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The Basics of Lead Nurturing #infographic - Pardot | #TheMarketingAutomationAlert

The Basics of Lead Nurturing #infographic - Pardot | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Most of the leads you are sending your sales team aren’t going to buy.
That might sound a little harsh, so before you prepare to defend your marketing campaigns and lead qualifying process, let me clarify: this is due to no fault of your...
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Google Analytics 360 & the Move to Enterprise Analytics

Google Analytics 360 & the Move to Enterprise Analytics | The MarTech Digest | Scoop.it
As a digital marketer, odds are that you rely on digital analytics as a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting the most out of your analytics platform? What’s more, have you outgrown it?

Join our experts from Google and Cardinal Path to discover the advanced features available within Google Analytics 360 Suite, and what this will mean for enterprise organizations as they move down the path to digital maturity.

Attend this webinar and learn:

  • The people-based marketing opportunities enabled through Google Analytics 360.
  • How to get beyond collection, and into activation of your data.
  • Data-informed marketing for better user experiences.
marketingIO's insight:

Caught my eye.

 

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Six Building Blocks of a High-Converting Lead Generation Form - MarketingProfs

Six Building Blocks of a High-Converting Lead Generation Form - MarketingProfs | The MarTech Digest | Scoop.it
1. Curb Appeal: Focus on Form Appearance

2. Solid Foundation: Consider Form Fields and Order

3. Visitor Experience: Use Conditional Logic

4. Interaction: Create an Effective CTA

5. Inspection: Conduct Form A/B Tests

6. Vacancy Insights: Use Partial Submissions and Field Bottlenecks
marketingIO's insight:

Here's the counter argument: https://martech.zone/7-reasons-lead-forms-dead/

 

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SEO & website design: Everything you need to know - Search Engine Land

SEO & website design: Everything you need to know - Search Engine Land | The MarTech Digest | Scoop.it
In this post, I have a look at how SEO should be an integral part of your website design (or redesign) process. We are going to look at what you need to consider to have a site that is built for search marketing and lead generation — and how focusing on happy users keeps the Google gods on your side.

We will also take a look at some of the common pitfalls that can befall businesses looking to build a new website that is central to your digital marketing efforts.

In brief, I am going to help you ensure your next site is a lean, mean SEO and digital marketing machine.
marketingIO's insight:

Detailed!! Tremendous asset!!

 

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Everything You Need to Know about Changing WordPress Themes - Smart Insights

Everything You Need to Know about Changing WordPress Themes - Smart Insights | The MarTech Digest | Scoop.it
The gap that separates free and premium WordPress themes is surprisingly narrow, to be honest. The prevailing train of thought is that paid WordPress themes are far superior because they come at a price. This may be true to some extent, but it doesn't always apply.

Free themes that you can download straight from your dashboard undergo a rigid theme check from the WordPress team. Each theme is made sure to pass the coding and security standards before they are uploaded to the themes database for download. Even though they are free, these themes can still provide you the same quality that you can expect from a premium theme. Also, you can filter themes based on reviews and developer so you can be sure to view the best ones that will fit on your site.

For paid themes, I highly suggest that you look into frameworks like Genesis and Thesis. These offer the simplicity and elegance, not to mention the customization features that only free themes can dream of.
marketingIO's insight:

The post compares different features, not a how to transition. I scooped what caught my eye.

 

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Bizible Debuts Revenue Planning Product With Machine Learning - Demand Gen Report

Bizible Debuts Revenue Planning Product With Machine Learning - Demand Gen Report | The MarTech Digest | Scoop.it
Bizible announced it has launched a revenue planning solution that incorporates machine learning capabilities. The new solution, which relies on proprietary algorithms, enables B2B marketers to do channel mix modeling and forecasting dynamically using historical data and various “what if scenarios.”

Several customers, including TIBCO, have been testing the product for the past few months, the company said. Thomas Been, CMO at TIBCO said the planning tool has given him “a new avenue to incorporate more predictability into our planning process and add the flexibility to scenario plan against changes in budgets, the market and buyer behavior.”
marketingIO's insight:

Some 3rd party applications are eating the MAP's lunch.

 

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Engagio Integrates With All Major Marketing Automation Platforms

Engagio announced that its ABM solutions are now integrated with all major marketing automation platforms, including Eloqua, Pardot, Hubspot, and Marketo.

Engagio’s integration with the major automation platforms gives marketing teams interested in account-based strategies a unique competitive advantage. With Engagio, marketing and sales can get account-level insights and orchestrate ABM activities at scale to drive engagement, meetings and revenue in target accounts.
marketingIO's insight:

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Understanding Inbound Marketing and the Sales Funnel - Visual Contenting

Understanding Inbound Marketing and the Sales Funnel - Visual Contenting | The MarTech Digest | Scoop.it
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Your Must-Read MarTech Digest™, for Thursday, 4/20/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 4/20/17 #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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Account Based Marketing - The Inescapable Reality of Modern Marketing - Huffington Post

Account Based Marketing - The Inescapable Reality of Modern Marketing - Huffington Post | The MarTech Digest | Scoop.it
Account-based marketing is quickly becoming a fact of life in many organizations. A study by SiriusDecisions found that 71 percent of B2B marketers have implemented a program that includes ABM elements.

We predict that number will soon approach 100 percent. ABM is inescapable. And it’s a good thing — for both marketers and their customers.

Why? Because ABM enables marketers to do something they’ve always dreamed of: communicate with prospects and customers on a much more personalized level — a level that can often approach a one-to-one conversation. ABM, in its purest form, enables companies to communicate with a “market of one,” says Nick Panayi, Head of Global Brand & Digital Marketing at DXC Technology.

Four macro-trends are contributing to the inexorable adoption of ABM:

  • Customer control
  • Robust sales and marketing alignment
  • The rise of data-driven marketing
  • The relevance imperative in content marketing
marketingIO's insight:

FWIW: there's lots of repackaging of concepts. ABM is one.

 

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Full Circle Insights Launches New Marketing Performance Management Methodology And Marketing Dashboard Package

Full Circle Insights Launches New Marketing Performance Management Methodology And Marketing Dashboard Package | The MarTech Digest | Scoop.it
Full Circle Insights, Inc., makers of comprehensive marketing and sales performance management solutions, today made available two new capabilities for Full Circle Response Management customers –  Full Circle Quick Dash and The Full Circle Method.  The company's Quick Dash is a structured set of reporting dashboards, enhanced with The Full Circle Method, an instructive framework with guidelines and use cases to jumpstart actions for smarter marketing decisions.  

Quick Dash pre-packages four distinct dashboards – based specifically on day-in-the-life activities and needs of today's most successful growth-driven marketers. The new reporting package helps customers more easily leverage powerful Full Circle Response Management reporting and get up-and-running with actionable insights. These dashboards are designed to focus on four pillars of marketing measurement: Planning, Achieving, Optimizing, and Evaluating.

Enhancing Quick Dash is The Full Circle Method, a blueprint for approaching marketing measurement. Consisting of a library of education assets, Method helps marketers increase marketing analytics acumen and provides guided focus on the metrics that will drive their everyday marketing performance.
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Marketing automation and personalisation are key focus areas for email marketers in 2017 – new report | Econsultancy

Marketing automation and personalisation are key focus areas for email marketers in 2017 – new report | Econsultancy | The MarTech Digest | Scoop.it
Asked to identify the three most important features of an email service provider’s technology platform, two-thirds (66%) selected marketing automation capability. This has now overtaken user-friendly interface (60%) as the single most important attribute of an email service provider.

The research also found that the proportion of companies who say they can send emails based on individual activities and preferences throughout the funnel at scale has almost doubled, from 8% to 15%. Almost three-quarters (71%) of companies adopting personalisation to this degree report an ‘excellent’ or ‘good’ performance from their email campaigns, compared to only 35% for companies who say they ‘are not yet working towards this’.

Personalisation (30%) is the area of email marketing where most respondents say they need to focus on during 2017, ahead of automated campaigns (28%), which was the number one priority area last year.

Despite email’s continuing ability to deliver, companies are still under-investing in this channel. The gap between sales (22%, on average) and marketing budget (15%) does not appear to be closing, which suggests that marketers are still not taking advantage of email’s ability to drive revenues. Email peaked at 16% of marketing budget in 2014, and has not made much headway since then.
marketingIO's insight:

CT for the opportunity to purchase the report.

 

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How to Build a Winning Lifecycle Marketing Campaign - Referral Saasquatch

In essence, customer lifecycle marketing (CLM) engages each prospect, lead, and customer differently because they’re at different stages of the customer experience. Because each stage is unique, this strategy emphasizes addressing customer needs and requirements as they engage with your brand.

Focusing on the entire customer experience, from acquisition to sale to loyalty to referrals means touchpoints are consistent and aligned with your customer.

Different stages of the journey will require different marketing messages and strategies. When, how, and why messaging is delivered is based on contextual messaging. How do we develop a functional approach to crafting lifecycle campaigns?
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Infographic - How To Create The Perfect Social Media Post (Cheat Sheet) - CrazyEgg

Infographic - How To Create The Perfect Social Media Post (Cheat Sheet) - CrazyEgg | The MarTech Digest | Scoop.it
Just like crafting a killer headline, how you post to social media is just as important as the content itself.
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B2B Marketers Apply New Tools & Tactics For Segmenting Campaigns To Target Audiences - Demand Gen Report

B2B Marketers Apply New Tools & Tactics For Segmenting Campaigns To Target Audiences - Demand Gen Report | The MarTech Digest | Scoop.it
With targeting and segmentation becoming bigger priorities to support ABM, lead nurturing and related initiatives, new tools and tactics are being deployed to help marketers prioritize and better engage new targets.
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[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months - Moz

[Case Study] How We Ranked #1 for a High-Volume Keyword in Under 3 Months - Moz | The MarTech Digest | Scoop.it
Here are the eight steps we took to reach our goal (click on a step to jump straight to that section):

  • Select the right topic
  • Create bad-ass content for our own blog
  • Optimize on-page SEO & engagement metrics
  • Build internal links
  • Find people who would link to this content
  • Ask people to link to our content
  • Write guest posts on leading blogs
  • Fine-tuning content with TF * IDF
marketingIO's insight:

You'll want to package this for yourself.

 

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Lead Generation Landing Page Benchmarks and Top Content Tactics - MarketingProfs

Lead Generation Landing Page Benchmarks and Top Content Tactics - MarketingProfs | The MarTech Digest | Scoop.it
Landing pages that are short and use simple language have much higher conversion rates, this study finds. The median rate varies from 2.8% to 5.5%, depending on the industry. See more results!
marketingIO's insight:

The chart is what caught my eye. It says: fewer words!

 

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Marketo Buys ToutApp - Fortune

Marketo Buys ToutApp - Fortune | The MarTech Digest | Scoop.it
Marketo has agreed to acquire ToutApp, a San Francisco-based sales software startup, Marketo confirmed to Fortune.  This deal will "bridge the gap" between Marketo's existing marketing technology offerings and ToutApp's sales technology.
"Fundamentally what the marketer wants and needs is to be able to connect and engage with the sales organization," he says. "Our ability to reach a massive number of the world’s biggest brands and extend the reach of this company we’re acquiring is fairly straightforward."
marketingIO's insight:

FYI.

 

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What’s the Biggest Challenge in Proving Marketing ROI? - Marketing Charts

What’s the Biggest Challenge in Proving Marketing ROI? - Marketing Charts | The MarTech Digest | Scoop.it
marketingIO's insight:

Any surprises?

 

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How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide - HubSpot

How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide - HubSpot | The MarTech Digest | Scoop.it
Table of Contents

1) What is a virtual conference?
2) Why should you host a virtual conference?
3) A Virtual Conference by HubSpot
4) How to plan a virtual conference
  • Set the vision
  • Speaker outreach
  • Creation of assets
  • Promotion
  • Go Live
  • Analysis
5) Learning Lessons
marketingIO's insight:

CT for all the information. BTW: it ain't easy.

 

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ABM Brings Customer Centricity to B2B Marketing - ITSMA

ABM Brings Customer Centricity to B2B Marketing - ITSMA | The MarTech Digest | Scoop.it
Five specific questions provide the starting point for truly customer-centric ABM:

  • How is the customer’s industry changing? What are the most important business, technology, social and other trends affecting the future of the business?
  • How is the customer responding to those changes? What are the major business, operational, and other initiatives inside the account?
  • Who are the key stakeholders inside the account that own these initiatives, and how do they fit in the organization?
  • What are the decision-making criteria for purchasing products, services, and solutions that might support these initiatives?
  • Who are the perceived gatekeepers for these initiatives, and how can we work with or around them?
marketingIO's insight:

ITSMA is the parent of Account Based Marketing. This article provides an excellent overview.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Marketing Operations: Your Key to Streamlining Silos and Getting Growth - Marketing Insider Group

Marketing Operations: Your Key to Streamlining Silos and Getting Growth - Marketing Insider Group | The MarTech Digest | Scoop.it
78% of US marketers and 63% of European marketers accept that marketing tech is a critical skill in the success of senior marketers and it is a powerful tool in managing and delivering marketing operations processes. Marketing operations is the connective tissue that allows your strategy and technology to come together and stay together. The fragmentation that can come from using separate technologies is brought together in an organisation’s streamlined marketing stack, allowing for data to be pooled and used intelligently going forward.

Marketing operations is about uniting the systems and processes within a business, removing silos and replacing them with a single cohesive unit. Operations manage the processes and run the automated systems which ensure the leads you need are generated and the level of analytic research beforehand ensures a higher volume of qualified leads too. Data is handled and stored effectively so it can be used in a smart and proactive way.

The incorporation of cloud technology into both your marketing stack and as a general standard for your company will have a significant impact on the real-time availability of data, and the level of flexibility you can offer your marketing team as they work to deliver results with the support of your chosen tech.
marketingIO's insight:

With more than 6 marketing staffers, you'll start to feel the need for MarketingOps.

 

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Optimizely acquires Experiment Engine to offer more collaboration tools for big companies - TechCrunch

While Optimizely has bought other startups before, today is the first time it’s acquiring a startup built on Optimizely’s developer platform — namely, Experiment Engine.

Experiment Engine describes itself as “the most comprehensive, easy-to-use conversion optimization platform,” which might make it sound similar to Optimizely itself. But the startup has actually built collaboration and project management tools to support Optimizely’s core features (which allow marketers and developers to test out different variations in a website or app).

Those are the kinds of tools that larger companies need if they want to run “tens of thousands of experiments a year” — something that became apparent as Optimizely worked with Experiment Engine to serve some of their shared customers.
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LinkedIn’s New Lead Gen Forms vs. Facebook Lead Ads | WordStream

LinkedIn’s New Lead Gen Forms vs. Facebook Lead Ads | WordStream | The MarTech Digest | Scoop.it
LinkedIn sponsored content was clunky and overpriced, making it damn near impossible to leverage the social network’s robust business-centric targeting. Today? Less so.

Now, when a targeted LinkedIn user clicks the new “Sign up” button on a piece of your sponsored content, they’re brought to a (mostly) pre-populated lead form. LinkedIn pulls pertinent data right from a prospect’s probably-up-to-date personal page, ensuring accurate contact information. From there, you can either share content with a prospect (now a bona fide lead) or direct them to your website.

Over on Facebook, many advertisers have already found success using lead ads; it stands to reason that LinkedIn’s Lead Gen Forms will be a boon for advertisers, too. Let’s take a closer look at some of the key factors in determining whether LinkedIn Lead Gen Forms are right for your business.
marketingIO's insight:

CT for a comparison between LI and FB.

 

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Your Must-Read MarTech Digest™, for Wednesday, 4/19/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 4/19/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Your Must-Read MarTech Digest™, for Wednesday, 4/19/17 #MarTech #DigitalMarketing

 

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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The Marketer as Technologist | CustomerThink

The Marketer as Technologist | CustomerThink | The MarTech Digest | Scoop.it
While large companies have already started moving towards marketing technology management, small and medium businesses are mostly too under-resourced in marketing and IT to allocate permanent resources for this task. In this case, it will save considerable time and costs to outsource CMT’s tasks to a trusted partner. While it takes considerable investments, otherwise a company can lose any competitive advantage it currently holds. Digital marketing is non-negotiable in the 21st century, as is the ability to interpret the data it brings into the organization. There is a difficult yet rewarding road ahead for today’s marketers.

marketingIO's insight:

Smart overview as to what is going on. I scooped the last but most important paragraph.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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