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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 Marketing Technology Alert | 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


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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


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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


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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


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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


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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


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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.

 

 

iNeoMarketing'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
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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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The Marketing Technology Alert is curated content related to marketing automation. From iNeoMarketing: a New Type of B2B Marketing Agency
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Who Manages Attribution, and the Top 10 MarTech Articles Curated Friday, 10/17/14

Who Manages Attribution, and the Top 10 MarTech Articles Curated Friday, 10/17/14 | The Marketing Technology Alert | Scoop.it

Who should manage the Attribution process? That depends on how serious you are with Attribution.

 

If your Attribution process is one that is qualitative, then anyone with an email inbox can do that. There’s no science to it: just survey the audience (Sales!) and ask very general questions that fairly useless. Feel good kinda process, unless Sales comes back with answers that are just as useless as the questions.

 

And then there’s the Attribution process that is a bit more thoughtful, where the inbound lead is matched up against the sales pipeline so as to show impact. Shortfall? Inbound only, and without account as to the factors that drove the lead deeper into the pipeline. It’s a quick report from your CRM admin, and only shows one true fact: leads that entered the pipeline…period. Extrapolating that to revenue is folly.

 

True attribution? It’s the degree of value Marketing has provided to assist with each and every revenue dollar from inbound and outbound efforts. To ascertain the value, it starts with the data, i.e., a tracking of the touchpoints between Marketing and Revenue. From there, it’s the interpretation of the data based on a set protocol, and reporting on the results. So who is most qualified to manage this process? The analytics professional: the person so steeped in tracking and reporting. This is the logical person to drive the Attribution process.

 

Need to assign Attribution? It’s a function of your Attribution Process.

 

"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:

>> Enterprises' Top Digital Marketing Priorities for 2015 - Profs http://sco.lt/9Hbn5F 

>> Digital Analytics Pros: Wait Before Diving Into The Salesforce Wave - Forrester http://sco.lt/5trGxV 

>> Marketing Accountability Is the Horse, Automation Is the Cart. Put Accountability First - Profs http://sco.lt/5CvRXF

>> Can Michael Seifert's Sitecore Be The Customer Experience Management Platform of The Future? - Forbes http://sco.lt/7KdJtB

>> There's A Simple Rule That's Helping Marketers Advertise More Effectively On Social Networks - Business Insider http://sco.lt/6qbSvx 

>> Intelliverse Launches Fully Managed Marketing Automation Program | Business Wire http://sco.lt/871vZB

>> White Label Marketing Automation For Agencies and SMBs - Boingnet http://sco.lt/6VfH2f

>> Overcoming the Top 3 SMB Challenges with Marketing Automation - Media Current http://sco.lt/68sxqz

>> What Is Cloud 2.0 CRM | Visual.ly http://sco.lt/6saNnN

>> Infographic: What will CMOs prioritize in 2015? - The Hub http://sco.lt/8OXbqj 

 

 

See ALL Top Curated Marketing Technology Articles here.

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7 Email Marketing Myths [Infographic] - Smart Insights Digital Marketing Advice

7 Email Marketing Myths [Infographic] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it
Dispelling some email marketing 'best practices' In our email marketing campaigns, we are always looking to boost our open and clickthrough rates and the b. Marketing topic(s):Email communications strategy. Advice by Dave Chaffey.

 

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Enterprises' Top Digital Marketing Priorities for 2015 - Profs

Enterprises' Top Digital Marketing Priorities for 2015 - Profs | The Marketing Technology Alert | Scoop.it

 

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iNeoMarketing's insight:

Attribution needs exceeding MAP. 

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Marketing Accountability Is the Horse, Automation Is the Cart. Put Accountability First - Profs

Marketing Accountability Is the Horse, Automation Is the Cart. Put Accountability First - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Although automation matters, "A" Marketers focus on knowing which outcomes and metrics are essential to proving how Marketing is affecting and contributing to the business, and therefore which metrics need to be reported and improved. Armed with this information, the Marketing function can make decisions on what course of action and what investments will enable the Marketing function to serve as value creators.


Looking to model the leaders of the marketing performance management pack? Consider taking these four steps.

1. Start with alignment

For many marketers, the first place to begin is with the marketing plan. Revamp your marketing plan so that the line of sight between marketing activities and business results is clear. Seek expert help if you don't know how to do this work.

2. Commit to accountability

Website visitors, downloads, fans, followers, and shares are among the expanding number of things marketers can measure. Many of the things we can track fall into activity and output types of metrics. Best-in-class marketers, however, move from activity/output metrics to more meaningful measures of effectiveness and efficiency. Doing so may require you to adopt a metrics framework.

3. Build analytical muscle

Develop and implement formal processes to collect and manage data. Introduce a formal, documented marketing analytics initiative. Create a data inventory and metrics catalog; invest in tools for data analysis. Harness and use data, analytics, and modeling to discern patterns, glean insights, and predict outcomes.

4. Upgrade your infrastructure

Now we're talking technology! Take an inventory of existing siloed processes and tools, and identify best-practices for sharing and standardization. Marketing's infrastructure includes more than email or campaign automation, marketing resource management, and marketing asset management. Move from automation tools to performance management processes that enable you to run Marketing like a business.


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iNeoMarketing's insight:

Put it another way: you can't build a solid business case and report on results without the right analytics and 

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Ben Wild's curator insight, October 18, 4:47 AM

Proving the value of marketing is a must #MarketingOps #AtTask

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There's A Simple Rule That's Helping Marketers Advertise More Effectively On Social Networks - Business Insider

There's A Simple Rule That's Helping Marketers Advertise More Effectively On Social Networks - Business Insider | The Marketing Technology Alert | Scoop.it

Digest...


Social networks offer brands and businesses a new medium for communicating their messages. But what posts should they promote on social media, i.e. amplify with paid advertising? The answer: brands and marketers should only pay to promote their most popular content.


The "multiplier," or audience increase, seen by popular posts is much higher than for less popular content. For posts reaching 10,000 users organically, paid promotion can lead to 87-times more reach, compared to only a two-fold multiplier for posts reaching ~1,400 users. 

Here are some of the other key takeaways from this report:

>>  Social-media advertising spend will grow rapidly through 2018. 

>>  Social media ad spend has reached the mobile-tipping point. 

>>  Mobile app-install ads and programmatic buying are also growth drivers. 

>>  Social programmatic ad platforms are also growth engines. 

>>  Prices are increasing as performance and targeting improve

>>  The market is expanding with the introduction of paid ad units at Pinterest and Instagram. 

 

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iNeoMarketing's insight:

Seems blatantly obvious. Regardless, if you need more information on the social media advertising market, you may want to take a look at BI's report: https://intelligence.businessinsider.com/the-third-quarter-social-media-advertising-report-spending-trends-the-rise-of-mobile-and-improved-ad-effectiveness-2014-8 

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White Label Marketing Automation For Agencies and SMBs - Boingnet

White Label Marketing Automation For Agencies and SMBs - Boingnet | The Marketing Technology Alert | Scoop.it

Digest...


The limited resources and capabilities that exist in the marketing departments of small organizations have created a need that is being filled by marketing agencies. SMBs usually lack the creative expertise and manpower to effectively set up and run anything but relatively simple campaigns: they turn to agencies to augment their small teams with experienced staff and better software tools. To put it simply, their difficulties are a direct result of the mismatch between marketing resources and marketing goals: it is just not feasible for a small marketing team to invest in and fully utilize advanced marketing automation products and services.

 

To remedy this, agencies have traditionally supplied a disparate collection of lightweight point products to their clients in a “white label” format. White label marketing solutions are packages in which the cost of the software platforms are bundled into the overall campaign fees billed to the clients. Clients still receive real time access to campaign results, but the most of the work that goes into creative, data analysis, personalization, and campaign management is handled by the agency behind the curtain. This strategy saves money, but the collection of single-channel products makes cross-channel campaign integration nearly impossible.

 

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iNeoMarketing's insight:

The post brings up an excellent point: as an SMB, you don't need to purchase the software on your own then retrofit an agency to manage the software. You may want to look at turnkey solutions from agencies as an alternative.

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What Is Cloud 2.0 CRM | Visual.ly

What Is Cloud 2.0 CRM | Visual.ly | The Marketing Technology Alert | Scoop.it
How the use of Cloud 2.0 technology can affect the implementation of CRM solutions for business

 

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The Fallout When CIOs become CMOs, and the Top 8 MarTech Articles Curated Thursday, 10/16/14

The Fallout When CIOs become CMOs, and the Top 8 MarTech Articles Curated Thursday, 10/16/14 | The Marketing Technology Alert | Scoop.it

 A fascinating article appeared in CIO.com a few days ago, and I summarized it here: http://sco.lt/705xj7.  In a nutshell: CMOs with their data-driven experience are moving into CEO positions, and CIOs are becoming the new CMOs. Given the investment and use in marketing technology, this is a sensible evolution. Having said that…

 

-How does the CIO manage the marketing function without extensive marketing experience? With the marketing crew under his/her guidance, the CIO-now-CMO will rely upon their expertise to drive the mechanics of the function, while the CIO-now-CMO will need to lean on the CMO-now-CEO for overall direction. Eventually, the training wheels will need to come off, so expect to pursue lots o’ learnin’.

 

-Where does this leave the Marketing team member? In a position where you better know not only your martech, but how your martech fits into the overall corporate digital environment! If your former CMO-now-CEO has done her/his job, you should be entrenched in martech, but if not, you’re at risk. The CIO-now-CMO is a recognition as to the importance of martech, so either you find a way to protect yourself or shift yourself to a career move (and begin to learn martech in earnest).

 

-Where is the opportunity to shine? Analytics and Predictive. If you’re a staffer that is an aspiring CMO, then you want to dig deep into analytics so that you can bring knowledge and expertise to your CIO-now-CMO. Most likely, the CIO-now-CMO is not fully clued-in on the application of analytics and predictive, so you’ll want to drive the initiative and demonstrate its importance to the organization.

 

If there was ever a validation of the importance of martech, this new evolution proves just that. And it offers opportunities but also points out pitfalls, so tread carefully (and quickly).

 

"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:

>> It’s Risky Business When CMOs Tackle Tech Alone - CIO http://sco.lt/7yXO6b 

>> Google Panda 4.1: what digital marketers should know - Fourth Source http://sco.lt/4uq7Ht 

>> Parallax Web Design: What It Is and How It Can Affect Your SEO - Profs http://sco.lt/6EdbDl 

>> [FREE] Oracle and Forrester Study Demonstrates Business Impact of Modern Marketing Best Practices - MarketWatch http://sco.lt/7mrcJd 

>> Study: Even though B2B buyers purchase and research online, most not satisfied with brand websites - FierceCMO http://sco.lt/6FHCGP 

>> Salesforce’s Plan to Bring in its Next $20 Billion–and Stomp SAP - WSJ http://sco.lt/7tElaz 

>> Automating $30B in lead-gen: Integrate grows 20% a month tackling marketing's last mile - VentureBeat http://sco.lt/82Jvl3 

>> How Google Glass Works [Infographic] - B2B Infographic http://sco.lt/7lMOjh 

 

 

See ALL Top Curated Marketing Technology Articles here.

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Google Panda 4.1: what digital marketers should know - Fourth Source

Google Panda 4.1: what digital marketers should know  - Fourth Source | The Marketing Technology Alert | Scoop.it

Digest...


The Panda 4.1 update is thought to have been introduced because Google has discovered some new signals to help it detect low-quality content. So sites with thin or aggregated content can expect to lose visibility in search results, while sites with comprehensive, helpful and user-oriented content are likely to benefit.

 

According to Google, Panda 4.1 is also supposed to help small to medium sized businesses rank better. In the past, the challenge that Google faced was that bigger sites often benefited the most, just because they showed a good amount of relevant signals (such as backlinks). Now Google is trying to find the right balance for assessing the different signals from both bigger and smaller sites. It is evaluating signals from large and small sites in different ways because they require different benchmarks.

 

So in summary: If you are impacted by Panda, delete landing pages that are optimised for single keywords and pages that are performing poorly. And create fewer, relevant, high value pages that comprehensively cover a topic rather than having several pages with similar content. This will improve the user-experience and have a positive impact on rankings in the medium to long term.

 

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iNeoMarketing's insight:

It always comes back to quality content...always. Quality content keeps you out of trouble, but doesn't necessarily drive your page to the top of the SERP. You just have to have it.

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[FREE] Oracle and Forrester Study Demonstrates Business Impact of Modern Marketing Best Practices - MarketWatch

[FREE] Oracle and Forrester Study Demonstrates Business Impact of Modern Marketing Best Practices - MarketWatch | The Marketing Technology Alert | Scoop.it

"The study surveyed 492 marketing decision-makers across a range of industries in the United States, United Kingdom, Germany and France, and found that organizations that embrace modern marketing processes outperform their non-modern marketing peers and competitors on key business performance indicators including:
-- Revenue growth: 44 percent of modern marketers reported that their
organization's revenues exceeded their plan by 10 percent or more
over the last 12 months, versus only 23 percent of their
non-modern marketing peers.
-- Market leadership: 94 percent of modern marketers reported they
have some form of market leadership position, with 49 percent
claiming that they are the sole market leaders.
-- Workplace excellence: 71 percent of modern marketers claimed that
they had received national recognition as a "best place to work"
at least once in the past three years, compared with only 38
percent of novice marketers.
-- The study defined "modern marketers" as marketers that use a
combination of real-time predicative models and statistical techniques
including intelligent targeting and cross-channel marketing
attribution to ensure personalized customer engagement throughout each stage of the purchase journey."

 

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iNeoMarketing's insight:

And you can download the report at http://www.eloqua.com/resources/white-papers/Forrester-Paper-Why-You-Need-To-Be-A-Modern-Marketer.html 

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Momentum Factor's curator insight, October 16, 1:10 PM

Study found that organizations that embrace modern marketing processes outperform their non-modern marketing peers and competitors on key business performance indicators. Still, only about 11% of survey respondents were in the group taking full advantage of these tools.

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Salesforce’s Plan to Bring in its Next $20 Billion–and Stomp SAP - WSJ

Salesforce’s Plan to Bring in its Next $20 Billion–and Stomp SAP - WSJ | The Marketing Technology Alert | Scoop.it

"It involves pushing into fresh product areas, as Salesforce did this week with the announcement of a new business-analytics tool; expanding sales efforts outside of North America, which currently represents the bulk of the company’s revenue; and assembling new packages of software tailored to a handful of high-value industries such as financial services and healthcare.

Block’s blueprint reflects Salesforce’s ambitions to expand beyond its roots as a technology tool that helps salespeople keep tabs on clients and prospects. Roughly half of the company’s revenue now comes from software other than sales tools, largely due to recent products aimed at customer-service agents and marketing departments.

As part of his growth push, [Keith] Block has set out to leapfrog SAP, the German software company whose technology is widely used at big companies to run accounting, manufacturing, human resources and other essential departments."

 

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iNeoMarketing's insight:

BHAG: why not?

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How Google Glass Works [Infographic] - B2B Infographic

How Google Glass Works [Infographic] - B2B Infographic | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

FWIW...

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Blinded By The Dream Of Having A Single Marketing Services Partner? - Forrester

Blinded By The Dream Of Having A Single Marketing Services Partner? - Forrester | The Marketing Technology Alert | Scoop.it

Customer Insights (CI) professionals and marketers have managed relationships with their MSPs for decades to execute conventional direct marketing campaigns. While the classic database marketing business won’t dry up any time soon, the CI pros and marketers who manage these vendor relationships are grappling with:

>> A new generation of highly empowered audiences in the Age Of The Customer.
>> An increasingly complex enterprise marketing technology portfolio.
>> The reality of Big Data and its big meaning to marketing.
>> Fueling digital marketing with digital intelligence.
>> Exploiting the power of customer context to drive unprecedented levels of customer engagement.   


Marketing agencies and services providers are all trying to position themselves as the one partner who can help you manage this complexity. But let’s face it, a lot of the noise out there sounds a lot like a classic “all things to all people” message. The fact is, the marketing services space will remain a bit chaotic for the foreseeable future.

iNeoMarketing's insight:

The diversity and complexity of technologies forces you to look for specialists, placing you in the role of vendor manager. 

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Content Marketing: Secrets To A Killer Viral Video - #infographic - Digital Information World

Content Marketing: Secrets To A Killer Viral Video - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
This infographic from WhoIsHostingThis offers a wealth of tips on how to make your video content go viral.

 

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[FREE REPORT] Lead Generation Strategy Research Summary Report | Ascend2

[FREE REPORT] Lead Generation Strategy Research Summary Report | Ascend2 | The Marketing Technology Alert | Scoop.it
Leads fuel the sales pipeline. But prospects are becoming much more sophisticated about engaging with companies and sharing the information marketers need to generate demand. How will marketers reach the next level of lead generation performance in the year ahead?


The 16-page report contains charts and analysis on:
-Lead generation effectiveness is changing dramatically
-Most important objectives for lead generation in the year ahead
-Rating the success of lead generation to achieve important objectives
-Most challenging obstacles to lead generation success
-How lead generation effectiveness is changing
-Resources used to execute lead generation tactics
-Ratios for tactical effectiveness versus degree of difficulty
-How cost-per-lead is changing
-Extent of marketing software used to manage lead generation

 

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iNeoMarketing's insight:

Content with which you are familiar, with hard stats that you can use as a part of the 2015 planning process.

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Digital Analytics Pros: Wait Before Diving Into The Salesforce Wave - Forrester

Digital Analytics Pros: Wait Before Diving Into The Salesforce Wave - Forrester | The Marketing Technology Alert | Scoop.it

Digest...


Before placing SFDC on your digital analytics vendor shortlist you should consider that the capability:

 

1-Is targeted at SFDCs existing marketing cloud customers.  It is built more as "light weight" analytics capability providing BI pros the ability to natively ingest web and mobile data into their SFDC instances.

2-Will not replace existing enterprise systems. Salesforce claim it will “complement” existing enterprise digital analytics systems that do very much the same thing (i.e. collect, analyze and act on customer behavioral data) and more.

 

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iNeoMarketing's insight:

And that's a hold...

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Can Michael Seifert's Sitecore Be The Customer Experience Management Platform of The Future? - Forbes

Can Michael Seifert's Sitecore Be The Customer Experience Management Platform of The Future? - Forbes | The Marketing Technology Alert | Scoop.it

Digest...


“Marketing is in this super interesting position today.  Sales has a CRM system, finance has an ERP system, while marketing has this patchwork of mess that they have to deal with every day.  They have a lot of tools, and individually, the tools are great, and serve a specific purpose of e-mailing or working on social channels, or publishing to the web. But each tool works only on that channel, and is limited to the results from that channel. Where is the ERP of marketing? Where is that tool where you understand your customers and where you can figure out how to provide a better experience to your customers?  That’s essentially the race I see going on right now, and that’s what we’ve called the experience platform,” continues Seifert.

 

What does the future hold for Sitecore? “I like to say that we have built an experience cloud.  Everybody else seems to have a marketing cloud.  From my point of view, it’s all about the customer experience.  Over the next three, five years, it will be all about reducing complexity for marketing. That complexity needs to draw down.  It’s an insane waste of time in marketing,” continues Seifert.  If marketing is all about understanding and satisfying customer needs, then Seifert believes Sitecore is well positioned to be the “ERP” platform for the marketing department.

 

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iNeoMarketing's insight:

He's absolutely spot-on. Sitecore is a smart company, and has been ahead of the curve. It's clear from this article that they will remain ahead of the curve.

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Intelliverse Launches Fully Managed Marketing Automation Program | Business Wire

Intelliverse Launches Fully Managed Marketing Automation Program | Business Wire | The Marketing Technology Alert | Scoop.it

Digest...


Intelliverse, a global leader in sales accelerated solutions, today announced the release of a fully managed marketing automation program.

 

Intelliverse’s Managed Marketing Automation solution is part of a full product offering that enables organizations to accelerate and optimize the entire sales and marketing process. Together with Managed Lead Generation and Sales Acceleration cloud software, that integrates with CRM solutions such as Salesforce, Intelliverse helps companies drive bigger results at a faster pace and maximizes return on investment in sales and marketing.

 

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iNeoMarketing's insight:

FYI.

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Overcoming the Top 3 SMB Challenges with Marketing Automation - Media Current

 

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iNeoMarketing's insight:

Includes some simple tips for the S in SMB.

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Infographic: What will CMOs prioritize in 2015? - The Hub

Infographic: What will CMOs prioritize in 2015? - The Hub | The Marketing Technology Alert | Scoop.it

 

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It’s Risky Business When CMOs Tackle Tech Alone - CIO

It’s Risky Business When CMOs Tackle Tech Alone - CIO | The Marketing Technology Alert | Scoop.it

Digest...


There is a downside to not involving IT…

 

1. Forrester found that "CMOs who go it alone often overlook key integration points to provide a consistent customer experience across all enterprise touchpoints. CMOs who are not involved in technology design, decision-making and management risk creating an infrastructure that does not tightly align to the marketing vision."

 

2. New technology has all sorts of follow-on costs, from integration to training to replacement to total cost of ownership. Forrester has a clever acronym for ongoing outlays: MOOSE, or the cost to maintain and operate the organization, systems and equipment.

 

3. When a martech vendor underperforms, many CMOs find themselves locked into a long-term commitment, a soured relationship and no recourse. If the CMO involved the CIO before signing on the dotted line, chances are good that the CIO negotiated contract outs as well as an ironclad service level agreement.

 

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iNeoMarketing's insight:

I think we're aware of MOOSE, but #3 is one that makes practical sense, especially with regards to a review of a contract so that multiple eyes have seen it (covering thy butt).

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Parallax Web Design: What It Is and How It Can Affect Your SEO - Profs

Parallax Web Design: What It Is and How It Can Affect Your SEO - Profs | The Marketing Technology Alert | Scoop.it

Digest...


Parallax design sites are growing in use because they embrace the fluidity of the Web, provide simplicity, and offer a scrolling technique that creates a neat 3-D effect.

 

You should be aware of some concerns when deciding whether to use a parallax design. Concerns include the following.

Load times

Parallax design is highly animated with a lot of scripts, so it can decrease the load time of a website.

Browser support

Not all browsers are able to support the parallax design. That inability can lead to problems for the user.

Not mobile-friendly

Parallax scrolling is also not ideal for mobile as it makes the website bloated. Parallax adds layers of code to a website.

Deficient for analytics

If all your content is on one page, understanding what content is capturing visitors can be difficult. There can be workarounds to this obstacle, such as using event tracking or tying a pageview in Google Analytics to sections of parallax scrolling, but parallax design does add a layer of complexity to analytics.

SEO

SEO and new design techniques often don't mesh. In addition to being deficient on the analytics side, many parallax websites are not built with SEO in mind. Content often takes a backseat to the visual, and parallax pages typically aren't geared towards specific topics and targeted websites. External websites may only have one page to link without linking to specific subpage with more relevant content.

 

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iNeoMarketing's insight:

Avoid like the plague.

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Don Hileman's curator insight, October 19, 11:08 PM

Parallax websites look amazing, but are they effective for SEO? 

 

Well that depends. There are several things such as Page Title, Page Description, and Content that plays a major role in SEO. Parallax designs can still include great content which is one of the most important things when it comes to SEO. 

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Study: Even though B2B buyers purchase and research online, most not satisfied with brand websites - FierceCMO

Study: Even though B2B buyers purchase and research online, most not satisfied with brand websites - FierceCMO | The Marketing Technology Alert | Scoop.it

“Acquity's study, "State of B2B Procurement," based on a survey of 500 procurement officers with annual purchasing budgets in excess of $100,000, found that even though B2B supplier websites are the most popular means of conducting research, just 37 percent of B2B buyers said it was the most helpful channel for research purposes.


"These findings reveal a significant gap between the information procurement officers want and the content that B2B websites currently provide. This is despite the fact that many suppliers appear to be adapting to changing preferences among B2B buyers," the report said. "…As more B2B buyers, especially younger generations not tied to a particular distributor, turn to the Web to research products, reviews and prices, suppliers must provide more useful product information, tailored content, and seamless browsing experiences to attract customers and keep them engaged. Businesses that bridge this gap quickly will realize an increase in customer engagement and revenue, and a faster return on digital investments."”

 

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iNeoMarketing's insight:

It's a constant need to adapt to the changing preferences of B2B shoppers (and we have to think that way).

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Automating $30B in lead-gen: Integrate grows 20% a month tackling marketing's last mile - VentureBeat

Automating $30B in lead-gen: Integrate grows 20% a month tackling marketing's last mile - VentureBeat | The Marketing Technology Alert | Scoop.it
Integrate is a four-year-old company that has built a network, of sorts, connecting sales-and-marketing dependent businesses with upwards of 3,500 media partners. The businesses need leads, the media partners need ad revenue, and Integrate connects them in a structured way. If you’re a business looking for leads, you set up a campaign, define your criteria, and input your instructions.

Integrate tells you which media partners would work best. You can invite your own preferred media partners onto the platform if you wish, or you can simply pick from the publishers in the marketplace.

Once your campaign is initiated, your chosen media partners upload normalized data — leads, prospects, clicks, and more — into Integrate, which then verifies all contact information. Anything that does not validate gets passed back to the partner for replacement or fixing. The result, Vaughan says, is clean, formatted data, tagged with subIDs for source, time, and other information, that can be ingested straight into Salesforce, another CRM system, or a marketing automation system.

 

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iNeoMarketing's insight:

An inbound system that is tighter than a 3rd party DB for outbound efforts. 

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Top 11 MarTech Articles Curated Wednesday, 10/15/14

 Today’s curated articles collected for your quick review:

>> Blinded By The Dream Of Having A Single Marketing Services Partner? - Forrester http://sco.lt/8jRuWv 

>> [FREE REPORT] The State of Salesforce 2015 | Bluewolf http://sco.lt/7cloCP 

>> CIO-to-CMO Transition of Power Is Becoming a Reality - CIO http://sco.lt/705xj7 

>> It Takes A Village To Make Your Marketing Technology Investments Thrive - Forrester http://sco.lt/6l7ccD 

>> 7 Signs It's Time To Outsource Your Marketing - Forbes http://sco.lt/5p93IX 

>> Former Rival Marc Benioff Is Blown Away By The 'New Microsoft' - BusinessInsider http://sco.lt/6Gg8un 

>> Yes, Salesforce Wave competes with its analytics partners. Here's why they aren't worried - VentureBeat http://sco.lt/8crYu1 

>> Marketing Cloud data will appear in Wave, Salesforce exec promises (Q&A) - VentureBeat http://sco.lt/69rlnF 

>> http://Salesforce.com  Enters The BI Market With Wave, The Salesforce Analytics Cloud - Forrester http://sco.lt/8hKkCX 

>> Marketing Retargeting: Trends, Benchmarks, and Challenges - Profs http://sco.lt/8A6qpt 

>> The Power of Remarketing in PPC [Infographic] - B2B Infographic http://sco.lt/7dlP9d 

 

See ALL Top Curated Marketing Technology Articles here.

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