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4 Must-Have Nurturing Campaigns for B2B Marketers - Pardot | #TheMarketingAutomationAlert

4 Must-Have Nurturing Campaigns for B2B Marketers - Pardot | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
With recent studies showing that 50% of leads are qualified but not yet ready to buy, the question is no longer “should you invest in lead nurturing,” but rather, “can you afford not to?


Condensed...


Start with the following four simple drips to get the hang of building targeted, effective campaigns.

  • The Post-Event Drip
  • The Renewal Time Drip
  • The New Customer Drip
  • The Topic Drip

Pick a common pain point that will grab your audience’s attention and compile content around it, then figure out how you can gradually and naturally move from this topic into other features and benefits of your product. Once you’ve built out this first topic drip and figured out a logical flow of content, building out other topic drips that cater to the priorities of your other prospects will be a cinch.

marketingIO's insight:

Basics, basics, basics. There's so much more to drips than these four, but they are the four basic categories.


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Your Must-Read MarTech Digest™, for Monday, 7/24/17 #MarTech

Your Must-Read MarTech Digest™, for Monday, 7/24/17 #MarTech | The MarTech Digest | Scoop.it

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

 

 

See ALL Top Curated Marketing Technology Articles here.

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marketingIO's insight:

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Predictive Analytics: Why it is the Smart Science for Smarter Business - Economic Times

Predictive Analytics: Why it is the Smart Science for Smarter Business - Economic Times | The MarTech Digest | Scoop.it
Predictive analytics is the science of making predictions about the future. Data mining, machine learning, and artificial intelligence are components of predictive analytics that help to analyze current data to make predictions about future buyer behavior. It charts out patterns of behavior that show buyers' next steps while making purchase decisions. In any business, predictive analytics helps to learn the entire customer lifecycle journey and unearth important information about them.

Through predictive analytics, companies engage with buyers in many ways to enhance their business. It is a precursor to a new form of customer engagement, applied after an empirical learning process about customer behavior. It has replaced earlier business decisions that were only repeatable strategies based on preconceived opinions or assumptions about complex business situations. Through predictive analytics, marketers gain hitherto concealed and great insights to make precise, effective business strategies. Buyers have high service-level expectations and look for compelling customer experience in their buying process. It is precisely for this reason that businesses' investment in predictive analytics becomes important.

Predictive analytics is different from buyer segmentation analysis because assembling customers' buying information is complicated. Buyer segments are relatively constant over time, but an individual buyer's purchase behaviour keeps shifting. As the reasons for purchase by customers change, businesses should align their offers that best suit the customers' requirements. But though there is wide acceptance that data is important to organizations, most business decisions still do not leverage the information about customer data when it comes to engage buyers. Here lies the importance of predictive analytics.
marketingIO's insight:

It's a strong case.

 

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The Newest Email Design Trends of 2017 – Really Good Emails

The Newest Email Design Trends of 2017 – Really Good Emails | The MarTech Digest | Scoop.it
Email Trend Thingy #1: Make a Sweet Background
Email Trend Thingy #2: Go Crazy With Fonts
Email Trend Thingy #3: ⚡�� ��
Email Trend Thingy #4: Play Tetris With Content
Email Trend Thingy #5: Make Your Commercial a GIF
Email Trend Thingy #6: Pulse Your Buttons
Email Trend Thingy #7: Make Your Product Look Mysterious
Email Trend Thingy #8: Make Neon Signs
Email Trend Thingy #9: Recreate an Instagram Feel
Email Trend Thingy #10: Stack Your Title & Text Side-by-side (Instead of Vertically)
BONUS Email Trend Thingy: Include an Impressive, Bitesize Quote
marketingIO's insight:

TEST!!

 

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AI for Marketing on the Hype Cycle: A Long Journey to the Plateau? - Gartner

AI for Marketing on the Hype Cycle: A Long Journey to the Plateau? - Gartner | The MarTech Digest | Scoop.it
Proponents of faster impact point out that AI has already been through a Trough of Disillusionment maybe ten times as long as the Internet – the “AI Winter” that you can trace to the 1980s. By this reckoning, productivity is long overdue. This may be true for a number of domains – such as natural language processing and image recognition – but it’s hardly the case for the kinds of applications we’re considering in AI for Marketing. Before we could start on those we needed massive data collection on the input side, a cloud-based big data machine learning infrastructure, and real-time operations on the output side to accelerate the learning process to the point where we could start to frame the optimization problem in AI. Some of the algorithms may be quite old, but their real-time marketing context is certainly new.

More importantly, consider the implications of replacing the way marketing works today with true lights-out AI-driven operations. Even when machines do outperform human counterparts in making the kinds of judgments marketers pride themselves on, the organizational and cultural resistance they will face from the enterprise is profound….with important exceptions: disruptive start-ups and the digital giants who are developing these technologies and currently dominate digital media.
marketingIO's insight:

Said repeatedly: if it's not baked into the application, it's not going to happen.

 

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Top 10 Tools for Maximizing Business-to-Business Sales - Entrepreneur

Top 10 Tools for Maximizing Business-to-Business Sales - Entrepreneur | The MarTech Digest | Scoop.it
1. Growbots
2. Attach.io
3. Leadfeeder
4. JustCall.io
5. Unomy
6. Hunter.io
7. Dux Soup
8. MailLift
9. Appoint.ly
10. Proposify
marketingIO's insight:

We use a few, and there are as advertised.

 

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Does Your Channel Run In A Silo? · Forrester

Does Your Channel Run In A Silo? · Forrester | The MarTech Digest | Scoop.it
The biggest reported challenges in the survey are:

Providing competitive differentiation to partners
Getting buyer insights
Rules of engagement
Price transparency
marketingIO's insight:

The channel needs to be treated the same as the direct sales team. How else can your product be properly represented?

 

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Marketing Disruption: Role of the CIO - CIO Review

Marketing Disruption: Role of the CIO - CIO Review | The MarTech Digest | Scoop.it
CIOs will need to take on the challenge of marketing disruption with the following approaches:

o Partner with the CMO

o Focus on Marchitecture and Integration

o Help CMOs Evaluate MarTech Options

Key Investments for CRM 3.0
• Business Intelligence Engine

o Supports Real-time Processing

o Flexibility to Ingest New Data Sources

o Scalability

o Data Prep and Analytics Automation

o AI/Machine Learning
marketingIO's insight:

Spot-on. And the CMO needs to reach out as well.

 

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Marketing Cost Optimization - Your Summer Essential - Garter

Marketing Cost Optimization - Your Summer Essential - Garter | The MarTech Digest | Scoop.it

"What do we mean by cost optimization? We mean squeezing the best possible ROI from marketing budgets. As a starting point, this means being able to answer the following questions:

  • How can I best align my marketing budgets with business goals?
  • How can I ensure my budgets are informed by what’s happening in the marketing environment?
  • How do I deliver short-term cost efficiency, enabling me to trim extraneous costs without harming longer-term marketing programs?
  • How can I Identify longer-term cost efficiencies that deliver sustained benefits to the business?
  • How can I build a data-driven, cost conscious culture in the marketing organization that embeds costs efficiency KPIs and metrics across the team?"
marketingIO's insight:

For the expected budgeting downturn.

 

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eMarketer Releases Latest Estimates for Worldwide Messaging App Usage - eMarketer

eMarketer Releases Latest Estimates for Worldwide Messaging App Usage - eMarketer | The MarTech Digest | Scoop.it
The number of mobile messaging app users worldwide is still growing at a significant rate
marketingIO's insight:

Would love to see a B2B split.

 

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Marketing Persona vs UX Persona - GetResponse Blog

Marketing Persona vs UX Persona - GetResponse Blog | The MarTech Digest | Scoop.it
A marketing persona, or buyer persona, is a way to segment target market by common characteristics. It is used to guide media campaigns to target the right audience with the appropriate messaging.

If marketing persona is focused on the WHO, a UX persona is more about the HOW. A UX persona, or design persona, can include all the information in buyer persona, but with additional emphasis on the task-oriented user behavior. What a UX persona wants to uncover is all the steps a target user will take to go from point A to point B.
marketingIO's insight:

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10 Essential Templates for B2B Content Strategy - Kapost

10 Essential Templates for B2B Content Strategy - Kapost | The MarTech Digest | Scoop.it

Here’s the complete list of the essential marketing templates for your content strategy:

  • Content Audit Framework
  • Company Priorities
  • Timeline Review
  • Classification Worksheet
  • Initiative Outline
  • Content Workflows
  • Publish Destination
  • Internal Enablement Gallery
  • Operational Assessment
  • Content Engagement Score
marketingIO's insight:

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Evolution of Sales Ops: How to Get Strategic Fast | CallidusCloud Blog

Evolution of Sales Ops: How to Get Strategic Fast | CallidusCloud Blog | The MarTech Digest | Scoop.it
The first step in this journey toward a “vital strategic role,” is to get a handle on exactly what sales ops does and prioritize those tasks. SiriusDecisions divided it into 7 neat categories:

Strategy and Planning
Sales Intelligence
Process and Design
Support and Administration
Deal Pursuit
Technology
Project Management
Just listing them out underscores the jack-of-all-trades aspect of the sales ops role. Sales ops professionals need to be experts in the technology of platforms, be it CRM systems, sales enablement, or incentive compensation.
marketingIO's insight:

Shortly, Sales Ops is going to run head-on into Marketing Ops. And it makes little sense to have two separate Ops.

 

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Your Must-Read MarTech Digest™, for Friday, 7/21/17 #MarTech

Your Must-Read MarTech Digest™, for Friday, 7/21/17 #MarTech | The MarTech Digest | Scoop.it

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

 

 

marketingIO's insight:

Your Must-Read MarTech Digest™, for Friday, 7/21/17 #MarTech
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TechTarget Announces New Integrations with Major Marketing Automation Platforms

TechTarget Announces New Integrations with Major Marketing Automation Platforms | The MarTech Digest | Scoop.it
Global marketing and sales services company TechTarget, Inc. (Nasdaq: TTGT) today announced that its IT Deal Alert Priority EngineTM purchase intent insight platform now integrates directly with Eloqua, Pardot, Hubspot and Integrate, in addition to existing integrations with Salesforce and Marketo. These API-based integrations ensure enterprise technology marketing and sales teams can quickly and easily inject ranked, in-market accounts and named prospects from Priority Engine directly into their workflows.
marketingIO's insight:

FYI.

 

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That Moment We Realized We Needed a New Marketing Metric… - Drift

That Moment We Realized We Needed a New Marketing Metric… - Drift | The MarTech Digest | Scoop.it

A CQL is someone who has expressed intent to buy during a one-to-one conversation with either A) an employee at your company, or B) an intelligent sales assistant (bot).

So you can break CQLs down into two distinct flavors:

-Human-qualified via conversation, or
-Bot-qualified via conversation
With both types of CQL, we use live chat to track all of those conversations, so we can look back and see which leads ended up booking meetings, becoming customers, etc.

In order to qualify leads using bots, we write sales scripts and have the bots ask the same questions our salespeople ask.

marketingIO's insight:

Brilliant!

 

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The Ultimate Facebook Business Manager Guide - AdEspresso

The Ultimate Facebook Business Manager Guide - AdEspresso | The MarTech Digest | Scoop.it
The Facebook Business Manager can be slightly daunting. But this ultimate guide will break it down, step-by-step, so it's easy to follow.
marketingIO's insight:

Ultimate is right!

 

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Getting Past the Empty State: How 5 Popular CRM Tools Onboard Users - Appcues

Getting Past the Empty State: How 5 Popular CRM Tools Onboard Users - Appcues | The MarTech Digest | Scoop.it
How top CRM tools—including Salesforce, HubSpot, and Freshsales—lower cognitive overload with brilliant user onboarding.
marketingIO's insight:

An excellent review. 

 

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The State of Sales 2017 US Report | LinkedIn Sales Solutions

The State of Sales 2017 US Report | LinkedIn Sales Solutions | The MarTech Digest | Scoop.it

"Technology is transforming the sales profession, from the way leads are generated, to the conversations that happen once the “digital handshake” is made.


To shed light on the evolving sales landscape, we surveyed thousands of sales pros and decision-makers in the United States to understand the impact social networks and business tools are having on the overall ecosystem.


Their answers can be found in our annual State of Sales report.


What you'll learn:

  • The most essential B2B sales tools and strategies in 2017
  • The impact social tech has on buyer and seller relationships
  • How to use sales tech to establish trust with buyers
  • The most important factors to close more deals"
marketingIO's insight:

If for anything, you'll want to CT as it gives you the state of sales vis-a-vis LinkedIn.

 

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The Indispensable Social Media Cheat Sheet [Infographic] - MarketingProfs

The Indispensable Social Media Cheat Sheet [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
With tips on image size, keyboard shortcuts, and must-have tools; writing irresistible headlines; best times of the day to post; and trends marketers should expect, this infographic is a must-see.
marketingIO's insight:

As usual, whenever I see an update, I'll post for you to CT.

 

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Eight Rules for Data-Driven Marketing - MarketingProfs

Eight Rules for Data-Driven Marketing - MarketingProfs | The MarTech Digest | Scoop.it

3. Take an action-based approach

The best data-driven marketers will find ways to minimize the time they spend "exploring" data and accelerate their time-to-insight. When you're considering the data you want to analyze, ask yourself two questions:

  • If I had this data regularly, how could I improve my efforts? If you can't answer, there is probably a better analysis to run.
  • What is the quick-and-dirty version of this analysis? If a cursory analysis of the data doesn't yield much, it may be an indicator that the data isn't as important as initially thought—or, at least, not as actionable.

 

4. Pick your battles

There will always be an infinite number of metrics you can analyze; but, most often, less is more. Whatever the major needle-movers are for your business, put 80% of your effort into optimizing those rather than trying to focus on every possible metric. Once you've picked your battles, the real analysis begins to determine how to improve tracking, fine-tune efforts, etc.; then, over time, you just need to wash, rinse, repeat.

marketingIO's insight:

I selected the two that popped out to me as the most important. CT for the other 6.

 

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Analytics play a key role in helping to drive digital transformation [New research]

Analytics play a key role in helping to drive digital transformation [New research] | The MarTech Digest | Scoop.it
Digital analytics are playing an increasingly important role in helping to drive digital transformation programmes, according to new research published this week by Econsultancy and Lynchpin.
marketingIO's insight:

Practically impossible to accomplish without robust analytics.

 

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Gartner Magic Quadrant for Sales Force Automation 2017 - Salesforce.com

Gartner Magic Quadrant for Sales Force Automation 2017 - Salesforce.com | The MarTech Digest | Scoop.it
New Gartner research positions salesforce.com in the Leaders Quadrant for Sales Force Automation. Download the 2017 Gartner Magic Quadrant Report and find out what Gartner analysts have to say about Salesforce.
marketingIO's insight:

Found it.

 

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Sales ops get ready. ASC 606 will change your life | CallidusCloud Blog

Sales ops get ready. ASC 606 will change your life | CallidusCloud Blog | The MarTech Digest | Scoop.it

"Most accounting teams are scratching their heads to figure out the revenue side of Revenue Recognition ASC 606, as the deadline for compliance is just a whisker away, falling on January 1, 2018. But what most companies are overlooking is the equally large impact on the cost side. And, as you probably know, the largest component of a company’s costs is its sales and channel commissions.

ASC 606 will affect you in these areas and more:

-Sales compensation plan design
-Use and timing of SPIFs and bonuses
-Increased reporting and forecasting of commissions spend

 

You should factor in ASC 606 as you start designing comp plans for 2018. If you don’t, your finance team will dictate what compensations plans and components you can and cannot use and when. But you don’t want comp plans that just comply with the latest accounting guidance. You want compensation plans to drive sales behaviors and help you achieve your company’s sales goals and strategic objectives."

marketingIO's insight:

You'll want to CT and download their eBook.

 

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Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #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

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

marketingIO's insight:

Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech http://sco.lt/... Get The #MarTech Digest: http://bit.ly/miocom

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The Ultimate Guide to International Email Spam Laws - Crazy Egg

The Ultimate Guide to International Email Spam Laws - Crazy Egg | The MarTech Digest | Scoop.it
I’m starting to get a lot of email from companies that haven’t asked permission to email me. I suspect that a few of the new sales prospect scraping technologies out there are supplying email addresses to aggressive sales and marketing teams.
marketingIO's insight:

Be very aware of GDPR.

 

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