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50% of businesses believe that social offers greatest marketing opportunities over next year - Econsultancy | #TheMarketingAutomationAlert

50% of businesses believe that social offers greatest marketing opportunities over next year - Econsultancy | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it

Excerpt...


Digital marketing offers greater opportunities for businesses over the next year than more traditional channels, according to a new report.


When asked to identify which three marketing channels offer the greatest opportunities, half of brands (50%) mentioned social media followed by email (43%) and websites (35%).


In fact the top 10 most cited channels are all online, with the most popular offline channel being direct mail at 8%.


The findings come from the new Econsultancy and Responsys Cross-Channel Marketing Report 2013, which contains a comprehensive analysis of the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.


iNeoMarketing's insight:

Only 20% of the respondents are retailers, so don't completely disregard the data, although I think 50% is too high/optimistic, and is setting social up for failure. For the B2B entity, social is a channel and a sales tool.


  • See the article at from econsultancy.com
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Michael Chretien's curator insight, September 5, 2013 9:41 AM

Infographic says it all. SM then Email and website marketing rule.  I would put a tad bit of caution as it is a rather small sample (187) of uncertain quality people surveyed.  

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Marketing’s Talent Shortage Troisième Partie, and the Top 12 Marketing Technology Articles Curated Tuesday, 7/22/14

Marketing’s Talent Shortage Troisième Partie, and the Top 12 Marketing Technology Articles Curated Tuesday, 7/22/14 | The Marketing Technology Alert | Scoop.it

It’s obvious that Marketing needs help executing and managing marketing technology, and it’s not going to be internally done by IT. This is a marketing function, a marketing responsibility, and it needs to be carried out by marketing.

 

Great. Now what? So you want to solve your talent shortage by retraining staff?

 

Yes?  It is a solution to train existing staffers on the new technologies. Doable, but unless they have the aptitude, are interested and motivated, and their current responsibilities can be reassigned, it won’t work. You need some baseline knowledge of tech to accomplish the work at hand. So it’s not going to happen: insourcing via existing staff will not work.

 

But hold on: we just touched on something. What about IT resources working in conjunction with Marketing resources? Couldn’t the two work together?

 

Again, we’re talking about burdening the existing staff with a whole bevy of new technologies. Remember that IT will need to be a part of the process regardless of outsourced or insourced assistance: from security to internal flows to integration. Now we’re adding new burdens, which means more hours, which means more staff. And for the paranoid: do you really want to cede some control over marketing technology to IT?

 

So insourcing relying solely on existing staff looks to be a non-starter. We’ll tie things up tomorrow with recommendations.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > Easy Ways to Personalize Content with Marketing Automation - Kapost Content Marketeer http://sco.lt/5UORG5

-- > Why You Shouldn’t Hire a Marketing Consultant - QuickSprout http://sco.lt/8A9d7h

-- > Why We Are Hiring for a New Content Role (and You Should Too) http://sco.lt/7hlk7F

-- > 5 Google+ Tips to Improve Your Networking | Social Media Examiner http://sco.lt/5inr9t

-- > Value Proposition: 4 key questions to help you slice through hype | MarketingExperiments Blog: Research-driven ... http://sco.lt/79v4r3

-- > Three Scientifically Proven Tests to Select a Name That Works - Profs http://sco.lt/8SlBI1

-- > The Customer Experience - Gartner http://sco.lt/7SWd1N

-- > For Social Media Leads, Automation Begets Automation - Ad Exchanger http://sco.lt/8nA5CL

-- > 2014 Gartner Magic Quadrant for SFA | http://SugarCRM.com  http://sco.lt/8OJ57Z

-- > Navigating the Class V Rapids of Marketing Technology - Chief Marketing Technologist http://sco.lt/7BeZub

-- > Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing ... http://sco.lt/5Kh2ET

-- > Create Compelling Marketing Videos That Educate and Entertain [Infographic] - Profs http://sco.lt/776zpZ

 

 

See ALL Top Curated Marketing Technology Articles here.

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Why You Shouldn’t Hire a Marketing Consultant - QuickSprout

Why You Shouldn’t Hire a Marketing Consultant - QuickSprout | The Marketing Technology Alert | Scoop.it

Digest...


Here’s why you shouldn’t hire a marketing consultant:


Consultants aren’t miracle workers

A lot of small and medium businesses hire consultants because they are looking for miracles. I hate to break it to you, but no consultant is going to take a business that is doing very little in revenue and quickly turn it around. You need to figure out how to create a sustainable business on your own. That’s what being an entrepreneur is all about. If it were easy, everyone would do it instead of working 9 to 5 jobs.

 

You can’t build a skyscraper without laying the foundation

Without a good product or service offering, your business is bound to fail. To prevent that from happening, you need to figure out how to create a business model that allows you to get paid for solving other people’s problems. Don’t worry, your business doesn’t have to be unique. It just has to be different.

 

You need to walk before you run

In essence, you have to try to market your own business first. From optimizing your code for search engines to building your social media profiles and implementing your content marketing, you need to test these initiatives on your own. Here’s what I recommend you do:

-- >  Optimize your code for search engines

-- >  Speed up your site

-- >  Start a blog

-- >  Interact on the social web 

 

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iNeoMarketing's insight:

Moral of the story: a consultant can make the good better. A consultant cannot (and should not) make a bad thing good.

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5 Google+ Tips to Improve Your Networking | Social Media Examiner

5 Google+ Tips to Improve Your Networking | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


Google+ offers important networking opportunities that set the stage for future partnerships. In this article I’ll share five ways to cultivate Google+ relationships.

 

#1: Identify Industry Influencers Fast

I truly love to use NOD3x with my Google+ account. NOD3x is Ripples on steroids with a magnifying glass. It brings you right to the doorstep of people you want to meet.

 

#2: Find Hidden Engagement Opportunities

While that new circle helps you keep up with the people who interacted obviously with your content (e.g., you can see they left a comment or mentioned you in a share), there may be other people and interactions you can’t see. Google Ripples helps you find those interactions.

 

#3: Validate Expertise With Helpful Tips

Relationship marketing should be your top priority on Google+. Do what you can to help others succeed. Promotion of anything—even self-promotion—is an ongoing task. Constant and blatant self-promotion, though, is a bad idea. Be subtler than that and come up with a commenting strategy to engage with other people’s Google+ posts.

 

#4: Engage Like-Minded People

It’s easiest to start building your relationships with people you already know, but not in the way you may think. Look at your current friends and followers and see whom they’re connected with. Those friend-of-a-friend connections are very likely to be relevant to you—you already have something in common (your friend).

 

#5: Focus on Visibility to Connect

The mistake some people make is not taking the time to cultivate a relationship before they start asking for something. First contact has to be handled more delicately than that. Listen to the people you want to connect with. Help them become familiar with you by consistently giving +1s, resharing their content (don’t forget to plus mention them!) and being active in their comment section.

 

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iNeoMarketing's insight:

Very practical guide with concrete steps for you to take. Click through for details!

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Three Scientifically Proven Tests to Select a Name That Works - Profs

Three Scientifically Proven Tests to Select a Name That Works - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Here are three simple tests to select a name that works.

1. Is your name easy to say?

Forget Greek, forget Latin, forget inventing new words. The very first (and most important!) test comes down to fluency: Is your name easy to say?

 

2. Does your name clearly describe who you are or what you do?

If you have to explain, translate, unpack, justify, or do anything else other than just say your name, something's gone wrong. Your name should be screamingly obvious. Again, clarity trumps creativity... and absolutely murders clever.

 

3. Is your name about them or you?

You know who "them" are, right? "Them" are your prospects, your customers, your audience. Like everything in marketing, your name should be about "them," not about "you." To be effective, your name should be about the people you're trying to reach. Your name should address their problems, their fears, their solutions, and their hopes. It should hint at the hell from which you'll deliver them and the heaven to which you'll save them.

 

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iNeoMarketing's insight:

A post for SMBs. So simple...so difficult.

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For Social Media Leads, Automation Begets Automation - Ad Exchanger

For Social Media Leads, Automation Begets Automation - Ad Exchanger | The Marketing Technology Alert | Scoop.it

Digest...


Leadspace:

“The first generation was about putting data into databases, and the second generation was about building automation platforms [like Salesforce or Marketo],” Bewsher said. The focus for Leadspace is to use public and proprietary social data to layer on top of a client’s existing sales platforms and find new potential clients, or add color to existing ones.

Leadspace gathers data on individuals through the web, multiple social networks such as Facebook, LinkedIn and Twitter, and any structured data, such as first-party CRM or marketing databases or third-party business intelligence data sets from Dun & Bradstreet. If an individual known by the client posts on an online forum, for instance, Leadspace’s technology is designed to gather this additional information and combine it to create a more relevant profile of that person and their interests.

 

NextPrinciples:

Automating lead generation via social media isn’t limited to gathering newly available data and plugging it into a CRM. Some marketers are finding it useful to improve the community-building aspects that are the ostensible purpose of social platforms.

 

NextPrinciples brands itself a “social marketing automation solution.” Its product is similar to Leadspace it that it uses social media data to vet potential leads, but does so for the purpose of targeting leads with content on social platforms.

 

The company’s focus for now is on Twitter content optimization, but it has been working on integration with Facebook, blogs, forums and YouTube.

 

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iNeoMarketing's insight:

Social automation is a necessary part of the whole schema: CRM, MAS, SAS with a underlying 3rd party DB...and predictive.

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Navigating the Class V Rapids of Marketing Technology - Chief Marketing Technologist

Navigating the Class V Rapids of Marketing Technology - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Scott Brinker presentation that focuses on the marketing tech landscape.

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Create Compelling Marketing Videos That Educate and Entertain [Infographic] - Profs

Create Compelling Marketing Videos That Educate and Entertain [Infographic] - Profs | The Marketing Technology Alert | Scoop.it
Content - Want to marketing videos that grab your customers' attention and keeps them coming back for more? Then check out these tips for creating instructional, informational, and entertaining marketing videos.


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RelateIQ and Salesforce: It’s not just about data science - VentureBeat

RelateIQ and Salesforce: It’s not just about data science - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


In the case of Salesforce.com’s acquisition of RelateIQ, the reactions I’ve heard from customers and influencers have fallen into two camps:

  • “Why did RelateIQ — one of the hottest enterprise startups in a dynamic segment of the market — sell so early, when it still had so much potential for growth?” Unsurprisingly, I’ve heard this largely from the Valley cognoscenti.
  • “Who is RelateIQ, and why was Salesforce willing to pay so much money for them?” This reaction tends to come from people outside the Valley, including influential sales enablement professionals and well-connected customer-relationship management analysts.

 

A data science solution must do much more than optimize the way sales reps build relationships. Salesforce gets that this shift is happening. That’s why they paid so much for a company that the mainstream market hasn’t heard of. Now comes the hard part: integrating a nascent, next-generation platform and user experience with a mature infrastructure that was built for a different time.

 

We are still in the early days of the data science and sales marriage. The outcome of this relationship will be game-changing — using predictive insight to figure out exactly what actions will help the team exceed its current quarterly quota and which approaches will be most effective in future quarters.

 

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iNeoMarketing's insight:

It's one of the greatest moves in the past 5 years, more than the acquisition of MAPs by CRM vendors. I pray that it's more than just hype.

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How to find -- and hire -- data scientists - VentureBeat

How to find -- and hire -- data scientists - VentureBeat | The Marketing Technology Alert | Scoop.it

Digest...


So how do you find and hire these newly essential employees? Not easily, according to data scientists Max Song and Carl Shan, who are working on a Data Science Handbook, and have published 120 Data Science Interview Questions.

 

Roughly 140,000 people are employed as data scientists right now, but by 2018, we’ll need 440,000 to 490,000, according to that report. The shortfall is due to the fact that this job is so new there’s not a direct educational equivalent, or an obvious career path. There’s no data science major in college, with the closest equivalent being perhaps a rare statistics major. But data scientists also need a firm grounding in computer science.

 

Employers and recruiters need to broaden their search to people who may not have the title of data scientist, and may have followed diverse educational and career paths.

 

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iNeoMarketing's insight:

It'll be more than 500K data scientists needed, as more technology will drive the need beyond what we can see today. Tough to find and hire today: the skills are there but spread across multiple individuals.

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Five Quick Tips for Marketing Automation Success - Profs

Five Quick Tips for Marketing Automation Success - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Having just completed a 60-day marketing automation implementation process, I want to share some lessons learned. So, before implementation...

 

1. Clean up your CRM

Make sure you clean up your CRM (customer relationship management) database. A clean CRM is important, because your marketing automation software will synch with your CRM, and if you have a lot of duplicates on the lists you import, you'll have a mess on your hands.

 

2. Validate/verify your email addresses

Even then, before you upload your contacts, make sure you run them through an email appending/verification service. That way, you can weed out the wrong/gone emails before you ever upload your contacts into your marketing automation software. Doing so means you will be able to lower your bounce rate when you run your first email campaign, which is important.

 

3. Communicate with and educate your sales team

Marketing automation affects the processes you have put in place and the agreements you have with your sales team, so you need to have a conversation.

 

4. Ensure you have the appropriate resources

At the very least, you will need the help of your webmaster/Web developer, IT department, Sales operations/CRM admin, and marketing and creative teams to help you with...

Tracking codes

Email authentication

Tracker subdomain creation

Custom font permissions, if necessary

Prospect lists

Unsubs/opt-out lists

File upload

Form creation

Landing page creation

CRM integration

Sales training

Content creation

Automation rules

Drip program creation

Grading and scoring

Lead assignment process

Custom redirects

Site search integration

Dynamic content

Page action triggers

Keyword monitoring

Technology connectors such as Google AdWords and GoToMeeting

 

5. Commit to continually educating yourself

I know so much more than I did 60 days ago, but if I have learned anything it's that I have a lot still left to learn about marketing automation usage, best-practices, integration, and educating others. Do not underestimate how much time it will take to learn what you need to learn in order to maximize your investment in marketing automation—and commit to taking that time to educate yourself, regardless of how hard it is to fit in.

 

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iNeoMarketing's insight:

Review #4 in great detail: spot on. HOWEVER...


There are two articles on btobonline.com by Nick Panayi, director-global brand and digital marketing for CSC, who implemented MA within his organization, which gives you the insight you need to plan out your implementation: go here and here to review them.

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A Non-Wizard Calls Marketing Automation’s Bluff - ClickZ

A Non-Wizard Calls Marketing Automation’s Bluff - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Marketing automation software does not do all of the work for you. Is it invaluable in doing my job every day? Absolutely. Has it increased our agency's success rate and ability to better understand what works for our clients' customers? Definitely.

 

But it is not a magic machine that will allow you to fire half the marketing team and "automate" their jobs. It is not a miracle maker that will drop engaging, useful, well-researched, beautiful e-books into your collateral pool. It can't come up with 68 clever tweets to promote said amazing e-book over the next month. Nor can it design accompanying graphics and animate videos to help gain visibility across LinkedIn and YouTube.

 

All of these things still must be done by human beings. And this is the part of marketing that is most challenging (for me, at least.) The coming up with ideas and putting pen to paper to script the video, write the e-book, record the webinar, or articulate ideas to a graphic designer.

 

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iNeoMarketing's insight:

Which leads to the question: how do you staff for the automation, and for your department? If there are greater capabilities, what are the skills needed to capitalize on these features?

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[FREE REPORT] Forbes Insights: Breaking Down Marketing Silos

[FREE REPORT] Forbes Insights: Breaking Down Marketing Silos | The Marketing Technology Alert | Scoop.it

How can the 21st century CMO create a cohesive, creative and streamlined marketing department that delivers a better product and message to the customer, leading to an ideal customer experience? This report aims to be a blueprint—a roadmap even—for CMOs who want to build better-integrated marketing teams, increase customer engagement and turn bigger profits, but who find that silos are a persistent, nagging barrier.

To shed light on this pressing issue, Forbes Insights conducted in-depth interviews with five leading CMOs, adding context to data previously gathered by Teradata.

 

Here’s a sneak peak at a few things we learned —much more can be found in the full report:

●Create new groups to span silos

●Create a unifying message to rally around the customer

●Create new seating arrangement

●Create a data-driven case

 

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iNeoMarketing's insight:

Qualitative report, and interesting ideas.

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Infographic: Digital media can help increase frequency of purchase by 11% - The Drum

Infographic: Digital media can help increase frequency of purchase by 11% - The Drum | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

Click to expand.

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Easy Ways to Personalize Content with Marketing Automation - Kapost Content Marketeer

Easy Ways to Personalize Content with Marketing Automation - Kapost Content Marketeer | The Marketing Technology Alert | Scoop.it

Digest...


How Do You Do It? With dynamic content field merge. The technical process differs depending on what type of marketing automation software you have. We’ve gathered content around some of the heavy hitters, so for a more in-depth look at the technical side of things, check out the resources below.

-- >  Marketo - Personalization Cheatsheat

-- >  ExactTarget - Personalization Strings

-- >  Pardot – Dynamic Content / Personalization How-To

-- >  Eloqua - Using Field Merge to Dynamically Display an Image / Personalizing Emails from Custom Data Objects

-- >  MailChimp - Getting Started with Merge Tags

 

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iNeoMarketing's insight:

The value from this post: comparing and contrasting the different means to personalize from the big 4 plus MailChimp. I should do a compare/contrast of triggered email flows to point out the differences.

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Why We Are Hiring for a New Content Role (and You Should Too)

Why We Are Hiring for a New Content Role (and You Should Too) | The Marketing Technology Alert | Scoop.it

Digest...


This person was tasked with gaining an amazingly in-depth understanding of all the current content assets owned by the organization (i.e., no outside content gets factored in). Starting with a full-blown content audit, the curator who holds this position has ultimately taken responsibility for:

 

-- >  Understanding the content assets available to work with, including textual content, imagery and audio content

-- >  Effectively tagging, categorizing, and coordinating these materials into some kind of a data asset management system

-- >  Working with the content marketing team on a clear channel plan

-- >  Developing and executing on a content curation strategy by using existing resources.

 

Once the content is organized and there is a process in place for continual asset placement and management (including making sure those assets are easily findable), the curator can begin to fill needed gaps in the overall editorial calendar without having to spend money creating new content.

 

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iNeoMarketing's insight:

It should never get to this point: get organized from the get-go.

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Value Proposition: 4 key questions to help you slice through hype | MarketingExperiments

Value Proposition: 4 key questions to help you slice through hype | MarketingExperiments | The Marketing Technology Alert | Scoop.it

Digest...


Question #1. Is our claim tangible? 

Our senses love being rewarded, so if your claim offers tangible value, the nature of it should connect directly to the customer experience.

 

Question #2. Is our claim relevant to customers’ needs?

The power of relevance rests in crafting copy that deals directly with any key concerns already present in the mind of a customer.

 

Question #3. Is our claim unique?

Identifying and expressing the exclusivity and appeal of the differentiators your product or service offers is the best way to avoid the pitfall of “me too” marketing claims.

 

Question #4. Is our claim true? 

Claims that underperform have a greater tendency for being generic. The best thing you can do to add credibility to generic claims is strip them down and add quantifying values your product offers that are relevant to customer pain points.

 

Ultimately, these four questions serve one purpose: transparency.

 

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iNeoMarketing's insight:

M...pa...thee: empathy.

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The Customer Experience - Gartner

The Customer Experience - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


Marketing is in a unique position for the customer experience. Understanding the customer relationship, the company’s value to customers, the customers’ value to the company, the importance of learning and reacting to customer interactions, meeting customer expectations for business goals like customer satisfaction, customer loyalty, advocacy and ultimately revenue, are all under marketing’s purview.

 

This, of course, is an enormous responsibility. Creating an environment for a positive customer experience means that processes must be accessible, dependable, thorough, timely, adaptable, flexible and personalized. A tall order.  A big issue is that marketing doesn’t completely own the customer experience. It is certainly shared and orchestrated with the customer themselves.

 

Marketers must overcome silos to help plan, design, and facilitate start to finish positive experiences and get to a place where they are living up to the high-level expectation brand promises that they are making.

 

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iNeoMarketing's insight:

You'll see Brand at the B2B Enterprise level...sometimes. So who owns the CX? PM owns it, and Marketing contributes to the cause.


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PivotPointBrands's curator insight, Today, 10:51 AM

And it's the companies that manage their brand well, from the inside out, that consistently provide the best customer experiences.

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2014 Gartner Magic Quadrant for SFA | SugarCRM.com

2014 Gartner Magic Quadrant for SFA | SugarCRM.com | The Marketing Technology Alert | Scoop.it
iNeoMarketing's insight:

Compliments of SugarCRM.

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Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing Advice

Digital to account for 75% of all marketing spend in 5 years? [Infographic] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it

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Marketing’s Talent Alternatives Part Two, and the Top 11 Marketing Technology Articles Curated Monday, 7/21/14

Marketing’s Talent Alternatives Part Two, and the Top 11 Marketing Technology Articles Curated Monday, 7/21/14 | The Marketing Technology Alert | Scoop.it

So when outsourcing marketing technology is not the preference of the Marketer, who wants to bring in additional talent to work in lockstep with staff and other internal suppliers and internal customers, what are the options? What are the insourcing options?

 

There are three options from external sources: find ‘n hire, temp contractors, or completely insourced contractors and management.

 

The find ‘n hire is difficult today for two reasons. First, the talent to bring expertise in-house on a permanent basis is simply outstripped by the demand. And tech improvements continue to place pressure on human resources as we just can’t catch up. Second, the definitions as to job positions vary from one person to the next, e.g., although the roles are the same, one company may refer to the open req as marketing ops as another refers to it as marketing tech. One more item: your HR crew needs to be skilled at finding this talent and be able to speak the language of marketing tech during the hunt ‘n find process, just as they are capable of speaking IT. So there will be a bit of training from the outset (not to mention all those internal docs that need to be created, e.g., job descriptions).

 

Until supply equals demand, the B2B Marketer looking to insource should consider two other options: hiring contractors or hiring full project teams.  Both options allow the Marketer hands-on control of the project on-site, off-site, or a combination of the two. And both options are commonly deployed by IT.

 

With contractors, just as it is with IT, it’s a faster hire (with references that provide some sense of security).  And there’s great flexibility that unfortunately requires greater hands-on management. And that may be an issue: hands on management. You may not have the knowledge, time and/or inclination to bring on board a contractor on a short term basis to execute on some aspect of your marketing technology plan. Whereas with IT there are a bevy of internal project managers, that same level of expertise just does not exist across the majority of marketing departments.

 

If that is the case, then hiring a project team may be a solution. A project team is, at a minimum, a project manager and a contractor, where the contractor reports into the PM, who reports into you. The upside to a PM is that this person can act as your proxy during internal meetings bringing technical knowledge with management savvy (and at times, political skill). Bear in mind trust of the PM from other internal suppliers and customers will take longer than a FT hire, so there may be a bit of hand-holding.

 

Internally, you can always redeploy and train existing staff, and as an option we’ll cover that tomorrow.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > RelateIQ and Salesforce: It’s not just about data science - VentureBeat http://sco.lt/904KiP

-- > Gamification in B2B Sales: Is it Time? Part II | Aberdeen Group http://sco.lt/5ZsLq5

-- > How to find -- and hire -- data scientists - VentureBeat http://sco.lt/87zkR7

-- > Reducing Marketing Tasks with Marketing Automation - Marketo http://sco.lt/5Cc4Jt

-- > Five Quick Tips for Marketing Automation Success - Profs http://sco.lt/5BPH17

-- > Is Digital Marketing The Next Candidate For ‘Friction Disruption’? - Ad Exchanger http://sco.lt/5805SL

-- > A Non-Wizard Calls Marketing Automation’s Bluff - ClickZ http://sco.lt/6CPOkL

-- > The five immutable laws of digital marketing http://sco.lt/8Tzf17

-- > [FREE REPORT] Forbes Insights: Breaking Down Marketing Silos http://sco.lt/7IBxCL

-- > How to Decrease Your Website's Bounce Rate [Infographic] - HubSpot http://sco.lt/74la9h

-- > Infographic: Digital media can help increase frequency of purchase by 11% - The Drum http://sco.lt/8CsVHd

 

See ALL Top Curated Marketing Technology Articles here.

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Gamification in B2B Sales: Is it Time? Part II | Aberdeen Group

Gamification in B2B Sales: Is it Time? Part II | Aberdeen Group | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Do you need further proof? We're a game-driven world today, and this stuff works.

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Reducing Marketing Tasks with Marketing Automation - Marketo

Reducing Marketing Tasks with Marketing Automation - Marketo | The Marketing Technology Alert | Scoop.it

Excerpt...


Here’s how it saved my team major hours:

-- >  Deduping. Updating leads from events, webinars, and external systems was a huge pain point. We were spending eight hours (or more) after each webinar just to properly dedupe and update existing records. With advanced marketing automation, this can be done in minutes.

-- >  Autoresponders. This made each lead feel we acknowledged their request — regardless of how many leads we had.

-- >  Automatic lead routing. With thousands of leads held back from sales in a nurture state, and hundreds more each day, I needed automation that could save me and my colleagues time better spent on creative work.

-- >  Email deliverability. I needed a platform that would improve list performance and track individual leads’ engagement. Previously, I had only limited tools across several systems.

-- >  Seamless integration with sales data. This ensures all the right activities and campaigns are updated in both your sales and marketing platforms.

-- >  Sales funnel reports. I was doing this manually in Excel — very time-consuming, and prone to error. With marketing automation pulling these reports, my team would have necessary visibility into sales funnel data.

 

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iNeoMarketing's insight:

You could look at this article as some of the benefits derived from the use of marketing automation (and you'd just be scratching the surface).

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Is Digital Marketing The Next Candidate For ‘Friction Disruption’? - Ad Exchanger

Is Digital Marketing The Next Candidate For ‘Friction Disruption’? - Ad Exchanger | The Marketing Technology Alert | Scoop.it

Digest...


Interestingly, whereas in other technology categories the industry consolidated around a few surviving large companies, the exact opposite has happened in digital marketing. The number of digital ad tech startups and successful companies has actually increased over time. If current trends hold, digital marketing technology is destined to be a multivendor sector where customers are able to choose from best-of-breed providers for many years to come.

 

Given the sensitive and confidential nature of digital marketing data, one industrywide platform such as Sabre has not emerged. Instead, what has emerged are platforms where enterprises can create their own private data clearinghouses. Enterprises that have architected such data layers are now enjoying substantial decreases in development time and substantially lower friction in sending data to and from the various systems they use to accomplish their digital marketing objectives. Volumes of data flowing through these shared enterprise data platforms have skyrocketed, growing more than 2,000% in the past two years, according to Ghostery Inc., which collects and reports on data collection activities within millions of browsers.

 

With the rise of the data layer, everyone wins. Digital marketing vendors get the data they need to perform their valuable services more quickly and with much less integration workload required by their customers. Customers benefit from being able to quickly deploy and use cutting-edge digital marketing solutions, as well as being to able to redeploy their development resources away from Javascript tag maintenance to much higher-value-add endeavors.

 

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iNeoMarketing's insight:

And, of course, the tools are available today to the B2B marketer, albeit not in the same capacity as the B2C marketer.

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The five immutable laws of digital marketing

The five immutable laws of digital marketing | The Marketing Technology Alert | Scoop.it

Digest...


#1. The Law of Inequality

The more you put in, the higher the rate of diminishing returns. Doubling the spend on a digital campaign doesn’t equate to double the returns. Marketing, whether digital or otherwise, has to be strategically focused on the markets that will yield the highest return.

 

#2. The Law of Virality

In many cases, virality is not a random effect but the result of careful engineering.

 

#3. The Law of Commonplace

If you don’t continue to innovate in the way you present yourself and engage with online audiences, you will get overlooked. Just stop doing the same old thing the same old way. Digital makes it supremely easy to switch things up frequently.

 

#4. The Law of Interruption

Successful marketers of tomorrow aren’t about interrupting their customers and prospects with messaging, about sending out advertisements and promotional content in the hopes that people will happen upon it; they are about having conversations and offering messaging as part of the engagement.

Messaging doesn’t get you engagement. Engagement gets you the opportunity to deliver messaging.

 

#5. The Law of Gravity

The more conversations you generate around a topic, the more likely the conversation will grow without your involvement. Gravity won’t happen overnight. It takes time to develop a conversation that will take on a life of its own which, unfortunately, often flies in the face of ROI-driven marketing.

 

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iNeoMarketing's insight:

Love #3, and it's so damn true. Change, adjust, morph, call it what you want, but it's relatively easy in the digital domain.

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FRANK FEATHER ~ Business Futurist's curator insight, July 21, 9:58 AM

Stop and think about these important marketing items.

Amanda Lane's curator insight, July 21, 3:58 PM

Digest...

 

#1. The Law of Inequality

The more you put in, the higher the rate of diminishing returns. Doubling the spend on a digital campaign doesn’t equate to double the returns. 

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How to Decrease Your Website's Bounce Rate [Infographic] - HubSpot

How to Decrease Your Website's Bounce Rate [Infographic] - HubSpot | The Marketing Technology Alert | Scoop.it

 

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Jamee Lyn Devlin's curator insight, Today, 6:42 AM

Admittedly a fan of most things offered by HubSpot, check out this comprehensive infographic detailing how to decrease "Bounce rate" and get higher conversions on your website.