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Ingredients of Top B2B Content Marketing Strategies on LinkedIn - ClickZ

Ingredients of Top B2B Content Marketing Strategies on LinkedIn - ClickZ | The MarTech Digest | Scoop.it
Targeting content both on- and off-site based on LinkedIn personas opens up a rich new world of content marketing opportunity.


Digest...


Here are four strategies for creating and distributing content on LinkedIn:

  1. Maximizing the LinkedIn news feed as a content delivery mechanism. This is standard content marketing "table stakes" - delivering relevant, targeted content direct to company followers through LinkedIn's news feed.
  2. Encouraging followers to share brand content on a brand's behalf. Many Facebook best practices also apply to LinkedIn - people trust recommendations from their network. Brand awareness is spread by investing in personalized social experiences that encourage the network to participate, and share that participation. Beyond using the LinkedIn share button, brands that deploy LinkedIn APIs to create personalized social experiences outside LinkedIn can encourage participants in those experiences to share.
  3. Encouraging sharing of conversational content in LinkedIn groups. Conversations in a LinkedIn group are just as much about content marketing as the distribution of videos, case studies, webinars, white papers, and the like.
  4. Offering targeted content hubs, based on LinkedIn personas. B2B brands with well-organized existing repositories of content can target that content to the right personas by encouraging visitors to log in using their LinkedIn credentials before they browse the content.
marketingIO's insight:

Use the LinkedIn connection with SlideShare to improve your content delivery system into LinkedIn.


  • See the article at www.clickz.com
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Peg Corwin's curator insight, July 15, 2013 8:46 PM

In #3, above, I caution that if you share conversational content, you should get permission from the authors. Earlier, I mistakenly shared a Linkedin Answers response in a blog post and was told it was inappropriate.


Scoopit certainly could be used at the content hub described in #4.

Digital Marketing - WSI France's curator insight, April 24, 2014 5:23 AM

Votre contenu sur LinkedIn est-il pertinent?

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Your Must-Read MarTech Digest™, for Friday, 4/28/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 4/28/17 #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.

See our solutions.

marketingIO's insight:

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

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Is Email Marketing As Good As It Is Ever Going To Get? - Forrester

Is Email Marketing As Good As It Is Ever Going To Get? - Forrester | The MarTech Digest | Scoop.it
Marketers already know what best practices will make email marketing better, they just don't apply them.

Because doing so:

  • Costs more. 
  • Calls for more tenured staff.  
  • Doesn't improve performance that much.  Now, I'm not crying false on the 300% lift in clicks and conversions that vendors claim they earn from improving email relevance.  I'm just saying that when a medium already costs almost nothing to deploy, the return is already so good, that it doesn't seem worth it to work harder or invest more.
marketingIO's insight:

Dull, boring...and works.

 

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Cisco shares their marketing stack with 39 marketing technologies - Chief Marketing Technologist

Cisco shares their marketing stack with 39 marketing technologies - Chief Marketing Technologist | The MarTech Digest | Scoop.it
marketingIO's insight:

Wow.

 

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How Marketing Technology Is Forever Recasting the CMO Role - AdWeek

How Marketing Technology Is Forever Recasting the CMO Role - AdWeek | The MarTech Digest | Scoop.it
None of this is to say that branding and storytelling no longer matters, nor does it mean that every CMO needs to hold a degree in data science. Rather, CMOs need to be aware of how marketing technology opens the door to new requirements in marketing, such as understanding audience signals and event-level performance, and strike a balance across their organization.

A traditionally-minded CMO must identify data scientists who can bring the kind of analytical thinking they lack to the table. If there’s no expertise in-house to execute a plan independently, CMOs will need to identify partners who can provide those services, especially when leveraging emerging technology, data sources or delivery channels. But in lieu of simply hiring a traditional media agency, CMOs can now use analysis of campaign goals, ROI and past performance to choose between an agency or working directly with a mar-tech vendor for services. Similarly, if the head marketer falls more on the quantitative side of things, they need to hire an agency to help with branding and other aspects of their role.
marketingIO's insight:

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It's Getting Harder to Make Marketing Tech Decisions - eMarketer

It's Getting Harder to Make Marketing Tech Decisions - eMarketer | The MarTech Digest | Scoop.it
The fluidity of the marketing technology space is making it harder than ever for marketers to choose between standalone best-of-breed tech providers and multisolution suites.

On the one hand there’s consolidation, which improves integration and aims to get marketers closer to an all-in-one, full-stack solution. But on the other hand, there’s a boom in ad tech and marketing tech startups that aim to offer marketers best-of-breed tools that are more specialized but tougher to integrate.

Despite all of the integration advantages that come with the merging of various platforms and companies, a significant portion of marketers still prefer standalone, best-of-breed solutions. According to October 2016 research from Walker Sands Communications and Chief Marketing Technologist, nearly half of US marketers reported using best-of-breed architecture, even if it was fragmented, vs. just 21% who said they use a single-vendor suite.
marketingIO's insight:

Game over: best of breed won.

 

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5 roles you need on your marketing team - Marketing Land

5 roles you need on your marketing team - Marketing Land | The MarTech Digest | Scoop.it
Role 1: Pay-per-click specialist

Role 2: CRO-focused designer

Role 3: Developer

Role 4: VA (virtual assistant) as data scientist

Role 5: Account-based content marketer
marketingIO's insight:

Agree!!

 

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Quality Assurance for Digital Marketing Initiatives | Capgemini

Quality Assurance for Digital Marketing Initiatives | Capgemini | The MarTech Digest | Scoop.it
Technology and speed power this innovative digital era. At the same time, end clients must be addressed with a "Right the First Time" attitude. Ensuring high quality technology through structured testing is not enough. Clients expect more and want the Testing and Quality Assurance discipline to significantly contribute to their business goals, secure and improve the corporate image, and improve sales through digital marketing campaigns. The Testing and Quality Assurance profession now has the opportunity to tackle the challenge and adopt the role of business value assurance provider.
marketingIO's insight:

Not something that is done in someone's free time.

 

More and more do I find the MarTech revolution mirroring the IT revolution of 30 years ago.

 

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Personalization Efforts Mainly Limited to Email and Website Home Pages - MarketingCharts

Personalization Efforts Mainly Limited to Email and Website Home Pages - MarketingCharts | The MarTech Digest | Scoop.it
marketingIO's insight:

MIA: what is really meant by personalization!!!

 

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Few B2B Marketers Feel That Their Company Is Effective At Maximizing Potential Revenue from Major Accounts - MarketingCharts

Few B2B Marketers Feel That Their Company Is Effective At Maximizing Potential Revenue from Major Accounts - MarketingCharts | The MarTech Digest | Scoop.it
marketingIO's insight:

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Marketing Automation Specialist Lands $140 Million to Build Franchise - Fortune

Marketing Automation Specialist Lands $140 Million to Build Franchise - Fortune | The MarTech Digest | Scoop.it

"Zeta Global, a company that specializes in marketing automation software, now has $140 million in new funding, including $25 million in debt financing, with which it plans to fund expansion.


The company, co-founded by former Apple CEO and Pepsi-Cola president John Sculley and entrepreneur David Steinberg, was partially built on the acquisition of nine companies, and it's "highly probable we'll buy a tenth," Steinberg told Fortune.

 

The company boasts a proprietary database of 350 million active people and focuses on processing that data very fast—most transactions have a response time of under three milliseconds. The company, like many, relies heavily on machine learning, a set of technologies that allows software to detect patterns in masses of data and use those patterns to fuel actions."

marketingIO's insight:

ICYI: covered by the major analysts, and a competitor to Oracle and IBM. I wouldn't call it a marketing automation specialist.

 

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Microsoft Touts LinkedIn and Cloud As Huge Opportunities - Fortune

Microsoft Touts LinkedIn and Cloud As Huge Opportunities - Fortune | The MarTech Digest | Scoop.it
Microsoft is very focused on growing LinkedIn and its cloud computing business. That's what Microsoft CEO Satya Nadella told analysts during the company's latest quarterly earnings on Thursday.
Last year, Microsoft paid $26.2 billion for LinkedIn in a deal that it hopes will pay dividends by letting the company incorporate data from LinkedIn's 500 million users into other products. That data will be particularly valuable to Microsoft's Dynamics business software, which folds sales, marketing, accounting, and manufacturing management software under one brand umbrella.
marketingIO's insight:

Killer acquisition.

 

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Oracle Unveils New Chatbot, Adaptive AI Capabilities At Modern Marketing Event - Demand Gen Report

Oracle Unveils New Chatbot, Adaptive AI Capabilities At Modern Marketing Event - Demand Gen Report | The MarTech Digest | Scoop.it
Oracle announced a variety of new features and tools within its Customer Experience Cloud Suite, including new chatbot and adaptive artificial intelligence (AI) capabilities. The company said the new chatbot capabilities will enable users to promote engagement by asking—and intelligently answering—customer questions on both text and voice-driven platforms such as Facebook Messenger and Amazon Alexa.

Oracle also unveiled other updates to its cloud offerings, including:

  • The launch of Oracle Content and Experience Cloud
  • A new integration between Oracle Marketing Cloud and LinkedIn Campaign Manager, which positions users to convert unknown prospects into known buyers, retarget buyers with relevant digital ads, enrich buyer profiles and optimize digital ad spend on LinkedIn; and
  • New video and social messaging capabilities
marketingIO's insight:

The one that jumps out: LI integration.

 

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Your Must-Read MarTech Digest™, for Wednesday, 4/26/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 4/26/17 #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.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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From 2016 to 2017, 5X more marketing automation vendors were added than removed - Chief Marketing Technologist

From 2016 to 2017, 5X more marketing automation vendors were added than removed - Chief Marketing Technologist | The MarTech Digest | Scoop.it
Why marketing automation, which I crudely lump together with campaign management and lead management products? To me, it’s quintessential marketing software. 

There are 212 vendors included in this category, up 36% from 156 in last year’s landscape. Specifically:
  • 142 vendors remained unchanged from last year
  • 4 vendors changed their name, focus, or ownership
  • 10 vendors were removed — acquired and absorbed or went out of business
  • 66 vendors were added
Yes, more than 5X as many vendors were added to this category than removed.
marketingIO's insight:

This is just one of the many forthcoming categories. The utility of using vendor logos is diminishing. 

 

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5 things marketers should do today to reduce their cybersecurity risk - CMO.com

5 things marketers should do today to reduce their cybersecurity risk - CMO.com | The MarTech Digest | Scoop.it
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. 
marketingIO's insight:

#6: get Cyber Insurance. Protect thyself.

 

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LinkedIn now boasts more users than Twitter and Snapchat combined - Memeburn

LinkedIn now boasts more users than Twitter and Snapchat combined - Memeburn | The MarTech Digest | Scoop.it
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).
marketingIO's insight:

Perspective.

 

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Engagio Scout Delivers Actionable Insights to Coordinate ABM ‘Plays’ on Major Marketing Platforms

Engagio Scout Delivers Actionable Insights to Coordinate ABM ‘Plays’ on Major Marketing Platforms | The MarTech Digest | Scoop.it
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.

marketingIO's insight:

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The Top Hurdles to Proving Digital Marketing ROI - MarketingProfs

The Top Hurdles to Proving Digital Marketing ROI - MarketingProfs | The MarTech Digest | Scoop.it
The biggest challenge in proving digital marketing ROI is tying social and content efforts to revenue, marketers say. See what they say about KPIs, leads, data & more in this study.
marketingIO's insight:

Info scooped previously but bears repeating: social and content are fuel sources for overall lead gen efforts, and should not be measured separately.

 

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The Character Count Guide for Blog Posts, Videos, Tweets & More - HubSpot

The Character Count Guide for Blog Posts, Videos, Tweets & More - HubSpot | The MarTech Digest | Scoop.it

"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.""

marketingIO's insight:

CT for Instagram, SnapChat and YouTube.

 

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Brain Science Says: Three Keys to Memorable Marketing - ITSMA

Brain Science Says: Three Keys to Memorable Marketing - ITSMA | The MarTech Digest | Scoop.it

"Clarify your message

“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.

Stop talking!

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?”"

marketingIO's insight:

This is difficult but worthwhile.

 

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How Act-On Software Uses Retargeting - Act-On Blog

How Act-On Software Uses Retargeting - Act-On Blog | The MarTech Digest | Scoop.it
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.
marketingIO's insight:

Listenloop is fascinating and makes complete sense.

 

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Marketing budgets sustained, insight budgets reduced - Smart Insights Digital Marketing Advice

Marketing budgets sustained, insight budgets reduced - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it
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.
marketingIO's insight:

UK marketers. Still...

 

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Twitter Video: How to Create Engaging Video Content : Social Media Examiner

Twitter Video: How to Create Engaging Video Content : Social Media Examiner | The MarTech Digest | Scoop.it
6 Tips for Making the Most of Twitter Video 

#1: Optimize for a Mobile Audience

#2: Let Viewers Suggest Content

#3: Align Video Campaigns With Events

#4: Start a Regular Video Feature

#5: Solve Customer Problems.

#6: Greet New Followers With Short Video Clips
marketingIO's insight:

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Your Must-Read MarTech Digest™, for Tuesday, 4/25/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday, 4/25/17 #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.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Challenge The False Dichotomies Of Marketing - Forbes

Challenge The False Dichotomies Of Marketing - Forbes | The MarTech Digest | Scoop.it
1. Online versus offline

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.
marketingIO's insight:

Especially #1: it's not online, offline, growth hacking, data-driven, blah, blah, blah. It's Marketing.

 

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