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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!

 

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

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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


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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


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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


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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


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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, 4/26/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 4/26/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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From 2016 to 2017, 5X more marketing automation vendors were added than removed - Chief Marketing Technologist

From 2016 to 2017, 5X more marketing automation vendors were added than removed - Chief Marketing Technologist | The MarTech Digest | Scoop.it
Why marketing automation, which I crudely lump together with campaign management and lead management products? To me, it’s quintessential marketing software. 

There are 212 vendors included in this category, up 36% from 156 in last year’s landscape. Specifically:
  • 142 vendors remained unchanged from last year
  • 4 vendors changed their name, focus, or ownership
  • 10 vendors were removed — acquired and absorbed or went out of business
  • 66 vendors were added
Yes, more than 5X as many vendors were added to this category than removed.
marketingIO's insight:

This is just one of the many forthcoming categories. The utility of using vendor logos is diminishing. 

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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5 things marketers should do today to reduce their cybersecurity risk - CMO.com

5 things marketers should do today to reduce their cybersecurity risk - CMO.com | The MarTech Digest | Scoop.it
To help, RSA Security’s CMO, Holly Rollo provided a checklist of five things marketers can do to minimise their exposure to security risks. The first is to increase their cyber awareness and better understand the risk. Rollo’s second piece of advice is to take accountability for the security of your marketing technology by asking the question of both vendors as well as third-party suppliers such as integrators and implementers. It’s also important to make security a key decision factor when choosing vendors.

Another big one is to partner with IT on your roadmap and monitoring strategy. Rollo’s final piece of advice is to advocate or create a breach communication plan. 
marketingIO's insight:

#6: get Cyber Insurance. Protect thyself.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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LinkedIn now boasts more users than Twitter and Snapchat combined - Memeburn

LinkedIn now boasts more users than Twitter and Snapchat combined - Memeburn | The MarTech Digest | Scoop.it
LinkedIn, the business-orientated social network now owned by Microsoft, has hit the 500-million user landmark.

That 500-million number also places it among the world’s most commonly used social networks, including Facebook (1.8-billion), YouTube (“more than a billion“) and Instagram (600-million), and above the likes of Twitter (313-million) and Snapchat (158-million).
marketingIO's insight:

Perspective.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Engagio Scout Delivers Actionable Insights to Coordinate ABM ‘Plays’ on Major Marketing Platforms

Engagio Scout Delivers Actionable Insights to Coordinate ABM ‘Plays’ on Major Marketing Platforms | The MarTech Digest | Scoop.it
Engagio, the leading provider of the all-in-one Account-based marketing solution, today unveiled its most revolutionary extension for the dynamic ABM ecosystem. Branded as “Scout”, the new ABM extension will enable marketing and sales teams to gain greater account visibility and communicate with customers and prospects inside the tools they already use, including LinkedIn, Gmail and Salesforce. With its new release, Engagio hops to the top position in ABM industry, making it possible for customer-facing teams to run coordinated account-based plays without ever having to leave their platform of choice.

marketingIO's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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The Top Hurdles to Proving Digital Marketing ROI - MarketingProfs

The Top Hurdles to Proving Digital Marketing ROI - MarketingProfs | The MarTech Digest | Scoop.it
The biggest challenge in proving digital marketing ROI is tying social and content efforts to revenue, marketers say. See what they say about KPIs, leads, data & more in this study.
marketingIO's insight:

Info scooped previously but bears repeating: social and content are fuel sources for overall lead gen efforts, and should not be measured separately.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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The Character Count Guide for Blog Posts, Videos, Tweets & More - HubSpot

The Character Count Guide for Blog Posts, Videos, Tweets & More - HubSpot | The MarTech Digest | Scoop.it

"1) Blog Posts
Post length: 2100 words
Title: Under 60 characters
Meta Description: Under 155 characters

 

2) Facebook
Status updates: 63,206-character maximum | Ideal length is 40 characters
Video: 120-minute maximum | Ideal length is two minutes

 

3) Twitter
Tweets: 140-character maximum
Does not include images, videos, polls, or quotes tweets
Ideal length is 120-130 characters
Hashtags: No more than two
Videos: Maximum length is two minutes and 20 seconds

 

4) LinkedIn Profiles
Professional headline: 120
Summary: 2,000
Position title: 100
Position description: 2,000 (200 character minimum)
Status Update: 600 characters -- however, Foote also notes that, "if you select to also post on Twitter from LinkedIn, only the first 140 characters will show on your Twitter post.""

marketingIO's insight:

CT for Instagram, SnapChat and YouTube.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Brain Science Says: Three Keys to Memorable Marketing - ITSMA

Brain Science Says: Three Keys to Memorable Marketing - ITSMA | The MarTech Digest | Scoop.it

"Clarify your message

“The first step is always to figure out what you want to be memorable for,” says cognitive neuroscientist Carmen Simon. “Getting to clarity is a beautiful thing but it’s not always easy. Spend as much time there as you need; it will fix a lot of problems later.”

Use your words

As marketers, we’re trying to shift to visuals and video as fast as possible but the reality is that the words we use can make or break the message. Most of all, says Simon, use your words to touch the senses.  Sensory details (“climbing Mt. Everest is like walking on a treadmill, breathing through a straw”) trigger feelings far more effectively than the “dramatic” mountain climbing photos.

Stop talking!

Use your words wisely, but not too many of them. The balance is a tricky one. “Repetition is the mother of memory but boredom comes quickly if you’re not careful to provide frequent stimulus change,” says Simon. “Repeat what you want people to remember but allow them to contribute their own wisdom and tie their words to your main message. After all, what do you think they will remember even better: what you said or what they said?”"

marketingIO's insight:

This is difficult but worthwhile.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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How Act-On Software Uses Retargeting - Act-On Blog

How Act-On Software Uses Retargeting - Act-On Blog | The MarTech Digest | Scoop.it
We use retargeting in sort of a tier approach – we leverage the Google Ad Platform to retarget anyone who has viewed our website but might not yet be a known prospect in our database.

From a branding perspective, we’re serving very top-of-funnel content in the ads, and we’re really just trying to make sure that [potential customers] recognize and think of Act-On when considering marketing automation. But we also leverage Listenloop, a retargeting platform, for our Account Based Marketing (ABM) efforts and for more sophisticated retargeting to known prospects in our database. Listenloop’s ABM platform is amazing.

All you need to get started is a CSV file of accounts you wish to target, which includes their domain, company name, and zip code, and then Listenloop will start to serve your ads to the IP addresses of the accounts you’ve identified. This is a great approach for B2B marketers because you can potentially engage more contacts who could be involved in the purchase decision who might not otherwise be known in your database. And we also use Listenloop to retarget known prospects based on specific behavioral actions.
marketingIO's insight:

Listenloop is fascinating and makes complete sense.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Marketing budgets sustained, insight budgets reduced - Smart Insights Digital Marketing Advice

Marketing budgets sustained, insight budgets reduced - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it
Chart of the day: Market research budgets have been cut whilst marketing budgets are being sustained Market research (increasingly referred to as "insight". Marketing topic(s):Customer research & analysis. Advice by Robert Jones.
marketingIO's insight:

UK marketers. Still...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Twitter Video: How to Create Engaging Video Content : Social Media Examiner

Twitter Video: How to Create Engaging Video Content : Social Media Examiner | The MarTech Digest | Scoop.it
6 Tips for Making the Most of Twitter Video 

#1: Optimize for a Mobile Audience

#2: Let Viewers Suggest Content

#3: Align Video Campaigns With Events

#4: Start a Regular Video Feature

#5: Solve Customer Problems.

#6: Greet New Followers With Short Video Clips
marketingIO's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Your Must-Read MarTech Digest™, for Tuesday, 4/25/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Tuesday, 4/25/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Challenge The False Dichotomies Of Marketing - Forbes

Challenge The False Dichotomies Of Marketing - Forbes | The MarTech Digest | Scoop.it
1. Online versus offline

Marketers are better off adopting customer-centric ways of thinking and considering all the various touchpoints that they can use to interact with customers, regardless of whether they exist in the physical or virtual worlds (or both, in the case of things like augmented reality). 

2. Effective versus efficient

Marketing ROI, in my view, requires marketing spending to be effective in that it generates positive performance for the business and efficient in that it does this in the leanest way possible. In other words, value-generating marketing should be about effectiveness and efficiency. 

3. Creativity-driven (right brain) versus data-driven (left brain) marketing

Marketers need to use “whole brain thinking” and not either “left brain” (analytics, data) or “right brain” (gut, creativity). Innovative thinking in marketing always has been the exciting product of gut instinct and data. We need to ensure that marketers use “whole brain thinking” in order to increase their chances of success.
marketingIO's insight:

Especially #1: it's not online, offline, growth hacking, data-driven, blah, blah, blah. It's Marketing.

 

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It’s About Revenue: Marketers Head Directly Into The Sales Funnel - Demand Gen Report

Before the hand-off to sales: 
  • Which marketing activities generate the most leads?
  • Do you have content aligned to the buyer’s journey?
Sales hand-off:

  • Has sales and marketing agreed upon a definition for good lead? Are those the types of leads being handed to sales?
  • Which pieces of content produce the most qualified leads? Why?
The sales process: 

  • Does your content align to your sales stages?
  • Do your sales reps have the right amount of content for each sales stage?
marketingIO's insight:

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Your Buyers Are Experiencing Marketing Fatigue; Here's What to Do About It - MarketingProfs

Your Buyers Are Experiencing Marketing Fatigue; Here's What to Do About It - MarketingProfs | The MarTech Digest | Scoop.it
This fatigue is going to push Marketing and Sales into a panic, if it has not already happened. Marketing, to meet its key performance indicators (KPIs) and waterfall numbers, is just going to push on Marketing-qualified leads (MQL) and Sales-qualified leads (SLQ) to the next level. 

So, What Can You Do? Here Are Five Tips

1. Re-evaluate your KPIs

2. Re-evaluate your outreach cadence

To create a compelling reason to buy, maybe you should cut back on the overall number of outreaches and nurturing touches (see below), and instead focus on making them really good.

3. Re-evaluate the nurturing process

I know the best-practices say 6-7 touches until you close a lead, but that's too much. At 6-7 touches, you are probably hitting a point of diminishing returns and becoming an annoyance.

4. Re-evaluate your messaging and communication style

5. Re-evaluate your training and development
marketingIO's insight:

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LinkedIn’s new Matched Audiences feature just blew Facebook Custom Audiences out of the water for B2B - Marketing Land

LinkedIn’s new Matched Audiences feature just blew Facebook Custom Audiences out of the water for B2B - Marketing Land | The MarTech Digest | Scoop.it
There are some awesome use cases for this new feature for LinkedIn advertisers:

  • Add all of your current customers’ email addresses into a Matched Audiences segment. 
  • Add all of your current customers’ email addresses into a Matched Audiences segment to use as a product updates messaging channel. 
  • Add all of your leads that never closed into an audience and advertise to them, and be sure to exclude current customers from #1 above. 
  • Add all leads that haven’t closed to an exclusion list for all of your campaigns. 
marketingIO's insight:

Awesome! This changes the landscape in the LI v. FB choice.

 

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Marketing Qualified Leads vs Product Qualified Leads - SalesHacker

Marketing Qualified Leads vs Product Qualified Leads - SalesHacker | The MarTech Digest | Scoop.it
Building The Product Qualified Lead Model

  • This is not just some fancy lead scoring 
  • Get the assistance of a Data Science team  If you don’t have a data scientist on staff – get one or check out a company called Whalr.
  • Match users against 3rd party databases – We match against several data sources including Mattermark, Clearbit, Datanyze and others. 
  • Start testing 
  • Expose as much as you can to the reps. 
Perfecting The Follow Up

  • NEVER offer help if it’s not needed 
  • Do Your Job. Be Helpful! 
  • Time the outreach with when you can offer real help.
marketingIO's insight:

This is very, very good. Data-driven.

 

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How to Use the Facebook Split Testing Feature for Ads : Social Media Examiner

How to Use the Facebook Split Testing Feature for Ads : Social Media Examiner | The MarTech Digest | Scoop.it
If you’ve been advertising on Facebook for a while, you know it’s important to split test your ads and posts to analyze which ads deliver the best results for your business.

Unfortunately, split testing can only teach you so much. If you split test two different types of ads and they both do poorly, do you just have two bad ads? Are you targeting the wrong audience? Are your bids too low? The list of potential questions goes on and on.

Split testing can teach you a lot about your ads, but it doesn’t teach you anything about your overall marketing strategy. To learn about that, you need to test the who, where, and how of your campaign settings.

Until now, there hasn’t been a great way to test these aspects of your Facebook ad campaigns. However, with Facebook’s new split testing feature, you can optimize your audiences, delivery settings, and placements to maximize your return on ad spend.
marketingIO's insight:

Step by step delineated.

 

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The Four Statistical Concepts Every Online Marketer Should Know - Kissmetrics

The Four Statistical Concepts Every Online Marketer Should Know - Kissmetrics | The MarTech Digest | Scoop.it
1. The Pareto Principle
You have probably already heard about the Pareto principle. You may know it as the 80/20 rule as it states, according to Wikipedia, that “for many events, roughly 80% of the effects come from 20% of the causes.”

2. The Law of Large Numbers
The law of large numbers tells us that if you repeat a random experiment often enough, the average of the outcomes will converge towards the expected value.

3. Relative and Absolute Numbers
Imagine reading about a new drug that reduces the risk of getting a dangerous disease by 25%. At first, this might sound very promising but does it really tell us what the real benefit of taking the new drug is?

Let’s assume 20 in 1,000 people get the disease without the drug. By taking the drug, this number is reduced to 15 in 1,000 people. While this is indeed a 25% relative drop, we should also consider the absolute reduction.

4. Simpson’s Paradox
Simpson’s paradox, as stated on Wikipedia, is the name of a paradox “in which a trend appears in different groups of data but disappears or reverses when these groups are combined.”
marketingIO's insight:

CT for the impact on online marketing.

 

BTW: missing is Schrodinger's cat.

 

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Microsoft finds another use for LinkedIn with CRM integration - CIO.com

Microsoft finds another use for LinkedIn with CRM integration - CIO.com | The MarTech Digest | Scoop.it
The moment Salesforce CEO Marc Benioff was dreading has arrived: Microsoft is wielding LinkedIn against Salesforce in the battle for the CRM market. Starting Tuesday, salespeople will get LinkedIn Sales Navigator data alongside other information in the Dynamics 365 Sales dashboard.

Users who have both systems will see information from LinkedIn profiles inside the lead, contact, account and opportunity pages of Dynamics 365 Sales. Dynamics and LinkedIn Sales Navigator will sync their information every day so that LinkedIn’s system is up to date on activity from Microsoft’s CRM and vice versa.

On top of the LinkedIn announcement, Microsoft also launched Dynamics 365 for Talent, to help companies manage their workforces, and Dynamics 365 for Retail to manage commerce operations.
marketingIO's insight:

Huge boost for Dynamics CRM.

 

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The Beginner's Guide to Google Optimize - ConversionXL

The Beginner's Guide to Google Optimize - ConversionXL | The MarTech Digest | Scoop.it
Chances are, you’ve heard of Google Optimize by now. It’s Google’s solution for A/B testing and personalization. It launched in beta last year, which left optimizers around the world waiting in line to try it out. Now that it’s out of beta, you can give it a try without the wait.

But what can you expect? How do you configure it properly? How do you run your first experiment?

If you’re reading this, you’re probably already using a testing tool like Optimizely or VWO. So, why give Google Optimize a try?

It’s a familiar UI.
  • Your Google Optimize data will be available in Google Analytics and your Google Analytics data will be available in Google Optimize, allowing for: more advanced targeting, more advanced reporting, more advanced conversion tracking, etc.
  • It’s free, so what’ve you got to lose?
marketingIO's insight:

Superb. CT for the details.

 

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Best Marketing Automation Software in 2017 | G2 Crowd

Best Marketing Automation Software in 2017 | G2 Crowd | The MarTech Digest | Scoop.it
The best Marketing Automation Software are determined by customer satisfaction (based on user reviews) and scale (based on market share, vendor size, and social impact) and placed into four categories on the Grid:
  • Leaders are rated highly by G2 Crowd users and have substantial scale, market share, and global support and service resources. Leaders include: Marketo, HubSpot, Pardot, Act-On, and Adobe Campaign
  • High Performers are highly rated by their users, but have not yet achieved the market share and scale of the Leaders. High Performers include: Wishpond, Autopilot, OutboundEngine, SharpSpring, Exponea, Informz, Net-Results, eTrigue, ActiveCampaign, Salesfusion, GetResponse, ThriveHive, LeadSquared, DSS™ (Dynamic Self-Syndication™), Right On Interactive, Listrak, ActiveDEMAND, Iterable, Real Magnet, iContact Pro, inBOX25, Intercom, Maropost Marketing Cloud, Lead Liaison, and Vbout.com
  • Contenders have significant Market Presence and resources, but have received below average user Satisfaction ratings or have not yet received a sufficient number of reviews to validate the solution. Contenders include: Oracle | Responsys, Bronto, and Oracle Eloqua
  • Niche solutions do not have the Market Presence of the Leaders. They may have been rated positively on customer Satisfaction, but have not yet received enough reviews to validate them. Niche products include: dotmailer, CommuniGator, IBM Campaign, Plumb5, Blueshift, SALESmanago, ClickDimensions, IBM Marketing Cloud, CallidusCloud Marketing Automation, Mapp Digital, Sailthru Experience Center, and Drip
marketingIO's insight:

Updated info. Remember that this is crowdsourced.

 

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SharpSpring Adds 211 New Customers in Q1 2017

SharpSpring Adds 211 New Customers in Q1 2017 | The MarTech Digest | Scoop.it
SharpSpring, Inc. (NASDAQ:SHSP), a global provider of cloud-based marketing technologies, secured 211 new customers for its flagship marketing automation platform during the first quarter of 2017. At quarter-end, the company had 1,200 agency partners and more than 5,650 businesses using its marketing automation platform, which was up 56% from 3,600 businesses at the end of the first quarter last year. Annualized recurring revenue from the new customer additions totaled approximately $1.5 million.
marketingIO's insight:

Not surprised.

 

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Marketo and Key Partners Establish the Alliance for ABM Success

Marketo, Inc., the leading provider of engagement marketing software and solutions, today announced the creation of the Alliance for ABM Success (Alliance), a consortium of experienced account-based marketing (ABM) leaders who have come together to help companies adopt, implement, and succeed with ABM. In addition to Marketo, other founding members include DigitalPi, Elixiter, LeadMD, Fathom, and Perkuto. 

The Alliance was established to study, formulate, and share ABM best practices to advance the market's understanding of ABM technologies, and to serve as an open platform for discussion and collaboration about ABM success and its influences on revenue teams (sales, marketing, and customer success) globally. The Alliance will draw upon the combined experiences of its members and the projects they have led.
marketingIO's insight:

Without a real tech investment by all parties, there's a limited shelf life.

 

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Your Must-Read MarTech Digest™, for Monday, 4/24/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Monday, 4/24/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

marketingIO's insight:

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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