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2014 as the Year of Social Selling, and The Top 10 Marketing Technology Articles Curated Thursday, 9/5/13

2014 as the Year of Social Selling, and The Top 10 Marketing Technology Articles Curated Thursday, 9/5/13 | The MarTech Digest | Scoop.it

Or how to use technology to sell something.

 

Through the process of curating marketing technology articles, I have the opportunity to see trends rise and fall, sometimes quickly and sometimes strung out over many quarters. Of all the positive, upward trends in the B2B space, Social Selling tops all, and I’m continually surprised how it is largely ignored by all players (client, vendors, service providers, media, etc.). But the trend is too strong right now, and I think you’ll see Social Selling cross the chasm in 2014.

 

We can thank Jill Rowley from Oracle (Eloqua) for her seminal “The ABCs of Social Selling,” and if you haven’t read this, please do so now. And in today’s Alert, I’ve included three scoops that should provide you with the direction you need to formulate a social selling plan. Catch the wave.

 

Marketing technology…NOW!

 

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Featured Marketing Automation Article

 

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


http://sco.lt/4jfvyD

From blogs.forrester.com - Today, 7:15 AM

 

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


http://sco.lt/98gUWv

From econsultancy.com - Today, 7:26 AM

 

Excerpt...

 

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

 

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

 

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

 

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

 

iNeoMarketing's insight:

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

 

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Why and How to Verify Your Email Marketing Lists - Marketing Technology Blog | #TheMarketingAutomationAlert


http://sco.lt/72wxsH

From www.marketingtechblog.com - Today, 6:58 AM

 

Email marketing is a blood sport. In the last 20 years, the only thing that’s changed with email is that great email senders continue to get punished more and more by email service providers.

 

Summary...

 

Utilization of these list hygiene services can improve the percentage of emails that make it to the inbox, reduce your risk of being blocked by the Internet Service Providers, and reduce the risk of getting fired by your Email Service Provider… they’re worth the investment if you’ve got an old list or collaborating on one.

 

  • BriteVerify – tools you need to remove invalid emails from your customer databases, email marketing campaigns, or online newsletters and keep them out for good. You can easily drag and drop a file, share the file via the cloud, and get detailed reporting on your list without ever contacting the company. They also have an API if you’d like to integrate your email verfication with them!
  • DataValidation – offers you an easy-to-use, customizable solution for maintaining a clean and accurate email database.
  • eHygienics is a professional email verification company. They remove bounces, threats, protestors, litigators and all other perceivable hazards from subscriber databases. eHygienics offers real time API platforms which are used daily by subscribers worldwide.
  • FreshAddress helps companies that depend on email to drive revenue by building, updating, segmenting, and cleaning their email lists.
  • Impressionwise‘s data intelligence platform is based on policy-driven rule sets and real-time scanning algorithms that use a multi-layered approach to identify, validate and protect against a wide range of e-mail-based threats.
  • LeadSpend – Remove harmful email addresses before you mail! Whether you have a single list to validate, or many, we provide several secure and easy-to-use list upload options.
  • StrikeIron – Quickly and effortlessly verify and validate email addresses and domains to ensure their accuracy before you spend unnecessary time, energy and money, increasing your message deliverability by 90%.

 

iNeoMarketing's insight:

This is an excellent reference tool. How many contacts have you collected over the years? Rather than use a mailer to clean your list, and ruin your rating, these tools should help!

 

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


http://sco.lt/6zGBBR

From www.marketingprofs.com - Today, 7:09 AM

 

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

 

Excerpt...

 

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

 

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

 

iNeoMarketing's insight:

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

 

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17 Tactics for More Twitter Followers (And Two New Followerwonk Features to Help!) - Moz | #TheMarketingAutomationAlert


http://sco.lt/4yvsDB

From moz.com - Today, 6:53 AM

 

Like it or not, you need to build a significant following on Twitter in order to take full advantage of the platform. These 17 tactics, including two brand-new Followerwonk features, will boost your efforts.

 

Introduction...

 

You might ask, why do I want more followers anyway? Twitter does little for SEO (at least not directly). Well, I don't want to get into a whole sales pitch for social media generally, but a few points stand out:

  • Twitter is a lightweight, frictionless, and serendipitous way to engage customers. It doesn't require an email blast or the customer actively visiting your site. Once they follow you, they'll encounter you on their timeline during the normal course of their social experience. The little pings and pops you'll have with them accrue tremendous value.
  • Your follower count is a good measure of your influence, and other people see it as such. The more followers you have, the more you'll attract, and the more you can use your influence to drive customers, conversations, and engagement.
  • The more you are followed, the more likely you will appear in the "Who to follow" Twitter promotion on the left hand side of Twitter.com.

 

iNeoMarketing's insight:

Followers vs. the RIGHT kind of Followers. Big difference. Anyway, the author co-founded Followerwonk, so he should know the right way to boost your followers. Go for it.

 

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


http://sco.lt/8Nli7d

From marketingthink.com - Today, 6:39 AM

 

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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10 Social Selling Tips From LinkedIn — Eloqua | #TheMarketingAutomationAlert


http://sco.lt/8ucmQb

From blog.eloqua.com - Today, 6:21 AM

 

The verdict on social selling is in: It works.

 

Excerpt...

 

Here are 10 tips to get you rethinking what you know about social selling, and on the right track:

  1. To build your company’s page following, start running campaigns geared toward people already engaged your company to drive awareness and call to action to follow your LinkedIn page.
  2. Make your Twitter profile as professional as your LinkedIn profile. Use the same photo across your social networks so you’re easily identifiable, and make sure to link up to your LinkedIn profile in your Twitter bio.
  3. Don’t be afraid to get personal on Twitter. It’s a channel to share professional insight, as well as things that interest you outside your every day that support your personal brand.
  4. Get your employees in on the discussion.  
  5. Stop thinking of LinkedIn InMail as a general email channel. Leverage the insights you can gather form profiles and other social networks to indicate that you’ve done research on the person you’re connecting with.
  6. “Who’s viewed your profile” is a goldmine for helping you make connections with people who already demonstrate an interest in your personal brand. Monitor these visits and send personalized emails from sales reps who manage that particular account with a link to their individual sales rep profile.
  7. Cross-reference your profile viewer’s names with your nurture functionality in marketing automation and establish parameters for when it’s appropriate to shift from nurture communication to a one-on-one dialogue.
  8. Be insights driven and gather intelligence and social information that helps you prepare for sales conversations.
  9. Leverage LinkedIn to create personas based on activity, groups they participate in and, topics of interest. Look for correlating behaviors and defining attributes that align with your target buyers to establish propensity to engage, and even buy.
  10. Demonstrate real value in groups by participating in discussions and sharing relevant content. Sexton suggests a “4 to 1 approach”, to share four update items about news in your industry, customer and partner networks, and one promotional item that supports your company news.

 

iNeoMarketing's insight:

OK, now add this to the adjacent scoop where I said you need to seriously examine eGrabber Account-Researcher. One more social selling scoop coming up...

 

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14 Social Media Tools Used by Marketing Pros | Social Media Examiner | #TheMarketingAutomationAlert


http://sco.lt/8N3RFR

From www.socialmediaexaminer.com - Today, 6:17 AM

 

Social Media Tools: Discover the tools social media pros are using today and get more out of your social media marketing.

 

The list of 14...

 

  • Mention was developed as a user-friendly replacement for Google Alerts.
  • My favorite new social media tool is Addvocate.
  • The best new tool I’ve seen in many months is called Swayy.
  • eGrabber Account-Researcher is so incredibly powerful for researching prospects that it’s absolutely worth the $80 a month fee.
  • Enter Compfight.
  • Tagboard is my new cool social media tool.
  • A cool social media tool that has helped me get a better handle on effectively managing my Twitter account is ManageFlitter.
  • Socialbakers has an effective tool called Analytics Pro, which provides an understanding of how your brand stacks up against your competitors.
  • Post Planner is a content management tool that runs as an application within Facebook.
  • That’s why it was refreshing to discover a new free Facebook page analytics tool from Komfo.
  • An interesting tool I recently discovered is Rignite, which helps monitor several social media platforms.
  • One of the coolest social media marketing tools that I’ve discovered and used is SocialOomph.
  • Zapier has changed the social media marketing game for me in the most dramatic of ways.
  • She recommended two tools: FixYourFunnel (an Infusionsoft-specific tool) and Mobivity.

 

iNeoMarketing's insight:

Your Action Item: click through on each (and article for additional feedback), and incorporate those that are appealing. For those involved with Social Selling, don't ignore eGrabber Account-Researcher.

 

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SEO in the Personalization Age - Moz | #TheMarketingAutomationAlert


http://sco.lt/52uX57

From moz.com - Today, 5:52 AM

 

With recent posts mentioning the rise of contextual and implicit queries, we are now seeing a deep personalization of search. This takes many forms, and has very real implications for our work as marketers.

 

Conclusion...

 

Amit Singhal [of Google] is right when he says that "Answer," "Converse," and "Anticipate"—deep personalization of search, I called it—is going to change search as we know it.

 

Is this maybe the reason why the Search Team at Google is now called the Knowledge Team? Is this maybe the main reason for "Not Provided" keywords?

 

What I know is that personalization is already so heavily present in search that avoiding it in the name of a fading neutral search is not doing good SEO.

 

Moreover, personalized search is clearly telling us how SEO alone is not enough, but that content, social, and email marketing by themselves are also not enough to obtain a real and complete success in Internet marketing.

 

Personalized search is pushing us to hasten the destruction of silos between Internet marketing disciplines, and hopefully it will oblige marketers to change and embrace a more holistic way of promoting a business online.

 

iNeoMarketing's insight:

The author builds the case that personalization has come to Search, and it’s a compelling case. Google's influence across its many offerings makes it a formidable tool, but the question remains as to specifically how the marketer can take advantage of Google's reach.

 

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Marketing Automation & Your CRM #infographic - Pardot | #TheMarketingAutomationAlert


http://sco.lt/5OyILZ

From www.pardot.com - Today, 5:44 AM

 

The reach of the modern marketing department is growing every day, touching more buyers, through more touch points, and generating more leads than ever before.

 

 

marketingIO's insight:
  • 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 8, 2013 2:09 PM

With all of the tools available to optimize presence, and do things automatically on your behalf to promote your business, it is a dizzying atmosphere to jump in. Researching, experimenting, and participating in tool trials are a great place to start. These articles are a great start in trying to better understand the marketing automation and marketing technology landscape.

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Your Must-Read MarTech Digest™, for Wednesday, 9/28/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 9/28/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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In Enterprise Tech, Sell Broadly (Within An Account) Is The Only Answer - Gartner

In Enterprise Tech, Sell Broadly (Within An Account) Is The Only Answer - Gartner | The MarTech Digest | Scoop.it
  1. Find an entry point that you can build trust with and use as an ally to understand the composition, leadership, and dynamics of the team.
  2. While you need to message to different roles, make sure they unify around an enterprise objective–don’t let efforts to appeal to personas create conflict and confusion within the team.
  3. Create content for sharing within the team.    Be conscious that not everyone will be part of your conversations, so make sure that you provide “leave behinds” that would be clear to others on the buying team who did not hear the discussion.
  4. Acknowledge the challenges to the team members you work with.   Ask them what you can do to help build consensus.
And a big thing not to do:  Don’t lock out IT.
marketingIO's insight:

Only answer indeed. ABS anyone?

 

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The Marketing Skills You Need to Become a Full-Stack Marketer | Ladder

The Marketing Skills You Need to Become a Full-Stack Marketer | Ladder | The MarTech Digest | Scoop.it
  • Master Excel
  • Become a Blogger
  • Talk to Real Customers
  • Learn Basic HTML, CSS, & JavaScript
  • Think About User Experience
  • Advanced: Learn Data Science
  • Bonus: Create Your Own Marketing Stack
  • Bonus: Develop a Growth Hacking Process
marketingIO's insight:

MIA: knowledge of all MarTech categories.

 

CT for details, links, tutorials for each.

 

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Is 1:1 Marketing Personalization a Realistic Possibility? - CrazyEgg

Is 1:1 Marketing Personalization a Realistic Possibility? - CrazyEgg | The MarTech Digest | Scoop.it
How Can You Use All that Data?
On-Site Personalization
  • Dynamic, Triggered Pop Ups
  • Retargeting Banners
Email
  • Dynamic Content
  • Transactional Emails
marketingIO's insight:

Flat out not possible without robust and unified data collection procedures, and the right personalization technology.

 

The best personalization technology: write an email to someone you know.

 

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New brain activity study shows that mobile interstitial ads are failing everyone - VentureBeat

New brain activity study shows that mobile interstitial ads are failing everyone - VentureBeat | The MarTech Digest | Scoop.it
At AdWeek New York today, MediaBrix — an in-app mobile video advertising platform for brands — announced the results of a new study from neuromarketing leaders True Impact and Neurons Inc.

The headline result? Mobile interstitial ads perform terribly in almost every important aspect.

The results are clear. Embedded, opt-in ads that reward attention and are presented within the context of a native app experience gained eight times more mental engagement, more than three times the amount of time spent with the brand, and significantly higher brand recall and positive sentiment than standard interstitial video ads.
marketingIO's insight:

Don't. Do. It.

 

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Marketing attribution: How many are actually doing it? - Econsultancy

Marketing attribution: How many are actually doing it? - Econsultancy | The MarTech Digest | Scoop.it
marketingIO's insight:

You are not alone.

 

And I guarantee that those who say they are doing attribution are doing it either wrong or their results are incomplete.

 

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[FREE] The On-Page SEO Checklist | TrackMaven

[FREE] The On-Page SEO Checklist | TrackMaven | The MarTech Digest | Scoop.it
Search engine optimization (SEO) helps your brand beat out the competition. But are you setting your content up for success in search results?

To improve your site’s performance, we’ve created a quick and convenient on-page SEO checklist for your content.

In this On-Page SEO Checklist, you’ll find best practices for:

  • Keyword strategy
  • Head section meta data
  • Content quality, keyword usage and placement, images, links, and more
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9 Types of Interactive Content for Innovative Lead Gen - Act-On

9 Types of Interactive Content for Innovative Lead Gen - Act-On | The MarTech Digest | Scoop.it

1. Quizzes (or Polls).
2. Interactive white papers and ebooks.
3. Assessments/Graders.
4. Videos.
5. Interactive infographics
6. Calculators.
7. Solution or Product Finders.
8. Games. 
9. Contests.

marketingIO's insight:

And here's a perfect example of #6:

http://contact.marketingio.com/mpm-lp1/ 

 

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Here Are Your Native Advertising Options Mapped Out - Forrester

Here Are Your Native Advertising Options Mapped Out - Forrester | The MarTech Digest | Scoop.it
Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand if a particular kind of native advertising is going to be successful, marketers should assess four criteria: Format, reach, context, and identification. The seven core types of native advertising all function to varying degrees against these criteria. Those seven types: paid search, paid social, in-feed exchanges, native ad vendors, publisher networks, publisher-specific custom native, and influencer activation.

marketingIO's insight:

The full report is available to subscribers.

 

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21 Beautiful Free Image Sites and Tools - Can I Rank

21 Beautiful Free Image Sites and Tools - Can I Rank | The MarTech Digest | Scoop.it
It doesn’t matter that:

  • You found it on a popular social media site.
  • You provide attribution and a link back to the photographer.
  • You don’t make money from your blog.
  • You remove the photo from your site after receiving a DMCA takedown notice.
  • You post a disclaimer on your site.
  • You’ve modified the image in some way.
  • The picture is embedded but not saved on your server.
  • It was an innocent mistake.
Here are some common sense guidelines to help keep you out of trouble when using other people’s images:

  • Only use images for which you have a license.
  • Read the licensing agreement and make sure you understand your obligations.
  • Consult a legal professional for questions about the license.
  • Refer to the first three rules if you’re still not clear.
marketingIO's insight:

CT for all 21.

 

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How to Use Twitter Cards for Business : Social Media Examiner

How to Use Twitter Cards for Business : Social Media Examiner | The MarTech Digest | Scoop.it
Twitter cards help you attract more attention in the news feed, mine valuable analytics, and get better results from your ads.

In this article, you’ll discover how to use Twitter cards to enhance your exposure.
marketingIO's insight:

Way too much detailed info to summarize, so please CT. Excellent guidance.

 

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5 LinkedIn Tools for Finding and Converting Prospects - Hootsuite

5 LinkedIn Tools for Finding and Converting Prospects - Hootsuite | The MarTech Digest | Scoop.it
1. Crystal
2. Leadfeeder
3. Ebsta
4. eLink Pro
5. Rapportive
marketingIO's insight:

CT for details. We use both Leadfeeder and VisualVisitor.

 

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Salesforce Enters E-Commerce Fray - WSJ

Salesforce Enters E-Commerce Fray - WSJ | The MarTech Digest | Scoop.it
Salesforce.com Inc. on Tuesday introduced a new e-commerce service based on its $2.8 billion acquisition of Demandware Inc. in July. The Salesforce Commerce Cloud is intended to help customers set up online storefronts and in-store tablets and kiosks, adding commerce functions to the company’s portfolio of software delivered as a service over the internet.

Salesforce will need to adapt Demandware’s software to accommodate sales from one business to another, said Gene Alvarez, managing vice president at Gartner. For instance, the new service will need to tie in to corporate procurement and purchase order systems, he said. It doesn't yet have these features.

By 2020, the U.S. business-to-business digital commerce market is expected to top $1.1 trillion from $780 billion in 2015, a compound annual growth rate of 7.7%, according to Forrester Research.
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Salesforce Is Teaming Up With This Popular Chat Service - Fortune

Salesforce Is Teaming Up With This Popular Chat Service - Fortune | The MarTech Digest | Scoop.it
On Tuesday, Slack said that its users will now be able to connect the two tools, reducing how much they would need to flip back and forth between them. Users can search their Salesforce data via Slack, create Slack conversation channels associated with specific items in Salesforce, and connect Slack to two other Salesforce products: SalesforceIQ and Quip, the Google Docs competitor the software giant recently acquired.

Perhaps a bit awkward is the fact that Salesforce offers its own workplace chat service, named Chatter. While companies often prefer to avoid promoting a competing product, Salesforce may see more value in working with Slack and making it easier for their mutual customers to work with both, than to attempt to convince them to use Chatter. The integration could also lead some Slack customers to sign up for Salesforce now that they can use it right from the Slack app.
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How to Automate Your Marketing Workflows for Increased Productivity | MarTech

How to Automate Your Marketing Workflows for Increased Productivity | MarTech | The MarTech Digest | Scoop.it
How to Automate Your Marketing Workflows for Increased Productivity by Ashley Walsh on MarTech
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Importance of SEO Marketing for Startups - Visual Contenting

Importance of SEO Marketing for Startups - Visual Contenting | The MarTech Digest | Scoop.it
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Your Must-Read MarTech Digest™, for Tuesday, 9/27/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday, 9/27/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


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Four Types of Email Addresses Damaging Your Deliverability, and What You Can Do About Them - Profs

Four Types of Email Addresses Damaging Your Deliverability, and What You Can Do About Them - Profs | The MarTech Digest | Scoop.it
1. Invalid Email Addresses

As clever as that tactic may be, it results in hard bounces for marketers who send messages to those fake addresses. Inbox providers monitor what percentage of a sender's email addresses hard-bounce, and if the number goes above 2% or so, they can block or junk the sender's messages.

2. Spam Traps

All spam traps pose risks to marketers, but the most harmful are pristine spam traps—email addresses created by inbox providers and blacklisting organizations to identify spammers. Inbox providers hide those addresses on Web pages; the addresses then get picked up by spammers who use harvesting software to scrape the data.

3. Role-based Email Addresses

Departmental addresses, such as "sales@company.com" or "events@company.com," should be taken off your list. Businesses typically use those to accept and respond to questions from customers and prospects, not subscribe to newsletters.

4. Inactive Subscribers

In addition to considering negative metrics such as spam complaints and hard-bounce rates, inbox providers monitor positive metrics, including open rates and other engagement indicators. When lots of inactive subscribers leave your emails unopened, they drag down your engagement numbers. And once those rates get too low, inbox providers will begin blocking and junking your messages.
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What Lies Ahead for Portfolio Marketing in 2017? | SiriusDecisions

What Lies Ahead for Portfolio Marketing in 2017? | SiriusDecisions | The MarTech Digest | Scoop.it
Whether you’re responsible for portfolio marketing, product marketing, solution marketing, industry marketing or services marketing, we recommend evaluating the following areas as part of your 2017 planning:

  • Organization – appoint a portfolio marketing leader. 
  • Interlock – leverage buyer expertise. 
  • Measurement – focus on impact and readiness. 
  • Competency – master understanding of buyer needs. 
  • Technology – operationalize buyer’s journey maps. 
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The Effects of Highlighting a "Recommended" Pricing Plan [Original Research] - ConversionXL

The Effects of Highlighting a "Recommended" Pricing Plan [Original Research] - ConversionXL | The MarTech Digest | Scoop.it
Results summary
  • People basically viewed in an “r” shape, reading features and prices on top, no matter what order the plans were in or what was highlighted.
  • When ordered cheap-to-expensive, participants focused more quickly, and longer on the highlighted plan.
  • Participants chose the PRO plan more often in the expensive first plan order, and when it was highlighted.
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11 Subject Line Strategies Guaranteed to Increase Your Open Rates

11 Subject Line Strategies Guaranteed to Increase Your Open Rates | The MarTech Digest | Scoop.it
1. Keep It Simple
2. Personalize It
3. Avoid Questions
4. Use a Numbered List
5. Create a Feeling of Exclusivity
6. Make It Urgent
7. Give a Sneak Peek of What Awaits Inside
8. Experiment with Humor and Surprise
9. Use the Word “Free”
10. Use the Word “Alert”
11. Make Sure There’s a Clear Command
marketingIO's insight:

CT for details.

 

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The 3 things to look for in a customer-centric marketing tool

The 3 things to look for in a customer-centric marketing tool | The MarTech Digest | Scoop.it
1. Customer-focused lens
To make progress on customer-focused initiatives, marketing leaders need to bolster their stack with customer-focused tools, such as a customer analytics platform. When marketers have easy access to rich customer insights and a simpler way to launch customer-focused campaigns, they can begin to truly market to their customers, and not their channel audiences.

2. Easy-to-use, easy-to-access interface
When in the market for marketing tools, look for an intuitive interface that allows the marketing team to zoom in on customers and segments to gather these types of answers — without needing the help of anyone else in the org.

3. Cross-channel measurement
Finally, a customer-centric marketing tool needs to measure success on a customer level. It’s not enough to measure the performance of a multi-channel program by simply looking at the last-click revenue generated.
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5 Surprising Benefits of a Super-High CTR | WordStream

5 Surprising Benefits of a Super-High CTR | WordStream | The MarTech Digest | Scoop.it
Here are five surprising benefits of having a remarkable, unicorn-worthy CTR across all your marketing channels.

1. Much Higher Ad Impression Share

2. Your Organic Search Positions Will Get A Boost

3. Your Conversion Rates Increase

4. Free Clicks From Social Ads

5. People Will Actually See Your Emails
marketingIO's insight:

The world becomes your oyster...sorta.

 

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4 Ways Using Predictive Analytics Can Answer Your Sales Woes - Kapost

4 Ways Using Predictive Analytics Can Answer Your Sales Woes - Kapost | The MarTech Digest | Scoop.it
Predictive analytics hold incredible promise for your brand. But like any tool, it only performs well if used properly. The following can help focus your strategies:

1. Focus your marketing dollars
2. Prioritize your sales efforts.
3. Route incoming inquiries.
4. Refine your marketing message.
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5 New Ways to Use Your Marketing Automation Platform - GroundReport

5 New Ways to Use Your Marketing Automation Platform - GroundReport | The MarTech Digest | Scoop.it
Apart from the generating leads, there are some other ways the marketing automation platform can be brought into use. A few of them are:

One-on-One Relationship

Hire New Talent

Promote Subscriber Engagement

Monitor Customer Complaints from Social Media

Manage your Content
marketingIO's insight:

Think outside the box.

 

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