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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.
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Here are your top marketing technology articles from over the past 30 days:
-- > The 6 Types of Conversations Everyone Has on Twitter [Infographic] - HubSpot
-- > If You Ignore GooglePlus, Google Search Will Ignore You - Digital Information World
-- > The Future Of Marketing: A Little Less Campaign And A Little More Action - Forbes
-- > Infographic: Top Trends That Will Shape Digital Marketing - Marketing Technology Blog
-- > Marketing Automation Popular Tools And Trends [INFOGRAPHIC] - Digital Information World
-- > Link Building Basics for International Search Engine Optimization - Search Engine Watch
-- > 75% of strategic marketers use A/B testing to learn about customer behavior - Sherpa
-- > What Does Organic SEO Mean? SEO Infographic by SEO Sherpa
-- > 4 Marketing Automation Objectives You Should Have | Leadformix
-- > 9 Tools to Discover Influencers in Your Industry - Top Rank
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:
-- > Three Stages of Marketing and IT Alignment Maturity | Neustar http://sco.lt/6XIMld
-- > Influencer Marketing: Top Tactics and Challenges - Profs http://sco.lt/94pjxR
-- > 9 Social Media Tools Essential for Business - TechWyse http://sco.lt/9IO5Q1
-- > Movable Ink Launches agileEMAIL, A Platform For Email Marketing | TechCrunch http://sco.lt/5pMwO9
-- > Gartner Names http://Salesforce.com Leader in aPaaS Magic Quadrant - Salesforce http://sco.lt/6hnWa1
-- > How A/B tests raised $500 million for Obama for America - Marketing Experiments http://sco.lt/8ID6mn
-- > Report: 6% Of Buyers Say Social Media Impacts B2B Buying Process - MarketingLand http://sco.lt/7GGxjl
-- > Create Killer Infographics on Any Budget - Vocus http://sco.lt/5HVRyr
-- > Why Your Content Team Needs to Write Outbound Emails - The ExactTarget Blog http://sco.lt/7UXJ1V
-- > How Video Marketing Influences Your Customers' Decisions | vidyard http://sco.lt/6PpqVN
See ALL Top Curated Marketing Technology Articles here.
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CASL Canada Anti-Spam Legislation comes into force July 1st 2014 this blog post looks what B2B marketers need to do and ideas on how to prepare.
The challenge for B2B marketers is how to be CASL compliant while generating equal or better marketing results. In the long run, CASL Canada Anti-Spam Legislation should benefit B2B marketers by reducing the amount of spam clutter in prospect email inboxes. But you will need to have several management and marketing programs in place to be compliant and successful:
-- > The use and configuration of a marketing automation system to track the date of inquires, opt-in, purchases or contracts and emails
-- > The use of explicit opt-in on your forms. The request for consent must clearly set out the purposes for which it is being requested and who the business is.
-- > Updating your email templates to be CASL compliant including unsubscribe links, mailing address and an email address or phone number to contact your organization
-- > Additional inbound lead generation and prospect opt-in programs to compensate for email blast programs
-- > Opt-in campaigns to secure explicit opt-in before CASL is in force (July 1, 2014)
-- > Records of your compliance procedures and policies as they may support a due diligence defense in the future
Another heads-up. You probably have a few more weeks before you have to start cleaning up your database. In the interim, you'll want to adjust your forms to be in accordance with CASL.
DON'T TAKE THIS LIGHTLY!
As Forrester Research points out in their new report, “The Future Of Business Is Digital,” this isn’t about simply having a web presence or an app. Digital is a part of every aspect of business from how products are made sold, to the gathering of marketing data, even how your employees are tracked and paid. And, though some businesses have been forced to transition faster than others, there’s not a single area that can afford not to change.
This oversimplifies matters, and almost as if it's a summary epitaph. For the B2B marketer, digitization should be the focus (NOT CUSTOMER EXPERIENCE!!!!!!!!), and the complete infrastructure to digitization needs to be completed within the customer experience paradigm.
Sales - Marketing automation serves many purposes, but its biggest advantage is in enabling marketers to tailor their activities to the customer's buying process—which has changed dramatically in the past few years.
Marketing automation provides the structure that allows engagement and nurturing to be executed with relative precision, and at scale, via a marketing automation system. Nurturing, in particular, is a key win with automation, delivering quantifiable results:
Lead scoring, another capability enabled by marketing automation, is the tactic of applying points to a customer's characteristics or behaviors. Lead scoring and lead nurturing work particularly well together, with implications far beyond the top of the funnel.
What marketers are beginning to discover is that marketing automation is just as good for upselling and customer retention as it is for lead generation and closing. A loyal customer has enormous value in both recurring revenue and advocacy (and even today it still costs six to seven times as much to acquire a new customer as to maintain an existing one). It's wise to keep them engaged and informed with specialized programs—made easy with multichannel, integrated marketing automation.
In other words, marketing automation is not about lead generation. At its core, marketing automation is about relevant contact, i.e., it is contact with the recipient that makes sense to the recipient.
From a B2B perspective, I'm half-looking at the first graph, and moving on to the digital marketing focused charts. There I see confusion: Targeting/Personalization, etc. cannot be effectively executed without a solid MAS in place.
"Google hangout are becoming popular. Hangouts are free video conferencing calls with up to 10 people, done via the Google+ website or mobile app. Ins
It's a compelling argument that should force you off the GTW addiction.
This three-stage Marketing and IT alignment maturity curve will help you assess your organization's current level of integration between Marketing & IT.
As businesses consider how to build this relationship between their own marketing and IT organizations, it’s important to begin with a self-assessment that gauges the current level of integration between Marketing and IT, and provides an idea of how far they need to go.
To expedite this process, consider this three-stage Marketing & IT Maturity Curve and assess which stage your organization is in:
Stage 1: Siloed Operations
Stage 2: Project-Oriented Collaboration
Stage 3: Total Business Alignment: In stage 3, Marketing and IT work together toward a shared business goal, and measure their success against the same KPIs. These include new customer acquisition, customer experience, performance and availability, user behavior, abandonment rates and more.
A simple and sensible approach to characterizing the CMO/CIO relationship.
Please click through for a brief description of each. How many times have you seen HootSuite on a social media tools list?
It’s another major recognition for salesforce.com. The company has been named a leader in Gartner’s recently released Magic Quadrant for Enterprise Application Platform as a Service (aPaaS) report. Gartner defines an enterprise aPaaS as one “designed to support the enterprise requirements for business applications and application projects.”
The new Gartner Magic Quadrant for Enterprise aPaaS examines technology providers in the rapidly changing PaaS landscape. Analysts evaluated aPaaS vendors on their vision and their ability to execute. They also took a look at providers’ understanding of how market forces can be employed to create opportunity.
And if you click through you can receive a FREE copy of the report.
According to a recently published B2B Website Usability Report surveying buyers, social media and blogging have little influence on the B2B buying process.
Only six percent of the respondents claimed social media impacted their B2B purchases “a lot” and a meager 22 percent said they were interested in vendor blog content.
The study found that a lack of social media presence rarely impacted the B2B buying process, with 30 percent of respondents claiming it was important, but not a deal-breaker, and 37 percent saying social media wasn’t a factor.
It'd be a shock if it were the other way around. If your social's goal is to influence buyers, then there's a problem. Social is about distribution of content, about notification/ engaging, about customer service. It's a tool in the mix.
Crafting emails to prospects, leads, and customers is a natural extension of the content marketer’s skill set. And by applying their expertise to email, content marketers become an integral part of communication at every point of the buyer’s journey. This makes you an indispensable, sought-after asset.
A second, and perhaps more crucial, reason content marketers should draft outbound emails is to ensure consistency in messaging and style -- particularly when emails are promoting major content assets.
Content is tailored to the buyer persona needed to reach. That content asset was written, edited, designed, and basically agonized over by the content marketing team. So when it’s time to promote it through outbound channels, don’t just pass it along to the demand gen team. The result is a more consistent approach between the content and promotion strategy. After all, the content marketer knows the material being sent out, and how to speak to the target buyer you’re hoping will open that email.
Makes perfect sense, especially the notion that you need a consistent, buyer persona focused message.
There’s been a fair amount of discussion around how to organize the data-driven, marketing technology centric Marketing Function, yet a disproportionately smaller discussion on how to staff said department. And that’s a problem for the employer, and a boon to the marketer.
The world of marketing technology is exploding in so many different directions, and talent is needed to manage individual applications, a group of applications and a group of marketing technicians. As the technology explodes, so does the need for the specific types of skill sets for those 3 buckets of talent. Where does the employer turn to find that talent?
Conversely, there are many, many opportunities for the marketer to build their technology skill set around applications, and combine their right side talent with left side skills. Those that move the fastest and build the most skills will generate the most revenue.
What we’re starting to see is the emergence of marketing technology outsourcing shops, where one can rent by the project, rent individuals or look to hire specific skill sets. Think back (if you’re old enough) to the networking explosion in the late 80’s into the 90’s, and how IT personnel were sought after for so many projects. What emerged? The talent consolidator. Today, although the numbers will be less, the same paradigm is emerging, where talent consolidators will go out, find the talent, then bridge the talent with the corporate needs.
It’s changing fast. Organize around marketing technology, then think differently about how to staff it.
-- > Marketing Technology: How To Survive The Madness - Nectafy http://sco.lt/5F1RWj
-- > CMOs eye CEO office, but need CIOs to get there - IT World http://sco.lt/9KDdYH
-- > Visual Storytelling Using Visuals, Videos, Social Media - Social Media Examiner http://sco.lt/8R5KaH
-- > How "Data In, Data Out" Solves Social Marketing Challenges - Forrester http://sco.lt/7SpyE5
-- > Is Marketing Staffing Going the Way of IT? — NewIncite http://sco.lt/7Afdtx
-- > Link Building for International Search Engine Optimization - Search Engine Watch http://sco.lt/5NKU89
-- > Turn Visitors Into Leads With Uberflip’s Blocking CTAs - Uberflip http://sco.lt/4p2b1l
-- > Why Mindmatrix integrates with competitors Hubspot & Oracle - VentureBeat http://sco.lt/8oUPfV
-- > Gamification - What You Always Wanted to Know About it | Acrasio http://sco.lt/71R84n
-- > Video Is the New Face Of Content Marketing - InfoGraphic Design Team http://sco.lt/5nlefR
-- > What Does Organic SEO Mean? SEO Infographic by SEO Sherpa http://sco.lt/98qa9Z
-- > The Best Social Media Management Software [Infographic] - Profs http://sco.lt/8CR42j
-- > Google+ Ripples in a Nutshell (Infographic) - Digital Marketing Philippines http://sco.lt/5L6zg1
CMOs can thank technology for much of their fast rise in the corporate world. Consequently, CMOs are starting to acknowledge that their relationship with the CIO and, by extension, new technology is paying dividends. According to the Forrester survey, CMOs who value the CIO as important has risen from 30% in 2011 to 51% in 2013.
The CIO can help unlock data and give the CMO even more knowledge and fire power to grow sales. This means CMOs need to have a good working relationship with the CIO, a relationship that has traditionally been a rocky one.
CMOs must collaborate with their CIOs to build a digital technology vision, outline priorities, and jointly lead marketing technology implementation, Forrester advises. Technology awareness was identified by more than half of CMOs as the top competency to improve, according to the survey.
More on the supposed antagonistic, duplicity-based relationship between the CMO and the CIO. Where's the love? It's there.
The B2B marketing community was rocked by yet another scandal today as 246 unwitting enterprise software prospects were left stranded in the middle of a lead nurturing funnel.
Yup, worth the few minutes. It's not Jonathan Swift, but you get the point.
Analytics have changed not just what marketers measure but how brands now appraise success. The temptation is to see all the metrics we have access to as correlated and, by inference, of similar and perhaps even related measurable value. We look at one analytic and wonder what its impact will be on another and on the bottom line.
Marketing is no longer about making one investment, but increasingly many investments to consumers. And within this “portfolio”, every investment delivers different returns. That’s why the early social media monetization models that predicted awareness would generate cash were wrong. The crossover from “Like” to buy didn’t happen as predicted because it was never going to happen. But it was expected by so many because it was the only return on investment model many knew how to apply.
The same rules apply to emerging investments such as content marketing. There are returns. But they need to be appraised contextually not singularly. When people talk about monetizing their content marketing for example, they do so on the presumption that their content marketing needs to generate revenue in order to be successful, and that it is not doing what it is supposed to until it does that. (Just like they once used to put their media spend into TV and it would deliver them returns.) But the challenge doesn’t lie there, because, as we’re seeing via the millenials, that’s not how buyers view content.
As a B2B marketer, if you think the aforementioned is going to fly, you need to sharpen your resume. Forget it. The new ROI is the same as the old ROI, and is a function of corporate goals and objectives. And if you don't line up and validate your contribution, you're toast.
ABM is like dating at scale. How do you date at scale?
1. Unfortunately, your ideal "date" doesn't know you exist. Same in the world of ABM - most if not all of your target audience doesn't know you have a solution to their specific problem and thus are not actively searching for your products and services (search plays a role, but not as large a role early in the Company Buying Journey).
2. When asking for a date, know the precise pick-up line. First, deliver a horizontal message in the ad copy, addressing the key influencer's role and how you will help to solve a specific problem they face. Then, deliver a specific vertical experience when they click on the ad: "Someone in your role and in the same industry used our solution to solve this problem."
3. Don't ask for the first date at Hello. Before you ask for the high-value interaction, you must establish trust with thought leadership, define the problem you are helping your prospect to solve, and the then covey the possible options to solve that problem.
4. Win over the BFF. Friends influence dating, and the same happens in the B2B buying journey. Make it insanely easy to empower your targeted influencer to send uber-relevant content to SR influencers early in the company buying journey - like a chief financial officer (CFO) or a chief information officer (CIO).
5. Commitment is a risky business. Leverage social proof persuasion to reduce risk and secure trust. Again, that message of, "Someone in your role, in your industry, with the same problem found our solution to deliver this specific outcome" builds confidence in the decision-making process.
6. When dating goes well, it's like a beautiful salsa. Dancing, being in lock step with your partner, always produces better results. Same in the business world - aligning sales and marketing to seamlessly work with a prospect significantly increases your chances of a sale.
► 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).
Yeah, I know: it's a hokey metaphor, but don't let that interfere with the message, with has validity.
Identifying 10 types of content assets, the survey indicates that – not surprisingly – the most important asset for establishing credibility is thorough contact or about information, cited as “very important” by 51% of survey respondents. (The lack of this information is also the leading reason that respondents leave B2B websites due to reduced credibility.) Case studies, white papers and articles were next, cited as “very important” by 31% of respondents, closely followed by a client list and testimonials (29%). Interesting, assets such as blog posts (14%), media mentions (13%), video content (10%) and social media activity (10%) are considered critical types of content by few respondents.
And I've actually seen blog posts arguing against the inclusion of About Us. Regardless, consider this a checklist.
Quick and entertaining.
A visual breakdown of marketers' challenges, triumphs, and engagement priorities.
Nearly two-thirds (61%) of marketers say one the biggest challenges of influencer marketing is identifying the relevant persons who can truly help their brand or campaigns, according to a recent report from Augure.
More than half (56%) of marketers say another major challenge is getting the attention of influencers and building interest with them via direct interactions.
Accurately measuring the ROI of influencer campaigns is an additional headache, with 44% of marketers citing it as a significant challenge.
If you want to learn more, go here, click on Filter, and search the tag Influencers.
So Movable Ink will still allow companies to embed live and personalized content into their emails. However, agileEMAIL is a full platform for creating email campaigns and analyzing the results — the goal, basically, is to make it easier and faster to create those emails, and to make the content of those emails more targeted and up-to-date.
The platform consists of several modules, including a Workflow module that’s supposed to import a design and turn it into an HTML template in “minutes.” There’s also an Action module for testing different emails and targeting the content based on things like geography and device, and an Insights module that offers data that goes beyond how many people opened and clicked on your email, so it includes things like cross-channel conversion.
It may be something to keep an eye upon. So call this an FYI.
A/B testing certainly helped, but the driving factor was Big Data.
Infographics drive traffic, but are very expensive? See how to create infographics on any budget and the proper ways to distribute them for maximum results.
The first option (and probably the most expensive) is to hire a freelance designer to create one for you. Many designers specialize in infographics, or you could find one on a website such as freelancer.com, elance.com, ospring.com or others. Oftentimes on a site such as visual.ly you can see the designer’s name, enabling you to research their past work and see if they fit your vision.
The second option of course is to create your own infographics. Enclosed below is a list of sites where you can do this, including the range of fees to use the service.
Canva – free to unknown licensing fee.
Easel.ly – free (currently in beta).
Gliffy – free to $7.99 / month.
iCharts – free to $75 / month.
Infoactive – free (currently in beta).
Infogram – free to $18 / month.
Photoshop – $9.99 / month.
Piktochart - free to $29 / month.
Presenter – free to $22 / month.
Tableau Premium – free to $500 per year.
Venngage – free to $19 / month.
Another valuable post where the author does the research for you. And infographics are one of the most shareable assets.
Trying to find the right marketing technology is a lot like herding cats. Only more nerve-wracking. See if this advice helps.
So, how is your company going to survive this marketing technology mayhem?
1. Resist your instinct to research first.
2. Get specific with marketing goals.
3. Set a budget.
4. Only use technology that moves you toward those goals in measurable ways.
5. Track your progress.
You absolutely must track the progress of whatever technology you use. In fact, if a piece of marketing software doesn’t make it stupid-simple to see what’s going on and track your progress, just pass on it. Otherwise, you’re doing your marketing team a disservice by giving them inadequate feedback on their efforts.
6. Stay on board with one technology for 6 months before jumping ship.
Since technology changes so quickly, it’s tempting to jump from the greatest to the latest. Establish some boundaries on how frequently you’re allowed to try a new technology. Commit to fully embracing a technology and really understanding how it helps you before abandoning ship.
7. Get some outside help.
One of the best investments you can make in marketing technology is to find someone who can help you figure out the best fit for you, without having to learn from the good old school of hard knocks. By bringing in someone who can look at your goals and evaluate your opportunities with fresh eyes and hands-on experience, you’re more likely to find the right tools that work for your company.
You can't set goals and a budget without doing your initial research. The author is referring to jumping completely into the marketing tech pool: if it's your first dive, you'll never surface. But that doesn't proscribe conducting research in a specific area so that you can understand capabilities and costs.