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Content curation has to be a part of your content marketing mix. There's just too much valuable information published within your knowledge space that someone...you...needs to keep your audience informed.
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Here’s the true secret to Real Time Marketing, and it’s called GOYA Marketing. Get Off Your Ass.
Cripes almighty, how often are we going to be in a situation where we MUST take advantage of an external B2B event that will give any of us a branding advantage?
Thankfully, real time marketing is not a huge focus in the B2B environment, as daily/hourly external events do not quite have the same impact as B2C.
But should something arise, then you don’t need processes, people, flows, etc. Just GOYA Marketing: do something.
Have a comment? Email it to email@example.com or comment below. I’ll publish it here.
Today’s curated articles collected for your quick review:
-- > How Beckon plans to simplify the modern marketer's 'big data' problem - VentureBeat http://sco.lt/5foyYL
-- > A Starting Point for Building B2B Personas - ClickZ http://sco.lt/6NtCUr
-- > Where Marketers Can Learn to Code - HubSpot http://sco.lt/6bnov3
-- > Salesforce ExactTarget Marketing Cloud Partners with Datalogix to Strengthen Advertising Effectiveness, Measure... http://sco.lt/4ygDpZ
-- > AgilOne Banks $25M Series C For Predictive Marketing Tech - AdExchanger http://sco.lt/7uz67V
-- > How to Dramatically Improve Your Google Authorship - KISSmetrics http://sco.lt/7jH90L
-- > 7 Lead Nurturing Strategies for Modern Marketers - ClickZ http://sco.lt/56KZCD
-- > Why Google's +Post ads Program May Be Important For You - Forbes http://sco.lt/6y4VU1
-- > Infographic: Which Is The Most Effective Digital Marketing Channel - Marketing Land http://sco.lt/7UMNWr
-- > The Importance of Visual Content in Marketing - infographic - Digital Information World http://sco.lt/9En9DV
See ALL Top Curated Marketing Technology Articles here.
► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
To understand typical B2B customer needs, let's break it down by phase of the buying journey. According to B2Beacon, there are four phases when viewed from the customer perspective: Explore, Evaluate, Purchase, and Experience.
You can learn more about these phases and the right content for each on B2Beacon - a new educational initiative from ClickZ in collaboration with B2B agency BusinessOnline and 30 leaders in digital marketing.
There is too much information to summarize, however, if you need a generalized backgrounder on the B2B persona's mindset at each sales stage, you'll want to click through (as well as visit B2Beacon).
Enter Datalogix and Facebook’s Custom Audiences, and marketers now have the ablity to find their ideal customers and target them with hyper-relevant messaging based on a more holistic view of their behaviors. Today, ExactTarget Marketing Cloud announced a new partnership that makes it possible to leverage Datalogix data within our Social.com and Active Audiences advertising solutions. You can read the full press release here.
Salesforce.com's clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend.
This deal is a particularly important one for Salesforce.com, which recently watched Oracle snap up data exchange and data-management platform BlueKai. IBM recently bought email marketing and marketing automation provider Silverpop. While Salesforce.com has made its share of marketing acquisitions (its Marketing Cloud suite, for instance, was built by technologies from ExactTarget, Buddy Media and Radian6), questions remain around its paid media strategy.
Salesforce.com's paid media capabilities primarily center around social advertising via Social.com and its Active Audiences tool, designed to allow agencies and brands to scale first-party data sets for targeted Facebook campaigns. The Datalogix partnership extends those data sets substantially.
Again, B2C, and it's already occurring in the B2B world.
How do to gain those trust signals that Google Authorship provides? How do you improve your authorship reputation, rise in the ranks, and gain more readers?
This article assumes two things:
Additionally, you can check out the video on adding Google+ Authorship for more information.
Now it’s time to dramatically improve your Google Authorship:
1. Write often.
2. Write for a variety of sites.
3. Verify all sites for which you write. Whenever you write for a site, you need to add it to your Google+ profile.
4. Become consistently active on Google+.
5. Grow your circles.
6. Monitor your Google Author Stats.
If improving your Google Authorship is important (and it should be given the importance of Google+), then you'll want to incorporate these 6 steps into your calculus.
+Post ads can act as an accelerator to a content marketing program. If you are engaging in efforts to use content to expand your reputation and visibility online, this will immediately expand your reach. Traditional social media requires you to build an audience on their platform, and then you can share content to the audience you build. You get to accelerate that by participating in the communities on that platform, or building relationships with influencers. This is already great stuff.
An increasing number of brands are feeling compelled to engage in Google+. The addition of +Post ads makes G+ even more attractive. From Google’s perspective, not only does this help them monetize Google+, they get to do that without actually placing any ads on Google+ itself, and it will help them expose Google+ to more users via the extensive reach of the AdSense platform.
More on the very recent announcement from Google re: +Post ads. Think of it this way: it's an easy first step towards paid content distribution.
There are thousands, if not more, facts and figures that sing the praises of using visual content in your marketing strategy. Bandwagoncreative took a closer look at why visual content is important.
Changing the mindset regarding written-to-visual is hard, however, the upside is so great that you must (MUST) think visual first. So easy to crank-out a written piece: couldn't you just take that written piece and create a deck instead?
Crowdsourcing software review company TrustRadius revealed its latest marketing automation ranking and buyers’ guide today, and here’s the consensus: Software for the enterprise still lacks the appeal of consumer versions.
For mid-sized companies, TrustRadius’ data says that Marketo and Pardot were the best products, with customer satisfaction ratings of 4.2 and 4.0 out of 5, respectively. And for smaller companies, Hubspot, Act-On, and Infusionsoft topped the list, with Hubspot getting top honors for an almost-perfect 4.8 customer satisfaction score.
The other trend is the distinction between single solutions, like a Marketo, and integrated marketing clouds like those offered by Adobe, Salesforce, Oracle, and perhaps IBM, which pull together a number of components such as social, marketing campaigns, and analytics into one suite.
The charts tell the whole story, and it's not surprising given the focus: Eloqua on the Enterprise, Marketo and Pardot on the mid market. And not surprised that the larger vendors for the Enterprises score poorly on usability, as nothing is out of the box for the Enterprise.
So what would that framework actually look like? It would start with strategic options. The classic big three are high quality, low cost, and high service (i.e., close customer relationships). Each implies different requirements for marketing, product design, production, customer support, and administration, which in turn drive technology, core competencies, and organization. Those requirements are the goals of the technology strategies. Methods to meet them are technology options, such as integrated suites, best of breed systems, and platforms-and-apps. These are modified by other parameters such as in-house vs. outsource, scope of channels, sophistication level, resources, and scale. Note that some of these are choices while others are constraints.
David Raab is creating this framework for making marketing technology investments for presentation at the MarTech conference in August. He may give us a sneak peak of the whole framework before the conference.
Honestly, I was looking for a few solutions that are listed above. Click through for links if necessary.
Forget Photoshop. These easy-to-use animation tools will churn out GIFs for every mood and moment.
Thank you, FC. A nice collection, and simple to use.
"While content is king for marketers, the latest survey from Frost & Sullivan finds that it’s also their principal challenge. Marketers tend to rate their content efforts as average, and they seem to be wedded to formats that predate the Internet."
It just points to outsourcing: there's no other way around it.
Paid search still represents the biggest share of digital marketing investment but Facebook social ad spend is growing at the faster rate...
Consider B2B social advertising as the answer to "hitting where they ain't."
You have a limited budget (who doesn’t). And your plans include significant investments in marketing technology. But not people. You can add the technology, but not all the people you need. What do you do?
You need more content. You need SEO. You need to integrate the technology with internal systems. You need to tie together external systems. You need reporting. You need analysis.
You need a Marketing Operations guru.
Here’s why. You can stretch your current staff, but they won’t be able to meet the demand from all the new technology. The gaps have to be filled with outsourced talent, and that talent has to be defined, vetted, directed. No better person than a Marketing Ops pro who knows exactly what is needed to properly plan, implement, execute and manage the technologies that are rolling through the door.
Only the Marketing Ops pro can pull together the resources from the outside into a comprehensive effort so that you can maximize your investment.
-- > Act-On raises $42M to double down on 'greenfield' marketing automation - VentureBeathttp://sco.lt/7tTMZd
-- > 10 Smart Tips to Leverage Google+ for Increased Web Traffic - Mozhttp://sco.lt/4ttG4n
-- > 10 Creative Ways To Use Google+ For Your Blog - CoSchedulehttp://sco.lt/8GJVNh
-- > 2014 Marketing Automation Performance Survey - Preliminary Results - Heinz Marketing http://sco.lt/7DwgaX
-- > Wasted Words – Why Marketing Content Longer than 3 to 5 Items Does Not Work - Gartnerhttp://sco.lt/7sBbKD
-- > Social Media Frequency: How Often To Post To Facebook, Twitter, LinkedIn - Fast Companyhttp://sco.lt/8ZgLxZ
-- > 7 Modern Age SEO Myths - Forbeshttp://sco.lt/8aX9Ll
-- > How to use video in email marketing in 2014 - Smart Insightshttp://sco.lt/6rSFZx
-- > Applying Agile Methodology To Marketing Can Pay Dividends: Survey - Forbeshttp://sco.lt/79cZu5
-- > Your Guide to Using Embedded Audio in Email - The ExactTarget Bloghttp://sco.lt/7BoyA5
-- > 90% of marketers not trained in marketing performance, ROI - BizReporthttp://sco.lt/5cbM6z
-- > The Customer Experience Index, 2014 - Qualtricshttp://sco.lt/5KHP4j
-- > Why Snackable Content Should be Deployed in your Content Marketing Strategy - Digital Information World http://sco.lt/8rLKi1
-- > The Best CRM: New vs Old [INFOGRAPHIC] - Salesforcehttp://sco.lt/7Za39t
-- > What Should You Know About Marketing Automation? | Response Capturehttp://sco.lt/8IZTH7
“Marketers now have email systems, social tools, a media agency with TV, radio, and print insights, web tools, A/B testing, and search analysis,” Beckon CEO Jenny Zeszut told me. “But where finance has its own set of data tools and sales has CRM, marketers don’t have a single system that ties it all together.”
Beckon, which started in private beta over a year ago and announced a $10 million funding round today, takes reports from all those systems and automagically analyzes, arranges, and presents the data in one single report. It acts much as Tripit, which you forward your flight arrangements to to get a comprehensive record of your travel. In Beckon’s case, simply cc Beckon on all your regular reports, and the software munches through your PDFs, PPTs, DOCs, XLSes, and other report formats to find, understand, and correlate all your data.
The typical scenario, Beckon says, is that companies employ IT, analysts, data scientists, or interns to sort through all the data sources and build up some comprehensive version of their data. But it’s hard and time-consuming, and it’s not always clear how your SEO results are linked to what your e-commerce engine is reporting, or how your email marketing campaign affected sales and your social media campaign affected visits. All the data is there, theoretically, and accessible, with effort … but the effort seems to be too great to allow for effective, real-time decision-making.
I wanted to get this to you so that you could keep an eye on Beckon over the short run. Quite impressive.
Check out one of the many online courses available. Here are some of the big ones:
The marketer doesn't need to know all the details to coding, but in order to effectively communicate with developers, understand capabilities, and be able to make quick changes on your own (and that doesn't mean your CMS' WYSIWYG UI), it's a must.
AgilOne, a cloud platform designed to enable predictive marketing, has raised $25 million in Series C funding led by Tenaya Capital with participation from Next World Capital and Four Rivers Group.
AgilOne’s most recent raise was a $10 million Series B round last November, bringing its total funding picture to $41 million.
AgilOne is not the only vendor tackling email personalization. Its competitors include Sailthru and Custora, which claim to help marketers measure user value across the entire customer life cycle. Personalization through predictive marketing is also a hot investment area.
Sailthru recently raised $20 million in Series C funding to construct individualized profiles and predictive email. Programmatic email exchange LiveIntent, too, raised $20 million in recent months and TellApart acquired AdStack for email marketing optimization.
Yes, it's B2C, but consider the size of the investment across all personalization/predictive companies, and you realize that it's just a matter of time before it is infused into MAPs.
Depending on the scenario, a specific type of lead nurturing program will be required. Read on to discover a chart that will help you get the most out of any lead nurturing campaign.
The table covers the basics to lead nurturing tactics (and most if not all scenarios). Just remember your personas as you build out your nurturing efforts.
If there are two staffers all B2B marketers need: an SEO expert (optimizing everything), and a marketing ops guru (to manage the technology, including email).
Not testing. Everything needs to be tested, either A/B or MVT, so that you can arrive at the best answer quickly. The technology is there, thus ending the incessant rhetoric.
Not optimizing. Just as everything needs to be tested, everything needs to be optimized. Every single thing: landing page, emails, written pieces, video, slides…everything. If it’s for public consumption, then it needs to be optimized.
Not learning the soft stuff. Ranging from your competition to your vertical to your profession. It’s an absolute must to constantly be atop your part of the universe: not only is ignorance not bliss, it kills. Hey: read the Marketing Technology Alert every day (subscribe to receive the daily edition via email).
Not learning the hard core stuff. The nitty-friggin-gritty. Dive head first into a marketing automation platform. Build out a SFDC instance. Get neck deep in integration. Really (really) understand analytics. You can’t effectively communicate with peers, supervise staff or manage partners if you don’t have the background. Walk the walk, and don’t look or sound like a horse’s ass.
Not expressing. Blog, tweet, post. Just write. And not asinine dreck, e.g., I’m sick of my boss BS. Substantive stuff that is justifiable and of interest to others in your industry. You’ve got insight: get it out there.
-- > New marketing automation rankings: Enterprise usability still sucks - VentureBeat http://sco.lt/8m7e0v
-- > Digital marketing is now reappropriating the sales budget - Chief Marketing Technologist http://sco.lt/6B2HhJ
-- > Customer Experience Matrix: Matching Marketing Technology to Business Strategy: A Starting Framework http://sco.lt/4svHHd
-- > Using Neuroscience to Design a Better Blog - KISSmetrics http://sco.lt/72Bfnt
-- > Very, Very Best Social Plugins for WordPress - 'Net Features - Website Magazine http://sco.lt/8rIH2X
-- > 7 Dead Simple Ways To Make Your Own GIFs - Fast Company http://sco.lt/87kToH
-- > Brands Can Now Turn Google+ Posts Into Interactive Display Ads - Marketing Land http://sco.lt/93nRuT
-- > Marketing Research Chart: How are marketing departments allocating budgets? - Sherpa http://sco.lt/8JoQq1
-- > Marketers Embrace, But Still Struggle With, Content Marketing - Demand Gen Report http://sco.lt/9BX1Cj
-- > Infographic: Everything you need to know about Facebook's new image dimensions - The Hub http://sco.lt/6NAuYb
-- > Infographic: Search versus Social Advertising - The Drum http://sco.lt/8qFjsH
It probably comes as no surprise that digital marketing budgets are rising. But the velocity of growth is actually quite breathtaking. In research conducted by Gartner among their clientele, digital marketing budgets rose 20% in 2013. And they’re expected to rise again by double digits in 2014.
For large companies, those are large budgets being moved around in a short time span.
Where the money for this rising digital marketing budget is coming from:
Most businesses are increasing or significantly increasing marketing technology spend in direct expenses, capital expenditures, cross-charged expenses from IT, and expenses for marketing service providers. Green lights all across the board.
Scott Brinker pulls the highlights from the recent Gartner webinar. You can access the webinar at no charge by going here. At the very least, download the slide deck: full of great information (I'm reticent about scooping it as it lies behind a simple registration).
Some excellent research from KISSmetrics. For examples to the snippets above, please click through.
The ad program gives advertisers the ability to place Google+ posts onto Google’s display advertising network. In testing since December, the program is now available to any Google+ page with at least 1,000 followers.
The +Post ads are essentially promoted posts — links, photos, videos, Hangouts on Air — that are pushed into the Google Display Network, where they appear as fully interactive content. Viewers see a “Click to Expand” button that triggers a full screen lightbox view of the content. The posts are fully interactive, allowing users — at least those signed into G+ — to comment, share and +1 without leaving the site.
Post and promote. Outstanding. Get on the Google+ train.
Q. How do you foresee the percentage of your total marketing budget allocated to the following marketing tactics changing over the next year?
Marketing technology on this list? Marketing automation? Content? Seriously??
Optimize your Facebook images.
If you are a digital marketer, you know two things: your audiences are savvy and your budgets are tight. So why contribute to the $20 billion companies spend on crap when the ROI for content creation is so much higher? Here's a look at what your dollars can do for you - a content-versus-swag showdown.