You are the content you publish.
Sign up with Facebook
Sign up with Twitter
I don't have a Facebook or a Twitter account
Start a free trial of Scoop.it Business
The reach of the modern marketing department is growing every day, touching more buyers, through more touch points, and generating more leads than ever before.
Are you sure you want to delete this scoop?
What you see is not what you’re going to get clobbered with.
The depth and breadth of marketing tech skills needed to properly and completely exploit all current and forthcoming technologies is mind-boggling, and unfortunately, you really don’t know what skill sets you need today to quickly exploit advantages.
Here’s what I’m seeing:
Marketing technology is being acquired by B2B marketers, and they are going through the process of implementing, managing and optimizing. That’s all well and good. But the degree of usage is shallow, i.e., there’s so much capability-rich features left on the table (that is being paid for!) that is being ignored out of ignorance, lack of skills or even myopia. Managers are implementing based on what they need today, not on what the technology offers, and they are staffing accordingly.
Here’s the problem: competition is going to drive you to do more. Wringing more out of current investments, and more from new technologies. And you’ll additionally feel the pressure from Sales, and from management.
Staffing is being done based on immediate and short term needs, which is a challenge in and of itself. But what is needed is staffing based on all future timeframes, with the anticipation of competitive and internal challenges.
More on this next week. Have a great weekend.
Have a comment? Email it to email@example.com or comment below. I’ll publish it here.
Today’s curated articles collected for your quick review:
-- > 3 Overhyped Marketing Trends - Fast Company http://sco.lt/7mgrwX
-- > Takeaways from ITSMA’s Marketing Leadership Forum | IT Services Marketing Association http://sco.lt/9B7j3B
-- > How to Create Stellar Marketing Automation Process Visualizations - Salesforce http://sco.lt/7izG6b
-- > Can a new subject line tool eliminate A/B testing? - Smart Insights Digital Marketing Advice http://sco.lt/710G5h
-- > It’s Time to Forget the Fold - FutureLab http://sco.lt/8dTQzR
-- > Uber to Airbnb: what can B2B learn from the prosumer model? - Econsultancy http://sco.lt/8Y9SIj
-- > 10 Real Time Content Discovery Tools for Curation, Engagement and Sharing - Top Rank http://sco.lt/6XRl6f
-- > Appboy can test six variations of a mobile app messaging at once - VentureBeat http://sco.lt/962It7
-- > [FREE] The B2B Video Marketing Trend Report via Vidyard and Demand Metric http://sco.lt/7lIETJ
-- > Dos and Don'ts When Meeting With a VC (Infographic) - Re/code http://sco.lt/7tOcpF
-- > Jumpstart: The Guide To Growing A Startup With Inbound Marketing - HubSpot http://sco.lt/8bWQPB
-- > 3 Memory Techniques That Get People To Remember Your Content - CoSchedule http://sco.lt/7kmKnZ
-- > 5 Psychological Tactics Marketers Use To Influence Consumer Behavior http://sco.lt/5ATN5d
-- > Mail Tester: A Free Tool to Check Your Email Newsletter Against Common SPAM Issues - Marketing Technology Blog http://sco.lt/6xsvdx
-- > Neuromarketing –You (Don’t) Know (Why) You Want It - Inbound Marketing Agents http://sco.lt/7Xef57
See ALL Top Curated Marketing Technology Articles here.
► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
We saw four themes emerge from the presentations, our research, and our discussions with ITSMA member attendees:
1. Link Marketing Activities to Business Outcomes
Marketers need to make the shift from campaign facilitators to business outcome producers; from tactics and execution to aligning marketing objectives to the business priorities. The newly released research report from ITSMA and VEM, The Link Between Marketing Performance Management and Value Creation, found that despite the fact that 60% of marketers we surveyed are creating dashboards, most business executives are not using marketing data to make decisions. The main reason? Marketers are not tracking business outcomes and speaking the language of the business. They aren’t measuring and reporting what matters to the C-suite.
2. Improve Storytelling
Story telling is the new mantra of marketing. Marketers, through their content, aim to change the way customers see the world. That’s also what stories do. The best stories take us on a journey that leaves us changed; as marketers, we must understand who the audience is, where they are now, and where we want to take them.
3. Narrow Your Focus
Although every brand aspires to be household name, the reality in high value/high consideration B2B marketing is that there are only a relatively small set of companies that will ever buy your services and solutions. An even smaller segment will account for the majority of your profitable revenue, which builds the case for account based marketing (ABM).
4. Mind the Skills Gap
You have heard this before: marketing has changed more in the last 5 years than in the past 50. Marketers need new skills and organizational models. What will the marketing organization of the future look like? How will we staff it? Bev Burgess, senior vice president, ITSMA Europe cautioned us to “Mind the Gap,” using a metaphor from the London tube. What is this gap? The difference between the expected marketing results with the existing talent mix and the accelerated results from the infusion of new talent and skills: storytelling, analytics, social and digital media, marketing technology, and so forth. In many cases, it is a chasm!
And these are themes that I see consistently across the spectrum, especially the Skills Gap. It's huge right now, and I don't think there's a realization as to how big it is and will be.
The Touchstone tool (beta version) seeks to make truer predictions of how a proposed subject line will perform in practice and to suggest better alternatives.
Its analysis of words in its subject line database doesn’t ask “How well do subject lines using this word do?”. Instead, it asks “How well do subject lines using this word do compared to other subject lines used by the same sender?” So, all things being equal, it’s more likely to capture the incremental effect of wording on success. Second , it encourages you to upload your campaign history so it can apply its algorithmic analysis to your list and emails.
If this works, then it will add a significant tool to your outbound box. Seems to me that its success is dependent on the number of users so that there is a sufficient sample. Keep an eye on this.
Traditionally, B2B has been less transparent than B2C. Whether it be pricing or promises. That’s perhaps to be expected when talking about service propositions.
But increasingly corporate and consumer are merging thanks to increases in subscription based services on the consumer side and the decline of on-premise on the business side.
What this means in B2B is that talking to customers in a frank manner is advantageous.
It goes back to the adage that B2B buyers are B2C consumers, and that what works in B2C will work in B2B. Not the specific tactics, but the overall air of value proposition communication.
The marketing automation company Appboy is announcing at MobileBeat 2104 today that it can test six variants of messages to app users at once. Appboy’s multivariate testing helps app developers and marketers try out combinations of messaging, then measure the impact of each on metrics like conversion rate, clickthrough rate, and revenue generated.
For those who are in the app business. Interesting positioning.
So, what kind of content gets remembered the best?
-- > Something that makes an association to what the audience member already has in his memory.
-- > Something that provides multiple ways of understanding a topic (multiple neural pathways), preferably through story, illustration, and anecdote.
-- > Something unusual that isn’t so similar that it falls into the “I’ve seen this before” rote memory which can’t differentiate well. Good designers sometimes make the mistake of making everything look “similar” for visual branding purposes, not realizing they hurt the ability of some to differentiate among their content. Copycats also do themselves no favors for this same reason.
-- > Something that doesn’t require long-term memory to grasp, i.e. isn’t so complex or long that they forget what they’ve read at the beginning. When we’re reading, we’re functioning on short-term memory. It’s easy to forget things. Blogger A.J. Kohn even suggests our infographics are getting too complex.
This summary provides just a bit of insight; you'll need to click through for more detail.
Mail tester provides you with a unique email address that you can send your newsletter to and then they provide you an quick analysis of your email against common SPAM checks by junk filters.
The resulting tests are quite robust – the only obvious check missing is whether or not your email is designed responsively to mobile viewports. I don’t believe that impacts an email’s likelihood that it will end up in the SPAM folder, but it will absolutely impact your open and click-through rates.
Great find from Marketing Tech Blog: good stuff!
Over the past 30 days, I’ve seen an increase in the importance of lead nurturing (see today’s infographic from Eloqua), and I have to ask: where the hell has everyone been?
Generally, B2B marketers recognize the efficacy of lead nurturing, but a small percentage actually implement lead nurturing, and I have to say: you’ve got to be kidding.
It flat-out doesn’t make any sense. One of the key features to any MAS package is lead nurturing, and even if you don’t have MAS, there are other means to execute on lead nurturing.
I don’t get it. A real head scratcher.
-- > Is it time for ‘marketing-as-a-service’ (MaaS)? - Econsultancy http://sco.lt/7BbE3t
-- > Who’s winning in marketing automation? Round-up for 1st half of 2014 | Datanyze Blog http://sco.lt/6DLrhh
-- > 6 Marketing Automation Tools for Small Businesses | Street Fight http://sco.lt/6Ploe1
-- > Revenue Attribution and Marketing Automation - NewFangled http://sco.lt/99ELIX
-- > Why Video Should Be a Part of Your Marketing Automation - ClickZ http://sco.lt/67JtBp
-- > Three Ways to Visually Present Information (Without Spending a Fortune) - Profs http://sco.lt/5rLx7h
-- > No Photoshop? No Problem: 10 Visual Content Tools for Beginners - HubSpot http://sco.lt/5LlFkv
-- > How B2B Companies can Start “Playing to Win” and Stop “Playing Not to Lose” in CX - Accenture http://sco.lt/6U9m0v
-- > The State of B2B Lead Nurturing [New Benchmark Research] - Eloqua http://sco.lt/5GE4if
-- > The Top 10 Brands With the Most Influential Content Marketing on LinkedIn [Infographic] - Profs http://sco.lt/8l1DJR
-- > 5 Tips to Improve Your Video SEO - #infographic - Digital Information World http://sco.lt/6u84Pp
Difference between #1 and #2? HubSpot adjusted so that it covers the pure marketing automation package.
Revenue attribution doesn’t happen all by itself, though. Here are four primary things you’ll need to put in place: a conversion-driven website, a CRM tool, marketing automation software, and some practice.
1. Conversion-Driven Website
The first thing you’ll need is a conversion-driven website capable of integrating with both a CRM and a marketing automation tool. The site's job is basically to attract, engage, and capture leads.
As the sales process progresses, your salespeople need to use Salesforce to identify and create specific sales opportunities and take notes on all the different stages of the opportunity. Whether you win, lose, or draw, your sales activities are documented inside of the CRM.
3. Marketing Automation Software
The marketing automation tool is where everything starts to come together, because it’s the piece that’s capable of drawing lines between your digital marketing activities and the sales results.
The biggest obstacle to the success of the whole revenue attribution system is the humans who actually use it.
This is first layer attribution. Tag management is the second, third and fourth layers.
How to create: Visme is a cool free tool for creating beautiful infographics. Prezi can also be used to create cool presentations.
How to create: Start with free tools like Animoto and Masher.
3. Heat Maps
How to create: Some tools to experiment with are Crazy Egg, Click Heats, and Clicktale.
To keep with the theme of visualized content...
For an in-depth analysis, read the report—B2B Customer Experience: Start Playing to Win and Stop Playing Not to Lose.
1. Social Media Marketing
The bad news is the whole world of social media marketing has tended to focus more on quantity than quality. Many people who market themselves as social media experts or specialists do little more than put up pages and purchase likes or followers from people who only signed up because they were promised a reward. These followers may have little real interest in your business. Building a real social media following takes quite a bit of time and effort. It should be part of your overall marketing and brand-building strategy. It should not be thought of as a quick and cheap substitute.
2. Mobile Marketing
This is crucial so that you don’t get swept away by the idea that mobile devices and mobile advertising are the absolute future of online marketing. While it’s useful to have a responsive website that can be viewed equally well on all devices, don’t put all of your efforts into a mobile website. Similarly, it’s not safe to assume that all of your website visitors will soon be using mobile devices. At least for the foreseeable future, users on devices of all shapes and sizes will be checking out your website.
3. Cloud Computing
Beware of the security risks in putting all of your data into a cloud-based service. No matter what security measures are taken, common sense indicates more opportunities for data to be compromised exist on the Internet rather than on your own personal storage system.
It's not hype, but about balance. Each one is important and continues to grow in its importance, and it will cap out once we all assume that it is the norm. And we're almost there. It's not a strategy, but a trend that is now a part of the common B2B vernacular.
Start the process by laying out your workflow. Ask yourself, what do you need to track? Who is responsible for each stage in the process? Which reports do you want the system to spit out? From there, work backward to determine what else you need in the system.
Know your basic flowchart shapes. You do not need to create beautiful Visio files or flowcharts. The goal is to get the information down clearly and effectively. Flowcharts become increasingly valuable with more complex nurturing and lead lifecycle flows, so it's best to consider this route if your process is not cut and dry. Choose a tool to create your flowchart, such as Lucidchart, Gliffy or even PowerPoint.
I know this bit of information is quite basic, but it allows me to make a point: using Visio for your MA visualizations is like using an elephant gun to hunt a fly. Keep it simple. You may even want to use MindMap.
In a recent TIME article, What You Think You Know About the Web Is Wrong, Chartbeat CEO Tony Haile (@arctictony) upends the “above the fold” gospel by noting, 66% of attention on a normal media page is spent below the fold. That leaderboard at the top of the page? People scroll right past that and spend their time where the content not the cruft is.
The conclusion one can draw is that the coveted top-of-page leaderboard isn’t so desirable after all. First, users may tune it out due to experience-based banner blindness. They have learned that the long rectangle at the top of the page is usually irrelevant to what they visited the page for.
Second, the top placement will get exposed to everyone who visits the page, but those impressions will include plenty of disengaged visitors who are about to hit the back button, click away, or close the window. Even those visitors who will ultimately engage with the content may not be “hooked” yet.
Is the ol' direct response rule that long copy converts better than short copy coming back? First, not applicable to email (we know that) but more applicable towards web copy. Second, attention is different from engagement, so the rule is applicable should deep engagement be your objective.
Here’s a growing list of real time content discovery tools and content recommendation platforms that you might find useful whether you’re an independent consultant or a marketing leader at a Fortune 500 company:
Realtime by Bitly
This is NOT your normal list of content discovery tools. Click-through to the article to read summaries of each tool. Excellent compendium.
1. Run Emotional Ideas
Studies have shown emotional and psychological appeals resonate more with consumers than feature and function appeals. In advertising copy, benefits--which often have a psychological component--generally outsell features.
2. Highlight Your Flaws
It’s no secret that consumers tend to doubt marketing claims--for good reasons. Many simply aren’t credible. One way to raise credibility is to point out your product’s shortcomings.
3. Reposition Your Competition
In Positioning: The Battle for Your Mind, Al Ries and Jack Trout delve into the limited slots consumers have in their brain for products and services, and the importance of positioning one’s business in the ideal slot. They also write about repositioning--changing the position a business occupies in consumers’ minds.
4. Promote Exclusivity
Near the top of Maslow’s hierarchy of needs pyramid sits self-esteem. People want to feel important; like they’re part of an exclusive group. That’s why advertising copy sometimes says: “We’re not for everyone.”
5. Introduce Fear, Uncertainty, and Doubt
Fear, uncertainty, and doubt, or FUD, is often used legitimately by businesses and organizations to make consumers stop, think, and change their behavior. FUD is so powerful that it’s capable of nuking the competition.
The behemoth uses FUD. The smaller guys reposition the competition.
The oldest part of your brain, also the part that acts on the deepest subconscious and highest automatic levels, is known as the “Reptilian” brain. And this is the exact part of the brain that neuromarketers want control of. If they can sway your decisions by appealing to and manipulating the Reptilian part of your brain, they can ultimately convince you of what you need and want, without you even knowing you were having the conversation.
In the past, marketing and advertising experts had to learn what worked and what didn’t by trial and error. They surveyed, came up with a strategy, implemented it, and waited for a response (or silence) from their target audience. But with neuromarketing, that approach is no longer necessary.
Neuromarketers spend hours and hours studying brain patterns and biometrics and tracking eye movement to determine exactly what elicits the desired response (a subconscious decision to want, need or like the product or advertisement) from the Reptilian brain. With this technology, it’s possible to completely bypass the target audience’s will and reason, and that’s where many people have a problem.
Where is there an opportunity in the Reptilian Brain for your B2B Marketing?
You should be aware of software-as-a-service (SaaS) and cloud-based software. Should we not be thinking of marketing-as-a-service (MaaS)? If we can create marketing components that we can assemble on demand, then we can deliver new marketing experiences quickly and effectively.
Where could MaaS go? Imagine if we could draw on data sources, query that data and build segments on the fly, pull out marketing building blocks to deliver personalised messaging and experiences that are tailored to specific devices, medium and context of use.
Many marketers see the future of marketing being about increased personalisation and marketing automation. If that’s the case, they are best powered by MaaS, so I would expect to see this thinking and approach, if not this label, becoming more prevalent.
And hopefully marketing apps, pluggable into MAPs, solves the issue.
Here are six marketing automation systems that small businesses can use to build smarter marketing campaigns.
1. Azuqua: Setup marketing workflows with triggering events. Azuqua automates business processes that involve two or more SaaS apps.
2. SnapRetail: Access libraries of ready-to-use online campaigns. Businesses who want to use social media and email marketing, but don’t want to spend the time developing their own campaign strategies from scratch, can utilize SnapRetail’s library of ready-to-use campaigns and pre-written social media posts.
3. Active Campaigns: Set autoresponders based on subscription data. Active Campaigns gives local businesses a way to create their own automated sales forces, and connects email marketing campaigns to social media accounts and websites.
4. Spokal: Manage inbound marketing without worrying about the technical details. Designed specifically for small business owners, Spokal is an inbound marketing automation system that helps its users boost traffic and improve their “social authority.”
5. GetResponse: Automatically respond to customer needs with action-based offers. An email marketing platform for businesses, GetResponse offers campaign automation tools that help businesses keep their campaigns and subscriber lists organized.
6. Infusionsoft: Use automatic follow-ups to turn leads into customers. Used by more than 20,000 small businesses, Infusionsoft provides its users with a way to automate their marketing campaigns.
Very nice collection of small business tools.
Look at these scenarios to see why video should be a part of your marketing automation strategy.
1. You Want to Produce More Content, but You Have a Small Budget/Team.
2. You Want to Build a Personal Connection With Your Audience.
3. You Want to Better Target Prospects.
4. You Want to Instantly Increase Your Lead Gen From Webinars by 3 to 5 Times.
"At ReadyTalk, we've seen average attendance of our own live webinars drop from about 45 to 50 percent to about 35 to 40 percent over the past year, but we're getting three to five times that number of leads from the recording." They use a combination of video plus marketing automation to track the leads they generate from videos.
5. You Want a More Engaging Website.
6. You Want to Convert More Leads.
At this point, its a given. And frankly, it should be a priority, i.e., just as we have switched to mobile email marketing, so should we switch to video content.
3) HubSpot Image Editor
4) Death to the Stock Photo
6) 55 Free Content Creation Templates
7) Google Fonts
For a quick description of each, click through.