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Paid Search vs. Organic Search: Which Converts Better? - Profs | #TheMarketingAutomationAlert

Paid Search vs. Organic Search: Which Converts Better? - Profs | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Search Engine Marketing - Paid search visits have a 35% higher conversion rate for e-commerce websites compared with visits from organic search, according to a recent report by MarketLive.


Excerpt...


Paid search visits have a 35% higher conversion rate for e-commerce websites compared with visits from organic search, according to a recent report by MarketLive.

 

The report, which was based on data from more than 200 e-commerce websites with over $1.5 billion in combined annual sales, found that visitors arriving from paid search links had a 2.6% average conversion rate in the first six months of 2013, compared with a 1.9% conversion rate for organic search visits.

iNeoMarketing's insight:

Yeah I know: this is B2C e-commerce oriented. However, it should prompt the thought as to the efficacy of your inbound programs based on conversions, not visits, especially with regards to the inclusion of PPC as a part of your mix. Don't ignore PPC without the proper analysis.


  • See the article at from www.marketingprofs.com
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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How Much Should You Pay for Marketing Automation, and The Top 12 Marketing Technology Articles Curated Thursday, 4/24/14

How Much Should You Pay for Marketing Automation, and The Top 12 Marketing Technology Articles Curated Thursday, 4/24/14 | The Marketing Technology Alert | Scoop.it

Except for those B2B marketers who exclusively practice Account-Based Marketing, marketing automation is a given. It’s needed as much as CRM (possibly more). So how much should you budget for marketing automation?

 

Of course the answer is: it depends. But it’s not a long-winded it depends. There are two overriding factors: the number of records in your database (the basis for most if not all MAS providers’ pricing), and your requirements.

 

Your requirements are most important: you cannot effectively select a vendor without a true set of your functional requirements. And before you define your requirements, you need to get your agreements in place with Sales. And no agreement can be completed without the definitions that comprise the agreement.

 

Let’s review that again: with Sales, come to an understanding of terms and definitions, then come to an agreement with Sales as to what is needed and when it is needed. With this information, as well as the number of records in your system, you can then start the process of pricing out various solutions.

 

Plan first, then execute? How novel.

 

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:

-- > CMOs — Send Your Marketers to Finance Classes - MarketBridge http://sco.lt/9J5GIT

-- > An 8-Step Plan for Migrating to a New Marketing Automation Program - HubSpot http://sco.lt/8KYZrF

-- > How to Create an Infographic That Boosts Social Shares and Leads | Social Media Examiner http://sco.lt/98Vykb

-- > Email Marketing: A canvas for visual storytelling - Sherpa http://sco.lt/8HQzQX

-- > 10 Design Mistakes to Avoid in an E-Commerce Website Design - Design Web Kit http://sco.lt/7TOMbZ

-- > The Real Problem with ‘Best Time to Send Email’ - TowerData http://sco.lt/8xmnRZ

-- > Twitter’s New Profile Design - Circle S http://sco.lt/9LYhaT

-- > How to Code HTML5 Video Background in Email | Litmus http://sco.lt/59CPZp

-- > 2 Mid-Funnel Lead Nurturing Mistakes - Marketo http://sco.lt/7KfTP7

-- > Marketing Budget Shifts From Traditional to Digital Might Be Slowing - MarketingCharts http://sco.lt/7jZm4H

-- > The 2014 Marketing Automation Performance Survey [infographic] - Brian Hansford http://sco.lt/9J9O1x

 

See ALL Top Curated Marketing Technology Articles here.

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CMOs — Send Your Marketers to Finance Classes - MarketBridge

CMOs — Send Your Marketers to Finance Classes - MarketBridge | The Marketing Technology Alert | Scoop.it

Intermediate/ Excerpt...


Developing and reporting marketing ROI is not easy and most marketers do not like crunching numbers and analyzing data.  Depending on the length of the sales cycle, amount of data to input and measure, and reporting capabilities of the marketing automation platform, it can take a couple of years to master the process. The good news is the problem can be fixed.  Almost immediately, you can have your CFO and finance team present a “lunch and learn” session around key financial concepts and terminology.

 

In the short term, you may want to consider outsourcing the effort so that you can be reporting marketing ROI sooner than later.  In the long term, you definitely want to send your marketers out to a few finance classes so that they can eventually prove—and optimize—marketing ROI and strategy.  It is an investment that will definitely pay big dividends.

 

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iNeoMarketing's insight:

This post is a response to the (depressing) study I posted on 4/16. The author is correct: as marketers, we cannot allow financial newbies (or less than that) to delve into the data and create the RIGHT reports. The investment in the technology deserves it.


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How to Create an Infographic That Boosts Social Shares and Leads | Social Media Examiner | #TheMarketingTechAlert

How to Create an Infographic That Boosts Social Shares and Leads | Social Media Examiner | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


If you want that attention on your marketing message, you’ll have to do more than share a picture surrounded by text. Here are seven steps to creating your first infographic.

#1: Plan Your Story Around Your Objectives

#2: Gather Your Data

#3: Sketch Your Idea

#4: Find Your Inspiration: Whether you have an infographic design in mind or not, it’s a good idea to look at what’s already out there (even if it’s just to ensure your idea is different enough to capture attention).

#5: Build Your Infographic

#6: Create Your Infographic’s Social Preview

#7: Share Your Infographic

 

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iNeoMarketing's insight:

Seems like a simple task, but it's numbers 1 and 2 that will require some quiet time to accomplish. And sometimes #2 comes before #1.

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10 Design Mistakes to Avoid in an E-Commerce Website Design - Design Web Kit | #TheMarketingTechAlert

10 Design Mistakes to Avoid in an E-Commerce Website Design - Design Web Kit | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


Before you start designing and setting up your own E-Commerce website there are certain things you should always keep in mind for optimal performance. The following 10 points cover most mistakes that should be avoided during the website designing process.

  • No Detailed Focus on Products
  • Inconvenient checkouts
  • Inadequate Site Search
  • Neglecting customer service
  • Improper Content Flow & Complicated Navigation
  • Too much charge for Shipping
  • Bad Quality Images
  • Unclear contact information
  • Underestimating Mobile Devices
  • Displaying Cause for insecurity

 

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iNeoMarketing's insight:

I'm including this as a part of the Alert's update as B2B eCommerce has begun to play an important role in B2B marketing.

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Twitter’s New Profile Design - Circle S | #TheMarketingTechAlert

Twitter’s New Profile Design - Circle S | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


The first major difference you’ll see with the new profile design is the header and profile images. The header image is 1500 x 500 and the profile picture is 400 x 400.

 

In addition to profile design, users can now filter tweets on profiles. You can filter by all tweets, tweets with photos and videos or just tweets and replies. Tweet text also now will get larger as they gain popularity. So the more retweets, favorites and replies that a tweet gets, the larger the text will appear.

 

Finally, users can also now “pin” tweets to the top of their profiles, just like Facebook. There are also spaces now between tweets to help with readability, instead of all of the tweets being directly next to each other. There is also now a sticky header for each profile to allow you to filter the tweets even after you have scrolled further down the page.

 

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iNeoMarketing's insight:

If yours hasn't switched over yet, then sit tight. It's coming.

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2 Mid-Funnel Lead Nurturing Mistakes - Marketo | #TheMarketingTechAlert

2 Mid-Funnel Lead Nurturing Mistakes - Marketo | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


1. Don’t Let Your Data Go Bad

Has your database been languishing all winter long, pulverized by the polar vortex of decay and desolation?  Tune it up by refreshing your customer information.

 

2. Don’t Get Too Fancy

So many marketers try to use all of features in their marketing automation platform, all at once — without stopping to think about the point of their technology. You invested in marketing automation so that you could have interesting, relevant conversations with the right people — not so that you could impress them with bells and whistles. So leave the complexity on the cutting room floor, especially when you’re first starting out. Keep it simple.

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iNeoMarketing's insight:

It's a common refrain that I frequently say as do others: when it comes to marketing automation, keep it simple.


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The 2014 Marketing Automation Performance Survey [infographic] - Brian Hansford | #TheMarketingTechAlert

The 2014 Marketing Automation Performance Survey [infographic] - Brian Hansford | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
The 2014 Marketing Automation Performance Survey with Infographic from Heinz Marketing.


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The Critical Ingredients Of Effective Demand Generation | B2B Marketing Insider | #TheMarketingTechAlert

The Critical Ingredients Of Effective Demand Generation | B2B Marketing Insider | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Excerpts...


The critical ingredient to growing your business is to ensure consistency and growth in your sales pipeline.  Consistency and growth is derived through innovative lead generation programs and processes. 

 

In over 20 Years of Lead Generation, I have found that if you follow these hints Emails Do Work (9+% Conversion)

  • No Sales Pitch: This is the most common mistake today, “Do you have these Challenges?….”, “Let us help you solve this problem…”, “ Our Product can do this for you…” These Emails are boring, they sound like the other 15 he received that day and will not generate you a response, especially from the C Suite.  This is like meeting someone for a first date and leaning in for the kiss before you say “Hello”.  Be patient !
  • Be Specific:   Keep the Email Short and Sweet.  You have roughly 5-8 Seconds to grab someone’s attention and Paragraphs clearly have the opposite effect.  Use strong simple statements.
  • Referrals are the Key:  Especially if you target the C-Suite You should be asking for one thing, A “Referral” to the correct person within the Company.  The most difficult thing in Prospecting is finding the correct person to speak to, so let your Email do it for you.  The trick here is to be specific enough about who you need to speak to but not selling your product or service

 

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iNeoMarketing's insight:

The critical OUTPUT to growing your business is to ensure consistency and growth in your sales pipeline. Now how do you get there? Marketing consistency, in quality and output.

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Which Marketing Analytics Should You Be Looking At? - HubSpot | #TheMarketingTechAlert

Which Marketing Analytics Should You Be Looking At? - HubSpot | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


Scenario #1: You need brand awareness.

  • Look at traffic.
  • Look at search engine rankings.
  • Look at social media reach.

Scenario #2: You need to grow your database.

  • Look at blog visits.
  • Look at social media reach.
  • Look at landing page traffic and conversions.

Scenario #3: You need more qualified leads.

  • Look at call-to-action clickthrough rate (CTA CTR).
  • Look at landing page conversion rates.
  • Look at work rates.

Scenario #4: You need to close more business. 

  • Look at lead-to-customer conversion rates.

 

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iNeoMarketing's insight:

More KPI metrics. Not definitive by any means, but a starting point to consider required metrics based on goals and objectives.

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Google AdWords RLSA: 3 Ways to Take Full Advantage - Search Engine Watch | #TheMarketingTechAlert

Google AdWords RLSA: 3 Ways to Take Full Advantage - Search Engine Watch | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Digest...


RLSAs become a very powerful tool for search marketers, especially as personalization continues as a trend across the digital landscape. Here are three things you can do to fully take advantage of RLSAs.

1. New Keyword Targeting

Are there keywords that typically don't perform well for you when targeted to the general market, but would be great keywords if you could only target previous customers? RLSAs allow you to do exactly that.

 

2. Bidding or Even Displaying an Ad

If you know a current customer is coming back and searching on a branded term most likely to service their account, you can choose to not display an ad or reduce your bid for that customer and allow them to use your organic search ad.

 

3. Targeted Ad Copy

Want to welcome back a previous customer, or cross-sell a specific product given a recent purchase? This ability is available via RLSAs. Having more than one ad copy in rotation was always best practice as a test, but testing that ad copy with data-driven insights can change the game.

 

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iNeoMarketing's insight:

Remarketing Lists for Search Ads (RLSA): It should be a standard part of everyone's AdWords' arsenal.

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Five Commitments For CMOs Who Want To Rock Social Media - Forbes | #TheMarketingTechAlert

Five Commitments For CMOs Who Want To Rock Social Media - Forbes | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Condensed...


1. Master LinkedIn plus one

CMOs need to concentrate on LinkedIn plus one other. Why? LinkedIn is now a top destination for industry news, and the search volume on the platform demonstrates that it is now a critical platform for finding solutions to pressing business issues as well as an essential platform for any CMO to master.

 

2. Focus on your expertise

Once you have identified your focus area(s), communicate that in your profiles description and use your specialty as a filter for the insights your share on social platforms. While it is critical to demonstrate a point of view (you are a marketing leader), don’t feel that you must originate every insight. Be generous about sharing views of colleagues and others in your category. Your followers will appreciate your ability to curate relevant data and views.

 

3. Find your teacher

The best teachers understand your industry as well as the mechanics of the platforms. They help accelerate learning and, most important, build your confidence—like a coach.

 

4. Do it yourself

I’m recommending that you use the technology yourself. Above all, avoid the temptation to delegate managing your personal updates to a team member. Authenticity notwithstanding, by delegating social, you forfeit the chance to be personally involved in the conversation in your market, and the opportunity to influence it.

 

5. Integrate social into your daily routine
The good news is that the platforms recognize this and have created tools that enable you to integrate social into your daily routine. The trick is to integrate social into your daily workflow. Frequency matters.

 

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iNeoMarketing's insight:

Regarding the first item: let your +1 be Google+.

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Infographic: Anatomy of a Perfect Event - Marketing Technology Blog - Marketing Tech Blog | #TheMarketingTechAlert

Infographic: Anatomy of a Perfect Event - Marketing Technology Blog - Marketing Tech Blog | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Infographic: Anatomy of a Perfect Event by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

Now take another look at this and ask yourself "how does marketing automation impact each step?" True that.

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The Importance of the MQL, and The Top 12 Marketing Technology Articles Curated Tuesday, 4/22/14

The Importance of the MQL, and The Top 12 Marketing Technology Articles Curated Tuesday, 4/22/14 | The Marketing Technology Alert | Scoop.it

MQL: Marketing Qualified Lead.  HubSpot:  “A marketing qualified lead (MQL) is a lead judged more likely to become a customer compared to other leads based on lead intelligence, often informed by closed-loop analytics.”

 

Who defines this? Sales and Marketing. As a part of the MAS instance, there is a definition of an MQL that has been agreed-upon by both parties. Static definition? Absolutely not! It changes over time, as agreed upon by…Sales and Marketing.

 

So if both parties agree to the MQL definition, and Marketing delivers leads that fit the MQL definition, there is no issue, no point of contention. If Sales is dissatisfied, then the MQL definition is wrong.

 

So when you hear the phrase “our leads are crap,” the attitude is all wrong. You should hear “we need to redefine our definition for an MQL.”

 

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:

-- > B-to-B Customer Experience: The Biggest Job With Nobody in Charge | SiriusDecisions Blog http://sco.lt/5WKkoD

-- > B2B Marketing’s Big Data Myth: “It Only Applies to B2C” - Forrester http://sco.lt/6noREH

-- > 3 Ways to Engage B2B Buyers Before They Engage You - Circle S http://sco.lt/7VfSpF

-- > Marketing Automation's Digital Body Language Optimizes Lead Engagement - OMI http://sco.lt/5JQ0OH

-- > A View To A Thrill: Why Marketers Need To Get Visual, Fast - Forbes http://sco.lt/8t2KC9

-- > BlueKai and Optimizely Team Up in Personalized Marketing Effort - CRM Magazine http://sco.lt/8jslFZ

-- > Marketo Webhooks for DiscoverOrg Provide Real-Time Intelligence - Demand Gen Report http://sco.lt/7Q8Hmz

-- > Searchmetrics Releases New Tools to Analyze & Optimize Web Page Performance - Search Engine Watch | http://sco.lt/6Ie8Yb

-- > SlideShare: SoDA 2014 Digital Marketing Report - Digital Buzz http://sco.lt/5WtOyH

-- > All You Need to Know about Internet Defamation for Marketers - Infographic B2B http://sco.lt/53N7RZ

-- > Infographic Marketers Lose Sight of the Moneyball - DMNews http://sco.lt/8YjBFR

-- > Marketing Automation Products for Enterprises [Infographic] - The Hub http://sco.lt/7AMivJ

 

See ALL Top Curated Marketing Technology Articles here.

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The Surprising Words That Get Content Shared on Social Media - QuickSprout | #TheMarketingTechAlert

The Surprising Words That Get Content Shared on Social Media - QuickSprout | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

 

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An 8-Step Plan for Migrating to a New Marketing Automation Program - HubSpot | #TheMarketingTechAlert

An 8-Step Plan for Migrating to a New Marketing Automation Program - HubSpot | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Intermediate/ Digest...


1) Take inventory.

Map out the workflows, lists, contact fields, and content such as landing pages, emails, blog posts and images that you have in your existing marketing automation program. “Just define what you have and what you need to bring over,” he says.

2) Do a clean-up.

As long as you’re in the middle of change, it’s a good opportunity to get rid of old offers and other assets you don’t need anymore. It's also a good time to comb through your contacts database and get rid of some email addresses, for example ones that have bounced or ones that have not opened one of your emails in a long time.

3) Figure out which assets need to be changed.

Identify any adjustments that you need to make in workflows that are being carried over.

4) Export your data.

5) Put the pieces back together.

Start with landing pages and emails. “We took landing pages we had from Eloqua and applied styling and template changes,” Freeman says. “We recreated them in HubSpot, but with a new look and feel.”

6) Perform a sync.

Sync your contacts with Salesforce.com, and start recreating workflows, lists, and forms.

7) Test.

“We tested a lot before going live, but we also spent three days after going live with HubSpot looking out for problems, and fixing problems and oversights,” Freeman says. “That’s inevitable. There are going to be little hiccups. But we worked them out and everything was golden after that.”

According to folks at HubSpot, you might want to run the old and new systems in tandem for some period of time.

8) Shut off the old system.

 

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iNeoMarketing's insight:

MAS to MAS. Interesting post from HubSpot, as market data is showing that companies are starting to migrate from one system to another. HubSpot clearly wants to layout a path.

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Email Marketing: A canvas for visual storytelling - Sherpa | #TheMarketingTechAlert

Basic/ Digest...


The Dell team decided that utilizing a GIF in the email marketing campaign would be the best way to effectively tell the Ultrabook’s story, ultimately lifting revenue 109%.

 

“I think now more than ever with the deluge of emails in a customer’s inbox, trying to get them to click on something is so important,” David said. “People are very visual so it’s tremendously beneficial to give them something to look at instead of forcing them to read through a ton of text.”

 

Visual storytelling isn’t easy. It’s a delicate craft that requires a certain eye. But when it’s done right, it’s invaluable.

 

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iNeoMarketing's insight:

Visual in emails...visual everywhere. Do it right, and watch your conversions skyrocket.

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The Real Problem with ‘Best Time to Send Email’ - TowerData | #TheMarketingTechAlert

The Real Problem with ‘Best Time to Send Email’ - TowerData | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
In email marketing, there is no “best day/time” to send emails. Surprised? You shouldn't be.


Basic/ Digest...


Have you ever come across a blog post that declares with absolute certainty the best time of day or the best day of the week to send emails? Of course you have! They’re everywhere. The problem is almost all of these blogs get it wrong. There simply is no “best day/time” to send emails.

 

Here’s what you should focus on instead: the best day(s) and time(s) for your list. How do you know what those are? Testing, testing and more testing.

 

Perfect timing means reaching the customer when the customer is:

  • Identifying a need
  • Researching options
  • Or deciding which offer to choose

In other words, perfect timing is reaching the customer when the customer is ready to read what you’re sending. And the only way you’ll know that time is to know your own list.

 

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iNeoMarketing's insight:

I've been screaming this so often that I've lost hair on my head.

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How to Code HTML5 Video Background in Email | Litmus | #TheMarketingTechAlert

How to Code HTML5 Video Background in Email | Litmus | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Advanced/ Introduction...


We used an HTML5 video background. That’s right: video background in an email. Click here to view the web version of the email.

 

The video background worked in the following clients:

  • Apple Mail
  • Outlook 2011 (Mac)
  • Thunderbird latest

 

As you can see, the HTML5 video degrades gracefully across all clients with the fallback image.

Due to an overwhelming response, we fast-tracked this blog post breaking down the methodology and process behind the email. Here’s a step-by-step guide to the implementation of this responsive email…

 

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iNeoMarketing's insight:

It truly is a step by step guide on the best practice behind embedding video into an email, and it's the best I've seen so far.

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Marketing Budget Shifts From Traditional to Digital Media Might Be Slowing - MarketingCharts | #TheMarketingTechAlert

Marketing Budget Shifts From Traditional to Digital Media Might Be Slowing - MarketingCharts | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Excerpt...


Over the past couple of years there has been a growing body of research demonstrating a shift in marketing spending from traditional to digital media (examples here and here). But new signs are emerging suggesting that the pace of that shift is slowing: Duke University’s most recent CMO Survey found pessimism around future traditional ad spend easing, while a new report from the Society of Digital Agencies (SoDA) reveals that one-quarter of global client marketers this year planning to reallocate existing budgets into digital, down from 39% last year.

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iNeoMarketing's insight:

As seen in the SoDA report from yesterday's scoop.

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An Insider’s View of MaaS, and The Top 10 Marketing Technology Articles Curated Wednesday, 4/23/14

An Insider’s View of MaaS, and The Top 10 Marketing Technology Articles Curated Wednesday, 4/23/14 | The Marketing Technology Alert | Scoop.it

I recently wrote a small take on MaaS titled “MaaS encompasses…everything?” and posted it on LinkedIn. Doug Petrole , Product Manager at nGenx, responded to that post with some interesting insight:

 

I worked for an organization that attempted to provide MaaS to our customers and prospects - it was quite possibly the largest double-edged sword I've seen to date.

$X/month had a defined scope - getting there was a challenge, and changes merited discussion. Extra projects had extra costs. The viability of the program went down as we added items to the project, especially around contract time. That doesn't even factor in the challenge in selling to the customer, who probably wants the head-count.

There were a lot of benefits to the setup, though, when customers agreed to the scope and were shown a lot of value in the consultative approach. After a few months the plan started to come together and we built momentum and a sort of staying power for the customer/agency interaction.

Is it a good idea? When it works, absolutely. Is it hard to sell and can it cause headaches? Absolutely. Does bundling in creative work and revisions throw an extra monkey wrench into the mix? You bet.

If you're going to attempt to implement a program like that I'd advise that you use an account team/sales rep that's okay with a feast-or-famine situation.

 

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:

-- > The Critical Ingredients Of Effective Demand Generation | B2B Marketing Insider http://sco.lt/5DNygD

-- > Which Marketing Analytics Should You Be Looking At? - HubSpot http://sco.lt/9DoqB7

-- > Moneyball for Marketers - Marketo http://sco.lt/7Dueqv

-- > "The Leads Are Crap" - ClickZ http://sco.lt/4o780P

-- > Image-heavy responsive sites drag down mobile performance: report - Mobile Marketer http://sco.lt/5mZgi9

-- > Get Your Head into the Cloud - Cloud Adoption [Infographic] - B2B Infographics http://sco.lt/6lX2tV

-- > The Definitive Guide To Conversion Optimization - QuickSprout http://sco.lt/56dBC5

-- > Google AdWords RLSA: 3 Ways to Take Full Advantage - Search Engine Watch http://sco.lt/6xwimn

-- > Five Commitments For CMOs Who Want To Rock Social Media - Forbes http://sco.lt/9Cy2mv

-- > Infographic: Anatomy of a Perfect Event - Marketing Technology Blog - Marketing Tech Blog http://sco.lt/9M7bjV

 

See ALL Top Curated Marketing Technology Articles here.

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The Definitive Guide To Conversion Optimization - QuickSprout | #TheMarketingTechAlert

The Definitive Guide To Conversion Optimization - QuickSprout | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Learn everything you need to know about conversion optimization in this one guide. From what to test, to how to test, and even testing mistakes to avoid.


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iNeoMarketing's insight:

The "Definitive Guides" from QuickSprout are superb. They're published 2-3x per year, are well constructed, and referenceable. Please bookmark for future review.

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Moneyball for Marketers - Marketo | #TheMarketingTechAlert

Moneyball for Marketers - Marketo | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Condensed...


Here are some new KPIs you should consider if you want to be a Moneyball Marketer:

  • ROI per Lead: The return on investment of each lead takes into account the cost associated with each lead, the lifetime value of the customer, the number of leads generated by the campaign/channel and conversion rate. Each individual metric can be misleading, which is why you need to track them all.

 

  • Prospect to Pipeline: What’s the typical prospect-to-pipeline conversion rate of each of your company’s product-market fits, channels, and campaigns? When AG Salesworks and The Bridge Group conducted a study of 1,000 prospects, they converted 32 of them into the pipeline. That’s a 3.2% prospect-to-pipeline rate – is 3.2% right for your organization?

 

  • ROI per Referral: This is a catch-all KPI to measure the effectiveness of each of your online channels (inbound or social), landing pages, or affiliate sites. Don’t just measure the traffic and conversion rate per referral. Some referrals provide great lead-gen but poor closing rates. Others may only benefit SEO.

 

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iNeoMarketing's insight:

MONEYBALL WAS ABOUT PREDICTIVE ANALYTICS!!!!!!! That's how Billy Beane constructed (and continues to build) his A's: through advanced predictive analytics. The aforementioned KPIs are nice, but they ain't Moneyball.

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"The Leads Are Crap" - ClickZ | #TheMarketingTechAlert

"The Leads Are Crap" - ClickZ | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Digest...


Truth is, leads don't come in wrapped with a bow on top, and if your company is selling at all, not all of the leads are crap and someone knows how to sell. So where's the disconnect coming from? Most often, it's from differing definitions of winning made worse by poor communication.

 

The disconnect most often surfaces when marketing celebrates a strong lead month in the same month that sales is frustrated about a poor bookings (revenue) month. The finger-pointing and name calling starts and the relationship downward spiral begins. Teams win and lose together, not as individuals or departments.

 

The disconnect between marketing and sales can be addressed with better communication and common definition of winning. Cooperation works best when both marketing and sales are aligned around revenue targets. Marketing is rewarded for strong lead quality over volume. Strong lead quality drives strong sales efficiency (ensuring each sales at-bat is in front of the right lead at the right time and ensuring your sales team is only swinging at strikes).

 

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iNeoMarketing's insight:

The truth lies a bit deeper: it's about not sending anything over the Sales unless it has been fully vetted and qualified by Marketing aka the MQL. If everyone agrees to the definition of an MQL, then we're all on board.

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Image-heavy responsive sites drag down mobile performance: report - Research - Mobile Marketer | #TheMarketingTechAlert

Image-heavy responsive sites drag down mobile performance: report - Research - Mobile Marketer | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it

Basic/ Condensed...


An analysis of 155 responsive sites finds that only 32 — or 21 percent — of sites load in four seconds or less, according to a report from Trilibis launching today.

 

“This is particularly true for responsive design Web sites, where the same codebase and associated images are sent to all devices from PCs to mobile phones. It is best to optimize images for mobile devices at the server level, which delivers lighter pages, faster load times and a better user experience.” 

 

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iNeoMarketing's insight:

And you know that slow mobile load time kills. Answer: Adaptive Web Design. Yes: it's a pain, but it's literally a 50-50 shot that your site will be seen on a mobile device.


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Get Your Head into the Cloud - Cloud Adoption [Infographic] - B2B Infographics | #TheMarketingTechAlert

Get Your Head into the Cloud - Cloud Adoption [Infographic] - B2B Infographics | #TheMarketingTechAlert | The Marketing Technology Alert | Scoop.it
Get Your Head into the Cloud - Cloud Adoption


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iNeoMarketing's insight:

It's the projected usage within 18 months that's a stunner. As you move closer to marketing-as-a-service, the cloud is a requirement.

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