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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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At what point will you realize that your email marketing has crossed over into email pestering? Without taking action, you won’t, just like the frog in the pot of boiling water.
But what you can do, after you’ve outlined your email marketing calendar, is put a bit of forethought into how to avoid being a damn pest. Examples:
Don’t wait until the water is boiling. Take corrective action now.
Have a comment? Email it to firstname.lastname@example.org or comment below. I’ll publish it here.
Today’s curated articles collected for your quick review:
-- > Salesfusion launches 'first ever' embedded predictive lead scoring - VentureBeat http://sco.lt/7kIMzJ
-- > Video Marketing SEO - ClickZ http://sco.lt/8qKsHB
-- > Is Responsive Design killing Content Marketing? - BrightInfo http://sco.lt/71e7dZ
-- > You've Heard Of Big Data But What Is Big Content? | B2B Marketing Insider http://sco.lt/5HUx4z
-- > Silverpop’s Ecommerce Launch Underscores B2B-B2C Convergence - AdExchanger http://sco.lt/66NY93
-- > Marketers: They Don’t Have Digital Tools They Need to Succeed - MarketingPilgrim http://sco.lt/588Bmr
-- > The Top 3 Ways of Selling on LinkedIn in 2014 - ClickZ http://sco.lt/8MkT0z
-- > Who Has The Biggest Marketing Budgets? - Forbes http://sco.lt/4lZLzl
-- > [FREE] Buyer’s Guide to Call Tracking Software for Marketers - IfByPhone http://sco.lt/7pxnUX
-- > 75% of marketers use A/B testing to learn about customer behavior - Sherpa http://sco.lt/5Nnycr
See ALL Top Curated Marketing Technology Articles here.
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“We’ve gone through a real transition. In the seven years I’ve been here, we’ve moved from being more of an Advertising and Promotions department to really being an Insights to Action function.. That changes your focus substantially. But of course we still do the advertising, marketing and promotional accountability, that’s our functional expertise… We’ve reduced degree of traditional advertising that we’ve done. Because we’ve found, and maybe it stems from our advertising roots. Advertising is about frequency and reach. Well, we have 35 million people coming into stores every week. Tens of millions with our mail-order pharmacy and with our prescription benefit management. So if you monetized, if you put into traditional advertising terms, all of those are exposures or impressions. The media in our operating environment is thousands of stores, hundreds of thousands of people, serving millions of customers, creating billions of interactions. It’s very large numbers and we’ve decided to harness the energy of the marketing team in collaboration with IT, Store Operations and Digital.”
This is groundbreaking in two ways. First, CVS is shifting focus away from awareness and acquisition towards the customer experience and retention. Second, Price acknowledges that it involves working across the organization to accomplish marketing goals. Marketing is no longer a silo-based function.
Why is this important to the B2B Marketer? (1) For the vast majority of B2B Marketers, you're always looking to derive additional revenue from your existing clients, and (2) referrals (which is a part of your social media strategy). CX, CX, CX.
What can you automate in social media?
Tweet Posting. Many social tools offer tweet scheduling as a basic option, but Buffer offers some of the best options for scheduling posts that don’t need a specific time or date.
Curating Content. To provide the most value to your network, you should share “source-neutral” content, or content that you didn’t create. Twitter lists can help group tweets to discover the best content amongst your network, but tools like Commun.it and Paper.li can help make discovering these posts easier.
Social Archiving. Zapier uses trigger actions (Twitter mentions, Facebook page posts), and uses them to create an action (save the mention or post as an Evernote note, save it on a Google Calendar, email an inbox, send an SMS).
Sharing Blog Posts. Zapier offers the option to automatically share blog posts from an RSS feed to Twitter, Facebook and others. This works especially well for blogs where writers have individual RSS feeds for direct attribution, but can be used for general blogs as well.
Kicking Off Social Media Processes. Automatically kick off these processes by alerting the proper staff when social media needs arise by emailing or texting the people responsible for responding using Zapier.
Buffer, a content curation tool (I suggest Scoop.it), and Zapier. Boom: there you go.
Even more platforms are opening up to allow anyone to publish longer-form content beyond shorter status updates. LinkedIn is the latest example. Medium earlier this year is another. And although Medium is minimal and beautiful, none of these platforms are actually innovative or solve problems that haven’t been solved in the past.
To hand over your content to a platform like LinkedIn seems a bit like a content Ponzi scheme to me for everyone except the influencers who actually get visibility. And further, they have arbitrarily chosen a group of seemingly random people to publish and share through their network at scale. This in and of itself should be an instant remover of reasons you would support such a platform: you could work harder on a post than their “influencers” yet their influencer content would always win. The deck is stacked against you.
You’ve been able to publish your own ideas, in whatever format you like, wrapped in your own template, with full access to analytics and ability to monetize how you see fit since the web existed. To give your content over to someone else and publish in their platform (with any degree of consistency, but even once) basically admits building your own site is “too difficult” for you. Or that you’re clueless about the importance of ownership.
Jeez, he may be right. On one hand, there's a deeper market reach (see the recent Duct Tape Marketing post). On the other hand, are you giving away your IP so that LinkedIn benefits?
There may be a quid pro quo here that may or may not tip in your favor.
Here are nine easy-to-use ideas on how to perform segmentation by activity.
1. Resend your newsletter with another subject line to those who haven't opened the previous one within a few days.
2. Resend your email campaign with a new call to action to those who opened but haven't clicked.
3. Prepare another email campaign with a completely different offer to those who haven't clicked on the previous one.
4. Offer a switch from promotional to informative and educational newsletters to those who always open but never click.
5. Research which links recipients have clicked on and send them additional information or a special offer about the issue they are especially interested in.
6. Dare to send newsletters more frequently or some extra offers to the most active clickers.
7. Change not only the subject field but also the sender name to a more personal one.
8. Send a text message to those who haven't opened your email if the campaign requires some urgent action.
9. Prepare a compelling re-engagement campaign to those who haven't opened your emails for some months.
Great ideas all, with more details to each one should you click through. And demonstrates the flexibility from the use of MAS.
Learn how Oracle is adopting an inbound approach to their sales process through social selling.
Earlier this month, however, Ad Age reported that Oracle was starting to adopt social selling by integrating social media into its sales process. Specifically, Oracle has started to encourage its employees to use Twitter to engage with prospects in meaningful, helpful dialogue during the sales process. While this is not a new concept from an inbound sales point of view, this is certainly a drastic shift for large B2B enterprise businesses that has relied on traditional sales and marketing tactics to date.
Oracle’s first move was, wisely, to demonstrate commitment from the top. It did this by putting a former Eloqua employee, Jill Rowley, in the driver’s seat as the official “Social Sales Evangelist” at Oracle. In this role, Jill created an entire program around social selling to help educate, train, and get folks excited about using Twitter to sell.
Oracle’s second smart move was to develop formal training to help salespeople understand how to use Twitter for selling. It’s definitely a departure from the traditional cold calling and emailing. Oracle approached the training by building out large scale training sessions, as well as small support-style workshops. Jill also produced and starred in an internal 10-episode webinar series that focuses on social selling.
Social selling is not the centerpiece, and an important part of the overall sales mix. I'm looking forward to seeing social selling as a more institutionalized strategy across all industries.
Videos like interviews and webinars may work better if self-hosted. Content to be shared in video sites (YouTube) would be videos like how-to, event promotions, or recaps. Product review and testimonial would work for any case, either self-host or third-party sites.
Making a Case for YouTube: At first glance, it looks like YouTube should be the default choice to host videos. It is considered more powerful and complete than any third party or self-hosted competitor. It also provides features that don't require a lot of coding.
It's straight-forward to optimize key elements of a YouTube-hosted video in order to help the video rank for targeted keywords. Plus, YouTube is owned by Google. So the largest search engine on the planet has a direct line to performance data surrounding videos hosted here.
The Argument for Self-Hosting Videos: There are some advantages to hosting video on your own website. Primarily, if optimized well, hosting the videos is a good idea because it means your website can show up in the search engine results pages (SERPs) instead of YouTube. Additionally, by self-hosting you have the flexibility to brand it any way you want to.
On the other hand, the cost to host the videos can put a dent in your budget. Also, there are a lot of issues with video formats and complex coding. For many, YouTube is simply the more efficient answer.
YouTube vs. Self hosting? Although DIY gives your optimized content good SERP standing, it may be a bit too much if you're just starting down this path. Increment from YouTube to your own (and third party hosting services are not that expensive).
Now the conversation is shifting to long form content. Business Insider used 21,000 words on an in-depth profile of Yahoo CEO Marissa Mayer. Huffington Post has won a Pulitzer prize and even BuzzFeed has added political coverage.
There are some obvious and proven SEO benefits of long form content.
[The author’s] guidance would be that all content production should invest some percentage of time and effort in long form content. The percentage should be big enough that you can generate enough pieces to gain some real insights into what works and also to move the needle on SEO.
Yesterday, I wrote about creating a singular piece, and from that singular piece you could create 75 different pieces. Is long form important? YES! It serves to drive your SERP, and drive the development of parsed pieces.
The newly released 2014 Digital Trends report from Econsultancy and Adobe shows that both B2B and B2C marketers are making big changes in the way they reach out to their customers. Unfortunetly, only 23% of marketers believe they have the tools they need to succeed.
Marketers said they were concerned about social media curation tools that block business messages. Others worry that we’ve given customers too many ways to buy exactly what they want so competition keeps growing as customer loyalty fades. But the biggest is the speed at which digital marketing keeps changing.
And in the previous post, budgets are going up. Don't have the tools, but the budget is increasing. What the hell is going on?
Marketing budgets are rebounding. They are expected to increase 6.7% in the next twelve months according to the February 2014 edition of The CMO Survey. This is a sizable increase over projected increases of 4.3% in August 2013 and a massive boost over the 0.5% increase reported in February 2009. [...]
Life is good. And based on other data points, you can surmise where the spending is going.
Why do customers buy your products? Or bounce from your landing pages?You could simply ask them. But will they tell you the truth?Do they even really know?In this week's chart, we'll take a look at the data to see which types of marketers are using A/B testing and website optimization tactics to answer questions like these and learn more about customer behavior.
This is a very high (and unrealistic) percentage. I tend to think that respondents used surveys to "A/B" different designs. A/B and MVT are real time tests.
Kahuna is interesting because it's a mobile-first marketing automation platform that can be used for marketing anything, not just a mobile app.
“Mobile has been the future for 10 years now,” Adam Marchick told me today. He’s the CEO of Kahuna, a mobile marketing automation company that just raised $11 million to hit the market harder.
The same day Kahuna announced its new cash, the well-established Urban Airship announced its own brand-new mobile marketing automation solution, which allows marketers to build automated real-time marketing workflows for millions of customers or potential customers, and integrates with Apple’s iBeacon local commerce product.
Kahuna is interesting because it’s a mobile-first marketing automation platform that can be used for marketing anything, not just a mobile app.
The company claims that it more than doubles customer engagement, with response rates hovering around 20 percent for its push messages. Marchick says that’s because the company, which is thoroughly staffed and funded by ex-Facebookers and other fast-growing startup people with very significant growth hacker credential, knows what to send and what not to send.
I've been struggling with this concept, and find it hard to break out of the MAS mold. Just can't get away from email as the foundation for communication out of an MAS application.
5 specific aspects of a MRM solution essential to implementing and managing Brand Content.
1. Plan and monitor production What are the issues to be addressed? Who is responsible? Which media will be published? These questions become even more crucial when one aspires to real time marketing, which itself can be managed by the editorial planning module of a MRM solution.
2. Organize and share content
A solid content management module, a core component of MRM solutions, guarantees the effectiveness of contributors who can work more quickly and instantly find the sources or digital elements they need.
3. Collaborate more effectively and speed up approvals
The collaborative features of a MRM platform allow one to: -replace a series of e-mails by online comments shared by all, -formalize workflow and approval exchanges between involved parties, -trigger notifications at each step of the process.
4. Localising content in an international context
A MRM solution is particularly interesting in this distributed marketing context:
5. Publish all media How can one publish content on all target media (social networks, intranets, websites, blogs, print publications, etc.).? How can one have an overview of all created and disseminated media? A MRM solution addresses these needs in two ways:
A bird's eye view of some of the capabilities offered by MRM. At some point, some MRM functionality needs to get into the MAP.
If these five signs hit home, you’re ready for content marketing software.
Sign #1. Complex Workflows
Process is one of those potentially frustrating, but insanely important things that enterprise marketers deal with on a daily basis. You might hate it. You might geek out over it. But either way, process makes for more effective—meaning higher conversion rates and saving $12,000 per acquisition—content marketing.
Sign #2. Extensive Brand Guidelines
If you’re working in a regulated industry, you probably have a lot of legal guidelines you need to follow for each piece of content you produce. And regardless of industry, you should have a style guide to ensure consistency across content assets.
Sign #3. Vast Network of Contributors
If you have a lot of people involved in the content creation and approval process, then it’s worth looking into software to help manage these contributors and their individual tasks or deadlines. Usually, there’s someone who “owns” content in an organization.
Sign #4. Content Drives Critical Objectives
You know that marketing teams are responsible for meeting lead, opportunity, and revenue goals. Well, your content marketing team should be held accountable for those exact same goals. If they’re not, then how will you truly know that content is doing it’s job—driving revenue for your organization?
Sign #5. Content Variety and Scale
So if your organization is focused on producing some combination of videos, blogs, webinars, presentations, eBooks, interactive content, infographics, emails, social updates, etc., then you should take a look at software. Not only does it help you manage multiple content types and campaigns, but it also publishes content to your distribution channels (blog, CRM, marketing automation, Facebook, Twitter, SlideShare, YouTube, etc.) and pulls metrics from each.
I'll bet that you're staring at least 2 of the 5 signs. How much longer will it take for you to face the other 3? That answer guides you on when you should adopt a platform - 6 months of ramp up.
When radical redesigns win, it’s great. It means visitors loved your new designs, copy or functionality. Your hypothesis was correct, and the new page increased conversions. You achieved a lift, and you learned that whatever you did to the page resonated well with the visitor.
You just don’t know what you did to the radically redesigned page that made it any better and that insight may be lost as to where to test next.
When radical redesigns lose, however, that’s a different story. While they are fun to plan and test, the sad fact is that when they lose, you are often left back at square one. There is not much you can learn from an underperforming radical redesign and here’s why:
A great alternative approach is to “test into” your radical redesign.
By this, I mean iterative tests building on top of each other until your page resembles your radical redesign plan. You can get your radical redesign and know for sure that the elements you are changing have been tested and validated.
Increment, measure, track, repeat. Easy.
To make it easier for people to find the thought leaders they are seeking, [the author has] broken down marketing automation into its underlying elements:
-- > Video Content
-- > Written Content
-- > B2B Content Thought Leaders
-- > User Experience (UX) Thought Leaders
-- > SEO Thought Leaders
-- > Social Media Thought Leaders
-- > Marketing Strategy Thought Leaders
-- > Email Marketing Thought Leaders
-- > Sales/Marketing Alignment Thought Leaders
Excellent list, and I shouldn't scoop it as it gives away the material that the author worked to create. Please click through, follower the experts in the areas that are of interest, and RSS their blogs (yeah, RSS!).
While a steady income of potential sales may tempt you into gating every piece of content, prominent strategists discourage this move for the sake of brand awareness. Easily accessible content is more likely to be shared through social and email channels, thus building awareness and trust. And since content behind the gate is rarely optimized for search engine preferences, delivering products without a barrier can lead to better ranking, more inbound links, and added site traffic.
On the other hand, form-free content may harvest an exponential amount of site visits and fresh faces, gating content with lead forms will be a realistic requirement for B2B companies with the lead gen marketing goal. Logic has it that those who fill out a lead form are further along in the buying process and deemed qualified to speak with a represented or move forward in making a purchase. And, research agrees with this buyer’s intent.
The solution: staged gating. See the adjacent graphic, which is Marketo's approach. TOFU and BOFU are not gated, but the MOFU is gated. The ungated TOFU draws in potentials, while the MOFU visitors are culled.
This simple infographic shows how to use email autoresponders to improve your email marketing campaigns.
Even if you're not using MAS, you should still be using autoresponders, which are a part of most 3rd party ESPs.
Marketing automation vendor Salesfusion launched a new integrated lead scoring engine within its core product this morning.
Salesfusion acquired the capability when it purchased competitor LoopFuse in January. The new functionality will automatically analyze data from events such as email opens, web page views, webinar attendance, online form completions, and white paper downloads to score leads. The company also has built in Pandora-like functionality that allows you to view “other leads like this” or “fewer leads like that” to bolster machine intelligence with human experience and intuition — thereby training the data engine faster.
The company representative I contacted said that only 60-70 percent of marketing automation system installs globally are currently using lead scoring, meaning that most companies have not invested in additional software tools to improve their results. With this announcement, of course, Salesfusion’s customers won’t have to.
And there you have it. In about 6 weeks after the Loopfuse acquisition, predictive becomes a part of Salesfusion. As I said back in January, this was not about a run at the mid-market. This was about getting a seat at the table with Eloqua, Marketo, HubSpot, SFDC, etc. Make room. First mover advantage for Salesfusion, and I'm guessing they're reaching out to their competitors' clients.
Responsive Design makes sense. It involves building one website that adapts to fit a variety of screen sizes/resolutions instead of building dedicated websites for each device type. But it presents two key challenges to your content marketing and specifically to getting leads from your custom content:
The real issue is load time: heavier pieces require too much time for the visitor, so you'll want to keep content brief (unless, of course, it's a download).
Marketing automation platform Silverpop’s recent push into revenue analytics for B2B marketers culminated Tuesday in the launch of Marketing Automation for Ecommerce.
While traditional ecommerce analytics measured how many people clicked and ultimately bought as a result of an email message, which is still valuable, Silverpop saw a need in its customer base to address larger customer lifecycle management questions such as recency, frequency and monetary value (RFM) to determine when to reengage a company's best customers that may have lapsed or to appropriate campaign efforts elsewhere.
The product addresses a multitude of B2C needs, at the core of which is the ability to tie email to revenue. While marketing automation used to largely exist within the realms of B2B, B2C companies are increasingly applying traditional B2B marketing activities like contact scoring.
As B2B Ecommerce grows, watch the MAS vendors roll out functionality.
How do you take advantage of all that LinkedIn offers as the network takes on a new face in 2014? Here are my top three tips for selling on LinkedIn for 2014.
1. Personal Brand Development on LinkedIn
LinkedIn is the place to be found by your target. To do this, you first need a strong, visible, and engaging online personal brand. For B2B executives, HR recruiters, and sales professionals, this starts with a solid LinkedIn profile. Your LinkedIn profile needs to tell your story about what you can deliver and how your track record supports your credibility in your industry.
2. Targeted, Qualified Groups Activity
The absolute best way to start finding and engaging with global executives on LinkedIn is by affiliation and active participation in related LinkedIn Groups. Here are some of my quick rules on the best way to engage in groups:
3. Gain Referrals Through a Strong 1st Network
Building and nurturing a qualified network of referrers on LinkedIn is not new, but a priority if you want to sell on LinkedIn. LinkedIn makes it easy these days to see what's new in your network by almost acting as a mini-CRM. Once you have imported your best people from Salesforce or a straight import, you should utilize LinkedIn's capabilities to segment/tag those by how they can support your LinkedIn selling efforts. LinkedIn is about building relationships, one business professional at a time.
Two things: (1) See Jill Rowley's work on social selling, and (2) See Gerry Moran's social media advice regarding LinkedIn profiles.
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Caveat: vendor created. Caution: shy away from integrating your CRM with call tracking until you know there is no delay in call response.
On the surface, you would think that the overall market potential for marketing automation is smothered by CRM’s overall marketing potential. So here’s a thought…
We’ve been told by Gartner that marketing technology spending will outstrip IT spending by 2017. And you’ve seen the Marketing Technology Landscape from Scott Brinker. Where’s the marketer going to find all that good technology?
Embedded in their MRM or MAS. Why? Because that’s where you’ll find the marketer.
Marketing Automation was built for the marketer, and it is the natural container for all that marketing technology coming down the road. Case in point: Salesfusion’s 3/4/14 announcement that predictive (from their LoopFuse acquisition) will be made available in Salesfusion (and, oh by the way, negating the need to setup Lead Scoring).
So marketing technology spending will outstrip IT spending in a few years, and the marketer’s foundation is MAS or MRM, I’d tend to think that MA will outstrip CRM in market cap in <5 years.
And if that’s true, shouldn’t the acquired be the acquirer?
-- > Mobile marketing automation is the new, new, new thing - VentureBeat http://sco.lt/8fK92H
-- > The 7 Meta-Trends of Marketing as Technology-Powered Discipline - ChiefMarTech http://sco.lt/5V2Waf
-- > How to Create Visual Social Media Content | Social Media Examiner http://sco.lt/97mQpF
-- > Stay in Compliance: What Marketers Need to Know About ePrivacy Law - Marketo http://sco.lt/8pc6V7
-- > Marketers Adopt Social Media Analytics Tools - eMarketer http://sco.lt/998Ik5
-- > Marketers doing more in-house: the trend no-one talks about? - Econsultancy http://sco.lt/7M0LJp
-- > Strategies For Negotiating With http://Salesforce.com - Forrester http://sco.lt/5Ikp7J
-- > Ignore GooglePlus, Google Search Will Ignore You - Digital Information World http://sco.lt/6Wy7Xd
-- > The B2B Marketer's Guide to SXSW 2014 | Demandbase http://sco.lt/7XqGqv
-- > Infographic:Trends That Will Shape Digital Marketing - Marketing Technology Blog http://sco.lt/8YDtjd
-- > 7 Steps to Content Marketing Success [Infographic] - Smart Insights http://sco.lt/8rf961
-- > You Have 8 Seconds to Engage the B2B Customer - Infographic - Skyword http://sco.lt/7naSTR
-- > What Will Content Marketing Look Like in 2014? [Infographic] - Profs http://sco.lt/4icoiX
-- > How Buyers Buy: Marketing With the 'Buying Center' Concept [Infographic] - Profs http://sco.lt/5T2EU5