClickZ | The MarTech Digest | Scoop.it
#1 Harness the value of the ‘empowered consumer’

Whether they are in the market for B2C or B2B products and services, digitally empowered consumers want to deal with the companies that address their needs most effectively. Marketing automation software enables you to deliver more intelligent and impactful messages to your audience, based on a better understanding of their needs at a given moment.

#2 Focus on the landing page so prospects are more likely to convert

#3 Engage in lead nurturing, not ‘drip marketing’

#4 Segmentation and workflows are the building blocks of marketing automation
marketingIO's insight:

Quick note: Landing pages are often overlooked, yet are vital for the conversion. 

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Sales and the Art and Science of the Follow-Up Email - Capterra

Sales and the Art and Science of the Follow-Up Email - Capterra | The MarTech Digest | Scoop.it
In summary:

  • Follow up at least five times
  • Space your follow-up emails several months apart
  • Listen closely during the initial call or conversation to make sure you understand how to offer your customer value
  • Make your prospect’s life better with every email you send
marketingIO's insight:

Note: This is not lead nurturing.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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[FREE] 2017 Social Media Marketing Industry Report : Social Media Examiner

[FREE] 2017 Social Media Marketing Industry Report : Social Media Examiner | The MarTech Digest | Scoop.it
In this free report, you’ll discover:

  • What social platforms marketers will focus on in the future.
  • Whether Facebook is still working for marketers.
  • How often marketers are posting to major social platforms.
  • The top benefits of social media marketing and how time invested affects results.
  • The most common forms of content for social media marketing.
  • And much more!
marketingIO's insight:

Action item: Get this.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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38 Awesome Chrome Extensions for Email Marketers - CampaignMonitor

38 Awesome Chrome Extensions for Email Marketers - CampaignMonitor | The MarTech Digest | Scoop.it
An email marketer could use some help.

Here’s where Google Chrome and its large extensions marketplace come to the rescue. 

Since there are thousands of Google Chrome extensions, it’s easy to get lost.

We’ve gathered thirty-eight of the best Chrome extensions to use with your email marketing campaigns.
marketingIO's insight:

Caution: Extensions suck up power, so too many will bring your performance to a halt.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Google is adding more automation to its tools for marketers - Recode

Google is adding more automation to its tools for marketers - Recode | The MarTech Digest | Scoop.it
Google is putting out a new free marketing tool to help businesses and marketers process more data more easily, with the help of automation.

Called Google Attribution, the tool can help companies better target groups of consumers with content that appeals to them.

Instead of a marketer having to look separately at data from Google Analytics and advertising tools AdWords and DoubleClick, they can use Google Attribution to look at data from those tools together.

Analysis of that data is also automated, the goal being to show users more useful insights into why ads and marketing efforts are effective or not.
marketingIO's insight:

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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