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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.


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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us


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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
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The Top 10 MarTech Articles Curated Friday, 10/31/14

Today’s curated articles collected for your quick review:

>> blog.TrustRadius: Top 10 Fastest Growing Marketing Automation Platforms http://sco.lt/81ePRJ 

>> How to Use Cialdini’s Principles and A/B Testing to Increase Sales and Conversions - Duct Tape Marketing http://sco.lt/7yFDsX 

>> Twitter and IBM's Partnership Means Better Data Solutions for Marketers - ClickZ http://sco.lt/83qnhJ 

>> LinkedIn Q3: Marketing Solutions Revenue Up 45% As Bizo Integration Continues - AdExchanger http://sco.lt/6j6jHV 

>> 11 Killer Tips to Leverage SlideShare’s Power in Your Visual Content Marketing - CMI http://sco.lt/6gcjtR 

>> 5 Things You Need to Know About Data Management Platforms - ClickZ http://sco.lt/8nKTC5 

>> 7 Current Design Trends Every Marketer Should Know - HubSpot http://sco.lt/6Wt9Xd 

>> Responsive Typography: Bigger, Brighter, Bolder - DesignWebKit http://sco.lt/5m3L4z 

>> Creative Content Curation Tools for Social Media Managers - infographic http://sco.lt/6d8KP3 

>> Infographic: How to calculate the ROI of a landing page using Google analytics - The Hub http://sco.lt/4kTBwX 

 

See ALL Top Curated Marketing Technology Articles here.

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How to Use Cialdini’s Principles and A/B Testing to Increase Sales and Conversions - Duct Tape Marketing

How to Use Cialdini’s Principles and A/B Testing to Increase Sales and Conversions - Duct Tape Marketing | The Marketing Technology Alert | Scoop.it


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iNeoMarketing's insight:

It's about using established principles as the basis for rethinking current campaigns, and testing accordingly.

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LinkedIn Q3: Marketing Solutions Revenue Up 45% As Bizo Integration Continues - AdExchanger

LinkedIn Q3: Marketing Solutions Revenue Up 45% As Bizo Integration Continues - AdExchanger | The Marketing Technology Alert | Scoop.it

Digest...


LinkedIn's revenue grew 45% YoY in Q3 to $568 million. Its Marketing Solutions division also increased 45% YoY, totaling $109 million in revenue. Marketing Solutions, which makes up 19% of LinkedIn's total revenue, is one of the social network's three lines of business.

 

LinkedIn also integrated B2B advertising platform Bizo in Q3, which it acquired for $175 million. LinkedIn intends to build an "end-to-end B2B marketing platform."


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LinkedIn's and Bizo's teams, CFO Steve Sordello said, are working on developing lead nurturing across the Web through display ads and finding ways to augment LinkedIn Sponsored Content. Analysts asked repeatedly about the "off-network" LinkedIn opportunity and how Bizo will help advertisers.

iNeoMarketing's insight:

The B2B Marketer has to be curious about the forthcoming LI/Bizo platform: the potential is enormous.

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5 Things You Need to Know About Data Management Platforms - ClickZ

5 Things You Need to Know About Data Management Platforms - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


1. It's About Data

Most B2B brands now have lead scoring, and marketing automation tools, so they can take targeting to a level no social network can with their data alone. So how do you combine social data, data from your marketing automation tool, and other data sets together? Your DMP, that's how.

 

2. Self-Serve vs. Full-Service

Odds are you are using a DMP without even knowing it. If you use a tool like Demandbase, AdRoll, Terminus, or any other ad serving platform, those ads are being targeted by using their DMP.


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3. The Trend Is Growing

This isn't a pipe dream that you should expect to have in place in 10 years.

 

4. First- and Third-Party Data

The DMP allows you to combine your data with data from other data sources - your data (first party) can be melded with, or cross-referenced with, other data (third party) to give you more information than ever before. So, imagine having a list of all of your leads in stage one, and overlaying a dataset giving you all of their social handles.

 

5. Cross-Device Connecting

The IAB is working on a new type of tracking, which will allow you to track a single user across devices. With that, you could track a single person from each device they are on, and their engagements can be tied back to a central location. That location would be your DMP. So, connecting lots of different data from different places is the key of the DMP.

iNeoMarketing's insight:

And this is why the LinkedIn/Bizo combination looks to be very powerful. Imagine real time appending with new information.

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Responsive Typography: Bigger, Brighter, Bolder - DesignWebKit

Responsive Typography: Bigger, Brighter, Bolder - DesignWebKit | The Marketing Technology Alert | Scoop.it

Digest...


Despite the growing trend to visuality and great use of photos, pics and sketches to present data on the web, there is still much about text. Web is still 95% about typography and we still need to read lots of text to get all the necessary information. That’s why typography is still one of the main design elements that requires a lot of attention and thought-out approach.

 

In responsive web design typography plays essential part. People won’t stay long with the website if they need to strain their eyes to read the info. Responsive typography matters as much as responsive layout structure, customizing images and navigation comfort. And making a text responsive usually means more that simply resizing the text container and refill it with the same text.


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iNeoMarketing's insight:

The author's absolutely correct: although your design may be responsive, your typography may be completely inappropriate for a mobile device (not to mention a wearable).  Click through for specific guidance.

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Infographic: How to calculate the ROI of a landing page using Google analytics - The Hub

Infographic: How to calculate the ROI of a landing page using Google analytics - The Hub | The Marketing Technology Alert | Scoop.it
Optimize your landing page with these stats.


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Data-Driven Marketing Drives Customer Advocacy- HuffPost

Data-Driven Marketing Drives Customer Advocacy- HuffPost | The Marketing Technology Alert | Scoop.it

Digest...


6 Ways Data-Driven Marketing Leads to Customer Advocacy 

 

1. Digital marketers adopt a data-driven mindset to drive business outcomes – [Tobias Lee, CMO for the Tax & Accounting division of Thomson Reuters] believes that to be effective in marketing today you have to be data driven. Data can help marketers understand who the customer is and help them become more intelligent to understand what the optimal mix might look like to market to that customer. Digital marketers must understand and be comfortable with using data to drive rapid decisions and actions that lead customers forward from a marketing context.

 

2. Customer journey mapping and persona development - "We spend a lot of time with persona developments and customer journey mapping around use cases. We look at the posture a customer might be at during the buyer's journey and we put together a recipe of success that we think will take them from research to evaluation," says Lee.

 

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3. Content development is a team sport - The problem with content, explains Lee, is that it is painful to create, time consuming and the content experts don't consider it their job. After trying many things that didn't work, Lee came up with a more efficient model for content creation. The business owns the creation of raw content, and then they pass it over to central marketing to smooth it out and create the tone, then creative formats it correctly with the intention of how it will be delivered.

 

4. The right content must be delivered at the right time, right channels - Once you have great content, marketers are faced with this omni-channel challenge. The number of different areas you want to introduce yourself to potential customers is larger than ever. The signal-to-noise ratio is a challenge and marketers need to consider when it may be the most interesting time for that person to look at and engage with what you have to offer.

 

5. Relevance is a function of business outcomes - "Having this data gives you credibility and a seat at the table to be able to speak to the business context and helps connect to business related issues, such as how do we grow the business and keep and retain happy customers. The numbers provide the proof that you are actually doing it and without this proof, marketing quickly becomes expendable," says Lee.

 

6. Partner with line-of-business to establish alignment and common goals- Lee believes that digital marketers must be able to connect the multi-channel marketing dots. In the past, he has even gone as far as having marketing be commissioned just as sales people to bring about an understand that a certain amount of marketing leads will help sales produce a certain percent of contribution to revenue, encouraging marketing to have the same level of accountability and discipline as sales.

iNeoMarketing's insight:

The article delves into specific details as to how the data is used within the marketing function, and that's what makes the post particularly useful. Worthy of a click 'n read.

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Salesforce’s Reinvention As A Marketing Behemoth | TechCrunch

Salesforce’s Reinvention As A Marketing Behemoth | TechCrunch | The Marketing Technology Alert | Scoop.it

Digest...


No rebranding effort is more evident than in the marketing cloud section. The recasting shows how Salesforce is managing the integration of the acquisition extravaganza of the past three years, which was dubbed by the media as a marketing software Frankenstein that brought Radian6, Buddy Media (and Social.com within) and ExactTarget for a total price tag of about $ 3.5 billion.

 

The new marketing cloud communication is a pleasant surprise for all involved in online marketing and demonstrates that Salesforce it is successfully negotiating its entry into the marketing galaxy. Out goes “listen – publish – advertise” and the respective brands associated to each of the silos. Interestingly, it now talks about managing “customer journeys” and not relationships. The new motto is “acquire – onboard – engage,” which, indeed, represents the journey of a customer from “seeing” to “buying” a product.


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iNeoMarketing's insight:

In other words, SFDC is becoming a marketer's marketer. In this case, it was the Benioff et al roadmap that led to the repositioning of SFDC as a marketing behemoth.

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And Now for the Dark Side of B2B Content Marketing | Marketing Technology Blog

And Now for the Dark Side of B2B Content Marketing | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
And Now for the Dark Side of B2B Content Marketing by Douglas Karr on Marketing Technology Blog



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Carolyn M Todd's curator insight, October 30, 9:01 AM

Happy Halloween!  Some interesting statistics that cause one to pause and think about content marketing from a strategic point of view.  The statistic that 60% is wasted is intriguing.  But it reminds me of John Wanamaker's famous quote, "I know that 50% of my advertising is wasted.  The problem is I don't know which 50%."  Does the same principle apply to content marketing? 

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The Definitive Guide To LinkedIn Groups For Marketing - Forbes

The Definitive Guide To LinkedIn Groups For Marketing - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


Step 1. Find Relevant Groups to Join 

 

Step 2. Join the Group and Adjust Your Settings

 

Step 3. Follow, Start, and Engage in Relevant Conversations

Discussions are the lifeblood of LinkedIn Groups, carrying resources and information between users. Taking advantage of discussions is a perfect way to build your authority and expertise within the group; the more discussions you start and participate in, the more likely you’ll be seen as an authority, and the more credibility you’ll have when you reach out for a connection or share an article connected to your site.


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4. Leverage the Power of Promotions

To limit the amount of article-based and sales posts within the “Discussions” area, LinkedIn created a separate “Promotions” section. Don’t let the name fool you; if you post a coupon or a direct sales message in the Promotions section, you’ll likely be ignored and/or removed. Instead, the Promotions tab is a place to share articles and other pieces of content that link back to your site.

 

Step 5. Build Connections and Follow Up

>> If someone engages with you in a discussion (either as a participant or as the original poster), feel free to connect with them with your personal profile, and explain you’d like to talk more about the subject.

>> If someone responds to or “likes” your Promotion, again feel free to reach out as a connection.

>> You can also find members of the group by searching in the “Members” tab of the Group. However, be aware that not all LinkedIn members welcome connection requests from people they haven’t already interacted with. It’s better if you have some tangible interaction first.

iNeoMarketing's insight:

Especially the "Promotions" section: it is idea for a place to post articles and such.

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Global Search Marketing Best Practices - ClickZ

Global Search Marketing Best Practices - ClickZ | The Marketing Technology Alert | Scoop.it

Digest...


Here are some specific search and localization practices to consider including in your strategy:

1. Have a Clear Localization Commitment for New Products

It's important to differentiate between concepts of "country" and "language." So it's best not to use flags to represent languages. Also don't limit support to the official language(s) of a country/region. Some languages may need to be supported even though they don't have official status. Finally, since languages don't have borders and need to be supported globally, it's key to capture users' preferred language(s) so you can serve them in their language independently of their location.

 

2. Tight Alignment Between Localization Stakeholders

Once a localization strategy is in place, there must be a commitment to localization vendor search marketing training. By doing vendor and reviewer training in region, you invest in their success.


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3. Adhere to an SEO Localization Workflow Process

Having a defined and agreed upon process keeps all stakeholders informed, communications clear, and deadlines adhered to. Below is a step-by-step summary of our localization workflow process:

1-Future launch event initiated by a business unit or product introduces a need for new content to support future products

2-North America and in-country keyword research begins

3-Localization process started with International program managers and country-specific localization vendor reps

4-Final review and agreement on keywords based on local nuance, intent, and in-country demand initiated

5-Content localized using keywords (mapped to content, videos, images, and other assets) and integrated with overall SEO best practices

6-Localized content goes live and quality assurance (QA) completed to ensure accuracy

 

4. Establish a Clear Localization Review Process Between Stakeholders

The review steps mentioned above are a necessary step in localizing marketing copy. Without it, very easy for errors to show up. Our marketing localization team works in partnership with our vendors, geo leaders, reviewers, our search team, and the international Web team to review, QA, and implement SEO practices on our websites. 

iNeoMarketing's insight:

If global search is a part of your agenda, this article is an excellent resource.

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Why MaaS Makes Sense, and the Top 11 MarTech Articles Curated Wednesday, 10/29/14

Why MaaS Makes Sense, and the Top 11 MarTech Articles Curated Wednesday, 10/29/14 | The Marketing Technology Alert | Scoop.it

 Marketing-as-a-Service is a full spectrum of marketing technologies, integrated with existing or new systems, so that the function is delivered on an outsourced basis.

 

Here’s what the marketer really DOESN’T want to do: manage technology. Here’s what the marketer NEEDS to do: leverage the technology to drive revenue.  Marketers are great at content, social, campaigns, positioning, features/functions, etc. Marketers are not that great at managing existing systems, onboarding new systems, and managing staff in these marketing tech flotsam and jetsam.

 

The other day I started to delineate all those services an MaaS provider would offer to its clients, and after a while I had to stop…because the list was getting too damn long. So then I tried to categorize those services into buckets, and again it started to get a bit unruly. Here’s where I stopped:

 

  • Systems Integration: integrating different marketing technology pieces into one cohesive flow with all the proper dashboards and reporting. This also includes the integration with internal systems, e.g., databases, financial systems, etc. And since it is cloud: Hosting management.
  • Consulting: providing guidance around marketing tech choices that are in alignment with desired strategies and subsequent tactics. Includes workflow guidance, tech choices that mesh cleanly with existing systems, etc.
  • Management: ongoing management of said systems, whether new or existing. Includes all consulting associated with management.
  • People: placement of human resources to execute on any marketing tech task, whether on site or remote. Can be a simple staffing placement to a complete outsourced resource management by the client.
  • Campaign execution: the day-to-day stuff, e.g., landing pages, lead scoring, nurturing, etc.

 

Marketing-as-a-Service (MaaS) may be a misnomer: perhaps it should be thought of as Marketing Technology-as-a-Service. Regardless, an MaaS provider is technically savvy, solution agnostic, and has a marketing soul. The MaaS provider can create the requirements with you, map out the plan with benchmarks, pull together the team to work independently or in concert with in-house groups, execute, and manage and maintain the system, either on site or remote.

 

So it makes sense to seriously consider the MaaS outsourcing of your marketing technologies so that you can focus on your core strengths (and not try to build a new core strength that may be outside your realm of expertise).

 

"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:

>> Next Up for Marketing Technology: Measuring Its ROI - eMarketer http://sco.lt/5wambx  #MarTech

>> A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist http://sco.lt/5T06Ij  #MarTech

>> 4 Parts of a Must-Click Call to Action | Convince and Convert http://sco.lt/7UkOvJ  #MarTech

>> Hootsuite: 58% of businesses struggle to use social value to improve company revenue - The Drum http://sco.lt/6YqEO9  #MarTech

>> Why Your Brain Loves Good Storytelling - HBR http://sco.lt/7EzwFl  #MarTech

>> Beyond Responsive and Adaptive: Introducing "Adjustive" Web Design http://sco.lt/5diSSf  #MarTech

>> Infographic: 12 data-backed tips for increasing conversions through Twitter - The Hub http://sco.lt/8CK6RF 

>> Content Promotion Strategy Decision Tree [Infographic] - B2B Infographic http://sco.lt/8WBkUj  #MarTech

>> The Content Preferences of B2B Marketers [New Research & Infographic] - Kapost Content Marketeer http://sco.lt/7eXpxZ  #MarTech

>> A Guide to an Effective Content Marketing Campaign for SMB (Infographic) - Digital Marketing Philippines http://sco.lt/7Xf43V  #MarTech

>> Are Demand Generation and Sales Teams Aligned? [Infographic] http://sco.lt/5kfd9F  #MarTech

 

See ALL Top Curated Marketing Technology Articles here.

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A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist

A beauty contest for marketing clouds, but buyers resist monogamy - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

Forrester characterizes buyers as primarily seeking integration above all else. Good integration options make best-of-breed capabilities considerably more attractive.

The good news is that most of marketing cloud providers are galloping in this direction. Many of them have made huge strides forward in providing more open APIs and expanding their official ISV ecosystems. And from some of the R&D work that a few of these vendors have shared with me, I can confidently predict that the ease and power of these plug-and-play integrations will be pretty astounding over the next year.

That will permanently change the dynamics of this space. It won’t be about who has the best of everything built-in — simply an impossible quest in a world of such rampant innovation and change in marketing — but who has the best platform ecosystem upon which a marketer can craft an integrated stack that is ideally suited to their specific needs.


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iNeoMarketing's insight:

More Pros and Cons. A B2B buyer really doesn't care about APIs: all they want is clean integration where all the data is accessible however it is desired. So whether it is a monolith, a best of breed or a MaaS, it conceptually doesn't matter.

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blog.TrustRadius: Top 10 Fastest Growing Marketing Automation Platforms

blog.TrustRadius: Top 10 Fastest Growing Marketing Automation Platforms | The Marketing Technology Alert | Scoop.it


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iNeoMarketing's insight:

Wait a second: Pardot + ExactTarget = #1. 

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Twitter and IBM's Partnership Means Better Data Solutions for Marketers - ClickZ

Twitter and IBM's Partnership Means Better Data Solutions for Marketers - ClickZ | The Marketing Technology Alert | Scoop.it

"Twitter and IBM have partnered to combine Twitter's firehose of social data with IBM's analytics in an effort to offer business solutions to marketers overwhelmed by social data.


The companies have joined forces to partner Twitter’s data with IBM’s analytics tools to better inform business decisions. Through the partnership, IBM and Twitter will offer a set of enterprise applications that analyze tweets based on geography, public biographical information, and the emotion expressed in the tweet. IBM also plans to train 10,000 employees to consult with businesses on the best use of Twitter data.


The new applications could improve marketers’ understanding of "affinity categories, purchase habits, purchase readiness, and more" "


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iNeoMarketing's insight:

This is an FYI so that we can all look for the offerings from Twitter. And it's a perfect example of how the marketer is challenged to connect all these wonderful technologies into one platform.

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11 Killer Tips to Leverage SlideShare’s Power in Your Visual Content Marketing - Content Marketing Institute

11 Killer Tips to Leverage SlideShare’s Power in Your Visual Content Marketing - Content Marketing Institute | The Marketing Technology Alert | Scoop.it

Digest...


With a huge potential for content marketing and not many marketers using it, here are 11 killer tips to really power up your SlideShare visual content marketing.

1. Think like an infographic

2. Make it clear

The whole idea of using SlideShare in content marketing requires the presentation to be used as a standalone form of content. 

3. Repurpose blog posts


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4. Add the details

When you upload the presentation, fill in the fields completely. Pick the category that best fits your presentation and audience. Make your written description as detailed as possible. You get 3,000 characters, which is quite a bit of content real estate. The more details you add, the better chance you have at posting a presentation that gets attention. Don’t forget to add valuable keywords in the tag field.

5. Post infographics and videos

6. Share every presentation

7. Produce frequently

8. Make a killer cover slide

The cover is the most important slide of your entire presentation. This is what draws in people to view your presentation. Make it as visually powerful as you can.

9. Create a powerful headline

The value of the headline is as great in SlideShare as it is for a written article. SlideShare recommends writing a great headline as the number one way to get featured.

10. Keep it short

11. Use a call-to-action

iNeoMarketing's insight:

Especially #8 and #9: it's superficial, but powerful. Nail those two factors, and half of your job is done.

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7 Current Design Trends Every Marketer Should Know - HubSpot

7 Current Design Trends Every Marketer Should Know - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


1) Flat Design 

Flat design eliminates shadows and other design features that make graphics look three-dimensional. Skeuomorphic design is outdated -- the digital world no longer pines after a midway design featuring “real-world” details such as stiff computer folders or copied lines on a calendar app. Flat design requires less complex coding and images, instead including more white space, larger buttons, and clearer font.

 

2) Infinite Looping Videos 

These videos are seamlessly weaved into the header of a webpage -- no play button or flash needed. These videos display various moving scenes, yet remain static on the page. 


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3) Detailed Cut-Out Images With Solid Light Background

This web graphic is made up of a detailed cutout image laid on top of a nearly or completely solid color background. This style of graphic is continuously being featured on top rated design websites' product pages. Hint: You can find this trend on Apple's product pages.

 

4) Custom Illustrations and Icons 

Say goodbye to awkward stock photos and hello to custom animations as one of the latest design trends. Whether they are educational, product-orientated, or culture-based, custom illustrations are can be a central design tactic for some companies

 

5) Grid Design 

Whether it comes across as clean, sharp, stately, or quirky, grid design can be used for a variety of purposes. Giving visitors a glimpse into different facets of a website's content, grid design is kind of like a collage, emphasizing visuals and bold text. 

 

6) Fixed Header Bar 

A fixed header bar lives on the top of a website -- and remains at the top of a page no matter how far down a visitor scrolls down on a page. Although this is a feature a developer will have to code, it also is a graphic design element because it ties together the entire look of a website.

 

7) Unique Geometric Shapes 

Web design is also moving toward incorporating unique geometric shapes -- not just typical squares and rectangle.

iNeoMarketing's insight:

If you're a B2B marketer but not a designer, this post is for you.

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Creative Content Curation Tools for Social Media Managers - #infographic

Creative Content Curation Tools for Social Media Managers - #infographic | The Marketing Technology Alert | Scoop.it


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Marc Fanuel's curator insight, Today, 5:00 AM

ajouter votre point de vue ...

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The Top 10 MarTech Articles Curated Thursday, 10/30/14

 Today’s curated articles collected for your quick review:

>> Data-Driven Marketing Drives Customer Advocacy- HuffPost http://sco.lt/79gjVx  #MarTech

>> Introducing The Internet Retailer 2015 Guide to B2B E-Commerce - Internet Retailer http://sco.lt/8kOjzt  #MarTech

>> Salesforce’s Reinvention As A Marketing Behemoth | TechCrunch http://sco.lt/5Kva5p  #MarTech

>> One Social Metric That Actually Means Something - Martin Kihn, Gartner http://sco.lt/5E2oBl  #MarTech

>> And Now for the Dark Side of B2B Content Marketing | Marketing Technology Blog http://sco.lt/6uMfXV  #MarTech

>> B2B End-User Buyers Are Human, Too - eMarketer http://sco.lt/5aXWFN  #MarTech

>> The Definitive Guide To LinkedIn Groups For Marketing - Forbes http://sco.lt/5G206D  #MarTech

>> A New Take on the SFA Time-to-Value Curve - Gartner http://sco.lt/585ESP  #MarTech

>> Global Search Marketing Best Practices - ClickZ http://sco.lt/6fO3NZ  #MarTech

>> Email Open and Click Rates, by Subject Line Length - Marketing Charts http://sco.lt/6EqplZ  #MarTech

 

 

See ALL Top Curated Marketing Technology Articles here.

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Introducing The Internet Retailer 2015 Guide to B2B E-Commerce - Internet Retailer

Introducing The Internet Retailer 2015 Guide to B2B E-Commerce - Internet Retailer | The Marketing Technology Alert | Scoop.it

Digest...


Taking their lead from the world of B2C e-retailing, B2B companies are upping their e-commerce game—to roughly $1 trillion in the U.S. alone, according to estimates from Gartner Group and Forrester Research Inc.

 

And the industry is growing at nearly four times the rate than B2B e-commerce, as e-commerce sites and e-marketplaces operated by and for manufacturers, distributors and wholesalers respond to a growing demand among buyers for the option to purchase online.


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Furthermore, buyers carry expectations of a shopping experience as seamless and time-saving as if they were consumers on a B2C site.

 

• 48% of B2B customers will place 50% or more of their orders online within three years

• 7.3% is the average conversion rate on B2B e-commerce sites, compared with 3% for retail sites

• 67% of B2B e-commerce professionals expect to increase their technology budgets in 2015, while only 2% expect smaller budgets.

• 8% is the percentage of online revenue that B2B e-commerce professionals expect to spend on technology in 2015

iNeoMarketing's insight:

Mind boggling numbers relative to B2C. Anyway, the report is available for a fee.

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One Social Metric That Actually Means Something - Martin Kihn, Gartner

One Social Metric That Actually Means Something - Martin Kihn, Gartner | The Marketing Technology Alert | Scoop.it

Digest...


There is one social metric that may have some relationship to business goals. Yes, I said it. Whether it is causative or diagnostic — that is, whether social marketing inspires the business benefit or is a symptom of another cause, — that’s more than we can answer.

 

Engagement

 

Engagement is the ratio of reactions to total posts — i.e., how many things people did (like, share, comment, retweet) divided by how many posts were out there. It’s a proxy for how much active attention people paid to the conversation about you. They key concept here is active.

 

-- >  Make a good product or service and your business will probably do well, no matter how good or bad you are at social marketing

-- >  If you’re going to do some social marketing, make sure it’s something people engage with

 


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iNeoMarketing's insight:

But it's still not a direct tie to business metrics. Nice try.

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B2B End-User Buyers Are Human, Too - eMarketer

B2B End-User Buyers Are Human, Too - eMarketer | The Marketing Technology Alert | Scoop.it
B2B end-user buyers worldwide were most likely to begin researching work-related purchases on search engines (35%) and manufacturers’ websites (27%), and 18% got started on consumer sites. What content are they looking for once they get there? The research found that those polled worldwide expected a mix of “traditional” digital and rich media content. Technical brochures and specification sheets (61%) and instruction manuals and how-to documents (46%) were the most helpful forms of content, followed by video.


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iNeoMarketing's insight:

All B2B buyers want is exactly what B2C buyers want: a good experience. And always bear in mind that B2B buyers ARE B2C buyers.

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Carolyn M Todd's curator insight, October 30, 9:05 AM

In some ways this article is stating the obvious, but it's important to remind ourselves that as new technologies proliferate, B2B marketers need to make their content available across multiple platforms and more importantly in ways that engage and attract potential leads.

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A New Take on the SFA Time-to-Value Curve - Gartner

A New Take on the SFA Time-to-Value Curve - Gartner | The Marketing Technology Alert | Scoop.it

Digest...


We have to give customer-facing resources the tools that make it easier for [Sales] to sell.   They need deeply capable applications that combines functionality with process in a way that matches the way that they already already work.  And they need accurate, timely data so they don’t have to work in multiple systems and don’t have to guess about which system holds the best source of truth. Only with these steps will the SFA be meaningful to how they work.

 

When that occurs, SFA usage and data accuracy increases.  And when that milestone is reached, managers finally get the insight into sales performance that they need to be effective.

 


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iNeoMarketing's insight:

It's the secret sauce for SFA, CRM or anything that requires Sales execution. That and a change in the comp plan.

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Email Open and Click Rates, by Subject Line Length - Marketing Charts

Email Open and Click Rates, by Subject Line Length - Marketing Charts | The Marketing Technology Alert | Scoop.it


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iNeoMarketing's insight:

TEST!

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Next Up for Marketing Technology: Measuring Its ROI - eMarketer

Next Up for Marketing Technology: Measuring Its ROI - eMarketer | The Marketing Technology Alert | Scoop.it

"But as marketers continue to funnel dollars toward data quality solutions, can they prove they’re worth it? Experian found mixed results. On the positive side, nearly 80% of data management professionals said these tools had a positive return on investment (ROI); however, around one-quarter of those respondents weren’t actually backing this up with metrics—an issue in the long term, as solid figures are typically needed to maintain budgets for those solutions.


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Looking at a broader range of marketing technologies, platforms and solutions, Q3 2014 research by CMO Council and Tealium found slightly worse results. Here, less than half (46%) of marketers worldwide said the marketing technologies they used were producing ROI. The remaining 54% of respondents weren’t seeing ROI from such tools, weren’t sure if there was a return or were still working on determining this. The report noted that these results were likely why 39% of respondents were also struggling to make a business case for marketing technology spend in the first place."

iNeoMarketing's insight:

If MarTech ever reverses course, it will be because of the troubles with measuring ROI.

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