The Marketing Tec...
Follow
Find
131.4K views | +138 today

Solve TMI with a FREE Subscription to The MarTech Alert!

Too much information, not enough time? Subscribe to The Daily MarTech Alert newsletter NOW! It's FREE and your privacy is protected.
 
Scooped by iNeoMarketing
onto The Marketing Technology Alert
Scoop.it!

Create Your Personal Social Selling Command Center - MarketingThink | #TheMarketingAutomationAlert

Create Your Personal Social Selling Command Center - MarketingThink | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it
Having your personal social selling command center will help you put all of the important social media tools at your fingertips!


Summarized...


I use HootSuite, after a few years of trial and error testing, as MY social selling command center. There are other tools, so you will need to pick one that is comfortable for you. You will need to build out these five screens to help you navigate and respond to the many sales opportunities flooding in via Twitter, LinkedIn, blogging and other social media channels.

  • Listen For Key Selling Triggers. Set up a stream to listen for key sales triggers. This action will give you real-time data on what’s being said about your discrete and multiple streams of relevant information, like Big Data and Cloud Computing.
  • Observe Social Media Activity Of Key Contacts, Media Publications and Relevant Social Media Channels. Devise a stream for your command center that shows you all the social media messaging of your customers, completion, thought leaders and media publications. You can have all of your key contacts in one stream, or add streams to cover separate customer, competition, thought leaders and media publications.
  • Message And Respond To Your Contacts. From your command center screen use a stream of your contacts or listed people to direct message (i.e., like an email for Twitter) your customers to start or respond in a private conversation, to reach out to non-followers with a Twitter mention to engage in a public or semi-private conversation, or to reply to any message that is directed to you.
  • Schedule Your Content. Regular content creation, curation, and deployment are the dilithium (that’s the Enterprise’s fuel) to your personal branding engine! A command center, like HootSuite, will let you schedule messaging so you can ration your “content fuel” over time for better performance.
  • Measure The Performance Of Your Messaging. If your content and social selling messaging activity is working, then you want to do more of it. When it’s not working you need to change it. However, if you are not able to measure your work, then you cannot make these changes. Your social selling command center can help you easily make that decision since that measurement data is just a click away!
iNeoMarketing's insight:

You have three social selling blueprints in front of you: this one and the two adjacent scoops. With these three scoops, you can plan out your social selling strategy. You're welcome.


  • See the article at from marketingthink.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


more...
Marti Konstant's curator insight, September 5, 2013 2:26 PM

setting up a system as described by Gerry Moran will monitor results and help marketers to make better decisions.

Reg Nordman's curator insight, January 24, 11:08 AM

How one person uses Hootsuite

The Marketing Technology Alert
The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
Curated by iNeoMarketing

${leadGenConfiguration.title}

$leadGenConfiguration.description
New June 2014 Scoop it background 3
Your new post is loading...
Your new post is loading...
Scooped by iNeoMarketing
Scoop.it!

The Hottest MarTech Topic is…, and the Top 11 MarTech Articles Curated Friday, 10/24/14

The Hottest MarTech Topic is…, and the Top 11 MarTech Articles Curated Friday, 10/24/14 | The Marketing Technology Alert | Scoop.it

We’ve have converging marketing events that are leading to a huge shift in MarTech thinking: rapid growth of MarTech offerings fueled by venture capital, market consolidation (e.g., SFDC and Pardot), continued innovation (e.g., predictive), DB growth and complexity, insufficient supply of human capital, growing budgets, demand for attribution, etc.

 

All of these factors are coming together right now and leading to this huge question: how do you like your Marketing Cloud?

 

It came to a head this week with Forrester’s announcement, on the heels of Dreamforce no less, that Adobe is your Marketing Cloud leader, with SFDC right behind. Adobe, a single source for all your MarTech needs (well, not all but most) brings all of its technology under one roof in a consolidated, integrated cloud. Doesn’t have everything you want, but what it has works well together.

 

And Forrester’s evaluation had SFDC just a shade behind Adobe. SFDC, with its inherent best of breed approach, allows the user the opportunity to piece together best of breed components that somewhat work together…but not quite. They’re not there yet, e.g., don’t tell me Pardot is fully integrated with SFDC: you have to connect Pardot with SFDC, and that’s not full integration, now is it? However, you’ve great flexibility to work with many different applications beneath the SFDC umbrella, so its variety providing you with many different opportunities.

 

To API or not to API, that is the question…for next week.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

>> Putting Your CMO in Charge of Marketing Technology Pays Off! | Marketing Technology Blog http://sco.lt/53yQRl  #MarTech

>> [Infographic] Do CMOs Like to Play the Field? - Servant of Chaos http://sco.lt/8Jrci9  #MarTech

>> CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data - MarketWired http://sco.lt/6Su521  #MarTech

>> Why Marketing Tech Investments Will Change in 2015 - eMarketer http://sco.lt/5M4LzN  #MarTech

>> How Adobe Plans to Win the Marketing-Cloud Battle - Advertising Age http://sco.lt/4wVd8T  #MarTech

>> The pros and cons of marketing automation - Econsultancy http://sco.lt/8yj2IL  #MarTech

>> Email Marketing: Graphic design elements lift clickthrough 11.97% | MarketingExperiments http://sco.lt/7Mjpj7  #MarTech

>> How Big Was Penguin 3.0? - Moz http://sco.lt/8jkhBR  #MarTech #SEO

>> PQL: Using Predictive Scoring to ID New Qualified Leads - Lattice http://sco.lt/7kA10T  #MarTech #Predictive

>> How to Use the LinkedIn Data Export Tool to Improve Your Marketing | Social Media Examiner http://sco.lt/6pWlVZ  #MarTech

>> I'm a Marketer, How Can I Justify Marketing ROI [INBOUND 2014] - HubSpot http://sco.lt/4ux6y9  #MarTech

 

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

[Infographic] Do CMOs Like to Play the Field? - Servant of Chaos

[Infographic] Do CMOs Like to Play the Field? - Servant of Chaos | The Marketing Technology Alert | Scoop.it

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Why Marketing Tech Investments Will Change in 2015 - eMarketer

Why Marketing Tech Investments Will Change in 2015 - eMarketer | The Marketing Technology Alert | Scoop.it
Marketers are aware that integrating technologies is just as important as acquiring the right ones. When evaluating new tools to invest in, nearly half of respondents said it was critical for them to be able to fully integrate the new with the old. This makes sense when one considers that 40% of respondents’ workflows weren’t as efficient as they needed to be because technologies they used didn’t work in tandem and that 31% and 28% lost time and accuracy to data integration issues, respectively.


˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

iNeoMarketing's insight:

There are two discussions going on right now: the debate over single source vs. best of breed, and if the latter, the issues with integration. As Adobe will attest, the cloud should be the centerpiece for cooperative workflows.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

The pros and cons of marketing automation - Econsultancy

The pros and cons of marketing automation - Econsultancy | The Marketing Technology Alert | Scoop.it

Digest...


Cons:

-- >  Too much messaging?

There's a danger that automation leads companies to communicate with their customers too frequently. Companies cannot be relevant all of the time, only when a customer wants to (whether they know it or not) hear from them.

-- >  It's complicated

-- >  Smaller segments need better customer profiles (and more content)

Although nobody would suggest broad brush marketing is a good thing, the opposite can be a curse, too. Chasing ever more personal interactions could be futile because users can only be differentiated by what information you have about them, and how much confidence you have in that data.

-- >  You'll have to invest in technology

 

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄


Pros:

-- >  Staff satisfaction

Technology has made marketing and media a more interesting and fertile industry. Getting to grips with automation might just save the soul of the poor email marketing executive who spends his every day setting up email shots.

-- >  More messaging, more time, more channels, more sales

-- >  Testing opportunities

iNeoMarketing's insight:

Higher quality MQLs, personalization, reporting, path to ROI, etc. C'mon man!

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

How Big Was Penguin 3.0? - Moz

How Big Was Penguin 3.0? - Moz | The Marketing Technology Alert | Scoop.it

Digest...


A problem with Penguin 3.0 is that our expectations are incredibly high. We assume that, after waiting more than a year, the latest Penguin update will hit hard and will include both a data refresh and an algorithm update. That’s just an assumption, though. I firmly believe that Penguin 1.0 had a much broader, and possibly much more negative, impact on SERPs than Google believed it would, and I think they’ve genuinely struggled to fix and update the Penguin algorithm effectively.


˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

 

My beliefs aside, Pierre Far tried to clarify Penguin 3.0’s impact on Oct 21, saying that it affected less than 1% of US/English queries, and that it is a “slow, worldwide rollout”. Interpreting Google’s definition of “percent of queries” is tough, but the original Penguin (1.0) was clocked by Google as impacting 3.1% of US/English queries. Pierre also implied that Penguin 3.0 was a data “refresh”, and possibly not an algorithm change, but, as always, his precise meaning is open to interpretation.

 

Nothing in our data suggests that Penguin 3.0 was a major update, but our data is just one window on the world. If you were hit by Penguin 3.0 (or if you received good news and recovered) then nothing I can say matters, and it shouldn’t.

iNeoMarketing's insight:

Bottom-line: based on the Moz analysis (as best as I could interpret!), there wasn't much of an impact. I could optimistically say that we've all learned a lesson regarding the importance of content.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

How to Use the LinkedIn Data Export Tool to Improve Your Marketing | Social Media Examiner

How to Use the LinkedIn Data Export Tool to Improve Your Marketing | Social Media Examiner | The Marketing Technology Alert | Scoop.it

Digest...


Why the LinkedIn Data Export Tool?

If you haven’t discovered the free LinkedIn Data Export tool or if you’ve found it but haven’t used it, you’re missing out.

 

The insights you can glean from your own behavior give you an important overview of how. If your clients will share their files with you, all the better.


˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

 

The Data Export tool is in your LinkedIn Privacy and Settings section. To find the Data Export tool and request an archive, follow these instructions:

1. Go to your Privacy and Settings section. It’s on the far right under the Account and Settings link (the tiny picture of you).

2. In your settings, click the Account tab on the bottom left side.

3. Click the link for Request an Archive of Your Data.

4. Click the Request Archive button.

 

According to LinkedIn, it takes 72 hours to get the link to your zipped archive, but the few times I’ve used the Data Export tool, I’ve received it within 24 hours.

iNeoMarketing's insight:

And in the post, the author describes the 7 most important files to first look at. Typical CME post: full of important guidance.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

The Weather’s Impact on Conversions, and the Top 9 MarTech Articles Curated Thursday, 10/23/14

The Weather’s Impact on Conversions, and the Top 9 MarTech Articles Curated Thursday, 10/23/14 | The Marketing Technology Alert | Scoop.it

(Some B2B Marketers may be peeling away too many layers of the testing and optimization onion. So to that end...)



October 23, 2014

Chicago

 

In a surprising announcement, a marketing analyst company confirms that weather has a profound impact on B2B conversion rates across a variety of channels, thus providing B2B marketers with yet another predictive variable with which to work in order to maximize campaign ROI.

 

In a new report from Lúdis.us written by Chief Analyst Jack Napier, a variety of weather factors have been found to impact B2B conversion rates, ranging from temperature, humidity, barometer readings and heat index. In some cases, the pollen count also impacted CTRs and conversions.

 

“After applying a variety of algorithms across a large database of B2B campaign reports, we found that there is an inverse relationship between temperature and conversions: simply put, the higher the temperature, the lower the conversion rate,” said Mr. Napier. “The same holds true with a variety of other weather metrics, i.e., the higher the metric, the lower the conversion rate.”

 

After discovering this inverse relationship, Napier went to work on multivariate analysis, studying the impact of a variety of different combined weather variables and its impact on performance. The result is a complex table referred to as the J.O.K.R. engine, where a user can enter a variety of weather variables to see the subsequent impact on marketing performance metrics, including email, social, social advertising, content marketing, etc. The J.O.K.R. engine is available only to Lúdis.us clients.

 

Interestingly, the engine includes an entry field for the day of the week and the time of day. “We have also found that the day of the week combined with weather patterns will have different results. Not only that, there is some preliminary evidence that tidal levels combined with weather will change results, so we will shortly be adding this variable to the J.O.K.R. engine as well,” said Napier.

 

“We anticipate that these finding will start a whole new marketing discipline, where companies will emerge with a variety of services predicting weather patterns and subsequent conversion rates. Once we complete our weather studies, we next plan to tackle polar bear migration’s impact on B2B marketing performance.”

 

You can read a report summary here.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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:

>> Google tries to rethink email (again) with Inbox, a new service inspired by Google Now - VentureBeat http://sco.lt/7FnGKn  #MarTech

>> 5 Email Growth Hacks From Someone Who Amassed A List of 750,000 - Forbes http://sco.lt/8J9g5B  #MarTech

>> The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Copy - Copyblogger http://sco.lt/6p7F9l  #MarTech

>> Content Curation, No Longer a Buzzword - CMO Essentials http://sco.lt/8XqQ41  #MarTech

>> Could LinkedIn Steal http://Salesforce.com ’s CRM Share? - AdExchanger http://sco.lt/6l4BVJ  #MarTech

>> What CMOs Need To Know About Google's New Structured Snippets - Marketing Land http://sco.lt/4o9L8r  #MarTech

>> CMOs More Accountable In Proving ROI, Yet Lack Resources To Execute http://sco.lt/8rMLFx  #MarTech

>> Eye Tracking in 2014: How businesses can stay on top of changes and ensure they get listed - Moz http://sco.lt/721zZh  #MarTech

>> Five Reasons Your Social Analytics Are (Probably) All Wrong - Gartner http://sco.lt/8V4pXt  #MarTech

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

5 Email Growth Hacks From Someone Who Amassed A List of 750,000 - Forbes

5 Email Growth Hacks From Someone Who Amassed A List of 750,000 - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


1. Optimize your top pages

One of the fastest ways to acquire email addresses is to look at the pages that generate most of your traffic, and optimize those pages to capture email addresses. Another not-so-obvious page is your about us page. This is commonly one of the most frequented page on websites, and should be taken advantage of to capture emails.


˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary 

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

 

2. Rock the bonus content

Noah creates bonus content related to his blog posts, like a checklist or excel template. He then strategically places a call to action to this content in the top ⅓ of his blog post. You’ll also notice on his blog that he has no right rail to capture email address. Noah explains that people want you to tell them what they should do, and he wants his readers to focus on his relevant bonus content.

This strategy has increased his email conversions by over 12%!

 

3. Create email-based courses and recycle content

Noah launched Summer of Marketing earlier in June as series of emails that teach the basics of marketing. The beauty of this strategy is that that along with some original content, he re-used many of his blog posts and packaged them as part of the weekly emails you’d get when you sign up for this course. He acquired over 5,000 contacts with this strategy.

 

4.  If you don’t ask, you won’t get

To start his presentation, Noah first asked everyone in the audience who was or who wasn’t familiar with his AppSumo business. For those unfamiliar, Noah responded almost instinctually “to go to appsumo.com, and now enter your email address to get our great deals.”

 

5. Have one core goal, and reverse engineer it.

You most likely can relate. It’s all too easy to have numerous goals that you juggle and end up not hitting any of them. Noah keeps it simple by having one core goal that ties into everything he does. They created one simple spreadsheet with 20 rows that outlined the different channels where they could acquire contacts, from guest posts, to Facebook ads, to online email courses. Each channel had a forecasted reach and a conversion rate, all totaling to 50,000 contacts. As the proverb goes, keep it simple stupid.

iNeoMarketing's insight:

SumoMe's list building efforts was briefly mentioned yesterday in a post from KISSmetrics, so this caught my eye as it gave more detail.

more...
Shannon K. Steffen's curator insight, October 23, 7:31 AM

Email maintains the highest conversion factor due to it's double opt-in system and delivery. Here's some good (overlooked) tips that you should take to heart.

Scooped by iNeoMarketing
Scoop.it!

Content Curation, No Longer a Buzzword - CMO Essentials

Content Curation, No Longer a Buzzword - CMO Essentials | The Marketing Technology Alert | Scoop.it

DIgest...


Successful curation does take a little finesse. There are 5 hard and fast rules to follow when curating for any medium:

1. Show clear attribution

2. Provide thoughtful annotation

3. Pull a quote

4. Craft catchy titles

5. Have a CTA

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

Agreed, except for #4: you're delivering another person's work to your audience, and that person's work includes the title.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

What CMOs Need To Know About Google's New Structured Snippets - Marketing Land

What CMOs Need To Know About Google's New Structured Snippets - Marketing Land | The Marketing Technology Alert | Scoop.it
Columnist Danny Sullivan explains a recent change in Google's search engine results pages in terms tailored for busy CMOs making critical decisions.


Digest...


With the structured snippets, Google is trying to organize some of that information — to give it structure — so that it understand certain facts like camera weight or other data points. Often, Google is better able to understand it because the information is in a chart or table.

 

Google’s only been doing structured snippets for a few weeks, so it’s too early to say if it’s having an impact that causes sites to lose traffic. Direct Answers have been around longer; and so far, there’s been no major reports of many sites losing traffic because of them. Given this, structured snippets probably won’t be a major cause for concern.

 

Google’s really looking to see if you have key information about a product or service listed in a table. If you can give information about a product structure by organizing it into a nice table that helps increase the odds Google will extract parts of your table to use in structured snippets.

 

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

The argument is that too much information will be provided as a part of the snippet so that searchers are not compelled to visit. If your snippet is compelling, you shouldn't have anything about which to worry.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Eye Tracking in 2014: How businesses can stay on top of changes and ensure they get listed - Moz

Eye Tracking in 2014: How businesses can stay on top of changes and ensure they get listed - Moz | The Marketing Technology Alert | Scoop.it

Digest...


1. The basic fundamentals of SEO are as important as ever

Create unique, fresh content, which speaks to the needs of your customers as this will always trump chasing the algorithm. There are also on-page and off-page SEO tactics that you can employ that can increase your chances of being listed in areas of the SERP other than your website's organic listing such as front-loading keywords in page titles and meta descriptions, getting listed on directories and ratings and reviews site, having social pages etc. It's important to note that SEO strategy is no longer a one-size-fits-all approach.

 

2. Consider using schema mark-up wherever possible

Schema markup is probably the most under-utilized tool for SEO, presenting a huge opportunity for companies that do utilize the Google approved tool. Searchmetrics reported that only 0.3% of websites use schema markup, yet over a third of Google's results contain rich snippets (additional text, images and links below the individual search results). BruceClay.com reports rich snippets can increase CTRs of listings between 15-50% and that websites using schema markup tend to rank higher in search results.

 

3. Know the intent of your users

The importance of your business being the first listing vs. on the first page therefore, is highly dependent on the searcher's intent, plus the strength of your brand. The key is to always keep user intent top-of-mind, and this can be established by talking to real people, rather than guessing. What are they looking for when they are searching for your site? Structure your content around what people really want and need, list your site on the directories that people actually visit or reference, create videos (if that's what your audience wants)—know what your actual customers are looking for, and then provide it.

 

4. A combination of SEO and paid search can maximize your visibility in SERP areas that have the biggest impact on both branding and traffic

Even though organic listings are where many businesses are striving to be listed (and where the majority of clicks take place), it's important not to forget about paid listings as a component of your digital strategy. Click-through rates for top sponsored listings (positions 1 and 2) have changed very little in the past decade. Where the huge change has taken place is in the ability of sponsored ads on the right rail to attract attention and clicks. Activity on this section of the page is almost non-existent. This can be put down to a couple of factors including searchers conditioned behaviour as mentioned before, to scan more vertically, thanks to our increased mobile usage, and the fact that over the years we have learned that those results may not typically be very relevant, or as good as the organic results, so we tend not to even take the time to view them.

 

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

With as many changes occurring in SEO, and everything you need to do, it still comes down to this: "Create unique, fresh content, which speaks to the needs of your customers as this will always trump chasing the algorithm."

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

B2B Creativity Rising from the Dead, and the Top 9 MarTech Articles Curated Wednesday, 10/22/14

B2B Creativity Rising from the Dead, and the Top 9 MarTech Articles Curated Wednesday, 10/22/14 | The Marketing Technology Alert | Scoop.it

“I think it's fair to say that personal computers have become the most empowering tool we've ever created. They're tools of communication, they're tools of creativity, and they can be shaped by their user.”

Bill Gates


And without a doubt this applies to marketing technology!

 

Yes, the B2B old school creative has withered away, but it’s been replaced by a new creative spirit: the use of marketing technology to achieve goals.

 

If you just utilize MarTech for what it is, e.g., its functionality, its processes, then there’s a lack of creativity. You’re just taking what exists and applying it directly to your cause. But MarTech offers an incredible degree of creativity in how you execute your strategy, and you won’t find those pointers in the app FAQs and tutorials.

 

Redirects, multiple offers, personalization, customized offers, repeated optimization, etc., etc. It’s not the feature set offered by MarTech, but how you use it! Consider those features as your palette of colors from which you can design whatever flows you want.

 

So it’s a different kind of creativity available to the B2B marketer. Implication: the B2B marketer needs to tap the right-side of the brain to configure wonderful approaches to the market, and needs the left-side of the brain to methodically pursue implementation, testing, reporting.

 

It’s the very successful B2B marketer who engages both sides of the brain. So just consider that MarTech offers a rebirth for the right-siders so long as there is knowledge of MarTech capabilities.

 

"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

 

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 9 SaaS Companies Hacked Their Growth - KISSmetrics http://sco.lt/97Zg3t  #MarTech

>> Adobe report finds massive 43% growth in online video watching - VentureBeat http://sco.lt/6DHcuX  #MarTech

>> Adobe emerges as marketing cloud leader, beating out Salesforce, Oracle, IBM and more - VentureBeat http://sco.lt/6C9EOH  #MarTech

>> The Harsh Truth About Marketing Automation - Überflip http://sco.lt/6xlRSb 

>> CMOs Paralyzed by Paradigm Shift (and CIOs Aren’t Helping) - CIO http://sco.lt/4uoLXF 

>> B2B Marketing Must Focus On 1:1 - Forbes http://sco.lt/4q3Z6f  #MarTech

>> Top 10 Dreamforce Vendors, listed by G2 Score - G2 http://sco.lt/5IN3Kb  #MarTech

>> The Purchasing Behavior of B2B Buyers - Profs http://sco.lt/7I3lGD 

>> Seven Skills Marketers Need to Succeed [Infographic] - Profs http://sco.lt/6SBZEv  #MarTech

 

See ALL Top Curated Marketing Technology Articles here.

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Adobe report finds massive 43% growth in online video watching - VentureBeat

Adobe report finds massive 43% growth in online video watching - VentureBeat | The Marketing Technology Alert | Scoop.it
It’s not just free videos (like on YouTube and Vimeo) that are picking up on traffic: Adobe found that TV show viewership online — via “authenticated viewing,” or views where someone has signed on via a username and password — has jumped an amazing 388 percent year-over-year, with an 85 percent increase in the number of people watching these shows.


___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

A tsunami.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Putting Your CMO in Charge of Marketing Technology Pays Off! | Marketing Technology Blog

Putting Your CMO in Charge of Marketing Technology Pays Off! | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
Putting Your CMO in Charge of Marketing Technology Pays Off! by Douglas Karr on Marketing Technology Blog


˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

iNeoMarketing's insight:

More from the Tealium/CMO Council study, which is available for $99.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data - MarketWired

CMOs Challenged by Marketing Technology Sprawl and the Need to Unify Data - MarketWired | The Marketing Technology Alert | Scoop.it

Digest...


Chief marketers are fast becoming expert urban planners fighting enterprise data sprawl in their digital marketing technology portfolios. They are being challenged to bring disciplined development and cross-functional harmonization to what is an ever more crowded, data-producing landscape.

 

A new study published today by the Chief Marketing Officer (CMO) Council and Tealium, the leader in real-time unified marketing solutions, finds strong links to suggest that improved business and marketing performance are directly related to having a formal roadmap for digital marketing technology acquisition, integration and data unification. 

 

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄


 The study revealed:

• Forty-two (42) percent of CMOs who own their marketing technology strategy see greater business impact than those who do not.

• Those with a formal strategy contribute more to overall revenue and value creation. Half (50 percent) are able to achieve more targeted, efficient and relevant customer engagements, and 39 percent achieve greater return and accountability of marketing spend.

• CMOs who manage and integrate technology are achieving measurable business and operational gains. Nearly one-third (30 percent) of CMOs who say they manage and integrate technology extremely well or pretty well are seeing tangible business value, with 51 percent of those achieving greater revenue contributions.

• Those who integrate a technology strategy within their overall marketing strategy are able to achieve more personalized customer interactions across channels. Fifty-nine (59) percent of those who have integrated this strategy report achieving more targeted, efficient and relevant customer engagements.

• Less than half (44 percent) of senior marketers surveyed say they have a formal marketing technology strategy and program to further business goals.

• Just 16 percent of marketers report their marketing technology strategy is tightly aligned to the business strategy.

• Only 3 percent of marketers say they are doing extremely well at integrating marketing technologies across functions.

• A surprising 54 percent of marketers are not sure whether their marketing technology investments are producing tangible business value. 

iNeoMarketing's insight:

Seemingly a tale of two cities. But take a step back, and you'll see that the first wave of MarTech (purchase, implementation, revenue gen) is working well. We're just starting the second wave: integration, alignment with corporate objectives, etc. is still new, i.e., we're not there yet.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

How Adobe Plans to Win the Marketing-Cloud Battle - Advertising Age

How Adobe Plans to Win the Marketing-Cloud Battle - Advertising Age | The Marketing Technology Alert | Scoop.it

Digest...


What it comes down to, Brad Rencher, general manager of Adobe's digital marketing business said, is producing a system which helps marketers make sense of data, share it effectively across functions and put it into action when it matters.

 

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄


"Competitively, what we're looking to build is a platform or a system that can basically help organizations work better together so their search marketer, their social marketer and the mobile marketer can actually be friends and work together," Mr. Rencher said.

 

Many marketers still prefer selecting best-in-breed products as opposed to going with a full suite from one company, Mr. Rencher readily admits. But, he said, some are coming around. "I wouldn't say the whole market is coming there, but the early adopters saying, 'You know what, I'm done. Give me the marketing cloud, give me all the capabilities.'"

iNeoMarketing's insight:

You don't want to call it MRM, but it really is MRM the way its supposed to be: linking people, data, workflows all together.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Email Marketing: Graphic design elements lift clickthrough 11.97% | MarketingExperiments

Email Marketing: Graphic design elements lift clickthrough 11.97% | MarketingExperiments | The Marketing Technology Alert | Scoop.it

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

iNeoMarketing's insight:

As usual, the moral of the story is...TEST!

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

PQL: Using Predictive Scoring to ID New Qualified Leads - Lattice

PQL: Using Predictive Scoring to ID New Qualified Leads - Lattice | The Marketing Technology Alert | Scoop.it

"We’re using Lattice predictive scores to uncover a new bucket of marketing qualified leads (MQLs). This allows us to continue passing “traditional MQLs” (determined the old-fashioned way using traditional lead scoring) and test a new segment of leads that are deemed qualified due to high predictive scores. This new bucket, which we deemed PQLs or “Predictive Qualified Leads” have high scores for buyer fit (typically account level indicators) but they may not be particularly (or even slightly) engaged.

 

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄


During our initial roll out, we’re testing this new cohort blindly with our sales team. We still pass our traditional MQLs but we now also pass PQLs that meet a high threshold for predictive score. Our SDR team calls each segment according to the same cadence and SLAs, which should yield some very accurate conversion comparison data. We’ll share the results in a future blog post.

 

The lesson here for me is that marketers need not abandon their activity-based scoring if they feel like it’s working for them. Test it! See how the lead buckets compare."

iNeoMarketing's insight:

A very smart approach, and this is a case study from Lattice (so if they're doing it, perhaps we should as well).

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

I'm a Marketer, How Can I Justify Marketing ROI [INBOUND 2014] - HubSpot

˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Google tries to rethink email (again) with Inbox, a new service inspired by Google Now - VentureBeat

Google tries to rethink email (again) with Inbox, a new service inspired by Google Now - VentureBeat | The Marketing Technology Alert | Scoop.it

"Today Google announced Inbox, a new email client which collects and organizes emails to highlight “important info at a glance.” The service is only available in private beta for now."


˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅

Receive a FREE daily summary

of The Marketing Technology Alert.

Subscribe here: goo.gl/xSjgGT 

(your privacy is protected).

˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄


"According to Google, Inbox includes “Bundles,” a feature which groups emails by category; “Highlights,” which makes it easier to find important emails; and snoozable reminders, which mirror the features of Boomerang, a popular Gmail plugin."

iNeoMarketing's insight:

FWIW

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy [Free Poster] - Copyblogger

The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy [Free Poster] - Copyblogger | The Marketing Technology Alert | Scoop.it
Do you know how to optimize your copy so that it converts and bring your business the results you want? Ask these 51 questions to improve your first drafts.


___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Could LinkedIn Steal Salesforce.com’s CRM Share? - AdExchanger

Could LinkedIn Steal Salesforce.com’s CRM Share? - AdExchanger | The Marketing Technology Alert | Scoop.it

Digest...


LinkedIn has plans to make marketing leads “more quantifiable, and attributable” across the Web and through a company’s own sales channels, and in a year’s time will enable a much deeper view of conversions.

 

Following LinkedIn's launch last quarter of an all-new SaaS platform Sales Navigator for enterprise (previously, sales prospecting was more of a feature-function) and acquisition of B2B marketing platform Bizo, it started to look like LinkedIn could usurp the dominant claim Salesforce.com has over the contact record and SFA.

 

Although LinkedIn integrates with the ubiquitous CRM system, Salesforce.com, could LinkedIn itself become a CRM database of record? After all, the company has access to a business user audience of 300 million-plus. In an interview with AdExchanger, [Penry Price, VP of global sales and marketing solutions at LinkedIn] acknowledged LinkedIn wants to do a “better job of lead generation than anywhere else online.”

 

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

The Sales Cloud is too large and too embedded for companies to replace it with a LI CRM. Not going to happen. I think it's more feasible that LinkedIn gets absorbed by SFDC.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

CMOs More Accountable In Proving ROI, Yet Lack Resources To Execute

CMOs More Accountable In Proving ROI, Yet Lack Resources To Execute | The Marketing Technology Alert | Scoop.it
A new study by Leapfrog Marketing Institute finds that although marketers have zeroed in on digital and mobile since 2009, when its first study was conducted, many companies are still not yet able to execute mobile e-commerce. And while marketing budgets have stabilized or grown since the recession, CMOs in the survey almost universally said that they are under more pressure to deliver measurable ROI with those budgets. Some 93% of respondents citied this as true.


"CMOs in the study cited three barriers hindering their data, digital and mobile marketing efforts: internal silos at their companies; resistance to change within their companies; and limited expertise with emerging technologies and solutions. The takeaway is that while CMOs are feeling pressure to tie marketing efforts to financial results in a way they haven't before, their organizations lack the ability to deliver those results."


___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

It always comes down to "limited expertise with emerging technologies and solutions." So much MarTech, so few professionals.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

Five Reasons Your Social Analytics Are (Probably) All Wrong - Gartner

Five Reasons Your Social Analytics Are (Probably) All Wrong - Gartner | The Marketing Technology Alert | Scoop.it

Digest...

 

They Include Only Public Posts — While we all feel we live in a world where “nothing is private,” in fact most of the internet is sitting behind some firewall or other and is not (legally) available for us to see. Social networks adhere to privacy policies and social listening tools are limited to interrogating public posts.

 

So They Way Overemphasize Twitter — On the other hand, there is one very popular social network that is almost entirely, fabulously, gloriously public — that is, Twitter. Which explains the pie chart above and has given Twitter what is in my humble opinion a vastly overinflated sense of its own place in the world.

 

Which May Be the Least Unbiased Channel —It’s a fast-twitch environment, given to rants reflecting states that rapidly pass. In short, it’s no focus group, people.

 

They Treat All Channels and Actions Equally — A tweet can be (and is, usually) dashed off between elevator rides, while a pin requires some thought, and even a Facebook post inspires us to pause and reflect. Social objects are not created equal. I’ve seen comments in blog posts that are like little essays, complete with footnotes. I’ve seen one-character tweets that make no sense at all. So have you.

 

Which Ignores Reality, Really —If a tweet is — on average — one-third as long as a Facebook post for your brand, then treat it accordingly: weight it 0.33X. If hitting “Like” takes about one-tenth as long as writing a comment, treat it accordingly: weight it 0.1X. (I favor the time-based principle of engagement here, with weights reflecting how long actions take, but there are other approaches.)

 

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

A very sensible review of social media measurements. Perspective.

more...
No comment yet.
Scooped by iNeoMarketing
Scoop.it!

How 9 SaaS Companies Hacked Their Growth - KISSmetrics

How 9 SaaS Companies Hacked Their Growth - KISSmetrics | The Marketing Technology Alert | Scoop.it

Digest...


1. Build a big email list.

Who did it? AppSumo (Noah Kagan)

 

2. Go referral crazy.

Who did it? Dropbox

 

3. Piggyback on free marketing platforms.

Who did it? Airbnb.

 

4. Be exclusive.

Who did it? LinkedIn.

 

5. Give people money.

Who did it? Paypal.

 

6. Make a wait list.

Who did it? Mailbox.

 

7. Dominate content marketing.

Who did it? Buffer App.

 

8. Be free.

Who did it? Evernote.

 

9. Give your customers a killer customer experience.

Who did it? Help Scout.

 

___________________________________

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

iNeoMarketing's insight:

Not all apply, e.g., #8 is a very difficult business model. But the little things lead to big opportunities, e.g., #1. Click through for a quick write-up on each.

more...
No comment yet.