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B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it

Condensed...


In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.

iNeoMarketing's insight:

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.


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The Marketing Automation Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Providing All the Answers, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/30/14

Providing All the Answers, and the Top 10 Marketing Technology Articles Curated Wednesday, 7/30/14 | The Marketing Technology Alert | Scoop.it

Positioned as a service, curated content is absolutely brand-able. And that’s one reason why it is acceptable to brand other published works.

 

But there’s another reason: it’s recognition that others have insight into solving problems beyond the single source myopic company blog.

 

Look: we all realize that we don’t have all the answers, and that others (analysts, vendors, customers, competitors, journalists, etc.) are sources of information and guidance beyond your efforts at thought leadership. When you curate, you’re recognizing these other sources as beacons of knowledge so that your client or prospect sees the world from an unbiased source.

 

(BTW: you’re also removing dredge so that your recipients are receiving a clean stream of content. That’s not valuable?)

 

So if you’ve created an unbiased service of delivering knowledge around a specific topic to your constituents, you should be proud to provide a branding shell around it.

 

Look at it another way: there’s no reason to see branding of curated content as anything less than completely ethical. If done correctly, then it’s a benefit to your readers as well as a benefit to the contributors (through links back to the original source as well as authorship recognition).  And it allows you to be seen as a purveyor of topic-specific knowledge (not self-proclaimed, but attested and validated by your readers). It’s a triple win.

 

So with branding as an acceptable action for curated content, how do you go about actually applying your branding guidelines to your curated content? More on this 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:

-- > How RelateIQ Generates Leads with Sponsored Tweets - Radius http://sco.lt/9BhyNN

-- > Why B2B companies shouldn't skip Video Marketing-Infographic | Position² http://sco.lt/4rT2SP

-- > LinkedIn Redesigns User Profiles To Foster Relationship Building - Fast Company http://sco.lt/8lWTcv

-- > The Sales Funnel Is An Unholy Grail - Forbes http://sco.lt/7N1Djl

-- > Why Loyalty? The Importance of Loyalty Programs for B2B Organizations - Market Bridge http://sco.lt/7TTawj

-- > Why B2B Sales Leads Don't Convert (and Who Is to Blame) - Profs http://sco.lt/90Tzaj

-- > Ecommerce Research Chart: Overall conversion rates http://sco.lt/6oEX9l

-- > Here are 3 ways for agencies to discover the latest marketing startups - The Hub http://sco.lt/5bIhrl

-- > Infographic: The essential checklist for getting your content read - The Hub http://sco.lt/7OV44X

-- > CMOs Face a Major Dilemma [Infographic] - Eloqua http://sco.lt/5hOo77

 

See ALL Top Curated Marketing Technology Articles here.

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Why B2B companies shouldn't skip Video Marketing-Infographic | Position²

Why B2B companies shouldn't skip Video Marketing-Infographic | Position² | The Marketing Technology Alert | Scoop.it

 

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APAC Digital's curator insight, July 29, 11:00 PM

Am I the only one who likes how infographics look but am rather tired of them? #marketing

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The Sales Funnel Is An Unholy Grail - Forbes

The Sales Funnel Is An Unholy Grail - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


It’s time we treat our our customers and prospects as the financial assets/instruments they really represent. Each has a probable outcome and risks that need to be accounted and managed for in the context of our target for a return on investment. And the right way to manage financial assets is through portfolio management frameworks.

 

Sales, finance, and marketing leaders are more ready than ever before to accept that a simplistic funnel doesn’t work. They need more comprehensive representation of their potential and existing revenue assets. Imagine a world where you get early warning signals about the risks in your pipeline (portfolio) so you reallocate and re-balance your resources (capital) to focus on the right deals (investments) to improve your chances of hitting your goals (your desired rate of return).

 

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iNeoMarketing's insight:

Funnels are our futile attempts to be proactive, i.e., be prepared to do X if at Stage A. I think this article points out the value of reactive, i.e., react to the moment using the tools at your disposal (right content at the right time). If true, then you have to have the tools ready to go at a moment's notice.

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Why B2B Sales Leads Don't Convert (and Who Is to Blame) - Profs

Why B2B Sales Leads Don't Convert (and Who Is to Blame) - Profs | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Cripes almighty: are things improving? With all the marketing technology available, you'd think that we were on the right path.

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Carolyn M Todd's curator insight, July 29, 5:28 PM

Do you know your numbers?  Sobering stats...

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Here are 3 ways for agencies to discover the latest marketing startups - The Hub

Here are 3 ways for agencies to discover the latest marketing startups - The Hub | The Marketing Technology Alert | Scoop.it
Having trouble keeping up with new startups? Help is on the way


Digest...


One such company is VentureScanner. It is best to think of it as a startup database which has the goal of tracking, in real time, startups in any emerging technology sector. Its approach uses a combination of technology to aggregate all the available data in a specific sector complemented by sector analysts to organize the companies into clusters that represent different technology sectors.

 

Another software platform company is Kite. Kite is trying to be much broader than VentureScanner, part marketplace, part database and part collaboration tool. Founded by ex-digital agency veteran, Mark Silva, it sets out to solve the challenge faced by agencies and brands, which is to scan the tech landscape and discover startups that meet a specific need. 

 

Finally, there is Partnered, a true marketplace for matching brands and agencies with startups. The model is pretty simple: a brand publishes a brief, a startup responds, the winning startup gets to work with the brand. Due to the transactional nature of the site many of the briefs are very tactical rather than strategic.

 

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iNeoMarketing's insight:

If you're an agency, there are three completely different methods to stay atop the crazed marketing tech landscape.

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CMOs Face a Major Dilemma [Infographic] - Eloqua

CMOs Face a Major Dilemma [Infographic] - Eloqua | The Marketing Technology Alert | Scoop.it

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Ecommerce: How parent brands can reduce user friction and anxiety | MarketingExperiments

Ecommerce: How parent brands can reduce user friction and anxiety | MarketingExperiments | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

The brand halo effect. This is not a new concept.

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Your 2014 Digital Marketing Roadmap - Marketing Technology Blog

Your 2014 Digital Marketing Roadmap - Marketing Technology Blog | The Marketing Technology Alert | Scoop.it

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Top 5 Spending and Investment Insights from Marketers - DM News

Top 5 Spending and Investment Insights from Marketers - DM News | The Marketing Technology Alert | Scoop.it

Digest...


Here are a few insights based on the report that you can apply to your own marketing strategy.

1. Email and direct mail are still relevant. Contrary to popular belief marketers are still engaging with long-proven channels, such as email and direct mail. In fact, email is reemerging as a priority for new or expanded marketer spending, landing in the top three marketing channels along with social media and search.

 

2. Spending increases imply a growing economy. Marketers are showing their confidence in (data-driven marketing) DDM and the economy by opening their wallets. U.S. spending on DDM grew more substantially during the first quarter of 2014 than any calendar quarter since 2011 (and during any first quarter since at least 2009). Furthermore, DDM spending is expected to increase or stay the same for the second quarter of 2014,indicating that the trend of spending growth will continue.

 

3. Successful data-driven marketing requires qualified staff. For the first time in more than a year, investment in new staff has increased. Staff investment may have been used for recruiting new talent, training current employees, or participating in ongoing professional development. With the constant changes to the marketing industry, it's important to have fresh talent and ensure current staff stay on top of the latest trends, policies, and platforms.

 

4. Now is the time for customer acquisition. Customer acquisition accounted for a higher percentage of first-quarter DDM budgets than budgets from any other quarter in the past two years. As the economy recovers and consumers seek more products and services, marketers are likely to allocate more of their resources toward customer acquisition.

 

5. Confidence in DDM is sky-high. Data-driven marketers are optimistic about the future of DDM and expressed enthusiasm about its profitability, projecting increases or no changes in profitability for next quarter. The C suite is also showing increased appreciation for the value of customer data and is leading the way for many companies to begin implementing DDM strategies.

 

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iNeoMarketing's insight:

Now IS the time for customer acquisition before everyone is DDM and the playing field is even.

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Three Types of Data That Can Help You Connect With Leads - Profs

Three Types of Data That Can Help You Connect With Leads - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Behavioral data

Behavioral data enables you to measure how active your prospects are with your brand. 

Typical types of behaviors you likely have access to are website activity, event activity, and email activity. However, you can add in more data sources, such as product data and social engagement, to give you a complete view of where your prospects engage with you the most.

 

External triggers

External triggers allow marketers to understand the motivation behind user behavior.

Behaviors stem from:

  • Motives—Why is the user interacting with your brand at all?
  • Incentives—What is the user gaining? 

Motives and incentives contribute to the overall action, which attributes to behavior.

 

Sales data

Sales data provides insights on who your target audience is and how customers found and used your product to meet their needs. Marketers must understand the likely buyers, who needs to get involved, what are the objections faced by your sales team, and—ultimately—how your marketing message resonates with customers.

 

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iNeoMarketing's insight:

There's more, but arguably these are some of the most important.

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Develop Customer Personas for Better SFA Design - Gartner

Develop Customer Personas for Better SFA Design - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


Personas are simple statements that convey the point-of-view of a customer architype.  They describe the customer’s most common functions and interactions with your organzation, defined from their perspective.

 

Personas have the following advantages:

-- >  Makes the abstract concrete.  Budget requests and project initiation documents often describe business processes and business benefits in abstractions that the system’s beneficiaries don’t relate to.  Personas put the processes in terms that they care about.

-- >  Forces you to abstract your sales roles into meaningful groupings, thus avoiding writing unproductive outlier use cases.

Provides an anchor point of minimum success criteria, against which all subsequent development can be -- >  measured.

-- >  Captures the most important pain points or inefficiences in current processes and systems.

 

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iNeoMarketing's insight:

Interesting application of persona building, and makes perfect sense.

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How to Use Twitter Analytics to Find Important Data | Social Media Examiner

How to Use Twitter Analytics to Find Important Data | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


Are you looking for new ways to measure success on Twitter?

 

Twitter’s Analytics tool is the social network’s best-kept secret and gives you access to data that other third-party services can’t. In this article I’ll show you how to get access to Twitter Analytics and find the data you need to track your campaign success.

 

Each of the streamlined Twitter Analytics dashboards offers specific data you need to track campaigns and your overall account success. Being able to mine your Twitter data for a deeper look at what’s working and what’s not is an important factor in promoting your brand on Twitter.

 

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iNeoMarketing's insight:

For the information on how to access and use the data, please click through for the details. It is comprehensive and valuable.

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7 Sessions You Don’t Want to Miss at ClickZ Live San Francisco - ClickZ

7 Sessions You Don’t Want to Miss at ClickZ Live San Francisco - ClickZ | The Marketing Technology Alert | Scoop.it

Excerpt...


Brought to you by the folks who produced the SES conference, ClickZ Live is the revamped version of the event, and expands its topical focus to keep pace with the changing landscape of digital marketing. This year in San Francisco, we'll see learning sessions in the following tracks:

-- >  Data-driven marketing

-- >  Content marketing

-- >  B2B marketing

-- >  Local and mobile

-- >  Social innovation

-- >  Marketing and technology

-- >  Conversion and ROI

-- >  Display advertising

-- >  Email marketing optimization

-- >  Next-generation search

 

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iNeoMarketing's insight:

If you're on the west coast, you may want to go back to back with ClickZ Live and GrowthBeat.

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How RelateIQ Generates Leads with Sponsored Tweets - Radius

How RelateIQ Generates Leads with Sponsored Tweets - Radius | The Marketing Technology Alert | Scoop.it

Digest...


Organic maintenance of RelateIQ’s Twitter account ensures brand awareness and positive brand perception, but to influence revenue in a measurable way, RelateIQ enlists paid Twitter advertising.

 

Through Twitter’s advertising platform, RelateIQ runs sponsored tweets that invite prospects to sign up for trials. The platform allows brands to promote tweets to an audience of relevant titles.

 

After a few months experimenting with Twitter’s paid platform, RelateIQ has determined the right post frequency, content, and target audience to drive leads through Twitter:

-- >  Promote a high volume of tweets. With the way Twitter’s algorithm works, the audience to which your tweets are served contracts without new material to serve.  So, having many promoted tweets maximizes your chance of continuing to reach your audience.

-- >  Never promote the same tweet twice. Twitter’s algorithm rewards customers who mix up the copy on promoted tweets.

-- >  Attach campaign-specific UTM codes (or tweet-specific, if you have the time and resources) to all your promoted tweets so you can track which messages generate the most traffic.

-- >  Add conversion tracking codes to the thank you pages you serve prospects after they fill out forms that originated on Twitter.

-- >  Monitor your results using Twitter’s interface and your own analytics and continuously refine your copy, content and audience.

 

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iNeoMarketing's insight:

Not that hard, and very effective. And the ability to test is apparent. Just surprised they didn't deploy Lead Gen Cards.

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LinkedIn Redesigns User Profiles To Foster Relationship Building - Fast Company

LinkedIn Redesigns User Profiles To Foster Relationship Building - Fast Company | The Marketing Technology Alert | Scoop.it

Excerpt...


The revamped profile--available on iOS, Android, and the mobile web Tuesday--focuses on streamlining the at-a-glance view of people's profiles, while giving users the option to delve more deeply. The company decided to roll out the feature on mobile first because 43% of its users access the network from smartphones and tablets, and it expects that figure to hit 50% later this year.

 

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iNeoMarketing's insight:

FWIW.

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idweaver's curator insight, Today, 8:36 AM

Linked In modifie l'aperçu des profils d'utilisateurs pour les adapter à la  visualisation sur mobile.

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Why Loyalty? The Importance of Loyalty Programs for B2B Organizations - Market Bridge

Why Loyalty? The Importance of Loyalty Programs for B2B Organizations - Market Bridge | The Marketing Technology Alert | Scoop.it

Digest...


Benefits of a Customer Loyalty Program for Your Customer

-- >  Grow Enthusiasm and Excitement

-- >  Create Loyal Brand Advocates

-- >  Refer a Friend or Colleague

Benefits of a Customer Loyalty Program for Your Business

-- >  Improve your Marketing and Sales Effectiveness:

One of the benefits of implementing a customer loyalty program is the increased visibility you’ll get into your customers’ preferences and business drivers. Customers who feel appreciated and supported are more likely to complete surveys, participate in panel discussions or serve as a reference – all of which can help your business grow.

-- >  Advance your Customer Insights

-- >  Boost your Financial Planning

You’ll be able to be able to improve retention rates. Customers who are engaged and active are more likely to remain your customers, and the reason they stay with your business? These customers have gained value from your organization outside of your product or service. They feel valued and have developed a valuable relationship with your business.

-- >  Increase your Competitive Edge

 

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iNeoMarketing's insight:

Customer retention is the important point, as is upselling. But look beyond pure Loyalty programs and consider a combined loyalty/gamification program.

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Ecommerce Research Chart: Overall conversion rates

Ecommerce Research Chart: Overall conversion rates | The Marketing Technology Alert | Scoop.it

"My conversion rate is 'X%.' Is that good or bad? What is the conversion rate at other companies? What is the industry standard?"These are common questions many marketers ask – and for good reason. We all want to benchmark performance.So in this MarketingSherpa Chart of the Week, we'll take a look at overall rates.


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iNeoMarketing's insight:

B2C. B2B? Give it time.

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Infographic: The essential checklist for getting your content read - The Hub

Infographic: The essential checklist for getting your content read - The Hub | The Marketing Technology Alert | Scoop.it
17 key tactics for creating discoverable content.


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Branding Your Curated Content, and the Top 13 Marketing Technology Articles Curated Tuesday, 7/29/14

Branding Your Curated Content, and the Top 13 Marketing Technology Articles Curated Tuesday, 7/29/14 | The Marketing Technology Alert | Scoop.it

Content curation, rapidly becoming an important tool to the content marketer, offers so many benefits to the curator as well as the reader.

 

But is there a branding opportunity for the curator? Does it make sense to derive brand value from other content? Does the notion of brand benefits from others’ work come across as appealing, sensible and acceptable?

 

The answer can be found in two areas: the value derived by the reader, and the acceptance that no one person/company is the sole purveyor of all relevant content.

 

If curated content is positioned correctly, it can (and should) be seen as a service where the value derived by the reader is (1) a single source of single-topic content which in turn (2) saves a significant amount of time by reducing search time. It just makes life so easy for the reader to absorb important information, which in turn makes learning easy (or just plain keeping up with current events).

 

This, in and of itself, reflects well upon the curator: the provider of relevant content from across a wide variety of sources. It’s a service, and as a service, it can (and should) be branded.

 

Look at it another way: many, if not most, blogs are branded. It’s a sub-brand to the overall company brand, delivering primary and secondary research, opinions, case studies, etc. It’s a value delivered to the reader that reflects well on the halo brand. Curated content can play the same role, as a branded service to the reader.

 

Branded curated content implicitly recognizes something quite significant: that the curator is not the only person on the planet with all the answers. More on this 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:

-- > Ecommerce: How parent brands can reduce user friction and anxiety | MarketingExperiments Blog http://sco.lt/7dpjLF

-- > Vidyard can now feed video viewer analytics into Salesforce's Pardot for lead nurturing - The Hub http://sco.lt/6j8M6r

-- > Your 2014 Digital Marketing Roadmap - Marketing Technology Blog http://sco.lt/7Xjd5t

-- > 9 Content Curation Ideas for Bulking Up Your Editorial Calendar - CMI http://sco.lt/7qBHV3

-- > Top 5 Spending and Investment Insights from Marketers - DM News http://sco.lt/4r2PuT

-- > Google Updates Local Search Algorithm With Stronger Ties To Web Search Signal http://sco.lt/5ze8W1

-- > Three Types of Data That Can Help You Connect With Leads - Profs http://sco.lt/5FnMuX

-- > 5 Things Digital CMOs Do Better - HBR http://sco.lt/5IHuOf

-- > Develop Customer Personas for Better SFA Design - Gartner http://sco.lt/60LaF7

-- > Easy Email Copywriting with the PAS Formula - Email on Acid http://sco.lt/6ex2zR

-- > How to Use Twitter Analytics to Find Important Data | Social Media Examiner http://sco.lt/6Avxz7

-- > 2014 Marketing Automation Benchmarks and Trends - Profs http://sco.lt/6wyZkX

-- > 7 Sessions You Don’t Want to Miss at ClickZ Live San Francisco - ClickZ http://sco.lt/4wLqV7

 

See ALL Top Curated Marketing Technology Articles here.

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Vidyard can now feed video viewer analytics into Salesforce's Pardot for lead nurturing - The Hub

Vidyard can now feed video viewer analytics into Salesforce's Pardot for lead nurturing - The Hub | The Marketing Technology Alert | Scoop.it
Vidyard and Pardot integration turns video watching behavior into leads.


Excerpt....


Salesforce's B2B marketing automation platform Pardot now has access to the video viewing habits of potential customers.

 

Ontario-based video marketing platform Vidyard will track and analyze the performance of branded video content, as well as the behavior of customers interacting with them. Through an integration between the two platforms, this information will be fed into Pardot's lead scoring and sales nurturing program, allowing video to become an additional source of consumer insights for the marketing team.

 

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iNeoMarketing's insight:

This is damn good, especially when you start to adopt video as your go-to means of communication.

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9 Content Curation Ideas for Bulking Up Your Editorial Calendar - CMI

9 Content Curation Ideas for Bulking Up Your Editorial Calendar - CMI | The Marketing Technology Alert | Scoop.it

Digest...


Share on social media: This is curated content in its starkest form. It simply involves sharing a few words and a relevant link on your favorite social media channel — a technique that is especially popular on Twitter.

 

Create new content by adding your own commentary to relevant third-party content: This format is what most people think of when they hear the term curated content, and is an easy way to associate your business with news, trends, and smart conversations that are taking place in your industry.

 

Ask experts to contribute to a round-up post or panel discussion: Ask a group of people for their answers to one specific question. Generally, this content is entirely original, in that the responses have not been published elsewhere.

 

Aggregate curated lists: Lists are a very specific content format; for a list to qualify as content curation, it must collect information from a variety of sources.

 

Work with others to co-create social content: This is a form of user-generated content (UGC) that removes the risks because you, the curator, are in charge of the content and presentation. 

 

Invite your fans and customers to help with community-created social content: Rating sites like TripAdvisor use this model to provide and encourage its community to interact on its platform. Unlike other curated content types, this technique isn’t done when the content is published — it continues to evolve and gather new commentary over time.

 

Rank the best: Think Top-10 lists and the like. This type of content curation is golden because it’s a form of ego-bait — the people included on lists like these are personally driven to tell everyone they know about them! 

 

Select the best tidbits for your audience: The key to content curation success with this format is knowing what will matter most to your readers. The objective is to save your audience time by choosing the best of what’s available and providing one-stop access to it. 

 

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iNeoMarketing's insight:

Beyond me as to why more people have not adopted curation, if only done weekly.

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Google Updates Local Search Algorithm With Stronger Ties To Web Search Signal

Google Updates Local Search Algorithm With Stronger Ties To Web Search Signal | The Marketing Technology Alert | Scoop.it

Excerpt...


Google has released a new algorithm to provide a more useful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals. The changes will be visible within the Google Maps search results and Google Web search results.

 

The core changes are behind the scenes, but it does impact local search results rankings and some local businesses may notice an increase or decrease in web site referrals, leads and business from the change.

 

Google told us that the new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.

 

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iNeoMarketing's insight:

Local! So you're involved with Local Search, you'll need to start investigating.

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5 Things Digital CMOs Do Better - HBR

5 Things Digital CMOs Do Better - HBR | The Marketing Technology Alert | Scoop.it
It’s time to catch up.


Digest...


1. Shift from finding customers to getting found

The best digital CMOs don’t just shout from the hilltops, demanding attention on their terms. They orchestrate content marketing tactics that situate their brands at the moments that matter to their audiences. They do this by publishing brand-aligned, but audience-centric content that inspires, delights and, most importantly, engages customers on a self-directed decision journey where earned and owned often trump paid.

 

2. Shelve the commercial pitch in favor of authentic storytelling

Digital CMOs have moved well beyond better-faster-cheaper; problem-solution-impact; features, feeds and speeds; and other self-referential brand-forward conceits, which are now rejected by audiences like a foreign body in the bloodstream. Instead, they tell stories — and, most importantly, they find others to tell stories for them.

 

3. Break through silos to erase seams between channels and experiences

Digital CMOs recognize that customers are channel-blind. Channels, after all, are an artificial construct designed, first, to support corporate goals and organizational structures; and, second, to support the needs of customers. Today, customers expect the inverse: brand interactions that hide the seams between channels, where stories, experiences and services serve their needs first and the brand’s second.

 

4. Use data to target precisely and measure relentlessly

Digital CMOs have learned to “close the loop,” turning their marketing efforts into a data-centric, performance-driven discipline. Here, the goal is to trace the thread from investments to outcomes, directly attributing marketing dollars with business outcomes. These CMOs use first- and third-party data to target contextually relevant offers and experiences guided by predictive analytics and algorithms that learn and adapt as customers traverse a meandering purchase path. These marketers then close the loop by combining this data-driven targeting with a process for continuous measurement. The result is a performance-driven discipline where marketing investments can be optimized to highest yield.

 

5. Experiment aggressively, and challenge business model assumptions

Digital CMOs are agile marketers who embrace the mantra “test and fail to learn and scale.” Gartner finds that, today, 83% of enterprise marketing organizations have an innovation budget that reflects, on average, 9.4% of marketing spend. What do they use this for? Exploration. Experimentation. Learning by doing in recognition of the fact that sustainable competitive advantage is a quaint vestige of another time. These CMOs seek to create pipelines of innovations that they test and validate in rapid succession.

 

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iNeoMarketing's insight:

Especially #5: experiment...and optimize.

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Easy Email Copywriting with the PAS Formula - Email on Acid

Easy Email Copywriting with the PAS Formula - Email on Acid | The Marketing Technology Alert | Scoop.it

Digest...


PAS stands for “Problem-Agitate-Solve” and is not only incredibly simple, but also extremely effective.

The formula breaks down as follows:

• Problem: Identify a problem

• Agitate: Agitate that problem

• Solve: Find and present the solution

 

PAS is applicable to any business/service/product that helps solve a problem. Since businesses exist to offer solutions to problems, chances are PAS will work for what you’re selling.

 

Agitate:  Now that you have uncovered their problem, it’s time to agitate this problem and make it seem even scarier than the reader originally thought. Do this by making the problem more emotional. However, don’t strike with your words too hard.

 

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iNeoMarketing's insight:

I highlighted the "agitate" portion of the formula, as it is a step that needs to be finessed.

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2014 Marketing Automation Benchmarks and Trends - Profs

2014 Marketing Automation Benchmarks and Trends - Profs | The Marketing Technology Alert | Scoop.it
Marketing Strategy - Nearly half of global marketers (45%) say the lack of an effective strategy is hampering the success of their marketing automation efforts, according to a recent report from Ascend2.


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