To help, RSA Security’s CMO, Holly Rollo provided a checklist of five things marketers can do to minimise their exposure to security risks. The first is to increase their cyber awareness and better understand the risk. Rollo’s second piece of advice is to take accountability for the security of your marketing technology by asking the question of both vendors as well as third-party suppliers such as integrators and implementers. It’s also important to make security a key decision factor when choosing vendors.
Another big one is to partner with IT on your roadmap and monitoring strategy. Rollo’s final piece of advice is to advocate or create a breach communication plan.
LinkedIn, the business-orientated social network now owned by Microsoft, has hit the 500-million user landmark.
That 500-million number also places it among the world’s most commonly used social networks, including Facebook (1.8-billion), YouTube (“more than a billion“) and Instagram (600-million), and above the likes of Twitter (313-million) and Snapchat (158-million).
Engagio, the leading provider of the all-in-one Account-based marketing solution, today unveiled its most revolutionary extension for the dynamic ABM ecosystem. Branded as “Scout”, the new ABM extension will enable marketing and sales teams to gain greater account visibility and communicate with customers and prospects inside the tools they already use, including LinkedIn, Gmail and Salesforce. With its new release, Engagio hops to the top position in ABM industry, making it possible for customer-facing teams to run coordinated account-based plays without ever having to leave their platform of choice.
"1) Blog Posts Post length: 2100 words Title: Under 60 characters Meta Description: Under 155 characters
2) Facebook Status updates: 63,206-character maximum | Ideal length is 40 characters Video: 120-minute maximum | Ideal length is two minutes
3) Twitter Tweets: 140-character maximum Does not include images, videos, polls, or quotes tweets Ideal length is 120-130 characters Hashtags: No more than two Videos: Maximum length is two minutes and 20 seconds
4) LinkedIn Profiles Professional headline: 120 Summary: 2,000 Position title: 100 Position description: 2,000 (200 character minimum) Status Update: 600 characters -- however, Foote also notes that, "if you select to also post on Twitter from LinkedIn, only the first 140 characters will show on your Twitter post.""
“The first step is always to figure out what you want to be memorable for,” says cognitive neuroscientist Carmen Simon. “Getting to clarity is a beautiful thing but it’s not always easy. Spend as much time there as you need; it will fix a lot of problems later.”
Use your words
As marketers, we’re trying to shift to visuals and video as fast as possible but the reality is that the words we use can make or break the message. Most of all, says Simon, use your words to touch the senses. Sensory details (“climbing Mt. Everest is like walking on a treadmill, breathing through a straw”) trigger feelings far more effectively than the “dramatic” mountain climbing photos.
Use your words wisely, but not too many of them. The balance is a tricky one. “Repetition is the mother of memory but boredom comes quickly if you’re not careful to provide frequent stimulus change,” says Simon. “Repeat what you want people to remember but allow them to contribute their own wisdom and tie their words to your main message. After all, what do you think they will remember even better: what you said or what they said?”"
We use retargeting in sort of a tier approach – we leverage the Google Ad Platform to retarget anyone who has viewed our website but might not yet be a known prospect in our database.
From a branding perspective, we’re serving very top-of-funnel content in the ads, and we’re really just trying to make sure that [potential customers] recognize and think of Act-On when considering marketing automation. But we also leverage Listenloop, a retargeting platform, for our Account Based Marketing (ABM) efforts and for more sophisticated retargeting to known prospects in our database. Listenloop’s ABM platform is amazing.
All you need to get started is a CSV file of accounts you wish to target, which includes their domain, company name, and zip code, and then Listenloop will start to serve your ads to the IP addresses of the accounts you’ve identified. This is a great approach for B2B marketers because you can potentially engage more contacts who could be involved in the purchase decision who might not otherwise be known in your database. And we also use Listenloop to retarget known prospects based on specific behavioral actions.
Listenloop is fascinating and makes complete sense.
Chart of the day: Market research budgets have been cut whilst marketing budgets are being sustained Market research (increasingly referred to as "insight". Marketing topic(s):Customer research & analysis. Advice by Robert Jones.
Marketers are better off adopting customer-centric ways of thinking and considering all the various touchpoints that they can use to interact with customers, regardless of whether they exist in the physical or virtual worlds (or both, in the case of things like augmented reality).
2. Effective versus efficient
Marketing ROI, in my view, requires marketing spending to be effective in that it generates positive performance for the business and efficient in that it does this in the leanest way possible. In other words, value-generating marketing should be about effectiveness and efficiency.
3. Creativity-driven (right brain) versus data-driven (left brain) marketing
Marketers need to use “whole brain thinking” and not either “left brain” (analytics, data) or “right brain” (gut, creativity). Innovative thinking in marketing always has been the exciting product of gut instinct and data. We need to ensure that marketers use “whole brain thinking” in order to increase their chances of success.
Especially #1: it's not online, offline, growth hacking, data-driven, blah, blah, blah. It's Marketing.
This fatigue is going to push Marketing and Sales into a panic, if it has not already happened. Marketing, to meet its key performance indicators (KPIs) and waterfall numbers, is just going to push on Marketing-qualified leads (MQL) and Sales-qualified leads (SLQ) to the next level.
So, What Can You Do? Here Are Five Tips
1. Re-evaluate your KPIs
2. Re-evaluate your outreach cadence
To create a compelling reason to buy, maybe you should cut back on the overall number of outreaches and nurturing touches (see below), and instead focus on making them really good.
3. Re-evaluate the nurturing process
I know the best-practices say 6-7 touches until you close a lead, but that's too much. At 6-7 touches, you are probably hitting a point of diminishing returns and becoming an annoyance.
4. Re-evaluate your messaging and communication style
If you’ve been advertising on Facebook for a while, you know it’s important to split test your ads and posts to analyze which ads deliver the best results for your business.
Unfortunately, split testing can only teach you so much. If you split test two different types of ads and they both do poorly, do you just have two bad ads? Are you targeting the wrong audience? Are your bids too low? The list of potential questions goes on and on.
Split testing can teach you a lot about your ads, but it doesn’t teach you anything about your overall marketing strategy. To learn about that, you need to test the who, where, and how of your campaign settings.
Until now, there hasn’t been a great way to test these aspects of your Facebook ad campaigns. However, with Facebook’s new split testing feature, you can optimize your audiences, delivery settings, and placements to maximize your return on ad spend.
1. The Pareto Principle You have probably already heard about the Pareto principle. You may know it as the 80/20 rule as it states, according to Wikipedia, that “for many events, roughly 80% of the effects come from 20% of the causes.”
2. The Law of Large Numbers The law of large numbers tells us that if you repeat a random experiment often enough, the average of the outcomes will converge towards the expected value.
3. Relative and Absolute Numbers Imagine reading about a new drug that reduces the risk of getting a dangerous disease by 25%. At first, this might sound very promising but does it really tell us what the real benefit of taking the new drug is?
Let’s assume 20 in 1,000 people get the disease without the drug. By taking the drug, this number is reduced to 15 in 1,000 people. While this is indeed a 25% relative drop, we should also consider the absolute reduction.
4. Simpson’s Paradox Simpson’s paradox, as stated on Wikipedia, is the name of a paradox “in which a trend appears in different groups of data but disappears or reverses when these groups are combined.”
The moment Salesforce CEO Marc Benioff was dreading has arrived: Microsoft is wielding LinkedIn against Salesforce in the battle for the CRM market. Starting Tuesday, salespeople will get LinkedIn Sales Navigator data alongside other information in the Dynamics 365 Sales dashboard.
Users who have both systems will see information from LinkedIn profiles inside the lead, contact, account and opportunity pages of Dynamics 365 Sales. Dynamics and LinkedIn Sales Navigator will sync their information every day so that LinkedIn’s system is up to date on activity from Microsoft’s CRM and vice versa.
On top of the LinkedIn announcement, Microsoft also launched Dynamics 365 for Talent, to help companies manage their workforces, and Dynamics 365 for Retail to manage commerce operations.
Chances are, you’ve heard of Google Optimize by now. It’s Google’s solution for A/B testing and personalization. It launched in beta last year, which left optimizers around the world waiting in line to try it out. Now that it’s out of beta, you can give it a try without the wait.
But what can you expect? How do you configure it properly? How do you run your first experiment?
If you’re reading this, you’re probably already using a testing tool like Optimizely or VWO. So, why give Google Optimize a try?
It’s a familiar UI.
Your Google Optimize data will be available in Google Analytics and your Google Analytics data will be available in Google Optimize, allowing for: more advanced targeting, more advanced reporting, more advanced conversion tracking, etc.
The best Marketing Automation Software are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid:
Leaders are rated highly by G2 Crowd users and have substantial scale, market share, and global support and service resources. Leaders include: Marketo, HubSpot, Pardot, Act-On, and Adobe Campaign
High Performers are highly rated by their users, but have not yet achieved the market share and scale of the Leaders. High Performers include: Wishpond, Autopilot, OutboundEngine, SharpSpring, Exponea, Informz, Net-Results, eTrigue, ActiveCampaign, Salesfusion, GetResponse, ThriveHive, LeadSquared, DSS™ (Dynamic Self-Syndication™), Right On Interactive, Listrak, ActiveDEMAND, Iterable, Real Magnet, iContact Pro, inBOX25, Intercom, Maropost Marketing Cloud, Lead Liaison, and Vbout.com
Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution. Contenders include: Oracle | Responsys, Bronto, and Oracle Eloqua
Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: dotmailer, CommuniGator, IBM Campaign, Plumb5, Blueshift, SALESmanago, ClickDimensions, IBM Marketing Cloud, CallidusCloud Marketing Automation, Mapp Digital, Sailthru Experience Center, and Drip
SharpSpring, Inc. (NASDAQ:SHSP), a global provider of cloud-based marketing technologies, secured 211 new customers for its flagship marketing automation platform during the first quarter of 2017. At quarter-end, the company had 1,200 agency partners and more than 5,650 businesses using its marketing automation platform, which was up 56% from 3,600 businesses at the end of the first quarter last year. Annualized recurring revenue from the new customer additions totaled approximately $1.5 million.
Marketo, Inc., the leading provider of engagement marketing software and solutions, today announced the creation of the Alliance for ABM Success (Alliance), a consortium of experienced account-based marketing (ABM) leaders who have come together to help companies adopt, implement, and succeed with ABM. In addition to Marketo, other founding members include DigitalPi, Elixiter, LeadMD, Fathom, and Perkuto.
The Alliance was established to study, formulate, and share ABM best practices to advance the market's understanding of ABM technologies, and to serve as an open platform for discussion and collaboration about ABM success and its influences on revenue teams (sales, marketing, and customer success) globally. The Alliance will draw upon the combined experiences of its members and the projects they have led.
Without a real tech investment by all parties, there's a limited shelf life.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.